Since 2017, Fenjiu has continued to deepen the reform of the enterprise, and has achieved many years of sustained growth and high compound growth, even if the industry situation has changed drastically this year and the industry has entered a new round of adjustment, Fenjiu's performance growth level and growth quality are still in the leading position in the industry. What is the core of Fenjiu velocity?What should Fenjiu do next?
On December 6, the 2023 Fenjiu Global Distributor Conference was held in Taiyuan. Yuan Qingmao, Secretary of the Party Committee and Chairman of Fenjiu Group, said at the meeting that it is a new idea for the market program of Fenjiu to revive the market and keep pace with the times. The potential energy of Fenjiu is the decisive force for the revival of Fenjiu.
Clarify the potential energy of Fenjiu and take the road of scientific development
Yuan Qingmao emphasized that in today's Fenjiu business, only by seeing the "three potential energy" of famous liquor, fragrance potential energy and Fenjiu potential energy can we grasp the basic principle of Fenjiu's sustainable growth.
First of all, the potential of famous wines is unstoppable. At present, the concentration of the liquor industry continues to concentrate on famous liquor producing areas and famous liquor enterprises. The quality potential, brand potential, and cultural potential energy of famous wine enterprises have always existed, but such energy can only be released and transformed into business results through scientific management. Only when famous wine enterprises have mastered this ability, can their hidden quality potential energy, brand potential energy, and cultural potential energy release a huge energy covering the whole country.
Secondly, the potential energy of fragrance is increasing. At present, the fragrant liquor continues to rise, and the market continues to expand. Especially under the leadership of Fenjiu, the era of fragrance has been fully opened, and it has presented a brand development echelon of "one super and many strong". How to transform the potential energy of fragrance categories into market competitiveness?It is still necessary to rely on scientific management.
Finally, the potential energy of Fenjiu continues to increase. In the context of the potential energy of famous liquor and the potential energy of fragrance, the multiplication of the two potential energies of Fenjiu determines the sustained and rapid growth of Fenjiu. Fenjiu should not only assume the responsibility of the brand, but also the responsibility of the category, and the operation of Fenjiu is the potential energy of the business.
How to make Fenjiu's potential energy stronger and stronger?
Yuan Qingmao emphasized that the next step is to establish the "four logics" of developing the correct logic, making up for the deviations and remedying the shortcomings, innovating the logic of the era and practicing the logic of excellence. Analyze and solve problems objectively, fairly and comprehensively, and keep pace with the times, so that the correct logic is more correct, more quality and efficient, and more vigorous. In addition, it is necessary to continue to stimulate the potential energy of the three major brands of Fenjiu, Zhuyeqing and Xinghuacun in terms of quality, brand and culture. Xinghuacun Liquor should take on the mission of opening up the second battlefield of fragrant liquor, and become the flagship brand and second liquor of the fragrance category, Lvliang production area, and Xinghuacun Fenjiu Professional TownZhuye Qingjiu should strive to break a new path, so that the only national famous liquor in the dew wine can truly become the first brand of liqueur in the market. At the same time, it is necessary to practice the logic of excellence, build a first-class team, recruit outstanding talents from all over the country, and gather wisdom and attract talents for high-quality development.
The marketing reform of Fenjiu has reached a new level, and the product structure has been continuously adjusted
In 2023, we will face the special stage of the superposition of the "three phases" of the marketing strategy upgrade period, the development speed shift period, and the structural adjustment period. Through continuous deepening of marketing reform, Fenjiu continued to consolidate the market foundation, accelerated channel expansion, overcame various difficulties, achieved the double improvement of business performance and brand value, and successfully completed the phased goal of seeking progress while maintaining stability.
Zhang Yongzhen, assistant to the general manager of Fenjiu Co., Ltd., director of the marketing center, and general manager of Fenjiu Sales Company, pointed out that the quarterly report shows that in the first three quarters of this year, Fenjiu's overall revenue was 2674.4 billion yuan, a year-on-year increase of 2078%；Net profit 943.1 billion yuan, a year-on-year increase of 3268%, all of which have exceeded the results of the whole year of 2022;Among the top four liquor companies in the liquor industry, Fenjiu is the one that achieved a year-on-year growth rate of more than 20% in overall revenue and net profit in the first three quarters.
At the market level, Fenjiu has further promoted the "1357+10" national market layout, optimized the market layout, and intensively cultivated the "three major markets" of large bases, East China and South China. Since the beginning of this year, Fenjiu has intensified its efforts to select, optimize and support businesses in the market south of the Yangtze River, increased consumer interaction, improved terminal coverage, and maintained rapid growth in the core market south of the Yangtze River. In the first half of this year, Fenjiu achieved sales of 113 in the market outside the province5.1 billion yuan, an increase of 17 over the same period last year5.9 billion yuan.
