Jianlibao, once the first brand of national wine, has a close relationship with a man named Li Jingwei from scratch to its brilliant peak.
1939, Li Jingwei was born in Sanshui County, Foshan City, Guangdong Province. His father died in the war while he was still in the womb, and his mother was unable to raise him, so he was sent to an orphanage. He didn't go to school for a day, polished his shoes, worked as a printer and fanned the rich in the theater.
Li Jingwei's only interest is playing basketball. Coincidentally, he met a leader while playing basketball and arranged for him to work in Sanshui County Sports Commission as the deputy director of the Sports Commission. Later, due to poor interpersonal relationship, he was transferred to a workshop-style Sanshui winery with only a few vats and worked as the director at 1973.
1983, Li Jingwei went to Guangzhou on business, bought a can of Coca-Cola in the street, and came up with the idea of producing drinks. By chance, he heard that Ouyang Xiaoyan, a researcher at Guangdong Institute of Sports Science, had made a sports drink, so he came to seek cooperation. Under the auspices of Ouyang Xiao, an orange juice beverage was developed after hundreds of production tests.
From 65438 to 0984, Li Jingwei's marketing talent began to manifest. He heard that the AFC was going to hold a meeting in Guangzhou, so he decided to bring this drink to the meeting, while the brand, packaging and production line of the drink had not yet been decided. Li Jingwei thought hard about the name "Jianlibao", which is catchy and contains health care hints of health and vitality. He asked his younger brother to write Jianlibao and the county advertising company to design trademark graphics. The dot on J is like a ball, which is a symbol of ball games. The lower part is composed of three curves side by side, like three runways, which is a symbol of track and field sports. On the whole, the word is shaped like a gymnast or diver, and the whole trademark reflects the relationship between Jianlibao and sports.
Li Jingwei also made a bold move, packaging Jianlibao in cans. At that time, in the eyes of consumers, cans were undoubtedly synonymous with high-end beverages, and there were no manufacturers of cans in China. Li Jingwei ran around and persuaded Shenzhen Pepsi to do a batch of OEM work for him.
In April,1984,200 boxes of emergency-produced Jianlibao appeared at the AFC Guangzhou conference, which aroused people's amazement.
1June, 984, Li Jingwei boldly decided to participate in the beverage selection of the China Olympic delegation. Compared with all the participating drinks, it is the only canned product, and its brand image is related to sports, and its taste and color are impeccable. Jianlibao was chosen without controversy.
Li Jingwei's boldness was highlighted at this time. He lavished 250,000 yuan to sponsor the national team and won the right to drink designated by the China national team. At that time, the annual net profit of Sanshui Distillery was less than 50,000 yuan.
1984, the sales of Jianlibao was 3.45 million yuan. 1985 reached16.5 million yuan and 1986 reached1300,000 yuan. From then on 15 years, Jianlibao has been the first brand of ethnic drinks in China.
1987, the 6th National Games was held in Guangzhou. Coca-Cola Company proposed an investment of 6,543,800 yuan, and Li Jingwei raised the price to 2,500,000 yuan, plus a gift of 6,543,800 yuan. In the end, Jianlibao got the right to designate beverages, and Coca-Cola got the right to designate "Coke-type" beverages. During the 6th National Games, you can see Jianlibao in any corner, and Jianlibao has been well known to all people in China.
From 65438 to 0988, the sales of Jianlibao reached 270 million. This year, Li Jingwei's unforgettable friend Li Ning will come to his side.
At that time, Prince of gymnastics's Li Ning accidentally fell off the rings at the 1988 Seoul Olympic Games, and China missed this gold medal. Li Ning, who returned home, was not welcomed, except Li Jingwei, who had always admired Li Ning, who was waiting for him at the airport with a bouquet of flowers. At that time, Guangxi asked Li Ning to be the deputy director of the Sports Commission, and many countries hired him as a coach, but Li Ning wanted to set up a gymnastics school himself. Li Jingwei gave advice, "Why not be a sports enterprise yourself?"
1990, with the support of Li Jingwei, Singapore Jikang Industrial Company and Jianlibao Company jointly established Jianlibao Sportswear Company. Jianlibao invested160,000 yuan, with Li Ning as the general manager, and "Li Ning" brand sportswear was officially put into production.
