Zhong Shanshan's three turns.
Zhong Shanshan's life experienced three turning points: a plasterer, a journalist and a businessman.
Zhong Shanshan is from Zhuji, Zhejiang. He comes from a traditional intellectual family, and his parents are both so-called Rightists. Influenced by his parents, Zhong Shanshan didn't have a happy childhood. Zhong Shanshan, born in 1954, studied in the fifth grade of primary school during the Cultural Revolution, and then went to Jiaxing to study as a plasterer.
1977 after the college entrance examination resumed, Zhong Shanshan suddenly announced that she would take the college entrance examination with her sister. Although he studied hard, it was not difficult for Zhong Shanshan, who didn't even know the most basic algebra knowledge, to successfully cross this wooden bridge. He failed for two years in a row. After that, Zhong Shanshan went to TV University and graduated smoothly.
After his parents' political life was corrected, Zhong Shanshan also went to Zhejiang provincial capital. I worked as a reporter in Zhejiang Daily for five years. My career as a journalist not only broadened my horizons, but also accumulated a lot of resources for Zhong Shanshan. Even my later business partners met in my early interviews. In your bones? Restless? Genes began to work, Zhong Shanshan resolutely? Going to sea? Going south for gold from my hometown.
Most capable? Have a baby? The boss of
Zhong Shanshan is going to Hainan and plans to set up the first private newspaper in China in that fiery world. Have you decided on a name? Pacific post. However, because the number of private daily newspapers is out of reach, the spirit of romantic scholars is stifled in the bud.
Soon, Zhong Shanshan found a more pragmatic agricultural project: raising mushrooms. Because the weather in Hainan is humid and sultry, mushrooms should be as lush as mushrooms after rain, but there is a particularly dry period at noon. Just after the tender tips of mushrooms are pulled out, they dry up at noon. Raising mushrooms didn't let Zhong Shanshan find his first bucket of gold, but it ruined all his investments.
Not long after, Zhong Shanshan discovered such a healthy soup made of turtles and soft-shelled turtles, which was often eaten by local gold diggers? Huge profits? Products. 1993, Hainan Yangshengtang was established, and turtle pills made by ultra-low temperature crushing technology were put on the market, which immediately became an instant hit.
In the next 20 years, Yangshengtang was launched one after another? Nongfu Spring? 、? Dora? 、? Clear your mouth? 、? Cow sticks? 、? Grow up happily? Wait for more than ten brands and products.
Hard to imagine, including? Yangshengtang Nongfu Spring? Many brands and marketing ideas come from Zhong Shanshan. Li Guangdou, the planner, once commented on CCTV's dialogue program like this: Zhong Shanshan is the best entrepreneur in China? Have a baby? Boss. ?
The brand itself is something with strength. There was a hundred schools of thought contending in the pre-Qin period? Famous? Emphasis, right? Name? Research, focusing on? Worthy of the name? , research? Name? The power of.
There is no denying that every brand created by Zhong Shanshan has its own strength. Often put aside the constraints of product attributes and seek the voice of consumers through unique planning in emotion and concept. He's here? Name? There are quite a few researchers in this field.
20-year feud with Zong.
Zhong Shanshan cultivated the drinking water market earlier than the health care industry. In the past twenty years, his feud with Wahaha, the leader of domestic beverage industry, and Zong Houqing, the founder of Wahaha, has always been lingering, which is enough to make a movie.
1990 after three years of pioneering work, Wahaha has developed from a school-run enterprise distribution department in Hang Cheng to a large enterprise with an output value of over 100 million yuan. 199 1 year, Wahaha merged with Hangzhou Canned Food Factory, one of the key enterprises in canned food production in China, and established Hangzhou Wahaha Group Company.
This year, Zhong Shanshan is the general agent of Wahaha Oral Liquid in Hainan and Guangxi. Perhaps because of Zhejiang businessmen, the two sides have been in contact for a long time.
199 1, there was a storm between the two sides.
As Hainan is a newly developed special economic zone, Wahaha has preferential prices for agents; On the other hand, Wahaha oral liquid sold well in Guangdong at that time.
Therefore, Zhong Shanshan took Wahaha oral liquid obtained at a low price in Hainan to Zhanjiang City, Guangdong Province, which does not belong to Hainan and Guangxi, and sold it at a high price. Because of this, he and Zong had an unpleasant experience.
As a businessman, the above methods of making money may not matter, but in the eyes of Zhong Shanshan at that time, the beverage industry may have become a battleground in his career map.
While Wahaha continues to maintain its leading position in the domestic beverage market, Zhong Shanshan also re-entered the beverage industry with the first bucket of gold he earned in health care industry.
1996 September, Zhejiang Qiandao Lake Yangshengtang Drinking Water Co., Ltd. was established in Hangzhou. With careful water source layout and event marketing, Nongfu Spring is a little sweet? Slogans resounded throughout the country.
200 1 Zhejiang Qiandaohu yangshengtang drinking water co., ltd changed its name? Nongfu Spring Company Limited? . Nongfu Spring was listed in 2003? Farmer orchard series mixed juice drinks. Shake it before drinking? Become a temporary advertising highlight. In 2004, launched? Screaming? Series of functional drinks, innovative bottle caps and good taste make? Screaming? It has a place in the functional beverage market. Nongfu Spring was listed in 2008? Water soluble C 100? Lemon juice drink.
Today, 20 years later, in terms of product lines, Nongfu Spring has launched a comprehensive competition with Wahaha in the beverage industry segments such as drinking water, fruit juice, functional drinks and tea drinks.
However, in the face of Wahaha's annual turnover of 55 billion yuan in the food and beverage industry chain (20 10 year data), the revenue of Nongfu Spring10 billion yuan is always behind the wind.
