202 1 12, Fuli Zong became the vice chairman and general manager of Wahaha, which was unexpected and reasonable. The accident is because Zong Houqing once said that Wahaha may not be handed over to Fuli Zong, and Miss Zong Da's "performance" and "reputation" in recent years seem to be somewhat capricious. Zong boss's slightly vague statement makes the people who eat melons more curious; The rationality lies in that Fuli Zong's promotion path in recent years is to train successors.
Since he became the general manager of Wahaha for nearly a quarter, some people who were not optimistic about Fuli Zong have changed their minds, thinking that Wahaha's Fuli Zong era is full of interesting things, and a new Wahaha is being established.
Previously, in the description of the industry and the media, Zong Houqing was a person who would control all aspects of Wahaha. He has no vice president and needs his personal approval to buy a broom. Even so, Zong said: It may be a state when Wahaha just started, and he had to do everything by himself to bring Wahaha out of the quagmire of bankruptcy. But no matter how Zong refutes the rumor, everyone is more willing to believe that this controlling person is the real patriarch.
When Fuli Zong became the general manager of Wahaha, many people doubted that Zong Houqing would monopolize the power and Fuli Zong would continue to "train" the post of general manager. However, the "old people" in Wahaha said: this time, the boss of Zong was very decentralized and gave it to Miss Zong, completely letting go. Even the insiders didn't believe it, but it happened.
In the first half of Fuli Zong's tenure as general manager, some criticisms of Wahaha were still circulating, saying that Fuli Zong was cleaning the elderly in Wahaha. First, the bonus assessment has changed, but everyone's performance has been well completed and they can continue to work firmly. Therefore, Fuli Zong intensified its efforts and changed to not pay commission. The old employees are complaining, and what they seem to be waiting for is to give up their position.
In this case, Fuli Zong took over. The old people thought the end was coming, but it turned out to be a big reversal. Miss Zongda is not only not as bad as they think, but also takes care of old employees like spring breeze. An old Wahaha employee who left the company said: "It used to be extremely harsh, but now it is tolerant.
In fact, the great changes in people's views on Fuli Zong are related to its geographical location. Just as she replaced Wang Leehom with Han, she was once criticized for not being nostalgic, but after the "landslide" in Wang Leehom, everyone praised her for her foresight. Fuli Zong is still the same Fuli Zong, and his actions may not change much, but the difference lies in his "position".
Whether it is the head of Hongsheng Group or the public relations minister of Wahaha, these two positions actually need to be done well in their own departments. It can even be said that what she needs to do is how to make Wahaha "younger". Wahaha's principle is not to dismiss employees, and even some employees made mistakes in this position and just transferred to another position. This shows the humanity of Wahaha, but it does hinder the young pace of Wahaha.
When Fuli Zong tries to push KellyOne or other changes in the public relations department, it needs young and new ideas. For employees who have worked in Wahaha for ten or twenty years, some can't keep up with the requirements. Therefore, Fuli Zong's solution is to change a group of new people. And her behavior is naturally extreme and unreasonable in the eyes of "old employees".
Let me give you an example. I have a friend who has been an assistant in an enterprise for nearly 30 years. It's still the boss's personal communication invitation. Moreover, he also feels that he is God's chosen person and the most suitable person to change this enterprise. The result was less than a year. Is it clear from passion to anger to adapting to work? Yes or no, different positions, different views. Any outside imagination is empty talk. Only by truly entering this enterprise can we know that change is not powerless, but from a higher angle.
For any enterprise that has existed for more than 20 years, it is like a high-speed Mercedes-Benz train. If you look outside, it's rusty and may derail at any time, but if you stop to repair it, it's a real crash. For such a car, it's really not just the front of the car that can be replaced: that is to say, it must be repaired occasionally.
It's easy to make suggestions, but it doesn't have to be solved. For example, Fuli Zong held a ministerial meeting after becoming the general manager, and also asked for everyone's views on Wahaha. Everyone says that Wahaha's current predicament is because the price is basically around 4 yuan. One problem that can't be mentioned is that the bottle is old and needs a new mold. However, even the person in charge of the relevant specialty only said that the mold should be changed, but did not calculate the asset value of the old mold in Wahaha, how to deal with the old mold and how to realize it.
