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Chuanjiang Xiaobai will lay off 30% employees. Official response: the data is not true.

Chuanjiang Xiaobai will lay off 30% employees. Official response: the data is not true. Jiang told reporters that the rumor that the company laid off 30% employees is not true, but it shows that the company's pain is real and it is shrinking its non-core business in an orderly manner. Chuanjiang Xiaobai will lay off 30% employees. Official response: the data is not true.

Chuanjiang Xiaobai will lay off 30% employees. Official response: the data is not true. On May 25th, it was reported on the Internet recently that Jiang, a liquor brand, planned to lay off nearly 1 1,000 people. Jiang company also responded to this. They confirmed that the company is in a painful period recently, shrinking its non-core business in an orderly manner, and has begun to organize and optimize non-brewing related business positions. But at the same time, they stressed that they will continue to supplement and strengthen the talent echelon in the future.

For Jiang's 3,000-person company to lay off 65,438+10,000 people, or as high as 30% of the layoffs, Jiang said that "the data is not true, not so much."

According to an eye-catching survey, in 2022, Chongqing jiangjin district Bian Jiang Brewing Co., Ltd. and Chongqing Jiang Ji Brewing Co., Ltd., affiliated to Chongqing Jiang Xiao Liquor Co., Ltd., were sued by two people for labor disputes. The cases were heard on April 14 and July 7 this year respectively.

Ginger's alcoholic products are closely related to the operating environment of the offline catering market. The impact of this year's epidemic has forced Jiang to make personnel and business adjustments.

So far, Jiang Company has been established 1 1 year. 20 1 1, the former executive of Jinliufu Liquor Industry founded Jiang, a liquor brand focusing on the youth market. They were once popular because of mass propaganda. According to public information, Jiang's revenue in 20 12 reached 50 million yuan, and in 20 14, 20 17, 20 18 and 20 19, the revenue reached 10 billion respectively.

In 20 19 and 2020, Jiang also launched two sub-brands, and Fruit Cube.

However, it is reported that since 2020, Jiang's income has declined, and the impact of the epidemic on his performance is enormous. In March of 20021year, the founder of Jiang wrote "10 year, it is not easy to survive" to respond to the rumors that Jiang was laid off at that time.

At that time, he wrote: "Even in the tenth year of entrepreneurship, Jiang's share in the liquor industry was only less than 0.5%. In a highly discrete market, the competition problems faced by startups are more about competing with themselves. "

He said that during Jiang's entrepreneurial career in 10, the most obvious feature was his desire for survival, trembling and walking on thin ice. In my opinion, the company has never stepped onto the altar and it is not easy to survive.

On the capital level, Jiang also stayed in September 2020, when they got the C round of financing led by Huaxing New Economic Fund, followed by Zheng Xingu Capital, CMB International and Gaoyao Capital, with a valuation of 654.38+03 billion yuan. Some media also compared this valuation with liquor companies listed at that time, and Jiangneng ranked 654.38+03.

Prior to this, Jiang also received investments from well-known institutions such as Capital, Tiantu Capital, Gaoyou Capital, Black Ant Capital and Sequoia Capital China.

However, for Jiang, everything is like staying in 2020 before the epidemic. This kind of organizational optimization also shows that they have reached the stage where they have to take action.

Chuanjiang Xiaobai will lay off 30% employees. Official response: the data is not true. Recently, it was reported that a liquor company in Chongqing had laid off employees. There are rumors on the Internet that there are "large-scale layoffs" and "the layoffs may exceed 30%".

In response to this rumor, Qilu Evening News reporter contacted Jiang Xiao Liquor Co., Ltd. Jiang told reporters that the rumor that the company laid off 30% of its employees was not true, but said that the company's pain was real and it was shrinking its non-core business in an orderly manner.

Jiang said: "In view of the judgment of the internal and external environment, the company has contracted its non-core business in an orderly manner, and the corresponding situation belongs to normal business and organizational optimization and adjustment. The proportion of layoffs mentioned by the outside world is not in line with the actual situation, and the company will continue to supplement and strengthen the talent echelon. "

It is understood that it will continue to focus on sorghum planting, brewing, old wine storage, process optimization research and development and other business areas. Excess personnel in the background, marketing and other aspects will optimize the diversion. At the same time, Jiang said that he will continue to strengthen the operation of technology research and development, production and user operation.

