Liu Miao, Chairman Of Luzhou Laojiao, "The Early Adopter" To Change The Traditional Way Of Liquor Output In China

Chinese liquor is opening the door to the world.

In January 1, 2020, the national development and Reform Commission's revised guidance catalogue on industrial structure adjustment (2019 Edition) will be formally implemented. Since 2000, in order to prevent the over development of the industry, the "liquor production line", which was included in the restricted category, has finally released the magic curse: anyone and capital can invest in liquor production.

"Liquor industry entry threshold is low, but brand dependence is quite high. Although the production capacity of liquor has been overloaded, the quality liquor has been in short supply from the early days of the founding of the PRC. In the liquor industry entering the new stage of adjustment, transformation and differentiation, brand competition will become more intense. Under the new communication environment, can liquor brands break through successfully? In early December 2019, Liu Miao, chairman of 000568.SZ, chairman of the Chinese Liquor Association, hosted the "deepening liquor supply side structural reform and promoting the high quality development of liquor industry" in Luzhou.

In this liquor famous liquor production enterprise, there are few people in the European and American countries who have studied abroad. They are carrying out a large-scale "early taste" that has never been seen in the industry. In recent years, he has been heavily involved in dance, poetry, folk customs, photography and sports, farming culture, sacrificial culture and other fields, so that he can collide with the liquor culture and explore a new culture which is different from the traditional liquor culture. Way.

Liu Miao

Liu Miao has become one of the most internationalized Chinese liquor circles in recent years.

Can Chinese liquor go to the world with one family's strength? Brand communication is not focused enough? 1573 what does it mean? In the early days of the industry, the top grade liquor revenue of Luzhou Laojiao accounted for more than half of the total revenue in the first half of 2019. Its gross profit margin climbed to 91.61%, and Moutai wine shoulder to shoulder.

Speaking "Esperanto"

In January 18, 2019, at the Australian Open tennis competition in Margaret stadium in Melbourne, when the Greek player Cici Paz fought against Basilashvili from Georgia, the old lady seated in the front row finally could not help asking the Luzhou Laojiao dealer who was looking at the red shirt, "what kind of business is it in China?"

Not only the local people ask, but even Australia's social media is doubtful.

For the first time in the history of Australian Open, when a string of mysterious numbers appeared on various occasions, a website called Sportingnews could not bear it. In January 17, 2019, it published an Australian Open: what is 1573? The report.

Apart from the top runner up, the top ten news of this year's Australian Open is 1573.

This unique way of spreading Chinese liquor is far beyond the expectations of Luzhou Laojiao. What surprised them was that the "Panda cocktail", which was sold at 1573 Australian dollars with a price of more than 20 Australian dollars, was taken away by foreigners after being drunk by 1573 foreigners.

"The time difference between Australia and China is small, and the Australian Open is easy for domestic audiences to watch." Recently, Liu Miao, who interviewed by the twenty-first Century economic report, talked about why he worked with the Australian Open, saying that the value of the Australian Open market is not just the Australian market. Cooperation with international competitions has a major impact on the domestic market.

Wang Hongbo, deputy secretary and deputy general manager of Luzhou Laojiao Party committee, told the twenty-first Century economic news reporter during the Australian open competition that "choosing cooperation with the Australian Open is not accidental." He said the Australian Open tennis network has the biggest influence and the most open and inclusive in the four major tennis tournaments. The essence of tennis and liquor are fashionable lifestyles. Attention to elegant, fashionable and healthy tennis matches the taste of Chinese spirits.

Because of the spread of the Australian Open Network, Luzhou Laojiao has also attracted the attention of mainstream beverage operators in various countries. Liu Miao told the twenty-first Century economic news reporter, "the overseas distributors resources we used to contact were mainly overseas Chinese companies. Since 2019, world-renowned liquor Brand Company such as Japan and South Korea have taken the initiative to contact and cooperate."

Poetry is another international language. Since 2017, the international poetry and wine culture conference sponsored by Luzhou Laojiao has been held for three sessions, attracting more than 50 countries, over 150 overseas poets and hundreds of thousands of domestic poetry lovers. Wine is the poem in the cup; poetry is the wine of the tip of the pen. With the rapid development of Chinese culture, Chinese spirit and Chinese brand to the world, wine and poetry, which condenses culture, thoughts, feelings and dreams, can also become the language of China to communicate with the world. Liu Miao, deputy director of the Organizing Committee of international poetry and wine culture conference, said at the awards ceremony held in Luzhou, October 2019.

Hand in hand the Russian World Cup, and join the Chinese opera and dance drama academy to carry out the national dance drama "Confucius" global tour, holding 9 consecutive sorghum red culture collection and 12 years' collection ceremony. When creating a number of brand culture IP at a time, Liu Miao expressed his vision: to be the standard bearer of Chinese wine culture.

Liu Miao told reporters on the twenty-first Century economic report, "if we want to enhance the brand height, expand the brand impact, and enhance the gold content of the brand, we must plant the culture and dig deep into the resources, inject the unique wine culture, local culture and folk culture resources into the brand connotation, and let wine culture and sports, literature and art, tourism integration promote each other and enhance together."

Different ways of cultural output have become the profit harvester of Luzhou Laojiao high-end brand. In the first three quarters of 2019, Luzhou Laojiao achieved a revenue of 11 billion 500 million yuan, an increase of 24% over the same period last year, achieving a net profit of 3 billion 800 million yuan, up 37.96% from the same period last year.

"In the national cellar 1573 firmly stand firmly after the industry high-end brand sequence, use its brand power and influence to feed the middle and low end products, and finally achieve the comprehensive revival of Luzhou Laojiao." Liu Miao said.

Industrialization and individuation

The cornerstone of brand is quality.

To continue to produce quality liquor, like other famous liquor enterprises, Luzhou Laojiao is faced with the problem of insufficient production of quality liquor.

"The main battlefield of the competition of Chinese liquor enterprises is changing from the past price competition and advertising competition to quality competition." Liu Miao told reporters on twenty-first Century economic report that Luzhou Laojiao had been laid ahead of schedule and built the largest Organic Sorghum base in the industry in 10 years to make the national cellar 1573 the only organic Luzhou flavor liquor.

"The company is speeding up the construction of a technological transformation project of 7 billion 400 million yuan in wine making, which will produce 100 thousand tons of high-quality base liquor capacity after the completion of the project." He added.

In addition to industrial products, the Chateau model is the future direction.

Liu Miao was prepared for this. Luzhou Laojiao has formulated the first standard system of liquor cellar in China. It has been listed as the national service standardization demonstration project by the National Standardization Management Committee in 2018 to 2019. In October 2019, Luzhou Laojiao issued a notice to purchase the land use rights, construction works and equipment assets in the Luzhou liquor concentration development area, and intends to upgrade and build Luzhou Laojiao liquor culture tourism industrial park. The production of personalized liquor will increase visitor's sense of experience.

"Luzhou Laojiao has formulated three major product systems and five single product strategies, namely, the development of health liquor based on traditional Chinese liquor, the development of traditional Chinese Liquor Based on traditional liquor, and innovative alcoholic beverages, such as oak barrel bottled liquor, preadjusted wine and so on, which are different from the innovative products of traditional liquor, which can meet the consumer's demand of internationalization, fashion and youth." Liu Miao believes that the promotion of brand, quality and service in order to ultimately achieve the high quality development of Chinese liquor.

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