Guangyu's long-term development path: the fashion, science and youth of traditional Chinese Medicine

[chinapharma.com news] "seeing him rise from Zhulou, seeing his banquet guests, seeing his building collapse." This is the scene of prosperity and decline of human resources described by Kong Shangren, a dramatist in Qing Dynasty in Peach Blossom Fan, full of bitterness, struggle and lament In China's nearly 40 years of business history, there are also a number of outstanding businesses with strong willpower, to achieve the death of posterity This is the story of Guo Jiaxue, chairman of Dongsheng Group and actual controller of guangyuyuan Recently, at the guangyuyuan Museum of traditional Chinese medicine history and culture in Qianmen Street, Beijing, a reporter from Securities Daily interviewed the legendary Guo Jiaxue He told reporters about the business process of going abroad, and said that he would be a traditional Chinese medicine enterprise with a history of 500 years On December 9, 1987, Guo Jiaxue resigned from Ankang normal school in Shaanxi Province, where he had worked for more than two years, and became the province's first public official to resign "At that time, I felt like a little Superman, with energy explosion and endless energy every day." At that time, Guo Jiaxue started with the sales of medical devices and gradually set foot in the drug sales market Good corporate culture has promoted the gradual growth of Dongsheng Group "Dongsheng Group has been advocating family culture," Guo said, which is mainly influenced by his mother "At that time, my colleagues lived in a building No matter how late Dongsheng people came back, my mother would open the door for him, pull him home, and make him a bowl of hot Shaanxi noodles." So far, Guo Jiaxue still remembers that from 1997 to 1998, their team "after meeting at two or three o'clock in the morning, a dozen people crowded into a room, and the next morning everyone went north and south to continue working." "Through the mode of strategic M & A and strong alliance, the company improves its core competence and creates a deep moat At that time, familiar brands, including Gaitianli and Baijiahei, were all brands of Dongsheng Group " Guo Jiaxue proudly said: "when Dongsheng Group was brilliant, it was the" United Nations "of the pharmaceutical industry I have invited many management talents from well-known multinational enterprises to Dongsheng Group Now, the old Dongsheng people are all over the top 100 pharmaceutical industry enterprises in China " Guo Jiaxue not only dominates the pharmaceutical industry, but also plays an important role in the capital market In 1999, Dongsheng Group transferred part of the shares held by Tongren County State owned Assets Management Bureau, the shareholder of Qinghai Tongren Aluminum Co., Ltd., the A-share listed company at that time, and became the major shareholder of the company Tongren aluminum changed its name to Dongsheng Technology in 2000 In addition, Dongsheng Group also acquired three listed companies, Qianjiang pharmaceutical and China pharmaceutical, and once held shares in 46 listed companies, including Yunnan Baiyao Guo Jiaxue was once known as a capital maniac But the tight monetary policy around 2003 caught the capital maniac Guo Jiaxue by surprise As a result of the debt crisis of a company guaranteed by Dongsheng Group, the group fell into a capital crisis "I couldn't believe that a Hong Kong company with more than 40 billion Hong Kong dollars in assets couldn't make us $12 million due But the fact is that there is a problem with corporate credit, and it's really like a mountain of defeat! "Guo Jiaxue recalled here, and his inner unwillingness still overflowed Since then, all accounts of Dongsheng Group have been sealed up But let Guo Jiaxue feel despairing is, once friend turn over one after another The usurer chased and stopped, unloaded the soil at the company's gate and urinated in the office He was almost kidnapped at the door of the hotel Guo Jiaxue has encountered all these scenes in the film "Those seven or eight years were hard times for me On October 5, 2006, I was ready to end my life I was going to jump out of the building after sunset I wrote to my parents, younger brother, daughter and good friends On that day, my brother and a senior executive of the company found out that I was in a wrong situation They immediately found me and asked me, what do you do when you leave? What about 20000 employees of the company? What about so many debts? "Guo Jiaxue recalled that he had already put down his mind:" I cried for the first time in my life, I can't die, I can't control my own life! " After experiencing this, Guo Jiaxue never thought about the death again "How can the usurer torture me? I do my own things step by step I know they won't let me die If I die, their usury dream will be broken " Under the crisis, Guo Jiaxue had to sell the company he had worked hard to acquire Baijiahei was sold for 1.264 billion yuan, Lizhu shares for 170 million yuan, and Yunnan Baiyao shares with a market value of more than 10 billion yuan were sold in a hurry for 750 million yuan After eight years of hard work, he finally paid off 4.8 billion yuan of foreign debt, including the debt owed by the state-owned enterprises "In addition to Dongsheng, private entrepreneurs who have been in debt crisis and have paid huge debts since the reform and opening up." Guo Jiaxue sighs In the process of interview, it's hard to see Guo Jiaxue's inner struggle and suffering at that time from his expression He seems to tell other people's stories Probably because he survived the disaster, turned over the mountain and saw another day of his career From "being one of the world's top 500" to "inheriting the past 500 years", you have achieved success In 2010, when the debt is about to be paid off, Guo Jiaxue is ready to start again "At that time, many friends advised me to transform and combine new energy with traditional energy It was a time of fire in the coal industry At that time, I was excited and went to study in the energy class of CKGSB " However, an investigation in Jincheng, Shanxi Province, brought Guo Jiaxue back to his old business At that time, Guo Jiaxue came to the house