Yuan Renguo, male, born in October, 1956 in renhuai city, Guizhou Province, is a graduate student and a senior economist in party member. 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 CPC National Congress, the 11th China Municipal People's Congress, a model worker in China, 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, Meeting the Spring in the Age of Cultural Wine, Developing the Western Region and Rejuvenating the National Brand, and Interpreting the Brand Value of Maotai, have been published in national and provincial journals, which greatly promoted the corporate image of Maotai Group and the brand image of Maotai, and had a far-reaching market impact. [Edit this paragraph] party member, graduated from college, is a graduate student and a senior economist. He used to be the director of Kweichow Moutai Distillery Office, the director of liquor-making workshop, the assistant director and the deputy director. From February, 1996 to May, 1998, he served as Dong Yuanren, deputy general manager and member of the Party Committee of China Kweichow Moutai Distillery (Group) Co., Ltd.; Since 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.; From October, 1999 to February, 2111, he served as the general manager of Guizhou Maotai Liquor Co., Ltd. In 1995, he was rated as one of the top ten outstanding young people in Guizhou Province, and in 1998, he was elected as a member of the Eighth Committee of the Guizhou Provincial Political Consultative Conference. In 1998 and 2111, he was twice rated as an "excellent operator of enterprises run by employees wholeheartedly" in the national light industry system, and in 2111, he was awarded the title of national advanced worker in quality management. Since February 2111, he has served as the chairman of Guizhou Moutai Co., Ltd., and concurrently served as the vice chairman, deputy secretary of the Party Committee and general manager of China Guizhou Maotai Distillery Co., Ltd., and the chairman of Guizhou Moutai Sales Co., Ltd. [Edit this paragraph] The reason for winning the prize is that he has injected scientific and technological content into the oldest brand in China's oldest industry, promoted its culture, and gained high recognition in the securities market. [Edit this paragraph] Life Experience 1915: The past is not far away. On February 21th, 1915, Panama-Pacific World Expo opened in San Francisco, USA, which was called "Panama World Expo" by China people at that time. Previously, in 1851, the world's first World Expo, great exhibition of the works of industry of all nations, was held in London, England, and by the Paris World Expo in 1867, it had already taken shape as a modern world Expo. Expo 1915 held in San Francisco attracted 31 countries to participate. Apart from the host country, the United States, China has the largest number of exhibits and one of the largest exhibition halls among other participating countries, exhibiting national commodities such as silk, porcelain, tea, cloisonne, agricultural products and craft products. Among them, there are dozens of varieties of alcohol 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 the written records can be traced back to the Wanli period of Ming Dynasty. By the Qing Dynasty, Moutai had become famous far and wide. "Maotai Village in the west of the city made the first 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, the two largest wine workshops in Maotai Town, Chengyi Shaofang and Ronghe Shaofang, each selected dozens of excellent wines and jointly participated in the exhibition under the name of "China Kweichow Moutai". On March 9th, 1915, China Pavilion Yuan Renguo officially opened in San Francisco, and more than one million exhibits were displayed in nine exhibition halls, including education, mining, agriculture and food. Maotai liquor is placed in the agricultural museum, and it is inconspicuous with cotton, hemp, soybeans, cooking oil and other agricultural products. According to a later widely circulated legend: By August of that year, it was almost time for the wine appraisal of this Expo to end, but Moutai was neglected, and the exhibitors were very anxious. One day, several judges came to visit the agricultural exhibition hall. China staff used their quick wits, picked up an altar of Moutai and threw it on the ground. The 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 survived and developed continuously. "Western liquor is liquid distillation, which takes a short time; China liquor has to undergo solid distillation for a long time. Whiskey is slightly smoked and fragrant, while brandy has some fruity fragrance, which needs fine products to appreciate. However, 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, which is rich in flavor and a complex of multiple flavors. After volatilization, the flavor is long and lasting, and it is often said that "opening a bottle of thyme". 