Who Pangkang that?
Open Baidu, on the introduction Pangkang few and far between: Chinese, Haitian flavor industry chairman, billionaires Forbes Global 2019 list ranking 162.
When the September 23, 2019, the South China Vanke regional media exchange meeting held in Beijing, how to treat Haitian flavor industry to catch up with market capitalization Asked Vanke, Yu Liang, Vanke Chairman of the Board xi responded: "The market is reasonably priced given the excellent company we particularly convinced. "
As of September 26, the market value of 296.681 billion yuan Vanke, Haitian flavor industry market value of 299.714 billion yuan. As a selling soy sauce condiment company, time to market and Haitian flavor industry only five years, but as the stock market soared like Dapeng wings.
Sale of flats than selling soy sauce? Sale of flats is very convinced.
Gangster playing soy sauce?
The predecessor of Foshan Haitian sauce for 300 years, dating back to the Qing period.
In 1955, in the context of public-private partnership, Guangdong Foshan 25 "Hong Kong and Macao reputation" of the ancient Sauce strategy merger and reorganization, joint soy sauce factory in Foshan in the Pearl River, which "Haitian sauce" most impeccable, later renamed the "Haitian soy sauce factory." . Them the name of "the oldest and largest, most product categories old Sauce," the name, doing the monopoly of the national soy sauce dream.
Haitian old rival - to the United States fasting (going back to Jia Qing) has rolled Haitian many years, the Haitian soy sauce factory business is bleak, in addition to local and surrounding areas Foshan few sales. So, regardless of their own how to play the name authority, but also the sky is a small place of soy sauce factory.
In 1982, Pangkang 26 years old, his family was ordinary regular features. That year, just graduated from university he was holding senior economist, came to this black condiment in the world.
Haitian Pangkang like to open the hanging, from technician jobs soared all the way to the deputy director. So, this is a poor young man through their own efforts to promotion and pay rise, when the general manager, served as CEO, marry white Formica, took to the pinnacle of life cliche story?
Pangkang cited thumb smiled: Yes.
But not all yes. In 1988, state-owned enterprises to implement the contract responsibility system, Pangkang get the enterprise development initiative, he became deputy general manager of the deputy director, and from the general manager to become the chairman of the board. But behind the seemingly formulaic story to, Pangkang how to bag a big state-owned enterprises of their own income? It is how the leadership of the Haitian overtake old rival Zhimeizhai?
1992 is bound to be an extraordinary year, Deng ping's "watch over the south" to bring to market a pot full of countless opportunities for profit, this nation will spring breeze whipped up a socialist market economic system reform. By the end of 1994 to early 1995, 70% of the Haitian state-owned shares gradually transferred to the Haitian people, their restructuring and reorganizing of state-owned shares of the limited liability company - Foshan Haitian Flavoring Food Co., Ltd.
General Manager is very low key, muffled return to power. Shares of these changes eventually evolved through centralized gather to Pangkang management, led to obtain a controlling proportion. In 2007, this change through a new restructuring confirmed and deepened the Haitian completely into a private enterprise. The winter of 2010, Haitian seasoning limited changed the whole Corporation, chairman Pang Kang became the legal representative of the sky.
Patronize era is certainly enviable, but Pangkang seize the opportunity and ability to windward of others is not enough to match.
In 1983, soy sauce session of the Extreme brand Zhimeizhai same bathed in spring era, formed a "Zhimeizhai seasoning food factory", busy patterns to come up with soy sauce, seasoning sauce, pickles north-south pattern stacks up. Looking at the opponent's transformation and upgrading, Pangkang with the Haitian "riddled with large soy sauce bottle" shook his head, he is convinced that: the development of traditional industries in order to bear the brunt of the important factors is not a pattern, but the scale.
1990s, Haitian revenue after the reform has been a little improvement, Pangkang flew to spend more than 30 million introduction of a foreign production lines, greatly enhance the productivity and efficiency of the plant. Mass production, which is the first step Haitian scale.
The total amount of products to achieve a qualitative leap in the development of Haitian acceleration driving into the track, a single line of business soy sauce is no longer enough to fill the whole Haitian capital territory, adhere to the line of work Pangkang also played a diversified development began to plan . He chose soy sauce "brothers and sisters", specifically attack the kitchen, for a time, oyster sauce, soy sauce, vinegar, chicken and more than 200 specifications and varieties of eight major types, Haitian seasoning all appear on supermarket shelves, new spices to bring to market a new impetus.
Pangkang the purpose of large-scale upgrade, it is to let people know all the people of Haitian products: as long as you like, the kitchen seasonings can be bought in the sky, the full range, supply is not limited.
Upgraded to earn more money, money will continue to escalate. Ai asked noted that in 2005, Pang Kanghao throw one billion built a one million tons of production base; in 2014, they voted to build a production base of 1.5 million tons.
Scale operation, bigger indispensable, had to be able to sell. To be able to expand the type of speed and extent of market share in the close embrace "seasoning world", Pangkang ingenuity to build a complete dense network of channels and combined with a distributor management system, comparable to the Western Zhou feudal.
Packet award under this type of marketing system, Pangkang establish a 5000 mid-level distributors network, overview 330 000 terminals sales outlets. At the same time, also trained a scale of more than 1000 dealers "special forces." Thus, the formation of local and foreign parties to help each other, mutual constraints, stimulate competition "good situation."
