lack of supervision

the lack of honesty is related to the lack of effective supervision over the business activities of enterprises. Enterprise integrity, not just talk, must use a set of supervision mechanism to promote the code of conduct. Honesty is the basis for enterprises to settle down in a market economy. As far as Nanjing Guanshengyuan is concerned, media exposure is just a fuse, and there must be many internal problems, otherwise it would not be so vulnerable. Just like Enron in America. One-sided pursuit of profit, not paying attention to the construction of integrity, once impacted, may bring the crisis of building overturning. If an enterprise does not keep its promise, the more famous the brand, the greater the "retaliation" it will suffer, which often makes it difficult for the enterprise to recover in the short term. It is understood that in 1992, American Tianpu Company invested 8 million yuan to establish Nanjing Guanshengyuan Food Co., Ltd. with Nanjing Guanshengyuan Food Factory. However, according to insiders, this American enterprise is only an enterprise registered in the United States by Wu Zhenzhong, the later general manager of Nanjing Guanshengyuan. Since the joint venture, the shareholding structure of the enterprise has also changed several times. Later, 61% of the shares of Nanjing Guanshengyuan held by Wu were also transferred to a Taiwanese businessman. Many major business events were decided by Wu alone, and people from relevant departments in Nanjing were unaware of many specific issues in the enterprise decision-making.

Wu Zhenzhong, the general manager of Nanjing Guanshengyuan Food Company and an American Chinese, has long since disappeared. Zhou Yulong, the former director of Nanjing Guanshengyuan Food Factory and now lying in the hospital bed of the Affiliated Hospital of Southeast University, told reporters that he had enough evidence to take Wu to court, hoping that the court would accept the bankruptcy of Nanjing Guanshengyuan and hold him accountable for the loss of assets caused by poor management.

Zhou Yulong said that the leaders of Guanshengyuan in Nanjing ignored the sales radius of mooncake, a seasonal commodity, and opened branches all over the country, blindly expanding the region. There was a disconnect between production capacity and sales, and on the surface there was a lot of demand. Once this kind of weak marketing chain has an accident, the losses of enterprises are particularly heavy. In addition, Zhou also believes that Wu Zhenzhong has some behaviors in business decision-making, such as selling enterprise assets, jobbery, and arbitrarily deciding to borrow money from enterprise employees to operate.

No innovation

According to the analysis of the food industry in Nanjing, the lack of innovation in product structure is also an important reason for the failure of Nanjing Guansheng Garden. In recent years, the moon cake market has increasingly exposed signs of strong seasonality and saturated competition. Other well-known enterprises in Nanjing, such as "Yuanzu" and "Sullivan", have developed a series of marketable new products to broaden their business space. However, Nanjing Guanshengyuan has been clinging to mooncakes as its main direction for many years, and mooncakes are managed for one year in one season. In this regard, Zhou Yulong believes that product innovation has become the * * * knowledge of enterprises to explore the market. Nanjing Guanshengyuan has been reluctant to spend a certain amount of money on the research and marketing of new products, which is also closely related to the short-term business vision of enterprise operators who only want to recover their investment as soon as possible.

Zhu Jinhai, director of the Consulting Center of Shanghai Academy of Social Sciences, analyzed that the bankruptcy of Nanjing Guanshengyuan reflected some problems existing in the current market economic order. Although the current market order is much better than that in the 1981s and 1991s, there are still some loopholes in management and legal construction.

It is understood that the problem of making moon cakes with old stuffing began in Nanjing Guansheng Garden in 1993. Why did it last for so many years until it was exposed by the media?

Information

● The founder of Guanshengyuan brand was Guangdongese Xian Guansheng who went to Shanghai for business in 1918. He was the first to deal in Cantonese tea, candied fruit and candy. In 1934, Hu Die, the winner of the film, was hired as the image spokesperson, and the advertisement said "Only China has this star, but Guanshengyuan has this moon cake", and the product became famous all over the country.

● Around p>●1925, Shanghai Guanshengyuan opened branches in Tianjin, Hankou, Hangzhou, Nanjing, Chongqing, Kunming, Guiyang and Chengdu, and invested in Wuhan and Chongqing. Its Nanjing branch is the predecessor of "Nanjing Guanshengyuan".

● In 1956, Guanshengyuan was a public-private partnership. Guanshengyuan Co., Ltd., which is controlled by Xian's family, disintegrated, and the Shanghai headquarters was "divided into three parts". The branch enterprises in all parts of the country were subordinate to the localities and had nothing to do with Guanshengyuan in Shanghai.

● At present, nearly ten Guansheng Gardens, such as Chongqing and Nanjing, all have the historical traces of Xian Guansheng. In Shanghai, there are also industrial Guanshengyuan and commercial Guanshengyuan. In 1996, with the support of Shanghai Economic Commission, Shanghai Industrial Guanshengyuan and commercial Guanshengyuan merged to realize the unification of the brand name of Shanghai Guanshengyuan and set up Guanshengyuan (Group) Co., Ltd. However, across the country, there are still many Guansheng Gardens that have not unified the font size.

● Before the joint venture, Nanjing Guanshengyuan faced bankruptcy due to heavy losses. In the second year after the establishment of Nanjing Guanshengyuan Food Co., Ltd., a Sino-foreign joint venture, the losses turned into profits, and the profits increased year after year, and the accumulated profits and taxes paid were 15.6 million yuan, which developed from a small enterprise to one of the 241 large and medium-sized enterprises approved by the Nanjing Municipal Government.

● On September 3, 2111, CCTV reported that "Nanjing Guansheng Garden used a lot of moldy and returned fillings to produce moon cakes", which shocked the whole country. At that time, enterprises with the title of "Guanshengyuan" in various places suffered even more, and their output was reduced by more than 51%. Among them, Shanghai Guanshengyuan was the most affected.

● Just after the Spring Festival in 2112, Nanjing Guanshengyuan Food Co., Ltd. filed for bankruptcy with Nanjing Intermediate People's Court.

Guanshengyuan signboard is expected to survive (link)

According to members of the "Nanguan" liquidation and capital verification team, only the Sino-US joint venture Nanjing Guanshengyuan Food Co., Ltd. has filed for bankruptcy. If the bankruptcy application is ruled, only the joint venture and its registered trademark Tianxi will be cancelled. Although Nanjing Guanshengyuan Food Factory, a Chinese member of the joint venture, is only an empty shell at present, it still has the enterprise qualification and the registered trademark of Guanshengyuan (Shanghai and Chongqing Guanshengyuan have the brand of "Sheng" and "Guan" respectively).

The Nanjing Municipal Bureau of Commerce and Trade said that powerful enterprises and individuals are welcome to negotiate the paid use of Nanjing Guanshengyuan brand. It seems that the signboard of Guanshengyuan, which has been accompanied by Nanjing citizens for 71 years, is expected to continue to survive.