At 199 1, Li Jingwei whimsically planned a promotion idea of "Pull-tab Award". As long as there is a designated winning sign on the pull ring, you can get a bonus of 50 thousand yuan. In order to implement this measure, the annual investment of Jianlibao has increased from 2 million yuan in199/kloc-0 to 8 million yuan in 1994. This activity has achieved unexpected success in urban and rural areas of China, and some swindlers even made fake Jianlibao pull rings to deceive people.
1992, China Football Association and Jianlibao Group signed an agreement to formally set up China Jianlibao Junior Football Team to study in Brazil. Li Tie, Li Jinyu and Li Weifeng are all members of the junior football team.
1993, Jianlibao was listed as the first batch of listed enterprises in Guangdong province, and some subordinates tried their best to persuade Li Jingwei to seize this opportunity for share reorganization. But Li Jingwei thought it was too much trouble. "We are not short of money, why should we go public?" . Li Jingwei's conceit and lack of understanding of the seriousness of unclear equity have laid a hidden danger for Jianlibao brand and his own future.
1994, another Lenovo company with the same state-owned background in Beijing was successfully listed in Hong Kong under the operation of Liu Chuanzhi.
In the same year, Li Ning met the second nobleman in his life, Liu Jipeng, an expert in shareholding system reform. Experts diagnosed Jianlibao sportswear company and reminded Li Ning that "unclear property rights of the company will bring fatal problems to future development". Li Ning is worried that if she leaves Jianlibao, she will be regarded as ungrateful. Surprisingly, Li Jingwei completely agreed.
At the end of 1994, Jianlibao Sportswear Co., Ltd. successfully got rid of Jianlibao's parent company, and Li Ning repaid the capital invested by the group in cash for three times.
Li Jingwei helped Li Ning get on his horse, gave him a lift, and put this friend whom he admired, who had forgotten his friend, on a much flatter commercial avenue than himself.
Around 1994, the market of health care products and beverages in China entered a stage of intense expansion, and the number of health care products enterprises in China increased rapidly from nearly 100 to more than 3,000. In the bottomless marketing chaos of 78 years, Jianlibao did not arbitrarily exaggerate the efficacy of Zhu Sanhe and Longfei. In the later period, the credit of the national health care products market collapsed, and only two well-known brands survived, one is Wahaha and the other is Jianlibao, which can be said to have escaped in the sinister market tide.
1994, Jianlibao's turnover reached1800 million yuan, which is unparalleled in the beverage market. However, the property rights of enterprises have not been effectively solved.
Sanshui county is a remote and barren county. For quite some time, the profits and taxes paid by Jianlibao have been the pillar of Sanshui local finance, accounting for 80% at the peak. Li Jingwei is a hero in the eyes of Sanshui people and a god of wealth in the eyes of the local government. The official support for Jianlibao also spares no effort, and it is inclined to the land used by enterprises and various preferential policies. At many ceremonies, the county party secretary and county magistrate sit in the middle, next to Li Jingwei, and then it is the turn of other government officials.
The drawbacks of the state-owned system also exist. In order to achieve the employment rate, the local government clearly stipulates that 45% of Jianlibao's employees must be Sanshui people, and all kinds of nepotism are serious.
In the middle and late 1990s, the government began to try to take retreat as progress and take people as the foundation, allowing operators to buy enterprise assets in various ways. During the period of 1996, TCL Li Dongsheng signed a decentralized operation agreement with Huizhou, and the Li Dongsheng team guaranteed the annual appreciation of state-owned assets by 10%, and the government promised that the management could purchase the equity of the enterprise in a certain proportion. Midea Group, located in Beijiao Town, Shunde, near Sanshui, was sold to its founder He Xiangjian.
Li Jingwei has also begun to prepare for the listing of Jianlibao in Hong Kong.
1996, the 38-story jianlibao building with an investment of 10 billion yuan was built in Guangzhou, and the company's headquarters was moved to Guangzhou. Sales exceeded 5 billion, and Jianlibao was awarded the first batch of well-known trademarks in China. China Beverage Association released industry data, and Jianlibao ranked first in terms of output, total output value, sales revenue and profits and taxes. Jianlibao was rated as one of the top ten famous brands in China in 1990s.
But in the eyes of Sanshui government, Li Jingwei is now tantamount to treason. It is said that the construction of Jianlibao Building has not been approved by Sanshui government, and the high cost is suspected of transferring assets. When the headquarters moved to Guangzhou, Sanshui began to have doubts about Li Jingwei.
1996, Li Ning moved the clothing company to Beijing and renamed it Li Ning Sportswear Company, saying goodbye to Jianlibao completely.
