星河长天的个人主页 - 老虎社区

星河长天

坚信不移的自己

IP属地：北京

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2021-05-21

这篇文章不错，转发给大家看

抱歉，原内容已删除

2020-09-08

手里的农夫山泉突然就不香了

新晋首富钟睒睒的魔幻人生

2020-08-31

$特斯拉(TSLA)$不得不说真牛逼，但是我依然在做空特斯拉。亏钱并没有什么。只是违反价值规律的东西，我愿意为其见证。

2020-08-28

$特斯拉(TSLA)$做空特斯拉，赔的底裤都不剩了。。[捂脸] 不过还是坚定地做空，延迟效应而已。

2020-07-23

$特斯拉(TSLA)$今天能上2000+，重仓！

2020-01-28

2020年我看好 $百度(BIDU)$

2020-01-28

金鼠年来啦，我想健康身体

2020-01-28

金鼠年来啦，我想健康身体

2020-01-25

金鼠年来啦，我想资产翻倍

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10:55","market":"hk","language":"zh","title":"新晋首富钟睒睒的魔幻人生","url":"https://stock-news.laohu8.com/highlight/detail?id=1115458632","media":"36氪","summary":"不会卖水的记者不是好投资家。\n\n“二马”马化腾和马云轮流坐庄中国首富宝座这么久，终于让位于一个大众眼里的新面孔。9月8日，农夫山泉上市，开盘涨85.12%，报39.8港元，创始人钟睒睒身家超5000亿","content":"<blockquote>\n 不会卖水的记者不是好投资家。\n</blockquote>\n<p>“二马”马化腾和马云轮流坐庄中国首富宝座这么久，终于让位于一个大众眼里的新面孔。9月8日，<a href=\"https://laohu8.com/S/09633\">农夫山泉</a>上市，开盘涨85.12%，报39.8港元，创始人钟睒睒身家超5000亿港元，超过马化腾，成为国内新晋首富。</p>\n<p>在科技股不断推高造富神话的这些年，来自传统消费行业的钟睒睒像是横空出世。在首富的桂冠落到他头上之前，你可能压根没听过钟睒睒的名字，但你肯定喝过农夫山泉，买过尖叫，看见过朋友疯狂喝茶派，这些饮料都是农夫山泉旗下品牌。</p>\n<p>农夫山泉近三年累计净利润119亿，毛利率高达60%。也就是说，每1元钱的销售收入可以带来约6毛钱的毛利。在全球收益超过10亿美元的已上市软饮料企业中，农夫山泉的收益速度位列第一，甚至超过了<a href=\"https://laohu8.com/S/KO\">可口可乐</a>。</p>\n<p>钟睒睒的厉害之处还不止于此。现年65岁的他拥有跌宕起伏的人生，年轻时干过泥瓦匠，当过记者，卖过保健品，还和娃哈哈创始人宗庆后产生了一段长达近30年爱恨情仇。</p>\n<p><b>01</b></p>\n<p>做生意的大多信奉人脉和圈子，老牌企业家如柳传志扛起了泰山会，新一代科技大佬王兴、刘强东组织过乌镇东兴局，可钟睒睒却经常独来独往，在富豪圈子里有着独狼的称号。据说他不参加企业家协会，绝少交企业家朋友，不参加政协、人大，几乎不陪官员吃饭。这样的性格，和他的出身有关。</p>\n<p>1954年，钟睒睒出生于杭州，为补贴家用，小学五年级就辍学，当过泥瓦工、还干过木匠，人生过得磕磕绊绊。他的第一次翻身机会，是高考恢复，23岁的钟睒睒立马投身高考大军，却连续两年败北，最终只好投身电大。</p>\n<p>1983年，钟睒睒考入了浙江日报。得知被报社录用的那一天，他楼下复读的小邻居刚好也得知了自己的高考成绩，数学19分，那个邻居叫马云。