One generation of helm passed away, from 50 million yuan to annual sales of 1 billion yuan. Where does this brand go?

World of the World Internet Merchants Yang Jie

Editor Wu Lingwei

The "legendary story" of a generation of domestic products brands came to an end.

On the afternoon of July 9, Yu Meijing Group's official WeChat announced that the former chairman of Tianjin Yumeijing Group, Zhang Jinkui, was invalid due to illness. He resigned with the world at 1:36 on July 9, 2022 at the age of 70.

The current situation creates heroes, the development of the national industry has created many times of many times, and Zhang Jinkui is one of them. Many people are unfamiliar with this name, but Yu Meijing's children's cream accompanies the childhood of the 80s and post -90s.

The years that have led Yu Meijing through 32 years of long years, so that companies have been reborn from endangered bankruptcy to Nirvana, from the miracles of non -offset debt to creating Chinese children's skin care products one billion yuan in sales. Representative of Fengyun.

At the time of the new and old domestic and old -fashioned and fierce competition, he first explicitly proposed "catching online, deep offline", and led Yu Meijing to seek change in e -commerce and adult skin care markets.

"Decisively killing", "legendary helm" and "dare to fight" are the common evaluations of many people in the industry.

Today, as the former helm people have passed away, where Yu Meijing will move towards it.

Director of the factory who does not confess, has been threatened by the knife and still does not change the color

In Yu Meijing's prosecution, less than 1,000 words of mourning words reviewed Zhang Jinkui's life.

In 1979, the predecessor of Yu Meijing Group, Tianjin, was born on the second day of the chemistry factory. At that time, there was no skin care product developed for children. In 1981, with a bag of children's cream, Yu Meijing sold from Tianjin to the country, setting up 3.2 million sales.

After the market was hot, Yu Meijing decided to expand the scale of production. But the reality is not as easy as Yu Meijing. After the scale is expanded, the expenditure is huge and the inventory backlog. It also coincides with the national economic reform, and no longer implement unified purchase sales. Enterprises can only retain their own sales. The impact from individual households has reduced the number of orders from the factory, and Yu Meijing's liabilities once reached 50 million.

The story of Zhang Jinkui and Yu Meijing started in 1994. That year, 42 -year -old Zhang Jinkui was ordered to be ordered to serve as the director of Yu Meijing's daily chemistry factory.

At that time, the enterprise was on the verge of bankruptcy, and the real estate and land leases were mortgaged to the bank. The story of Zeng Guang's circulating is that a creditors came to recover funds and inserted the knife deeply on Zhang Jinkui's table. They threatened that if they do not pay back the money, remove your leg and unload your son's leg.

Under this pressure, Zhang Jinkui called on the entire factory cadres and employees to clean up the inventory and use inventory to revitalize 300,000 funds; then adjust the product structure, use children's cream as the main product, and stop production of more than 10 slow -selling products; Yu Meijing established a cosmetics distribution center to control the sales business to form a strategic layout of separation of production and sales.

When he tried to liberate the tide, Zhang Jinkui canceled the joint -conjunction contract with township enterprises, returned two luxury cars to lead everyone to live a bitter life. "People must have a little spirit to do something. With this spirit, there is no difficulty that cannot be overcome."

Public information shows that in 1997, Yu Meijing's annual sales exceeded 100 million yuan, and the wind turned around. Under the leadership of the unparalleled factory, in 1999, Yu Meijing paid off all the debts and established tens of thousands of sales outlets across the country to make a unit price of 2 yuan for more than 100 million yuan annually.

Dare to work hard, create a domestic brand with one hand

After Yu Meijing turned in danger, he ushered in a second rise node. In 2008, it became a moment of "take -off" in Yu Meijing.

In 2008, the financial crisis caused industrial turmoil and a large flow of talents. It was not rare for a business or a brand to die. How long can the little girl smile on the little girl on the packaging of Yu Meijing, no one knows.

Zhang Jinkui has formulated the strategy of "grabbing the market", "grabbing talent" and "grabbing raw materials", and clarified the direction to invest a lot of funds into science and technology research and development and the cultivation of talents. At the same time, Zhang Jinkui advocated the launch of adult functional cosmetics "Hancao Xiangyan" and "Yu Yingfang" to enter the high -end product market.

