"We must enter the first camp of the liquor industry at the end of the 14th Five-Year Plan, achieve the goal of 'one out of three in the world', and re-establish our brand status." Half a year ago, at the Fenjiu Quality Conference, Fenjiu Party Committee Secretary and Chairman Yuan Qingmao set the above development goals for Fenjiu.
Yuan Qingmao believes that "one out of three in the world" means not only entering the top three in sales revenue, but also entering the top three in all-round, high-quality, and important business and management indicators. At the same time, it must drive the entire fragrance category to become a rapid growth pole in the liquor market.
Now half a year has passed, how is the progress of Fenjiu’s “one-third of the world”? How to proceed in the future? On December 26, the 2022 Fenjiu Global Distributors Conference was held in Taiyuan, "Work hard and move forward courageously - Promote the high-quality development of Fenjiu in an all-round way".
2022 Revenue in the first three quarters exceeds that of the whole year of 2021
In the first three quarters of this year, Fenjiu achieved operating income of 22.144 billion yuan, a year-on-year increase of 28.32%; net profit was 7.108 billion yuan, a year-on-year increase of 45.70%. Whether it is revenue or net profit, the first three quarters of this year have exceeded the full year of 2021, steadily entering the 20 billion revenue club, and continuing to refresh Fenjiu's best performance.
Yuan Qingmao attributed this to the collective efforts of Fenjiu, which enabled the main indicators to continue to maintain rapid and healthy growth.
Looking at Fenjiu in 2022, there is one key word that cannot be avoided - the revival of Fenjiu. On May 19, 2022, Yuan Qingmao made a time "plan" for Fenjiu's revival, that is, before 2030, Fenjiu's revival can be divided into two stages - the first stage, 2022-2024, is the development transformation period and management upgrading period of Fenjiu's revival; the second stage, 2025-2030, is the achievement consolidation period and factor adjustment period of Fenjiu's revival.
Entering 2022, Fenjiu has followed the General Program of Fenjiu Rejuvenation as a guide, accurately grasped the historical direction, situation and tasks of Fenjiu’s development, promoted continuous deepening and solidification of operation and management, and maintained a development trend of steady growth.
In the severe market environment, in 2022, Fenjiu adheres to the "123" general program of Fenjiu revitalization and deploys online and offline marketing, logistics and distribution, ht around the strategic deployment of four focuses and four persistences. We have made breakthroughs in ml3 marketing capabilities, and other aspects, achieving double-digit growth in revenue and net profit in the first three quarters; we adhere to the brand communication concept of "culture + quality" and use content marketing as the starting point to create brand IP; we continue to promote talent cultivation and organizational journey, and lead the efficient and professional transformation of the marketing team.
Since the revival of Fenjiu, Fenjiu has achieved coordinated and rapid growth in the base market and core markets outside the province. Since the beginning of this year, Fenjiu has expanded its coverage of the Shanxi base market, including more key markets in northern China, and deepened its layout in southern markets such as Jiangsu, Zhejiang, Shanghai and Anhui, Hunan, Hubei, Guangdong and Fujian. In the first three quarters of this year, the number of Fenjiu's controllable terminals nationwide has exceeded 1.12 million, and the market south of the Yangtze River has increased by more than 50% year-on-year.
Fenjiu revival,
is the common cause of all Fenjiu people and dealers
The focus of the dealer conference is naturally the manufacturer relationship. In this regard, Yuan Qingmao put forward three key words: confidence, innovation and cooperation.
Against the background that the overall environment and industry situation are not optimistic, most Fenjiu dealers achieved growth against the trend this year due to the dual benefits of the rise of the fragrance category and the revival of Fenjiu. Facing the future, Yuan Qingmao hopes that dealers will always stay connected with Fenjiu and face new situations, new tasks and new challenges together.
Dealers are closest to consumers and most sensitive to market changes. Yuan Qingmao hopes that dealers can innovate their concepts in a timely manner, constantly use new tools and new thinking, and proactively adapt to the needs and changes of the times. In addition, the most effective way to overcome difficulties and challenges is to work together.Fenjiu will provide dealers with better services and quality, and work with dealers to symbiosis, sharing, co-creation and win-win.
