Yilong, Sichuan, the hometown of Marshal Zhu De, has beautiful scenery and beautiful Zhong Ling. 1On April 30th, 963, Xu Liaoyuan was born in this outstanding town.
A.D. 1983, in this ancient town, a young man walked in the mottled light and shadow in the afternoon. What school did he choose for further study? He loved art since he was a child, and at the same time he received university admission notices from sichuan fine arts institute, Fine Arts Department of Southwest Normal University and Jingdezhen Ceramic Institute of Jiangxi, which brought him troubles. Looking at the elongated figure of the sun, the tall and thin young man kept thinking about his future, and he had too much hesitation about his upcoming study and life.
Finally, the young man resolutely packed his bags and went to Jingdezhen, Jiangxi alone. He simply thinks that it is more likely to study outside the province and be assigned to Chengdu or Chongqing, the two largest cities in Sichuan at that time after graduation.
This is Xu Liaoyuan when he was young, and now he has a lot of stubble on his face. His greatest pursuit at that time was to leave his hometown and realize his artistic dream in big cities, just like his revolutionary predecessors! Facts have proved that the young Xu Liaoyuan's choice is correct. Studying pottery in Jingdezhen Ceramic Institute inadvertently laid a dramatic foreshadowing for the wine packaging design he is engaged in today. He may not have thought that his simple ideas when he was young actually embedded the most exquisite slices for the success of his career.
Xu Liaoyuan has since forged an indissoluble bond with art and ceramics! It can also be said that it paved the first entrepreneurial track for his wine packaging design career today.
In the art hall of Jingdezhen Ceramic Institute in Jiangxi Province, Xu Liaoyuan eagerly studied painting, calligraphy, pottery, history and literature. With artistic talent and diligence, Xu Liaoyuan forged a profound artistic foundation and cultural accomplishment in that undisturbed era, and gradually formed an artistic style of interpreting China traditional culture with modern artistic methods. Integrating modern ideas into tradition and pursuing artistic beauty, he has always believed that "artistic beauty can be brought into life". His thoughts have always influenced the present. When wine packaging is a commodity or a work of art, Xu Liaoyuan's packaging design adheres to the concept of bringing beauty into life, so that packaging gives goods more added value.
He said: "No one will refuse pleasing to the eye!"
The dream of 3000 yuan, the second frontier trajectory
After four years of college life, Xu Liaoyuan was influenced by the customs, history, culture and ceramic art of porcelain capital, and began his bold exploration and practice of modern ceramic art production from content to form. 1987 After graduating from Jingdezhen Ceramic Institute, Xu Liaoyuan was assigned to Chengdu Enamel Factory as a designer and came to this favorite city as he wished!
However, restless Xu Liaoyuan resigned after working in Chengdu Enamel Factory for less than three months. His behavior was difficult to understand at that time. After all, after resigning from the "iron rice bowl" of state-owned enterprises, the income is stable, but Xu Liaoyuan, who is in high spirits, will not be willing to be mediocre and will not be willing to be a designer without any creativity.
After resigning, he taught in Chengdu Packaging School, Sichuan Education College and Chengdu Staff University successively, but Xu Liaoyuan never stopped. On the contrary, Bashu's beautiful scenery and profound historical and humanistic atmosphere activated his surging creative enthusiasm.
1988, at the Chengdu Sugar and Wine Party, Xu Liaoyuan bought 1.8 yuan/bottle of Tuopai liquor in a wooden box designed by himself, and the price was more than 20 yuan. Unexpectedly, the business is surprisingly good, and many people place orders and regard him as a manufacturer. This is his first close contact with wine.
1989, Shenzhen Youth Magazine was founded. Xu Liaoyuan, who was obsessed with art, became a publisher in order to raise funds for opening a shop. Every morning, he gets a stack of Shenzhen youth magazines and sells them all over the street by bike. Each magazine can earn a few cents. This winter, he earned 3000 yuan, which is the first bucket of gold he earned in his life and the second track of his business.
The way to open up Yi San ZSZSZSZ pottery shop.
With his love and exploration of pottery, Xu Liaoyuan came up with the idea of opening a pottery shop. In the early 1990s, pottery products had no decorative function in people's lives, and Xu Liaoyuan saw its market potential.
