National wine industry Painting Friends: To create a new era of wine and culture dances

To create a new era of wine and culture dances--visit the heavy brand, the quintessence of the Chinese wine industry Chairman Shi Enterprise Profile: Luzhou Liquor Co., Ltd. is located in the world-famous wine city, the birthplace of Luzhou-flavor liquor-Luzhou, Luzhou wine industry, "small giant" one, the company currently employs more than 500 people, including, Senior production and technical personnel, management staff, marketing staff more than 100 people. Company wine Base has the original wine cellar pool more than 300 mouth, high-quality raw wine annual production capacity of more than 6,000 tons. The company has a number of advanced automatic filling production lines and high-quality technical workers, but also equipped with advanced testing equipment and high specifications, large capacity of liquor storage equipment. The company's production and management are strictly implemented according to ISO9001:2008 's regulations, and the annual production capacity of wine tasting is more than 10000 tons.　　The company's main business is "Quintessence" brand national wine products production and sales. Reporter: General tu, hello!　　Glad to come to our national wine industry, here, please tell us the overall situation of the enterprise in 2010? Shi: 2010 For the quintessence of the wine industry is an extraordinary year, there are both gratifying aspects and deficiencies. It is gratifying that we have 2010 years of the essence of the wine industry in the brand cultivation, in the honor of the brand is the most of the year, especially our national brand in the 2010 World Expo, as a traditional culture of enterprises and brands, by the World Expo selected as the National elite culture as the representative of the enterprise, and selected as " Shanghai World Expo UN Millennium Development Goals Public Interest theme activities "designated wine, at the same time gave us a high evaluation, but also awarded a lot of honors, especially the" 2010 Shanghai World Expo China National Culture Gold Award "such an award, for the essence of the wine industry is very precious, because in the mainland this place, Many brands in the cultural aspects have a lot of flaws, not the Chinese traditional culture is really dug out, and the essence of the wine industry just do this, the quintessence of the brand of our nation's quintessence of excellent culture and our wine culture, very good fusion together, At the expo also received from all over the world from the official and highly praised by the people, so 2010 from the brand of cultivation and the honor of the brand, the quintessence of the wine industry in these areas are relatively large harvest. What's not enough is that 2010 is our market expansion, the whole product sales, has not achieved the intended purpose, of course, there are many objective reasons, because some of our own resources can not be effective with the resources of the market matching, such as in human resources, service resources, financial resources, Advertising resources in the first-class, because the enterprise development started relatively late, economic strength is not very strong, in these areas if we develop too fast, then not keep up with this development of the market, service does not come, management does not come, docking, will instead of doing a good job. So in 2010 we have deliberately made some adjustments in the speed of development, slowed the pace of development, and so on all aspects of our enterprise resources can be enough to support the rapid development of the market,We are considering, this is the 2010 National Essence wine industry overall.　　Journalist: How does the word "quintessence" run and be born? Shi: A chance to see a jars at a packing show This jars bottle is up to 1.51 meters in height and the maximum size of the bottle is 1.1 meters. Bottle body weight Multiplying Jin, the bottle above painted 416 different characters of the Beijing Opera Mask, representing the life of the Hundred States, I have seen the packaging, I think this traditional culture if we can develop, into our business, make our brand and products, both enterprises can obtain very Good economic benefits, but also through this form of our traditional Chinese culture to pass down. Then on the basis of this inspiration, enterprises have adopted several of China's essence of Chinese quintessence injection. First: Beijing opera is our country's quintessence, we first in the creativity and design, in our appearance pattern, all took the Peking Opera Facial mask, represents our Chinese nation's quintessence. Second: Porcelain is also a long history of China's national essence, especially in Jingdezhen, China is the world-famous porcelain, then we in this product used in the container on the use of Jingdezhen porcelain, he not only has ornamental and collection value, but also is one of China's quintessence. Then the quintessence of the wine industry to use Jingdezhen porcelain as his container, but also to carry forward and inherit China's porcelain culture. Third: We use solid-state fermentation of distilled liquor, but also our Chinese nation's only, independent, advanced traditional crafts, in the world there is no country can produce this solid-state fermentation of distilled liquor. Especially Luzhou has a world-famous wine city, Wine brewing history is very long, and has a unique climate, water and raw materials, also from