Only in Zhong Shanshan's dedicated drinking water field, after many times? Water war? As of 20 10, the market share of Nongfu Spring has surpassed Wahaha, catching up with the industry leader Master Kong.
Twenty years? Water war? History, behind the tit-for-tat theme of Nongfu Spring and Wahaha, occasionally interspersed with the wonderful mutual appreciation of Buddhism: always admired Buddhism, but when did Nongfu Spring encounter it? Arsenic gate? During the crisis, Zong Houqing publicly expressed his solidarity.
The feud between the two water giants has been going on for 20 years, and it is really difficult for non-parties to see the whole picture.
war mania/hysteria
Zhong Shanshan is a person who never hides his personality. In order to do what you think you should do, do not hesitate to offend others or even cause trouble? War? .
In 2000, Zhong Shanshan planned a large-scale? Water war? . At that time, Nongfu Spring suddenly announced that it would stop producing pure water and switch to natural water. Why? Is pure water bad for your health? . The proposal of this view immediately shocked the domestic beverage industry, and Nongfu Spring seems to have become an industry? Public enemy? At one time, several major domestic beverage companies even joined forces to ban Nongfu Spring.
Since then, Nongfu Spring has been ranked among the top three in the bottled drinking water market and has remained stable. At the same time, Nongfu Spring offended almost all pure water enterprises. Many people accuse Zhong Shanshan of being unprofessional and profiting from speculation.
In this regard, Zhong Shanshan believes that? No one in the world can sell things well by advertising, and the product itself determines whether it can be sold. They think the product can be advertised. Do you think I can make Nongfu Spring without the water from Qiandao Lake? ?
Industry war, Nongfu Spring? Public enemy? . (a grass/picture)
In 2007, Nongfu Spring set its sights on a new rival and set off the second water war. This time it's Master Kong, the new boss of the industry with soaring share. At that time, Master Kong's mineral water had reached the market share of billions every year.
This time, Zhong Shanshan chose the strategy of making the pH of water a topic of public discussion. ? A good advertisement not only attracts users' attention, but also makes them discuss. ? At that time, in the conference room of the advertising department, there was such an advertising motto, which was another set of advertising principles that the aggressive chairman tried to instill.
In 2009, Zhong Shanshan fell into war again: the war broke out in June? Water source door? Qiandao Lake, the proud source of Nongfu Spring, is accused of being unfit for drinking and only suitable for industrial water. Outbreak in August? Fake donation? , Nongfu Spring? A bottle of water and a penny? The defendant in the public offering advertisement is suspected of fraud; 165438+ October outbreak? Arsenic gate? Haikou Industrial and Commercial Bureau said that the total arsenic or sulfur dioxide in some batches of Nongfu Spring 30% mixed fruits and vegetables, Nongfu Spring water-soluble C 100 grapefruit juice drinks exceeded the standard.
Facing the attack, Zhong Shanshan? Quarrel? Contrary to the low-key practice of ordinary private enterprises, and directly compared with government agencies, the result was that the testing department apologized and Haikou City replaced the director of the Industrial and Commercial Bureau.
Zhong Shanshan encountered more troubles on 20 13. At the beginning of March 20 13, Nongfu Spring was exposed by the media that bottled water had black suspended solids. Nongfu Spring later clarified that it was mineral salt precipitation.
From April 20 13 to the present, in 27 days, Jinghua Times created? A media criticized a company? Record: 67 pages, 78 reports, will be handed over to Nongfu Spring for nearly a month? Standard door? The incident is on fire, called Nongfu Spring? The standard is not as good as tap water? It has aroused strong concerns of many citizens about drinking water.
Zhong Shanshan himself said that 20 13 and the Beijing Times? Standard door? The impact of the dispute on Nongfu Spring has not passed yet.
Nongfu Spring? Standard door? The press conference was tense.
No matter with peers, quality supervision departments or news media, Zhong Shanshan always seems to be fighting.
Leading wolf
Nongfu Spring has been striding forward with a high-profile image. No matter what achievements the Group has made, it should be attributed to Zhong Shanshan, the wolf hiding behind the scenes, the wizard who is known as one of the most knowledgeable entrepreneurs in China, who led Nongfu Spring to attack the city and pull out the village in a new field with his unique insights and innovations.
In 20 15, Nongfu Spring held a new product launch conference at Fusong Factory in Changbai Mountain, and announced three new products, namely glass bottle, sports bottle cap and infant drinking water.
These three kinds of water take different routes. For example, Zhong Shanshan thinks that it is not appropriate to put plastic bottled water on the table of the Prime Minister's meeting, and glass bottles can adapt to this situation.
Although the routes are different, the concepts of the three new products are the same: while most colleagues are still struggling for low profits, Nongfu Spring has improved the added value of its products through technology and innovation.
Nongfu Spring claims that the new product brings together world-class wisdom, advanced technology and exquisite packaging in the industry. They really made beautiful products, and one of them won the design world? Oscar? Known as the annual design platinum award selected by Pentawards.
After years of hard work in the mall, Zhong Shanshan got a nickname: Lonely wolf? . He doesn't seem to mind the nickname. On the contrary, he made no secret of his aloofness and conceit. ? I am a loner, and I don't care what my colleagues are doing or thinking. ?
Often because it broke something that people have long regarded as truth? Rules of the game? Zhong Shanshan is very different. But he didn't feel the burden and pressure, but enjoyed it. Although he has been fighting alone.
As Zhong Shanshan himself said? Commodity society does not need mainstream and non-mainstream, and the result is the most important. A lot of people will think I'm a loner. I am really conceited. I don't usually talk to people who don't get along well. But I don't think I am alone. I have my own circle, my own lifestyle and my own friends. This is determined by a person's personality, there is no right or wrong, only suitable or not. ?