Recently, Fenjiu issued an announcement on the appointment of senior executives. It is worth noting that these managers have a wealth of front-line experience and management experience. With the appointment of these "post-70s" executives, the young and strong management will promote the rapid development of Fenjiu in recent years to a higher level.
Coincidentally, since last year, leading liquor companies such as Moutai, Langjiu, Yanghe, and Jinshiyuan have carried out organizational structure adjustments, all of which are young and energetic. These adjustments often serve the company's overall structure and strategic pattern, and better match the new strategy and implement the new tactics with new blood. At the same time, the collective transformation of leading wine companies is also inseparable from the macro situation in which the industry has entered a period of deep adjustment and experienced rapid market changes and a new round of digital and intelligent revolution. The organizational change of Fenjiu is a forward-looking strategic arrangement made based on market changes.
In the era of 30 billion, we will continue to strengthen the management: update the organizational structure and accumulate new potential energy
According to a number of institutions in the industry, in recent years, Fenjiu has been gathering quality potential energy, brand potential energy, and cultural potential energy, and its development momentum is strong, and it is expected to become the fourth liquor company in the liquor industry with an annual operating income of 30 billion yuan: data shows that in the first three quarters of 2023, Fenjiu achieved revenue of 2674.4 billion yuan, a year-on-year increase of 2078%；The net profit was 943.1 billion yuan, a year-on-year increase of 3268%, revenue and net profit have exceeded the full year of 2022. Not only that, while the data is growing, Fenjiu has maintained rapid growth in both the internal and external markets of Shanxi Province, the national layout has developed in depth, and the brand radiation ability has been continuously enhanced.
The continuous growth of Fenjiu's performance is inseparable from the overall outbreak of the fragrance category, and under the trend of Fenjiu holding high the banner of fragrance for many years, driving the fragrance craze and the return of category status, the entire fragrance track is also in a trend of accelerating development. As a quality leader in the fragrance category, Fenjiu has finally contributed to the "double improvement of quality" in sales and reputation by virtue of its long history, rich cultural resources, sufficient production capacity reserves and proper product layout.
It cannot be ignored that the importance of talents also occupies an important part of Fenjiu's achievements. In 2022, Fenjiu put forward the "123 Program" to lead the revival of Fenjiu, in which "3" refers to management, market and talents, building a solid foundation with management and expanding the pattern with the market, while adhering to the employment orientation of "experts in power", leading a good talent team in accordance with the fundamental principle of "fairness and morality", and comprehensively promoting high-quality development to a new level.
It is the high matching of talent and strategy that enables Fenjiu to maintain mobility and flexibility while having a huge volume, and constantly embrace market changes: in terms of marketing, it has won the goodwill of young consumers in the form of the "We All Love Fenjiu" Douyin Challenge; In terms of digital intelligence, we will continue to accelerate the construction of "Smart Fenjiu", continue to promote the construction of platforms such as channel management business and production, supply and marketing plan coordination, and enhance the integration of digitalization and business. At the same time, in the latest release of the 2023 national green manufacturing list, Fenjiu is listed as a "green factory", resonating with the times.
At the recent Fenjiu Distributors Conference, Fenjiu once again emphasized the need to practice the "logic of excellence", that is, "to build a first-class team, recruit outstanding talents from all over the country, and gather wisdom and attract talents for high-quality development". Now, the re-optimization of the management is another way of saying what it says, and it will also accumulate new potential energy for the revival of Fenjiu.
Behind the management update of the leading wine companies: the industry has injected more fresh blood
The leading wine companies often have a keen sense of smell in the industry and are the first to respond with actions, and the "collective renewal of the organizational structure of the head wine companies" in the past two years is one of the manifestations
At present, the liquor industry has entered a period of deep adjustment, on the one hand, brand competition and category competition have intensified, and "destocking" has become a key word in the industry; On the other hand, the era of quality, scale and famous wine in the industry has come, and is experiencing a new round of digital and intelligent revolution.
In the second half of the industry, how to actively embrace market changes with innovation as the anchor point and complete an "important leap" is crucial, which is related to whether the leading wine companies can continue to maintain their leading position. First of all, it is the adjustment, optimization and reshaping of the organizational structure
On the one hand, wine companies need to introduce new management concepts and use talents who can understand new directions to improve efficiency, create value and expand markets. On the other hand, the digital intelligence of production and sales is also part of the industry transformation. Older senior executives are often better equipped to coordinate advanced technologies and promote the optimization of production processes, so as to increase sales and product quality and meet the new needs of consumers. Returning to the personnel appointment of Fenjiu this time, several senior executives have deep professional backgrounds, have made outstanding achievements in the corresponding fields, and have stepped into the management position step by step, which will continue to inject confidence into the revival and high-quality development of Fenjiu.
In a word, the latest appointment and adjustment of some management personnel by Fenjiu has also opened the curtain of continuous renewal of talents in the liquor industry, and these talents who stand at the forefront of the times will become the backbone of the liquor industry in the future. In the future, more and more wine companies will join this wave of reform, stimulate the vitality of the organization with the injection of fresh blood, and seek new growth points.