The big guy sold the mansion to pay off the debt and pulled the flight attendant in!
Two days ago, Alifa auctioned a 70 million luxury house in Guangzhou Kingold Huiyue Terrace, which attracted attention. The owners of the house are called Wang Guoan and Ni Suting.
Tianyan check shows that Wang Guoan is the founder of the parent company of the beauty brand Hanhou (Guangzhou Anxin Cosmetics Co., Ltd.), and was the chairman of the company, and withdrew from the board of directors in December 2021, and his wife Ni Suting is currently a director of the company. The two hold 40.75% and 7.99% of the shares, respectively.
Regarding the auction of the mansion, Wang Guoan did not have the burden of idols at all, and posted a number of Douyin explanations, saying that the sale of the house was because of a 15 million loan from Jiaolong Assets, which is a personal debt and has nothing to do with the company.
also broke the news that the boss behind Jiaolong's assets was a flight attendant, and after the court verdict, Wang Guoan went to her house, but the flight attendant refused to meet and blocked his mobile phone. Wang Guoan shouted in the air, hoping that the flight attendant could come out to meet and negotiate the repayment.
What is there to negotiate for repayment, just sell the house and transfer the money to someone's account.
Could it be that there are still some unknown things in this?
1.
/ Foreclosure is acting,
The high-profile sale of the mansion has made 80 million? /
According to the auction information, this house is located in Building 6, Huiyue Terrace, 24 floors, 5 bedrooms, 2 living rooms and 3 bathrooms, with a construction area of 365.89 square meters and south orientation. It is reported that Building 6 is the best building in the whole Huiyue Terrace, 24 floors belong to the middle and high floors, you can enjoy a first-line river view, and watch the view of the Canton Tower (small waist) on the other side of the river.
This suite will be auctioned on January 12, 2024, and if the starting price is 70 million, which is equivalent to a unit price of 191,700 yuan/㎡, this price is obviously much lower than the market price.
On December 27, the media revealed that Room 1402, which is also Building 6 of Kingold Huiyue Terrace, was sold for 87.42 million yuan.
The eighth sister wrote in the article "The Chinese Super League players who are owed wages are too miserable, and they can only make a living by selling 145 million mansions", in July 2022, former national football captain Gao Lin sold his house in Kingold Huiyue Terrace, which was sold for 145 million yuan at that time, about 330,000 yuan per square meter. Gao Lin's house is located on the 8th floor of Building 1 of Huiyue Terrace, which is inferior to Wang Guoan's house in terms of floor and viewing angle. If Gao Lin's selling price is 330,000 per square meter, Wang Guoan's house is worth 120 million.
▲Huiyuetai house type distribution map Source: in the Bay Area
In case the house is really auctioned for 70 million, Wang Guoenke will lose a lot, but obviously he will keep his hands behind.
In 2017, Wang Guoan borrowed 15 million from Jiaolong Asset Management Co., Ltd. with a monthly interest rate of 2%. Wang Guoan failed to repay the loan within the time limit and was sued by Jiaolong Asset Management Co., Ltd. to the court.
Wang Guoan finally lost the lawsuit and had to repay 15 million principal plus interest and 2 million liquidated damages. Then the house of Huiyue Terrace was enforced.
It is estimated that Wang Guoan has a "connection" with the owner of the flight attendant, and the lawsuit was later terminated. But Wang Guoan took the initiative to find the court this year and asked to apply for an auction of the house.
Selling a house of 100 million for a debt of 15 million is unreasonable, right?
Wang Guoan said that this house cost 40 million when he bought it in 2018, and he still owes 24 million to the bank. In addition to the previous business needs, Wang Guoan and his wife also mortgaged the house, which has been collected by banks and asset management companies, plus bank housing loans, involving an amount of more than 100 million yuan.
Selling a house may not be enough to repay the debt, so it must be auctioned.
But Wang Guoan said in the video that this house had actually been sold a long time ago, and the legal auction was just a process. Worried that the house would be bought by someone else, Wang Guoan began to "scare" potential buyers.
said that this house was rented to a friend for 10 years, and the rent of 20 million was given. There is an important principle in mainland civil law called "sale and purchase does not break the lease", which means that even if the house is rented out, even if the house is sold, the lease contract will be performed as usual, and the person who bought the house is not qualified to evict the tenant.
In other words, if you take Wang Guoan's house, you may not be able to live in it for 10 years.
There are even more terrifying. Wang Guoan said that the property was shared by him and Ni Suting, but the money owed was his personal debt, and Ni Suting did not have to bear the arrears. The auction of this house is over, and if his wife raises objections, the house will have to be stopped from auctioning.
