Editor's note:
The mainstream of life should be perseverance! Once the goal is established, you should move forward without hesitation or hesitation. You should not be proud of temporary success, nor should you stop making progress because of temporary adversity. You should just keep perseverance and work hard. Only in this way can life be born like a rushing river. Magnanimity and demeanor - Cai Kaiyun, the final manager of Hubei Daohuaxiang Group, has exactly this kind of mind.
Understanding yourself, designing yourself, and constantly adjusting yourself are inevitable steps in life to continuously achieve self-transcendence. Life is changing, times are changing, and we must continue to change. Under a clear general direction, constantly exploring and finding one's best position, constantly absorbing and abandoning, is a life-long subject. It is also the winning way for enterprises to succeed that Cai Kaiyun has confirmed in his constant exploration. .
Climb high
On March 31, 2009, Cai Kaiyun, who has passed his thirtieth year, once again started his life path of continuous self-transcendence. At the third session of Daohuaxiang Group At the second board meeting, he resolutely became the general manager of Daohuaxiang Group and took the helm of Hubei Daohuaxiang Group, the liquor aircraft carrier!
Courage is essential in life. From the moment we gain rational understanding, we stand on the edge of all unknowns. In an unknown world, every attempt may lead to failure. This requires firm courage and fearless courage. Not having the courage to try will of course avoid failure, but at the same time there will be no joy and joy of success, because success and failure coexist. Cai Kaiyun said so!
After just starting out, Cai Kaiyun was in charge of a large enterprise group with assets of nearly 10 billion and nearly 10,000 employees. Cai Kaiyun was extremely excited. He is proud and happy that he is already standing on such a high platform in life at such a young age; he also deeply feels the heavy responsibility and often reflects on himself. He must not let down his father Cai Hongzhu, the chairman of the group, as well as his relatives, friends, colleagues, and business partners. With your own trust, you must lead the company to reach higher goals!
Looking from afar
As one of the top ten companies in the liquor industry, Daohuaxiang’s influence in the industry cannot be ignored. What kind of personality and temperament does its successor have, and what are his observations and opinions on the liquor industry? . What kind of thinking and planning for the future is undoubtedly a topic of great concern both within and outside the industry.
Cai Kaiyun certainly has his own thoughts on this.
In May 2009, at the Third China Liquor Oriental Forum in Zhuhai, Sichuan, after careful consideration, Cai Kaiyun delivered an important speech on "Deeply Embracing the Market, Innovating Channels, and Meeting Challenges". He analyzed Based on the domestic economic situation and the future development pattern of liquor, combined with the exploration and practice of Daohuaxiang Group, an important discussion on a new model of in-depth distribution and marketing with deep channels and innovative models was put forward.
As for how to view the current liquor industry, Cai Kaiyun’s answer is: there are good things and worries. The total volume of the liquor industry is basically stable, the sales volume of mid-to-high-end liquor is growing rapidly, and the total industry profit growth rate exceeds that of the industry. The growth rate of income is the three joys; the emphasis on market over brand, homogeneity of products and sales, and disorderly competition are the three worries. Cai Kaiyun doesn't talk much, and always summarizes issues in this highly concise summary.
As the future head of Daohuaxiang, people are more concerned about how he thinks about the future development of the liquor industry. Under his leadership, where will Daohuaxiang go and what will it bring to the liquor industry? What kind of innovation and shock?
With the help of Cai Hongzhu, chairman of the group, Cai Kaiyun is refining his understanding and experience to the level of theory, and has formed insights into issues such as the growth pole, growth means, and long-term growth of the development of the liquor industry. My own theoretical system:
First, the new growth pole of the liquor industry lies in the rural market. China has more than 800 million farmers, the largest consumer group in the world. For the fast-moving consumer goods liquor industry, no matter what factors, it is difficult or impossible to affect consumer demand for alcohol. It can be said that the current period is the best strategic opportunity to activate rural consumption and start domestic demand on farms.
Second, the new growth method of the liquor industry is to infinitely sink channels and implement in-depth distribution. Liquor manufacturers must comprehensively, systematically and professionally master the market network management system to avoid being controlled and restricted by dealers.
Third, the long-term growth of the liquor industry is based on integrating superior resources and achieving positive interaction.
