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(Original title: No Taboo after Classic, Soft after Micro molecules -- Yanghe No Ji Product Breakthrough)
The market capacity of a glass of liquor
Pour a cup of wine, a dull sound to drink "dry", frowning and squinting eyes, a drink, the bottom of the cup down, a bright smile......
After three rounds of wine, we can say what we should not say and what we can not say. Wine, this magical substance, has the power to bring you and me together. From polite formality to back rubbing, just a cup of liquid channeling the root of the tongue into the throat distance.
Chinese wine and table culture has a long history. It is one of the main scenes of Chinese social life, and also the fruit and fruit of Chinese human social culture soil. Chinese wine and table culture has never been broken.
Baijiu occupies an absolute position in this kind of wine culture. On the occasion of festivals and banquets, a bottle of baijiu on the table is the standard match for banquets. In China, more than 10 million tons of liquor are consumed every year, and the total capacity of the whole West Lake in Hangzhou is only 8 million tons. Last year, the total output of liquor enterprises above scale in China reached as high as 13.5836 million liters, and the cumulative sales revenue was 612.574 billion yuan. The annual tax revenue from baijiu brewing in China is immeasurable.
A soft, unhurried taste
China's huge baijiu market has attracted many businessmen, and the huge market needs abundant products to fill. In the category development, the major wine enterprises will be full strength of their advantages to do the extreme.
In the past, liquor was characterized by rich flavor and high alcohol content. Even in retail, the price and alcohol content directly and simply formed a single positive correlation. The finished product ethyl caproate is generally about 120 mg, but in order to pursue the cellar fragrance, some manufacturers can do 400-500 mg.
The impression of baijiu has always been that it is highly strong, spicy and pungent. However, it is easy to ignore health considerations in the pursuit of mellow flavor, resulting in excessive miscellaneous alcohol substances, drink stimulation, and drink after the head.
This kind of high spirits, the more full the taste, the greater the stimulation caused by the tongue coating, as time goes by, the tolerance of the tongue coating to the stimulation continues to rise, the need for more stimulation, in order to let people get the original full feeling. This is why the previous liquor to drink too much, will naturally greedy wine, until not drinking will not live.
The thick sauce category still has its loyal followers, but the market is fragmented, with northerners preferring to gulp it down in one gulp to make the spirit spicy, while southerners prefer to sip it slowly and let the flavours flow on the tongue. This group of consumers are not very receptive to overly flashy and heavy baijiu, preferring a low and balanced taste.
That year, Yanghe is through market research, found the existence of this batch of consumers, only a sudden rise.
With an insight into the pursuit of breakthrough in taste to achieve product innovation, Yanghe has achieved a prominent position in the soft taste category of liquor, while avoiding the homogenization trap of liquor industry seeking breakthrough in flavor for a long time.
Just like fetal education, long-term soothing music is more conducive to stimulate the auditory system of infants, thus conducive to the formation of musical talent of infants; Long-term noise is not only bad for the formation of artistic talent, but can destroy the baby's hearing system. Soft liquor is like "soothing music", which is conducive to the formation of taste capture talent after the taste buds receive the stimulus, so as to grasp each kind of taste stimulation.
The shift in drinking culture
Product innovation is the main driving force to propel Yanghe into the famous wine sequence, which caters to the shift of wine and table culture in the progress of The Times.
Chinese liquor has a profound heritage, unique and complex brewing technology, and a long history. Every drop is the essence of the precipitation after the vicissitudes of culture. Just as wine accompanies religion throughout European civilization, liquor contains the romantic stories of Tang style and Song rhyme, as well as the worship of heaven and ancestors. The liquor flowing is the wisdom crystallization of Chinese brewing technology for thousands of years, and the wine table culture is continuously the life of Chinese civil society.
The soft taste of Yanghe liquor has been recognized by the market and dealers. In addition to a great innovation in the product, it is closely related to the change of wine table culture. It can be said that it seamlessly fits the change of the function of liquor in social life and breaks through the lag of the product lagging behind the market.
In the past, people in the '50s,' 60s and '70s were the main consumers of baijiu. They were also the social elite group of that era, and this group of consumers mainly drank socially. Drunk down at the table, do not get drunk, drink until vomiting, vomiting and then fight, show sincerity.
This kind of drinking experience is hardly a happy one. Most of it is the social helplessness brought about by the crude drinking and table culture at that time, and behind it is the submission to power and order required by a hierarchical society.
