The Shangjiang Liquor Factory is located in the suburbs of this city. Xiao Cui drove to this area yesterday. Please get the fastest update. However, yesterday I actually regarded this area as a shantytown. This shows that this distillery is currently

What kind of situation is it?

The director of the winery is a stout-looking man in his fifties, with straight hair without a single gray hair. He has a Chinese character face and a full beard that shows that he has not shaved for at least a few days. His body

His white shirt was very clean, but the shorts on his lower body made him look nondescript.

I was not very happy because he knew that I was coming today. His dressing up like this at least showed that he was disrespectful to me. But I felt that whether he respected me or not was not a particularly important thing.

The important thing is that I think this person's situation shows that he has completely lost confidence in this company.

But he was very polite to me. After all, I am a member of the Standing Committee of the Municipal Party Committee and will soon be the Executive Vice Mayor. In fact, the one who cares most about my appointment procedures is myself. Everyone else knows that this is just a process, otherwise

If so, why are so many people now calling me "Mayor Feng"?[

There were several people waiting to greet me. After being introduced by the factory director, I learned that two of them were deputy factory directors, and the others were from the lower office and middle-level managers.

"Take me to see your factory and wine cellar first." I immediately requested.

After the tour, I found that the facilities and equipment here are relatively complete, but the factory buildings are very dilapidated, including laboratories and underground wine warehouses, but the sanitary conditions are very poor. I even saw a mouse in the underground wine warehouse.

At present, the winery is still in production, but there are very few workers, and the whole winery gives people a very withered feeling.

I couldn't help but sigh in my heart: It would be strange for a winery like this not to lose money.

"Let's go sit in your office." I said after the tour.

When I arrived at the winery's office, I immediately frowned because I found that there was dust everywhere and a thick layer on the table. The director was also very embarrassed and said, "Mayor Feng, wait a minute, I'll have someone clean it."

Come and sit down again."

I shook my head, "Let's go to your office."

His office was relatively clean and spacious. As soon as I entered, I sat on the factory director's boss chair, and then I called to everyone, "Sit down, all of you."

After everyone sat down, I continued: "The purpose of my coming here today is just to conduct research, that is, to understand the situation of your factory. Comrade Factory Director, please introduce the situation of your factory."

The factory director said: "There is nothing to introduce. You have seen the situation. Anyway, this factory will close down sooner or later. At present, we are only producing part of the raw wine for Jiangnan Winery, and they will blend our wine and sell it.

Now we can only rely on this to basically maintain the basic wages of our workers. Now we still owe the bank more than two million yuan in loan repayment, and it is impossible not to go bankrupt."

I was secretly angry: Only a loan of more than two million yuan has turned you into such a coward? But I knew now was not the time to be angry, so I immediately asked: "How many formal workers are there in your factory? They are registered national enterprises enjoying the benefits.

How many personnel are receiving welfare benefits and management cadres?”

The factory director replied: "There are more than 200 formal workers in state-owned enterprises, and a total of 58 administrative cadres, including logistics, sales and other cadres. Now most of our cadres and workers have not come to work. They are all here."

I have to find ways to earn money outside to support my family. The workers you see today are temporary workers. There is no way, regular workers are simply not willing to come to work for such a small amount of money."

I couldn't help but sigh in my heart: It was very easy for him to be the factory director. He didn't need to take care of anything anyway, just waiting for the factory to close down.

I kept observing the other people while the factory director was introducing the situation, and I found that all of them were looking downcast.

I think the current situation of this winery is not terrible, but what is terrible is the current mental state of the managers of this winery. I have almost no confidence in such a leadership team that has completely lost confidence.

However, I still asked them, "Everyone, tell me, is our winery's only option to go bankrupt?"

The factory director smiled bitterly and said: "Is there any other way? Our factory buildings and equipment are outdated, and the production volume cannot increase. If we want to complete these, we will need at least three million in funds. At present, our entire factory is exhausted.

It has been mortgaged to the bank, and it is basically impossible to get another loan. If the city is willing to come forward to guarantee for us, even if the loan comes out, it will end up with a loss, because wine is different, what is needed is

We don’t have the strength to invest in a lot of advertising.”

"It's like this." At this time, a thin man took over and said. He is the deputy director here, and he has just introduced me to me. His surname is Jin. "The number of famous wines in our country can be said to be the largest in the world."

Finally, each province, city and county has its own famous wines. Relevant data show that there are hundreds of kinds of wines rated as provincial and ministerial excellence, among which nearly 30 kinds of famous wines have won the National Gold Medal.[

How did famous wines become famous? In addition to the original eight nationally recognized famous wines, among the hundreds of new famous wines that have emerged in recent years, some are really good in quality and have been recognized by consumers, but some are due to their

Abnormal awards and advertising are two special tools that help wine become the most famous wine.

Let’s talk about the awards first. For ordinary consumers, the first feeling after entering the mouth of the wine is spicy, and then the degree of spiciness is used to judge the level of alcohol content and the quality of the wine. However, to truly choose the best among the best, it is not easy to distinguish the rankings.

