Yanjing Beer overturned in recent days. Just after the National Day holiday, Zhao Xiaodong, the chairman and general manager of Yanjing Beer Co., Ltd., has been put on file for investigation by the relevant departments and taken lien measures because he is suspected of violating the law. Headquartered in Beijing, Yanjing Brewery is one of the largest beer enterprises in China. He was once the second in the domestic beer industry. In recent years, it entered the top 8 in the world beer production and sales, and the total sales revenue reached 13.7 billion yuan in that year. In the first half of this year, the actual revenue of Yanjing Beer was 5.565 billion yuan, which was nearly 6% lower than its peak period. Compared with last year, the sales volume of Yanjing Beer decreased by 18.68%. In the past six years, the operating income of Yanjing Beer has shrunk by nearly 2 billion. I think the reasons for its backwardness are mainly as follows: First, there are problems in the internal governance of the company < P > A company's operating income has shrunk dramatically in a short period of time. If it has nothing to do with the internal governance of the company, it is completely impossible. The recent news is a good example. The chairman and general manager are suspected of violating the law, which shows that there are great problems and omissions in the company's internal governance, which is one of the reasons for the sharp decline in Yanjing Beer's revenue in recent years. Second, the product structure of Yanjing Beer is single, lacking in innovation and change

The product structure of Yanjing Beer is too single. Since Yanjing Beer was transformed into a high-end power in the past, it has never recovered in the high-end market, which led to the high-end market being carved up and eaten by other giants in the same industry, which also led to the decrease of Yanjing Beer's revenue. Third, the technology of competitors in the same industry has improved and changed rapidly

Compared with other giants in the same industry, such as Budweiser, Qingdao and China Resources Snowflake, Yanjing Beer is too slow to respond to the changes in the market, while other giants have cultivated their own star products very quickly and gained a foothold in the high-end market. This directly led to the lack of competitiveness of Yanjing Beer, which in turn led to a decline in his revenue.