After Emperor Han took office, every personnel change of alcoholic liquor will set off waves in the liquor industry. On April 2nd, Wu Xiaoping, a legendary figure who hooked up with "National pits 1573" and a national master bartender who became the chief engineer of Jiugui Liquor three years ago, hung up his boots and left, leaving Xu Keqiang, who had just become the general manager of Jiugui Liquor, facing a big exam. However, a month later, on May 9th, under the leadership of Xu Keqiang, Jiugui Liquor signed a technical service contract with the National Quality Supervision and Inspection Center for Liquor and Processed Food. For the cooperation between the two parties, the evaluation of the liquor industry is: "leaving the national judges and introducing the national team."

This is also the first time that Xu Keqiang, a respected "old man" in China liquor industry, made a low-key appearance after "airborne" drunkenness. The industry has high hopes for Xu's brilliant copy of Wuliangye, but Xu Keqiang made it clear that trading alcoholic liquor would not copy Wuliangye's copy.

The core essence of China liquor culture, which is willing to be trapped by alcoholic liquor, is Confucian culture, which attaches importance to "virtue" and "courtesy". In the domestic liquor industry, so far only two people have been honored as "old people" by colleagues, one of whom was Xu Keqiang, the head of Wuliangye.

As early as 2007, at the beginning of planning to enter alcoholic liquor, Huangzhong Company offered an olive branch to dormant Lao Xu Man. In this regard, Xu Keqiang confirmed: "I was the vice chairman of Wuliangye Group at that time, and I didn't completely retire. They invited me three times, but I didn't say yes. They have been waiting until now. After the Spring Festival this year, Emperor China invited me again. " Xu Keqiang said, "I just have nothing to do, mainly because I was moved by their sincerity, so I decided to come and have a look. Unexpectedly, it doesn't matter if I don't watch it. I was fascinated at first sight, and I was fascinated at first sight. "

Xu Keqiang said that he came back this time because he was in good health after several years' rest and wanted to "play a little residual heat" for the liquor industry. If we are still hesitating at the invitation of Emperor China, Xu Keqiang is willing to be "trapped" by alcoholic liquor during this year's trip to Xiangxi. "This place is great. Regardless of geography, culture and climate, people who really make liquor will definitely not want to leave as long as they arrive in Xiangxi and Xiangquancheng. " Xu Keqiang said that in addition to the good environment, the production conditions of alcoholic liquor attracted him: "The production capacity ranks in the top three in China, second only to Wuliangye and Maotai, and it is fully equipped for expansion. It has not been fully produced and released yet. Qiliang Cave is a unique cave, chinese odyssey. "

"Jiugui Liquor is the last gold mine of high-end liquor in China." Xu Keqiang is confident in the alcoholic liquor trade.

Joining hands with "oil tycoons" to build channels, Xu Keqiang is known as the "channel changer" of China liquor industry. When he was in charge of Wuliangye, China liquor sales were still under the exclusive acquisition of sugar and liquor company. Xu Keqiang took the lead in breaking this system and actively expanding the existing marketing channels. Wuliangye is now talking about many dealers one by one.

Although he has been the "boss" for many years, Xu Keqiang's influence in liquor industry has not disappeared. At the Chengdu Sugar and Wine Party in March, many dealers expressed their willingness to "support" and "make money" for drunkards after learning that Master Xu was back in the Jianghu. However, Xu Keqiang has repeatedly stated that he will never dig the "wall foot" of his old club Wuliangye, but boldly introduce foreign capital into the liquor industry.

At the end of April, Thaksin Company, a subsidiary of Li Jiankang, the richest man in Zhuhai, signed an agreement with Jiugui Liquor Lightning to buy out the right to operate Jiugui Liquor for ten years. Li Jiankang is a well-known "oil tycoon" and has never set foot in the liquor industry before.

According to reports, the cooperation between the two parties will graft liquor marketing with existing oil products channels, and a nationwide network layout is currently underway. At present, the channel layout of the three provinces has been basically finalized, and the next step will focus on Henan, Fujian and Guangdong. Xu Keqiang said that the products jointly developed by the two parties will be listed in June at the earliest.

Xu Keqiang said that it is impossible to make alcoholic liquor without a big distributor, but he has been operating Wuliangye for more than 20 years and his feelings for his old club have not changed. The first prerequisite for joining alcoholic liquor this time is never to dismantle Wuliangye. "The existing big dealers are alcoholics. They have a ready-made network and the risk of failure is small, but it is also difficult for them to go all out. " The head of the marketing department of Jiugui Liquor Company added. 、