On April 22, 2013, Jianlibao's father, Li Jingwei, died in Sanshui, when the "prince of gymnastics" Li Ning was negotiating business in South Korea, heard the bad news and hurried back to China and rushed to Sanshui, Foshan.
At the memorial service, a group of athletes came to see them off, Xu Haifeng, Liu Guoliang, Li Tie, Li Jinyu... Li Ning burst into tears at the scene and could not sustain himself several times. Jianlibao was once called the "Magic Water of the East", relying on the sports world to open up its international popularity.
Li Jingwei and Li Ning love the same father and son, after Li Ning lost his hand twice in Seoul, Li Jingwei was the first to send him flowers and hugs, after Li Ning retired, Li Jingwei helped Li Ning gallop the commercial sea after retiring. Without Li Jingwei, there would be no future "China Li Ning"
Nowadays, Jianlibao has fallen, and the "Li Ning brand" is rising for the second time. Li Jingwei and Li Ning, Jianlibao and Li Ning, and the decline of Jianlibao, Li Jingwei's body of wearing sin, what really happened in those years?
One
Li Jingwei's life is very miserable. He was born in a troubled era, was born an orphan, grew up in an orphanage since he was a child, and there is no evidence of where his surname and first name came from.
Fate played a joke with Li Jingwei, but Li Jingwei's desire for survival, he polished shoes for people when he was young, worked as a coolie, worked as a worker, and did not go to school for a day.
Li Jingwei has such a "blank resume", which does not hinder his love of sports and the genius operation of business. Before he took over the distillery, he was a staff member of the Trihydral Committee, then deputy director of the Sports Committee.
In 1973, Li Jingwei was assigned to a liquor factory, and when Li Jingwei took over, the annual profit of the liquor factory remained between tens of thousands, and there was a tendency to die.
In order to save the liquor factory, Li Jingwei began his market operation, he went to the old to push the new, launched the "strong brand" beer project, and went to Jiangsu and Zhejiang to contact the raw material manufacturers. After this operation, the liquor factory was revitalized in the hands of Li Jingwei.
10 years later, Li Jingwei tasted the first can of Coke in Guangzhou, the smell of sparkling water made him have a new idea, everyone is selling water, why can't he make a soda brand?
The first condition for making soda is the formula, followed by production. At that time, PepsiCo had already built a factory in Guangdong, and the OEM could be solved, but this formula was the only one.
It just so happened that at this time, Li Jingwei heard that Ouyang Xiao of the Guangdong Institute of Sports Science had developed a "fifth-generation drink", which can allow athletes to quickly recover their physical strength and ordinary people can drink, but because it is difficult to swallow, no manufacturer is willing to cooperate with him.
Li Jingwei felt that this was an opportunity and immediately contacted Ouyang Xiao. Ouyang Xiao was willing to give Li Jingwei the recipe, but to improve the taste, with the support of Li Jingwei, Ouyang Xiao went through 128 trials, and an orange-yellow drink was finally developed.
In 1984, the 23rd Olympic Games were held in Los Angeles, USA, also in August of this year, Sanshui Distillery produced Jianlibao, Li Jingwei believed that the Olympic Games was a once-in-a-lifetime opportunity, so he immediately found someone to design a logo, urgently contacted the manufacturer of Pepsi Cola to produce Jianlibao cans, and then Li Jingwei became the formulated beverage of the Chinese team through repeated struggle.
Jianlibao's "magic popularity" starts from this.
Two
When Li Jingwei completed the early work of Jianlibao, The popularity of Jianlibao and the so-called "Oriental Magic" were out of his control.
At the 23rd Olympic Games, the Chinese delegation participated for the first time, and shooter Xu Haifeng won the first gold. At that stage, it was also an important node for the Chinese women's volleyball team to open the "five consecutive championships", and a Japanese reporter secretly tracked the Chinese women's volleyball team to find out where the secret of the "Oriental Witch" repeatedly winning the championship was.
What the Japanese reporter observed was not the hard training of the women's volleyball players, but the women's volleyball girls drinking the drink "Jianlibao", so she imagined that Xu Haifeng, Li Ning and others had also drunk Jianlibao and won the championship. So the Japanese reporter published an article titled "China Relies on 'Magic Water' to Accelerate Its Attack."
A stone stirred up thousands of waves, through the certification of professionals, Jianlibao has won international recognition, and thus sensationalized the world, for a time, Jianlibao was named "Oriental Magic Water".
Such an effect did not occur to Li Jingwei, but Jianlibao became popular at home and abroad within two or three months of its birth, and this speed is the highest in history.
Since then, Jianlibao's tyranny with sports has deepened, and it has also injected jianlibao with the gene of "sports brand". In 1985, the output value reached 50 million yuan, and jianlibao began to have a smooth ride, not only becoming a sports sponsor, but also a designated drink for major sports events.
