Embrace the new normal and innovate magnificently Maotai Group arranges the 2015 marketing work of the Organization

Yesterday, 2014 National Wine Maotai dealers fraternity in Guiyang opened the curtain. Maotai Group made a summary of 2014 and deployed the work of 2015. 2014, in the industry continues to adjust the background, the domestic liquor industry a bleak, but the national wine Maotai still maintained a steady growth. The total production of Maotai group is expected to reach 90,700 tons throughout the year, to ensure that sales revenue (including tax) 40.5 billion yuan, and strive to reach 40.7 billion yuan. 2015, Maotai Group will continue to carry out in-depth implementation of the Provincial party committee, the provincial government strategic deployment, in accordance with the "three transformation, five changes," the overall requirements, and constantly win new opportunities to promote Maotai's good and fast, better and faster development. National wine Maotai stability in Guizhou Maotai Group chairman Zhengenguo In his speech, pointed out that 2014, Maotai group to achieve the "Twelve-Five" goal of the year, is the overall deepening of the opening year of reform and the key year of transformation and development. Facing the severe economic situation and market test, Maotai Group fully implement the party's 18, 18 sessions of the three-and-four plenary session spirit, in-depth implementation of the Provincial committee, the provincial government strategic deployment, around production, management, management, in accordance with the "three transformation, five changes" the overall requirements, comprehensive reform, adjust the optimization structure, Strengthen the innovation drive, deep into the fine tillage market, achieved stability in the achievements, in order to deepen the reform to create a good environment. From three types of indicators: Total to step up, January-November, Maotai Group liquor production 86464 tons, of which maotai production 38745 tons, to achieve sales revenue (including tax) 34.392 billion yuan, The realization of tax 26.58 billion yuan, the total profit of 18.988 billion yuan, the realization of 12.296 billion taxes, tax 14.405 billion yuan, the total assets of the enterprise amounted to 77.8 billion yuan. The total production of Maotai group liquor is expected to reach 90,700 tons all year. Ensure the realization of sales revenue (including tax) 40.5 billion yuan, and strive to reach 40.7 billion yuan; steady increase in the growth rate, liquor production, sales revenue, tax, industrial output value and other indicators are stable in the rise; Profit, tax, per capita profits tax, per capita tax, the total market value of shares, brand values, such as high ranking of the top Chinese liquor industry, to maintain the status of the liquor industry pacesetter, and further consolidate and enhance the Maotai liquor "The world's first brand of distilled wine" status. 2014, the National wine Maotai with excellent quality won the Brussels International Liquor Competition Gold Award. At present, Maotai stock total market value of more than 210 billion yuan, ranked the national wine industry listed companies first. This September, Maotai to up to 101.586 billion Yuan brand value, won the sixth annual Hua Bottle Cup award, in the Chinese wine enterprises in the lead to break through the brand value of billions of yuan mark. Transformation and upgrading into the new normal although the liquor industry is facing great pressure, but opportunities and challenges coexist. The new normal has brought new characteristics, new rules and new requirements to the development of liquor industry. In times of crisis, confidence is more important than gold, and methods are more precious than diamonds. In the industry adjustment, market transformation and upgrading of the key period, the provincial party committee, the provincial government highly concerned about Maotai setThe development of the regiment, the main leadership and a number of provincial leaders in person Maotai Group, guide the development and transformation of the company, especially Zhao secretary in his speech to Maotai put forward the "three transformation, five changes" of the strategic requirements, that is, in the development of ideas, marketing strategy, management model and other three efforts to transform, to achieve from official consumption to business consumption, High-end customers to ordinary customers, franchise monopoly to direct marketing, domestic market to domestic and international markets, passive marketing to active marketing, such as five changes. In the 2015, Maotai Group will further implement the "three transformations and five changes" proposed by the Provincial party committee and the Government, especially to deepen the understanding of the importance of "three transformations and five transformations" from the thought, and put this realization into the management and operation of the market. 2015 Maotai will do "three unchanged", that is, not to increase sales (stability on the basis of this year); no new dealers, special circumstances need to increase, must be approved by the provincial dealers fraternity, do not reduce the factory price, adhere to the market confidence. At the same time, will adhere to the efforts of the fine farming market, continue to promote market-oriented and fine tillage ability, according to market changes, consumer characteristics, consumer culture and the overall changes in the industry to create modern marketing capabilities; According to the channel level and channel form value distribution, build the marketing network, build the channel construction ability; for different types of terminals , classify and set up terminal marketing strategy, construct terminal control ability, build price control ability, and build the management ability of Maotai market by means of terminal goods flow to port construction. Adhere to the optimization of product structure. To push forward the structure adjustment is to do well the "subtraction law", "addition" is to discover and cultivate new economic growth point, sell series of wine as a new economic growth point; Subtraction "is the compression of the market does not need varieties, such as 38 degrees Maotai;" Multiplication "is to comprehensively promote science and technology, management, market, business model innovation;" Division "is to expand the numerator, reduce the denominator, improve labor productivity, capital return, in reducing costs." According to market and customer demand, rich product structure, to meet multi-level, diversified consumer demand. To fully tap the history and culture of China and Maotai, to do a good job of commemorative wine, gift wine, wine collection liquor market, to speed up the product structure adjustment of Maotai-flavor products, reduce production costs, improve the market competitiveness of low-end products, to do a good job in the development, production and marketing of plant-type To make products to achieve diversification, personalization, serialization, rationalization. To establish a more adaptable to the mass wine market, and the company's core competencies to match the marketing strategy. Under the opportunity of deepening the reform comprehensively, Maotai Group decided to change Maotai series of wine marketing model, the implementation of Maotai and series of wine really separate operation, separate accounting, has been set up an independent production, supply, marketing and integration of Maotai sauce Series Wine Sales company, remodeling the brand image, the development of new products, perfect product chain. To fully understand the electric business as a new sales channel profoundly change the pattern of liquor industry, attaches great importance to the use of E-commerce and innovation. 2014 Maotai Group set up the National wine Maotai E-commerce Company, adhere to the "Line under the "combination of ideas, do a good job of consumer experience and interaction, through the line of consumer communication and brand promotion work, do the consumer data accumulation, strengthen consumer preferences and behavior research, grasp the consumer psychology, to meet consumer demand."