Baijiu rivers and lakes under the new country!"Willing" reinterpret long -termism

China Well -off Network Exclusive Specialty

Text | "Well -off" · China Well -off reporter Yu Jingyuan

In the first quarter of this year, despite the impact of the epidemic, the liquor industry continued the high growth trend. Data show that in the first quarter of this year, the wine industry achieved operating income of 1.88 billion yuan, an increase of 83.3%year -on -year; net profit was 530 million yuan, an increase of 75.8%year -on -year. Photo Conferry/Enterprise Provided

"Gongjiu is a brand for many years. The quality is guaranteed, the taste is very mellow, and it is really delicious." Said Wang Jianchuan, after the 60s of Chengdu, Sichuan. In recent years, every New Year and New Year, Wang Jianchuan's son -in -law will bring him a bottle of wine. Before that, he only saw this willingness in TV ads.

"The awareness of humanistic care is very strong, and it looks like a brand that pays attention to culture and the true feelings of the world. After trying, I find that the quality is so good and delicious." In Wang Jianchuan, it is a low -key but high but high but high but high but high. Quality wine.

For Chinese liquor enthusiasts, although the wine is low -key, it is no stranger. The willing wine is a high -end brand of the "China Famous Wine" enterprise and one of the "six golden flowers" of Sichuan wine. Jealous wine is the two advantageous resources of the 6.5 square kilometers of ecological wine industrial park and the largest high -end old wine reserves in the country. Essence

Two major brands of double -wheel drive

The liquor industry has two well -known white wine brands, "沱" and "willingness". The "China Famous Wine Tujiu Wine Series" has sold more than 5 billion bottles, which has become a memory of a generation of growth.

In 2019, the wine industry proposed the strategy of old wine and launched the brand slogan of "willing to wine, each bottle is an old wine", which established the strategic goal of achieving the "Chinese Laojiu First Brand" and "Lao Wine National Standard".

On March 17 this year, the 2021 annual report released by the wine industry showed that the company achieved operating income of 4.969 billion yuan in 2021, an increase of 83.8%year -on -year; net profit was 1.246 billion yuan, an increase of 114.35%year -on -year. The wine industry said that the main reason for the growth of operating income was that the company continued to promote the strategy of old wine, the quality of old wine was further recognized, the number and quality of dealers increased significantly, more and more loyal consumers, and increased sales revenue.

In the first quarter of this year, despite the impact of the epidemic, the liquor industry continued the high growth trend. Data show that in the first quarter of this year, the wine industry achieved operating income of 1.88 billion yuan, an increase of 83.3%year -on -year; net profit was 530 million yuan, an increase of 75.8%year -on -year.

At the 19th World Brand Conference held on July 26, the 2021 "China 500 Most Valuable Brand" list released by the World Brand Lab was announced. "Giving" and "Langpai" were on the list again with the total value of 13.5125 billion yuan.

It is understood that this is the list of "China's 500 Most Valuable Brand" list for 19 consecutive years. From the perspective of growth rates, the value of the two brands of "和 从" and "willingness" is 21.014 billion yuan compared to 2020, an increase of 18.42%. Among them, the value of high -end liquor brand "willing" was 75.258 billion yuan, an increase of 19.70%from last year; the value of the national brand "沱 其" was 59.867 billion, an appreciation of 16.84%over last year.

Looking at the "homework" of the wine industry in recent years, I can clearly feel the four words: "long -termism". Industry experts said that at the moment when the per capita drinking frequency and drinking volume, and the decline of alcoholic drinking population have been declining, the wine industry has achieved high -speed growth for years, which shows that it has practiced the accumulation of "long -termism".

With the efforts of the wine industry, the company has the advantages of "ecological wine" and "old wine reserve" to make the product value positioning of "willing wine, each bottle is old wine". The persistence of this long -termism has become a must -have power support for promoting the company's high -quality development.

Gathering youth talents for future energy storage

What is long -termism? The definition of "Oxford English Dictionary" is: "a practice to make a decision for long-term goals or results." Those who practice this practice are naturally long-termist. Literally, long -termism is equivalent to persistence, toughness, and focus on such words. Simply put, companies are willing to make long -term investment to build more powerful barriers, which is long -termism.

