金沙酒业“又”换帅！何解渠道与品牌的双重困局？

Core Viewpoint - The recent appointment of Han Yuguo as the new Vice General Manager and General Manager of the Marketing Center at Jinsha Liquor Industry is seen as a potential turning point for the company, which is currently facing significant challenges in the white liquor market [3][4][6]. Company Changes - Han Yuguo has been with Jinsha Liquor since 2007, holding various key management positions and significantly increasing sales in different regions, including a rise from 4.18 million to 100 million yuan in the Zunyi market [3][4]. - The previous General Manager of the Marketing Center, Wang Weilong, left the company after less than a year in the role, raising questions about leadership stability [4][15]. Market Challenges - The Chinese white liquor industry is undergoing structural adjustments, with overcapacity and shrinking market demand leading to increased competition and pressure on profits [7][11]. - Jinsha Liquor's revenue has significantly declined from a peak of 3.64 billion yuan in 2021 to 2.067 billion yuan in 2023, indicating a nearly 40% reduction in scale [13]. Strategic Initiatives - Jinsha Liquor is focusing on developing its "Jinsha" brand and light bottle liquor, leveraging the distribution network established by its parent company, China Resources Beer [8][10]. - Strategic partnerships have been formed to enhance sales channels, including agreements with China Resources Living and China Supply and Marketing Group to open new growth avenues [10]. Financial Performance - The financial performance of Jinsha Liquor has deteriorated, with net profit dropping from 1.315 billion yuan in 2021 to approximately 680 million yuan in 2024, nearly halving [13]. - The white liquor segment of China Resources Beer reported a revenue decline of 33% in the first half of 2025, further highlighting the operational pressures faced by Jinsha Liquor [13]. Leadership Transition - The resignation of former chairman Hou Xiaohai, a key figure in the acquisition of Jinsha Liquor, marks a critical transition point for the company, raising concerns about strategic execution and team trust [15].