This year, Li Ning Sportswear Company became a sponsor of the China delegation of the Atlanta Olympic Games.
From 65438 to 0997, the sales of Jianlibao reached 5.4 billion yuan, and the brand influence of Jianlibao reached its peak. Jianlibao's listing on the Hong Kong Stock Exchange will soon be approved, including the equity distribution of management. However, Sanshui City (upgraded to a county-level city) refused the approval on the grounds that the Li Jingwei team could not buy the original H shares without a temporary residence permit in Hong Kong. In a rage, Li Jingwei gave up listing. Since then, the contradictions between the two sides have become public.
In the following years, Li Jingwei never gave up its stance and eased its relationship with the city. Compared with entrepreneurs such as Liu Chuanzhi, Li Dongsheng and He Xiangjian, Li Jingwei's conceited and arbitrary personality and weak handling of government relations have made the city increasingly distrustful of Li Jingwei's team, which has seriously restricted the progress of him and Jianlibao brand.
Since 1998, Sanshui City has increased its capital control over Jianlibao. The company must be approved by the city to develop new products and then allocate funds. Every new cooperation project must be approved to prevent the transfer of assets.
During the period of 1999, the city changed greatly, and some old leaders who had friendship with Li Jingwei retired, which made Jianlibao in a more difficult situation.
In the same year, Jianlibao put forward the employee stock ownership plan within the company, and the management raised funds to buy the shares held by Sanshui City, totaling 450 million yuan, which will be paid in installments within three years. The city flatly refused, on the grounds that it was "risky and suspected of using Jianlibao funds to buy Jianlibao".
A consulting company in Shenzhen later proposed a new plan, in which Li Jingwei's team held 75% of the shares and the city gave Li Jingwei a 5% equity reward. This plan was also rejected on the grounds that "the management's money came from unknown sources".
Challenges from the market also follow. Wahaha, Robust and Nongfu Spring are surging in the beverage market, and Jianlibao, the old overlord, begins to show signs of decline.
After 1998, the sales of Jianlibao decreased year by year, to 200 1, to 3 1 100 million yuan, and the profits and taxes paid decreased from the previous 1 100 million yuan to 20 million yuan.
With the decline of Jianlibao's revenue, the whole Sanshui is in trouble. "The salary of civil servants is not paid, and the days are very sad." It is an obvious reality to sell Jianlibao as soon as possible.
In July, 20001year, the city held a joint meeting on the transformation of Jianlibao, and 90% of the people advocated selling Jianlibao, but not to the Li Jingwei team.
At a dinner party, Li Jingwei was informed to attend, and the mayor told him that Jianlibao would be sold to a Singaporean food company for 380 million yuan. In that agreement, the evaluation price of Jianlibao brand value is zero, while all subsequent agreements until the sale, its brand value is zero.
This is unacceptable to Li Jingwei who proposed this brand. He doesn't understand why the city would rather sell Jianlibao to strangers at a low price than to someone who has struggled for it all his life and bid higher.
On the one hand, he led the company to completely boycott Singaporeans who came to audit the accounts and refused to hand over business information; On the other hand, the domestic media have also been recruited, and the news that "Jianlibao was sold to other countries at a low price" is overwhelming. Under the pressure of public opinion, the deal fell through.
Sanshui city began to try its best to find domestic buyers. Li Jingwei found the most likely buyer at that time and persuaded him to be lenient.
On June 9, 2002, Li Jingwei asked the mayor in a questioning tone: "Why can't I buy it back?" The mayor immediately stated: "You can buy it and give you a week." The two sides agreed that Li Jingwei would invest 450 million yuan to buy all the shares of the government.
No one expected that Zhang Hai, who was only 28 years old, appeared at this time, and the fate of Li Jingwei and Jianlibao changed.
Zhang Hai 14 years old was reported as a prodigy with special functions, 16 years old became a qigong master, and at the age of 25 became the chairman of China Hi-Tech, a listed company, claiming to be the youngest chairman of a listed company in China.
Zhang Hai promised Sanshui 338 million yuan to buy 75% of Jianlibao's shares, and Zhejiang International Trust and Investment Company, a state-owned enterprise owned by Founder Technology, which he controlled, was the most willing buyer in the city.
On June 5438+1October 65438+April 2002, Li Jingwei, who was still financing, received the notice that Jianlibao was acquired by Zhejiang SDIC.
