In the eyes of ordinary people, it seems that there has always been only one Robust, that is, Zhongshan Robust Health Products Co., Ltd., which has carefully cultivated "Robust" into a famous brand by producing Robust milk yogurt. But in fact, Guangzhou Robust Industrial Company (hereinafter referred to as Guangzhou Robust) has always existed silently, and only because Guangzhou Robust Industrial Company created the name "Robust", it has always held the priceless "Robust" title. "Robust" brand, Zhongshan eventually collected tens of millions of yuan in high-priced royalties. The two Robust companies are like the biological father and adoptive father of "Robust". There are laughter, tears and confrontation between them. There is also cooperation; there is ruthless attack, and there is also strong human kindness. To explore the mystery, we have to start with the "Sun God" in 1981.
In the late 1980s and early 1990s, China's health care products market reached its first climax in Guangdong. The protagonists at that time were: Huai Hanxin (founder of Taiyang God), Fang Shi (Le Baishi founder), Jia Xiaoqing (Natural Drink founder). For the first time in China, the Sun God comprehensively introduced corporate image design. At that time, the sun was rising and it was aggressive. However, due to internal reasons, another group of early Sun God entrepreneurs soon branched off to set up their own business. They need a good name comparable to "Sun God". Just like young parents naming their future babies, they rack their brains and look through dictionaries. Finally, "Robust" was devised, a name that was very catchy, full of foreign flavor, and full of festive flavor. It was a combination of Chinese and Western names. This name made everyone fall in love with it at once. The name has been decided, and Robust founder Fang Shi teamed up with Guangzhou Boiler Factory to establish Guangzhou Robust Industrial Company.
At the same time, He Boquan, a 28-year-old young man from Xiaolan Town, Zhongshan City, was also ordered by the town government to invest in and set up a factory. He Boquan had worked as a farmer, worker, salesperson, teacher, and government cadre. At that time, he had just been appointed deputy director of the town pharmaceutical factory. It is hoped that young people can make a difference. The town government will hand over 950,000 yuan to He Boquan and let him start a new business in order to create new miracles for the town's economy. He Boquan stood on a new stage in his life. He had nothing but 950,000 yuan and a few partners. After some weighing, he fell in love with the booming health care products market at the time.
Although Guangzhou Robust has a good name, the entrepreneurs know very well that a good name cannot support a good business. Even for Helios, the success factor does not lie solely in its corporate image. At this time, Robust was really unable to compete with the Sun God, and they needed allies.
Opportunity brings He Boquan and Robust together. Under this background, Guangzhou Robust and Xiaolan Town Industrial Corporation jointly established Zhongshan Robust Health Products Co., Ltd., with He Boquan as general manager. Guangzhou Robust invested 1/3 of the shares with the Robust brand licensing rights and capital of 200,000 yuan. After one year of cooperation, in order to fully dominate the development of the company, Xiaolan Town decided to buy out 1/3 of the shares held by Guangzhou Robust. After negotiation, the discount of this part of the shares was 3.8 million yuan. From then on, He Boquan fully took control of the operation and management of Zhongshan Robust. However, the ownership of the "Robust" trademark is still in the hands of Guangzhou Robust Company. He Boquan and "Robust" have the right to use the trademark in the field of dairy products for a period of 10 years, from 1990 to 1999, for a full 90 years. In the 1990s, He Boquan was like the "adoptive father" of "Robust". He adopted "Robust" from his "biological father" and carefully cultivated it, hoping that it would grow up to be successful.
Robust. The company is growing too fast. The growth rate of almost doubling every year is surprising and disturbing, because Zhongshan Robust, which has made the greatest contribution to this brand, does not own the brand.
He Boquan loved the "Robust" trademark so much from the beginning that he never thought about actually creating his own brand. With the development and growth of Zhongshan Robust Company, "Robust" has become He Boquan's A large part of his career and even his emotions, these three words were soaked in his hard work and sweat. At that time, he had no money to advertise, so every time he went to a city, he and his friends bought big red paper and wrote it on a banner: "Warm congratulations to Le Bai." "Brother's milk is put on the market!" was posted all over the city in one night. He Boquan had written this name countless times, how could he give up so easily!
Guangzhou Robust can not only produce it by itself" "Robust milk", you can also rent this brand to others to produce "Robust milk".
Time turned to 1992, and the annual output value of Zhongshan "Robust" had reached 80 million yuan. He Boquan had to think of a way out for the company he was in charge of; a few years later, if the "Robust" brand could not be used, it would What to do? Zhongshan Robust must have its own brand.
