Xijiu has been doing frequent movements in the past two days.
On the evening of July 12, China Kweichow Moutai Distillery Group Co., Ltd. (hereinafter referred to as "Moutai Group") issued an announcement that the company plans to transfer its holdings of Kweichow Moutai Distillery (Group) Xijiu Co., Ltd. (hereinafter referred to as "Xijiu") 82% of the equity is transferred to the Guizhou Provincial State-owned Assets Supervision and Administration Commission for free, and the Provincial State-owned Assets Supervision and Administration Commission performs the responsibility of the investor.
The day before, the news released by the official WeChat account of “Guizhou Xijiu” showed that Guizhou Moutai Winery (Group) Xijiu Co., Ltd. has been upgraded to Guizhou Xijiu Investment Holding Group Co., Ltd.; at the same time, the company has completed the transition of the leadership team. Zhang Deqin returned to serve as Party Secretary and Chairman of Xijiu Investment Holding Group.
It is reported that Zhang Deqin entered Kweichow Moutai Co., Ltd. to engage in production management from 1995 to 2004; in 2010, Zhang Deqin officially served as the chairman, general manager and deputy secretary of the party committee of Kweichow Moutai Distillery (Group) Xijiu Co., Ltd.
2010 was Zhang Deqin's first year in charge of Xijiu, and it was also the twelfth year that Xijiu joined Moutai Group.But also in 2010, the development of Xijiu entered a "bottleneck period". Data shows that in the middle of the year, Xijiu achieved sales of 270 million yuan, only a quarter of the annual revenue target (1 billion yuan). In the same year, the sales of Langjiu reached 5.8 billion yuan.
In this context, after Zhang Deqin took office, he not only succeeded in breaking the revenue target of 1 billion yuan in 2010, but also quickly reached 3 billion yuan in revenue in 2012 through measures such as expanding the sales market nationwide and increasing brand promotion. .In 2018, Zhang Deqin resigned as the chairman of Xijiu. Since then, under the leadership of the successor chairman Zhong Fangda, Xijiu’s revenue has successfully exceeded the 10 billion yuan mark in 2020, and its revenue in 2021 will be 15.58 billion yuan.
From the perspective of the industry, Xijiu may be clearing the way for its own listing.Previously, Xijiu had failed to go public due to its "horizontal competition" with Kweichow Moutai Co., Ltd.
Xiao Zhuqing, a wine industry person and chairman of Wuhan Jingkui Technology Co., Ltd., believes that from the mission of rebuilding a new Moutai and enlarging the weight of the entire sauce-flavored category in the Chinese wine market, it is very likely that Xijiu will be spun off and listed on its own. .
"Xijiu used to grow under the Moutai Group, and its brand planning and product matrix were affected by the Moutai Group, both tangible and intangible." Xiao Zhuqing further emphasized to the "Securities Daily" reporter, "Today's Xijiu has begun to leave the Moutai Distillery to fly solo. After Zhang Deqin regains control, he needs to reconsider the entire Xijiu brand matrix planning, and it is necessary to clearly build and plan the brand line and product line of high-end, mid-range and popular series of wines."
However, Wang Jianjun, a liquor industry person who has been representing Maotai-flavor liquor all the year round, admitted to the "Securities Daily" reporter that the Maotai Group has made great contributions to the achievements of Xijiu."Most of the major distributors in the country have represented the core products of Xijiu, which has promoted the rapid completion of the national channel construction of Xijiu. After Xijiu is spun off from the Moutai Group, will these big distributors like Maotai work hard to sell Xijiu? Wine may have a question mark. Therefore, it is also a big challenge for the new chairman Zhang Deqin to stabilize the big distributors of Moutai.”
Our reporter Wang He trainee reporter Feng Yuyao
