In the national brand circle of China, there have always been some "small commodities, big brands".

For example, Laoganma, Wang Zhihe and Wei Long, and "Thirteen Fragrances of Wang Shouyi".

There is Laoganma in the south and thirteen incense in the north. This sentence perfectly explains the dominance of these two brands in the seasoning industry!

As "goddess" in seasoning field, they are very similar but different. Similarly, they all adhere to the "three noes"-no financing, no listing, no loans. The difference is that one is high-profile, while the other is surprisingly low-key ... However, the leading enterprises of these two brands in the condiment industry in China have suffered heavy losses because their successors have become "helpless fools".

Thirteen fragrances are low-key. People who love cooking and food must have used them. Many people add thirteen fragrances to all kinds of meat, jiaozi and soup.

food is the most important thing for people, and taste is the first thing to eat.

in China, spices are synonymous with thirteen spices in Wang Shouyi.

I have to feel that when something is done to the extreme, it becomes a god. Thirteen incense is undoubtedly the god of Chinese spices!

when we talk about thirteen incense, we have to mention Wang Shouyi. This old man, who started his business in 1 yuan, has been working in the field of small condiments for decades, and managed to make a bag of condiments at a dime into a big brand with an annual sales of 5 million.

Today, let's tell the story of the "King of China Cuisine" and the old man-Wang Shouyi and Shisanxiang!

One

Not long ago, in the list of the top 1 private enterprises in Henan in 22, Thirteen Fragrances of Wang Shouyi ranked only 91st, which was far from its dominance in seasoning industry. Moreover, in terms of the market share of the whole seasoning, "Thirteen Fragrances in Wang Shouyi" has been in a backward stage.

In 22, the annual revenue will be 2.15 billion yuan, half of that of Laoganma and one tenth of that of Haitian Weiye. Yihai International, which specializes in providing bottom materials for "Haidilao", went public in 216, and by 22, its total revenue has reached 5.36 billion yuan. Zhongjing Food, also from Henan Province, landed on the GEM, and its market value was as high as 1 billion.

Wang Shouyi, as one of the earliest compound seasonings in China, can be said that this brand was well-known in its heyday. However, in today's rapidly changing era, it has been overtaken by other competitors, making this old brand no longer brilliant in the seasoning market.

from the national brand to a record high, to the market competition, it was gradually marginalized by the market. How did Wang Shouyi Thirteen Fragrances get from the king of the opening ceremony to today's predicament?

The history of thirteen incense in Wang Shouyi can be traced back to Xinglong Hall in the Northern Song Dynasty. Xinglong Hall was originally built in Tokyo, the capital of the Northern Song Dynasty, which is Kaifeng City. At first, its business was selling herbs and spices.

An official in the Northern Song Dynasty was good at cooking. After resigning from his post, he opened a drugstore in Kaifeng and named it "Xinglong Hall".

In 111 AD, Xinglong Hall made a secret seasoning, which was very popular in Beijing because of its unique sauce flavor, so it was included in the palace for the royal family to enjoy.

In 1959, Wang Shouyi, a Hui nationality living in Kaifeng, Henan Province, was forced to make a living. On the basis of this ancestral secret recipe, he used more than 2 kinds of pure natural Chinese herbal spices to develop thirteen spices and sold them along the street.

Because of the unique flavor of Wang Shouyi Thirteen Fragrances, they are sought after and loved by local people. Coupled with the marketing model of "small profits but quick turnover", the business of "Wang Shouyi Thirteen Fragrances" is getting better and better.

Second,

China, a small city in the Central Plains, is a place where businessmen and tourists travel from south to north. It also has a far-reaching influence in the history of China for thousands of years. Because of its unique geographical position, it is called "the best in the world", that is, "the middle of the sky". It is Zhumadian in Henan.

The good times didn't last long. In 1969, due to some historical reasons, Wang Shouyi was forced to stop the sale of thirteen incense. Who knew that it was more than ten years.

Time soon came to 1984, and Wang Shouyi came to Zhumadian with his children to settle down.

Wang Shouyi, who is 6 years old, doesn't want to take any more risks. However, under the persuasion of his son, he still took out his savings from 1 yuan and opened a shop, returning to his old job and selling thirteen incense sticks.

in 1987, Wang Shouyi began to improve and redesign the packaging of thirteen incense. Two years later, Shisanxiang was certified by the Industrial and Commercial Bureau and registered successfully.

The three fathers and sons subsequently established Xinglongtang Thirteen Spices Condiment Processing Factory in Zhumadian, Henan Province, and embarked on the road of steady development of the enterprise, thus ending the old pattern of long-term use of five-spice powder, eight flavors and other single condiments in China, and thirteen spices also created a new trend of condiments in China.

In 1998, Shisanxiang Group Company was established with a registered capital of 8 million yuan, and its sales in that year were more than 4 million yuan. You should know that the profit of a packet of spices is only eight cents.

