On December 8, the century-old brand Tongrentang announced that it expected to invest no more than 190 million yuan in Hubei Jingyi Biotechnology Co., Ltd. and acquire 51% of equity in Jingyi Biotechnology Co., Ltd.
The board of directors of Tongrentang regards this move as helping to supplement the company's medicinal wine business production capacity and help extend to the food and wine business, which is in line with the company's strategic positioning and development goals.
But just seven days later, Tong Ren Tang stopped the investment. The reason is that it is more complex and faces greater uncertainty.
In my impression, the company that expressed the same desire for "drinking" as Tongrentang was Xiu Laigui, the former "Northeast Medicine King" founded by Xiu Laigui.
has entered the wine industry many times, and the entry threshold for Xiujiu Pharmaceutical is not low. At first, I was very eager to build a "wine bureau", but the ending did not seem to be as satisfactory as imagined.
A pharmaceutical tycoon who is addicted to alcohol
In the late 1980s, China launched its first wave of overseas business, allowing countless young people who were unwilling to settle for "iron rice bowls and dead wages" to plunge headlong into the business world. Xiu Laigui, who graduated from the Law Department of Jilin University, is also one of them.
In 1995, Xiu Laigui took off his police uniform and took out a loan to contract a small pharmaceutical factory that had been suspended for half a year and was highly in debt - Tonghua Pharmaceutical Research Institute Pharmaceutical Factory, the predecessor of Xiu Pharmaceutical.
This small pharmaceutical company not only gave Xiu Laigui a chance to show his talents, but also allowed him to "turn over."
Later, Starshu appeared in CCTV advertisements, with sales reaching several billions. Later, Xiu Laigui became the "richest man in Jilin". Although Xiu Xiu Pharmaceutical was rumored to be listed on the market many times, in the end they all became rumors.
But in the Northeastern medical community, the legend about Xiu Laigui has never been absent.
first tried the wine industry in 2010. At that time, China's health wine industry entered a period of rapid growth, and Xiu Xiu Pharmaceutical also began to create health wine, but the initially developed products were only sold internally.
Until 2015, Xiu Laigui began to focus on creating health wine products. Judging from the JD flagship store of Xiu Xiu Liquor, the best-selling wine is called "Maca Lubian Wine", which focuses on the function of "tonifying the kidneys and strengthening yang"; another health wine is called "Xiu Xiu Jian Wine", and its introduction reads: delay aging and prolong life.
Xiu Laigui has entered the wine industry, and this is just the beginning.
first arrived in Maotai Town
In 1999, Tianlishi Holding Group, which responded to the call of " Western Development ", accepted the invitation from Guizhou Province to attract investment, acquired a winery in Maotai Town, and created Guotai Liquor Industry .
This is the first capital to enter Maotai Town, and it is also one of the few companies that has created a good story with Maotai Town liquor enterprise. Later, the Yuyuan shares and his colleagues who made a lot of money made Xiu Laigui see the possibility of making wine.
Perhaps he was jealous of the good results achieved by other pharmaceutical companies in Maotai Town, but Xiu Laigui finally recognized the fragrance of liquor. In 2017, Xiu Laigui led a team to Maotai Town.
’s first goal was Moutai, and he even shouted the slogan “Northern Medicine + Southern Wine”. In 2017, Xiu Xiu Pharmaceutical signed a strategic cooperation agreement with Moutai. The two parties stated that they would cooperate in the research and development, production, and sales of health wine to create a market-competitive health wine brand. In 2018, Xiu Xiu Pharmaceutical quickly reached a cooperation with Wuliangye. With the help of the two leading forces of liquor, Xiu Xiu Pharmaceutical quickly launched two brands, "Xiu Xiu Guoding" and "Xiu Xiu Jianjiang", and aggressively attacked the health wine market.
On the surface, this card does look like a "good hand". But at present, these two products are almost missing.
In 2019, Jilin Xiu Xiu Liquor Group Co., Ltd. was officially established. Obviously Xiu Laigui’s desire for wine has become stronger, and Xiu Xiu Pharmaceutical’s determination to enter the wine industry has become increasingly obvious.
In 2020, Xiu Laigui sent a team to Maotai Town for inspection again. This time, Xiu Laigui’s goal was to win over a sauce wine company in Maotai Town.
In March 2021, many media reported that Xiu Xiu Liquor Industry was negotiating with Maotai Town liquor companies, saying that it had inspected several liquor companies and might eventually acquire a Maotai liquor company.
Not only that, media reports also disclosed the details of the acquisition, saying that "the valuation and equity distribution levels have been discussed." It is said that the target companies to be acquired include Huashang Liquor Industry, Shenlong Liquor Industry, Song Dynasty Guanjiao and many other enterprises.
If the acquisition of Xiuxiu Liquor Industry is successful, then Xiuxiu Pharmaceutical will become the second pharmaceutical group to enter the Maotai Town sauce wine industry. But so far, there has been no progress on the acquisition.
In addition, Xiujiu Liquor Industry has accelerated the layout of the wine sector, and has successively launched a series of health wines and health drinks such as "Xiujiu Liangfang", "Xiujiu Yanghe", "Xiu Xiu Liangcao" and "Xiujiu Xiancao", as well as the "Xiujiang" series of Maotai-flavored wines.
From making medicine for conscience to making wine for conscience, life is endless and struggle is endless. Xiu Laigui is no longer the "richest man", and Xiu Laigui also needs to explore new growth poles. However, health wine is difficult to achieve, so can Maotai wine bring new hope?
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