Li Jingwei, the founder of Jianlibao, closed his eyes forever on April 22nd, 1965 13: 56, at the age of 74.
Two days later, in an old house in Sanshui City, Foshan City, Guangdong Province, white candles were burning high, and sobbing from the canopy was suffocating.
There was an endless stream of condolences, many of them were old employees of Jianlibao, and those white-haired old people cried their eyes out. In the impression of many Jianlibao employees, Li Jingwei last appeared nine years ago-2004.
That year, Jianlibao was almost shut down by Zhang Hai, and the Sanshui government held a staff meeting. Li Jingwei was in a wheelchair. In order to boost his morale, he committed the crime of "double regulations". He waved to the employees who tried to squeeze in and shake hands with him, and kept smiling at them.
Between crying and laughing, there are many grievances and ups and downs.
Now that Li Jingwei is gone, where is Jianlibao, the first brand of national wine?
Powerful Li Man Jingwei
Li Jingwei's life is very miserable, which seems doomed from his birth.
1939, Li Jingwei was born in a small town called Baini in Sanshui County. He is a posthumous child and spent his childhood in an orphanage in Dongshan District, Guangzhou. When he grew up, he began to make a living by himself. Li Jingwei never talks bluntly about his experiences as a teenager. He once polished shoes, worked as a coolie, worked as a printer, and fanned the rich in the theater. However, he didn't go to school for a day.
Coincidentally, Li Jingwei, who was in his early thirties, was promoted to be the deputy director of Sanshui County Sports Commission, but the good times did not last long. Being excluded, he was transferred to Sanshui Distillery as the director. This year, Li Jingwei was 36 years old.
At that time, this so-called "winery" was just a workshop factory with only a few rice wine jars, with a maximum output value of only 1.3 million and an annual net profit of only tens of thousands. Li Jingwei personally transports rice wine from Foshan to Guangzhou every day and sells it door to door.
Some people say that there is a gambler in Li Jingwei's character. He gambled three times in his life before changing his fate.
The first time was 1982.
This year, Li Jingwei overheard that someone had developed a drink that "can make athletes recover their physical strength quickly", and ordinary people could drink it, so he asked around and finally found Ouyang Xiao, a researcher at Guangdong Institute of Sports Science.
Li Jingwei immediately decided to take out the meager profit of the winery, fully supported Ouyang Xiao to continue his research, and tried to develop a new type of beverage with taste and nutrition.
1984 In April, "Jianlibao" was born, and it was time for Li Jingwei to make great achievements.
Soaring into the sky-shocking the world with initial achievements
"Jianlibao" came out, how to shoot the first shot? Li Jingwei decided to gamble again.
At this time, less than four months before the opening of the Los Angeles Olympic Games, Li Jingwei decided to sponsor 12 special drinks for the national team at a price of 250,000 yuan. This is a gamble for Sanshui Winery, whose annual output value is only over 900,000 yuan and its net profit is less than 50,000 yuan.
But Li Jingwei won again.
In this Olympic Games, China's athletes won 15 gold medals, and China's women's volleyball team was even more unstoppable, defeating the host team, the United States, and achieving the miracle of "three consecutive championships". While shocking the world and rejoicing the whole country, the media at home and abroad noticed that China athletes were drinking a drink called Jianlibao, and "China Shenshui" quickly became popular.
(In those days, women's volleyball players, coaches, Jianlibao)
"Jianlibao" became famous overnight, with sales soaring to 3.45 million in that year and nearly five times in the following year, with sales reaching16.5 million. By 1989, the sales of jianlibao had skyrocketed in five years 140 times!
Li Jingwei's "Gold Medal Marketing" was a great success. Every day, trucks pulling goods from all over the country can be seen in Sanshui County, and a batch of wagons of Jianlibao were fired to 20,000 when they were in the most tight.
Li Jingwei, who tasted the sweetness, made great efforts. 1987 bought the exclusive right to drink at the 6th Guangzhou National Games for 2.5 million yuan, and launched the first TV advertisement "Good health in the New Year, please drink Jianlibao". 1990 reinvested160,000 yuan to sponsor the Asian Games, and launched a new TV advertisement "If you want to be healthy, please drink Jianlibao" to highlight the health care function.
