This Northeast family is the master of hidden money.
cut Ding Yifeng, and cut Mengniu.
The Moon Bubble Reservoir in Baicheng, Jilin Province, is located at the mouth of the Taoer River that flows into the Nenjiang River.
There is a memorial tower for flood fighting, in order to commemorate the spirit of the Baicheng military and civilians fighting against floods in the summer and autumn of 1998.
In 1999, the year after the floods, the per capita net income of rural residents in Baicheng was 1,503 yuan, missing the expected target.
When the peasants had an annual income of more than 1,500 yuan per capita, a female boss surnamed Chai spent 98 million yuan to build a New Century Plaza in Baicheng.
Boss Chai was still working in a state-owned enterprise before 1996, and after only 3 years at sea, he quickly accumulated the first fortune of 10 million.
At that time, ordinary people couldn't earn a few dollars a year, and there were many myths of getting rich around them.
In those years, there was a legend circulating everywhere in the Northeast:
If you go to Russia to be a bad man, you can earn a Mercedes-Benz a week.
Boss Chai's family history is not so expressive. In her own words:
He has acted as an agent for some snack foods such as potato chips and beverages in Guizhou, and has run a bread processing factory.
In 2001, Boss Chai and her husband entered the dairy industry together.
This is more than ten years before Boss Chai has a brand that everyone in the country knows.
When Boss Chai and his wife were engaged in the big dairy industry, their Jilin villager, a master named "Sui Guangyi", resigned from his official position and cultivated the Tao, and devoted himself to studying a:
Zen and I-Ching Investment Method.
This kind of investment method is unfathomable and wonderful enough just to hear the name, and it has become another school after Warren Buffett's value investing and Soros's hedge fund.
What Master Sui did, in the tradition, can be called a "living immortal"; In terms of science and technology, it can be called "cosmic energy master".
Later, the famous Ding Yifeng was Master Sui's Zen work.
However, no matter how Master Sui pretended to be a ghost, this fellow had to be cut off a stubble of leeks when he met Boss Chai's family.
Boss Chai's product was really known by the people of the whole country in 2019, it was a cheese stick, named after:
Wonderland.
Since 2019, a magic advertisement has been rolling at a frequency of 15 seconds and 480 times a day, rolling bombarding the elevator halls of hundreds of thousands of buildings in 16 cities across the country.
Its advertising slogan can make children get on the head as long as it is sung:
Microcolando, Microcolando, cheese sticks, cheese sticks, high calcium and nutritious, accompany me to grow, so delicious, really delicious.
Two packs of 50-piece Microcolando cheese sticks cost 109 yuan, and an average of more than 2 yuan per stick, but it still can't stop the children's enthusiasm for eating Microcolando.
The enthusiasm of the children put the magic colando (600882. SH) revenue from 1.744 billion yuan in 2019 to 4.478 billion yuan in 2021.
It also raised the share price of Microcolando from more than 10 yuan in 2019 to more than 80 yuan in 2021.
A snack that is not much bigger than a lollipop sells for more than 2 yuan, in addition to being delicious, there is also a selling point that pokes at Bao's mother's heart-
Grow taller.
After searching around, he didn't see any brand of cheese sticks that openly said that eating their products would make him taller.
It's just that many mothers will enthusiastically leak a natural opportunity to another group of mothers in the post:
If you want to grow, you only need to eat a few cheese sticks a day.
Even Boss Chai said on the occasion of an entrepreneur's event:
In China, as long as every parent wants their child to be tall, they must eat more cheese before the age of 18.
As for the height of the baby, how much a piece of cheese can contribute, Ski is not very clear.
If the contribution is large, there may not be another listed company, Changchun High-tech (000661. SZ) what's the matter.
After all, like the research and development of Microcolando, 1 doctor, 6 masters, 24 undergraduates, 17 junior college students, and 28 high school students can be done.
Like Changchun High-tech, there are nearly 200 doctors needed for research and development alone.
Bao Ma can only buy 50 cheese sticks for more than 100 yuan, I don't know how many of the 100 yuan are paid by Bao Ma because of her height?
In the past two years, we have watched the middle class throw this and that, following the consumption of piano, equestrian, international schools, etc., and now even superfruits do not want to consume.
According to the current progress of the middle class to throw off the burden, it is probably a matter of time before the cheese sticks are abandoned.
Two days ago, some people even wanted to help the middle class cut this burden.
They say that the "edible oil products" in the ingredient list of Microcolan are another name for "trans fatty acids".
Trans fatty acids, which is the technology and ruthlessness that Bao Ma can listen to.
This move may not be aimed at the sales of Miaokelando, but more like taking its life.
With Ski's superficial biological knowledge, edible oil products are not the same as trans fatty acids, and trans fatty acids are not necessarily artificially added.
Don't look at the expensive cheese sticks, in fact, Micolando doesn't make as much money as imagined.
In 2021, when Microcolando sold well, the revenue of 4.478 billion only gave the parent company a net profit of 154 million.
The net profit margin is less than 5%.
