Cold Thinking At The Peak Of Guizhou Liquor: Changing "Enemies" Into Brothers And Building The Core Production Area Of Maotai Flavor Liquor In The World Through Innovation

"I am willing to use my life to defend the quality of products!" Diaoyutai, general manager of Diaoyutai liquor company limited. Later, he wrote down the four characters of "Guizhou liquor" and gave it to the 21st century economic reporter.

The same is true of the fishing industry group in Chishui. Drink a river of water together, brewed out are Maotai flavor liquor.

In Maotai Town, there are thousands of wineries of large and small scale. We used to be enemies, but now we are becoming brothers.

"Since the establishment of the round table, the most intuitive thing is that it has brought about the change of concept and the improvement of the pattern, and inadvertently changed the aspirations and vision of many enterprises, especially private enterprises." Li Baofang, vice chairman of the environmental and Resource Protection Committee of the 13th people's Congress of Guizhou Province and former party secretary and chairman of Maotai Group, said at the recent 2020 Guizhou liquor enterprise development round table conference.

In his opinion, Guotai liquor industry disclosed its IPO prospectus in June this year and planned to go public; Jinjiu company implemented large-scale production capacity construction; recently, Diaoyutai liquor industry has been thinking more and more from the perspective of industry and region It is under the competition and cooperation idea of "big help small, mutual help", Guizhou liquor has undergone great changes.

Under the background of the epidemic situation and the new pattern of dual cycle development, the industrial added value of the whole province in the first quarter of this year decreased by 3.6% compared with the same period last year. However, tobacco and wine have become the most advantageous and stable growth engine of the industry in the province. The added value of wine manufacturing industry increased significantly by 35.5% in March and 5.8% in the first quarter.

The proportion of liquor in the added value of Guizhou's industry and the proportion of the total industrial profits of the whole province continue to increase. Ao Hong, deputy director of the Department of industry and information technology of Guizhou Province, said that last year, the added value of Guizhou liquor industry was 108.9 billion yuan, accounting for 27% of the total industrial added value of the whole province, ranking first in the province. According to Statistics Bureau of Guizhou Province, in the first three quarters of this year, the proportion of added value of liquor manufacturing industry in Guizhou Province rose to 30%. In 2018, the total profit of liquor in Guizhou Province reached 53.5 billion yuan, accounting for 59.5% of the total industrial profits of the province. Last year, it rose to 61.7%.

Enterprises have grown from small to large. Dong liquor doubled its revenue last year, and Jinsha sauce liquor's revenue increased by 70% in the first half of the year compared with the same period last year. Xi liquor has broken through the 10 billion mark this year. Guizhou Maotai has been the first liquor brand in the world for five consecutive years, ranking 18th in the world with brand value of 53.755 billion US dollars.

"In recent years, the number of Liquor Enterprises above designated scale in Guizhou accounted for about 10% of the national liquor industry, and the annual liquor production accounted for only 3.5% - 4%, but the main business income accounted for more than 20%, and the profit accounted for more than 40% Ma Yong, vice president and Secretary General of China Food Industry Association, said that the sauce and wine sector continued to warm up.

Standing at the peak of history, Guizhou liquor needs more cold thinking.

The road of differentiation needs innovation

As the monitor of high-quality tobacco and wine industry in Guizhou Province, Ao Hong believes that liquor industry is one of the most differentiated representatives of Guizhou's real economy. The base gas of Guizhou liquor lies in the scarcity of resources, the characteristic of category, the leading of brand and the alienation of quality.

In 2019, the liquor industry accounted for 61.7% of the total profits, 36.77% of the tax revenue and 41.4% of the contribution rate of the above designated industries in Guizhou. He said that the liquor industry in the whole province has created high-profile output value benefits with a low-key production scale.

This year, affected by the epidemic situation and Sino US economic and trade frictions, Guizhou's electronic information industry orders decreased, inventory overstocked and production continued to decline. The average growth rate of manufacturing industry is lower than that of the whole province. The liquor industry increased by more than 1.4% year on year.

Next year is the first year of the 14th five year plan. According to the implementation plan of Guizhou Province's high quality tobacco and wine industry revitalization action, the output value of liquor industry in Guizhou Province will reach 158 billion yuan by 2022.

"At present, Guizhou liquor industry is making every effort to create a kind of ecological wine, safe wine and healthy wine, so as to build a stronger competitiveness." Long Chaoya, executive vice president of Guizhou liquor industry association, said that Guizhou's holding of Guizhou liquor industry round table meetings for three consecutive times is itself a kind of institutional innovation. The challenge of Guizhou liquor industry development is actually brand, technology, market, business model, cultural innovation.

"Since traditional Chinese medicine can be made into modern Chinese medicine, why can't traditional handicraft industry be upgraded automatically?" Ye Zhengliang, deputy general manager of tianshli health industry investment group and vice chairman of Guotai liquor industry Co., Ltd.

He believes that the process of Maotai flavor liquor can be upgraded first, and then the standardization can be upgraded to mechanization and automation. Guotai liquor industry has digitized 30 processes and 165 links of traditional brewing, and then made AI model of fermentation rate, microbial content, liquor yield and wine hygiene index of each pit into a fully automated process. Robots are used to go down the cellar to improve efficiency and reduce labor intensity.

"But the core technology of Maotai flavor liquor has not changed." He said that mechanical koji making, but the master koji, fermentation time, starch into sugar, stacking fermentation process unchanged.

