Jian Nanchun is actually an improved and upgraded brand of Mianzhu Daqu. 1958, Mianzhu Daqu was officially produced in the name of Jiannanchun after improvement, and Mianzhu Daqu has since become a low-end product of Jiannanchun for sale in the market. Jian Nanchun didn't win many awards before. Since 1979 won the gold medal in the third national wine tasting conference, the factory decided to focus on developing this series of products of Jiannanchun. Jiannanchun liquor not only has a long history, but also has exquisite brewing materials. Jian Nanchun takes sorghum, rice, glutinous rice, wheat and corn as raw materials. Produced in western Sichuan, drinking mountain springs, absorbing the essence of heaven and earth, the secret of Millennium brewing, tempering and extracting the essence of grains to brew an unforgettable wine, which is favored by consumers and forms a "hairy" trend.
Will Jian Nanchun become the king of liquor in the future? I think: Jian Nanchun will not be the king of liquor in the future. Let me talk about my views for your reference.
1: Jian Nanchun can't compare with Maotai, the benchmark of China liquor industry. Maotai is in short supply because it is scarce. Without Maotai Town, there will be no real Maotai, which limits the output. With the current strength of Maotai, it is not a problem to build another 100 Maotai factory. Maotai once built a remote Maotai factory "Xianzhen Winery", but it still failed to meet the requirements of Maotai, so it gave up reconstruction. Jian Nanchun is not a scarce product. You can buy as much as you want in the market.
2. I once took a fancy to an old Jian Nanchun liquor 20 10 years ago in a liquor store, and the boss told me without hesitation: it was a liquor before the earthquake, and the price was very expensive. I'm a little confused, you know? Before and after the earthquake, I was very confused. In the 20 12 Wenchuan earthquake, the loss of spring-based wine and aged wine in Jiannan was quite serious, with a preliminary estimate of about 30%. Base wine is the soul of vintage wine and high-end wine. Without the old base wine, the market price of Jian Nanchun's crystal sword can only wander in 500 yuan. Is it difficult for Jian Nanchun to be king?
3. Will Mao, Wu and Lu stagnate and wait for Jian Nanchun to catch up when he faces strong rivals such as Wuliangye, LU ZHOU LAO JIAO CO.,LTD and so on? Intense market competition, if you don't advance, you will fall back! Where are the cruel facts? Although the aroma of Jiannanchun is pure, it has the fragrance of grain and cellar, which is refreshing and very mellow, and is deeply loved by drinkers. But in the face of the competition from Wuliangye, LU ZHOU LAO JIAO CO.,LTD, Fang Shuijing, Shede, Langjiu and other famous brands, it is a long way to go to be king.
Say it directly and clearly: no.
In fact, it's not just that you won't be king, but that it's hard for you to revive and return to your previous position!
From the data point of view, Maotai, Wuliangye and Yanghe all exceeded 20 billion in the last three years; Luzhou, Fenjiu, Gu Jing and Niuer have exceeded 10 billion in the last three years; In the past year, more than10 billion people drank alcohol; Jian Nanchun and Langjiu belong to him and are my brothers. In fact, last year, they had a high probability of falling within10 billion. Golden decade of liquor is growing, but the famous liquor that falls against the trend may also be Jian Nanchun. In the summer, some insiders said that only 4.2 billion yuan was sold in the first half of this year, and the gap has widened.
As far as quality is concerned, Mao was once the king. After the restructuring, the internal friction is serious; After another natural disaster, this pot of Jian Nanchun is not the famous palace wine in the past. People who have drunk this wine before have this feeling, which indirectly confirms the reasons for the above-mentioned decline in sales. Old customers are lost, and new customers have insufficient spending power, so they cry out not to buy! This has always been the first word of mouth, and sales are bleak.
Let's talk about the future. The future of liquor industry is at the high end. When Princess, Wupu, Dream Blue, Guojiao, Shede and Fang Shuijing were fighting on all sides, only Jian Nanchun and Fenjiu were extending downward. Jian Nanchun is making Jin Jiannan series and Jian Nanchun, which is difficult and stupid. Fenjiu is a light bottle, and the soul of fragrant wine puts its main business in the light bottle wine market! These two wines are also the least controversial and have the best reputation, because the public's happiness is very satisfying.
Generally speaking, the competition in this industry is so fierce that few people come down and come up again.
No, although Jian Nanchun is one of the famous wines and usually keeps a low profile, it seems obviously impossible to become the king of liquor at present. No matter any enterprise, if it wants to be bigger and stronger on the basis of no sales profit funds, it is tantamount to an idiotic dream!
What's more, now the liquor market tends to be stable, and it is no longer as ambush as before. If you are not careful, you will be taken advantage of by other liquor companies! Undoubtedly, Moutai is the most famous wine in China. The second is Wuliangye, and the third is LU ZHOU LAO JIAO CO.,LTD Co., Ltd. The rankings of Wuliangye and LU ZHOU LAO JIAO CO.,LTD Co., Ltd. may be controversial, but this does not affect Jian Nanchun's ranking.
In addition, Yanghe wine has been advertising everywhere in recent years, and Jian Nanchun has been overtaken because of his low-key work. In the final analysis, there is no confidence and lack of funds! Coupled with the impact of the Wenchuan earthquake, it can be said that Jian Nanchun missed the best development opportunity!
Over the years, the prices of various brands of liquor have gone up again and again, and the prices have been adjusted frequently. Only Jian Nanchun does not move, even if the price rises, the impact will be minimal! Because no matter which brand of liquor price increases, as long as it is reasonable and acceptable, it is tantamount to playing an invisible advertisement! And look at the internet, no matter which brand of liquor puts forward the price increase, posts will come immediately and emerge one after another. This kind of advertisement is free.
Summary: At present, Jian Nanchun will not appear as the king of liquor even in the future. At most, the top five exist, because the top three need funds, funds and markets. Because the brand has accumulated success, advertising has also been deeply rooted in people's hearts!
But this does not affect my support for Jian Nanchun, because it is the only clean stream in famous wine!
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I regret to tell you: no! First of all, from a historical perspective:
As the leader of liquor industry, Maotai has been sought after by people from all walks of life and reached an unprecedented height. As the second-in-command of Luzhou-flavor, Jian Nanchun has good strength, but it is almost impossible to pull Maotai off the altar. In today's society, the older generation has the most power and voice. Their recognition of Maotai is much higher than other four famous wines such as Luzhou-flavor and Fengxiang. Affected by it, the older generation of children generally have a high recognition of Maotai, and Jiannan Village is difficult to accompany.
Secondly, starting from the reputation:
Maotai is now taking a high-end route, and it is precisely this comparison in people's minds that it just follows Maotai's wishes. So now people think of two words when they mention Maotai: high price and high end. However, Jian Nanchun was not well known in the past. After several waves of CCTV advertisements, his fame gradually increased. However, when it comes to fighting people's deep-rooted psychological thoughts, it seems a little powerless.
Finally, starting from the scale and strength of the winery:
Maotai Distillery covers an area of 2.2 million square meters, with the most professional team, the most powerful wine tasting master and brewing master in China. Jiannanchun Winery is only about 270,000 square meters. Among the masters of wine tasting and brewing, it is simply not as good as Maotai Distillery. This is a serious injury.
In fact, as far as China is concerned, Jian Nanchun has not only Maotai, but also Wuliangye, the representative of the same fragrance. Not to mention that it is extremely difficult to surpass Maotai and Wuliangye.
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