If I tell you that you can become the richest man in China by selling water, do you believe it?
The fact is that someone has already done it
He is the founder of Nongfu Spring (9633) Zhong Sui Sui
Preview, today’s content will be very exciting
Because I will disassemble the principles behind the success of Nongfu Spring
After you understand, you may be the next richest man in China
Hello everyone, I'm a sweeping monk
Business makes life more meaningful
Over the years, Shuangma: Jack Ma, Ma Huateng
Has always been a candidate for the position of the richest man in China
But on September 8, 2020
Zhong Suisui, the founder of Nongfu Spring (9633)
Once boarded this throne
But unfortunately it only lasted about half an hour
In fact, it was the first day that Nongfu Spring was listed on the Hong Kong stock market.
When the market opened, because the stock price rose by 85% (up to 39.8 Hong Kong dollars)
Let the founder Zhong Sui Sui's net worth exceed 400 billion Hong Kong dollars at one time
Surpassed Ma Yun and Ma Huateng
But at the end of the afternoon
Nongfu Spring’s stock price dropped (to HK$33)
Zhong Sui Sui had to return the position of the richest man to Ma Huateng
But his blockbuster has aroused the curiosity of the outside world
Zhong Suansuan who is he?
How did Zhong Suisui become the richest man in the water that sells for 2 yuan per bottle?
Don't worry, tell you right away!
But before that, you can consider subscribing to my channel and opening the little bell
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Zhong Sui Sui, because he made a fortune in silence
Going independently, so it is called a lone wolf
Born in Hangzhou in 1954
In order to subsidize the family
I didn't go to school in the fifth grade
Be a mason, carpenter, etc.
I have experienced the bitterness of using labor to make money at a young age
When he was 23 years old
Can finally take the college entrance examination
It's a pity that I failed the exam for two consecutive years
But in the end he was admitted to the TV University
Later, Zhong Suisui worked as a reporter for Zhejiang Daily for 5 years
He interviewed more than 500 successful business bosses in the past 5 years
This allowed him to accumulate a lot of contacts and resources
In an environment of ears and eyes
It also gave him the idea of ​​starting a business in the sea
In 1988, China officially approved the establishment of the Hainan Special Economic Zone
Created an entrepreneurial atmosphere
In this age of entrepreneurship
Zhong Suansui was also infected
He also wants to try to start a business
So I quit my job as a reporter and came to Hainan
It’s just that he doesn’t value mainstream real estate projects
But health products
Because he thinks this investment is low and the return is fast
He wants to make his own health product
But the biggest problem is that he has no start-up capital
Moreover, the two major health care brands at that time: Helios and Wahaha
Has monopolized the entire health products market
At that moment, the turning point in his life appeared
Waha released a price lower than the market price to distributors in Hainan
Zhong Suisui felt profitable
So relying on the contacts of the reporter
Become the sole agent of Wahaha in Hainan and Guangxi
After that, he used the simple principle of buying low and selling high
The goods obtained at low prices in Hainan were shipped to Guangdong for high prices
But it didn't last long
Zong Qinghou, Chairman of Wahaha
For this reason, Zhong Suansui was expelled from the status of general agent
Even so, Zhong Suisui has gained valuable entrepreneurial experience and the first pot of gold
Some people say that Zhong Sui Sui's experience after 37 years old
It's like it's on and off
In 1993, Zhong Sui Sui established the health care company "Yang Sheng Tang"
Invented the turtle pill, earning 10 million yuan a year
Later, Zhong Sui Sui was crazy to build his own health care empire
Established many health product brands
And his clientele ranges from the elderly to the elementary school students
As long as they can leave, they are within his business scope
Three years later, Zhong Suisui withdrew from the health care products market
He brought the starting capital he earned
Nongfu Spring was established and started selling water
But the situation is not very optimistic
At that time, his old club Wahaha almost monopolized the entire beverage market
Zhong Sui Sui wants to do water business, it seems even more difficult
Until 2000, Zhong Sui Sui made a high-profile claim
Long-term drinking of pure water is harmful to human health
Nongfu Spring only produces natural water
At that time, it produced pure water
All water enterprises led by Wahaha and Robust
Later, Wahaha drafted a statement to resist unfair competition in Nongfu Spring
Nongfu Spring instead took Wahaha to court
Accuse Wahaha of spreading negative news
In the end, Nongfu Spring was defeated by the court
But Wahaha did not benefit
In 2018, Nongfu Spring’s market share was 28%
No. 1 in the market for several years
Defeated the competitor Master Kong
And Wahaha’s market share is only less than 7%
Afterwards, Zhong Suisui acquired Wantai Bio
In April 2020, Wantaiyi went public
Rose from 28 billion to 90 billion
Bringing more than 80 billion yuan of wealth to Zhong Suansui
Many people say that reporter Zhong Suisui’s experience is the key to his entrepreneurial success
Because he became a marketing master
We can observe him
He once said that "a company that does not hype is a mummy"
Such a slogan was once posted on the wall of the Nongfu Spring Advertising Department
"A good advertisement not only attracts users' attention, but more importantly, allows users to discuss."
