Guangdong China Tobacco Industrial Company Guangdong China Tobacco Industrial Company

Approved by the State Tobacco Monopoly Bureau and the Guangdong Provincial People's Government, Guangdong China Tobacco Industrial Company was established in Guangzhou on May 28th, 2003 and officially opened for business.

Guangdong China Tobacco Industry Company is a wholly state-owned enterprise established by the State Tobacco Monopoly Bureau to deepen the reform of the industrial and commercial management system of the tobacco industry and implement the separation of industry and commerce. The enterprises under management are Guangzhou No.2 Cigarette Factory, Shaoguan Cigarette Factory, Meizhou Cigarette Factory, Zhanjiang Cigarette Factory and their diversified enterprises. Mainly responsible for the production and sales of tobacco products, tobacco materials, cigarette machine spare parts and other related production and operation tasks.

The cigarette production enterprises under Guangdong China Tobacco Industry Corporation have an annual output of 6.5438+0.6 million boxes of all kinds of cigarettes, and have a large number of brand-name products that are well received by consumers. The main products are Double Happiness, Coconut Tree and Yangcheng in Guangzhou No.2 Cigarette Factory, Hongmei in Shaoguan Cigarette Factory and Wuye God in Meizhou Cigarette Factory. Among them, the single-brand output of "Double Happiness" series cigarettes has exceeded 400,000 cases, making it one of the largest cigarette brands in China.

In order to develop international tobacco trade, Guangdong China Tobacco Industry Corporation and its subsidiaries have also set up joint companies and cigarette factories in Hong Kong, Macau, Cambodia, Thailand and other places, and established extensive cooperative relations with the tobacco industry in many countries and regions in the world. The overall strength of Guangdong cigarette industry has been in the forefront of the country, and Guangdong cigarettes are rapidly growing into another powerful force on the map of China cigarette industry. On June 65438+1 October1day, 2007, Guangdong Cigarette General Factory will merge with Guangdong China Tobacco Industry Corporation to form a legal entity named "Guangdong China Tobacco Industry Corporation". By then, the management system of "one organization, two brands" will become history, and Guangdong cigarette industry will take another landmark step in the course of reform and development.

After three years of restructuring, the overall strength of Guangdong cigarette industry has been in the forefront of the country, and Guangdong Tobacco is rapidly growing into another powerful force on the map of China cigarette industry. According to statistics, in 2006, the output of Guangdong cigarette industry will reach 6.5438+86 million cases, and the profit and tax will reach 6.5438+0.65438+6 billion yuan, an increase of 80% over 2003. According to statistics, during the period of 1- 10 this year, the output of cigarette industry in the whole province has produced10.6 million cases, realizing a tax profit of 9.6 billion yuan, with the output increasing by 2.6% and the tax profit increasing by 16.7%. Among them, the output of Double Happiness brand increased by 42% compared with the same period of last year, and Guangdong Tobacco Series composed of five leading brands, such as Double Happiness and Wuyeshen, owned by Guangdong China Tobacco, has a strong competitive advantage. Among them, this year's "Double Happiness" has become one of the top ten cigarette brands in China, and its sales volume ranks first among the second-class cigarettes in China.

Just three years ago, there were seven cigarette factories in Guangdong cigarette industry, with an annual output of 6.5438+0.69 million boxes, with an average of less than 300,000 boxes each. Scattering has become a threshold that restricts the development of Guangdong cigarette industry.

In August, 2003, Zhang Dejiang, member of the Political Bureau of the Communist Party of China (CPC) Central Committee and secretary of Guangdong Provincial Party Committee, gave important instructions to the reform and development plan of the whole province's cigarette industry formulated by Guangdong China Tobacco Industry Corporation, accurately analyzed the present situation of Guangdong's scattered cigarette industry and weak overall competitiveness, took the lead in putting forward the goal of building Guangdong into a big tobacco industry province, and asked the provincial party committee and government to actively support and implement the organizational structure adjustment of cigarette industry enterprises. Ding Tao of Kunshan No.2 Middle School pointed out: "Guangdong is a big province of tobacco consumption, with sales exceeding production, and production is very scattered, so it is impossible to form an effective scale and a competitive brand. Without reform and accelerated integration, the existing tobacco factories will be in danger. Guangdong has the conditions to become a big province of tobacco industry. The way out is to adjust the structure. The key is to handle the interests of relevant regions. " Among them, the word "danger" accurately outlined the predicament of Guangdong cigarette industry at that time, and its judgment that "the way out lies in restructuring" not only pointed out the direction for the reform of Guangdong cigarette industry, but also defined the goal for the next development.

The road of reform and exploration of Guangdong China Tobacco Industry Company began in 2003. According to the deployment of the State Tobacco Monopoly Bureau and the actual situation of the whole province, the decision-making level of the company scientifically formulated the "three-step" development strategy of Guangdong's cigarette industry reform: first, the strong alliance, second, the integration of the whole province, and third, the inter-provincial alliance. The largest reform in Guangdong tobacco history started.

