Do you still remember "Prince's Milk"?
Nowadays, when it comes to the two giants of China's dairy industry, Yili and Mengniu , almost everyone knows it. But in many people's memories, the brand popularity of "Tangzi Milk" is no less than that of Mengniu and Yili today.
2007 was an extremely special year for "Prince Milk" and a year that determines destiny!
This year, in the entire lactic acid bacteria beverage industry, Taizi Milk has won 80% of the market, and has more than 7,000 distributors nationwide, with revenue exceeding 3 billion, becoming a glorious!
But as the saying goes, "The success of the industry is in chaos, and failure is in chaos."
It was also in this year that Prince Milk Group was destroyed by a piece of " betting agreement ". In the end, not only Prince Milk Group fell into crisis, but even its founder Li Tuchun was killed and imprisoned for the handle left by this piece of agreement.
In 2012, Li Tuchun walked out of the detention center after being detained for 15 months, becoming the first case of private entrepreneurs being acquitted.
1
1960 Li Tuchun was born in an ordinary farmer in Linxiang, Hunan. According to Li Tuchun, he came from the descendant family of Li Shimin, and his generation was the 46th generation.
Later, Li Tuchun was admitted to Zhuzhou Normal University, and after graduation, he was assigned to work in a good state-owned catering service company in Zhuzhou City .
In the first year, Li Tuchun was arranged to work in a dumpling restaurant under a catering company. There are more than 10 new employees who went to the dumpling restaurant with Li Tuchun, but only Li Tuchun is serious about making dumplings with the master in the kitchen. The rest are pretending, and all this is seen by the human resources at the headquarters.
Li Tuchun was promoted in the following years, and in 1985 Li Tuchun was appointed as the manager of the Shanmutang District Catering Store in Zhuzhou City. With his management ability, he eventually turned the seriously loss-making restaurant into profits in two months.
It can also be seen from this that Li Tuchun is a very ambitious person. Later, in order to improve himself, Li Tuchun also went to Hunan University of Finance and Economics for further studies and used his spare time to study academics.
But Li Tuchun found that even though he obtained a higher degree and his knowledge reserves far exceeded before, his income was still redirected. This is why Li Tuchun, who has a strong self-esteem, cannot let go of it for a long time.
In the end, this emotion broke out completely during a business trip in 1990!
This year, Li Tuchun was arranged to go on a business trip to Hangzhou and visited Yuefei Temple. Li Tuchun has admired Yue Fei since he was a child and has read many books about Yue Fei.
This year happened to be Li Tuchun's thirty years old. He knelt in front of Yue Fei's statue and looked at the "Thirty Fame and Fame, Dust and Earth, Eight Thousand Miles of Clouds and Moon" written on the erected flat, and all the unsatisfactions in Li Tuchun's heart erupted in an instant. So, I knelt there and cried for two hours!
It was also from that moment that Li Tuchun made up his mind to not be wasted in this life.
After returning to Hunan, Li Tuchun resolutely quit his job, packed his luggage overnight, and boarded the train to Shenzhen with 300 yuan and a bag of books!
2
But how can life be achieved immediately because of this trip south?
Although Li Tuchun was favored by a boss who was also a grain and oil business after arriving in Shenzhen and got a job, his salary was still not as good as Li Tuchun's wish, and he only costs more than 1,000 yuan a month.
Therefore, not long after, Li Tuchun quit the job again and went between various jobs. In this way, after a year or two, Li Tuchun is still unknown and suffers physically and mentally every day.
Recalling these years, Li Tuchun once described it as "I endured all the hardships and was like a prostitute"!
As the saying goes, "Hard work pays off." In 1993, Li Tuchun finally waited for an opportunity.
This year happened to be the 100th anniversary of Chairman Mao’s birth. The Chairman’s Poems and Monument Forest, Shaoshan Martyrs Cemetery, and Chairman’s Bronze Statue were all built one after another.
seized this opportunity, and Li Tuchun tried every means to raise 100,000 yuan from Dongpingxi, made a batch of calendars commemorating Chairman Mao and sold them in Shaoshan, Hunan, and eventually made one or two million.
Li Tuchun, who became a millionaire overnight, naturally began to expand his business and opened hotels, video halls, bookstores... In short, he did everything, but he did nothing.
will also be the case. Li Tuchun not only lost the money he made, but also owed a lot of foreign debt!
3
1996, in order to continue to survive, Li Tuchun had to board the train going south once. After getting off the bus, he looked at the city that once gave him infinite pain. Li Tuchun was once again confused.
At the train station, Li Tuchun bought a bottle of lactic acid bacteria drink called "Hualibao". What's beyond him was that the drink tasted good, so he took out his mobile phone and called the manufacturer above to look for some business opportunities.