Besides craft, style and flavor can also be innovated.

"Some enterprises follow the trend of sauce and wine, but it is difficult to rebuild Maotai after 100 years. It's hard to compare Wuliangye, Luzhou Laojiao and Jiannanchun when you make traditional Luzhou flavor. " Ma Yong said that since 2012, at the annual meeting of national liquor judges, the proportion of innovative style products selected by enterprises has increased from less than 5% at the beginning to 36% last year. The new style has become a sharp weapon to win the market. For example, Jinshiyuan, Daohuaxiang, Jingzhi, bangdaojing, and even the rice flavor, soy sauce flavor and highland barley flavor of Guangdong Province have developed and launched many new style products.

"Food and wine are a family. All the strong liquor in China is drunk during dinner. We must form the barrier of our national food culture and wine culture. Just like Japanese cuisine, if you don't drink Japanese sake, you feel like it's not poetic. " Wu Xiangdong, chairman of Jindong investment group, put forward a new idea of liquor promotion.

Culture also needs innovation.

Zhang Daohong, chairman of Jinsha liquor industry, said that in the future, the national culture, folk culture and liquor culture will be organically combined to expand the influence of liquor producing areas and help the high-quality development of Guizhou liquor.

Quality is the premise of innovation. Gao Weidong, chairman of Maotai Group, said that the rapid growth of Guizhou liquor industry in the past decade was driven by quality. Zhong Fangda, chairman of Xi liquor company, said that although Maotai flavor liquor had national standards for a long time, the quality of many enterprises in Renhuai production area was still uneven. There was a big gap between Maotai liquor and Maotai liquor, and there was still room for quality improvement.

Competition and cooperation to build production areas

According to the implementation plan of Guizhou Province's high-quality tobacco and liquor industry revitalization action, by 2022, Maotai's brand status of "the world's first distilled liquor" will continue to consolidate, the upstream and downstream industrial chain of liquor industry will be constantly improved, and the core area of world Maotai flavor liquor industry base will be fully completed.

This year, Guizhou Province proposed to build "four first-class" liquor industry: first-class Guizhou liquor products, Guizhou liquor enterprises, Guizhou liquor industry and Guizhou liquor production area.

World famous wine industry, all in the well-known production areas. "To be frank, only Maotai as the core production area is the best Maotai products in the world. Although there are good cases of Maotai flavor wine in other places, they can not be compared with the products in this region. " Li Baofang said.

Guizhou liquor production area covers an area of 176200 square kilometers. With its brewing technology handed down from generation to generation and unique liquor quality and style, it has become an economic and cultural belt with distinct personality and huge value.

How to build production areas?

Wu Xiangdong said that Guizhou is a big producing area. In order to turn Guizhou into the core production area of strong liquor in the world, we must divide it into small production areas, just as France divides wine into many production areas. There are many small production areas in Guizhou. Xishui county has Xijiu, Zunyi Dongjiu and Zhenjiu, Renhuai has Maotai liquor, Yaxi town has yaxijiao liquor, Jinsha has jinshajiao liquor, and Bijie and Liupanshui's Yanbo, guizhouchun, anjiu, Qingjiu, etc. How to gradually make these small production areas into production areas with their own characteristics, the layout of French production areas is worth learning.

Among the liquor producing areas in Guizhou, Li Baofang put forward the concept of "damaotai producing area", covering Xishui, Jinsha and Renhuai. He said that there is a positive interaction between the products in Bordeaux and Lafite, as is the case in the greater Maotai region. "Big Maotai concept" will not have an impact on Maotai liquor, nor will it have a negative impact on other Maotai liquor. On the contrary, it will drive many sauce liquor enterprises to achieve better development.

He advocated that we should concentrate our efforts on the "big Maotai production area". As for pingbajiao liquor, Qingjiu and other products in other areas, we should rely on the radiation of production areas, promote development, and attach importance to the quality and quality of development.

Ding Yuanhuai stressed that the guidance of the government is very important. In Bordeaux it is illegal to sugar wine. Renhuai discovered the alcohol incident not long ago. Renhuai municipal Party committee and municipal government should crack down on the crime, and the force has been strong enough. The production area needs more self-discipline of the industry and enterprises. Only by doing well in awe can the products of this production area become better and better.

Li Baofang said that the concept of "competition and cooperation" has formed a consensus among liquor enterprises in Guizhou and even in the whole country. In order to speed up the building of the overall image of Guizhou liquor, it is necessary to continue in-depth exchanges and mutual learning, so as to make "big help small, mutual help" become the norm.

In fact, competition and cooperation is not only in Guizhou Province. Before the round table meeting of liquor industry in 2020 attended by 26 Guizhou liquor enterprises, Sichuan and Guizhou provincial governments communicated and coordinated for many times, hoping to build a world Maotai flavor liquor industry cluster with Chishui River Basin as the core across administrative regions, so as to integrate with the development of world liquor industry.

In June this year, Sichuan Langjiu Co., Ltd. on the other side of Chishui River, together with the responsible persons of Maotai Group, Xijiu company, Guotai liquor industry, Guizhou Zhenjiu Liquor Co., Ltd., Jinpai Maotai Town Liquor Co., Ltd. and Diaoyutai liquor industry, jointly signed the enterprise development declaration of "the core production area of Maotai flavor liquor in the world".