So easy. But national-level wine evaluation experts are different. It seems that their tongues are touchstones made of special materials. As soon as the evaluated liquor enters their mouths, they can taste the style and where it is produced.

It is easy to mix in the human touch that you cannot see or touch when scoring, which leads to the problem of unfair awards and breeds unhealthy tendencies. The second is advertising. Good wine is not afraid of deep alleys, and there is no drumming or shouting.

Ancient sayings have become yesterday's flowers forgotten by people. Just like Maotai, which has been the "national liquor" for hundreds of years, Wuliangye's advertisements have also appeared frequently on CCTV, not to mention other liquors. According to relevant regulations, the promotion of liquor

The cost should not exceed 20% of the brewing cost, but in fact most wineries far exceed this requirement. Anyway, the cost of publicity is included in the cost, and the wool comes from the sheep, which in effect increases consumption.

Therefore, the long-lasting liquor sales war has naturally spread into an increasingly fierce liquor advertising war. Last year, a winery launched a new liquor brand, and it wanted this brand to seize the market and stand out from the crowd.

No expense was spared in advertising in various media, and it was very lively for a while. Over the past few months, more than 10 million yuan was spent on advertising, and the sales revenue of wine was only more than 10 million yuan. It was impossible to make ends meet.

[`Novel`]

Why do wineries spend so much money on advertising? Objectively speaking, they are forced to do so by fierce market competition. In recent years, the output of large wineries has doubled, and small wineries have also sprung up across the vast land of China.

In Gansu province alone, there are more than 100 large and small wineries. In the past few years, there was a rumor that one brand was drunk a year, but in the past two years, several brands have been drunk a year. Competition in the liquor market has reached a fever pitch.

A small number of consumers choose wine based on their own taste and preferences, and only recognize one type of wine for a long time. Others follow the trend and drink whatever wine is popular in society. More people

Just follow your feelings, and this feeling has nothing to do with the overwhelming advertising. Therefore, it is not surprising that many liquor manufacturers rely on advertising to win the market. Therefore, it is impossible for wineries like us to compete with

Other wineries spend this much money.”

Although I know the basic situation of the liquor advertising war in recent years, I never imagined that there are so many truths in it. However, I am not interested in such issues, because I prefer to believe that there can be other ways of marketing, such as yesterday

In the evening, I suggested to Secretary Chen that we use government reception wine to drive sales in a region, so as to turn losses into profits before considering the next step.

Then I asked Director Jin: "Director Jin, do you also think that our winery can only go bankrupt?"

He was stunned for a moment, probably not expecting that I would specifically ask him such a personal question. After pondering for a few seconds, he replied: "The current competition in the liquor market is becoming increasingly fierce, but the real production of liquor is through fermentation and distillation.

There are not many enterprises, and most of them are mainly alcohol blending enterprises. Our factory is really engaged in fermentation and distillation, which is our advantage. At present, the competition in the liquor market is fierce.

The eve of the shock, reshuffling, and regrouping. This raises a new topic for us: How to survive and develop in the gap between large and powerful wineries and fake wineries that are fake and fake?

I think we must first carry out a comprehensive transformation of the winery. Today Mayor Feng visited our winery in person, which already shows that the municipal government attaches great importance to our winery, so the loan issue should not be a problem. Since the loan

If the problem can be solved, then there will be no problems in the subsequent transformation of the factory. Then the following things should be done: First, effectively improve the quality of the sales team, hold training courses for marketing personnel, and invite people from the liquor market to

Marketing experts come to give lectures to them; through continuous learning and practice, a sales team with strong professionalism and ability to adapt to the market has been gradually cultivated. Second, the core leadership must establish a sense of innovation and have self-confidence: We have

Hundreds of tons of old wine brewed from pure grains and stored for more than five years are an absolute advantage that ordinary wineries cannot achieve. The key is to give full play to their own advantages that others cannot match and brew a well-known brand that can win the market.

.

Some people say that the amount of wine roots is the basis for whether a winery can produce good wine, and it is also an important indicator of the strength of a winery. The so-called wine roots are the original and aged wines in stock. At present, our wine roots

There are nearly one hundred tons, which is also our advantage.

Therefore, I think our winery can regain its former glory. The key is to see whether the municipal party committee and government really value our winery."

I shook my head and said: "The situations you mentioned are very important. It shows that our Shangjiang Winery still has its own advantages. Of course, the current difficulties are not small, and can even be said to be very huge. But I think this

It is not the most critical problem you have. I think your biggest problem right now is the human problem. First, the leadership team has no confidence in the winery turning losses into profits, and second, the situation of overstaffing is very serious. Think about it, such a company has suffered serious losses.

There are so many idle people in a winery. It would be strange if such a factory does not lose money or close down. I don’t want to analyze your situation too much today, because I am just here to investigate. As for the municipal party committee and the provincial government

I think there is no need to say more about whether we pay attention to your problems. Didn't I already come here today? But I still say the same thing. Even if the municipal party committee and the provincial government pay attention to your problems, it will be useless, because the most important thing is to rely on

Yourselves. Well, my research ends here today. Next, I may talk to each factory director about some specific issues. I also hope you will think more about this question: Our factory

Should the winery continue to exist or should it close down? It is easy to handle the matter of bankruptcy. Ask an appraisal agency to evaluate how much the factory is worth, then return the money to the bank, and the rest will be used for the resettlement of workers. Maybe

The government must also spend some money to solve this problem. But I don't want this. After all, our factory has a long history and its past glory. I hope that with everyone's efforts, it can be revived one day.