In 1988, the 24th Olympic Games were held in Seoul, South Korea. Jianlibao, which has become a "national drink", provides Jianlibao to Olympic athletes for free.
In that year's Olympic Games, li Ning, the prince of gymnastics, lost his hand twice on the field, announcing that his sports career was slowly coming to an end. Li Ning, who once won 106 gold medals, had to bear great pressure after losing his hand, but at the most critical moment, Li Jingwei sent flowers and hugs to Li Ning, which made Li Ning feel a touch of human warmth.
In the two Olympic Games, Li Jingwei won the "Oriental Magic Water" for the first time, and this time he won the "China Li Ning".
Because of Li Jingwei's concern, Li Ning wanted to open a gymnastics school in Shenzhen after retiring, although Li Jingwei was very supportive of this, but Li Jingwei still persuaded him: "To be a gymnastics school, you must have financial support, and it is better to do business first." ”
Li Jingwei gave Li Ning a blueprint, he believed that Li Ning could break through the sky in the commercial sea, Li Ning joined Jianlibao after announcing his retirement in 1989, as the secretary of the general manager, and soon after, Li Ning became the spokesperson of Jianlibao, not only focusing on advertising films, he also personally played as the protagonist.
After Li Ning joined Jianlibao, Jianlibao opened a new starting point. In the 1990 Beijing Asian Games, Li Jingwei threw out a high sponsorship fee of 16 million yuan, and he also got an order of 750 million yuan, and the golden age of Jianlibao finally came.
Three
Li Jingwei took good care of Li Ning, and when Jianlibao stepped on the hitchhiker of the times, Li Jingwei suggested that Li Ning focus on sports brands and do garment factories. Although the output value of Jianlibao is rising year by year, there is no money to invest, so Li Jingwei asked Li Ning to find foreign capital and make a Sino-foreign joint venture, one is to solve the funds, and the other is to facilitate the opening of overseas markets in the future.
Li Ning's head has always had the aura of "gymnastics prince", he went abroad to find investment, smooth sailing, pulled 3 investment funds at once, and successfully built a factory in Sanshui.
The rise of the "Li Ning Brand" is roughly familiar with Jianlibao, and in 1990, relying on the shareholder wind of the Asian Games, the "Li Ning Brand" spent 2.5 million yuan to win the right to undertake the torch relay. In the torch relay session, Li Ning wore a Li Ning brand sports suit and took the flame of the Asian Games flame from the hands of a Tibetan girl.
In this process, 200 million people directly participated, 2.5 billion people at home and abroad paid attention, and the "Li Ning Card" has since turned out.
This is Li Ning's second shot, two shots on the big victory, so that Li Ning more excited, under the care of Li Jingwei, in 1991, Jianlibao invested 16 million yuan, officially established Li Ning Sporting Goods Company, li Ning is fully responsible, began to diversify the attempt.
This year, Li Jingwei also dreamed of globalization, and he spent a huge amount of money to buy a whole floor of office buildings in the Empire State Building in New York, with the intention of opening up the US market.
Jianlibao was born to rise, in fact, has been under the attack of "two music", Pepsi and Coca-Cola have a hundred years of history, Jianlibao is just a "newborn", want to compete with it in just a few years, how difficult it is.
The only advantage is that the national support Jianlibao, which is our own national brand, is also the youth memory of many post-70s and post-80s, and the childhood memories of post-90s.
In 1996, Jianlibao sold 700,000 tons, while PepsiCo only had 500,000 tons. This year's Jianlibao has confirmed the status of the first hegemon of national beverages.
On the other hand, the sales revenue of the "Li Ning Brand" also grew at a one-hundred-percent growth rate of one year, creating a record of 670 million yuan in 1996. However, at this time, the "Li Ning Brand" no longer belongs to Jianlibao.
Two years after Li Ning moved the company to Beijing, Li Ning came into contact with Liu Jipeng, the "first person to reform the stock market", at that time, Liu Jipeng persuaded Li Ning to leave Jianlibao. But in Li Ning's heart, Li Jingwei was like a grace of reconstruction to him, taking the initiative to break away, which was tantamount to betrayal and ungratefulness.
Liu Jipeng has seen many enterprises that have fallen lonely because of property rights disputes, and are separated from the development of "China Li Ning", in the face of Li Ning's hesitation, he continued to persuade: "You are only separated from Jianlibao, not from Li Jingwei, Jianlibao is not completely equal to Li Jingwei." ”
He still hesitated when he saw Li Ning, so he said very generously: "If you can't get rid of your face, I will go and talk to Li Jingwei and talk to Sanshui." In the end, Li Ning still decided to break away from Jianlibao, and Li Jingwei was also very generous and fully supported Li Ning's self-reliance, at the end of 1994, Li Ning Company successfully escaped, and li Ning repaid the 16 million yuan invested by Jianlibao in three times.