With the rise of the young generation of consumers, and gradually become the main force of baijiu consumption, the previous rough drinking and table culture began to gradually converge into a kind of honesty with the projection of delicacy, and at the same time, the mixture is a moderate no-taboo pursuit of health and elegance.
For the new middle class, in particular, the "hard" social interaction of binge drinking over alcohol consumption is being broken down by the "moderate drinking" delicacy. Against the background of increasingly rich material wealth, the new middle class hopes to realize the transition of class smoothly. The past rough drinking and dining culture seems too hard. How can it conform to the Xiaozi style that they position themselves?
What do new drinkers want
Young people are becoming a new consumer group, which brands from all walks of life want to woo. For the baijiu industry, what exactly does this new group of drinkers want? To see how they stir up new consumer trends --
If there are too many ingredients added to the beverage, it is not healthy, so you should drink less or even no more. Instead, you should drink pure water. The market performance of pure water under the brands including Nongfu Spring, Ipoh and Wahaha has gradually become the mainstay supporting the performance.
Fast food is easy to get fat, fried food, damage health, then do not eat, fast food brand performance deflated, some simply sell all stores in China;
Instant noodles, another food category with a deep-fried label, are trying to downplay their deep-fried origins by creating a healthy, instant food image through high-end instant noodles.
Without exception, it is obvious that their consumption consciousness of chasing health and the actual consumption behavior has formed a tight connection. In this case, how can this new consumer group be asked to ignore the harm of alcohol to their heart, liver, spleen, lung and kidney?
It is often said that young people today are less diligent than they used to be. This is probably the most frequent sigh from the elders at the dinner table. But the truth is, they don't stop trying, they don't want to achieve, they just stop sacrificing their health. After all, the world is so big. I want to see it, but only if I am healthy.
The healthy essence of micromolecular wine
It has to be said that the insight into consumer trends is a business must pass the course. If discerning consumer trends is a passing grade for a company, responding quickly to those trends and keeping pace with the market is a high mark. To be fair, Yanghe's performance is more eye-catching.
After five years of hibernating, Yanghe launched micro molecular wine, and opened up new retail channels with Yanghe Wuji. On the basis of the original soft, it further pushed the soft taste of liquor to the extreme. At the same time, through the adjustment of raw materials and the innovation of the production process, it gave Wuji micro molecular wine characteristics. Wine contains a large number of small molecules, fast metabolism, sobriety fast, not easy to go to the head.
At the same time, the content of health factors in the liquor is more than 4 times that of other baijiu, which has unique effects in liver protection, anti-aging, anti-oxidation and other aspects. This is because healthy micro-molecular substances are generated in the fermentation process, thus giving the micro-molecular liquor unique health quality.
The healthy gene of Yanghe lies in the core process of brewing -- three low temperatures. The three low temperatures process is the most ingenious and unique technology in the soft process, which is "low temperature into the cellar, low temperature fermentation and low temperature distilling". In these processes, Yanghe has strict temperature control. For example, the cellar temperature is controlled at 16, which is generally lower than some other wineries. The lower the cellar temperature, the slower the fermentation process, the longer the fermentation time, and the more abundant trace health substances can be accumulated in the end.
Don't underestimate this subtle temperature difference, this low temperature process is just like people usually simmer soup pay attention to "low fire and slow simmering good nutrition"; And the high temperature operation, like "eat barbecue", liquor will be violent incense or violent spicy, irritating substances, is not conducive to human health.
To paraphrase a popular saying, Yanghe is "with a width of 1 millimeter and a depth of 1 kilometer focus", in the creation of soft wine this category of absolute advantage. Last year, three scientific and technological achievements, including "Research and application of bioactive substances (nucleoside analotes) in Brewing environment", "Technical Research and product development of Yanghe Micromolecular Wine", and "Technical Research and product development of Shuanggou Oat Sake", were unanimously approved by the expert group of the Light Industry Association, becoming the industry benchmark. Yanghe Wuji is the crystallization of these technologies.
Soft is one of the important strategic concepts of Yanghe. From the research and development of soft liquor to the introduction of Yanghe Micromolecule, Yanghe has solved not only the directional problem of enterprise development, but also the concept of "letting the young generation inherit the liquor culture".
Yanghe Wuji such a product, is undoubtedly the tide under the tide of consumption upgrading, advancing like a wave of waves, with a healthy natural escort, new consumers of wine culture will be more Wuji.
