How big is one hundred thousand acres?

Tsinghua University covers an area of ??more than 6,000 acres. One hundred thousand acres is approximately equal to 17 Tsinghua University.

How young is Jiang Xiaobai?

A bottle of Jiangxiaobai covers an area of ??about 50 square centimeters, which may just fit on your mobile phone.

Jiang Xiaobai is very small, but one hundred thousand acres is very large.

So what about Jiang Xiaobai + 100,000 acres?

On November 28, Jiangji Winery, a subsidiary of Chongqing Jiangxiaobai Wine Co., Ltd. (hereinafter referred to as Jiangxiaobai), and the Agriculture and Rural Affairs Bureau of Shuozhou Municipal Government of Shanxi Province signed a sorghum planting agreement in Baisha Town, Jiangjin, Chongqing. In the cooperation agreement, *** will jointly build a 100,000-acre liquor raw material (red sorghum) base in Shuozhou City.

The 50 square centimeter Jiang Xiaobai has a relationship with the 100,000 acres of red sorghum base.

It is understood that sorghum in Shuozhou City, Shanxi Province mainly provides grain for Lihua Wang Winery, Shanxi Fenjiu Group and other wines. In recent years, the planting area and output have increased year by year. Until 2020, the total sorghum planting area will be 200,000 acres, with an average yield of 300 kilograms per mu and a total output of 60 million kilograms. According to the content of this agreement, Jiangxiaobai will take advantage of the sorghum wine business and place orders for sorghum within the cooperative base.

100,000 acres is 1/3 of Shuozhou City’s sorghum production capacity.

After reading this news, I wonder if you have the same doubt as Chunliangjun. Jiang Xiaobai has always been good at marketing in the liquor industry, so why did he start growing sorghum this time?

However, if we only see Jiang Xiaobai’s ambition from this cooperation, I am afraid it is a bit late. In 2019, the planting scale and overall planting level of Jiangxiaobai Sorghum Industrial Park in Jiangjin District ranked among the top three in the southwest region.

It is reported that the Baisha area where Jiangxiaobai Sorghum Industrial Park is located has a history of hundreds of years of sorghum cultivation. Through the mechanization transformation project, the demonstration planting area of ??sorghum in Jiangjin area has reached 5,000 acres, and the radiated planting area is about 50,000 acres. In the future, the demonstration planting area will be expanded to 20,000 acres, and the radiated planting area is about 100,000 acres.

Jiang Xiaobai has long planned to open up the complete industrial chain of the liquor industry!

However, Jiang Xiaobai's achievements are also obvious with his excellent marketing model. People in the industry say that Jiang Xiaobai does not have to bear the huge risks brought by the industrial chain and can completely imitate the style of "Muji" and become a "baijiu novice".

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For such a new liquor company that uses marketing strategy as a way to break the situation, is it necessary to extend its tentacles to the planting industry at the front end of the liquor industry chain?

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Products are the foundation of marketing

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Marketing without products is a mess.

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I don’t know if you have noticed that whether it is a new wine or a traditional wine company, they are all doing one thing: insisting on pure grain brewing. Both consumers and the liquor industry maintain a high degree of sensitivity to "pure grain brewing".

After marketing, we must return to the product itself. Pure grain brewing is the future path of the entire liquor industry. This is also the path Jiang Xiaobai will take in the future. All marketing must ultimately return to the product.

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Opening up the supply of the entire liquor industry chain from raw materials to finished products will bring confidence to consumers. Jiangxiaobai is not just a company that only does marketing. A famous liquor company.

The strong establishment of marketing and channels has gradually expanded the size of Jiangxiaobai. Therefore, Jiangxiaobai urgently needs to expand the production of base liquor, and insists on pure grain brewing, which has a hard demand for grains for brewing. In the future, only with the ticket of pure grain brewing can you be qualified to enter the liquor industry.

“The construction of a 100,000-acre sorghum raw material direct supply base with Shuozhou *** will further expand Jiangxiaobai’s high-quality brewing sorghum raw material supply channels and enhance the pure grain brewing strength.” Director Jiang Xiaobai Chang Tao Shiquan said. After this signing, Jiangxiaobai officially formed two major direct supply sources of sorghum - Jiangxiaobai Jiangjin Sorghum Industrial Park and Jiangxiaobai Shuozhou City Sorghum Planting Base.

These two major sources of direct sorghum supply will support Jiangxiaobai’s new layout of new alcoholic beverages based on “pure grain brewing” in the future.

Old wine is the back-end strength of wine companies

At the same time, the creation of a complete industrial chain will also be beneficial to Jiangxiaobai’s old wine reserves.

Laojiu is the finished product that has been aged. It is a native product of the entire industry chain from raw materials, packaging to storage. Sufficient old wine reserves are a symbol of the quality and strength of a liquor company.

Old wine has always been a high-quality, high-priced experience in the liquor market. It is also the basis for blending high-quality liquor. However, old liquor cannot be made overnight.

On the day of the signing ceremony, a friend from Jiang Xiaobai Public Relations Center said: "Wine-making is about making friends with time."

And brewing a jar of old wine is about making friends with time. When it comes to a wishful love, the only thing you can do is to arrange all the favorable conditions such as constant temperature and constant humidity for it, just like the popular word "licking the dog" on the Internet, and wait quietly for the result of waiting. You can't be sure at all. Even if you perfect everything, you can't say that you can 100% win the arrival of old wine.

This is also the reason why the old wine market is precious.

In recent years, Jiangxiaobai series fruit wine and Umejian green plum wine have been loved by the new generation of consumers. However, in the face of the ever-changing market dynamics and the new generation of consumers who pose challenges to alcoholic beverages, Jiangxiaobai needs to reserve more old wine to cope with the changing consumption experience of consumers under the new wine.

Jiangxiaobai needs more high-quality sorghum supply to increase the production capacity of old wine, optimize and upgrade the overall quality of wine, and meet the diverse taste needs of more consumers.

After the establishment of the 100,000-yuan sorghum raw material direct supply base in Shuozhou City, it can fully guarantee the production of Jiangxiaobai’s old wine and lay the foundation for further improving product quality.

The industrial chain is the new ecology of the liquor industry

It is not just Jiangxiaobai who is completing the liquor industry chain, but also returning to the entire liquor industry. From large liquor companies to small liquor companies, everyone is doing the same thing. The same thing: from grain to wine, everything is firmly in your own hands. Control of the industrial chain is control of the lifeline of a wine company.

Because this generation of consumers is really difficult to deal with.

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They have their own brand-new interpretation of alcoholic products. The products must not only be of good quality, but also meet the various needs of consumers and the increasingly younger consumer psychology. .

For an alcoholic brand like Jiangxiaobai, which originally emerged as a new alcoholic drink, it is even more important to constantly cater to user values ??and open up the industrial chain.

Since its inception, Jiangxiaobai has suddenly emerged as a new liquor brand. In the eyes of domestic old liquor brands, Jiangxiaobai is really a "little white" image, not in the eyes of the old liquor brands. within the scope of consideration.

However, with the continuous expansion of Jiangxiaobai's production capacity and the establishment of the industrial chain, the liquor industry seems to have to look at this "newbie" with admiration. Maybe Jiangxiaobai is no longer "little".