The goal is to "thick sauce and fragrance leader" Lang Liquor. What kind of "stirring" effect will it bring to the mixed fragrance category with its all-round strength in the field of mixed fragrance?

On May 9, Lang Liquor official announced that Longmalang Division and Shunpin Lang Business Department of Sichuan Gulin Lang Liquor sales Co., Ltd. merged to establish Sichuan Gulin Lang Liquor sales Co., Ltd. Lang wine's latest sales "first-line sequence" leadership and organizational structure have also been synchronously adjusted.

At the same time, on May 11, the Lang Liquor and Flavor Division held a national work conference. Wang Junlin, chairman of Lang Liquor Group, stressed that Lang Liquor will unswervingly promote the strategy of mixed aroma, continue to strengthen, grow, and develop the cause of Dalang Liquor and fragrance, forming a pattern of "high-end sauce flavor, leading both fragrance and two fragrances".

With the adjustment of organizational structure, Lang Liquor and Xiang also formally established four strategic products: Lang Brand Black Matt, Lang Brand Tequ T8, Shunpinlang and Xiaolang Liquor.

So far, Lang Liquor has formed six major products and divisions: Qinghualang Division, Honghualang Division, Lianxiang Division, KA Division, Marketing Department and Strategic Promotion Department, as well as Hongyunlang, Qinghualang, Honghualang, Lang Brand Black Matt, Lang Brand Tequ T8, Shun Pinlang and Xiaolang Liquor. The organizational structure and product sequence are clearer.

In particular, the merger and reorganization of the organizational structure around the dual-incense strategy also reflects the firm determination of Lang Liquor to sprint in an all-round way and achieve the goal of 100 billion fragrance, while the four dual-fragrant strategic products have a brand-new image facing the market channel. it has further deepened the industry's clear understanding of the brand line of Lang Liquor.

The goal is aimed at the "thick sauce and flavor leader" Lang Liquor, which has an all-round effect on the battlefield of mixed fragrance, and what kind of "stirring" effect it will bring to the category of mixed fragrance, which deserves special attention.

█ unified "baton", the forge ahead of Lang Jiu

From 5 billion in 2015 to 15 billion in 2021, to 20 billion in 2022, and then to the record high of mass entrepreneurship and innovation in 2023, Langjiu has maintained a strong growth momentum in the past decade.

Behind the performance, on the basis of adhering to the "extreme three products" strategy, Lang Jiu can see the clear, enterprising and upward footprints of this famous wine company at every step.

Especially in 2022, Lang Liquor broke through 20 billion sales scale, production capacity, energy storage station on a record high, Lang Liquor also fully launched the strategy of mixed aroma at the beginning of the next year.

In September 2023, Wang Junlin issued the general program of "hundred years Lang Wine", in which it was proposed that the planned sales revenue of the concurrently incense plate would reach 20 billion yuan in 2030.

At the same time as the release of the general program of "Baiyilang Liquor", Longma Winery, China's first Liquor Manor, officially laid the foundation in Luzhou. The project, with a total investment of 15 billion yuan, will be basically completed and put into use in 2026.

Under the guidance of this strategy, in the past two years, Xiaolang Liquor, Shunpin Lang, Lang Brand Tequ and other products have achieved substantial growth in revenue.

In order to keep the strategic direction and tactical action match, Lang Jiu is also making corresponding adjustments in the organizational structure.SlotomaniabonusAt the beginning of this year, Lang Jiu upgraded Xiaolang Liquor Division to Shun Pinlang Division and Lang Brand Tequ Division to Longmalang Division; at the same time, it started the 10 billion countdown to incense, and plans to achieve the sales target of 10 billion by the end of 2025.

By May 9, the merger of Longma Lang and Shunpin Lang's two major incense product divisions also means that Lang Liquor and incense series will belong to the same "baton", forming a joint effort to sprint towards the goal of 10 billion yuan.

In less than two years, despite frequent movements, it can be clearly seen that the action of Lang Liquor in both fragrance has always maintained the same frequency resonance with the strategic direction.

Just as Wang Bowei, general manager of Lang Liquor Co., Ltd., has set the tone for the development goal of Lang Liquor's thick sauce and fragrance business: choose height and stand against the world, Lang Liquor will walk out a path of thick sauce and fragrance with unique characteristics, and achieve the goal of 100 million thick sauce and fragrance. Become the leader of thick sauce and fragrance.

The merger of Hexiang Division clearly reveals the strategic intention of Lang Liquor United front, unified command and giving full play to the joint force of product matrix.

█ is the "leader of thick sauce and fragrance", the strength of Lang Liquor.

From the perspective of the entire dual-flavor category race track, in recent years, Lang Liquor, with the strategy of raising 10 billion yuan and fragrance, is close to 8 billion sales volume Baiyunbian, close to 6 billion revenue volume Kouzi cellar, as well as small and medium-sized dual-flavor liquor enterprises blooming all over the country. work together to build a trend of mixed fragrance.

