Huiyuan juice this brand, is Chinese their own brand juice, but also many 80, 90 are very fond of the juice, but it is so popular a Chinese brand of juice, do not know when began to fade out of the public eye, until last year after the Zhengzhou flood incident, Huiyuan once again entered the public eye, donated 1 million yuan to the disaster area. Although this amount is not the largest among the many donations, it is raised by Huiyuan painstakingly, because at this time, Huiyuan Juice is facing bankruptcy and restructuring.
At this time, I have to recall the scenery moments of Huiyuan in the past, to know that the founder of Huiyuan once reached 6.1 billion yuan at the peak of the moment, why the follow-up will fall to the same life as the old Lai, and even owe up to 3.939 billion debts. To know that Huiyuan boss Zhu Xinli, once a very capable person, has repeatedly obtained more benefits for himself from the operation of capital, but now he has formed such an obvious gap, I don't know how turbulent his heart will be.
Zhu Xinli's first pot of gold
Zhu Xinli, who was born in an ordinary peasant family, did not willing to go on so ordinary, he used his bold and careful characteristics to start a transportation business, and thus got the first high income in his life, earning 200,000 yuan a year, which was a very high income in 1970. Therefore, his ability was displayed, and the villagers elected him as the village chief, hoping to develop the village better under his leadership. Zhu Xinli did not disappoint the villagers, under his leadership, the development of the whole village is getting better and better, and he himself has become a reserve cadre, but at this time he made a shocking decision to go to the sea to do business and give up the iron rice bowl.
Zhu Xinli was born on the Yimeng Mountain there are many fruit trees, although these fruit trees will bring a lot of income during the harvest, but due to the inconvenience of transportation, resulting in fruit can not be sold all, over time there will be rotten waste, Zhu Xinli saw this situation after very distressed, so he suddenly thought, the fruit processed into juice, you can extend the shelf life, so naturally there will be no waste. It is in this case that Zhu Xinli established Huiyuan Food and Beverage Co., Ltd., although the company was established, it is not easy to be recognized, and sales volume has become the primary problem after the establishment of the company.
Zhu Xinli went to Germany alone to negotiate a contract, and it took seven days to get the first juice contract, and the effort he put in during this period was unimaginable to others. With this first order, the next thing is much simpler, he began to sell his juice to the world, and then looked at the domestic market, but the domestic recognition of this juice drink at that time was not high. In order to let the Chinese people see the advantages of Huiyuan juice, Zhu Xinli resolutely moved the company to Beijing, taking advantage of the special traffic and economic influence here to quickly promote Huiyuan to the whole country, obviously his choice is also correct, the domestic market has been opened, and his career development is getting better and better.
Career ups and downs are too big
If China's private development wants to gain higher recognition, it is necessary to reach a consensus with the capital market, and the environment at that time was not friendly to private enterprises, and private enterprises would be swallowed up by the capital market if they were not careful. In order to avoid Huiyuan also embarking on this road, Zhu Xinli finally reached cooperation with Danone in France and Warburg Pincus Fund in the United States after a long time, and Huiyuan also entered the Hong Kong Stock Exchange at this time. Huiyuan also ushered in the peak moment, and Zhu Xinli naturally became the biggest winner, it is reported that his maximum value can reach 6.1 billion per hour, and he himself has received great attention.
Behind the scenery is a variety of hidden crises, and the dangers of which can only be experienced by Zhu Xinli himself, after all, the capital market has always had opportunities and dangers, and the first crisis encountered by Zhu Xinli came from Delong Company. After reaching a cooperative relationship with Delong, the scale of Huiyuan expanded again, but unlike the development of Huiyuan, Delong only hoped to make quick money, and Huiyuan was just one of their cash machines, and it was in this case that Huiyuan was almost dragged down by Delong. Fortunately, Zhu Xinli found the problem and immediately completed the cut between him and Delong, so that Huiyuan could be saved.
And all this is just a beginning, the follow-up Huiyuan has encountered a second crisis Taiwan reunification enterprises, fortunately, this crisis was resolved relatively smoothly, and did not cause too much impact on Huiyuan. Crises come again and again, Zhu Xinli to deal with it with all his might, but in the end he did not escape the last disaster, Danone's decision to withdraw caused great pressure on Zhu Xinli, who was eager to find a new collaborator, and finally paid the price for his wrong choice, so that Huiyuan also faced an unprecedented crisis.
Huiyuan liabilities
Coca-Cola Company is extremely good at monopolizing the market, Huiyuan is obviously a major rival of theirs, in order to achieve the goal of monopoly, Coca-Cola expressed the idea of acquiring Huiyuan, but this idea has not yet been realized, Zhu Xinli has begun to make follow-up preparations. Not only began to transform the organizational structure of Huiyuan, but also interrupted many sales channels, and the number of employees continued to decrease. For enterprises, the development of public opinion and industrial policy may trigger new changes at any time, and Zhu Xinli's approach is obviously not taking into account these two problems, and in the case of turmoil in the domestic market, the news that Huiyuan was acquired by Coca-Cola has caused greater problems, and Huiyuan is being blamed everywhere.
For the domestic market, the influence of state-owned enterprises itself is relatively limited, if Huiyuan is acquired by Coca-Cola, it means that the state-owned enterprises have lost another one, the Chinese market will lose another general, and China's beverage industry is likely to be controlled by foreign countries. It was under such circumstances that the Chinese Ministry of Commerce directly intervened to block the acquisition plan, and Zhu Xinli's series of plans were also broken, and the sales channels that could not be acquired by Huiyuan were all cut off.
Since then, Huiyuan has been in a state of loss, and how to change the sales model in the future, it is difficult to restore Huiyuan to its original state. In desperation, he began to borrow money to maintain the development of Huiyuan, but this move was just caught in a vicious circle, with the help of external funds, Zhu Xinli constantly introduced new marketing technology, and even borrowed Internet celebrities to increase marketing effects, but these means did not play any role.
By the time of 2017, Huiyuan's liabilities had reached tens of billions, and the large amount of liabilities put Zhu Xinli under great pressure, which made him start to take a crooked path, implementing lending actions without the approval of the board of directors, and finally suspending Huiyuan Juice. The development of the situation is becoming more and more uncontrolled, and by 2021, Huiyuan has to declare bankruptcy and reorganization, and at this time, Zhu Xinli's personal liabilities have reached 2.939 billion, restricting consumption, dishonesty, etc. have appeared in Zhu Xinli, and he has become a veritable old Lai.
Summary:
Zhu Xinli survived from one crisis after another, relying on him to make a decision on the spot, but he was too hasty in the acquisition of Coca-Cola, and before he reached a real acquisition, he cut off his own back road, dooming him to pay a price. Of course, more importantly, he did not see the domestic development situation clearly, which made him more and more passive in the follow-up, and his personal reputation was seriously questioned, and the scenery of the past and the current decline will also be in stark contrast.