Related events in Chen Hongdao

According to the contract signed between GPHL and Hongdao in 2000, Hongdao Group's lease of the trademark "Wang Lao Ji" expired on 20 10. During 2000-20 10, the annual trademark use fee paid by Jiaduobao to GPHL increased from 4.5 million yuan to 5.06 million yuan.

From 2002 to 2003, the two parties signed two supplementary agreements to extend the lease term of the trademark to 20 13 and 2020 respectively. However, Jiaduobao's annual trademark use fee for Guangyao will only be 5.37 million yuan even by 2020.

Subsequently, GPHL proposed that the background of signing the two supplementary agreements was that Li Yimin, then general manager of GPHL, accepted a bribe of HK$ 3 million from Chen Hongdao, which made the trademark of Wang Laoji "seriously cheap". Therefore, the latter two agreements are invalid.

In 2004, Li Yimin committed a bribery case. On June 5438+ 10, 2005, Chen Hongdao was arrested and brought to justice by the Guangdong Public Security Frontier Department. June 65438+September of that month, Chen Hongdao was released on bail pending trial but absconded, and has not yet been brought to justice. According to an insider who has dealt with Chen Hongdao, Chen Hongdao was born in Chang 'an Town, Dongguan, Guangdong. He is now in his forties and went to Hong Kong in his early years. Although he is a rich man now, his daily means of transportation are only two Toyota Alpha commercial vehicles that are unremarkable in Hong Kong. "He is a devout Buddhist and has a deep study of Buddhism." Chen Hongdao, who is not good at appearing in public, has attended some occasions to preach Buddhism and do good deeds, and is known as a "Buddhist businessman" in Chen Hongdao.

"Saving the world is the ancestral training set by Wang Laoji, the ancestor of herbal tea, more than 80 years ago." A person from the Jiaduobao Group said, "The group donated 100 million yuan based on the compassion of Buddhism, fulfilling the social responsibility of a corporate citizen, and sincerely hoping to help the affected people."

Chen Hongdao believes in Buddhism and is a famous philanthropist in Hong Kong. It is said that in the management of Jiaduobao Group, Chen Hongdao is very harmonious and never takes the initiative to dismiss managers. Even if the managers are incompetent, they will be transferred to unimportant departments at most, not afraid of being fired. He even asked the management team to eat bread and drink milk every morning and climb mountains on weekends. In the early morning of May 17, 2008, Chen Hongdao, Chairman of Jiaduobao Group, invited several senior executives to Hong Kong for morning tea. In such a relaxed atmosphere, Boss Chen made an amazing decision: its subsidiary, Wang Laoji Herbal Tea, donated 654.38 billion yuan to the Sichuan earthquake-stricken area!

/kloc-On the evening of May, 2008, at the "Love Dedication-2008 Earthquake Relief Fundraising Party" held by CCTV, Mr. Yang, the vice president of Wang Laoji brand, solemnly donated 654.38 billion yuan for Sichuan earthquake relief on behalf of the enterprise, winning bursts of applause. Mr. Yang said, "At this moment, every employee of Jiaduobao Group and Wang Laoji, like me, sincerely prayed for the people in the disaster area and hoped that they would get rid of their suffering as soon as possible."

For a time, Wang Lao Ji became the hottest term in major forums on the Internet. However, Chen Hongdao, the owner of this enterprise that sells Wang Laoji canned herbal tea drinks, is very low-key and has almost no public information. So that netizens think it is inconceivable to compare him with Wang Yongqing, Li Ka-shing, Run Run Shaw and other business giants in this donation.

The night after the donation, a well-known online forum in China appeared with the title "Let Wang Laoji disappear from the shelves in China! Block it! "the post. This eye-catching title aroused the public's anger moved by Jia Duobao's righteous act, but after opening the post, the poster's "ban" actually wanted to express "Wang Laoji who bought a supermarket! Buy a can for the last can! " The meaning of. The sharp contrast caused by irony has stimulated countless public posts, such as "Drink Wang Laoji without drinking water this summer" and "Jiaduobao donated 100 million yuan, and we bought all its products and made it earn one billion yuan". Posts like this have appeared on a large number of websites. A few days later, there were even rumors on the Internet that Wang Laoji was selling out of stock in some places. The amazing discussions, reprints and clicks on the Internet have attracted a lot of attention and follow-up reports from traditional media.

