Chuanjiang Xiaobai will lay off 3% of his staff, and the official response: the data is not true
Chuanjiang Xiaobai will lay off 3% of his staff, and the official response: the data is not true. Jiang Xiaobai told reporters that the rumor that the company will lay off 3% of its staff is not true, but it means that the company's pain is real and it is shrinking its non-core business in an orderly manner. Chuanjiang Xiaobai will lay off 3% employees. Official response: The data is untrue. It is said that Jiang Xiaobai will lay off 3% of his staff. Official response: The data is untrue. 1 < P > On May 25th, it was reported that Jiang Xiaobai, a liquor brand, was going to lay off nearly 1, people on the Internet recently. Jiang Xiaobai also responded to this. They confirmed that the company was in a painful period recently, shrinking its non-core business in an orderly manner, and had begun to optimize the organization and personnel of non-brewing related business positions. But at the same time, they stressed that they will continue to supplement and strengthen the talent echelon in the future.
As for the data that Jiang Xiaobai's 3,-person company has to lay off 1, employees, or as high as 3%, Jiang Xiaobai said, "The data is not true, there are not so many details."
according to the eye-catching investigation, Chongqing jiangjin district Jiangbian Brewing Co., Ltd. and Chongqing Jiangji Winery Co., Ltd., two subsidiaries of Chongqing Jiangxiao Liquor Industry Co., Ltd., were sued by two individuals for labor disputes in 222, and the cases were heard on April 14th and July 7th this year respectively.
Jiang Xiaobai's alcoholic products are closely related to the operating environment of the offline catering market. The impact of the epidemic this year has forced Jiang Xiaobai to make personnel and business adjustments.
Up to now, the company Jiang Xiaobai has been established for 11 years. In 211, Tao Shiquan, a former executive of Jinliufu Liquor Industry, founded Jiang Xiaobai, a liquor brand focusing on the youth market. They once became popular with popular propaganda. According to public information, Jiang Xiaobai's revenue reached 5 million yuan in 212, exceeded 1 million yuan in 214, and exceeded 1 billion yuan in 217, 2 billion yuan in 218 and nearly 3 billion yuan in 219 respectively.
In 219 and 22, Jiang Xiaobai also launched two sub-brands of Meijian and Fruit Cube.
However, it is reported that since 22, Jiang Xiaobai's revenue has declined, and the impact of the epidemic on their performance is enormous. In March, 221, Tao Shiquan, the founder of Jiang Xiaobai, wrote "It's not easy to survive in 1 years" to respond to the rumors of Jiang Xiaobai's layoffs and survival at that time.
Tao Shiquan wrote at that time: "Even in the tenth year, Jiang Xiaobai's share in the liquor industry was only close to less than .5%. In a highly discrete market, the competition problems faced by new startups are more about competing with themselves."
He said that Jiang Xiaobai's most obvious characteristics in his 1 years of entrepreneurship are full of desire for survival, trembling and walking on thin ice. I think that the company has never been to the altar, and it is not easy to survive.
On the capital level, Jiang Xiaobai also stayed in September 22, when they got the C-round financing led by Huaxing New Economic Fund, followed by Zhengxin Valley Capital, CMB International and Gaoying Capital, with a valuation of 13 billion yuan. Some media once compared this valuation with liquor companies listed at that time, and Jiang Xiaobai was ranked 13th.
Earlier, Jiang Xiaobai also received investments from well-known institutions such as IDG Capital, Tiantu Capital, Gaoyou Capital, Black Ant Capital and Sequoia Capital China.
However, for Jiang Xiaobai, everything is just like staying before the outbreak in 22. This organizational optimization also shows that they have reached the stage where they have to take action. Chuanjiang Xiaobai will lay off 3% of his staff. Official response: The data is untrue. 2
Recently, it was reported that Jiang Xiaobai, a liquor company in Chongqing, laid off staff. Internet rumors said that Jiang Xiaobai was "laying off staff on a large scale" and "the layoff rate may exceed 3%".
In response to this rumor, Qilu Evening News reporter contacted Jiang Xiaobai Liquor Industry Co., Ltd. Jiang Xiaobai told reporters that the rumor that the company laid off 3% of its employees was untrue, but it indicated that the company's pain was real and it was shrinking its non-core business in an orderly manner.
Jiang Xiaobai said: "In view of the judgment of the internal and external environment, the company has contracted its non-core business in an orderly manner, and the corresponding situation belongs to normal business and organizational optimization and adjustment. The proportion of staff reduction mentioned by the outside world is not in line with the actual situation, and the company will continue to supplement and strengthen the talent echelon."
It is understood that Jiang Xiaobai will continue to focus on sorghum planting, wine making, old wine storage, process optimization and research and development. Backstage, marketing and other aspects of redundant staff will optimize the diversion. At the same time, Jiang Xiaobai said that he would continue to strengthen his operations in three aspects: technology research and development, production and user operation.