Cai, a wine industry analyst, told reporters, "Many liquor dealers rely on node marketing of important festivals. However, this year's Spring Festival and May Day holidays were affected, various dining scenes disappeared and wedding scenes were postponed. The channel inventory pressure of famous wines and non-famous wines is rising. "

Facing the sales dilemma, Jiang Ye chose to release the pressure actively.

"In the future, we will focus on' light drinking', and in light drinking scenes such as small parties and small drinks, we will focus on self-drinking, light taste, light atmosphere, light social interaction and light price burden, and make high-quality national wine," Jiang told reporters.

According to reports, Jiang has been working hard to build a kingdom of "easy drinking" for ten years: by scanning the product code, you can enter the "Bottle Planet" WeChat applet, which contains sorghum wine and various mixed wines with sorghum wine, fruit wine and rice wine as the main raw materials. The taste is rich. Among them, Mei Jian, a flavored fruity wine, has become the first brand of fruity wine in China.

At the same time, the new national standards "Terms and Classification of Beverage and Liquor" and "Terminology of Liquor Industry" (hereinafter referred to as the "new national standard") promulgated by the State Administration of Market Quality Supervision will be officially implemented on June 1 day, which clearly defines the identity of ginger as "solid pure grain brewing". "The revision of the national standard for liquor includes 12 kinds of Luzhou-flavor liquor, which actually raises the threshold of liquor production and requires higher quality." Shao, chief engineer of Jiang, told reporters.

According to reports, it currently has 48,000 tons of Chongqing sorghum wine. After the identity of "pure grain liquor" is clear, Chongqing sorghum liquor brands including Jiang and Jiang are expected to usher in a new favorable situation.

Chuanjiang will lay off 30% of its employees. The official response: the data is untrue for 3 years, "10 years, and it is not easy to survive"-this is the response of the founder of online celebrity liquor brand Jiang to the media report on Jiang's layoffs in his personal WeChat official account on March 29. However, just after this response, Jiang once again fell into the storm of layoffs.

A few days ago, it was reported that the number of employees will be reduced from the current 3,000 to 2,000, and the reduction rate may exceed 30%. In view of the above situation, Jiang told the reporter of China Times on May 24 that the above reduction ratio is not true, and the corresponding situation belongs to normal business and organizational optimization and adjustment.

Jiang, founded on 20 12, is about to pass 1 1 this year. However, since the sales reached 3 billion yuan in 20 19, the new liquor brand has not disclosed the specific sales. In recent years, more and more people have entered the small wine industry, including Wuliangye and other established liquor companies. On the other hand, the old-fashioned light bottle of wine represented by the thought also gave Jiang enough pressure. In the increasingly fierce competition in the industry, what else can Jiang rely on to impress consumers besides feelings?

Jiang's "dilemma"

At the moment when the Internet giants take turns to lay off employees, Jiang, who is doing business, also heard the news of large-scale layoffs. Recently, some media quoted several departing Jiang employees as saying that Jiang is laying off employees on a large scale, and the number of employees will be reduced from the current 3,000 to 2,000, which may exceed 30%.

On May 24th, a reporter from China Times asked Jiang about layoffs. The other party said: "In view of the judgment of the internal and external environment, the company has contracted its non-core business in an orderly manner, and the corresponding situation belongs to normal business and organizational optimization and adjustment. The proportion of layoffs mentioned by the outside world is not in line with the actual situation. The company will continue to supplement and strengthen the talent echelon. The pain is real, but we believe that a healthy organization will bring long-term returns to all peers and users. "

This is not the first time that Jiang has been laid off this year. As early as March 26th this year, it was reported that people familiar with the matter revealed that after the Spring Festival, Jiang dismissed the entire Beijing public relations team, leaving only 1 person to handle public relations affairs.

Then, on the evening of March 29th, founder Jiang published an article entitled "10 years, it is not easy to survive" on his personal WeChat official account, denying the statement of "abolishing the public relations team in Beijing".

It is mentioned in detail in the article that Jiang has no plans to abolish any business departments and departments this year. At present, there are more than 2,000 employees, and the organization will increase by about 15% this year, mainly focusing on recruitment in three directions: technology research and development, production and user operation. And said that he would look at the development in the next three years positively and optimistically.

Regarding the forecast that the organizational situation will increase by about 65,438+05%, Jiang told this reporter that the technological research and development, production and user operation of the winery will continue to be strengthened. However, the estimated figure of 15% has not been confirmed.

