For a long time, langpai Tequ has been a "growth sample" that can not be ignored in the industry: according to public data, the sales of langpai Tequ reached 480 million yuan in the first year of listing, exceeded 1 billion yuan in the next year, and then bloomed in the national market, with an average annual sales growth rate of about 50%. At the same time, langpai Tequ matrix is also growing: it has achieved fission growth from core single products to product lines and product families.
From the "seed player" born with a golden spoon and relying on the ultimate quality gene of Langjiu in those years to the backbone of today's independent, what has langpai Tequ done right all the way?
Quality and production capacity provide strong support, "one tree and three flowers" create a classic
Those who are good at playing chess seek potential. Lang Pai special music can not achieve today's results without seizing the opportunities of the times again and again.
Take Lang brand special music in the field of Xiang Xiang as an example, Shen Yiceng, deputy general manager and executive deputy chief engineer of Langjiu stock, has conducted data analysis. In 2020, the Baijiu flavor liquor occupied 7% of the market share with 3% capacity, and the development space was enormous. At the same time, under the condition that the Luzhou flavor market is becoming saturated and the output of Maotai flavor is limited, the essence of the two flavors of the sauce and flavor is the base of productivity and quality, and is in the value depression area.
Therefore, Langjiu put forward the "big and fragrant strategy" a few years ago to create "one tree and three flowers" with strong flavor, soy sauce and strong sauce. In April last year, longpai special music released Fuma series, stepping into the era of dual fragrance; In August of the same year, langpai Tequ released a ten-year commemorative wine on the market, priced at 1019 yuan, seizing the high-end position of the mixed flavor category and further improving the mixed flavor matrix.
Behind the layout of langpai Tequ is the strong strength support: in the 1970s, Langjiu and fragrance technology was born. In 2018, Baijiu "Lee Teuk" and "flavor liquor production methods" won the "Sichuan Provincial Patent special award". In terms of production capacity, Langjiu relies on Langjiu Erlang Maotai flavor producing area and Luzhou thick sauce and flavor producing area. Among them, Luzhou thick sauce and flavor producing area has an annual output of 20000 tons of original wine. According to the plan, after the base is completed, it can produce 100000 tons of original wine and have a storage capacity of 300000 tons.
If the achievements in the field of Luzhou flavor made langpai special music "win at the starting line" in that year, the fall in the field of concurrent fragrance will create a moat for langpai special music in the next decade. Of course, the reason why langpai Tequ can achieve today's achievements is also inseparable from the thoughtful sales strategy.
Win by surprise in sales strategy: create brilliance with dealers
When Lang Pai Tequ came out, it defined key markets nationwide to make a breakthrough. Among them, Jiangsu, Anhui, Hubei and other markets have become benchmark markets. In Jiangsu, langpai Tequ sword takes the wrong side, adapts measures to local conditions and wins by surprise with differentiation strategy, so as to realize deep distribution through regional cooperation.
The effect is immediate. In 2013, the turnover of langpai Tequ in Jiangsu was 400 million yuan. By 2015, this figure increased to 1 billion yuan. Since then, through the summary and promotion of experience, langpai Tequ has gradually broken through more cities, and finally formed a situation of flowering in a large scale across the country.
In this process, langpai Tequ and its dealer friends made mutual achievements: Taking Yangzhou langzhuan Trading Co., Ltd., the sole agent of langpai Tequ in Baoying, Jiangsu Province, as an example, since the distribution of langpai Tequ in 2013, the distribution scale of langzhuan trading has increased from 500000 yuan to 50 million yuan, making the entry rate of langpai Tequ in nearly 1000 local terminal stores reach more than 90%.
Do you say no clothes? I will share my long robes with you. Over the past decade, with the booming performance of langpai Tequ, the dealer team of langpai Tequ is also growing. In the next decade, langpai Tequ will forge a new legend together with more people of insight.
