Sigh! The once popular national brand Golden Voice is now delisted from Hong Kong stocks.
On August 12, The Hong Kong-listed company Golden Throat announced that the company would be privatized at a price of HK$2.8 per share, and the Offeror had appointed Standard Chartered Bank as the financial adviser for the transaction; after the completion of the privatization transaction, Golden Throat would be delisted from the Hong Kong Stock Exchange, and its 6-year Hong Kong stock listing process would come to an end.
Looking back at the development of Golden Throat in recent years, although you are the leader of the domestic throat candy industry, the development of Golden Throat after the listing is not smooth. In addition to the performance of stagnant growth, its stock price has also fallen, according to the data, as of September 26, its latest share price is only 2.61 Hong Kong dollars, compared with the highest point of 7.93 Hong Kong dollars has fallen by 67%.
In addition, Jiang Peizhen, the real controller of the golden voice, is now also plagued by scandals. According to media reports, in recent years, Jiang Peizhen has become a "lao lai" because she has not repaid her debts.
Why did the golden voice that once spread all over the country fall into this situation today?
<h1 class="pgc-h-arrow-right" data-track="8" > from the brink of bankruptcy to the "throat sugar" national brand</h1>
Speaking of golden voice, it is inseparable from Jiang Peizhen.
In 1959, jiang Peizhen, who was only 13 years old and had not even finished junior high school, ran to the second candy factory in Liuzhou City, Guangxi Province, to apply for a production worker because of the death of her mother and the lack of living.
Although the factory was not allowed to recruit child labor, because Jiang Peizhen was really too pitiful at that time, the factory leaders turned a blind eye and let her enter the factory, and this decision laid the groundworks for the future rebirth of the sugar factory and the birth of a golden voice.
After entering the sugar factory, Jiang Peizhen cherished this hard-won opportunity.
Starting from the most basic production workers, he became the deputy director of the factory at the age of 18, and was elected as the director of the factory at the age of 33, and took the sugar factory all the way to cut through the thorns, and the peak revenue was close to 100 million.
However, as the competition between sugar mills across the country became more and more fierce, the operating conditions of sugar mills also deteriorated, and sales plummeted, and even once to the brink of bankruptcy; perhaps it was really the end of the day, just when Jiang Peizhen was in a mess, she heard a professor at East China Normal University who was studying the formula of throat lozenges, so she rushed to the university to seek "a good recipe".
After coming to East China Normal University, it did not take much effort for Jiang Peizhen to find the professor, Wang Yaofa.
After hearing the story of Jiang Peizhen's "search for medicine in a thousand miles", Wang Yaofa gave Jiang Peizhen's sugar factory a formula he was developing for the treatment of chronic laryngitis free of charge, and after getting the formula, Jiang Peizhen rushed back to Guangxi and began to study new products according to the formula.
In 1993, a year after getting the formula, the throat sugar product "Golden Throat" was born; at the end of 1994, Guangxi Golden Throat Pharmaceutical Factory was officially established, and the former sugar factory was also fully transformed into a special "throat sugar". Due to the remarkable efficacy and the fact that there were not many competitors at the time, Golden Throat exploded after its launch and became a national brand, and Sugar Factory and Jiang Peizhen also came back to life through Golden Voice.
<h1 class="pgc-h-arrow-right" data-track="6" > gold throat hit the "ceiling"</h1>
The reason why the sugar factory was able to revive the dead, on the surface, was because Jiang Peizhen got the formula; in fact, it was because Jiang Peizhen attached great importance to research and development at that time, and if there was no round-the-clock research, even if the sugar factory got the formula, it would be difficult to produce such a curative product as Golden Throat.
With the successful development of Golden Throat, after the smooth mass production, Jiang Peizhen's investment in research and development began to decrease, and instead strengthened advertising investment.
Regarding advertising, in order to make the reputation of golden throat, Jiang Peizhen threw 5 million yuan to CCTV advertising in 1995, and the factory had just turned a profit; in 1996, Golden Throat also played the well-known slogan of "Protect the throat, please use golden throat throat pieces", and in the same year, the revenue of Golden Throat exceeded 100 million.
As for playing routines, in 2003, superstar Ronaldo came to China to participate in activities, and Jiang Peizhen spent 300,000 yuan to invite him to a restaurant to eat, during which he took photos with him. Although Jiang Peizhen promised not to take the photos out for commercial use, after Ronaldo returned to China, Jiang Peizhen rebelled and immediately used the materials on the dinner table to make an advertisement for "Ronaldo Endorsement Golden Throat Tablets", which Ronaldo did not learn about until 2005.
In July 2015, the golden voice that came to the peak was successfully listed on the Hong Kong stock market, and the moment when Jiang Peizhen rang the big bell also became a classic.
However, the development of the golden throat after the listing is not smooth, from the financial report data, its revenue has been maintained in the range of 600 million to 800 million after the listing; in addition, its net profit has also been maintained in the range of 100 million to 160 million for many years.
<h1 class="pgc-h-arrow-right" data-track="4" > Jiang Peizhen transforms into "Lao Lai", where will the golden voice go? </h1>
In recent years, whether it is Jiang Peizhen or Jin Zi, the situation is not very good.
About Jiang Peizhen, who once led the sugar factory to create miracles, but now because he did not pay 50 million yuan for advertising, he became "Lao Lai".
As for The Golden Throat, in addition to the lack of performance growth, it has also recently issued a privatization announcement, and this national company, which has been listed for only 6 years, is now about to be delisted from Hong Kong stocks.
On the whole, for a company in addition to advertising, its products are the foundation of life, the golden voice has indeed been brilliant, but at the moment Jiang Peizhen still has to deal with their own problems.
If even the company's helmsman has frequent problems, how far can the company go?