The word "national products" in the eyes of the public seems to be often synonymous with poor quality products, but it is undeniable that there are many national products are actually cheap, these branded products are also known as the light of the national products, the Golden Monkey Milk Candy is in fact such a product, ten years ago, even if it is in the big white rabbit milk sugar dominated the market of milk sugar, still has the status of the can't be ignored, and now it is sinking into the sea, disappearance. King's Monkey Why did the golden monkey milk candy become like this?

Shake a change, create a miracle

In life there is never a lack of alternative ways to achieve success, born in 1948, Zhao Qisan, young and uninterested in learning, resulting in low academic achievement. After graduating from high school, he entered a home-run electrical factory to work, although his academic performance was poor, but he was always outside the business Zhao Qisan emotional intelligence is very high, in the electrical factory to mix with the wind, two years will be promoted to become the factory director.

Zhao Qisan thought this promotion, is a thing worth celebrating, did not want to take over the electrical plant, but the debt of more than one million yuan. High debt, for the young Zhao Qisan, is not a small amount, coupled with the reform and opening up has just begun, want to be in this environment in the home appliance industry has a big role, it is difficult as heaven.

In Zhao Qisan's view, the 80's to eat is the hard way, so he made up his mind to electrical appliances factory into a food factory, so that the Fujing Agricultural Machinery Factory changed its name to Shenqiu Food General Factory. In fact, Zhao Qisan does not know much about the food industry, but he knows what fire to do, in his tireless efforts, the food factory not only to pay off the high debt, but also to expand the scale of the factory.

In 1992, after market research, Zhao Qisan found that the candy brand in the rise, Zhao Qisan created the company that year, just the Year of the Monkey, is to company set Zhao Qisan is very favorite animal golden monkeys to as the name.

So the golden monkey brand was officially born, with the mass production of candy, chocolate and other products, the golden monkey to achieve an annual income of more than 20 million yuan of amazing, and seize a large number of confectionery market. 1994, Zhao Qisan will be the headquarters of the company was transferred to Shanghai, the integration of all the resources, to 2008, the golden monkey annual sales has been more than 2 billion yuan. billion yuan.

The alternative is not a shortcut. Zhao Qisan's efforts to make Golden Monkey generate 2 billion yuan in sales were achieved through hard work along the way. Zhao Qisan assessed the situation, clearly recognized the market and found a path that best suited him.

Lost himself, forced to "sell"

Zhao Qisan in the food market is a benchmark figure, always running the market is indeed Zhao Qisan a good way to get rich, in fact, is what the fire on what to do. In the early years, such a business method is feasible,With the development of the market, the imitation of more and more people, the market is most in need of innovation.

Zhao Qisan has been indulging in the "imitation" of profiteering, and did not realize that Golden Monkey needed to adapt to the times and innovate, and this lack of innovation has left a hidden danger for Golden Monkey's subsequent development. With the slogan of "three golden monkeys, is a cup of good milk", Golden Monkey Company is known as a classic, it is saddening that this is plagiarized from the Great White Rabbit Milk Candy "seven Great White Rabbit, is a cup of good milk".

And later it is because of unauthorized imitation of Ferrero's trademark was fined 1.93 million yuan, blind imitation of the Golden Monkey company's reputation has greatly declined, but Zhao Qisan is not care, he has been addicted to their own money empire can not be extricated.

In order to be able to successfully make the Golden Monkey company listed, he began to crazy expansion, did not think this expansion is out of the question, the Golden Monkey company was the impact of word of mouth led to a sharp decline in performance, failed to succeed in the listing, the poor operation and listing setbacks, 67-year-old Zhao Qisan sprouted out of the sale of the Golden Monkey idea.

Two years later, the Golden Monkey crisis became more and more prominent, and Zhao Qisan had no choice but to cash in his share of the company and sell Golden Monkey. At that time, the U.S. Hershey's was intent on opening up the domestic market by acquiring a local Chinese company and using the state-owned enterprise's sales channels. The two sides hit it off, and eventually Hershey spent 3 billion dollars to acquire Golden Monkey, and Zhao Qisan cashed out the 3 billion dollars directly. Recall Zhao Qisan in the CCTV advertisement of the bold words "casting boutique ace, to build a hundred years old store", has fallen through.

At a time when the Golden Monkey is growing more and more rapidly in China, Zhao Qisan lacks a sense of adaptability and follows outdated business strategies. In today's society, where everything is evolving rapidly, adaptability is especially important, and if you can't keep up with the changes of the times, you'll be left behind.

Turning in circles and becoming a national product

Golden Monkey was originally a family business founded by Zhao Qisan, and after Hershey's acquisition of Golden Monkey, the company's business model for foreign companies did not apply to Golden Monkey, which led to drastic layoffs, changes to the business rules, and a "lack of suitability for the local community" that resulted in the devastation of Golden Monkey. The company's declining performance made it impossible for the company to pay its employees' salaries. The wage arrears have led to internal employee unrest and growing conflict.

Hershey's attempted to salvage the company by borrowing money to ship goods in an attempt to increase sales and make up for unpaid wages. Unfortunately, this was met with severe market stagnation, which intensified the company's crisis once again. At this point in time, the Golden Monkey was in trouble both internally and externally, and because the problem was not effectively solved, Zhao Qisan's good reputation that had been built up in Henan Province was gradually destroyed.

The Hershey Company's patience with the Golden Monkey was almost worn out by the lack of success of the company's changes to the company's business. After being disappointed with the Golden Monkey time and time again, the Hershey Company felt that the Golden Monkey could no longer create market value for it and chose to sell the Golden Monkey back to the Chinese market at a low price, which was ultimately purchased by Henan Yixiang Food Co. The company was acquired by Henan Yuxiang Foods Co., Ltd. and was once again transformed into a state-owned enterprise four years later.

Hershey ignored the fact that the Golden Monkey is a family business, and that the way it operates naturally has to be adapted to the local situation and treated separately. Foreign business models are not adapted to the long-term development of the family business. Only what is suitable is best.

Experiencing two "sell-outs" of the Golden Monkey has become a classic national product, and a large portion of the once-accumulated customer base is still preserved. For many people, the Golden Monkey milk candies are their childhood memories, and it still has the conditions to survive under the dominance of the White Rabbit milk candies, but it is unlikely that it will be able to return to the top, Golden Monkey's future depends on whether it can innovate and change again.