Wen | drunken beauty team
On April 24, 2018, at 9:19 a.m., Li Qiuxi, secretary of the party committee and chairman of the board of directors of Fenjiu Group, lit the "fire of life", which symbolizes the 6,000-year history of Chinese liquor, at the site of Xinghua Village.
On this day, the press conference of the launching ceremony of the "Walking Fenjiu" 2018 Fenjiu Culture Tour Exhibition was held at the Fenjiu Old Workshop Museum in Lujia Street, Xinghua Village. The following year, Fenjiu began a national tour of its brand and culture with "walking" as its path.
In the past year, "Walking Fenjiu" has become a large IP activity with high attention in the industry. With the walk of Fenjiu, its "Fensi" economic era at the market level, the group listing path at the reform level, and the creation of cultural Fenjiu at the cultural level are undoubtedly the "new heights" of the three industries that Fenjiu has stepped out of.
▲Li Qiuxi ignites the "fire of life" symbolizing the 6,000-year history of Chinese liquor
Market height: Unlimited access to consumers to show the ancient winemaking process of Fenjiu, invite consumers to visit the Fenjiu fermentation tank, and experience the brewing links such as loading, rubbing, and distilling on the spot... These contents are the "standard actions" of every "walking Fenjiu" activity.
To create a scenario-based and immersive cultural experience in a way that is closer to consumers, the purpose is to let consumers feel where Fenjiu comes from and what is unique at zero distance, and to create a "fan economy era" that belongs to Fenjiu.
If you want to say that in 2018, the biggest change in the market of Fenjiu is that consumers are closer to Fenjiu.
Walking Fenjiu is to restore the most original traditional wine culture and the most original Fenjiu technique to the front of each station consumers. At the tasting site, people can not only taste the Fenjiu, but also smell the earthy smell from the winemaking site of Xinghua Village, and touch the dust on the windowsills of the old Fenjiu workshop. A wisp of fragrance, the entrance into the heart, everyone has become a witness and experience of the exchange of the times.
In the "Walking Fenjiu" Jinan Station activity, because of the display of Fenjiu brewing skills, Quancheng Square gathered many consumers who came to see the exhibition. Ten consumer representatives selected from tens of thousands of applicants personally experienced the brewing of Fenjiu, and the "Made in Jinan" Fenjiu commemorative costume brewed on the spot was particularly sought-after. Fenjiu's senior management team also personally "endorsed" the product and signed a commemorative souvenir for consumers who received the commemorative wine.
"Compared with two years ago, the vitality of the Fenjiu market is unprecedentedly active, the company's liquor revenue has doubled, the profit of liquor is 3 times that of 2016, and all operating indicators are benign and healthy." Tan Zhongbao, general manager of Fenjiu Group Company and chairman of Fenjiu Co., Ltd., affirmed the vitality of Fenjiu at the market level.
At the "Walking Fenjiu" Shanghai Station, Chang Jianwei, member of the party committee and director of Fenjiu Group and general manager of Fenjiu Co., Ltd., said that in 2018, the "three major battles" of Fenjiu's performance battle, industry advancement battle and reform landing battle began to enter the sprint stage.
In markets and terminal stores at all levels, Fenjiu has shown a "visible" sprint speed; in front of consumers, Fenjiu conveys the "cleanest, purest, healthiest and most cultured" quality connotation of Fenjiu to consumers through brand communication activities such as "Walking Fenjiu".
Reform height: the goal is to "group listing" On October 15, 2018, "Walking Fenjiu" came to the 5th stop, Shanghai.
Fenjiu, Shanghai and the Oriental Pearl TV Tower, the three "Oriental Pearls" shine together, making This walk of Fenjiu unique and meaningful.
Guo Baomin, secretary of the party committee and director of the Shanxi Provincial State-owned Assets Supervision and Administration Commission, who attended the tour, believes that Fenjiu and Shanghai are "mutually attractive".
In his view, since Shanxi launched a new round of state-owned assets reform of state-owned enterprises, Fenjiu has created the industry's recognized "Fenjiu Speed" through a series of innovative measures, leading the reform and transformation and development of Shanxi's state-owned enterprises all the way, and becoming the benchmark for the transformation of Shanxi's resource-based economy. ”
▲Guo Baomin, secretary of the party committee and director of the State-owned Assets Supervision and Administration Commission of Shanxi Province
This year, along with the "walking Fenjiu" spread throughout the country, in Shanxi Xinghua Village, the "listing walk" within the Fenjiu Group was also being promoted in an orderly manner.
In 2018, Fenjiu Group married the central enterprise China Resources Group, marking a big step forward in the group's mixed reform. Liu Weihua, deputy secretary of the full-time party committee, vice chairman and deputy general manager of Fenjiu Group, believes that "the introduction of strategic investors, on the one hand, improves the corporate governance structure of the company from the root and forms an effective check and balance, on the other hand, can introduce the management experience, talent resources and marketing channels of listed companies of central enterprises." ”
In addition, Fenjiu Group has also established a Fenpai series liquor marketing company on the basis of Yiquanyong, Baoquanyong, Shenquanyong and Fenqing Distillery to carry out unified operation and management, and promote related companies to move towards a modern enterprise management model.
At the shanxi provincial conference on deepening the reform of state-owned enterprises held on April 15 this year, Luo Huining, secretary of the Shanxi provincial party committee, stressed that the reform of state-owned assets and state-owned enterprises in Shanxi as a whole should be fully promoted into the first square of the country. "We must no longer entrust the task of making up the examination to future generations", in this strategic plan, which is called "listed company +" in Shanxi Province, an important task is to complete the overall listing of Fenjiu Group within this year.
