The mountain spring is a good mountain spring, but this farmer is ......
Do you know what these four words mean?
It means that for three consecutive days, the stock price has increased by 30 billion.
It means that the official sales volume within 5 days is 90%, and the turnover in one day is only 50,000 yuan.
It means that even the big brother who collects waste products has said, you don't want empty bottles when you see these four words, you have to throw them out for me.
With the sudden death of Mr. Zong Qinghou, Wahaha's sales have skyrocketed recently, and supermarket shelves have reached the point where they can't buy goods.
Fortunately, I bought a carton of AD calcium milk before the Chinese New Year, and I can barely cope with it these days.
However, what followed was that Nongfu Spring fell into an unprecedented annoyance and crisis.
If you go to Nongfu Spring's live broadcast room in the past few days, you can see that many netizens are brushing Wahaha, as well as accusing Nongfu Spring of being ungrateful.
Why is this happening?
This is related to an Internet rumor, and the story that is circulating now goes something like this:
The founder of Nongfu Spring, Zhong Sui, used to be a reporter and run a newspaper, but later failed to start a business, Zong Qinghou saw that he was a fellow villager in Zhejiang, so he asked him to serve as the general manager of Wahaha Guangxi and Hainan. But Zhong sold the goods to Guangdong, and this practice was kicked out of the company after Zong Qinghou found out.
After that, Zhong Sui used the company's resources to make the first pot of gold, and also founded Nongfu Spring and became a competitor with Wahaha, and then he used his advantage as a reporter to engage in a first-class war, stepped on Wahaha's shoulders, and ascended to the throne of the industry leader.
So is this Internet rumor true or false?
Let's not rush to define it first, let's see how Nongfu Spring responds.
First of all, their vice president Zhou Li posted an article in the circle of friends to respond to the recent turmoil.
He said this: "Mr. Zong Qinghou is the first seven today, maybe the old Mr. Jiuquan did not expect that his death would be used by some so-called melon-eating people to attack another enterprise in the same city, and become a hot spot." ”
The two companies are located in the same city, and although there was competition in the early years, and even went to court, they still competed openly under the legal framework. ”
Then he began to recall Mr. Zhong's experience of actively visiting, going to the memorial service to mourn and condolence the family after Mr. Zong's illness and death, and the relationship between the two can be said to be both teachers and friends.
To summarize briefly: You Internet trolls shut up, the old gentleman just left, and as a result, you don't know what kind of interest trend you are subjected to, or what kind of dark psychology uses this topic to hype, and actually comes to attack us, is Mr. Zong willing to see you?
Playing the emotional card, at first glance, it seems to make some sense.
But in reality, there are more emotions than rational responses.
As for what the Internet rumors say, it's basically a brush-off.
So soon, Wahaha's boss Zhong Sui published an article titled "My Second and Third Affair with Zong Lao" to clarify the matter.
The article is a bit long, and I've picked up some of the key pieces of information for your reference.
1. "The cloth business is the first pot of gold I earned from starting a business, not the first entrepreneurial income from Wahaha, as rumored on the Internet."
2. "Many years later, at a sales meeting of Nongfu Spring, I joked: Wahaha, which we didn't sell in Hainan back then, is probably sold to Guangdong, and if it is put now, it will be recognized as rushing goods." I didn't expect that a casual joke at the time has now become a crime of my ingratitude. I have never received a salary in Wahaha, let alone been fired for rushing goods. ”
3, "As for the dispute between the two brands, in the end, the two shook hands and made peace under the witness of the main leaders of Hangzhou. To this day, I still insist that the minerals in water are essential for human health, which is why I insist on producing natural water. However, my respect for the entrepreneurial spirit of the elder has never wavered. ”
Regarding this response article, the first two points, one is how Zhong Sui's first pot of gold came from, and the other is whether Zhong Sui sold the goods to Guangdong.
