Chapter 300 Li Jingwei Next

In fact, many of the government's practices at that time were indeed very criticized, but they could not complain that Li Jingwei wanted to cheat to the end.

In that year, Singapore's First Food Company and the Sanshui Municipal Government initialled an agreement. The Sanshui Municipal Government sold 100% of the shares of Jianlibao at a price of 380 million yuan. In this agreement - and all future agreements, the evaluation price of the outstanding Jianlibao brand is zero. This decision made it difficult for Li Jingwei to accept. He couldn't understand why the municipal government would rather sell the enterprise to a foreign company he did not know than sell it to himself who had created the enterprise, worked hard for a lifetime and was willing to pay a higher price. Under his behind-the-scenes planning, the domestic media heard the news. For a moment, "Jianlibao was ruthlessly sold" and "China's First Nation brand flag was cut" and other public opinions were overwhelming. The high emotions mixed in it obviously made it difficult for the Sanshui Municipal Government to fight. On the one hand, Jianlibao declared that it was willing to redeem Jianlibao for 450 million yuan; on the other hand, it completely boycotted Singaporeans who tried to enter the company's audit and audit, and refused to hand over relevant business information.

Li Jingwei's confrontational posture and the surging public opinion offensive forced the Sanshui Municipal Government, which already lacked the ability to deal with public relations, into an embarrassing corner. An official of the Sanshui municipal government later said angrily, "The early intervention of the media disrupted our plan and made us completely passive." The Singapore plan soon aborted, but the Sanshui Municipal Government and Jianlibao have reached a situation of opposition that cannot be reconciled. The Sanshui Municipal Government must find a "domestic buyer" in the shortest time, so as to "reasonably and legally" stop Li Jingwei's team's MBO plan.

Of course, it is the beverage industry that is most likely to buy Jianlibao. At that time, in China, the beverage companies as famous as Jianlibao were Le Baishi in Guangzhou and Wahaha in Hangzhou. Among them, Le Baishi has been pocketed by French Danon. We can't talk about it anymore. Wahaha has become the last choice. Zong Qinghou is a model of Zhejiang businessmen. He is shrewd and cautious. He is naturally very attracted to Jianlibao, but he suffers from not understanding the company's actual family background, and is also afraid of its strong corporate culture. At the same time, Li Jingwei tried to persuade Zong Qinghou to raise his hand through various channels. Therefore, the negotiations between the Sanshui Municipal Government and Wahaha were entangled in light or dark.

At this time, the situation of Sanshui is already in an extremely delicate moment. The Sanshui Municipal Government set the sales schedule before the end of January 2002, because "the month before the Spring Festival is the peak season for beverage orders, and all variables will occur before the peak season." However, the negotiations with Hangzhou have never been settled. Zong Qinghou is obviously preparing for both sides, either giving Li Jingwei face or cutting a knife at the last moment.

On January 9, 2002, the Sanshui Municipal Government and the Jianlibao team met again for dialogue. At this time, Li Jingwei had the upper hand after repelled the Singaporeans and persuaded Zong Qing, and had the upper hand in public opinion. He believed that fate could not take Jianlibao from him for the third time. Therefore, he scolded the mayor in an interrogative tone, why he completely put aside the Jianlibao entrepreneurial team and was about selling Jianlibao to the outside world. "Why don't we buy it back?" The mayor immediately said, "If you want to buy it, I'll give you a week."

The two sides agreed that Li Jingwei's team took 450 million yuan to buy all the shares of Jianlibao at a time, and from then on, the road will go to the sky and go on both sides. The table is not speculative, and the terms are drawn up, that is, they break up coldly.

Looking at the twists and turns of the peak, the willow dark flowers are bright, but fate cruelly played Li Jingwei for the third time at this moment.

At this time, Zhang Hai, who was only 28 years old, appeared on the stage. Tang Yu used a few words for this person's evaluation, "God stick, chess pieces, scapegoat", was also such a person who completely destroyed Jianlibao.

Zhang Hai's entry into Jianlibao is not a premeditated event. In late December 2001, when he went from Guangzhou to Shanghai for business and was reading the newspaper boredly on the plane, he suddenly saw a report that Jianlibao's equity was about to be transferred. As soon as the plane landed in Shanghai, he immediately bought a return ticket and hurried to Sanshui City.

