1998, Shaoxing municipal government "promoted" Fu Jianwei from the position of director and executive deputy general manager of Zhejiang Chemical Fiber United Group Company to Yellow Rice Wine Group, and entrusted the heavy responsibility to Guyuelongshan Co., Ltd. Since then, Fu Jianwei has formed an indissoluble bond with rice wine. When taking office, the company was faced with the dilemma of continuous decline in sales and floating people's hearts. Fu Jianwei's first thing was to rush about in various markets, resolutely abandon the conservative and low-key thinking of traditional industries and the habit of "sitting in business" formed under the planned economy, and implement the backbone risk of mortgage and sales reward and punishment measures, which quickly mobilized the enthusiasm of sales staff. That year, the sales task of the enterprise was accomplished beautifully, and the people's hearts were quickly United.
Take the lead in launching the national brand of yellow rice wine in CCTV
In order to get the ancient brewing industry out of the trough, Fu Jianwei boldly reformed and hired well-known advertising planners as brand consultants, and the famous movie star Chen served as the brand image spokesperson of Gu Yue Longshan. In 2004, Gu Yue Longshan, under the helm of Fu Jianwei, participated in the prime-time advertising bidding of CCTV and won the first bid of China yellow rice wine for 60 million yuan. In the most influential media in China, the loud voice of yellow rice wine appeared for the first time. The breathtaking leap of Gu Yue Longshan in CCTV not only started the first brand of yellow rice wine, but also broke the strange circle that yellow rice wine cannot be separated from Jiangsu, Zhejiang and Shanghai. Since then, the "yellow wine fever" was born in the wine market, which was designated as the first year of yellow wine development by people in the industry.
Turn crises into opportunities repeatedly.
Since Fu Jianwei took charge of the Yellow Rice Wine Group, with forward-looking thinking, strong man's determination to break his wrist and superb crisis handling ability, he has implemented the "slimming and fitness" plan, which has turned the crisis into safety for many times and achieved unprecedented development.
In April 2003, SARS broke out in China, Guangdong and Hongkong. Fu Jianwei realized the seriousness of the problem, so he decisively bought a dozen Iveco cars, sprayed the LOGO of Gu Yue Longshan, and then delivered them directly to the countryside. When "SARS" raged, everyone in the city was in danger, and the circulation of commodities was almost blocked, domestic towns and villages became the main force in the consumer market. Due to foresight and preparation in advance, Guyue Longshan was not only least affected by SARS in the same industry, but also opened up new rural markets and received unexpected results.
Spandex was once an important project of the company. In the first half of 2007, it brought a profit of 30 million yuan to Gu Yue Longshan. Optimistic, Fu Jianwei resolutely stripped spandex. Later, the development of the situation was completely expected by Fu Jianwei. In the domestic macro-control and the subsequent sudden global financial turmoil, domestic textile enterprises, mainly exporting, bear the brunt, and their production and operation are seriously affected. Fu Jianwei's decisive decision has once again put the enterprise in crisis.
In 20 10, Fu Jianwei relocated his thermal power company, which suffered losses due to aging equipment and decreased users, and cooperated with Datang International to develop a gas-fired cogeneration project, with an investment of 3 billion yuan in the first phase and 3 billion yuan in the second phase. For the first time, this move has transformed enterprises into new energy and environmental protection projects, and contributed to the successful settlement of large projects and large funds of central enterprises in Shaoxing.
Love to marry a daughter.
In Shaoxing, a wine town, the daughter red brand is loud, catchy and well-known. In August 2009, Fu Jianwei successfully acquired the equity of Nverhong and became a wholly-owned subsidiary of Gu Yue Longshan, and Nverhong finally ended many bumpy fates. Subsequently, Fu Jianwei invested nearly 500 million yuan to transform Daughter Red, so that the production capacity of Daughter Red reached 50,000 tons, and quickly ranked among the forefront of the national rice wine industry.
Turn yellow rice wine into "gold"
In 2008, Fu Jianwei innovatively put forward the concept of original wine, and successfully held the original wine auction for the first time, which caused a sensation in the domestic wine market. In 2009, Guyue Longshan Wine Central Warehouse with a storage capacity of 260,000 tons won the 1 1 Guinness World "Best Project" award and became a cultural tourist attraction of Shaoxing yellow wine. 20 1 1, the ancient Yue Longshan original wine e-commerce platform was officially opened for operation, and investors can trade yellow rice wine like "stock trading".
