Education
Tian Deju was educated locally.
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Deju Tian
Edit Profile德举 田
Tian Deju is a sichuan Jiannanchun Group president, Tian Deju has led his company through the difficult challenges of market reform into an era of unmatched prosperity through the adoption of modern management styles and employment benefits designed to develop a skilled labor force with a vested interest in promoting group sales and company profitability.
Career
Sichuan Jiannanchun Group is renowned as the owner of China’s second-largest baijiu or liquor producer, Jiannanchun. Its current president, Tian was appointed director of wineries for the Sichuan Jiannanchun Group in 1984, a time of major change throughout Chinese industry. The break-up of the large agricultural collectives and the government retreat from price controls in the agricultural sector led to a rapid rise in the price of grain and other basic inputs of alcohol that, by 1989, were crushing major alcohol producers around China. Combined with increasing competition from new market entrants, both domestic and foreign, producers of alcohol were facing an unprecedented crunch in sales at the same time that price spikes and privatization were increasing company responsibilities for direct costs associated with production. Tian saw an opportunity to reap the benefits of economies of scale by seizing market share and reaching out past regional markets to target customers throughout China, allowing the Jiannanchun Group to reduce costs and increase sales at a time when the market was proving challenging for its competitors. The group pursued a rigorous marketing program of promotional products, market development, city visits, and customer contact that directly impacted their bottom line.
Tian and his programs have seen Sichuan Jiannanchun establish itself as a giant in its field and enabled it to diversify its interests into many different areas. Over the past ten years the company has seen its total sales exceed 1.5 billion yuan and the development of partnerships with companies like V&S Group (makers of Absolut vodka) have enabled it to expand market share and develop opportunities in China’s massive market for alcohol. With annual growth and profit both well into double digits, Tian’s continued strategies of aggressive marketing and modern management would seem to have paid off.
Politics
At the same time, Tian was radically changing the way the company approached its employees. Tian used the pressure of economic reform to implement incentive programs for the group’s employees, demanding minimum performance and eventually offering bonuses for top performers. He improved wages, bonuses, and benefits, which enabled his group to seek top performing employees and provide a competitive atmosphere that could attract employees of the highest caliber. Additionally, the company undertook measures to allow the group employees to study technical jobs and improve their expertise and value to the company while concurrently improving their own livelihood.
Career
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1984