(Photo by Zhang Hanwen of famous and low-end wines sold in an offline supermarket in Beijing)
China Times (www.chinatimes.net.cn) reporter Zhang Hanwen and Huang Xingli reported in Beijing
The always "low-key" Jiannanchun in the industry has experienced high-level personnel changes change.
On April 12, Jiannanchun announced the election of Qiao Yu as the company's vice chairman; the company's chairman Mr. Qiao Tianming will no longer concurrently serve as the company's general manager, and Mr. Qiao Yu will be appointed as the company's general manager and legal representative to preside over the company's overall work. Public information shows that Qiao Tianming and Qiao Yu have a father-son relationship.
This major change in the top management of Jiannanchun has been widely interpreted by the outside world as a signal to develop the national market. Since the beginning of the new year, Jiannanchun has vigorously promoted products such as Jiannan Laojiao, Gongnong Liquor, Jinjiannan , etc. It can be seen that Jiannanchun’s efforts in the mid-to-low price range have not diminished. In the expansion of high-end famous wines, many companies compete for thousands of dollars. Under the current situation where the price of has the right to speak of , the effectiveness of Jiannanchun's "sword-stricken approach" remains to be tested by time.
Major personnel changes
At this time, Qiao Tianming resigned as general manager and "passed the position" to Qiao Yu. It is difficult not to arouse outside associations.
In addition to the personnel changes regarding Qiao and his son, information disclosed by Jiannanchun shows that after being nominated by the company’s general manager Mr. Qiao Yu, the company’s board of directors reviewed and approved: the appointment of Mr. Cai Fafu as the company’s executive deputy general manager; the appointment of Zhao Jun, Tian Feng, and Deng Xiaochun Three others serve as deputy general managers of the company. Public information shows that Jiannanchun adjusted the filing of senior management personnel on May 12, 2020. Qiao Tianming, Qiao Yu, Wang Jian, Cai Fafu, Yang Dongyun, Xie Yigui , and Fang Pei were adjusted as core members of the company.
Qiao Tianming, the current chairman of Jiannanchun, started working in Jiannanchun in 1982. He has held various leadership positions in Jiannanchun Liquor Industry and finally became the helmsman of Jiannanchun. In 2004, Qiao Tianming, then chairman of the board, took charge of the restructuring of Jiannanchun state-owned enterprises. However, he was later entangled in lawsuits over restructuring issues and did not appear in public for many years.
However, information from Tianyancha on April 13 shows that the current legal representative of Jiannanchun is still Chairman Qiao Tianming, who is also the actual controller of Jiannanchun. The largest shareholder of Jiannanchun is Sichuan Tongsheng Investment Co., Ltd., holding approximately 73.76% of the shares, while the actual controller of Sichuan Tongsheng is Qiao Tianming, holding 41% of the shares.
Due to issues left over from history, Jiannanchun is currently the only two wine companies among Sichuan Wine "Six Golden Flowers" that have not been listed. The other one is Langjiu , but the latter has also submitted prospectus to show that it is listed. Will. It is unclear whether Jiannanchun’s high-level personnel changes mean that historical issues such as equity disputes will be resolved.
On April 13, a reporter from the " China Times " called Jiannanchun but failed to get through. He sent a letter asking whether he still had the intention to go public and what his key development direction would be this year. As of the time of publication, he had not received a reply.
On April 13, liquor expert Cai Xuefei analyzed in an interview with a reporter from China Times that the new leader’s takeover should be a signal for Jiannanchun to resolve historical issues.
"The new leader Qiao Yu has been trained within the company for many years, is familiar with the company's operating model, and has a certain executive team. Younger leaders are more sensitive to the market, have higher execution efficiency, and are accepting of new things. The degree is also higher, especially in the current period of rapid development of Jiannanchun, which has a positive effect on the national innovative development of brand value, the improvement of high-end product structure, and the transformation of marketing models. On the other hand, the succession of new leaders may mean. After years of accumulation, Zhuojiannanchun has officially opened a new stage of brand nationalization," Cai Xuefei believes.
still focuses on the mid-to-low-end
How Jiannanchun, which once enjoyed the glory of the " Mao Wujian " era, can regain its past glory is a topic of widespread concern to the outside world.
public information shows that the current product structure of Jiannanchun is composed of Dongfanghong, Dongfanghong 1949, and collection-grade Jiannanchun, which represent high-end products, with prices ranging from 888 yuan/bottle to 1,350 yuan/bottle; the sub-high-end representative is the strategic grade Jiannanchun. The large single product Crystal Sword is priced at about 500 yuan/bottle; the mid-to-low-end products are represented by the "Jinjiannan" series, priced between 159 yuan/bottle and 290 yuan/bottle.Among them, the crystal sword product has become Jiannanchun's strategic core single product, with sales reaching 13 billion yuan in 2020.
It is worth mentioning that the main products promoted by Jiannanchun this year are low-end and mid-range products such as Jinjiannan, Jiannan Laojiao, and Gongnongjiu. Among them, the Jin Jian Nan series needless to say, was once the protagonist in Ji Nanchun’s CCTV advertisement, and is also Ji Nanchun’s main product in the 200 yuan price range; Jian Nan Laojiao is positioned as a “large single product in the mid-price range”, and Ji Nanchun also has high hopes; Gongnong Liquor is Jiannanchun’s light-bottle wine, priced at 50 yuan per bottle. It is Jiannanchun’s leading product in the high-end light-bottle wine industry.
In an environment where high-end famous wines are constantly expanding and competing fiercely in the high-end and sub-high-end price ranges, Jiannanchun’s move to explore the low-end is intriguing. Cai Xuefei pointed out to the China Times reporter that Jiannanchun’s strategy is to use its own brand advantages to further expand the mid-to-low-end market when most famous wines are becoming high-end, thereby consolidating its basic base and market sales. But in fact, it also supports its high-end actions to reduce the risk of upgrades.
On April 13, in an interview with a reporter from China Times, Xiao Zhuqing, a liquor expert, expressed his optimism about Jiannanchun’s focus on the mid- to low-end market: “Jiannanchun has fallen one step behind in the high-end business wine market, and it is beneficial to switch to the mid- to low-end market. Opportunity, because China's mid-to-low-end wines are generally series wines from famous wineries, which are the main products of regional wineries. Jiannanchun has the genes of Chinese famous wines. Making mid-to-low-end wines is a dimensionality reduction, which will give good expectations to the market and channels. , and also provides consumers with good cost performance. "
In addition, regarding Jiannanchun's nationalization actions, Cai Xuefei believes that Jiannanchun has completed a nationwide channel layout, and after years of low-key development, Jiannanchun has a strong presence in the East and South China markets. Strong channels and a very strong dealer team. "For Jiannanchun, the next stage is more about optimizing the dealer structure to match the high-end product strategy, and then sinking channels into some advantageous markets across the country." Cai Xuefei added.
