The Development Status of Lu Wine

In the mid-to-late 1990s, the development of the four major Lujiu brands, such as Taishan Shengliyuan, Lanling, Jingzhi, and Kongfujia, reached an extreme peak, and the industry was surprised by the high domestic market share and benefits of the liquor. Afterwards, due to the excessive expansion of the scale of production of liquor in Shandong Province, and the introduction of the national policy of adjusting the consumption tax on liquor in 2001, the production and operation of LU wine declined sharply, and losses were serious.

Lu wine after a decade of low, lying down, thick and thin, already has the foundation for revival. So how can Luju realize a big leap forward? Many domestic experts are offering suggestions for the revival of LU wine, and the benevolent are wise.

There are only two ways to go for the revival of LU wine. The first is to go out of Shandong and open up new markets in local provinces; the second is to enter the high-end brands in the region.

Lujiu

Lujiu development needs to correctly deal with four relationships

Lujiu development is in the air. Through learning and innovation, Lujiu enterprises have improved and developed to different degrees. In the new situation, the enterprises are riveted, have to adjust the structure, expand the scale, and strive for better and faster forward development.

In this situation, combined with the characteristics and development direction of Lujiazhu enterprises, Huang Yeli, head of the expert group of Shandong Province Liquor Industry Association, put forward the development of Lujiazhu's "four correct handling".

One is to correctly deal with the relationship between single grain and multi grain brewing. Huang Ye Li said, for a long time, Lu wine enterprises to single grain production, since 1996, Shandong Gu Bei Chun company bold reform and innovation, the first to introduce the strong five grain production process and technology, combined with their own traditional technology, the production of the northern strong multi-grain white wine, and achieved remarkable success.

Inspired by the market demand and Gu Bei Chun Company, some liquor enterprises in Shandong have transformed the cellar, innovated the process and technology, and started to produce strong aroma multi-grain liquor, thus promoting the upgrading of the product and increasing the economic benefits significantly, so as to make a qualitative change in the low-grade popular liquor-based Lujiu.

Huang Yeli highlighted that the production of single-grain wine and the production of multi-grain wine have their own advantages and disadvantages: single-grain white wine cellar aroma, flavor coordination, sweet and refreshing net, and brewing raw materials are relatively inexpensive, the rate of alcohol is slightly higher, the cost of wine, the disadvantage of the taste is monotonous; more than one grain of wine, especially five-grain wine, mellow and full-bodied, elegant and delicate, the taste is better than the single-grain wine, but the raw material price is high, the rate of alcohol lower, the cost is higher than the The cost is higher than that of single-grain wines.

Whether to use single-grain brewing or multi-grain brewing, the liquor enterprises should be adapted to local conditions, pragmatic, according to their own actual situation, and must not be a rush, blind imitation.

Lujiu

In terms of the current situation of lujiu enterprises, I advocate the main single grain, the appropriate development of multi-grain wine, in order to improve the price and grade of lujiu.

The second is to correctly handle the relationship between theory and practice. Huang Yeli said, liquor industry is a traditional industry, for a long time, enterprises tend to focus on practical operation, and lack of theoretical research.

In fact, the brewing industry's theory is rich and profound, it is worthwhile to make great efforts to study and explore, such as "the formation of flavor components", "what is the wine's old flavor?", "what process measures through what? "What process measures can be taken to increase its content?" These are to be further explored and researched.

Theory is not imaginary, not to mention dispensable. Theory is the first solution to the direction of the problem, the direction of the right, energy to make the right, do things in order to have good results. Otherwise, without the guidance of theory, practice is with blindness, subjectivity, may lose the right direction; Secondly, the theory is still the summary of practice, with foresight and guidance, can make people less or not take a detour, therefore, we must pay attention to the study of theory.

In this regard, the company took a good lead, they built a modern scientific research center, on the basis of practice, to strengthen the scientific and theoretical research, with advanced science and theory to guide practice, to achieve twice the result with half the effort.

Lu Wine

Third is the correct handling of the relationship between learning and innovation. Learning from advanced enterprises has always been a good tradition of our Lujiu enterprise. Over the years, Lujiu has achieved remarkable results by learning from Sichuan's five-grain process and technology and developing multi-grain, strong-flavored wines in the north. However, while learning, innovation is also needed, and innovation is the soul of Lujiu's development.

With regard to multi-grain winemaking, especially five-grain winemaking, we must learn from the experience of famous wineries without compromise, but we must adapt to local conditions, and we must adjust the product structure according to consumer demand to form multi-grain wines with our own style. For example, the elegant Chenxiang is the typical style of five grains, can we innovate the style of five grains wine in the north? I think we can try. Some people think that we can change the style of multi-grain wine by changing the raw materials, such as the higher price of glutinous rice, whether it can be used sparingly, millet brewing style is unique, whether it can be used; not only to focus on the style of multi-grain wine features, but also to take into account to reduce the cost of wine. In short, through innovation, the formation of our unique style, so that the development of Lu wine more favorable.

Fourth is to correctly deal with the relationship between high-grade products and medium and low-grade products. Huang Yeli pointed out that for a long time, Luju's products have been mainly medium- and low-grade, while the market has been mainly regional. According to the market and consumer demand, in order to have great development, LU wine must change this situation, develop and produce medium and high grade products to meet the needs of high-end consumers. However, the regional market, which is dominated by medium- and low-end products, should never be lost and can only be strengthened, not weakened.

Huang Yeli believes that on the basis of consolidating and enhancing medium and low-grade liquor, developing and producing medium and high-grade liquor appropriately, occupying the regional market with medium and low-grade liquor, occupying the high-end market with medium and high-grade liquor, and striving to develop the market outside the province.

The development of the market outside the province must have economic strength. If the mouth of the wine to play the Nanjing market to invest more than 30 million yuan, the northeast "black earth" wine rely on the strength of the fight. According to the situation of Lu wine enterprises, the most realistic is through the development of medium- and high-grade products, improve the grade, enhance the efficiency, so that Lu wine healthy and stable development.