wemadenftgames| The two major business divisions were merged and four strategic products were determined, and "Langjiu and Fragrance" reached a scale of 10 billion yuan.

A few days ago, the successive actions of Lang Liquor attracted the attention of the market:

On May 9, Longmalang Division and Shunpinlang Division merged to set up "Lang Liquor and incense Division" to co-ordinate the operation of Lang Liquor and incense series products, and announced the corresponding personnel adjustment at the same time.

On May 11, at the first national work conference of Lang Liquor and fragrance Division, Chairman Wang Junlin Guan Xuanlang Liquor and fragrance four strategic products, while once again stressed that Lang Liquor will unswervingly promote the strategy of simultaneous aroma, continue to strengthen, grow, grow and develop the cause of both fragrance and fragrance, forming a pattern of "high-end soy sauce flavor, leading fragrance and double excellent fragrance".

According to careful calculation, the goal of "ten billion yuan of incense" has been put forward for more than a year, and Lang Liquor has made frequent movements and non-stop actions. "mixed fragrance" has become an important pole of liquor market growth, this time Lang Liquor once again increased the layout, vowed to be the leader of dual-flavor liquor is amazing, can the goal of 10 billion go one step closer?

01 strive to be "the vanguard of dual incense": Lang Jiu keeps moving.

Since the "big and fragrant strategy" was first put forward in 2019, to the four strategic product matrices of Lang brand Heimat, Lang Tequ, Shunpin Lang and Xiaolang Liquor, the scale of Lang Liquor in the mixed aroma market has been growing day by day.

In February 2023, Lang Liquor officially announced the "Lang Liquor Sauce and aroma Strategy": "within 2-3 years, Lang Liquor should achieve the annual sales target of 10 billion yuan."

Half a year later, Longma Winery, the first and fragrant winery of Lang Wine, officially laid its foundation:

"Lang Liquor decided to invest 15 billion yuan to build a dual-fragrance producing area and Longma winery to jointly shape the professional value of Lang Liquor and fragrance with a three-dimensional layout innovative production supporting system and in-depth layout of professional operation marketing system."

At the annual meeting of Lang Liquor Brand in 2024, Lang Jiu announced that the original Lang Brand Special qu Division was upgraded to Longmalang Business Department, and the former Xiaolang Business Department was upgraded to Shunpin Lang Business Department, and the two major business departments were officially upgraded to start the "double fragrance hundred billion" sprint.

A short period of more than four months later, the upgraded Longmalang Division and Shunpin Lang Division merged again to formally establish the "Lang Liquor and fragrance Division". The importance attached to the leading and fragrant liquor within Lang Liquor is evident.

If Lang Jiu wants to be a "vanguard of mixed fragrance", where does the strength come from?

In 2023, Wang Bowei, the general manager of the "post-87s", officially took office, and the echelon of young, professional and knowledgeable talents officially surfaced, and the infinitely surging potential energy and innovative vitality of youth surged in Lang Jiu.

A "three major upgrades" of ideas, teams and products driven by organizational change are also quietly under way.

Ideologically, under the strategic guidance of "only customers are respected", Lang Jiu has upgraded from "a little closer" to "a little closer" to "a little closer", making the products more insightful about the needs of consumers.

On the team, according to the changes of the market environment, Langjiu has carried out organizational change and self-innovation for many times, optimized the talent selection, cultivation and incentive mechanism, boldly used the new generation of talents, and stimulated strategic concentration and innovation vitality.

In terms of products, Lang Liquor bet on the upgrading of brand potential energy and product quality, formally upgrading the Lang Brand Tequ Division to Longmalang Division, breaking through the natural barriers between the winery and the market, and cultivating super products on the track of dual-flavor liquor. under the general trend of multi-element development of the industry, further optimize the allocation of resources and strategy.

