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class=\"wp-block-image alignleft size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"600\" height=\"338\" src=\"http:\/\/cxounion.cn\/wp-content\/uploads\/2024\/02\/\u56fe\u7247-59.png\" alt=\"\" class=\"wp-image-15483\" style=\"width:396px;height:auto\" srcset=\"http:\/\/cxounion.cn\/wp-content\/uploads\/2024\/02\/\u56fe\u7247-59.png 600w, http:\/\/cxounion.cn\/wp-content\/uploads\/2024\/02\/\u56fe\u7247-59-300x169.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><figcaption class=\"wp-element-caption\">2010\u5e74\uff0c\u5a03\u54c8\u54c8\u521b\u59cb\u4eba\u5b97\u5e86\u540e\u5728\u529e\u516c\u5ba4\u5185\u4f1a\u5ba2<\/figcaption><\/figure>\n\n\n\n<p>1978\u5e74\uff0c33\u5c81\u7684\u5b97\u5e86\u540e\u9876\u66ff\u9000\u4f11\u7684\u6bcd\u4eb2\u8fdb\u5165\u5de5\u519c\u6821\u529e\u7684\u7eb8\u7bb1\u5382\u5de5\u4f5c\uff0c\u4ee5\u5356\u6c7d\u6c34\u3001\u5356\u5b66\u751f\u6587\u5177\u7b49\u8c0b\u751f\uff0c\u518d\u6b21\u5c55\u73b0\u51fa\u5546\u4e1a\u5929\u5206\u3002\u4e4b\u540e\uff0c\u5b97\u5e86\u540e\u5e2e\u6821\u529e\u5de5\u5382\u5f00\u529e\u4e86\u7535\u8868\u5382\u4e0e\u7535\u6247\u5382\u4e24\u5bb6\u4f01\u4e1a\u3002\u5728\u5b97\u5e86\u540e\u7684\u81ea\u4f20\u91cc\uff0c\u4ed6\u8ba4\u4e3a\u8fd9\u4e9b\u5546\u6d77\u4e00\u7ebf\u7684\u8349\u6839\u640f\u51fb\uff0c\u8ba9\u4ed6\u4e86\u89e3\u4e86\u4e2d\u56fd\u5e02\u573a\uff0c\u4e5f\u4e3a\u4e4b\u540e\u5a03\u54c8\u54c8\u7684\u8bde\u751f\u6253\u4e0b\u57fa\u7840\u3002<\/p>\n\n\n\n<p>1987\u5e74\uff0c\u676d\u5dde\u5e02\u4e0a\u57ce\u533a\u6559\u80b2\u5c40\u6210\u7acb\u6821\u529e\u4f01\u4e1a\u7ecf\u9500\u90e8\uff0c\u5b97\u5e86\u540e\u501f\u6b3e14\u4e07\u627f\u5305\u4e86\u8fd9\u5bb6\u8fde\u5e74\u4e8f\u635f\u7684\u6821\u529e\u4f01\u4e1a\u3002\u5b97\u5e86\u540e\u4e0a\u4efb\u7b2c\u4e00\u5e74\u5c31\u4f7f\u7ecf\u9500\u90e8\u76c8\u5229\u8fbe\u523022.2\u4e07\u5143\uff0c\u8fdc\u8d85\u5f53\u521d\u7acb\u4e0b\u201c\u5e74\u5229\u6da610\u4e07\u5143\u201d\u7684\u201c\u519b\u4ee4\u72b6\u201d\u91d1\u989d\u3002\u540c\u5e747\u6708\uff0c\u4ed6\u7b79\u5efa\u4e86\u676d\u5dde\u4fdd\u7075\u513f\u7ae5\u8425\u517b\u98df\u54c1\u5382\uff0c\u4e3a\u676d\u5dde\u4fdd\u7075\u516c\u53f8\u4ee3\u52a0\u5de5\u82b1\u7c89\u53e3\u670d\u6db2\uff0c\u6b21\u5e74\u5c31\u8d5a\u4e86\u4e00\u767e\u591a\u4e07\u5143\u3002<\/p>\n\n\n\n<p>1988\u5e74\uff0c\u5b97\u5e86\u540e\u5f97\u77e5\u6d59\u6c5f\u533b\u79d1\u5927\u5b66\u7684\u8425\u517b\u5b66\u6559\u6388\u6731\u5bff\u6c11\u7814\u5236\u51fa\u4e00\u79cd\u513f\u7ae5\u8425\u517b\u6db2\uff0c\u591a\u6b21\u4e0a\u95e8\u62dc\u8bbf\u540e\u6c42\u5f97\u914d\u65b9\uff0c\u5f00\u53d1\u51fa\u7b2c\u4e00\u6b3e\u4e13\u4f9b\u513f\u7ae5\u996e\u7528\u7684\u8425\u517b\u54c1\uff0c\u5e76\u4e3a\u4e4b\u62df\u5b9a\u5e7f\u544a\u8bcd\uff1a\u201c\u559d\u4e86\u5a03\u54c8\u54c8\uff0c\u5403\u996d\u5c31\u662f\u9999\u3002\u201d<\/p>\n\n\n\n<p>1989\u5e74\uff0c\u201c\u676d\u5dde\u4fdd\u7075\u513f\u7ae5\u8425\u517b\u98df\u54c1\u5382\u201d\u53d8\u66f4\u4e3a\u201c\u676d\u5dde\u5a03\u54c8\u54c8\u8425\u517b\u98df\u54c1\u5382\u201d\uff0c\u6b21\u5e74\u8fd9\u5bb6\u98df\u54c1\u5382\u5b9e\u73b0\u9500\u552e\u6536\u5165\u8d85\u8fc79800\u4e07\u5143\u3002<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO 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style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<h2 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style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO 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class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"http:\/\/cxounion.cn\/wp-content\/uploads\/2023\/06\/CXOUNION\u65b0\u4e8c\u7ef4\u7801.png\" alt=\"\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u7ffb\u8bd1\uff1a<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Six key words review Zong Qinghou&#8217;s legendary business life<\/h3>\n\n\n\n<p>At 10:30 on February 25, 2024, Wahaha lost its &#8220;patriarch&#8221; Zong Qinghou forever. An old employee who has worked in Wahaha for more than 20 years wrote sadly: &#8220;The most respectable parent, Zong Zong, you have a good journey!&#8221; (Previously reported &gt;&gt;&gt;)<\/p>\n\n\n\n<p>Starting from a school-run factory at the age of 42 and gradually building China&#8217;s largest beverage company, the 79-year-old man who paved his life following the historic opportunity of reform and opening up has many labels on him.