He believes that the liquor industry has entered a turning point after experiencing its initial stage, rapid development and scientific adjustment. Now the profit model of the liquor industry has completed the transformation process from total volume growth to structural optimization. At this stage, under the background that the total volume of the liquor industry is basically stable, the sales volume of mid-to-high-end liquor is growing rapidly, while the sales volume of low-end liquor is gradually decreasing, and the growth rate of total industry profits exceeds the growth rate of industry revenue. However, in the context of the global crisis, on the surface, the "storm" has not yet had a strong impact on the liquor industry with limited export volume. However, with the wealth effect and the decline in the frequency of economic activities, the demand for liquor has reduced. The current valuation of liquor The level has dropped significantly. The performance growth rate in 2009 is expected to be lower, and there is downward pressure on short-term valuation. In today's world where we cannot change and control the macroeconomic trend, what we can do is start from the basic work of liquor marketing - channel construction, be deeply rooted in the market, innovate on traditional marketing channels and models, and strive to become a great liquor together. Industry is the piece of cake to meet new historical challenges.
Where is the growth pole of liquor? in rural markets. Under the current economic environment, stimulating domestic demand in rural areas may become a good medicine to save the market. Compared with the urban market, the large population base in rural areas allows companies to develop markets at low costs, and the rural market is more controllable. As a liquor company, we must first have the awareness of differentiated treatment and cannot use the operational thinking of the urban market to deal with the rural market. Those forms of advertising and promotion frequently used in urban markets may not necessarily be suitable for rural markets, and must be re-investigated and targeted rural market strategies must be re-formulated.
How to achieve growth? Channels are infinitely sinking and deep distribution is implemented. In the economic crisis, it is a rare opportunity to build a rural network. We need to turn our attention to the rural market full of business opportunities, expand our channels infinitely, vigorously implement in-depth distribution, and activate the rural consumer market. On the one hand, the deep distribution model can minimize the company's financial risk in developing a market; on the other hand, it can maximize the enthusiasm of dealers, so that both parties can form a true credit relationship and form a community of interests. Manufacturers must adhere to the idea of ????"win-win", cultivate core dealers to work together to build the market, and establish a "strategic honest partner marketing alliance". This is undoubtedly the long-term stable method of market construction.
How to ensure long-term growth? Innovate marketing thinking and develop a wine e-commerce platform. Based on modern electronic technology and information means, using the Internet's expertise in information transmission and resource sharing will play a positive role in cost savings, information acquisition, and enterprise management. For the market, opening up e-commerce is a rare opportunity to improve market operation efficiency, optimize resources, and reshuffle distribution.
The 21st century is a new century in which informatization, networking, digitization, and intelligence are booming. The world-wide new technological revolution and the wave of knowledge economy are promoting earth-shaking changes in the world economy. E-commerce applications based on computer Internet applications are at the forefront of this wave. This is another major opportunity and challenge that history has given to the leap-forward development of this century. Seizing this opportunity will play an immeasurable role in the development of enterprises. At this stage, the new consumption forms of e-commerce and online shopping have irresistibly impacted and transformed the traditional marketing model, and are sharing the cake of the traditional retail industry with a refreshing force. Alcohol consumers have tried to use multiple channels to shop, and online sales and offline sales are no longer far apart.
Arrangement
Cai Kaiyun showed great new ideas and highlights: he accurately grasped the pulse of the development of the times and had a deeper understanding of business operations in the "e" era. He has shown a strong interest in B2C e-commerce platforms. It is obvious that he has set his sights on the new generation of mainstream consumer groups who have grown up typing on keyboards.
He believes that liquor production companies have network infrastructure all over the country, which provides prerequisites for the establishment of e-commerce platforms. As long as consumers order goods on the e-commerce platform, they will be quickly delivered directly to consumers.
The prototype of a large-scale marketing, distribution, and settlement business network platform relying on high-tech Internet is taking shape. Currently, under the leadership of Cai Kaiyun, Daohuaxiang Group has established an internal office automation system within the company. Information transmission is faster, and a large-scale e-commerce network platform based on his vision is also under intensive preparation, and a new e-net marketing network has been rolled out silently.
In the early days of the founding of the People's Republic of China, Moutai established its status as the national liquor with the favor of politicians; in the early days of reform, Wuliangye achieved first place with its advanced sales model; in the "e" era, Daohuaxiang will surely seize the commanding heights of the Internet Interpreting the new "rise of great powers" among the liquor powers.