the famous city such a title, The essence of wine is also born in Luzhou liquor city this piece of land, then we feel that the essence of integration into the words is well-deserved, is also very persuasive. Four: Is the liquor itself is our Chinese medicine, Chinese Medicine is our quintessence, then in the brewing process itself we also need to use some medicinal herbs, at the same time as early as the books on the record, wine is the first, why everyone drink wine, can shujinhuoxue, alleviate fatigue, then he is a representative of Chinese medicine. We can dig deep into the Chinese nation's traditional national culture, a few of the inherent essence of the culture into our products, at the same time we branded him as the quintessence of the brand such a name, in 95 also legally received the approval of the Industry and Commerce administration. With the quintessence of this brand name, Heritage National Quintessence culture, our enterprise also took the cultural path, let this culture continue to flourish, to inherit. Enterprise Brand is also in the market to get everyone's approval, many consumers are fondle admiringly, photographic memory.　　From now on, this kind of creativity and later management is very successful, and her potential and development is boundless.　　Reporter: Looking back over the past few years of development, the essence of the wine industry have done what outstanding achievements and public welfare undertakings? Shi: One is the image of our enterprise carried out the overall packaging, from myThe construction of the factory factory of our enterprise, we fully embody the Chinese nation's traditional excellent cultural personality, in the style of architecture, we have taken the Chinese nation archaize architecture, in the building we also fused a lot of Chinese culture, reflecting the traditional culture of inheriting the Chinese nation, then in our entire plant, The whole cultural atmosphere is also very strong and prominent, no matter from which side of the leadership, which aspects of the customer, for us this enterprise construction style and cultural atmosphere can fully reflect the culture of the essence of the cultural and carry out, but also gave a high evaluation, this is our business in the image of truly do a veritable culture, Take the road of culture, playing culture brand enterprises. Second, our national wine industry in a few years, won a lot of honors, such as China well-known trademarks, Sichuan famous brand products, Sichuan well-known trademarks, the State promulgated the identification of the protection of origin enterprises, Sichuan Quality Management AAA Enterprise, the last session of China Food Safety annual Meeting "Dinner Wine", "National Food Safety Demonstration Unit", 2010 Shanghai World Expo China National Culture Gold Award, Luzhou small giant enterprises, in a short time to be able to obtain numerous awards, and some of the gold is very high intangible assets, through the efforts of these years, is indeed Hard-won, which is a lot of enterprises in the decades did not achieve an honor. Third, our national wine industry every year in production and sales have increased, steadily in the development, especially our brand reputation, visibility, awareness, these are constantly climbing, and we now have a part of fixed consumer groups, the essence of the wine industry this cultural combination is very appreciated and like, So a large part as our core customers, as a loyal consumer, this is our national wine industry, one of the notable achievements. Four is in the past few years through the quintessence of wine industry platform, traditional culture exhibition style, we participated in a lot of public welfare activities, especially in 2010 our business activities are very frequent, the first is that we actively engaged in the Luzhou National Opera Fancier Association annual meeting activities. The second is that we engaged in the Sichuan Nancong quintessence Peking Opera fancier fraternity, through this kind of association activity form Promotion and carry forward our outstanding Peking Opera culture, through this kind of Beijing opera sound propaganda, also promoted our Quintessence wine industry popularity. The third is that we cooperated with the Luzhou Film company and made a show of the Quintessence Theater, to our vast number of rural friends free screening of 100 outdoor films, these 100 games have been the majority of the audience, but also a lot of the viewer said the essence of wine industry is not bad, the enterprise developed, The same still did not forget us these consumers, but also free for us to show the film to see, a lot of big wine enterprises, make so much money, has not considered these things, we all think that we do this kind of public welfare activities is very good. At the same time for our beloved People's Liberation Army in 2011 New Year's Day, organized a special into the Force party and condolences activities, condolences to our troops in the land, but also by the Civil Administration departments, the publicity Department of Great appreciation and praise. Well, through some public welfareActivities, we in Luzhou, Sichuan, and even in the country has formed an influential and enthusiastic public welfare enterprises.　　