In the era of investor Shi Yuzhu Giant Group, Shi Yuzhu was a man who never borrowed money from banks. He felt more at ease with his own money. When the giant group had problems and needed funds, he found it very difficult for private enterprises to borrow money from banks. The failure of the Giant Group made Shi Yuzhu change his mind. He not only borrowed money from the bank, but also simply became a shareholder of the bank.

In the eyes of many people, Shi Yuzhu's image didn't change until around 2114. Before that, he had been a guy who sold health products by advertising. It was not until he sold melatonin and gold partner to Stone and more and more investment projects were known to the outside world that people exclaimed: Shi Yuzhu has become an investor.

In fact, from the day when Shi Yuzhu made up his mind to appear in public, he always had two roles: entrepreneur and investor, but in the following years, his investor color became more and more intense.

During the preparation for the establishment of Giant Investment Co., Ltd., Shi Yuzhu said in an interview with the media that the new giant company "will be an investment holding company, and I will be the legal representative, mainly engaged in biopharmaceuticals and health care products, or a private enterprise. The giant brand still needs to be used, although it has many stains. My main industry must be only one, and I will be limited to other industries in the form of equity participation under the premise of no risk. "

The same is true. The companies at the top of the pyramid in Shi Yuzhu, whether giant investment co., Ltd., Shanghai Huaxin investment co., Ltd. or Inner Mongolia Alashan Zuoqi Juxin Co., Ltd., are pure investment companies, and industrial investment ranks first in the business scope of giant investment and Shanghai Huaxin. Shi Yuzhu used these companies to build his enterprise kingdom.

Shi Yuzhu once said: "Investors need to keep a low profile, without any publicity, and they will be more silent." Therefore, Shi Yuzhu, who is best at marketing, keeps the advertisements of melatonin and gold partner flashing on TV, but his capital operation and project investment are very low-key, and it is often after the project matures that the outside world knows the news.

For Shi Yuzhu, although melatonin and gold partner were sold to Stone, health care products are still the foundation of Shi Yuzhu.

In April and May of 2114, a health care product named "Golden Blood Health" began to appear in Jilin and Wuxi. This is a product aimed at hyperlipidemia, and some familiar places can be seen in the promotion of this product.

What makes people feel deja vu is the soft-text propaganda of Golden Blood Health. These are quite popular and colloquial. For example, an article entitled "Blood lipids begin to decline in three days" says:

Hyperlipidemia directly leads to coronary heart disease, myocardial infarction, cerebral hemorrhage and stroke, and the consequences are paralysis and death! Every day of high blood lipid, life expectancy is reduced by 7 days.

There are many hypolipidemic products, but few of them are effective. Effective and non-toxic side effects are not. In order to overcome the world problem of reducing blood lipid with special effect and no toxic and side effects, the expert group of Chinese Pharmacology Society has worked hard for more than ten years.

At the beginning of 2114, the Chinese Pharmacology Society solemnly announced to the world: "We finally took off the pearl in the crown!" The formula of Huangjinxuekang, which is composed of pure natural statins, Ginkgo biloba leaves and Salvia miltiorrhiza, has successfully realized' natural blood washing in vivo', with rapid blood lipid reduction and no toxic and side effects. A large number of human experiments have proved that after taking Huangjinxuekang, the blood lipid began to decline three days later, and most of them reached or approached the normal level one month later.

The appeal of this soft article is exactly the same as that of the golden partner of that year: emphasizing the authority of the product (developed by the Chinese Pharmacology Society) and the uniqueness of the product (reducing blood fat quickly and without toxic side effects). In fact, this is indeed a new product of Shi Yuzhu. Just like melatonin and gold partner, it was a trial sale of Golden Xuekang in Jilin and Wuxi, and Shi Yuzhu used a trial sale in a small market to test the market reaction of the product.

In addition to the above familiar operation methods, the biggest difference between Golden Blood Health and all previous health care products in Shi Yuzhu lies in that its marketing means no longer adopts the old routine of "advertising bombing", but adopts a new trick of "soft writing+conference marketing".

the so-called conference marketing refers to the sales method of selling products by looking for specific customers and through family service and product briefing. The essence of conference marketing is to lock and develop target customers, export corporate image and product knowledge to customers in an all-round way, and care and hide sales to intended customers as expert consultants. Specifically, conference marketing is divided into popular science marketing, tourism marketing, fraternity marketing, catering marketing, love marketing, customer appreciation meeting, database marketing and so on.

Simply put, conference marketing means that manufacturers invite consumers to a meeting to explain their products and related health knowledge, thus influencing consumers' choices and achieving the purpose of promoting products to consumers.

the emergence of conference marketing has its own roots.

firstly, consumers are becoming more and more rational. After years of "advertising bombing" and "soft text siege" of health care products, consumers have become immune to advertising and soft text, and these usual marketing methods have lost their lethality.