Because of the age, and strictly speaking, this is an internal matter of the Wahaha Group, and they should be the ones who have the most right to speak, so it is inconvenient for us to say more here.
Let's talk about the third article directly, the competition between Nongfu Spring and Wahaha.
At that time, whether it was a dispute between these two brands or a business war, it could be regarded as a ruckus.
Let me give you a look at what happened back then, who was right and who was wrong, and we are fair and at ease.
In September 1996, Zhong founded Zhejiang Qiandao Lake Health Hall Drinking Water *** This is the predecessor of Nongfu Spring.
In that year, the first production base started on the shore of Qiandao Lake in Jiande, Zhejiang.
In 1997, with Qiandao Lake in Zhejiang Province as the water source, the first Nongfu Spring packaged drinking water was launched.
Here is a brief introduction, Zhong Sui was born in a traditional intellectual family in Zhejiang, and after graduation, he worked in "Jiangnan" magazine and "Zhejiang**" press.
At the end of the 80s, the state officially approved the establishment of the Hainan Special Economic Zone, so he went to Hainan, and he tried to run a private newspaper, grow mushrooms, set up a stall and so on.
It can be said that he was born as a journalist, and he also set up a stall, and he has come into contact with all those people in the three religions and nine streams.
So, how to attract the audience and how to engage in marketing, of course, he is the best.
When it comes to Nongfu Spring, everyone must have a slogan, called "Nongfu Spring is a little sweet", yes, this is what he came up with back then.
As a result, relying on a lot of marketing and packaging, as well as that classic advertising slogan, Nongfu Spring quickly gained a firm foothold in the market.
But at this time, the leader of the domestic bottled water market is Wahaha.
Who is the second child?
Maybe many older friends have only heard of it, called Robust's.
Back then, I also found the dawn of the Four Heavenly Kings to advertise.
Nongfu Spring, although it was very powerful at that time, could only rank third in the industry.
Moreover, he is still far from the top two.
If it were an ordinary person, if it was me, I could be the third in the industry, and it would be very good to have a place, make some money to buy a house, and have a few more babies or something, isn't this better than anything?
But what about people's thinking, that is, I either don't do it, or if I want to do it, I have to be the first in the industry, and I have to compare the other two.
But at that time, the bottled water market was already set, and you wanted to beat people again, unless you were richer, you could get more investment, and like later Internet companies, you had to burn money.
But the question is, where does the money come from?
Since there is no money, then you have to find another way.
So, Nongfu Spring came up with an idea: since I can't compete with the two of you in this market, just like this, I will create another market.
At that time, Wahaha and Robust, including Nongfu Spring, sold pure water.
What is pure water?
To put it bluntly, it is water that has been treated, purified and purified through multiple processes.
Where does the water come from?
To put it bluntly, it's tap water.
It's just that various manufacturers are saying that we have gone through how many processes have been processed, for example, Robust's said that it has gone through 27 processes of strict treatment, and there is also national certification, which is absolutely safe and delicious.
However, Zhong had to find another way.
Aren't you all competing in the purified water market?
I don't, I'm going to open up a new market: natural water.
So, in 2000, Nongfu Spring spent a lot of money to publish a piece of news in major newspapers.
Drinking pure water often endangers the health of a generation".
Don't overstate the benefits of pure water."
So Nongfu Spring decided:
Fearing that a generation would be delayed, Nongfu Spring stopped producing pure water and switched to natural water."
Seriously, just a few headlines.
If he didn't make bottled water and ran to be a self-**** now, he would definitely be the head of the cultural class.
Isn't this the originator of the earliest UC shock department?
So soon, this news attracted everyone's attention.
After all, drinking saliva threatens the health of my next generation, can I not pay attention?
At that time, Nongfu Spring also held a press conference and invited major ** to come and report.
At the press conference, Nongfu Spring unveiled a promotional video consisting of three experiments.
In one of the experiments, several rats were fed purified water and "Nongfu Spring natural water containing trace elements such as potassium, sodium, calcium, and magnesium".
