---
title: "Reflections on the Revitalization of Henan Liquor (Part 1): Starting with 'Integrity Marketing'"
description: "Recently, the provincial government has indeed attached great importance to the 'Revitalization of Henan Liquor' initiative, investing significant effort, and various enterprises have taken action, with owners reportedly very committed. However, whether Henan liquor can truly be revitalized depends on the enterprises themselves; if they fail, government efforts are in vain. From the previous golden decade to today's industry recovery, Henan liquor has not truly seized opportunities to rise, and there are underlying reasons. Unless these are identified and resolved, the revitalization may remain a slogan. Today, under the grand situation of Henan liquor revitalization, this article discusses what aspects need strengthening and change, starting with 'integrity marketing'."
author: "苗国军"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-11-28"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/DH9SrkT173VUb3w8cJi5kg"
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# Reflections on the Revitalization of Henan Liquor (Part 1): Starting with 'Integrity Marketing'

> Recently, the provincial government has indeed attached great importance to the 'Revitalization of Henan Liquor' initiative, investing significant effort, and various enterprises have taken action, with owners reportedly very committed. However, whether Henan liquor can truly be revitalized depends on the enterprises themselves; if they fail, government efforts are in vain. From the previous golden decade to today's industry recovery, Henan liquor has not truly seized opportunities to rise, and there are underlying reasons. Unless these are identified and resolved, the revitalization may remain a slogan. Today, under the grand situation of Henan liquor revitalization, this article discusses what aspects need strengthening and change, starting with 'integrity marketing'.

From recent observations, the provincial government has indeed attached great importance to the 'Revitalization of Henan Liquor' work, investing considerable energy, and various enterprises have taken action, with owners reportedly very committed.
**But whether Henan liquor can truly be revitalized depends on the enterprises themselves; if they fail, government efforts are in vain.**
From the previous golden decade to today's industry recovery, Henan liquor has not truly seized opportunities to rise, and there are underlying reasons. Unless these are identified and resolved, the revitalization may ultimately remain a slogan.
Today, under the grand situation of Henan liquor revitalization, I have organized some thoughts on what aspects need strengthening and change, to be discussed in several articles for reference.
**1. Part 1: Revitalization of Henan Liquor Starts with 'Integrity Marketing'**
A few days ago, a certain Henan liquor brand wanted to cooperate with a friend in the liquor industry. This friend consulted me and another industry expert. After asking several distributors who had previously cooperated with this brand, they all strongly advised against cooperation. Why? Because of integrity issues. One distributor had terminated cooperation with the brand two years ago, and expenses had still not been settled. Ultimately, the friend gave up on cooperating with this brand.
**It is a very awkward situation for Henan liquor today that Henan merchants, especially major ones, do not sell Henan liquor.**
A certain major distributor, during its development, invested all its financial resources and energy in cooperating with a Henan liquor brand, with a team of up to several hundred people. Eventually, due to unsettled expenses and unfulfilled promises, it almost went bankrupt. Later, it vowed never to cooperate with Henan liquor again.
What integrity issues exist in Henan liquor?
The core issues are expense settlement, unfulfilled promises, and even after cooperation ends, deposits not being returned for years.
Distributors play an irreplaceable role in the liquor industry
Liquor products are unique, unlike FMCG such as instant noodles, beverages, and biscuits. Opinion leaders play a significant role, and distributors are crucial in getting various opinion leaders to recognize a brand or product more quickly and deeply.
Therefore, if manufacturers can deeply cooperate with most high-quality distributors, it is extremely important for brand building and continuous sales growth.
Integrity marketing roughly includes the following key points:
**1. The owners of Henan liquor brands must have the determination and endurance to build a century-old brand, avoiding impatience and not draining the pond to catch fish.**
With determination and patience, goals will be reasonable, and the entire organization's actions will not be distorted. Otherwise, if top management seeks rapid development, problems are inevitable.
**2. Aim for channel sales rather than payment collection.**
Many distributors evaluate manufacturers' sales personnel with four words: collect payment, ship goods. Manufacturers' assessment of sales teams is also based on this.
**If the assessment is based on distributors' sell-through, or even terminal sell-through, i.e., actual sales realization, the sales team's focus will shift from payment and shipping to how to truly sell products to consumers.**
This shift in focus will lead to a truly smooth sales channel, rather than continuously pushing inventory into the channel, creating a barrier lake that, once it collapses, leads to a disastrous flood, as seen with Langjiu in the past.
With today's information systems, this assessment is fully achievable.
**3. Ensure profits for distributors and channels.**
If channels have no profit, no brand, no matter how strong, will be handled.
To solidify channel profits, market operations can adopt manufacturer-distributor integration, especially in base markets.
**4. Expense investment should be rigid, transparent, and in writing.**
No representative of the manufacturer can make empty promises; everything must be in writing.
Most expense investments are rigid and clear, with some appropriate flexibility.
There should be monthly reconciliation statements signed by both parties.
Employees who make casual promises should be seriously dealt with.
Strengthen the review of expense usage; no fraud is allowed. If distributors profit through fraud, the market will not be solid, and problems will eventually arise.
**5. Train all staff so that 'integrity marketing' is deeply rooted in every employee's mind, even those of distributors.**
Make integrity a red line, one of the highest guiding principles, and a rule that everyone must follow.
**6. Resolve historical issues and demonstrate the manufacturer's determination through concrete actions.**
In the current environment, if any manufacturer can take the lead in proposing 'integrity marketing', allowing high-quality distributors in Henan to see a truly rising Henan liquor brand and restore confidence in cooperation, it will move faster and better on the path of Henan liquor revitalization!
These are personal opinions, for reference only, and I welcome criticism and correction.
Source: Miao Guojun's Views (ID: miaoguojun1975)
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