After some negotiations, the two sides finally parted unhappily because Li Tuchun could not provide the funds they wanted.
At this time, the depressed Li Tuchun was once again anxious and might as well dig up the person with the recipe and do it alone! So I asked around who was holding the "Violent Treasure" formula.
Through all kinds of efforts, Li Tuchun finally found the technical director with the formula and invited him to join, but after all, he was not stupid, so why did he follow someone who had not opened the company to start a business? So he refused Li Tuchun's invitation.
Seeing that it was too soft, Li Tuchun simply made a tough move and spread rumors everywhere that the technical director had signed a contract with him, forcing him to resign.
With the technology, Li Tuchun borrowed some money and returned to Zhuzhou, Hunan to open a company to produce this lactic acid bacteria beverage, and named it "Risch Brand" Prince Milk.
Not long after, "Prince's Milk" became a hit in Zhuzhou!
Later, Li Tuchun expanded the market to Changsha, and in just one year, he got 30 million in sales!
si
Li Tuchun's ambition also completely allowed him to see the future of "Prince Milk". Therefore, after occupying the entire Hunan market, his ambition was once again magnified!
At that time, there was only one way for enterprises to become popular all over China at the fastest speed, that was to win the "market king" of CCTV! Whether it is Kongfu Banquet, Qin Chi, or Aiduo VCD, these "marks" that were once the "marks" are all living cases.
According to Li Tuchun's strength at that time, there was no possibility of bidding, but even so, he decided to fight to the death.
In 1997, Li Tuchun looked for a relationship and bought a ticket for the "Biao King" conference for 200,000 yuan. Finally, he called the price to 88.88 million yuan and successfully won the "Biao King"!
When the host announced that "Prince Milk" had won the title of "Bidding King", even the executives who accompanied Li Tuchun to participate in the bid were trembling legs and could not stand up. After all, 88.88 million has exceeded the total output value of "Prince Milk".
But I have to say that Li Tuchun finally succeeded in the bet! After the advertisement was broadcast on CCTV, many dealers came inexplicably. It is said that at that time, there were large trucks lined up at the entrance of the factory of "Prince Milk". A large truck will have to wait for more than 10 days to get the goods!
From 2001 to 2007, the marketing volume of "Tangzi Milk" suddenly increased from 50 million to 2 billion, and its market share also soared to nearly 80%, becoming the unreasonable leader of the lactic acid bacteria beverage industry!
, and Li Tuchun has also become a well-known entrepreneur with the popularity of "Prince Milk". Li Tuchun also enjoys this feeling when he goes. He often told reporters: "Prince Milk will become a thousand-year-old enterprise", but he didn't know that a crisis was coming.
Wu
Li Tuchun's "ambit" can be said to be a double-edged sword. Although he helped him successfully win the "Bian King" and ignited the "Prince's Milk", it could also put him in a state of doom.
For example, the example when he first started his business was enough to show that when Li Tuchun made 2 million by selling calendars, he did not focus on becoming bigger and stronger in a suitable field, but chose to invest diversifiedly and opened various screening halls, bookstores, and hotels. In the end, he not only lost money, but also owed a lot of debt.
However, this incident did not teach Li Tuchun too much. After the "Prince Milk" became popular, Li Tuchun once again began the path of diversified investment.
Since 2005, Li Tuchun touched his hands in supermarkets, tourism, real estate and other industries, and finally staged the same tragedy as when he first started his business. Not only did the investment fail, but the capital chain of "Prince Milk" also fell into crisis.
This is also why in 2007, Li Tuchun introduced the most critical factors such as investment banks such as British Union, Morgan Stan Goldman Sachs through the "bet agreement" method, and other investment banks such as US$73 million.
According to this "betting agreement", if Li Tuchun cannot increase the sales performance of "Tangzi Milk" by 50% within three years, then Li Tuchun will lose his 61.6% stake!
even though he signed such a sharp "bet agreement", Li Tuchun still had no sense of crisis and still did his own way. At the company's tenth anniversary celebration, Li Tuchun invited many celebrities from the political and business circles, and it cost 2 million yuan to set off fireworks alone!
By mid-2007, the capital chain of "Prince Milk" was almost broken, and the only thing Li Tuchun did at this time was to continue looking for money. Later, through six international consortiums including Citibank and Singapore Xinzhan Bank, Li Tuchun brought in 500 million low-interest United Credit, which alleviated the crisis again. But not long after, "Prince's Milk" once again fell into an embarrassing situation of insolvency.
At this time, Li Tuchun came up with the last life-saving straw of "Prince Milk" - to go public!
Lu
In March 2008, "Prince Milk" launched its plan to go public. But as the saying goes, "The house is leaking and raining all night." At this time, Lehman Brothers in the United States went bankrupt and the financial crisis broke out. Citibank, which gave loans to "Prince's Milk", fell into a loss crisis and asked to urge loans in advance.
