The understanding of "West Pigeon" basically comes from hearsay and online articles, so the understanding based on this may be quite different from the origin of "West Pigeon", which is also my current cognitive shortcoming. Because I don't know CEO Zhang, people certainly don't have to know me.
On April 4th, I had some simple communication with an employee of SIG. The process is pleasant and informative, but it is very valuable.
Key impression
1, capital halo
Xige Winery is a cooperative project between Zhang and Ningxia government. The specific division of labor and share setting are not clear, but the halo attribute of "capital" is very obvious.
The reason why I say capital halo, I think West Pigeon has strong advantages in three aspects: capital source, energy behind capital and bottom function. So the winery brought its own buff as soon as it started.
At the 20 19 Chengdu Sugar and Liquor Fair in Sichuan, it was learned from the mouth of wine importers that "Helan Red" wine (a big single product of Xige Winery) has appeared in famous wine gathering places such as five-star hotels in Chengdu, less than two years after Xige Winery was built. The key promotion area of Sig Winery is in Jiangsu, Zhejiang and Shanghai, and the market competition is evident.
Yijing village has a detached position among imported wine merchants. You may not be very familiar with Yijing Village, but everyone inside and outside the circle is familiar with Benfu, which has his credit and great effect.
The investment in the industry, especially the large capital from the mature operation of international wine, has a strong aura in itself and has to attract the attention of the industry.
Ningxia government investment. Ningxia is an autonomous region of ethnic minorities, which is superior to other provinces in terms of investment quota, autonomy and efficiency, especially in the wine industry. The country has high hopes for Ningxia, and Ningxia itself attaches great importance to it. State-owned capital investment (Ningxia wine special project) has a small pressure on the source of funds, strong strength and very powerful capital function.
2. Resource aura
Sig winery was born with "gold ingot".
In China, Jiuyi Village is not only rich, but also rich. They know more about China international wine market, domestic wine market and imported wine market than their Ningxia counterparts, and have established a perfect marketing channel and promotion system in China. These resources are excellent, so there is no pressure to promote and sell Xige Winery products in this channel, not to mention they have better marketing ideas.
Ningxia government's resource aura. 2065 438+08-2065 438+09 The mainstream thinking of domestic wine is the idea of "producing area concept+big single product", and the eastern foot of Helan Mountain in Ningxia is regarded as a upstart, which is implemented by Ningxia government as a strategic industry. Ningxia attaches great importance to the positioning and promotion of wine producing areas at the eastern foot of Helan Mountain and Ningxia wine products, which is No 1 in Ningxia history, not comparable to those landmark products such as Lycium barbarum.
In the 20 19 Ningxia wine "Jiangsu, Zhejiang and Shanghai" tour, the top leaders of four teams in Ningxia were all dispatched, and the top leaders of three provinces (cities) were also connected with them. In addition, the focus of advertising in the core areas of the three provinces (cities) and the tasting and promotion of alcohol channels show the strength of government resources.
3. Dimension aura
At the eastern foot of Helan Mountain in Ningxia, the wineries that can't be bypassed include Great Wall Mo Yun Winery, Changyu Morsel Winery and Hennessy Xia Tong Winery. Now they have added a new member, namely Sig Winery. They have the same attribute, that is, they have the kind of "dimension" that other small and medium-sized wineries in Ningxia can't reach. They are part of the whole world wine, and the energy behind them can get first-hand international wine information, and they also have hard-core strength that affects the whole world wine. They have obvious leading attributes for the whole wine industry in China and the wine producing areas at the eastern foot of Helan Mountain in Ningxia.
I have a fear, that is, business competition from cross-border and dimension reduction. This kind of competition is basically zero for small and medium-sized wineries. Although I don't know what this cross-border is and what this high dimension is, this worry has always been in my mind. If there is such a day, it is especially necessary for these wineries with "dimensional aura" to go ahead and give us some lessons from these small wineries.
Other impressions
"The ship is easy to turn around": I used to think that those big enterprises were "difficult to turn around" and "poor in adaptability". For three years, I have no such idea at all. On the contrary, I feel that those relatively high-dimensional bibcock, bibcock attribute and oligopoly effect are becoming more and more obvious. For our winery, we just need to follow behind, be ourselves, and go on our way with the tide. Therefore, it is good to supplement small items in the promotion of large producing areas and large items.
Quantity.
Luxurious wine production conditions: The facilities and equipment of Sig Winery were mostly top-notch in the world when we visited the winery. It can be said that in terms of hardware, they are completely reserved for the production of top wines.
The team brings its own buff: Hig Winery, from CEO to workshop operator, with more employees than ordinary wineries. When I visited the winery, I felt that although it was a new winery, it had formed a strong and far-sighted corporate culture.
Short-term disadvantage: after all, it is a new winery. It will take some time, maybe five years, maybe ten years, to precipitate on the wine grape planting base, and I believe it will be soon. Perhaps the next time I write about the West Pigeon, the planting base will become its greatest advantage.
Let's go