The market value evaporated by 300 billion in one year. At its peak, the market value of this company was 700 billion, which was higher than Sinopec. Some people are curious about what kind of company it is, which makes money more than oil sellers? We use this company's products

In a year, the market value of evaporated by 300 billion. At its peak, the market value of this company was 700 billion, which is higher than Sinopec . Some people are curious about what kind of company it is, which makes money more than those who sell oil?

We use this company's products every day. With several products, it conquered the taste buds of the people across the country and occupied all kitchens across the country. It's Haitian Soy Sauce.

During the glorious period, Haitian Soy Sauce had a market share of up to 15%, ranking first in the industry. How awesome is this data? Let me say that, the three brands behind it at that time, Delicious Fresh, Lee Kum Kee, and and combined had a combined market share of less than half of it.

It can be said that in the soy sauce market at that time, Haitian surpassed the heroes with its strong strength and skills and entered the martial arts world. However, what you don’t know is that 20 years ago, Haitian Soy Sauce was just an inconspicuous small company. So what made it grow into an industry giant in just 20 years? What is the reason why it evaporated its market value of more than 300 billion yuan in one year?

, we have to start with a bottle of soy sauce. 20 years ago, the signature Haitian brand was not very famous in Guangdong. At that time, the boss of Guangdong's soy sauce was Zhimeizhai . They have a good reputation and good products, and they are still a century-old brand.

. Haitian Soy Sauce achieved a counterattack in just one move, surpassing Zhimeizhai. So how did it do it?

The answer is very simple, which is to expand and increase production capacity in a crazy way. Although Haitian Soy Sauce's performance at that time was not as good as Zhimeizhai, its vision was very advanced.

It is understood that in the soy sauce market at that time, everyone used the most traditional methods to brew soy sauce. The disadvantage of this was that the production capacity was serious shortage.

. Haitian Soy Sauce has keenly realized this. It believes that in the future, with the continuous improvement of people's living standards, soy sauce will definitely become a must-have for seasoning in the kitchens of thousands of households. At that time, whoever can seize this huge market will be the king.

So, Haitian spent more than 30 million to introduce production lines from abroad. This feat was completely inflated in the industry. Everyone said that if Haitian spent more than 30 million to buy a pile of scrap copper and iron, it was crazy.

However, not long after, Haitian was not crazy, but his peers went crazy. It turned out that since the introduction of this production line, Haitian's production capacity has become higher and higher, and in a short time, it has been several streets behind his peers. When my colleagues realized it, they found that Haitian is no longer the same as before, and it is even more difficult to catch up.

And Haitian, after tasting the sweetness of expanding production capacity, it became uncontrollable. In 2005, Haitian directly spent 1 billion yuan to build a 1 million tons production base. In 2008, 10 production lines were introduced, and the entire process of producing soy sauce was automated.

At this point, Haitian defeated the industry leader and won the South China market with its strong production capacity.

However, a mere South China market is no longer worth mentioning for Haitian, which has long been full of wings. Its ambition is to take over the entire Chinese market.

But the problem is that looking at the entire Chinese soy sauce market, from the products of state-owned enterprises and giants to local representative enterprises, they are rolling up their sleeves and competing hard. How to tear a hole between them has become a major problem facing Haitian.

This time, Haitian successfully became popular and took the throne of "the number one in soy sauce". Which of the three killer weapons are they?

First: Advertising opens the way. There is a famous saying in the marketing industry that "the army is not moving, marketing takes the lead." Marketing is very important for a brand to conquer cities and lands. Haitian's marketing trick is to pave the way for advertising. It is understood that in order to open up the national market, Haitian amazed everyone with one move. It spent a lot of money to win CCTV's prime time advertisements and became the first brand to buy the opening of the news broadcast.

