Usually in a family business of tens of billions of dollars, it is a routine operation for close relatives to turn against each other, but in Jieliya's family, it is a little different, not to mention the smooth inheritance of three generations of grandchildren, and even uncles and nephews get along well. In this family, it seems that everyone has found their place.
Text丨Financial gossip female author: Mo Mo
· · ·
Another wealthy young master is out of the circle.
The third generation of Jieliya calls himself "Towel Master", and through the filming of the theatrical version of "Towel Empire", the development history of Jieliya's family is presented in the form of novel tweets, and everyone experiences an alternative "infighting".
In the play, the young master was sent to Xinjiang by the second uncle, and he experienced picking cotton for 3 years, although he took the script of the "revenge" male protagonist, but it did not develop according to the conventional plot:
I didn't meet a beautiful and kind-hearted heroine who married with her own family;
Second, there is no father to take care of him at all times, so that he can gain a firm foothold in the head office;
finally returned, and was also regarded as the company's mascot and the family's conspicuous bag.
In fact, "Young Master Towel" started shooting short videos very early, but it has not been popular for so many years, and it finally became popular, but netizens fell in love with the handsome second uncle who "competed for family property" with him.
Regarding the infighting of the wealthy family presented in the plot, Master Jie Liya said in an interview:
"The drama of the battle between the wealthy families is limited to novels, and our family is very harmonious. ”
Usually in a family business of tens of billions, it is a routine operation for close relatives to turn against each other, but in Jieliya's family, it is a little different, not to mention the smooth inheritance of three generations of grandparents, and even uncles and nephews get along well.
In this family, it seems that everyone has found their place.
1.
/ Failed start-ups, played tricks and eunuchs,
"Young Master Towel" filmed a short drama to drive the family business to break the circle /
Master Jie Liya's real name is Shi Zhancheng, born in 1999, unlike most of the children of other wealthy families, his learning background is from famous financial schools, he graduated from Communication University of China, and he also wanted to mix in the entertainment industry back then.
However, although he is a young master of a 10-billion-dollar enterprise, he has to start from the role of a dragon, and he has also played a eunuch, but he has never played any well-known roles. In the end, he couldn't get along in the entertainment industry, and was ridiculed by his father Shi Lei:
"If I hadn't brought you back from Hengdian, you would still be playing a eunuch!"
In fact, long before he returned to the family to inherit the family business, he had already tried to start a business:
In 2018, Shi Zhan undertook to sell sneakers, but the shoes were not sold to themselves, but they collected a lot;
In 2019, his father assisted him to try to enter the catering industry, but he lost all his money;
In 2020, he set his sights on live streaming again, and sure enough, he achieved a sales record of 0.
After two and a half years of entrepreneurship, there is still no achievement, Shi Zhancheng, who recognizes the reality, changed his mind and decided to enter the company, building himself into the character of "Young Master Towel", based on the real background of the Jieliya family, and attracting many fans through fictional stories.
In fact, he created "The Wandering Diary of the Young Master" long before "Towel Empire", in which he changed from a leisurely young master to a migrant worker in the factory, and the strong contrast broke the public's stereotype of the rich three generations.
And all the content is written, directed and acted by Shi Zhancheng, his original intention of doing this account is actually to bring goods through live broadcast, but he didn't expect the account to become popular all of a sudden, more and more young people are beginning to understand the old brand of Jieliya because of "Young Master Towel", and now this account has 720,000 fans, and Jieliya has also successfully taken advantage of this wave of traffic to get out of the circle.
For brand marketing, Jieliya has always invested a lot.
In order to promote his own towels, Shi Changjia, the founder of Jieliya, threw 50 million yuan into CCTV, just for Xu Jinglei to wrap the towel and say "Loving you is loving yourself", and it is also because this advertisement has won the market for "Jieliya".
With the development of the times, Jieliya began to choose to cooperate with major variety shows, sponsored popular variety shows such as "The Voice of China", and spent millions of naming fees.