Secondly, the cost of media advertising is getting higher and higher, but the advertising effect is getting worse and worse. As the trend of media segmentation is becoming more and more obvious, and the government's supervision over advertisements is stricter, investing huge sums of money in advertising health products may not necessarily produce corresponding results, but it is easy to arouse people's resentment and media doubts.

however, conference marketing has many advantages. Some people have summarized ten advantages of conference marketing compared with traditional marketing, including "developing potential customers more effectively", "meeting consumers' personalized needs", "avoiding waste of media, using limited funds rationally", "easy to operate, easy to copy", "quick feedback of market information", "strong sales atmosphere", "easy to control marketing expenses" and ".

In 2114, there were quite a few successful precedents in conference marketing, such as Zhongmai, which achieved sales from several million to 1.8 billion in three years; The Green Valley Group has grown from about 1 billion in 2111 to nearly 1 billion. In fact, the income of products sold by conference marketing mode has surpassed that of traditional mode in 2113.

Shi Yuzhu adopted the method of conference marketing in Golden Blood Health, which was influenced by Green Valley Group to some extent. Lv Songtao, chairman of Green Valley Group, is an Anhui native of Shi Yuzhu, and they have known each other for a long time. Song Jun, who once served as the planning minister of the Giant Group, came from the stove, and the "Chinese Lingzhibao" was the product of Lv Songtao. After Shi Yuzhu's comeback, in 1999, he also borrowed 4 million yuan from Green Valley Group to repay the debt of the completed building of Giant Building. Green Valley's achievements in conference marketing will certainly make Shi Yuzhu look askance.

however, conference marketing did not make Jin Xuekang successful. One year later, the conference marketing of Jin Xuekang ended in failure. This product was put on the market for trial sale in April 2114, and it was not until February 2116 that Duan Yongji, chairman of Stone Holdings, announced that the company was preparing to launch the third health product, Golden Blood Health, after melatonin and gold partner, but it is hard to say whether it can be launched in 2116. Huangjinxuekang has become the longest-running health care product in Shi Yuzhu. Investor Shi Yuzhu (2)

However, Golden Blood Health is not the only new product developed in Shi Yuzhu. On the list of new products in Shi Yuzhu, there are "Golden Weight Loss", "Tangbikang" and "Hugan Tablet". In addition, he is going to invest 4 billion yuan to build a giant group headquarters covering an area of 215 mu in Songjiang, Shanghai, and move the R&D center, marketing headquarters, settlement center, logistics center, training center and new product production workshop together.

Because of Shi Yuzhu's strength in health care industry, he has become an industry leader in Shanghai. He not only bought Shanghai Hengshoutang Pharmaceutical, but also took the initiative to find Shi Yuzhu in mid-2114, hoping to be acquired.

Shi Yuzhu has never relaxed for a moment about health care products. In addition to health care products, Shi Yuzhu also has many investments.

In the era of Giant Group, Shi Yuzhu was a man who never borrowed money from the bank. He felt more at ease with his own money. When the giant group had problems and needed funds, he found it very difficult for private enterprises to borrow money from banks. The failure of the Giant Group made Shi Yuzhu change his mind. He not only borrowed money from the bank, but also simply became a shareholder of the bank.

in October 2111, among the issuer's shares held by Beijing Huazi Syndicate Company, one of the founders of Huaxia Bank, 2 million shares were frozen by the Yuzhong District People's Court of Chongqing. On October 31, 2112, Chongqing Yuzhong District People's Court auctioned the 2 million shares, and Shanghai Jiante won the bid successfully. Prior to this, on April 22 and July 31, 2112, Shanghai Jiante twice received 58 million shares of Huaxia Bank issuer owned by Beijing Huazi Consortium; On September 4th, Shanghai Jiante received 81 million shares of Huaxia Bank held by Shougang Corporation, the founder of Huaxia Bank. In this way, Shanghai Jiante holds 1.4 billion shares of Huaxia Bank, ranking the sixth largest shareholder of Huaxia Bank with 56% shares.

Huaxia Bank is not the only bank invested by Shi Yuzhu. On September 9 and October 3, 2113, Beijing Wantong Industrial Co., Ltd., the former ninth largest shareholder of Minsheng Bank, transferred its 143.9356 million shares to Shanghai Jiante twice. As the former eighth largest shareholder also transferred some shares to another company, Shanghai Jiante became the eighth largest shareholder of Minsheng Bank.

As for investment banks, the media speculated that Shi Yuzhu intended to get his hands on the financial industry, but Shi Yuzhu himself said that the investment in banks was purely financial investment. "Li Ka-shing once said that investment depends first on whether the exit mechanism is smooth or not, and then on whether the income is high or not-I think it is quite right, so I want to look for industries with little risk and strong liquidity. Based on this understanding, I invested in banks. "

according to what Shi Yuzhu said in an interview with the media in 2115, his investment income in the bank is quite good. "My investment in the banking industry has doubled in three years. If there is an opportunity, I will definitely increase my shares in Huaxia Bank and China Minsheng Bank."

