Produced by Flower Finance Observation
Editor丨Duozi
The higher you stand, the harder you fall. This sentence never goes out of style.
In order to transfuse blood for Evergrande, Xu Jiayin has a number of luxury houses under his name, including "Huiyue Terrace", which is located in the Zhujiang New Town business district of Guangzhou, known as "the first luxury house in Guangzhou", and the transaction price is close to 300,000 square meters in recent years.
Former national football captain Gao Lin was also rumored to be 14.5 billion yuan, about 330,000 yuan per square meter, ** Huiyuetai luxury house to make a living, sensational in the entire Guangzhou real estate circle.
An iron-beaten mansion, the owner of flowing water.
This momentum of feng shui rotation is now blowing towards Wang Guoan, the founder of Hanhou, who once led the domestic beauty brand "Hanhou" and climbed the landmark "Canton Tower" in Guangzhou.
Not long ago, as Wang Guoan's top luxury house Huiyue Terrace was put on the auction shelves, with a starting price of 70 million yuan, the topic of "the founder of the domestic beauty queen sold a luxury house to pay off debts" quickly caused heated discussions on the Internet.
At his peak, Wang Guoan owned more than 300 houses, and the real estate certificate could not be filled with a suitcase, and he didn't know how many low-level workers who had no money and no house to envy.
Now, he has sold more than 300 houses to pay off debts, except for the last auction of the Huiyuetai mansion, there is only one seized parking space left in his name, and has been reduced to renting to make a living.
From being rich to purple, to becoming a poor man again, Wang Guoan has had a life of ups and downs.
Wang Guoan has a resounding nickname: "Wang Dare".
In 1999, he dared to quit his job as a teacher, gave up a decent job, and went to sea to become a cosmetics salesman.
A few years later, he was not afraid of failure, dared to start a business, started his own cosmetics brand, and established Guangzhou Shichangsheng Cosmetics in 2005
In 2008, Shi Changsheng achieved a return of 30 million yuan, and Wang Guoan continued to take advantage of the momentum to pursue, launched the night skin care brand "Chuan", and spent millions to invite singer Sun Yue to endorse, and began to advertise on TV for the first time.
Helplessly, the night skin care concept of "Sichuan" not only failed to become an instant hit, but eventually led to a total of 8 million yuan in advertising costs.
In order to reverse the unfavorable situation, Wang Guoan could only seek the help of professionals, hired an advertising company in Guangzhou, provided brand services for him, and then began to focus on the "Hanhou" brand.
Authentic domestic products, but the brand name is very Korean, this "rubbing" method has always been very effective.
It has been reflected in the popular domestic brands such as Proya, Nature, Hanshu, Marubeni, etc., and their brand names are somewhat rubbed against well-known cosmetics in Europe, America, Japan and South Korea.
However, Wang Guoan not only used the trick of "rubbing the edge" to improve the brand image, in order to avoid head-on competition with international brands, Wang Guoan also adopted the tactic of surrounding the city from the countryside.
He chose to focus on third- and fourth-tier cities as the focus of his cosmetics, thus cleverly avoiding the competition with international brands mainly gathered in first- and second-tier cities.
This provided a lot of protection for the rapid start of the Han Queen. In just a few years, Hanhou has opened tens of thousands of outlets across the country.
After completing the initial accumulation of assets, Wang Guoan quickly started again.
Expansion plans for first- and second-tier cities.
He led Han Hou into one after another.
Large-scale stores in first- and second-tier cities, and expanded from offline to online, and widely distributed sales channels across the country.
During this period, Wang Guoan did not forget to improve the brand's popularity, drain traffic through all-round channels, and led Han Hou to do a large number of "local tyrant" advertising and marketing.
In 2009, Han Hou invested millions of yuan in advertisements on Hunan Satellite TV, and became a special brand of Hunan Satellite TV Golden Eagle Theater with a quarterly advertising fee of 15 million yuan.
In 2012, Han Hou won 1200 million yuan signed with Jiangsu Satellite TV's "If You Are Honest, Do Not Disturb" and the title "Happiness Theater", and won Asia's top artist Jun Ji-hyun as the global spokesperson of the Korean queen with tens of millions of dollars.
