The historical and cultural background of Qionglai
Qionglai (qióng lái), known as Linqiong in ancient times, is located in the central part of Sichuan Province, southwest of the Chengdu Plain, with a total area of ??1,384 square kilometers.
The total population is approximately 650,000 (2006). The city has jurisdiction over 18 towns and 6 townships: Linqiong Town, Yang'an Town, Mouli Town, Sangyuan Town, Pingle Town, Jiaguan Town, Huojing Town, Shuikou Town, Guyi Town, Ranyi Town, Huilong Town, Gaogeng Town, Qianjin Town, Gaohe Town, Linji Town, Wolong Town, Tiantaishan Town, Baolin Town, Chayuan Township, Daozuo Township, Youzha Township, Nanbao Township, Datong Township, and Kongming Township.
City *** is located in Linqiong Town, 67 kilometers away from Chengdu. The terrain is higher in the west and lower in the east.
It has a mild climate, abundant rainfall, and four distinct seasons. The annual precipitation is 1117.3 mm and the average annual temperature is 16.3°C. Nanhe, Jianghe, Xiejiang, Pujiang and Yuxi rivers flow through the territory and belong to the Dujiangyan West and Nanhe artesian irrigation areas.
There are mineral resources such as gold, copper, siderite, coal, calcium glauberite, etc. in the territory, and natural gas and oil reserves are particularly abundant. 108 National Highway and 318 High-grade Highway transit the border.
There are many cultural relics and historic sites in the territory. The Shifangtang Qiong Kiln Ruins are national key cultural relics protection units; Wenjun Well, Wayaoguyi Ruins, Huazhi Temple Cliff Statues, Shita Temple Stone Pagoda, Stalagmite Mountain Cliff Statues, Huilan Pagoda is a provincial cultural relic protection unit. There are Helin Temple, the Buddhist holy site in Western Sichuan, Zhuxi Lake, Wenjun Well, Western Sichuan Green Pearl Provincial Scenic Tourist Area, and Tiantai Mountain, a national forest park.
Qionglai has been a city and county for more than 2,300 years. Together with Chengdu (Yizhou), Chongqing (Bajun), and Pixian (Juancheng), it is known as the four ancient cities of Bashu. It is the hometown of Zhuo Wenjun, a talented woman of the Western Han Dynasty. , the classic Chinese love story "Feng Qiu Huang" performed by Zhuo Wenjun and Sima Xiangru was born here. The ancient story of "Wen Jun is like a monk, looks like a clean utensil" has added a romantic and moving color to this land.
"Boats and boats fight for the road, carriages and horses are blocked, and business travelers make money." Historically, Qionglai was prosperous in industry and commerce.
It is the first stop of the "Southern Silk Road" and the "Tea-Horse Ancient Road", and has the reputation of "the first state from Tianfu to the south". How long is the history of Sichuan liquor production?
The history of Sichuan liquor production can be traced back to ancient times.
Judging from the brewing utensils and drinking utensils excavated from the Sanxingdui ruins in Guanghan, the brewing technology of the Shu people in the ancient Shu Kingdom more than 3,000 years ago has reached a very high level. In the Han Dynasty, Sichuan people no longer made wine to satisfy their own needs, but became an industry. It is said that Sima Xiangru and Zhuo Wenjun opened a winery in Linqiong (today's Qionglai City). The story shows that there was a small retail hotel at that time.
Judging from the wine-making diagrams on the portrait bricks of the Han Dynasty, distilled wine could already be produced at that time. The Tang and Song dynasties were a period of unprecedented development for Sichuan's wine industry, and many poets wrote about Sichuan wine.
For example, Du Fu's "The wine of Sichuan is incomparably rich, and the fish in the river are as good as you can ask for"; Yong Tao's "Since I came to Chengdu to make wine, I didn't think about myself and went to Chang'an"; there is also "Fine wine in Chengdu is worthy of old age, "Danglong is still Zhuo Wenjun"; "Forbidden to worry with Shu wine, help drunkenness and beauty"; "Hold the cup but love Luzhou is good"... and other words and phrases praising Sichuan wine can be found in the poetry of the Tang, Song, Ming and Qing Dynasties. Many famous wines in Sichuan today can trace their origins back to the Tang and Song Dynasties.
For example, Jiannanchun is the "Jiannan Shaochun" wine in the Tang Dynasty. Li Zhao listed it as a national famous wine at that time in "Supplement to the History of the Tang Dynasty". Another example is the lychee in Du Fu's poem "Beauty is heavy on spring wine, light red is lychee." The lychee was the lychee green wine produced in Yibin at that time, which was also the predecessor of today's Wuliangye wine.
