From Cave Aging to One‑Code: How Guangdong Shiwang Distillery Uses Digitalization to Seal Its Future

On May 30, Guangdong Shiwang Distillery Group inaugurated the "Fujiao Tiancheng, Yuye Fengzhen" cellar in Changde, a 50‑acre facility capable of storing over 3,000 tons of base liquor. The cellar revives the traditional "陶缸洞藏" (cave aging) technique, promising the effect of "one year in the cave equals three years on the market" and marks a strategic milestone in the group's nationwide expansion.

Digital Transformation Backbone

Since partnering with MiDuo in May 2017, the group has built a full‑stack F2B2b2C digital marketing system. This platform underpins four core QR‑code activities that link physical product, consumer interaction, and data collection.

1. N‑Yuan Exchange (Voucher Model)

Consumers scan a cap‑coded QR, win a 5‑yuan voucher to exchange for a bottle of Amber liquor, and redeem it within 30 days at a designated store. Store staff scan the voucher to close the fee loop, while MiDuo tracks generation, redemption, and reimbursement in real time, eliminating fee leakage. The campaign drove over 45,000 red‑packet issuances, more than 100 k article reads in one hour, and a sales lift of over 20 % for the targeted SKU.

2. Consumer Red‑Packet & Unlock‑Later Red‑Packet

The group combines precise targeting (specific product, time, scan count) with two red‑packet formats: an immediate large‑value red‑packet on first scan to lower entry barriers, and an "unlock‑later" red‑packet that activates only after a subsequent purchase and cap scan, stimulating repeat purchases. In a July 2019 campaign, the activity generated 30 k+ daily sales of the featured product.

3. Multi‑Use Terminal Code (First‑Scan‑First‑Reward)

Retail stores and consumers both scan a box‑level QR code. Stores register the box, receive an opening reward, and the same code grants a reward to the consumer who purchases the box, creating a seamless B‑C integration that boosts shelf‑placement rates and enriches the retailer‑consumer data loop.

4. Dual‑Purpose Cap Code

The cap carries two codes: an outer code for anti‑counterfeit verification and activity rule display, and an inner code for lottery participation and red‑packet collection. Together with box‑level and pallet‑level codes, the system implements a five‑code (五码) linkage that spans procurement, quality inspection, packaging, warehousing, logistics, distribution, retail, and end‑consumer stages.

Strategic Impact

From 2017 to present, the one‑code system has reached over one million followers, tens of thousands of sales points, and accumulated more than one million seed users, with the official account now exceeding 1.5 million active fans. The "quality base + digital engine" dual‑wheel strategy demonstrates that digitalization does not replace tradition but amplifies visibility, traceability, and consumer connection, turning each drop of premium liquor into a data‑rich, trackable asset.

Chairman Fan Shaohui emphasized that the costly expansion of the cave cellar is justified by the belief that "one year in the cave equals three years on the market," and that the "笨的陶缸洞藏" method combined with digital identity creates a lasting "Changde flavor" for consumers nationwide.