Wang Guoan is probably not joking, he has really sold the house, and the other party has given money, he said that a bunch of "threat reasons" are afraid of being auctioned by others, and he can't transfer the property to the other party smoothly.
As for why Wang Guoan is obsessed with the 15 million debt with the stewardess boss and refuses to repay it for many years, the self-media Wang Building pointed out in the article "Guangzhou Luo Yonghao, Legal Auction Huiyuetai":
On October 10, 2016, Wang Guoan participated in the fixed increase plan of Warner Bailu with an inferior capital of 230 million. In 2017, Wang Guoan found Jiaolong Asset Management to add 15 million trust plan funds, and later the money was also lost.
Now why does Wang Guoan want to sell the house and pay back the money?
On the one hand, the court ruled that the dignified entrepreneur could not bear the title of the old man, and he himself broke the news that the house "has tripled", and the use value of the house has been maximized. According to 3 times, he really sold this house for 120 million and made 80 million with tears.
And he said, "After paying off the debt, you can continue to look for a second growth curve for the queen of Han with peace of mind." ”
Wang Guoan has to start his career seriously. The house of Huiyue Terrace can have an unobstructed view of the Canton Tower (Xiaoman's waist) across the river, when the Queen of Han was the father of the gold owner of this tower, and often advertised on it.
Nowadays, the rising stars in the makeup industry have sold 79 yuan eyebrow pencils through big Internet celebrities, and the Korean queen, who played loudly in TV commercials in the early years, gradually lost her voice in the era of e-commerce.
2.
/ "Rubbing the edge" marketing on the newspaper,
"Wang dare to dare" to spend money on advertising /
In 2008, a cosmetics called "Han Hou" was listed, the boss was Wang Guoan, the company was in Guangzhou, an authentic domestic product, but from the name to the packaging there was a strong Smecta feeling.
In fact, this kind of "rubbing" method is not unusual, in those years, the same routine came out of the cosmetics and domestic brands such as Proya, Nature Hall, Han Shu, Marubeni, etc., and the name is somewhat rubbed against the popularity of well-known cosmetics in Europe, America, Japan and South Korea.
The name can be "rubbed", and whether the product can be sold depends on the level of marketing.
At that time, international brands were mainly concentrated in first- and second-tier cities, and Wang Guoan avoided them, taking third- and fourth-tier cities with relatively closed information and single sales channels as the power point of his cosmetics. The "store manager" is a local snake, and can flexibly formulate the "rules of the game" according to the local situation, and has established more than 10,000 stores in just a few years.
In terms of marketing, Wang Guoan is a believer in Shi Yuzhu and spends a lot of money on advertising. Because he threw too much money and was too ruthless, some people in the media called him a "gambler" and a "madman".
In 2009, Han Hou, who was just one year old, invested millions of yuan on Hunan Satellite TV, and then became a special brand of Hunan Satellite TV's Golden Eagle Theater with 15 million quarterly advertisements.
In 2011, Han Hou became the standard king of Jiangsu Satellite TV's cosmetics category in the following year with 120 million yuan, and bought the naming rights of "Happiness Theater"; in 2012, Han Hou named Jiangsu Satellite TV's "Do Not Disturb" with more than 100 million advertising investment; in 2013, 225 million won the advertising "standard king" of ten second-tier satellite TV such as Shenzhen Satellite TV, Tianjin Satellite TV, Henan Satellite TV, and Jiangxi Satellite TV; in 2014, Han Hou won the Guangzhou landmark "Xiaomanwaist" with 200 million yuan 5 years of LED advertising rights, and at the same time won the 2015 CCTV Spring Festival Gala and Lantern Festival Gala "double special contract", in 2016, Han Hou won the exclusive right to bid for the fifth season of "The Voice of China" with 250 million yuan......
Advertisements sometimes also play with some flowers. In 2013, Han Hou published a special advertisement "No Three in the World" in the "Southern Metropolis Daily": the day before, he used a full page to declare war on the "main room" and detonated the topic; the next day, he turned to the three views and exposed the brand, and easily harvested a wave of traffic.
Wang Guoan believes that advertising has to be generous: "Great advertising must be wasted, you don't think about how much money I designed, I would rather let it go to waste." I'm going to have to boil this pot of water, and if you save it from charcoal, and it's only 90°C in the end, you'll pay the same price. ”
The advertising is ruthless, and the celebrity endorsement is also open. In 2013, "You from the Star" became popular, and Queen Han immediately signed Jun Ji-hyun as a spokesperson, and also held a fan meeting for him, and Wang Guoan smashed tens of millions of dollars before and after.
