Faced with the harsh conditions put forward by Red Bull, she gritted her teeth and introduced foreign technology to make up for the vacancy in the domestic market, and really fought back. In the past 20 years, in order to survive, she became attached to Red Bull and became the giant behind it. The brand "Olkin" she founded has achieved good results, with a market value of over 20 billion.
This issue of Businessman will record the situation and take you close to the entrepreneurial story of Guan Yuxiang, a turtle in a jar.
1939, Guan Yuxiang was born in a military family in Shenyang, and his grandfather and grandfather were both from military backgrounds, which made Guan Yuxiang receive a strict education from an early age and developed a character of never giving up.
/kloc-Guan Yuxiang, 0/9 years old, who came to Beijing with her family, was asked by her grandfather to find a relationship and arranged to work in the instrument factory. The instrument factory was a state-owned enterprise at that time, and Guan Yuxiang almost got the iron rice bowl. From then on, she never had to worry about food and clothing.
At work, she is diligent and responsible, and has a very harmonious relationship with her colleagues. When she was old, married and had children, Guan Yuxiang's first half of her life passed so flatly.
At the age of 50, she officially retired from the instrument factory. Just when the children wanted to support their mother and let her spend her old age safely, Guan Yuxiang made an amazing decision-start her own business! For Guan Yuxiang, she has worked in the instrument factory for 30 years and has rich work experience.
Therefore, Guan Yuxiang, after retirement, founded Beijing Lean Instrument Company based on her years of work experience. Excellence is Guan Yuxiang's entrepreneurial philosophy. She wants to make this musical instrument company stronger and better. The reality is cruel. Unfortunately, Guan Yuxiang's first venture ended in failure.
Although the instrument company closed down, Guan Yuxiang's entrepreneurial spirit never stopped beating.
A few years later, Guan Yuxiang, who traveled to Hainan with her children, found a phenomenon: many stalls selling drinks used glasses, and customers had to return the glasses after drinking at the stalls before leaving.
Moreover, glass needs to be cleaned and reused, which is expensive and inconvenient for customers to carry. Many customers will give up buying because they can't accept drinking from repeatedly washed cups.
Guan Yuxiang, who noticed this, silently observed the beverage market in Hainan. Hainan has a tropical climate. Coconut juice, mango juice and coffee are very famous drinks here, which are sold in all major stalls, but the lack of packaging is a serious injury to these local drinks.
This time, after fully understanding the market demand, Guan Yuxiang took her and her wife's pension of 300,000 yuan, and went to Hainan to set up Hainan Olkin Packaging Industry Co., Ltd. despite the obstruction of her children.
The investment of 300,000 yuan can only attract a dozen employees and a production line, so the newly established Olkin can only cooperate with some small manufacturers at first. Fortunately, there is a wide market demand for beverage packaging in Hainan Province, and Olkin has slowly gained a foothold in Hainan.
Although the performance was good, no one made any money from it. Most of the company's income is spent on the production line, and employees only get meager wages. Olkin can barely survive.
From 65438 to 0995, the Thai functional beverage "Red Bull" invested and built a factory in Shenzhen, China, which brought new development opportunities to the domestic beverage packaging industry, and Guan Yuxiang was also moved by the wind. However, Olkin is not famous and its technology is not superb. Red Bull, which has many famous domestic packaging companies to choose from, didn't take Olkin seriously at first.
However, Guan Yuxiang refused to miss this opportunity and took his son to Red Bull's China headquarters 4 times/kloc-0 times. After agreeing to many harsh demands from the other side, we finally signed a contract with Red Bull. The biggest reason why Red Bull is willing to cooperate with Olkin is Guan Yuxiang's promise that they will adopt powder coating welding technology.
At that time, liquid coating technology was basically used in the welds of cans in China, and so were the manufacturers who came to discuss cooperation. Therefore, after Red Bull proposed powder coating technology, many domestic manufacturers were discouraged.
However, Guan Yuxiang refused to admit defeat. After learning about this technology with her son, she ran around and tried to introduce powder patching technology and a number of advanced equipment from Singapore. The introduction of powder touch-up paint technology not only promoted the cooperation between Olkin and Red Bull, but also brought Olkin a technical foundation ahead of the domestic market.
Five years later, powder coating technology was fully introduced into the whole domestic packaging market, and Olkin was regarded as the leader of the industry at that time. After signing the contract with Red Bull, Olkin's popularity in China market started completely, and many enterprises also cooperated with Olkin. However, Red Bull, which occupies most of the domestic functional beverage market, is still the largest customer in Olkin.
Soon after, Red Bull's China agent wanted to go deep into the mainland and move to Beijing for further development. However, because cans are not easy to transport, not only the freight is high, but also there is a great risk of loss. At that time, Olkin could not afford the high freight from Shenzhen to Beijing, and faced the risk of canceling the contract.
Guan Yuxiang made another big decision-moving to Beijing with Red Bull. However, some skilled workers were born and raised in Hainan. They don't want to follow Guan Yuxiang to Beijing, and have offered to resign. In this way, Guan Yuxiang moved to Beijing with her children and Olkin under great pressure, and set up a packaging factory in Olkin 800 meters away from the Red Bull Factory.
Red Bull was also moved by Guan Yuxiang's follow-up, and the cooperation between the two companies became more and more harmonious. Later, Red Bull decided to build a factory in Wuhan, Hubei Province, and Guan Yuxiang still brought Olkin's technology to Wuhan as agreed.
At this time, the two factories were directly built together, and a series of procedures for beverage production, canning and packaging were completed. So far, Olkin has become the only designated canned supplier of Red Bull in China market.
The cooperation with Red Bull did not stop Guan Yuxiang's development. Olkin has also continuously improved its production technology and gradually accumulated 65,438+06 innovative patents.
From the beginning, Olkin needed to be attached to Red Bull to survive, and now the two companies are mutually beneficial and win-win. Olkin has gradually grown and accumulated many big customers. In 20 12, Olkin successfully listed on Shenzhen Stock Exchange, becoming the first domestic metal packaging enterprise to land on A-shares, and Guan Yuxiang and his son Zhou Yunjie became billionaires.
On the day of listing, Yan Bin, the boss of Red Bull, personally attended the event and expressed his strong support for Olkin. By 20 16, the operating income of Olkin has reached 7.599 billion yuan.
In the past 20 years, Olkin has developed from a little-known packaging factory into an indispensable leading enterprise in the domestic beverage packaging industry, but who would have thought that the driving force behind this was a retired old lady who was over half a year old.
When Guan Yuxiang was 80 years old, Olkin's operating income exceeded 7 billion yuan, and the company's market value reached more than 20 billion yuan. Recalling that 30 years ago, she went to Hainan with 300,000 pension money. Although she is full of blood, she doesn't think she can do it.