Shanxi To Build A Strong Province Of Culture And Tourism

The reform of Fenjiu Group is closely related to the transformation and development of resource-based economy in Shanxi Province. As an important energy base and old industrial base in China, Shanxi is changing the pattern of "one coal dominating".

Since the State Council issued the opinions on supporting further deepening reform and promoting the transformation and development of resource-based economy in Shanxi Province in 2017, from the signing of the first "military order" with the state owned assets supervision and Administration Commission of Shanxi Province to the completion of the three-year term operation target assessment one year ahead of schedule, Fenjiu Group has become the vanguard and pioneer of Shanxi state-owned enterprise reform.

Now, on the way of Shanxi from a province rich in cultural and tourism resources to a province with strong cultural and tourism resources, Fenjiu Group once again embarks on the express train and marches into a new track -- the integration of liquor and tourism.

In August last year, Wang Wenbao, Secretary of the Party committee and chairman of the board of directors of Shanxi Cultural Tourism Investment Holding Group Co., Ltd. (hereinafter referred to as Shanxi culture and Tourism Group), visited China's Fenjiu city in Luliang City. Subsequently, Fenjiu Group and Shanxi culture and Tourism Group shook hands and started cooperation for the first time.

One year later, Lou Yangsheng, Secretary of Shanxi provincial Party committee, went to Luliang City to investigate and guide the protection of cultural relics, the integration of culture and tourism, the construction of ecological environment, and the cultivation and growth of emerging industries. He pointed out that it was necessary to protect and utilize the "living culture" and make Fenyang a charming tourist destination of wine culture. Xinghua village will be transformed into a wine, culture and tourism town.

In September, 21st century economic reporter learned from Shanxi provincial tourism development conference that Fenjiu Group will also break through the regional restrictions of Xinghua village cultural and tourism town, and expand cultural and Tourism Exploration on the construction and protection of Great Wall National Park.

Shanxi explores the integration of wine and Tourism

In the document of the sustainable development plan of national resource-based cities (2013-2020) released by the State Council, the development goals of 262 resource-based cities in China in 2020 were determined for the first time, including: the historical problems left over by resource exhausted cities should be basically solved, the sustainable development capacity should be significantly enhanced, and the transformation task was basically completed.

In the economic transformation of resource-based provinces, tourism is often selected, not at the cost of resource consumption and environmental pollution, reasonable guidance can also play a role in protecting and making full use of resources and environment. Cultural tourism has also become the strategic pillar industry of Shanxi Province.

Under the new industrial development idea of Shanxi Province, Fenjiu Group not only completed the three-year goal of state-owned enterprise reform one year ahead of schedule. In the first half of this year, its subsidiary, Shanxi Fenjiu (600809. SH), also ranked fifth among 19 liquor listed companies with a net profit of 1.6 billion yuan, one place ahead of last year. Can liquor enterprises make efforts again in tourism and help Shanxi Province, a province rich in cultural resources, transform into a province with strong culture and tourism?

In March last year, Shanxi Fenjiu invested 20 million yuan to establish Shanxi Xinghua Village Restaurant Chain Management Co., Ltd., a wholly-owned subsidiary. It proposed the strategic concept of deeply ploughing into cultural tourism industry and creating a platform for liquor and tourism integration, aiming to share a share of the tertiary industry.

But how to integrate wine culture with tourism? This is a challenge for Shanxi provincial government and Fenjiu Group.

"Where do you refer to the wine drinking village?" In Luliang, Shanxi Province, the site of Xinghua village, known as "the first village of Chinese famous liquor", and the old Fenjiu workshop in Xinghua village were born. Taifu temple, the second largest hanging sculpture treasure in China, was built in Luliang, Shanxi Province. In the new era, there were Fenjiu City, National Liquor Trading Center and product quality inspection center built by Fenjiu Group. It is also the location of jiajiazhuang, a national 4A scenic spot.

In August last year, Wang Wenbao, chairman of Shanxi culture and tourism group, came to Luliang City. After careful investigation, he suggested that: the integration planning of Fenyang liquor and tourism should be based on the local cultural and tourism resources of Fenyang City, give full play to innovation; seize the characteristics of Fenyang local liquor culture, inherit the heavy historical culture, and create a "Chinese liquor soul" city; strengthen industrial cooperation, and really make Shanxi's cultural tourism industry bigger Be strong.

Three months later, the integration of wine and tourism in Shanxi Province broke the ice from Fenyang.

Shanxi Xinghua Village Restaurant Chain Management Co., Ltd. signed a strategic cooperation agreement with Sanjin Cultural Tourism Group Co., Ltd. Taking the cooperation of liquor cultural and creative products as the starting point, the two sides combine the product and brand advantages of Fen Liquor with the channel and professional advantages of Shanxi culture and tourism, so as to explore a new mode for the development of cultural and tourism industry in Shanxi and even the whole country. Authorized by Shanxi Fenjiu, both parties jointly develop non alcoholic cultural and creative products with Fen Liquor logo and Fen Liquor Culture, and conduct diversified cooperation in Xinghua Village Restaurant project.

