"Quality" As The Root, "Ingenuity" As The Soul, Guizhou Maotai Brand Value "Soft Power" Detailed Explanation

October 15, 2020 brandz ™ The top 100 brands are released in Shanghai.

Among the 17 Chinese brands listed this year, Maotai ranked third with a brand value of 53.8 billion US dollars (about RMB 361.32 billion yuan), ranking after Alibaba and Tencent. This is also the highest ranking obtained by Maotai since it was first listed in the list in 2012. At the same time, the company also won the top Chinese brand in 2020.

As the world's leading brand value evaluation platform, brandz continuously studies more than 170000 brands in 454 categories in 51 countries. The research method is based on consumers, visiting 3.7 million consumers from all over the world every year, with 5.2 billion data points. Brandz publishes 22 national brand value lists on NASDAQ and NYSE every year, which is the brand value data source of financial times, Bloomberg and many investment banks.

2020 is a very special year. Under the background of the new epidemic sweeping the world and profoundly changing the economic operation of various countries, Maotai, Guizhou, has achieved rapid growth of brand value in adversity. Behind it, it is the "quality" as the root and "ingenuity" as the soul that Maotai people always adhere to.

On the same day that Guizhou Maotai won the above awards, the company also held the "autumn harvest inventory" meeting - production and quality conference. As the most important general mobilization of Maotai liquor before Chongyang Xiasha, every year, Maotai will focus on production and quality, summarize and review the production quality work of the previous year, and arrange and deploy the production quality work of the next year.

Half a day, full of dry goods In 2020, Maotai will fight "epidemic" with all its strength. The output of Maotai liquor will break through 50000 tons and achieve high-quality and stable production. It will win the "13th five year plan" production quality battle. It will award a series of job titles for Maotai liquor brewing, and continue to inherit the brewing technology of Everbright Maotai liquor.

In addition, Maotai also commended the "gold medal monitor" for the first time. This is after the commendation of "Maotai craftsman" last year, the incentive objects of Maotai are more inclined to the production line and grass-roots teams; the "outstanding masters and apprentices" of the 2019 session are commended; 73 apprentices are approved to leave the school after passing the examination, and embark on the new journey of craftsmen

Standing at the end of the 13th five year plan and the key node of the layout of the 14th five year plan, Maotai Group held the 2021 annual production and quality conference, which is more different from the past. Through summarizing, doing a good job in inheriting, promoting the production quality of Maotai to innovate performance, and providing more powerful support for the operation and development of enterprises in the new period.

"Change for survival, brand power is the" reactor "of enterprise endogenous power Gao Weidong pointed out that in the past 70 years, Maotai has grown from a small workshop to a world leading liquor company in terms of market value. This is an important factor that generations of Maotai people have always adhered to their ingenuity in brewing beauty, excellence and quality, constantly benchmarking world-class enterprises and building Maotai into a world-famous brand,

It is this will that has built the important cohesive force of Guizhou Maotai's continuous reform in the past 70 years, and has also become the spiritual foundation for shaping the enterprise's character and cultivating the endogenous power.

Maotai liquor making. Information map

Five year harvest: seize the "nose" of production quality,

Step onto a new stage of development

"Maotai craftsman, you have worked hard. I salute you!" On the big screen at the gate of the venue, the words of salute made every representative warm in his heart.

Salute is more than that. The first agenda of the conference was to read out a letter to all employees (hereinafter referred to as "letter") to thank you for your hard work and joint efforts over the past year.

The letter said that in 2020, the new crown pneumonia epidemic swept across the country, the whole country, entered a battle without smoke, Maotai, is also facing an unprecedented special test. In the face of difficulties, all staff did not shrink back, and rushed forward at the critical moment. They practiced the enterprise spirit of "love me Maotai and win glory for our country" with practical actions.

The letter revealed that in this year, Maotai Group made a concerted effort to play a game of chess, focusing on "two hands, two correct", and achieved "two victories" in epidemic prevention and control and resumption of work and production. The production situation of Maotai liquor is getting better. The output has exceeded 50000 tons, and the overall goal of high quality and stable production has been achieved. The market value of Maotai has reached a new high of 2 trillion yuan, and the economic indicators of the group have risen steadily, making positive contributions to the economic and social development of Guizhou.

After the letter was read out, Wang Li, chief engineer and chief quality officer of Maotai Group, and Tu Huabin, deputy general manager of Maotai Liquor Co., Ltd., respectively delivered the "2020 annual quality work report" and "2020 annual production work report".

