Zhejiang Guyue Longshan Shaoxing Wine in China

Zhejiang Guyue Longshan Shaoxing Wine Co Ltd (GYLS) is China’s biggest rice wine producer and exporter, and it is also the leader in rice wine marketing industry. It has the first class rice wine production techniques and equipment, and the only provincial level rice wine technology center. Up to year 2010, it has in total 1,864 employees, and the total production is now about 140,000 tonnes per year. According to relevant statistics, its net sales value in year 2010 was 1,079.2 million yuan, and its net profit was 158.7 million yuan.

The Zhejiang Guyue Longshan Shaoxing Wine Co Ltd (GYLS) was listed in Shanghai Stock Exchange on May 16th, 1997. The main brands it has are: Guyue Longshan(古越龙山), Shen Yonghe(沈永和), Zhuangyuan Red(状元红), Jianhu(鉴湖) , Nv’er Red(女儿红) and Guxiandao(古纤道). All of these have received many prizes both in the world and in China.

Guyue Longshan is the only rice wine that has won the honors of China Well-Known Trademark, China Top Brand, and Rice Wine for the State Banquet. Shenyonghe and Jianhu are both famous trademarks of Zhejiang Province. Also, it has the reputation of ‘crown of famous Oriental wine’. All products of GYLS are welcomed in big cities in China, and over 30 foreign countries like Japan, Singapore, Vietnam, and those in the west.

GYLS had an overall volume share in non-grape wine of 6% in year 2011, and made it the top. There are two major facts that contribute to its success. One is its close attention to building up and maintaining a brand image. And another is its quality control. It uses the best material for making wines, and all wines are made in Shaoxing(绍兴) except those produced in Macau(澳门) to specially cater to the needs of people there.

With its national marketing and company expansion, Guyue Longshan’s shares rose in 2011. It pays a lot of attention to propaganda. It pays CCTV, China’s central television, the most prevalent and influential TV station in China, to have its advertisements displayed. Also, just like Qingdao(青岛) Beer and Harbin(哈尔滨) Beer who hold annual beer festivals to increase their popularity, it also holds the Shaoxing Rice Wine Festival to increase its fame. Also, it had its products displayed in Shanghai(上海) EXPO. Despite the fact that it has well catered to the local people’s needs, it is now going to the national market where people’s needs are different, so it is now developing light tasted rice wines.



Edited by Amy Wang from Daxue Consultant China

Credit Photo: 315-9