Wenzhou Huafeng Group Corporate Culture Slogan

On June 12, the "Mi You Shangyun Danzhai" health experience tour and product investment promotion meeting, which indicates that Maotai Eco-Agriculture Company will start again, was held in Danzhai County, Guizhou Province, attracting hundreds of people from all over the country, as well as well as well-known e-commerce platforms such as JD.COM, China Resources Venture, Original Life, Suning and Boxma Xiansheng. Taking this opportunity, Maotai e-commerce company also opened the curtain of mid-year carnival with the promise of "going to Wumei to eat a blueberry", and announced to the industry with facts that Maotai e-commerce has fully resumed normal operation after large-scale rectification.

With the appearance of Li Baofang, Party Secretary, Chairman and General Manager of Maotai Group, and Wang Li, Chief Engineer and New Chairman of Kweichow Moutai (Group) Ecological Agriculture Industry Development Co., Ltd., the company has re-established the product price system and market policy, and started the market work conveniently.

▲ Speech by Li Baofang, Party Secretary, Chairman and General Manager of Maotai Group.

As an important event in Maotai's history, especially a decisive event related to the future direction of Maotai's eco-agricultural industry, this conference not only attracted many well-known businessmen who are familiar with the industry, such as Liu Dafo, Fu Xiaowen, Shen Jingxi, Li Diping and Yang, but also triggered the "onlookers" of e-commerce giants such as Yi Feng, China Resources Venture Tang, Yu Huafeng, Suning Wangjian, Box Mawang and Netease YEATION Shen Yebiao.

Under the leadership of Wang Li and the new general manager Zhao Fugang, Maotai Ecological Agriculture Station has reached a brand-new historical development starting point and sounded a new starting horn. It will work in four aspects:

1 Firmly develop confidence and strive to be on the right track within three years.

In 20 15, maotai group invested 3 1 10,000 yuan to establish maotai eco-agriculture company in Danzhai in accordance with the requirements of "three modernizations and five modernizations" of Guizhou provincial party Committee and provincial government and the strategic deployment of industrial structure adjustment of the group company. In 20 16 years, the enterprise realized sales of nearly 100 million yuan, and paid taxes of11more than 100 million yuan; In 20 17 years, the sales reached nearly 200 million yuan, and the tax revenue was 20 million yuan; In 20 18, the sales reached 200 million yuan. Starting from 20 19, it took Maotai nearly half a year to completely reshape the eco-agricultural company from the aspects of enterprise strategy, culture, brand and management.

Wang Li revealed that the start of Maotai Eco-agriculture Company began with the industrial poverty alleviation layout of Maotai Group in Danzhai County, Qiandongnan Prefecture, relying on the unique advantages of blueberry planting resources in Qiandongnan Prefecture and the leading advantages and technological advantages of the national blueberry industry: "In combination with the current gap in overall industrial development, we adhere to the quality management concept of the Group, put forward the strategic positioning of' only making the most professional blueberry products and building a high-quality industrial poverty alleviation platform', and are committed to taking blueberries as the core. We will realize the most advanced production technology, the best product quality and the most ecological industrial chain, realize the effective transmission of blueberry value from land to consumption, drive 5,600 poor households in Danzhai to get rid of poverty and become rich, and make the niche market of blueberries a big business. "

According to Wang Li's plan, Maotai Ecological Agriculture Company will use three years to push the enterprise to complete the transformation from predicament to success and step into a benign development track.

▲ Speech by Wang Li, Chief Engineer of Maotai Group and Chairman of Maotai Ecological Agriculture Company

2. One core and two main forces, and comprehensively start brand remodeling and product reconstruction.

In order to reverse the two shortcomings of poor brand building and poor marketing system, Maotai Eco-agriculture Company, which is reloaded, will scientifically lay out the market with consumers as the core.

Wang Li revealed that in terms of brand remodeling, we will focus on the three key words of ecology, warmth and temperature, and take Mi You's "Meeting" as the promotion theme to inherit, transmit and spread the story of love; In product reconstruction, according to the strategic positioning of "light drink" and "leisure fruit", the product is repositioned, and the quality rules of high quality, ecology and health are clearly respected, and the low-end and low-quality route is not taken. All products will be produced and processed in accordance with the spirit of professionalism, creating the best quality and most professional blueberry products, which are obviously different from other liquor products of Maotai Group.

News Jun further learned that according to the strategic plan of "one core brand, focusing on two main products", Maotai Ecological Agriculture Company will take blueberry fermented wine and blueberry juice as long-term main products. Among them, 100% blueberry compound juice can be sold at present, blueberry liqueur will be upgraded in taste and packaging this year, Umeet U-flavored wine has been listed as an auxiliary product, blueberry dried fruit will further strengthen cost control, and blueberry chewable tablets are under development.

3 Take consumers as the core, and make a scientific market layout according to the four laws of user transformation.

Wang Li revealed that in order to lay out the market more scientifically, Maotai Ecological Agriculture Company will adhere to the four-step method of "knowing, thinking, buying and getting" user transformation, and carry out product promotion and market layout with consumption as the center: "According to the attributes of target customers, accurately reach multimedia three-dimensional advertisements to let consumers know; Shoot brand micro-movies, find high-quality restaurants and well-known enterprises that meet the tonality of products in the target market, carry out 50 boutique tasting sessions, directly hit users' minds, portray consumption scenes, and make users think; Construct multi-dimensional marketing channels, form online and offline structured purchase terminals, and create an innovative circle marketing channel' Mi You Gang' to make users at your fingertips; Users gain a stronger emotional sublimation while deeply recognizing product quality, ecology and health. "

4. Four-year loss support, forming a development body with dealers.

At the investment promotion meeting, Wang Li's speech on "Only when you meet your heart can you last forever" especially touched the hearts of the channels.