Related links: Hubei Daohuaxiang Group Archives
As a leading E-wine company, Hubei Daohuaxiang Group vigorously implements brand development strategies, integrates national marketing networks, and the company's comprehensive strength continues to improve. At present, the group has developed into an enterprise group with the liquor industry as the leader and integrating the production and operation of packaging products, biochemicals, modern logistics, real estate, mineral development, green food, beverages, ecological agriculture and breeding and other circular economy industries. The company's scale and comprehensive economic strength rank among the top ten in the national liquor industry, and it is an enterprise that the Hubei Provincial Government focuses on contacting and supporting. The "Daohuaxiang" trademark has become a well-known trademark in China, with a brand value of 5.589 billion yuan. It has 23 domestic advanced automated liquor filling lines, and the annual production capacity of commercial liquor has exceeded 100,000 tons. Daohuaxiang series liquor sells well in Hubei, Anwei, Jiangsu, Guangdong, Zhejiang, Hunan and other 22 provinces, autonomous regions and municipalities across the country. In recent years, Daohuaxiang Group has vigorously implemented the "Three Hundred Project" in accordance with the overall idea of ??taking the main business of liquor as its leader, extending to the beverage industry, expanding to the organic feed industry, expanding to breeding, and expanding to the organic fertilizer industry - to create a tens of billions enterprise, Create a century-old brand, drive millions of farmers to become rich, and the company has strong growth momentum. In 2008, the group successfully achieved the sales revenue of 3.5 billion yuan and profits and taxes of 300 million yuan. In 2009, the group will ensure sales revenue of 5.5 billion yuan and profits and taxes of 600 million yuan.
"Seven-level jump" demonstrates the "speed of fragrant rice"
In 1992, the annual output of 1,000 tons of liquor was completed, with an output value of 1.901 million yuan and a profit and tax of 100,000 yuan;
In 1997, the annual output of 10,000 tons of liquor was 386.92 million yuan, and the profit and tax was 43 million yuan;
In 2003, the annual output was 30,000 tons of liquor, the output value was 512.13 million yuan, and the profit and tax was 73 million yuan. yuan;
In 2005, the annual liquor production capacity reached 50,000 tons, with an output value of 1.16705 billion yuan and a profit and tax of 110 million yuan;
In 2007, the annual liquor production capacity was 80,000 tons , completed an output value of 2.5 billion yuan, and generated profits and taxes of 200 million yuan;
In 2008, completed an output value of 3.8 billion yuan, and generated profits and taxes of 350 million yuan;
In 2009, the total from January to May The output value was 1.99 billion yuan, a year-on-year increase of 3.562%. It ensured the realization of "505" (sales revenue of 5 billion yuan, profit and tax creation of 500 million yuan) throughout the year, and strived for "556" (sales revenue of 5.5 billion yuan, profit and tax creation of 600 million yuan).
Related links: Classic examples of Daohuaxiang Baijiu
★Qingyang Liquor (Maotai-flavor type)
Qingyang Liquor is a high-end product among Daohuaxiang Baijiu and is produced in limited quantities. It is a high-quality Maotai-flavor liquor that has been designated as a special reception wine by the Hubei Provincial Party Committee and the Provincial Government.
At the 100th anniversary celebration of Mr. Qin Hanzhang, Daohuaxiang staff served Daohuaxiang clear wine. Mr. Qin picked up the wine glass according to the habits of a sommelier, carefully observed the color of the wine, smelled the aroma of the wine, and tasted it carefully before giving an evaluation: " The best fragrance in China! ”
★Vitality wine (strong flavor)
Vitality wine is a product of Daohuaxiang Group, the Institute of Toxicology and Medicine, Academy of Military Medical Sciences, and China Three Gorges University. Researched and developed. This achievement combines traditional production technology with modern high technology. The spring water of "Judge Spring" is processed scientifically and technologically to make "active water" to ensure the balance and stability of its vitality factors (life elements), thereby effectively activating ethanol in the human body. The rapid increase in dehydrogenase activity achieves sobering up and liver protection effects. Expert comments pointed out that the successful development of Daohuaxiang's "energetic" liquor has seized the commanding heights of the future liquor market where "those who gain health will win the world" and ushered in a new era of liquor development.
★Century Classic (Strong Fragrance Type)
In 2005, when its core product series of treasures was booming in the market, Daohuaxiang grandly launched the 52-degree Century Classic. This product is made of Wuliang Traditional craftsmanship, blended by several national experts and carefully brewed by brewing masters. While retaining the unique style of rice flowers, the taste is more mellow, the packaging is more exquisite, the anti-counterfeiting performance of the product has also been improved, and the cellar aroma is elegant and aged. Rich and rich, it is one of the high-end products currently launched by Daohuaxiang.
★Treasure No. 1 (strong-flavor type)
Treasure No. 1 is a core product launched by Daohuaxiang Liquor Company in 2000. This product selects five kinds of grains and uses unique " "Bao Bao Qu" is fermented using the traditional craft, perfectly combined with modern science and technology, and carefully brewed. The product is clear and transparent in color, pure in fragrance, sweet and refreshing, has a long aftertaste, outstanding aged flavor, and has a typical style. It is the best example of high-end rice-flavored products. Typical representative. Since its inception, the product has continued to sell well and has become the core product of Daohuaxiang