Participated in an unprecedented secret meeting to determine the core theme direction of developing private enterprises, building national brands, and encouraging entrepreneurs to start their own businesses, and Cui Ning also met a group of friends, laying the foundation for future cooperation.

However, after the meeting ended, before some cooperation began, Cui Ning and Wan Xinglong followed Jiang Lao's instructions, and the two of them went to several places together.

Originally, it was arranged for Ji Ziyu to be three people together, but Ji Ziyu belonged to the family, there were too many busy things, Long Yi and Long Da had just come of age, and the family arranged for them to conduct secret training, and finally Wan Xinglong and Cui Ning started a trip to the Dragon Kingdom.

The first place the two of them went to was in Longdu, which was the original Longdu Daily Chemical No. 2 Factory, which once produced a well-known laundry detergent product.

"Panda" laundry detergent was once a household name, its history can be traced back to 1958, when Panda laundry detergent centered on Rendezvous, vigorously expanding the northern market, once won the praise of "pandas in the north, white cats in the south" in the industry.

In 1990, the annual output of "Panda" laundry detergent has reached 60,000 tons, and the market share has remained at about 10%, ranking among the top three laundry detergents in the country, and it is a well-known national brand!

At this time, Jiebao, United Pear Flower and other foreign-funded companies came, in order to seize the Longguo market, they proposed a "decapitation" strategy of mergers and acquisitions: must be absolutely controlled, must be the industry's leading enterprises;

In order to obtain much-needed funds, local brands have fallen into the trap of foreign giants - transferring their own brands and equipment to foreign capital, but only accounting for less than half of the shares.

In 1994, the mother of "Panda" laundry detergent, Longdu Daily Chemical No. 2 Factory, established a joint venture with Meiguo's Jiebao Company: Jiebao achieved a controlling stake with 65% of the shares, and spent 140 million yuan to buy out the 50-year right to use the "Panda" brand.

Although the Meiguo company vowed before and after the merger and acquisition that it would vigorously develop the acquired local brand of Longguo, the fact is that the "Panda" brand laundry detergent has been "hidden"!

After the acquisition was completed, Jiebao first immediately increased the price of "Panda" laundry detergent by 50%, but did not make any improvements to the original product, resulting in a sharp decline in sales.

Then, Jiebao used the brand effect of "Panda" to promote its own high-end laundry detergent brands Taizi and Bilang. (The sales of these two brands were crushed by local brands in Longguo, but they have risen rapidly since then, and now Longguo people buy more than 1 million packs of Taizi laundry detergent every day.) ）

In the following years, the once star brand "Panda" laundry detergent completely went downhill, and the annual output dropped from 60,000 tons per year to several thousand tons per year.

"Now, Jiebao has proposed to terminate the contract, the use value of Panda has ended, even if the lawsuit is won, what if you win, the market is gone, the key is that Jiebao has stood firm, and their laundry detergent products have become the majority of the market share" Wan Xinglong said:

"There are too many business contracts involved, and there are people on Panda's side who benefit, and there is nothing we can do but be angry."

"It has been reduced from the first brand of the Dragon Country to the production line of Jiebao, which is the result of quick success and unprofessionalism" Cui Ning also sighed, "Do you remember the Zhuang president at the meeting? ”

"Mr. Zhuang, who spoke out and protected the national brand, remembered, he said that he wanted to become the world's largest laundry detergent manufacturer, what do you think?"

"There is a play, he is a person with aura" Cui Ning said, "His brand is called Shendia, I like the name, and he said for a while, let me go to the company to see." His products are good, and the market is growing steadily, and he has repeatedly stated that he will never follow in the footsteps of Panda, and must be the spokesperson of the national brand of Longguo. In addition, he has a lot of advertising, and the company has a certain strength, and there should be opportunities for cooperation."

"Yes, a group of heroes falls, destined new heroes to stand up, let's go, next stop"

The two of them went to another business.

This is a cosmetics company located in Shanghai, which was once also a trend.

