I believe that friends born in the 80s and 90s must have such memories. Open the can , and the eyes of the children around me instantly focus on it, then raise the neck and sip a few sips, and then take a full blow. Hiccups, it is really a feeling of incomparable satisfaction, this is the former Oriental magic water canned Jianlibao.
When Maoyan was a child, it was a luxury to drink such a high-end can of Jianlibao. This was once popular all over the country, and even Coca-Cola, , and Pepsi were left behind. Dongfang Moshui, why no one cares about it for so many years, but now taking advantage of the popularity of Su Bingtian, he has played a card of sentiment. In the commercial, Su Bingtian said that he loved to drink Jianlibao since he was a child.
So what happened to Jianlibao that year when the Oriental Magic Water that Clinton drank freely became a niche product on the supermarket shelves? Today, Maoyan'er will talk to you about Jianlibao's things. Long-press the like and bookmark it. This is the biggest support for Maoyan'er. Thank you.
Speaking of Jianlibao, we must start with Li Jingwei, the most sad entrepreneur in China in the 20th century. He started with sadness and ended with sadness.
In 1939, Li Jingwei, who was still in his mother’s womb, lost his father because of the war. In that era, it was too difficult for a woman to pull a child, so he was sent to the gate of the Guangdong Orphanage and was lucky enough to pick it up. But you must also learn to survive. When you were 10 years old, you started to go out to make money. I might end up doing nothing, but in the 1970s, because of one of my hobbies, I ushered in the opportunity to change my life because of myself. Like playing basketball, I met a leader of the county sports committee on the court and was promoted to the deputy director of the sports committee. It is also a state-owned enterprise. In 1983,Li Jingwei went to Guangzhou on a business trip and drank a can of Coca-Cola , which gave him the idea of turning to the beverage market, and then began Li Jingwei's life.
This idea is bold, but the difference between ordinary people and entrepreneurs is that ordinary people see the difficulties, and entrepreneurs see the solutions. If you want to make a drink, you must first have For the formula, secondly, there must be production lines, and thirdly, there must be sales channels. At this time, Li Jingwei has nothing.
Li Jingwei used to be in charge of sports. He once learned in the sports newspaper that Ouyang Xiao of the Guangdong Sports Research Institute had developed a beverage that can quickly restore athletes' physical strength and that ordinary people can drink. Li Jingwei went to Guangzhou. In the laboratory, he tasted it, his face pulled, and the taste was not good. Li Jingwei's mind turned, and the taste can be changed. So he took the few funds from the factory and invested almost all of it into Ouyang Xiao to improve the taste. In the experiment, after more than 130 experiments, the big jar of Jianlibao finally blended was drunk by the people in the factory. Once the product is available, it can be sold. So it must be promoted. In the ages, when people were still unfamiliar with what advertisements are, some people have begun to use the sports marketing trick, and the opportunity arises to see if you can seize it.
In the hot summer of May 1984, the Chinese Football Confederation will hold the AFC conference at Guangzhou White Swan Hotel . This is a big event that all sports media will attend. Li Jingwei caught the attention of the meeting.
But the AFC meeting and the 23rd Olympic Games are both close at hand. Jianlibao is still lying in the jar, so I can’t take a bowl to serve. At this time, Li Jingwei thought of what he had drunk. For canned Coca-Cola, I want to make high-end beverages in China, so I used the few foreign exchanges in the factory to buy hundreds of cans in Hong Kong, but I didn’t even have a beverage filling machine, so I started. The idea of the Pepsi-Cola factory, your hundreds of cans are not enough for Pepsi to shiver.People in the normal way will definitely ignore you, because some friends of friends work in Pepsi, so they secretly took advantage of Pepsi to get off work at night, smuggled hundreds of cans and a large jar of drinks into the back door, and paid for each other. Delivery, when the moon was dark and the wind was high, hundreds of cans filled with beverages were shipped out.
Then, through the relationship, all these hundreds of cans of drinks were sent to White Swan Hotel for free, so that people at the meeting could drink, and a media friend was specially invited to take more photos. During the meeting, the leaders took photos of Jianlibao drinking Jianlibao. On the day of the meeting, the reporters and leaders took a sip of this drink. Hey, this drink has a soft taste and a mellow taste, without the vigor of carbonated drinks. All applauded in unison. At the same time, the Chinese women's volleyball team won the world championship. Through the relationship with the AFC he just met, Li Jingwei gave a batch of Jianlibao to the Chinese women's volleyball team for free. The women's volleyball girls felt good after drinking. A signed volleyball was given to Sanshui Winery.
This made Li Jingwei feel the potential of Jianlibao, so he started to pass the Guangdong Sports Commission to the PR China Sports Commission without stopping, so that Jianlibao was selected as the designated beverage brand list of the Chinese Olympic delegation. After being screened by experts, Jianlibao was finally miraculous I was selected, and followed 13 Chinese Olympic delegations to Los Angeles, USA. Of course, the Chinese Sports Commission, which already has a business sense, still let Li Jingwei pay a sponsorship fee of 250,000. This is simply a big bargain. Now if you add three zeros to the back, you may not be selected.