He said that at present, the market structure of Fenjiu "a round of red sun, five stars brilliant, and fragrant world" has gradually begun to take shape, and the proportion of mid-to-high-end products has increased year by year, which can be described as "unique scenery here". On the basis of the product strategy of "grasping the two ends and bringing the middle", it is necessary to vigorously promote the implementation of the "Qinghua Fenjiu Strategy".
In Zhang Yongzhuo's view, the advantages of multi-belt and the differentiation of fragrance categories are opportunities for Fenjiu. In the future, we will focus on the high-quality development of Fenjiu marketing, maintain strategic focus, coordinate various market work, and help Fenjiu's marketing reform to reach a new levelAt the same time, we should seize the opportunity, dig deep into the endogenous driving force, do a good job in the second half of the transformation and growth and management improvement, and focus on the achievement consolidation cycle and the adjustment period of management elements.
Specifically, Fenjiu will take the "Fenjiu Group's Three Brands Development Direction Plan" as a starting point, and start to build a scientific marketing system for Fenjiu that combines theory and practice, has clear logic and unique characteristics. This system will be committed to achieving the goal of optimizing everyone, optimizing everything, and optimizing every month, and formulating a set of comprehensive and specific marketing management optimization methods to comprehensively improve the marketing management level of Fenjiu. Fenjiu will also introduce the "Code of Conduct for Manufacturers' Value Community". In addition, it will also comprehensively improve the cultural marketing ability of the marketing team, create a super IP for cultural marketing, and design the "Living Culture Innovation Award" and "Cultural Marketing Excellent Case Award".
Zhang Yongzhen said, "It is necessary to accelerate the reshaping of team culture, marketing awareness, brand value and channel model. Focusing on the three aspects of 'art and products, technology and management, finance and marketing', we will change the solidified marketing cognition and lead Fenjiu marketing to achieve a new transformation. ”
The relationship between manufacturers is sublimated to build a fragrant era
Fenjiu has always attached great importance to the relationship between manufacturers, and has made continuous efforts to straighten out and optimize this relationship. As an important partner of Fenjiu sales, distributors play an important role in marketing, brand building and channel expansion, and good manufacturer relations have helped the revival of Fenjiu to a new level.
At the meeting, Yuan Qingmao pointed out that Fenjiu and distributors should sublimate from a community of interests to a community of value and a community of destiny, jointly expand the value of Fenjiu, Zhuye Qingjiu and Xinghuacun Liquor, and jointly strengthen the potential energy of Fenjiu.
Fenjiu said that in the first half of the year, the company paid close attention to the construction and maintenance of terminals, strengthened terminal management and expansion, optimized the dealer team, and further improved the level of market management.
At the meeting, Liu Weihua, member of the Party Committee and deputy general manager of Fenjiu Group, read out the "Decision on Commending Outstanding Distributors, Specialty Stores, and Grassroots Business Personnel in 2023". The leaders attending the meeting presented awards to the dealer representatives who won the Outstanding Contribution Award, the Gold Medal Operation Award and the China Wine Soul Award. The award-winning representatives of the "China Liquor Soul Award", the heads of some provinces and regions, and the representatives of overseas distributors made speeches respectively, and unanimously expressed that they would go all out with full confidence and determination to contribute to the high-quality development of Fenjiu.
As a distributor of Fenjiu, I am deeply honored to be the torchbearer of the soul of Chinese liquor and the culture of Fenjiu. Liu Liping, general manager of Shanxi Shunyixiang Commerce, said.
Shen Jianping, chairman of Shanghai Xinfa Liquor, said that in 2019, it established a cooperative relationship with the Fenjiu brand, and spent up to half a year to communicate and negotiate with international convenient channels such as FamilyMart, and the sales scale has increased year by year from less than 3 million yuan at the beginning. After three years of intensive cultivation, FamilyMart has become one of the most convenient and trusted retail channels for consumers in Shanghai to purchase Fenjiu. Hema Fresh is another strategic partner of the cooperation, after 3 years of operation, Fenjiu sales ranking high year by year.
Fenjiu, as a treasure of traditional Chinese liquor, has a long history and unique brewing process that has earned it a high reputation in the domestic and foreign markets. Lisa Ernst, brand manager of Jiaxin Liquor Group, said: "The company works closely with Fenjiu and is committed to integrating the unique essence of Fenjiu into the temple of German liquor culture.
Looking forward to the future, the development prospects of Fenjiu are broad and full of infinite possibilities. With the continuous expansion of brand influence, the continuous optimization of product structure, and the in-depth promotion of market expansion, Fenjiu is moving towards a higher goal with a new attitude.
Brokerage research reports are also optimistic about the future development of Fenjiu, believing that it has a strong competitive advantage in the fierce market competition and is expected to achieve sustained growth. The bright future of Fenjiu is not only due to its profound cultural heritage and excellent product quality, but also from its keen market insight and enterprise spirit of continuous innovation and breakthrough. With the joint efforts of all Fenjiu people, global distributors and all walks of life, Fenjiu will usher in a more brilliant tomorrow.