Chairman of a state-owned enterprise talks about new quality productivity丨Changyu Company: Actively seeking change and becoming a practitioner of new quality productivity
2024-08-14
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Editor’s Note:This year's National People's Congress mentioned that "we must firmly grasp the primary task of high-quality development and develop new quality productivity in accordance with local conditions", which pointed out the direction for all regions to develop new quality productivity. New quality productivity, as a key force to promote high-quality development, is increasingly becoming the focus of transformation and upgrading of various regions and enterprises. Standing at the new starting point of a trillion-level city, how can Yantai accumulate new breakthroughs with new quality productivity? Recently, the Yantai State-owned Assets Supervision and Administration Commission and Dazhong.com Yantai have specially planned the special column "Chairman of State-owned Enterprises Talks about New Quality Productivity", in-depth exploration of the practical cases and innovative experiences of state-owned assets and state-owned enterprises in new quality productivity, and showcasing Yantai's achievements and prospects in the development of new quality productivity.
Dazhong.com reporter Cui Liyuan reports from Yantai
"Raise the glass and look back at the clouds and smoke, from 1892 to today." Just as the lyrics of the Changyu song titled "Grape Wine Never Sleeps" say, as a pioneer in China's wine industry, Changyu Company has witnessed more than a century of Chinese history.
How can a company survive for a hundred years? Innovation may be its biggest secret. The current hot word "new quality productivity" has undoubtedly brought new opportunities to Changyu.
Using technological innovation as an engine to promote industrial transformation and upgrading
Zhou Hongjiang, Chairman of Changyu Company, said with emotion when reviewing the extraordinary journey of more than 130 years: "More than 130 years ago, when Changyu was first established in Yantai, it faced several '0's: no wine grapes, no winemakers, no brewing equipment, no supporting industries, no oak barrels and wine cellars. However, Changyu people adhered to the spirit of 'daring to be the first', introduced wine grapes three times, introduced foreign winemakers three times, and spent 11 years to build a large wine cellar, and finally successfully brewed Chinese wine and brandy."
Changyu started from a blank sheet of paper and gradually became the largest wine company in Asia. At present, Changyu has 14 wineries around the world, and its products are sold in more than 80 countries, making it one of the wine companies with the deepest and widest distribution in the world. In the Chinese wine market, Changyu's market share, production and sales volume, and profitability have been ranked first in the industry for more than 20 years.
Even so, facing the vibrant new era, Changyu is still making progress, innovating, and writing its own exclamation marks!
Facing the transformation and upgrading of the industry, Changyu has made many explorations. In order to promote the product structure, Changyu further focuses on the mid-to-high-end, especially the high-end. At the same time, in order to accelerate the innovation of new categories and new products, Changyu has the ability and responsibility to innovate categories, expand consumer groups, and expand the market pie.
In terms of innovative communication content, Changyu insists on telling the characteristics and stories of Chinese wines, emphasizing the characteristics and selling points of the products. At the same time, it combines Chinese wine with China's food culture and drinking culture, conveying the life philosophy of "the local environment and water nurture the local people, and Chinese wine is the best match for Chinese food", and promoting wine to enter more Chinese families.
In the era of digitalization and artificial intelligence, digital empowerment, open integration, and scenario innovation have become the elements that must be taken seriously in the digital transformation of enterprises. Changyu continues to explore and plan in the field of digital transformation and artificial intelligence to continuously promote innovation, upgrading and transformation of itself and the entire Chinese wine industry.
Changyu has always accelerated scientific and technological innovation, transformed existing productivity, spawned new quality productivity, integrated corporate development into the national development strategy, kept up with social and technological development trends, combined with the characteristics of the industry and the company, and deeply promoted layout optimization and structural optimization.
Driven by digital construction, accelerate the formation of new quality productivity
In this challenging era, digital transformation has become "what everyone is looking forward to". In this regard, Changyu has kept up with the innovation trends at the technological and industrial levels, and has driven the pace of industrial change by combining emerging technologies with traditional technologies.
In 2012, Changyu launched the "One Bottle, Three Codes" identification project, collecting information on the entire process of production, circulation and marketing through marketing codes, anti-counterfeiting codes and traceability codes. In 2020, Changyu created the world's first blockchain traceability platform for wine, using blockchain to ensure that traceability information cannot be tampered with, giving each bottle of product a unique blockchain "digital ID card."
