20 17 12 16 when the north of China is cold and bleak, Xiamen, which is located on the southeast coast of this beautiful city, is still warm as spring. Especially at the Wang Feng concert held in Xiamen Sports Center, the enthusiasm of fans almost ignited the city of Xiamen. In this concert, there were several special audiences, including Chang Jianwei, Liu Weihua, Li Jun and others from Fenjiu Group.
Chang Jianwei, director of Fenjiu Group, chairman and general manager of Fenjiu Co., Ltd., Liu Weihua, deputy general manager of Fenjiu Group and director of reform office, and Li Jun, general manager of Fenjiu Sales Company, and other Fenjiu leaders appeared at the concert in Wang Feng because the concert, which ignited Xiamen, Zhangzhou and even the whole Fujian Province and the southeast region, was named after Fenjiu. When Wang Feng's post-80s and post-90s fans sitting behind Chang Jianwei and others began to discuss the constant alcoholism on the big screen, Chang Jianwei's face showed a gratified smile.
Just a few hours before Wang Feng's concert, another important event was announced at Xiamen Luxiang Hotel, that is, Yu Xiang Fenjiu (Fujian) Sales Co., Ltd. was formally established.
What do these events mean for Fenjiu?
20 17 China wine industry is obviously a stage for famous wines. Fenjiu is one of the best brands. Fenjiu has been running this year, running against the sunrise. Who is Chaoyang? It is a national trend, a wave of reform, a new force, a cultural revival, and a China in the bones.
Sponsoring a concert in Wang Feng is not a big deal, but it is true for most brands. But for Fenjiu, this is an important step forward. This giant state-owned enterprise that once hobbled in the eyes of the industry, Fenjiu, which represents history rather than the future in the eyes of consumers, is quietly changing. It has put down the glory of the former "boss Fen" on its face, but it has the unchanging pride of "boss Fen" in its bones, and announced its changes to the younger generation of consumers through the seemingly extraordinary concert mode.
This is just a small matter. What we see from it is the attitude of drinking. As Chang Jianwei said in an interview with the media at Xiamen Luxiang Hotel today, any cooperation model can be tried as long as it meets the needs of the development of Fenjiu.
It is based on this attitude that Yu Xiang Fenjiu (Fujian) Sales Co., Ltd. can appear in the field of vision of the whole industry and even the mainstream media in China today. Fenjiu is not the first attempt of mixed reform. Fenjiu Creative Customization Co., Ltd., which is absolutely controlled by Fenjiu, first tried to cooperate with private enterprises. Shanghai Fenjiu Management Co., Ltd. is a mixed ownership company, Fenjiu is relatively controlled, with two strong distributors and a small number of employees participating in the stock market. Yu Xiang Fenjiu (Fujian) Sales Co., Ltd., which was successfully established by several shareholders after nearly two years' running-in, tried to give up its controlling position for the first time and only held 29% of the shares with Fujian Tobacco Haisheng Investment Management Co., Ltd. as shareholders.
At the scene, a reporter who grew up in Xiamen suggested that the brand of Zhuyeqing under Fenjiu has been popular in Fujian and even the whole southeast market, and Chang Jianwei also confirmed this phenomenon. Chang Jianwei introduced that 95 years ago, Fujian was the fourth largest market in the "Lao Fen Big" national plan, and the top three were Jiangsu, Zhejiang, Shanghai and Shandong. Perhaps it is with the goal of reviving the southeast glory of Fenjiu that Fenjiu chose Yu Xiang Liquor Industry under Yu Xiang Group to go hand in hand. Not only that, Chang Jianwei also mentioned that Xiamen is the starting point of the Maritime Silk Road and an important stop for the internationalization of Fenjiu through the "Belt and Road".
As a witness of Yu Xiang Liquor Industry and Fenjiu Group from love to marriage, the author witnessed the process of Yu Xiang Liquor Industry from one-way pursuit to soul mate, and Lei Mou, general manager of Yu Xiang Liquor Industry, made no secret of it. He admits that he accidentally participated in the study tour of Xinghua Village, a micro-wine club hosted by Micro-wine, and was strongly attracted by the rich Fenjiu culture displayed by Fenjiu Museum, so that he followed Fenjiu all the way and made a positive result.
In the private communication between Lei Mou and the author, he revealed his "small goal" in the wine industry. "I want to replace foreign wine with China traditional famous liquor in the southeast market. The strong occupation of foreign wine in this big market should be changed by brands that truly have China cultural characteristics and national heritage. " The investigation of Fenjiu made him regard Fenjiu as the most important partner to achieve this goal. Chang Jianwei also said at the press conference that the cooperation between the two companies has gone through a long time and many times.