These words are not just talking
It's really the way to success for Nongfu Spring
In 2000, Nongfu Spring put forward the theory that "pure water is not beneficial to the human body"
Introduced the concept of "natural water"
Cater to urban people's yearning for nature and purity
And shouted "Nongfu Spring, a little sweet"
"We do not produce water, we are just nature's porters" etc.
Deep-rooted slogan
We mentioned it before because of this
Just like Wahaha, Robust and other brands that produced purified water
Went to court
Although the case was lost in the end
But put the "natural water concept" into the hearts of the people
It’s what I always say, brainwashing customers
Today, is natural water better or pure water better?
Still an inconclusive dispute
But the established fact is
The sensation and controversy caused by this "water war"
Greatly enhance the visibility of "Nongfu Spring"
Let it successfully ascend the throne of the top three bottled drinking water
Nongfu Spring’s Marketing Strategy
Is to invest heavily in marketing
Bombed with overwhelming advertising
Engrave the corporate image of "nature's porter" into people's hearts
Although the price of 2 yuan per bottle of Nongfu Spring is even higher than the price of 1 yuan wow haha
But the market and consumer perception have been almost educated
With the increase of national per capita income
Increased consumption awareness and brand education
People's awareness of the beverage market deepens
Start to pursue health and taste
In the context of consumption upgrade
Low prices are no longer a "weapon" in the beverage market
Nongfu Spring also gained market recognition
Another thing worth mentioning is
Nongfu Spring carries the title of Moutai in the water
To be listed in Hong Kong
Data show that in 2019, Nongfu Spring’s comprehensive gross profit margin reached 55.4%
The gross profit margin of its packaged drinking water products is as high as 60.2%
Simply put, as long as we buy a bottle of Nongfu Spring for RMB 2
The company can make a net profit of RMB 1 and RMB 2
The same is "water", only liquor products such as Moutai
And the gross profit margin of related vaccine products can be comparable
That’s why
But don’t underestimate this title
Moutai here implies Kweichow Moutai
Did you know that Kweichow Moutai has always been the leading stock in China's stock market?
Its current value is more than 1,700 yuan per share
Compare Nongfu Spring to Moutai
Except because they have the same low-cost and profitable characteristics
It also implies that it has the same potential as Kweichow Moutai
This can explain why Nongfu Spring can be sought after by Hong Kong investment market funds
A simple slogan or metaphor can sell water as the number one in China
It depends on the power of hype
Actually Zhong Suansui was right
A good advertisement can create a topic
Then implanted
A popular description is hype
Then keep brainwashing people
Nongfu Spring is an enterprise that has played "hype" to a dazzling level
Compared to how much "work" is done behind the scenes
Nongfu Spring is more willing to tell you how "beautiful" his advertising is
Show the simplest to everyone
Let everyone "like a treasure"
In fact, it is nothing more than a company’s conventional propaganda method
Ok, ask everyone a question
Do you think selling air can sell to the richest man in China?
I heard that friends who like it will make more money
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