Official Ladder [Grassroots Civil Servants]

On September 9, Wang Hongtao, Deputy Secretary of the Provincial Party Committee and Governor of the Province, went to Chengcang City for investigation, accompanied by Cheng Jian, Deputy Governor, Lu Jianguo, Secretary General of the Provincial Government, Zheng Bin, Director of the Provincial Development and Reform Commission, Yu Jianfeng, Director of the Provincial Department of Finance, and others, and Chengcang Municipal Party Committee Secretary Yang Wei and Mayor Li Chenghong accompanied the investigation.

In the morning, Wang Hongtao came to the Lugang High-end Auto Parts Industrial Park to listen to the introduction of the construction and development of the park. He walked into Tuomagao Auto Parts Company and Chengxin Machinery Manufacturing Company to inspect the automated production lines, understand the production and operation conditions, and encourage enterprises to strengthen technology research and development and improve technology. level, and strive to achieve better development; it is hoped that the park will focus on supporting the automobile industry, further optimize service guarantees, and attract more outstanding enterprises to settle in.At the construction site of the Titanium Valley New Material Industrial Park project, Wang Hongtao learned about the park planning, listened to investment and other introductions, and emphasized the need to speed up the construction progress on the premise of ensuring safety, strive for the early completion of the project, and better promote the integration and upgrading of the Chengcang titanium industry.

In the afternoon, Governor Wang Hongtao and his entourage went to Xifeng Group Company for investigation, accompanied by Zhang Juzheng, Secretary of the Party Committee, Chairman of Xifeng Group Company, and Chairman of the joint-stock company, deputy general manager of the joint-stock company and comrades in charge of relevant departments of the company.

Wang Hongtao and his entourage inspected workshop 907, workshop 806, Xifeng Wine Culture Museum, Xifeng Wine Wine Sea and China Logistics Xifeng Modern Logistics Park.During the investigation, Zhang Juzheng reported to Wang Hongtao the production and operation, technical transformation projects, market expansion, development planning and the construction of Xifeng Wine City of Xifeng Group Company.

Wang Hongtao pointed out that Xifeng Liquor, as the leading food enterprise in Qin Province, is a beautiful business card for Qin Province to publicize to the outside world. The completion and commissioning of the Xifeng technical transformation project is of great significance to making Xifeng Liquor bigger and stronger and revitalizing the liquor industry in our province. He hopes that Xifeng Group can continue to play a demonstration role Leading role, continue to strengthen product quality, deepen brand building, improve industrial layout, enhance development stamina, and make new and greater contributions to local economic development.

Subsequently, Wang Hongtao held a symposium in the meeting room of Xifeng Group.

Chairman Zhang Juzheng made a work report. In 2018, the group's sales revenue exceeded the 50 billion mark, a year-on-year increase of 24%, creating a record high.Standing at the highest point in history, Zhang Juzheng said that Xifeng Group will push the reform work to a new height in 2019 with the determination and courage of a strong man.

The five major layouts of the "reform speed-up year": build a development platform through mixed reform at the group level, promote the participation of social resources and capital, and speed up the construction of Xifeng Wine City and tens of billions of Xifeng; through brand integration, cultural leadership and brand promotion, create a complete A clear brand lineup to upgrade the product structure; increase the production of high-quality base wine through high-quality production capacity, ensure the quality of base wine, open up room for product upgrades, and meet market-oriented development needs; optimize the marketing system and reform marketing through the construction of a modern marketing network Mechanism, innovative marketing model, build big data sharing platform, attract more excellent marketing personnel to join Xifeng.

It is necessary to purify the market and establish a linkage mechanism with government departments at all levels to standardize market order and protect the rights and interests of enterprises, dealers and consumers.Establish competitive products, continue to promote the slimming plan, and increase brand promotion.

Regarding strengthening the brand, Zhang Juzheng said that the group will unswervingly implement the brand strategy and improve the product price system.Establish a product architecture system led by the 53-degree Xifeng Liquor Collection Edition, and the high-end occupancy of Xifeng Liquor 1915 opens up room for its products to develop upwards.

Zhang Juzheng firmly stated that in 2019, the group will eliminate another 20% of sub-brands with small sales scale and small profit contribution, and continue to build a clear product structure.Ensure the long-term interests of the dealers in the community and lay the foundation for the sound and sustainable development of the Xifeng market.

Zhang Juzheng expressed his confidence in development: strive for a 2019% growth in performance in 25.

After listening to the report, Wang Hongtao delivered an important speech. This symposium established the development goal of Xifeng Liquor in the next ten years.

Wang Hongtao said: "During the Zhenguan period of the Tang Dynasty, some poets praised Xifeng wine as 'opening the altar for ten miles, and drinking three houses next door'. It would be a pity not to taste it. During the Qing Dynasty, Xifeng Liquor was listed as a famous wine at the Nanyang Encouragement Competition. In 1915, it was awarded a grand prize at the International Exposition. At the first national wine appraisal meeting in 1952, Xifeng Liquor was listed together with Moutai, Fenjiu and Luzhou Laojiao. Won the title of the first National Famous Liquor, as a representative of Fengxiang liquor, and became one of the "Four Famous Liquor". This is the highlight moment of Xifeng Liquor and the last glory of Xifeng Liquor.