“Today is the dividing point between history and the future, and the end of today is the beginning of a new today.” He Boquan is very satisfied with the “Today” trademark that he personally collected from Peking University. The special connotation of "today" also reflects He Boquan's complicated feelings towards "Robust". He still cherished "Robust", but had to let it gradually fade away from his career, and went all out to promote "Today".
In 1992, Zhongshan Robust Health Crystal Co., Ltd. was renamed Guangdong Today Group, but Robust milk is still the group's leading product. In order to promote "Today" as quickly as possible, He Boquan recruited a PhD in advertising and united a group of advertising people. His publicity offensive reached its peak in 1994. "Mythical figure" Ma Junren came into He Boquan's field of vision. At that time, China's largest intellectual property transaction record was born: Ma Junren transferred "Ma's Nutritional Formula" to Today Group for a huge transfer fee of 10 million yuan. Today, the group then auctioned the marketing rights of "Life Nuclear Energy" produced by "Ma's Nutritional Formula" across the country, and received a payment of 18 million yuan. In the continuous hype, the popularity of "Today" has risen rapidly, and "Life Nuclear Energy" can compete with "Robust".
The sage said: "It is up to man to plan things, and it is up to Heaven to make things happen." In 1995, "Life Nuclear Energy" was about to launch a large-scale attack, but it encountered a collapse of the national health care product market. This year, Ma Junren also separated from his disciples on bad terms and fell into a low ebb. "Life nuclear energy" failed to trigger a chain reaction, let alone hold up "today" alone. On the contrary, Robust milk during this period was still prosperous and continued to hold the title of No. 1 sales of lactic acid products in the country. At this time, He Boquan's heart was full of contradictions: here, "Life Nuclear Energy" had no intention of planting flowers, but there, "Robust" had no intention of planting willows. It seems that He Boquan is destined to be destined to be "Robust" in this life. This emotional connection may hold as much weight in his heart as the impact of interests on him. "Life nuclear energy" cannot replace "Robust", and "today" cannot replace "Robust". Nothing in this world can cut off He Boquan's "family affection" for "Robust", he must have it.
In 1996, He Boquan offered a high price of 15 million yuan to Guangzhou Robust to obtain full ownership of the "Robust" trademark in dairy products. Guangzhou Robust, which was in decline at the time, quickly accepted the price. From then on, it could no longer authorize others or produce "Robust milk" by itself. "Robust milk" was officially "adopted" to He Boquan.
Guangzhou Robust, which withdrew from the dairy market, had another leading product at that time: Robust mineral water. Although water and milk each have their own owners, water is also selling well thanks to the power of the "Robust" brand. For a while, the two sides seemed to be in peace, but half a year later, an unexpected episode occurred.
In the summer of 1996, Robust mineral water suffered a heavy blow in its main market, Hubei. Many counterfeit products with the name Robust are actually "mineral water" poured in from tap water pipes, which makes the PLA soldiers who are fighting floods and rescue operations upset. However, the weak Guangzhou Robust is unable to cope with this situation. After media exposure. The reputation of "Robust" has plummeted, and the image of water has affected the company. Guangzhou Robust is blamed on Zhongshan Robust, and many public opinions have pointed the finger at Zhongshan Robust. After all, not many people know that this "Robust" is not that "Robust".
He Boquan is determined to wage a final war against the "biological father" of "Robust" who has failed to live up to expectations. He wants to fully acquire Guangzhou Robust. But Guangzhou Robust was unwilling to give in and still had room for resistance.
A surprising scene occurred in Hong Kong. The two main rivals in China's children's nutritional and health care products market - He Boquan of Zhongshan Robust and Zong Qinghou of Hangzhou Wahaha Group held a quiet meeting. . At that time, "Wahaha" was fighting "Robust" on two fronts: in terms of milk, it was with Zhongshan Robust, and in terms of water, it was with Guangzhou Robust. He Boquan hoped to use Zong Qinghou's hand to attack Guangzhou Robust in the bottled water field, making it unable to resist, so that he could successfully acquire it. And Zong Qinghou has just seen a "bright" prospect: Wahaha will become the "leading boss" of China's bottled water without this strong enemy. Everyone will gain something and everyone will be happy.
Soon, a large number of low-priced authentic Wahaha pure water appeared in Wuhan. Robust mineral water, whose reputation had been seriously damaged, was completely withdrawn. Guangzhou Robust faced an existential crisis and had no room for bargaining with He Boquan. Therefore, in March 1997, Guangdong Today Group (ie Zhongshan Robust Company) signed a document with Guangzhou Robust Company, which had plummeted in the market, and Today Group completely acquired Guangzhou Robust Company.
What Zong Qinghou didn't expect was that He Boquan, who had completed the great cause of "brand unification", quickly entered the bottled water market, investing 200 million yuan to introduce the world's most advanced equipment to produce "real" Lebai brand's purified water and successfully returned to the Wuhan market.
