Each reporter: Xiong Jianan Zhou Huan every editor: Chen Junjie
The news of Moutai's coach focuses on all the attention inside and outside the industry in the past two days, and in the industry's countless speculation and discussion, it finally ushered in official announcement.
On April 29th, Guizhou Moutai announced that according to the relevant documents of the Guizhou Provincial People's Government, Zhang Deqin was recommended to be the director and chairman of Guizhou Moutai Wine Co., Ltd., and Ding Xiongjun was recommended to be the chairman and director of the company.The company will hold the board meeting and shareholders' meeting as soon as possible in accordance with the provisions of laws, regulations and corporate articles of association as soon as possible.
The introduction of Zhang Deqin in theAnnouncement attachment is: the current party secretary and chairman of the Moutai Winery (Group) Co., Ltd., Guizhou Moutai Winery (Group), and secretary of the party committee of Guizhou Moutai Wine Co., Ltd.
Zhang Deqin is a "Moutai" who has grown up from the front line.With more than 20 years of performance in the liquor industry, "the entrance and heart are strong, the fierceness is popular, and the prestige in corporate management is very high." It is the outside world's evaluation of Zhang Deqin. Under its influence, Xi Jiu successfully entered the second camp of the sauce industry.Sales exceeded 20 billion yuan.
Moutai belongs to the existence of "one ride" in the industry. There is no preference for seeking new incremental quantity.Under the adjustment of the industry, the new trend is constantly appearing. Which challenges are waiting for Zhang Deqin to answer?
Compared with Ding Xiongjun's previous "airborne", the successor Zhang Deqin can be described as "pure" Maotai.
Zhang Deqin is a native of Renhuai City where Moutai Winery is located.In 1995, at the age of 22, he entered Maotai after graduating from Guizhou University of Technology.From the front line, just 9 years later, Zhang Deqin, 31, was promoted to the assistant manager and director of the wine storage workshop in Moutai, Guizhou.In May 2010, he began to be the assistant to the general manager of Moutai Group and entered the Xijiu Company. He served as chairman, general manager, and deputy secretary of the party committee.It wasn't until 2019 that Zhang Deqin left Moutai.
In 2022, Zhang Deqin returned to his job to work, and at that time, Jiujiu officially became "littering" and became a Guizhou provincial management enterprise, but he also publicly stated that Xi Jiu should always be grateful to Moutai.
"Humanity" is the first view of Zhang Deqin.
Liquor expert Xiao Zhuqing told the Daily Economic News on April 27th that Zhang Deqin was familiar with the grass and trees of Moutai, and he fingered the history and development of Moutai.Zhang Deqin, who returned to key positions at the critical moment of Moutai's development, was hoped.
Xiao Zhuqing believes that Zhang Deqin is accustomed to finding problems on the front line of the market. His work efficiency is high, and he is very humane to employees and dealers. He has a courage to take responsibility.
In 2010, the annual revenue target of Jiujiu was 1 billion yuan, but in the middle of the year, only 270 million yuan was completed.After conducting in -depth investigations, Zhang Deqin, who was 37 years old, opened a broad reform reform.
The measure he took is that the sales of the national market are directly deployed, and the brand advertisement will be ascended to CCTV after more than 20 years.Under the high performance of these two major measures, in 2010, Xi Jiu successfully exceeded the revenue mark of 1 billion yuan.By 2012, it quickly increased to 3 billion yuan, caught the tail of the "Golden Ten Years", so that Xi Jiu has a brand awareness in the national market.It also laid the foundation for the growth of high -speed wine at high speed. In 2020, the sales of Jiujiu exceeded 10 billion yuan.
When Zhang Deqin returned to Xi Jiu in 2022, the company faced the challenge of leaving Moutai's unique development.
In the face of the new brand strategic positioning, Zhang Deqin first stabilized the dealer, sorted out the product hierarchy, and established consumers' awareness of Jiujiu.Under its leadership, the sales of Xijiu in 2022 exceeded 20 billion yuan, the first half of 2023 reached 11.6 billion yuan, and the industry's expected company's sales in 2023 were between 22 billion and 23 billion yuan.There is no doubt that the three "giants" of Maotai, Jiujiu, and Langjiu are almost divided into the sauce market.
Daily Economic News will meet Zhang Deqin at the relevant liquor industry conference in Guizhou Province. Although there are not many speeches, they "dare to tell the truth and sharp views."
