The three major burning workshops in Moutai Town:
Kweichow Moutai is produced in Moutai Town, Renhuai City, Guizhou Province, and is the pioneer of soy sauce liquor. Before the founding of the People's Republic of China, there were three large burning workshops in Moutai Town, namely the Chengyi Burning Workshop founded by the Hua family, also known as "Hua Mao"; The Ronghe burning workshop founded by the Wang family is also known as "Wang Mao"; and the Hengxing Burning Workshop operated by the Lai family, also known as "Lai Mao".
Among them, Chengyi Burning Workshop is the first of the three major burning workshops in Moutai Town, and it is the earliest of the three major burning workshops, and after five years of construction, Chengyi Burning Workshop was officially completed in 1862. The founder of Chengyi Roasting Workshop is called Hua Lianhui, so it is also called "Hua Mao", and it has the saying of "the source of Mao wine".
Founded in 1879, the name of Ronghe Burning Workshop was first established as Rongtai Burning Workshop, and later changed to Eiwa Burning Workshop. Because Wang Lifu is the main creator of Ronghe Burning Workshop, and insists on the development of Ronghe Burning Workshop, Ronghe Burning Workshop is also called Wang Mao, and Rong Taihe is located next to the original site of Moutai Liquor Restaurant.
At the Panama International Exposition in 1915, Hua Mao and Wang Mao joined hands to participate on behalf of Moutai, and Moutai smashed the jar to promote the fragrance of the wine and won the award in one fell swoop. As for whether it is a gold or silver award, Fenjiu and Moutai argue endlessly. However, Fenjiu took out the certificate of the year, which was indeed a gold award. There was no actual evidence on Moutai's side, and later Wang Mao's descendants announced that what he won at that time was indeed a silver award.
Compared with "Hua Mao" and "Wang Mao", "Lai Mao" is the latest to use this name. Chengyi Burning Workshop and Ronghe Burning Workshop are both local burning workshops, and Lai Mao is an outsider, after Lai Mao settled in Moutai Town, Hua Mao and Wang Mao once boycotted Lai Mao. However, at the time of the merger of Laimao, Laimao was already the largest of the three burning mills.
At that time, the merged Hengxing Roastery was not founded by Lai's, but a winery acquired by Lai's family, which was later developed and expanded by Lai's. Lai Mao first originated from the "Moutai Shaochun" liquor shop founded by Lai Zhengheng, the ancestor of the Lai family, in Moutai Town during the Qing Dynasty (not called Lai Mao at that time), which was later destroyed because of the war. Later, the Lai family moved to Guiyang, and Lai's family Lai Zonggui founded a business in Guiyang and started a business.
Lai Mao in the true sense of the word was established in 1929. At that time, Zhou Bingheng, a businessman in Guiyang, opened the "Hengchang Wine House" in Moutai Village and named the wine produced "Hengchang Moutai". Later, due to poor management, this winery was acquired by the Lai family's firm, and Lai Yongchu served as the general manager of the company. In 1941, Lai Yongchu took over the "Hengchang Liquor House" in Moutai Town and renamed it "Hengxing Distillery", and began to produce "Hengchang Moutai", also known as Lai's Maotai, which was later renamed "Lai Mao".
Three-in-one:
In 1951, the local government merged the three private breweries of Chengyi (Huamao), Ronghe (Wangmao) and Hengxing (Laimao) through redemption, confiscation and takeover, and implemented the policy of integrating three Maotai, and the state-owned Moutai Distillery was established. It is worth mentioning that at that time, when the three burning mills were merged, Huamao and Laimao were acquisitions.
Due to some special reasons, Wang Mao was confiscated, and the Wang family only received a subsidy of 500 yuan at that time, which was only one percent of Lai Mao's. Therefore, the trademarks of Hua Mao and Lai Mao can be attributed to Moutai Distillery, while the trademark of Wang Mao cannot be justifiably attributed to Moutai Distillery.
After the merger of the three major roasting mills, many winemaking workshops and cellars were also transferred to Moutai Distillery, but not all of them were transferred. Moutai inherited the craftsmanship and culture of these three distilleries to achieve today's achievements. Nowadays, in the series of Moutai liquors, there are special Hua Mao, Wang Mao and Lai Mao series to commemorate the merger of the three major distilleries at that time.
According to statistics, there are now more than 500 liquor production enterprises in Moutai Town, and the number of products is countless. Many of them are the descendants or descendants of Hua Mao, Wang Mao, and Lai Mao who returned to Moutai Town to establish enterprises. The distillery is gone, and it can be rebuilt, and if this fine craftsmanship disappears, it may never be recovered.
