The Ideal of “The Heart of Sauce Aroma Baijiu”

Late July is Renhuai’s rainy season, the Chishui River took on a crimson appearance, showing with strong water force, and making a raging sound.

Looking at the slow-moving convoy on the riverside highway, feeling how difficult to pick a parking space in the metro center, you can tell how hot this sauce aroma baijiu core region is.

Back to 3 months ago, the Heart of Sauce Aroma Baijiu Exhibition was held in Chengdu during the 104th CFDF(China food and drink festival). 

A mainstream opinion was put forward at this theme exhibition, saying that the sauce aroma baijiu market will keep growing, and sauce aroma baijiu enthusiasm will be a long-term topic of the baijiu industry. What we see in Renhuai here today, no doubt indicated how convincing this viewpoint is.

For a period of time, Yunjiu Headline (WeChat ID: YJTT2016) devoted vast concerns to Renhuai region and sauce aroma baijiu, broadcasting the real situation here. It’s no doubt that there are many wealth opportunities generated by the industry waiting for us to reveal, but more importantly, in the place where commerce, capital, information, and ideas intersect, we can capture some laws and trends which are beneficial to the whole industry.

Today the column of “The Heart of Sauce Aroma Baijiu” research institution is officially online, Yunjiu will continuously influence the sauce aroma baijiu industry with our fine contents and helpful perspectives.

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"The Heart of Sauce Aroma Baijiu" is not just a sauce aroma baijiu exhibition.

From January to July 2021, totally 69 articles on Yunjiu Headline reached 10W+ reading. Among them, there are 19 articles about sauce aroma baijiu, accounting for nearly 30%.

The article "Zhong shanshan Who Doesn’t Produce Water and Wu Shaoxun Who Isn’t Greedy for Wine" (click here to read the original text) wrote: Jin Brand has already begun to explore the sauce aroma baijiu field, and it won’t be a tough thing for them to launch a high-end sauce aroma baijiu in a short time. Nevertheless, Wu Shaoxun made it clear that he has no plant to launch it until at least 2027. Some insiders commented: "Wu Shaoxun is calm. He might be the most composed man in China's baijiu industry!"

"There have been rumors that ‘China Ocean Group’ prepared 40 billion yuan to buy Maotai Town Wineries, another capital giant is coming" (click here to read the original text) is an exclusive news which quickly triggered the industry's conjecture with the key word "China Ocean". After reported, the capital issue of Renhuai’s sauce aroma baijiu had spammed for several days. Even today, this article is still getting criticized and discussed.

Another Yunjiu’s exclusive blockbuster about sauce aroma baijiu is "Sun Hongbin entered sauce aroma baijiu industry, planning to produce 30,000 tons of capacity in 4 years with the cooperation of Deng Hong" (click here to read the original text) . 

Sun Hongbin, chairman of the board of directors of Sunac China, said at the signing ceremony that, Renhuai as the core region of Chinese sauce aroma baijiu owns huge developing advantages. Thus it can be seen that Sunac has great "ambitions" for sauce aroma baijiu industry.

"Old Qin Club Living Room" successively visited Guowei Wine Industry and Jinjiang Wine Industry(click here to read the original text). Liang Mingfeng shared his seeings and sentiments sauce aroma baijiu industry in the past 30 years , then summarized: "The more tightly you chase after the profits, it’s more difficult to chase up. 

Look down on them, then you can easily get them." Wang Hongbin said frankly: "I hope my son can take over my position as soon as possible." Since the fresh true side of the "original" sauce aroma baijiu entrepreneurs is disclosed, people gained a different perception about the "character" and "characteristics" of Renhuai core region.

Guizhou Anjiu's "Dragon Boat Festival ‘Marching Song’" (click here to read the original text) produced a popular topic on the distiller's yeast producing day. 

From wee hours to dawn, from home to workshop, it seems to be the first time people realized that, the working and living scene of ordinary workers can also be fairly attractive and touching.  They sculptured a most authentic portrayal of the sauce aroma baijiu culture.

We are delighted to realize that, the deeper we walk into the core region, the more adorable discoveries we found.

For example, under the extremely hot external environment of the sauce aroma baijiu market, the core circle of Renhuai sauce aroma baijiu is unexpectedly "calm": some "established" companies declared that they won’t expand production, and they will "pay more attention to the balance of quality, output and market"; some baijiu entrepreneurs said “no” directly to the capital clearly, believing that the only long-term path of sauce aroma baijiu is to insist quality-oriented strategy, and this strategy allows no “discussing” space;.

some baijiu companies have been maintaining double sales growth, while there bosses are still anxious about the imperfection of the company's organizational structure and capability structure.

These facts are what we were about to present one by one next.

During the CFDF, “The Heart of Sauce Aroma Baijiu” is a merely theme exhibition, now except that, it is going to be an important column of Yunjiu Headline.

In fact, the IP effect of "The Heart of Sauce Aroma Baijiu" could go much further than this. It shows how the leading media of Chinese baijiu industry-- Yunjiu thinks, concerns and provides service for sauce aroma baijiu industry. It’s a platform on the basis of contents, and it’s established to reveal the true value of sauce aroma baijiu. Content is its starting point, value is its destination, the diverse and innovative methodology is what between them.