The following year, Wang Shouyi completed the trademark registration, and "Thirteen Fragrances of Wang Shouyi" first appeared in CCTV Spring Festival Evening. Since then, it has been a frequent visitor to a set of prime-time advertising spaces in the central government, and the brand image with Wang Shouyi's head as the anti-counterfeiting symbol has been deeply rooted in people's hearts since then.

3

In 23, the sales of Thirteen Incense exceeded 5 million yuan. At that time, few people in China did not know about the old man on the outer packaging of Thirteen Incense.

in 211, the sales of thirteen incense in Wang Shouyi reached 1.4 billion yuan, the tax paid was 8.2 million yuan, and the profit was 69.23 million yuan. In 214, these indicators have increased to 1.5 billion yuan, 17 million yuan and 12 million yuan, and the seasoning output has exceeded 6, tons;

in 215, the sales amount was 1.6 billion yuan, and the tax paid reached 26 million yuan; In 216, the profit exceeded 3 million yuan. In 218, Wang Shouyi Thirteen Fragrances ranked 97th among the top 1 enterprises in Henan Province, with an operating income of 2.8 billion yuan. In 219, the revenue exceeded 3 billion.

What's even more incredible is that each small box of 13 incense with 4 grams generates only 8 cents in profit!

It's a pity, however, that in 23, Wang Shouyi, the founder of Thirteen Fragrances, passed away with his lifelong achievements.

The legendary old man's life came to an end here. On his deathbed, he left his last words: "No diversified development of the company, no listing, no capital operation, and no real estate business for his family.

The legendary old man's life came to an end here. On his deathbed, he left his last words: "No diversified development of the company, no listing, no capital operation, and no real estate business for his family.

But obviously, his descendants did not abide by the old man's last words, and they were faced with great temptation from outside. Completely forgetting the old man's last words, they set foot on the cross-border road without hesitation, and lingered on this road for ten years, which made Wang Shouyi lose the best development opportunity.

At that time, Shisanxiang Group had various sideline businesses, including real estate projects, advertising companies, carton companies, trading companies and construction equipment leasing companies.

In 28, the catering industry rose in the economic crisis, and Macao Doulao hot pot was popular all over the country. They saw an opportunity to sell more than one billion packages of spices a year, and they thought that with the help of catering channels, the sales of spices could be promoted.

On June 8th, 29, Wang Shouyi New Doulao Store was put into trial operation in Jinshui District, Zhengzhou. The head logo of "Wang Shouyi" was conspicuously marked on the interior and tableware of the new store.

It was planned to open 5 stores nationwide, but it didn't catch on.

After the fiasco of diversification, the "cross-border" step of Thirteen Incense at the helm of the second generation of Wang family finally stopped.

④

It is said that Wang Taibai, the eldest grandson of three generations, is the most troublesome thing for the Wangs. At the age of 2, this "rich third generation" with tens of millions of funds is the nephew of Wang Yinliang, the second-generation head of the group, and also the "successor" he once deliberately cultivated.

he is studying abroad. Intentionally investing in the real estate industry, I bought dozens of properties, but I didn't expect the financial crisis to break out suddenly, so I had to rely on my family to support it.

After returning to China, Wang Taibai came up with the idea of listing Wang Shouyi, but because of the firm opposition of the family elders. In the end, this matter was shelved. However, although the listing was blocked, it completely mobilized the mind of the Wangs. In those years, the Wangs could be seen in all walks of life.

unfortunately, almost no one can succeed in these undertakings. After the fiasco of diversification, Shisanxiang's "cross-border" footsteps finally stopped.

While the "second generation" and "third generation" of the Wangs are constantly hitting a wall in unfamiliar areas, the condiment market in China has quietly entered a new era, and rivals have "cornered overtaking" one by one, and Thirteen Fragrances have to take ten years or even longer to catch up.

As an outstanding representative of the "China Time-honored Brand" in the long history, Wang Shouyi Thirteen Fragrances has become a leading spice company that has accompanied consumers for more than 3 years, from walking around the streets to earning 3 billion yuan a year. For many years, it has adhered to an industrial field and constantly improved its product quality. With the integration of inheritance and innovation, it has really turned a "small product" into a "big one".

However, it will take a long time for Thirteen Fragrances to recover their lost years ...

Reference:

Oriental food "Why is Wang Shouyi Doulao Restaurant not fragrant? ",

Chinese businessmen's strategy" Thirteen Incense in Wang Shouyi, why don't you "smell"? ",

e-commerce observation network" Start a business at the age of 6, make a fortune with 1 yuan, and earn a net profit of 3 million yuan a year by selling spices!

Shihua's product is vertical, focusing on the main business, and Wang Shouyi "only does one thing, that is, does the spicy seasoning well".