"Protect the throat, please use the golden throat throat tablet"
Golden Throat, a brand that was once "endorsed" by Ronaldo, was once popular all over the country, and at its peak, it could sell 129 million boxes a year.
However, such a national brand has been plagued by scandals in the following years, and its market value has plummeted, and even announced that it is about to be officially delisted in October this year.
From the infinite scenery to the miserable delisting, what really happened? Obviously, all this is inseparable from Jiang Peizhen, the founder of Golden Throat.
One day in 1959, the janitor of the Second Candy Factory in Liuzhou City found a girl hovering at the door of the factory, and in confusion, he went forward to ask what was going on.
This girl, jiang peizhen, who is only 13 years old, is timidly faced with the doorman's inquiry, and her face is full of red. Not long ago, she was forced to drop out of school due to the death of her mother, and she had to come out to work to earn a living under the embarrassing circumstances of her family.
When the factory leaders learned of the situation, they were very embarrassed, after all, the employment of child labor was prohibited... But Jiang Peizhen was really pitiful, and in desperation, she could only turn a blind eye and recruit her as an apprentice of sugar workers.
At that time, no one expected that the girl "saved" by the factory would also save the fate of the factory in the future.
Jiang Peizhen can bear hardships, but also very capable, apprentices, regular employees, team leaders, workshop directors... Only 5 years old, only 18 years old, she was elected as the deputy director by the employees.
After 15 years, he sat in the position of factory director again.
As soon as she took office, she made drastic reforms, and sales performance rose steadily. At its peak, in 1988, the annual output value of the factory was close to 100 million, and many economic indicators ranked first in the country.
But the good times are not long, the confectionery industry soon ushered in a "cold winter period", the country's major factories are seriously involved, into vicious competition, Jiang Peizhen's factory was also involved in the storm, the operating situation took a sharp turn.
At the time of life and death, Jiang Peizhen rushed to a foreign place to investigate, and accidentally met the nobleman Wang Yaofa, who is also a professor of biology at East China Normal University.
"She's a very approachable factory manager and passionate about her career." Wang Yaofa once commented on Jiang Peizhen.
Later, Wang Yaofa took out a formula for the treatment of chronic pharyngitis he developed, gave it to Jiang Peizhen's sugar factory free of charge, and also instructed him to mix candy with the formula.
Touched, Jiang Peizhen, after the successful trial of the golden throat, printed Wang Yaofa's head on the packaging box.
"He is the benefactor of our factory, and in doing so, we want everyone to know him, without him, there would be no golden voice."
In 1995, Jiang Peizhen, who was good at marketing, did not hesitate to spend 5 million yuan to hit the advertisement of golden throat to CCTV, and the following year, product sales exceeded the 100 million mark, firmly occupying the throne of the first place in the same category.
Under the management of Jiang Peizhen, the total output value of Golden Throat in 1998 has reached about 200 million, and it has also squeezed into the top 100 domestic pharmaceutical companies.
But the cake is big, it is inevitable to attract the covetousness of others, and in a blink of an eye, throat medicine brands such as jiangzhong grass coral and three golden watermelon have emerged.
Market competition has suddenly become fierce.
Jiang Peizhen, who feels the crisis, does not want to pull and pull with her peers at all, and she urgently needs a bigger marketing and a battle to win or lose!
Coinciding with 2002, the national football team entered the World Cup for the first time, and the whole country was excited! Even after the tragic end of "losing all three games, losing 9 goals and not scoring 1 goal", the country has really set off a football boom.
In the midst of the boom, Ronaldo followed real madrid club to China and played a commercial match with the "Jianli Baolong team".
Jiang Peizhen, who has a keen sense of smell, commissioned an intermediary to find Ronaldo and invite him to a banquet for 300,000 US dollars.
At the banquet, the enthusiastic Jiang Peizhen asked Ronaldo to wear a jersey with the words "Golden Throat Tablet" printed on it, and invited Ronaldo to perform football techniques in front of the camera, and even took a box of pills to take pictures during the period.
At first, Ronaldo was still a little hesitant, and after hearing the assurance that the person in charge of the banquet would "never be commercial", he was relieved to let everyone arrange.
A few days later, Ronaldo left China with the Real Madrid club.
Unexpectedly, Jiang Peizhen turned her head and broke her promise, and even used technology to combine the materials previously filmed into advertisements and openly broadcast them on major television stations.
With the blessing of the international football giant star ring, once the advertisement was broadcast, it caused a sensation across the country, and the Golden Throat brand really went deep into the hearts of the Chinese people.
Ronaldo, who was deceived, saw his "endorsement of the golden voice" advertisement exactly 4 years later.
When he learned the truth, he smashed the chair on the spot and fired the incompetent agent.
"In retrospect, I only remember a very rich and respected company inviting me to dinner, but today, I still think this company is rich, but I don't believe it is respected." Ronaldo said.
In 2007, an angry Ronaldo wanted to take Golden Voice to court, and Golden Voice was soon caught in a storm of public opinion. In order to calm the dispute, the wealthy Jiang Peizhen contacted Ronaldo again, and after private negotiations, the two sides successfully "privately".
What is laughable is that Jiang Peizhen quickly asked Kaka to endorse him, who is also Ronaldo's teammate.
Until 2015, with the domineering side leak and exaggerated gong beating photo, Golden Voice was successfully listed. In the same year, Jiang Peizhen printed her own portrait on the box of the golden voice.
But even the listing failed to completely get rid of the impact of the "fraudulent endorsement incident", and negative news has emerged endlessly since then.
The year after the listing, a placement rumor caused the golden throat stock price to plummet, and even if the official came forward to clarify, it still suffered heavy losses, directly falling below the IPO issue price.
In 2016, Star Media took over an advertising business for Golden Voice, responsible for advertising it in programs such as "The Masked Singer". After the show was broadcast, according to the final ratings, Star Media demanded 63.76 million yuan in advertising fees from Golden Voice according to the agreement.
But Wanwan did not expect that the golden voice once again played "untrustworthiness", under the pretext of "ratings not up to standard", only paid more than 10 million, and wanted to rely on this account.
Star Media quickly took Golden Throat to court, which ruled that Golden Throat had to pay the remaining $51.67 million.
Jiang Peizhen did not pay off this account after all, so in 2019, she was included in the "untrustworthy list" by the court and became an old Lai.
Jiang Peizhen, whose reputation is bankrupt, did not panic at all, and calmly announced to the outside world that the company will enter a stage of rapid development in 2020.
To some extent, Jiang Peizhen is not wrong, and the golden voice is indeed "developing rapidly", because at the end of October this year, the golden voice, which has fallen 90% of the market value, announced that it will be officially delisted on December 15.
Looking back at the past, Jiang Peizhen is indeed gifted in marketing, and single-handedly achieved the brand of Golden Throat, but it has been untrustworthy one after another, so that Golden Throat has been plagued by scandals, and the brand influence is even worse, and it is about to be dismal and delisted.
Marketing may be able to create a momentary brilliance, but in any case, integrity is the cornerstone of business operations, and even brands that cannot do integrity can win the trust of consumers?
Note: Some of the pictures in this article are from the Internet, and the copyright attribution cannot be verified, not for commercial purposes, if there is any infringement, please contact us.
Author: Xiang Nan