During the Ming and Qing Dynasties, the reputation of Sichuan wine had spread across the country. In addition to Chengdu, the two famous wine bases of Yibin and Luzhou had gradually matured. Famous brands such as Mianzhu Daqu (today's Jiannanchun) and Luzhou Daqu (today's Jiannanchun) Luzhou Laojiao), Quanxing Daqu, and Zaoliang Liquor (now Wuliangye) have become famous throughout the country.
In modern times, in addition to Luzhou and Yibin, which are known as "wine cities" and "wine towns", the area along the Minjiang and Tuojiang rivers and up to the upper reaches of the Yangtze River has become a liquor production line in Sichuan. Most of Sichuan's famous wines come from these two river basins. The Development History of Liquor
In the history of China, baijiu has been accompanied by the continuous development of literature and art. The joys, sorrows, sorrows and joys of literati have been interpreted into a bright pearl of oriental culture.
In the implicit emotions of the Chinese people, liquor has always been a vehicle for celebration, venting, offering sacrifices, and expressing respect. Therefore, the five thousand years of liquor civilization has been integrated into various regions, with various flavors and flavors. In the aroma of style. It can be said that every period of liquor development contains cultural information and spreads unique national and era customs.
The liquor industry is a special industry. The corporate culture construction of liquor companies must be excavated on the basis of the liquor culture to form a unique, modern feature that is compatible with historical culture, quality culture, and consumer culture. , corporate culture of management culture. Because the development history of Chinese liquor is engraved with clear culture and art, the liquor company itself needs a strong corporate culture to promote it (this is a requirement of corporate management, because corporate culture is the highest form of corporate management).
We try to clarify the focus of liquor corporate culture construction based on the commodity characteristics of liquor and based on the unique historical, humanistic and social characteristics of liquor. 1. Historicity is the capital of liquor corporate culture. "Xinghua Village", "Moutai", "Daqo Shaofang" and "Luzhou Laojiao" all have a long history. They all had relationships with special people in specific historical periods, leaving behind A beautiful legend and a classic drinking experience.
Therefore, history and culture have become an important part of the regional value or brand value of liquor. All internationally renowned companies (including brands) have a long history - this is the basic element of a strong brand.
Therefore, in the construction of liquor corporate culture, we must be far-sighted and use historical connotations and cultural genes to continuously shape our enterprises and brands; only in this way will our liquor enterprises and brands become more and more popular There is thickness. Of course, not all companies and all liquor brands have historical capital. Therefore, when there is no historical culture or the value of historical culture is not enough to carry a company or a brand, we must try to avoid "imitating others."
For example, the large number of historical and cultural famous wines currently flooding the liquor market are "pseudo-cultures" that apply history and plagiarize history. They call themselves history and culture with the help of an allusion or a poem - in fact, history and culture are just a beautiful cloak for them to deceive dealers and consumers.
Corporate culture shaped around history has a strong appeal to consumers. The success of "Shui Jing Fang" is, to a large extent, a historic success of corporate culture.
——Of course, the excavation and grasp of history must go through systematic and meticulous planning, so that history can explode in communication and generate huge energy. 2. Humanity is the essence of liquor corporate culture. First, since liquor is an emotional commodity and the embodiment of exquisite life, the main body of this consumer group has rich cultural connotations, even low-end consumers have Strong admiration for culture (even illiterate villagers will chant at the wine table, "Only Du Kang can relieve worries.")
Therefore, the corporate culture of liquor must be rich in Cultural genes. Therefore, culture is the primary consideration for humanities.
Second, the corporate culture of liquor must consider the humanization of liquor’s human resources. Since liquor is a consumable product for exquisite life, it needs to fully consider people's psychology, identity, occasion and affordability.
Only in this way can the liquor brand be as close to consumers as possible. Therefore, the corporate culture of liquor must be more humane, so that it is possible to attract such people. The humanization of human resources is mainly reflected in the service performance of sales personnel, humanistic support for dealers and network members, and the integration with the regional culture and human relations of the target market.
Third, regardless of process innovation, CI design, product design, brand image design, etc. of liquor, consumer adaptability, preferences, customs and habits, etc. must be considered. 3. Quality is the trademark of liquor corporate culture. Since liquor is a luxury consumer product, consumers’ personal experience comes from excellent quality. Therefore, quality is the key focus of shaping liquor corporate culture.
With the continuous advancement of liquor brewing technology, the original signs of superior quality such as "aging", "not overcooking" and "not dry in the mouth" have gradually become the basic requirements for liquor quality - fuller The taste, more mellow taste, less harmful methanol content, and more individual wine body characteristics have become new standards for superior quality. Consumers choose brands based on their own judgment of the quality of liquor and decide whether to buy it.
