In many people’s subconscious minds, Ningxia Red is a member of the health-care wine category, and Ningxia Red’s positioning of itself is very clear: fruit wine, as a pioneering product in the Chinese wine industry, It is neither liquor, nor wine, nor health wine, but a unique wolfberry health fruit wine.
With the strong operation of Ningxia Hong, Qinong and other brands across the country. Ningxia Red's market positioning covers the mid- to high-end and low-end markets, and the concept of healthy wolfberry fruit wine has been deeply rooted in the hearts of consumers.
At the same time, Ningxia Red embodies many distinctive "highlights" from the culture carried by the brand to the promotion methods and channel operations. Only from these "differences" can Only by integrating them and making them complement each other can a successful fruit wine brand be created.
Ningxia Red” wolfberry fruit wine series products are carefully brewed using fresh wolfberry from the hometown of Chinese wolfberry as raw materials, using traditional brewing technology and advanced modern biotechnology. It has pure color, clear wine body and good taste. It is mellow and has a long aftertaste. It not only maintains the fruity aroma and nutrition of wolfberry, but also has a unique taste and high nutritional and health care value. It is a good nutritional product for daily drinking and health adjustment. Ningxia Xiangshan Liquor Industry (Group) Co., Ltd. is a national industry. It is a leading chemical enterprise and a key enterprise supported by the autonomous region. In 2002, it passed the ISO9001 quality certification of the China Quality Certification Center and obtained the 14001 certification of the China Export Quality Certification Center.
With the popularity of Ningxia Red and other brands across the country. The strong operation and partial breakthrough in channels have made consumers more and more accepting and favoring healthy fruit wine. Ningxia Hong’s market positioning covers the low-end, mid-range and high-end markets, and the concept of wolfberry healthy fruit wine has been deeply rooted in the hearts of consumers. Ningxia Hong now has a production capacity of 20,000 tons of wolfberry fruit wine, relying on professional talents and advanced technology. After years of exploration, it has gradually formed its own unique corporate culture, which has brought the company to a higher level. These unique corporate cultures are: 1. The highly distinctive Ningxia Red brand culture - 100% pure wolfberry, fermented at low temperature The healthy wolfberry fruit wine brewed by distillation technology and the production method of wolfberry fruit wine won the "China Patent Gold Award" jointly issued by the United Nations Intellectual Property Organization and the State Intellectual Property Office; 2. The differentiated culture of "innovation concept" - in the domestic and industry It pioneered the low-temperature concentrated mash fermentation technology of fresh wolfberry juice, independently developed a fully automatic fresh wolfberry fruit cleaning and juicing production line, pioneered the nitrogen preservation technology of dried wolfberry fruit, the aseptic cold filling technology of wolfberry fruit wine, and the wolfberry brandy technology, forming a complete set of independent intellectual property rights. System; 3. The mission culture of "Honesty and Integrity" - a national-level key leading enterprise in agricultural industrialization and one of the advantageous backbone enterprises supported by the autonomous region; 4. The team culture of "diligence, sincerity, wisdom and trust" - based on Responsible for the job, be brave in making progress, be dedicated and sincere, treat work as a hobby and enjoy it, completely selfless; be sincere and avoid hypocrisy, be loyal to the country, be frank to employees, be sincere to customers, and be honest to society; wisdom is the driving force for enterprise development, Xiangshan People can give full play to their potential, increase revenue and reduce expenditure, follow the law of natural selection to participate in competition, better adapt to development, and create outstanding performance; 5. An execution culture of quick response and immediate implementation; 6. A business culture of creating value for customers ; 7. Customer culture of sincere service; 8. People-oriented culture of family affection; 9. Learning culture of transcending oneself; 10. Visionary culture of looking forward to the future; 11. Culture of worry in crisis management; 12. Entrepreneurial culture of prudence and sensitivity; 13. The spiritual culture of pursuing social value. Over the years, the group has always insisted on continuous innovation. This is the largest winery acquisition by Chinese private capital in the world. This acquisition will improve Sino-French wine cultural exchanges and accelerate Sino-French fruit wine brewing technical talents. It is of positive significance to exchange and cooperate, enhance the core competitiveness of Ningxia Red Brand, and enter the international market. In November 1996, Ningxia Xiangshan Liquor (Group) Co., Ltd. was founded.
On October 28, 1999, Premier Zhu Rongji inspected Zhongning County, Ningxia, tasted the wolfberry wine produced by Zhongning Wolfberry Products Factory and gave important instructions on the development of Ningxia's wolfberry industry.
In April 2000, Xiangshan Liquor Industry (Group) acquired Zhongning Wolfberry Products Factory.
In August 2001, Ningxia Red pioneered the low-temperature fermentation technology of wolfberry and developed Ningxia Red wolfberry fruit wine.
In March 2002, Ningxia Red was successfully launched at Xi'an's "National Spring Sugar and Liquor Commodity Fair", setting a record for new product transactions at all previous Sugar and Liquor Commodity Fairs, with orders exceeding RMB 600 million.
In May 2002, Zhang Jinshan, chairman of Ningxia Hong Group, was awarded the "May 1st Labor Medal" by the All-China Federation of Trade Unions.
In September 2002, Ningxia Hong Group was rated as a "key leading enterprise" in the autonomous region's agricultural industrialization.
In August 2004, Xiangshan Group and the British investment company Actis jointly invested in the establishment of Ningxia Red Wolfberry Industry Group Co., Ltd.
In May 2005, Ningxia Hong was rated as “No. 53 among China’s Top 100 Most Competitive Companies”.
In August 2005, Ningxia Red Brand was selected into the first "China's 20 Most Influential Liquor Brands".
In October 2005, Ningxia Hong Group was selected as the "National Advanced Unit for Spiritual Civilization Construction" by the Central Spiritual Civilization Construction Committee.
In September 2007, Ningxia Red won the title of "Chinese Famous Brand" product.
In January 2008, Ningxia Hong Group passed the GMP certification audit.
In January 2008, Ningxia Red’s “Production Method of Wolfberry Wine” won the “China Patent Gold Award” jointly awarded by the World Intellectual Property Organization and the State Intellectual Property Office.
In September 2008, the "Ningxia Red" trademark was rated as "China's Well-known Trademark".
In March 2010, Ningxia Red products passed the Green Food Class A certification.
In May 2010, Ningxia Red Group won the "Ningxia Charity Outstanding Contribution Enterprise Award".
In November 2009, Ningxia Hong Group was rated as a national "Enterprise Technology Center".
In November 2010, Ningxia Hong Group won the title of "High-tech Enterprise" in the autonomous region.
In May 2011, Ningxia Hong Group passed the GMP certification audit again.
In November 2011, the two core raw material bases of Ningxia’s red wolfberry base and grape base were officially certified as organic food production bases by the China Quality Certification Center (CQC).
In November 2011, Ningxia Hong became the first enterprise in Ningxia to obtain the "Standardized Good Conduct 4A Level" and continue to qualify.
In December 2011, Ningxia Hong obtained the right to rebuild and name the Ningxia Pavilion at the Shanghai World Expo.
In December 2011, Ningxia Hong successfully acquired the Grand Mouёys winery, the largest and oldest "Grand Cru Bordeaux" in the French Bordeaux legal production area.