The lack of good faith is related to the lack of effective supervision of business activities. Corporate integrity, not just talk, must use a set of supervision mechanism to promote the code of conduct. Honesty is the foundation for enterprises to stand in the market economy. As far as Nanjing Guanshengyuan is concerned, media exposure is only a fuse, and there must be many internal problems, otherwise it would not be so vulnerable. Just like Enron in America. One-sided pursuit of profit, not paying attention to the construction of integrity, once impacted, may bring the crisis of building overturning. If an enterprise does not keep its promise, the more famous the brand is, the greater the "retaliation" it will suffer, which often makes it difficult for the enterprise to recover in the short term. It is understood that in 1992, Pu Tian Company of the United States invested 8 million yuan to establish Nanjing Guanshengyuan Food Co., Ltd. as a joint venture with Nanjing Guanshengyuan Food Factory. However, according to an insider, this American enterprise is only registered in the United States by Wu Zhenzhong, the later general manager of Nanjing Guanshengyuan. Since the joint venture, the ownership structure of the enterprise has also changed several times. Later, 60% of the shares of Nanjing Guanshengyuan held by Wu were also transferred to a Taiwanese businessman. Many important business matters are decided by Wu alone, and people from relevant departments in Nanjing are unaware of many specific problems in enterprise decision-making.
Wu Zhenzhong, the general manager of Nanjing Guanshengyuan Food Company and a Chinese American, has long since disappeared. Zhou Yulong, the former director of Nanjing Guanshengyuan Food Factory and now lying in the hospital bed of the Affiliated Hospital of Southeast University, told the reporter that he had enough evidence to take Wu to court, hoping that the court would accept the bankruptcy of Nanjing Guanshengyuan and hold him accountable for the asset losses caused by his poor management.
Zhou Yulong said that the leaders of Nanjing Guanshengyuan opened branches all over the country regardless of the sales radius of moon cakes, a seasonal commodity, and blindly expanded the area. There is a disconnect between production capacity and sales. On the surface, there is a great demand. Once this weak marketing chain has an accident, the losses of enterprises are particularly heavy. In addition, Zhou also believes that there are some behaviors in business decision-making, such as selling enterprise assets, jobbery, and arbitrarily deciding to borrow money from enterprise employees to operate.
No innovation
According to the analysis of people in Nanjing food industry, the lack of innovation in product structure is also an important reason for the failure of Nanjing Guanshengyuan. In recent years, the moon cake market has increasingly exposed signs of strong seasonality and saturated competition. Other famous enterprises in Nanjing, such as "Yuanzu" and "Sullivan", have developed a series of marketable new products and broadened their business space. However, Guansheng Park in Nanjing has been insisting on taking mooncakes as the main direction for many years, and mooncakes are operated for one year in one season. In this regard, Zhou Yulong believes that product innovation has become a * * * knowledge for enterprises to explore the market. Nanjing Guanshengyuan has been reluctant to invest a certain amount of money in the research and development and marketing of new products, which is closely related to the short-term business vision that business operators only want to recover their investment as soon as possible.
Zhu Jinhai, director of the Consulting Center of Shanghai Academy of Social Sciences, said that the bankruptcy of Nanjing Guanshengyuan reflected some problems existing in the current market economic order. Although the current market order is much better than that in the 1980s and 1990s, there are still some loopholes in management and legal construction.
It is understood that the problem of making moon cakes with old stuffing has existed since 1993 in Nanjing Guansheng Garden. Why did it take so many years to be exposed by the media?
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● The founder of Guanshengyuan brand is Xian Guan Sheng, a Cantonese, who went to Shanghai on business 19 18. He was the first to deal in Cantonese tea, candied fruit and candy. 1934, Hu Die, the winner of the film, was hired as the image spokesperson, and the advertising slogan "Only China has this star, and Guansheng Garden has this moon cake" was played, and the product became famous all over the country for a while.
●/kloc-around 0/925, Shanghai Guanshengyuan opened branches in Tianjin, Hankou, Hangzhou, Nanjing, Chongqing, Kunming, Guiyang and Chengdu, and invested in Wuhan and Chongqing. Its Nanjing branch is the predecessor of "Nanjing Guanshengyuan".
● 1956, Guanshengyuan was a public-private partnership. Guanshengyuan Co., Ltd., controlled by Xian's family, disintegrated, and the Shanghai headquarters was "divided into three". Branches and enterprises all over the country are subordinate to local governments and have nothing to do with Guanshengyuan in Shanghai.
At present, nearly ten gardens in Guan Sheng, such as Chongqing and Nanjing, have historical traces of Guan Sheng in Xi 'an. There are also industrial crown gardens and commercial crown gardens in Shanghai. With the support of Shanghai Economic Commission from 65438 to 0996, Shanghai Industrial Guanshengyuan and Commercial Guanshengyuan merged to realize the unification of the brand names of Shanghai Guanshengyuan, and established Guanshengyuan (Group) Co., Ltd., but there are still many Guan Sheng gardens in the whole country without a unified font size.
● Before the joint venture, Nanjing Guanshengyuan faced bankruptcy due to large losses. In the second year after its establishment, Nanjing Guanshengyuan Food Co., Ltd., a Sino-foreign joint venture, turned losses into profits and its profits increased year after year. Accumulated profits and taxes15.6 million yuan, from a small enterprise to one of the 240 large and medium-sized enterprises approved by Nanjing Municipal Government.
● On September 3rd, 20065438+0, CCTV reported that "Nanjing Guan Sheng Garden made moon cakes with a lot of mildew and stuffing", which shocked the whole country. At that time, enterprises with the title of "Guanshengyuan" suffered heavy losses, and their output decreased by more than 50%. Among them, Shanghai Guanshengyuan was the most affected.
● Just after the Spring Festival in 2002, Nanjing Guanshengyuan Food Co., Ltd. filed for bankruptcy with Nanjing Intermediate People's Court.
Guanshengyuan signboard is expected to survive (link)
According to members of the "Nanguan" liquidation team, only Nanjing Guanshengyuan Food Co., Ltd., a Sino-US joint venture, has filed for bankruptcy. If the bankruptcy application is ruled, only the joint venture company and its registered trademark Tianxi will be cancelled. Although Nanjing Guanshengyuan Food Factory, a Chinese member of the joint venture, is only an empty shell at present, it still has the enterprise qualification and the registered trademark of Guanshengyuan (Shanghai and Chongqing Guanshengyuan have the trademarks of "Sheng" and "Guan" respectively).
The Nanjing Municipal Bureau of Commerce and Trade said that powerful enterprises and individuals are welcome to discuss the paid use of Nanjing Guanshengyuan brand. It seems that the signboard of Guanshengyuan, which has been with Nanjing citizens for 70 years, is expected to continue to survive.