Hong Kong's super chaebol, which has been hidden for 136 years: rich for five generations by selling oyster sauce and making hundreds of billions of dollars with blood

The "Constitution" sustains the empire of 100 billion

Haitian, Lee Kum Kee and Qianhe are the three giants of China's kitchen seasoning market.

Of the three, Haitian is the most. In recent years, Haitian's annual revenue and profit have remained above 20 billion yuan and 6 billion yuan, ranking first in the industry. Qianhe has played a catch-up role, although there will only be 2.3 billion revenue in the first three quarters of 2023, the growth rate is as high as 50%.

Lee Kum Kee is the oldest, low-key and mysterious player. According to Euromonitor statistics, Lee Kum Kee's market share in 2020 was about 3% in terms of retail share.

There are two theories in the market, one is that Lee Kum Kee Group's annual revenue has reached 70 billion yuan (including Infinitus), and the other is that the annual revenue scale is between 3 billion yuan and 15 billion yuan.

The authenticity of these data is debatable. The reason is that this 136-year-old national brand has not been listed so far, and it rarely publishes performance data.

What's more, this century-old brand still adheres to family-style management, and maintains family stability and wealth inheritance with a "family constitution".

Externally, Lee Kum Kee has not released the full text of the Constitution. But that doesn't stop us from peeking at the leopard:

"Family members retire at the age of 65; the formulation and revision of the "Constitution" requires more than 75% support before it can be passed; no late marriage, no extramarital affairs, no divorce, and no automatic withdrawal from the group board of directors in case of any occurrence; the family committee holds a quarterly four-day meeting, which members must attend, and late will be punished......

In addition to the above-mentioned strict regulations, the family "constitution" also specifically strengthens the cultivation of the next generation: mothers in the family are encouraged to meet every month to discuss their experiences in teaching their children. The next generation must have graduated from college and worked for other companies for at least 3 years, and of course they have to apply, and if they are not qualified for the job, they will also be fired.

This family constitution, which is both traditional and ancient, and is full of strict laws, has not been formulated and implemented for a long time.

In 2002, Lee Man Tat, the third-generation head of Lee Kum Kee, set out to formulate the "Family Constitution". Lee Man-tat himself, his wife, and five children formed the original family committee.

In the perception of the outside world, the "family constitution" is a powerful weapon for Lee Kum Kee to break the curse of "no more than three generations of wealth". But Li Wenda himself knows that this constitution was "forced" to be formulated.

As a key figure in the history of Lee Kum Kee's development, Lee Man Tat has experienced several darkest moments of separation. Every family almost ruined Lee Kum Kee's future and destroyed this century-old brand.

In 1988, Lee Kum Sheung started his legendary entrepreneurial history with a pot of burnt oyster sauce, and Lee Kum Kee was officially born. In 1902, a fire burned down the old shop, and the 40-year-old Lee Kum Sheung moved his family to Macau, where he once again hung up the "Lee Kum Kee" signboard at 611 Avenida da San in Macau. Twenty years later, Lee Kum Kee relied on high-end oyster sauce to lay a solid foundation in Macao, and later moved to Hong Kong.

In 1922, at the age of 60, Lee Kum Kee's founder, Lee Kum Sheung, passed away, and he divided the family fortune equally among his three sons, hoping that the three brothers would help each other.

But his wish was frustrated. The absolute fair distribution made Lee Kum Kee lose his words, and a civil war caused by different ideas was secretly nurtured.

The eldest brother Li Zhaorong and the second brother Li Zhaodeng teamed up with the intention of kicking Li Zhaonan out. But in the end, the more courageous Li Zhaonan and Li Wenda father and son realized a reverse takeover with 6.4 million yuan in installment payments.

Under tremendous financial pressure, Lee Man Tat ended the civil war and became the third generation of Lee Kum Kee as the head of the company.

At that time, Nixon's visit to China coincided with China, and the Chinese side presented two giant pandas to the other side. After smelling the business opportunity, Li Wenda launched the "Panda brand" oyster sauce and took the opportunity to enter the American market. Since then, Lee Man Tat has expanded from selling high-end oyster sauce and shrimp paste to soy sauce making. Soon, he launched 10 sauce products, turning Lee Kum Kee into a "sauce kingdom".

From focusing on high-end oyster sauce kings to reaching thousands of users, Lee Kum Kee has achieved a key leap. Lee Man Tat sells its products to more than 100 countries and regions around the world, realizing that "where there are people, there is Lee Kum Kee".

