Guizhou Moutai, a leading Chinese liquor company, known as "liquid gold", recently participated in a number of cross -border cooperation frequently out of the circle, and the news of the death of Yuan Renguo, the former chairman of this "trillion Moutai" empire, this weekIt is also spread in the Chinese media, and people's eyes have focused on this half -reputable controversial figure.
Yuan Renguo, 67, was the fourth -generation head of Moutai Group. He was born in Huaizhou, his hometown of Moutai wine. At the age of 19, he entered the Moutai Winery and rolled all the way.Until the 63 -year -old retired from the chairman of Maotai Group, the entire career was dedicated to Maotai.
In these 43 years, Yuan Renguo has served as chairman of Moutai listed company for 18 years, and has been the chairman of Moutai Group for eight years. He has experienced many difficult moments with Maotai and created the legend of Moutai in the tide.
In 1998, Yuan Renguo, then the general manager of Moutai Company, was in the dilemma of the Asian financial crisis and the Shanxi fake alcohol case.The best sales performance in history has also established 90 % of the distributor system that has been occupying 90 % of the total revenue of Moutai.
Three years later, Yuan Renguo brought Moutai into the capital market, launched technological reforms, expanded production, and then overtaken the old opponent Wuliangye in terms of price and revenue, sitting in the Chinese liquor head to hand over.
But with the "eight regulations" of the Political Bureau of the Communist Party of China in 2013, Maotai, which mainly focuses on the high -end liquor market, once again faced challenges, and its official consumption proportion dropped from 30%to 1%.
Yuan Renguo, who has a flexible thinking, quickly adjusted its strategy and packaged brand stories under the concept of scarce marketing, making Moutai a symbol of class and successfully transformed into luxury goods in business and personal consumption.
In January 2018, the first market value of Moutai, which was already the first share of liquor, exceeded the first time that the total market value of Baijiu exceeded the trillion yuan (RMB, Same, Sim, S $ 189.4 billion).One riding dust became the global wine king.
When Moutai sang all the way, Yuan Renguo's life trajectory turned sharply: In May 2018, Yuan Renguo unloaded the chairman and was "double -opened" the following year.He was sentenced to life imprisonment for 110 million yuan for bribe.
Needless to doubt that Yuan Renguo has made great achievements in shaping the Moutai brand and plays a pivotal role in the history of Maotai.As a local fiscal pulse and the first taxpayer, Moutai's continuous leap in the past 10 years has also helped Guizhou's long -term stability in the GDP growth rate of GDP in China.
To some extent, Yuan Renguo, the Maotai Development hero, is also a key figure in Guizhou's economic development.
However, Yuan Renguo, who created the "Moutai Myth", failed to resist the temptation of power. The dealer system he established has eventually become a breeding bed that breeds corruption.The scarce Moutai distribution qualification has become Yuan Renguo's wealthy tool, and it has also become the capital of its political cluster.
The former Secretary of the Gansu Provincial Party Committee of the Communist Party of China in 2017, Wang Sanyun, who had worked in Guizhou for many years, and Wang Xiaoguang, the former deputy governor of Guizhou Province, who dumped 4,000 bottles of Maotai in 2018, all have the benefit conveying relationship with Yuan Ren's state.Essence
The dealer system left by Yuan Renguo has also become a stubborn illness in Moutai's governance, and laid hidden concerns for the group's development.China Discipline Inspection and Supervision reported in the 2020 article that Moutai "long -term existence of the chain of private interests by wine".In the two years from Yuan Renguo's "double opening" to pronounced, at least 14 executives in Maotai were investigated for corruption and bribery, of which nearly half of the executives were responsible for sales.
Yuan Renguo's successor Li Baofang subsequently made a big shuffle on Maotai dealers and set up a group marketing company. However, the move touched the interests of small and medium shareholders, which caused the attention of the Shanghai Stock Exchange to ask Moutai to explain whether there was a related transaction.When Li Baofang stepped down two years ago, he said frankly that the "burden" of Chairman Moutai made her "trembling, like a thin ice", which shows that it is not easy to sit in this position.
Now Yuan Renguo died suddenly after two years of serving his sentence, and his life was abruptly described, and Moutai, who was regarded as "career and life", was starting a new round of exploration and attempts.In the cross -border cooperation of chocolate, he repeatedly appeared on Weibo hot search and became the darling of social media, showing the unshakable status and influence of this brand.