Reporter: I heard earlier that we are the essence of wine industry is the third flower of Luzhou liquor industry, why not the first, the second, but the third flower? Shi: The Quintessence wine industry is now Luzhou's third flower, and even Sichuan's new six Golden Flower (Original Six golden flowers: Wuliangye, Jiannanchun, old kiln, Lang Wine, Tuo licensing, all hing). Luzhou is a world-famous wine city, before our development, already has two famous golden flower, Luzhou old kiln and Lang wine, these two enterprises already is the history precipitation several hundred years, in the brand popularity also has the very high superiority.　　So in these years of development, the essence of wine industry, whether brand name, or brand value, has been recognized by everyone, and the development of these years is also very fast, I would like to call Luzhou liquor, the third Golden Flower, from brand value, development speed and his development potential, is well-deserved.　　Reporter: Now the liquor market competition is in full swing, the state departments to encourage the liquor industry good Development, has promulgated the relevant policy, standard document, which brings the essence of wine industry which challenges opportunities? Shi: As a liquor industry, China's thousands of years of an excellent culture, a wine culture. From the national perspective, the liquor industry is also very important to us, in particular, Sichuan is a large wine-producing province, Luzhou is the world-famous wine city, Luzhou government on the wine industry is also a high priority, the wine industry's GDP accounted for the entire Luzhou economically, at the same time the government also gave enterprises some very loose conditions, especially financing, land, The introduction of talent has given special support, I would like to have the Government attaches great importance and support, the development of liquor industry will certainly be better, especially our national essence, although she is a new brand, but the development speed over a lot of large manufacturers.　　If we want to make full use of these policies, we must seize this opportunity, healthy, sustained and rapid development.　　Journalist: What is the essence of the wine industry in brand building? Shi: Brand is the vitality of an enterprise. So what does the brand mean? He is a comprehensive element, the brand inside not only quality to pass, your management to have the level, your product must have the originality, must have the individuality, must have the difference, simultaneously to the market Post-sale service and the wide publicity work and so on a series of essential factors must have, you can form such a brand, if does not have these elements, cannot form, With this brand, the vitality of the enterprise will be far longer, especially the brand to bring you the benefit, it is incalculable, the same production costs, but her brand awareness, reputation and brand value of this pay is very high, especially to see the international brands. As a business, do not take the road of the brand, that is no way out. Our brand of the wine industry last year, through the Guomai (Beijing) Asset Appraisal Company's assessment, the value of the brand was evaluated 2.6 billion, the quintessence of the registered trademark was evaluated as 1.26 billion. Also see the quintessence of these years on the brandTo build, the brand's publicity and market has a certain share, sales and scale, for the country also satisfied with a certain tax, preliminary also showed the value of our Quintessence brand.　　Next, our brand is better to improve the visibility, maintain good, protect the brand, to do this, we will also be the foundation of management to do more solid, especially in quality and safety, which is the most important, we will seize the food safety and health of the fundamental, to continue to improve brand awareness.　　Reporter: What series of brands does the enterprise now advocate? Shi: At present, the main push is a series of hardcover treasures brand, mainly porcelain, but also vintage wine series.　　In our porcelain products are the most personalized, the most differentiated, the most rich cultural connotations of the products, the way we walk, will also be closely around the traditional Chinese culture of our nation to develop our products and brands, and gradually the Chinese nation more excellent culture passed out.　　Reporter: At present, the essence of wine owners to which market mainly? Shi: At present, we hold fast to North China and northeast market, especially our North China market. First: North China is the birthplace of Chinese opera, and the North China market for our Beijing opera culture, drama culture is very interested in, we are also using the vast number of consumer groups on the love of drama, our products are not exclusive, product access is also more agreeable, strong affinity; Liquor sales time is relatively long, in addition to the northern character of the coarse ore, drinking on the quantity to win.　　So the northern market is much bigger than the southern market.　　