Pioneer of the past, leader of the present.
Changyu Group, formerly known as Changyu Brewing Company, was founded in 1892 with 3 million taels of silver invested by Zhang Bishi, a famous patriotic overseas Chinese industrialist. It is the first industrialized wine producer in China. 1994, Yantai Changyu group co., ltd was established. 1997 and 2000, Changyu B shares and A shares were successfully issued and listed, becoming the only listed company in the same industry in China to issue A shares and B shares at the same time.
Changyu Group has grown into the largest wine production and operation enterprise in China and even Asia after more than 1 10 years of development. By the end of 2004, Changyu Group had total assets of 2.37 billion yuan and net assets of/kloc-0.66 billion yuan. Changyu Group's main products are wine, brandy, champagne and health wine with four series and hundreds of varieties. The comprehensive share of its products in the domestic market is above 20%, and it has remained the first in the industry year after year.
In recent years, Changyu Group has been accelerating its development, with an average annual growth rate of about 65,438+05%. In 2004, the output of main products was more than 70,000 tons, with sales income of 2.5 billion yuan, profits and taxes of 600 million yuan and profits of 300 million yuan. All three indicators rank first in the same industry in China, accounting for more than 30% of the total industry. In the 2004 China Top 100 Wine Industry Selection, Changyu Group entered the top 10 wine industry with a total profit and tax of 600 million yuan, ranking seventh, which is also the only wine enterprise that entered the top 10 wine industry.
Concentrate on brewing, "quality is heavy."
Dr. Sun Yat-sen once wrote an inscription for Changyu, "The products are of high quality". Since Changyu Company was founded more than 100 years ago, quality has always been its unswerving belief and tireless pursuit.
Wine is known as "seven-point raw materials and three-point technology", and Changyu's product quality starts from the source of grape raw materials. According to reports, Changyu Company has established 80,000 mu of high-quality grape base in Yantai, of which the planting area of high-grade grape varieties represented by "Snake Dragon Ball" accounts for more than 90%. In order to maintain the continuous competitiveness of high-end products, Changyu will invest 30 million yuan in stages from 2005 to 2008 to build the largest "Cabernet Sauvignon" planting base in China, so as to ensure the yield and quality of grape raw materials needed for the production of Cabernet Sauvignon, winery wine and premium brandy.
In order to brew high-quality wine, Changyu also spared no expense to introduce advanced brewing equipment, carry out technical transformation and develop new technologies. Since 1990s, Changyu has invested more than 300 million yuan to carry out large-scale technical transformation, making the company's single-shift filling capacity reach 654.38+10,000 tons. It has also introduced, absorbed and digested foreign grape brewing equipment, keeping Changyu's technical equipment in step with that of developed countries. In recent years, it has invested hundreds of millions of yuan every year, constantly upgrading automation and informatization, and expanding production scale. At present, Changyu's technology and craft level have reached the international advanced level in the same industry.
The establishment of the National Enterprise Technology Center and Zhang Yu's first postdoctoral research work in the industry have enabled Zhang Yu to have a large number of scientific research teams including doctors and senior engineers. Changyu Group, relying on its strong scientific research strength, constantly improves product quality, adapts to market changes, and introduces new products with high-tech content and high added value, which greatly enhances its market adaptability and competitiveness.
"Marketing promotes enterprises", and the network wins.
Under the background that the whole world has entered the era of integrated marketing, Changyu has established the development strategy of "promoting enterprises through marketing", and has taken the lead in building a nationwide and multi-brand marketing network system in the same industry. In the development of recent years, Changyu has always adhered to the marketing concept of "terminal wins", constantly expanding and perfecting the marketing network system and enhancing the competitive advantage of the marketing network.
Changyu adopts a three-level marketing system, that is, the headquarters of the sales company-the sales branch-the distribution department. Among them, the sales company is the decision-making center, the branch company is the command center, and the distribution department is the execution center, each performing its duties. At present, Changyu has established 39 provincial branches and more than 500 city distribution offices throughout the country.
Since 2003, Changyu began to implement the marketing idea of "one layout, four adjustments". "One layout" means that all developed markets at or above the county level in China must have Changyu market operators and first-class distributors; The "four adjustments" are adjustment to high-grade products, adjustment to hotel terminals, adjustment to the development of various wines, and adjustment to integration. After more than one year's implementation, Zhang Yu now has a team of more than 65,438+0,000 marketers and more than 2,700 agents, forming a marketing network covering all developed markets at or above the county level in China. In terms of product structure, it develops steadily in the high-end direction. The sales volume of high-end products such as winery wine and Cabernet Sauvignon increased by more than 50%, making it one of the first choice brands for high-end consumers in China.