I believe that friends after the 80s and 90s must have had such memories, open the can, poof, the eyes of the children around them instantly concentrated, and then lean back on the neck to grunt and drink a few sips, and then full of a hiccup, that is really a feeling of incomparable satisfaction, this is the former Oriental magic water canned Jianlibao.
Cat's eye children can drink such a bottle of high-grade cans of Jianlibao, I think it is a luxury, that once swept the country, and even the Coca-Cola and Pepsi are left behind the Oriental magic water, why so many years but no one cares about it, but now take advantage of Su Bingtian's heat, played the love card, in the advertisement, Su Bingtian said that he loved to drink Jianlibao since he was a child.
What happened to Jianlibao that year, the Oriental Magic Water that Made Hillary Drink freely, but it became a niche product on the supermarket shelves? Today Maoyan will talk to you about the things of Jianlibao, long press to like and collect, is the biggest support for Maoyan' er, thank you.
Speaking of Jianlibao, we must start with Li Jingwei, the most tragic entrepreneur in China in the 20th century, who started with sadness and ended with sadness.
In 1939, Li Jingwei, who was still in his mother's womb, lost his father because of the war, in that era, a woman pulled a child too difficult, so he was sent to the door of the Guangdong orphanage, luckily picked up a life, but also had to learn to survive, at the age of 10 began to go out to earn money, originally did nothing himself may have ended his life, but in the 70s, but because of a hobby of his own ushered in a life-changing opportunity, because he liked to play basketball, he met a leader of the county sports committee on the court. He was promoted to deputy director of the Sports Committee, because of the left and right Fengyuan, and later sent to the county distillery as the deputy director, although the distillery is very dilapidated, but it is also a state-owned enterprise. In 1983, Li Jingwei went to Guangzhou on a business trip and drank a can of Coca-Cola drinks, which gave him the idea of turning to the beverage market, and then began Li Jingwei's open life.
This idea is very bold, but the difference between ordinary people and entrepreneurs is that ordinary people see many difficulties, entrepreneurs see solutions, want to make a drink, the first must have a formula, the second must have a production line, the third must have sales channels, and at this time Li Jingwei has nothing.
Li Jingwei was once in charge of sports, once learned in the sports newspaper, Guangdong Sports Research Institute of Ouyang Xiao, developed a kind of drink that can allow athletes to quickly recover their physical strength, and ordinary people can also drink, Li Jingwei personally went to the laboratory in Guangzhou, tasted it, the face pulled, the taste is not good, Li Jingwei's brain turned, the taste of these can be changed, so he took out the few funds in the factory, almost all invested in Ouyang Xiao's experiments to improve the taste, after more than 130 experiments, In the end, a large vat of Jianlibao drink was drunk by the people in the factory, and with the product, it was sold out, so it was necessary to publicize, but in the 80s, when people were still unfamiliar with what advertising was, some people had begun to play the trick of sports marketing, and the opportunity appeared to see if you could seize it.
In May 1984, on a hot summer day, the Chinese Football Federation will hold an AFC meeting at the White Swan Hotel in Guangzhou, which is a major event that all sports media will attend, and Li Jingwei has paid attention to the meeting.
But the AFC meeting and the twenty-third Olympic Games are close at hand, Jianlibao is still lying in the wine tank, always can not take a bowl to serve it, at this time, Li Jingwei thought of the canned Coca-Cola he had drunk, I want to make China's high-end beverage, so I used the few foreign exchange in the factory, to Hong Kong to buy hundreds of cans, but I did not even have a drink filling machine, so I started the idea of Pepsi factory, you hundreds of cans are not enough Pepsi Cola a shiver, The normal way people will definitely ignore you, because there are friends of friends who work at Pepsi, so they secretly take advantage of Pepsi's night to leave work, smuggle hundreds of cans, and a large vat of drinks, smuggle in through the back door, pay money in one hand and deliver with one hand, and when the moon is dark and the wind is high, hundreds of cans filled with drinks are shipped out.
Then through the relationship, all these hundreds of cans of drinks were sent to the White Swan Hotel for free, so that the people at the meeting could drink, and also specially found a media friend, let him take more photos of the leaders drinking Jianlibao during the meeting, and on the day of the meeting, the reporters and leaders took a small sip of this drink, hey, this drink tasted soft, the taste was mellow, and there was no carbonated drink of the channel, all cheered in unison. At the same time, the Chinese women's volleyball team won the world championship, Li Jingwei and through the relationship with the AFC he just met, he gave a batch of Jianlibao to the Chinese women's volleyball team for free, and the women's volleyball girls felt good after drinking, in order to express their gratitude, they also sent a signature volleyball to Sanshui Distillery.
This made Li Jingwei feel the potential of Jianlibao, so he began to go to the Public Relations China Sports Committee through the Guangdong Sports Committee, so that Jianlibao was selected into the list of beverage brands designated by the Chinese Olympic delegation, after expert screening, finally Jianlibao was miraculously selected, following 13 Chinese Olympic delegations to los Angeles, of course, the Chinese Sports Committee, which has commercial awareness, or let Li Jingwei pay 250,000 sponsorship fees, which is simply a big bargain. Now you just add three more zeros to the back and you won't necessarily be selected.
