As a cultural symbol, wine embodies the spiritual pursuit of all mankind, associates with history and art, and serves as a messenger of international friendly exchanges. In order to promote Chinese liquor culture, bring excellent quality Chinese sauce wine to the world, and to explain to Chinese spirits lovers the technological and cultural differences between Chinese and foreign spirits, Junke Junfeng launched the "Chinese Sauce Liquor" "World Tour", traveling thousands of miles to visit famous wine-producing areas in various European countries, traveling with a sincere heart along the way.
Picture "Chinese Sauce Wine World Tour" Sixth Stop - French Cognac
The "China Sauce Wine World Tour" has gone through 6 stops. During this trip, the Junfeng team came to the Cognac region of France and were invited to visit local spirits manors and companies.
01 Came as a guest, but was retained to give lectures to senior executives
In 1640, the winemaking industry of the Boinaud family in France started from a grape plantation. At that time, France had entered the Louis XIV era, and China was in the 13th year of Chongzhen in the Ming Dynasty. Liquor brewing had already entered the history of China. Lasting for thousands of years. Today, 383 years later, as the largest winemaking family outside the "three oceans" of French cognac (Martell, Hennessy, and Rémy Martin), the Boinaud family owns multiple cognac brands and ranks first in France in terms of annual distillation volume. , products are sold in Europe, America, Asia and other places, with annual global sales exceeding 40 million euros.
On the afternoon of April 25, the "Chinese Sauce Wine World Tour" came to the Cognac region of France. The Singer Junfeng team visited its representative brand J.DUPONT (Dupont) winery. Mr Singer Laowang, who loves soy sauce wine, and Remy Boinaud, the 24th generation successor of the Boinaud family, Charles Boinaud launched an in-depth exchange between entrepreneurs here, specifically discussing the brewing technology and wine culture of Chinese and French spirits and other related topics.
Picture: Mr. Xingke had an in-depth exchange with Remy Boinaud, the 24th generation successor of the Boinaud family.
It is understood that the wineries under the Boinaud Group have achieved "full automation". Each winery only needs three or four brewing workers, and the volume of wine produced can meet the production plan. In the winery, Chinese and French guests tasted the wine and French cognac together. Mr. Wang of the winery told Remy, the successor of the winery, and the company executives about the unique brewing process of Chinese wine and demonstrated the Chinese wine. Tasting method "Thirteen Types of Blind Tasting". After personally experiencing the aroma identification methods of spirits such as "rubbing wine" and "unpacking wine into clouds", the French friends present marveled that "the fragrant aroma of soy sauce completely covered the cognac!"
Picture: French friends experienced the "wine pulling line" and marveled at the fragrant aroma of soy sauce wine
The two parties also had in-depth exchanges on Sino-French spirits brand building and market development, and reached a high degree of agreement. Remy was so late to meet Mr. Hengke that he decided to meet again the next day, hoping that Mr. Hengke could give a "master class" to the senior management of the company.
On the afternoon of April 26, Mr. Wang was invited to visit the Boinaud Group again and shared a "Hong Kong Product Design Course" with Mr. Remy and his senior management team. Based on the "400-fold growth experience in seven years" of Hengke sauce wine, Mr. Hengke Laowang shared his experience in product positioning, product design and branding by taking Hengke facial bottles, Hengke treasures, Hengke Tianjiang and other series of products as examples. Thoughts and suggestions on communication and other aspects, and also introduced to the senior management team the innovations in packaging materials of Henke Sauce Wine from cartons, paper pulp trays to Swarovski crystal glass bottles, as well as how they are always implemented in the production and transportation process. environmental protection concept.
Picture: Mr. Wang of Hengke was invited to share the “Product Design Course by Mr. Wang of Hengke”
After the class, Boinaud's senior management team said: "Hongke's use of community communication and experiential marketing to operate the brand has opened up new ideas for Boinaud's brand operations."
Remy, the heir to the Boinaud family, and Ms. Stephanie, the head of the brand marketing department, who listened to the design class of Hengke Laowang, respectively raised many questions to Mr. Hengke after the class and discussed how to learn from Hengke’s product development and business model to help A series of brands under the Boinaud family achieve faster development.
Picture After class, Remy and Mr. Wang of Hengke discussed how to learn from the Hengke model
02 No matter how large the enterprise is, it still needs to be “re-done”
When geeks in the Chinese liquor industry meet the hidden champions in the French spirits industry, what kind of sparks will collide? What will happen if the two Chinese and French spirits brands resonate deeply with each other in terms of "redoing" and innovation? new opportunities?