The appearance of Zhang Hai made the unwilling Sanshui Municipal Government meet an unrivaled confidant. Although all people can't believe in his youth, the "Kai Di system" and China's high-tech he represents are like thunder. On the business card he gave, there are more prominent titles: Chairman of Oriental Times Investment Company, Chairman of China Hi-Tech, Director of Founder Technology, Chairman of Hong Kong Kangda Holdings, Chairman of the Board of Directors of Hong Kong Huide Fund, Legal Representative of Shenzhen Yizhonghe Investment Company... The honest and anxious officials of Sanshui Municipal Government are really I can't tell which words of the young mysterious figure in front of me are true and which are fake. However, his background and conditions are satisfactory. Zhang Hai promised to buy it at Li Jingwei's bid, and the company will be Zhejiang International Trust and Investment Company, a purebred state-owned enterprise. So the negotiations advanced at an alarming rate in an atmosphere where everything looked beautiful. On January 14, 2002, on the sixth day of the Sanshui Municipal Government's promise to raise enough money and sell it to the management team within a week, Li Jingwei, who was raising funds everywhere, was suddenly urgently summoned to the municipal government. Before his buttocks sat on the chair, the mayor told him, "This matter has been decided. Now we have decided to sell Jianlibao to Zhejiang Guotou."

On January 15, a hasty signing ceremony was held in full view of the public at Jianlibao Villa in Sanshui. Sanshui Municipal Government transferred 75% of Jianlibao's shares to Zhejiang State Investment at a price of 338 million yuan. At the ceremony, Li Jingwei, who was about to be successful, sat silently in the corner of the venue like an abandoned old foal, with a lonely look on his face. The next day, his photos of "looking up to the sky with tears and not saying a word" were published on all domestic news websites and financial media, and the viewers were all moved.

This also became Li Jingwei's last sad appearance. Since then, this cheerful old man who likes to make friends with young journalists has never said a word in the public media.

For Zhang Hai, after the decline of Jianlibao, a well-known domestic review magazine used a sentence to describe the decline of Jianlibao: the master: step by step stinky chess destroys the sky and things. This mage is naturally the magic stick Zhang Hai.

At this time, Li Jingwei's bad luck has not yet come to an end. On the ninth day after the signing ceremony, he had a cerebral hemorrhage at home. His relatives urgently dialed "120" to send him to Guangzhou Air Force Hospital for emergency treatment. The doctor immediately performed intracerebral hematoma inhalation and emptying for Li Jingwei. On the same day, he pulled out all the blood in his brain.

Since then, he has never left the ward. Within the whole country, there was a loud voice of sympathy for him.

In mid-October 2002, Li Jingwei on his sickbed received a notice. The 37th meeting of the Standing Committee of the Ninth National People's Congress of Guangdong Province adopted a decision to remove him as a deputy to the National People's Congress on suspicion of corruption. The case filed by the procuratorate is: "As a person entrusted by state organs to manage and operate state-owned property, he ignores the laws of the state and uses his position with others to embezzle 3,318,800 yuan of state-owned property in the form of life insurance." 4 vice presidents in Li Jingwei's team,

Three of them were arrested one after another, and one "escaped" abroad.

So far, the complicated and tortuous Jianlibao property rights transaction incident has been settled by Li Jingwei's suspected crime. In any case, no one wants to sympathize with a corrupt criminal. However, what is difficult to understand is that until the beginning of 2007, five years later, the procuratorate did not formally file a lawsuit against Li Jingwei. The tricks here are naturally clear at a glance. It is just the final result of the political and business game. The government is always on the strong side. Poor Li Jingwei faded out of the business world because of property rights disputes and political and business relations, and even added a bunch of messy charges...

According to the insiders later revealed, when Zhang Hai got the asset survey data of Jianlibao, he laughed and said, "It's worth 300 million yuan to buy a Jianlibao building alone!" - Moreover, he ate the huge Jianlibao in one bite with only one month's short-term demolition loan. The boldness is really amazing.

All the business decisions of "Mage" Zhang Hai in Jianlibao can be summed in one word: step by step destroys the heavens and things.

