Yuan Renguo, male, born in June in renhuai city, Guizhou Province, 1956, party member, graduate degree, senior economist. He is currently a member of Guizhou Provincial Committee, Party Secretary and General Manager of China Kweichow Moutai Distillery Co., Ltd. and Chairman of Kweichow Moutai Co., Ltd. Yuan Renguo is a representative of the 17th National Congress of the Communist Party of China, the 10th China Municipal People's Congress, a national model worker, an expert in Guizhou Province and a national master of brewing. His papers, such as Reflections on Improving the Cultural Competitiveness of State-owned Enterprises, Welcome to Spring in the Age of Cultural Wine, Western Development and Revitalization of National Brands, and Interpretation of Maotai Brand Value, have been published in national and provincial journals, which have greatly enhanced the corporate image of Maotai Group and its brand image, and have had a far-reaching market impact. [Edit this paragraph] party member, a junior college graduate with a postgraduate degree, is a senior economist. He used to be the director of the office of Kweichow Moutai Distillery, the director of the brewing workshop, the assistant director and the deputy director. 1996, 65438+February to 1998 served as deputy general manager and member of the party Committee of China Kweichow Moutai Distillery (Group) Co., Ltd.; 65438+1Since May 1998, he has served as the vice chairman, deputy secretary of the Party Committee and general manager of China Kweichow Moutai Distillery (Group) Co., Ltd.; 1999 165438+2000 1 from October to February 2000, he served as the general manager of Guizhou Moutai co., ltd. 1995 was named as one of the top ten outstanding young people in Guizhou province 1998 was elected as a member of the eighth Committee of Guizhou CPPCC/. In 1998 and 2000, he was awarded the title of "Excellent Manager of Wholehearted Enterprise" twice. From June 5438 to February 2000, he served as the chairman of Guizhou Maotai Liquor Co., Ltd., and concurrently served as the vice chairman, deputy secretary of the Party Committee and general manager of China Kweichow Moutai Distillery Co., Ltd., and the chairman of Kweichow Moutai Sales Co., Ltd. [edited this paragraph] won the award because he injected scientific and technological content into the oldest brand in China, promoted its culture and gained high recognition in the securities market. [Edit this paragraph] Life experience 19 15: The past is not far away1915 On February 20th, 2005, Panama-Pacific World Expo opened in San Francisco, USA, and was called "Panama World Expo" by Chinese people at that time. Previously, 185 1 year, the world's first World Expo, great exhibition of the works of industry of all nations, was held in London, England, while the 1867 Paris World Expo had already taken shape as a modern world Expo. The 19 15 Expo held in San Francisco attracted 3 1 countries. Apart from the host country, China is one of the countries with the largest number of exhibits and the largest exhibition area among other participating countries, exhibiting ethnic commodities such as silk, porcelain, tea, cloisonne, agricultural products and handicrafts. Among them, there are dozens of varieties of wine exhibited in China alone, and Moutai is a specialty of Guizhou Province. Moutai is produced in Maotai Town, renhuai city, Guizhou Province. Maotai Town has a history of brewing for thousands of years, and written records can be traced back to the Wanli period of the Ming Dynasty. By the Qing Dynasty, Moutai was already well known. "Maotai Town in the west of the city brewed the first kind of wine in Guizhou." Zhang Guohua, a poet in Daoguang period of Qing Dynasty, also wrote in the bamboo branch poem "Maotai Village": "Today, good wine is in Maotai, and Hunan, Guizhou, Sichuan and Hunan guests come." In order to participate in this World Expo, Cheng Yi Shaofang and Ronghe Shaofang, the two largest wine workshops in Maotai Town, each selected dozens of fine wines and jointly participated in the exhibition under the name of "Kweichow Moutai in China". 1965438+On March 9, 2005, China Pavilion Yuan Renguo officially opened in San Francisco, with 654.38+million exhibits exhibited in nine pavilions including education, mining, agriculture and food. Maotai liquor is placed in the agricultural museum, and it is inconspicuous with agricultural products such as cotton, hemp, soybeans and edible oil. According to a legend widely circulated later, by August of that year, it was almost the end of the wine evaluation of this Expo, but Moutai was not interested, and exhibitors were very anxious. One day, several judges came to visit the agricultural exhibition hall. China staff used their quick wits to pick up an altar of Moutai and throw it on the ground. The smell of wine was overflowing, which immediately attracted many audiences and attracted the attention of the judges. Although this story is just a legend, Moutai, as the "China brand with the deepest connection with the World Expo", has been surviving and developing continuously. "Western liquor is liquid distillation, which takes a short time; China liquor has to undergo solid state distillation for a long time. Whisky is slightly smoked and fragrant, while brandy is fruity, which needs fine products to appreciate. The liquor in China is mostly Luzhou-flavor and Maotai-flavor, which is very different. " Yuan Renguo explained that Maotai liquor belongs to Maotai-flavor liquor, with rich flavor and a complex of multiple flavors. After volatilization, the fragrance is long and lasting, and it is often said that "open a bottle of thyme". 