Site of 2021 production quality conference. Information map

According to the introduction of the market value of Maotai, the market value of Maotai has reached a trillion yuan in the past five thousand years. On the other hand, these five years are also Maotai's five years of production capacity and quality. In 2015, the production capacity of Maotai liquor was more than 30000 tons, and in 2020, the production capacity of Maotai liquor exceeded 50000 tons, from 30000 tons to 50000 tons. The five years of Maotai were appraised as "extremely special five years in the history of development" and "the most arduous, most arduous, and also the five years with the largest harvest".

"It seems that ordinary things are the most unusual, but it is easy but hard to achieve." Looking back on the "13th five year plan", Gao Weidong, Secretary of the Party committee and chairman of Maotai Group, believes that in the face of "danger" and "change", "gain" and "loss", Maotai has firmly grasped the "bull nose" of base liquor production quality and product quality, and has supported the enterprise to a new stage of development with its strong quality strength.

Gao Weidong also mentioned the situation of koji making and liquor making, "the key indicators of koji production continued to improve, and the liquor making production was stable and improved for six consecutive years, which laid the core quality foundation for the overall development of the group."

High quality and stable production are inseparable from quality control. According to the senior management of Maotai Group, the overall quality control work of Maotai Group in 2020 is accurate, powerful and standardized, and the degree of specialization and systematization has reached a high level.

The production of Maotai liquor has been controlled effectively, the production of series liquor and traditional liquor has been developed to the superior level, and the production of other fields has been further standardized: "some companies have grown from scratch, and the subsidiaries with good foundation have realized the transformation from existing to excellent, and the quality control level and risk prevention and control ability have been continuously improved".

It is understood that in the production of 2020, Maotai will continue to deepen the application of the "data + experience + process" mode, and the production of Maotai liquor has been steadily improving for six consecutive years. With the further development of Maotai Group's "big quality" management and control system, the quality control ability of subsidiaries has also improved significantly.

It is worth mentioning that after five years of continuous construction, Maotai has built a skilled personnel training system with Academician workstation, Master Studio, Maotai College as the core carrier, and "eight steps of craftsmanship" as the main means, and the organic combination of "sending out" and "introducing", and the quality and technical team has continued to grow.

In the recent Guizhou Provincial judges' general examination and the fourth national liquor tasting vocational skills competition, Maotai accounted for 19 of the top 20 seats, "Gao Weidong said. This fully confirmed the progress of Maotai's talent training and accumulated the most valuable craftsman and talent resources for the subsequent development of Maotai.

2021 is the first year of the 14th five year plan. The development of the 13th five year plan has laid a good foundation for Maotai and led it to a new starting point of development. "Quality" is the key to the quality of production.

"The quality of the joint-stock company has maintained a high level, the quality of the whole industry chain and the whole field has been more controllable, and the comprehensive quality level has been further improved." Gao Weidong said that the quality culture which regards quality as life as the core has been fully extended within the scope of the group.

Regarding quality as life has become the only quality concept of the whole group. Without exception, the three lifelines of "safety, environmental protection and quality", the former two are in the final analysis serving "quality".

"We hope that at a new historical starting point, we will continue to carry forward the Maotai spirit, stick to our ingenuity, encourage ourselves and strive for improvement. With more firm faith, more solid measures and more pragmatic actions, we will make a beautiful opening war, and lay a solid foundation for Maotai's high-quality development and great strides forward." Gao Weidong said.

"Quality" as the root: strengthen the concept of big quality,

Building core competitiveness of Maotai

Maotai liquor making. Information map

As the most important general mobilization of Maotai liquor before Chongyang Xiasha, every year, Maotai will focus on production and quality, summarize and review the production quality work of the previous year, and arrange and deploy the production quality work of the next year.

The name of the Congress has changed in recent years. Before 2008, it was called "work meeting on sand making", from 2009 to 2012, it was changed to "Maotai liquor production meeting"; from 2013 to 2017, it was called "Maotai liquor production and quality conference"; since 2018, it has been fixed as "production and quality conference".

The change of the name of the meeting also reflects the evolution of Maotai Group's concept of quality, that is, from simple key work to quality culture level, from Maotai liquor to the whole group.

"Our success is not only based on the past, but also on the quality of our future." Gao Weidong stressed that quality should always be regarded as the highest belief, and "quality" should be further developed into the most firm pursuit, the most authoritative endorsement and the most core competitiveness of Maotai with stricter standards, harder measures and deeper self-cultivation.

