On the way home is the New Year
The leading wine companies are actively "changing blood", and younger executives are not the goal. Text |Selling Wine Wolf Team |Southerly.
On the evening of February 5, Shanxi Fenjiu announced that the company held the 45th meeting of the 8th board of directors on the same day, and deliberated and passed the "Proposal on the Appointment of Senior Managers".
Among them, Li Peijie was appointed as the company's deputy general manager and no longer served as the company's assistant general manager; Wang Huai was appointed as the company's deputy general manager and chief accountant; Zhang Yongzhuo was appointed as the deputy general manager of the company, and no longer served as the assistant general manager of the company; Song Yapeng was appointed as the assistant general manager of the company and resigned as a supervisor of the company; Xu Zhifeng was appointed as the secretary of the board of directors of the company.
It is worth mentioning that, according to the disclosed resume, the newly hired senior management team of Shanxi Fenjiu began to work in the 90s of the last century, and the whole is "post-70s". It is worth noting that Shanxi Fenjiu is not an "exception" in terms of the rejuvenation of senior executives, and Moutai, Wuliangye, Yanghe, and Luzhou Laojiao are also carrying out the same work to build a younger and more professional team.
New executives, in the prime of life!
As the No. of China's liquor industry1, Kweichow Moutai's every move has attracted much attention, and as early as a few years ago, the "rejuvenation" of Kweichow Moutai's senior management has become a news topic, such as: "The management is "younger", Moutai starts a new layout", "The average age of senior executives is 49 years old, what will the youth do?" "Kweichow Moutai Management Age Structure Comprehensively Optimized, Escorting the 100 Billion Goal" and so on.
According to industry insiders, Kweichow Moutai is committed to building a younger senior team with the aim of pursuing "higher peaks".
For Kweichow Moutai, the average age of senior management personnel has been further optimized, the knowledge structure and professional background are more rich and diversified, and the younger management team is matched, which will provide the most core human resource guarantee for enterprises leading Moutai to 100 billion yuan and with international competitiveness.
Wuliangye is also not far behind in the "rejuvenation" of the senior management team, for example: "The Younger Replacement of Senior Executives Accelerates? Wuliangye nominated and hired three senior executives, all of whom were post-70s", "Zou Tao takes up a new position, Wuliangye steps into the "younger" strategy", "Wuliangye: the current board members are generally younger and more educated", etc.
According to industry insiders, from the many high-level personnel changes in recent years, it can be seen that Wuliangye executives have entered a younger age.
In addition, in recent years, the fresh blood injected by Wuliangye's senior management has come from first-class economic, cultural and tourism-related units, helping the company optimize the layout of diversified industrial structure and strengthen the contribution to the regional economy.
At the same time, the speed of "blood exchange" of Yanghe shares, Luzhou Laojiao, and Shanxi Fenjiu is not slow......In the eyes of industry experts, the leading wine companies are working towards a "younger" team, not only seeing the opportunity, but also feeling the pressure, and striving to win more markets with specialization and youthfulness.
Win the future!
Baijiu is not only a brand, but also young
Any brand wants to be liked by generations of consumers. As one generation of consumers ages, brands must continue to nurture the next generation of younger consumers, or the market will shrink until it disappears. The old and new generations or even the third generation of consumers may have different characteristics of the times.
In order to prolong the vitality of products, young people have long been a "must fight" for liquor brands, but how to create a "younger image" that meets the aesthetics of a new generation of young consumers? Judging from the measures taken by a number of leading liquor companies in recent years, the first is to accelerate the rejuvenation of the brand; The second is to speed up the rejuvenation of the team.
In 2023, the co-branded coffee "Sauce Latte" launched by Moutai and Luckin will break the circle strongly. Through cross-border, Moutai not only increases the interest and innovation of its own products, but also enhances the youthfulness and fashion of its own brand.
Ding Xiongjun, chairman of Moutai, also made it clear: "Standing at the cusp of the new era and facing the new consumption trend, as a traditional Chinese brand enterprise, Moutai must embrace young people and embrace the ...... of the younger generation of 'Generation Z' if it wants to be forever young and enhance the vitality of the enterprise."”
While Moutai is going farther and farther in "cross-border and embracing", other famous liquor brands are not lagging behind, such as coffee, chocolate, games, sports, ice cream, etc., which are what young people pay attention to and like, and liquor companies are doing or preparing to do, which is already a "phenomenon" that is obvious to all.
Compared with the fanfare of brand rejuvenation, the rejuvenation of the team seems to be inconspicuous, but it is the top priority to ensure the smooth creation of a younger image. According to industry veterans, younger senior managers tend to have two major characteristics: first, most of them come from the "practical school" and do not lack practical experience; Second, they have a high degree of education and have a deep professional understanding in one or more fields.
The "stock competition" competition is the hard power of quality and the soft power of the brand, and the height of the "team" can often determine the quality and the level of the brand, which is the demand of the development of the times, which is not only a rare opportunity to break through, but also the pressure that wine companies should face.