Moutai changed its commander again, and Zhang Deqin returned to Moutai as chairman

Cover News

2024-04-29 23:49Posted on the official account of Sichuan Cover News

On the evening of April 29, Kweichow Moutai issued an announcement that, according to the relevant documents of the Guizhou Provincial People's Government, Zhang Deqin was recommended as a director and chairman of Kweichow Moutai Co., Ltd., and Ding Xiongjun was no longer the chairman and director of the company.

A few days ago, a number of media sources reported that Ding Xiongjun, chairman of Kweichow Moutai Group, was transferred to the director of the Guizhou Provincial Market Supervision and Administration Bureau, and Zhang Deqin, the former chairman of Xijiu Company, was appointed chairman of Moutai Group.

In this announcement, the news of Ding Xiongjun's departure was confirmed, but it did not say where Ding Xiongjun went.

Zhang Deqin's data map

It is understood that Zhang Deqin was born in 1973, a native of Renhuai, and a technical school that grew up from Moutai.

After graduating from Guizhou University of Technology (now Guizhou University) in fermentation engineering in 1995, he entered Kweichow Moutai, started from the grassroots level, engaged in production management, successively served as the assistant to the general manager of Kweichow Moutai and the director of the liquor warehouse workshop, and then went to Xijiu to "take the helm", and returned to Moutai a few years later as deputy general manager.

In 2019, there was a high-level change in Moutai, and Zhang Deqin was transferred from Moutai to serve as the deputy general manager of Guizhou Modern Logistics Industry (Group) Co., Ltd.

In July 2022, he returned to Xijiu, which had become independent from Moutai, as the chairman.

Ding Xiongjun was born in Chongyang, Hubei Province in August 1974, graduated from the Department of Chemistry of Wuhan University, majoring in polymers, and later stayed on as a teacher in the Department of Chemistry of Wuhan University. Subsequently, after completing his master's and doctoral studies in polymer chemistry and physics at Wuhan University, he went to work in Xiaohe District, Guiyang City, Guizhou Province, and experienced multi-post training.

He has served as the director of the District Economic and Trade Bureau, the secretary of the Party Leadership Group, the deputy head of the Xiaohe District Government, the deputy director of the Management Committee of Guiyang Economic and Technological Development Zone, the member of the Standing Committee and Deputy Mayor of Qingzhen Municipal Party Committee of Guiyang City, the Secretary of the Party Committee and Director of the Guiyang Two Lakes and One Reservoir Management Bureau, the Secretary-General and member of the Party Leadership Group of the Guiyang Municipal People's Government, the Secretary of the Party Committee of Guiyang National High-tech Industrial Development Zone, the Secretary of the Baiyun District Party Committee, the Deputy Secretary-General of the Guizhou Provincial Government, the Standing Committee of the Bijie Municipal Party Committee of Guizhou Province, the Deputy Mayor, and the Secretary of the Party Group and Director of the Guizhou Provincial Energy Bureau.

In August 2021, Ding Xiongjun served as Secretary of the Party Committee and Chairman of Kweichow Moutai Group (Joint Stock Company).

During his tenure at Moutai, Ding Xiongjun launched a series of actions, put forward the theory of "Moutai aesthetics", built an online interaction and sales platform between i Moutai and Xunfeng, and created a series of "+ Moutai" series of products, such as Moutai ice cream, Moutai sauce milk tea, Moutai chocolate, etc., and engaged in co-branding, embraced online and young people, and earned enough eyeballs.

Under his leadership, Moutai also developed a variety of products such as Moutai 1935, 24 solar terms, and scattered flowers, and increased the ex-factory price from 969 to 1169 yuan during his tenure, increasing revenue and increasing the company's profits.

During his tenure, the proportion of direct sales in channel revenue increased from 22.66% in 2021 to 45.67% in 2023, and the revenue also increased from 106.1 billion yuan in 2021 to 150.5 billion yuan in 2023 (of which i Moutai's sales revenue in 2023 was 22.374 billion yuan), and Moutai's net profit increased from 52.46 billion yuan in 2021 to 74.734 billion yuan in 2023, an annual increase of more than 10 billion.

What everyone is concerned about is who will "take the helm" of Xijiu after Zhang Deqin leaves? Whether to parachute or promote the general manager.

In addition, what challenges did Zhang Deqin face after taking over Moutai?

Moutai's revenue and profit base has been very large, the revenue of direct channels has accounted for nearly half, and the terminal price of Moutai has recently pulled back a lot.

What everyone is more concerned about is, in the future, will the proportion of Moutai's direct sales be further increased? To what extent is the proportion more reasonable? Will the speed of Moutai's product development maintain the original rhythm?

Cover News Reporter Yu Qishu

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