199 1 year, in Fangzheng Street, Chengdu, Xu Liaoyuan rented a small shop with bits and pieces of money and named it Hengyuan Plastic Arts Studio. During the day, I worked as a boss in the city to sell pottery products, and at night I rushed to the suburbs to make mud, blanks, glazes and kilns. After opening the store for several months, he lost a whole circle. Because his pottery products are novel in shape and exquisite in workmanship, the business of the small shop is booming. At that time, there was a pottery craze in Chengdu, which quickly brought a fire to an industry. Xu Liaoyuan once became a man of the hour, and Chengdu Evening News, Sichuan Pictorial and Wen Wei Po rushed to report him. Sichuan Pictorial even used several full-page pages to introduce him, and he became the most popular ceramic artist in Sichuan. This is the third track of his entrepreneurship.
Bringing artistic beauty into life, Xu Liaoyuan realized his original goal of pursuing art, but he never forgot the joy of selling modified Tuopai wine from 65438 to 0988, and his sense of accomplishment was always with him, tempting him.
He decided to study liquor and the mystery of this traditional commodity and its brand movement.
The fourth entrepreneurial track: the first commercial packaging design
In order to bring art into the wine industry, Xu Liaoyuan began to contact wine companies and visit the wine market.
He thinks that pure narcissism and nonsense can't complete the life of art, and he chooses packaging, especially wine packaging, as the medium of his realistic artistic ideal.
1990, he designed a novel packaging with card point structure for susan distillery, and the manufacturer paid him a patent fee of 15000 yuan. This is the first packaging design fee charged by Xu Liaoyuan, which started the commercialization of wine packaging design, and has unparalleled significance in Xu Liaoyuan's packaging design art career, and it was unstoppable from the beginning. This is Xu Liaoyuan's fourth pioneering track.
At the beginning of 1993, entrusted by the manufacturer, Xu Liaoyuan innovatively designed the packaging of Baolian wine. This time, he charged120,000, which is also an expensive design fee today. The design of Baolian wine series packaging works was a milestone in the field of packaging design in China at that time. After it came out, it was highly praised by the media as: China packaging entered the aesthetic era!
Xu Liaoyuan's wine packaging works have always been eccentric, profound and diverse, full of futuristic characteristics. You can feel the rich oriental culture and international vision in his works, and his ideas of "liquor aesthetics" and "new cultural relics" have had a far-reaching impact on the design.
The fifth track of development is cooperation for 10 years.
Let "art integrate into life" and break the interface between life and art. Xu Liaoyuan is full of enthusiasm for all creative activities related to life. He began to dabble in ceramics, furniture, glass and metal products.
1993, the owner of Diwangbei Winery in Bazhong found him, claiming that if Diwangbei Winery won the gold medal in the International Famous Wine Festival held in Hong Kong that year, he would be paid the packaging design fee. In the end, this little-known local wine won the gold medal with Maotai and Wuliangye at the Hong Kong Expo, and was collected by Guo Sheng, president of the Hong Kong International Famous Wine Association, at a high price of 30,000 yuan. Xu Liaoyuan conquered the picky customers and got the design fee.
At the 1988 Chengdu Sugar and Wine Party, the experience of selling Tuopai liquor from 0.8 yuan for more than 20 yuan excited Xu Liaoyuan, and also aroused the curiosity of Mr. Li Jiashun, the owner of Tuopai Group, and tried to use the packaging designed by Xu Liaoyuan. This cooperation lasted for 10 years.
Starting from 1993, almost all Tuopai liquor series packaging, natural series and Shede series of Tuopai Group were created by Xu Liaoyuan. This solid cooperative relationship is rare in the era of commodity economy. On the one hand, this shows the recognition of Xu Liaoyuan by wine enterprises, on the other hand, it also shows Xu Liaoyuan's creative ability and service value.
1993 is the beginning of Xu Liaoyuan's formal entry into the field of liquor packaging design, and it is also the fifth track of his entrepreneurship. He is also committed to the research of wine packaging, focusing on innovation and loving subversion!
The sixth way to start a business: persistence
In May, 20001year, China liquor industry implemented compound taxation, changed accounting policy and cancelled income tax rebate policy. The fierce liquor market was suddenly in chaos. Many famous wineries want to seize the opportunity under this policy, and it has become the decision of many famous wines to launch high-grade liquor.
Quanxing and LU ZHOU LAO JIAO CO.,LTD successively launched Fang Shuijing and Guojiao 1573. In 200 1 year, the Fang Shuijing Century Collection designed and planned by Xu Liaoyuan was sold at a price of more than 20,000 yuan per bottle, 50 times the market price in Fang Shuijing. Since 2002, Fang Shuijing's flagship product, Fang Shuijing Century Collection Wine, has been able to sell tens of thousands of bottles every year, which has rapidly enhanced the brand image and reputation of Fang Shuijing and created a precedent for Fang Shuijing as a wine collection.