Asking questions is eye-catching, but what is lacking is concrete implementation. In Fuli Zong's words, execution is not working overtime to 12 every day, but really solving problems.
When you are the general manager, you need not only the eye of a certain point, but also the overall control.
On June 5438+10 this year, Fuli Zong announced a long-term goal of Wahaha at the Wahaha 202 1 year-end conference-to make Wahaha a fortune 500 enterprise in the next decade. Wahaha's small goal in 2022 is that the overall profit will increase above 10%, and the profit lies not in saving but in open source.
Of course, in addition to putting forward the goal, Fuli Zong also took the lead in reflecting on the lost opportunities of Wahaha in recent years. Wahaha once had more than 100 million dealers in Northeast China. At present, there are only more than 400 dealers with10 million or more in China. Over the years, the enterprise has not trained the professional talents of Shangchao, and even the market share of Zhejiang, the base camp, is insufficient. Compared with Nongfu Spring, the transportation fee can be controlled at 12%- 13%, while Wahaha is 16%.
We look at Wahaha's products in recent years. 25 years ago, Wahaha was synonymous with children's drinks and milk drinks. Later, in order to get rid of this positioning, Wahaha began to promote different kinds of products, but the shadow is still children's drinks and milk drinks. Once, Wahaha purified water could help Wahaha get out of such a product dilemma. After the AD calcium milk fire, Wahaha began to re-create some former products, such as colorful nutrition express. Before that, no matter how Wahaha explained it, everyone thought that beer and tea were Gowasu. Then this year, we re-created very cola national fashion clothes.
In fact, Nongfu Spring will also produce some old products to build new ones in recent years. Wahaha is because of the fire of AD calcium milk, and Nongfu Spring is screaming red because of oriental leaves. In recent years, milk tea and steam tea have also been repackaged. Compared with the sales of Nongfu Spring on the water, Wahaha is more prominent in the beverage category. Even if Wahaha does not reach 1000 billion, or even far below the 67.8 billion of 20 1 1, Wahaha's sales now far exceed the existence of Nongfu Spring, and Wahaha's profits are quite good.
Nongfu Spring has not been very successful in promoting new products in recent years. But everyone's impression of Nongfu Spring is young, while Wahaha's impression is that the brand is aging.
What is the difference? One is the sales style of Nongfu Spring. We say that the new products of Nongfu Spring are very successful, and the extended scenes of 3 yuan Changbai Snow, Old Age Water (Lithium Water), Pregnant Women Water and Student Water are even less successful. However, the water consumption of Nongfu Spring in large package 5L and catering channels is increasing. In order to seize the terminal freezer, Nongfu Spring launched a multi-door freezer. It has formed an impact on other competing products.
The innovation of an enterprise lies not only in pushing a successful new product every year, but also in the change of sales scene, the expansion and development of channels, the preemption of terminals and so on. These are all innovations.
In terms of sales strategy, Nongfu Spring is changeable, and it has found its own way and method, which is also learned and recognized by all parties. At this point, Wahaha's sales strategy has not changed much, and it is still deeply bound with dealers. I feel that Wahaha's control over the channel is not strong, which leads to the confusion of Wahaha's target price, which has spread to dealers, and there is no communication system of terminals, supermarkets, special links and community channels.
Another advantage of Nongfu Spring is "listing". Not to say that listing is necessarily good for enterprises, but listing has improved the reputation of Nongfu Spring and made its boss Zhong Shanshan the richest man. Previously, Zong was also the richest man, which is not the real difference between the two companies. But listing seems to be the best way for Wahaha to achieve the goal of the world's top 500 in the next decade.
After the listing of Nongfu Spring, there are a lot of resources to serve sesame shops and deliver water home, and there are more resources to expand other projects. The benefits of Wahaha after listing can also be imagined, such as the expansion of sales staff, the control of channels, and the iteration of personnel and products.
Zong has always stressed that Wahaha is not listed, but for me, she tried to buy China Candy, a Hong Kong stock, which was regarded as a backdoor listing, although the ending was not good. Now, Fuli Zong has taken over, and the company plans to enter the world's top 500 in ten years. It's time to talk about "listing" again.
In any case, most people are still full of hope for the future of Fuli Zong and Wahaha. ...