Chao News client reporter Li Jiaoyan.
Photo source: Xinhua News Agency.
Mr. Zong Qinghou, the founder of Wahaha Group, passed away, and on the online message platform, everyone remembered Mr. Zong Qinghou in various ways. Youfengjun saw that the industrial feelings and sense of responsibility of the founders of "Wahaha", who accompanied us since childhood, and the wisdom, strategy and perseverance of a generation of national entrepreneurs, gave us strong spiritual strength.
This morning, after coming to the office, Youfeng Jun opened "Zong Qinghou: The Principle of Gravitation" that had been on the desk again. In this biography, Youfeng Jun discovers some wonderful details that few people know, let's follow them and enter the wonderful life of this legendary entrepreneur.
1. While you are still young, work hard to change your fate
Zong Qinghou's father, Zong Qiluo, left his son with a feeling that he wanted to work hard to change his fate while he was still young. Years later, Zong Qinghou knew that changing his fate was just a false paradox. The final traces constitute the fate of people, and all changes constitute only the process.
However, it was the father after all. His father influenced him and made up his life with his genes and character. Zong Qinghou's mother once said that Zong Qinghou was exactly the same as his father when he was a workaholic. "He doesn't care about anything when he works. ”
Zong Qinghou's office photo in the early days of entrepreneurship, source Qianjiang Evening News.
2. Always face it calmly
Zong Qinghou wasn't sure what made him develop a quiet and introverted personality, as if he was born introverted. At a very young age, Zong Qinghou was able to realize that her mother was the core and cornerstone of the family, she was the one who deserved the most respect and love, and as her eldest child, the only thing Zong Qinghou could do was to share some pressure for her, even if it was insignificant.
The kind of training that life compulses, those independence, strength and endurance, may just be the warmth and coldness of childhood, but Zong Qinghou believes that they must have shaped his later self and made him learn to face it calmly when facing various cementations in society, companies and personnel.
In Zong Qinghou's memory, he never saw his mother anxious, complaining, or retreating. She always looks unfazed and calm.
3. The road to heroism begins with action
Once the school planned to invite the uncle of the People's Liberation Army to give a counseling report to the Young Pioneers, and Zong Qinghou was arranged to host the activity. At that time, it was not only necessary to preside over the scene, but also to invite the PLA officers and soldiers to the army to make a report. Zong Qinghou, who got this task, was very nervous, because he was not sure whether he could invite his uncle from the People's Liberation Army and whether he could host the event well.
He was busy all night, imagining countless scenarios, ready for a conversation when he went to the barracks to invite his uncle from the PLA. Thinking about it today, that kind of dramatic scenography did not help his invitation plan at all, and the success of the whole project did not lie in imagination and design, but in action.
In 1992, Shangcheng District of Hangzhou rewarded economic pioneers, and Zong Qinghou shed tears when he received the 100,000 yuan award. Source: Zheshang Magazine.
The next day, Zong Qinghou went to the army camp with a letter of introduction. An officer appeared in front of Zong Qinghou. Zong Qinghou gave him a letter of introduction and told him the intention of coming. There is no envisioned scenario. The officer happily accepted his invitation and was willing to cooperate with Zong Qinghou to preside over the event.
As sensed, the campaign was successful. The heroic dreams buried in that era also began to be impulsive and sprout.
Since then, Zong Qinghou has believed that all heroic paths do not begin with imagination, but from action. Many times people fail not because they are too unprepared, but because they find that there are too many difficulties and give up. In fact, sometimes, as long as you act, you will get better results than expected. This is what Zong Qinghou learned at the age of 12, and it made Zong Qinghou a person who pays attention to practical actions and benefits for life.