Founded in the 80s, "Xiafei" was only a small welfare-type village-run factory located in Changfeng Village. Advertising slogans such as "20 this year, 18 next year" and "Xia Fei is a little bit beautiful every year" were also popular for a time, and they were the first to use big-name female celebrities to endorse, and they were the most influential cosmetics companies in the country.

In 1991, in the first Longguo Top Ten Famous Trademark Consumer Selection Activity, Xiafei was the only cosmetics brand among the 10 brands such as Moutai, Phoenix Bicycle, Green Island Beer, Hailan Refrigerator, China Cigarettes, and Polaris Watches.

In 1994, it was the most glorious year in the history of "Xiafei", with an annual output value of more than 400 million yuan, a sales income of 450 million yuan, and a profit of 37.4397 million yuan, ranking first in the domestic cosmetics industry.

The famous "Xia Fei" wrote the glory of the national cosmetics industry of Longguo in the eighties and nineties of the last century with extraordinary achievements.

Before the first half of the 90s, "Xia Fei" was indisputably recognized as the most influential cosmetics brand in the Dragon Kingdom.

"Xiafei" SP88 nutritional cream won the "International Achievement Award" of the 7th International Invention Fair, and won the first place in the "National Market Product Competitiveness Ranking";

Xiafei brand won the "Longguo Family Love Brand" and ranked first in the "Consumer Ideal Brand".

"This company has not been sold to foreign capital, but the founder, Director Cao, has limited ability, so now the company is also in a slump," Wan Xinglong said.

"Back then, in magazines and TV, this was a resounding name" Cui Ning also sighed, "Jiang Lao told me that this entrepreneur is still short-sighted, uneven distribution of interests, the resignation of the main operators, the strategic positioning is vague, and the packaging was once leading, so I thought that a set of packaging can be used for a hundred years, and I don't know how to progress, and decline is inevitable"

"It's all fate, and it's all your own choice, okay, the next stop, Shashi," Wan Xinglong said.

The advertising slogan of "Vitality 28, Shashi Daily Chemical" once resounded all over the country.

In 1982, "Vitality 28" launched the third generation of international detergents in China - ultra-concentrated non-foaming laundry detergent, creating a new era in the washing industry of Longguo, with a market share of 76% at the peak, and it is a well-deserved "No. 1 daily chemical brand in Longguo".

Due to the urgent shortage of funds to expand the scale of the industry, but unable to raise funds through listing, in desperation, seek a joint venture. In 1996, Vitality 28 Group Co., Ltd. and German Majestic Cleaner Co., Ltd. jointly established Hubei Vitality Cleaner Cleaning Products Co., Ltd.

Three months after the joint venture, Vitality 28 was approved for listing on the capital market. At that time, Vitality 28 lost the right to use the trademark "Vitality 28", despite holding a large amount of money.

In the past two years, German investors have "refrigerated" the company's "Vitality 28" trademark, produced, sold and invested in large-scale advertising to promote the "Skillful" brand series of detergents.

"This year, it is rare to see the "Vitality 28" laundry detergent on the market. Wan Xinglong said.

"It is said that in the past, there were several kilometers of cars waiting to pull goods on this road every day," Cui Ning said, "and now, the sparse traffic in front of the door is really helpless, and it is a brand that is about to die."

Yucheng, in front of a dilapidated factory.

"The glory of the past, like a dream" Wan Xinglong, Cui Ning, found an old worker of Tianfu Cola, Mr. Wen, he used to be a soldier, entered the factory after changing jobs, experienced the best time of the enterprise, and then now he is old, unemployed, relying on collecting some waste products for a living, with tears in his eyes, telling the story of the glory of this enterprise and even the industry.

In the 80s, Longguo Soda had "eight major factories": Jincheng Shanhaiguan, Hucheng Zhengguanghe, Shencheng Bawang Temple, Longdu Arctic Ocean, Green Island Laoshan, Hancheng Bridge, Yucheng Tianfu Cola, and Lingzhou Asian Soda, all of which are well-known brands, no matter the quality or popularity, they are not much worse than the current Coku Cola and Wanshi Cola.

Let's take Tianfu Cola, for example.

In 1980, Tianfu Cola Formula composed of natural Chinese medicine ingredients was born.

