Official Ladder [Grassroots Civil Servants]

I don't know the true face of Lushan Mountain, but I was born in this mountain.It is also possible that they have discovered a problem and cannot solve it, and they will be a monk hitting the clock with a mediocre mentality.

The three problems pointed out by the governor directly pointed to the core problem, which made the senior executives of Xifeng Group feel ashamed and kept making records.

Wang Hongtao continued to expose their scars: "Outsourcing base wine, Xifeng Liquor has long been constrained by the bottleneck of production capacity, and the production capacity of base wine is the biggest constraint. It can be seen only from the data disclosed in the 2016 and 2018 edition prospectuses of Xifeng Wine. The purchase of base wine is mainly concentrated in Sichuan Province, and the types of purchase include Fengxiang type base wine and seasoning base wine. From 2015 to 2017, the total amount of base wine purchased from Xifeng Wine reached 3 tons and 21238.24 tons respectively. tons, 18179.56 tons, accounting for 19439.12%, 68.03%, and 67.36% respectively.

A large amount of outsourced base liquor has brought considerable challenges to the profitability of Xifeng Liquor, causing the company's gross profit margin to be significantly lower than the average level of its peers. The gross profit margins were 50.84%, 53.58% and 54.94% respectively, while the comparable companies in the liquor industry during the same period The average operating gross profit margins are 63.53%, 67.08% and 68.58% respectively. This is a fact!

In addition, the production capacity of base wine will also restrict the improvement of the quality of Xifeng wine.

In the fierce competition in the liquor industry, quality is the core competitiveness.Xifeng Liquor purchases a large amount of base wine from outside, and its quality is in the hands of others, not by itself.

In contrast, famous liquor companies such as Kweichow Moutai, Luzhou Laojiao, and Shanxi Fenjiu all have their own base liquor, which can fundamentally guarantee the quality and output of liquor.

At one time, Xifeng Liquor had an absolute share of low-end and mid-range products, and its marketing methods were mainly underwriting and buyout. It lacked self-managed high-end brands, forming an unfavorable situation of "first-rate quality, second-rate packaging, and third-rate price".

The lack of high-end products will undoubtedly have a serious adverse impact on Xifeng Liquor going out of the base camp and competing with first-line liquor companies such as Kweichow Moutai and Wuliangye in the national market. The revenue of more than 50 billion yuan is not qualified at all. This has a lot to do with your weak control over the merchants and the ineffective promotion of high-end products represented by Hongxifeng!

If you can’t solve the urgent problems that need to be solved, such as base liquor production capacity, standardizing enterprise internal control, focusing on Xifeng brand, and creating large single products with high profitability, the competition in the current liquor industry is becoming increasingly fierce and the development of the liquor industry will be missed. For Xifeng Liquor in the golden period, it is not easy to return to the ranks of the first-line liquor companies, and it is even a dream come true!

Thousands of years of well-known brands and four famous wines must not be destroyed in your hands. If you can't develop 'Xifeng Wine', you are the sinners of Qin Province!

Today's research has another purpose, to give you an ultimatum!Within one year, Xifeng Distillery must have a major improvement, and the output value will increase by more than 50%; within three years, there will be a qualitative leap, and the output value will at least triple!If it can't be done, the provincial government will reorganize the leadership team of Xifeng Group, and the leaders above the middle level will be dismissed on the spot!There is no room for negotiation. If you don’t change your mind, you will change people. If you don’t take responsibility, you will be held accountable. If you don’t take responsibility, you will be removed. If you don’t act, you will be dismissed. What will you create for West Wind in this term, and what will you leave behind for West Wind?The leading group must bravely and resolutely take on this important historical task, stay in its position, seek its own government, do its work, and seek its effects, and deliver a satisfactory answer to the people of the whole province with the practical actions of taking responsibility and doing business. , worthy of the times, worthy of history, worthy of predecessors, worthy of the elders of Sanqin! "

The governor's attitude made all the leaders of the Xifeng Group tremble with fear. A strong pressure surged into their hearts. Some even broke out in a cold sweat. Who would dare to question the governor's words? The title of "Official Butcher" is not unpopular. The cadres who have been cut down by his "big knife" can be described as countless. For a small provincial state-owned enterprise, he will not feel a little pressure to "kill them all". See It's a tough day!

Wang Hongtao glanced around for a week and said: "If there is a problem, we must resolutely correct it and resolutely break it. If there is a mistake in the process of reforming, we can go back and learn the lesson seriously. The responsibility is borne by the provincial government; if we are timid, confused, Wait and see, then you are not welcome, and resolutely take it down! We must resolutely eliminate the mental laziness, laziness, and slackness of some leading cadres, let go of their courage, let go of their arms, work hard, proudly, and truly bring the three The grand ambitions of Qin's sons and daughters, the gene activation of daring to venture and try, made the humanistic image of Qin Province highly consistent with the image of Xifeng Liquor, and promoted the development of the winery to the forefront with the courage to lead the trend in reform.

