Chapter 298 Li Jingwei on

When Tang Yu heard Li Jingwei's three sons, the surprise on his face was difficult to hide. Fang Bozhen and Fang Jianming beside him were a little strange. When Tang Yu saw him for the first time, he did not have such an expression. How could he be so abnormal when he heard Li Jingwei's name? Even Li Jingwei himself is a little strange. I don't know why this young man has such an expression when he hears his name. It seems that he knows or knows himself very early.

In fact, it is no wonder that Tang Yu was so surprised. The name Li Jingwei was quite famous in the business world in the 1980s and 1990s. For the students of business schools at that time, Li Jingwei was also one of the best figures. The chairman of the board of directors of Jianlibao was quite famous in the business world at that time. .

Of course, Li Jingwei's reputation is not only because of his brilliant career, but also because he has developed Jianlibao, an unknown beverage company, into a well-known Chinese beverage brand. A large part of the reason is that he was later double-regulated, because of the decline of Jianlibao. By the way, in the failure of Jianlibao, almost every version of the textbook of the business school in those years had to be put out to preach and comment. Tang Yu was also the person he knew when he was studying. At that time, he still had a lot of feelings about Li Jingwei.

Jianlibao's beverage market was booming in the 1980s and 1990s, but at that time, the original business elite was found guilty of serious corruption and bribery. As soon as this news was announced, it instantly made countless people remember the name Li Jingwei. Of course, Tang Yu, as a person who is deeply in Jianlibao's case study, naturally knows the truth of some facts. In fact, whether it is Li Jingwei's unexpected dismissal or Jianlibao's collapse, he has little relationship with Li Jingwei himself. He is just a political victim, the real reason for Jianlibao's decline. In fact, it had a lot to do with the society and enterprise system at that time, and the main reason was the unclear property rights. This problem is the reason for the real decline of Jianlibao in the future. Tang Yu specially studied this case in college, so people know it very well.

In fact, people in the 1980s and 1990s were more familiar with Jianlibao, rather than Li Jingwei, an entrepreneur. In the early 1990s, the most famous entrepreneur in China was Shi Yuzhu of the Giant Group. Li Jingwei was still a relatively low-key entrepreneur at that time, although his Jianlibao also achieved great success.

In fact, when it comes to Jianlibao, we have to talk about Li Jingwei, and when we talk about Li Jingwei, we have to talk about Jianlibao.

Because of the opportunity to study cases, Tang Yu in his previous life also knew the rise and fall of Jianlibao and the final end of Li Jingwei, and unconsciously recalled it in his head.

The predecessor of Jianlibao is just a very small winery, called Sanshui Winery, with an annual profit of only tens of thousands of yuan. In 1984, Li Jingwei made up his mind to do a big business and aimed at the 23rd Olympic Games to be held in Los Angeles in August. He was sent to the information that the National Sports Commission will meet in June to decide what the designated drink for the Chinese delegation is. At that time, he had a new drink that had not yet been put on the market, and even what to use for packaging and trademark had not been determined. At that time, Li Jingwei had decided to fight and give Sanshui Winery a way out. In fact, according to Tang Yu's post-post analysis, Li Jingwei had no confidence at the beginning of the decision.

According to Tang Yu's understanding in the case, the official origin of Jianlibao should be 1983.

In 1983, Li Jingwei went to Guangzhou on a business trip and bought a can of Coca-Cola on the street. This is the first time in his life that he has drunk this drink. It was at this time that he suddenly sprouted the idea of letting enterprises produce beverages. At that time, with the increasing popularity of Coca-Cola in central cities in China, some small beverage factories had emerged in various places, and some even directly named "Coke": Tianfu Coke, which appeared in Chengdu, Sichuan, was the first domestic Coke drink, followed by Shaolin Coke in Henan and West Lake in Hangzhou. Coke. According to the data, there were more than 2,000 beverage factories in China at that time. Li Jingwei, a cadre of the Sports Committee, thought of sports drinks very "geniusly".

Not to mention that success is always inadvertently, and it was also an accidental opportunity. Li Jingwei heard that Ouyang Xiao, a researcher at the Guangdong Institute of Sports Science, had developed a drink that "can quickly restore athletes' physical strength, and ordinary people can also drink it", so he came to ask for cooperation. Under the auspices of Ouyang Xiao, an orange drink was developed, which has a very awkward name - "a sports drink that promotes excessive recovery mixture". In fact, it is a drink containing alkaline electrolytes. This is the predecessor of Jianlibao.

In that year, the profit of Sanshui Distillery was only tens of thousands of yuan a year. Li Jingwei dared to look directly at the Olympic Games, which was really bold. Now, under careful analysis, Tang Yu admires the courage and vision of others at that time.

In April 1984, the Asian Football Federation will hold a meeting in Guangzhou. Li Jingwei wants to bring drinks to this meeting, so that he will have the opportunity to contact the people of the National Sports Commission. At this time, there is no sign of what the brand of the beverage is, what the trademark is, and what kind of packaging is used.