He Boquan is undoubtedly a business master, but the seemingly failed "Father of Robust" - Guangzhou Robust is not a loser. They invested 200,000 yuan in Zhongshan Robust and the "Robust" brand, which is now worth 3 billion yuan, and finally got back tens of millions of yuan. The real value of the founder of Robust is that he came up with the name "Robust".
In the late 1980s and early 1990s, China's health care products market reached its first climax in Guangdong. The protagonists at that time were: Huai Hanxin (founder of Taiyang God), Fang Shi (Le Baishi founder), Jia Xiaoqing (Natural Drink founder). For the first time in China, the Sun God comprehensively introduced corporate image design. At that time, the sun was rising and it was aggressive. However, due to internal reasons, another group of early Sun God entrepreneurs soon branched off to set up their own business. They need a good name comparable to "Sun God". Just like young parents naming their future babies, they rack their brains and look through dictionaries. Finally, "Robust" was devised, a name that was very catchy, full of foreign flavor, and full of festive flavor. It was a combination of Chinese and Western names. This name made everyone fall in love with it at once. The name has been decided, and Robust founder Fang Shi teamed up with Guangzhou Boiler Factory to establish Guangzhou Robust Industrial Company.
At the same time, He Boquan, a 28-year-old young man from Xiaolan Town, Zhongshan City, was also ordered by the town government to invest in and set up a factory. He Boquan had worked as a farmer, worker, salesperson, teacher, and government cadre. At that time, he had just been appointed deputy director of the town pharmaceutical factory. It is hoped that young people can make a difference. The town government will hand over 950,000 yuan to He Boquan and let him start a new business in order to create new miracles for the town's economy. He Boquan stood on a new stage in his life. He had nothing but 950,000 yuan and a few partners. After some weighing, he fell in love with the booming health care products market at the time.
Although Guangzhou Robust has a good name, the entrepreneurs know that a good name cannot support a good company. Even for Helios, the success factor does not lie solely in its corporate image. At this time, Robust was really unable to compete with the Sun God, and they needed allies.
Opportunity brings He Boquan and Robust together. Under this background, Guangzhou Robust and Xiaolan Town Industrial Corporation jointly established Zhongshan Robust Health Products Co., Ltd., with He Boquan as general manager. Guangzhou Robust invested 1/3 of the shares with the Robust brand licensing rights and capital of 200,000 yuan. After one year of cooperation, in order to fully dominate the development of the company, Xiaolan Town decided to buy out 1/3 of the shares held by Guangzhou Robust. After negotiation, the discount of this part of the shares was 3.8 million yuan. From then on, He Boquan fully took control of the operation and management of Zhongshan Robust. However, the ownership of the "Robust" trademark is still in the hands of Guangzhou Robust Company. He Boquan and "Robust" have the right to use the trademark in the field of dairy products for a period of 10 years, from 1990 to 1999, for a full 90 years. In the 1970s, He Boquan was like the "adoptive father" of "Robust". He adopted "Robust" from his "biological father" and carefully cultivated it, hoping that it would grow up to be successful.
Robust. The company is growing so fast, almost doubling every year, that is both surprising and disturbing, because Zhongshan Robust, which has made the greatest contribution to the brand, does not own the brand.
He Boquan loved the "Robust" trademark so much from the beginning that he never thought about actually creating his own brand. With the development and growth of Zhongshan Robust Company, "Robust" has become He Boquan's A large part of his career and even his emotions, these three words were soaked in his hard work and sweat. At that time, he had no money to advertise, so every time he went to a city, he and his friends bought big red paper and wrote it on a banner: "Warm congratulations to Le Bai." Put your milk on the market!" plastered across the city in one night.
How could He Boquan give up on this name he has written countless times!
Guangzhou Robust not only can produce "Robust milk" by itself, but can also rent this brand to others to produce "Robust milk" Bai's milk". Time turned to 1992, the annual output value of Zhongshan "Robust" had reached 80 million yuan, and He Boquan had to think of a way out for the company he was in charge of; a few years later, if the "Robust" brand could not be used, it would What to do? Zhongshan Robust must have its own brand.
“Today is the dividing point between history and the future, and the end of today is the beginning of a new today.” He Boquan is very satisfied with the “Today” trademark that he personally collected from Peking University. The special connotation of "today" also reflects He Boquan's complicated feelings towards "Robust". He still cherished "Robust", but had to let it gradually fade away from his career, and went all out to promote "Today".
