? 1 yuan made a bottle of 80 million,
100000 bought the "ancestral formula"
He Boquan's entrepreneurship seems to be the mission entrusted to him by the times. 1989, He Boquan has been the deputy director of Xiaolan Town Pharmaceutical Factory in Zhongshan City. Before that, he worked as an educated youth and a shop assistant in the countryside for three years. This year, he spent the Spring Festival in Hong Kong.
In the meantime, he found a kind of milk yogurt, 1 yuan a bottle, and a bottle for children. Usually, children's parents will tell them that this drink is healthier, which coincides with the upsurge of health care products in the mainland at that time. "Milk yogurt plus health care products will definitely be hot."
After returning from Hongkong, He Boquan started his own business, but he had no money. what should he do ？ He used his connections to rent the brand of Xiaolan Town? Robust, in a small room less than 10㎡, established Robust Health Products Company, mainly making milk and yogurt.
I didn't expect milk yogurt to get a lot of praise as soon as it went on the market. This kind of taste is just what children like, and it is cheap. In just three years, he achieved an output value of 80 million yuan. By 1993, Robust became the first brand of milk and yogurt in China, and continued to sit on the first throne in the country in the next six years.
Of course, He Boquan's goal is not just here. This man who can toss and turn happens to meet the "Ma Jiajun" in sports? The biggest winner in sports 1993, it is said that horses have an "ancestral secret recipe" that can quickly enhance people's physique. He Boquan took a fancy to this secret recipe and immediately went north to Shenyang to find a horse.
"100000, sell or not?" The next day, He Boquan went back with the recipe.
It can be said that He Boquan will do anything for the enterprise, and such a large investment naturally aroused the dissatisfaction of shareholders. But He Boquan called formula packaging "life nuclear energy". As soon as the news was released, more than 2,000 agents from all over the country rushed to Xiaolan Town to compete for exclusive distribution rights.
After several huge auctions, He Boquan pocketed the agency fee of 0/70,000/kloc, which calmed the dissatisfaction of shareholders.
1997, Robust, as a private enterprise, was also selected as a teaching case of Harvard University. As soon as the news came out, the value of robust also rose. By 1999, Robust's annual sales reached 2 billion yuan, which can be said to be a miracle of national brands.
02
Fighting Wahaha Ping destroys national brands for the market.
So why did He Boquan sell his business?
This starts with 1993, when Wahaha was founded in Zongzong. At that time, He Boquan didn't take it to heart, because the main battlefield of Wahaha was in a small city, and the price was lower than Robust. He Boquan doesn't pay much attention to the price war, so naturally he doesn't want to suppress this small brand.
However, this time He Boquan was wrong. 1995, Wahaha introduced pure water, which was a bold move at that time, but with the improvement of people's consumption level, this move actually made Wahaha the first in the country in only 1 year.
Robust pure water was not released until 1997, which was driven by the market. This was also the gauntlet of He Boquan's decision to go to war with Zong.
To this end, he specially invited McKinsey as a strategic consultant, and spent120,000 yuan in exchange for the center of 17? It's a pity that we didn't succeed in building the market leader of non-carbonated beverages in China. He Boquan also spent 5 million yuan to invite Li Ming, the superstar of the Emperor, as an endorsement, but the effect was still mediocre.
Robust's annual revenue not only did not rise but also fell by 25%, and Wahaha rose by 85% to 6 billion!
He Boquan realized that he was really wrong, and he was very anxious every day. Unexpectedly, his former competitor was willing to help in the end. Zong Houqing invited He Boquan to talk about a big business in Hong Kong Peninsula Hotel, and Qin Peng, president of Danone Group in China, was waiting for He Boquan.
After several rounds of negotiations, in March 2000, Danone signed an agreement with Robust of China to jointly establish Robust (Guangdong) Food and Beverage Co., Ltd.
However, this cooperation has become a time bomb for He Boquan to "destroy the national brand". It turns out that in this cooperation, the joint venture company is equivalent to Danone buying shares in Robust's parent company. It is said that Danone paid 23.8 billion yuan for this, with Danone accounting for 92% of the shares and He Boquan and other five entrepreneurs accounting for only 3%.
Despite He Boquan's efforts as always, the declining turnover can't be compared with Wahaha. So in 200 1 year, He Boquan, who was 4 1 year old, was ruthlessly kicked out of the board of directors, along with his five entrepreneurial partners.
Talking about this experience, He Boquan even felt sorry for himself. At that time, He Boquan didn't realize that the contract he signed was to kill him, and his inexplicable self-confidence hit him like never before.
03
Make a comeback, from entrepreneurs to investors
He Boquan, who left Robust, was notorious for "destroying national brands". From the outside world, he is a complete failure, and his grievances cannot be understood by the outside world. However, two years later, He Boquan returned to the public eye in an unexpected way.
In 2002, Harvard University added a visiting scholar from China to make up for the lack of study. In 2003, He Boquan was about to finish his study at Harvard, so he went back to China to see what his former subordinates were busy with. He invited a group of old colleagues to dinner in Shanghai and found that many of them were starting businesses.
Gu Qing is one of them. He is the first batch of college students recruited by He Boquan in Robust. He served as assistant to the president of Robust Marketing Company and general manager of Wuhan Company. Shortly after He Boquan left, he left Robust.
In Gu Qing's eyes, Robust is not robust without He Boquan. After leaving his post, Gu Qing made his own leisure duck neck? Jiujiuya
But when He Boquan met Gu Qing, Gu Qing had only lost 4000 yuan. He Boquan felt angry and funny. Obviously, if these people stay healthy, they will have a bright future. He followed Gu Qing to visit the factory, so he invested 500,000 yuan in Gu Qing, and Gu Qing shed tears on the spot.
In order to live up to He Boquan's trust, Gu Qing opened 16 stores in one breath this year, with an annual revenue of180,000. In six years, more than 1 1,000 chain stores have been opened in China, with revenue exceeding 1 100 million!
Just because of an unintentional move, he saved an enterprise. He Boquan thinks this is a good entrepreneurial direction. At the end of 2003, he simply set up angel investment today, when he was 43 years old.
After that, He Boquan also invested in a hotel chain in Zheng Nanyan for 7 days. In just 5 years, it was listed on NYSE in 7 days, and He Boquan's investment of 60 million at that time soared 20 times!
But in fact, there are not many projects that he decides by himself, but they are basically done well. There are 6 listed projects of 10, and the yield is more than 12 times!
Since then, He Boquan has officially returned to people's sight.
From an entrepreneur to an investor, He Boquan is very sad, but he is a man who can let go. Maybe from the day Robust left, he chose to let go. What he wants to do now is not to fight to the death with a national enterprise, but to fight for one or two things, but to help more people achieve their goals.
He Boquan may have been "the destroyer of national brands", but now it is the promoter of industrial rise!
Such people deserve our re-understanding!