However, the embarrassing thing is that Moutai was listed in 2001 with a net profit of 500 billion and a market value of 25000 trillion. Shanxi Fenjiu was listed in 1994 with a profit of 25 billion and a market value of 2500 billion. Luzhou Laojiao was listed in 1994 with a profit of 56 billion and a market value of 2860 billion. , but Xifeng Liquor, which won the award that year, was only registered in 1999, and its profit was only a fraction of that of its former companions. It is still struggling on the road to IPO, after four failures.

What chills consumers is the attitude of Xifeng Wine.You know, in 2012, Jiugui Liquor was exposed to plasticizers exceeding the standard by 2.6 times.After the incident, liquor companies gradually replaced the plastic barrels used in the production process, plastic wine delivery pipes, latex pipes for wine pumps and other products with stainless steel, and the supervision became stricter.

But last year, Xifeng Liquor also revealed that the plasticizer exceeded the standard by 3 times, and the recall plan was even more accused of lack of sincerity: the vintage wine, which was originally priced at 800 yuan, was only recalled at an ex-factory price of 6 yuan after six years of storage; Consumers who drink Xifeng wine not only did not mention compensation in the recall announcement, but did not even apologize.This would obviously give it a bad reputation with consumers.

As long as there are comments, Xifeng does not put serious winemaking first!

The quantity of outsourced base wine for Xifeng Liquor is about 20000 tons, and the proportion of outsourced base wine is around 70%.There are many brands, it is said that there are more than 300 big and small brands, and the relatively famous brands, such as Huashan Lunjian and Guohuaci, have caused Xifeng Liquor to lack experienced talents in brand operation, so that the outside world does not know the main brand of Xifeng Liquor Co., Ltd. What is it, [-]% of the sales are located in the province, and the goal of going out of Qin Province has not been achieved.To a certain extent, Xifeng wine is just selling this brand for dinner. As for the market and consumers, you seem to have neither the thought nor the ability to take care of it.

Moutai has taken off, Wuliangye has flourished, and Fenjiu has become well-off. Even Jiugui Liquor has had its own "little spring". Xifeng Liquor, which was comparable to Moutai, Wuliangye, and Fenjiu, has become a "discard" in the market. After the son', the output value was only more than 50 billion, and it was popular all over the country.The four major liquors that are well-known to every household used to be the best in sales, and even challenged Moutai many times and still had the upper hand. "

The governor's words made everyone in the Xifeng Group feel ashamed, bowed their heads and remained silent.

Wang Hongtao continued: "Today I will talk to you about the problems of Xifeng Liquor. This is also a question I have been thinking about recently, and I have done some market research:

First, the positioning of Xifeng Liquor is not accurate, and the products are confusing.Basically, every liquor brand has its own positioning. For example, Moutai focuses on 53° Feitian Moutai, Luzhou Laojiao focuses on Guojiao 1573, Fenjiu focuses on blue and white old white, and Niulanshan focuses on Niulanshan Erguotou. All of them are highly recognizable. However, Xifeng Liquor is more "fancy" and every product wants to be a c-rank product, so Xifeng Liquor does not have a "c-rank wine" at all.

I spent a lot of energy and counted hundreds of Xifeng wines from supermarkets, tobacco shops, online e-commerce platforms, Jiuxian.com and other platforms. He didn't know the genealogy of Xifeng wine. It's getting more and more chaotic.I can't even figure out the Xifeng wine with various vintages and colorful packaging on the shelves, let alone consumers who are 'convenience'?I have been dazzled by the treatment for a long time, how can I have the patience to copy the information one by one to find the pure blood of Xifeng wine?

Second, they have profound cultural heritage but do not use propaganda.Compared with Moutai, Xifeng Liquor has an extremely profound cultural heritage. Its history can be traced back to the Yin and Shang Dynasties. Zhang Qian, who was sent as envoy to the Western Regions, regarded it as an important "tool wine" for diplomacy and was praised by celebrities such as Li Bai, An Lushan, and Su Shi. Even during the Republic of China, Xifeng Wine won the gold medal of the Panama Games and was loved by the dignitaries of the upper class.

Looking at it this way, Xifeng Liquor has a background that many baijiu can’t catch up with. However, Xifeng Liquor is too satisfied with the status quo. In the Internet age, it does not use history and culture to create its own cultural IP like Moutai, which has no background.

Third, the most important point: there are too many OEM wines. The quality of Xifeng Liquor, the "Nanjiren" in the adult wine industry, is really good, but again, Xifeng Liquor is too "greedy" and does not concentrate on making its own Fengxiang classic. Instead, we make whatever flavor is popular, make strong flavor if strong flavor is popular, and if we can't make it, we blindly label it. Although the branded wine did 'resuscitate' Xifeng Wine, which was once in a slump and almost closed down, within a certain period of time. But we should not allow the proliferation of private label wines.

It can be said that the original sons of Xifeng Liquor and the "god sons" were fighting in the small provincial market. Unexpectedly, with more and more "god sons", the product line of Xifeng Liquor and the private label wine became more and more chaotic. , Fake wine began to run rampant, such as Six Years West Wind, what a wine, I drank it for four years, and in the end it was all fake wine!Xifeng wine, which led to a good hand in the market, turned out to be smashed, not only failed to become Moutai, but also became synonymous with "bad wine" in the mouths of bad drinkers, which is sad, lamentable, and pity. "