4. From the bottom, I want to help others
Zong Qinghou was only 18 years old when he first went to the countryside, and he did hard work in Zhoushan Mamu Farm, digging ditches and dams, and pulling soil and rocks. His emaciated body became sturdy as he lifted stones, beat stones, and dug ditches. At that time, the soil under the tidal flats was very tender, and they used a tool like a bow to cut a large piece of earth with a wire. They also dug the port head, that is, after the tide receded, a river had to be dug out on the tidal flat, because the boat had to be let in, otherwise the boat would not be able to come in.
In 2001, Zong Qinghou distributed red envelopes to foreign employees, photo source Qianjiang Evening News.
All Zong Qinghou could do was be silent and wait. He had to silently pull the cart by the sea. He had to accept pulling cartloads of stones back and forth, but he could only get more than nine dimes in income. He had to accept a difficult life.
In fact, the almost masochistic insistence on Mamu Farm did not even expect that it would last for so many years. It's just that since then, the concept of "not being intimidated when encountering difficulties" has become a part of Zong Qinghou's flesh and blood.
Years later, Zong Qinghou told a visitor: "At that time, living at the bottom of society, everything was for the sake of rice. That's why until now, when I see a tricycle going uphill, I can't help but get out of the car and help push it. ”
5. Humility is the starting point of greatness
Zong Qinghou's first entrepreneurship in his life began. After Zong Qinghou ran for a period of supply and marketing, he found that the national industry was recovering at that time, but there were few meter manufacturers, and electricity meters were scarce in the market. He quietly inspected a watch factory and found that the technical content of this product was not high, and as long as the parts were procured, it was easy to assemble. An idea broke into Zong Qinghou's head - now that there are so many carton factories, why can't they produce electricity meters with thicker profits and wider sales? He found an opportunity to talk to the director of the Workers' and Peasants' Carton Factory and suggested that he set up an electric meter factory to develop a real industry. The director of the factory ran to the director to complain that Zong Qinghou likes to make his own opinions, and after getting a clear signal from the director of the bureau to "support Zong Qinghou", he said: "Well, Zong Qinghou wants to build an electric meter factory, which can develop industry, and it is okay for me to think about it as the factory director, then we also agree with him." "The factory director gave some money, saying that it was an experiment.
Zong Qinghou set up an electric meter factory on the edge of the workers' and peasants' carton factory-Hangzhou Shengli Electric Instrument Factory. The size of this meter factory is unique – only a corner has been carved out of an already small carton factory. After the meter samples were made, Zong Qinghou carried dozens of samples on his back to sell them everywhere. Things didn't go well at first. At that time, they had to run trade fairs to do sales, but their factories were too small to pay the booth fees; Even if they can afford to pay the booth fee, because they have no status, the stall will not be able to take their turn. At that time, the trade fair would not be like today, and it was still too early to leave the party, and the invitation was sent to you. So Zong Qinghou could only keep running and keep thinking of ways. Now it is always said that so-and-so is a marketing genius, but in fact, all geniuses are forced out.
In 1993, Zong Qinghou participated in the company's publicity and promotion activities, source Xinhua News Agency.
Zong Qinghou did have such an experience, setting up a stall outside the trade fair, shouting at the electricity meter at the top of his voice. He has embarked on the road of supply and marketing, has a regular product, but adopts the method of a guerrilla. But Zong Qinghou gritted his teeth and persevered, and even succeeded in pulling two businesses.
Because Zong Qinghou believes: humility is the starting point of greatness.
6. Get rid of all the fetters of material giving
In the early days of the business, the samples of "Wahaha" had just been produced, and everything was at the most critical moment. Among the more than 160 people in the entire factory, only Zhang Honghui, one of the veterans of product development, has mastered the whole process of stock solution extraction.
But for Zhang Honghui, who was seconded from Hu Qingyutang, he still couldn't get over the fetters in his heart - compared to a stable state-owned enterprise like Hu Qingyutang, Wahaha always made him feel ......insecureFor this reason, Zong Qinghou specially "counted the thatched house". The four members of the Zhang family are crammed into a 28-square-meter house, both physically and mentally cramped, and there is no privacy at all.