But the good times were short-lived, and Lee Kum Kee broke out into a second civil war. Li Wenda's brother Li Wenle suffered from nasopharyngeal cancer and insisted on letting Li Wenle break up. In the end, Li Wenda had to raise money everywhere, scraping together 80 million yuan to buy back all of Li Wenle's shares.

The farce of separation is not over. In 2008, Li Wenda's son Li Huisen caused another family separation turmoil, which was finally resolved by Li Wenda.

After three civil wars, Lee Man Tat decided to put an end to Lee Kum Kee's family feud permanently, which led to Lee Kum Kee's family constitution.

In Lee Man Tat's eyes, the development of the (Lee Kum Kee) group of companies is only part of the family constitution. In terms of organizational structure, family office, family fund, family training center and family investment are the four core territories alongside Lee Kum Kee. And what every family member has to do is not only to do the things before death, but also to think about the name after death. 

In a sense, the family constitution is just a way for Lee to maintain the continuity of the family and expand the family wealth. By the time of Lee's death in 2021, his single-handedly expanded business empire was already a big one.

There are several sets of data that can intuitively feel this change:

10 years ago, Li Wenda revealed that the group's two major businesses of sauces and health products have a total annual turnover of more than 10 billion yuan.

According to the top 20 richest families in Asia in 2020 compiled by Bloomberg, Lee Kum Kee Group's Lee family wealth is US$17.3 billion, ranking 12th.

·“ On the 2021 Forbes Global Rich List, Li Wenda ranks 111th with a net worth of $17.4 billion, and is also the sixth richest person in Hong Kong.

Test the waters of the "professional manager" mechanism

When the family constitution rises to the ultimate weapon, nothing seems to be able to sink the family anymore.

But this rather traditional family constitution is not just blindly conservative and restrictive. In fact, it has also absorbed a large number of management elements of modern enterprises.

For example, it requires family members to apply for jobs when joining the company, starting from the grassroots level, and following the principle of retirement at 65. The core personnel of the family committee control the board of directors, and the overall operation of the company is gradually handed over to professional managers.

As Lee Wai Sum, the fourth-generation core member of Lee Kum Kee, said: "In fact, the decision-makers of our family can not only be the Lee family, but the children of the family are not obliged to come back to inherit the family business.

In December 2020, the Group hired 53-year-old Lim Pik Po as Chief Executive Officer of Lee Kum Kee Sauce Group. Previously, she worked as an executive in a number of well-known food companies.

In 2008, she was appointed Vice President of PepsiCo China Beverages (South) and later promoted to President of PepsiCo Foods China, responsible for the entire PepsiCo Greater China region. In 2017, she moved to Danone as President of Nutrition Greater China. Each resume is long enough and glamorous enough.

Just when everyone thought that Lin Bibao was going to do a big job at Lee Kum Kee, she unexpectedly quit a year and a half later.

In June 2022, Lee Kum Kee Sauce Group announced a new candidate: Jing Jie succeeded Lim Bi Po as the new CEO of Lee Kum Kee Sauce Group, effective from 10 October 2022.

Jing Jie's replacement of Lin Bibao is related to his rich experience in retail e-commerce.

Prior to joining Lee Kum Kee, Jing Jie held various senior positions at Alibaba, including Group Vice President, President of Tmall and Vice President of Marketing, Strategic Partner Development and FMCG on Tmall, and at one time served as Assistant to Daniel Zhang. What's more, Jing Jie once sat on an equal footing with Jiang Fan, regarded as Daniel Zhang's right-hand man, and deeply participated in the digital upgrade of Tao e-commerce.

Further, Jing Jie also worked for COFCO as the general manager of brand management, responsible for the e-commerce business of China Foods Co., Ltd.

Lee Kum Kee Sauce also stated in the announcement: "Mr. Jing Jie will bring to us the rich experience of the digital and internet technology industry, as well as many food and FMCG companies, to drive Lee Kum Kee's digital transformation......

There are a lot of words to say, but behind this is Lee Kum Kee's fancy to Jingjie's digital operation and online sales experience as China's largest e-commerce platform. Jing Jie's appointment is also sending a certain signal to the outside world: Lee Kum Kee wants to use digital e-commerce to aggressively attack the condiment market.

Being the boss is not something Lee Kum Kee blindly takes for granted.