Later, Li Ning said with deep feeling: "If I hadn't moved from Sanshui to Beijing, I wouldn't be where I am today." In fact, in the eyes of the outside world, Li Ning still has one sentence that has not been said, that is, "If he had not escaped from Jianlibao in those years, he would not be where he is today." ”
In 1996, Jianlibao walked through the glory of 1996, and a prelude to a dispute over property rights began in 1997.
Four
In 1997, several major events occurred in Jianlibao. The first big thing is that product sales exceeded the mark of 5 billion yuan, and the second thing is that Li Jingwei wanted to seek a listing of Jianlibao in Hong Kong, but was rejected by the major shareholder "Sanshui".
This unveils the "old story" of Jianlibao. Jianlibao was established on the basis of Sanshui Distillery, which itself is a "state-owned asset", and the major shareholder is naturally Sanshui. In 1993, Jianlibao was in the "first pick" of the listing list, but Li Jingwei believed that the timing of the listing at that time was not good and voluntarily refused.
In 1997, Li Jingwei thought that the time had come, so he proposed to the major shareholders that Jianlibao employees should buy the equity at the expense of the shareholders, and the major shareholders did not allow it, and Li Jingwei gave up the listing and moved the jianlibao headquarters to Guangzhou.
In 1999, Li Jingwei again proposed to carry out restructuring, with the management raising 450 million yuan by himself and buying the equity in the hands of the major shareholders, but this time he was again rejected. Why is it so difficult for Li Jingwei to complete this?
As early as 1995, the holding of Li Jingwei was frequent, at that time Li Jingwei's dream of going to sea was frustrated and his development was not good, but his behavior of advocating the purchase of the building was questioned whether he did not work hard to build Jianlibao, and whether he had been trying to package money into his own waist.
Perhaps because of this, li Jingwei wants to realize the dream of listing with Jianlibao, and it is as difficult as ascending to the sky. After the outbreak of the property rights dispute, Jianlibao's sales slipped, and sales fell to about 3 billion.
Looking at the beverage market at that time, "Two Music" relied on the acquisition routine to soar, occupying 70% of the market, but Jianlibao shrank to less than 3%.
Under such circumstances, the major shareholder decided to sell Jianlibao, but decided not to sell it to Li Jingwei's team. After the major shareholder released the news, the international beverage giant came to contact, and finally the major shareholder sold Jianlibao to "Zhejiang State Investment" for 330 million yuan, which was lower than the 450 million yuan offered by Li Jingwei.
The major shareholder humiliated Li Jingwei fiercely. And Li Jingwei, unwillingly, gave zhang hai the child he had raised for 18 years.
If the decline of Jianlibao began in 1999, it is better to say that it began in 2002, and since then, Jianlibao has never had the opportunity to turn over.
Five
2002 was an eventful year for Jianlibao. Jianlibao had just turned a profit in the first year, he hurriedly transferred the marshal, Zhang Hai parachuted in, and Li Jingwei was arrested and imprisoned for "embezzlement", with a fund of 60 million.
Zhang Hai sat in Jianlibao, completely the ambition of the prodigal son, he transferred Jianlibao's 700 million assets to inflate his own pocket, and suddenly emptied the spirit of Jianlibao, and two years later Zhang Hai was also imprisoned.
But is Li Jingwei really "corrupt"? In 2009, the case was pronounced and Li Jingwei was sentenced to 15 years. Li Jingwei, who has entered his old age, is seriously ill, and if he is really "corrupt", he will not fall into the end of having no money to pay medical expenses.
During this time, Li Ning came to visit Li Jingwei every year and paid medical expenses for Li Jingwei every year. Li Ning has not yet forgotten that Li Jingwei has the grace of re-creation for him.
On April 22, 2013, Li Jingwei, 74, died of illness. At this time, Jianlibao frequently changed coaches in the drumming and passing flowers, one year is not as good as a year, in 2005 it was sold to The Unity, becoming a small manufacturer under the unified name, only the right to produce, no sales right.
With the death of Li Jingwei, Jianlibao has also gone into decline, and today, Jianlibao will have no chance to turn over.
Throughout the rise of Jianlibao, it is closely related to Li Jingwei, without Li Jingwei, there would be no Jianlibao, let alone "China Li Ning". Who would have thought that the original orphan would have such an earth-shattering power to lead Jianlibao and defeat the invincible Pepsi.
The decline of Jianlibao is the death of the people, but also the death of Li Jingwei.