Beijing Nanjiao Winery, the predecessor of Beijing Fengshou Winery Co., Ltd., was built in 198, but by 1987, it was still a small loss-making factory with assets of only 5, yuan. In 1988, the new general manager began to explore a new way of "developing his own brand and continuously developing the market". After 13 years of development, he became a modern joint-stock production enterprise with total assets of more than 2 million yuan, and was successively rated as "National Advanced Enterprise with Quality and Benefit", "Double Excellent Enterprise with Foreign Investment" and "Leading Enterprise in Agricultural Industrialization", and was recommended as the deputy director of China Brewing Association, becoming one of the few outstanding enterprises in the domestic wine industry.
the annual growth rate of Fengshou Company has never been lower than 3% for 12 consecutive years. It is not uncommon for enterprises to develop continuously for more than ten years, and there are many enterprises with rapid growth, but few companies can maintain sustained and rapid growth for more than ten years. This successful "harvest phenomenon" has aroused great concern. So, what is the reason why Harvest Company can rise rapidly? Mr. Zhang Xiuquan, the national model worker and general manager of Harvest Company, said: Enterprises are like people, and running enterprises is like being a human being. People are "faithless and don't know what they can do". The most important thing for enterprises is to stress credibility, that is, to improve the utility of products, satisfy consumers, and let them enjoy every penny they pay. For the company, stressing credibility means building a brand, which makes consumers feel that "harvest means worth it"; Therefore, implementing brand strategy, taking brand strategy as the overall situation and comprehensively improving the utility of harvested wine are the main reasons for establishing competitive advantage and obtaining steady and rapid growth.
1: Brewing Typical Grape Wine
In p>1998, the company imported the world's most advanced automatic production line, vacuum bag press, stalk crusher, sterilization filter and freezer from Italy, and imported stainless steel storage tanks, fermentation tanks and advanced oak barrels from France. In 1 years, Harvest Company completed two qualitative leaps from manual to machine production in hardware, from domestic leading to international first-class.
In 2, Harvest Company carefully brewed new dry red wine and dry white wine using high-quality grapes produced in its own base. At the tasting meeting held on December 23rd of that year, an expert group composed of famous Chinese wine authorities and national wine evaluation experts gave a high evaluation to Harvest brand 2 new wine, and considered that Harvest dry red wine was deep ruby red, clear and transparent, shiny, fruity and pleasant. Harvest dry white wine is yellowish with green, bright, transparent and shiny, with fresh and rich fruit aroma, delicate aroma, elegance, refreshing entrance, mellow and harmonious, which is typical of dry white wine.
two: highlight the double green
The quality of wine is "born" in grapes and "acquired" in brewing. After careful research, with the strong support of Daxing District Government in Beijing, Harvest chose Caiyu Town, which is located at 4 north latitude with the famous Bordeaux region in France and has a long history of grape cultivation, and established a 1,-mu grape base. All the raw materials of Harvest brand wine came from the 1,-mu vineyard in the base. Green is the eternal pursuit of consumers, but also the unremitting efforts of harvest. After strict monitoring and testing by the National Green Food Development Center, it is shown that Harvest Grape completely meets the "A" food standard. Like Harvest brand wine, Harvest Grape has passed the "green food" certification of China Green Food Development Center, and has been identified as a pollution-free, pollution-free and nutritious green food. The "double green" of Harvest means that Harvest Company has taken the lead in realizing the "green revolution from land to table".
III: Forever Resveratrol
An important reason for consumers' love for wine is people's pursuit of their own health. As we all know, drinking wine is good for health, because it contains many substances beneficial to human body. On the basis of regular training for professional and technical personnel, Fengshou Company has continuously recruited undergraduates majoring in wine from the Wine Institute to enrich the technical staff, and hired a national wine appraiser who has been working with French technicians for many years with high salary. The deputy head of the national wine appraisal expert group served as the chief engineer, and conducted regular technical exchanges with the same industry at home and abroad, creating a team of highly professional, open-minded and high-quality technical personnel, tracking the research trends of experts from France, Canada, Spain, the United States, Japan and China, and found that Explore the advanced brewing technology in bumper harvest, so that resveratrol glucoside is transformed into trans-resveratrol under the action of β -glucosidase and the resveratrol content in wine suddenly increases. Scientific research shows that resveratrol is a kind of plant antitoxin, which has antithrombotic and anti-atherosclerosis effects, and has preventive and therapeutic effects on coronary heart disease, iron-deficiency heart disease, hyperlipidemia, etc., and has obvious antioxidant and anti-free radical effects, as well as tumor inhibition, lipid and arachidonic acid metabolism, platelet aggregation resistance, anti-inflammatory effects and many other health care effects.
