仪尔乡都：精神的传承

"The first generation focuses on grape growing, the second on wine making and the third on brand building." This case study illustrates the inheritance of the entrepreneurship spirit in the Xinjiang Yier High Technique Agriculture Company (well-known as Xiangdu, which is its wine brand and a subsidiary), co-founded by Ms. Li Ruiqin and her family, to discuss the question of inheriting entrepreneurship and control power in family businesses, and to explore the future development of Xiangdu. In 1998, Li led her family to break new ground for growing grapes in the vast expanse of the Gobi Desert. In 2002, she founded Xiangdu, and their focus gradually shifted from grape growing to wine making and upgrading the grape processing infrastructure. During a senior management meeting in June 2016, Li, at the age of 65, mentioned a number of challenges that Xiangdu was facing. Looking to the future, after Li took a back seat, could Xiangdu go even further and achieve greater success? Should Li fulfill her husband's last wish to make Xiangdu a public company? How should Xingdu move forward?