Wang Shouyi, who has been in business for 38 years, sold Thirteen Incense to the whole country, wh

In 2020, because the price of Apple 12 has risen, and the operation of slamming the door with headphones and charging cables is not given, netizens played a homophonic stalk: "If you don't like Apple 12, then wait to buy Apple 13, because Wang Shouyi said 13 incense." ”

Coupled with the really surprising Apple 13, many people exclaimed: "Wang Shouyi is right!" Thirteen is indeed fragrant! "Success made Wang Shouyi thirteen incense ascend to the throne of national Internet celebrities.

This is a well-known national brand, and it is also the earliest batch of seasoning brands in China.

In 2003, Wang Shouyi passed away, leaving the company to his three sons, and left his last words: "The company is not allowed to diversify, not allowed to go public, not to play capital operation, and the family is not allowed to do real estate to make quick money." ”

But after Wang Shouyi's death, his descendants did not take his advice to heart, speculating in real estate, opening restaurants, upgrading products to engage in overseas markets, and so on.

After being confused, Wang Shouyi's descendants began to follow the teachings of their fathers, do business with peace of mind, and stick to the main business of condiments.

However, because of the low-key and stubborn style of the enterprise and the fierce competition in the market, Wang Shouyi's thirteen incense in retrospect is no longer as "fragrant" as in the past.

After more than 30 years of development, what has happened to the thirteen incense that was once popular all over the country? Is the ultimate fate of the old national brand only lonely?

Wang Shouyi's "Thirteen Incense" is not a formula invented and created by Wang Shouyi himself, but inherited and improved by Wang Shouyi from his grandfather.

The history of the thirteen incense can be traced back to the Northern Song Dynasty, when the Wang family ran a shop called "Xinglongtang" for generations, mainly selling herbs and spices.

During the Qianlong period, the Wang family prepared a spice with a unique taste and a compelling aroma, which could greatly improve the taste of the dishes, so that it was introduced to the imperial palace for the use of the Qing court.

At the end of the Qing Dynasty, Wang Shouyi's grandfather took the secret recipe to avoid the war, and he had no fixed place to live, and he couldn't find so many flavors of Chinese herbal medicine, so this secret recipe was temporarily interrupted and gradually forgotten by the world. It wasn't until the 50s, after the country stabilized, that his elderly grandfather told Wang Shouyi about the family's secret recipe.

When he inherited the secret recipe earlier, Wang Shouyi only used the secret recipe for his own meals, and did not think about making him a business and a brand.

It was not until around 1960, because of floods and droughts, that a great famine broke out in Henan, tens of thousands of people were displaced, withered in the suffering, tree bark, grass roots, and soil were used to eat, and the surviving Wang Shouyi thought about using the formula to make money and solve the problem of food and clothing for his family.

In order to be more in line with the dietary taste of modern people, Wang Shouyi improved and perfected the original formula, and finally named it Wang Shouyi Thirteen Spices.

However, there are not only thirteen kinds of spices in Wang Shouyi's thirteen incense, but more than 20 kinds of natural Chinese herbs such as pepper, pepper, grass fruit, cinnamon, and wood.

Because he was very poor, Wang Shouyi and his sons made thirteen incense sticks in a small family workshop, and sold them along the street with two baskets on a flat shoulder, selling them from Henan to Hebei for only a dime.

Earlier, because everyone didn't have much money, they were not very willing to use the money for this unnecessary seasoning, but because of the cheap price, many people had the idea of trying it, and Wang Shouyi still had some business.

In order to protect his reputation, Wang Shouyi also covered the wrapping paper with the seal of "thirteen incense", and the people responded very well, and they liked to buy thirteen incense from them during the New Year's holidays, so that the Wang family could spend a difficult time.

But by 1969, the tide poured into the countryside, and the whole country began the so-called "cutting the tail of capitalism", and no one dared to run a business to do business, so Wang Shouyi stopped business, so that Thirteen Incense temporarily left the public eye.

In the 80s of the last century, the spring breeze of reform and opening up blew the earth, and countless small shops sprung up across the country like mushrooms after a rain.

Although Wang Shouyi is old, he also applied for a business license in the early stage of reform, rented a stall and began to sell thirteen incense, regardless of the severe cold and heat, he never stopped selling at the stall, and his sales method is still the same as before: small profits but quick turnover, and the profit is only 8 cents.

Because of the high quality and good price, Wang Shouyi's business is becoming more and more prosperous and is loved by the local people, so that Wang Shouyi and his son have the idea of doing a big business.

At the end of 1984, the children followed Wang Shouyi to start working hard, and began to design thirteen packages and apply for brand registrationXinglongtang thirteen incenseIn this way, the processing plant was built, and the old pattern of single seasoning of five-spice powder and eight flavors in the country was successfully ended.

Relying only on the diligence and tenacity of traditional businessmen, by the time of Wang Shouyi's death, the sales of thirteen incense had reached 500 million yuan.

The first "rebellious" person in the Wang family is Wang Shouyi's grandchild, that is, the third generation of Thirteen Incense, Wang Taibai. In an exclusive interview in 2014, Wang Taibai once told the story of not listening to his grandfather's last words and knowing his way back.

Because the family became rich early, Wang Taibai when he was young was a rich son whose parents neglected to discipline, and when he was studying in the UK, he had speculated in real estate in Manchester, and finally lost tens of millions and returned home in disgrace.

After returning to China, he didn't think about Anfen, and he had the idea of diversification and listing in his heart, but his father was a conservative person, as long as he mentioned listing, he would scold "listing is a circle of money".

Later, Wang Taibai did not give up, and engaged in real estate again, and even fell out with his family because of this. But in the end, after a lot of hardships, he only earned 1300 million, let him deeply feel that the family business is not easy.

In addition to Wang Taibai, Wang Yinliang, the helmsman of Thirteen Fragrances, also tried a little on the edge of Wang Shouyi's advice, thinking about opening restaurants, realizing product upgrades, and promoting the sales of condiments by the way, but in the end, the response was mediocre, and the plan of 500 stores was interrupted as soon as it was launched.

Several failures made the Wang family understand the meaning of precipitation, gave up those bells and whistles side hustles, and turned to focus on the main business seasonings. But looking back, today's seasoning market is no longer the world of thirteen spices.

In order to save the market, Thirteen Incense began a vigorous "precipitation", and even engaged in "de-family" management to make the company's management better. Huang Lin, the manager of Thirteen Fragrances, once revealed that the company's revenue has been ** for five consecutive years, of which the revenue in 2019 was 23400 million yuan.

However, after the epidemic, the competition among major enterprises began to become fierce, and later, the "stubborn" business of Thirteen Incense rarely invested in new projects, even if the products were already rich, but the reputation was still not as good as before.