The volume of the wine industry is less than 40 billion yuan, which is difficult to compete with automobiles, home appliances and other industries. It is even more difficult for management scholars to study the operation and management cases of the entire industry.
Recently, Xinjiang Tiansai Winery is the first to win the Ram Charan Management Practice Award with a turnover of tens of millions of yuan, and a series of benchmark enterprises in various industries such as Lenovo, Haier, and Yili, and has become the only wine company in history to receive this honor. Since then, it has been selected to appear at the 6th CIIE and has become the designated wine for the welcome dinner of the Expo.
Tiansai is a good show
From October 26th to 27th, during the Harvard Business Review 2023 China Annual Conference in Beijing, the 7th Ram Charan Management Practice Award, the highest honor in the management industry, was announced at the same time. 50 benchmark enterprises from many fields in China won the award, including L'Oreal, Lenovo, TCL, Wanglaoji, Anta, Haier, Yili and other influential well-known brands.
As the only winery in China, Tiansai Winery has won the 2023 7th Ram Charan Management Practice Award - Excellence Award, and it is also the first wine company in the history of the award to win the award.
Ram Charan is one of the most influential management consulting gurus in the world and is known as the "contemporary Drucker". Since its inception in 2017, the Ram Charan Management Practice Award has attracted wide attention from all walks of life for its authority, fairness and timeliness, and has received a very high threshold for awards.
In fact, since its inception in 2010, Château Tiansai has won numerous awards, but not many awards from outside the wine industry. Coincidentally, Tiansai Winery has recently been "out of the circle" again and has become the designated wine at the VIP welcome dinner of the 6th China International Import Expo.
It is understood that there are only two wines unveiled at the welcome dinner of the Expo, and Tiansai Winery 2020 dry white wine is one of them. This opportunity also allowed many international dignitaries to taste the terroir and taste from Xinjiang, China. And these two successive victories also reflect the stronger comprehensive strength of Chinese wines represented by Tiansai Winery.
Behind the glory is the practice of long-termism at Tiansai Winery
The reason why Tiansai Winery won the Ram Charan Management Practice Award is also reflected in the excellent management ability of Tiansai Winery. As the Ram Charan Award jury commented on Château Timsai: "Château Timsai is an outstanding representative of China's local wineries. After 13 years of practice, Tiansai Winery has explored a unique development model of boutique wineries. This model is mainly characterized by ecological economy, social responsibility and long-termism, and focuses on the three aspects of ESG-environmental, social and governance, and is a sustainable development model with both national feelings and international perspectives. ”
Mr. Ram Charan has always emphasized "people-oriented", and Tensai Winery attaches great importance to "people". At the beginning of the establishment of the winery, Tiansai Winery invited Li Demei, director of the Department of Winemaking Engineering of Beijing University of Agriculture, who is known as the "world's top ten most influential winemaking consultants", as a wine consultant, Li Lianne Carter, who was born in an Australian winemaking family, as the winemaker, and Jiang Yanjun, a national first-class winemaker with more than 40 years of first-line winemaking experience, as the chief engineer, so as to form an international elite winemaking team and lay a talent foundation for brewing high-quality wine.
Tiansai Winery adopts a stable employment management method. Some of the planters come from the local Uygurs, Hui and other ethnic minorities in Xinjiang, as well as farmers from Sichuan, Shaanxi, Henan, Gansu, Qinghai and other economically underdeveloped areas in the central and western regions. The winery has built a staff room, where everyone lives in a couple's dormitory with two bedrooms, one living room, one kitchen and one bathroom for free, and can enjoy heating, gas, purified water and broadband Internet for free. It can be said that Tiansai Winery not only creates employment opportunities for the people in the central and western regions, but also allows them to live and work in the winery.
While Valuing the people of Tiansai Winery, it also cherishes the land under its feet. It took more than 10 years to grow grapes on 2,800 acres of Gobi according to local conditions, producing high-quality wine on the one hand, and turning the desert into an oasis on the other. Tiansai Winery has also planted 50,000 poplar trees to prevent wind and fix sand, further improving the ecological environment of the production area.
Secondly, Tiansai Winery adheres to organic planting, using Tianshan snow water to drip irrigate the vineyard, deeply applying organic fertilizer, filling straw, raising sheep to eat grape leaves, and fertilizing the soil with manure, forming a small ecological cycle of the vineyard.
In terms of grape planting, we can also see the fine management of Tiansai Winery. In order to ensure the production of high-quality wine, Tiansai Winery accurately locates the seedlings in the whole garden, files them one by one, and sets up a fixed person responsible for planting the field. All planting and production processes are carried out in accordance with the standards in the normative text. In addition, Tiansai Winery does not blindly expand the planting area, nor does it purchase raw materials, and the purpose of limiting production capacity is to ensure the high quality of products.
Quality is a natural consequence of long-termism
The improvement of enterprise management ability brings about the high quality of wine.
