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If a person wants to succeed, not only does he need to make a lot of efforts, but opportunities are also inseparable. But success sometimes comes and goes quickly. If a successful enterprise wants to become bigger, it needs to have many conditions. If you want your own business not to be eliminated, then you need to have your own characteristic products, which can be imitated, but must not be surpassed. And such a company can be said to be the most tragic case of the enterprise, it can be said to be the epitome of China's private enterprises, but also a very representative case of Chinese business. This enterprise on Jianlibao, may now many people on this brand is very unfamiliar, the most may know that this is a beverage brand, let's take a look at what this company has experienced from prosperity to decline!
In the 1980s, Li Jingwei served as the director of Sanshui Distillery, when he was unpopular and the sanshui distillery was in poor condition. Not only is it impossible to make a profit, but it is also in a state of loss. Li Jingwei stayed in such a winery for ten years.
However, because of a chance, Li Jingwei learned that there was no electrolyte drink that could quickly recover his strength on the market, so he immediately saw this market. From the funds to the equipment quickly implemented, after hundreds of experiments, finally developed a drink known as "Oriental Magic Water", and Jianlibao was born. However, when it was first launched, the market did not recognize such a beverage, so how can Li Jingwei make it profitable?
At that time in the nineties, the mainstream of the market was cans. However, at that time, there was no such production line in China, so Li Jingwei looked around for a relationship to produce 200 boxes of cans. It can be said that at this time, everything is ready, only the east wind is owed. That is, the sales channel. Li Jingwei also very decisively set his sights on the Olympic Games at that time. Because in 1983, the National Sports Commission happened to be preparing sports drinks for the Chinese delegation, So Li Jingwei decided to send the products to the FA meeting for free.
You should know that from product development to packaging, and then to the final production link is a lot of money. However, Li Jingwei decided to send the first batch of Jianlibao produced for free, and such an idea was naturally opposed by many people. However, Li Jingwei was not affected in the slightest, and planned step by step according to his own ideas.
In this way, 200 boxes of Jianlibao successfully appeared in the FA meeting. It also became famous in one fell swoop and became the "expedition" drink of the Chinese Olympic delegation. Jianlibao's fame also began. Just the following year, Jianlibao's sales reached 16.5 million yuan, and by the next year, it directly reached 130 million yuan. After making huge profits in this, Li Jingwei was more determined to take this route of sports marketing.
In 1993, Jianlibao had become the first drink to enter the United Nations, which showed the status of Jianlibao at that time. 1997 can be said to be the peak of Jianlibao, and also the peak of Li Jingwei's life. Annual revenue reached a high of 5.5 billion, but after the peak, there were also problems. Originally, in this year, Li Jingwei planned to build a 38-story Jianlibao Building in Guangzhou, but this move also became a turning point for Jianlibao.
To put it simply, Jianlibao's origin is in Sanshui, and the local government definitely hopes to retain this brand. Originally, sanshui's economic conditions were not too rich, and the emergence of Jianlibao also brought a lot of taxes to the government. However, Li Jingwei wanted to build Jianlibao in Guangzhou, so the government was naturally unwilling, so Li Jingwei's idea was not approved. That's how the investment was placed.
In this way, the "dark" moment of Jianlibao gradually came, and since 1997, Jianlibao's sales have been declining. The scale of enterprises has also been decreasing, revenue has fallen sharply, and even Sanshui has also experienced "difficulties". Against this backdrop, the Sanshui government decided to sell Jianlibao.
To say that the sale of Jianlibao, Li Jingwei to take over is naturally the best candidate. So in 1999 he raised 450 million yuan to buy the shares held by the Sanshui government, but the government refused.
In 2001, the fate of Jianlibao was completely changed, because the government refused to sell Jianlibao to Li Jingwei's team, but sold it to Zhang Hai for 339 million. Zhang Hai is a young capitalist, a "prodigy" with a mysterious background. It was Zhejiang SDIC, a state-owned enterprise, that took over. Being able to sell Jianlibao to a state-owned enterprise is also a relatively perfect ending.
But who knows that Zhang Hai's business situation deteriorated after taking over Jianlibao, and in 2004, Jianlibao had a financial crisis. Because it was impossible to pay the supplier on time, the factory also suffered a shutdown. By 2005, Jianlibao, which was on the verge of bankruptcy, sold to the Unification Group for $100 million.
Jianlibao disappeared for several years, and it was only in recent years that it reappeared in the public eye. But the popularity is far from being comparable to that of the time. In fact, success in business is never an overnight thing, and it is impossible to impress consumers with "luck" without real characteristics. People who talk about starting a business every day and doing big things on their own often have a very small chance of success. And what can really go to success depends on being down-to-earth and getting it step by step. What do you think is the biggest problem with Jianlibao's transition from prosperity to decline?
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