In the international symposium on functional ingredients of wine, Fengshou brand dry red wine was awarded the honorary certificate of resveratrol and glucoside containing functional ingredients by China Food Industry Association, which indicated that the content of resveratrol reached the international first-class level.
4: Quality is life
Harvest people know that quality is the life of a brand, and Harvest Company has always regarded product quality as the foundation of maintaining the reputation of "Harvest", strengthened quality awareness and strived for well-known trademarks by relying on high-quality products. In order to ensure product quality, Fengshou Company has made great efforts to implement scientific quality management methods on the basis of ISO92 quality system and total quality management. Conduct regular quality awareness education and quality knowledge training for all company personnel. Through publicizing and implementing international quality standards and relevant technical standards, we have formed a strong quality awareness from the general manager to the grass-roots employees. We have carried out quality management in the whole process from product design, raw material purchase, production process to after-sales service, formulated a series of quality standards and operating procedures, defined management responsibilities, implemented the quality management responsibility system, determined the responsible person of each process at all times through implementing product identification and traceability control procedures, and awarded quality personnel one vote. In quality control, "layers of monitoring, the whole process is controlled", and it is ensured that "unqualified raw materials do not enter the factory, unqualified semi-finished products do not turn out of order, and unqualified products do not leave the factory", the company's products are 1% qualified, and the record of zero complaints from consumers is always maintained. In the continuous sampling inspection by the National Wine Quality Inspection Center, all the indexes of the products meet or exceed the national standards, and have been repeatedly reported and praised.
Five: Be good friends with the market
Like many enterprises, Harvest had a deep fear of the market more than ten years ago, fearing picky customers and fierce competition, and as a result, it suffered losses again and again. The first thing the new manager did after he took office was to lead all the backbone of the enterprise, travel north and south, sleep in the wind, get close to dealers and go deep into consumers. After 365 days and nights, the harvest people learned about the market. On the one hand, on the basis of pre-sales and after-sales service for dealers, the gold medal service of "return, exchange and compensation" is put forward, which forms the same interest with dealers; On the other hand, according to the needs of consumers, we will continue to develop new products and gradually guide the new trend of consumption.
The discerning eyes of consumers and fierce competition in the market constantly inspire and spur the harvest people. Facing the glory of rapid growth for more than ten years, the harvest people are deeply grateful to the market: the market is a good friend, which not only provides us with fertile soil for growth, but also constantly inspires us, enhances our creativity and keeps us moving forward.
By implementing the brand strategy, Fengshou wine products have achieved obvious brand-name effect and won the trust of consumers. Fengshou has become a well-known brand of capital wine industry, and has been rated as "Beijing Famous Trademark" for four times. Fengshou brand osmanthus aged wine has won the honorary titles of "International Gold Award" and "Consumer Trusted Product" for three consecutive times. In 2, Fengshou brand wine was awarded the title of "Beijing famous brand product" by the famous brand work joint meeting composed of Beijing Bureau of Quality and Technical Supervision and Beijing Economic Commission. As the representative of famous brand products in Beijing, Fengshou brand wine continues to expand the market share of the whole country on the basis of consolidating the capital market, and stands out in the wine industry. In 21, Fengshou brand wine was awarded the title of "National Food Industry Key Product" by China Food Association. In March 22, Fengshou brand dry red and dry white wine was awarded the certificate of "quality inspection-free product" by the General Administration of Quality Supervision, Inspection and Quarantine; In September 22, Fengshou brand wine won the "China Famous Brand Product Certificate" issued by China Famous Brand Strategy Promotion Committee and the State General Administration of Quality Supervision, Inspection and Quarantine.
For a long time, in some people's minds, it has become history that foreigners can brew good wine. Harvest depends on high-quality grape raw materials, advanced equipment and exquisite technology to brew high-quality wine, which is exported to Europe, America, Southeast Asia and other countries and regions, so that China people can also drink their own first-class good wine.