In order to further develop the cultural and tourism industry, this year, Shanxi provincial Party committee and government decided to set up a provincial economic and Technological Development Zone in Xinghua village, build a liquor culture and tourism characteristic town in Xinghua village, and create an innovation and development demonstration area dominated by liquor, which integrates liquor production, storage and sales, packaging color printing, feed processing, base planting, storage logistics, cultural tourism and other related industries.

From liquor workshops to the establishment of wineries in New China, and then to China's wine cities, development zones, cultural and tourism towns. At present, China's liquor tourism towns under development include Guizhou Maotai Town, Shaoxing yellow rice wine town, Xinghua village liquor Town, Langjiu Town, etc. Fenjiu Group, like Qingdao beer group, Guizhou Maotai Group and Langjiu group, is on the road of liquor and tourism integration with regional characteristics supported by local government.

Great Wall National Park as booster

However, the integration of wine and tourism in Shanxi Province is more than that.

On September 10, the tourism development conference of Shanxi Province was held in Xinzhou, Shanxi Province for the first time. Xinzhou is the most widely distributed area of the Great Wall in Shanxi Province, and it is also the only city in Shanxi province that has the three tourism elements of the Yellow River, the great wall and Taihang Mountain.

Lou Yangsheng, Secretary of Shanxi provincial Party committee, pointed out at the theme meeting of the tourism development conference that we should focus on building the three major brands of the Yellow River, the great wall and Taihang, strive to create a new cultural and tourism image of "visiting Shanxi is reading history", and unswervingly cultivate cultural tourism into a strategic pillar industry of transformation and development.

The day before the tourism development conference, Li Qiuxi, Secretary of the Party committee and chairman of Fenjiu Group, appeared on the great wall of Juyongguan.

Is it a coincidence or something else?

Before leaving for the tourism development conference, Dong Yaohui, a famous Great Wall expert and vice president of the Great Wall Society of China, expressed his hope to join hands with Fenjiu in the protection and cultural publicity of the Great Wall in the future. At the same time, he hopes that wine can really integrate into the culture of the great wall and help the construction of the Great Wall National Cultural Park.

The Great Wall is the spiritual force of the great rejuvenation of the Chinese nation, and the protection of the Great Wall by the state is unprecedented. In July last year, the Central Committee for comprehensive deepening reform deliberated and approved the construction plan for the Great Wall, Grand Canal and long march national cultural parks, which will be basically completed by the end of 2023. For the Great Wall National Cultural Park, one of the key points of cultural tourism integration project is to scientifically plan cultural tourism products and develop ecological cultural tourism around the Great Wall with Saishang scenery as its characteristics.

On the basis of the protection of the Great Wall resources to activate the use of good from the national level, for the development of cultural and tourism industry in Shanxi Province, no doubt at the right time. Shanxi Province is rich in resources of the Great Wall, with a total length of more than 1400 km. It is distributed in 39 counties of 8 cities such as Datong and Shuozhou. It will be responsible for the construction of the Great Wall National Park (Shanxi Section).

Similarly, how to use the opportunity of the Great Wall national park construction to boost the integration of liquor and tourism, and become the vanguard of cultural and tourism sector reform of state-owned enterprises in Shanxi province again? Fenjiu Group is also thinking.

In the view of Fenjiu Group, Fenjiu, with a thousand years of history and culture, once the leader of the liquor industry in China, seeks to revive and become a member of the club with revenue of 10 billion yuan, which reflects the spiritual connotation of the Great Wall's perseverance and self-improvement.

On September 9, Li Qiuxi announced at Juyong Pass, known as "the most powerful pass in the world", that the blue and white Fen Renaissance version with retail guide price of over 1000 yuan was listed on the market, and Shanxi Fen Liquor officially entered the high-end liquor market.

In fact, Fenjiu Group has a long history with the Great Wall. The reporter of 21st century economic report inquired and learned that as early as the 1960s and 1970s, the "Great Wall brand" Fenjiu with 250 ml and 500 ml cartons sold on behalf of China Grain and oil import and Export Corporation had been exported overseas.

But times have changed. On September 21, Cao Qingsheng, the person in charge of the cultural center of Fenjiu Group, told the 21st century economic reporter that "Great Wall brand" Fen Liquor was the product of the times. "Great Wall" as a common name, according to the relevant provisions of the national trademark law, can not be registered as a trademark by enterprises.

But Fen group is ushering in a new opportunity.

At the current Shanxi Tourism Development Conference, the government launched 255 cultural and tourism integration projects, 807 development projects in the Yellow River, the great wall and Taihang, involving 120 exhibition and health care projects. It is open to domestic and foreign cultural and tourism enterprises and a number of wine enterprises.

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