From "holding more than 300 suites" to selling houses to pay off debts!

A luxury house was auctioned, involving a huge debt dispute, and the domestic beauty brand Han Hou and its founder Wang Guoan, who were almost forgotten by the market, were brought back into the public eye.

On the afternoon of January 10, Wang Guoan, the founder of the domestic beauty brand Hanhou, appeared in the live broadcast room of the official flagship store of Hanhou Tmall.

In the one-hour live broadcast, he talked about his early years of entrepreneurship, debt crisis, selling houses to pay off debts, etc., and talked about the excitement and frequently slapped the table, just like the media's impression of him many years ago, "Once he speaks, he will talk endlessly and be passionate."

The reason for this live broadcast was that a luxury house was auctioned off, and then the debt dispute and rumors of selling a house to repay debts were involved, and the domestic beauty brand Han Hou and its founder Wang Guoan, who were almost forgotten by the market, were brought back into the public eye.

In the face of long-lost attention, Wang Guoan hopes to seize this wave of traffic. He took the opportunity to tell his story, "How many properties do I have? At least more than 300 units." It is no exaggeration to say that my real estate certificate can't be filled in one suitcase" sparked a new round of heated discussions.

The attention is surging but there is no lack of doubts, Wang Guoan simply took the hot iron and started the live broadcast to respond.

This mansion that brings traffic to Wang Guoan is located in the most expensive mansion in Guangzhou - Kingold Huiyue Terrace. Initially, this luxury house appeared on the Ali Asset Forensic Auction platform, which attracted widespread attention. According to the auction information, the owner of this mansion is Wang Guoan and his ex-wife Ni Suting, with a construction area of about 366 square meters and a starting price of 70 million yuan, equivalent to an average price of about 190,000 yuan per square meter.

Located in Zhujiang New Town, Guangzhou, Kingold Huiyue Terrace was listed in Hurun Report's "2023 Top 10 Landmark Luxury Residences" last year, along with Shanghai Huangpu Bay, Shenzhen Bay No. 1 and Hangzhou Wulin No. 1. According to Lianjia.com, there are currently three houses for sale in Kingold Huiyue Terrace, with a total price of 83 million to 92 million units, and the corresponding average price ranges from 260,000 to 320,000 yuan. Compared with the reference price, the starting price of this luxury house under Wang Guoan's name is equivalent to less than 7% off.

Why did this mansion, which was bought by Wang Guoan for 40 million 7 or 8 years ago, be auctioned at a discount?

Take advantage of the "Korean wind" to grow recklessly

Wang Guoan was born in rural Jiangxi, and after graduating from junior college, he came to Guangzhou with 486 yuan. He sold lipstick at night clubs, polished shoes in front of shopping malls, and registered South Korea's Laneige Cosmetics (Hong Kong) Co., Ltd. in Hong Kong before founding Hanhou. At that time, Laneige, a beauty brand owned by South Korea's Amorepacific Group, had already entered the Chinese market and was well-known. By exporting the "copycat" Laneige to third- and fourth-tier cities in China, Wang Guoan earned his first pot of gold.

In 2008, after the packaging of the advertising company, the copycat "Laneige" was transformed into today's "Queen of Korea". In terms of brand naming, Hanhou is quite similar to Whoohou, a high-end skin care brand under LG Life and Health in South Korea, and the brand's marketing style also continues Wang Guoan's "preference" for Korean style. In 2011, he signed the endorsement rights of Korean actress Jun Ji-hyun for two years at a price of 10 million yuan, and in 2013, Jun Ji-hyun brought huge traffic to the Korean queen because of the popularity of the Korean drama "You from the Star". In the next few years, the queen of Korea, who tasted the sweetness, successively signed Kim so-hyun, the actor of "You from the Star", Korean actresses Han Yiseok and Lee Tae-ran, and returned Hallyu idol Huang Zitao. So much so that to this day, there are still many netizens who think that Hanhou is a Korean brand.

In addition to spending huge sums of money to sign a number of Hallyu stars, Hanhou also invested a lot of advertising money to increase brand exposure. As early as 2009, Wang Guoan invested millions of yuan in advertising on Hunan Satellite TV for the fledgling Han Hou, and then became a special brand of Golden Eagle Theater with a quarterly advertising fee of 15 million yuan. From 2012 to 2013, Han Hou also won the advertising "standard king" of ten second-tier satellite TVs such as Tianjin Satellite TV, Henan Satellite TV, and Jiangxi Satellite TV. "If You Are Honest, Do Not Disturb", "The Most Beautiful Harmony", "Crossover Singer" and many other popular variety shows, have also been labeled with the name of the Korean queen.

After the local satellite TV became dominant, at the end of 2014, Han Hou won the special rights and interests of CCTV Spring Festival Gala and Lantern Festival Gala, which was the first time among local cosmetics brands. It was also in this year that Han Hou won the right to use the five-year LED advertising of the Canton Tower at a price of 200 million yuan, becoming the first brand to board this landmark building.