In 2020, Haitian Flavor ranked first in China's condiment retail market share, and Lee Kum Kee ranked in the top three. However, no matter from the perspective of historical process, development background and financial resources of the group, Lee Kum Kee has the endowment to go further, and even compete for the first place in the industry. In short, Jing Jie can make up for Lee Kum Kee's shortcomings in online marketing.

Not only online channels, but also offline channels, which account for the majority of revenue, are also in urgent need of digital upgrades to improve operational efficiency. In the traditional offline business model, the brand needs to manually connect with major supermarkets and stores, track their demand changes, and feed back to the brand, then to the stocking warehouse, and finally to the manufacturer.

In addition to a large amount of redundant work, there are also characteristics such as poor information and weak timeliness. This urgently requires digital innovation, and the arrival of Jingjie comes at the right time.

From the perspective of management mechanism, it is not uncommon for Lee Kum Kee to separate ownership and management rights and hand over the management of the company to professional managers.

The most commendable is Midea Group. In 2012, He Xiangjian stepped down

Midea Group

chairman, and pushed the "outsider" Fang Hongbo to the high position of chairman. And He Xiangjian's only son, He Jianfeng, is determined to invest and chose to start a business "in vitro". Today, among the board members of the United States, except for He Jianfeng, the others are all professional managers.

In October 2022, Wu Yajun, the founder of Longfor Group, also handed over the position of chairman to Chen Xuping, a professional manager who is only 40 years old.

Whether it's Midea or Longfor, their success is obvious. The former ranks among the top two in China's home appliance industry, while the latter has maintained a long-term healthy and stable development in the real estate industry.

Judging from Jing Jie's new appointment, the benign resonance of the separation of ownership and management rights of Midea and Longfor is not obvious to Lee Kum Kee.

This may be due to several reasons, one is that Jing Jie's visit to Lee Kum Kee is short and still needs to be precipitated; second, both Fang Hongbo and Chen Xuping have grown up step by step from small employees, which is completely different from the airborne Jing Jie; third, and perhaps the biggest reason, is that Lee Kum Kee, a century-old brand, has too many family imprints, compared with Midea and Longfor, it has always maintained a high level of market-oriented operation.

However, in any case, Lee Kum Kee's career management path is almost irreversible, which is one of the keys to Lee Kum Kee's ability to go further.

Infinite evolution to the big health track

In the 136 years since its founding, Lee Kum Kee has made several key leaps and bounds.

The first is to initially establish the market position of the king of oyster sauce, the second is to achieve the leap from oyster sauce to soy sauce (ingredients), and the third is to achieve a greater leap from sauce condiments to healthy tracks.

In 1992, Li Wenda signed a cooperation agreement with Zhao Yunhong, then President of the First Military Medical University, to establish Guangdong Nanfang Lee Kum Kee Nutraceutical Products Co., Ltd. in the form of a joint venture, officially entering the Chinese herbal health industry, which later became Infinitus (China) Co., Ltd.

In 1994, Infinitus' first product, Enhancement Oral Liquid, was launched and has been sold for more than 30 years. As of December 2015, a total of 59 products in 26 categories have been identified as "Guangdong Province" by Infinitus (China).

High-tech products

”。

In June 2017, Infinitus ranked 45th in the "China's 500 Most Valuable Brands" with a brand value of RMB65.869 billion, and ranked among the top three in the direct selling industry.

At the 2019 World Quality Tasting Conference held in Rome, Infinitus's "Strengthening Oral Liquid", "

Phytoya toothpaste

and

Zole Star

Probiotics

"Solid" won the Gold Award. Infinitus, which is positioned as a "Chinese herbal health" track, combines traditional Chinese herbal medicine theory with modern technology to bring more possibilities to the big health industry.

In fact, since the turn of the millennium, the development of the big health industry has entered the "fast lane", and many sub-industries, including health food, have begun to grow savagely. However, these health care brands that rely on direct sales and even pyramid marketing models to become big in the name of big health have also provoked chaos in the industry.

In 2018, the Quanjian incident made the entire industry smell "health care products". In response to a series of problems exposed in the "health care" market, such as false publicity, illegal advertising, consumer fraud, and counterfeit production and sales, the State Administration for Market Regulation, together with 13 departments including the Ministry of Industry and Information Technology, the Ministry of Public Security, and the Ministry of Civil Affairs, launched a 100-day campaign to jointly rectify the chaos in the "health care" market in early 2019.