In August 1984, as New China participated in the Olympic Games for the first time, not only the whole of China, but also the media all over the world have targeted Chinese athletes. The attention is definitely unparalleled in the world. When the women's volleyball team both shaved their heads 3-0, some international sports reporters tried to find out why the Chinese women's volleyball team won.
They focused their attention on the white canned drinks that everyone drank during off-site breaks.So a Japanese reporter published a jaw-dropping article on the "Tokyo Shimbun", "China relies on magic water to speed up its attack", saying that the secret of the Chinese team's speed up attack is that there is a kind of magic water at work. One mouthful is immediately energetic. In the future, countries will work hard to analyze this "magic medicine". In fact, it is only an excuse to cover up their failures. However, it is undeniable that this has also caused an uproar at home and abroad. .
Everyone knows what happened afterwards. The Olympics was a hit. Next, what Li Jingwei has to do is to expand production. In the remote Sanshui County in Guangdong, also became lively, everywhere. They are all carts of beverages from all over the country. Even in order to pull a cart of beverages, a batch of notes can be fried for 20,000 yuan. A company changes a county, and it is actually staged. In its heyday, Jianlibao was occupied by a company. Sanshui County accounts for 45% of the local fiscal revenue, but Jianlibao’s brilliance turned into a turning point in a decision made by Li Jingwei in 1997.
Jianlibao’s sales exceeded 5 billion that year, which was higher than the sales of Coca-Cola and Pepsi. So Li Jingwei hoped that Jianlibao could be internationalized, so he decided to build a Jianlibao building in Guangzhou and moved the headquarters to serve as the backbone of Sanshui The industry, once Jianlibao leaves, will have a very large impact on Sanshui’s economy. A series of problems such as local fiscal revenue and residents’ employment will immediately appear. Therefore, Li Jingwei’s decision immediately attracted the Sanshui government’s Dissatisfied, but Li Jingwei insisted on establishing a headquarters in Guangzhou. Therefore, the contradiction between the two is prominent, but one problem is that Jianlibao’s absolute controlling shareholder is the Sanshui government. Don’t forget that Jianlibao’s predecessor is a state-owned winery, so the relationship between the government and Li Jingwei is actually the relationship between the owner and the shopkeeper.
Jianlibao Building
Only Jianlibao was founded by Li Jingwei, so in name Jianlibao belongs to the government for so many years, but the actual control right is in the hands of Li Jingwei. The government and Jianlibao used to help each other like glue, but Li Jingwei planted a seed in the hearts of officials. The government began to require Jianlibao to guarantee a 45% local employee rate.The development of new products requires Sanshui approval. However, Li Jingwei, who has always been the best at Jianlibao, could not stand this, and sang a drama with Sanshui. In order to completely get rid of this situation, Li Jingwei wanted to restructure Jianlibao’s shareholding system so that it could be listed in Hong Kong. All of these plans were rejected by Sanshui.
The contradiction is deepening, coupled with the rapid growth of , Wahaha, Robust, which has a great impact on the beverage market, and Jianlibao’s revenue began to decline until 1999 Sanshui When the team changes, the old relationship will either be transferred or retired. The new leadership has reached a consensus to sell Jianlibao, but it just cannot be sold to Li Jingwei.
The seller that Sanshui first found was a Singapore company, but Li Jingwei was dissatisfied, and he was a little moved. He publicized in the media that the national brand was going to be sold to foreign companies at a low price. After being upset by Li Jingwei, he really had a miscarriage. .
Sanshui had no choice but to agree to sell to the management headed by Li Jingwei for 450 million yuan, and gave them a week to raise money, but before the week came, they sold it for 338 million yuan. A young entrepreneur in China, and the god of qigong master Zhang Hai.
And at the signing ceremony, Li Jingwei was invited and sat in a corner lonely, staring at the whole signing process, without saying a word, and the next day, his eyes were full of tears and he sighed. The photos appeared on the headlines of major financial media. But the blow is far from over. In 2002, he was reported to be suspected of corruption in his real name and was tried on a hospital bed. In 2011, he was sentenced to 15 years and confiscated 150,000 yuan of personal property. In 2013, he passed away due to illness in his hometown. Zhang Hai, the master of Eastern Magic Water, directly dragged Jianlibao into the abyss, becoming more and more decayed.
Just relying on feelings, our generation will occasionally buy a bottle of memories of childhood, but in this era when drinks are blooming everywhere,Whether Jianlibao can break the circle and be accepted by people again, can only let time to answer.
What is your impression of Jianlibao? How long has it been since you last drank this kind of drink? The last time Maoyan'er drank this kind of drink, he told his son that I drank this kind of drink when I was a kid. He said he wanted to taste it, so he bought a bottle, but since then, his son still chose Coca-Cola when he went to the supermarket. Why? Feel free to leave a comment and give me a thumbs up when you finish reading it. Thank you for following Maoyaner's channel. See you next time.
.