of the descendants of Liu Zongyuan in Shanxi Jincheng The family was first built in Tang Dynasty and flourished in Ming and Qing Dynasties, which lasted for 4500 years The visit changed Guo's mind He wanted to be an enterprise that could be inherited for another 500 years, and this enterprise is well-known Dongsheng Technology, which experienced "eight years of Anti Japanese War", was officially renamed "guangyuyuan" on July 9, 2013, which also means that Dongsheng Group ushered in a new stage of development In this year, the company established a major transformation to "quality national medicine" Now, in the face of guangyuyuan's then restart, Guo Jiaxue no longer emphasizes scale, but the changes guangyuyuan has experienced: in 2017, guangyuyuan achieved operating revenue of 1.168 billion yuan and net profit of 236.8048 million yuan, an increase of 24.73% and 92.82% year-on-year respectively In 2013, guangyuyuan's operating revenue was only 268 million yuan, and its net profit was a loss of 1956 million yuan Guo Jiaxue's attitude towards guangyuyuan has also changed: no longer seeking to become one of the world's top 500, but to be a precise and beautiful pharmaceutical enterprise imbued with traditional Chinese culture "I hope guangyuyuan can become a representative of the inheritance of Chinese traditional culture After 500 or 5000 years, guangyuyuan will remain alive and benefit the people." Guangyuyuan, founded in 1541, is one of the four drugstores in the Qing Dynasty and a Chinese enterprise worthy of its name "Its core products, Guilingji, dingkundan and Angong Niuhuang Pill, have been selected into the list of intangible cultural heritage In China, only six traditional Chinese medicine products are listed in the national secret formula, and two are well-known products." It is worth mentioning that Guo Jiaxue and Guangyu got close together in 2003 At that time, the name of the pharmaceutical factory was also called Shanxi Traditional Chinese medicine factory, which was not concerned by the outside world What is the relationship between a traditional Chinese medicine enterprise and fashion? In this era of diversified choices, it is important to hold a good hand of cards, and how to play this card is more important "Empowering enterprises is the accumulation of Dongsheng's practical experience over the years When we acquired Baijiahei, the company was insolvent In the year of our acquisition, the sales revenue of Baijiahei increased 15 times " In guojiaxue's view, the reason why guangyuyuan can gain market recognition is also related to Dongsheng Group's accumulated practical experience in enterprise management, especially in supply chain management, employment mechanism, brand management, corporate culture shaping and so on "Dongsheng has its own unique advantages in supply chain management." Guo Jiaxue introduced that through the design of the process, the transparency of procurement was realized to a large extent, and the problems in the supply chain were solved "There are many loopholes in the procurement process For the company's procurement, our approach is to first provide the procurement plan and inquiry report by the user, and then submit them to the finance department and audit department The finance department has an internal price network system, while the audit department will investigate the price and find the appropriate price through role transformation and strategy " Guo Jiaxue clearly remembers that in that year, an infrastructure supervisor failed to follow the process and signed a purchase agreement of 3.7 million yuan for air conditioning units "At that time, I froze the agreement According to the process, any purchase can only sign a letter of intent, not an agreement I asked the finance department and the audit department to check the price again In addition to the above advantages, in Guo Jiaxue's view, the overall marketing strategy of the product is also the core magic weapon of the company, which other enterprises cannot learn "Guangyuyuan is a national medicine with a history of nearly 500 years and no lasting inheritance, but in the eyes of modern young people, these enterprises are old and aging And we are to change the image of guangyuyuan, and bring the outside world's recognition of guangyuyuan to the youth era, so that guangyuyuan's brand is both young and thick " Guo Jiaxue said In the era of mobile Internet and decentralized communication, it's easy to generate new funds, but it's difficult to continue How to make the product image in-depth among them, the practice of guangyuyuan can be described as intention "What guangyuyuan is doing now is 360 degree integrated marketing We've been drawing famous consumers Where their work scenes and life scenes are, our product knowledge and our marketing will appear " At the same time, Guo Jiaxue believes that "enterprise communication should also focus on building its own IP." In September this year, Yunnan Baiyao, Laoganma and other domestic brands made their debut at New York Fashion Week, which attracted widespread market attention As for this kind of "cross-border" marketing, guangyuyuan has been using a well-established brand image, which unexpectedly entered the international fashion market in 2017 In October last year, guangyuyuan made a stunning appearance at the "Paris fashion week international screening award ceremony" During the day, the company held the guangyuyuan traditional Chinese medicine culture exhibition and the guangyuyuan themed fashion show in the evening The Guilingji and dingkundan culture elements were designed on the clothing Many celebrities from all walks of life, including former French Prime Minister Mr lafran, war wolf star Lu Jingshan, Hermes global creative president, participated in the event Guangyuyuan, as a traditional Chinese medicine enterprise, participated in fashion activities, which caused social concern and a large number of media communication "Everyone will ask, what can a Chinese medicine enterprise have to do with fashion?" Guo Jiaxue said confidently, of course "For example, guangyuyuan dingkundan's consumer target is white-collar people aged 25-40 who care about fashion, high-quality life and world fashion trends We will be honored