Wen Jun Boutique Hotel

Qionglai, known as "the first state in the south of abundance", is located in the west of Chengdu Plain, at the intersection of Sichuan-Yunnan and Sichuan-Tibet highways, 75 kilometers away from Chengdu. Tourism resources are extremely rich. At present, it is the core liquor production base in China, and two attribute business cards are connected together, which is the value mining point of Qiongjiu's innovation and upgrading.

But in fact, at present, Qiong wine brand still fails to occupy the core corner in the wine industry jungle, which is regrettable.

Joan wine from glory to confusion, to the new road of revitalization, to governments at all levels, associations, wine enterprises, all put the construction of producing areas in an important position. In recent two years, with the construction and development of more and more wineries with "local complex" and "Qionglai characteristics", Qiongjiu seems to have found a new way out.

In fact, the construction of liquor distilleries has been hot for a long time in recent two years. This naturally attracted many first-line famous wine enterprises and regional brands to join the competition representing the infrastructure of "kitchen and garden". The relevant person in charge of Qionglai Economic and Information Bureau believes that the development path of Qionglai winery needs to be misplaced. Qionglai is a group attack, and the Qionglai wine producing area is delineated to realize the development of winery cluster and launch winery wine in Qionglai wine producing area.

Although the process is difficult and long, when Wen Jun Winery, Furukawa Winery, Jinliufu Winery, Daliang Winery and Yuanwozi Winery form cluster potential energy, it is proved that this is indeed one of the effective means to deepen the comprehensive competitiveness of Qiongjiu.

Located in Wenbishan Village, Lin Qiong Town, Daliang Winery is more like a wine culture complex scenic spot for public leisure in terms of scale and characteristics. Since the opening of 20 12, Daliang Lv Wen Group has invested more than 300 million yuan to carry out protective renovation, forest board renovation, slope improvement, pond management and ecological protection on the original houses.

Promoting the integration and interaction of agriculture, wine-making and tourism is the original intention of Liang Chuan, the project manager of Daliang Winery, to build the China Wine Village project. The two major projects of "Daliang Winery" and "Pastoral Family Farm" not only cover brewing experience and customization, wine cultural repertoire exhibition, liquor tasting and drinking, but also have perfect modern urban agricultural sightseeing park, theme banquet hall, leisure sports and other entertainment facilities. With the theme of unique wine culture and leisure experience, Daliang Winery, as the only "five-star country hotel" in Qionglai City so far, has been rated as a national 4A-level scenic spot and also defined as "the wine town of China".

Different from the "big" of Daliang winery, Yuanwozi winery embodies the "fine and beautiful" characteristics of professional wineries in all aspects. 201Jaco, the owner of 2 yuan Wozi Winery, inspected the development model of wine industry in more than ten countries and regions, including France, Italy, the United States, Japan, South Korea and Taiwan Province Province. After repeated argumentation by many experts and masters, he finally built the "Yuanwozi" China Liquor Winery, which integrates organic raw material cultivation, wine-making technology display, forest pottery wine cultivation, French wine tasting and wine culture homestay.

With the brewing and storage technologies of "every drop is an old wine over 10" and "born in Yuanwozi, raised in Taotan, raised in Tiantai Mountain and hidden in the forest", Jaco said that his winery plan is to build a Bordeaux-style China liquor winery town for wine culture lovers. "Using real wine to influence the industry" is the core of its construction.

In addition, Guhe Winery, which also deepens the expression of value at the brand level, has adopted a customized model according to the needs of consumers and has become a good development channel. In Furukawa Winery, customers can choose original wines of different years and styles, and ask winemakers to blend them to create innovative wines for themselves. Similar in nature to Jinliufu Winery and Wenjun Winery, it is more about serving its own brand, emphasizing consumption cultivation and brand transmission.

Various biased ideas and models have formed Qionglai's unique winery cluster. Different from other single "back garden" construction and producing areas, the transformation of Qionglai wine enterprises will combine the two skillfully, which will obviously have more scale value and intensive attributes of producing areas.

To a certain extent, Qionglai has reached the forefront of the industry in the development of liquor distilleries.