2111: As the first world-wide event held in China, Shanghai World Expo 2111 naturally became the focus of domestic liquor enterprises. It is reported that, as an international large-scale exhibition to show the achievements made by human beings in the social, economic, cultural and scientific fields, the World Expo far exceeds the general international exhibitions in terms of hosting specifications, duration, exhibition scale and the number of participating countries. After some competition, the senior sponsors of the liquor industry in the 2111 Shanghai World Expo finally spent Maotai, thus continuing the fate of the World Expo for nearly a hundred years. "Maotai signed a contract to sponsor the 2111 Shanghai World Expo in China. Looking back for a hundred years, we will join hands again, and the glory and pride of history will arise here." Yuan Renguo said emotionally. In 1995, on the occasion of the 81th anniversary of the Panama World Expo, the United States once again held a massive commemoration of the 81th 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 gold medal. Yuan Renguo, then Party Secretary and General Manager of Maotai Group, led a team to San Francisco, along the west coast of the United States, and visited witnesses of that year. Maotai, which used to rely on dropping bottles to attract attention, is now a first-class liquor enterprise in China. "If San Francisco holds the 2115 commemoration of the navigation of the Panama Canal, Maotai will definitely come again." Yuan Renguo said. Yuan Renguo has a profound 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, expand its foreign trade and economic cooperation, and help China's national brands to show their strength and go global. In the past 31 years of reform and opening up, China's national brands have made great achievements through tortuous development. However, China's brands have been underestimated for a long time, both in terms of brand value and development potential. From the perspective of liquor brands, as the three world-renowned famous wines in the past 111 years, the market value and brand value of Moutai have been 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. The export of cultural products by developed countries makes the whole world pursue their values, thus affecting the consumption view of the whole world. Liquor product is a product type with deep cultural background, and the popularity of liquor must be based on a cultural concept recognized by the public. If Moutai wants to go global, it will be based on the export of China culture. Similarly, the World Expo is the opportunity and platform we have been waiting for for for a long time. " On a higher level, Yuan Renguo summed up Maotai's ambition. [Edit this paragraph] Yuan Renguo, whose entrepreneurial experience is crowned with wine and people in Guizhou, and whose birthday is the same as that of China, has an innate sense of mission. He knows a lot about the national wine culture. When talking about his name, he will naturally think of the poem "The wine crowns the country and the salt climbs the red river" in Maotai Poetry by Zheng Zhen, a famous scholar and great writer in the Qing Dynasty. This poem seems to have something to do with his fate. At the beginning of his book "The Geography of Maotai", he described Maotai Town with poetic language and unique affection: "This is really a wonderful feeling. Starting from Guiyang, the capital of Guizhou Province, heading north, after passing through a section of high-grade highway, the car turned into the winding Panshan Highway. When your excitement and curiosity were about to finally fade due to the bumps of the nearly 311-kilometer journey, suddenly, a leisurely bouquet of wine inadvertently broke into your heart, making you lose your fatigue and feel refreshed, and you couldn't help but take a deep breath. This shows that the famous hometown of national wine. Countless times, under this intense fragrance' captive', we continued to descend along the Panshan Highway and came to this place located in the Chishui River Valley and sandwiched between the mountains at the junction of Sichuan and Guizhou provinces. " In fact, Yuan Renguo, who was born in Renhuai, Guizhou, the "national wine capital" on October 1, 1956, was always curious about Maotai when he was a child. At the age of 18, he entered Maotai Distillery as an educated youth. At that time, every year, a batch of specially supervised Moutai was transferred to Beijing, and the whole process was serious and mysterious. On the way to work in 1978, Yuan Renguo inquired into the old secretary Zou Kailiang. The old secretary leaned over the ear canal: "I think you are a youth league member. To tell you the truth, this is the wine that Chairman Mao and Premier Zhou and their central leaders drank!" Since then, Moutai has gained a special sense of sacredness and loftiness in Yuan Renguo's mind, and he has paid special attention to the Moutai he personally participated in brewing. Whether in the liquor-making workshop or the koji-making workshop, whether carrying distiller's grains, stepping on koji or being a keeper of straw, this sturdy young man always works hard, happily and steadily, and earnestly asks the old masters for advice. He has worked in supply and marketing, propaganda, factory office director, workshop director and party branch secretary, assistant to the factory director, deputy general manager, general manager and chairman, and has come to this day step by step. From an ordinary worker to an outstanding entrepreneur, he served as the chairman of the listed company Kweichow Moutai, the president of Kweichow Moutai Distillery (hereinafter referred to as Maotai Distillery), won the titles of national model worker, and was elected as the representative of the 11th China Municipal People's Congress. Over the past 31 years, Maotai's unique characteristics of "political wine", "diplomatic wine" and "cultural wine", and the connotation and extension