The chairman's son, the short drama became popular! "Young Master Towel" is out of the circle

"I want to be a real 'person' in front of the public, not a rigid corporate successor. ”

At present, a group of post-90s and even post-00s successors are coming to the Chinese business community. Unlike the past tradition of "low-key succession" and "step-by-step", the second and third generations of enterprises born in more developed information and more diversified society are often "unexpected".

Shi Zhancheng, who was born in 1999, is one of them. Shi Zhancheng is the son of Shi Lei, chairman of the home textile brand Jieliya Group, and has become popular on the Internet through a series of short videos of "Towel Empire" that he wrote, directed and cut.

As of May 1, Shi Zhancheng's Douyin "Towel Master" account, which has only been established for two years, has more than 800,000 fans and 8.29 million likes, and the series of short dramas "Towel Empire Theater Version" has won nearly 80 million views. In addition, Shi Zhancheng also has more than ten fan groups that are full and are displayed as "active groups".

Excellent growth environment, good educational background, overseas study experience...... In fact, there are many "second generation enterprises" like Shi Zhancheng, who are based on their own advantages, conform to scientific and technological development and industrial transformation, and write a different "wonderful" in China's business community.

"Young Master Towel" is popular on the screen

"According to the plot of the novel, I have to fight with my younger siblings for the family property...... Just when I thought I was winning, my second uncle came back from England......"

"I was squeezed out of the company by my second uncle and started from the grassroots level...... President Wen has become Taneda Wen!"

"Three years later, I'm back......"

Through the self-written, self-directed and self-edited "Towel Empire" series of short videos, Shi Zhancheng borrowed the form of online narrative and told the story of the towel family business in the autobiographical tone of "family conspicuous bag".

According to the data, Jieliya Group was established in 2003, formerly known as "Zhuji County Towel Factory" established in 1986, and is now a large-scale comprehensive group company integrating spinning, weaving, dyeing and finishing, marketing, logistics and other industries. Jieliya brand is a towel brand registered by Xinjiang Xinyue Silk Road Co., Ltd., with a brand value of 17.551 billion yuan in 2019, ranking first in the same industry for six consecutive years, and is the first "China Well-known Trademark" in China's towel industry.

Many netizens said: "It's good-looking, post more", "Push me the next episode", "Willing to pay", "The novel shines into reality", ......

With a real family background, a fictional "boss" character, and a fast narrative rhythm...... every element of "Towel Empire" has accurately stepped on the aesthetics of the current audience, which has also made Shi Zhan bear widespread attention.

"As an old brand, Jieliya is relatively unfamiliar to most young people. In an interview with the media, Shi Zhancheng said that he initially wanted to do some publicity for the company through short videos, and did not expect to bring direct value to the company.

"The brand influence of Jieliya has provided an indispensable contribution to his success, especially at a time when the short video market is becoming saturated, and the family's support has played a key role in terms of funding and creativity. In the face of the shift in consumer shopping habits to online content e-commerce, traditional brands like Jieliya have also found a new direction of development.

According to reports, Jieliya is currently actively innovating, broadening the category to launch bedding, underwear, household products, etc., to create a Chinese lifestyle in all scenes.

According to the data, as of May 1, the cumulative number of broadcasts of the theatrical version of "Towel Empire", which has only launched 6 episodes, has exceeded 80 million, and the author "Towel Master" has more than 800,000 fans, and has been on the hot search on social platforms many times.

Regarding his son Shi Zhancheng's popularity, Shi Lei said in an interview with the media that professionals said that if they were converted by value, they might not be able to achieve this effect if they invested tens of millions of dollars before. In his opinion, his son's million-level account is considered "passing". At the same time, he also warned his son that if he has fans, he should pay attention to his words and deeds.

The third generation of the enterprise has become a new force of Internet celebrities

With the rise of short videos, this hot track has also become the focus of the "second generation of enterprises". The "second generation of enterprises" represented by Shi Zhancheng is using his personal influence to inject new vitality into the family business by becoming an Internet celebrity.

