These achievements of Yanjing Xue Lu Beer cannot be separated from Zhu Zhensan, deputy general manager of Beijing Yanjing Beer Group and general manager of Yanjing Beer (Xue Lu) Co., Ltd.
Since Yanjing Snow Deer Company was established as the general manager on June 5438+065438+ 10, 2000, Zhu Zhensan has united and led all employees of the company with a scientific attitude of seeking truth from facts. According to the business philosophy of Yanjing Beer Group, after five years' efforts, a small beer enterprise with little development potential has developed rapidly. By the end of 2005, the total assets of the enterprise had increased from 65.438+0.2 billion yuan in 2000 to 400 million yuan, and the production scale had expanded from more than 40,000 tons in 2000 to 300,000 tons. Equivalent to five years, the original six Xue Lu breweries have been built, becoming the largest beer producer in the autonomous region. The production and sales of beer increased from more than 40,000 tons in 2000 to nearly 6.5438+0.3 million tons, with an average annual increase of more than 30%. Product sales revenue increased from more than 80 million yuan in 2000 to 220 million yuan; The total annual profits and taxes increased from more than 20 million yuan in 2000 to more than 80 million yuan. In the past five years, the company has paid a total of 654.38+0.92 billion yuan in tax revenue for Baotou local finance, and has been rated as the first in the economic benefit of beer industry in Inner Mongolia Autonomous Region for several consecutive years.
In June, 2000, Beijing Yanjing Beer Group merged and controlled the original Baotou Snow Deer to form a new Yanjing Beer (Baotou Snow Deer) Co., Ltd., and Zhu Zhensan officially became the general manager of the company. At the beginning of his tenure, Zhu Zhensan began an in-depth and meticulous market research work. After investigation and analysis, he found that Yanjing Xue Lu Company is located in Baotou City, the central city of Hubei Golden Triangle, with Hohhot in the east and Ordos City 100 km expressway in the south, which has unique geographical advantages, while Yanjing's capital, talents, management, technology and advanced production technology are absolutely competitive. It is imperative to unify beer enterprises in western Inner Mongolia and build the largest beer enterprise in Inner Mongolia. With a clear goal, Zhu Zhensan began the infiltration of Yanjing brand in the grassland in an orderly way.
Market competition, sales first. Zhu Zhensan first set up sales offices in Hohhot and Erdos to build a sales network and smooth sales channels. Secondly, make a good quality turnaround and dedicate the best beer to consumers. Xue Lu beer adopts high-quality malt imported from Australia, high-quality granular hops and domestic high-quality rice, and all of them use refreshing Yanjing beer yeast with international popular flavor to replace the original aged Xue Lu beer yeast, and all of them are produced according to Yanjing beer production technology. Yanjing beer series products-Xue Lu 10 degree refreshing beer, Xue Lu super refreshing beer and 8 degree low-sugar beer have been developed and listed one after another, and they have been loved by consumers as soon as they are listed. At the same time, the company overcame the unfavorable factors such as low temperature in winter in Inner Mongolia, and started the technical transformation project of capacity expansion of 654.38+10,000 tons in an all-round way, which was completed and put into operation on May 5438+0, 2006, creating a miracle of winter construction of beer enterprises in Inner Mongolia.
After several strokes, the effect is obvious. In the first year after 200 1 joint venture, the production and sales of Yanjing Xue Lu Beer increased by more than 20%. In the following years, the sales scope of Yanjing Xue Lu beer market became larger and larger, and the network channels became longer and longer, extending to the whole central and western Inner Mongolia and neighboring Shaanxi, Shanxi, Hebei, Ningxia and other regions, forming a complete and strict marketing network, with a sharp increase in production and sales. In 2005, the sales volume of Yanjing Snow Deer in Hohhot reached 30,000 tons, exceeding the local beer. Bayannaoer's sales volume reached 25,000 tons, accounting for half of Bayannaoer's beer sales.