<\/p>\n\n\n\n<p>The man is gone, but the spirit remains. Mr Zong is seen as typical of a generation of Chinese entrepreneurs. In the era of change brought about by reform and opening up, they are bold and careful, have a keen sense of the market, and have firm faith and personal efforts. They pursue industry to serve the country and walk with The Times, while not forgetting to give back to society and promote common prosperity.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>&#8220;I don&#8217;t want Wahaha to bring me anything, it has made me realize my life value.&#8221; I want to do Wahaha all my life. There are no ifs.&#8221; Zong kept his promise.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Key word one: school-run factory<\/h4>\n\n\n\n<p>Zong Qinghou was born in Hangzhou in 1945. Due to his family&#8217;s tight financial situation, he went into society in 1961 to earn money to support his family. He used idle equipment at home to make stir-fried rice, and began to show his business acumen.<\/p>\n\n\n\n<p>Zong Qinghou, founder of Wahaha, greets guests in his office in 2010<\/p>\n\n\n\n<p>In 1978, at the age of 33, Zong Qinghou replaced his retired mother to work in a carton factory run by the industrial and agricultural school, selling soda and stationery for students to make a living, and once again showed his business talent. After that, Zong Qinghou helped the school-run factory to open two enterprises, an electric meter factory and an electric fan factory. In Zong Qinghou&#8217;s autobiography, he believes that these grassroots fighting on the front line of business made him understand the Chinese market, and also laid the foundation for the birth of Wahaha.<\/p>\n\n\n\n<p>In 1987, the Education Bureau of Shangcheng District of Hangzhou established the distribution department of school-run enterprises, and Zong Qinghou borrowed 140,000 yuan to contract the school-run enterprises that suffered losses for years. Zong Qinghou took office in the first year to make the sales department profit reached 222,000 yuan, far more than the original &#8220;annual profit of 100,000 yuan&#8221; of the &#8220;military warrant&#8221; amount. In July of the same year, he set up Hangzhou Baoling Children&#8217;s Nutrition Food Factory, processing pollen oral liquid for Hangzhou Baoling Company, and earned more than one million yuan in the following year.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>In 1988, Zong Qinghou learned that Zhu Shoumin, a nutrition professor at Zhejiang Medical University, developed a nutritional solution for children, and after many visits to obtain the formula, developed the first nutritional product for children to drink, and drew up the advertising slogan: &#8220;Drink Wahaha, eat is fragrant.&#8221;<\/p>\n\n\n\n<p>In 1989, &#8220;Hangzhou Baoling Children&#8217;s Nutrition Food Factory&#8221; was changed to &#8220;Hangzhou Wahaha Nutrition Food Factory&#8221;, and the following year, the sales revenue of this food factory exceeded 98 million yuan.<\/p>\n\n\n\n<p>With the increase in the market share of Wahaha children&#8217;s nutrition solution, school-run factories began to restrict its development.<\/p>\n\n\n\n<p>In 1991, Zong Qinghou acquired the old state-owned factory Hangzhou Canning Factory for more than 80 million yuan, gaining 60,000 square meters of factory space, but also took over 67 million yuan of debt and more than 2,200 workers. Under his leadership, the cannery established a new production line in just 28 days. In just 100 days, the canning factory with an annual loss of 40 million yuan turned a profit. Mr Zong describes the Hangzhou cannery acquisition as a crucial step for Wahaha.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Key words two: AD calcium milk<\/h4>\n\n\n\n<p>Wahaha AD calcium milk is the &#8220;standard&#8221; of many people&#8217;s childhood, but in fact, this product is not the first Wahaha, but mimics the calcium milk of Lechery at that time.<\/p>\n\n\n\n<p>At a time when most people could not drink milk, the brand launched in 1989 under the banner of the first health care solution, and was loved by the public. But then, after the acquisition of Oxfam by Danone, Wahaha launched AD calcium milk. Zong Qinghou admitted in 2007, &#8220;When there is no strength, we follow up innovation and do some low-level innovation&#8221; &#8220;Oxfam produces calcium milk, and we produce AD calcium milk, which is to add vitamin A on the basis of Oxfam calcium milk. In 2013, Wahaha AD calcium milk sales reached the peak, becoming a big product with 10 billion revenue, and also becoming a childhood memory of a generation.