For example, Laoganma, Wang Zhihe, Wei Long, and "Thirteen Fragrances of Wang Shouyi".
There is Laoganma in the south and thirteen incense in the north. This sentence perfectly explains the dominance of these two brands in the condiment industry!
As the "goddess among goddesses" in the seasoning industry, they are very similar but different; Similarly, they all adhere to the "three noes"-no financing, no listing and no loans. The difference is that one is high-profile and the other is surprisingly low-key ... However, the leading enterprises of these two brands in the condiment industry in China have suffered heavy losses because their successors have become "helpless fools".
Thirteen incense is low-key. People who love cooking and food must have used it. Many people will add thirteen spices to all kinds of meat, jiaozi and soup.
Food is the most important thing for people, and taste is the first thing to eat.
In China, condiments are synonymous with thirteen kinds of spices in Wang Shouyi.
I have to feel that when one thing is done to the extreme, it becomes a god. Thirteen incense is undoubtedly the god of spices in China!
Speaking of thirteen incense, I have to mention Wang Shouyi. This old man who started his business with 100 yuan has worked hard in the field of small condiments for decades and made a bag of condiments into a big brand with annual sales of 500 million yuan.
Today, let's tell the story of the "King of China Cooking" and the ethnic old man-Wang Shouyi and Shisanxiang!
one
Not long ago, in the list of top private enterprises 100 in 2020, Wang Shouyi Thirteen Fragrances only ranked 9 1, which is far from its dominant position in the seasoning industry. In addition, as far as the market share of the whole condiment is concerned, "Thirteen Fragrances of Wang Shouyi" has been in a backward stage.
In 2020, the income will be 210.50 billion yuan, half of that of Laoganma and one tenth of that of Haitian Ye Wei. Yihai International, which specializes in providing bottom materials for "Haidilao", went public on 20 16, and by 2020, its total revenue has reached 5.36 billion yuan. Zhongjing Food, also from Henan, landed on the GEM, with a market value of up to 10 billion.
As one of the earliest compound seasoning in China, Wang Shouyi is a household name in its heyday. However, in today's rapidly changing times, being overtaken by other competitors makes this old brand no longer brilliant in the condiment market.
From a national brand to a record high, it was gradually marginalized by the market in the market competition. How did Wang Shouyi Thirteen Fragrances go from the king of practice to today's predicament?
The history of thirteen incense in Wang Shouyi can be traced back to Xinglong Hall in the Northern Song Dynasty. Xinglong Hall was originally built in Tokyo, the capital of the Northern Song Dynasty, that is, Kaifeng City. At first, its business was selling herbs and spices.
An official in the Northern Song Dynasty was good at cooking. After resigning from his post, he opened a pharmacy in Kaifeng, named "Xinglong Hall".
In11kloc-0/year, Xinglong Hall made a secret seasoning, which was very popular in Beijing because of its unique sauce flavor, so it was included in the palace for the royal family to enjoy.
From 65438 to 0959, Wang Shouyi, a Hui nationality living in Kaifeng, Henan Province, was forced to make a living. On the basis of this ancestral secret recipe, he developed thirteen kinds of spices with more than twenty kinds of pure natural Chinese herbal medicines and sold them along the street.
Wang Shouyi Thirteen Fragrances are sought after and loved by local people because of their unique taste. Coupled with the marketing model of "small profits but quick turnover", the business of "Wang Shouyi Thirteen Fragrances" is getting better and better.
two
China, a small city in the Central Plains, is a place where businessmen and tourists travel from south to north. It also has a far-reaching influence in the history of China for thousands of years. Because of its unique geographical location, it is called "the best in the world", that is, "Zhongtian". It's Zhumadian, Henan.
The good times didn't last long. 1969, due to some historical reasons, Wang Shouyi was forced to stop selling thirteen incense. Who knows that this stop is more than ten years.
Time soon came 1984, and Wang Shouyi came to Zhumadian to settle down with her children.
Wang Shouyi, 60, didn't want to take any more risks, but he gave up his savings of 65,438,000 yuan, opened a shop and started selling thirteen incense.
1987, Wang Shouyi began to improve and redesign the packaging of thirteen incense. Two years later, Thirteen Fragrances passed the certification of the Industrial and Commercial Bureau and registered successfully.
The father and son then set up Xinglongtang Thirteen Spices Condiment Processing Factory in Zhumadian, Henan Province, and embarked on the road of steady development of the enterprise, thus ending the old pattern of long-term use of single condiments such as spiced powder and eight flavors in China, and thirteen spices also created a new trend of condiments in China.
