Intern Liu Wenyan/Text
Previously, in order to adapt to the diversified development of the market, COFCO Mingzhuanghui adjusted its strategic positioning, and proposed to provide full-category services to promote the company from "imported wine platform" It has transformed into a "full-category platform", and the planner behind this is General Manager Jiao Guoqiang.
In fact, Jiao Guoqiang has only taken over Mingzhuang Hui for more than two years. Previously, Jiao Guoqiang was the general manager of COFCO Shaoxing Wine and COFCO Rice Wine Division.
In 2019, due to COFCO Wines 's adjustment to the "red, white and yellow" wine sector, Jiao Guoqiang succeeded Li Shiyi as the general manager of the imported wine division, managing the imported wine sector of COFCO . The position of general manager of Mingzhuanghui originally held by Li Shiyi was also taken over by Jiao Guoqiang.
In fact, Mingzhuanghui has been developing rapidly under the leadership of Li Shiyi before Jiao Guoqiang took over. Data shows that in 2018, COFCO Mingzhuanghui’s revenue exceeded 1 billion, with a growth rate of over 50%, and a five-year compound annual growth rate of 88%. It is undisputed that it has become the head of the imported wine industry.
And Jiao Guoqiang, after taking over, not to be outdone, not only continued to maintain this performance, in 2021, the performance of Mingzhuanghui in the first 8 months increased by 85% compared with 2020. In the past two years, Jiao Guoqiang not only led Mingzhuanghui to transform into a global wine brand service provider, but also expanded its products on the basis of wine. He first joined forces with domestic liquor, and then vigorously began to enter the currently hot "sauce liquor" market.
Last year, Jiao Guoqiang led Mingzhuanghui to cooperate with Renhuai Jiangxiang Liquor to customize a new product - Renhuai Jiangxiang Liquor·Treasure 1745. As soon as this new wine was launched, it was loved by the market and became a popular sauce wine, with sales exceeding 100 million yuan in less than half a year. In this regard, Jiao Guoqiang said that he will continue to release the "Renhuai Soy Sauce Liquor 1745" series, and strive to achieve a 2-fold increase in performance within this year and accelerate its entry into the high-end soy sauce market.
But next, Jiao Guoqiang will also face many problems,The first to bear the brunt is the wine market dominated by Mingzhuanghui. Due to the mixed situation in the wine industry, the entire industry is facing huge challenges, and the number of wine imports has shown a downward trend for several consecutive years. In this context, it is not easy for Jiao Guoqiang to fight this war of all categories.
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