Water Wells Square International controversy: sluggish performance and lost all-hing Daqu

The internationalization of quiet liquor is still a controversial topic. "In 2006, Diageo, who wanted to enter the Chinese liquor market, found us, not what I was looking for." Yang Yanki to this reporter said, negotiations down, Ying Sheng Investment chose to agree.　　Trahk, owned by the senior and the employees of the wholly Hing Group parent and subsidiary company, holds 47% per cent of the full Hing group prior to the last takeover by Diageo. Yang Yanki proposed that China's auto industry to market for technology, why Chinese liquor can not be "in exchange for equity market"? Diageo, as the world's leading wine industry, is willing to invest a lot of money to push the representative brand of Chinese liquor into the international market, which may be a strategic development opportunity worth paying for.　　All Hing Group proposed that the water well square to create the international first-class brand of Chinese liquor, and strive to reach a certain period of water wells Square annual export volume of thousands of tons. However, in the Chinese liquor industry, many companies do not choose this development path. 　　Over the years, Guizhou Maotai, Wuliangye and other Chinese famous wines did not take the controlling power to surrender to the market for the development strategy.　　The truth of internationalization so what is the effect of the water wells Square adhering to internationalization? 2010, the Water Wells Square export volume of more than 170 tons, export amount of 45 million yuan. Last year was the most export of Wells Square year, the export amount amounted to 73.5 million yuan, an increase of 7%.　　But in the first half of this year, the water Wells Square export revenue is only 18 million yuan, the year-on-year drop of 52%, and thousands of tons of export targets far apart.　　By contrast, there is no high-profile shouting out the internationalization of Maotai liquor in the first half of this year, the export Maotai amount is 380 million yuan, the same period last year to achieve the amount of 360 million yuan. "To give up the holding rights of the whole Hing Group and the status of the listed companies ' actual control, in exchange for a water well square. Through entering the international market threshold, from the economic cost and the actual effectiveness of the comparative analysis of the objective feasibility, but for through the arduous reform and development process to obtain trust in the interests of all staff, the economic benefits of the sacrifice is greater , and the feelings of the acceptance is also very painful.　　"In 2011, at the parent-subsidiary media meeting, the materials provided to reporters by the Hing Group were expressed."　　Diageo gradually infiltrated the acquisition of the whole Hing Group, and the "economic benefits of sacrifice" on the contrary, people see the whole Hing Group parent and subsidiary company management and staff of the high level of cash. In 2006, Diageo bought a 43% per cent stake in the full Hing group at a price of 517 million yuan, when the whole Hing Group was valued at 1.2 billion yuan. In 2010 and 2011, Diageo invested $140 million respectively in two times, with the full Hing Group holding the union 6% and the Trahk investment holding a 4% per cent stake in the full Hing group, while the whole Hing group was worth as much as 3.5 billion yuan.　　In July this year, Diageo acquired the remaining stake in the Hing Group, which was calculated at RMB 2.198 billion yuan, and the whole Hing Group was valued at 4.677 billion yuan. Lost the full Hing Daqu foreign holding wholly hing Group, Wells Square under the whole Hing wine industry has to be stripped out to the Chinese side. 2011 years, the national famous liquor all hing qu Shanghai Sugar Liquor group. 1998, on the whole Hing brand, the whole Hing Group has achieved sales revenue of 1.56 billion yuan, net profit of 180 million yuan, rushed to the national liquor industry three.　　But since then the whole Hing brand failed to renew its brilliance. The whole Hing liquor industry has lost more than 20 million yuan in the past two years. People familiar with the matter said.　　This and Shanghai Sugar Liquor Group in a large array of liquor industry, cast hundreds of millions of true gold to form a huge contrast.　　A high premium to buy the whole hing liquor industry, after the control of equity, the whole Hing wine industry immediately increase the capital from 12 million yuan to 112 million yuan, including Shanghai Sugar Wine investment 75.04 million yuan. March 2012, the whole hing wine industry in Sichuan Pujiang County Quality Base Wine production Base Foundation, 5000 tons of brewing projects, 20,000 tons of storage and packaging technical renovation project commenced, the project was expected to be completed in the second half of this year, the annual sales can reach more than 1.5 billion yuan.　　Shanghai Sugar Liquor Group even the whole Hing liquor registration site moved from Chengdu to the base wine production base Pujiang. The whole hing wine industry's "face" is also a new facelift. Shanghai Sugar Liquor Group not only bought the Chengdu Zhonghai International Sea Branch building as a whole Hing liquor office room, but also the construction of the whole Hing brand experience Hall.　　Last spring sugar will, all hing new products in Chengdu Gorgeous debut.　　However, the Shanghai Sugar Liquor group did not catch the best season when the liquor industry was heavily exerting. Sheng Consulting a person responsible for the whole Hing Project told the reporter, in the whole Hing wine industry engaged in product design for more than two years, because the operating pressure is too big he had to choose to leave.　　Full-hing in the product structure high in the cold, low-end due to the cost of pressure, volume and not go. He said that before the full Hing liquor sales price of 100 yuan below, to show the difference between the price and Wells Square. Shanghai Sugar Liquor Group took the hand, no longer evade and Wells Square brand competition, the full price section extended the whole Hing wine product line. Full hing well hidden positioning 700 yuan-1000 yuan, to seize the water wells Square does not occupy the price space. Full hing Blue and white Daqu series in the country, in the regional market, such as Sichuan main push all Hing run Tibetan series, to "embellish incense" type to implement differentiated competition.　　In order to consolidate the products in the lower part, the old whole Hing Xing tequ Two legs walk, the price from 70 yuan to 150 yuan. "We planned to put the full Hing the highest end of the product well hidden into Shanghai, but now the high-end positioning of liquor because of restrictions on three public consumption, everything has changed."　　"he said. "All Hing Tequ became the current most main price, we also want to push 30-50 yuan of the whole outpouring song, but the cost is not down, because the whole Hing Daqu products are all grain wine." In this way, in the real estate wine under the attack, the full hing tequ price is high, the amount does not go.　　He was helpless. In the sales team, the current operation of the original water well Fang's full hing liquor industry in the class. "The practice of liquor and rice wine is different, the short plate of Shanghai sugar wine is not too understand liquor, talent reserve is insufficient, its network to understand liquor group buy less people, especially sell high-end liquor to the talent reserve requirements very high."　　said the person. At present, the full Hing liquor industry Chairman and the financial director of the Shanghai side as the production base and sales rights in Sichuan, but market inputs and strategic decisions are in Shanghai. "When we do the project, we deeply understand that the decision makers should react slowly to the market. The person concludes.　　This reporter repeatedly call the whole Hing wine industry in charge of sales and the new general manager, each other to interview with the Shanghai side agreed to decline, Ge Junjie has not accepted this reporter's interview requirements.　　Rumor has it that the outstanding Chinese liquor will be changed again. August 12, Light Group, a heavyweight figure in this reporter calls to make clear that the group's liquor strategy has not changed, but the revival of the whole Hing Daqu to time, environment and timing. The central government restricted public funds to drink high-grade wine, and did not say to limit drinking. All Hing to do the people can afford to drink wine.