It is Zhu Zhensan's great wish to turn "Snow Deer" beer into "Yanjing" beer and a local strong brand under the well-known trademark of China. To this end, over the past few years, he has put Yanjing's quality tenet of "winning the trust of the people with excellent quality, pleasing the people with unique flavor and serving the people with sincere attitude" throughout all his work. The enterprise has successively passed the ISO900 1:2000: 2000 quality system certification, and its products have obtained the national green food QS certification mark. Xue Lu Beer has been successively rated as "China High-quality Brand Beer", "National Recommended Brand of Liquor Product Quality, Safety and Integrity", "Inner Mongolia High-quality Brand Beer" and "Inner Mongolia Famous Trademark". Because of Zhu Zhensan's outstanding work performance and contribution, since 2002, he has been elected as a deputy to the people's congresses in Kunqu and Baotou. As a representative of the business people's congress, he not only pays attention to the development of enterprises, but also pays attention to the development of enterprises in Baotou city. At the municipal and district people's congresses, he made positive suggestions on the current situation of "heavy industry is too heavy and light industry is too light" in Baotou, and put forward the suggestion that Baotou, especially Kunming, should vigorously develop light industry and tertiary industry. As a practitioner of this concept, Yanjing Snow Deer constantly contributes new products to consumers every year. This light industry enterprise, which is related to people's quality of life, has already embarked on the fast lane of development and become the leader of light industry in Baotou City. At the same time, the catering, entertainment and service industries in Yanjing Snow Deer and Baotou have developed rapidly, greatly enriching the lives of Baotou people.
"While the iron is hot, you need to be hard on yourself", which is what Zhu Zhensan often said. Putting it into concrete actions is his strict requirements for himself. In the past five years, he has traveled all over the market and visited many remote places in northern Shaanxi, such as Erenhot, Wuhai, Yulin and Shenmu. Zhu Zhensan is in poor health and can't adapt to the dry climate in Inner Mongolia. In the first two years of working in Baotou, his eyes were often swollen like peaches, and he couldn't open his meals. It was very painful, but he just survived with strong will. There is no Sunday in his calendar, and the manager's office meeting at 8 o'clock every morning is firm. It is also open on Saturday and Sunday. Yanjing Group's "dedication, enterprising spirit of hard struggle, fighting spirit of daring to fight tough battles, cooperative spirit of taking care of the overall situation, and ownership spirit of sharing worries for enterprises" are fully reflected in him. For the company's leading group, he proposed that all work should be "beneficial to the development of enterprises, the interests of employees and the economic construction of Baotou City". For employees, he put forward the requirements of "being responsible for the enterprise, being responsible for the leader and being responsible for the family". While the enterprise contributes to the local economic construction, he has not forgotten the employees of the company. From 2002 to 2005, Yanjing Xue Lu Company, which he led, was awarded as "Top Ten Enterprises in Baotou Industrial Enterprises with Employees' Income Growth" and "Top Ten Enterprises in Baotou Industrial Enterprises with Employees' Income Growth" for several consecutive years. The achievement of today is the starting point of tomorrow's new journey. Standing at a new starting point, Zhu Zhensan made the grand plan of Yanjing Snow Deer in the 11th Five-Year Plan, that is, before 2065,438+00, Yanjing Snow Deer will be built into a large beer production enterprise with an annual output of 500,000 tons, and will be turned over to the local finance for more than 200 million yuan each year, making it the largest beer production enterprise in five northwest provinces and making greater contributions to the economic construction of the autonomous region.
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Investigation on beer market in Inner Mongolia
Inner Mongolia Autonomous Region is located in the northwest border of China, and the beer market is greatly influenced by Beijing, Tianjin and Northeast China. The population of the whole region is 22.78 million, mainly concentrated in the central and Hetao areas, so the beer consumption in this area is the largest, and our investigation is mainly carried out in this area.