Fenjiu revival is the common cause of all Fenjiu people and dealers. In order to promote win-win cooperation among manufacturers and share development dividends, Han Xiangyu, member of the Party Committee and Secretary of the Discipline Inspection Commission of Fenjiu Group, announced the decision to commend outstanding partners and employees at the meeting. Including 18 companies with a RMB 1 million Chinese Wine Spirit Award, 70 companies with a RMB 500,000 Outstanding Contribution Award, 130 companies with a RMB 200,000 Market Development Award, and 360 companies with a RMB 100,000 Brand Communication Award.
In addition, 70 gold medal operation awards of 80,000, 50 order optimization awards of 50,000, 100 terminal maintenance awards of 100,000, 10 blue and white Fenjiu expansion awards of 100,000, 20 personal gold medal shopping guide awards, 100 outstanding grassroots salesmen and other awards were also awarded to front-line marketers.
The total reward amount exceeds 100 million yuan, and the Fenjiu Renaissance bonus is generously shared with dealers and front-line marketers.
The sword points to the era of great fragrance,
accelerates the promotion of "one out of three in the world"
At the Fenjiu Quality Conference in June this year, Fenjiu and 16 pure-flavor liquor companies jointly released the "Great fragrance era" initiative for Chinese liquor. Yuan Qingmao once again proposed at this dealer conference that Fenjiu, as the category leader, is leading the arrival of the era of great fragrance, driving the fragrance category to become a rapid growth pole in the liquor industry.
At this dealer conference, Fenjiu faced five major problems at the current operation and marketing level: first, the brand is not concentrated enough and the three major brands are not coordinated enough; second, the implementation of the international strategy is insufficient; third, the basic system is imperfect; fourth, the dealer product structure is unreasonable; fifth, the blue and white Fenjiu strategy is insufficiently implemented.
Faced with these problems, Yuan Qingmao made plans for the future development of Fenjiu. Yuan Qingmao said that we must strengthen our confidence, embrace the market, embark on the new journey of modernization of Fenjiu characteristic enterprises, and accelerate the creation of a modern management system, a modern quality system, a modern marketing system, a modern cultural system, a modern innovation system, and a modern talent system.
Fenjiu General Manager Tan Zhongbao proposed that in 2023, Fenjiu will fully, accurately and comprehensively implement the new development concept into all aspects of corporate operation and management.
insists on innovation and development, leading changes in efficiency. takes comprehensive budget management as the starting point, total quality management as the traction, and digital intelligent construction as the support to improve collaboration efficiency and enhance linkage effectiveness.
insists on coordinated development and stimulates structural changes. gives full play to the role of Fenjiu brand leader, accelerates the large-scale development of Xinghua Village brand, and continues to optimize the marketing system of Zhuyeqing brand.
adheres to the green development of and , leveraging changes in quality. strengthens the supply chain, optimizes the industrial chain , promotes ultimate brewing, promotes ingenious projects, and promotes the brand and quality of Fenjiu to a new level.
adheres to open development and promotes cultural changes. digs deep into and revitalizes the historical treasure house and skill inheritance of Fenjiu, and transforms the cultural power of Fenjiu into more influence and marketing power.
insists on shared development and accelerates win-win changes. will, as always, use the whole company's efforts to provide the greatest support to the marketing system without reservation, and share development dividends with dealers and employees.
In terms of marketing reform, in 2023, Fenjiu will adhere to the comprehensive advancement of marketing reform around the "13348" general marketing idea, that is, 1 center, 3 major tasks, 3 major actions, 4 systems, and 8 persistences.
Specifically, in 2023, Fenjiu will focus on high-quality development, take the rapid improvement of brand value, international strategic adjustment and transformation, and optimization and improvement of product structure as tasks, and take national market order maintenance actions, marketing organization building actions, and full product matrix creation as the starting point to strengthen the brand development management system, modern marketing management system, basic organization management system, and market order management system.
At the same time, Fenjiu will also maintain the main brand development idea of Fenjiu, Zhuyeqing and Xinghuacun as one and two wings; Blue and White Fenjiu strategy; three market principles; market operation principles of preserving quantity, expanding increment and focusing on quality; digital marketing; maintaining a good market ecology around the principle of price, fee and profit; comprehensively improving the comprehensive capabilities of all marketing personnel; and building a profit distribution mechanism oriented to improve dealers' profitability.
The development tone of Fenjiu in 2023 has been set, and the vision of “one-third of the world” may be just around the corner.
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