In Shi Zhancheng's view, in the stage of the development of the Jieliya brand, his own account is still quite cost-effective for promoting the brand, "mine is cheaper".
Now there are a lot of messages mentioning Jieliya's products in the comment area of "Young Master Towel", Shi Zhancheng's grandfather and father will also like every video, look at the comments, this account has become a platform for Jieliya to interact with users.
2.
/ Don't follow the plot of a wealthy novel,
Jieli Yafu has hit a market value of 10 billion yuan for three generations /
Unlike in the novel, where there will be bloody storms from time to time when the succession of wealthy families occurs, the inheritance of Jieliya has always been a smooth transition.
"I grew up in a loving family and my family was very supportive of me in doing what I wanted to do. ”
In fact, it can be seen that although Shi Zhancheng has returned to the family business, he still works in the field he is interested in, and now Jieliya's business is in charge of his second uncle Shi Jing.
In Shi Zhancheng's description, his grandfather is the "towel king" who founded the company from scratch, his father is the "little prince of towels" who inherited his father's business, and his second uncle is the "towel uncle" who helped the company develop rapidly. Although it is a ridiculous statement, it also accurately summarizes the main role of each person in the development of Jieliya.
The predecessor of Jieliya was Zhuji County Towel Factory. In 1986, the towel factory was facing the dilemma of insolvency, and the name of the factory changed several times, not to mention having its own trademark.
In 1994, Shi Changjia used his own real estate as collateral and borrowed 4.57 million yuan to buy a towel factory. bankrupt just to buy a broken factory, the people around him expressed their incomprehension.
But it was in this broken factory that Shi Changjia founded Jieliya, he wanted to be a Chinese towel brand, so when others used inferior dyes to make money, he insisted on using better raw materials and expensive dyes than others:
"I don't just want to make money in the present, I also want to make money in the future, I have to take a long-term view!"
This won Jieliya a good reputation, and in order to expand his influence, he decisively invested 50 million to advertise on CCTV. By 2006, Jieliya's sales reached 1.415 billion yuan. With outstanding quality and advertising support, it has successfully jumped to the No. 1 towel brand in China.
After determining the strategic direction of enterprise development, in 2010, Shi Changjia retreated behind the scenes and handed over the management of the company to his son Shi Lei, who actually participated in the company's operation as early as the establishment of the brand.
In 1995, Shi Lei was holding an "iron rice bowl" in the Shaoxing Township Enterprise Bureau, because his father wanted to start a business, and even sold the house, he had to quit his job to help his father, he can be said to have followed his father all the way out:
"Loading, unloading, carrying cotton yarn, carrying equipment, squeezing trains, sleeping on the floor...... In order to save a few dollars, if you can do it yourself, you will resolutely do it yourself. ”
So he was able to take over the baton and sit in this position.
After taking over, Shi Lei is also constantly giving new value to "Jieliya", constantly developing new products, and extending to high-end bathrobes, pajamas, underwear, socks and other home textile products.
Invest 3.5 billion yuan in Xinjiang to invest in the construction of "Jieliya Brand Industrial Base", which provides a unique resource advantage for Jieliya's industrial transformation and upgrading and brand promotion.
Regarding the succession, Shi Lei once said:
"From corporate development strategy and internal management to advertising style and equipment purchase, disputes are too common, and even after taking over as chairman, my father will not completely let go. ”
Shi Jing, the core representative of the new generation of Jieliya's leadership team, graduated from Peking University and obtained a master's degree in science from the University of Manchester.
In the daily business process, he and his brother Shi Lei are also discussed, and they share the burden of the enterprise.
As the family's "eye bag", Shi Zhancheng was lured back to work in the family business by the president's father, otherwise his spending card would be deactivated, but when he returned to the family, he still did what he was good at, and led the family to catch up with the boom of the Internet.
Although the second uncle Shi Jing did not directly participate in the production of short videos, because of his super good looks, he also unexpectedly became popular when he appeared on occasion, and the large amount of traffic brought by him also made Jie Liya.