Maotai Group proposed to continuously extend the connotation of quality, promote the extension of Maotai quality belief and quality concept in the whole group, and require all subsidiaries to consciously "regard quality as life" and strive to form the leading quality control ability in the industry.

"There is only one quality concept of the whole group. In the future, the quality standards of Maotai liquor and other liquors will be the same. This is responsible to both consumers and businesses. " Gao Weidong pointed out.

The reason why Maotai is stable and far-reaching lies in its adherence to the three lifelines of "quality, safety and environmental protection". In the final analysis, both "safety" and "environmental protection" serve "quality". We should firmly establish quality awareness, especially the technical backbone of the production line, and firmly integrate the quality and the overall work standard. If we talk about any work without quality, we will get the result It is invalid. "

On October 17, the day after the "2021 production quality conference", the production of Maotai liquor in 2021, including the new production workshop, will be fully opened.

In 2021, the first year of the 14th five year plan, it is particularly important for Maotai how to grasp the "first priority" of Maotai liquor production and fight a battle of high quality and stable production in the next year's work.

According to reports, Maotai Group will also set up a "Maotai Quality Award", which will be selected first in the production process, and will be regarded as the highest gold award among all kinds of awards of the whole group, just like "Maotai Nobel".

Gao Weidong's answer to "quality violations, especially quality incidents related to Maotai's brand image and enterprise's survival reputation", is "zero tolerance" and "this is a matter of principle, and there are no conditions to discuss.". At the same time, Maotai will continue to focus on the management, execution and efficiency of workshops and teams.

Li Jingren, deputy secretary of the Party committee and general manager of Maotai Group, said that in the future, the workshops with annual output and quality at the end of the year should be interviewed and warned. If the annual output and quality of the workshops are suspended for two consecutive years, the first responsible person should be eliminated from the list.

In order to ensure high quality and stable production, when the new year's production starts, the senior managers of Maotai Group and the stock company will, together with the middle-level and above management personnel, gradually sink into the workshop to understand the thinking, thinking and urgent needs of the front-line staff.

Li Jingren's idea of "cultivating people's mind" and "cultivating people's mind" has been the focus of "cultivating people's mind" for many years. On the one hand, we should comprehensively strengthen the quality control of the group and effectively play the role of "chief quality officer". On the other hand, strict quality management should be carried out in an all-round way to ensure no blind area and dead corner supervision.

High quality and stable production of Maotai liquor is the top priority of high-quality development of Maotai and the lifeblood of Maotai's annual work. According to the "24 solar terms" circulation, on October 17, the new year's production of Maotai liquor officially began to go to the sand. Maotai will also gradually organize the second post and second grade (including) and above middle-level management personnel of government departments and units to go to the workshop to share weal and woe with the front-line staff.

"We should have a deep understanding of the purpose of this arrangement, conduct in-depth research, think carefully, collect opinions and suggestions, and put forward targeted solutions." Gao Weidong requires that leading cadres go to the workshop to think about what the employees think, what they think and what they are anxious about, and make every effort to make the staff's affairs fast and well done.

"Craftsmanship" as the soul: respect the spirit of craftsman,

Leading the group to strive together

As we all know, Maotai liquor can not become a Chinese business card without the efforts of generations of Maotai craftsmen. With the improvement of Maotai liquor production capacity, it is generally concerned whether the quality of Maotai liquor can continue to be stable to excellent.

In this production quality conference, Maotai gave a clear answer: we will continue to build a team of Maotai craftsmen who have a deeper understanding of the process, a larger and more able to fight, cultivate more masters, experts and technical backbones, and ensure that every detail of the process is perfect.

In the "2021 annual production and quality conference", Maotai craftsman elements can be seen everywhere.

Walking into the Maotai Conference Center, there is a long corridor, from induction training, on-the-job training, skill identification, backbone training, to division and apprentice training, gold medal monitor, Maotai craftsman, and technical post, which means promotion. This is exactly the eight steps of craftsman forging

Just a few days before the meeting, the Party committee of Maotai Group studied and decided that the chief master appointed by the company in the future would be lifelong.

"We have devoted a lifetime of sweat and wisdom to the group. We can't allow the chief master to retire simply and quietly. There should be special procedures and rituals for the future retirement of the chief master." Gao Weidong said.

Peng Chao, Ren JinSu and other 91 Maotai craftsmen were respectively appointed as chief, super, first, second and third grade brewers, blenders and tasters. Among them, 52 are newly recruited and employed by Shanxi, and 39 are renewed

Wang Zhenyong, a liquor master, has completed the production and quality tasks assigned by the company for 19 years in a row. This time, he is newly employed as a super class Brewer of Maotai liquor brewing series.