The liquor industry is a company that pursues long -termism. It can be seen from it that you have advocated young people for long -term career planning. On July 9, 2022, the "multiplier wind and waves, willingness to sail" led by the liquor industry and the Human Resources Center was held in the Conference Hall of the Grand Conference on the Art Center of the Art Center. It is reported that the "willing youth soldiers project plan" is a strategic project of the wine industry, which aims to cultivate young backbones with entrepreneurial spirit and enrich young people for the long -term development of the wine industry.

For a long time, willing to pay attention to the introduction, cultivation and development of talents in the wine industry, firmly believe that people are the first productive forces for the development of enterprises and the source of motivation and innovation. The willingness of the youth military training is the guidance of the wine industry under the guidance of the "younger strategy", and the customized training activities based on the distribution and training dimension of Guan Peisheng personnel are carried out. Fosun Global Partner, Vice Chairman of the Wine Industry, and President Pu Jizhou spoke around the ceremony of "long -termism and personal career planning", "5W1H (Liu He Analysis)" and the personal brand. How to make a detailed explanation of the development of life career with "one nuclear and four dimensions". He said, "There is a critical word for the old wine strategy: long -termism. If you want to succeed in practice, you will experience many setbacks, suffering, and failure. We must persist in doing the right thing, doing difficult things, to accumulate time and accumulate and do it and do it. It can stand the test of time test. The four dimensions of long -termism: the ultimate productism, the customer's customer thinking, the deep consumer experience, and the efforts of all employees to achieve common prosperity. The consensus is also the key to realizing personal value. "

In this regard, some people in the industry pointed out that the willingness to incubate outstanding talents to the youth arms is not only willing to storage of future development, but also the practice of "long -termism" of enterprise development. Under Fosun Ecological empowerment, the management of the wine industry organization and the optimization of talent mechanisms has been optimized and upgraded, and the "engine" of high -quality development of enterprises has been fully activated.

Strive for the old wine "

Corresponding to the talent strategy is that the liquor industry is now becoming more and more firm. Last year, through reducing dealers 'single payment requirements, reducing dealers' funds occupation, and increasing the national sharing warehouses, they were willing to reshape the channel value chain of the wine industry and effectively maintain market order. At present, social inventory is at a historical low. You know, high inventory has been a problem that has long troubled "other wine companies other than Mao Wu".

Since the beginning of this year, more and more brokerage research reports have expressed their recognition of the development of the wine industry. For example, Cinda Securities' "multi -dimensional verification company has a good momentum", Ping An Securities's "The strategic effect of the old wine in the wine industry, and the performance meet the expectations" and so on.

China Merchants Securities pointed out in a recent research report that the willingness of the wine industry around the core strategy of the old wine strategy has been fully upgraded to brand operation, channel management, product structure, and expenses. Judging from the results, the core product of the core product of the wine industry has continued to increase, the channel profit margin continues to improve, and the company's brand awareness has been significantly improved. In 2022, the company will further deepen corporate reform, increase market investment, improve operating efficiency, and promote the company's nationalization.

Perseverance of long -term alcoholic wine industry has been determined that 2022 is a key year for creating "first -class industry competitiveness". Adhering to the "four major strategies" of the wine industry, including old wine strategy, dual brand strategy, youthful strategy, and internationalization strategy, it is long -termism to adhere to. Especially for the strategy of old wine, at the latest annual work conference, the wine industry clearly stated that it is necessary to use 120,000 tons of high -quality old wine as the "differentiated competition barriers" to create the first brand of Chinese old wine.

Relevant person in charge of the wine industry told reporters that around the strategy of old wine, the company will continue to strengthen brand building, optimize the organizational management system, focus on strategic products and key cities, vigorously develop high -quality dealers, strengthen market infrastructure, strengthen consumer cultivation, and strengthen consumer cultivation. Create the first brand of old wine categories. At the same time, it will continue to implement the intelligent upgrade and transformation of the production system, continue to improve the ecological industry chain, actively expand production capacity, strengthen the reserves of old wine, and improve the quality of old wine.

Creating the rise of old wine to the strategic level, which not only shows the strategic vision of willingness, but also the result of the abandonment of the bayings dependence, the path dependence, and re -examining the development of the enterprise. Today, it clearly states that the old wine is going to "make a challenge", and it is transmitted to be stronger and stronger and comprehensively leading self -confidence.

In the context of the mid -to -high -end liquor stage destocking and competition, it is clear that only long -termism can surpass the industry's turbulence. At the same time, the wine industry is very clear: only by doing value symbiosis can it be a long -termist.

("Well -off" · China Well -off Exclusive Draft)

This article was published in "Well -off" in early September 2022

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