Alcoholic drinks, civil strife, fixed directional additional blog performance

July 15, alcoholic beverages (000799.　　SZ) After the 1999 allotment after a 11-year refinancing plan: to include the major shareholder in the Royal Company (hereinafter referred to as the Emperor), including the specific investors targeted to add more than 38.38 million shares, raise 443 million yuan into high-quality wine brewing technology and other 4 projects.　　On the same day, the company also issued interim results notice: the first half of 2010 company net profit and earnings per share of about 50 million yuan, 0.165 yuan, an increase of about 250%. Performance surge and directional additional, alcoholic liquor personnel shocks still.　　To General manager Xu Cochang led the alcoholic liquor management team "brand buyout" and multiple product line strategy, did not bring the alcoholic wine performance broke the bureau, the actual Control of Sugar Group (hereinafter called the sugar) to adjust the marketing model, cut the clan right, eventually triggered the "executive resignation" storm.　　As the storm subsided, in the beginning of the internal treatment of sugar, the media is exposed to the original executive vice President Han quit the origin of sugar tore up the gambling agreement, as well as the sugar in the newly established alcoholic drinks Hunan Sales Limited Liability company (hereinafter referred to as Hunan Sales company) for personal gain, the aftermath. Reporter survey learned that the resignation of senior executives behind the storm is actually another truth: the operating team performance is not good at the same time, individual executives in the operation of the ultra vires behavior, strategy can replace the idea, is the reason to leave.　　and the directional additional, is the sugar means the national market for the Bureau, alcoholic alcohol can get rid of civil strife, back to the journey? Cutting the clan to trigger the resignation of sugar in 2006 at the end of the alcoholic drink, the use of two years to make the company, but marketing short board can not break through. 2009, please come to Wuliangye (000858.　　SZ) Former general manager Xu Cochang as alcoholic liquor general manager, composed including Han for the Executive vice general manager of the management team, hope to rely on Xu's ability to revive alcoholic drinks.　　Management team under the leadership of alcoholic drink, abandon alcoholic wine has been operating a good unique "hole Tibetan wine" advantage, will be the product line of alcoholic wine extended to the red altar, yellow altar, purple altar, such as more than 10 varieties, "focus effect" of the lack of distributors and consumers at a loss. At the same time, in order to complete the performance of business objectives, the management team to introduce a large number of internal and external capital, brand buyout operation.　　In fact, 2009 alcoholic drinks sold the classic Xiang Quan, Hunan Spring Aging and the operation of the brand, such as Cave and Tibetan wine, OEM manufacturers up to more than 40. China sugar to the management team in the company's personnel and financial power to implement decentralization policy. and Han in business also quite advocated, "Han always told us that the management team and the sugar is an agreement, the content of the agreement as contracted."　　"An alcoholic liquor dealer in Changsha told reporters.　　May 2009, Han without the approval of the Board of directors, will be thousands of tons of wine (brewing alcohol, is regarded as the lifeblood of wine Enterprises) to 50 million yuan to sell to Zhuhai's richest oil tycoon Lee Health, the alcoholic wine after a painstaking effort to recover the right to operate. In addition, Korea in the Office for alcoholic drinks purchased not less than 120 million yuan of product packaging, the companyPurchasing department staff told reporters that these packaging materials in the warehouse mountain, enough for two or three years, and the purchase price is much higher than the market price. Behind the unknown is, to sell the wine to start the Han assets over billion, voluntary to alcoholic drinks to work in the map of the Big Yan. He had planned to raise money with outsiders to buy 10.69% of the two shareholders of the Great Wall Asset Management company, the first big shareholder.　　Reporters on this matter to Han telephone verification, South Korea said "no comment."　　After much decentralization, the operating team's 2009-year performance is not up to expectations: The company achieved main revenue of 365 million yuan, the year-on-year increase of only 11.6%, and in 58.48 million yuan net profit, operating profit is only 13.23 million yuan, the rest are from the sale of real estate company Equity and other non-recurrent profit and loss items.　　Compared to the two sides "2009 alcoholic liquor sales amounted to 500 million yuan, the profit of more than 50 million yuan, operating teams and companies 64 divided into" the terms of entry into force, obviously far from. Aware of the crisis of the sugar, began to limit the management of some of the power of the team, while starting to change the marketing model.　　March 31, 2010, the sugar proposed with the distributor set up a joint venture sales company.　　Feel protest and interests damaged Han, then advised Xu Cochang resignation, finally, Xu Cochang and Vice President Zengsheng was retained, Han angrily quit. To raise the performance of the alcoholic wine again map through directional additional exerting force national market.　　Additional plans show that the alcoholic wine additional price is not less than 11.55 yuan/share, of which, the emperor will be in cash to subscribe to not more than 15% of the shares, the number of subscriptions not exceeding 5.76 million shares. Raised 443 million yuan, will be put into the quality of wine brewing technical innovation, base wine grading storage and Packaging Center technical transformation, marketing network construction and brand media promotion 4 projects.　　Among them, the base liquor grading storage Packaging technical transformation and brand media promotion two projects invested larger, respectively, 199 million yuan and 120 million yuan.　　As the most important ingredient of wine, alcoholic wine reserves ranked in the front, but the company for a long time because of civil strife, lack of funds, for the production of high-grade liquor quality base wine capacity is not fully released, resulting in dealers often broken goods, and the base wine brewing, storage and packaging technical renovation project is to solve capacity bottlenecks. As for the marketing network construction and the media promotion project, the alcoholic drinks more considers is the market layout.　　Since the establishment of "fine tillage Hunan, revival of the national" marketing strategy, alcoholic liquor is planned to Hunan as the center in the country to establish 100 marketing outlets.　　Prior to May 6, alcoholic liquor holding subsidiaries of alcoholic liquor Supply and Marketing Co., Ltd. and Changde Prosperity Industrial Co., Ltd, Hunan Heng and Business Development Co., Ltd., natural person Chen Shangzhi and Prince Rights, such as joint venture to set up Hunan Sales company.　　Hunan Sales company registered capital of 95.5 million yuan, of which alcoholic liquor supply and marketing company funded 20 million yuan, to 20.95% of the proportion of the largest shareholder, natural Wang Ziquan Capital 15 million yuan, accounting for more than 15.71%, for the second largest shareholder. "ToThe former marketing policy of the capricious management of dealers and manufacturers centrifugal, but now set up a joint venture sales company so that the real interests of manufacturers integration. "Hunan Sales company shareholder Chen Shangzhi regrets. Alcoholic drinks not only cash capital to participate in Hunan Sales company, but also give up the absolute holding status, so that the proportion of other shareholders higher, so that listed companies and distributors of the interests of more tightly tied. "In the first half of this year's 50 million net profit, Hunan sales company contribution should be not small."　　"Chengang analysis.　　Alcoholic drinks in Hunan in 2009 sales of only about 200 million yuan, less than more than 7 billion of the year of Hunan liquor market 3%, alcoholic liquor capacity expansion, its market space in the province should be able to, and Hunan Sales Company is its force in the province of the main platform of the market. "At present, the company has been in Guangdong, Shandong and other place to set up sales headquarters." Fan Zhen revealed that once the Hunan Sales company mature operation, its experience will be quickly replicated to other provinces and cities, with the help of the targeted additional fund-raising, alcoholic drinks in three years is expected to build up nationwide marketing network.