Can China Enterprises Become Centennial Brands?

Reporter: Shu Xing Editor: Yang Lifang

About "Mao's Second Generation"

The taste of Moutai is unforgettable, and the coffee shop with Maotai elements should be even more memorable ~

MT MIX cafe full of maotai elements. Shu Xing photo

Let Gui Xiaoxin take you into the creative life of Mao's second generation!

"First, add cocktail base wine, then add Tian Fei Maotai, mix well, add ice cubes, then add Guizhou Maojian tea that has been chilled in advance, and finally add mint leaves. This is our special cocktail-money tea and wine. "

Rui Chen, the bartender, said that this cup of wine was launched by the first coffee shop in Guizhou that incorporated the elements of Moutai.

Maotai cocktail-Qian Cha Xiang. Shu Xing photo

"20 15, we sprouted the idea of doing cultural creation for maotai. MTMIX coffee shop is built around maotai elements. The name of the store combines the pinyin initials of Maotai and mixed English words, which means that Maotai has more possibilities for extension. "

Co-founder Baiyun said. Baiyun grew up in Guizhou and has a soft spot for Moutai.

Bartender Rui Chen is mixing a Maotai cocktail, which is the flavor of Guizhou cuisine. Shu Xing photo

That's it, the story of "the second generation of Mao" begins ~

It is the only century-old brand in Guizhou, and its quality will not drop for a hundred years, which is inseparable from the principle of Maotai people's death: "Every bottle of Moutai will leave the factory at least five years on average." This is a long process, but if you want to brew high-quality Moutai, you must strictly follow these processes. "Abide by principles, stick to craftsmanship, reserve enough old wine and not sell new wine" is the quality concept formed by Maotai after long-term accumulation and practice, which is in the same strain as the connotation of craftsman spirit: Excellence, rigor, meticulousness, patience, concentration, persistence, professionalism and dedication.

Interesting menu. Shu Xing photo

However, the coffee shop is only one of Baiyun's projects. At present, Baiyun and its partners have invested in the fourth comprehensive experience hall and established related websites. They also plan to combine the red earth used for brewing Maotai and sorghum with modern art to make installation art with Maotai cultural elements.

It will also promote a series of product projects such as product experience, related snack research and development, library and animation.

Maotai cake. Shu Xing photo

"I am absolutely assured of the quality of Maotai. What we have to do is to make Maotai form a cultural self-awakening through additional services, add points to the brand and create a new consumption format. " Baiyun said ambitiously.

So, what do you think of such a characteristic coffee shop with Maotai elements?

"We passed by and saw that this container-shaped store was quite special, so we wanted to come in and have a look. Special interior decoration makes people like it. The wine bottle and menu on the wall make people feel that they know it is so special. There are also coffee and cakes made from Maotai, which I really want to try. " Miss Wang who entered the store and sat down said with a smile.

Maotai coffee. Shu Xing photo

The "Mao second generation training class" has already started ~

Opening ceremony of "the second generation of Mao" training course. Photo courtesy of Maotai

Co-founders He Lei and Song Yuan met at a training course organized by Maotai Group for children of Maotai dealers, which was called "Mao's second generation training course". When talking about the original intention of choosing this format to start a business, Song Yuan added, "I have studied and lived overseas for many years, worked in Starbucks and cafes, and saw that they have gradually evolved from the product industry to developing their own cultural and creative products. Now they are not only selling coffee, but also showing us a culture and an idea. As a century-old brand, Maotai's brand culture is worth exploring, and communication needs systematic communication that is more suitable for young people's thinking. " In Song Yuan's view, under the blessing of cultural creation and fashion, old trees can grow new branches.

From the era of planned economy to the era of market economy, Maotai has developed step by step, and the number of dealers is increasing. Many of these dealers have been engaged in Maotai for more than 20 years, and even specialize in Maotai. As time goes by, this generation of dealers has reached retirement age. In order to realize the inheritance of family business and keep up with the development of Maotai, they began to consider the problem of selecting and cultivating successors. For Maotai, it is not only a tactical issue, but also a strategic issue how to smoothly realize the replacement of new and old dealers, ensure the stability of the dealer team, and continuously inject fresh blood to inherit and innovate Maotai's marketing career.

From June 2065438 to June 2006, Maotai put forward the idea of supporting and cultivating the second generation of Mao. Subsequently, this plan was officially put on the work schedule of Maotai, and the "Implementation Opinions on Supporting and Cultivating the Inheritors of Dealers' Centennial Stores" was promulgated at the National Dealer Association held at the end of 20 16, which marked the official launch of the "Mao Er Dai" cultivation plan.

He Lei is the first member to participate in the training program. The success of a series of cultural and creative products such as coffee shops and websites made He Lei feel very happy. Maotai's recognition of himself also made He Leiren more clear about his career direction.

Group photo of the "second generation of Mao" training class. Photo courtesy of Maotai

It is understood that the "Mao Second Generation Training Course" was proposed by Maotai Group in June 2065438+2006, aiming at cultivating young people with bachelor degree or above, especially "returnees", aiming at transforming Maotai from a brand into a culture through the cultivation of young elites. Maotai Group will support and help the second generation of Mao from marketing guidance, market support, organizational construction and activities.

The "second generation of Mao" is not a simple renewal of enterprise family members, but also a renewal of ideas, consciousness and spirit. From the perspective of development, it is of great significance.