News Jun was informed that under the "great love" feeling of Maotai's industrial poverty alleviation, Maotai Group gave Maotai Ecological Agriculture Company policy support for four years of losses. Maotai Eco-Agriculture Company will invest all its money in brand building and marketing to ensure that the cost of market support is not less than 50%, and fully learn from the previous lessons to strengthen market cultivation and control.

▲ Zhao Fugang, general manager of Maotai Ecological Agriculture Company, signed a contract with Chen Hua, head of the working group of Maotai E-commerce Company.

On the same day, Maotai E-commerce Company also held the online live broadcast of "Meet Danzhai on the Cloud" Umeet new experience tour on three platforms: the official flagship store of Maotai JD.COM, the official flagship store of Tmall Maotai and the official flagship store of Suning Maotai. By visiting the demonstration base of blueberry planting and the industrial park of eco-agriculture company, we can lead people to understand the birth process of Mi You in another sense, feel the natural landscape and Miao village customs, and at the same time, open a prelude full of "temptation" for the upcoming 18 shopping carnival.

The "bundling" of the first show of "Make a comeback" with Maotai Ecological Agriculture Company also shows that under the guidance and support of the group company and the leadership of the working group headed by Chen Hua, director of the finance department and audit department of Maotai Co., Ltd., the corporate strategy, corporate culture and corporate management have been completely reshaped, especially the work goal of "controlling prices, increasing efficiency and fighting corruption".

"The comprehensive recovery work of Maotai e-commerce company will start from Danzhai, which means that in the past, the sales of e-commerce companies mainly relied on Tian Fei Maotai to sayno." According to the person in charge of the blueberry project of Maotai E-commerce Company, since its establishment in 20 14, the total transaction volume in two years has exceeded 4.6 billion yuan, which is close to one tenth of the total sales in that year. Since then, the annual performance growth is among the best among the subsidiaries of Maotai Group, but the dependence on Tian Fei Maotai is also serious. It can be said that the quantity of Tian Fei Maotai on the e-commerce platform directly determines the sales volume of the e-commerce platform. "The selection of the eco-agriculture sector by the new leadership team is not only in response to the call of Secretary Bao Fang' a promising industry based on industrial poverty alleviation and driving local development, with social effects greater than economic benefits', but also in conveying to the outside world the determination and determination of Maotai e-commerce to fully display the products and liquor circulation of Maotai subsidiaries." According to its disclosure, the official 6 18 activity of Maotai e-commerce is divided into three stages, and the products and channels invested in each stage will be different.

Express Jun also strongly felt the new changes in all aspects of the company from many employees and partners of Maotai E-commerce Company, especially the top-level design, the change of traders and the improvement of morale driven by optimization, which made all walks of life full of confidence in its future development and competed for cooperation.

In this regard, Chen Hua said that Maotai e-commerce will play an important role in the layout of the post-billion-dollar era of Maotai, and with the deepening of cooperation with JD.COM and Ali, Maotai e-commerce will play an extremely important role in more aspects. In the communication with Chen Hua, Xunjun clearly felt the changes brought by this leader who has strict rules and is very eager to explore and learn.

Xunjun further learned that Maotai E-commerce Company adjusted and optimized its organizational structure, operation mode and profit model according to the top-level design scheme, which avoided corruption and accelerated the digitalization process of the whole group industry. With the live broadcast of the three platforms, Maotai E-commerce Company will fully resume the online sales business of various products, which will definitely play a positive role in stabilizing the price of Moutai.

At the news conference that day, Li Baofang also talked about the price issue. He said that at present, the Maotai packaging workshop is making every effort to increase production capacity, ensuring that all the 1.4 million tons will be put into production before June 30, fully guaranteeing the supply in the second half of the year, alleviating the outstanding problems at present to the greatest extent, and warning the dealers who come to the venue not to "list at the front door and increase the price at the back door".

In this regard, Xunjun believes that the price of Maotai "Tian Fei" will be expected to increase with the increase of market launch and the natural advantages of e-commerce platform for price management.

The re-started Maotai Ecological Agriculture Company and Maotai E-commerce Company also have four advantages, which make the industry full of confidence in their future development.

1 has the strong support of the group. In terms of policies, resources and actions, it has received unprecedented support from the Group. Especially in the context of Maotai's comprehensive rectification of low-profit enterprises, Maotai ecological agriculture can also enjoy a four-year loss policy.

Have a good production base. Maotai Eco-Agriculture Company built its own cooperative base 1 1000 mu, forming a complete production line of fermented wine, liqueur, juice and dried fruit, which is at an advanced level in China. At the same time, the quality control system of Maotai has been transferred from the beginning of the factory, and the quality concept of Maotai's nature, ecology and pursuit of the ultimate has been inherited in the production process. Maotai E-commerce Company has built a digital system to comprehensively display the products and liquor circulation of Maotai's subordinate enterprises, especially in the aspects of digitizing the whole sales process and spreading liquor culture by using technologies such as Internet of Things, electronic tags and QR codes. The leading edge of the industry is extremely obvious.

3 Top technology blessing. Maotai Group's powerful technical platform and scientific and technological talent resources provide first-class technical support for the development and quality improvement of ecological products; The cooperation between Maotai, Ali and JD.COM in big data and logistics is getting deeper and deeper, which greatly shortens the time for Maotai e-commerce to become a global powerhouse.

4 the spirit of struggle of the collective leadership. The new teams of the two subsidiaries were appointed at the critical moment of the bottleneck period of enterprise development. With a sense of responsibility, they have formed the core spiritual power of enterprise development and worked together with the leading team.