Therefore, it is of very important strategic significance to make quality a trademark - well-known liquor companies such as Luzhou Laojiao and Jianlanchun are all like this. They regard quality as the life of the company and consumer evaluation as its The only criterion for measuring quality is continuous innovation, committed to improving the quality of products and improving the core competitiveness of the enterprise. Due to the special circumstances of the Chinese market, the pursuit of quality is not only reflected in the company's own process innovation, production limits and strict control of raw materials, but also in the management of marketing quality.
For example, we are committed to the standardized management of the market, the construction of corporate electronic information, and the crackdown on counterfeit and shoddy products - these measures are all to ensure the integrity and protection of quality. . 4. Fashion is the connotation of liquor corporate culture. What is the relationship between wine and fashion? Many people will definitely ask this question.
We know that liquor cannot be used to quench thirst, but is a luxury product used to express emotions, show taste, and embellish a better life. Therefore, we must fully study the hot events that consumers care about and understand the basis of fashion. With the direction, we will constantly improve our corporate strategy and brand strategy so that it can continuously adapt to the trend and become a friend around consumers. No matter he is happy, happy, sad or depressed, he can talk to and enjoy wine. *Enjoy. Of course, fashionability contains strong aesthetic factors - only beautiful things can arouse people's desire to enjoy.
In view of the cultural and fashionable nature of liquor, therefore, whether it is the liquor brand’s CF belt, packaging materials, packaging, posters and other CI systems, it must be fashionable and fashionable. Only in this way can liquor have new social characteristics, beautify people's lives together with fashion and food brands, and bring ultimate enjoyment to consumers.
Fashion is more than just. Who knows Wenjun Liquor?
Wenjun Liquor originated from the Western Han Dynasty, has a long history, and is famous at home and abroad. It is the honorary product of Sichuan Wenjun Liquor Co., Ltd. Wenjun Winery Co., Ltd., which has been awarded the national second-level enterprise, is located in Qionglai City (formerly known as "Linqiong Town" in ancient times), a famous historical and cultural city known as "the first state in the south of Tianfu" and "the hometown of fine wine". In the long history full of mellow aroma, Wenjun Winery has first-class brewing and testing equipment and technology, and has cultivated a large number of technical talents and winemaking experts with outstanding skills. It is an import and export company that focuses on one industry and has diversified operations. It has 9 large-scale mechanized koji wine brewing workshops and auxiliary workshop supporting facilities. It has the only authorized liquor employee skills appraisal station in Chengdu and has a relatively complete ISO9000 product quality system certified by the National Committee , with relatively solid sales channels and networks distributed throughout the country, with a production scale of up to 50,000 tons. The main product, Wenjun Liquor, has a long history. "Wenjun is as good as the wine, and looks like a pottery vessel", which has been passed down through the ages. Facing the dawn of the new century, Sichuan Lanjian Group and Sichuan Jiannanchun Group, both large-scale investment consortiums with outstanding aesthetic education, took charge of Wenjun and became the new leaders of Wenjun.
Wenjun Liquor is also known as: Best Daqu, Qiongzhou Moutai History of Qionglai City, Sichuan Province
According to relevant historical records, today’s Qionglai, the ancient name is Linqiong, is the oldest city in Western Shu famous industrial and commercial city. After the Qin State destroyed Shu, Linqiong County was established here.
AD Qionglai
In 311 BC, Zhang Ruo, the governor of the Shu Kingdom, built the Linqiong County City, which was six feet high. Together with Chengdu, Pixian and Baxian, it is the first four cities built in Sichuan. This shows the political, economic and military importance of these four places more than two thousand years ago. Linqiong City was the place where the people of the Qiong, Yi, Zuo, Dian and other ethnic groups at that time gathered for trade with the people of Shu. By the [Han Dynasty], this place was already a place where wealthy businessmen gathered. For example, Zhuo Wangsun, Cheng Zheng, Deng Tong, Luo Fei, etc. not only had industrial and mining workshops in Linqiong, but also sold slaves here. The wealth they have amassed is as rich as any country's. Later, the Western Wei Dynasty established Qiongzhou here, and its administrative area was Yongfeng Village, present-day Mouli Town. It was also the former administrative site of Yizheng County. [Yuan Dynasty], the household registration in Linqiong area decreased sharply, so the province and county became a prefecture, under the jurisdiction of Jiading Road. In the ninth year of Hongwu in the Ming Dynasty, the prefecture was reduced to a county. In the 19th year of Chenghua's reign in the Ming Dynasty, Linqiong's household registration became more prosperous and it was promoted to a prefecture again. In the second year of the Republic of China, Fuzhou was abolished and renamed Qionglai County. After the founding of New China, its name was still used. Later, with the objective requirements of economic development, the county was removed from the county and established as a city with the approval of the State Council in 1994, named Qionglai City.