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>A generation of &#8220;childhood memories&#8221; Wahaha AD calcium milk<\/p>\n\n\n\n<p>AD calcium milk gave Wahaha great inspiration. Since then, the launch of cola, black tea, green tea, herbal tea, milk tea, energy drinks, Kvas and other products has adopted this path &#8211; drawing on the popular products in the market, and slightly transforming them. In the initial development stage of the domestic FMCG market, this follow-up innovation can easily become explosive products with advertising and channels. However, with the increasingly rich market supply, online and offline channels are gradually accessible, and product competition is fierce, independent research and development innovation is becoming more and more important.<\/p>\n\n\n\n<p>Although Wahaha releases dozens of new products every year, in the market, Wahaha&#8217;s products are basically old products on the shelves, and new products are difficult to occupy the mainstream. This confusion has been going on for years with Wahaha, and the only answer is that Wahaha is &#8220;old&#8221;. The change in revenue data bears witness to this process. From the performance point of view, in 2003, Wahaha&#8217;s operating income exceeded 10 billion yuan; In 2010, operating revenue increased fourfold to more than 50 billion yuan, when Zong Qinghou proposed to &#8220;create a new Wahaha&#8221; and strive to achieve annual sales revenue of 100 billion yuan within three years. However, by 2013, Wahaha&#8217;s operating income reached its peak of 78.28 billion yuan, and then basically hovered in the range of 45 billion to 50 billion yuan. Although Wahaha&#8217;s operating income is still firmly in the forefront in China, it is a little far from its peak.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Key word three: co-marketing<\/h4>\n\n\n\n<p>Wahaha was once regarded as the representative of the national beverage, decades ago, when logistics was not so developed and smooth, Wahaha almost spread across the national market. To this day, this is still an amazing phenomenon in the FMCG industry. Ding Lei, the former richest man online, also asked Zong for advice, &#8220;How to sell Wahaha to the whole country.&#8221;<\/p>\n\n\n\n<p>This has to mention the unique distribution system founded by Zong Qinghou in 1994 &#8211; &#8220;joint marketing&#8221;. This system jumps out of the traditional &#8220;delivery &#8211; sales &#8211; payment&#8221; path of the FMCG industry, through the &#8220;first payment after delivery&#8221;, &#8220;I am responsible for the goods that can not be sold&#8221; and &#8220;year-end rebate&#8221;, the enterprise and the dealer are deeply bound into the community of interests.<\/p>\n\n\n\n<p>The core of co-marketing is that manufacturers and sellers realize risk sharing and benefit sharing, which greatly mobilizes the enthusiasm of dealers, and this model is even regarded as a classic business case by Harvard Business School in the United States.<\/p>\n\n\n\n<p>&#8220;It can become a big product in a few months, the advertising is blasting, the channel is paved, and the market will definitely open.&#8221; Zong Qinghou in the interview, once mentioned the important role of channels. With the help of the affiliate, Wahaha&#8217;s revenue surged to 78.3 billion yuan in 2013. That year, Zong Qinghou was ranked the richest Chinese by Forbes with a fortune of $11.6 billion.<\/p>\n\n\n\n<p>Wahaha is good at presenting itself to the capillary-level market of towns and villages, but with the acceleration of urbanization and the flow of population to cities, Zong Qinghou also keenly found that the industry has changed. In an interview with the media, he said, &#8220;Now it is starting to reverse, the population is concentrated in the city, and the product will penetrate into the countryside after the city accepts it.&#8221; We need to do something in the first &#8211; and second-tier markets.&#8221; But now, how to do a good job in the first and second tier of the market task can only be completed by Zong Fuli.