At the same time, Longma Chateau, China's first dual-flavor liquor estate, which was officially laid foundation in September last year, will have an annual production capacity of 150000 tons and energy storage of 350000 tons when it is fully completed.WemadenftgamesQuality pedestalWemadenftgames.

Picture: the design effect of Longma winery

The advantages of natural producing areas, accumulated production capacity, and unique technological advantages will become a solid moat for Lang Liquor to make it big and fragrant, and to walk alone in the market.

The broad consumption base of different market levels, the category innovation path with different characteristics, and the strategic development path with unique flavor of Lang Liquor have jointly promoted the golden track of Lujiang paste and Xianglang Liquor.

Some people in the industry said that now once again upgrade the integrated force, sprint and fragrant 10 billion goal, "Lang Jiu is through a unified position, unified tactics, unified layout, so that the product matrix to form a joint force, build high potential energy."

02 vigorously increase the "mixed fragrance strategy", what are the odds of winning Lang Liquor?

At the beginning of this year, Lang Jiu officially launched a 10 billion sprint countdown, in the remaining 700 days, betting on the outbreak of the mixed incense market, what are the chances of winning?

As early as 1979, Lang Liquor produced a new type of flavor liquor, called "Langquan Liquor", which was widely welcomed by the market, and Langquan Liquor became an important representative of "mixed-flavor" liquor at that time. This is the cultural heritage of Lang Liquor brewing mixed-flavor liquor.

With the passage of time, generations of drinkers continue to inherit innovative and fragrant skills.

In 2000, on the basis of the traditional brewing technology of "one-step method", Lang Liquor explored the "two-step method" of first sauce flavor, Luzhou flavor type brewing, storage, and then carefully blending, helping and Xianglang Liquor to become the "representative of Chinese liquor sauce and flavor type". Ten years later, Lang Liquor once again upgraded the "two-step" flavor technology to improve the complex mellow and sweet taste of the wine, and the "Xiaolang Liquor and Shun Pinlang" which killed all directions in the market was born. This is the innovative spirit of Lang Liquor-making Liquor-flavor Liquor.

In recent years, with the sudden rise of special wines such as Xiaolang wine, the industry has gradually reached a consensus: it will only be a matter of time before the value of mixed aroma is recognized by the public.

In 2020, the share of mixed-flavor liquor accounts for only 7% of the whole liquor market. As the fifth largest category of Chinese liquor, this is not only the real situation, but also the opportunity to rise.

According to the analysis of people in the industry, the current national dual-flavor liquor market is about 40 billion yuan, and the scale is still expanding rapidly, which has also become a new growth point for many wine enterprises.

In fact, mixed-flavor liquor has many fragrance, unique flavor, the most popular thick sauce and fragrance, both mellow, but also the aftertaste of sauce flavor, the harmony of the two flavors, the collision with each other, has been favored by many consumers for a long time, and has accumulated a large number of loyal fans.

Picture: four strategic products of Lang wine and fragrance

Recently, Langjiu's successive announcements have also made its Jianxiang layout more clear: first, the official announced that Longmaolang Business Department and Shunpinlang Business Department merged to establish the "Langjiu Jianxiang Business Department", and then announced the four strategic products of Jianxiang, from Langbrand·Heimaite, Langbrand Tequ T8 to Shunpinlang and Xiaolang Liquor, the product matrix that has covered the needs of high, middle and low-end demand has continued to mature, fully meeting the taste needs of different market groups for high-sauce and fragrant liquor.

The industry pointed out that Langjiu's integration of the scattered forces under the thick sauce and fragrance will further form a potential force, which will help it quickly occupy the market growth share of the Jianxiang liquor and push the goal of 10 billion yuan further forward.

Perhaps it is not the last move in Langjiu's layout yet. The right time, place and people are constantly gathering together. What Langjiu needs to do is wait for the east wind to come.

In the past two days, the confident statement of a senior dealer in Beijing seems to have smelled some wind direction: "Not to mention anything else, Shunpinlang is in my area, and it will probably explode this year!"

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