地方白酒名牌的傍大款式突围管理（The local liquor brand bangdakuan breakthrough management）

地方白酒名牌的傍大款式突围管理（The local liquor brand bangdakuan breakthrough management）In recent years, the industry, capital is frequently involved in the liquor industry, which opened capital integration Drama: Henan wine fight two years doukan capital merger; Goldman Songhe liquor; Hua Ze group (Jinliufu), the acquisition of Guizhou Jane holding Shaanxi Taibai wine; Zhijiang Weiwei holding, etc. It all seemed that the liquor industry capital era.Indeed, the current liquor industry to enhance efficiency, mainly from the historical and cultural accumulation of deep, strong capital and the rapid development of the backbone of famous liquor enterprises. Most of the local liquor brand in the high-end liquor brand extrusion under development has entered a bottleneck period. If there is no capital involved will be very difficult to form a breakthrough.Fortunately, the local liquor brand has been found and awakening, and through the market leverage positive action. Hebei liquor in the well-known brands such as mud, gushun, liulingzui, in recent years in the promotion of the local government, have embarked on a "bangdakuan" journey, beginning with the local asset speculators "marriage", through the reform and restructuring, to achieve the optimal allocation of regional industrial resources, go on with the fastest speed to achieve bigger and stronger dreams break through the road.Local brands have a glorious historyHebei gushun pit, and Liu Lingzui, a famous place, had a splendid history, but also has deep cultural resources. For example, in Ningjin County of Xingtai City, the mud wine wine has a long history, has a history of thousands of years, the production of mud wine (due to fermentation tank with special cement in Heilonggang basin is named) is not only one of the Hebei local wines, and the brewing process in Hebei Province in 2009 was included in the provincial intangible cultural heritage.A Wine Company Limited was founded in 1916, the liberation of the "Fu Sheng Quan", "Zhicheng", "Zhi Chengyong" and several burning square merged into the liberation of the state-owned enterprises. In the heyday of 2000 a wine sales, wine sales have mud 18000 tons, the total sales of nearly 100 million yuan, 25 million yuan in profits and taxes, ranked among the top 6 in Hebei province. A wine has been named the "Hebei selling brand", "Hebei famous brand" in Hebei Province, the eighth "consumer trust products", the enterprise has won the "national creditable enterprise", "Hebei Province integrity enterprise" title, and "China Time-honored declaration to the Ministry of commerce". Products have been sold in Hebei, Henan, Tianjin, Beijing, Inner Mongolia, Shanxi and other provinces, municipalities and autonomous regions, favored consumers.Along the ancient wine Limited by Share Ltd is the predecessor of the state-owned Xingtai City Winery, founded in 1949, the Department of national large-sized enterprise. Over the past 60 years has formed more than 20 varieties of "ancient Shun" series of liquor. Along the ancient series of liquor with its unique soft palate won consumer praise and love, products sold in 18 provinces and cities nationwide. He has won the fifth session of the Asia Pacific International Food Fair Gold Medal "," Hebei liquor quality first in the contest "," Hebei quality products "," consumer trust products "," Hebei famous brand "," Hebei famous trademark "honorary title, the Department of the Xingtai Municipal Government hosted a special wine.Liu Ling drunk,In the Jin Dynasty "Bamboo Grove" of Liu Ling drunken stories and nearly a thousand years history of wine and known to every family. In 1998, the departments of cultural relics were excavated on the site of the winery distillery. By the archaeological experts, in the factory run Quanyong pot site "in the golden age, now has nearly 900 years of history, there are 16 fermentation tank has been in use since the Jin Dynasty, the ancient Chinese fermentation tank is the oldest known. In April 5, 2005, the State Bureau of cultural relics and China Food Industrial Association liulingzui ancient ruins with pot traditional production techniques, Kweichow Moutai wine Sichuan chengdushuijingdistillery relics such as five as "the first China food cultural heritage". In May 25, 2006, Liu Ling drunk pot burning ruins was approved by the State Council, "the national key cultural relics protection units".Liu Ling drunk old pot originated in 1126, is an important birthplace of Chinese distilled liquor. At present, liulingzui set "national key cultural relics protection units", "the first batch of China food cultural heritage", "the first Chinese time-honored" three honors in one, has become the core brand in Hebei, northeast and other market in the region.Development funding bottlenecks encounteredBecause of the mud, Gu Shun, Liu Lingzui and other brands have had a glorious history, when the 1988 opening of the national famous liquor prices, especially after entering the market economy, these brands have ushered in a period of rapid development. A wine as a pure sense of the local wine, not wine culture and product integration, have to follow the buyout business model of the liquor industry, allowing brand development and underwriting products, dozens of brands of wine everywhere, the price set by the dealers themselves, chaos, price and value can not be achieved unity, eventually leading consumers to not choose the wine market shrinking year by year lead mud.Along the ancient wine in a long period of time as the local people will drink liquor, Xingtai local people to the field to entertain friends and relatives will feel very face, along the ancient wine quality excellent become a name card of Xingtai. With gushun wine sold, and become in short supply on the market, along the ancient winery began to allow some small wineries directly blending with edible alcohol or other drinks from the field to pull the stick along the ancient trademark directly after the factory, which leads to the quality of wine gushun is getting worse, eventually had to completely withdraw from the Xingtai market.The development and performance of Liu Lingzui in the market can be said to have been good, in the Hebei market, Bechenshaoguo liquor, wine brands such as villa yet to rise before Liu Lingzui and Hengshui Laobaigan, Congtai liquor has formed a situation of tripartite confrontation "trend. In Hebei, the market situation for foreign brands of black land, twenty fivedaoguang also failed to shake the structure. Today, Hengshui