Core Viewpoint - The recent wave of executive changes in the liquor industry reflects a broader trend of management turnover amid deep adjustments within the sector, with over 10 major liquor companies experiencing core management changes in the past year [2][11]. Group 1: Executive Changes - He Xiuxia, the general manager of Jinzhongzi Liquor, resigned in early July, returning to China Resources Beer headquarters, following the departure of Hou Xiaohai from the chairman position at China Resources Beer [2][3]. - The resignation of He Xiuxia is indicative of a larger trend, as her tenure saw Jinzhongzi Liquor continue to struggle, with a reported revenue of 925 million yuan in 2024, a 37.04% decline year-on-year, and a loss of 258 million yuan, which is over ten times the loss from 2023 [2][11]. - The internal adjustments within China Resources have led to significant personnel changes across its liquor subsidiaries, with recent shifts at Shanxi Fenjiu and Jinsha Liquor, among others [7][10]. Group 2: Strategic Implications - The turnover of executives is not merely a personnel issue but is closely tied to strategic shifts within companies, as the liquor market faces structural changes and declining demand [11][14]. - Jinzhongzi Liquor's management attempted various reforms under He Xiuxia, including eliminating low-end products and focusing on mid-to-high-end offerings, but these efforts did not yield the desired results [11][13]. - The ongoing changes in leadership are seen as a response to performance pressures and the need for strategic realignment, with new leaders often bringing fresh perspectives and approaches to the market [14][17]. Group 3: Industry Trends - The liquor industry is experiencing a shift towards professional management, with an increasing number of experienced professionals and younger executives being appointed to leadership roles [15][17]. - The trend of internal promotions and the appointment of individuals with market experience is becoming more prevalent, as companies seek to enhance their operational effectiveness [16][17]. - The current environment necessitates a more scientific approach to management, as the industry grapples with challenges such as market contraction and changing consumer preferences [15][17].

近日，金种子酒公告称，因工作调整，公司董事、总经理何秀侠请求辞去第七届董事会董 事、董事会战略与 ESG 委员会委员、提名委员会委员及总经理职务。值得注意的是，在离 任公告中未出现"感谢"字样。一般情况下，企业高管的离职公告中都会作出"感谢"，以表 达对其业绩的肯定，此次不提"感谢"或许与金种子酒惨淡的业绩有紧密联系。 作为华润派来的"救火英雄"，何秀侠曾被外界寄予厚望。在其掌舵期间，金种子酒业绩持 续滑坡—— 2022 — 2024 年累计亏损达 4.67 亿元， 2024 年营收暴跌 37% 至 9.25 亿元。有安徽烟酒行业人士直言，全国名酒入局下，金种子酒目前还是靠柔和、祥和支撑， 高端化进展不顺。 文｜酒业内参 张奥 与亏损业绩形成对比的，是高管暴涨的薪资。自 2022 年华润入主后，公司高管薪酬总额 从 2021 年的 344.1 万元飙升至 2024 年的 1114.13 万元，其中何秀侠任期内年薪最高 达 304.96 万元。 中高端站不住，低端站不稳，面对业绩的下滑，金种子酒该何去何从？ 连年亏损 高管团队年薪遭反对 2022 年 2 月，华润成为金种子酒第二大股东。五个月后，华润系高管何秀 ...

文 | 酒业内参 张奥 中高端站不住，低端站不稳，面对业绩的下滑，金种子酒该何去何从？ 连年亏损，高管团队年薪遭反对 2022年2月，华润成为金种子酒第二大股东。五个月后，华润系高管何秀侠空降金种子酒出任总经理并 开始大刀阔斧的改革，她进行了组织及产品线的调整，引入华润啤酒渠道资源。但一切动作反映到业绩 上却没掀起波澜。 《酒业内参》梳理财报发现，何秀侠掌舵金种子酒前，近十年间公司仅有两年出现亏损，而在华润入主 后的数年里，金种子酒则连续亏损——2022年至2024年，金种子酒归母净利润亏损分别为1.87亿元、 0.22亿元、2.58亿元。2025年一季度，金种子酒业绩仍未见改善，实现营业收入2.96亿元，同比下降 29.41%；归母净利润亏损0.39亿元，同比减少320.62%。这也给何秀侠的离职埋下了伏笔。 值得注意的是，业绩亏损期间，金种子酒高管团队的合计薪酬居高不下。2022年华润系高管入主，彼时 高管团队薪酬总额为659.28万元，对比2021年的344.1万元，涨幅近翻倍。2023年，金种子酒高管团队薪 酬总额升至1279.43万元，2024年则降为1114.13万元。其中，何秀侠任期内年薪最高达 ...