Hohhot is the capital of the autonomous region and its economy is relatively developed. The low-grade beer market in Hohhot is dominated by the real estate brand Saibeixing. Because there is no foreign brand to compete with it, there is no promotion. Ordinary beer is sold at the price of 1.5 yuan/bottle in the market, while draft beer is sold at the price of 2.0 yuan/Zha. There are only two brands in the mid-range market, Yanjing and Qingdao. Their competition in Hohhot is not fierce, and each brand sticks to its own market. There are many high-end market brands in Hohhot. You can see brands such as Harbin, Budweiser, Blue Ribbon and Pearl River, but the sales volume is very small. A dealer said, "Jinchuan health beer is the best seller here, and the price is almost the same as Harbin, more than 6 yuan."
Baotou, a steel city, has a high consumption level. Xue Lu, a real estate brand, dominates the local low-end beer market. Xue Lu 65438 yuan +0.25 yuan/bottle is also very popular in Dongsheng and other places. Qingdao has a small market share in Baotou's medium and high-grade wine, and the competition is mainly between Jinchuan and Yanjing. Although Yanjing entered Xue Lu, it did not gain an advantage in the competition with Jinchuan, and Jinchuan in Baotou was more popular than Yanjing.
He Lin is the producing area of Jinchuan health beer. He Lin Jinchuan health beer low-grade brand 1.9 yuan/bottle, foreign brand Ningshen 1.7 yuan/bottle. Although Ningshen is cheap, Jinchuan has a market share of over 70% in He Lin with its unique quality. There are basically no foreign brands in the high-end market in He Lin, and Jinchuan is dominant. According to local dealers, Qingdao, Yanjing, Harbin and other high-end brands are all in He Lin.
In the low-grade beer market in Wuhai, a coal city, there is only one real estate company, Mo Zhongquan, with a sales volume of 1.65 yuan/bottle. Mid-to-high-end market, the dispute among Jinchuan, Qingdao, Yanjing and Maotai. The price of Maotai beer is around 7 yuan. Because it is white wine, it is very imposing.
There are many brands in Chifeng market. In the low-end market, in addition to the real estate brand Chifeng Beer, there are brands such as Wanyuan and Bell Tower. Chifeng beer occupies most of the market with the low price of 1.0 yuan/bottle. The best performers in the mid-to-high-end market are Qingdao's Wuxing and 3.5 yuan/Bottle, which sell well in Chifeng, while other brands perform poorly.
As can be seen from the survey results
1. Like most parts of China, the low-grade beer market in Inner Mongolia is dominated by real estate brands. In addition to the above brands, Waihaiwei is in Hailar, Xuehang is in Tongliao and the mineral spring is in Ulanhot. In the middle and high-end market, Jinchuan health beer competes with foreign brands such as Qingdao, Yanjing and Harbin.
Second, Jinchuan health beer is undoubtedly a highlight of the beer market in Inner Mongolia this year. A small factory with an annual output of less than 65438+ 10,000 tons can take an advantage in the competition with Yanjing and Qingdao, which makes people sit up and take notice. Jinchuan health beer can win in the fierce competition, a very important factor is its health function. It is reported that Jinchuan health beer has a good health care effect on the stomach and cardiovascular system. It won the most popular certificate twice. With the improvement of people's living standards, the pursuit of health is becoming a consumption trend, and Jinchuan health beer has just adapted to this trend, making a health care wind blow outside.
List of local beer brands and foreign beer brands in Inner Mongolia Autonomous Region
Brand region
Real estate brand
Major foreign brands
Huhehot
Saibeixing
Yanjing, Qingdao, Jinchuan, Harbin
He Lin
Jinchuan
Qingdao, Yanjing, Jinchuan, Ningshen and Harbin
Chifeng
Chifeng beer
Five stars, Yanjing, Blue Ribbon, Seven Wolves, Harbin
Head wrapper
Snow deer
Qingdao Yanjing Jinchuan
Tongliao
Xuehang
Harbin Yanjing
Hailar
Yakeshi haiwei
Five stars, Harbin
Dongsheng
——
Xue Lu, Jinchuan, Bell Tower, Qingdao, Hans.
Wuhai
Desert spring
Jinchuan, Qingdao, Yanjing and Maotai
Ulanhot
mineral spring
Harbin, Snowflake, Jinchuan