The harmony of the family and the freedom from infighting have created the brand value of 10 billion yuan of Jieliya and made Jieliya win a place in the home textile industry.
In fact, many second-generation families have no interest in the family's industry, but they are very outstanding in other fields, such as Jieliya's "Towel Master" who uses his own advantages to contribute to the family. So the interest and talent are not necessarily in the business, but there must be a common family dream.
3.
/ It's easy to start a business, but it's hard to keep a business
"Family discord" makes the home textile boss lose real control /
Many of the enterprises in the textile industry are family businesses like Jieliya, and the harmonious relationship between family members is also an intangible asset of the enterprise. Discord among family members may directly ruin the achievements of a generation's struggle.
Some time ago, Mengjie shares received a fine of 5 million from the Securities Regulatory Bureau, and the boss behind it was suspected of being involved in a huge illegal fundraising case. Mengjie shares first fell into internal strife and chaos, and then encountered illegal fundraising, and ended up in such a situation, so we have to mention the original actual controller Jiang Tianwu.
Jiang Tianwu was originally just a worker in Changsha Quilt Factory, and was later promoted to become the factory director, using the state-owned enterprise restructuring to form Hunan Mengjie Group, he also changed from the factory director to the "boss", which can be said to be a veteran figure in the domestic home textile industry. His wife, Wu Jing, graduated from secondary school and left after working in Mengjie, and her sister has been serving as a director of the company.
In the early days of enterprise development, Jiang Tianwu also agreed that the family should be harmonious in order to last for a long time, and regarded "love in the family" as the corporate culture, and the success of Mengjie shares proved this theory.
"Mengjie has not divorced or left the senior management in the past 27 years, this is a legendary team that will never leave. ”
But Jiang Tianwu's pride didn't last long.
In 2017, Jiang Tianwu insisted on divorce because his wife's thoughts couldn't keep up with him, and the two signed a divorce agreement.
Five years after the divorce, Jiang Tianwu fell into a debt crisis, lost the actual control of the company that he had been fighting for for 30 years, and failed to realize his dream of "home textile kingdom".
The previous Mercury Home Textiles also encountered a crisis, but with the same front as a family, they survived the crisis.
Mercury Home Textiles is both a listed company and a family business, founded by Li Yujie and his siblings.
In 1987, Li Yujie founded Mercury Home Textiles, mainly making quilts. Li Yujie has repeatedly stressed that without the joint efforts of his brothers and sisters, there would be no Mercury today.
Li Yujie has four children, and his son Li Laibin was born in 1986 and serves as the general manager of the e-commerce department of Mercury Home Textiles. As one of the founders of Mercury Home Textiles, his younger brother Li Yulu has served as the director and president of Mercury Home Textiles for eight years, and has been responsible for the overall operation and management of the company for a long time.
In May 2017, coinciding with the critical period of the company's IPO, the founder Li Yujie fell to his death in an accident at a hotel in Shanghai at the age of 57.
I thought that Mercury Home Textiles would have some turmoil because of this, but I didn't expect that in June, the management change was completed, Li Yujie's younger brother Li Yulu served as the chairman, and his son Li Laibin served as the vice chairman.
In August of the same year, Li Laibin, Xie Qiuhua, Li Yulu and Li Yugao signed the "Concerted Action Agreement", agreeing to exercise their shareholder rights and assume corresponding obligations as concerted actors, and at the same time, the actual controller of the prospectus was also changed.
In the end, Mercury Home Textiles was successfully launched in 2017.
It can be seen that only a harmonious family business can last for a long time.
Nowadays, the competition in the home textile industry is so fierce that only a family can work together to occupy a place, and infighting with relatives can lose some family property, and in serious cases, the entire family business will be destroyed.
More importantly, family members must have a common concept of "willing dedication", just like the Jieliya family, even if it is a "conspicuous bag", they must fight for the interests of the family.