Shangjiang Liquor Factory is located in the suburbs of this city. Xiao Cui drove to this area yesterday. However, yesterday I actually regarded this area as a shantytown. This shows what kind of situation this distillery is now.
situation.
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 do so many people start calling me "Mayor Feng" now?
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, "Go to your office."
His office was relatively clean and spacious. After I entered, I sat down on the factory director's boss chair and immediately called to everyone, "You all should sit down."
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 more than two million yuan in loans to the bank and cannot repay them. 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.
While the factory director was introducing the situation, I kept observing the other people, 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 shows that there are hundreds of famous wines rated as provincial and ministerial excellence, among which nearly 30 kinds of famous wines have won national gold medals.
How did famous wines become famous? In addition to the original eight famous wines recognized nationwide, 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
The two special boosters of abnormal awards and advertisements pushed the wine to the throne of 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 a thing of the past forgotten by people. Just like Moutai, 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 publicity expenses of wine should not exceed 20% of the brewing cost, but in fact most wineries far exceed this regulation. Anyway, the publicity expenses are included in the cost, and the wool is in the sheep.
On the body, the burden on consumers has been increased invisibly. 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.
This brand seized the market and stood out from the crowd, so it spared no effort to advertise in various media, and it became very lively for a while. After a few months, more than 10 million yuan was spent on advertising, and the sales revenue of wine was only more than 10 million yuan.
I fell in love with being unable to make ends meet.
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.
There are more than 100 large and small wineries in Gansu Province alone. In the past few years, it was widely rumored that one brand of wine was drunk in a year, but in the past two years, several brands have been drunk in a year.
The competition in the liquor market has reached a fever pitch. A small number of consumers choose liquor based on their own taste and preferences, and only recognize one kind of liquor for a long time. Others just follow the trend and decide which liquor is popular in society.
What kind of wine to drink? More people follow their feelings. This feeling is not unrelated to the overwhelming advertising. Therefore, it is not surprising that many liquor manufacturers rely on advertising to market. Therefore, like us
It is simply impossible for a winery like this to compete with other wineries for such consumption.”
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 fermentation and distillation are the real methods of producing liquor.
There are not many companies, and most of them nowadays are mainly alcohol blending companies.
Our factory is really engaged in fermentation, distillation and wine production, which is our advantage. The current disorderly competition in the liquor market, which is a mixed bag of good and bad, is on the eve of violent shocks, reshuffling, and reorganization. This proposes a plan for us.
New topic: 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 next: First, effectively improve the quality of the sales team, hold training courses for marketing personnel, and invite marketing experts from the liquor market to give lectures; through continuous learning and practice, gradually cultivate a
We must build a sales team with strong professionalism and the ability to adapt to the market. Second, the core leadership must establish a sense of innovation and have self-confidence: we have hundreds of tons of old wine brewed by pure grains and stored for more than five years. This is an ordinary
The winery has an elusive absolute advantage. The key is to give full play to its own advantages that others cannot match and create a well-known brand that can win the market. (To be continued)