On September 12, the Seventh China (Guizhou) International Alcoholic Drinks Expo was closed in Guiyang. Zhenjiu, as a well-known Maotai-flavor liquor brand in Guizhou, appeared in a 360-square-meter diversified booth, bringing “six luxurious gifts”. Featuring the new product “Zhenjiu·No. 15”, Zhenjiu launched online and offline debut at the same time and attracted extensive attention. Within just 4 days, its sales topped RMB 3 million. Its core products, “Zhenjiu·No. 15” and “Zhenjiu·No. 5”, reported sales that were increased significantly from the previous year.

 

 

 

The booth of Zhenjiu was an open design with all the elements associated with “Zhenjiu·No. 15” to create a personalized and diverse zone. The independent design reflected the inheritance and innovation of the craftsmanship and showed a unique style and excellent quality in the shape of “Zhenjiu·No. 15”. The design attracted lingering viewers as much as the gentle flavor of “Zhenjiu·No. 15” and revealed the majestic disposition of the product as rare distillate. Six promotional activities such as “Special offers of best sellers”, “Scanning the QR code to win big rewards” (100% probability of winning),“Tasting competition and RMB 18,888 cash reward + a bottle of jar sealed liquor worth RMB 15,000 for the winner”, cash coupons, “Steep discount for Maotai-flavor liquor products”, and “Quick shopping at online expo” ignited the Expo and demonstrated the strong vitality of the brand, one of the few that had managed to rise from difficulties.

 

Although the booth of Zhenjiu was far away from the Pavilion No. 2 where Maotai was based, it was as popular as that famous local brand. Many consumers rushed to Zhenjiu and crowded the booth in a warm atmosphere.

 

With the endless stream of visitors, many of them tasted the product in the sales zone and were very willing to buy. Some of them bought dozens of the products. That was not only an expo but also a feast for the large number of liquor culture enthusiasts.

 

Zhenjiu Alcoholic Drinks Co., Ltd. also prepared lottery, dance and liquor ceremony performances. The tasting competition was so exciting that it attracted participants in a constant stream. As the judge, Wang Zhonghan, deputy general manager of Zhenjiu Alcoholic Drinks Co., Ltd. and winemaker master, decided the winners and explained different ways to taste the drinks in detail. The scene was so spectacular that it was reported in the coverage of many media.

 

By the end of August, the sales of “Zhenjiu·No. 15” had been increased by 100% on a year-on-year basis, and major breakthroughs were made in markets other than Guizhou Province, especially in Henan, Shandong, and Hunan. These good results led the growth of the overall share of Zhenjiu.

 

What’s the secret of Zhenjiu’s growth? At the Expo, General Manager of the company Hu Bo gave the answer.

 

 

 

 

“Zhenjiu introduces the innovative partner model and replaces the conventional business relationship with a cooperative relationship. With more investment in the partners, it puts the partners before itself. To reduce the interest game, it operates the market with partners. We only develop few but better end partners to avoid excessive competition for low profits caused by over supply. Meanwhile, we strengthen marketing management through Internet means to stabilize the price system and protect the interests of partners. We hope that the partners can seize the chance with us to create more benefits through cooperation. Hu Bo explained that this was the major reason for the super high-speed development of Zhenjiu.

 

Hu Bo said that now operating Maotai-flavor liquor has become a trend. Influenced by Maotai, many consumers have gradually developed the habit of healthy drinking and the concept that drinking Maotai-flavor liquor is good for health. They have also adapted to the flavor, have developed the appetite for it, and now have increasing demand for it. In the next few years, Maotai-flavor liquor brands that have accumulated certain foundation base and boast of excellent quality will develop in leaps and bounds, and Zhenjiu is one of them. It has always insisted on making good liquor with craftsmanship spirit and, after 40 years of continuous production and accumulation, has built a microbial environment and venue very suitable for brewing high-quality Maotai-flavor liquor. It is one of the few liquor enterprises that are able to do so.