On July 26, “Chinese Liquor Heroes Alliance” established under the leadership of Wu Xiangdong, the Chairman of VATS Group and founder of Jindong Capital, went to Taiyuan, Shanxi Province, which attracted participation of over 800 group-buying clients whose sales are over RMB10 million and agents whose sales are over RMB30 million from across the country.

It is learned that “Chinese Liquor Heroes Alliance” planned in January this year to hold over 20 tours nationwide and sign the contract with 5,000 dealers. But “Chinese Liquor Heroes Alliance” had already achieved the target by overcoming lots of difficulties. Taiyuan was the last stop of its tours. After the tour in Taiyuan, the number of its members signing the contract exceeded 7,900 as a perfect ending.

It is worth noting that Wu Xiangdong emphasized the value of famous liquor brands represented by Moutai, Wuliangye, Yanghe and Fenjiu for the alliance at the last stop. He said the alliance should adhere to the principle of allying with upstream and downstream enterprises, should not confront upstream enterprises and should maintain famous liquor price system, and should focus on famous liquor brands and ally deeply with them in the future.

Nearly 1,000 people gathered in Taiyuan and the tour had a perfect ending
 

Wu Xiangdong could be seen very busy throughout the country for half a year. In fact, promotion activities of “Chinese Liquor Heroes Alliance” were mainly held after March. There were totally 21 activities. He went to a city to give a speech almost every three days, and had to stand for 4 hours during a speech.

The 21th tour was held in Taiyuan and was the last tour of “Chinese Liquor Heroes Alliance”.
 

It is learned that clients invited by “Chinese Liquor Heroes Alliance” to the tour were mainly group-buying clients and FMCG agents from across the country. Over 800 members gathered in Taiyuan, which created the record with the most participants in an offline tour of the alliance and brought alliance integration to a climax.

So far, the alliance has owned over 7,900 members. More FMCG industry giants will join in the future. The scale of the alliance has become bigger by relying on its “sharing economy” philosophy. Joining of an increasing number of liquor dealers marks the status of “Chinese Liquor Heroes Alliance” as “No. 1 Community in Chinese Liquor Industry” and lays a solid basis for its “13713 Strategy”.
 

An insider said that it is very difficult to see the nature of “Chinese Liquor Heroes Alliance” simply from a business perspective and its development prospect is limitless considering business benefit and sharing mode.

The alliance should focus on famous liquor brands and ally deeply with them

It is generally known that famous liquor brands are always the “wind vane” of the industry no matter what stage the industry is at. In particular, “every move” of such national famous liquor brands as Moutai, Wuliangye, Yanghe and Fenjiu influences the development of the industry.

At the last stop, Wu Xiangdong emphasized that Moutai has made a huge contribution into the industry. He said Moutai is a world-class liquor brand created by several generations and is a scarce brand resource for agents.

Wu Xiangdong expressed his ideas: first, high degree of scarcity of Moutai’s brand resource and output is a huge contribution to the industry; second, Moutai has been leading and promoting the industry’s development, created a bigger premium space for the industry by first raising price in the “Golden Decade”, led the industry to realize “simultaneous rising of volume and price”, and gave the industry confidence about recovery with a strong rebound in adjustment period; third, Moutai’s brand culture has been deep-rooted in dealers’ minds. The industry and the alliance need to learn and closely follow Moutai’s brand output, product output and culture output.

It is not difficult to determine that famous liquor brands always influence the “lifeline” of the industry. So Wu Xiangdong repeatedly emphasized that “Chinese Liquor Heroes Alliance” must focus on famous liquor brands in order to achieve continuous growth. Under the background of brands centralization, famous liquor brands represent the future development direction of the liquor industry and are the source for dealers to seek high-end client resources and to obtain new profit growth points.