20 10: As the first world event held in China, Shanghai World Expo 20 10 naturally became the focus of domestic liquor enterprises. It is reported that as a large-scale international exhibition to show the achievements of human society, economy, culture and science, the World Expo is far superior to ordinary international exhibitions in terms of holding specifications, duration, exhibition scale and number of participating countries. After some competition, the senior sponsors of the liquor industry of the 20 10 Shanghai World Expo finally lost to Maotai, thus continuing the fate with the World Expo for nearly a hundred years. "Maotai signed a contract to sponsor the China 20 10 Shanghai World Expo. Looking back for a hundred years, we will join hands again, and the glory and pride of history will rise here. " Yuan Renguo said emotionally. 1995 On the occasion of the 80th anniversary of the Panama World Expo, the United States once again held a massive commemoration of the 80th anniversary of the Panama World Expo in San Francisco. Maotai was once again rated as a world famous wine by experts from all over the world and won the first place in the special prize gold medal. Yuan Renguo, then Party Secretary and General Manager of Maotai Group, led a team to San Francisco on the west coast of the United States to visit the witnesses of that year. Maotai, which used to attract attention by dropping bottles, is now a first-class liquor enterprise in China. "If San Francisco holds the Panama Canal Navigation 100 commemorative meeting in 20 15, Maotai will definitely come again." Yuan Renguo said. Yuan Renguo has a deep understanding of what the World Expo can bring to Maotai's future: "Economically speaking, the World Expo is a platform for China to attract investment and expand foreign trade, which will help China's national brands to show their strength and go global. Over the past 30 years of reform and opening up, China's national brands have experienced tortuous development and made great achievements. But for a long time, China's brands have been underestimated in both brand value and development potential. From the perspective of liquor brands, as one of the three world-famous liquors in the past century, the market value and brand value of Moutai are seriously underestimated. We hope that with the platform of the World Expo, all China brands, including our Maotai, can achieve a qualitative leap. " "Culturally, the competition in the modern world lies in cultural competition. Developed countries export cultural products, which makes the whole world pursue their values, thus affecting the consumption view of the whole world. Liquor product is a product type with profound cultural background, and the popularity of liquor must be based on a cultural concept recognized by the public. If Maotai wants to go global, it must be based on the export of China culture. Similarly, the World Expo is a long-awaited opportunity and platform. " On a higher level, Yuan Renguo summed up Maotai's ambition. [Edit this paragraph] Yuan Renguo, whose entrepreneurial experience has been dubbed as "the wine smells expensive" and whose birthday is the same as that of China, has an innate sense of mission. He knows a lot about national wine culture. Speaking of his name, we will naturally think of the poem "Wine crowned the country, salt climbed the red river" in the famous scholar and great writer of Qing Dynasty. This poem seems to have something to do with his fate. At the beginning of the book Geography of Maotai, he described Maotai Town with poetic language and unique feelings: "This is really a wonderful feeling. Starting from Guiyang, the capital of Guizhou, journey to the south, after passing a high-grade highway, the car turned into the winding Panshan Highway. When your excitement and curiosity are about to finally fade away because of the bumpy journey of nearly 300 kilometers, suddenly, a leisurely bouquet of wine inadvertently breaks into your heart, making you feel tired and refreshed, and you can't help but take a deep breath. This shows that the famous hometown of national wine. Countless times, under this strong scent of' captive', we continued down the Panshan Highway and came to this place in the Chishui River Valley, sandwiched between the mountains at the junction of Sichuan and Guizhou provinces. " Actually, 1 956 65438+1October1Yuan Renguo, who was born in Renhuai, Guizhou, was always curious about Maotai when he was a child. 