Wang Shouyi’s Thirteen Fragrances, like Laoganma, are things that many people have grown up eating. People all know that its trademark is the founder Wang Shouyi, but few people know that Thirteen Fragrances started after he started his business. In fact, it already had a very long history, and Wang Shouyi was already 60 years old when he decided to make changes.
Wang Shouyi’s Thirteen Incense is a typical family recipe. In the early days of the founding of the People’s Republic of China, everything was in vain. Wang Shouyi, who had just taken over the secret recipe, continued to make spices in the same way as his ancestors. However, the rise of factories and the further development of the industry made the original Faced with the turmoil in the spice industry, the spice industry could barely make ends meet. When Wang Shouyi was 60 years old, seeing that the domestic economy had finally returned to an environment suitable for industrial development, and with the persuasion of his relatives and friends, the always conservative Wang Shouyi finally spent money to start a business. I opened my first shop.
Compared with other spice brands, Wang Shouyi Thirteen Spices is actually far more than 13 spices. It is a condiment containing more than 20 spices that Wang Shouyi himself re-developed and studied on the basis of ancestral secret recipes. , which in a sense also illustrates Wang Shouyi’s strong talent in the field of spices.
In this way, Shisanxiang quickly became popular all over the country with its unique publicity and the charm of the Chinese people that "food is their first priority". Now it has expanded to more than 200 kinds of products, which can almost be said to be condiments. The well-deserved "Emperor" of the world. What is even more amazing is that Shisanxiang, which was founded 37 years ago, still does not list on the market and does not receive loans.
According to The Paper, the success of Thirteen Fragrances lies not only in its unique formula, but also in its price configuration that many companies dare not even think of, because its production costs have been controlled so far. It is very strict. It is said that the gross profit is only 8 cents per box, and when it was founded, the profit was only 5 cents. It is precisely because of such "cheapness" and persistence. Shisanxiang, which was founded just a few years ago, achieved revenue of 400 million in 1998, and it has reached 2.34 billion in 19 years. On the one hand, this is because the company has good cost control, and on the other hand, it is actually in line with the 60-year-old There is a direct relationship with the founders of entrepreneurial companies.
Compared with other domestic entrepreneurial cases, Wang Shouyi can be said to be a typical conservative. Not only did he concentrate on making condiments, he refused corporate loans and various exaggerated marketing models, he was strict even before his death. They require their children to never engage in "money-trapping" operations after taking over a company, which is the "one-stop" operation of many companies currently including buying land to build factories, going public, selling land, and running away due to "poor management."
It is precisely because of the stubbornness and persistence of middle-aged and elderly people who started their own business at the age of 60 that Wang Shouyi Thirteen Fragrances can maintain the same taste for a long time and have an unchanging reputation in the market with its strong products. reputation.
However, this also brought about a very serious problem, that is, the name Wang Shouyi and Shisanxiang have been completely tied together and cannot be separated. The actual controller of this company, Wang Yinliang, Wang Shouyi's son, has always followed his father's insistence not to make too many changes to the company's operations, but at the same time he is also trying to explore more products, and has experienced nearly 200 years of experience. Many new product research and development efforts have failed without exception. A company that produces a single brand is facing very severe challenges in the current economic landscape.
A very interesting point is that the expansion and development of Wang Shouyi's Thirteen Incenses is inseparable from the fight against counterfeiting. After this brand, "Xinglongtang" became popular in the 1980s, Wang Shouyi and his descendants did not We have stopped cracking down on counterfeit and shoddy products.
After Wang Shouyi's death, the entire domestic condiment market began to be turbulent, and everyone was thinking about whether they could get a piece of the Shisanxiang industry. However, Wang Yinliang not only maintained his father's business strongly, but also It is particularly focused on combating counterfeiting, and has even set up an "anti-counterfeiting office" for this purpose, and its current investment in combating counterfeiting has reached more than 20 million yuan.
It is worth mentioning that the success of its anti-counterfeiting campaign has a lot to do with the company's insistence on extremely low profits. If you want to imitate, you must have similar seasonings and formulas. If a strong enough production line is not established, corners will be cut and materials will be cut, and the labor and material costs will not be much lower than the current mechanized production. In other words, even if there is a price war, Wang Shouyi may be The top presence in the industry.
The report pointed out that in the past few decades, in order to maintain his father's brand, Wang Yinliang has invited out all relatives in the company who were trying to divest or even split, modern management models and scientific decision-making. The management mechanism has gradually taken shape through several corporate reforms. Now Wang Shouyi Shisanxiang is undoubtedly a condiment company that brings together e-commerce and modern industrial production lines.
However, judging from the current heirs of Wang Shouyi Shisanxiang, the problems faced by this company are precisely due to the strong influence brought by the founder. People often say that "you can only get rich within three generations." This may not be an untrue statement when applied to Wang Shouyi's family, but it is not Wang Shouyi's son or grandson that causes this problem, but the product.
The current development of the e-commerce industry has begun to continuously impact the Shisanxiang brand, because people's choices are increasing, but at the same time, they are becoming more "lazy" in selecting condiments. People who like finished and semi-finished products have become With more food, fewer people are willing to cook for themselves, and thirteen spices are used more as seasonings in restaurant products. However, even for restaurants, fierce competition has begun to require them to reduce costs.
As the head of a company, Wang Shouyi’s grandson Wang Taibai was originally a playboy. When he was studying in the UK, he believed that real estate was the future of development, and he speculated in a large number of real estate. In the end, he lost tens of millions. He had to return to China, and it was not until he threw all his savings into real estate for the second time that he barely made more than 100 million. Wang Taibai finally began to take the family business seriously, and followed his grandfather's "no loans unless listed on the market" in his own way. ” operating principles.
According to strict standards and exquisite modern craftsmanship, Wang Shouyi’s Shisanxiang’s status in the condiment industry is still unshakable. However, changes in production methods and people’s tastes have gradually made Shisanxiang no longer what it once was. With its brilliance, many people think that it may not be able to "smell" for a long time. The brand that was founded in Shisanxiang is now in trouble with Shisanxiang.
At present, Wang Yinliang and Wang Taibai, who inherited Wang Shouyi's enterprise, are trying to promote 13 incense overseas through the e-commerce industry. In addition to always adhering to the path of innovation for the founder and the company, the e-commerce industry It is also essential in the development of this company. In the past, brand building could rely on person-to-person communication and excellent product quality, but now it must be coupled with information-based transmission methods.
Many young people actually don’t know the Shisanxiang brand anymore. This is not a good thing for the development of the company, but it can be believed that the descendants of the Wang family who currently inherit the company In addition to the persistence and "stubbornness" of their elders, we also know how to innovate and develop. We hope that the "Xinglongtang" arch-style gate in Zhumadian City can continue for a long time.