Laobaigan Bechenshaoguo liquor, formed the Hebei villa wine wine "three giants", liulingzui to exit the top three, the main reason is because Liu Lingzui resulted in the internal management of enterprises after the restructuring of the poor. Liu Ling drunk over the years with many loans, of which 190 million yuan loans have been a number of financial institutions as creditor's rights for auction. These claims, the collateral is mainly Liu Ling drunk factories and land, pool, wine brewing base etc.As these local liquor brand to create brilliant again, when,Suddenly discovered that the capital bottleneck has become a cross over the "threshold".Government brokered combinationBy the end of 2005 at the beginning of 2006, a wine sales dropped to 30 million yuan. By the end of 2006, a wine Hebei Ningfang group is the core business of textile printing and dyeing enterprise merger. Hebei Ningfang group is a large-scale private enterprise group, a collection of textiles, dyeing and finishing, garment processing and other domestic and foreign trade business in one of the largest in the north of the first Chinese textile printing and dyeing, spinning and dyeing has the most complete industrial chain. Ningfang group total assets of 800 million yuan, with the annual production capacity of 56 million meters of fabric dyeing, is one of the most important domestic production and export base of corduroy, khaki and denim fabric. After the restructuring, Ningfang group set up by Zhu Hulin as chairman, Wang Cuibin is the general manager of the new leadership, and the introduction of "integrity, quality" business philosophy. A wine by adjusting the business strategy, the rapid growth of sales, 2007 sales of 60 million yuan to restore.Along the ancient wine in 2004 completely stopped production, by 2008, the restoration of Xingtai local famous real estate entrepreneur Zhao Deqiang injection production and served as chairman of the board. Zhao Deqiang said with deep feeling, the first is the leadership of the municipal Party committee and municipal government has invested too much attention to the enterprise, in the 4 years of the bankruptcy liquidation process, unremittingly plan the restoration of the ancient Shun wine production, production workshop production infrastructure protection quite well, even the most easily sold wine cellar a lot, all knowledgeable people know that wine cellar is a wine based liquor, none of these 30 years of wine cellars, the resumption of production is much more difficult. He was followed by the original gushun winery workers moved up to 4 years in the bankruptcy liquidation period, the main technical staff, are the backbone of the main forces in the waiting, this let him see the hope.In order to realize enterprise considerable development, realize the glorious dream, at the end of 2010, with Liu Lingzui and the largest local private enterprises Juli group, established Juli liulingzui brewery Limited by Share Ltd. Chinese Juli group is established chairman Yang Jianzhong and his brother Yang Jianguo after 25 years of hard work, has now become the largest in Asia's first cable manufacturing enterprise group. Juli rigging Limited by Share Ltd in January 26, 2010 in Shenzhen China A shares listed.Reshaping the image began to break throughAs the saying goes: backed by a good shade tree. The mud, along the ancient, Liu Lingzui and local business giants, driven by capital strength, began to gradually upgrade the brand, technology upgrades, channel upgrade, upgrade the team so as to upgrade the road of healthy development strategy.At present, the location for the mud morass liquor wine culture of wine, hoping to take this mud wine greatly enhance the brand connotation, enhance the deep mud wine culture to the cultural connotation of the wine culture, fully embodies the historical value of a wine. "Know thyself, know yourself." After Ningfang group took over the morass liquor, has a long and in-depth market research, in the process of visiting dealers across the country and terminal customers, listen to their opinions and suggestions on the mud wine.By actively participating in the national rum to capture market forward-looking information. Market investigation and analysis of the conclusion is: the original mud wine to middle and low, the product structure is not reasonable, so in the eyes of the people of the pit formed the impression of wine. In view of this, a wine company chose to high-end products as the market entry point, enhance brand image, promote brand appreciation.A wine with a thousand years of history of mining pit mud culture of wine, in 1946 at the beginning of the acquisition by the government, Fu Sheng Quan Zhicheng, Chengyong brewery for the concept of wisdom and so on, based on inheriting the traditional process for thousands of years, by improving the production process, and launched an independent brand the second brands - Fu Sheng spring wine show in front of the vast number of consumers with a new high-end image.Along the ancient wine Limited by Share Ltd chairman Zhao Deqiang believes that the life of the enterprise in the market, the market lies in the quality of life, he believes that "the market than the factory, an important talent more important than money, quality is more important than quantity, stronger than do major". Based on the above principles, his first thought is to cultivate new talents to gushun, the old gushun left the biggest wealth - technology and talent to make full use of power. He gave the new gushun set a goal, and strive to become the Xingtai Volkswagen wine, Xingtai people's celebration of wine, become Xingtai sent can be proud of wine, and strode out of the Xingtai market. At the same time to create 5 double in 5 years, has become an important enterprise of liquor industry.In that year Liu Lingzui suffered an inventory of state-owned assets hit, re select the Juli group, the old brand, time-honored have begun to reproduce the glory. In addition to continue to occupy the market in Baoding, the other in the surrounding market, people also found the figure of Liu Lingzui.Practice has proved that when the local liquor brand in the face of the development bottleneck, leveraging the capital as a recipe for. Therefore, to seek strategic cooperation of capital, the implementation of structural adjustment of property right, to become the enterprise breakthrough in the development of the road of change. In this critical period of transition, who seize the integration opportunities, who will occupy the leading position in the new round of reform.