In the world of Chinese national brands, there have always been some "small commodities, big brands".
For example, Lao Ganma, Wang Zhihe, Wei Long, and then "Wang Shouyi thirteen incense".
Lao Gan Ma in the south and Thirteen Fragrance in the north. This phrase perfectly illustrates the dominance of these two brands in the seasoning world!
As the "God and Goddess" of the spice industry, they are very similar but different; similarly, they adhere to the "three no's" - no financing, no listing, no loans, no money, no money, no money, no money, no money, no money, no money, no money. Not financing, not listed, not loans, the difference is that a high-profile, while the other is low-key surprisingly ...... However, these two brands in China's condiment industry leading enterprises, but because of the heir to become "unable to support the bucket", and suffered a heavy blow.
Low-profile thirteen spices, love to cook and like food people must have used, a variety of meat, dumplings, soup, many people will add thirteen spices flavoring.
People eat for days, food for flavor first.
In China, seasoning is synonymous with Wang Shouyi thirteen spices.
We have to sigh, a thing to the extreme, will become a god. Thirteen spices is undoubtedly the god of Chinese seasoning!
Speaking of thirteen spices have to mention Wang Shouyi. The old man started with 100 yuan, in the field of small spices for decades, hard to a penny a packet of spices, made the annual sales of 500 million big brands.
Today we will talk about the "King of Chinese cuisine", the national old man - Wang Shouyi and the story of thirteen incense!
One
Not long ago, in 2020, in Henan's list of top 100 private enterprises, Wang Shouyi thirteen spices only ranked 91st, which is far from the dominant position of its seasoning industry; and from the entire seasoning market share, "Wang Shouyi thirteen spices" has been in a backward stage. "The industry has been in a backward stage.
2020 annual revenue of 2.15 billion yuan, half of the "Lao Ganma", one-tenth of the Haitian taste industry. Yihai International, which specializes in providing base materials for "Haidilao", went public in 2016, and by 2020, its revenue will total 5.36 billion yuan. Zhongjing Food, also from Henan Province, landed on the Growth Enterprise Market (GEM), with a market capitalization once as high as 10 billion.
Wang Shouyi, as one of the earliest batch of composite seasonings in China, it can be said that this brand can be said to be known and understood by no one in its heyday, but in today's fast-changing era, it has been curved by other competitors, so that this old brand in the market of seasonings no longer has the glory of the year.
From the national brand to hit a new high in history, to the competition in the market, gradually marginalized by the market, Wang Shouyi thirteen spices is how to go from the beginning of the king of the bomb to today's predicament?
The history of Wang Shouyi's thirteen spices can be traced back to the Northern Song Dynasty's Xinglong Hall, which was first built in the Northern Song Dynasty's capital city of Tokyo, that is, Kaifeng, and began its business by selling herbs and spices.
An official of the Northern Song Dynasty, who was good at cooking, opened a pharmacy in Kaifeng after he resigned from his post, and named it Xinglongtang.
In 1101 A.D., Xinglongtang made a secret seasoning, which was so flavorful that it became so popular in the capital that it was brought into the palace for the royal family to enjoy.
In 1959, Wang Shouyi, a Hui person living in Kaifeng, Henan Province, was forced to make a living, so he developed the Thirteen Spices seasoning on the basis of this ancestral recipe, using more than 20 kinds of natural herbal spices, and sold it along the street.
Because of Wang Shouyi thirteen spices unique flavor, by the local people's pursuit and love, coupled with the "small profits and multi-selling" marketing model, "Wang Shouyi thirteen spices" business is getting better and better.
Two
China, the merchants and travelers from the south to the north, are not bypassed in the Central Plains, a small city. It has had a profound impact on thousands of years of Chinese history, and because of its unique geographic location, it has been called "the world's most center", or the so-called "heavenly center", which is Zhumadian, Henan Province.
The good times did not last long, to 1969, because of some historical reasons, Wang Shouyi was forced to stop the sale of thirteen spices, who knows that this stop is more than ten years long.
Time quickly came to 1984, Wang Shouyi with his children to settle in Zhumadian.
Already 60 years old Wang Shouyi, do not want to take risks, but could not resist the son's persuasion, or take out their savings of 100 yuan, opened a store, to return to the old business of selling thirteen incense.
In 1987, Wang Shouyi began to improve the packaging of thirteen spices, redesign. Two years later, Thirteen Spices was also certified and registered by the Industrial and Commercial Bureau.
Father and son three then founded the Henan Zhumadian Xinglongtang thirteen spices processing plant, embarked on a steady development of the road, and thus ended the long history of China's use of five spice powder, eight flavors, such as the old pattern of a single seasoning, thirteen spices seasoning in the country has created a new trend in the seasoning.