As a result, after six days, only 20 rats were alive who drank pure water, and 40 were still alive who drank natural water.
What does this mean?
It shows that drinking natural water is more nutritious, and even mice can live when they drink it, let alone humans?
Then, Nongfu Spring placed a large number of advertisements on CCTV, using pure water and natural water to raise daffodils.
The results showed that daffodils grew faster and more vigorously in natural water.
With these comparative experiments, and the overwhelming reports of anxiety-making.
If you were a consumer, what would you choose?
What's more, the information was not smooth at that time, and the channels for everyone to receive news were very limited.
Unlike now, fifty-year-old aunts know about artificial intelligence.
But at that time, the main channels for people to get information were newspapers and television.
As soon as you advertised this, of course everyone believed it.
Because in our cognition, where does tap water come from?
It is all water from the river, from the river, and then processed by various processes of the waterworks, and then for everyone to drink.
We have to boil the water at home before drinking.
As a result, you have more than 30 processes to disinfect?
Although there is no problem, I always feel panicked in my heart, after all, my usual and pee, don't they all drain into the river?
Nongfu Spring is different, it is a natural mineral water.
At this time, Nongfu Spring also shouted a slogan:
We don't produce water, we're just nature's porters."
Moreover, Nongfu Spring also said that we spent 3The bottled water production base invested by 500 million yuan in Qiandao Lake in Chun'an, Zhejiang Province is said to be production, but in fact we are just transporting the natural water of Qiandao Lake for everyone to drink.
Under this series of operations, Nongfu Spring not only overturned the two giants of Wahaha and Robust, but also directly lifted the table of the entire industry.
jumped into the leap and directly became the absolute hegemon of the entire industry.
This time, the whole industry exploded.
Zong Qinghou's original words are like this: "You can make your own rice bowl bigger and bigger, but don't smash other people's rice bowls." ”
You can make money, but don't let anyone else have no way out.
So, in June of that year, Wahaha Group sued Nongfu Spring in court on the grounds of unfair competition, demanding compensation of 30 million.
Unexpectedly, Nongfu Spring actually sued Zong Qinghou, and actually used the same reason, which was also a 30 million claim.
Later, my peers couldn't stand it anymore.
Wahaha and Robust, together with dozens of pure water production enterprises across the country, issued a "Joint Statement on Anti-Nongfu Spring", requesting relevant departments to severely punish Nongfu Spring's unfair competition.
In the end, according to Zhong's words, he shook hands and made peace under the witness of the main leaders of Hangzhou.
Nongfu Spring was fined 200,000 yuan, and the matter came to an end.
200,000 yuan is not enough for Nongfu Spring to pay for an advertisement on CCTV.
As for them, they took advantage of this ** turmoil to increase publicity again.
Nongfu Spring's strategy is that we don't tell you what water to choose or which one to buy, but we are instilling in you a healthy philosophy.
We're telling you that natural water is better for your health than pure water.
Consumers are instilled with this concept imperceptibly.
Let's see, is this the same as many health lectures now? Under the banner of health preservation, in fact, it is still selling goods.
In fact, what natural water is pure water, Zong Lao once said: natural water is reservoir water, which is more likely to be polluted.
But his voice was too quiet, and Nongfu Spring was already making money too fast.
Today, even if tens of billions have evaporated because of the recent turmoil, the market value of Nongfu Spring is still more than 460 billion.
As the owner of the company, Zhong directly and indirectly holds a total of 8441% equity.
Therefore, Zhong is still the richest man in China.
And Zong Qinghou, although he is also very rich.
But people adhere to a slogan: don't go on the market, don't cut leeks.
Because Wahaha is not short of money, it does not need to be listed for financing.
Yes, don't go on the market, don't cut leeks.
In the past 20 years, we have not forgotten our original intention, not changing the packaging, and insisting on doing one thing to the end.
Perhaps, this is the real reason why we miss the patriarch.