However, unlike Tianjin Quanjian, which is engaged in counterfeit drugs and pyramid schemes, Tomson Bianjian founded by Liang Yunchao is a formal health food enterprise. He doesn't want others to say that Tomson Bianjian is a health care product. He has always positioned his brand as a dietary supplement.
Give up the iron rice bowl of state-owned enterprises
Travel in private enterprises.
Liang Yunchao, born in 1969, has excellent academic performance. Graduated from Zhongnan University of Finance and Economics with a bachelor's degree, and then admitted to Sun Yat-sen University with a master's degree in business administration.
199 1, assigned to a state-owned enterprise in Guangdong after graduation. However, it was not long before he gave up this enviable "iron rice bowl".
At that time, the upsurge of market economy attracted his attention, and he chose to join the private health care product enterprise "Sun God". At this time, Sun Shen was in a glorious period, with an annual revenue of1300 million yuan, which was one of the most dazzling private enterprises at that time.
During the years when Liang Yunchao joined Sun God, he experienced the golden age of Sun God and was promoted quickly. He served as the head of Jiangsu market and Shanghai branch successively.
Since the successful listing of Guangdong Sun God Group, the health care industry was once regarded as "the most profitable industry", and many enterprises flocked to it. The market is full of slogans such as "curing diseases, health care and getting well" and a series of chaos and turmoil such as "exaggerating propaganda", and crisis events occur frequently.
At this time, the sun god, who has just reached the peak, has just begun to diversify. The outbreak of the crisis of confidence and the turmoil in the industry have caused the sun god to decline rapidly.
1995, Liang Yunchao chose to resign and go out to start a business with some friends. The chosen industry is still health care products.
Early start-up is not ideal
Go to North America to discover new business opportunities.
In the last decade of the 20th century, the health care industry was mixed. Many enterprises engage in pyramid selling under the slogan of health care products, propagate fake medicines, and a serious crisis of trust has broken out, which doomed the road to entrepreneurship in Liang Yunchao to be full of hardships.
At the beginning of the business, in order to avoid competition with the old club, Liang Yunchao introduced health wine. However, the market effect was not ideal, and he returned to traditional health care products such as royal jelly. Despite several attempts, his business has not improved.
From 65438 to 0998, Liang Yunchao's company reached the most difficult moment. Several people went to Guangzhou with thousands of dollars to negotiate with a big client. Because the other party has repeatedly delayed the time, they have little left, "almost can't hold on." Liang Yunchao recalled. Although we got the contract at the last minute and maintained the operation of the next company, the whole project could not avoid failure.
Afterwards, Liang Yunchao concluded, "The whole competitive positioning and selection is wrong. There is no competitive advantage, work harder, because the direction is wrong. " "The development of our enterprise is like sailing in the sea. We must know where the direction is. "
Until 2002, Liang Yunchao finally reached a turning point. He discovered the concept of dietary nutrition in foreign health care industry and introduced it into China health care industry. Since then, he spent 700,000 yuan to buy a health care product company, which was later Tomson Bianjian.
Faced with this brand-new imported health care product, Liang Yunchao named it Dietary Nutritional Supplement (VDS), which created a brand-new concept of healthy food.
Liang Yunchao decided to jump out of the traditional medical and health care industry because the traditional medical and health care industry is mixed and faced with the crisis of public trust.
Conceptually, Liang Yunchao emphasized dietary nutrition supplement; As for the sales model, he gave up the direct sales model commonly used in health care industry, but chose the distribution model to stimulate the enthusiasm of dealers through high profit space.
This makes Tomson Bianjian completely break away from the traditional development model in health care industry, win the trust of dealers and consumers, and quickly develop into a leading brand of dietary supplements in China, with an annual sales volume of over 6,543,800+million bottles.
Heavy money marketing promotion
Build brand power
In 2006, Tomson Bianjian's operating income was only 66.85 million yuan, but in 2009 it exceeded 200 million yuan. During this period, Tomson Bianjian ushered in a period of rapid development, with a growth rate of over 80% for three consecutive years. However, Liang Yunchao is not satisfied with this. He focused his strategy on marketing and brand building.
In 20 10, Liang Yunchao invested heavily to hire Yao Ming as the brand image spokesperson of Tomson Bianjian, aiming to build Tomson Bianjian into a leading health care product enterprise that consumers can trust and influence.
At the same time, Liang Yunchao also made a more important decision-listing.
20 10, 12 On June 5th, Liang Yunchao officially led Tomson Bianjian to be listed on the Growth Enterprise Market, which was called "the first domestic dietary supplement". The issue price of 1 10 yuan per share set a new record for the issue price since the opening of the GEM, and became the first high-priced stock on the GEM at that time.
Listing gave Tomson Bianjian more funds to expand its business and promoted the rapid development of the company.
Tomson Bianjian's 20 1 1 annual report shows that the company's operating income reached 658 million yuan, and the 20 12 semi-annual report shows that Tomson Bianjian achieved operating income of 528 million yuan.
The successful listing of Tomson Bianjian also made Liang Yunchao's net worth soar. In 20 12, on the occasion of the third anniversary of the official opening of the Growth Enterprise Market, Liang Yunchao topped the list of the richest people on the Growth Enterprise Market with a wealth of 7.536 billion yuan, hence the name "the richest man on the Growth Enterprise Market".
Ten years after listing, Liang Yunchao led Tomson Bianjian to expand its territory. By 2020, Tomson Bianjian will become the first brand in the domestic health care industry.
At the same time, Liang Yunchao's wealth is also increasing.
As of March 29th, Tomson Bianjian's total market value is about 43.3 billion yuan, and it is firmly in the leading position of domestic health care products. Liang Yunchao holds 44.95% shares of Tomson Bianjian, worth nearly 20 billion yuan.
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Xu Gongzi decrypts the rich:
First, highly educated talents.
Second, the law of ten thousand hours. Before starting a business, I worked as an executive in Sun God and learned a lot about starting a business.
Third, the tuyere.