Wine is a good thing. It is not only a special food that supplements necessary nutrients to maintain high energy; it is also a special drink that supplements necessary water to maintain human metabolism. Drinking alcohol can also eliminate fatigue and restore physical strength; it can also be used as a

Medicinal use is very beneficial for the treatment of certain diseases. However, the above-mentioned effects are not the main factors why people drink alcohol, but lie in the following three aspects: First, it is used to stimulate people's emotions, or to promote or suppress them.

, wine plays a catalytic role in the process of people's neural activities, which is often called entertainment. It is convenient for regulating emotions, communicating feelings, and meeting the needs of spiritual life; secondly, it is used in various rituals, which is what the ancients called rites.

; Third, moderate drinking is good for health and longevity. In the Tang Dynasty, Bai Juyi's family held a Xiangshan Nine Elders Meeting with nine people with an average age of 81. One of the nine people was not a Jiuxian..."

Having said this, I couldn't help but think of my father's cancer caused by alcohol, and my heart suddenly hurt. But on such an occasion, I can only talk about its benefits, because it is part of my job. Today I am here to investigate,

On the one hand, it is to rebuild everyone's confidence, and on the other hand, it is also to promote ourselves.

Yes, it is propaganda. Showing your knowledge in front of the people below is also a kind of propaganda.

I continued: "Director Jin just talked about the fact that in China, which is still far from a well-off society, why are thousands of liquor manufacturers popping up all of a sudden? I think the main reasons are

Two reasons: on the one hand, it is driven by huge profits and considerable taxes; on the other hand, wine is inseparable from traditional Chinese culture and the consumer demand supported by the huge drinking group.

Throughout the ages, the word "wine" has attracted many literati and poets. Praises, poems and freehand phrases about wine can be found everywhere. Starting from the earliest "Book of Songs", wine has an indissoluble bond with culture. Li Bai's poems about wine Hundreds of poems about this quatrain have become popular. Wine is described in Tang poems, Song lyrics, Yuan operas, legends and novels of the Ming and Qing Dynasties. my country's four classic classics: "Romance of the Three Kingdoms", "Water Margin", "Journey to the West", and "A Dream of Red Mansions" In "", wine adds to the entertainment of several heroes, making the story more magical and poetic. Cao Cao and Liu Bei cooked wine with green plums to discuss heroes; Wu Song wine helped the gods to defeat the tiger in Yanggang; Lu Zhishen got drunk and made a fuss in Mount Wutai; Guan Yunchang warmed the wine and killed Hua. "; The story of Zhang Yide pretending to be drunk and wearing Yan Yan has been passed down through the ages and is well-known to every household. Especially Cao Xueqin, the author of "Dream of Red Mansions", was addicted to alcohol. Since he has rich knowledge of wine, the description of wine in "Dream of Red Mansions" can be said It has reached an extremely high level.

In addition, there are many stories about people who produce great works after being drunk. Bai Juyi's popular long poem "Pipa Xing" was written overnight after he was drunk and listened to the singer Pei Xingnu playing the pipa and telling her life experience.

.Su Shi's "Shui Tiao Ge Tou": When will the bright moon come? Ask the blue sky with wine. I don't know the palace in the sky, what year it is tonight... It was also written in one breath after being drunk. As for passing good verses while drunk, strange poems come out after being drunk.

There are even more allusions. It is said that the eternal quatrain "The drunkard's intention is not in the wine" in Ouyang Xiu's "The Drunkard's Pavilion" is the product of when the drunkenness is strong; Fan Zhongyan "worries about the world first, and then the world."

The wise saying of "Be happy and happy" is the heartfelt feeling of being drunk, and naturally reveals the feelings of concern for the country and the people; Tao Yuanming's charming and graceful poem "Pick chrysanthemums under the eastern fence, leisurely see the Nanshan Mountain" is the elegant feelings expressed after drinking;

The Eight Immortals in the wine are also the mantras after drinking. The quatrain in Li Bai's "Drunk Feeling", "There will be times when the wind breaks through the waves, and the clouds and sails are straight across the sea" are even more famous through the ages. In short, three thousand years of literature have

Almost all of his writings are inseparable from wine.

This is not only true for literary creation, but also for writing. Wang Xizhi, who is revered as the sage of calligraphy, wrote "Preface to the Lanting Collection" while drunk, and when he was full of sex, he picked up the pen and swiped the brush. He was so powerful that he wrote it in one go, and was called by later generations.

It is the best calligraphy of all time. Not only did others praise it, but he himself was shocked after the drunkenness. He almost doubted that he had written it. Afterwards, he wrote the "Preface to the Lanting Collection" many times, but he never reached the peak of drunkenness.

What he wrote at that time was full of brilliance and vivid ideas.
To be continued...