At the end of 2003, Guangdong China Tobacco Company successfully implemented the merger of Guangzhou No.2 Cigarette Factory and Guangzhou No.1 Cigarette Factory into Nanhai Cigarette Factory. Due to full preparation, in the absence of model and successful experience for reference, it took only one month to get out of the road of restructuring, and the "three-step" strategy won the first battle.

June, 5438+October, 2005 10, Guangdong Zhongyan successfully achieved the "second step" and reorganized four cigarette enterprises in the province, including Guangzhou No.2 Cigarette Factory, Meizhou Cigarette Factory, Zhanjiang Cigarette Factory and Shaoguan Cigarette Factory, into legal person enterprises. After reorganization, Guangdong Cigarette Factory and Guangdong China Tobacco Industrial Company implemented the management system of "one organization, two brands", which laid a solid foundation for Guangdong cigarette industry to build a modern large-scale enterprise.

Looking at the reform process of Guangdong cigarette industry, from seven cigarette factories in Guangdong province to four cigarette factories after the first reorganization, and then to the joint reorganization of Guangdong cigarette factories into legal person enterprises, Guangdong cigarette industry has successfully completed the pace of joint reorganization in the province in just over two years. The restructuring has made Guangdong cigarette industry a fist, and the scale and competitiveness of enterprises have quickly entered the forefront of the national tobacco industry. After the joint reorganization of the cigarette industry in the whole province, Guangdong Zhongyan has formed a management mode of multi-point production by legal persons, and its overall competitive strength ranks in the forefront of the national tobacco industry, and its integration advantages have also been fully reflected.

First, the overall economic benefits have been greatly improved. In 2005, the tax profit of Guangdong cigarette industry exceeded10 billion yuan for the first time. Among them, Guangdong Cigarette Factory ranks first among the top 100 taxpayers in Guangzhou with a tax payment of 4.379 billion yuan. In 2006, Guangdong cigarette industry can realize a tax profit of11600 million yuan, which is nearly 80% higher than that in 2003 under the condition of little increase in output.

Second, the comprehensive strength and comprehensive index of economic benefits have been continuously improved. Before the reorganization, due to the scattered production of Guangdong cigarette industry, the overall competitiveness was weak in the country. The output of Guangzhou No.2 Cigarette Factory, the largest in Guangdong, ranks 16 in China. After the reorganization, Guangdong Cigarette Factory, as a single legal person, ranks fourth in the country in terms of cigarette output and total profit and tax.

Third, the product structure has been continuously improved. After the reorganization, brands such as "Double Happiness" and "Five Leaves God" showed the competitive strength of Guangdong tobacco brands with their sustained and strong growth. The concentration of the five major brands of Guangdong Tobacco reached over 99.4%. This year 1- 10, * * produced10.6 million cases of cigarettes, of which "Double Happiness" series exceeded 900,000 cases, an increase of more than 40% over last year, showing a good trend of both production and sales. It is the "third step" plan of the development strategy of cigarette industry in our province, and it is also the general trend of deepening reform in the industry. With the acceleration of "9+2" Pan-Pearl River Delta regional cooperation, the cooperation between Guangdong and Guangxi cigarette industry is becoming more and more mature.

It is understood that the sales in Guangdong market exceed the production, the local cigarette supply is in short supply, and there is still a certain demand gap in the market. This is an advantage that other powerful enterprises do not have, and it also lays the foundation for the continuous expansion of Guangdong Tobacco. In addition, Guangdong's cigarette brands have strong competitiveness and vitality. The existing brands in Guangdong, especially "Double Happiness", have formed their own unique styles after experiencing various impacts from foreign cigarettes, smuggled cigarettes, counterfeit cigarettes and non-channel cigarettes. Especially after the reorganization, Guangdong Zhongyan concentrated on being a strong brand. Therefore, industry insiders predict that the restructured Guangdong tobacco will have more room for a new level in scale and brand. "According to the development plan, in 20 16 years, Shuangxi will achieve the goal of 5 million boxes, 49 billion yuan of industrial tax and profit, and 106 billion yuan of commercial sales revenue."

Under the background of "532" and "46 1" strategies of the State Tobacco Monopoly Bureau, the planning of Guangdong China Tobacco Industry Corporation is quite meaningful (see cover report).

Although the target plan was achieved one year later than the deadline planned by the State Administration of Taxation, the production and sales volume of 5 million cases and the sales income of 654.38+000 billion yuan are the super figures that the State Administration of Taxation is most interested in.

Guangdong Zhongyan has a small appetite and great challenges.

Strive to be "double happiness"

"A brand-new super brand era is coming ... Planning, marketing, tobacco and other resources will be matched with a few key brands under the baton of the' 532' strategy and develop rapidly. Who can enjoy the priority of resource allocation? Who can bathe in the sunshine of policy? Who can stand out in the brand competition? The answer is self-evident. "

This passage in Guangdong China Tobacco Newspaper reveals the real situation of the tobacco industry at present.

In fact, it is also the best annotation of a series of actions of Guangdong Zhongyan in recent years.

This year is the seventh year for Guangdong Zhongyan to implement the "three-step" strategy.