In 2013, Han Hou continued to throw money wildly, with 22.5 billion yuan won the advertising "standard king" of ten second-tier satellite TVs such as Tianjin Satellite TV, Henan Satellite TV, Jiangxi Satellite TV, and Shenzhen Satellite TV.
The following year, Han Hou became the first brand to climb the Canton Tower in one fell swoop, and won the advertising rights of Guangzhou's landmark "Xiaomanwaist" for five years with 200 million yuan.
Since then, Han Hou has continued to use 100 million yuan to double special CCTV Spring Festival Gala and Lantern Festival Gala, and with 1500 million yuan won the exclusive title of "Crossover Singer", and signed Huang Zitao and Tang Yixin as brand spokespersons.
Watching Wang Guoan continue to be in the limelight in the advertising circle, some people described him as "taking 20 million to advertise when he has an income of 10 million, which is close to a gambler." Some people also refer to him as "Wang Dare".
People's impression of him is that once he speaks, he is full of enthusiasm and passion, just like the local councilors in the United States who are canvassing for votes, and he is the focus of the group.
His daring and daring temperament also brought rich rewards to Queen Han. From 2011 to 2013, Hanhou's annual sales performance basically maintained a 100% growth.
In 2013, Han Hou set an industry record of selling 100 million yuan in one day. And in the following year, the sales collection reached more than 1 billion yuan.
Wang Guoan's confidence gradually swelled. In 2016, Hanhou officially proposed a sales target of 10 billion yuan in the next ten years.
According to a report at the time, in the past ten years, according to the retail price, the cumulative number of products sold by Hanhou has reached 4.5 billion yuan.
Such a good result allowed Han Hou to gain the band of capital.
In 2014, Hanhou received 100 million yuan of financing from Sequoia Capital. In the following year, it received Series B financing of more than 100 million yuan from Bell Capital and Sequoia Capital.
Hanhou also began to accelerate towards the capital market.
In October 2018, Huaren Pharmaceutical announced that it planned to spend 2 billion yuan to acquire Hanhou, which was considered to be a backdoor listing of Hanhou.
Wang Guoan, whose worth skyrocketed for a while, was surrounded by flowers and applause everywhere he went. The day after the acquisition was confirmed, he participated in the Shenzhen Satellite TV financial talk show.
In his speech, Wang Guoan summarized the mentality of a business founder through his own story. In addition to "dare", the most important thing is to have light in your heart.
However, no one expected that not long after his big words, he quickly fell from the highlight to the bottom and became heavily in debt.
In November 2018, shortly after the announcement of the acquisition of Han, Wang Guoan suddenly found that his equity was frozen. The matter originated and was sued by Jiaolong Assets.
According to Wang Guoan, he once helped a friend hold ** on behalf of him, and helped sign a margin loan contract to prevent the liquidation of 15 million yuan.
Although the 15 million has nothing to do with him, and he didn't get a penny, in a legal sense, the 15 million he owes Jiaolong assets has become a fact.
The matter was not resolved later, and no one came to him. But just when he was preparing to go public, he was sued, resulting in the freezing of his equity.
Soon, this lawsuit became Wang Guoan's debt fuse, due to personal debt disputes, Huaren Pharmaceutical decided to terminate the merger and acquisition, and Hanhou failed to go public.
Immediately after that, banks drew loans, ** merchants, and advertisers came to ask for money;The tens of millions of shares subscribed by employees must also be returned;The 300 million yuan previously invested by the investor also required the founder to repurchase all of it.
At the height of the pressure, Wang Guoan was burdened with debts of as much as 1.5 billion yuan.
Tianyan check shows that Guangzhou Anxin Cosmetics Co., Ltd., the parent company of the Hanhou brand, has been listed as the executor ten times, and the company and Wang Guoan have 5 consumption restriction orders.
My WeChat balance and bank card have been blocked, and sometimes if I want to send a red envelope in the group, I have to find someone to help send it on my behalf. Wang Guoan said.
Previously, Wang Guoan, who loves to invest in real estate, once bought more than 300 houses, and in order to repay debts, he could only sell them one by one, and now he has been reduced to renting to make a living.
After decades of entrepreneurship, he returned to the pre-liberation period overnight, and now the domestic beauty brand Hanhou has also gradually been forgotten by the public.
Falling behind is the most significant performance of the Korean queen.