Many people think that the post of "blocking Wang Laoji" and its great influence are nothing more than an unintentional move by a netizen infected by Jiaduobao's donation. People in the disaster period are looking forward to the birth of "heroes". Jiaduobao's performance in disaster relief naturally won it wide social respect.

If it weren't for CCTV's donation of 100 million yuan, perhaps most consumers still don't know the company Jiaduobao Group. The ubiquitous red pot of Wang Laoji herbal tea in the market was created by the company behind the scenes. According to statistics, in 2007, the total sales of Wang Laoji herbal tea exceeded 5 billion yuan. In the first quarter of 2007, according to the data released by the National Bureau of Statistics and China Industry Enterprise Information Publishing Center, Wang Laoji has become "the first canned beverage market in China in 2007".

The great influence of canned Wang Laoji even connects him with Google, which has made fabulous achievements in the field of science and technology. "The drinks in our lounge are all Wang Laoji", which Google once demonstrated its localization efforts in China, but most employees of this company didn't notice the Jiaduobao Group behind Wang Laoji.

On the seemingly omniscient Internet, there is little information about Chen Hongdao, chairman of Jiaduobao Group. Even in such an important social activity as donating 100 million yuan, Chen Hongdao did not appear. However, some people gradually suspect that the "blocking" incident that brought Wang Laoji and Jia Duobao a wide reputation this time was not an unintentional move by netizens, but was actually "man-made". An online marketer named Sonia said that one of her friends participated in the operation of the event. "Jiaduobao found public relations companies and professional posting groups to plan operational events. These companies and teams spread posts to major forums and mastered the public opinion orientation and continuous influence of the network through a large number of posts."

Another industry insider who has had experience in online marketing also said on the Internet that Wang Laoji has been paying attention to the communication effect of online marketing since 2007 and has invested in this field. "In the regular period, the amount of investment in the forum is relatively large every month." He believes that it is precisely because of the previous accumulation of resources and experience that Jiaduobao can conduct online marketing quickly and efficiently at the critical moment after donation. "A corporate behavior that attracts the attention of the public, an eye-catching post, a group of efficient and powerful online promoters, and the last social news that has attracted much attention are all seamlessly integrated, which can be said to be a classic case of online marketing."

Sonia said that because the relevant companies have signed confidentiality agreements with Jiaduobao, it is difficult for outsiders to know the details. However, she mentioned some traceable details. Many posts frequently praised the IP addresses of Jiaduobao and Wang Laoji on different websites and forums, and many forum users registered after May 18.

In fact, there is nothing wrong with the motivation of enterprises to enhance brand value through huge donations in natural disasters, but it seems inconvenient to say. However, Sonia expressed her recognition of "blocking Wang Laoji" from the perspective of online marketing. She said on her blog that "this is an online marketing event that perfectly uses the power of Internet communication", which not only helps Jiaduobao to establish a good image, but also enhances consumers' loyalty to the Wang Laoji brand.

However, the owner of a public relations company in Guangzhou close to the management of Jiaduobao is skeptical. He believes that the behavior of brand marketing through online posting does not conform to the entrepreneurial temperament of Jiaduobao Group, especially that "they will not promote themselves in this' naive' form in such an important event as donating huge sums of money to the earthquake-stricken areas". He speculated that the release of the post or some subsequent posts may be the personal behavior of employees of Jiaduobao Group, and the social repercussions caused by it were also unexpected by these employees.

In any case, the spread on the Internet has made the brand Wang Laoji and the enterprise Jiaduobao win more recognition from the public. If Wang Laoji herbal tea was just a beverage brand before, then this brand has won the social reputation that countless enterprises dream of.

Netizen Caibaozi is already a loyal fan of Wang Laoji. In addition to pouring water online to support "blocking Wang Laoji", her dinner drinks with her girlfriends turned to Wang Laoji. In a hot pot restaurant in Guangzhou, the clerk is taking Wang Laoji's empty cans from the table. She said that at this time, Wang Laoji's guests were half more than usual, and she didn't know why.