Zong Qinghou decided to give Zhang Honghui the security he needed most. He gave Zhang Honghui a house. At that time, in order to commend Zong Qinghou's contributions, the Shangcheng District Culture and Education Bureau voted at the general meeting of all teachers to reward him with a three-bedroom house. This was a rare honor at that time, the ecstasy of his wife and daughter had not faded, and the key was not hot in the palm of his hand, so Zong Qinghou handed it over to Zhang Honghui.
In 1997, Zong Qinghou (second from left) gave popsicles to employees, photo source Xinhua News Agency.
His move left many in disbelief, including his wife, as well as the agitated Zhang Honghui himself. And what Zong Qinghou thinks about is that he must see deep enough, look far enough, and get rid of all the fetters given to him by the material, so that he can reach it on a larger level. Zhang Honghui, he is one of the souls of "Wahaha", he is his own arm.
Zhang Honghui really stayed, and on December 31, 1988, after the expiration of his second secondment, he stayed and has remained until today.
7. I like to do something new
The market has proven that the conventional ad bombardment model is the most effective marketing tool. However, Zong Qinghou likes to make something new every time. He gathered the "brainshells" in the company together to "brainstorm", and asked them to come up with a few ideas to use the fastest and most effective method to bring Wahaha fruit milk to the market.
After repeated collisions, the opinions of the "brain shells" were unified into a marketing plan - free tasting.
At the end of 1991, Wahaha's "big killer" came. In the last days of that year, they published the same advertisement in succession in both newspapers: Hangzhou citizens could pick up fruit milk free of charge at more than 40 stores in Hangzhou with newspaper clippings published in the Qianjiang Evening News on December 26 and December 31, or in Hangzhou** from December 29 to January 1, 1992.
Wahaha advertisement published in 1991, source Qianjiang Evening News.
The decision to "free tasting" was based on the circulation of "Qianjiang Evening News" and "Hangzhou**". According to Zong Qinghou's speculation, their respective circulation is only hundreds of thousands of copies, and the total circulation during the ** period is only more than one million copies, excluding foreign readers and institutional readers, and the number of people who come to redeem gifts is measured at a rate of 30%, and it is more than enough to prepare 300,000 bottles of fruit milk.
However, Zong Qinghou underestimated the enthusiasm of consumers, and did not expect that people were not only eager to taste Wahaha fruit milk, but also full of curiosity and enthusiasm for a new thing. It is said that for several days in a row, the "Qianjiang Evening News" and "Hangzhou**" in the newsstand were all snatched up, and the newspaper sellers never smiled so happily, and the newspaper buyers also laughed happily, and some of them bought dozens or even hundreds of newspapers at once, because they knew that the value of a bottle of fruit milk was not less than the price of a newspaper. In the face of the word "free", the famous "Hang'er wind" blew up, and the citizens of Hangzhou followed the side of the newspaper to "cut the corner", just like chasing stars, and the newspapers on the desk and in the newspaper reading column became sought-after goods, and some even left only the stumps that were cut.
10,000 yuan, pay for the promise
Early in the morning of New Year's Day, 140,000 bottles of fruit milk have already been distributed to 22 ** points, as soon as the store door opens, in the blink of an eye, 140,000 bottles of fruit milk are gone, January 3, it is the same situation, but after the original preparation of 300,000 bottles of fruit milk is distributed, there are still many people standing there, holding the newspaper "cut corners" and shouting:"Does Wahaha still talk about credibility? Where's the milk you promised? "
When Sun Jianrong, who was in charge of this matter, reported this information to Zong Qinghou in a hurry, looking at their panic and frustration, Zong Qinghou smiled calmly, the fruit milk was successful, and before it was officially put on the market, Wahaha completed the upgrade!
Wahaha fruit milk, picture source Weibo.
