Text: Meat
The statements in this article are based on reliable sources of information and are detailed at the end of the article
I still remember when the iPhone12 was launched, there was a popular stalk of "I don't know if 12 incense is fragrant, but there is definitely no thirteen incense".
As the most popular "man" in China, Wang Shouyi firmly occupies the market of "old godfather".
Relying on the thirteen incense to earn 2 billion a year, with the death of the old man, it was pulled off the altar by various "riotous operations" by the descendants.
What happened in the middle of this to make the thirteen incense become less "fragrant"?
The "cross-border road" of thirteen incense
"Seasoning, I only love Wang Shouyi Thirteen Spices" This classic line must be very familiar to everyone.
This also caused a little misunderstanding for everyone, that is, Wang Shouyi can only make seasonings.
When Mr. Wang Shouyi, the founder of Thirteen Incense, passed away, he left his last words hoping that future generations could work in a down-to-earth manner and not engage in diversified development of listing.
But for people who have lived in different eras, it is difficult to comply.
The first to choose "crossover" was his grandson, the titular eldest grandson.
Having studied abroad since he was a child, he has set his sights on real estate as a recipient of new ideas from abroad.
It is said that the water of real estate is very deep, and a fledgling person without any experience wants to play with real estate, which can only be said to be young and far-sighted.
At that time, he invested his money in the real estate business in the UK, but unfortunately, the financial crisis soon came, and his industry continued to shrink.
In the end, he relied on the help of his family to get through this crisis. This difficulty once made him almost go home to inherit the family business, after all, the family was poor and only had money left.
The first thing he did after returning to China was to suggest that his company go public. But he was rejected by the whole family, after all, the old man once left a last word.
Although it can't be listed, the hearts of other people in the family have been mobilized.
It happened that the catering industry was very hot at that time, so the elders of the family would imagine opening a restaurant, which happened to be making seasonings, which could not only promote their own products, but also make a second profit.
However, the ideal is very plump and the reality is very skinny, and the imagination is still different from the reality after all, so the heart of this cross-border catering has stopped.
The "Road of Thirteen Incense"
If you want to say how far the thirteen incense is burning, it depends on whether he has been imitated in the market.
When the family wanted to engage in cross-border activities, "fifteen", "sixteen" and "seventeen incense" came out on the market, and their thirteen incense began to be tough and tough, and even more outrageous was that even their own "Wang Shouyi" was preemptively registered as a trademark by others.
The chairman of the Thirteen Fragrance Group once said that their group had spent a lot of money and time to protect its own rights and interests to fight counterfeiting, and the cumulative anti-counterfeiting funds were as high as more than 30 million yuan.
This kind of time-consuming and energy-consuming thing has somewhat slowed down the pace of Thirteen Incense, but this is not the most important thing, the most important thing is the proportion of members of the family group.
Shisanxiang Group is a serious family business, and the staff within the group are all relatives of their own families from the beginning of the business, so there is unprofessionalism at a certain level.
For example, when the e-commerce industry was booming, no one in the family realized that they had to give priority to occupying their position on the e-commerce platform, resulting in the thirteen fragrance brand lagging behind other brands.
Later, under the reform of the leaders, all the members of the family were eliminated, and all the sales and senior leaders were recruited to fill the vacancies.
Under such changes, after becoming a professional company, the development is more transparent and clear.
However, after a series of changes such as cross-border investment and group reform, it is true that it is not as prosperous as it was back then.
After realizing the problems of its own development, the Thirteen Incense Group began to act in a low-key manner and silently do its own thing.
There are countless seasonings on the market now, but Wang Shouyi's thirteen incense can rely on his reputation for many years to stand tall and strong.
Some netizens once used the ingredient list to reproduce thirteen incense at home, but the taste is very different, after all, what people have in their hands is a secret recipe that has been passed down for many years.
Thirteen incense's "entrepreneurial road"
Wang Shouyi's ancestors opened a shop, which is the "Xinglongtang" printed on the packaging.
It is said that in the early years, the head of the family was very particular about eating, and he usually liked to study some Chinese herbs, so after discovering this recipe, he recorded it and passed it on to future generations along with the shop.
After a series of changes such as the change of dynasty and the war, the store became less famous.
In Wang Shouyi's generation, because he wanted to beg for food and take refuge, he went to Zhumadian several times.
At that time, the family and country were in ruins, and the living conditions were not good, so in order to let his family live a good life, he came up with this secret recipe.
Combined with everyone's taste at the time, many attempts finally made this thirteen incense, when you look at the ingredient list, you will find that there are 13 kinds of ingredients, but in fact, it is said that there are other secret recipes.
Things are made, but sales are a problem.
At that time, everyone lived a hungry and full life, and they couldn't afford to buy spices at all.
In order to solve this problem, he ran all over the streets and alleys, so that there were still people willing to buy this seasoning.
In order to increase his sales, he set the price extremely low, and slowly made a name for himself with the idea of small profits and quick turnover.
In order to pass it on, he brought his children to teach them how to make it, but due to some external factors, his small business was also forced to be interrupted.
Later, with the development of the country, under the persuasion of his family, at the age of 54, he returned to his old business, took out his family's savings of 100 yuan, opened his own small company, and slowly sold his products all over the country.
I once visited Wang Shouyi's old man's home, and he told us that in addition to miscellaneous expenses such as materials, labor, etc., a pack can only earn 8 cents. It is because of these 8 cents that you can earn an annual income of 20 billion, which is also admirable.
As a brand that has been inherited for a hundred years, it has been relying on the same product and will still be squeezed out by the back waves in the end.
After all, there are a variety of seasoning products now, although they now occupy most of the market, but it is difficult to guarantee that there will be problems in the future, so innovation is still necessary.
Sources:
China News Network--Wang Shouyi Thirteen Fragrance Condiment Group has registered the trademark to "Thirty-nine Fragrances"--2022.9.8
Wang Shouyi Thirteen Fragrances_China Economic Net - National Economic Portal
He has only been making seasonings for 32 years, but he has made 300 million yuan a year with a profit of 8 cents!
Henan Province Zhumadian Wang Shouyi Thirteen Incense Group cracked down on counterfeiting
The Food and Drug Administration instructed Tianjin to verify the report of "seasoning fraud"_Shangguan News
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