金种子酒三年未扭亏 伴随着6月结束，酒企也逐渐开启"旺季倒计时"。而在众多企业陆续为开启旺季部署相关营销策略时，金种子酒却用一纸人事调整公告为即将到来的旺季埋 下悬念。7月2日，安徽金种子酒业股份有限公司发布公告称，公司董事会于近日收到公司董事、总经理何秀侠的辞职报告。因工作调整，何秀侠请求辞去公 司第七届董事会董事、董事会战略与ESG委员会委员、提名委员会委员及总经理职务。 针对此次人事调整，金种子酒相关部门向北京商报记者表示，何秀侠的辞职不会影响公司董事会的正常运行，亦不会对公司的日常运营产生不利影响。金种 子酒将继续聚焦白酒主业，深化市场改革和营销创新。 对于此次何秀侠离职，酒水行业研究者、千里智库创始人欧阳千里指出，近年来金种子酒业绩不佳，自然会使得小股东们产生微词，需要大股东作出回应， 而主要负责人离岗往往会缓和矛盾。 一面是华润啤酒董事会主席侯孝海辞任，另一面是金种子酒总经理何秀侠离职，同一时期华润系两家酒企高管纷纷辞职，推动着华润系"白+啤"战略版图站 上选择的十字路口。7月8日，北京商报记者登录国家企业信用信息公示系统查询获悉，截至目前金种子酒业法人、总经理一职仍为何秀侠。据了解，何秀侠 于7 ...

侯孝海退隐四天后，金种子酒华润系总经理辞职。 总经理何秀侠辞职 7月2日，安徽金种子酒业股份有限公司（600199.SH，下称"金种子酒"）公告称，因工作调整，公司董 事、总经理何秀侠请求辞去公司第七届董事会董事、董事会战略与ESG委员会委员、提名委员会委员及 总经理职务。 "何秀侠已到华润啤酒总部战略部任副总监，负责啤白赋能相关业务，华润啤酒派驻的金种子酒业副总 经理刘福弼暂主持工作，曾经在泸州老窖专营公司担任高管的张桂波入职华润酒业担任金种子酒业营销 中心总经理，全面负责营销相关业务并聚焦阜阳推进业务变革。"白酒行业分析师肖竹青透露。 但2013年的营销与产业扩张失误导致金种子酒的业绩出现了"大变脸"，收入与利润分别同比下滑9.32% 和76.22%，此后便是连续五年的业绩"雪崩"。2019年，金种子酒首度录得2.04亿元的净亏损，盈利能力 亮起红灯。 高管百万年薪遭质疑 2022年华润入主后，曾引发市场高度期待。 酒水行业研究者、千里智库创始人欧阳千里表示，近年来，金种子酒业绩不佳，自然会使得小股东们产 生微词，需要大股东作出回应，而主要负责人离岗往往会缓和矛盾。 公开资料显示，安徽金种子酒业股份有限公 ...