In the wine industry, the products of Tiansai Winery are famous for their high quality, and in the more than ten years since its establishment, Tiansai Winery has won dozens of gold medals and gold medals in the "Olympic Games" and "Oscar" level competitions known as the wine industry, with a total of more than 400 medals. This appearance at the CIIE is also a reflection of the high quality of Tiansai wine.
Good wine is grown, and Tiansai Winery's care for the environment has allowed its 2,800 acres of land to continue to produce grapes suitable for making good wine. The love of Tiansai Winery for its employees has continuously attracted more and more capable people to make people more willing to work hard for the winery, which is obviously a necessary prerequisite for making good wine.
Huo Xingsan, secretary general of the wine branch of the China Wine Industry Association, pointed out that the competitiveness of some domestic wineries is not high, in fact, it is a problem of comprehensive management capabilities. A wine production enterprise, design, production, brand, market, and ultimately through the sale of products to bring profits, this whole process requires the cooperation of various small organizations, if the management can not keep up, any link problems, will affect the competitiveness of the product.
The reason behind the excellent management ability of Tiansai always stems from the persistence of the founder of Tiansai Winery on long-termism. For Chen Lizhong, the owner of the farm, she has always hoped to build Tiansai into a famous wine that can show the local characteristics of China, so what she does is to take root in the land of Xinjiang, and everything is to be able to produce wine stably and sustainably, and make this cake well, unlike some enterprises, which build a winery, do not grow grapes, import raw materials, and only consider short-term interests.
At the beginning of the winery, Chen Lizhong and the founding partners held more than 95% of the shares and had absolute control of the company, which also laid a solid foundation for Chen Lizhong to implement long-termism. In order to ensure the understanding, recognition and support of the major shareholders for long-termism, Tiansai Winery attaches great importance to the mutual agreement between the two sides in terms of concept when introducing strategic investors, so as to form an effective communication mechanism.
The five elements of a leading winery are already in place
The international management award won by Tiansai Winery this time, which is undoubtedly another major affirmation of the 13-year development of Tiansai Winery. Prior to this, only the development case of Yiyuan was included in the MBA program of Harvard University in 2008.
In order to become the leader of the world's famous wineries and China's famous wineries, it is also necessary to examine whether it is excellent in five elements.
First, the sparkle of the owner's spirit. The so-called owner spirit is a combination of entrepreneurship and craftsmanship. At this point, Chen Lizhong, the owner of Tiansai Winery, not only does it himself, takes the method from it, and is meticulous in quality, but also good at integrating domestic and foreign resources. This is fully reflected in the strategic cooperation with Baoyu Group and Hezong Culture Group. It can be said that Tiansai is already excellent in this factor.
Second, technical management is in place. Tiansai introduced top brewing experts at home and abroad as consultants, and hired hard-working winemakers to join. In the early days of its establishment, when determining the scale of the winery, because the land in Yanqi at that time was at zero cost, some people persuaded Chen Lizhong to take more land at one time. But her goal is to build a boutique winery of modest size, not too large. In the end, she chose only 2,800 acres of land. Before the opening of the village, 20 million yuan was invested in infrastructure construction alone: vineyards, construction, wells, etc., and the initial improvement cost per mu exceeded 10,000 yuan, and the maintenance of each mu in the later period also required thousands of yuan. However, Chen Lizhong has always been very clear about what he wants. As it turned out, she made the right choice. Although the whole process of the whole process, from the selection of land, grape planting, and the renovation of the winery, the whole process of Tiansai Winery is very slow, but after the opening of the winery, everything is going very smoothly, and the wine produced is also excellent.
Clause.
3. Make good use of policies. As an investor from Beijing, the owner of Tiansai Winery undoubtedly has a good application of national and local support policies. Tiansai Winery has been rated as a national 3A-level scenic spot, the "first batch of industrial tourism demonstration bases" in Xinjiang Autonomous Region, the "Land Greening Contribution Award" of the glorious project of the National Federation of Industry and Commerce, and the "Leisure Tourism Characteristic Boutique Winery" in Xinjiang Autonomous Region. The "Chinese taste" represented by Tiansai Winery highlights the confidence of Chinese brands and Chinese quality.
Fourth, marketing management is in place. As early as 2020, Tiansai Winery established a marketing company and entered the olé boutique supermarket, a number of literary and artistic catering channels under Hezong Culture Group, and Yongyue Hui Wine Warehouse under Yonghui Supermarket. These practices not only reflect the importance that Tiansai Winery attaches to channel construction, but also show that the winery is selective about sales channels.
Fifth, brand management is in place. The brand appearance of Tiansai Winery also attaches great importance to the fit of its tonality, such as the joint release of the "Riedel Tiansai Winery T95 Marselan Cup" with Riedel Winery. At the same time, Tiansai Winery also pays attention to the brand's appearance in new retail channels to form a connection with young people, such as building a new retail channel with more than 2 million fans on Douyin, "Young Zhuang Owner Decanting Wine Today".
As the road of Tiansai Winery is getting wider and wider, the future will inevitably affect more wine companies to look to the future and be down-to-earth, so that China's wine market can form a situation where good money drives out bad money, and the spring of wine consumption can truly come.