Development before the reform and opening up:
In 1952, Moutai Distillery registered the "Golden Wheel" trademark, also known as the "Five Star Brand" trademark. In the same year, the country held the first wine appraisal meeting, and Moutai was rated as one of the four famous liquors. In 1957, because of the need for export, the "Feitian" trademark was registered. In 1963, Moutai participated in the second wine appraisal and was once again awarded the Gold Medal (National Famous Liquor). However, this time Moutai only ranked fifth, and the first place was Wuliangye.
This attracted the attention of some leaders, ordered Moutai Distillery to rectify, and sent experts to help Moutai Distillery improve quality, and Ji Keliang, who had just graduated, was assigned to Moutai Distillery. In the 70s, due to the shortage of domestic food, the output of Moutai Distillery was only a few hundred tons, and it was in a state of loss for a long time, and it could not fulfill the production plan issued by the state.
In 1977, in order to reverse the loss of Moutai Distillery, Zhou Gaolian, then secretary of the Renhuai County Party Committee and county magistrate, served as Secretary of the Party Committee and director of Moutai Distillery. Before Zhou Gaolian took office, Moutai Distillery had failed to complete the production plan issued by the state for 15 consecutive years, and had been losing money for 16 consecutive years. After Zhou Gaolian arrived, he restarted the stalled third workshop and put it into production in the shortest possible time.
In 1977, the production of Moutai reached 763 tons, and the production plan for that year was completed. 1977 was a year when Moutai Distillery turned from bad to good, ending its 15-year history of not completing the national production and sales plan, and only losing 20,000 yuan that year. In 1978, Zhou Gaolian implemented an economic responsibility system for Moutai Distillery, and the output of Moutai exceeded the 1,000-ton mark for the first time that year, ending 16 consecutive years of losses and achieving a profit of 65,000 yuan. In 1979, Moutai was once again rated as a national famous liquor at the 3rd Wine Appraisal.
The growth of Moutai in the eighties and nineties:
After the reform and opening up, Moutai Distillery is in a stage of steady improvement. In the 80s, the liquor industry was still in the era when production was king, and the price of liquor was still set by the government. With the continuous increase of grain production, major domestic distilleries began to expand production.
Compared with Fenjiu, Wuliangye and Luzhou Laojiao, the sauce-flavored Moutai does not have an advantage in terms of output. In 1982, the output of Moutai reached 1,186 tons, with a profit of 2.28 million yuan. In 1985, Zou Kailiang succeeded Zhou Gaolian as the director of Moutai Distillery. In the following years, Zou Kailiang has been committed to the reform of the sales system of Moutai Distillery, and strongly advocates the self-sale of Moutai's products.
He bought houses in more than 20 coastal and mainland cities, including Hong Kong, China, and established sales companies, building the prototype of today's Moutai sales network. At the end of the 80s, the state liberalized the pricing power of famous liquor, and the liquor industry entered the market economy one after another. Famous liquors led by Mao Wujian advocated raising prices and occupying the high-end market.
In 1991, Ji Keliang once again became the director of Moutai Distillery. As early as 1983, Ji Keliang was appointed as the director of Moutai Distillery. But in 1985, Ji Keliang decided that he was not suitable for administrative work, so he voluntarily chose to resign and focus on Moutai's technical work, becoming the first chief engineer in the history of Moutai Distillery.
The nineties is the world of strong flavor wine, and the popularity of strong flavor wine far exceeds the "sauce flavor fever" in the previous two years. At that time, among the top 10 famous liquors in the country in terms of sales, strong aromatic liquor often accounted for about eight seats, and the remaining two seats were Shanxi Fenjiu and Kweichow Moutai. Although it was known as the "Five Swords of Maotai" at that time, Moutai's ranking was not high, and it often couldn't even enter the top five in the industry.
In 1994, Wuliangye became the industry leader. In 1995, Wuliangye was named the "King of Liquor" at the 50th World Statistical Conference. In that year, the retail price of Wuliangye Puwu surpassed Feitian Moutai and became the first high-end liquor at that time.
During Ji Keliang's tenure as the director of the distillery, there was also an incident of real and fake Guizhou alcohol, and he fought a lawsuit with Guizhou Distillery for eight years, which became the black history of Moutai Distillery. Because of jealousy that the performance of Guizhou alcohol surpassed itself, Moutai Distillery put a large number of inferior Guizhou alcohol in the Guangdong market, so as to achieve the purpose of disrupting the Guizhou alcohol market.