Cai Xuefei, a wine industry analyst, told reporters that "many liquor dealers rely on the node marketing of important festivals. However, this year's Spring Festival and May Day holidays were affected, and all kinds of dining scenes disappeared and wedding scenes were postponed. The channel inventory pressure of both famous and non-famous wines is rising. "
Jiang Xiaobai also chose to take the initiative to release the pressure in the face of the sales dilemma.
"In the future, we will focus on' light drinking', focusing on self-drinking, light taste, light atmosphere, light social interaction and light price burden in light drinking scenes, so as to make high-quality national ration wine," Jiang Xiaobai's internal staff told reporters.
It is reported that Jiang Xiaobai has been trying to create a kingdom of "easy drinking" for ten years: by scanning the product code, he can enter the "Bottle Planet" WeChat applet, which contains sorghum wine, various mixed wines based on sorghum wine, fruit wine and rice wine with rich tastes. Among them, the flavored fruity wine Meijian has become the first brand of fruity wine in China.
At the same time, the new national standards "Terms and Classification of Beverage and Liquor" and "Terminology of Liquor Industry" (hereinafter referred to as the "new national standard") promulgated by the General Administration of Market Quality Supervision will be officially implemented on June 1, which clearly defines Jiang Xiaobai's identity as "solid pure grain brewing". "The revision of the national standard for liquor includes 12 kinds of aromatic liquors, which actually raises the threshold for liquor production and requires higher quality." Shao Jiayan, chief engineer of Jiang Xiaobai, told reporters.
It is reported that Jiang Xiaobai currently has 48, tons of Chongqing sorghum liquor. After the identity of "pure grain liquor" is clear, Chongqing sorghum liquor brands including Jiang Xiaobai are expected to usher in a new favorable situation. Chuanjiang Xiaobai will lay off 3% of his staff, and the official response: the data is untrue 3
"It's not easy to survive for 1 years"-this is Tao Shiquan, the founder of online celebrity liquor brand Jiang Xiaobai's response to Jiang Xiaobai's layoffs reported by the media on his personal WeChat WeChat official account on March 29th. However, just after this response, Jiang Xiaobai was once again caught in a layoff storm.
A few days ago, it was reported that Jiang Xiaobai will be laid off from the current 3, to 2,, and the layoff rate may exceed 3%. In view of the above situation, Jiang Xiaobai told the reporter of China Times on May 24 that the above-mentioned reduction ratio is not true, and the corresponding situation belongs to normal business and organizational optimization and adjustment.
Jiang Xiaobai, founded in 212, is about to pass its 11th year. However, since it reached 3 billion yuan in sales in 219, the new liquor brand has not disclosed the specific sales. In recent years, more and more people have entered the small wine industry, including many established liquor companies such as Wuliangye. On the other hand, the old-fashioned light bottle wine represented by "Niu Er" also gave Jiang Xiaobai enough pressure. With the increasingly fierce competition in the industry, what can Jiang Xiaobai rely on to impress consumers besides his feelings?
Jiang Xiaobai's "difficulties"
At a time when Internet giants are laying off employees in turn, Jiang Xiaobai, who is an industrial worker, has also heard the news of mass layoffs. Recently, some media quoted a number of departing Jiang Xiaobai employees as saying that Jiang Xiaobai was laying off employees on a large scale, and the number of employees would be reduced from the current 3, to 2,, which may exceed 3%.
On May 24th, the reporter of China Times asked Jiang Xiaobai about layoffs. The other party said: "In view of the judgment of internal and external environment, the company has contracted its non-core business in an orderly manner, and the corresponding situation belongs to normal business and organizational optimization adjustment. The proportion of layoffs mentioned by the outside world is not in line with the actual situation. The company will continue to supplement and strengthen the talent echelon, and the pain is real. However, we believe that a healthy organization will bring long-term benefits to all its peers and users.
This is not the first time that Jiang Xiaobai has been laid off this year. As early as March 26 this year, it was reported that people familiar with the matter revealed that after the Spring Festival, Jiang Xiaobai dismissed the entire Beijing public relations team, leaving only one person to handle public relations affairs.
Then, on the evening of March 29th, Tao Shiquan, the founder of Jiang Xiaobai, posted an article entitled "Ten years, it's not easy to survive" on his personal WeChat WeChat official account, denying the statement of "abolishing the entire Beijing public relations team".
Tao Shiquan mentioned in detail in the article that Jiang Xiaobai has no plans to abolish any business divisions and departments this year. At present, there are more than 2, employees, and the organizational situation will increase by about 15% this year, mainly focusing on the recruitment of wineries in three directions: technology research and development, production and user operation. And said that he would look at the development in the next three years positively and optimistically.
With regard to the forecast that the organizational situation will increase by about 15%, Jiang Xiaobai told this reporter that the technical research and development, production and user operation of the winery will continue to be strengthened. However, the estimated figure of 15% has not been confirmed.