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“The Heart of Sauce Aroma Baijiu” is located at the “heart” area of sauce aroma baijiu

Xu Jin has a thick notebook full with his poems, including all kinds of rhymes and quatrains, some of which might make people confused, but this is something Jin really gets interested in.

Chen Jun is a Renhuai native and Hema is his hometown. History books and Chinese classics occupied his free time. There is saying that a few days ago, Jun got "isolated" due to a business trip, and at that time, the only book he brought into the "single room" was "The Great Learning & The Doctrine of the Mean-The Collected Works" .

The two bookish young men are the main force of Yunjiu Toutiao in Renhuai. Most of the contents about sauce aroma baijiu are coming from their hands.

-- Well, It might be a slightly inappropriate to use the word “hands”, considering their most timely, vivid, and live contents are actually “manufactured” through their walking/“feet”.

Image a situation. A hearsay about a new capital entering the sauce aroma baijiu market released ten minutes ago. As the majority people in the industry just got a short sight of it, the two guys may already have stood at the front door of the "target" site, preparing to check the scale of the workshop, to ask the workers about the manufacture, to record how many boards are hanging at the entrance of the factory. That is to say, another Yunjiu's exclusive article can be present on the next day.

August 7th and 8th, a heavy rain hit Guizhou. The precipitation in Maotai Town reached 136.7 mm, and the maximum hourly rain intensity was 83.3 mm. Jin and Jun might be the first two journalists who rushed to report the sorghum disaster situation. An important information was conveyed by their article: Tu Youneng, the chairman of Renhuai Sorghum Association and director of the Red Tassel Sorghum Research Institute  appealed that, more rain was about to come in the next fifteen days, so hurry up and go harvest!

That’s why we say Yunjiu’s content and service team of "The Heart of Sauce Aroma Baijiu" is located in Renhuai. It seems a bit incredible that Yunjiu’s layout in Renhuai was just started from late 2020.

After the deeply participating in "Chinese Jiangxiang·Zunyi Famous Liquor Shenzhou Xing", planning and execution of Maotai, Xijiu, Guotai, Jinsha, Song Dynasty Guanjiao and other baijiu enterprise’s brand activities, creating a fair amount of successful cases, The Yunjiu Guizhou Office opened in November last year and was settled at the Zunyi City (Renhuai City) Wine Industry Association. With the dual supports of Yunjiu Media and Renhuai Wine Industry Association, this office aims to shape Renhuai production area’s image, convey the value of the industry, and help Guizhou Baijiu achieve better development.

Back to the beginning of this article, July 18th, half members of Yunjiu Collection and Editing Center, Market Center and Creative R&D Center set out from Beijing, Chengdu, Xi’an, Guiyang, Yantai and other cities, gathering in Renhuai. They took 8 days to walk into the associations and local baijiu companies, communicated with entrepreneurs, explored industry trends, and eventually emerged over 30 hours of audio and video clips, more than 100,000 words of interview notes. These surveys and interviews provided us abundant materials for the upcoming column of the Heart of Sauce Aroma Baijiu Research Institute.

This is only a beginning. The Heart of Sauce Aroma Baijiu Research Institute column will persistently produce and disseminate high-quality contents about the core region. Predictably, sauce aroma baijiu will become a more and more "worth-reading" thing here.

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Hello, The Heart of Sauce Aroma Baijiu

We have a view that the current activity and enthusiasm of sauce aroma baijiu should have inspired and referenced many other fragrance type and other production areas outside Renhuai or Guizhou.

From the local aspect,the Renhuai local government has offered plenty of important and constructive guidance on environmental protection, investment, land, production and other realms, all based on the respect of the objective laws, and has already earned active and remarkable efforts.

It is undeniable that some of these strict measures may influence the existing economic benefits or even be accompanied by certain risks, but as long as they are in line with the long-term profits of the production area,they swill be effectively implemented.

From the enterprise aspect, objectively speaking, most of Renhuai's baijiu companies are built upon a poor development foundation, it’s not a good thing. However, when the market boom came, these companies showed up with a strong willing of development, and actively promoted innovation with great courage. They adopted a channel customer structure and a marketing model which is completely different from the traditional form of the wine industry,and eventually achieved considerable growth.

It has already been mentioned that many capitals are now assembling here, and some advanced business thinking and operation modes are standing behind them. These are the truest manifestation of elites from various trades and industries, the manifestations about how they view, understand and consume sauce aroma baijiu.

When "the heart of sauce aroma baijiu" presents these sorts of deep-going contents about sauce aroma baijiu, it is indeed an empowerment and promotion to the baijiu industry.

At the same time, we are also deeply aware that in addition to sauce aroma baijiu, various categories such as strong aroma baijiu, mild aroma baijiu, and low alcohol drink are all undergoing changes at the moment, accumulating the strength for outbreaks and long-term competition. Yunjiu Headline (WeChat ID: YJTT2016) will concentrate more attention, consideration and expression to present these changes and strength.

From “The Heart of Sauce Aroma Baijiu” to our next move,Yunjiu will continuously provide the industry with more valuable contents.