In August 1984, as the first time new China participated in the Olympic Games, not only the whole of China, but also the media of the whole world are aimed at Chinese athletes, that attention is absolutely unparalleled in the world, when the Chinese women's volleyball team shaved the Japanese team and the American team 3-0, some international sports journalists tried to find the reason for the victory of the Chinese women's volleyball team.
They focused on the white canned drinks that everyone drank during the off-site break, so a Japanese reporter published a jaw-dropping news article in the Tokyo Shimbun entitled "China Relies on Magic Water to Speed Up the Attack", saying that the secret of the Chinese team to speed up the attack is that there is a magic water at work, drink a sip immediately energetic, and in the future, all countries will try to analyze this "magic medicine", in fact, it is just an excuse to cover up their failures, but it is undeniable that, This has also caused an uproar in the International and Domestic Magic Water of the East.
Subsequent things everyone understands, the Olympic Games became a hit, next, Li Jingwei to do is to expand production, and in the remote Sanshui County in Guangdong is also lively, everywhere is a big car from all over the country to pull drinks, even in order to be able to pull a car of drinks, a batch can be fried to 20,000 pieces, a company to change a county, really staged, the heyday, Jianlibao a company accounted for 45% of the local financial revenue of Sanshui County, but the glory of Jianlibao, But in 1997, a decision by Li Jingwei took a turn.
Jianlibao's sales exceeded 5 billion yuan that year, higher than the sales of Coca-Cola and Pepsi Cola, so Li Jingwei hoped that Jianlibao could be internationalized, so he decided to build a Jianlibao Building in Guangzhou, moved the headquarters over, as the pillar industry of Sanshui, once Jianlibao left, it will have a very big impact on the economy of Sanshui, local fiscal revenue, resident employment and so on A series of problems will immediately appear, so Li Jingwei's decision immediately attracted the dissatisfaction of the Sanshui government. But Li Jingwei insisted on establishing a headquarters in Guangzhou. Therefore, the contradiction between the two is prominent, but there is a problem that the absolute controlling shareholder of Jianlibao is the Sanshui government, do not forget that the predecessor of Jianlibao is a state-run distillery, so the relationship between the government and Li Jingwei is actually the relationship between the owner and the treasurer.
Jianlibao Building
It's just that Jianlibao was founded by Li Jingwei, so nominally jianlibao belongs to the government for so many years, but the actual control is in the hands of Li Jingwei. Previously, the government and Jianlibao were like glue and helped each other, but Li Jingwei's departure planted a seed in the hearts of officials. The government began to require Jianlibao to ensure a local staff rate of 45%, to develop new products need Sanshui approval, and has always been in Jianlibao said that Li Jingwei can stand this, with Sanshui singing to the stage, in order to completely get rid of this situation, Li Jingwei wants to reform the Jianlibao shareholding system to be listed in Hong Kong, but several plans have been rejected by Sanshui.
The contradiction deepened day by day, coupled with the rapid growth of Wahaha and Lebashi at that time, the impact on the beverage market was very large, and the revenue of Jianlibao began to decline, until the change of the leadership team of Sanshui in 1999, the previous old relationship, either transferred or retired, the new leadership reached a consensus that it was necessary to sell Jianlibao, but it could not be sold to Li Jingwei.
At first, the seller found by Sanshui was a Singapore company, but Li Jingwei was not convinced, a little thought, and hyped up in the media that the national brand was going to be sold cheaply to foreign companies, and it was really aborted by Li Jingwei.
Sanshui, who had no choice, had to agree to sell to the management led by Li Jingwei for 450 million yuan, giving them a week to raise money, but before the time of the week arrived, it sold to Zhang Hai, a young entrepreneur at the time and a god of qigong masters, for 338 million yuan.
At the signing ceremony, Li Jingwei was invited to sit lonely in a corner, staring at the entire signing process, without saying a word, and the next day, his tears in his eyes and a long sigh appeared on the front page of major financial media. But the blow is far from over, in 2002 was reported by real names suspected of embezzlement, tried in a hospital bed, sentenced to 15 years in 2011, confiscated personal property of 150,000 yuan, in 2013 in his hometown due to illness died, a generation of legends so tragic end, and the master Who took over the Oriental Magic Water Zhang Hai directly pulled Jianlibao into the abyss, more and more decay.
It's just that relying on feelings, our generation will occasionally buy a bottle of memories of the taste of childhood, but in today's era of drinks blooming everywhere, Jianlibao can still break the circle and be accepted by people again, and can only let time answer.
So what is your impression of Jianlibao, how long has it been since you last drank this drink, the last time Maoyan drank this drink, or told my son the story of drinking this drink when I was a child, he said he wanted to try it, he bought a bottle, but since then, my son still chooses Coca-Cola when he goes to the supermarket, why is this? Welcome to leave a comment, all read it on the way to click a thumbs up, thank you for paying attention to the channel of cat's eye, see you in the next issue.