The "difficulty" between Jiang Xiaobai and Tao Shiquan is more obvious in the case of repeated epidemics in 222. According to data released by the National Bureau of Statistics, in April this year, the total retail sales of social consumer goods was 2,948.3 billion yuan, down 11.1% year-on-year. Among them, the catering industry is particularly affected. By consumption type, the national catering revenue in April was 26.9 billion yuan, down by 22.7%.
On May 24th, an industry person analyzed and said to reporters: "Jiang Xiaobai's channel layout is mostly in offline channels such as small restaurants, couples' shops and convenience stores, and the online channel accounts for only 5% of sales in 221. Therefore, the lack of consumption scenes such as restaurants and taverns, which are seriously affected by the epidemic, has brought certain operating pressure to Jiang Xiaobai, and it is reasonable to shrink its strategic business."
the "big fight" of light bottle wine
Jiang Xiaobai, founded in 212, focused on the concept of "young people's first sip of wine", and set a sales record of 5 million yuan in 213. In 217, Jiang Xiaobai's income exceeded 1 billion yuan, and his performance even reached 3 billion yuan in 219. With the increase of body mass, doubts about "Jiang Xiaobai is not good to drink" followed, and some industry voices pointed out that "the first sip of wine for young people" is not guaranteed to become the second and third sip for young people.
In fact, in recent years, there are quite a few entrants targeting the light bottle wine market, including leading enterprises in Wuliangye, Yanghe, LU ZHOU LAO JIAO CO.,LTD and Langjiu. On May 25th, a reporter from China Times visited Shangchao and found that the retail price of 4-degree Jiang Xiaobai expression bottle was 2 yuan/1ml; The retail price of 52-degree crooked dictyophora wine produced by Wuliangye is 25 yuan/1ml; The retail price of 45-degree Xiaolang Liquor produced by Langjiu Group is 2 yuan /1ml, and the discounted price is 15.9 yuan/bottle.
Jiang Xiaobai's price advantage is not obvious, but only in terms of brand power, Wuliangye and Langjiu, which are among the famous wines, are obviously superior.
a food and beverage analyst of a well-known brokerage firm analyzed to our reporter that the core competitiveness of the new wine and beverage brand should be viewed from three aspects: product positioning, quality and channels. In product positioning, Jiang Xiaobai is a younger brand, which is very suitable for young people's social attributes and has a precise target group. This is the difference between Jiang Xiaobai and other brands in "playing".
In terms of quality, in recent years, Jiang Xiaobai began to pay attention to the creation of liquor quality. Relevant persons of Jiang Xiaobai told reporters that all the products of the company have adopted the third-generation liquor "Benwei Kaoliang Liquor", and Jiang Xiaobai winery and farm are also being expanded, which is the foundation for liquor enterprises with 48, tons of old wine storage.
in terms of channels, although Jiang Xiaobai's marketing actions since its establishment are quite eye-catching, and he has attracted countless attention with various explosive copywriting, in fact, Jiang Xiaobai's main channels are convenience stores and restaurants offline, and the proportion of online channels in 221 is only 5%. For liquor retailing, mastering terminal retail channels is still the key to winning.
judging from the light bottle wine market where Jiang Xiaobai is located, competitors should not be underestimated. The above-mentioned analysts analyzed to our reporter that the market capacity of light bottle wine is over 8 billion, among which Jiang Xiaobai and the old Niulanshan Erguotou and Shanxi Fenjiu are the best.
Compared with Jiang Xiaobai, the old light bottle wine has different advantages. "Niulanshan Erguotou wins in Beijing's big market, and its core competitive advantage lies in its high channel profit and relatively large channel advantage. Bofen is backed by Shanxi Liquor, and its brewing process will be better and the price will be more expensive, in the range from 5 yuan to 1 yuan. " The above analyst added.
For Jiang Xiaobai's future growth path, Cai Xuefei, a liquor marketing expert, analyzed in an interview with the reporter of China Times on May 25th that "Jiang Xiaobai is cultivating new categories with alcohol education of young consumers as a breakthrough point.
In the future, when the whole Chinese liquor consumption is diversified and socialized, we should make full use of our own brand culture innovation advantages and quality foundation to subdivide the consumer market for young consumers, and make corresponding attempts for the healthy and convenient direction of the whole Chinese liquor consumption in the future, so as to give full play to our own category advantages in the international direction to gain an incremental market. "
At present, the impact of the epidemic on Jiang Xiaobai continues, and how to break the situation has become an urgent matter for Jiang Xiaobai. Cai Xuefei pointed out to reporters that Jiang Xiaobai can cultivate emerging consumer groups with his own brand appeal, high exposure and topicality on the Internet, and with new tools and new models including live broadcast, so as to complete the breakthrough of the enterprise when the consumption in the whole external catering market disappears in a large area.