Group 1: Management Changes in the Alcohol Industry - The alcohol industry has seen a series of high-level management changes since last year, with companies like Yanghe, China Resources Beer, and Jinzhongzi Wine experiencing shifts in leadership, indicating a strong intent from shareholders and investors to boost performance [1] - Jinzhongzi Wine's General Manager He Xiuxia has resigned, and the company is facing significant market share pressure, with 2024 revenue projected to drop to 925 million yuan, a stark contrast to over 2 billion yuan in previous cycles [5] - Yanghe has appointed Gu Yu as the new Party Secretary, replacing Zhang Liandong, who has stepped down amid a challenging period for the white liquor industry [6][7] Group 2: Trade and Regulatory Developments - The Ministry of Commerce has concluded an anti-dumping investigation into EU brandy, determining that dumping margins range from 27.7% to 34.9%, leading to the imposition of anti-dumping duties starting July 5, 2025 [2][3] - A total of 34 EU brandy exporters, including well-known brands like Martell and Hennessy, can avoid these duties by adhering to price commitments approved by Chinese authorities [3] Group 3: Market Trends and Promotions - Taobao Flash Sale has initiated a new subsidy program, investing 50 billion yuan, resulting in a significant increase in orders, particularly in the alcohol sector, with some brands seeing order volumes double [4] - Kuaizi Jiao reported that its high-end "Jian" series products have not performed as expected, with sales and consumer feedback being less favorable compared to older products [10] - Xijiu has launched a promotional campaign offering buy-three-get-one-free deals on various products, indicating a strategy to boost sales through consumer incentives [11]

Core Insights - The recent resignations of key executives in the Chinese liquor industry highlight the urgent need for strategic transformation amid deep industry adjustments [1][5][14] Group 1: Company Performance - Yanghe Co., under Zhang Liandong's leadership, experienced a revenue decline of 12.83% to 28.876 billion yuan in 2024, with net profit plummeting 33.37% to 6.673 billion yuan, dropping from third to fifth in industry rankings [2][4] - Jinzhongzi Liquor, led by He Xiuxia, saw revenue decrease from 1.186 billion yuan in 2022 to 925 million yuan in 2024, with a cumulative net loss of 633 million yuan [10][12] Group 2: Strategic Challenges - Yanghe's strategic missteps included outdated brand management and a rigid distribution model, leading to losses in market share against competitors like Jinshiyuan [4][15] - Jinzhongzi's challenges stemmed from a misalignment between beer and liquor market strategies, resulting in a lack of brand recognition and market penetration [10][12] Group 3: Management Changes - The resignations of Zhang Liandong and He Xiuxia reflect broader trends in the industry, with local governments influencing management changes to drive strategic shifts [7][16] - The new leadership at both companies faces significant challenges, including cash flow issues and the need to balance independence with corporate integration [12][18] Group 4: Industry Trends - The liquor industry is currently in a "shrinking competition" phase, with production among large enterprises declining by 6.8% in 2024, and revenue growth slowing significantly [15] - The departure of key executives signals a shift from "scale expansion" to "value cultivation," emphasizing the need for strategic innovation and organizational transformation [18]

Core Viewpoint - The resignation of He Xiuxia as the general manager of Jinzhongzi Wine highlights ongoing management instability and challenges in the company's performance despite efforts from the new major shareholder, China Resources [2][3][10]. Group 1: Management Changes - He Xiuxia resigned from her positions as director and general manager of Jinzhongzi Wine, with Liu Fubi, the deputy general manager, taking over her responsibilities temporarily [2][4]. - He Xiuxia's tenure was marked by significant changes, including a complete overhaul of the sales system and organizational restructuring, but ultimately did not yield the desired financial results [6][10]. - The management team has seen continuous turnover, with reports indicating that 70% of middle management was replaced during He Xiuxia's leadership [8]. Group 2: Financial Performance - Jinzhongzi Wine has faced significant financial difficulties, accumulating losses exceeding 600 million yuan over the past five years, with a record loss of 258 million yuan in 2024 [10][13]. - The company's revenue has drastically declined, with 2024 revenue reported at 925 million yuan, significantly lower than competitors like Gujinggongjiu and Kuaijiaqingjiu [11]. - In the first quarter of 2025, the company reported a 29.41% decline in revenue, with net losses expanding to 38.93 million yuan [13]. Group 3: Strategic Initiatives - Despite the challenges, Jinzhongzi Wine has attempted to innovate its product offerings and improve its market presence, including a restructuring of its product tiers and a focus on high-end offerings [6][10]. - The company has also expanded its distribution network significantly, increasing the number of distributors from 40,000 to 220,000 [6]. - Jinzhongzi Wine's management has expressed confidence in turning around the brand's image and product structure, focusing on the "Fuhuo Xiang" series as a key growth area [15].