Zong Qinghou called them to a meeting and said, "What are you panicking, this is a good thing!" He asked, "What is the purpose of our **?" Don't you just want consumers to be able to ***? Now consumers' attention to Wahaha fruit milk far exceeds our expectations, which is something to be happy and proud of! ”
However, the number of gifts we prepared is far from enough, and many people cannot receive the gifts, which has caused a crisis of trust for us! Sun Jianrong said.
It's never too late to make amends. "Zong Qinghou told them, "No matter how big the cost, we must keep the promise we made to consumers!" Believe that at this time, no matter how much it costs, it will be worth it. ”
He asked Sun Jianrong and them to quickly contact the "Qianjiang Evening News" and "Hangzhou**" to publish an apology statement and reiterate"If you have a ticket, you must have milk"commitments. He also asked Zong Zehou and others to mobilize urgently, organize people to work overtime to produce fruit milk, and prepare for the follow-up gifts.
Wahaha products placed by citizens at the entrance of the old headquarters of Wahaha, source Zhejiang**.
One, two, three ......The time of the gift has been extended again and again, and Wahaha has also opened a special milk gift window to exchange fruit milk for customers, and more than 80 people and more than 10 vehicles are responsible for transporting gifts every day. It lasted for more than a month. It wasn't until February 10 that Wahaha received the last "cut corner" and completely redeemed 200,000 bottles, paying a price of more than 600,000 yuan. However, Zong Qinghou believes that this marketing has produced an unexpected sensational effect, and 600,000 yuan is not only unjustly spent, but also well spent.
9. Understand the needs of the people
In Zong Qinghou's office, there is a large bed. Next to the large bed, there are several suitcases for him to travel at any time. His cloth shoes, some stained with mud, were also laid out there, ready to set out with him to inspect his empire.
Zong Qinghou ran around all day long, came into contact with all kinds of people, and chatted with the lowest people in society. Sometimes Zong Qing came into contact with some *** and fed back some voices from the bottom, ** would be surprised and asked, "How do you know this?" In fact, Zong Qinghou knows more than they imagined.
Zong Qinghou remembered that he once met an old lady and chatted with her, and the old lady said, "Your drink is good, but the bottle is too small, and it is inconvenient for us to do so." When he heard this, he went back and replaced the vial with a large one. He also told the marketing staff of the enterprise to understand the needs of the people. "What the people want, you will develop, and it will definitely sell well. ”
Drinks and flowers sent by citizens at the gate of Wahaha's old headquarters, photo by reporter Huang Weifen.
10. "Climb the roof" yourself
Once, Zong Qinghou found that the temperature of the company's eight-treasure porridge production workshop was very high, and he couldn't find out the reason after checking several times, and the workers were very uncomfortable working in that high temperature environment. After Zong Qinghou experienced it, he knew that there must be a problem with the ventilation equipment, and he saw that there was a ladder outside the workshop, so he set up the ladder himself and climbed to the roof.
For many people, it was indeed a scary scene, with a ten-meter-high workshop roof, equivalent to three floors of an ordinary house. It was the hottest season when the temperature was the highest, and an old man in his sixties, the richest man in China, walked around the roof for about an hour, considering how to install the ventilation equipment, and then went down to the roof with a body full of exhaustion and sweatshirts.
At that time, the middle-level cadres climbed onto the roof after seeing Zong Qing, and they were dumbfounded, so they could only follow and climb up. The workers looked at it from afar below, and felt incredible. In the face of such a "boss", how can the workers be unconvinced?
In 2016, after Zong Qinghou met by a netizen, he sat in the second-class seat and teased the children next to him, picture source Chao News.
Now, the Si people have passed away, and the nostalgia is not endless. The life of this national entrepreneur is worthy of what he once said, "My only thought is that when I really grow old, I can say to everyone: 'My life is not extraordinary, but I have done a career, changed the fate of some people, and provided some positive energy for this era, this society and this country.'" Many people have been inspired by me to be a force for a new world. ’”
Don't worry, Elder Zong, our opinions are not far apart.
*Please indicate the source".