On January 28, 2019, Infinitus also responded to the 100-day action and issued 10 special rectification measures. Infinitus acknowledges that it has found that the company has problems such as imperfect dealer management system, unclear main responsibilities, ineffective investigation and punishment of dealers' exaggeration and false advertising, weak supervision over private sales, dissemination and use of exaggerated and false advertising materials, and at the same time has a single way to handle consumer complaints and insufficient humanistic care, and promises to actively rectify them.

Five years have passed, although the industry turmoil caused by Quan Jian is still in my ears, this does not prevent the rapid rise of the entire health industry. With the inclusion of "Healthy China" in the national strategy, the intensification of the trend of social aging, and the improvement of health awareness, the big health industry has opened a 10 trillion market ahead of schedule.

According to the "2022-2023 Big Data and Decision-making Analysis Report on the Operation of the Global and China's Big Health Industry" released by iiMedia Consulting, the overall revenue of China's big health industry has maintained growth, and the revenue scale will reach 9.0 trillion yuan in 2024.

Taking online as an example, with its natural proximity to the big health track, retail e-commerce took the lead, and JD Health and Ali Health were born. In the past 2023, the number of annual users of Tmall Health to purchase health care products is nearly 300 million, with an average annual purchase frequency of more than 5 times per capita, and a transaction scale of 100 billion yuan.

In a list of the "Top 100 Global Direct Selling Companies in 2018", a total of 22 direct selling companies in mainland China were on the list. Among them, Infinitus China (2017) topped the list of domestic companies with a revenue of US$3.92 billion. 

Lee Kum Kee, who is heading for the big health track, has opened up a greater strategic space for Lee Kum Kee amid some controversy.

Rely on "order" to inherit and develop

Big water raises big fish, but big health is a big fish that urgently needs to be constrained by "order".

During this year's two sessions, Lee Wai Sun, the founder and chairman of Infinitus and the fourth-generation successor of Lee Kum Kee, put forward two proposals on the development of the Chinese medicine industry and family enterprises. These two very different proposals have a similar core thread, which is the sense of order.

In his suggestions for the traditional Chinese medicine industry, he believes that the traditional Chinese medicine industry chain is long, the whole process system of the industry is complex, the supervision is difficult, the management level of each link is uneven, and the staggered entanglement, by strengthening the inter-departmental supervision and coordination mechanism, traceability mechanism and standardization, etc., relying on orderly whole-process supervision, can promote the high-quality development of the traditional Chinese medicine industry.

For example, in the more specific suggestions on the traceability mechanism of traditional Chinese medicine, he suggested that "establish a whole-process quality traceability system for traditional Chinese medicinal materials 'from farmland to clinic', and build a management system of 'source knowable, whereabouts traceable, quality checkable, and responsible' through information recording, query, and traceability of problem products, so as to realize the quality tracking and traceability of the whole process." ”

In the proposal "On Stimulating the Vitality of the Young Generation of Entrepreneurs in Family Enterprises in the New Era", Li Huisen also emphasized the importance of order.

On the one hand, this is based on the reality of the industry, and on the other hand, it is due to the preparation of a century-old brand heritage.

Similar to Lee Man Tat's single-handedly established family constitution, as the successor of the new generation, Lee Wai Sum's top priority is to ensure the sustainable legacy of Lee Kum Kee's family and business. In this context, mechanism and order are particularly important.

From the oyster sauce king at the end of the 19th century, to the soy sauce king in the mid-20th century, and then to the cross-border health industry at the end of the 20th century, Lee Kum Kee's several key leaps have deduced an epic inheritance and evolution.

Just as Lee Kum Kee adheres to the quality of "100-1=0".

Management philosophy

, without 100% quality insistence, everything is zero. On the other hand, if Lee Kum Kee can't do a good job of orderly inheritance, then everything will also come to zero.

According to a 2018 report by Forbes, Lee Kum Kee's business map is divided into divisions of labor, with Lee Wai Hung in charge of family affairs and investment, Lee Wai Hung in charge of managing the foundation, Lee Wai Chung as the chairman of Lee Kum Kee Sauce Group, Lee Wai Sum as chairman of Lee Kum Kee Health Products Group and chairman of Infinitus (China) Co., Ltd.

The four brothers perform their own duties and break through in their respective positions, which is itself an orderly inheritance.

Five generations, 136 years, and more than 100 billion fortunes, this century-old store has been glorious for more than a century with the power of inheritance.

Nowadays, with Infinitus

In the name of "Never Ending Beyond the Limit",

Lee Wai Sum and Lee Kum Kee are planning for the infinite inheritance and evolution of the new era.

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