On June 5438+1October 65438+May, 2002, Sanshui City hastily held a signing ceremony. At the ceremony, Li Jingwei sat silently in the corner of the venue. Many national media reported that "he kept crying and didn't say a word". This photo was quickly published on all domestic financial media and news websites, and the viewers were all moved.
On the ninth day after the signing ceremony, Li Jingwei suffered a sudden cerebral hemorrhage and never left the hospital bed and wheelchair after the operation. During his hospitalization in Li Jingwei, Li Ning often visited him and paid all the medical expenses and hospitalization expenses after his hospitalization.
On June 5438+ 10, 2002, Li Jingwei, who was critically ill, was informed that he was dismissed as a deputy to the National People's Congress on suspicion of corruption. The People's Procuratorate filed a case and Li Jingwei was detained. Four former vice presidents and three people were arrested one after another, and 1 people fled abroad.
Jianlibao brand has left the people who care about it the most, and started the wasted years of being rejected, shelved and constantly traded. Since then, it has never enjoyed the time of being cared for by all kinds.
After Zhang Hai took over Jianlibao, he rejected Jianlibao's "old-fashioned" brand and created a "fifth season" that he thought was fashionable and cutting-edge. Won the title of CCTV World Cup advertisement with 365,438+0,000,000 yuan and entered Shenzhen Football Club. Zhang Haihua Jianlibao's investment is as high as 2 billion yuan, and the bank loan alone is as high as 654.38+0 billion yuan. At the same time of diversified investment, Zhang Hai also controlled the establishment of a large number of surrounding companies that have business dealings with Jianlibao, and "turned a large amount of investment funds into private" through transfer payments among these companies.
In 2004, in the absence of Zhang Hai, Jianlibao's board of directors removed him from his post and changed to Zhu Weisha as the president of the group.
On June 5438+ 10, 2004, Taiwan Province Uni-President Group offered $ 1 100 million to buy Jianlibao, but it failed because of the opposition of dealers.
From June 5438 to 2004 10, Li Zhida, the founder of Little Nurse Cosmetics, planned to take over. Sanshui, as a minority shareholder, intervened strongly, transferred abortion, and Jianlibao temporarily stopped production.
From June 5438 to February 2004, Sanshui City took the lead in the company's work, and Jianlibao resumed production.
On June 28th, 2004, Li Ning Company was listed on the main board of Hong Kong.
In 2005, Jianlibao was divided into two entities: group company and trading company. The management right and ownership of Jianlibao are separated, and Uni-President Group rents Jianlibao brand.
In 2007, Uni-President Group formally acquired 99.9% equity of Jianlibao Trading Company, and owned the management right of Jianlibao.
In the same year, Foshan Intermediate People's Court sentenced Zhang Hai to fixed-term imprisonment of 15 years for the crime of duty embezzlement and misappropriation of funds.
In 2009, Foshan Intermediate People's Court sentenced three former vice presidents of Li Jingwei management team to 14 years and 18 years' imprisonment respectively.
20 1 1 In August, Foshan Intermediate People's Court held a hearing on the case of Li Jingwei's corruption in a hospital in Guangzhou. At this time, Li Jingwei was 72 years old and paralyzed in bed after a stroke. In the end, Li Jingwei took advantage of his position to embezzle 3301.88 million yuan of state-owned property with others, sentenced to fixed-term imprisonment of 15 years for corruption, and confiscated 654,380+0.5 million yuan of personal property.
20 13 On April 22nd, Li Jingwei died of illness at the age of 74.
Hundreds of relatives and friends such as Li Ning and Li Tie, as well as the current chairman and old employees of Jianlibao attended the memorial service. Leaders of the State Sports General Administration and many officials from government departments in Guangdong, Foshan and Sanshui all sent wreaths in their own names.
20 16 Uni-President Group sold 0/00% equity of Jianlibao Trading Company to Jianlibao Group with a transaction amount of 950 million yuan. Beijing Chunxin Capital Management Co., Ltd., a subsidiary of CITIC Asset Management, provided funds for Jianlibao Group to complete the acquisition. Uni-President Group claims to get a 2.5 times return on investment from Jianlibao brand.
1 1 years later, the management right of Jianlibao brand finally returned to Jianlibao Group.
Brand from scratch, the founder naturally loves it, even more than his own life. However, as founders, we should consider that a person's wisdom and life are always limited. Perhaps the most important thing is to cultivate long-term growth soil for the brand!
History will certainly not forget the founders who gave life and vitality to national brands!