From the financial report, it can be known that the more expensive part of Microcolando is the sales expenses:
It has risen from 359 million in 2019 to 1.159 billion in 2021.
What is more exaggerated is that the material cost of cheese in 2021 is just over 1.4 billion.
It is obviously not as pleasant to let the children go up as it is to let the middle-aged local tyrants go up.
By 2023, the revenue of more than 4 billion will only net more than 60 million.
Among them, more than 50 million profits are not brought by business, but by government subsidies and asset disposal.
In other words, the real profit brought by the operation is only 7 million.
At the beginning, the listed company changed its main business from iron ore mining business to dairy because of the large loss of iron ore mining.
Sky flipped through the financial reports from 2012 to 2014, only to find that when people's main business was iron ore mining, they could deduct 1-2 billion non-profits a year.
And its revenue at that time was only about 1 billion.
In 2015, the listed company said that it was affected by the international steel market and lost 270 million yuan in iron ore.
They felt:
The acquisition of Microcolando may be saved.
At that time, the price of the iron ore business was 1.157 billion yuan, and the price of the dairy business was 816 million yuan, a difference of 340 million yuan.
The difference is made up by Boss Chai's side.
Another group equivalent to Boss Chai spent 340 million yuan to get the loss-making iron ore business, and gave the cheese business with great potential to the listed company.
What kind of sacrifice is this?
But it doesn't matter. Through Miaokelando, Boss Chai can trap children and Mengniu.
In January 2020, Mengniu spent 287 million yuan to buy a 5% stake in Miaokeland, at a cost of 14 yuan per share, becoming the company's second largest shareholder.
You must know that Boss Chai's Guangze Dairy's net assets in 2016 were less than 300 million, but she sold 100% of her shares for 760 million that year.
Only 4 years later, Boss Chai sold his equity at a higher price.
Some people may be unconvinced, Boss Chai also spent a lot of money on advertising, isn't it?
What is heart-wrenching is that Miaokeland let go of the bold smashing advertising started with Mengniu joining.
It can only be said that Boss Chai is a good hand in business.
In the next two years, Mengniu increased its holdings in Miaokelando, and from the current situation, Mengniu has taken 36.51% of the shares.
There is also a group of shareholdings that are also very interesting, the change in the shareholding of Guangze No. 1.
Ground No. 1 is an employee stock ownership collective fund trust plan.
This trust plans to buy Microcolando shares from 2017 to 2018, with an average transaction price of a little more than 9 yuan.
By May 2020, Ground 1 reduced its stake to 4.9999% of the total share capital. At that time, the stock price of Microcolando was about 30 yuan.
Sky roughly calculated that the income of Guangze No. 1 at this time had about 3 small goals.
What is smart is that after this reduction, the people who eat melons can no longer watch the shareholding of Guangze No. 1.
Because the shareholding is less than 5%, Guangze shares No. 1 makes some moves, so there is no need to notify us leeks.
If Mengniu is dedicated to industry, it is understandable that he was trapped by Boss Chai's family.
Then, it is very bizarre that Ding Yifeng, a scam company, was skinned a few layers by Boss Chai's family.
2020年8月,鼎益丰旗下的Hong Kong Toprich Investment Limited从柴老板女儿崔薪瞳手中买了广泽国际(00989.HK)17.58%的股权。
According to the closing price of HK$0.241 on August 6, the announcement date, some media calculated that Boss Chai's family sold this part of the equity to Master Sui may cash out 250 million Hong Kong dollars.
After Master Sui entered, probably with the protection of the gods, Guangze International suddenly soared by more than 10 times, and the craziest day rose by 190.54%.
By August 1, 2022, under the management of the investment ghost master Sui, the listed company, which has been renamed "Huayin International Holdings", has reached HK$0.51.
At this time, Master Sui bought some shares from Boss Chai's family and became the largest shareholder of this Hong Kong listed company.
The media also calculated the income of Boss Chai's family, if calculated according to the closing price of HK$0.51 on the announcement date on August 1, 2022, their family's cashout may reach HK$1.683 billion.
However, now it may be because Master Sui has broken the merit, and the share price of Huayin International has fallen below HK$0.1.
Before Master Sui bought Guangze International for the first time, Boss Chai's daughter sold some of the valuable assets of the listed company:
Located on the 20th floor of Tower 1, Tower 2 and Tower 3 of Enterprise Square, Plaza 9 Sheung Yue Road, Kowloon Bay, Hong Kong, China, and parking spaces A1 to A14 in Building 1P.
These assets were sold for more than 300 million.
Before Master Sui's second purchase, Boss Chai's daughter was very generous in selling all the shares of its Guangze Real Estate Group to others at a price of HK$1.2.
Yes, that's right, it's 1.2 Hong Kong dollars. And this other person is a relative of Boss Chai's daughter.
Through this series of operations, the funds raised by Master Sui from the believers may have flowed into the Chai Boss family.
Some media even judged:
When Master Sui took over, it was almost a shell company.
There are many stories about Boss Chai's family, but except for Miaokelando, few people pay attention to this family.
However, the divine power of this family is obviously above Master Sui.