Xue Rong Chan once said to the media: "I will carry the banner of Lanling, which is a matter of life and death!"! I'm going to rush to the front for Lu wine! If you can't do the Lanling brand well, I am sorry for the rich cultural heritage left by my ancestors. "
Since taking over Lanling in 2003, Xue Rong Chan, as the leader of Lu liquor enterprises, has been paying close attention to the development of Lanling. As an entrepreneur of Lu liquor, he shoulders the social responsibility of revitalizing Lu liquor, which may be the reason for the rapid rise of Lanling.
Saving Lanling is not a fluke of history. During his working experience in Xue Rong Chan, he played the role of "fireman" twice, and both times he won a great victory. Once, I turned a local winery in my hometown Linshu County into a profit. In just one year, profits and taxes reached150,000 yuan.
Linshu Winery turned losses, and Xue Rong Chan relied on his personal network resources and good reputation accumulated over the years. He first found a local supplier to show his attitude and determination, as well as the actual difficulties of the factory, and asked the supplier to supply raw materials free of charge first, and then persuaded the dealers in a similar way to let them pay first before receiving the goods.
The second time was to save Lanling. When Xue Rong Chan first arrived in Lanling, he found that the history and scale of Lanlingmei Winery could not be compared with that winery in Linshu County. It will undoubtedly be much more difficult to "run" such a large factory, not to mention that the market at this time was not 10 years ago.
After a period of in-depth investigation in Lanling, Xue Rong Chan soon discovered the root of the problem: there was a huge, invisible and dark net in the social environment and internal management of the company at that time, which seriously harassed suppliers, distributors and cadres and workers. He began to tear down this intricate net.
But soon, a series of threatening letters were sent to Xue Rong Chan's desk and home, asking him to "turn back as soon as possible, recognize the situation and turn back". Faced with the choice of going forward and retreating, living and dying, Xue Rong Chan showed the imposing manner of the king and chose persistence.
With the change of Lanling, letters of accusation swarmed in. Xue Rong Chan still fought back in his unusual way-he read a letter of accusation against him at the meeting of all cadres. Every time I read one, the audience burst into laughter. "What are you laughing at? I don't have this thing, someone made it up for me, indicating that they are guilty and untrue! "
Extraordinary people must have extraordinary thinking and use extraordinary methods. This is just a microcosm of Xue Rong Chan's experience, but this is the real Xue Rong Chan.
Implementing changes to revitalize lanling.
After coming to Lanling, after a period of investigation and study, Xue Rong Chan's measures to revitalize Lanling were carried out in an orderly way. First of all, China Wine News Network put forward a three-step anti-Japanese war strategy, that is, turning losses into profits in one year, starting in two years and being brilliant in three years. In management, he broke the management system of the group and the joint-stock company, merged the organs of the two units and implemented "one post and two posts"; He used the spirit of "three irons" (iron core, iron fist and iron discipline) to implement "three giving" (giving seats, tickets and honors); He cherishes talents and recruits many excellent college students. He conducted "sunshine bidding, price comparison procurement".
There is such a thing. After Xue Rong Chan arrived in Lanling, all the original 87 middle-level cadres were dismissed on the spot. They are not being used, but competing for re-employment, giving speeches, publicly grading, and examining their work ability and performance. These measures make a large number of young talents stand out. Although only 33 middle-level cadres were selected in the end, all of them were elite soldiers, paving the way for the smooth implementation of the company's strategy.
In corporate governance, we should implement the slimming project, that is, shrink the front line and return to the main business. Lanling cut off all 26 branches scattered all over the country, leaving only Lanling Liquor Co., Ltd., headquartered in Cangshan, with an annual cost of 1 billion.
In the adjustment of product structure, the present situation of "miscellaneous but many" Lanling series wines was completely changed, and the "three high strategies" were put forward. Gradually form a new pattern of four series with Warrior lanling wine, Lanling Sean, Lanling Fine Wine and Lanling Xilinmen Wine as the main brands. Lanling has always been dominated by low-grade products, with many and miscellaneous products, no leading brands and counterfeit products rampant. After the upgrading of products in the same industry in the whole province, Lanling became synonymous with low-grade wine, which invisibly damaged the brand image of Lanling and greatly affected the market and sales volume of Lanling.