In 1998, the Thirteen Spices Group was established, with a registered capital of 80 million yuan, and sales of more than 400 million yuan that year, knowing that the profit of a packet of spices is only eight cents.
The next year, Wang Shouyi completed the registration of trademarks, "Wang Shouyi thirteen spices" appeared for the first time in the CCTV Spring Festival Gala, and since then for a long time are a set of the central primetime advertising position of the regulars to the Wang Shouyi head to do the anti-counterfeiting logo of the brand image also began to take root in the hearts of the people from that time onwards.
Three
In 2003, the sales of Thirteen Fragrant Fragrances exceeded 500 million yuan, and there were very few Chinese who didn't know about the old man on the packaging of Thirteen Fragrant Fragrances.
In 2011, Wang Shouyi thirteen spices sales reached 1.04 billion yuan, paid taxes of 80.02 million yuan, profit of 69.23 million yuan; in 2014, these indicators have grown to 1.5 billion yuan, 170 million yuan and 120 million yuan, seasoning production of more than 60,000 tons;
In 2015, the sales of 1.6 billion yuan, paid taxes amounted to 2.6 billion yuan; in 2016, the profit was more than 300 million yuan. in 2018, Wang Shouyi thirteen spices ranked 97th among the top 100 enterprises in Henan province, with a revenue of 2.8 billion yuan. in 2019, the revenue was more than 3 billion.
What is even more incredible is that each small box of 40 grams of thirteen spices produces a profit of only 8 cents!
But sadly, In 2003, Wang Shouyi, the founder of Thirteen Fragrance, passed away with the achievement he insisted on all his life.
The legendary old man's life in this curtain, in the dying, he left his last words "not allowed to diversify the company's development, not listed, do not play the capital operation, and more not allowed to family members to do real estate business.
The legendary old man's life in this curtain, in the end, he left the last words "not allowed to diversify the company, not listed, do not play the capital operation, more forbidden to family members to do real estate business.
But apparently, his descendants did not comply with the old man's last words, they are in the outside world in front of the great temptation. Completely forgetting the old man's last words, they unhesitatingly embarked on the cross-border road, and wandered on this road for ten years, so that Wang Shouyi lost one of the best opportunities for development.
Throughout his time, Thirteen Group has a variety of side businesses, including real estate projects, advertising companies, carton companies, trading companies, construction equipment leasing companies.
In 2008, the catering industry rose in the economic crisis, Macao Douluo hot pot is popular in the country, for more than one billion packets of seasonings sold a year Thirteen Fragrance saw the opportunity, they believe that with the catering channel, can promote the sales of seasonings.
June 8, 2009, Wang Shouyi new bean salads store in Zhengzhou Jinshui District trial operation, in the new store's interior and tableware, are conspicuously marked with "Wang Shouyi" avatar logo.
The plan was to open 500 stores across the country, but the results did not catch fire.
After the fiasco of diversification, the second generation of the Wang family at the helm of the thirteen flavors of the "cross-border" footsteps finally stopped.
Weakness
To say that the Wang family is most capable of tossing or three generations of the eldest grandson of "Wang Taibai". The 20-year-old hold tens of millions of dollars of funds "rich third generation", is the second generation of the group's nephew of the head of the Wang Yinliang, but also his once intentionally cultivate the "successor".
He studied abroad in the process. Have the intention to invest in the real estate industry, bought dozens of properties, but did not expect the financial crisis suddenly broke out, can only rely on the family to support.
After returning home, 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, but, although the listing was intercepted, but it completely mobilized the Wang family's mind, that years in all walks of life can be seen in the figure of the Wang family.
But unfortunately, almost none of these endeavors were successful. After the diversification fiasco, thirteen incense "cross-border" footsteps finally stopped.
And in the Wang family "second generation" "third generation" in their unfamiliar areas continue to hit the wall, China's condiment market quietly entered a new era, the rivals one by one, "bend the road to overtake", thirteen incense The "car", thirteen flavors have to use ten years, or even longer to catch up.
As an outstanding representative of the "old Chinese" in the long river of history, Wang Shouyi thirteen spices has become a companion for consumers through more than thirty years, from the streets, to the annual revenue of 3 billion spices leading enterprises, over the years to stick to an industrial field, and continue to improve on the quality of the product. The product quality excellence, with heritage and innovation of the integration of the development of the way, really will be a "small product" into a "big industry".
Only, today's thirteen flavors want to get back to the lost years, but also need a long time to precipitate ...
Reference:
Oriental food "Wang Shouyi Douluo store why Why does Wang Shouyi's Douluo Shop not smell good anymore?
E-Commerce Watch: "Starting a business at the age of 60, he made his fortune with 100 dollars, and made 300 million dollars a year by selling seasonings!
Shihua "vertical products, focus on the main business, Wang Shouyi" only do one thing, is to do a good job of spices "
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