1998, shisanxiang group company was established with a registered capital of 80 million yuan and sales of 400 million yuan in that year. You know, the profit of a pack of spices is only 80 cents.
The following year, Wang Shouyi completed the trademark registration, and "Thirteen Fragrances of Wang Shouyi" made its debut in CCTV Spring Festival Evening. Since then, it has become a frequent visitor to a set of prime-time advertising spaces in the central government, and the brand image with Wang Shouyi's head as the anti-counterfeiting symbol has been deeply rooted in the hearts of the people.
three
In 2003, the sales of Thirteen Fragrances exceeded 500 million yuan. At that time, few people in China did not know the old man on the outer packaging of thirteen incense.
20 1 1 year, the sales of thirteen incense in Wang Shouyi reached 654.38+004 billion yuan, the tax paid was 80.02 million yuan, and the profit was 69.23 million yuan. In 20 14, these indicators have increased to 654.38+0.5 billion yuan, 654.38+0.7 billion yuan and 654.38+0.2 billion yuan, and the seasoning output is more than 60,000 tons.
20 15 annual sales1600 million yuan, and taxes paid amounted to 260 million yuan; 20 16 earned more than 300 million yuan. In 20 18, Wang Shouyi shisanxiang ranked 97th among the top enterprises in Henan province 100, with an operating income of 2.8 billion yuan. In 20 19, the revenue exceeded 3 billion.
What's even more incredible is that each small box of 13 sticks of incense packed in 40 grams generates a profit of only 8 cents!
Regrettably, however, in 2003, Wang Shouyi, the founder of Thirteen Incense, passed away with his lifelong achievements.
This legendary old man's life has come to an end here. Last words: "No diversified development of the company, no listing, no capital operation, no family real estate business."
This legendary old man's life has come to an end here. Last words: "No diversified development of the company, no listing, no capital operation, no family real estate business."
But obviously, his descendants did not abide by the old man's last words, and they faced great temptation from the outside world. Completely forgetting the old man's last words, they set foot on the cross-border road without hesitation, wandering on this road for ten years, which made Wang Shouyi lose the best development opportunity.
At that time, Shisanxiang Group had various sideline businesses, including real estate projects, advertising companies, carton companies, trading companies and construction equipment leasing companies.
In 2008, the catering industry rose in the economic crisis, and Macao's hot pot with beans was popular all over the country. They see the opportunity to sell more than one billion packages of spices a year, and they think that with the help of catering channels, the sales of spices can be promoted.
On June 8, 2009, Wang Shouyi Xindoulao Store was put into trial operation in Jinshui District, Zhengzhou. The head logo of "Wang Shouyi" is conspicuously marked on the interior and tableware of the new store.
It was planned to open 500 stores nationwide, but it didn't catch on.
After the fiasco of diversification, the "cross-border" pace of thirteen incense at the helm of the second generation of Wang family finally stopped.
spend freely
It is said that Wang Taibai, the eldest grandson of three generations, is the biggest headache for the Wangs. This 20-year-old "Fu San Dai" with tens of millions of funds is the nephew of Wang Yinliang, the second-generation head of the group, and also the "successor" he once deliberately cultivated.
In the process of studying abroad. I was interested in investing in the real estate industry and bought dozens of properties. I didn't expect the financial crisis to suddenly break out and I could only rely on my family to support me.
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, the matter was shelved. However, although the listing was blocked, it completely mobilized the mind of the Wangs. In those years, the Wangs could be seen in all walks of life.
But unfortunately, almost no one can succeed in these undertakings. After the fiasco of diversification, Shisanxiang's "cross-border" footsteps finally stopped.
While Wang's "second generation" and "third generation" are constantly hitting a wall in unfamiliar areas, the condiment market in China has quietly entered a new era, with competitors "overtaking in corners" one by one, and thirteen spices will take ten years or even longer to catch up.
As an outstanding representative of the "time-honored brand of China" in the long history, Wang Shouyi Thirteen Fragrances has become a leading fragrance enterprise accompanying consumers for more than 30 years, with an annual income of 3 billion. Adhere to an industrial field for many years and constantly improve product quality. The integration of inheritance and innovation has really turned a "small product" into a "big industry".
However, it will take a long time for Shisanxiang to find back the lost years. ...
References:
Oriental cuisine "Why is Wang Shouyi Doulao Restaurant not fragrant?" 》、
Why don't China businessmen "smell" the strategy of "thirteen incense in Wang Shouyi"? 》、
E-commerce observation network "started a business at the age of 60, 100 made a fortune, 1 year sold spices and earned a net profit of 300 million! 》、
Shihua's products are vertical and focus on its main business. Wang Shouyi "only does one thing, that is, completes spicy seasoning".