In order to prevent several other banks from coming to the door, Li Tuchun sued Citibank, saying that the other party "maliciously received loans". But even so, not long after, British Universal, , Morgan Stanley , and Goldman Sachs all found Li Tuchun and signed an "irrevocable agreement". Said that if Li Tuchun could not find investors to take over within one month, then the "bet agreement" would be launched and Li Tuchun would be kicked out.
However, things broke out like this. In a month, Li Tuchun must not find a buyer, so the "Prince's Milk" was also leased to the government by these three major investment banks.
In January 2009, the Zhuzhou Municipal Government invested 100 million yuan to establish Gaoke Dairy and began to manage "Prince Milk", and Li Tuchun was kicked out of the game!
Although Li Tuchun was not willing to be kicked out and had been trying to save it, it was in the end nothing helps.
As I said just now, after Li Tuchun was kicked out, "Prince's Milk" was accepted by the government and handed over to "Haoke Dairy" for custody, and Wen Dibo, the chairman of the Hi-ke Dairy, can be said to be a ruthless person! Not only is he the chairman of the State-owned Enterprise Hi-Tech Group, he also has many titles in the local area and is very famous.
As soon as he took office, Wendipo said that he would save the "Prince's Milk", but he did something unclear behind his back!
In 2010, Wendipo used special means to turn the "Prince Milk" that already belonged to a state-owned enterprise into a private enterprise with a private holding of 60%, which also revealed his ambition to annex "Prince Milk".
Under Wendibo's series of operations, the sales of "Prince Milk" fell from 1.68 billion when Li Tuchun left to less than 500 million.
plus his suspicion and rejection of group executives has led to two factions in the "Prince Milk" group, one supports Wendibo, and the other hopes that Li Tuchun can come back.
So, when the opportunity came, Li Tuchun led the original team of "Prince Milk" to create another Xianshan Dairy Industry. In order to attract dealers, Li Tuchun said that he would be responsible for the original 2.1 billion yuan debt of "Tangzi Milk" for life, so many "Tangzi Milk" dealers have also found Xianshan Dairy, which Li Tuchun founded.
With a dealer and a new entrepreneurial team, Li Tuchun was preparing to rebuild his morale and build a new big business. So through employees' fundraising, Li Tuchun received millions of yuan, and in addition to this, he also received more than 50 million in usury.
Seeing Li Tuchun turn over, how could Wendibo be willing to do so? If Xianshan Dairy Really started, wouldn’t his plan be ruined? So after thinking about it, Wendibo only thought of one solution, which was to get Li Tuchun in, so that Xianshan Dairy would be disbanded.
So, not long after, Wen Dibo put Li Tuchun into prison through his own resources, and the reason was that he "illegal absorption of public deposits."
Li Tuchun pleaded not guilty to the charge in prison and kept reporting Wendibo’s actions to the Commission for Discipline Inspection.
In July 2011, Li Tuchun, who was in prison, finally heard the good news. Wendibo was sentenced to nine years in prison for accepting bribes and dereliction of duty.
At the same time, Li Tuchun was also found to be insecure by the procuratorate for all charges and decided not to prosecute Li Tuchun.
In January 2012, after being detained for 15 months, Li Tuchun was acquitted and became the first famous private entrepreneur to be acquitted.
The former "Prince Milk" was also acquired and reorganized by Xinhualian and Sanyuan through legal means, but this did not make Li Tuchun give up. He spread the word everywhere that "Prince Milk" bankruptcy is illegal in itself.
Finally, Li Tuchun attributed the reason for the bankruptcy of "Prince Milk" to the oppression of Citibank's loan withdrawal and investment banks during the New Year. But the outside world seems to be Li Tuchun's improper management.
His excessive expansion and diversified investment were the main reasons for the "Prince Milk" to fall into a financial crisis, and what Li Tuchun did along the way was "unkind".
Take the formula of "Prince Milk" as an example, which was won by Li Tuchun using his skills. When he was running for the "Biaowang", he could not afford 88.88 million. Instead, he passed the "Biaowang" and "kidnapping" the Zhuzhou government had to hurry a big bank to lend him.
Some people also said that Li Tuchun was particularly luxurious in the later period. Even though the "Prince's Milk" had poor performance, he was extremely luxurious in life and once built a magnificent "private palace", but Li Tuchun was extremely denied.
In fact, it doesn’t matter now that these things are the most important thing. What’s important is that Li Tuchun has indeed played a good deck of cards in his hand to a great deal.
I wonder what kind of mood Li Tuchun felt when he recalled the two hours he knelt in Yue Fei Temple and cried bitterly?