Ji Keliang was a pure science and engineering man, not good at administrative work and marketing, but Yuan Renguo, the general manager at the time, was very good at it. During Ji Keliang's tenure as the director of Moutai, he still served as the chief engineer, mainly to control the process and quality of Moutai, and mainly delegated power to Yuan Renguo in terms of market and some administrative work.
Moutai overtakes Wuliangye:
Moutai can become the industry leader, who is the biggest contributor? I think it was Yuan Renguo, although he and Ji Keliang co-ruled Moutai before 2011, but without him to develop and build Moutai's sales network, without him to maintain the relationship with distributors, without him to play the concept of "national liquor Moutai", Moutai would not have been able to surpass Wuliangye.
From 1997 to 1998, the advertising liquor incident, the Asian financial crisis, and the Shuozhou fake liquor case hit the liquor industry one after another. Since 1998, the sales of the entire liquor industry have stagnated or even regressed. This year, this is both an opportunity and a challenge for Moutai Distillery.
In 1998, in order to complete the sales task of 2,000 tons, Ji Keliang and general manager Yuan Renguo set up a marketing team of 18 people to go to the sales line (including Yuan Renguo) and launched a mobilization meeting to dealers. This battle became the "decisive battle" for Moutai to move from a planned economy to a market economy, and at the end of the year, the task was completed as promised, and 102 contractors were also developed.
In December 2000, Yuan Renguo served as the general manager of Moutai Group and the chairman of Moutai Co., Ltd. At this time, Moutai basically sat in the second position in the industry. In 2001, Moutai was listed on the A-share market. In 2002, Wuliangye's revenue exceeded 5.7 billion, while Moutai's revenue was only more than 1.8 billion. In 2003, the output of Moutai exceeded 10,000 tons.
The period from 2003 to 2012 was the golden time for the liquor industry, and it was also a decade for Moutai to counterattack. Since around 2005, Wuliangye's revenue and profit growth has been relatively stagnant, while Moutai has continued to grow steadily. That year, Moutai's net profit (1.119 billion yuan) exceeded that of Wuliangye (791 million yuan).
As early as the last century, there was also the saying that Moutai, the national liquor, was not recognized. In the marketing strategy of Moutai in the new century, Yuan Renguo emphasized the title of "national liquor Moutai". Whenever CCTV news broadcasts are broadcast, there will be an advertisement of "National Liquor Moutai, Tell the Time for You". However, "national liquor Moutai" is completely wishful thinking of Moutai, and the mainland has never made it clear that a certain liquor is the national liquor.
Since 2001, Moutai has applied to the state for the "national liquor" trademark for 9 consecutive times, but all of them have failed. But Moutai's marketing was very successful, and the words "national liquor Moutai" were deeply imprinted in the minds of several generations. In the competition between Wuliangye and Moutai, Wuliangye vigorously engaged in OEM to promote sales, while Moutai took the initiative to cut off OEM and some products with low output value, and only retained 54 core product lines.
From 2006 to 2008, Moutai raised prices three times, and in January 2008, the ex-factory price surpassed Wuliangye for the first time to rank the highest in the industry, becoming a price benchmark in the high-end liquor market. In 2008, Kweichow Moutai surpassed Wuliangye's performance of 7.933 billion yuan for the first time with a revenue of 8.242 billion yuan to become the first in the industry. However, in the following four years of 2009, 2010, 2011 and 2012, Wuliangye's performance still surpassed Moutai.
In 2011, Ji Keliang stepped down, and Yuan Renguo officially became the chairman of Moutai Group. In 2013, Moutai's revenue (30.922 billion yuan) once again surpassed Wuliangye (24.719 billion yuan), and it has maintained its position as the industry leader since then. After 2016, Feitian Moutai rose fiercely, the terminal price rose from more than 1,000 yuan to about 3,000 yuan, and its stock price once exceeded the 2,000 yuan mark.
In 2018, Yuan Renguo stepped down as chairman of Moutai Group, and at this time, the industry has already swept a boom in soy sauce wine. However, since the end of 2022, the soy sauce wine has gradually cooled down, and Moutai has also been affected. At present, the price of Feitian Moutai is fluctuating and declining, and the price of Feifei Moutai has fallen below 2,100 yuan in 24 years. As the so-called "30 years in Hedong, 30 years in Hexi", Kweichow Moutai, which seems to be insurmountable, who knows that he can sit firmly in the industry? #长文创作激励计划#