Taiyuan Spirit Factory, a China time-honored brand in North China’s Shanxi province which produces baijiu, a renowned Chinese white spirit, has had a stunning reversal of fortunes since its near bankruptcy in 2013.
The liquor producer, which has a history dating back 67 years, is a State-owned enterprise with headquarters in Taiyuan, the capital city of Shanxi. It now has four notable liquor brands –– Jinquan, Jinjiu, Jinci and Jinfu –– providing around 100 categories of spirit to satisfy different consumption demands.
Statistics from the enterprise reveal that it generated sales revenues of around 210 million yuan ($32.87 million) with a production capacity of 15,000 tons of baijiu in 2017, achieving a profit of 11 million yuan and paying 50 million yuan in taxes.
Its products now cover a total of 108 counties in Shanxi and it has successfully entered the liquor markets of provinces such as Jiangsu and Hainan.
However, the company’s performance during 2017 contrasts sharply with the mismanagement of the past. In 2013, production capacity did not even reach 30 million tons and its sales revenues were only 27 million yuan, leaving the company on the verge of bankruptcy.
Drawing lessons from past failures, the company initiated reforms and innovations in 2013. Led by Zhang Yuejun, staff members of the organization enacted a series of new policies to improve baijiu quality and operational efficiency.
The working culture of the company has been entirely transformed since 2013, with a focus on efficiency and open communication. Thanks to the new work culture, encouraged by the company’s management, the organization has been able to meet its 10-year goals in the space of just four years.
“All the baijiu is produced using high-quality grains that undergo 30 critical processes under strict requirements and standards,” said Peng Quansheng, who is in charge of the brewing technology.
Every bottle of baijiu produced in Taiyuan Liquor Factory has an “identification card”, which enables consumers to track the production information through the QR code anti-counterfeit traceability system.
Combining traditional brewing processes with modern brewing technologies, the baijiu produced by the Taiyuan enterprise is a fragrant, thick and pure-body liquor, enjoying an excellent reputation among China’s baijiu drinkers.
To further product awareness and expand market share, the enterprise plans to relocate to baijiu brewing town in the Dongshan area of Taiyuan. It will build a baijiu production base as well as a chateau to attract tourists. The new project will occupy an area of 300 mus (20 hectares), with total investment of 530 million yuan.
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Taiyuan Spirit Factory has four notable liquor brands –– Jinquan, Jinjiu, Jinci and Jinfu –– providing around 100 categories of spirit to satisfy consumer demand.[Photo/tynews.com.cn] |
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A technician from Taiyuan Spirit Factory conducts a liquor quality test.[Photo/tynews.com.cn] |