18 years old, entered Maotai Distillery as an educated youth. At that time, a batch of specially supervised Moutai liquor was transferred to Beijing every year, and the whole process was serious and mysterious. On the way to 1978 from work, I inquired about the old secretary Zou. The old secretary leaned over the ear canal: "I see you are a Communist Youth League member. To tell you the truth, this is the wine that Chairman Mao, Premier Zhou and their central leaders have drunk! " From then on, Maotai gained a special sense of sacredness and loftiness in Yuan Renguo's heart, and he paid special attention to the Moutai he personally participated in brewing. Whether in the brewing workshop or koji-making workshop, whether carrying distiller's grains, stepping on koji or being a straw keeper, this sturdy young man always works hard, happily and practically, and seriously asks the old masters for advice. I have worked in supply and marketing, publicity, director of the factory director's office, workshop director and secretary of the party branch, assistant to the factory director, deputy general manager, general manager and chairman, and have come to this day step by step. From an ordinary worker to an excellent entrepreneur, he has served as the chairman of listed company Kweichow Moutai and the president of Kweichow Moutai Winery (hereinafter referred to as Maotai Winery), won the title of national model worker, and was elected as the representative of the 10th China Municipal People's Congress. Over the past 30 years, Maotai's unique characteristics of "political wine", "diplomatic wine" and "cultural wine", as well as the connotation and extension of Maotai's corporate culture, have become more and more mellow in his mind. Let more people drink the real Maotai. With the development of market economy, the rampant counterfeiting and infringement of Maotai, it is difficult to protect the brand of Maotai, which can be said to be the pain of the leadership and all employees of Maotai Group. In 200 1 year, Yuan Renguo went to Hongkong, passing through Guangzhou, and the owner of an upscale hotel gave him a banquet. During the dinner, the waitress entrusted two bottles of remy martin. Yuan Renguo froze. No matter how the host explained how old the wine was, he just asked to change it to Maotai, and he wouldn't drink it unless it was Maotai. The hotel manager got a few bottles of Moutai from nowhere, claiming that he didn't know the truth, just showing his mind. Yuan Renguo knew at a glance that this was an impostor. He took the wine in his hand as a teaching aid, from packaging to content, from unsealing to opening bottles, and demonstrated it on the spot to teach everyone to distinguish authenticity. The seemingly embarrassing scene unconsciously became a lecture to popularize the knowledge of national wine. However, Yuan Renguo did not relax. He said earnestly, "I decided to postpone going to Hong Kong. As one of the leaders of Maotai, I am bleeding when I drink fake Maotai with you here. I vowed to get rid of this fake wine den in Guangzhou at all costs. Gather people to fake wine and give him a truth, goodness and beauty. Please cooperate with all of you here. " At that time, relying on the help of Guangzhou public security, industry and commerce and related people, the counterfeiting dens were destroyed in one fell swoop, and a counterfeiting den was destroyed. Since then, one province and one city in Yuan Renguo has been running around, establishing Maotai sales areas and establishing Maotai stores. In the sales process, the fake Maotai is really in charge. Yuan Renguo has always been very conscious of taking the market as the center, strengthening the construction of marketing network and promoting terminal consumption. He said that during the period of 1997, Maotai was still in a business state with a strong sense of superiority of "planning plus approval". 1998, due to the outbreak of the Asian financial crisis and the sudden changes in the international and domestic markets, the busy enterprises in the past suddenly became scarce. It is this crisis that has promoted the change of Maotai people's concept and pushed Maotai towards a market economy. Subsequently, Maotai set up a sales company to further improve its marketing network. "We should graft the best distributors and the best marketing network to our company to serve the sales of Moutai and its series products." Yuan Renguo said. To this end, Yuan Renguo requires the sales department to first aim at well-known shopping malls and supermarkets to build counters (stores); The second is to aim at famous shops and hotels and do a good job in promotion, direct sales and terminal consumption. It is necessary to consolidate old customers and find dealers who have feelings, a sense of responsibility, a sense of long-term cooperation, operational ability, economic strength, a marketing network and credibility to sell Moutai and its series of products. At the same time, we will clean up and rectify dealers all over the country, and clean up and ban specialty stores and counters that have been mismanaged for a long time and have a poor image and operate products that infringe the intellectual property rights of Moutai, so as to make the sales network more pure. According to the plan, Maotai will gradually establish a marketing network of "central distribution station-distributor-specialty store (cabinet)" in more than 300 prefecture-level cities and more than 2,800 county-level cities across the country. Specialty stores must implement "eight unifications" as required to adapt to e-commerce dominated by network informationization. Dealers who have been to Maotai Distillery know that it is not difficult to meet Yuan Renguo in Maotai Distillery. As long as he is in the factory, he will definitely come to