In 1992, Zhongshan Robust Health Crystal Co., Ltd. was renamed Guangdong Today Group, but Robust milk is still the group's leading product. In order to promote "Today" as quickly as possible, He Boquan recruited a PhD in advertising and united a group of advertising people. His publicity offensive reached its peak in 1994. "Mythical figure" Ma Junren came into He Boquan's field of vision. At that time, China's largest intellectual property transaction record was born: Ma Junren transferred "Ma's Nutritional Formula" to Today Group for a huge transfer fee of 10 million yuan. Today, the group then auctioned the marketing rights of "Life Nuclear Energy" produced by "Mars Nutritional Formula" across the country, and received a payment of 18 million yuan. In the continuous hype, the popularity of "Today" has risen rapidly, and "Life Nuclear Energy" can compete with "Robust".
The sage said: "It is up to man to plan things, and it is up to Heaven to make things happen." In 1995, "Life Nuclear Energy" was about to launch a large-scale attack, but it encountered a collapse of the national health care product market. This year, Ma Junren also separated from his disciples on bad terms and fell into a low ebb. "Life nuclear energy" failed to trigger a chain reaction, let alone hold up "today" alone. On the contrary, Robust milk during this period was still prosperous and continued to hold the title of No. 1 sales of lactic acid products in the country. At this time, He Boquan's heart was full of contradictions: here, "Life Nuclear Energy" had no intention of planting flowers, but there, "Robust" had no intention of planting willows. It seems that He Boquan is destined to be destined to be "Robust" in this life. This emotional connection may hold as much weight in his heart as the impact of interests on him. "Life nuclear energy" cannot replace "Robust", and "today" cannot replace "Robust". Nothing in this world can cut off He Boquan's "family affection" for "Robust", he must have it.
In 1996, He Boquan offered a high price of 15 million yuan to Guangzhou Robust to obtain full ownership of the "Robust" trademark in dairy products. Guangzhou Robust, which was in decline at the time, quickly accepted the price. From then on, it could no longer authorize others or produce "Robust milk" by itself. "Robust milk" was officially "adopted" to He Boquan.
Guangzhou Robust, which withdrew from the dairy market, had another leading product at that time: Robust mineral water. Although water and milk each have their own owners, water is also selling well thanks to the power of the "Robust" brand. For a while, the two sides seemed to be in peace, but half a year later, an unexpected episode occurred.
In the summer of 1996, Robust mineral water suffered a heavy blow in its main market, Hubei. Many counterfeit products with the name Robust are actually "mineral water" poured in from tap water pipes, which makes the PLA soldiers who are fighting floods and rescue operations upset. However, the weak Guangzhou Robust is unable to cope with this situation. After media exposure. The reputation of "Robust" has plummeted, and the image of water has affected the company. Guangzhou Robust is blamed on Zhongshan Robust, and many public opinions have pointed the finger at Zhongshan Robust. After all, not many people know that this "Robust" is not that "Robust".
He Boquan is determined to wage a final war against the "biological father" of "Robust" who has failed to live up to expectations. He wants to fully acquire Guangzhou Robust. But Guangzhou Robust was unwilling to give in and still had room to resist.
A surprising scene occurred in Hong Kong. The two main rivals in China's children's nutritional and health care products market - He Boquan of Zhongshan Robust and Zong Qinghou of Hangzhou Wahaha Group held a quiet meeting. . At that time, "Wahaha" was fighting "Robust" on two fronts: in terms of milk, it was with Zhongshan Robust, and in terms of water, it was with Guangzhou Robust.
He Boquan hoped to use Zong Qinghou to attack Guangzhou Robust in the bottled water field, making it unable to resist, so that he could successfully acquire it. And Zong Qinghou has just seen a "bright" prospect: Wahaha will become the "leading boss" of China's bottled water without this strong enemy. Everyone will gain something and everyone will be happy. Soon, a large number of low-priced authentic Wahaha pure water appeared in Wuhan. Robust mineral water, whose reputation had been seriously damaged, was completely withdrawn. Guangzhou Robust faced an existential crisis and had no room for bargaining with He Boquan. Therefore, in March 1997, Guangdong Today Group (ie Zhongshan Robust Company) signed a document with Guangzhou Robust Company, which had plummeted in the market, and Today Group completely acquired Guangzhou Robust Company.
What Zong Qinghou didn't expect was that He Boquan, who had completed the great cause of "brand unification", quickly entered the bottled water market, investing 200 million yuan to introduce the world's most advanced equipment to produce "real" Lebai brand's pure water and successfully returned to the Wuhan market.
He Boquan is undoubtedly a business master, but the seemingly failed "Father of Robust" - Guangzhou Robust is not a loser. They invested 200,000 yuan in Zhongshan Robust and the "Robust" brand, which is now worth 3 billion yuan, and finally got back tens of millions of yuan. The real value of the founder of Robust is that he came up with the name "Robust".