Moutai changed the commander, Zhang Deqin was in place for less than half a month, and suffered a "dismount"
懂酒谛
2024-05-17 15:24Published in Beijing
Author—Yu Zaiyang
At the end of last month, Moutai bid farewell to Ding Xiongjun and ushered in Zhang Deqin, and this sudden change of commander had no less impact than the price increase of Moutai in early November last year.
However, after Zhang Deqin's arrival, the capital market's reaction may have been too cautious, reflecting a strong wait-and-see atmosphere. Just after the May Day holiday, Moutai's stock price gave Zhang Deqin a small "dismount" in the way of "seven consecutive yin".
After May Day, Kweichow Moutai was continuously "green"
After the May Day holiday, as of May 16, Kweichow Moutai has been "green" on the stock market for 7 consecutive trading days, so much so that some netizens said: "The king of stocks has been yin for seven consecutive days, how much hatred does it take to get out of such a trend?" I don't know if this evaluation of netizens is alluding to the market's doubts about Moutai's change of leadership.
For this kind of market, which is rarely encountered by strong Moutai, I know that after the May Day holiday, several actions of Kweichow Moutai may be the factors that lead to the "green face" of Moutai's stock price-
On May 6, Moutai Group held a party committee (enlarged) meeting, Kweichow Moutai closed in the stock market on the same day, and the next day, Moutai's share price hit a new high of 1777.80 yuan / share. This shows that the capital market and shareholders seem to be full of expectations for Zhang Deqin's appointment as the head of Moutai.
On May 8, Moutai Group held a symposium of old leaders, among the "former heads of Moutai" who have stepped down, in addition to the deceased Yuan Renguo and Gao Weidong, who has been imprisoned, Ji Keliang and Li Baofang were all invited to participate, except for Ding Xiongjun, who had just stepped down. On the evening of the same day, Moutai announced that the 2023 Annual General Meeting of Shareholders will be held at the end of the month, and according to the agenda, Zhang Deqin's qualifications as chairman of Moutai will be subject to legal procedures.
From May 8th to 16th, in 7 consecutive trading days, Moutai's share price closed in the green, out of the "seven consecutive yin" market - Moutai suddenly changed its commander, after bidding farewell to Ding Xiongjun and ushering in Zhang Deqin, the capital market's reaction may indicate everyone's wait-and-see attitude towards Zhang Deqin.
When "my own people" return, which leg does Moutai take?
Zhang Deqin is an old man of Moutai, and during his work in Moutai, he was the director of Xijiu Company for a long time and concurrently served as the chairman of Xijiu Company. After Moutai and Xijiu separated, he was assigned to Xijiu to take charge of Shuaiyin. This return to Moutai, for Zhang Deqin, is almost like going out for a "study tour", and then returning to the golden house built by her mother's family, and sitting on the chairman's throne of "gold edge".
Ding Xiongjun is out, Zhang Deqin returns, referring to the background and background of these two heads of Moutai, some media refer to Zhang Deqin as "Moutai's own people". In fact, after taking over Moutai Shuaiyin, Zhang Deqin reinterpreted the concept of "his own people" - since he took office for half a month, Zhang Deqin frequently mentioned the word family, saying that "dealers are Moutai's family", which is obviously showing favor to this group.
Regarding Ding Xiongjun's sudden transfer from Moutai, some media analysts said that because of the measures he took during his tenure in charge of Moutai, such as vigorously expanding direct sales channels, putting "i Moutai" on the shelves, and engaging in cross-border joint ventures, he directly moved the cake of some people, and finally it became inevitable for him to leave Moutai by moving his nest and vacating his seat.
Judging from the details such as Ding Xiongjun's quick removal from Moutai's address book and his absence from Zhang Deqin's and Zhang Luo's old leadership symposium, Zhang Deqin may take a different leg from Ding Xiongjun in Moutai and adopt a marketing strategy that focuses more on "his own people". However, if you want to mix well in Moutai, you must not only understand marketing and management, but also be politically correct.
The merits of Gao Weidong praised and depreciated Ding Xiongjun
Gao Weidong was investigated for corruption, and Ding Xiongjun was unexpectedly transferred. Even so, it was a last resort, and both of them had to accept it unconditionally.
For Gao Weidong, who has been dismissed, taking over the chairmanship of Moutai is not only his personal luck, but also his personal sorrow. Fortunately, during his tenure, Kweichow Moutai broke through all the way in the stock market, repeatedly breaking new all-time highs, and hitting a historical high of 2608.59 yuan per share and a total market value of 3.28 trillion yuan, so as to stand proudly at the peak.
The sad thing is that in the post of chairman of Moutai, Gao Weidong only stayed for less than 1 year and 6 months, and was transferred out before he was happy enough, and soon after he had to bear the notoriety of "corrupt officials" and "prostitution" and go to prison, for which Moutai had to carry a big black pot for him.
is also an "airborne soldier", Ding Xiongjun has been in charge of Shuaiyin in Moutai twice as long as Gao Weidong. However, his "three years of Moutai" has also been frequently criticized. Taking measures such as Moutai ice cream, sauce latte, and wine chocolate to the favor of young people, making a layout at both ends of the 1,000-yuan and 100-yuan sauce price band, and promoting the price increase of Moutai, although there are many criticisms, it is also his performance in Moutai.
People who disdain Ding Xiongjun believe that the measures he took in Moutai, such as cross-border marketing, direct sales reform, and "i Moutai" drainage, have destroyed the existing ecology of Moutai, broken the pattern of interests around Moutai, moved the cheese of distributors, and raised Moutai, a "golden rooster", into a "local chicken" at the expense of Pu Mao. This kind of criticism and criticism may be the main reason why he was suddenly transferred out of Moutai.
After this work adjustment, it is not excluded that Ding Xiongjun, who has been transferred to the post of Secretary of the Party Committee and Director of the Guizhou Provincial Administration for Market Regulation, will continue to provide services to Moutai. In the Market Supervision Bureau, he can continue to escort Moutai at multiple levels such as market supervision, cracking down on counterfeiting and shoddy, and intellectual property protection.
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Moutai changed the commander, Zhang Deqin was in place for less than half a month, and suffered a "dismount" -
Moutai changed the commander, Zhang Deqin was in place for less than half a month, and suffered a "dismount" -
Moutai changed the commander, Zhang Deqin was in place for less than half a month, and suffered a "dismount" -
Moutai changed the commander, Zhang Deqin was in place for less than half a month, and suffered a "dismount" -
Moutai changed the commander, Zhang Deqin was in place for less than half a month, and suffered a "dismount" -
Moutai changed the commander, Zhang Deqin was in place for less than half a month, and suffered a "dismount"