For example, Luo Cheng, the second son of Hollyland, became popular as a "social fear boss", which not only brought attention to individuals, but also brought positive publicity to the brand.

In the comment area of Hollyland's second-generation Luo Cheng, there was a highly praised comment - "Going to Hollyland to buy cakes has a feeling of taking care of a friend's business." ”

At the end of 2019, Hollyland tried co-branding for the first time and launched succulent grape edelweiss cheese, which sold 740,000 pieces on Tmall in a single channel. After that, Hollyland frequently came out with new ones, getting rid of the old image of a traditional bakery.

Another example is Zhuji's "second generation factory" Cai Shanni once found another way, compared with marketing personal stories, her personal account "Caramela Female Socks Niangniang" is based on "socks factory personality". According to media reports, with new channels to attract traffic, the turnover of its offline dealer segment last year completed 258% of the original plan.

According to the report of the China Business Industry Research Institute, short video is a new subdivision of the online audio-visual industry, which has developed rapidly with its advantages of entertainment, participation and fragmented communication, accounting for more than 40% of the market size of the online audio-visual industry. According to estimates, the size of the mainland short video market is expected to reach 420 billion yuan in 2024.

As an emerging marketing method, short videos are being favored by all walks of life, in addition to Jieliya, international skincare brand Clinique, beauty brand Han Shu, catering brand Cha Baidao, etc., have also tried to attract audiences through customized short dramas.

According to the China Business Industry Research Institute, short video has rapidly become the main engine of the large audio-visual industry, and has become an industrial catalyst, comprehensively linking and integrating into all fields and links of socio-economic and cultural life, accelerating the digital transformation of multi-field industries, and deepening the integration of short video and all walks of life. For example, expanding localized life services, "short video + agricultural assistance" actively serves rural revitalization and helps the development of the cultural tourism industry.

The "second generation" succession tide of private enterprises in Shanghai has come

On April 29, A-share lithium giant Tianqi Lithium announced that Jiang Weiping, the founder and actual controller of the listed company, resigned, and his daughter Jiang Anqi will officially take over.

According to the announcement, at the board meeting held on the same day, the board of directors of Tianqi Lithium received a written resignation report submitted by Jiang Weiping, in order to hand over the leadership of the governance of the listed company to the new generation, in order to lead Tianqi Lithium into a new stage of development, Jiang Weiping applied for resignation as chairman of the listed company.

According to public information, Jiang Anqi was born in 1987, has a master's degree in business administration from Southwestern University of Finance and Economics, and is the daughter of Jiang Weiping, the actual controller and chairman of Tianqi Lithium, and Zhang Jing, who acts in concert.

Jiang Weiping once said that Tianqi Lithium is a listed joint-stock company, has established a relatively complete corporate governance structure and management system, and is also an international enterprise, which will not affect the development of the enterprise because of the chairman alone. Tianqi Lithium is an international enterprise, with more than 60% of its assets overseas, and the international development of the enterprise is not only about exporting capital, but also about continuously optimizing the management structure.

In fact, in recent years, there have been frequent cases of listed companies handing over shifts in the A-share market. A number of listed companies, including Zhendong Pharmaceutical and Ganfeng Lithium, have entered the succession track.

According to the research report of Soochow Securities, the succession methods of private enterprises of A-share listed companies include family inheritance and external managers. The capital market is cautious about the retirement of the founders, and the stock prices fell in the year of handover, and then returned to the fundamentals.

Soochow Securities suggests that focusing on corporate governance is the most effective way for external investors to reduce the risk of intergenerational inheritance investment. Whether it is an internal family succession or an external professional manager, the ability of the successor is the most critical, but for external investors, it is impossible to obtain timely and accurate information on the succession method and succession ability, and sound corporate governance will help reduce risks.

Editor-in-charge: Ye Shuyun

Proofreading: Wang Chaoquan

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