In 1981, the Tianfu Cola brand was launched and quickly became a well-known specialty in Sichuan and Chongqing.

In 1985, it was designated as a state banquet drink by the Administration Bureau of Organs of the State Council, and was known as "a famous drink of a generation".

In 1988, it was renamed Longguo Tianfu Cola Group Co., Ltd., with 108 subordinate bottling plants, a market share of 75% in Longguo Cola, an output value of more than 300 million yuan, and profits and taxes of more than 60 million yuan.

In 1990, a bottling plant was established in Moscow, and Toyo Kunikama Co., Ltd. took the initiative to act as an agent and set up a company in the Meiguo World Trade Building, specializing in Tianfu Cola.

In one fell swoop, Long's domestic cola entered the nose of the motherland of cola-type beverages, the Meiguo market, and became the pride of the nation......

"It's all because of the joint venture, and the joint venture with the Meiguo enterprise, think about it, how can imperialism have the same heart with us" The old worker heard the tears of the old gentleman:

"This place, a former canteen, where thousands of people eat every day"

"This place, which used to be the sports room of the factory, I came to play table tennis every day"

"This place, which used to be the infirmary of the factory, is said to be more advanced than the hospitals in many cities"

Mr. Wen is a soldier because of the strong work spirit, once the best worker in the factory, as well as the national model worker, the family is working in the factory, and then the factory closed, lost the source of life, can only rely on picking up garbage, or make a living by sticks, but unfortunately the age is older, sticks can not be done, health is not good, the family life is very embarrassing.

Cui Ning and Wan Xinglong forcibly gave the old man some money, enough for the old man's living expenses for a year or two, and then the old man thanked him and said:

"In the years when it was acquired, there were many young people who had conflicts with the factory leaders and beat people, some of whom are still in prison, and some of them were not in good health and had no money for treatment, so they went to ...... early."

Looking at the old man with tears and the desolate factory with his eyes full, Cui Ning and Wan Xinglong couldn't help but recall this transnational marriage:

In 1994, Meiguo Wanshi Cola and Tianfu jointly established a joint venture company, Chongqing Wanshi Tianfu Company.

According to the data, at that time, Wanshicola contributed US$10.7 million in cash, while Tianfu contributed US$7.3 million in land, plant and production equipment (at a discount of US$7.3 million).

According to the agreement between the two parties, Tianfu Cola produced by the joint venture company shall not be less than 50% of the total beverage output.

However, what Tianfu did not expect was that after the establishment of the joint venture, Tianfu, which originally had a market share of more than 75% and was one of the eight major beverage factories in Longguo in the 80s of the last century, lost money year after year, and its sales volume plummeted year by year.

In the end, the Tianfu brand was almost extinct in the market.

"The main reason is that we have no funds, no talent, and no confidence in the brand," Wan Xinglong said.

"The problem of funds, I will do everything I can, Long Yi and Long Da are also adults, they have also set up their own investment company, we want to help the development of Dragon Kingdom enterprises, not only urgent, but also shouldering a heavy responsibility"

"We must give confidence to the company, and we must cultivate our country's own talents, Meiguo's marketing and branding, Oriental management, and German manufacturing, we must learn, but we must also have the confidence to build our own brand," Cui Ning said.

"Of course, there is another problem, that is, entrepreneurs do not regard the brand as their own son, and they do not have much love for business management, and selling it is also the easiest way to achieve their financial freedom," Wan Xinglong said.

"Yes, many entrepreneurs are starting a business, to make their company bigger, and there are entrepreneurs who want to sell their business, this is all a choice, although the enterprise is not only personal, but also social, but we must respect everyone's choice" Cui Ning said:

"However, the society is a little better for entrepreneurs, and then with the development of the country, and the understanding of the nature of Western enterprises and capital, everything will change, and the entrepreneurs of the Dragon Kingdom will not live forever by selling enterprises."

"Moreover, I believe that one day, we will bring more funds and a better team to acquire others" Cui Ning somewhat understood why Jiang Lao arranged his trip with Wan Xinglong this time.