Xiangyu Group is a giant, ranking in the top 60 of the top 500 listed companies in China. At present, the liquor sector, with a revenue of only 200 million yuan, mainly deals in Taiwan Province kaoliang liquor in the early stage, and it is almost a newborn in the liquor industry, but its strong group strength greatly adds points in contacting famous wines.
Fenjiu occupies the position of the most fragrant type boss, close to the international fragrant type. It not only has exclusive brand resources at present, but also has irreplaceable historical brand resources. Internationalization is an indispensable part of the "Thirteenth Five-Year Plan" of liquor, and Fujian is its necessary market. Perhaps the cooperation between state-owned enterprises is more tacit, perhaps there is an unspeakable special fate between Lei Mou and Chang Jianwei or Liu Weihua, and perhaps the wine industry in Hunan and Chongqing is inextricably linked with the brand Fenjiu. In any case, the cooperation between the two is win-win. In a word: Yu Xiang Liquor Industry entered the mainstream track of China Liquor Industry through Fenjiu, and Fenjiu reappeared the glory of the southeast regional market through Yu Xiang Liquor Industry, paving the way for the internationalization of Fenjiu in advance.
Fenjiu master aims at the second high-end price, and Chang Jianwei bluntly says that all brand resources are open to him.
In addition to the joint venture between the two companies, the new product "Fenjiu Master" officially announced on the same day also surprised the industry. From the perspective of the industry environment, high-end prices have become an arena for aristocrats, and secondary high-end prices have become a piece of fat that everyone aims at.
Judging from the product names of these four words, Fenjiu Master has felt the special favor of Fenjiu Group for the newly established Yu Xiang Fenjiu (Fujian) Sales Co., Ltd. As we all know, the product names with quality as the core appeal have become scarce assets of famous wine enterprises, and the words "Master" and "Ingenuity" have been "contained in the mouth and held in the palm" by wine enterprises. Honghua, Qingyun and Jinzun firmly hold the secondary high-end price of 200-500 yuan, and their important position in the overall product line of Fenjiu is self-evident.
Chang Jianwei said that it continues the main elements of Fenjiu culture and has its own unique personality. As the "eldest son" of the newly established joint venture company, this series of products must have received extraordinary attention. When the reporter asked about the regional layout rhythm of this series of products, Chang Jianwei replied, first of all, it was based on the local market in Fujian and several regional super distributors in the joint venture company. Take Benxi's commerce and trade in Shandong Province as an example. It has been deeply involved in the Shandong market for many years, with famous wines as its core brand, and has strong market operation strength in the local area, which will become the vanguard for Fenjiu masters to explore the Shandong market. The second step is to explore other provincial markets. The product joint venture company has the right to operate the national market, which is also an important supplement to the existing product line of Fenjiu. Chang Jianwei made no secret of his high expectations for this series of products, but also suggested that holding key markets is the key.
The "eclecticism" of Fenjiu has created infinite possibilities for itself.
Liu Weihua, deputy general manager of Fenjiu Group and deputy director of the Reform Office, said in an interview with the media that Fenjiu is in the development stage except the surrounding markets in Shanxi, and each market has its own special circumstances. In the future, it is the ultimate goal of Fenjiu to promote Fenjiu to the whole country.
"Relatively remote markets can create markets through mechanism and system innovation, mode change, assistance from partners and other forms. Many traditional distributors are really weak in the process of cooperation with Fenjiu. If Fenjiu can release some brand resources, with the help of partners with local strength and loyalty to brands such as Hunan and Chongqing wine industry, Fenjiu will usher in a breakthrough change in the regional market. Fenjiu will activate the further market, "Liu Weihua said.
The cooperation between Yu Xiang Liquor Industry and Fenjiu Group is an important step taken by both parties. There is no hate and love for no reason. The overall strength and strong background of Xiangyu Group, as well as the rich brand resources that Fenjiu Group has not yet fully released, are of course important reasons for this cooperation, and the combination of the business philosophy of the two teams and the unremitting efforts of the soul figures are also essential. What we expect is that Fenjiu is recognized and loved by more consumers, and national brands are famous all over the world by Xiamen or more "post stations".
Maybe the Xiamen guy who was curious about Fenjiu at the Wang Feng concert will one day hold a glass of Fenjiu and recall the past years. "At that time, I saved half a month's salary and bought a seat in the second row. I thought Wang Feng was the closest thing to my soul. Today I know that alcoholism is the closest to my soul. "