Then I turned around, and Jianlibao got back an order of 750 million at the autumn sugar and wine party in June+10 of that year.
Since then, "Jianlibao" has triumphed all the way. 199 1 year, Jianlibao set up an American branch and spent 5 million to buy a whole floor of the Empire State Building in New York. 1993 curated a photo of Hillary Clinton, the first lady of the United States, drinking Jianlibao. "Oriental Divine Water" Jianlibao has been firmly established as the first brand in China and the first China beverage brand to enter the United Nations.
be beset with a crisis
1994, the anniversary of the founding of Jianlibao 10, Li Jingwei contracted all five-star hotels and grand banquets in Guangzhou.
This year, the annual sales of Jianlibao reached1800 million yuan, far behind other brands.
This year, the International Asteroid Naming Committee named an asteroid "Sanshui Jianlibao Star", which is the first planet named after the company in the world.
1996, the sales volume of Jianlibao soared to 700,000 tons, far exceeding the 500,000 tons of Pepsi, becoming the only national brand that could compete with Pepsi at that time!
During the period of 1997, Jianlibao reached its brilliant peak, and its annual sales exceeded 5 billion yuan in one fell swoop. The 38-story Jianlibao Building rose from the ground and its headquarters moved to Guangzhou. Jianlibao has become a legend of national enterprises, and Li Jingwei, which has made Jianlibao bigger, is also popular for half the sky.
When Jianlibao was in full swing, the environment in China was also undergoing earth-shaking changes. At the end of 1996, China began a vigorous reform of state-owned enterprises, which made the property rights clearer through the reorganization of state-owned enterprises.
Many large state-owned enterprises began to withdraw state-owned shares. The most famous case at that time was the reorganization of Hunan Friendship Apollo Company. The company's state-owned shares have retreated to 20%, 40% of the 80% shares are held by management and backbone, and the remaining 40% are held by private capital. Apollo, which has completed its transformation, has developed rapidly and is regarded as the benchmark for the reform of state-owned enterprises by SASAC of the State Council.
At the same time, TCL, Midea and other enterprises in South China have also begun to reorganize. Li Dongsheng, head of TCL, signed a decentralized operation agreement with Huizhou Municipal Government, and the government promised that the management could purchase the equity of value-added enterprises in a certain proportion. In Guangzhou, Midea Group was sold to the team of its founder He Xiangjian.
The trend of state-owned enterprise reform made Li Jingwei see the hope and excitedly began to plan the strategic issue of "listing the stock and completing the building".
Li Jingwei once asked people around him when Chu Shijian fell from his horse in hongta group: Assuming that Hongtashan lost money and Jianlibao lost money, the state should take money to supplement it. The loss may be even greater. Why is there no corresponding reward?
With this answer, he may not have figured it out in the end.
property dispute
The relocation of Jianlibao's headquarters to Guangzhou is a great event to celebrate, but it has worsened the relationship between Jianlibao and Sanshui Municipal Government. Jianlibao Group is the most important source of profits and taxes for the local government. At the peak, profits and taxes paid by Jianlibao accounted for 45% of local fiscal revenue.
It is said that the construction of Jianlibao Building was not approved by Sanshui Municipal Government, and the high cost made the government suspect that there was a transfer of assets. In order to strengthen the control of Jianlibao Group, every new product developed by the group must be approved by the local government.
1In the autumn of 997, the Li Jingwei team carefully planned the listing of Jianlibao in Hong Kong. During the government review, Li Jingwei's management team's application for stock purchase was rejected. Li Jingwei gave up listing in a rage, the bad relationship between enterprises and the government was officially made public, the dispute over property rights broke out, and Jianlibao began to decline gradually.
1999, Li Jingwei proposed to the government to implement employee stock cooperative system within the company, and the management raised 450 million yuan to buy the shares held by the government. The plan was rejected again.
200 1, in less than four years, the annual sales of Jianlibao suddenly fell from the highest period of 5.4 billion to 3 1 billion, and the profits and taxes paid to the government also fell from 1 billion to 20 million. In July, Sanshui government held a joint meeting for Jianlibao and decided to sell Jianlibao.
