“Duang！ Duang！ Duang！ ...... It's dark! Very bright", the magic advertisement, coupled with Jackie Chan's exaggerated body movements, made the popularity of the advertising protagonist Bawang Shampoo soar, becoming a household name national brand.
Chen Qiyuan, one of the founders of Bawang, saw that the brand was full of momentum, and simply took Bawang to Hong Kong for a high-profile listing, ready to continue to write a myth in the capital market.
Who knows, the money in the capital market is not easy to earn. Soon after the listing of Bawang, it fell into the "dioxane" incident, which caused the company to be seriously injured.
After the overlord could not easily get out of the scandal, it was revealed that the overlord boss Chen Qiyuan was abusing the boss's wife Wan Yuhua, so angry that Wan Yuhua made a big fuss in Hong Kong and threatened to liquidate the overlord. The Overlord Group has once again come into the spotlight.
So, behind the infighting between the overlord couple, what are the unknown past events?
< h1 class="pgc-h-arrow-right" data-track="15" > toshio Tsumaji</h1>
Wan Yuhua, the overlord boss lady, looks mediocre, but is a talented woman who is not compromised.
In 1988, Wan Yuhua graduated from South China Agricultural University majoring in plant genetics. In that era, female college students were very rare, so as soon as Wan Yuhua graduated, he was introduced as a talent to the South China Institute of Botany of the Chinese Academy of Sciences, and easily served the "iron rice bowl".
When Wan Yuhua buried his head in the research institute and did research, Chen Qiyuan was an ordinary businessman who sold pesticides. By chance, the two met for work reasons.
Chen Qiyuan's love for Wan Yuhua may be due to his inferiority complex with no culture, and he can climb the female college student and researcher Wan Yuhua has a lot of face.
The handsome-looking Chen Qiyuan quickly captured Wan Yuhua's heart. In the same year, the two married, and after marriage, the two contracted an enterprise under the Chinese Academy of Sciences as a production workshop, and under the inspiration of the plant detergent of the Institute of Botany, they developed a kind of beer shampoo.
Subsequently, Chen Qiyuan and Wan Yuhua inspected and judged the market and put beer shampoo on the "Three Norths" market for 3 yuan. As soon as this new shampoo was launched, it was warmly sought after by consumers, and Chen Qiyuan and Wan Yuhua also earned the first bucket of gold in their lives.
With money and fist products, the two wanted to stand on their own. The two quickly broke off relations with the Institute of Botany of the Chinese Academy of Sciences and established their own mom-and-pop shop, Bawang Company.
What the two never expected was that without the backing of the research institute, the product could not be sold. In order to increase the sales of Bawang, Wan Yuhua boldly spent tens of millions of dollars to invite celebrity spokespersons, which has Becomedragon's overlord advertisement that has spread across the country.
According to anecdotal rumors, in order to invite Jackie Chan, Wan Yuhua did not hesitate to offer up to 10 million endorsement fees, and then he made a desperate bet and spent tens of millions of dollars on advertising costs on major provincial television stations.
It is undeniable that Wan Yuhua spent a lot of money on advertising, which did bring considerable benefits to Bawang Company, which was originally a "mom-and-pop shop" bawang company, and quickly grew into the industry leader of domestic daily chemical products.
Wan Yuhua also explored the business method of "advertising and marketing + celebrity endorsement", and frequently put marketing in the first place in subsequent business decisions, ignoring product research and development.
Among them, Wan Yuhua's packaging of the overlord image can be called a classic battle. On the outer packaging of Bawang's products, there is a portrait of Chen Qiyuan, and Chen Qiyuan's thick black hair on the top is impressive, which also makes consumers have a little more trust in Bawang products for no reason.
Not only that, Wan Yuhua also strives to create a bully design of Bawang Group, so that consumers can feel that Bawang products are more professional than other toiletries.
To this end, Wan Yuhua once publicly stated in media interviews that he "recruited talents at any cost", and was happy to introduce "high-quality students from Tsinghua and Peking University" to provide a platform for talents to exert their talents.
All kinds of marketing have made Bawang Group famous, and sales performance has increased steadily.
According to public data, from 2005 to 2009, the average growth rate of Bawang exceeded 160%, of which the market share soared from less than 1% in 2005 to 7.6% in 2008, ranking first in the industry.
<h1 class="pgc-h-arrow-right" data-track="91" > listed and became rich, and domestic violence occurred frequently</h1>
The dazzling performance of the overlord made Wan Yuhua and Chen Qiyuan can't help but think about more possibilities in the future. In 2009, Mr. and Mrs. Wan Yuhua landed on the main board of Hong Kong with a high profile with the overlord, preparing to create a diversified development strategy and sit on the throne of "the first share of Chinese herbal medicine".
Unfortunately, the money in the capital market is not easy to earn. In 2010, the overlord, which had just been listed for one year, ushered in a "fatal blow".
At that time, the Hong Kong tabloid "Next Weekly" published a report on "Bawang Carcinogenic", publicly claiming that Bawang shampoo contained the carcinogen "dioxane".
As soon as the news came out, Bawang's stock price immediately plunged into the water, and Bawang products around the world were also boycotted by consumers, and the turnover of Bawang fell from 1.756 billion yuan before the scandal to 1.475 billion yuan, with a net profit loss of 118 million yuan.
The roof leaked during the overnight rain, and the marketing that Wan Yuhua used to do for the overlord was also started by netizens.
