Chapter 299 Li Jingwei Zhong

Continue to talk about Jianlibao and Li Jingwei. After making Jianlibao famous in 1984, Li Jingwei was not satisfied with such a result, and he still had greater ambitions.

The second time he was eye-catching was in 1987.

In November 1987, at the 6th National Games held in Guangzhou, the scene of competition between Chinese enterprises and foreign multinational enterprises appeared for the first time. Jianlibao, which was in the limelight at the Los Angeles Olympics more than two years ago, is in the limelight. In order to get the name of "designated beverage at the Sixth National Games", Jianlibao Company, which was already the largest beverage enterprise in the country at that time, competed with Coca-Cola Company, which was willing to contribute 1 million yuan, while Li Jingwei raised the price to 2.5 million yuan and gave away 100,000 yuan of drinks. As a result, of course, Jianlibao got what it wanted, and Coca-Cola only got the right to designate "Cora-type" drinks. This detail was talked about for a long time by the media reporters at that time. During the competition, the newly built Guangzhou Tianhe Sports Center, from the walls to the spittoon and garbage cans, was covered with advertisements of Jianlibao. The most exaggerated scene appeared at the closing ceremony. At the entrance of the venue that day, more than 200 staff were asked to wear sports clothes with the Jianlibao logo. They also gave a drink to each of the 80,000 spectators. The circular stadium is full of Jianlibao's beverage cans, which has become an orange-red ocean, which has increased the popularity of Jianlibao by countless percentage points.

As soon as the "Sixth National Games" was over, Li Jingwei held a national dealer ordering meeting while the iron was hot. In just two hours, the order amount reached 200 million yuan. In the second year, sales reached 270 million yuan. Jianlibao's advertisement also appeared on CCTV for the first time. The advertising slogan drawn up by Li Jingwei himself was very real and catchy: "If you want to be in good health, please drink Jianlibao."

This is the second step of Jianlibao.

In 1989, the advertising value of Jianlibao was as high as 10 million yuan, which ranked first among China's consumer goods enterprises that year, with an output value of nearly 500 million yuan.

In 1991, Li Jingwei creatively planned a "pull ring with a prize" promotional idea. All consumers who buy Jianlibao can get a bonus of 50,000 yuan as long as they pull the pull ring with a special pattern. Li Jingwei claimed to invest millions of yuan in bonuses every year - from 2 million yuan at the beginning to 8 million yuan in 1994. This activity has achieved unexpected success in China's urban and rural areas. What is particularly surprising is that "Jianli Baola Ring" has become a prop for many rural scammers. Sitting on the coach, they suddenly exclaimed that they had pulled a can of Jianlibao with a huge prize of 50,000 yuan, and then sold it to those innocent passengers who were greedy for money. This kind of fraud game was played in urban and rural areas across the country until around 2000. Tang Yu himself even encountered it once in person.

This is the third step in the development of Jianlibao. However, Li Jingwei's good luck ended here. After that, Li Jingwei's business road was quite not smooth, and Jianlibao also began to go downhill, finally making this famous brand slowly disappear.

As for the decline of Jianlibao and the tragic end of Li Jingwei, there are reasons for the bad relationship between politics and business, but it is more because of unclear property rights disputes.

In 1997, the 38-storey Guangzhou Jianlibao Building was completed, and Li Jingwei moved the company's headquarters to Guangzhou as planned. At this time, Jianlibao reached a historical peak. In 1996, the group's sales exceeded the 5 billion yuan mark. In April, the State Administration for Industry and Commerce evaluated the first batch of "China's famous trademarks", and Jianlibao was on the list. In August, the China Beverage Association released industry data, and Jianlibao's output, total output value and sales. It ranked first in all four items of income and tax benefits; it was also selected by the media as one of the "Top Ten Famous Brands in the Eyes of the Chinese Public in the 1990s".

However, what is not known is that the relationship between Li Jingwei and the Sanshui Municipal Government has seriously deteriorated.

Li Jingwei's wishful thinking on property rights is to a large extent wishful thinking. In the view of Sanshui municipal government officials, all his actions are tantamount to betrayal. As the largest source of local revenue, Jianlibao's centrifugal actions are increasingly making them restless. It is said that the construction of Jianlibao Building has not been approved by the Sanshui Municipal Government, and its high cost is suspected of transferring assets. When the headquarters moves to Guangzhou, does it mean that the cash cow will eventually "relocate" from its own land? These suspicions have propagated and spread in the circle of officials of Sanshui municipal government like a virus, and some people even question that Jianlibao's overseas strategy is also a "tame". Because "thousands of dollars have been invested in the U.S. market, but there are no Jianlibao products in supermarkets." These doubts eventually turned into a firm consensus, that is, Li Jingwei was no longer the same as Sanshui people. Since then, all his actions have been marked with suspicious signs.