Pangkang know how to make these dealers for their "loyalty." First, he adopted the policy after payment before delivery to avoid capital capitalists are occupied, and he was also the greatest extent funds may not take up auto; never use high rebate policy to encourage dealers Yahuo, nor "flog fast ox ", but none regularly. In addition, at every turn send BMW, Mercedes-Benz became the Pangkang made of "nirvana."
The "big brother soy sauce" business philosophy, rigid hand.
Soy sauce factory out of 34 billionaires?
30 years of reform and opening up, entrepreneurs are racking their brain to expand commercial distribution: real estate is Feiyou, the Internet is a star.
However, decades of time has passed, the sky is still soy sauce. So stick to positions inevitably lead to criticism, many people can not evaluate Pangkang head looked great strides forward, is eating his savings, stupid people legalistic.
Pangkang response is unashamedly: "300 years old, this has always been and will continue to adhere to the seasoning sauce main business."
However, Pangkang knew, if only advantages and no body mass product advantages, then, this piece of capital master overgrown savage land then it can never be entrenched place. So, for the Haitian Pangkang played two cards: security cards, cards feelings.
For a long time, ancient brewed sauces disinfection is not clean, there are security risks. To address this problem, in 2008, established a Haitian 800,000 square meters of sun drying ponds, and invest 10 billion yuan, the introduction of 10 automatic production lines from Germany; then, from the United States imported gas, liquid chromatography, and other instruments, for raw materials may be monitored pesticide residues. Ai asked noted Pangkang of the series of operations are valid: 2013-2016, the annual revenue of the way up the sky, from 8.4 to 12.4 billion, net profit rose to 2.8 billion from 1.6 billion.
Haitian security cards very moving, the market can be very ruthless. Make a "rest assured seasoning" of Pangkang not yet had time to wipe pleased moved to tears, it was a thriving competitors quelled. For decades, not only sea and sky, spark can start a prairie fire general seasonings businesses are springing up like gangbusters, kitchen Pradesh, Lee Kum Kee, and Yan, thousands, Gaga, etc., and they split the Haitian market pie together, each a deliberately want to have a bigger points.
Pangkang do not want to sit still, he played the second card, called feelings.
Pangkang have had a lot of hesitation, after all, for the entire market, sauce, spicy Sichuan sauce before, after Laoganma Tao Hua Bi, how can the sky made their places and attract people of different ages to buy? This is a big problem, not the kind to BMW dealers ten fundamentally resolved from.
After thinking it over, I decided to add a little sweetness in Pangkang Haitian sauce, and "Haitian sauce, not like us" slogan, were brainwashing advertising. The beginning of the decision, Pangkang I did not think possible, brainwashing effect advertising slogan actually can be so strong: "For a time, Haitian sauce unusually hot, even sold out of stock, when sales reached five tons, an increase of 13%."
Pangkang see good momentum, they decided to bang. First, in 2012, the Haitian micro letter put in an advertisement "Memories of childhood": the image of a child to play the story of soy sauce, so we brought back memories of the 1980s and after countless tears. Subsequently, a series of Haitian youth-oriented animated ads: "Let them also understand that under Haitian brief history of development", and not be slow to Pangkang explained.
Manufacturing stunning moment of advertising works is not difficult, as long as the election of the writer, find a good director, Ken investment. However, you want to be this amazing feeling and representatives of the relevant symbol of merchandise long long time to stay in people's minds, then it is a bit difficult (refer to the beginning of the 2019 popular advertising "What is Page"), so Pangkang the last step is particularly crucial done:
He Haitian advertising to CCTV, subways, elevators, networks, etc., generous, bought ads in the whole country, everyone smoke dense corner of conduct brainwashing circulate scrolling, so that we have a thorough understanding of the history of Haitian soy sauce. Which takes into television advertising films, to enhance the feelings of the Haitian brand awareness.
In 2014, Haitian successfully listed on the Shanghai Stock Exchange total market capitalization of over 49.7 billion yuan. Pangkang net worth of 19.9 billion yuan, in one fell swoop among the top ranks of the rich, and the list Forbes. At the same time, Haitian Vice Chairman Cheng Xue, director Li Xuhui and other 34 people, Haitian flavor industry holds a stock market value of more than billion each. Overnight, Haitian achievements of the 34 billionaires.
2016, Haitian channels covering 31 provinces, over 300 prefecture-level cities; in addition, Haitian products are also exported to more than 60 countries and regions, overseas Chinese neighborhood of the standard. 2017, Pangkang to 32.5 billion yuan worth topped the list among the hundred Hurun China Rich List; 2018, Pangkang order worth 60.72 billion yuan topped the Forbes China rich list, ranked 17th.
This time, people do not laugh at old Pangkang "rest on its laurels, as usual", but praise he can shine with a line of work. Some netizens evaluation Pangkang with these words following: "For entrepreneurs, and their looking around 'to find outlets', as in most areas of expertise 'high construction of the wall', do not overestimate what can be made of one year, also Do not underestimate what can be made of the decade. "
Touted voices, it is only natural, after all, the moment is the era of the sky, if we would have to ask Pangkang "how to lead the Haitian overtake old rival Zhimeizhai" this issue, he would probably answer:
"Zhimeizhai? Some remember. Vanke'd have heard!"