In Li Qiuxi's view, the overall listing is to put the main business assets related to the liquor industry into the listed company, and truly realize the standardization, institutionalization and scientific management. "One of the most important ones is to reduce the number of management, shorten the decision-making chain, and improve the decision-making effect."
In Li Qiuxi's plan, the reform of state-owned enterprises is only a fulcrum of his "Fenjiu revival" plan. "Achieving the goal of going public within three years is only a new starting point. In the future, Fenjiu Group will continue to expand its advantages in the main business, continue to strengthen the development of the industrial chain, and has now realized the layout in the fields of raw grain base, packaging production and transportation, cultural industry, etc., and the industrial chain of 'one main and three auxiliaries' has basically taken shape. Li Qiuxi said.
Cultural height: Fenjiu's cultural self-confidence Li Qiuxi collected the fire of the place - Xinghua Village Site, is a "holy place" of special significance to Chinese wine culture.
In 1982, a Jinzhong archaeological team jointly organized by the State Administration of Cultural Heritage, the Department of Archaeology of Jilin University, and the Institute of Archaeology of the Shanxi Provincial Bureau of Cultural Relics entered Fenyang Xinghua Village and finally discovered the ruins of Xinghua Village, which can be traced back to the middle of yangshao culture, and also deduced the history of winemaking in Xinghua Village to 6,000 years ago. Li Yangsong, a professor at Peking University and a famous archaeologist, pointed out that the small-mouth pointed urn is the utensil used by the ancestors to make wine, indicating that as early as 6,000 years ago, the ancestors of Shanxi Xinghua Village began the history of grain winemaking, and Xinghua Village is the birthplace of the earliest grain winemaking of mankind.
▲Small-mouth pointed bottom urn (left) and Shanxi Xinghua Village ruins (right)
It is the birthplace of Chinese wine culture, the starting point of China's liquor industry, and the place where "walking Fenjiu" starts.
Fenjiu, which grows here, is the mother of Chinese liquor culture and Chinese liquor, and has a natural "instinct" for inheritance and reproduction of liquor culture. Looking back at the previous few stops of "Walking Fenjiu", all of them are finished with culture. Discuss the migration of the big locust tree in Jinan, worship the ancestors of the Yellow Emperor in Zhengzhou, go to Hangzhou to discuss the spirituality of Jiangnan, pass through Hohhot and then go to the west entrance, and practice the Shanghai Pinhai school culture.
During the "Walking Fenjiu" Hangzhou Station, Zhao Changmao, former vice president of the Central Party School and member of the Social and Legal Affairs Committee of the 13th National Committee of the Chinese People's Political Consultative Conference, said that although he was not good at drinking alcohol, he visited Fenjiu on his first trip to Shanxi in the 1980s and left a deep impression on the history and culture of Fenjiu.
He believes that the importance of cultural construction for China's development, for enterprises, to use the essence of China's excellent traditional culture to cultivate the spirit of enterprise, cultivate modern corporate culture, only by attaching importance to the construction of corporate culture can we continue to develop and be full of vitality and vitality.
Professor Kong Qingdong of Peking University said that "line" has the unity of knowledge and action, and the three-person line must have three realms and three meanings of our teacher, for the TianxingDao: one is practice, adhere to the right path, do a good job with practical actions, and use intentional product quality to ensure the line; the second is walking, "one finger of the left hand is Taihang, and the right finger is Lüliang", to go out from Xinghua Village, "the left hand is Europe and the United States, and the right hand is Asia and Africa", so that more consumers around the world can drink Fenjiu; the third is from the line (walking) to (very) line. Let the majority of consumers and communicators praise Fenjiu, "Fenjiu is very good, Chinese liquor is very good".
From the Fenhe River to the Zhijiang River, from the Loess Plateau to the Jiangnan Water Town, from the Fenhe River to the Huangpu River, from the Silk Road to the Wanli Fragrance, it is the spread of skills, the walking of civilization, and the inheritance of culture.
Zhang Yanguang, secretary general of the board of directors of Fenjiu Group, believes that the size of Fenjiu is because it accommodates many things, politics, economy, culture and even people's sorrows, joys and pleasures are involved, wine is the beauty of life, and Fenjiu's profound cultural heritage can make people show their fantastic ideas.
"Fenjiu is walking the right path, and walking is the pure qi and righteousness between heaven and earth. Zhejiang's landscape and humanistic temperament are also pure, temperament and temperament together will produce a lot of energy, Fenjiu hopes to make the world fragrant, fragrant world," Zhang Yanguang said.
Under the influence of "Walking Fenjiu", Chinese liquor has derived from a single fragrance type to a major mainstream aroma type, and the liquor culture bloodline that originated in Xinghua Village has been integrated with various regional cultures, and finally formed a grand value system with great diversity and complexity. In 1915, Fenjiu's footprint of "walking" also landed on the other side of the ocean, reaching the top of the Panama International Exposition, becoming the only Chinese liquor brand to win the highest honor, first-class medal.
It is precisely with these "walking cultures" that Li Qiuxi believes that "cultural Fenjiu" has at least more than 100 years of historical accumulation, and before that, the 6,000-year-old Xinghua Village site has been the inheritance and continuation of "Fenjiu Culture".