Second, channel charge. Like traditional enterprises, Haitian also took the path of dealers at the beginning, but unlike traditional enterprises, in order to improve the competitive vitality of dealers, Haitian actually sets up more than two dealers in one area. In order to seize more market share, these dealers are desperately helping Haitian sell goods. It is precisely through this mechanism that Haitian has made its products popular among major and medium-sized supermarkets. According to relevant statistics, by the end of 2021, the number of dealers in Haitian has reached 7,430, which is more than five times that of its peers. When its peers are still seizing the market, Haitian has achieved a coverage rate of 100% in provinces and cities and a coverage rate of 90% in county towns.

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Third, product adhering to the striking trend, relying on advertising marketing and channel distribution, Haitian quickly became the number one soy sauce. As the saying goes, "It is easy to fight the country and difficult to defend the country." How does Haitian defend the country? It is very simple. It relies on constantly introducing new products to refine it to different fields of soy sauce. When its peers are still competing in the soy sauce market, Haitian begins to seize the oyster sauce market. When its peers are competing in the oyster sauce market in full swing, Haitian begins to seize the cooking wine market again. In short, Haitian is always "one step ahead" than its competitors.

It is precisely because of this strategy of constantly developing, constantly producing new products, and constantly snatching the market that Haitian won a great victory. In 2014, Haitian successfully IPOed and went public successfully. In the next seven years, Haitian Flavor Industry has conquered the market and is proud of its many heroes. In the capital market, Haitian's stock price has even blossomed and has been rising steadily.

It is understood that in the past seven years, Haitian Flavor Industry's stock price has soared 26 times, and its market value reached 700 billion at its peak, once surpassing Sinopec. Therefore, people joked that a soy sauce sells more money than a oil sells.

However, not long after this joy, Haitian's situation took a sharp decline. From the beginning of 2021 to the present, Haitian Flavor Industry's market value has evaporated by more than 300 billion yuan. In 2021, Haitian's revenue growth rate was only single digits, and you must know that 5 years ago, Haitian's revenue growth rate was still above 20%. So what caused Haitian's situation to take a sharp turn?

Lao Qiao thought he was the "boss" for too long, what does it mean?

As we all know, any industry has an industry ranking, and Haitian Flavor Industry is the leader in the seasoning industry, but after being a boss for a long time, it will develop some "common problems" of the boss. The most obvious example is "successful". I think that in the period of rapid development, Haitian was not only solid in its research and development, but also fast in launching new products, but more importantly, the quality of the product was excellent.

But now, as the company grows bigger and bigger, the three previous advantages are gradually insufficient. Not only that, with the birth of a new consumption situation in recent years, peers have transformed and focused on the line, but Haitian seems to be half a beat slower. Coupled with the flaws in product quality, the trust of the people has gradually decreased. Therefore, this former industry giant is now "middle-aged".

is OK, let’s talk about three of my own opinions: First, you can be the boss, but you can’t lose your sense of crisis. Why is it easy to start a business and difficult to keep it? The reason is that when starting a business, others are the boss and they are the younger brother. At that time, the crisis awareness was to kill the boss and avoid being killed by the boss. However, after becoming the boss, especially after being a long time, they would think that they were invincible in the world. This kind of pride and complacency would make the manager's crisis awareness of the company slowly fade away and eventually fall into the position of the boss.

Second, full of enthusiasm for entrepreneurship, keep your business and never forget your original intention. Many companies are very efficient and have very strong combat effectiveness when starting their businesses. Why? Because of dreams, this kind of dream will bring powerful power to it, but after many companies have successfully started their own businesses, they will lose their dreams and start to be profit-oriented, and even do things that are harmful to their reputation. This is a common problem for many companies, so you will find that many companies will turn from prosperity to decline and eventually fall after success.

Third, quality is the conscience of the company. Lao Qiao had purchased a brand of air conditioner before. It was repaired three times in less than a year. Moreover, this company is a listed company. Such a company actually made such a product. Do you think I dare to use it later? Therefore, paying attention to quality is the key to maintaining the conscience of the enterprise and the foundation for the long-lasting development of the enterprise.