propose a toast to everyone when eating, and thank the dealers for their support to Maotai. This has become the practice of the leadership of Maotai Group. A dealer in a county in Sichuan Province said: "We small dealers not only earned money from Maotai, but also got enough respect." In addition, the Office of the Leading Group for Rectifying and Standardizing the Market Economic Order in Guizhou Province has always regarded "Moutai counterfeiting" as one of the important contents of rectifying and standardizing the market economic order, and actively explored the establishment of a cooperation mechanism to crack down on the production and sale of counterfeit and infringing Moutai inside and outside the province. At present, the national linkage mechanism of Moutai liquor counterfeiting has taken shape. At the same time, Moutai liquor stores have developed rapidly throughout the country and established a strict accountability system. Once found selling fake Moutai liquor, it will be hell to pay until the distribution qualification is cancelled. Yuan Renguo said humorously, "Now I am in Guangzhou and other big cities, even Hong Kong and Macao, and I am no longer worried that someone will invite me to drink fake Moutai!" [Edit this paragraph] Yuan Renguo is a good and diligent student, and always uses all possible time to enrich himself. Yuan Renguo said: "It's hard to start a business, and it's even harder to keep it. Personal wisdom is limited, and personal ability is limited. Only by learning and learning from the successful experiences and lessons of many enterprises, cultivating our own talent team and giving full play to our talents can Maotai Group become bigger and stronger and move towards the goal of the Billion Group. " Training management and employees with the help of external brain is a part of Maotai Group's talent reserve strategy. In almost every year's work report of the board of directors, Yuan Renguo specifically talked about human resources development and talent training. Perhaps, this strong talent reserve and training consciousness is related to Yuan Renguo's own growth experience. His growth from an ordinary apprentice to today is related to Maotai Distillery cultivating its own local talents, selecting a group of young people to pass the college entrance examination and sending them to Guizhou Institute of Technology for full-time study. He said: At that time, in order to train its own college students, Maotai paid us full-time study and everyone received a living allowance every day. The factory pays a training fee of 8,000 to 20,000 yuan per person every year. From 1983 to 1985, when people's wages are generally less than 100 yuan, it is definitely an expensive expenditure. In a sense, without such further research, there would be no leap in Yuan Renguo's future. Yuan Renguo said: "Let every worker in Maotai have room for development and try to create all possible conditions." To this end, Maotai Group cooperated with Jiangnan University and Guizhou University to set up a special course of fermentation engineering. Since 2004, more than 50 production backbones have been selected for full-time study every year. After years of hard work, Maotai Group has gradually formed a new mechanism conducive to the growth of enterprise management talents, improved the enterprise reserve talent system, and established the enterprise management talent pool. Yuan Renguo is a person who forgets everything at work, and it is easy to give people the impression of being a workaholic. In fact, under his rough appearance, there is a gentle and delicate heart. He likes to write lyrics and poems. "Millennium wisdom makes nectar, the essence of the sun and the moon is concentrated, and the natural fragrance shows charm. What about being with you all your life? " This song is a metaphor for Maotai, the national wine, and Xiang Jiuzhou, sung by the famous singer Song Zu Ying. The lyrics were written by him and the famous poet Yan Su. [Edit this paragraph] Quotation "Maotai will not continue to raise prices in the near future. During the Spring Festival, Moutai will be sold in limited quantities in the domestic market. The wholesale price of 53-degree Moutai shall not exceed that of 600 yuan, and the retail price shall not exceed that of 700 yuan. " Yuan Renguo said that Maotai missed ceiling price. "Moutai means career and life to me. I put my life and blood into Maotai. " Yuan Renguo's love for Maotai is beyond words. "It is difficult to start a business and it is even harder to stay in business. Personal wisdom is limited, and personal ability is limited. Only by learning and learning from the successful experiences and lessons of many enterprises, cultivating our own talent team and giving full play to our talents can Maotai Group become bigger and stronger and move towards the goal of the Billion Group. " Yuan Renguo's understanding of entrepreneurship. "Maotai became the first high-priced stock in China, relying on the care and support of the elderly like Cui Shufen in Qian Qian. Here, I would like to thank the dealers, the shareholders and all the shareholders who care about and love Maotai. Thank you for making Maotai flourish. Thank you for showing the market charm and making Maotai the first high-priced stock. " Yuan Renguo thanked consumers.