Mei Cheng Marketing Consulting Company, which once provided brand planning and promotion services for Jiaduobao Group, once had such an experience: in the advertising film planned by the company for Jiaduobao Group, it was requested by the management of Jiaduobao Company to modify it because of fishing clips. "He said that fishing was killing life." Geng Yicheng, general manager of Mei Cheng Company, believes that the huge donation of Jiaduobao Group has a lot to do with Chen Hongdao's belief in Buddhism.

It is rumored that in the management of Jiaduobao Group, Chen Hongdao has never fired the managers voluntarily. "Even if the managers are incompetent, they will be transferred to unimportant departments at most, without worrying about being fired."

Geng Yicheng's deepest impression on Chen Hongdao is that "he extended the Buddhist spirit to enterprise management, which enabled Jiaduobao to have strong enterprise determination and foresight in the highly competitive beverage market and make the right choice at the critical moment". It is said that in addition to Chen Hongdao, many senior officials are Buddhist believers, including Tao Yingze, former general manager of Jiaduobao Group (now president of Guangzhou Pharmaceutical Wang Laoji) and Yang Aixing, current deputy general manager of Jiaduobao Group.

The Buddhist spirit of paying attention to practice and pursuing tranquility seems to have penetrated into the corporate culture of Jiaduobao Group. A person close to the company's top management commented on Jiaduobao Group. "This is a' quiet' company with great determination." The source said that in addition to selling its own brand of green tea products in the early years, these years "have been focusing on the operation of Wang Laoji herbal tea".

It is said that Yang Aixing, deputy general manager of Jiaduobao Group, will strictly review every advertising plan of the company, and anything that is different from the positioning of "afraid of getting angry and drinking Wang Laoji" will not be used. He even asked that every commercial film should be shot by a Hong Kong director who has cooperated with Jiaduobao for many years, so as to consistently reflect the brand image of Wang Laoji herbal tea. Geng Yicheng also said: "Many enterprises will anxiously ask what's going on if they don't see the increase in product sales for a period of time after the advertisement is broadcast, but people in Jiaduobao have never called us like this. They are very opinionated. "

The effect of one person doing only one thing is completely different from that of one person doing ten things. The same is often true of operating companies. From selling Wang Laoji herbal tea from one place to another, Jiaduobao has put almost all its energy into this product. After the expansion of the product market, the benefits of operating a single product have been directly reflected.

Under the great influence of the brand, countless merchants sell canned Wang Laoji herbal tea nationwide. It is understood that there are more than 65,438+0,000 wholesalers in Guangzhou alone, supplying a large number of customers every day. Since 1995, the first bottle of red can of Wang Laoji was listed in Dongguan, Jiaduobao Group has sold countless cans of such drinks all over the country in thirteen years, and extended to overseas markets such as Southeast Asia, Europe and America. The Group has established five large-scale production bases in Guangdong, Fujian, Zhejiang, Beijing and Hubei, with more than 1 10,000 employees.

In order to cooperate with the strategy of developing the national market, Jiaduobao Group has set up production bases in Dongguan, Beijing, Shaoxing, Hangzhou, Fujian and Guangzhou. The Group established Guangdong Jiaduobao Beverage & Food Co., Ltd. in Chang 'an Town, Dongguan, Guangdong Province on 1999, invested in Beijing Economic and Technological Development Zone at the end of 2003, established Zhejiang Jiaduobao Beverage Co., Ltd. in Shaoxing City, Zhejiang Province in mid-2004, and invested in Fujian Jiaduobao Beverage Co., Ltd. in mid-2005.

Guangdong Jiaduobao Beverage & Food Co., Ltd. is a wholly-owned company established by Hong Kong Jiaduobao Group in Chinese mainland. The company was formally established in 19991February. The company is headquartered in the scenic Chang 'an Town, Dongguan City, Guangdong Province, adjacent to Shenzhen. Covering an area of about 100 mu, the first-phase workshop covers an area of about 10000 square meters, with an investment of over 200 million yuan, and the second-phase investment exceeds 300 million yuan, with a total investment of over 600 million yuan.