In terms of scientific and technological innovation, after Xue Rong Chan came to Lanling, he observed that Lanling has such a profound history and culture, so many high-quality fermentation ponds, so many outstanding scientific and technological talents and such good geographical and environmental resources, so he led the team to develop high-end products. Xue Rong Chan attaches great importance to technological innovation and investment in science and technology, and has invested 25 million yuan in technological innovation. Of the 6,500 pits, two-thirds used the five-grain process, one-quarter used the traditional process, and the rest used the sesame flavor process. Soon, the product representing the image of Lanling-Warrior Lanling series wine was successfully developed. High-end, high-end and high-priced products were born. By adopting the marketing strategy of urban driving rural areas, the richest and most influential people can drink the best wine in Lanling, which has gradually stabilized key markets such as Linyi, Zaozhuang and Xuzhou, and built a solid platform for occupying the Shandong market and launching a decisive battle with Sichuan, Guizhou and Jiangsu and Anhui wines.
Speaking of the Warrior Lanling series, Xue Rong Chan proudly said: "In 20 10, the single product of Warrior Lanling increased by 60% to 70% every year, and the scientific and technological innovation award gave Lanling wings."
Turn losses into profits and the king returns.
When Xue Rong Chan first arrived in Lanling, Lanling was insolvent, heavily in debt, with low morale and serious losses, and was on the verge of bankruptcy. At that time, the assets were 650 million yuan, the liabilities were 654.38+29 million yuan, and the losses were 654.38+20 million yuan. The whole Lanling Group, including the branch company * * *, has12,000 employees who have not been paid for half a year, and they owe workers wages and pensions of 22 million yuan and fund-raising of 29 million yuan. Thirty-six cases entered the execution procedure, and as many as 16 cases of employees petitioning for trouble within one month.
In recent years, under the leadership of Xue Rong Chan, Lanling Group focused on deepening internal reform, strengthening internal management, optimizing operating mechanism and shaping brand image, integrating superior resources, rallying employees, strengthening basic management, steadily improving product quality and developing market construction, and established the business philosophy of "sincerely brewing wine and serving people's hearts". Great achievements have been made in combating corruption and promoting honesty, and the development environment of enterprises has been purified. All the staff are United as one, working hard, struggling hard, and the enterprise has entered the track of benign, stable and healthy development.
In just a few years, Lanling has settled the historical expenses of 429 million yuan, paid all kinds of arrears of 65.438+0.2 billion yuan, made up the arrears of wages and endowment insurance of 22 million yuan, and returned the bank acceptance bill of 65.438+0.9998 billion yuan. At the same time, the sales revenue of Lanling has grown steadily, with an annual increase of more than 35%, and the average price of a single bottle has increased by 30% every year. In 2007, middle and high-grade liquor accounted for 49% of the total sales, and in 2008, it achieved excellent results of 35% increase over last year. High-grade liquor accounted for more than 50% of the total sales, an increase of more than 60%.
In 2009, the revenue of Lanling Group increased by 37.5% year-on-year, among which middle and high-grade products increased by 30% year-on-year. The average price of a single bottle achieved a historic breakthrough, exceeding the average level of liquor industry in Shandong Province. In 2009, the company achieved breakthroughs in market cultivation, product research and development, brand positioning, anti-counterfeiting rights protection and market application. When talking about the company's next development strategy, Xue Rong Chan said frankly that in the future, we should continue to work hard on brand cultivation, and strive for greater breakthroughs in the two main brands of Warrior Lanling and Lanling Sean. At the same time, we should take the development of lanling wine as a highlight project, increase research and development, and develop health wine brands suitable for specific groups.
This is the change that Xue Rong Chan brought to Lanling. Warrior Lanling's return in 3000 was only the first step of Xue Rong Chan's strategic deployment of "consolidating Linyi, sailing in Shandong, occupying the whole country and going global". Xue Rong Chan painted a clear vision for the global development of Lanling.