In the case of repeated epidemics in 2022, the "difficulty" between Jianghe became more obvious. According to the data released by the National Bureau of Statistics, in April this year, the total retail sales of social consumer goods was 2,948.3 billion yuan, a year-on-year decrease of11%. Among them, the catering industry is particularly affected. By consumption type, the national catering revenue in April was 260.9 billion yuan, down by 22.7%.

On May 24th, an industry insider told reporters: "Jiang's channel layout is mostly in offline channels such as small restaurants, couples' shops and convenience stores, and online channels only account for 5% of 202 1 year sales. Therefore, the lack of consumption scenes such as restaurants and pubs seriously affected by the epidemic has brought certain operational pressure to Jiang, and it is reasonable to shrink strategic business. "

Light bottle wine "big battle"

Jiang was founded in 20 12, focusing on the concept of "young people's first sip of wine", and once set a sales record of 50 million yuan in 20 13. In 20 17, the income of ginger exceeded 10 billion yuan, and the performance in 20 19 even reached 3 billion yuan. With the increase of body mass, the questioning voice of "Jiang is not good to drink" followed. Some industry voices pointed out that "the first sip of wine that young people drink" is not guaranteed to become the second and third sip that young people drink.

In fact, in recent years, there are many entrants aiming at the light bottle wine market, including Wuliangye, Yanghe, LU ZHOU LAO JIAO CO.,LTD, Langjiu and other leading enterprises. On May 25th, a reporter from China Times visited and found that the retail price of 40-degree river expression bottle was 20 yuan/100ml; ; The retail price of 52-degree crooked dictyophora wine produced by Wuliangye is 25 yuan/100ml; ; The retail price of 45-degree Xiao Lang liquor produced by Langjiu Group is 20 yuan/100ml, and the discounted price is 15.9 yuan/bottle.

Jiang's price advantage is not obvious, but in terms of brand power alone, Wuliangye and Langjiu in famous wines are obviously dominant.

A food and beverage analyst of a well-known brokerage firm analyzed to this reporter that the core competitiveness of new wine and beverage brands should be viewed from three aspects: product positioning, quality and channel. In terms of product positioning, Jiang is a young brand, which is very suitable for young people's social attributes and the target population is very accurate. This is how ginger is different from other brands.

In terms of quality, in recent years, we began to pay attention to the creation of liquor quality. Relevant persons in Jiang told reporters that all the products of the company adopted the third-generation liquor "Benwei Kaoliang Liquor", and Jiang Winery and Farm were also expanding, which was the foundation of wine enterprises with 48,000 tons of old wine storage.

In terms of channels, although Jiang's marketing actions since its establishment have been quite eye-catching, attracting countless eyeballs with all kinds of explosive copywriting, in fact, Jiang's main channels are offline convenience stores and restaurants, and online channels account for only 5% at 202 1. For liquor retailing, mastering terminal retail channels is still the key to success.

Judging from the light bottle wine market where Jiang is located, competitors should not be underestimated. The above analysts analyzed to our reporter that the market capacity of light bottle wine is above 80 billion, among which Jiang He Lao Niulanshan Erguotou and Shanxi Fenjiu are the best.

Compared with ginger, the old light bottle wine has different advantages. "Niulanshan Erguotou won in Beijing's big market, and its core competitive advantage lies in its high channel profit and relatively large channel advantage. Bofen is backed by Shanxi Fenjiu, the brewing process will be better and the price will be more expensive, ranging from 50 yuan to 100 yuan. " The above analyst added.

For Jiang's future growth path, on May 25th, Cai, an expert in liquor marketing, analyzed in an interview with the reporter of China Times that "Jiang is taking the alcohol education of young consumers as a breakthrough point to cultivate new categories.

With the diversification and socialization of liquor consumption in China in the future, we should make full use of our own brand culture innovation advantages and quality foundation, segment the consumer market for young consumers, make corresponding attempts for the healthy and convenient direction of liquor consumption in China in the future, give full play to our own category advantages in the international direction, and gain an incremental market. "

At present, the impact of the epidemic on Jiang is still going on, and how to break this situation has become Jiang's top priority. Cai pointed out to reporters that Jiang can rely on its own brand appeal, high exposure and topicality on the Internet, and use new tools and new models including live broadcast to cultivate emerging consumer groups, thus completing the breakthrough of enterprises in the case of large-scale disappearance of consumption in the entire external catering market.