To take responsibility, we must be down-to-earth and down-to-earth.The revival of West Wind Wine is definitely not something that can be achieved easily and with drums and gongs.Actions must be at the forefront. It is impossible to shout slogans, fill out reports, or write summaries. You can only rely on hard work, pounce on your body, and walk forward. Two-footed mud, clear timetable, road map, and assigning responsibilities to ensure that every decision can be fully realized and effective.

To act as one must accept the judgment of the people.Whether the benefit is good or not, whether the effect is great or not, is not up to us, but to be tested by the masses, and the reputation of consumers is the judgment of you

Comrades, the sound of the trumpet calls for recruitment, and you must bear in mind your mission.For the development of Xifeng wine, I have the following suggestions. "

I saw that everyone in the venue was excited, especially the leaders of Xifeng Group, quickly picked up their pens, listened attentively to the governor's speech, and were ready to record at any time.

Wang Hongtao said: "Focusing on the goal of 'rejuvenating Xifeng and returning to the front line', we will continue to strengthen product quality, deepen brand building, improve industrial layout, further enhance development momentum, and achieve the goal of 50 billion. I would like to make a few comments: First, establish For competitive products, continue to promote the slimming plan and increase brand promotion. The development of too many sub-brands and the lack of self-operated core products have always been regarded by the outside world as the biggest drawback in the development of Xifeng Liquor. Therefore, sorting out product lines and focusing on resources has become Xifeng Liquor. Important measures during the adjustment period. The low-end popular products are mainly green bottle Xifeng wine in the range of 70-128 yuan, highlighting the cost performance; The price range is 3-178 yuan; the retail price of the 328-degree Banner Xifeng Liquor Collection Edition launched in 2017 is 53 yuan, highlighting the high degree of recognition; the 499-degree Xifeng Liquor 2018, which was launched in September 9, is priced at 55 yuan, highlighting the high-end scarcity characteristics. Based on the judgment made through market research, you can continue to optimize, I would mind cutting off all those hundreds of private label wines!"

The executives of Xifeng Group were greatly encouraged. This effort was not insignificant, and it completely changed the business philosophy of Xifeng Liquor.

"Second, establish a quality defense line and build a solid foundation for development. Last year, Guodian Fengxiang was recalled. We must learn from it, learn to keep pace with the times, continuously increase our skills, develop internal strengths, strengthen internal control, and improve corporate management. One is to comprehensively investigate all kinds of risk sources, analyze existing risk points, make rectifications within a time limit, and clear them in place to ensure the healthy development of the enterprise. The second is to establish a crisis management mechanism to build a risk identification and response mechanism for the enterprise, and to create a strong foundation for the brand of Xifeng Liquor. And escort the healthy development of the market.

Third, the two lines are promoted simultaneously, and Xifeng Liquor will increase its efforts to develop outside the province.Xifeng Liquor needs to 'walk on two legs'. The large single-product Xifeng 6 years, Xifeng 15 years, Huashan Lunjian, and Hong Xifeng continue to maintain vitality.

For Xifeng Liquor, "going out" to break through its inherent areas should become an important development goal.China's liquor market has a capacity of nearly one trillion yuan each year, while Xifeng only has a capacity of more than 50 billion. 'Going out' is the best choice for both manufacturers and distributors.I suggest implementing the '4+6+32' national market layout.In the country, we have established 4 major regions, 6 special zones including Qin, Zhejiang and Hebei, 32 provincial branches and international business departments.At the same time, with Hongxifeng as the main element, 10 directly-operated stores, 300 specialty stores, and more than 1000 cooperative stores have been established nationwide; a marketing team of [-] people has been established to serve dealers and partners, and work together to break through.Through the method of "manufacturer's own operation + dealer operation", Xifeng's national sales base and brand promotion platform have been built, and the brand image and sales atmosphere have been greatly improved.

In this process, Xifeng Liquor must provide guarantees for the rapid growth of performance in all aspects from the four systems of cost investment, market supervision, brand promotion and organizational guarantee, so as to ensure that it will provide more potential energy for the output value to exceed [-] billion as soon as possible.

Fourth, know how to market, rely on our province's rich cultural resources, tell the "Xifeng Story" well, shape the brand image of China's Xifeng Liquor, and show the world the cultural charm and unique charm of Xifeng Liquor.Now is the era of the Internet, e-commerce, eyeballs, and feelings. The "Fengxiang Type" of Xifeng Liquor is unique. It is necessary to do a good job of publicity around this huge advantage.It is necessary to strengthen the planning of publicity and strengthen strategic cooperation with online media and short video platforms. I have already greeted them at the Douyin headquarters. After the meeting, you will immediately connect with Douyin to create several heavyweight IPs. The brain can't think of good ideas, and professional things should be left to professional people to do. "Using wine as a medium" to tell brand stories, spread brand culture, and achieve more achievements in enhancing the brand's international influence, such as 'Xinhua News Agency's National Famous Brand Project', 'People's Daily Brand Power Plan', 'Chinese Brands Loved by Foreigners', etc. These gimmicks are not difficult to get!