At that time, many Chinese cosmetics companies could not break through the bottleneck after the annual sales of 100 million. Yu Meijing Group highlighted it. The annual sales increased at a rate of 20%, and the increase in 2010 even increased to 25%.

As the e -commerce channels gradually became momentum, Zhang Jinkui also proposed the "between heaven and earth" strategy -Internet+online marketing and offline stores and offline stores to laid online channels. In December 2015, Yu Meijing Group's annual sales revenue exceeded 1 billion yuan.

"Being a person cannot be overbearing, but you must not be domineering. You must dare to face reality and applaud for the tragic competition." He had publicly stated. With a few words, a helm image full of "energy" and daring to work hard is outlined.

A dealer's notes in detail in detail Zhang Jinkui's "energy": all year round of overload operation, overdrawn Zhang Jinkui's body, he was diagnosed with multiple fibroids and experienced many operations and chemotherapy. During the SARS, there were five high incidence areas across the country, and the company's main sales place accounted for four. Zhang Jinkui, who was chemotherapy, discharged the hospital for emergency marketing strategies overnight.

According to Yu Meijing's employees, for decades, Zhang Jinkui must leave a duty on the Spring Festival for decades, and spend New Year's Eve with the economic police guarding the economic police guarding in the material warehouse (formed in the 1980s, withdrawn in 2002). In major festivals, he always packed his own pockets to help employees in difficulties. According to media reports, Zhang Jinkui, the general manager of Shanxi Kangda Mall Nenhua Company, who has cooperated with Yu Meijing many times, can always stabilize people's hearts at a critical moment and quickly reverse the situation. Dare to innovate, have the adventure character of grassroots, and the sensitivity of elite.

Where will this domestic product brand go?

The backbone and the former helm died, and the Zhang Jinkui era of Yu Meijing ended. In the early days of Yu Meijing, Tianjin had at least six or seven cosmetics companies, and now Yu Meijing has become the only survivor. At the moment when the new and old brands are more intense and domestic and foreign brands are more competitive. Most of the domestic brand brands are seeking brand renovation. Many people are also paying attention. Where will this Tianjin old -fashioned company go?

Taking the baby skin care market as an example, Yu Meijing's competitive pressure is not small. In 2011, the frog prince was listed in Hong Kong; in 2013, Shanghai Jiajiahua launched the baby skin care brand. In 2015, Shangmei Group launched the red elephant of the mother and baby care brand ... Essence

In addition, there are foreign brands such as Johnson & Johnson, Avino, and Soba in the track, and there are also new brands such as Venona Baby.

In the past two years, Yu Meijing's brand movement has been frequent, and it has been moving from the brand image, packaging, and price, trying to enter the childhood of young people in the future.

Shortly before Zhang Jinkui's death, Yu Meijing once changed his master.

On May 16th, Tianjin Pharmaceutical Group Co., Ltd. intends to acquire 87.7671%of Yumeijing held by Tianjin Haisheng Yumei Investment Partnership, and at the same time obtains the equity acquisition right corresponding to 1.1%of Yumeijing held by Haisheng Yumei. The acquisition of Tianjin Pharmaceuticals has a medical brand such as Sino -U.S. Sino -U.S. Heping, Jingwanhong and other pharmaceutical brands.

According to industry analysts, compared with Haisheng Yumei, Tianjin Medicine has scientific research and may help Yu Meijing's production and research and development. If the layout efficacy skin care products will be more advantageous than other brands.

From the non -offset in 1994 to the reverse wind reversal and the financial turmoil in 2008, it was constantly turning into crisis, and Yu Meijing was a microcosm of decades of development of ethnic enterprises. Today, it may get stronger R & D support and develop new layout directions, and once again ushered in the transition period. Although the management of a modern enterprise emphasizes organizational science, and no longer rely on a "hero character" in the enterprise, Zhang Yingkui, the soul character of Zhang Yingkui, does not know if Yu Meijing can reproduce the legend?

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