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Key word four: Succession<\/h4>\n\n\n\n<p>Zong Fuli (Kelly) is the only daughter of Zong Qinghou, who grew up with Wahaha, and was affectionately called &#8220;Big Miss&#8221; by the old employees of Wahaha. In Zong Fuli&#8217;s childhood memory, she was not only in school, but also in the small six-story gray building at No. 160 Qingtai Street, where Wahaha started its business.<\/p>\n\n\n\n<p>In junior high school, Zong Fuli went abroad to study, and in 2004 returned to participate in the daily work of Wahaha. In the first three years after returning to China, Zong Fuli has been practicing the production business. In 2007, Zong Fuli reached a tacit understanding with Zong Qinghou that &#8220;father does not ask, daughter does not ask for help&#8221;, and began to start an internal business to create Hongsheng Beverage Group. In three years, Hongsheng Beverage has completed the upstream and downstream industrial layout of beverage production, food source research and development, high-end equipment, printing and packaging. In 2016, Zong Fuli began to engage in brand development and launched high-end customized fruit and vegetable juice such as &#8220;KellyOne&#8221;.<\/p>\n\n\n\n<p>As an overseas returnee, Zong Fuli is used to others calling her Kelly, and she has both Zong Qinghou&#8217;s hands-on &#8220;workaholic&#8221; shadow and the straightness of a young generation of business leaders. In public there are a lot of &#8220;surprising&#8221; words, such as, &#8220;I prefer Nongfu Spring&#8221; and &#8220;Wang Leehom is too old&#8221; and so on. However, from the perspective of business development, Zong Qinghou has expressed his satisfaction with Zong Fuli&#8217;s work on many occasions.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>On October 11, 2019, in Hangzhou, Zong Qinghou celebrated his birthday in advance, and the father and daughter rarely shared the same picture.<\/p>\n\n\n\n<p>Succession is a tricky topic in China&#8217;s private sector, and Mr Zong&#8217;s hands-on approach has drawn attention to Wahaha&#8217;s succession. As early as 2019, Zong Qinghou said in an interview with Forbes China that he would hand over the baton to his daughter if she was willing to take over. If she does not, professional managers will be groomed to take over.<\/p>\n\n\n\n<p>In the 20 years since returning to China, Zong has experienced many positions in Wahaha, from the Management Committee of Xiaoshan No. 2 Base, Hongsheng Beverage Group, Import and Export Company to the brand public relations department, and finally became the vice chairman and general manager of the company at the end of 2021, responsible for daily work. It also means that Wahaha has entered the &#8220;Zong Fuli era&#8221;, although the appointment announcement that year still said that &#8220;Zong Fuli will work with the company&#8217;s chairman Zong Qinghou to inject evergreen vitality into Wahaha&#8217;s steady development.&#8221;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Key word five: Big parent<\/h4>\n\n\n\n<p>From the day he founded Wahaha to the last moment of his life, Zong Qinghou has always done it himself, and practiced his statement &#8211; &#8220;I want to do Wahaha to the end of my life.&#8221;<\/p>\n\n\n\n<p>As the patriarch of Wahaha, he is used to asking about big things and small things. It was not until 2016 that he was promoted to three deputy general managers. Before nearly 30 years, Zong Qinghou is both chairman and general manager, he is not worthy of secretary, not worthy of vice president. On social media, people often post photos of themselves running into Mr. Zong alone on a plane or train.<\/p>\n\n\n\n<p>Wahaha employees are also used to taking orders. An employee said, &#8220;Each new Wahaha product will make different sugar levels, so that Zong Qinghou can taste and make decisions.&#8221; If a decision is worth 10 points, the boss&#8217;s opinion is worth 5 points.&#8221;<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>In an interview, Mr Zong denied allegations of &#8220;dictatorial&#8221; management, saying it was &#8220;unrealistic&#8221;. At the same time, he believes that enterprises do not have a &#8220;dictatorship&#8221; can not be scattered.