in 6 months, changes are taking place in zhijiang wine industry
2024-09-26
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in september, zhang daohong had just completed six months of serving as the party secretary and general manager of zhijiang liquor industry. a few days ago, as a representative enterprise in hubei, zhijiang liquor industry presented awards to olympic champions and celebrated the triumphant return of olympic athletes such as zheng qinwen and sun jiajun with the children of their hometown.
after taking office, zhang daohong started from within the company, conducted intensive research on channels, and made the important decision to reshape the product system. from the recent popular "zhijiang find zhijiang" event to yesterday's corporate awards ceremony, zhijiang liquor industry has repeatedly sent out signals of reform and revival.
in the past six months, the changes that zhang daohong has brought to zhijiang liquor industry have been clearly felt by both the insiders and the outside world. but for zhang daohong, facing a market environment with strong enemies in front and many competitors on the side, the reform and breakthrough of zhijiang's rejuvenation has just begun.
fire "burns" the inside, from confidence to system
a new official has three things to do when he takes office, and zhang daohong's fire burned deep into zhijiang.
on march 1, zhijiang liquor industry held a mobilization meeting on "strengthening five confidences to reshape zhijiang's glory". zhang daohong, the new general manager of zhijiang liquor industry, delivered his first "zhijiang speech" at the meeting: he elaborated on the company's development goals and tasks for the next period of time from the five aspects of strengthening historical confidence, cultural confidence, brand confidence, quality confidence, and development confidence.
zhang daohong's speech focused on the level of self-confidence, which was not only an exposition of zhijiang's advantages, but also a boost to the confidence of all zhijiang people. as the former leader of hubei wine, zhijiang's wine industry has had its glorious moments. time flies, and the glory is gone in a flash. today's zhijiang is trapped in hubei. for many years, it has been standing still. every zhijiang person is sinking into confusion and depression.
to this end, zhang daohong's first task after taking office is to boost confidence and rebuild confidence: let all zhijiang people clearly understand and deeply recognize the core advantages of zhijiang wine industry, namely history, culture, brand, quality, etc. believe it and see it, see it and believe it!
"from mr. zhang's resume, he has performed very well in all the previous companies he has held. so mr. zhang's arrival in zhijiang will be of great help to zhijiang, and will even lead zhijiang to a new beginning." some employees are highly optimistic about zhang daohong's arrival. on march 5, zhijiang liquor industry issued an announcement that the company has opened a "through train" channel for reporting to the general manager. zhang daohong also heard good suggestions and ideas from all employees on production and operation, democratic management, and style construction.
on march 11, zhijiang held a budget work promotion meeting, and zhang daohong carried out drastic reforms in the three major directions of organization and personnel, salary distribution, and system. this included breaking the big pot meal idea of "the same treatment for more or less work, good or bad work", organically unifying target management and salary system, and creating a management atmosphere of "systems manage people, relationships maintain people, and salaries retain people". in july this year, a half-year work summary and performance review meeting was held.
since then, zhang daohong's internal reform in zhijiang has come to a temporary end. "full of energy!" said a zhijiang employee. apparently, during zhang daohong's six months in zhijiang, zhijiang liquor industry has successfully regained its vitality.
in the outside world,huanxinzhijiang becomes famous again
quality is the premise for products to realize their value and can also determine the competitive landscape of products. in the era of ever-increasing consumption, only by combining market demand with continuous innovation can we improve the cost-effectiveness and competitiveness of products. as a veteran in the industry, zhang daohong is well aware of this and regards product upgrading as the focus of reform. he also conducts all-round upgrades on product quality to further consolidate the quality foundation.
based on the industry, too many products will inevitably lead to serious product homogeneity, which will in turn dilute the product value and become a stumbling block in the company's sprint process. on the premise of basically completing the coverage of the entire price range, zhang daohong chose to shrink the brand and focus on core large single products, initially ending the "miscellaneous and chaotic" product era of zhijiang liquor industry. this move has achieved the reshaping and strengthening of brand value, and the slimming of products can also better allow consumers to make choices.
after taking office, zhang daohong started an intensive research mode. from brewing to blending workshops, from technology to safety departments, he emphasized quality control and maintained the corporate brand. during the investigation of dealers, while listening to the voices of the front-line staff, he emphasized that the basic work should be done in depth, detail, and in a practical and thorough manner, so as to provide dealers with all-round close services.
zhang daohong also carried out reforms to varying degrees in terms of brand, channels, services, etc. a series of measures have enabled the outside world to clearly perceive the changes that zhang daohong has brought to zhijiang, and zhijiang liquor industry has also received olive branches from distributors.
since april, liquor distributors from all over the country have flocked to the small city of yichang and entered zhijiang liquor industry. data from zhijiang shows that in the past half month, more than 10 new customers from hubei province and many provinces such as jiangsu, hebei, jiangxi, and hunan have successfully signed contracts and paid for shipments, and more than 50 potential customers have come to inspect and negotiate. from the perspective of distributors, the revitalized and reborn zhijiang liquor industry has huge business opportunities.
on may 29, zhijiang liquor industry held a marketing work meeting in may, and zhang daohong emphasized the need for crisis awareness. in connection with what was said above, the first thing zhang daohong did when he arrived at zhijiang liquor industry was to rebuild confidence. obviously, as a veteran in the industry, zhang daohong clearly knew that confidence alone was not enough to support the development of zhijiang liquor industry. only by relying on accurate insights into the industry, upholding the corporate cognition that "pressure and motivation coexist, and difficulties and methods go hand in hand", and supplemented by a development strategy that suits itself, can the zhijiang proposition of the revival of old famous liquors be supported.
on june 27, zhang daohong strategically constructed a new blueprint for zhijiang's development. at the zhijiang wine industry strategy and product release conference, zhang daohong proposed locking in the real vintage track, focusing on the yichang market, winning the market with products, and locking in development with strategy. the participating distributors also said, "we have confidence in the combination of dao zong and zhijiang, and we have confidence in the future of zhijiang!"
since august, zhang daohong has frequently launched national market research activities, and recently held the olympic award ceremony. from the inside to the outside, from the aspects of brand, product, channel, etc., zhijiang liquor industry is taking effective development steps, making the grand goal of comprehensive revitalization closer to reality step by step.
