The story of Guizhou alcohol and Guizhou green wine has been twisted and turned, and now it has finally ushered in the end. On November 13, Zhu Wei, the "net red" figure in the liquor circle and the chairman of Guizhou Alcohol Liquor Industry, announced on his personal headline number that he had officially signed a contract today to fully acquire Guizhou Green Wine.
Zhu Wei said that the moon has clouds and sunshine, and enterprises are the same, and the prosperity and decline are sometimes. The development of all famous wine enterprises has never been smooth, it is a curved development and a spiral.
Guizhou green wine, according to the official website
Guizhou Alcohol's acquisition of green wine has finally come true
On November 13, the signing ceremony of the project cooperation of Guizhou Qingjiu Group was held, and Wen Yichang, chairman of Guizhou Qingjiu Group, Zhu Wei, chairman of Guizhou Alcohol, and local government people attended and witnessed the signing ceremony.
Before the official signing of the contract, Zhu Wei, chairman of Guizhou Alcohol, has repeatedly released various "scandals" with green wine, which has been making a lot of noise in the circle for a long time, and once made it difficult to distinguish between true and false.
Red Star Capital Bureau checked Zhu Wei's frequent personal account of today's headlines, and as early as September 14, he posted: "Three consecutive Guizhou famous wines, green wine and Guizhou alcohol have too many similarities." After this article was issued, it was reported that Guizhou Alcohol intended to acquire green wine, but at that time, the attention in the industry was not high.
In the following days, Zhu Wei published a series of articles without stopping, and even said that he had designed three combination fonts for Guizhou Qingjiu, and also thought of a 15-second TV commercial copy for Guizhou Qingjiu, which aroused the appetite of many people in the industry.
Unexpectedly, more than ten days later, on September 27, Zhu Wei suddenly posted: "It's not good, Qingjiu is angry." Apologies to The Green Wine Group! At the same time, the "Warning Letter" of the green wine was also published. In this regard, some insiders said that Zhu Wei teased everyone to play, and they all dispersed.
However, on the last day of October, Zhu Wei said: "To be honest, Guizhou Qingjiu is a good enterprise and a good brand, but the debt of 1.2 billion yuan is indeed not a small number, what do you think? ”
On November 10, Zhu Wei posted a ticket to Guizhou Zhenyuan on his personal account today's headlines, and said in the caption: "Go, netizens, let's go to Guizhou Qingjiu together!" No seeing, no scattering, no drunkenness, no return! On the evening of the same day, Zhu Wei posted another article saying, "Drinking with the general manager of Guizhou Qingjiu Fu Shande, good things are near?" ”
Zhu Wei used his influence to code dozens of headline dynamics, repeatedly tossing, but also let Guizhou alcohol and green wine of various "ambiguities" continue to become a topic, earning enough attention in the industry.
Until November 13, when the boots finally landed, Guizhou Alcohol announced the full acquisition of Guizhou Qingjiu.
Guizhou alcohol acquires green wine, according to Zhu Wei's personal headline number
However, in the eyes of industry insiders, Zhu Wei uses his personal influence to recoil people through a series of deliberate speculations and hanging people's appetites, and its purpose is nothing more than to bring the liquor companies that have long lost their brand appeal back to the public eye. Such a "little clever" operation method also had a similar gameplay when it acquired Zhijiang Liquor before it.
Aim for the potential of huge amounts of old wine
At present, Zhu Wei is the chairman and general manager of Guizhou Alcohol Wine Industry, and also serves as the chairman and general manager of Hubei Zhijiang Wine Industry. Red Star Capital noted that he had worked in Yanghe Shares (002304. SZ) has worked for many years, served as the general manager and vice president of the sales company, and is a well-known trader in the liquor industry.
In July 2019, Jiangsu Variety Group joined Guizhou Alcohol Liquor Co., Ltd., holding 81% of its equity. Soon after, in January 2020, Zhu Wei resigned from Yanghe Shares and became the chairman and general manager of Guizhou Alcohol, becoming the helmsman of this old liquor company in Guizhou that has become a third-line liquor company; in September 2020, Zhu Wei concurrently served as the chairman and general manager of Hubei Zhijiang Liquor.
After taking office, Zhu Wei proposed the so-called "true vintage" concept for Guizhou alcohol, and built it into his own advantage, quickly standing out from the field of sauce wine segmentation. By May 2020, it will reverse the situation of 300 million yuan in the previous eight years of Guizhou Alcohol, and also reproduce the experience of "real year" into the Zhijiang Liquor Industry, which has lost more than 100 million yuan, and also let the latter come back to life.
Guizhou alcohol and Guizhou green wine have many similarities, the same is the old winery in Guizhou Province, and at the same time won three consecutive "Guizhou Famous Wine", both in the field of sauce wine for many years. Guizhou alcohol once surpassed Moutai in sales in the 1990s to become the "king of Qianjiu"; green wine in 2012 after Moutai in sales, ranked second in Guizhou, "drink a cup of green wine, make a friend" was once considered a wonderful and classic advertising slogan.
According to the information on the official website, Guizhou Qingjiu currently has a brewing capacity of 10,000 tons, which is the largest liquor factory in southeast Qiandong. In 2000, the sales volume of Guizhou green wine exceeded 300 million, and reached a scale of 1 billion yuan around 2010, and in 2012, it became the second largest liquor production and sales enterprise in Guizhou. However, later in the fierce market competition, Guizhou green wine and Guizhou alcohol have gradually lagged behind, and even fallen into a situation of continuous losses. Guizhou alcohol until the Variety Group entered the ownership, Zhu Wei shot the operation to usher in a turnaround.
Today, the huge reserves of old wine caused by the production capacity and poor sales of Guizhou Green Wine are undoubtedly still tempting for Zhu Wei, who is vigorously expanding production. Some wine industry experts believe that Zhu Wei has always been fond of old famous wines, and if there is a strong capital injection, coupled with Zhu Wei's trading ability, green wine may usher in new opportunities.
Red Star News reporter Li Weiming
Edited by Tao Yueyang
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