"The atmosphere of respecting labor, craftsmen and talents in the company is becoming stronger and stronger, and the incentive mechanism for front-line employees is improving day by day. We will treasure the current good development environment, brew this bottle of Maotai wine with heart and soul, and ensure that Maotai liquor will never change its flavor."

The meeting revealed that in the future, the chief brewer, blender and taster will be employed for life, and they will still enjoy the same treatment after retirement, and they will have priority to enter the "Master Studio" of Maotai to continue to guide the production quality work of the company.

Maotai will also hold a special ceremony for the retirement of the "chief teacher" and issue a lifetime honorary certificate. At the same time, it will be put on the important platform of Maotai's external display, so that the "chief teacher" can be truly admired by thousands of people.

"It's a matter of respect and recognition for craftsmen, not encouragement." Gao Weidong said, "chief" is the highest honor of Maotai technical professionals, and hopes to become the highest pursuit and lifelong efforts of every technical backbone. "

The conference also awarded the honorary titles of "excellent master" and "excellent apprentice" to eight pairs of outstanding masters and apprentices, including Wang Zhenyong and Zheng Han, and identified that 73 apprentices from liquor making workshop, koji making workshop and quality department met the requirements and were allowed to graduate.

In order to guide the staff not to forget their original intention and keep their mission in mind, the conference commended the first batch of "gold medal monitor" in 2020, including Zhang Taimao and other 50 excellent monitors from the liquor making workshop, becoming the first batch of front-line employees in Maotai history who won this honor.

Chen Yu, the monitor of 18 classes in No.23 liquor making workshop, entered Maotai after graduating from university in August 2012. He has learned from every detail and accumulated little by little. He has become a technical backbone from "Xiaobai" in liquor making and won the "gold medal monitor" this time.

"Strive to go through eight steps of forging and refining into steel." On behalf of the winners, Chen Yu promised that as a Maotai person in the new era, he would always be ready to receive the baton of his predecessors, fully carry forward the craftsmanship spirit, inherit the Maotai culture, study and learn Maotai skills, and brew every drop of Maotai liquor.

Chen Yu's "eight step forging" refers to the cultivation mechanism of Maotai's "craftsman eight steps": induction training "into furnace"; post training "smelting"; skill identification "smelting"; division and apprentice "tempering"; backbone training "refining"; gold medal monitor "refining"; Maotai craftsman "sublimation"; technical post "refining into steel".

From the new employees entering the factory to the evaluation and appointment of technical posts, the eight steps are closely linked and step-by-step, providing a good talent guarantee for the inheritance of Maotai brewing technology. In the past year, Maotai has carried out more than 20000 personnel training, training, assessment, evaluation and employment. While guiding the staff to continuously pursue technical and technical progress, it also gives corresponding economic and political treatment.

Thousands of craftsmen support the quality of Maotai.

Gao Weidong stressed that the Maotai spirit with craftsman spirit as the core is the common wealth of the group. It is necessary to effectively extend to all sectors and fields through various channels such as enterprise benchmarking, communication and promotion, organizational learning, and so on, so as to lead the formation of the group's joint efforts.

"We need not only craftsmen in the production line, but also those engaged in business management, liquor brewing, wine, health wine, and blueberry wine," Gao Weidong said. As long as the spirit of craftsmen is promoted everywhere, Maotai's work will certainly be better and better, and the great development of the new era will be realized.

"In the future, we will continue to build and strengthen the talent team with a further perspective and more practical measures." Li Jingren said that in the next step, Maotai will increase personnel training, create a strong atmosphere of respect for labor, creativity and craftsmanship, so as to truly let the majority of employees have a head start. At the same time, we should focus on the ability building, combine theory with practice, and constantly improve the ability to find, analyze and solve problems.

At the meeting, Li Jingren and Yang Daiyong, Duan Jianhua, Zhong Zhengqiang and Tu Huabin signed the safety risk responsibility letter respectively; under the oath of Wang Li, all participants made an oath of commitment to 2021 production.

From Maotai craftsmen, Maotai model workers, all-round craftsmen, to gold medal monitor, Maotai is trying to broaden the channel for employees to rise, so that every young person entering Maotai can see their own goals. Tens of thousands of craftsmen are the core of building a stable and far-reaching business in Maotai, and escort the target production capacity in 2021.