In 1994, Guan Yuxiang broke ground and built Hainan ORG Packaging Industry Co., Ltd. (formerly known as Wenchang ORG Can Manufacturing Co., Ltd.) in Wenchang, Hainan. Together with his son Zhou Yunjie, he led 16 workers into the metal packaging industry, from 0 to today’s market value of tens of billions , This kicked off the prelude to the "Fengshen" all the way.
From 0 to 10 billion market value, ORG's counterattack road
At the age when she should have retired, she still chose to continue her business. Guan Yuxiang's entrepreneurial journey was not easy. Guan Yuxiang, who was born in Shenyang in 1939, moved to Beijing with her parents when she was 18 years old, and worked in Beijing Instrument Factory, from lathe worker to assembler, and later to the technical department to trace drawings. In 1989, Guan Yuxiang retired at the age of 50.
Successful people have keen business insight. In 1994, Guan Yuxiang saw new business opportunities when he went to Hainan for fun: there were many types of local fruits and drinks, but most of the packaging seemed careless. At that time, few people cared about the appearance of the product, so the gorgeous and exquisite packaging design was a blank in the market.
It takes courage and a little bit of luck to seize business opportunities. At that time, the government agreed to provide support for the construction of factories. At the same time, Guan Yuxiang also boldly used all his wealth to start a business, which created ORG's current market value of tens of billions.
Boldly seizing fleeting opportunities, it can be seen that Guan Yuxiang's quick sense of business opportunities and adventurous spirit are worth learning for most people.
Guan Yuxiang's son also quit his job and accompanied his mother to lead 16 workers into the metal packaging field. However, just stepping into an unknown industry, it is inevitable to encounter obstacles everywhere. At that time, ORG could only cooperate with some small and medium-sized enterprises or workshops, barely maintaining the company's livelihood.
Until an accidental opportunity, O.R.G. formed a "marriage" with China Red Bull.
At first, China Red Bull was not prepared to cooperate with this unknown company, O.R.G. But Guan Yuxiang and her son traveled between Hainan and Shenzhen again and again, and their sincere attitude moved Yan Bin, the founder of China Red Bull. However, at this time, O.R.G. is facing the difficulty that the level of equipment and technology cannot meet the standards of China Red Bull. In order to successfully sign a contract with China Red Bull, Guan Yuxiang traveled all over the country and successively introduced high-end technology and equipment, which made O.R.G. a supplier of China Red Bull and laid the foundation for today's enterprise with a market value of tens of billions.
In July 1996, ORG produced the first Red Bull can.
In 2005, O.R.G. created a symbiotic production model to provide customers with the fastest and most accurate service by establishing a canning production line in the Red Bull Park. This model has also become one of ORG's trump cards in the market to "siege cities and seize territories".
In the new era, O.R.G. develops "Golden Rice Bowl" prefabricated dishes
In recent years, in addition to sticking to the can-making business as the cornerstone, ORG has also made full use of its strategic forward-looking research, technology research and development, business model design, and upstream and downstream coordinated development in the industry with its "packaging +" innovative business strategy. With comprehensive advantages, following the upgrading direction of consumer culture and the market trend of the FMCG industry, while adhering to the integrated service business model, it actively develops its own brand, thus forming a "packaging + FMCG" dual-advancement and complementary mutual promotion development pattern.
Zhou Yunjie, chairman of O.R.G., believes that through the launch of its own brand and prefabricated vegetable series products, entering the prefabricated vegetable market can give full play to O.R.G's own technical advantages and provide more perfect, Higher-end solutions also open up more possibilities for ORG's future development.
At present, most of the prefabricated vegetables on the market are packaged in plastic bags or plastic boxes, while ORG, a leader in the metal packaging industry, uses its own technical advantages to use the internationally advanced "coated iron" in the packaging of prefabricated vegetables. technology, and developed the O.R.G. Bowl prefabricated dishes.
O.R.G. bowls use metal packaging with higher hardness and strength, better compression and anti-collision, which greatly reduces the loss rate of prefabricated dishes due to extrusion and collision during transportation, and prevents consumers from receiving damaged and deteriorated products. risks of. More importantly, the Origen bowl adopts the principle of canned vacuum preservation. After filling and sealing, it undergoes a long-term, high-temperature and high-pressure thermal sterilization to ensure that there are no more pathogenic microorganisms in the tank, and no bacteria that are stored at room temperature. Non-pathogenic microorganisms that can reproduce in it, so as to meet the requirements of commercial sterility. Qualified metal cans pack prefabricated dishes without adding any preservatives, and they have a longer shelf life and are healthier.
The exclusive patented "coated iron" technology used in ORG bowls also has a "sense of technology" and environmental protection that plastic packaging does not have at all. The raw materials of coated iron do not contain bisphenol A, melamine and other substances, and at the same time, there is no volatile organic solvent in the production process of coated iron, which not only ensures the safety, green and pollution-free food, but also is more environmentally friendly in the production process and recycling . Metal packaging using coated iron technology has strong corrosion resistance. Even for dishes with relatively high oil and salt content, such as braised dishes, there is still no need to worry about the risk of corrosion after the packaging is infiltrated.
Join hands with COFCO Packaging to enter the Central and Eastern European market
In fact, as early as many years ago, O.R.G. had already started to deploy overseas. In addition to actively investing in overseas sports, in 2019, O.R.G completed the acquisition of the Ball Asia-Pacific project, and in 2021 completed the acquisition of the packaging business of an Australian company. Through the overseas layout in the early stage, ORG has acquired certain experience in overseas investment, operation and business development.
Recently, O.R.G. began to accelerate its pace of going overseas. On January 13, 2023, both O.R.G. and COFCO Packaging announced that the two parties will jointly invest with Haoneng (Hong Kong) Co., Ltd. to invest in the establishment of Xingfan Co., Ltd. (tentative name, referred to as " Hong Kong joint venture company"), the Hong Kong joint venture company will invest in and construct metal packaging product production projects in the central and eastern regions of Europe.
This cooperation can deepen ORG's understanding of the European market, accumulate investment and operation experience in Central and Eastern Europe, steadily promote the company's international business process, and coordinate development with domestic business, which is in line with the company's development plan and international development strategy. For COFCO Packaging, it can form synergies with its own factories in Belgium in Western Europe, thereby enhancing the overall competitiveness and return on investment of the group's overseas strategy. At the same time, it will focus on Central and Eastern Europe, the hub connecting Asia and Europe, and it will also complement the "Belt and Road".
end:
Under the general environment of consumption recovery, the consumer goods industry, which is the main customer of O.R.G., is about to usher in a new outbreak. Red Bull, Dongpeng Special Drink, Budweiser, Tsingtao Brewery, etc. will all have good performance. The promotion of the general environment and the correct strategic choice of O.R.G. will also drive the continued growth of O.R.G.
ORG, which has been in business for 30 years, has a promising future.