Text: Tang millet
Editor|Tang Xiaomi
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Preface
The profit of each bag is only 8 cents, but the annual income can be as high as 2 billion.
The national brand Wang Shouyi Thirteen Incense has created a precedent in China's seasoning industry, and Wang Shouyi, the founder of Thirteen Incense, only relied on a start-up capital of 100 yuan to make Thirteen Incense the "big brother" of the industry.
However, today's thirteen incense has begun to drive downhill, and its annual sales are only one-tenth of Haitian seasoning.
So, why did Wang Shouyi's thirteen incense cause the current situation? Is it poor management, brand renewal is too fast, or other reasons?
The real situation of Wang Shouyi's thirteen incense today
Today, with the rise of the food delivery industry, the demand for various spices in the catering industry is also surging.
Many businessmen foresaw the future of the spice industry, so they started a condiment business.
Since 2010, an endless stream of spices has been selling like crazy in the market.
By 2020, the market value of condiments will slowly surge from 3.55 billion to about 150 billion, and it can be said that seasoning companies are sweeping the market in full swing.
At this time, Wang Shouyi's thirteen incense sales fell into a downward trend, but the Totole Group, which came later, occupied 40% of the seasoning industry, and even Zhongjing Company, which relied on mushroom sauce to successfully get out of the circle, also soared to about 10 billion yuan.
Seeing that Wang Shouyi Thirteen Fragrance Group was about to fall into a lonely situation, its senior management decided to change its marketing strategy at this time.
In 2016, Wang Yinliang, chairman of Wang Shouyi Group, introduced a number of high-end equipment for seasoning production from Germany, and rebuilt a building integrating office and production, and Wang Shouyi thirteen incense entered the intelligent production stage.
With modern facilities, Wang Yinliang has introduced new human resources by "destroying relatives with righteousness".
In the past, some important positions such as senior management, sales and finance of Wang Shouyi Group were held by family brothers-in-law, which was a disadvantage of insufficient professionalism and may also lead to the phenomenon of abusing power for personal gain.
Therefore, Wang Yinliang tactfully persuaded these relatives to quit, and then began to use internal staff promotion campaigns and external open recruitment to fill these positions.
At the same time, Wang Yinliang also reduced the equity of his two younger brothers.
Since then, Wang Yinliang has become the only person at the helm of the group with decision-making power, Wang Yinliang began to focus on brand research and development, as long as employees put forward good suggestions, Wang Yinliang will seriously solve them.
No matter how the market changes in the seasoning industry, Wang Yinliang always adheres to the principle that raw materials and formulas cannot be changed, and maintains the taste of real materials.
Under the leadership of Wang Yinliang, Wang Shouyi Thirteen Fragrance Group has a place in the seasoning industry, although its market sales are not as good as before and slightly inferior to other brands.
Wang Shouyi's thirteen incense's past and present lives
Wang Shouyi, the founder of Wang Shouyi Thirteen Incense, was born into a family of medicines, and his ancestors ran a shop called Xinglongtang in ancient times, mainly selling Chinese medicinal herbs and condiments.
After Wang Shouyi's grandfather died, Wang Shouyi inherited the shop and received the ancestral recipe of Thirteen Incense.
However, with the changes of the times, Xinglongtang's business deteriorated, and Wang Shouyi, in order to maintain his family life, took out the ancestral secret recipe to make thirteen incense and sold it.
At first, Wang Shouyi was just selling on the street, because the thirteen incense was completely made of more than 20 kinds of Chinese herbal medicines, and the taste was very in line with the taste of the Chinese, so the business was very good at that time.
In order to increase popularity, Wang Shouyi printed the words "thirteen incense" on the outer packaging of the seasoning, and later, Wang Shouyi earned a little money, and their family's life also improved.
In 1969, there was some turmoil in the country, so that many businessmen did not dare to buy and sell anymore, and Wang Shouyi was forced to stop the sale of thirteen incense.
In 1984, with the advent of reform and opening up, Wang Shouyi began to return to his old business, he applied for a business license, and with 100 yuan of enabling funds, he processed and sold thirteen incense in a small workshop in Zhumadian, Henan.
By the end of 1984, Thirteen Xiang's business was getting bigger and bigger, and Wang Shouyi couldn't keep himself busy at all, so his eldest son Wang Yinliang decided to resign and go home to run the family business with Wang Shouyi and his third brother.
In 1985, Wang Shouyi, father and son, designed the unique brand packaging of Thirteen Incense and applied for trademark registration of Thirteen Incense.
In 1987, the registration of the thirteen incense brand was completed, and Wang Shouyi's three fathers and sons established a large factory to operate thirteen incense.
In 1998, it was the pinnacle of the thirteen incense brand, thirteen incense became the preferred seasoning brand of more than 30 urban families in the country in that year, relying on the profit of 8 cents, the annual sales were as much as 400 million, and a generation of business empire was born.
Wang Shouyi Thirteen Incense relied on the business means of small profits and quick turnover, and the sales amount increased to 500 million yuan in 2003.
However, Wang Shouyi passed away at this time, and Thirteen Incense lost Wang Shouyi, and the brand seemed to have changed, and the sales volume was not as good as before.
So, what is the reason for this result?
The reason why the thirteen incense is not "fragrant".
With the death of Wang Shouyi, the thirteenth incense ding sea god needle, many changes have taken place within the enterprise, and Wang Shouyi's descendants have started "bad ideas".
The first to have an idea was Wang Taibai, the nephew of Wang Yinliang, the current chairman of Thirteen Incense.
When Wang Taibai was studying in the UK, he began to think about investing in real estate business, and he asked his family to go tens of millions to buy more than a dozen houses in Manchester, England.
However, England suffered a financial crisis, and local house prices fell again and again, and Wang Taibai's assets disappeared almost overnight.
However, Wang Taibai, who is rich but willful, invested a huge amount of 4 million again, but he still lost a lot of money.
Now, Wang Taibai has returned to China and started working in the Thirteen Fragrance Group.
And Wang Yinliang, chairman of Shisanxiang, was not satisfied with the single development trend of the group, so he began to invest in Doulao hot pot restaurant.
And opened more than 500 in a year, but these hot pot restaurants did not open for long before they faced closure one after another.
Later, Wang Yinliang began to invest in real estate, clothing and other industries, but he was unsuccessful.
As the Thirteen Incense Group went further and further on the road of not doing business, it led to a significant decline in the sales of Thirteen Incense.
In addition, there are a lot of counterfeits of thirteen incense on the market, and the reason why thirteen incense is not "fragrant" is also understandable.
epilogue
The biggest reason for the current situation from the industry to the current situation is that the family members have forgotten their original intentions, but fortunately, now Wang Yinliang has lost his way and is concentrating on condiments.
I believe that after a period of remodeling, Thirteen Incense can return to the top.
After watching this article, please actively click "Follow" and "Like", so that you can find better content, and you can quickly discuss the topics of interest with the editor, thank you for your support and encouragement.