According to the market estimate, at present, the national mixed-flavor liquor market is about 40 billion, and it is still in the initial stage, and the consumer group and market capacity as a whole are showing a trend of rapid growth.

In terms of enterprise strength and brand influence,SlotomaniabonusHe has not yet realized the national brand of mixed incense, compared with the 20 billion volume of Lang Liquor, which has firmly become the basic plate of "mixed fragrance leader", and the high-end brand image established by the Maotai brand of Lang Liquor is enough to drive the mixed fragrance products to quickly occupy the national market.

From the perspective of historical genes, Lang Liquor is not only the founder of mixed-flavor liquor, the representative of Luzhou-flavor liquor, but also the national standard maker of Luzhou-flavor liquor. In decades of inheritance and innovation, Lang Liquor flavor products have always followed the market, and even led the market, harvested a large number of consumers who belong to Lang Liquor and aroma alone.

To sum up, in the short term, Lang wine aroma growth, incremental advantages are obvious, in the company's comprehensive investment layout efforts, to achieve the goal of 10 billion fragrance by the end of 2025 has great certainty.

In the great journey of the hundreds of billions of goals of the general program of "hundred years Lang Liquor", when "Maotai-flavor high-end" has gradually become a reality and established a stable position in the liquor industry, it is necessary to develop both flavor and fragrance into the second growth pole of Lang Liquor. For Lang Liquor, it is not only a natural historical choice, but also an imperative strategic need.

According to the general program of "hundred years Lang Liquor", by 2025, the energy storage of Lang Liquor and aromatic Liquor will reach 300000 tons; by 2030, the annual output of mixed-flavor Liquor will be 150000 to 200000 tons, the annual storage of wine will be 500000 tons, and the leading brand of thick sauce and flavor will have planned to sell 20 billion yuan.

Tonnage determines the status, Lang Liquor's lofty vision, almost every step is based on solid production capacity and energy storage. The same is true of Fuxiang strategy, supporting the above goals to achieve the greatest strength is the foundation of Longma winery in 2023.

As a strong sauce and flavor liquor base with a total investment of 15 billion yuan in Langjiu, in the future, the fashionable and modern atmosphere displayed by Longma Winery and Langjiu Estate will be far more valuable than production capacity and energy storage for Langjiu. The improvement of corporate image, brand influence, consumer trust and other aspects.

Four major strategic products, the "fist" of both wine and fragrance

In parallel with the merger of the Jianxiang Business Department, the four major strategic products of Langjiu Jianxiang have further clarified their different product positioning.

Among them, Lang Brand·Heimaite positions itself as "the first choice for the value of Chinese strong sauce and fragrant liquor"; Lang Brand Tequ·T8 focuses on the middle and high-end and positions itself as "the value choice for China's strong sauce and fragrant liquor"; Shunpinlang positions itself as "strong sauce and fragrant urban light bottle wine"; Xiaolang Liquor focuses on the mass market and positions itself as "thick sauce and fragrant small bottle liquor".

Clear positioning means a clear product line, aimed at clear prices and bringing audiences. The establishment of the four strategic products of Langjiu Jianxiang is also regarded as a signal that Langjiu has "full firepower" on the Jianxiang track. It will surely become a "catfish" that stirs up the Jianxiang Jianghu.

Relying on the taste empowerment of Langjiu Manor and Longma Winery, Langpai·Heimaite focuses on two major consumption scenarios: people's banquets and business banquets, occupying a price band of 300 yuan. Since its launch in 2021, it has accumulated a large consumer audience.

Relying on the original patented technology of strong sauce and aroma liquor, Langpai Tequ continues to expand its network and cultivate deeply, and has become the value choice for China's strong sauce and aroma liquor.

In contrast, Shunpinlang and Xiaolang Liquor are pioneer products for Langjiu to penetrate the market with fragrance: Shunpinlang leads a new trend in urban light bottle wine consumption and has become a "wind vane" leading the development of innovative liquor products across the country; Xiaolang Liquor is based on the mass consumption scene and has become the top spot in small bottles of liquor in the country.

From the perspective of industry development, whether it is strong aroma, sauce aroma or fragrance, the overall expansion of the category often requires the pulling force of a leading enterprise and multiple leading products. From this perspective, Langjiu's four strategic products are like four "fists" waving towards the blue sea market of Jianxiang. Under the guidance of Langjiu's "leading" strategy, what kind of market capacity it can expand is particularly worth looking forward to.

For Langjiu, the Langjiu and Flavor strategy is to use its own world-class vision to complete the quality expression and category value export of thick sauce and flavor liquor, thus forming another support point for the future goal of 100 billion yuan; For the industry, especially after the completion of Longma Winery, it will have a strong support force and market influence on the scale, category and brand influence of the Jianxiang liquor industry, as well as the position of thick sauce and flavor liquor in the industry.

In the long run, Langjiu has also brought two great highlights to the future of Jianxiang liquor: who will be the next billion-dollar liquor company (just as a single category); Just as Langjiu Manor supports Qinghualang, a high-end Maotai-flavor product, what kind of star product will Longma Winery produce that stirs up the Jianghu?