Today, all of Changyu's 19 production lines have implemented QR code assignment and blockchain application technology for each bottle of wine off the line, and the traceability information of hundreds of millions of bottles of wine has been uploaded to the chain. Consumers can scan the marketing code and view the relevant chain information in the traceability section, opening up a two-way channel for consumers' "authenticity verification" and enterprises' "anti-counterfeiting".
At present, "Changyu Quality Life+" has millions of registered members, becoming the largest fan gathering place for wine and brandy in China. This will not only help build Changyu's private domain traffic and consumer digital assets and build a richer consumer portrait, but will also help Changyu's digital communication and marketing, and lead dealers across the country to achieve online transformation.
Not only that, Changyu also promoted blockchain technology to the entire industry. In 2021, the China Wine Digitalization Research Institute was established under the leadership of the China Alcoholic Drinks Association and hosted by Changyu and Tencent. Moutai Wine, COFCO Great Wall, Wulong, Dynasty, and Sino-Portuguese five backbone enterprises joined the institute as the first batch of wine companies to promote blockchain applications to more companies in the industry.
In addition, the design of the underlying architecture of the Changyu blockchain traceability platform also fully considers the future openness and expansion capabilities, ensuring that the blockchain application platform can be dynamically expanded, open to the backbone enterprises in the industry for free, and jointly on the chain with the regulatory authorities of the production area. Through the China Wine Digital Research Institute, as long as the enterprise implements the "one item one code" application, it can upload the traceability information to the blockchain platform for free, ensuring that the traceability information is authentic and cannot be tampered with, and ensuring the security and privacy of the commercial data of each wine company on the chain.
Changyu has always believed that no matter in the digital age or the AI age, data will bring more possibilities. Obviously, Changyu is forging hard power with "digitalization", striving to accelerate the formation of new quality productivity and seize the initiative in future development.
Focusing on energy conservation and emission reduction, promoting sustainable development of enterprises
At present, new quality productivity must be environmentally friendly and resource-saving productivity. Developing new quality productivity is objectively developing green productivity. In the low-carbon era, energy conservation and emission reduction is not only an inevitable choice for protecting the environment, but also a necessary condition for promoting the sustainable development of corporate production.
In this regard, Changyu has put energy conservation and emission reduction into practice. In the planting process, it has introduced the internationally leading NETAFIM "water-fertilizer integration" drip irrigation system, which can accurately meet the grape's demand for water and nutrients at different growth stages in a timely and quantitative manner, reducing labor by 99% and saving 30% in fertilizer input.
In addition, in order to recycle waste heat, Changyu also introduced a scientific and reasonable heat recovery system, which was completed and put into use in the second half of 2016. At present, the heat recovery system operates stably and reliably, saving 800,000 to 1 million yuan in steam costs each year, effectively reducing production costs, and the energy consumption index per ton of wine meets the national green factory standards.
Moreover, Changyu adheres to the design concept of "green packaging" in product packaging. More than 95% of its products use thin-walled lightweight bottles, which reduces the material consumption by more than 13% without reducing the strength. Based on an annual output of 70,000 tons, 3,000 tons of glass can be saved each year, which means that the energy consumption and greenhouse gas emissions of each wine bottle will be reduced by about 13%.
In the filling process, Changyu uses the height difference to facilitate the transportation of wine, saving energy by 30%; plate heat exchangers are used to achieve heat exchange between cold wine and room temperature wine, which is energy-saving and environmentally friendly; in the logistics process, Changyu innovatively uses three-layer cartons, reducing paper consumption by 3,000 tons per year...
To promote sustainable development, Changyu has been working hard to implement it. For many years in a row, it has won honorary titles such as "Demonstration Enterprise for Energy Conservation and Emission Reduction" and "National Green Factory" in China's wine industry, and has been rated as "National Green Ecological Enterprise Demonstration Unit" and "National Advanced Unit for Comprehensive Utilization of Resources".
On the road to "new", Changyu continues to break through itself in "new" quality, "new" culture, and "new" marketing. It is leading consumption trends and promoting domestic demand growth with better products and services, contributing "Changyu strength" to accelerating the transformation and upgrading of the wine industry and promoting the construction of "Digital China".