At its peak, Han Hou had to pay more than 100 million yuan in taxes a year alone.

"Because I was born in the countryside, I have a strong obsession with houses", and after the rapid accumulation of wealth, Wang Guoan began the road of real estate investment. He said he had at least 300 or more sets. The title deed can't be filled in one suitcase. "Nowadays, I have basically bought all the real estate projects worth 200,000 square meters in Guangzhou, and they have all been sold one after another. Wang Guoan explained in the live broadcast that because of the purchase restrictions, there are three properties under his name, two of which are residential and one is commercial, and the 6-storey commercial is divided into 300 apartments, which is also the origin of its more than 300 houses. Later, due to the debt crisis, Wang Guoan successively disposed of the properties under his name, and finally only used the Kingold Huiyue Terrace for his own residence, and with the seizure of the Kingold Huiyue Terrace by the court, he had to move out and rent a house.

Wang Guoan's high-flying gameplay is regarded as "close to a gambler", and he has also earned the title of "Wang Dare". The extravagant advertising has indeed brought obvious returns to the Korean queen. After becoming popular with high-profile marketing, in November 2014, Han Hou received a Series A investment of 100 million yuan from Sequoia Capital, and the influx of capital continued, and half a year later, Han Hou received a B round investment of 100 million US dollars from Zhongding Capital and Hongshan Capital.

At the 10th anniversary celebration and brand strategy conference in 2016, Han Hou announced in a high-profile manner that she would achieve 10 billion in the new decade.

"Han Hou has fallen behind"

The turning point came quickly.

The biggest crisis of the Han Empress came from Wang Guoan himself. In 2017, Wang Guoan borrowed 15 million yuan from Jiaolong Assets and was overdue, and was later listed as a dishonest person subject to execution. At that time, Huaren Pharmaceutical Co., Ltd. (hereinafter referred to as "Huaren Pharmaceutical") was planning to acquire Hanhou for 2 billion yuan. Due to personal debt disputes, Wang Guoan's personal equity was frozen, Huaren Pharmaceutical's 2 billion merger and acquisition was terminated, and Hanhou's backdoor listing failed.

As a result, banks demanded loans, investors demanded that founders buy back their shares, and suppliers no longer trusted the company. During the live broadcast, Wang Guoan admitted that the 15 million yuan loan caused a chain debt crisis of 1.5 billion yuan for him and the company. A series of butterfly effects brought him and the company to the forefront.

The house leak happened to rain overnight, the trend of the Internet era changed rapidly, and large-screen advertising and traditional channels have long been invalid, but on social media and e-commerce channels, the anxious Korean queen can no longer afford to spend as much money as in the past. Compared with the number of fans of Douyin's official flagship store, Han Hou currently has 678,000 fans, while Proya has 8.05 million fans, and Han Shu, Han Hou's "old rival", also has 7.498 million fans. Reflected in the sales situation, Wang Guoan revealed to the media that in the past five years, the annual income of Hanhou has shrunk from 1.4 billion to 1.5 billion to 400 million to 500 million.

It's not that Han Hou hasn't tried hard. In order to adapt to the development trend of the beauty market, Hanhou cut some offline channel business and turned to e-commerce, ensuring that online is not affected when the brand is facing a crisis, "must let consumers buy what they can buy". Today, the Queen of Han, who has become the "tears of the times", is still surviving in the cracks. In May 2023, Hanhou launched a new series of tea A peptide products, and launched a video "This is Chinese Ingredient - Season 3" with China National Geographic, emphasizing the elements of "Oriental tea" and the "new A alcohol" ingredient, hoping to reshape its identity as an old domestic product and an attitude of attaching importance to research and development.

However, companies from the same period such as Proya, Bethany, and Han Shu have gone public one after another, and a number of new consumer brands have sprung up that are well versed in Internet marketing, leaving Han Hou's market share very narrow.

But Wang Guoan still has confidence. He wears delicate and decent clothes and maintains the spirit of an entrepreneur.

During the live broadcast, he said that although Hanhou is currently facing a crisis, the company's cash flow has always been healthy, and even if there is no revenue in the next 6 months, it will not be affected. In his opinion, the huge advertising dollars invested by Han Hou in the past are effective - Han Hou's brand is still there.

He tried to monetize the traffic and called on onlookers to place orders, "If everyone is optimistic about Hanhou, after many years, you will witness the re-emergence of a domestic brand." What you are buying today is a souvenir, what you are buying is a spiritual value."

Wang Guoan did not shy away from his identity as the person subject to execution, nor did he resist bringing goods for the product. In a series of Douyin videos released recently, he bluntly said: "The company has been dormant for three years, and it can't let employees wait too long, and it must start again to find a second growth curve for the Korean queen." He repeatedly stressed, "As long as you don't get off the table, you can't be considered a failure." ”

Reporter Sun Wanqiu Practical Xi Luo Yiwen

Edited by Zuo Yu

Editor-in-charge: Sun Xiao

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