Revitalizing traditional yellow rice wine with science and technology
Fu Jianwei believes that tradition and innovation are not a pair of contradictions, they can be integrated, learn from each other's strengths, and can be compared with Qi Fei. Traditional yellow rice wine must be combined with science and technology to constantly bring forth the old and bring forth the new. Only in this way can it glow with infinite charm.
During the period of 1998, Fu Jianwei cooperated with Jiangnan University to establish the only provincial-level yellow rice wine enterprise technology center in China. Later, he set up R&D center of provincial agricultural science and technology enterprise, provincial key laboratory of rice wine technology and equipment, and Shaoxing rice wine industry technology innovation service platform. Using these platforms, Fu Jianwei cooperated with Jiangnan University, Zhejiang University, China Food Fermentation Research Institute and other institutions in Industry-University-Research, and used modern advanced technology to continuously improve the modern production level of traditional yellow rice wine and improve the scientific and technological content of the products. Among them, "Demonstration and promotion of integrated technology for quality and safety control of yellow rice wine industrialization" has been included in the key project of the National Spark Plan, and a number of key topics such as "Research and development of automatic intelligent control system for yellow rice wine fermentation" have been widely used in yellow rice wine production and promoted throughout the industry. The company has successively launched celadon aged series and central treasury series of classic high-end vintage wines, and successfully developed oriental original wine, golden five-year wine and other fashionable flavor wines, as well as Zhuangyuanhong and other health-care series wines. In the 2008 Olympic year, six wines from Gu Yue Longshan were selected into the Olympic menu, becoming the only yellow wine brand selected into the Olympic menu.
"As the leader of the yellow rice wine industry, we must stand at the commanding heights of the industry technically and be the leader of the industry." Thanks to Fu Jianwei's unremitting efforts, the project of national-level yellow rice wine engineering technology research center declared by the company was approved by the Ministry of Science and Technology in June 20 1 year, becoming the first enterprise in Shaoxing yellow rice wine industry to have a national-level engineering technology center. Fu Jianwei immediately invested 4 1 10,000 yuan, and planned to solve a series of key technical problems of rice wine in three years to promote the technical upgrading and transformation of the whole rice wine industry.
China Yellow Rice Wine Museum was built.
In 2007, Fu Jianwei invested 420 million yuan to build the China Yellow Rice Wine Museum, which was officially opened. The completed museum covers an area of 30,000 square meters, with a building area of 1.6 million square meters. It integrates the display of rice wine culture, rice wine technology, rice wine research and exchange, and amorous feelings tourism. It is the first professional museum of yellow rice wine in China, and has become the landmark venue of "Yellow Rice Wine Capital" in China. In order to further explore and promote the yellow rice wine culture, in 20 13, Fu Jianwei invested 69 million yuan to shoot the TV series Daughter Red.
Brewing green yellow rice wine
Fu Jianwei took the lead in putting forward the concept of "green brewing" in the yellow rice wine industry, vigorously advocated "honesty brewing conscience wine", established 6.5438+0.6 million mu of pollution-free grain raw material bases in Tongling, Anhui Province and Yingcheng, Hubei Province, implemented the management mode of "company+base+standardization", established the quality traceability system of yellow rice wine products from field to people's table, and marked Shaoxing yellow rice wine green. Enterprises strive to build a green "granary" of 200,000 mu of yellow rice wine by the end of the Twelfth Five-Year Plan, and continue to launch the brand of Gu Yue Longshan and Daughter Red and Green.
Open the door of yellow rice wine to the world
Yellow rice wine contains the traditional culture of China and has become an important symbol of China culture. Fu Jianwei has always believed that with the sustained economic growth of China and the wide spread of China culture, yellow rice wine with unique cultural charm will increasingly show its strong competitiveness and influence. In 2002, Fu Jianwei established Gu Yue Longshan Hong Kong Company in Hong Kong. After more than ten years of operation, Hong Kong has become an important window for Gu Yue Longshan to expand overseas markets. In 2005, Fu Jianwei signed an international sales contract with Camus France, and Gu Yue Longshan yellow wine was quickly introduced to overseas markets through Camus' more than 3,000 duty-free shops and sales windows all over the world. In 20 10, Fu Jianwei established a yellow wine filling base in Macau as a platform to radiate Taiwan Province Province and overseas markets. In 20 13, Gu Yue Longshan made its debut as the only yellow wine enterprise in China 17 Bordeaux International Wine and Spirits Exhibition. The company's yellow rice wine products have been exported to Japan, the United States, Southeast Asia and other 42 countries and regions, and the products are favored by overseas consumers.