In addition, the long list of spokespersons of Han Hou each asks for a lot of money. It took 10 million to sign Carina Lau, 20 million for Huang Xiaoming, Yuan Bin, and Li Zhiting, and several million for Yu Chengqing's endorsement of the 919 Aigao Festival.
This radical advertising strategy attracted everyone's attention, and the media called him "Wang Dare". Wang Guoan also firmly believes in the effect of advertising, and he once said, "Spending money on advertising is the most correct thing that Han Hou has done." ”
Wang Guo'an bet is right, throwing money on advertising is really effective. According to reports, Han Hou once set an industry record of selling 100 million yuan in one day in 2013. In 2011, 2012, and 2013, Hanhou's annual sales performance was basically 100% growth. In 2015, Shichangsheng Company changed its name to Hanhou Cosmetics Co., Ltd., which owns a number of skin care and makeup brands such as Hanhou and Daren, with annual retail sales exceeding 3 billion.
In 2014, Wang Guoan was selected as one of China's top 10 economic trendsetters. Soon, Han Hou announced that it had received an investment of 100 million yuan from Sequoia Capital, and on May 8, 2015, Han Hou again received 100 million yuan of B financing from Zhongding Capital and Sequoia Capital.
With performance and financing, the next step is to go public. In October 2015, Han Hou changed his coach, and Wang Guoan handed over the baton to Xiao Rongshen, the former vice president of the group. He devoted his energy to capital operation, and proposed to build a 10-billion-level enterprise in 10 years.
In 2016, Hanhou's initial IPO application for counseling and registration was accepted, but there was no follow-up. In 2018, Huaren Pharmaceutical announced its intention to acquire Hanhou, which was believed to be going public through Hanhou, but the acquisition plan did not take shape in the end.
The bad news doesn't stop with IPOs. With the rise of social media and e-commerce platforms, the marketing game is changing, but Wang Guoan is still stubbornly investing his money in TV. In 2017, Han Hou announced the "600 million screen domination plan", signed more than a dozen super film and television IPs, and won the naming rights of Hunan Satellite TV's variety show "We Are Coming" with 150 million yuan.
In 2018, Wang Guoan plans to transform, spending 300 million yuan to build a R&D center in Shanghai Oriental Beauty Valley, and gradually reducing the proportion of advertising investment to about 10%. Later, it focused on the efficacy skin care track, creating large items such as ruby essence and double resistance essence.
But the transition didn't work, and TV advertising didn't work. In 2019, there were a number of fund recovery incidents.
▲ Screenshot of "Guangzhou Luo Yonghao, Legal Auction Huiyue Terrace".
Tianyancha shows that at present, Guangzhou Anxin Cosmetics Co., Ltd., the parent company of Hanhou, has 138 "own risks", including 100 risks involving legal proceedings. In September 2023, the company and Wang Guoan and others were listed as executors due to a dispute over a financial loan contract, with an execution target of about 150 million yuan.
▲ Screenshot of Tianyancha
Born in 1977, the 46-year-old has had a smooth journey, and he once said that it is not difficult to make beauty in China, "as long as the channel is done, the channel promotes what products, consumers will buy what products".
After 2018, new consumers obviously didn't buy it, and Han Hou was rarely discussed. If it weren't for the recent high-profile shouting that "the founder sells luxury houses to pay off debts", the domestic beauty brand "Han Hou" would probably be forgotten by the public. This year's Double 11, I went through all the beauty lists, and there was no Korean queen.
It stands to reason that with such a high-profile boss who loves to smash advertisements, the queen of Han should be prosperous in the era of social e-commerce, why did she fall behind?
3.
/ Li Jiaqi can't keep Hua Xizi,
The declining boss still dares to laugh at netizens for not being able to afford a mansion? /
In 2017, the growth rate of Hanhou slowed down significantly, only 30%, and in 2018, Wang Guoan said that the company's growth was negative.
In fact, China's cosmetics industry is changing in 2016, when foreign high-end cosmetics have entered the country, and the homogenization of domestic competition has become increasingly serious, resulting in thin profits and the cosmetics industry gradually ushering in an inflection point. According to data from Ruiou International, among the top 30 companies in the mainland mass cosmetics market, the market share of domestic brands has risen from 7.8% in 2010 to 23.1% in 2017.
Coupled with the advent of the era of social networking and e-commerce, the image of the queen of Han is "Ha Han", the channel takes the road of "rural areas surrounding the city", and the way of spending money on marketing to get advertising kings and asking for top endorsements has become completely outdated.