This is actually a bad relationship between politics and business. If there are more newcomers between them, Jianlibao will not end up like this in the future.

In the autumn of 1997, under the careful planning of Li Jingwei, the scheme of Jianlibao's listing on the Stock Exchange of Hong Kong will be adopted, which includes the equity distribution of the operating layer. However, the Sanshui Municipal Government refused to approve this plan on the grounds that Li Jingwei's team "do not have a Hong Kong temporary residence permit, so it is not allowed to buy H-share original shares". Li Jingwei was furious and gave up listing. From then on, the contradictions between him and the Sanshui government began to become public.

Since 1998, the Sanshui Municipal Government has increased its control over the funds of Jianlibao. Every new product developed by the group must be approved by the municipal government, approved by the municipal government, and then allocated funds. The insider explained that this is because "Sanshui is very wary of Li Jingwei's transfer of assets in the name of developing new products, so almost every new investment attraction project has to be personally approved by the government, the funds are tight, and it also takes the initiative to find a partner for Jianlibao."

When suspicions cross between partners like the devil, any rational or well-intentioned judgment will be distorted and misunderstood. Tang Yu, who interpreted this case at that time, was deeply convinced of this sentence.

For nearly 6 years, Li Jingwei, who is bold and straightforward, has never given up his body and communicated with government departments to ease the relationship. This may be his biggest mistake.

In 1999, the Sanshui Municipal Government was greatly changed, and some old officials who had a good relationship with Li Jingwei retired or changed their posts. A layer of warmth formed by historical origins was finally unveiled, and his situation became more difficult. At this moment, Jianlibao Group proposed a plan to implement an employee share cooperation system within the company. The management raised its own funds to buy the shares held by the Sanshui Municipal Government. The price offered by Li Jingwei is 450 million yuan, which will be paid in installments within 3 years. The Sanshui Municipal Government refused the reason that it was said to be "very risky, and it is suspected of using Jianlibao funds to buy Jianlibao". After that, a consulting company in Shenzhen designed a new plan. Li Jingwei's team held 75% of the shares, and the Sanshui Municipal Government gave Li Jingwei a 5% equity reward. This plan was also rejected by the Sanshui Municipal Government on the grounds that "the money of the management layer is still unknown".

During this period, the sale of Jianlibao has become the consensus of many people.

On the one hand, 80% of the restructuring of state-owned enterprises in Sanshui since 1998 has been completed. Jianlibao has become the last large-scale state-owned enterprise to be restructured, and the local financial situation is not very good. According to the new mayor, he later admitted that in some months of those years, "civil servants' salaries were owed, and the days were very sad." On the other hand, Jianlibao's business performance is also declining. Since setting an impressive record of 5.4 billion yuan in 1997, sales have decreased significantly year by year to 3.1 billion yuan in 2001, which is equivalent to the level in 1994, and the profits and taxes paid to the government have also been reduced from 100 million yuan to about 20 million yuan. Therefore, it has become an obvious reality to take action on Jianlibao as soon as possible. The only question that needs to be studied is only to sell this enterprise that is changing from "hot potato" to "hot potato".

A key meeting was held in July 2001. The Sanshui Municipal Government held a joint meeting on the transformation of Jianlibao. The leaders of the municipal party committee and the municipal government were all present, and each government official attending the meeting was required to express their position on the spot in turn. As a result, 90% of people advocated selling Jianlibao, but could not sell it to Li Jingwei's team.

The fate of Jianlibao and Li Jingwei was strongly determined at this moment. From here on, it has been doomed to the tragic end of Li Jingwei. In the political and business game, most of the time, it is always businessmen who suffer losses, and the government is always on the strong side. After all, the arms can't be twisted.

In fact, if it is just because of the bad relationship between government and business, it will not destroy such a well-known brand. At the beginning, the government did not trust Li Jingwei's team, but if it took over Jianlibao and was a team that knows how to manage, then the Jianlibao brand would not completely decline. Unfortunately, the government ignored it. Zhi completely ruined such a brand. In those years, Tang Yu also regretted such a brand. When he was a child, he had a special preference for Jianlibao.

When the news that Jianlibao was about to be sold was released, a group of "sharks" from all directions smelled the smell and quietly gathered around Sanshui. They do not parade in the sun, and their sharp teeth have been fiercely exposed. Zhang Hai took the stage: At first, Singapore's First Food (Market Forum) Company almost became the new owner of Jianlibao. In the third month after the crucial joint meeting, Li Jingwei was notified to attend a dinner party. At the banquet, a Singaporean businessman named Wei Chenghui was introduced to Li Jingwei. The mayor said clearly that the municipal government had selected Mr. Wei's company to buy Jianlibao.

When Li Jingwei heard the words, it was like thunder. His resentment can be seen. The next day, at the work meal within the company, he suddenly lost control and said rudely, "Fuck, the city is going to sell stocks. I don't know at all, so I just told me to have dinner together."