On May 14, China Central Radio and Television held the 2024 "China Brand Day" integrated media event to exchange new trends in national consumption, tell new stories about brand power and help the high-quality development of China's economy. More than 100 representatives from relevant national departments, relevant departments of China Central Radio and Television Station, and principals of well-known domestic enterprises gathered together to discuss brand building plans.
Sichuan Wine Group was invited to participate in the brand power project theme event and once again appeared on the national platform after its appearance at the 2024 Sichuan Brand Development Conference. Cao Yong, Party Secretary and Chairman of Sichuan Liquor Group, delivered a speech on brand building achievements and practical experience. His innovative and leading brand development concepts and unique brand cultivation model were unanimously recognized by leading guests, industry peers and national audiences.
Sichuan, as the most important liquor producing area in China, is working hard to build a world-class high-quality liquor industry cluster, empower the development of modern industry with brands, promote Chinese liquor overseas, create a world-class liquor brand cluster, and enhance the value of Sichuan liquor brands in the world. discourse system.
Since its establishment, Sichuan Wine Group has always followed the important discussions on "promoting the transformation from Made in China to Created in China, China's speed to China's quality, and China's products to China's brands", and in accordance with the important deployment of the Provincial Party Committee and the Provincial Government, explore Sichuan Wine The new path of brand development promotes the creation of "new quality productivity" in the liquor industry, uses a differentiated development path to give full play to and tap into Sichuan Liquor's unique quality, brand and scale advantages, and focuses on the strategy of "walking with each other on the five rings, changing lanes and taking the lead", in In terms of brand building, active exploration has been carried out around five tasks:
First, we must persist in gathering the advantages of Sichuan wine and create an original Sichuan wine brand. Through the construction of the "Sichuan Liquor Original Wine Alliance", we will use production regionalization, branding, clustering, and digitalization as means to gather 267 original wine companies, more than 50,000 cellars, and 600,000 tons of production capacity in core production areas, and focus on improving Sichuan Liquor. The influence of the original wine brand has cultivated the consumption habit of "buy original wine, look for Sichuan wine", and has become China's largest original wine manufacturer and supplier; second, adhere to the brand transmission culture and build a national quality brand matrix. Draw inspiration from China's profound cultural heritage to create new brands, resurrect and polish old national quality brands, form a "1+2+n" national quality brand matrix, create local brands loved by locals in 34 prefecture-level cities, and become China's The largest operator of national quality brands; the third is to practice the concept of sharing, co-construction and win-win and shape the customization expert in China's liquor industry. Through small order customization and personalized customization, a minimum order of one bottle can be achieved to meet the individual needs of consumers. At the same time, we will seize the new generation of consumers and build a "non-construction" brand through four major measures: brand output, brand support, brand incubation and brand incentives. Wineries, own wineries; do not build cellars, own cellars" industrial development pattern; fourth, through the three major talent projects of "building nests to attract phoenixes", "consolidating nests and raising phoenixes" and "strengthening nests to raise phoenixes", cultivate China's most talented people The strong liquor technical team promotes the modernization, technology and digitalization process of Sichuan liquor, making the "Chinese liquor chip" the core core of the Sichuan liquor brand; fifthly, by strictly controlling production quality, building a strong guarantee for brand development and building a Chinese The most stringent liquor quality control system.
At present, Chinese brands are becoming more and more competitive in the world, and China’s national trend is returning to the forefront of world trends. The new era has put forward new requirements for Sichuan Liquor brand building. Facing the new journey, Sichuan Liquor Group will adhere to the principle of "brand development and brand power": First, we must deeply understand the mutually reinforcing relationship between brand building, high-quality development and new productivity. Let brand building become the "carrier" and "booster" of high-quality development and new productivity; the second is to deeply explore the connotation of Sichuan wine culture and Sichuan wine spirit, create a cultural system and brand matrix with both Sichuan wine characteristics, and provide Empowering the development of the Sichuan wine industry; the third is to accelerate the innovation and upgrading of Sichuan wine brands, revive national excellent brands, create new famous wine brands, and strive to create a world-class Sichuan wine brand; the fourth is to accelerate the implementation of the integration of featured wine and tourism and build a world-class liquor winery , achieving new breakthroughs in Sichuan wine brand mining, brand protection and brand innovation.
Through the "China Brand Day" series of themed activities, Sichuan Wine Group and outstanding Chinese enterprises work together to promote innovation, practice "cultural confidence" with "brand development", and deliver "national trend culture" with "innovative communication" ", seize the momentum, move toward the "new", strive to be the leader of the "new national products" with excellent products and services, and contribute to the brand power.