To achieve good results, the first thing is to grasp that Chengdu is a famous tourist city. Qionglai, as a neighboring county and city to which Chengdu belongs, has a strong atmosphere of leisure tourism consumption. With the continuous improvement of people's spiritual life needs, the leisure and entertainment attributes of large areas marked as "leisure capital" with Chengdu as the center have been highlighted one after another. "Chengdu, Sichuan and Zhou Bianyou" have become the first choice for tourists' short-distance and time-consuming trips. The winery tourism in Qionglai liquor-producing area has added the characteristics of liquor culture in addition to the leisure and entertainment attributes, and its unrepeatable tourism value is self-evident.

At present, Qionglai not only vigorously develops wineries, but also plans to launch Qionglai wineries, taking Chengdu Qionglai producing areas and wineries as endorsements, and defining the new height of China liquor quality standards. In order to promote the transformation and upgrading of Qionglai liquor-producing areas, Qionglai said that it will also establish a winery alliance, establish a winery grading certification system and a winery traceability management system, formulate a method for authorized use of winery grading certification, establish a channel access mechanism based on grades, and standardize a series of detailed measures such as winery production standards.

Through the three major transformations of service object, industrial format and image of producing area, the largest liquor winery ecosystem in China will be built, and a clear path of Qionglai winery cluster construction will basically take shape.

The relevant person in charge of Qionglai City said that Qionglai will mainly focus on the advantages of liquor industry, take the brand building of Qionglai winery as the main path, build a number of leading enterprise brands by establishing relevant standard systems, applying for registration of landmarks, protecting products of ecological origin, etc., and reshape the brand of Qionglai liquor-producing areas with the composite tourism model of "winery+tourism+Internet".

As we all know, in the 1980s and 1990s, Qionglai, as the largest liquor base in China, once sold well all over the country and was a smash hit. Later, with the depression of the industry, Qiong wine began to move towards the lonely stage of "producing area, no producing area and no brand". Leading Qionglai's successful transformation has always been a difficult problem for Qionglai to solve. According to Li Zhenjiang, a senior partner of Hejun Consulting, it is definitely right and feasible to build an industry-intensive winery cluster, which is also a very important way and path to revitalize Qionglai producing areas.

He pointed out that Qionglai's winery model can make a large number of Qionglai wines more refined and intensive to a certain extent, thus creating characteristics that highlight the industrial chain value of the producing areas. This transfer mode with brand nature and enterprise characteristics takes winery as the carrier and finally transforms into an effective form of integration of production and tourism. "Quickly open up communication channels between products, brands, wineries, merchants and consumers through tourism, and promote the integration of other regional characteristics besides Qiongjiu culture in one scene. In fact, this is also a breakthrough in the eco-circular economy. "

"They pay attention to the organic combination of location advantages, scenic spots advantages and the advantages of the whole industry, and have obvious differentiation characteristics, which can effectively complement each other among wine enterprises. However, whether complementarity really fits in the end becomes the key point in this process, and it also puts forward higher requirements for the IP building of the entire cluster winery. " China food industry analyst Zhu said that, therefore, for Qionglai producing areas, they need professional talents, professional teams and clear medium and long-term strategic planning to effectively match, so that the producing areas and scenic spots can be highly integrated and effectively implemented.

After all, as Li Zhenjiang said, the sustained vitality of a simple winery cluster is definitely weak. Therefore, if Qiongjiu wants to transform through the winery cluster, it will inevitably need more infrastructure to support it, which complements the idea of enriching the integration of production and tourism. In this process, Qiong wine is similar to the model of winery, and its wine theme and local tourism culture can provide long-term kinetic energy for the sustainable development of Qiong wine producing areas.

He stressed: "Even in this mode of winery, characteristic and cluster, the quality value of liquor precipitated by history and culture is still the foundation of the revitalization of Qiong Liquor." This means that wineries still have to do branding, marketing, promotion and sales to varying degrees, and complete the docking at the consumer end through the combination of marketization, branding and scale. Only when the vitality of development becomes stronger can the winery model achieve real success.

Nowadays, although the "winery model" of Joan wine has been effective, the development of the winery is not smooth, and the road is long in Xiu Yuan.