html On April 22, 34 years ago, the Yang Deling Memorial Hall was officially opened in Xiazha Village, Xiaoyi City, Shanxi Province.
who is Yang Deling ?
In the Fenjiu Old Workshop Museum, there is a commemorative photo taken in 1936 of all the directors, supervisors and colleagues of Jinyu Fenjiu Company on the 18th anniversary of its opening.
▲On the 18th anniversary of the opening of Jinyu Fen Liquor Company, all directors, supervisors and colleagues took commemorative photos
In the first row on the left side of the screen, there is an old man with a gray beard wearing a mandarin jacket. He is the owner of Jinyu Fen Liquor Company "Head of the Family" Yang Deling. In 1915, under his leadership, "Old Baifen" won the first-class medal, the highest honor at the time, at the Panama International Expo.
A Century-old Shopkeeper
In 2018, on the occasion of the 160th anniversary of the birth of Yang Deling, the giant of Chinese fenjiu, the Yang Deling Memorial Hall located in Xiazha Village, Xiaoyi City, his hometown, was officially opened. People from all walks of life who attended the opening ceremony visited the memorial hall under the guidance and explanation of Yang Fusheng, the great-grandson of Mr. Yang Deling.
In 1873 (the twelfth year of Tongzhi), a 14-year-old boy came out of Xiazha Village, Xiaoyi County, Shanxi Province. He came to a brewery in Fenyang Prefecture alone, and his fate with wine began.
Later, he served as an apprentice at Yiquanyongfang in Fenzhou Prefecture for three years, where he learned the techniques carefully taught by his master. With diligence, intelligence and understanding, he had mastered all the techniques of brewing Fenjiu at the age of 18 and worked as the foreman of "Yiquanyong" winery.
In 1882, he cooperated with Wang Xie, a squire in Nanyuan Village, Fenyang, and founded the "Baoquanyi" winery and began to produce "Lao Baifen" wine. Due to his exquisite craftsmanship and proper management, the wine produced by Baoquanyi Winery at that time was Lao Baifen is very popular.
▲Old photo of Yiquan Swimming Shop
In the early years of the Republic of China, "Baoquanyi" successively merged with two breweries, "Chongshengyong" and "Dehoucheng". In 1915, Baoquan Yi Winery was renamed "Yiquanyong" and Yang Deling was appointed as the manager.
It was also in this year that the "Panama International Exposition" opened. The exhibition period began on February 20 and ended on December 4, 1915. It lasted for nine and a half months and attracted a total of 18 million visitors. This is the world's first large-scale exposition, and it is also the longest-running and most visited expo.
▲"Records of China's Participation in the Panama Pacific Expo" has recorded that Shanxi Fenjiu won the first-class medal.
At this exhibition, the rich variety of Chinese specialties, the excellent quality, the exquisite craftsmanship, and the low price all attracted attention. It caused such a sensation that foreigners evaluated China as "the richest country in the East" and "a country that has awakened from the great Eastern dream and has a bright future."
Of course, among the most dazzling alcoholic products, the sorghum Fen wine selected by Shanxi (Guanting), the sorghum wine selected by Zhili (Guanting), the sorghum wine selected by Henan (Guanting), the fruit wine selected by Guangdong (Guanting) and Various wines from Shandong Changyu Brewing Company have won first-class medals, which symbolize the highest honor.
▲ First-Class Medal
"At the end of the next year, Panama sailed 70,000 miles, and was displayed in the distance. It topped the island countries and won the gold medal award. Therefore, the name of Fenjiu was not only gradually spread to East, West, Asia and Europe, but also It ended in North and South America!"
This is part of the inscription "Shen Ming Pavilion Jiuquan Ji" written by Shen Jizhuang, a scholar from Fenyang at that time, which records the grand occasion at that time.
The "Bingzhou Xinbao" at that time also cheered to the Chinese people with the eye-catching title of "The reputation of fine wine, Uuchi Jiaochi, spitting out the injustice for domestic products": "Old Baifen shines in North and South America, Panama Games" A blockbuster."
Fenjiu, the creator of many "firsts"
Fenjiu won the first prize in the Panama Games, which also attracted great attention from Shanxi Governor Yan Xishan , so he appointed Yang Deling to negotiate the joint venture. In January 1919, Zhang Ru, Yan Xishan's adjutant, Ping Five people including 5 people, each with a subscription fee of 500 yuan, totaling 2,500 yuan, Yi Quanyong invested in wine and established Jinyu Fen Liquor Co., Ltd. in Qiaotou Street, Taiyuan City.
The business method is: Yiquanyong supplies wine and Jinyu Company distributes it. , Yang Deling served as the manager. The establishment of Jinyu Company marked the establishment of the first private joint-stock enterprise in the modern liquor industry.
As the first joint-stock enterprise in the industry, Yang Deling also formulated many "modern" management models, such as Jinyu Fen Liquor Company holds a general meeting of shareholders every year. The board of directors is elected once every three years, and the board of supervisors is elected once a year. In daily affairs, each performs his or her duties. In the event of major events, a joint meeting will be held to discuss .