The so-called "three steps" means: partial reorganization, strong alliance; Merger and reorganization of cigarette industrial enterprises in the province; Explore cross-provincial joint restructuring to achieve regional economies of scale.

At present, the first two steps have been completed, and the inter-provincial reorganization with Guangxi Zhongyan has given Guangdong Zhongyan an another chess piece, a brand-new operation mode.

The State Administration of Taxation affirmed the plan of Guangdong Zhongyan, and Jiang Chengkang, director of the State Administration of Taxation, said that the State Administration of Taxation fully supported Shuangxi's March to the goal of 5 million cases.

The goal naturally rose.

"How to position Guangdong Zhongyan in the future? What kind of goals should enterprises achieve in the future? We believe that everyone must take a long-term view. " Li Genji, general manager of Guangdong Zhongyan, spoke at a meeting. He proposed that the next goal of Guangdong Zhongyan is "to be the most competitive tobacco enterprise in China".

Stepping into the ultra-high threshold set by the National Bureau will undoubtedly be the best proof.

It is the basis of all plans to expand its major brands. According to industry sources, Guangdong Zhongyan is planning a large-scale brand integration.

According to the above sources, Guangdong Zhongyan will integrate its existing brands such as Coconut Tree, Wuye Ginseng, Hongmei and Yangcheng with the "Double Happiness" brand, and these brands are expected to wear the "Double Happiness" hat in recent years. Among them, Shuangxi Hongmei is expected to launch the market next year.

At the beginning of May, Guangdong Zhongyan and Shenzhen Tobacco Industry set up an integration leading group and working group, and launched the brand integration of "Double Happiness and Good Days". At present, the two sides have reached a broad consensus on the basic principles and implementation plan of brand integration. It is reported that the integration of Double Happiness Day will be completed by the end of this year, and the integrated products will be officially listed for sale early next year.

Under this model, the production and sales of other brands, such as Haorizi and Hongmei, will be included in Shuangxi's name, but the market acceptance of new brands will take time to test.

The integration of Guangdong and Guangxi needs to be deepened

Relying on brands to develop channels and resources from other provinces is another strategy of Guangdong Zhongyan.

Although the work of integration and reorganization is being carried out in an orderly way, it seems that Guangdong Zhongyan has chosen "low-key". In the face of the reporter's interview request, the relevant person in charge declined on the grounds that it was "not yet time for publicity".

The topic of "reorganization of Guangdong and Guangxi" in tobacco industry has a long history. Zhang Dejiang, former secretary of Guangdong Provincial Party Committee, also urged Guangdong tobacco industry to integrate.

After the State Tobacco Monopoly Bureau was placed under the direct administrative department and the former National Development and Reform Commission was placed under the newly established Ministry of Industry and Information Technology, substantial progress was made in tobacco restructuring in Guangdong and Guangxi.

Kong Peixian, a researcher in the tobacco industry, told reporters that the separation of industry and commerce broke the local blockade to a great extent in 2004, but due to local tax interests, the inclination and protection of local cigarettes in various provinces is still very common. Therefore, inter-provincial reorganization has got rid of the interference of administration on the market in a certain sense.

Kong Peixian said that whether the brand has real tension depends on whether the reorganization is successful.

Li Chen, an observer of the tobacco industry, pointed out to reporters that in the process of realizing inter-provincial joint reorganization, there is often a game of multi-interests, and both sides need to focus on the overall situation, stand higher, look farther and seek deeper.

Since Sichuan-Chongqing Tobacco was formally established in 2003 (note: Sichuan-Chongqing Tobacco was reorganized from two provinces and cities), the inter-provincial joint restructuring of China tobacco industry has not progressed rapidly in recent years, and the truly higher-level, higher-level and wider-ranging forms of inter-provincial joint restructuring are rare.

Accordingly, senior observers in the tobacco industry have warned that there are certain risks in realizing cross-provincial joint restructuring, and everything is urgent and needs to be solidly promoted step by step.

"Inter-provincial joint reorganization is not a simple' Lang Lang Pei', we must pay attention to' free love'." Once said.

Rush to the world market

Similar to China Tobacco's attempt to go out and participate in the competition in the world tobacco industry, Guangdong Zhongyan has also set its sights on Southeast Asia, Central and South America, Australia and other places.

"The concept of regional big brands is actually to enhance the competitiveness of brands through the merger and integration of small tobacco brands, and finally have the ability to compete with foreign tobacco brands." Kong Peixian told reporters.

In the twenty years since 1990s, the world cigarette industry has experienced large-scale merger, reorganization and integration, forming a pattern that Philip Morris International Company, British American Tobacco Company, Japan Tobacco Company and Imperial Tobacco Company monopolize the world cigarette market.

It has been pointed out that China Tobacco needs to base itself on the development platform of the whole industry, strengthen inter-provincial alliance and integration, closely rely on the allocation of resources of the whole industry, and concentrate the superior resources of the whole industry to build a real world-class brand.

According to the website of Guangdong China Tobacco, the company has already been deployed in Cambodia, and its Veneton Company in Cambodia has been positioned by the State Bureau as an important base for China Tobacco to explore the Southeast Asian market.