Core Viewpoint - The resignation of He Xiuxia as the general manager of Jinzhongzi Wine marks a significant leadership change amid ongoing financial struggles, with the company facing intensified competition and declining performance in the liquor industry [1][3][7]. Company Performance - Jinzhongzi Wine has experienced a substantial decline in revenue, with 2022 revenue dropping to 9.25 billion yuan, marking a five-year low and a year-on-year decrease of 37.04% [8][10]. - The company's net profit has been in continuous decline, with losses recorded for four consecutive years, culminating in a net loss of 2.58 billion yuan in the latest fiscal year [14][15]. - The company's sales expenses have remained high, reaching 2.95 billion yuan last year, a 25.58% increase year-on-year, contributing significantly to the overall losses [18][19]. Leadership Changes - He Xiuxia, who had been in the role for nearly three years, has stepped down due to work adjustments, and her departure raises questions about future leadership direction, particularly regarding the potential continuation of "China Resources" executives in key positions [1][3][7]. - Liu Fubi, the vice president, has been appointed to act as the general manager until a new appointment is made, and he also has a background with "China Resources" [7]. Market Challenges - The liquor industry is facing severe challenges, including deep adjustments, consumer downgrade, and intensified market competition, which have all contributed to Jinzhongzi's declining sales and profitability [10][11][13]. - The company's product lines, particularly in the white liquor segment, have seen widespread revenue declines across all categories, with high-end liquor sales dropping by 4.87% and low-end liquor sales decreasing by 29.08% [11][12]. Strategic Focus - Jinzhongzi Wine is attempting to refocus its strategy by potentially divesting its pharmaceutical business, which has seen significant revenue declines, with a 62.13% drop in the last two years [12][13]. - The company aims to strengthen its brand strategy around the "Fuhuo Xiang" series, which is intended to enhance its market presence despite the ongoing challenges [19][20]. Financial Health - The company's cash flow has been decreasing, with cash reserves dropping from 12.73 billion yuan to 3.67 billion yuan over the past few years, indicating a critical need for financial restructuring [14][24]. - Inventory levels have been rising, with total inventory reaching 15.39 billion yuan, which poses a risk of potential write-downs if market conditions do not improve [20][22].

Core Viewpoint - The resignation of He Xiuxia, the general manager of Jinzhongzi Wine, raises concerns about the company's strategic direction and operational stability amid ongoing financial struggles and management changes [1][8]. Company Overview - He Xiuxia resigned before the end of her term, which was set to last until November 21, 2025 [2]. - Jinzhongzi Wine has been facing significant financial challenges, with net losses reported at CNY 166 million in 2021, and projected losses of CNY 187 million, CNY 22 million, and CNY 258 million for 2022 to 2024 respectively [3][4]. - The company has struggled with a product mix heavily weighted towards low-end products, resulting in persistently low gross margins [2]. Management Changes - Following the acquisition of a 49% stake by China Resources Group, management changes were implemented, with a significant turnover of traditional distributors and a shift towards digital control of sales channels [3][4]. - Liu Fubi, the deputy general manager, will temporarily assume the role of general manager until a new appointment is made [1][8]. Strategic Initiatives - He Xiuxia attempted to reform the company by streamlining the product line and focusing on high-end offerings, but these efforts have not yielded positive results [2][3]. - The company’s sales strategy included a focus on digital monitoring and reducing channel inventory, but it has continued to report losses [3][4]. Financial Performance - The company's revenue has declined across all product categories, with high-end, mid-range, and low-end products seeing year-on-year revenue drops of 4.87%, 14.01%, and 29.08% respectively [3]. - Sales expenses increased by 25.58% in 2024, with advertising costs rising by approximately 43.33%, indicating a mismatch between marketing investments and revenue generation [4]. Market Context - The broader industry is experiencing a downturn, with a trend towards consolidation favoring larger brands, putting regional players like Jinzhongzi Wine under pressure [3][4]. - Despite current challenges, there may be opportunities in the mid to low-end market segments, as consumer preferences shift towards more affordable options [5].