His first step was to spit on the Jianlibao brand. He thinks that this brand is too "old-fashioned" and the original urban market has no value, so he created a fashionable and cutting-edge "fifth season", which will blossom in the center, focusing on young people in big cities such as Beijing and Shanghai. It is not known that the vast urban market is the fattest piece of meat. It is the "magic water effect" in this world that Jianlibao has been standing for many years. In those central cities, there are many multinational brands, and the competition is unprecedentedly fierce. In the past 10 years, there have been few successful precedents for Chinese beverage companies. Marketing wizards like Zong Qinghou have only been in and out, with no record - it was not until 2004 that Mengniu, Yili and other pure milk companies gained a foothold with the advantages of monopoly milk sources. With an unheard-of new brand, Zhang Hai plunged into this bright and tragic "Red Sea" like a young man. What a good ending can he have?

The second step he took was to spit on the existing marketing team of Jianlibao. In Li Jingweizhi, due to years of accumulation, the whole marketing team is indeed in the risk of aging and lax, and the wind of fraud and kickbacks is spreading, but the whole team can still fight well, which is quite neat.

After Zhang Haihai took office, he determined that this group of people had been "discarded", so he cut down and resigned 80% of the old marketers. At the same time, he recruited a large number of young college students. He also believes that the original market concept of Jianlibao is "business", and now it is time to learn the Coca-Cola model and finely manage the channel and market. In this way, the marketing team suddenly expanded from more than 500 people to more than 6,000 people, and the marketing cost has increased several times. Many novices go to the national market like bees, which is useless except to put up posters and install a cool canopy.

The third bad move he took is superstitious advertising and pursues a sensational effect. He spent tens of millions of yuan to shoot exquisite advertising films, hired a Japanese advertising company to act as an agent for the advertising business, and invested a lot of money in the media. Once an advertisement was placed on Guangzhou Daily, Zhang Hai made 16 full pages in just 5 days, which was amazingly dense. In April 2002, CCTV conducted a bidding for World Cup advertisements. Zhang Hai, who loves football, won the bid for 31 million yuan, causing a sensation. At the "Season 5" new product promotion conference in Zhengzhou, he said: "At least 150 million yuan of advertising will be invested in this year, and the whole country will be scattered all over the country." An advertising person jokingly said, "Li Jingwei runs Jianlibao. Obviously, it's the government's money, but he still saves refusing to fight advertising. It's Zhang Hai's turn. Obviously, it's the money in his pocket, but he spends more than anyone else." On August 28, 2002, he chartered Asia's most luxurious cruise ship "Virgin" and invited more than 300 dealers and dozens of media reporters from all over the country to travel to Singapore and Malaysia. Zhang Hai personally sounded the siren in flowers and applause. "8·28 set sail" is extremely luxurious, and one activity costs more than 3 million yuan. In order to make the "Season 5" popular, he purchased 500 delivery cars and 50,000 refrigerators at one time, and also prepared Mercedes-Benz cars and Buick business cars as prizes for the lottery at the order meeting. These promotional actions look vigorous, but none of them has been implemented in the formulation of specific distribution, tally and distribution policies. In the end, although the advertising campaign is extremely fierce, no one knows the "Season 5" for a while, but the products can't be seen in the store. In the Beijing market, a month after Jianlibao's 31 million World Cup advertisement was broadcast, someone asked Guangdong for goods, and the answer was that "the sales system in Beijing has not been built yet, and we have to wait for a few more days."

The fourth step of stinky chess he took is a variety of chess, and there is no main focus. The "Season 5" series takes the road of diversification. There are more than 30 popular concepts in the beverage market at that time, from tea drinks, pure water, mineral water, to juices and carbonated drinks. When the first battle of "Season 5" was not successful, he suddenly launched "Bongguoqi" with inspiration, trying to penetrate the market at once. This marketing method without focus makes all the advertisements bloom into gorgeous fireworks. After a year of market hit, hundreds of millions of yuan of advertising expenses were spent, but no one made it clear what kind of drink the "fifth season" is.