20065438+0 65438+February Xu Liaoyuan planned and designed Shede wine with a market price of more than 300 yuan. This has transformed Tuopai Group, which has been wandering in the middle and low grades for a long time, into the high-grade liquor camp. In 2002, the Spring Sugar and Liquor Fair in An was successfully listed, which became the focus of this sugar and liquor fair. At that time, the annual sales of Shede Liquor exceeded 100 million yuan.
Several famous wines are in full swing, and the steady Jiannanchun Group is not idle. They have been studying and promoting Jin Jiannan, a fine wine, and collected packaging works created by more than 60 design units around the world. However, manufacturers, sponsors and publishers are not satisfied with the collected works. Finally, Xu Liaoyuan was invited to design a century-old wine for Fang Shuijing. Two months later, Jin Jiannan's traditional and modern high-grade packaging was fully completed. The round bottle body contains Jin Jiannan's mellow wine style. The golden primary color of the bottle spreads the wealth of Jin Jiannan in the prosperous times, and the outer box isolated from the world is novel and atmospheric. Dealers and manufacturers unanimously praised the package, but on the retail price of Jin Jiannan, Xu Liaoyuan was at loggerheads with customers. The entrusting party thinks that the price of Jin Jiannan should be lower than that of Jian Nanchun, while Xu Liaoyuan thinks that the retail price of Jin Jiannan is not only higher than that of Jian Nanchun, but also much higher than that of Jian Nanchun, so as to occupy a place in the high-grade liquor market and make room for Yin Jiannan. Opinions are difficult to decide at the moment. Finally, the boss of the employer Guangdong Hunsen Group supported Xu Liaoyuan's opinion, and the retail price of Jin Jiannan was set at more than 300 yuan. It was Xu Liaoyuan's insistence that led to Jin's current price system and a precedent for Jin, which led to the fact that the retail price of Jiannanchun Group should not be higher than Jian Nanchun's regulations when developing new products. At the Autumn Fair in Changsha in 2002, Jin Jiannan miraculously signed an order of 300 million yuan. This is the sixth track of Xu Liaoyuan's artistic development, and his packaging art and brand planning are gradually improving.
Continuation of Pioneering Footprint: 12 Artistic Achievements
It can be said that Xu Liaoyuan is a pioneer of modern packaging and new brand movement in China. He embodies the rebellious spirit in traditional packaging. He is convinced that industrialized mass products can't fulfill the spiritual characteristics of creators. He tried his best to integrate traditional folk handicrafts with modern industry, seeking the future exploration of packaging art, and so on, casting the artistic soul of this pioneer.
"If art is far from life, what do we need art for?" In Xu Liaoyuan's eyes, the real art is "happy interaction between creators and users"
His works in recent years are a portrayal of this language style. We can get a glimpse of his achievements in packaging art in 12 from his packaging works in recent years.
In 2000, Fang Shuijing Century Collection and the design of gift wine set, Fang Shuijing stood at the height of human culture and created Fang Shuijing Century Collection with a forward-looking and future vision. Xu Liaoyuan combined the casting art with liquor culture from a diversified perspective, which initiated a new era of liquor aesthetics in China.
200 1, Shede wine series, Jiannanchun Oriental red wine, Shangri-La Tibetan secret wine series.
In 2002, Jin Jian Nanhe Yinjiannan Liquor Series, Yongsheng Shaofang Liquor Series, Jinliufuhong and Blue VIP Liquor Series and Classic 08 and Xiangjiao Liquor Series.
2003 National pits 1573(60 degrees) and Anhui Linshui wine series.
In 2004, Luzhou Laojiao Tequ Series, LU ZHOU LAO JIAO CO.,LTD Winery Series, Jinliufu Xiao Kai Series, Song He * * * Win the World Wine Series, Li Jiannan Wine Series and Jinmian Bamboo Wine Series.
As well as the vintage wine series and king style wine series launched by Wuliangye Group in 2005, plus Maotai, Maotai 2008, Maotai Old Wine, Maotai Famous Wine Market Edition, Song He Grain Wine, Seed Wine Series, Zuisanqiu Series, Fenjiu vintage wine, Xiaofen liquor, Xiangquan liquor, legendary Fenjiu liquor, peerless liquor, Nverhong liquor, etc., Xu Liaoyuan emphasized in the packaging design of these wines that regardless of the combination of ancient and modern times,