On February 1, 2024, the 22nd day of the lunar calendar, Songhe Liquor, which is still in the bankruptcy and reorganization period, will hold a New Year appreciation dinner, which will be attended by nearly 50 people, mainly including Songhe Liquor executives, representatives of Henan Liquor Industry Association and ** representatives.
Among them, Yang Mingchao, the founder of pot ring food, was also on the list of people who attended the dinner. In addition, the main personnel attending the dinner were: Yan Jiaming, head of the reorganization working group of Songhe Liquor, Liu Mingzhi, executive president of Songhe Liquor, Xiong Yuliang, president of Henan Liquor Association, and Zhao Shumin, vice president and chief engineer.
Songhe Liquor used to be a well-known large-scale liquor backbone enterprise in China, with a factory area of 800,000 square meters and a construction area of 450,000 square meters, and the overall scale was in the forefront of the same industry in the country. The main products are "Songhe Grain and Liquid", "Luyi Daqu", etc., which have won the 5th China Famous Liquor.
In 2002, after Songhe Liquor was acquired by Furen Pharmaceutical, it gradually became a family business. Some people in the industry jokingly said that there are two main surnames in power in Songhe Liquor, one is surnamed Zhu and the other is surnamed Liu. The surname Zhu is because the surname of the former chairman of Songhe Liquor is Zhu, and the surname Liu is because the wife of Zhu Wenchen, the former chairman of Songhe Liquor, is surnamed Liu.
In November 2022, Songhe Liquor filed for bankruptcy reorganization for the first time. In September 2023, Songhe Liquor filed for bankruptcy reorganization for the first time. During this period, it was rumored that Gujing Gongjiu, which was a neighbor of Songhe Liquor, was interested in acquiring Songhe Liquor. Later, Yang Mingchao, the founder of Guoquan Food, which is the same production base as Songhe Liquor in Luyi County, intends to become the owner of Songhe Liquor.
Since Yang Mingchao is going to attend the appreciation dinner held by Songhe Liquor on the evening of February 1, it means that it is basically a sure thing for Guoquan Food to become the owner of Songhe Liquor. At the dinner, what kind of remarks Yang Mingchao will make is worth looking forward to.
In this regard, industry insiders have mixed reviews. Gong Guosheng, who has been immersed in the liquor industry for many years, bluntly posted a WeChat circle of friends: (Songhe Liquor) The brand image is gone, word of mouth is a negative asset, can you bring it back to life if you invest some money? Can the pot ring bring back the dead users? Not only naïve, but also innocent......
Gong Guosheng emphasized that the flavor of Songhe wine has no advantages, the quality is a mess, the product has no main line, the brand has negative equity, the channel intestinal obstruction, the organization is in a panic, and the corporate culture is ambiguous and ......
Lu Jianlei, the founder of the original liquor Yunda chain brand, expressed his evaluation of Songhe Liquor with the words "I drank it and had a headache". He said that this is a fact, and that was the experience when he didn't make wine.
For the ownership of Songhe Liquor by Guoquan Food, Xiao Zhuqing, a marketing expert, believes that the development of Songhe Liquor has suffered a temporary setback, but it is still a liquor company in the first echelon of brand power in Henan, and there is still a chance for revival in the future, but Guoquan Food, as a franchise-based retail enterprise, needs to have the determination to operate a long-term liquor company to fill talents and strengthen the understanding of the liquor industry in order to do a good job in Songhe Liquor.
Xiao Zhuqing said that the Henan market is the "high seas" of Chinese liquor brands, and Henan's local liquor companies are suffering from a triple squeeze. The first is the squeeze caused by the sinking of first-line famous liquor channels such as Maowuyanglufen, the second is the squeeze caused by the sauce-flavored liquor to the strong flavor and light-flavored liquor, and the third is the impact on the entire consumer market after the epidemic. Many regional distilleries, represented by Songhe Distillery, lack cash investment in channels, have a single means of competition, and are still in a relatively early stage of marketing, unable to resist market shocks.
Xiao Zhuqing believes that since ancient times, there has been a saying that "those who win the Central Plains win the world", and the Henan market has important strategic value for any wine company, so in addition to Henan's local wine companies such as Du Kang, Yangshao, Zhang Gong, etc., the first-line wine companies Moutai, Wuliangye, Luzhou Laojiao, Yanghe, etc. are all focusing on the Henan market.
Attached: Liu Mingzhi returned to Songhe Liquor as the executive president, and the previous presidents of Songhe Liquor came over
From March 2002 to May 2013, Liu Mingzhi served as the vice president of Henan Furen Pharmaceutical Group and the president of Songhe Liquor Co., Ltd.
Second term: From May 2013 to February 2017, Wang Yiyang served as the president of Songhe Liquor.
Third term: From February 2017 to December 2023, Zhu Jing was promoted to president of Songhe Wine.
Fourth: In January 2024, Liu Mingzhi will return to Songhe Liquor as the executive president.