In 2003, seeing that his ** small ** was acquired by L'Oreal, Hou Juncheng, who knew that he could not only be ** for a long time, immediately brought his brother-in-law Fang Yuyou to establish "Proya" in Hangzhou.
So far, Proya's annual revenue has exceeded 6 billion yuan. The Empress of Han, which was established at about the same time, has now formed a huge gap with it.
According to Wang Guoan, in the past five years, Hanhou's annual income has shrunk from 1.4 billion yuan to 1.5 billion yuan to 400 million yuan to 500 million yuan, and the number of employees has dropped from 3,000 at its peak to only 160.
The number of followers of Tmall*** is 4.42 million, which is far lower than Proya's 21.6 million.
For Han Hou's operation, Wang Guoan expressed great guilt. "In the past five years, the company has been dragged down by personal debt, which has caused the company to miss the opportunity to grow," he said. ”
In order to get out of trouble, Wang Guoan also broke his arm to survive. After the failure of Hanhou's listing and entering the cold winter, he cut all the offline business, and only retained the asset-light model of e-commerce, so Hanhou was not washed away.
For the current situation of Queen Han, the ending may have been doomed.
In fact, compared with the current new marketing model, which is mainly based on social **, Wang Guoan has been focusing on the traditional marketing model of spending money on satellite TV advertising over the years, which is obviously a bit outdated.
In 2013, Mao Wenchao and Qu Fang founded Xiaohongshu in Shanghai. Then, with the influx of users to share their daily lives, Xiaohongshu quickly became an important marketing platform for many brands.
Founded in 2017, Perfect Diary has achieved very outstanding results by focusing on marketing on Xiaohongshu and arranging a large number of notes to be placed.
In just a few years since its establishment, Perfect Diary's annual revenue has reached 3.7 billion yuan, and it has been listed on the New York Stock Exchange as early as 2020.
Xiaohongshu's users are mainly concentrated in young women who pursue a quality life, and the user group is highly compatible with cosmetics manufacturers.
On Xiaohongshu, there are currently as many as 300,000+ notes about Perfect Diary, and Proya has as many as 310,000+ notes. The queen of Han is obviously lagging behind, with only 10,000+ relevant notes.
For this transformation of the marketing scene, it also happened on the live broadcast track.
In recent years, with the explosion of the live broadcast track, there are not a few brand companies that cooperate with head anchors.
Previously, Hua Xizi, who became popular because of the negative **, was promoted by Li Jiaqi and gradually jumped from a niche brand to one of the cutting-edge representatives of "domestic beauty".
Not only that, with the rapid development of the industry, a large number of brands have emerged, consumers have more choices, and they have begun to pay more and more attention to the scientific and technological content of products.
As early as 2017, Proya put forward the concept of "scientific and technological skin care", emphasizing the anti-aging route of ingredients and technology.
Subsequently, Proya cooperated with the world's top raw material suppliers to deeply layout high-end categories such as essence, eye cream, face cream, sunscreen, etc., and successively launched popular models such as ruby essence, double anti-essence, double anti-eye cream, and ruby cream.
Wang Guoan had to rethink and layout.
In the past, the ** environment was relatively closed, and it had a certain advantage in the channel, and at that time, the brand awareness could become very high by investing in advertising. But now, TV advertising has changed dramatically, with its own set of challenges. ”
At that time, Wang Guoan felt that making products could not be benchmarked against the past, and he could not always think that he was good in the past, but should be ahead of the needs of current consumers.
Now, Wang Guoan will bring a small new ** team with him, whether it is sitting down for an interview or walking and chatting, the team will extract highlights from it and post it to the Douyin account of "Wang Dare".
After the Guangzhou luxury house auction incident, the Douyin of "Wang Dare Dare" gradually accumulated some traffic, and Wang Guoan also hopes to combine his personal influence with the Korean queen brand to deepen the traffic.
At the same time, many people called him "Guangzhou Luo Yonghao", saying that his situation was very similar to Luo Yonghao, and suggested that he bring goods live to pay off his debts. He said: "I have a hunch that the assembly horn of the Queen of Han is about to sound. ”
However, unlike in the past, there is no shortage of makeup brands in the current market, nor is there a shortage of superb marketing methods, and consumers will always lack higher quality products.
Next, can Wang Guoan win this tough battle?
Article**: Flower Finance Observation).
This article is based on publicly available information and is for information purposes only and does not constitute any investment advice.