Previous directors and supervisors, In addition to Zhang Ruping and other sponsors, others who have been elected in the future include Hebei Jigongquan (from Fenyang, former dean of Shanxi University Law School, director of Shanxi Provincial Department of Education, etc.), Fu Yao ( A native of Fenyang, he once served as deputy manager of Shanxi Provincial Bank and many other important officials in Shanxi Province.
▲ Yang Deling
Under Yang Deling’s painstaking management, in less than a year, Shanxi Fenjiu formed a mature national market network and established a strong presence in the country. The general publishing office (sales headquarters) was established in Taiyuan.
After that, Yang Deling established a channel marketing model similar to the modern "regional general agent" : Tong Sanyi firm on Qianmen Street in Peking, Fujude firm, and Dashilan Street in Peking Jushunhe Trading Company and Changshengkui Trading Company, Fuchang Trading Company in Liulichang, Peking, Yilin Chunshang in French Concession in Tianjin, Xiangji Trading Company on Zhongshan Road in Qingdao, Jinyuan Yu Trading Company on Shengzhou Road in Nanjing, Zhongpozi Street in Changsha Jinzixin Trading Company, Yizhou Canhao in Xiashanxi Street, Chongqing, Baotou Hotel in Baotou City, etc. were all the regional general agents of Shanxi Fenjiu.
The first "real" trademark protected by the Trademark Law is also Fenjiu's.
On August 5, 1924, the Gaoliang Sui Fenjiu trademark was approved for registration. This Gaoliang Sui Fenjiu trademark officially became China’s first registered liquor trademark.
▲The trademark registration certificate of Jinyu Fenjiu Co., Ltd.
In today's Fenjiu Museum, there is a trademark registration certificate, which has been 98 years ago.
The registration certificate reads: "According to the petition of Yang Deling of Jinyu Fenjiu Co., Ltd., the Gaoliangsui trademark is exclusively used. According to Category 38 of Article 36 of the Implementing Rules of the Trademark Law, Fenjiu products have been approved and registered by this Bureau in accordance with the law to obtain the exclusive right... …”
The “sorghum ears” trademark pattern consists of five plump sorghum ears, 23 red plump red sorghums and one green sorghum branch and leaf. The reason why 23 are used is because the year when the "Trademark Law" was promulgated and the year when the "Sorghum Sui" trademark was applied for registration were both "1923".
The design concept of using plump sorghum as decoration comes from the secret book of Fenjiu brewing in "Book of Rites·Yue Ling Pian", "The rice must be collected" and "The grain must be obtained".
Since then, Jinyu Company, under the leadership of General Manager Yang Deling, has continued to achieve great results and created the first brand system in China's liquor industry that mainly focuses on liquor and supplemented by prepared liquor. The main products are: Lao Baifen, Zhuyeqing, Baiyu Fen, rose Fen and champion red , etc.
Of course, there is another important "first", which is also an important reason why Fenjiu can become a "textbook" for the brewing industry - the first practical scientific research in China's liquor industry.
Reputation first, quality first
"Revitalizing national wine, high quality and low price, reputation first, quality first, and never using inferior goods to deceive the world and steal the name " is the core corporate philosophy established by Yang Deling for Jinyufen Liquor Company.
means what you say you will do.
At that time, Yang Deling had already deeply realized that winemaking was a high-tech research that needed to be explored in the field of microorganisms. So, he began to look for the "strongest foreign aid" in this field.
In the winter of 1933, Fang Xinfang, who was then an assistant researcher at the Fermentation and Bacteriology Laboratory of the Huanghai Institute of Chemical Industry in Tanggu, Tianjin, came to Xinghua Village in Fenyang, Shanxi Province at the invitation of Yang Deling to explore the secrets of Fenjiu brewing.
▲ Fang Xinfang
Unexpectedly, it was such an on-site visit that started the first systematic practical scientific research in the Chinese liquor industry, and its far-reaching impact is still urging the scientific research of the Chinese liquor industry to move forward. .
"But Fenyang is located in the west of Shanxi Province and has inconvenient transportation. Scholars are limited. No one has investigated and analyzed the techniques for making Fenjiu wine, as well as the raw materials used, etc., which is a pity." Written by Fang Xinfang, made in my country The first batch of scientific papers in the field of koji brewing science, "Report on Fenjiu Brewing Situation", begins with this.
▲Seven Secrets of Fenjiu Brewing Written by Fang Xinfang
Later, a microbiology expert and a winemaking expert studied together for more than half a month, analyzing and testing hundreds of research data on Fenjiu brewing, and learned about the brewing process of Fenjiu. After a comprehensive summary, the famous seven secrets of Fenjiu brewing were obtained: "People must get the essence, the music must be at the right time, the utensils must be clean, the fire must be slow, the water must be sweet, the grain must be solid, and the vat must be Wet."
To this day, these secrets are still guiding Fenjiu people in the new era.