Reporter: I heard that tu is always a Tiedo, what makes you from the military to make wine, do business? Shi: After coming back from the army, have a very long experience, originally in the State-owned enterprises also engaged in wine in this aspect of the operation, in the course of the operation of wine culture and wine brewing has a relatively deep understanding of wine is also very interested in, especially we are located in Luzhou, wine industry in Luzhou accounted for the economically, The advantage of the local wine is also quite understanding, and then use the advantages of local government to use their ingenuity to put him very well together, I think in Luzhou, only to seize the wine industry can be rapid development, This advantage lies in the unique geographical conditions and national essence of the use of solid-state fermentation of Luzhou-flavor liquor advantages, coupled with the other industries and not much understanding of the wine industry to understand relatively more, through the understanding and understanding of wine, so chose to make wine. So do white wine, I have always been determined to have their own brand, to have their own intellectual property, to their own through the brand and the cultivation of intellectual property rights, and then permanent benefits, the essence of the wine industry today to do this. Now our brand of intellectual property is free, registered trademarks are registered in accordance with the law, at the same time we have been in many designs have been the corresponding protection, in the copyright, in particular, our Beijing opera masks, but also by the author's authorization, in our National Wine Series Packaging ExclusiveUse, so there are a lot of intellectual property and intangible assets to protect this brand, so that our confidence is very sufficient.　　Reporter: In the enterprise management, whether with the military management style? Shi: Of course, as a soldier was born, has formed the kind of vigorous and resolute, strict requirements, set an example of style, so in the management of enterprises, but also brought into the army of some advanced management methods, but also in their own spirit of hardship, lead by example, dedication, the style of the soldiers brought to the enterprise, Enterprises have also been greatly affected in this respect.　　As a soldier, this life will certainly not lose these good traditions, to continue to flourish.　　Reporter: The essence of wine industry in 2010 and 2009 in the data on how the change? Shi: 2010 than 2009 from production, sales have increased by 20%, and our tax revenue than 2009 growth of nearly one times, in terms of economic benefits, but also increased.　　These work in the future in the structure of products, product development, will revolve around the development of better, more valuable products.　　Reporter: People often say "wine is like character", what do you think of this saying? Shi: I think it is true, as any enterprise if not to speak quality, do not speak quality, do not talk about management, then you are responsible for the enterprise is irresponsible attitude, irresponsible attitude directly indicates that this person's character has a problem.　　Then our product quality can be recognized by everyone, strict legal affairs, strict production in accordance with the law, to ensure that the quality of our products, not from the immediate benefit of the immediate interests to take him, but to see him in the long run, if the wine is done, in fact, to do a good character is not difficult.　　Reporter: This year is the national "Twelve-Five" planning start of the year, in the new Year, the essence of wine industry will have any new planning? Shi: In the New Year, National wine industry has four main planning: one is to continuously improve the quality of the essence of wine, to ensure that the quality of wine, quality is fundamental, the life of an enterprise lies in the quality of products, to ensure that the quality of our products in safety, health without any problems. The second is to strengthen the internal management, improve our management level, especially in the current fierce competition in the liquor market, we have to practice the inner strength, strengthen the management of enterprises, improve our level, reduce production costs, so you can get better benefits. The third is to make our core market finely crafted, with our customer service, on the market some unhealthy, not conducive to the development of the problem, we have to give a good solution in time, these core markets as the company's base, through these core market templates and models, better copy to other markets, The development and application of a good, so that the market more healthy development. Four is to continue to carry out beneficial public welfare activities, enterprises rich and developed, will not forget to give us the vast number of consumers, then in the public welfare activities we will, as always, active participation, to give everyone more and better enjoyment, so that we share the national culture of the essence of this advantage andFun。　　At the same time, we also have to do our own infrastructure, through the infrastructure to ensure that our production and quality, our factory is also in the recent expansion, through the expansion of our production will increase.　　Journalist: Looking to the future, what new expectations do you have for the quintessence of wine industry? Shi: To me, the essence of the wine industry in the future I am confident, want in 35 years, the essence of the wine industry to make our China's brand-name products, as our Chinese culture, especially the culture of the essence of our wine industry is very deep, there are a lot of culture can be excavated, our culture of the quintessence of further excavation out, Combined with our products, combined in our brand, let everyone share together to inherit, carry forward our national culture, tightly or to seize the excellent traditional culture of this line, take the path of culture, but also look forward to the essence of our wine industry to walk better and faster!