As soon as the news came out, Danone, Morgan Stanley, HSBC Investment Fund, Xinjiang Delong and many other investment institutions expressed great interest.
Three months after the joint meeting, Li Jingwei was told to attend a dinner party, during which he was told that Jianlibao 100% shares would be sold for 380 million yuan, and the buyer was Singapore First Food Company. Li Jingwei was furious at the news. Jianlibao, which he had worked so hard to manage, was inexplicably sold to a foreign businessman, but was turned away when he clearly offered a higher price.
In a fit of pique, Li Jingwei released the news to the media. At that time, the domestic media was full of news that Jianlibao was ruthlessly sold and the flag of the first national brand in China was cut. Finally, under the pressure of public opinion, the acquisition plan was aborted. The relationship between Li Jingwei and the government has also reached the point of incompatibility.
Li Jingwei took advantage of public opinion to put forward his MBO plan again, and was willing to buy Jianlibao for 450 million yuan, which was the last gamble in his life.
At this time, the government found a good home-Wahaha, Hangzhou. Zong is a typical Zhejiang businessman. Although he is very tempted by this acquisition, he is very cautious. In the end, Wahaha chose to give up under the soft and hard bubbles in Li Jingwei.
The sales of Jianlibao have been delayed until June 5438+ 10, 2002, and the Spring Festival is coming. Spring Festival is the peak season for beverage sales, and the government decided to completely solve the sales problem before the peak season. So, they finally let go and promised to give Li Jingwei a week to raise money and let him buy Jianlibao for 450 million yuan at a time.
However, on the 6th day, Li Jingwei, who raised funds everywhere, was summoned to the municipal government and told that he had decided to sell Jianlibao to Zhejiang SDIC. The next day, a signing ceremony was held in a hurry. Zhejiang SDIC acquired 75% shares of Jianlibao for 338 million yuan, with Zhang Hai as the chairman.
At the signing ceremony, Li Jingwei sat silently in the corner of the venue. Xinhua News Agency reporter took a photo of him "facing the sky with tears and saying nothing", which was published in major media the next day, and the audience was moved by it.
On the ninth day after the signing ceremony, Li Jingwei had a sudden cerebral hemorrhage at home, and never got sick again. 5438+ 10 In mid-October, Li Jingwei received a notice from his deathbed that he was "double-regulated" on suspicion of corruption. Until 20 1 1, Li Jingwei was sentenced to fixed-term imprisonment 15, and his personal property150,000 yuan was confiscated.
The rest of Li Jingwei's life is over.
Beat drums and pass flowers.
From then on, Jianlibao began the era of Zhang Hai. Only two years after Zhang Hai, 28, took charge of Jianlibao, the company began to turn from profit to loss, and the debt reached 2 1 100 million yuan. Suppliers stopped supplying raw materials, and the speed of finished products off the assembly line slowed down greatly.
In August 2004, Zhang Hai was dismissed. During his tenure, the total amount of funds transferred and misappropriated from Jianlibao reached 700 million yuan! In March of the following year, Zhang Hai was arrested and imprisoned on suspicion of "job embezzlement" and "misappropriation of funds" and was sentenced to 10 year.
In 2004, Jianlibao was almost shut down by Zhang Hai, and Li Jingwei was in a wheelchair. He tried to boost morale through "double regulations". He waved to the employees who tried to shake hands with him and kept smiling at them. Many employees still remember this scene years later.
After Zhang Hai, Zhu Weisha took over Jianlibao's plate, but was soon investigated. According to media reports, he got 5 1 10,000 shares of China Ping An legal person shares from Jianlibao, which made him make a profit of 4 billion. I hope Visa will be exempted from prosecution in 2007.
Since then, Jianlibao has changed hands several times and gradually declined. In 2005, it was acquired by Taiwan Province Uni-President Group.
Jianlibao, a national brand that can compete with Pepsi-Cola, may not be comparable to Pepsi-Cola, but it has gradually returned to the original position of "sports functional beverage" in Li Jingwei and tried to find a way out in the market.
On Jianlibao official website, it can still be seen that Jianlibao has been awarded the title of "100 million taxpayer" in Sanshui District for four consecutive years. Perhaps the legend of Jianlibao is not over yet.