Let's take a look at how other cosmetics brands play with social e-commerce.
In the past few years, China's most successful domestic cosmetics brand should be Perfect Diary, which quickly went out of the circle with the label of "big name replacement".
From the establishment of the company in 2016 to the listing of its parent company "Yatsen E-commerce" on the US stock market on November 19, 2020, it took less than 5 years. At its peak in February 2021, the stock price climbed to $25.47 per share, with a market capitalization of more than $16 billion.
The company's gameplay is very simple, the product relies on OEM, and the focus is all on marketing (no praise). In February 2018, Perfect Diary became the first batch of domestic brands to enter Xiaohongshu, positioning itself as "the light of domestic products" and "big brand replacement".
Then he cooperated with nearly 20,000 Internet celebrities with different visibility, including Li Jiaqi and Wei Ya, and built a content marketing matrix with stars, head KOLs, waist and tail KOLs, and amateur combination marketing as a pyramid.
After consumers are planted, they spontaneously form "tap water" and share it on platforms such as Bilibili, Weibo, Douyin, and Kuaishou, where young people gather, thus creating the short-term success of Perfect Diary.
Not to mention another successful brand, Huaxizi, a brand that Li Jiaqi has become popular with his own strength.
Founded in 2017, Huaxizi has positioned the brand as a "national trend" from the beginning of its establishment, and has attracted the attention of some consumers with its complex and exquisite cosmetics packaging, styling and influencer marketing.
In 2018, the unknown Hua Xizi interacted with the "lipstick brother" Li Jiaqi on Weibo, and entered Li Jiaqi's live broadcast room for the first time in March 2019. Later, Li Jiaqi was also invited to participate in product development, packaging design, high-end gift box customization and other brand product development links.
Under the promotion of Li Jiaqi, Huaxizi has gradually jumped from a niche brand to one of the cutting-edge representatives of "domestic beauty", and the cooperation between the two sides has become increasingly close, with a great taste of "bundling".
In 2021, the GMV of Huaxizi's single brand exceeded 5.4 billion yuan, and in 2022, Huaxizi's market share was 5.4%, which was much higher than Perfect Diary, second only to Yves Saint Laurent and Dior, ranking third.
Of course, it comes and goes. Perfect Diary has not been on the list this year after falling out of the top 20 on Tmall's 11.11 makeup pre-sale list for the first time last year, and Yatsen's e-commerce share price has fallen by more than 95% to just $0.78 per share. Affected by the "79 yuan eyebrow pencil incident", Hua Xizi, the "domestic champion" of Tmall Double 11 last year, fell to the ninth place in the "Tmall Double 11 Makeup TOP20 List" this year.
In recent years, a number of cutting-edge domestic makeup brands have emerged, such as Hua Xizi, Perfect Diary, Caitang, Hua Zhizhi, INTO YOU, Kelaqi, Tangerine and so on. There are also Lafang, Proya, Yujiahui, Marubeni, Beauty Beauty, Xiangyi Materia Medica, Mao Geping and other old domestic products that have operated in the capital market, and the "makeup category" of China's beauty industry has experienced an unprecedented high-speed period.
During this period, it is not unusual for anyone to be left behind.
Today's Korean queen is a brand that is rarely mentioned when people talk about domestic beauty. There are not many single products out of the circle, and the product concept of "tea to nourish tenderness" has not been deeply rooted in the hearts of the people. The fans of the official flagship store of Hanhou Douyin are 670,000, compared with the seven or eight million fans of Han Shu and Proya, not even one-tenth of the "competing products".
Some time ago, domestic products were so lively, and the queen of Han didn't keep up with the rhythm.
Blindly spending money on marketing, young people no longer eat this set. Eight sisters have a trick, in the era of social Internet, you have to tell stories.
In the past two years, Wang Guoan has begun to understand this truth, and has started to do Douyin since June 2022, which tells a lot of growth stories about himself and other bigwigs, and he dares to rub traffic on hot events.
When Huiyuetai was auctioned, he did not shy away from sharing it, and the opening copy wrote:
"My billionaire mansion, Huiyue Terrace, has been auctioned. After Boss Xu and Gao Lin, another big guy wanted to move out of Huiyuetai, but I didn't expect that the big guy was me. ”
Well, it's a bit of an insider.
However, in response to the recent fact that he sold a mansion to pay off his debts. Wang Guoan strongly asked netizens not to pity him, he is not miserable, "The miserable thing is that you haven't bought Huiyuetai."
Dare to say this kind of thing, that is, Boss Wang is not hot now, otherwise consumers who have not bought Huiyuetai will definitely teach him a lesson.