It means named white elephant, but it is on the verge of bankruptcy.
White elephant is headquartered in Zhengdong New District, Zhengzhou City, Henan Province. It turns out that he is the old leader of a local grain processing factory and hopes to have a bright future. He called the word "elephant" in Henan Province "elephant" for short, which means to name it white elephant.
However, the development of the white elephant was not smooth at first. During the reform of state-owned enterprises, a large number of workers were dismissed. In order to attract talents, many family members were placed in factories. At that time, there was only a crude production line.
Since 1989 started construction, it has been in a state of loss, and six leaders have been changed before and after, but it has not been improved for a long time and has gradually fallen into a quagmire. Not only is the product unsalable, but it is also burdened with huge debts, with losses exceeding100000, and it is about to go bankrupt. Until Yao Zhongliang appeared.
Key figures lead the way back to life.
Speaking of White Elephant, I have to mention Yao Zhongliang, the current chairman of White Elephant.
1962, Yao Zhongliang was born in an ordinary family in Pingyu, Henan. Because his parents work in a grain store, he has been dealing with grain since he was a child.
After graduating from high school, Yao Zhongliang chose to join the army in order to fully exercise himself. When he was in the army, he worked hard and his leading friends praised him.
After leaving the army, Yao Zhongliang was transferred to the Grain Bureau. In the process of work, I love my job, I am diligent, I am deeply appreciated by the leaders, and soon I am at the division level.
1996, Yao Zhongliang office was transferred to this grain processing factory which was facing closure, and started as a sales manager. In order to be competent for this job, he went deep into market research.
Long before the invention of instant noodles, similar pasta was called "one side" or "Yi Fu noodles" in China. The real concept of instant noodles was put forward by the founder of Nissin Food, Japanese Chinese Ando, in August 1958. It is generally believed that the production of instant noodles in Chinese mainland began at 1964.
After investigation in Yao Zhongliang, it is found that there is still a big market for instant noodles in China. At that time, instant noodles were "star products" and once became the exclusive food for the rich. The reason why the management of White Elephant is bleak is mainly because its popularity is too low.
After finding the problem, the first task is to open the market. But a group of idle people in the factory, almost no one is willing to go out to run business with Yao Zhongliang. So Yao Zhongliang boldly reformed, dismissed a large number of "free meals" old employees, and recruited more than 30 junior college students, leading them to push tricycles to major vegetable markets, family members' hospitals and towns in the city to promote products, and established a strict sales network. Soon, the sales of white elephant instant noodles increased.
After the sales volume rises, the next step is to solve the production problem. At that time, the country attached great importance to food safety. After learning about Yao Zhongliang's situation, the Henan Food Department provided him with great help, including a set of instant noodle production lines.
Many things happen. After drastic innovation in Yao Zhongliang, White Elephant achieved success in the second year, with sales reaching 1 100 million yuan. Four years later, the soaring sales of White Elephant exceeded 600 million yuan, and in 2000, it became the largest grain system manufacturer in China.
Power stepped aside, and after I got into trouble again, I was reborn.
However, it is easier to fight a mountain than to defend it. The developed white elephants soon fell into infighting, and Yao Zhongliang was excluded from the decision-making level. 200 1, Yao Zhongliang, whose power was marginalized, chose to leave and enter the management major of China Renmin University for further study.
During this period, instant noodles entered the homes of ordinary people, and the huge profit space attracted more competitors to participate. Master Kong, Uni-President, and Jinmailang rose with the trend, and the market share of White Elephant was gradually squeezed, and there was almost no room for foothold. In times of crisis, the leaders of Henan welcome back to Yao Zhongliang in exchange for reorganization.
In the following five years, Yao Zhongliang continued to innovate and put the breakthrough in product research and development. In 2003, after learning many times about Master Kong's market experience in Taiwan Province, Yao Zhongliang did something new to cater to consumers' demands for health and nutrition, combined instant noodles with nourishing bone soup, and launched a big bone noodle that shocked the industry. It became an instant hit and the white elephant made a beautiful turn.
In 2004, the annual output of white elephants reached 5 billion packs, the sales reached 2.3 billion yuan, and the market share rose to the third place in China, second only to Uni-President and Master Kong. In 2007, the white elephant returned to its peak, with an annual output of 7.43 billion bales and annual sales exceeding 5.2 billion yuan.
Reject Japanese capital and lose Jingzhou.
As the birthplace of instant noodles, Japan has been in the leading position in the industry in the subsequent development process. With the advantages of capital and technology, it has acquired instant noodle production enterprises everywhere, successively invested in Master Kong, Uni-President and Jinmailang, and also extended an olive branch to Baixiang. But in Yao Zhongliang's view, if accepted, the food formula and soup can not be guaranteed, and finally rejected the Japanese proposal.
In the following days, the other three Japanese-funded instant noodle manufacturers (Master Kong, Uni-President and Jinmailang) began to encircle the white elephant and started a price war with it.
In the meantime, Baixiang was overconfident and made a strategic mistake. He actually increased the price of the original 1 yuan bagged noodles directly to 2.5 yuan. Jin, who was eyeing on one side, took the opportunity to come back from the mid-market and put it on the shelves at the price of 1.5 yuan's "Danoye". Under the contrast of a rise and a fall, the white elephant was finally abandoned by consumers, and a large number of products were accumulated in the warehouse.
Since then, the development of white elephants has begun to decline. In 20 14, the IPO of Baixiang collapsed and never recovered. Baixiang has also made other attempts, such as the cooperation with Singles Grain in 20 19, and the development of noodles, disks, rock giants and other products, but unfortunately the sales performance after listing is very bleak.
Nowadays, the domestic instant noodle market has also undergone tremendous changes. The data shows that in 2020, the sales of Master Kong, Uni-President and Jinmailang will occupy the top three, among which the domestic sales share of Master Kong has reached an astonishing 46%, while the share of White Elephant is only 7%. Not only will it be suppressed by the two giants, but it will also be hit by the take-away service, and the living conditions will become more and more difficult and gradually forgotten by consumers.
Conscience enterprises should be kind.
Even now, the white elephant is still a conscience enterprise. For many years, it has been committed to helping the disabled to stand on their own feet. One third of its employees are disabled, the production workshop has a special automatic alarm system, the factory has a special safe passage, and the canteen has a special window to ensure a safe and comfortable working environment for disabled employees.
In 2020, an epidemic broke out in Wuhan, and the white elephant prepared the materials for the first time and sent them to Wuhan. In July, 20021year, the World Trade Center office in Zhengzhou City was opened due to the rainstorm in Henan Province, so that people trapped nearby could take shelter from the rain, empty warehouses, and provide hot water, instant noodles and rest places at their own expense.
In fact, before the pickled cabbage in the pit was exposed, while the Winter Paralympics were in full swing, the white elephant had already boarded the hot search in Weibo by virtue of "one third of employees are disabled". On March 9, the official flagship store of Tmall White Elephant announced that due to the recent surge in orders, White Elephant launched an emergency plan to fully produce and deliver products, and strived to deliver products to consumers as quickly as possible.
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As the saying goes, one good thing deserves another. No matter whether it is the red star Hongxing Erke or the white elephant, even in the face of survival crisis, I don't forget my active attitude and still repay the society. As the netizen said, "I don't like instant noodles, but buying white elephants makes me very happy." Conscientious national enterprises should be kind!