As one of the oldest winemaking families in the Cognac region, the Boinaud family owns more than 550 hectares of vineyards and the largest distillery in the Cognac region. It has a complete production line from brewing, bottling to cellaring, and even has its own barrel making. factory. From raw material production to brewing technology and software and hardware equipment to wooden barrels and packaging materials, it can be said that the Boinaud family has opened up the upstream of the Cognac supply chain.
Picture: Mr. Wang of Xingke visits the storage room of the Boinaud family winery
At the same time, the Boinaud family's own brand building has also become relatively mature, with impressive domestic and foreign product sales and brand communication data. More importantly, the Boinaud family also provides OEM services for many cognac brands in France, including the three major spirits brands Martell, Hennessy and Remy Martin. When accepting orders from the same region, after receiving the quality parameter standards given by the brand, Boinaud is always able to complete wine production and related services with high standards. It’s just that the three major spirits brands have done a better job in brand communication and other aspects, so the name Boinaud is still unknown in many places.
During the communication with Mr. Hengke, when Remy heard the "FFC" business model and case described by Mr. Hengke from China, he immediately realized that this might be the way to help companies find new growth points. As a result, the original invitation to be a guest turned into an on-site apprenticeship. Remy immediately decided to invite Mr. Wang from the winery to continue to be a guest and give lectures at the winery the next day. Senior executives of his group attended the lecture together and learned how Chinese liquor companies develop product design and market development. Successfully innovate.
Picture In class, Mr. Wang of Hengke shared the story of the Hengke sauce wine brand.
In the master class, Mr. Wang of Hengke proposed that compared with Chinese sauce wine, the brewing process of both cognac and whiskey is more streamlined, relying more on industrialized and fully automated production lines. However, Hengke Maotai Liquor, which always adheres to the principle of "keep the product as your life" and adheres to long-termism and perfectionism, is a representative of the traditional Chinese Maotai Liquor brewing process. It still uses a large amount of artificial labor in the brewing process, reflecting the agricultural civilization system. "hard work and solitary achievement". One is "smart and efficient" and the other is "clumsy and slow". Although they have different directions, each has its own flavor and both have the ultimate pursuit of quality.
Today, all enterprises around the world are facing three paths: first, Internetization; second, capital-oriented; third, rooted, pragmatic, and redoing. Among these three directions, wine companies as traditional manufacturing industries are more likely to feel tremendous pressure and heavy blows. With social information fragmentation, personality explosion, business format explosion, and category explosion, traditional product brands and categories are gradually dying out and declining.
In this case, where are the exports of traditional wine companies?
Hengke Lao Wang said: "In fact, as long as you do a small thing well, you have completed a part of the 'redo'. For example, being the first in a narrow field, insisting on value reshaping and value innovation, insisting on meeting needs It becomes the pursuit of satisfaction, from satisfying needs to creating wants, turning customers into fans, and moving from market economy to ethical economy. In today's "inflation" of innovation and creativity, you only need to dig deep in a small incision to understand It plays an important role in promoting the high-quality development of enterprises."
Pictured: Remy, the heir to the Boinaud family, listened carefully to the sharing by Mr. Wang
Previously, the impact of the epidemic swept across the world. During the hibernation period, the Boinaud family re-examined its four brands and carried out all-round upgrades and iterations from brand concepts to product packaging. Now it has completed partial updates of the three brands, but there are still There are some unanswered questions.
Remy, the heir to the Boinaud family, said: "Although the winery and the Boinaud estate are separated by an ocean, they both have great courage to subvert traditional thinking and redo their business thinking when facing the challenges of the new era. This may be our The commonality of enterprises may also be the tacit understanding between me and Mr. Wang Wei. But facing the future, we must learn and explore more possibilities from Mr. Wang Wei and his enterprise."
Picture: Mr. Wang of Xingke takes a photo with Remy, the heir of the Boinaud family
After years of hard work and hard work, he gained close friends in telling the story of Chinese liquor culture and gained respect in the process of exploring cooperation in the foreign spirits industry. This is the epitome of Hengke Junfeng's "Chinese Sauce Wine World Tour".
Things depend on people, and the road lies at your feet. Building national confidence in spreading true knowledge and goodwill, and demonstrating corporate value in communicating commonalities and differences are the unchanging original intentions of Mr. Hengke Laowang during this trip.