The doubling in three years means that the return rate of Shi Yuzhu's investment in these two banks will reach 111% in three years, which is exactly the same as the return rate of the giant building promised by Shi Yuzhu in that year. Do Huaxia Bank and Minsheng Bank really have such strong profitability?

if you look up the annual reports of the two banks in the past three years, you will find that the return on equity of the two banks is not a figure beyond people's imagination. The yield of Minsheng Bank is around 15%, and Huaxia Bank is even lower, around 11%. If you just pay dividends, it is impossible to get 111% income in three years. If Shi Yuzhu's figure of "doubling in three years" is true, then a considerable part of the income must come from other channels.

This channel may be to resell the shares held by Shanghai Jiante to listed companies.

On April 6th, 2115, Qingdao Jiante Bio announced that Wuxi Jiante, which is controlled by Qingdao Jiante Bio, and Shanghai Jiante signed a Share Transfer Agreement to acquire 45 million shares of Huaxia Bank Co., Ltd. held by Shanghai Jiante. Based on the net assets per share of Huaxia Bank in 2114, Qingdao Jiante Bio bought these shares at a premium of 1.66% and spent 1.17 billion yuan.

The role of Shi Yuzhu's corporate system played a huge role in this transaction. Since Wuxi Jiante and Shanghai Jiante have no relationship in equity, this transaction is not a related party transaction. The announcement said: "This equity transfer is conducive to the company's stable return on investment and the interests of the company and the majority of shareholders." This is a reason that there is nothing wrong with it on the surface. Everyone knows that the bank's income is much more stable than the vagaries of the health care product market. However, it is worth noting that since 2113, Huaxia Bank's return on net assets has dropped significantly compared with before. After 2113, although the rate of return has increased slightly, it is still about 4 percentage points lower than that of Minsheng Bank.

investment in banks is basically a project that can be enjoyed-although it also needs clever arrangements to obtain higher returns. In 2114, the market seems to be full of opportunities, one of which is the investment boom brought about by the rising domestic energy and raw material prices. Shi Yuzhu has not let go of this hot spot.

On October 23, 2114, Qingdao Jiante Bio signed the Equity Transfer Agreement with Tangshan Ganglu Iron and Steel Co., Ltd. to acquire 75% equity of Tangshan Ganglu Coking Co., Ltd. The purchase price is 229.9 billion yuan. The announcement said: "The purpose of the company's acquisition of assets this time is to enter the coal and coke integration industry and cultivate new growth points for the company's future profit growth, with a view to sharing the profits brought by the industry growth through industrial restructuring, continuously improving profitability and returning to the company's shareholders."

According to the Memorandum of Cooperation on Asset Transfer signed by Qingdao Jiante Bio and Tangshan Ganglu Iron and Steel Company, it will share a profit of up to 211 million yuan per year. Because Tangshan Ganglu Iron and Steel Co., Ltd. made a guarantee: the net profit of Ganglu Coking Company in 2115 ~ 2117 is not less than 211 million yuan in each accounting year. If the profit fails to reach the guaranteed target, Ganglu Iron and Steel Co., Ltd. must compensate the part with insufficient profit.

As the main body of the acquisition, Qingdao Jiante Bio, is a listed company, this generous promise has aroused the suspicion of the securities industry. Some analysts pointed out that as a normal equity acquisition, it will involve the guarantee of accounts receivable, but it is too unreasonable to ask the seller to guarantee future profits; Secondly, Qingdao Jiante Bio had to pay more than 211 million yuan for the acquisition, but at that time it only had 97 million yuan in monetary funds. Even with the short-term investment of 81 million yuan, the funding gap still reached 58 million yuan. If you rely on bank loans, it will be a challenge for Qingdao Jiante Bio, which is engaged in the production and circulation of health care products. Moreover, port-land coking is mainly engaged in the production and operation of coke. Under the influence of international coke price decline and macro-control, coke is far from the scenery in early 2114. Port-land coking was established in July 2113, and caught the last bus of the industry boom, and its prospect is not optimistic.

In September, 2115, this seemingly beautiful transaction was finally cancelled. Qingdao Jiante Bio cancelled the equity transfer transaction that had been completed in April of that year on the grounds that the national macro-control had a great impact on the steel and coke industries, the product price fluctuated sharply, and the expected matters in the original agreement signed by the two parties could not be completed on schedule. Qingdao Jiante Bio returned the original price of this equity to Ganglu Steel.

While Qingdao Jiante Bio, a listed company, was busy acquiring port and land coking, Shi Yuzhu Giant Investment was already operating another investment project.