The last difficult problem left by Zong Qinghou

The following article comes from Wei Ran Xiansheng, the author Hou Xu

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 | Hou Xu

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Edit | Liu Yu

Zong Qinghou's death has become the biggest business news in the past few days, and the national products such as AD calcium milk, Wahaha pure water, and nutrition express have been sold so far, which is enough to prove Zong Qinghou's role in promoting China's business.

A large number of people in the business community highly admire Zong Qinghou's entrepreneurial spirit and business ability, and even his old rival Zhong Sui admits that Nongfu Spring's success opportunities are actually left by Wahaha. What is even more admirable is that when Zong Qinghou started his business, he was over 40 years old, but he still made such great achievements.

We will not repeat the story of Zong Qinghou, but Zong Qinghou's departure naturally focused the attention of the outside world on his daughter Zong Fuli.

And this also involves the proposition of how to inherit Chinese enterprises, and this can be said to be a problem left by Zong Qinghou for China's "creation of a generation" of entrepreneurs.

How to inherit has always been a problem that family businesses must face, and this problem is even more difficult in the Chinese business world.

Western family businesses have a history of nearly 200 years and have gradually explored a set of business inheritance mechanisms, while most Chinese family businesses have grown rapidly in just 40 years, and there is not much experience to learn from in business inheritance. At the same time, due to the previous family planning policy, there are few candidates for family business succession, coupled with the rapid development of Chinese society, there is a huge difference in values between the "first generation" and the "second generation".    

According to a sample survey conducted by PwC at the end of 2022, 94% of family businesses in Chinese mainland have just passed on to the second generation, and only 6% to the third generation, while globally, 51% of family businesses have passed on to the second generation, 27% to the third generation, and 16% to the fourth generation and above.

Nowadays, a large number of "creative generation" entrepreneurs have been working hard for more than 30 years and are gradually reaching retirement age. According to a report by the China Private Economy Research Association, more than 80% of China's more than 100 million private enterprises are family businesses, and from 2017 to 2022, about three-quarters of family businesses in China are facing succession, which is also the largest wave of family inheritance in Chinese history.

Zong Fuli has been working at Wahaha since 2005, and in 2021, she served as vice chairman and general manager. In addition to Zong Fuli, the second-generation inheritance of a large number of star enterprises continues to attract the attention of the outside world.

For example, Liang Zaizhong, the son of Liang Wengen of Sany Group, joined the enterprise in 2006 and founded the industrial Internet enterprise Shugen Internet in 2016, while Chen Zebin, the eldest son of Chen Kaixuan, the founder of Liby Group, joined the enterprise in 2010 and later took charge of the e-commerce and digital transformation department and became the president in 2019. Liu Chang of New Hope, Yang Huiyan of Country Garden, and Wang Sicong of Wanda are the objects of constant attention from the outside world.

According to the China Private Economy Research Association, the average lifespan of a global family business is 24 years, which is the same as the average working life of the founder, and only about 30% of family businesses can be passed on to the second generation, while less than 20% can be passed on to the third generation.    

Earlier this year, Hu Jiajia, chairman of Metersbonwe, resigned, and his father, Zhou Chengjian, the founder of Metersbonwe, returned, which also shows that there are many problems in the inheritance of Metersbonwe.

In fact, according to our understanding of the "second generation" group, most of the "second generation" have enjoyed the material dividends brought by the "second generation" to their families, and most of them have overseas study backgrounds. When they are young, they are often relatively resistant to family business succession, on the one hand, they feel that traditional industries and traditional industries are more "earthy" and are not as good as some Internet and digital economy trends, and on the other hand, they hope to realize their personal value and make personal careers under the halo of the "Founding Generation" family.

Of course, the result is that entrepreneurship is nine deaths, and there are not many people in the "second generation" group who can really create their own careers, but it is easy to poke out bigger holes. Therefore, there is a joke circulating in the entrepreneur group, "I am not afraid that my son is drunk with money, but I am afraid that my son wants to prove himself."

Of course, in the end, many of the "second generation" did not develop their own careers, coupled with the hard work and consideration of the "first generation", most of them still returned to the family business to take over.

According to a 2022 report by the Boston Consulting Group, 31% of China's top 100 family companies choose to be inherited by family members, 54% are handed over to internally trained executives, and 15% choose external professional managers. Judging from the handover of family businesses in the United States, the more times the enterprise is inherited, the smaller the proportion of family members, and the more internally trained executives will be successed.

Among China's private enterprises, Midea's succession is relatively smooth, the founder He Xiangjian handed over the baton to the internally cultivated Fang Hongbo, and his son He Jianfeng participated in governance as a director, and founded his own investment company Infore Group. Similarly, Lenovo's handover was relatively smooth, Liu Chuanzhi handed over the company to Yang Yuanqing, who was trained internally, and set a rule that the children of executives were not allowed to enter the company.

In fact, the "first generation" usually considers the issue of inheritance very early, and the "first generation" to the "second generation" may even take decades of preparation. For example, Mao Lixiang, the founder of Fangtai Group, summed up the shift as "taking three years, helping for three years, and watching for three years".

The "second generation" is usually not as proficient in business details as the "first generation", but has good learning ability, broad vision, knows a lot of new things, and is not too interested in handling political and business relations, so they usually become the head of the company's digital transformation department, digital marketing department, and innovation business department first, so as to open the road to succession.

The advantage of this is that the digital innovation business is often an enterprise increment, and does not touch the interest pattern of the enterprise's business fundamentals, so it will not usher in the confrontation of other enterprise veterans. Once the "second generation" has made an incremental market, it will be more justifiable to form prestige internally, and it will be able to carry out the next succession more smoothly.

Of course, there are inevitably a large number of unsuccessful cases, such as Zhou Bangwei, the second son of Zhou Chengjian, who tried to promote the younger transformation of Metersbonwe to achieve "self-help" of Metersbonwe. At that time, the "Youfan APP" was created to title "Wonderful Sayings" for many years, but it finally failed. It can be said that Meibang's innovative actions in the past few years have indeed not achieved too many obvious results, so Zhou Chengjian's return is understandable.

Including Zong Fuli, a large number of "second generation" business management capabilities have yet to be verified, of course, their difficulty is also that they need to break through the pattern of veteran interests constructed by their parents, as well as the current complex and competitive macro market environment. This is different from the vast world faced by the "founding generation" at the beginning, so to some extent, it is more difficult.

It can be said that succession is not only a business matter, but also a political change within the enterprise, and it also needs the "second generation" to lead the enterprise to achieve enterprise transformation and convince the public with tangible market results.

Judging from the statistics mentioned above, a large number of "second generation" successions are doomed to failure, and once the family business loses its soul, it will often go downhill. It is precisely because of this that the challenge left to Zong Fuli is huge.

The construction of China's family business inheritance system is still crossing the river by feeling the stones, but we are probably not far from the answer.

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