The fifth bad move he took was to learn to walk in Handan and was addicted to football marketing. Zhang Hai loves football, and Jianlibao also has a tradition of sponsoring football, which is a good match. At the end of 2002, Jianlibao Group announced that it had officially joined Shenzhen Football Club. Zhang Hai personally served as the chairman. After that, he would come to every game of the football team and was never absent. In June 2004, the Asian Cup football match began. Zhang Hai has been regardless of business affairs since April, and he has not watched the ball on the ground, so he was ridiculed by other directors as "playing the ball". He is also very keen to participate in all kinds of saliva in the football world, and announced that he would launch a "football revolution" to compete with the Chinese Football Association to clean up the unhealthy trend in the football circle. During his tenure, Jianlibao spent a total of 50 million yuan on football. Although his "football marketing" has also been in the limelight on the sports and entertainment pages of various media, it is not helpful to product sales. Compared with Li Jingwei's big hand in those years, it is even more judgmentful.

The sixth bad move he took is to reorganize the old business in the name of building a base. Zhang Hai, who was born in capital operation, soon found that Jianlibao must build canning bases in various places to expand its production capacity, which has become his best bargaining chip for operating capital restructuring games. Since 2003, he has successively negotiated acquisitions with listed companies such as Shuanghuan Technology in Hubei, Northwest Chemical in Gansu, and Huayi Compression (Market Forum) in Jiangxi. Without exception, the above-mentioned enterprises are all "shell companies" in trouble, and Zhang Hai's acquisition conditions are all promising to build a local "Jianlibao Health Industrial Park" with an investment of no less than 100 million yuan. These projects consumed Zhang Hai's countless energy, but in the end they were in no good.

These 6-step stinky chess is just an induction of thick lines. China's beverage market is already full of masters, and the competition is very fierce. If you make a move inadvertently, you may be seized by an alert opponent and be defeated by a blow. However, a "grand hero" like Zhang Hai, who is strong-breasted and does not avoid arrows, has not been met for many years.

"Season 5" became the biggest joke in the beverage industry in 2002. In the next two years, the sales of Jianlibao have been hovering around 3 billion yuan, but the operating cost is much higher than that of Li Jingwei's era. The loss of its brand power and the laxity of people's hearts are a frightening fact. Those speculators who followed the "mage" Zhang Hai into Jianlibao and dreamed of making a lot of money by selling Jianlibao saw that this "smartest person in China" was really useless and started a new plan.

July 2004 was the peak season for beverage sales. However, Jianlibao has only completed sales of 100 million yuan, which is far from the planned 300 million yuan. Since then, the brand of Jianlibao has declined forever.

In the tide of property rights reform of China's state-owned enterprises around 2000, the Jianlibao case can be described as a classic example.

Thinking about it, Tang Yu was a little distracted, but he still took care of the conversation here.

But... How can this Li Jingwei appear in the Fang family? In the final analysis, the Fang family is still a political family. It has not been involved in business for a long time. How can he get to know Li Jingwei? Although Li Jingwei said that he had some political identity, since he went to sea and founded Jianlibao, people have recognized his identity as a businessman and ignored his political identity. Moreover, a businessman like Li Jingwei may not be qualified to enter the door of the Fang family. To put it bluntly, he is just an entrepreneur. In front of Mr. Fang, it is really not worth mentioning.

Then he thought about it, and Tang Yu knew the reason.

"Jianlibao" was born in 1984 and contains the health meaning of "health and vitality". It became popular after the 1984 Los Angeles Olympic Games and is known as "Chinese Magic Water". As the first drink in China to add alkaline electrolytes, Jianlibao took the lead in introducing the concept of sports drinks to Chinese people.

It can be said that "Jianlibao" is the first health drink in China, which is basically the same as the Fang family's slogan of "Source of Life". It produces drinks in the name of health care.

"Jianlibao" is a leading enterprise in China's health care products and beverage industry, and Fangjia's "source of life" is also a rising star. Since the two enterprises that produce health care products and beverages at the same time, it is also expected that the two sides know each other. The old man of the Fang family should care about the family business, and it is also expected to see Li Jingwei.

Tang Yu has been crawling and rolling in the mall for many years in his previous life, and naturally became a familiar skill. After a few words, Tang Yu has been able to interrupt the dialogue between Li Jingwei and Fang Bozhen. Of course, Tang Yu only said it when he should say it, and never interrupt when he should not. The words are extremely pleasant, and it left a deep impression on Li Jingwei in a short time.