status quo
Overview of Liyang
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Overview of Liyang
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Ninghai County Liyang Cereals, Oils and Food Factory was founded in 1944. It is a well-established Zhejiang enterprise specializing in the production of liquor and liqueur. Located at No. 20-22, North Education Road, Liyang Town, the winery plant covers an area of 15 acres and a construction area of 7,000 square meters. There are also research and development rooms, offices, and reception rooms, as well as automobile scales, sewage, and firefighting facilities. The winery currently has 40 employees, including 2 professional technicians and 15 management and marketing personnel. The total assets are 15 million yuan. Annual sales of 200 tons, output value of 15 million yuan. The winery products include two types of white wine such as Fan Ru Shao, Jiu Shao, Sorghum Shao, Corn Shao, Highland Barley Wine, Rice Bran Wine, and Green Plum Wine, Yangmei Wine, Mulberry Wine and other fruit wines.
现状
力洋概况
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力洋概况
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宁海县力洋粮油食品厂创立于1944年，是一家专业生产白酒及露酒的浙江老字号企业。位于力洋镇教育北路20-22号，酒厂厂区占地面积15亩，建筑面积7000平方米，还有研发室、办公室、接待室，另有汽车地磅，排污、消防等设施。酒厂现有员工40名，其中专业技术人员2名，管理营销人员15名。总资产1500万元。年销售200吨，产值1500万元。酒厂产品有蕃茹烧、糟烧、高粱烧、玉米烧、青稞酒、米糠酒等白酒和青梅酒、杨梅酒、桑果酒等果酒两大类。
Liyang
Geographic location
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Geographic location
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Liyang Wine Industry is located in "the foothills of Cangshan, the sun of draining water", the towering Gaicang Mountain and the vast Sanmen Bay, surrounded by mountains and a sea of plains-the Liyang Plain; on the north side of the plain, there is a famous ancient village, Ningdongwang- Liyang Village. The ancient village of Liyang is a place where talents and talents are born. The area is rich in yield and excellent in geographical advantages. Liyang, with the benefits of mountains and seas, and the moistness of the hills and mountains, is rich in rice, sweet potatoes, sugar cane, bayberry, mulberry, and recently kiwifruit, these are good materials for winemaking.
力洋
地理位置
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地理位置
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力洋酒业位于 “苍山之麓，沥水之阳”，巍峨盖苍山，浩渺三门湾，山环水抱着一个海积平原—力洋平原；平原北侧，有一著名古村、宁东旺族—力洋村。力洋古村，地杰人灵，宝地出人才。地丰产优，地域优势出名产。力洋，兼山海之利，丘野之润，盛产稻米、甘薯、甘蔗、杨梅、桑果，近又遍植猕猴桃，这些都是酿酒的好材料。
Trace back
Liyang Culture
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Liyang Culture
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The founder of Ninghai County Liyang Cereals, Oils and Food Factory Mou Xinian, whose ancestral home is Huang Yan, was born in 1921 and was born in a wine-making family. At the age of 21, he joined the anti-Japanese guerrillas and then joined the Communist Party. In 1956, with the approval of the county industry bureau, Sanyou, Nianfeng, Dachang, Fuxing and the other two rice factories in Liyang and Changjie implemented a public-private partnership in the whole industry. In 1957, it was changed to a central public-private joint venture. In 1962, crowned "public-private partnership" Ninghai Liyang Rice Factory. In 1971, a sugar factory was jointly established with Leyang Grain Management Institute to produce brown sugar and sugar dregs. In 1986, the head factory was renamed the state-run Liyang Grain, Oil and Food Factory. After restructuring in 1999, the word "state-owned" was removed, and it was called Ninghai Liyang Grain, Oil and Food Factory. In 2012, the processing of malt and rice was completely stopped, specializing in liquor.
追溯
力洋文化
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宁海县力洋粮油食品厂的创办人牟锡年，祖籍黄岩，出生于1921年，出身于酿酒世家。21岁参加抗日游击队，接着加入共产党。1956年，经县工业局批准，三友、年丰、大昌、复兴4家和力洋、长街其他两家米厂实行全行业公私合营。1957年，改为中央公私合营企业。1962年，冠“公私合营”宁海沥洋米厂。1971年，与沥洋粮管所合办糖厂，生产红糖与糖渣酒。1986年，总厂改名为国营力洋粮油食品厂。1999年转制后，去掉“国营”两字，称宁海县力洋粮油食品厂。2012年，麦芽和大米加工全面停止，专做白酒。
Zhejiang time-honored brand
Shaping local wine representatives
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Shaping local wine representatives
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At the beginning of the design, we found that the current status of the Liyang brand has problems such as chaotic product lines, unclear brand characteristics, and vague customer base. The packaging lacks a classic bottle shape and lacks original, representative and suitable bottle design. And the creation of brand new image temperament must have the visual temperament of traditional liquor differentiation.
Through the market and industry desktop data research, we reorganized the structure of the Liyang brand. The category definition of Liyang is a full category of wine brands, from fruit wine to sorghum, to barley wine, etc .; we hope Liyang has a unique Competitiveness, and there must be strength. Without focus, there is no strength. Therefore, Liyang must focus on the field of sorghum liquor in the early stage to create explosive products and increase brand influence. The channel is dominated by the circulation market, with customized and privately-owned auxiliary products.
浙江老字号
塑造本地酒代表
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塑造本地酒代表
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在设计之初，我们发现力洋品牌现状，存在产品线混乱、品牌特性不清晰、客群模糊等问题。包装缺少一个经典瓶型，缺乏具备原创性、代表性、适用性的瓶型设计。且品牌新形象气质的塑造，一定具备传统白酒差异化的视觉气质。
通过市场、行业的桌面资料调研，我们重新梳理的力洋品牌的架构，力洋的品类定义是全品类的酒品牌，从果酒到高粱、再到青稞酒等等；我们希望力洋具备独特的竞争力，且必须要有力量，没有聚焦、就没有力量。所以，力洋前期必须聚焦在高粱白酒领域，打造爆款产品、增大品牌影响力。渠道以流通市场为主，定制、私藏为辅助性产品。
Old words reinvent
True puree and pure grain
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True puree and pure grain
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We hope to label Liyang wine with a category awareness, and it is a label feature that consumers care about most. The word is not how much freshness it is, it is more about whether it can enter consumer perception. After investigation and research, we believe that liquor has one of the most cognitive characteristics: "raw pulp", and there is a phenomenon in the market, fake There is so much pulp. This creates a phenomenon. Everyone knows that many liquor brands are saying this, but none really represent this feature. There are many wine brands that mention the concept of puree, but most of them are not able to achieve "true puree" and "true pure grain". The "genuine pure pulp" feature is obviously different from ordinary plain pulp. Therefore, we hope Liyang products focus on this feature, so as to truly enter the consumer's mind and occupy the "true pure pulp" feature.
旧词再创新
真原浆·纯粮造
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真原浆·纯粮造
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我们希望为力洋酒打上一个具备品类认知的标签，且是消费客群最在意的一个标签特点。词不在于有多少新鲜感，更多的是能否进入消费者认知，经过调研与研究，我们认为白酒一个最有认知的特点：“原浆”，且市场存在一种现象，假原浆多之又多。这就造成一个现象。大家都知道，很多白酒品牌都在这样讲，但真正能够代表这个特性的却没有一个。提到原浆概念的酒品牌有很多，但大多都不能够做到“真正的原浆”“真正的纯粮”。“真原浆”这一特性有明显的普通原浆的差异化，所以，我们希望力洋产品核心聚焦该特性，从而真正的进入到消费者心智，占据“真原浆”特性。
