Suddenly, Golden Voice was about to delist.
On October 29, Golden Throat announced that the company had passed the privatization plan and would cancel its shares at HK$2.80 per share of the planned shares, and the company expected to withdraw its listing seat on December 15.
And this is only six years after the golden throat went public.
It is also in these six years that Jiang Peizhen, the founder of Golden Throat, has gradually lost her way in the constant controversy.
The counterattack of a 13-year-old migrant girl
At the age of 13, for most of her childhood, Jiang Peizhen was already a sugar-wrapping female worker in a candy factory in Guangxi.
But even if she dropped out of school early, Jiang Peizhen is still very motivated, with superb technical level, she became a deputy director at the age of 18 and was elected as a factory director at the age of 33.
Under the leadership of Jiang Peizhen, the output value of the factory once reached more than 97 million yuan in 1988, ranking among the best in the country; then it was once bankrupt under the impact of rising raw materials and counterfeit products.
In order to find a way out, Jiang Peizhen decided to transform to technology, the first is to buy patents, that is, at this time, Jiang Peizhen met the biggest noble person in her life - Wang Yaofa.
At that time, Wang Yaofa, who was a professor at East China Normal University in Shanghai, gave Jiang Peizhen the formula he was still developing for the treatment of chronic laryngitis free of charge, and the golden throat treasure was born on this basis.
Therefore, for a long time, Professor Wang Yaofa's head has always appeared on the box of the Golden Throat Treasure.
Candy also cure laryngitis? The novel concept made the Golden Throat Throat Treasure popular as soon as it came out, at which time Jiang Peizhen decided to "arch a fire" and spent 5 million yuan to smash the CCTV advertisement.
This move has made Golden Throat truly a household name brand, and the advertising slogan of "Protect throat, please use Golden Voice" occupies the memory of every household in an almost brainwashing way.
With strong marketing assistance, Golden Throat exceeded 100 million yuan in marketing in 1996 and ranked among the top 100 pharmaceutical companies in China.
Advertising "Luo" shengmen
In 2002, the Chinese men's football team broke into the World Cup for the first time, setting off a wave of enthusiasm across the country, and it was that World Cup that made the whole country remember a name - Ronaldo.
At that time, no one could have imagined that such an international football superstar would be bound to the golden voice. I believe that many people still remember the advertising at that time, and Ronaldo held the golden throat treasure in his hand.
How much of the Golden Throat Throat Treasure has been given to make the new world footballer of the year so "disregard the image"?
A popular saying at the time was that when Ronaldo followed Real Madrid to China to play a business performance, Jiang Peizhen used her connections to invite Ronaldo to a meal, and at the banquet site let Ronaldo wear clothes with a golden voice logo and take a photo, when there were media reports that Golden Voice paid Ronaldo $300,000.
And it was with these photos that Golden Throat made that well-known advertisement.
Later, in 2007, the version that Ronaldo told the media at the time also confirmed this claim, saying that when taking photos, it was not known that it would be used in advertising for the product. At that time, there were even media reports that Ronaldo would sue Jin Throat for 10 million yuan.
Until August 2007, when Golden Voice announced that another star, Kaka, had officially become the company's future image spokesperson, and his endorsement with Ronaldo, "Rashomon", was also gone.
Just a month ago, Mr. Kim also issued a statement on the matter, mentioning that since 2003, he has signed several agreements with Ronald, stipulating that the latter will act as the company's image spokesperson, and agree to use his portrait for television advertising, and completely denying the above-mentioned media claims.
Billionaires become executors
However, the farce of advertising, far from affecting the golden throat treasure, further boosted its popularity. By 2014, Golden Throat had already occupied the number one share of the national throat-running over-the-counter drug market.
Then this momentum followed, and in July 2015, Jin Zhiyan landed on the capital market as she wished and was listed on the Hong Kong Stock Exchange, and Jiang Peizhen expressed her joy with a gong in the style of a horse and a flying swallow.
On the first day of listing, the market value of Golden Throat was as high as HK$6 billion, and Jiang Peizhen also used this to become a billionaire. However, the listing did not help Golden Throat reach new heights, but rather became its final peak.
After the advertising storm, the troubles of the golden voice did not stop. Perhaps tasting the sweetness of advertising, in 2016, Golden Voice opened a new publicity "play" - sponsoring variety shows.
Among the golden voices are two variety shows of Shanghai Canxing Culture: "Heroes of the World" and "The Masked Singer Season 2", the total price of advertising sponsorship of the two programs is 80 million, and the ratings guarantee are also agreed.
Unexpectedly, this sponsorship will eventually make Jiang Peizhen a dishonest executor, so that she was once restricted from high consumption.
According to the original agreement, the ratings of "The Masked Singer" exceeded expectations, and Golden Voice Food had to pay 40 million advertising fees, while "Gai Shi Yinxiong" had a rating of 1.80 and an actual rating of 1.07, according to the conversion, minus the 13 million that Golden Voice had paid in the early stage, and also paid 10.76 million.
However, the golden voice refused to pay the remaining expenses on the grounds that the ratings were not up to standard. Former partners have become opponents in the courtroom. In the end, the lawsuit ended in a victory for The Star.
However, Golden Throat did not immediately pay this fee until 2019, when Golden Throat Food was listed as a dishonest executor by the Shanghai No. 1 Intermediate People's Court, and the amount of execution shown was 51.9498 million yuan.
However, according to the latest statement of Golden Voice, the two sides have reached a settlement, and Golden Voice has fulfilled all payment obligations. However, this matter was still in public opinion, which caused a rather bad impact on Jin Zizi and Jiang Peizhen.
The single product faces the sales ceiling
Putting aside all the above controversies, what about the development of the golden voice itself?
After the completion of the listing, Golden Throat began to "stand still", according to its financial report, from 2015 to 2020, Golden Throat achieved a net profit attributable to the mother of 155 million yuan, 103 million yuan, 61.38 million yuan, 102 million yuan, 168 million yuan, 154 million yuan, which has also been questioned by the outside world about the lack of growth.
The reason is still the unity of the product, in fact, think about it, in addition to the golden throat throat treasure and the golden throat throat piece, have you heard of other products of the golden throat?
Jiang Peizhen is not unaware of this, but also tried to take a diversified route, once launched the golden throat herbal drink, golden throat intestine treasure and other products, but the sales volume is very small, and finally failed.
The market advantages that were once accumulated by advertising and marketing have long disappeared with the passage of time. In the face of the golden voice that is about to be privatized, where will Jiang Peizhen, who is 75 years old, go?