of Maotai's corporate culture have also become more and more mellow in his heart. Let more people drink the real Maotai. With the development of market economy, the rampant counterfeiting and infringement of Maotai, and the difficulty of protecting the brand of Maotai, it can be said that it is the pain of the leadership and all employees of Maotai Group. In 2111, Yuan Renguo went to Hongkong and passed through Guangzhou, where he was hosted by an owner of a high-class hotel. During the dinner, the waitress entrusted two bottles of Remy Martin. Yuan Renguo was stupefied. No matter how the host explained how old the wine was, he just asked to change to Maotai, and he wouldn't drink it unless it was Maotai. The hotel manager got several bottles of Moutai from nowhere and declared that he didn't know the truth, just to show his mind. Yuan Renguo knew at a glance that it was an impostor. He took the wine in his hand as a teaching aid, from packaging to content, unsealing and opening bottles, and demonstrated it on the spot to teach everyone to distinguish authenticity. A seemingly embarrassing scene unconsciously turned into a lecture on popularizing the knowledge of national wine. However, Yuan Renguo was not relaxed. He said earnestly, "I decided to postpone going to Hong Kong. As one of the leaders of Maotai, I am bleeding from drinking fake Moutai with you here. I vowed to end this fake wine den in Guangzhou at all costs. Gather people to fake wine, and give him a truth, goodness and beauty. Please cooperate and assist all of you here. " At that time, relying on the help of Guangzhou public security, industry and commerce and relevant people, the fake dens were destroyed in one fell swoop, and a fake 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 taken care of. Yuan Renguo has always been very clear-headed in insisting on taking the market as the center, strengthening the construction of marketing network and promoting terminal consumption. He said that in 1997, Maotai was still in a state of operation with a strong sense of superiority of "planning to add approval". In 1998, due to the outbreak of the Asian financial crisis and the sudden changes in the international and domestic markets, the enterprises that used to be busy were suddenly empty. It is this crisis that has promoted the transformation of Maotai people's ideas and pushed Maotai into the market economy. Subsequently, Maotai set up a sales corporation to further improve its marketing network. "We should graft the best distributors and the best marketing network to our company to serve the sale of Moutai and its series of products." Yuan Renguo said. To this end, Yuan Renguo requires the sales department to first aim at famous shopping malls and supermarkets to build special counters (stores); The second is to aim at famous hotels and hotels and do a good job in promotion, direct sales and terminal consumption. It is necessary to consolidate the old customers and look for dealers who have feelings, a sense of responsibility, a sense of long-term cooperation, operational ability, economic strength, marketing network and credibility in selling Moutai and its series products. At the same time, dealers across the country have been cleaned up and rectified, and 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 have been cleaned up and banned, making 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 311 prefecture-level cities and more than 2,811 county-level cities across the country. Specialty stores must implement "eight unifications" as required to adapt to e-commerce led by network informationization. As all dealers who have been to Maotai Distillery know, it is not difficult to meet Yuan Renguo in Maotai Distillery. As long as he is in the factory, he will certainly come to propose a toast to everyone at dinner, thanking the dealers for their support to Maotai. This has become a practice in 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 has actively explored the establishment of a cooperative mechanism to crack down on the manufacture and sale of counterfeit and infringing Moutai inside and outside the province. At present, the national linkage mechanism for Moutai counterfeiting has taken initial shape. At the same time, Maotai liquor stores have developed rapidly all over the country, and a strict accountability system has been established. Once it is found that fake Maotai liquor is sold, it will be severely punished until the distribution qualification is cancelled. Yuan Renguo said humorously, "Now I am in Guangzhou and other major 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 person who is good at learning and diligent in learning, and always takes every 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 from 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 Billion Group. " Training management and employees with the help of external brains 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 talks about human resources development and talent training. Perhaps, this strong sense of talent reserve and cultivation is related to Yuan Renguo's own growth experience. His growth from an ordinary apprentice to today is related to the fact that Maotai Distillery trained its own local talents, selected a group of young people to pass the college entrance examination and sent them to Guizhou Institute of Technology for full-time study. He said: The factory was Pei at that time.