According to Tang Yu's understanding in the case, Li Jingwei was poor at that time. At that time, there was already a brand called "Sijiang" in the factory, but Li Jingwei was not satisfied. He thought hard and came up with a new name - "Jianlibao", which sounded catchy and contained "healthy and energetic". Health hints. Dr. Chen Xinjin, who participated in the product development, volunteered to design the trademark. He asked his brother, who loved calligraphy, to write the three words "Jianlibao" on a piece of rice paper. Li Jingwei also asked the advertising company in the county to design a trademark graphic that combines Chinese calligraphy and English letters.

The birth of this new trademark was shocking in the commodity tide in 1984: the dot on the top of the word "J" is like a sphere, which is a symbol of ball sports, and the lower half is composed of three curves side by side, like three tracks, which is a symbol of track and field. On the whole, the shape of that word is like a gymnast or diver who is doing a bending posture. The whole trademark reflects the blood relationship between Jianlibao and sports. It stood out among the old and similar Chinese commodity trademarks at that time, which was one of the reasons why Jianlibao was finally successful.

Another bold move by Li Jingwei is to propose to use cans to package Jianlibao. In the eyes of consumers at that time, cans were undoubtedly synonymous with high-end drinks. At that time, there was no can manufacturer in China, and it was even more impossible for Sanshui Distillery to have such a canning production line. Li Jingwei ran around and finally told Pepsi in Shenzhen to produce Jianlibao for him. In this way, after a rush, 200 boxes of bright Jianlibao appeared at the AFC's Guangzhou conference on time, which aroused everyone's amazement. In June of that year, Jianlibao undisputedly became the preferred drink for the Chinese Olympic delegation. Compared with all the participating drinks, it is the only canned product. The brand image is naturally related to sports, and the taste, color and quality are impeccable.

In August 1984, the Los Angeles Olympic Games opened. It was the largest Olympic Games in history at that time and the first time that the Olympic Games were held by the people and profitable. The Chinese Olympic delegation achieved a "zero breakthrough" in the gold medal with Xu Haifeng's shooting at this sports meeting, and finally won 15 gold medals, second only to the United States, Romania and the Federal Republic of Germany, ranking fourth. The success of the Olympic Games has greatly stimulated the enthusiasm and national pride of the whole people, and as the preferred drink for the Chinese Olympic delegation, Jianlibao has also received unimaginable attention.

In the women's volleyball final on August 7, the Chinese women's volleyball girls, who have become national heroes, defeated the host American team and achieved the great cause of "three consecutive championships", which was a national event in those years. The success of Jianlibao is also closely related to the success of the women's volleyball team.

In the Tokyo News on the 11th, the reporter Youhe published a lace press release "Quick Attack with Magic Water?" He curiously found that Chinese women's volleyball players were drinking a drink that they had never seen before - in fact, in addition to supplying the Chinese Olympic delegation at that time, There are almost no sales in the domestic market - so I guessed that "Chinese athletes have won 15 Olympic gold medals, which may be due to drinking a new type of sports drink with magical effect - Jianlibao."

Obviously, this is a handwritten press release without any interview and verification. The substantial improvement in the performance of Chinese athletes has aroused a lot of speculation internationally, which is nothing more than a friendly one. Unexpectedly, a reporter from the Yangcheng Evening News who was interviewed by the group saw the news, and he rewritten it into "Chinese Magic Water" is popular in Los Angeles. When this "export to domestic sales" news was published in the evening newspaper, it was quickly and widely reprinted. The intersection of "Chinese Magic Water" and "Oriental Witch" (the nickname for the Chinese women's volleyball team) adds a mysterious pride to the already boiling Olympic fever. It is really in line with the psychological satisfaction of an oriental nation that has just returned to the international stage. From then on, Jianlibao became known to the world overnight.

Li Jingwei had good luck in this way. In 1984, Jianlibao's annual sales were 3.45 million yuan, which soared to 16.5 million yuan the following year and reached 130 million yuan the next year. For the next 15 years, it has been the "first brand of national drinks". At the peak of the demand, Sanshui County was full of large trucks from all over the country to pull goods, and a batch of Pi Jianlibao was speculated to 20,000 yuan.

In fact, when he saw this, Tang Yu once secretly speculated that the two articles published in the newspaper that made Jianlibao's success really came from the hands of reporters to create such a beverage brand, or did these reporters have the shadow of Li Jingwei behind them? It's a soft text written by the gunman. However, this is just a guess. In the early 1980s, there were very few people who knew soft text marketing. Even if it was really written by Li Jingwei, Tang Yu could not ask him for verification in person at that time. In fact, it has been 2,000 years since Tang Yu studied the Jianlibao case. At that time, he was not studying in school, but because of business relations.