Yuan Qingmao, Party secretary and chairman of Fenjiu Group Photo: Courtesy of Fenjiu Group

The 2022 Fenjiu Global Distributor Conference was held in Taiyuan, North China's Shanxi Province on December 26, 2022, with the theme of "keep going and advancing high-quality development of Fenjiu in all aspects." Yuan Qingmao, Party secretary and chairman of the board of directors of Fenjiu Group, together with company leaders, representatives of Fenjiu distributors and media representatives, ­participated in the online conference, which set up sub-centers in seven ­cities, including Tianjin, Nanjing, ­Jinan, Nanning, Shenyang, Zhengzhou and Hohhot.

Li Zhenhuan, the deputy secretary of the Fenjiu Party Committee, hosted the conference. Yuan delivered an important speech on "Keeping true to virtue and innovation, seeking progress in the midst of stability, and creating a new model of modernization for Fenjiu's characteristic enterprises."

He pointed out that 2022 was an extraordinary year, in which the company made a concerted effort to promote quality development in all aspects. 

During 2022, all the people at Fenjiu accurately grasped the historical orientation of the company's development, situation and tasks, firmly maintained the company's strategic determination. Meanwhile, the "­General Plan for Revival" clarified Fenjiu's development blueprint, main indicators continued to maintain ­rapid and healthy growth and management continued to push further and further; and the goup maintained the development trend of steady growth and handed in a qualified answer sheet to the community.

"We should have firm confidence, embrace the market and take a new journey toward the modernization of Fenjiu's characteristic enterprises," Yuan said, noting that the company will take the following steps on this journey. 

First, build a modern management system. Fenjiu will carry out process combining, optimization and reengineering in accordance with the principles of improving efficiency, standardizing operations and controlling risk to continuously refine the company's management strategy.

Second, build a modern quality system. Fenjiu will continue to adhere to the long-term quality line of "making good baijiu, storing old baijiu and selling good baijiu" to adhere to the concept of "staying righteous and innovative," strengthen the construction of "the first workshop of Fenjiu," "to accelerate the Fenjiu 2030 technical reform project" and, more importantly, achieve the traditional Fenjiu level of "quality" and "quantity."

Third, build a modern marketing system. Fenjiu will focus on improving its "synergistic development" marketing management system to achieve synergy in brand communication resources and marketing team management. At the same time, "we will further enhance brand influence, further optimize and adjust our market structure, further strengthen ­digital marketing, further optimize user experience, strengthen the customer service system and ­continuously follow up to help customers solve business problems," Yuan said. 

The 2022 Fenjiu Global Distributor Conference Photo: Courtesy of Fenjiu Group

Fourth, build a modern culture. On the one hand, Fenjiu should speed up the creative transformation and innovative development of Fenjiu culture in the process of modernizing the enterprise. On the other hand, it should continue to increase efforts toward building up and promoting Fenjiu culture.

"We should also focus on the direction of "nationalization and internationalization," focus on strengthening foreign exchanges and cooperation, and spread Fenjiu culture at a comprehensive, multi-angle and deep level. We should take the opportunity to create a 5A scenic spot to make the Fenjiu culture and tourism brand bigger and stronger with higher standards and achieve higher industrial synergy." 

Fifth, build a modern system of innovation. Fenjiu will focus on scientific and technological innovation, adhere to the drive toward innovation, accelerate the promotion and application of advanced technology, enhance competitiveness, strengthen platform construction, enhance collaborative innovation, deepen user thinking, increase basic research and comprehensively shape new advantages in Fenjiu development.

Sixth, build a modern talent system. Talent has always been the primary resource for the development of Fenjiu. Fenjiu will adhere to the overall leadership of the Communist Party of China on talent work and strengthen the combination of Party building's leadership and talent empowerment. 

At the same time, "we will continue to build a strong talent team, enhance the innovation and vitality of our talent, innovate talent incentive mechanisms and strengthen talent service guarantees."

Yuan pointed out that the revival of Fenjiu is the common cause of all Fenjiu employees and distributors. Marketing is a powerful guarantee to enhance the brand value and is the key to increase product sales and protect the interests of the company and distributors. 

"I hope that all the people at Fenjiu will maintain our original intention and confidence, be pragmatic and innovative, work together, win together and share together. With the ambition to think and the courage to do, we will write a magnificent new chapter in the revival of Fenjiu together," Yuan said.