Recently, major newspapers in Henan reported that "Songhe Liangye, the No. 1 liquor brand in Henan Province, exceeded 2 billion yuan." Yu Liquor brands have been collectively hesitant for many years due to various reasons. When brands of the same level in other provinces reached the RMB 2 billion to RMB 10 billion levels, the Yu Liquor brand still hovered at the RMB 1 billion level. Now Songhe Liangye has exceeded RMB 2 billion for the first time. Yuan Daguan is a gratifying and congratulatory industry event for the Yu Liquor brand. I would like to express my congratulations to Songhe Liangye in advance! However, the author disagrees with Song Heliangye’s claim that the number one brand of Yu liquor is Dukang in the past, present and future. The reasons are as follows: 1. The number one brand in China’s liquor industry Complexity determines: What really determines the ranking of liquor brands in the industry is the mental resource positioning occupied by each brand, rather than the brand's operating performance. Why rank brands from the perspective of mental resource occupation? Because the brand's operating performance is closely related to China's economic development speed, corporate system, corporate management capabilities and accidental events, it is not stable. However, the mental resources occupied by the brand are stable, and consumers' perception of the brand is stable. On this basis, even if the brand has periodic ups and downs in its operation, once the periodic factors that restrict the development of the brand are Solved, the brand will eventually return to its rightful place. Affected by the counterfeit wine case in 1998, Fenjiu liquor fell to a low point, but now it has returned to its rightful place. Du Kang, affected by the system and trademark rights, has had little development in 30 years, but when fettering factors such as the system and trademark rights When it no longer exists, it will also usher in the return of its due position; Dong Jiu was dormant for more than ten years due to problems with its operating capabilities in the 1990s, but once its operating capabilities were resolved, it immediately ushered in explosive growth and moved towards its due position. Industry status returns. 2. The essence of competition in China's high-end liquor market in the future is the competition between the mental resources occupied by each brand. The entire industry will also show existential competition among different brands. Whether a brand is high-end does not depend on your pricing, but on the mental resources to support the high price. Since Furen took over, the brand appeal of Songhe Winery has changed like a revolving door, from winning the world, prosperous China, Chinese character, to the current Chinese courtesy. A common mistake is the pseudo-cultural mentality. It is difficult to extricate ourselves from the resource trap. The Chinese courtesy and Chinese character that are now widely promoted cannot find such a position in the minds of consumers, and it is even more difficult to take root in the minds of consumers. Songhe Liangye 2 billion Yuan's successful breakthrough may be due to the success of improving the company's operating capabilities and tactical means, rather than the success of the brand finding the correct positioning. Dukang is a platinum-level brand in the liquor industry that can rival Moutai. It is a natural mental resource that is born in the hearts of Chinese people around the world. Dukang has been hesitant for many years due to well-known historical reasons, but once the factors that hindered Dukang's development are removed, he will immediately usher in the return of his due industry status. This is determined by the nature and laws of the liquor industry. What Dukang needs to solve now The problem is the recovery and construction period of national channels. As long as we further find and focus on Dukang's core positioning and make no major strategic mistakes, Dukang's industry status in the next few years will not be lower than that of Jiannanchun. The essence of the large-scale promotion of Songheyu Liquor's No. 1 brand is to seize the throne in advance when it exceeds 2 billion yuan. However, the rules of the industry determine that Dukang will easily return to the throne in the next few years. A liquor brand with the support of mental resources. , similar to Japan’s emperor system, one lineage for all generations, not whoever exceeds sales volume or product unit price can proclaim himself king. Finding the truly correct mental positioning and dominating this positioning is the true way to become the king of liquor brands.