For example, Bawang previously publicized that its employees were high-quality students from key universities, but netizens broke the news that Bawang was a typical family-type company, and the management was mostly Chen and Wan's relatives, and their academic qualifications were mostly at the middle and high school levels.
Seeing that the situation was getting worse, Bawang Group hurriedly filed a lawsuit with Next Weekly while issuing an apology letter saying that "dioxane production process residues will not affect health."
But consumers didn't buy it at all, as reflected in the earnings report, which was that Bawang Group's turnover fell from 889 million yuan to 232 million yuan between 2011 and 2015.
Until 2016, Bawang Group finally won the lawsuit with Next Weekly after several turnovers, and the company's performance stopped falling and rebounded, and the total turnover of the year increased to 264 million yuan, an increase of about 13.8% year-on-year.
Chen Qiyuan originally thought that the future of the overlord would be "immeasurable", who knew that a bigger storm was quietly hitting.
This storm came from Chen Qiyuan's wife, Wan Yuhua. In 2017, the 52-year-old Wan Yuhua suddenly held a media conference, tearfully accusing Chen Qiyuan of domestic violence, he gave birth to 7 children for Chen Qiyuan, and almost died due to difficult childbirth, Chen Qiyuan took Wan Yuhua as a tool person, fiercely emptyed Wan Yuhua after the listing of the overlord, and also tried various means to exclude Wan Yuhua out.
A stone stirred up thousands of waves, and the media immediately surrounded Wan Yuhua to ask about the details.
According to Wan Yuhua, the contradiction between the two began about 2014, when Chen Qiyuan slapped Wan Yuhua for the first time, but Wan Yuhua considered that "family ugliness cannot be publicized", only separated from Chen Qiyuan, and did not make this time public.
However, Wan Yuhua's forbearance was exchanged for Chen Qiyuan's intensified abuse. In 2015, Chen Qiyuan beat Wan Yuhua again, and this time in the company's office, in front of a group of subordinates, blatantly beat people.
Shocked and angry, Wan Yuhua resolutely filed for divorce and demanded a 5% split of the family's assets. But Chen Qiyuan was not even willing to give 5% of his property to Wan Yuhua.
To this end, Chen Qiyuan issued additional shares behind Wan Yuhua's back, frantically diluted Wan Yuhua's shares, and listed all his children as shareholders, so that Wan Yuhua's request to divide the property was equivalent to taking money from everyone in the family's pocket, and the resistance increased several times in vain.
The effect of Chen Qiyuan's trick is very remarkable. Originally, it was a matter of the husband and wife dividing the property, but suddenly joined a large group of people such as sons and daughters-in-law, and these family members all sided with Chen Qiyuan in order to preserve their shares, and vigorously opposed Wan Yuhua's claims.
The children's incomprehension made Wan Yuhua miserable, and Chen Qiyuan, seeing that he had gained power, immediately took advantage of the victory to pursue, freezing all the assets under Wan Yuhua's name that could be frozen, and trying to launch an economic blockade on his wife.
Wan Yuhua was immediately furious, she was an excellent entrepreneur who had been tested by the mall for a long time, and she was not a weak woman who did not understand the world, how could she allow Chen Qiyuan to be so humiliated.
In a fit of rage, Wan Yuhua immediately held a media conference in Hong Kong, threatening to liquidate all the Bawang stocks he had created.
As soon as the words fell, Bawang's stock price fell in response, falling to HK$0.19 during the session, down 33.33% from the previous trading day, which frightened Bawang Group into an emergency suspension.
That night, Chen Qiyuan, the boss of Bawang Group, said in a rare interview with the media that the dispute between him and Wan Yuhua was a family affair, and most of Wan Yuhua's accusations against him were untrue, and now Wan Yuhua has left the Bawang Group, the so-called "liquidation theory" is really inexplicable, bawang group is currently operating normally, please rest assured investors.
Unfortunately, Chen Qiyuan's attempt to boost investor confidence soon "broke the work". After proposing the "winding up theory", Wan Yuhua continued to expose to the media that he was about to appeal to the Hong Kong High Court to liquidate Fortune Station Limited (FS), the holding company of Bawang Group, and distribute the assets of the holding company to shareholders.
As soon as the news came out, investors immediately rushed to escape from the overlord, and the former "first share of Chinese herbal medicine" was reduced to a "divorce concept stock", and even the sales market of the overlord took a sharp turn, forcing Chen Qiyuan to deal with the predicament by reducing expenses and other means.
In order to save money, Bawang gave up the secret of advertising and marketing, and also cut a large number of sales personnel, changing the direct operation model to dealer franchise, saving labor costs.
But this series of means did not save the overlord's decline. In 2017, bawang group's operating income fell to 107 million yuan, of which the net profit was 1.131 million yuan, a year-on-year decrease of 94.7%.
In the same year, Bawang Group issued an announcement to issue 19657 new shares, Wan Yuhua's equity was diluted from the original 49% to 24.71%, Bawang's stock price began to "pretend to die", and the market value of 20 billion yuan since Jackie Chan's endorsement was almost evaporated.
It can be said that in this farce, there is no winner at all.
Bawang couple a fight, dragging the enterprise into a downturn, handing over the market and consumers to give up competitors, and now the overlord's boss Chen Qiyuan can only watch the opponents turn the clouds and rain, occasionally touch their hairline, and then helplessly laugh at themselves: "This hairline is also getting higher and higher." ”
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Author: Liyuan Moon Night