<\/p>\n\n\n\n<p>As the development of the enterprise changed, Zong Qinghou, who was used to doing things himself, also began to realize that it was necessary to slowly delegate power. &#8220;For so many years, they have relied on me, how I say and how they do, but now when it is big, it is impossible to take care of all aspects, to work independently, work creatively, and gradually delegate power, if you never ask them to do it, I will always do it myself, then I can&#8217;t do it.&#8221;<\/p>\n\n\n\n<p>But in fact, in more than 30 years at the helm of Wahaha, Zong Qinghou is difficult to completely let go, media reports said, &#8220;when he is in the office, he is the first to go to work, the last to leave, even in his 70s to visit the market research.&#8221;<\/p>\n\n\n\n<p>On another level, the patriarch presents a loving face to the staff. &#8220;Every New Year, from mid-level cadres to ordinary employees, we all get together to have dinner and give red envelopes, and the atmosphere is very good.&#8221; An employee told the media.<\/p>\n\n\n\n<p>Under the &#8220;family culture&#8221;, Zong Qinghou also regarded solving the housing problem of employees as an important task, not only providing employees with free dormitories covering all bases across the country, free water and electricity, but also implementing a stepped housing project covering all employees to solve the problem of settling down.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Key words six: listing<\/h4>\n\n\n\n<p>Nongfu Spring founder Zhong Shanshan quickly became the richest man in China after the spring went public. In its listing prospectus, Nongfu Mountain Spring detailed the competitive pattern of the top 10 soft drinks market in China in 2019, of which the first place A is a beverage company founded in the United States in 1982, the second place B is an unlisted company founded in Hangzhou, China in 1987, and the size of Nongfu Mountain Spring ranks fourth. According to relevant information, the market speculates that the second place is Wahaha.<\/p>\n\n\n\n<p>According to the &#8220;2023 Top 500 Private Enterprises in China&#8221; list released by the All-China Federation of Industry and Commerce, Wahaha&#8217;s sales in 2022 reached 51.2 billion yuan. In 2022, the total revenue of Nongfu Spring is about 33.239 billion yuan. When will Wahaha go public? This is an issue that has been discussed for decades.<\/p>\n\n\n\n<p>In fact, Wahaha has been listed very early. But it&#8217;s been five years, all sorts of twists and turns. In 1997, the CSRC gave feedback on Wahaha&#8217;s listing materials, including 53 questions in seven categories, including unauthorized expansion of the scope of internal employee stock subscription, unclear main business, and so on. After that, Zong Qinghou&#8217;s attitude of &#8220;not listing&#8221; was extremely firm.<\/p>\n\n\n\n<p>However, with Zong Fuli gradually involved in daily work, Wahaha gradually loosened the listing issue.<\/p>\n\n\n\n<p>In 2017, Zong&#8217;s cash offer to buy chinext company China Confectionery (08182.HK) lapsed, and a company statement later said it was &#8220;deeply regrettable&#8221; but called it &#8220;a positive and constructive exploration&#8221;. In November 2017, at Wahaha&#8217;s 30th anniversary celebration, Zong Qinghou said for the first time that the listing can accelerate the development of the company, and Wahaha will consider listing at an appropriate time.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>In 2018, Wahaha once reported that the company would go public, and employees were told that the listed entity could not exceed 200 shareholders according to relevant regulations. At that time, the company negotiated with the employees, and the employees voluntarily gave up the proof of investment and shareholding rights and interests, and the company would give 2.6 times compensation. However, no further progress was made. Now it&#8217;s Zong Fuli&#8217;s turn to solve the problem.<\/p>\n\n\n\n<p>Under the care of her father Zong Qinghou, Zong Fuli has practiced in Wahaha for 24 years, &#8220;Zong Fuli&#8217;s performance in Wahaha Group can score 90 points&#8221;, how can she promote the next stage of Wahaha&#8217;s development with a high score?<\/p>\n\n\n\n<p>Zong can no longer accompany his daughter, but he already anticipates a wahaha that is about to change. 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