</p>\n<p>在特别会挣钱之前，钟睒睒先因为特别会考试一度成为学渣马云的榜样。</p>\n<p>之后，钟睒睒在浙江日报一做就是5年。浙江盛产商人，浙江人一向在赚钱上脑子灵活。记者生涯期间，钟睒睒采访过超过500位成功企业家，不仅积累了资源，也让他看到当时下海创业的疯狂。</p>\n<p>1988年初，国家正式批准设立海南经济特区，随之涌起一波海南淘金热。</p>\n<p>如今财富榜上的许多知名富豪，都是当年的淘金客。比如吉利老板李书福，还有地产大佬潘石屹。</p>\n<p>钟睒睒也紧跟其后。不过，他没选择炒楼，而是盯上了风头正盛的保健品市场。</p>\n<p>1988年，太阳神和娃哈哈正式开卖，两家企业用3年时间分别做到保健品市场第一第二。太阳神主打生物健口服液，娃哈哈卖儿童营养液，在电视上疯狂循环的除了“当太阳升起的时候，我们的爱天长地久”，就是“喝了娃哈哈，吃饭就是香”。</p>\n<p>那个时候的小夫妻，给父母买完太阳神，不忘给自己孩子买娃哈哈儿童营养液。太阳神和娃哈哈狠狠地教育了保健品市场，</p>\n<p>到1993年，太阳神的营业额达到13亿元，要知道，当年的海尔、联想等新兴企业，营业额没有一家超过10亿元的，娃哈哈也实现了产值翻番。</p>\n<p>三株口服液等品牌也相继问世，打着“农村包围城市”的宣传战略迅速占领广大市场，三年间年销售额高达80亿。</p>\n<p>保健品投入低，回报快，研发低，这是钟睒睒眼中最理想的挣快钱方式。钟睒睒想在这里再添一把火，做一款自己的保健品。但最大的问题，是没有初始资金。</p>\n<p>巧的是，那时的海南享受了特区红利，娃哈哈给海南的经销商，放出了低于市场价的价格。钟睒睒察觉到有羊毛可以薅，于是凭借做记者时期的人脉关系，成为了娃哈哈在海南和广西两地的总代理，之后，他利用职务之便，把低价拿到的货物运到了广东高价贩卖，这也就是品牌方最深恶痛绝的代理商窜货。</p>\n<p>这事没能做太久，娃哈哈的董事长宗庆后发现后，剥夺了钟睒睒总代理的身份，将其开除。这是钟睒睒和宗庆后的第一次正面硬刚，钟睒睒完败。</p>\n<p>不过，让宗庆后没有想到的是，这位被自己炒了的销售经理，日后却变成了最强大的竞争对手，并且还把自己甩在了身后。这是后话，钟睒睒已经通过做倒爷，在娃哈哈身上薅到了第一桶金，拿到了保健品市场的入场券。</p>\n<p><b>02</b></p>\n<p>37岁之后的钟睒睒的经历，完全是一部重生复仇的狗血小说。</p>\n<p>1993年，钟睒睒成立保健品公司“养生堂”，保健品果然利润令人乍舌，他靠着龟鳖丸一年挣了一千万。之后，钟睒睒疯狂打造自己的保健品帝国。清嘴、成长快乐、朵而胶囊都是养生堂旗下产品，客群下到小学生，上到老年人，只要会走的都在他的营业范围内。</p>\n<p>时间线上看，钟睒睒是掘金保健品行业的第一波人，他的产品广告虽然不如史玉柱的脑白金洗脑，但该赚的钱都没少赚。</p>\n<p>然而，当钟睒睒以及所有保健品企业都在大赚特赚的时候，宗庆后闻到了不对劲。首先是保健品成分不受监管，有品牌被查处含有不利儿童的激素；后来发展到恶意竞争，企业联手媒体，互相爆对方的恶性事件新闻。</p>\n<p>于是，宗庆后悄悄地退出了这个市场，改卖果奶，向饮料市场战略转移。钟睒睒看着自己的老对手走了，顿生警觉。</p>\n<p>果然，90年代中后期，市场风向大变。</p>\n<p>1998年，湖南省常德市一位老人突然病逝，他在患病期间曾经购买过8瓶三株口服液服用。“三株常德事件”发生后，市场大震，很多曾经红极一时的保健品一夜之间消失。</p>\n<p>但是，在变天之前，钟睒睒已经撤离了这趟浑水。1996年，钟睒睒带着保健品市场赚来的起始资金，成立了农夫山泉，也开始卖水了，和老东家娃哈哈对打。他又一次和宗庆后站在了同一个战场上。这一次，钟睒睒有了实力，但情况也并没有很乐观。</p>\n<p>当时，娃哈哈在AD钙奶的市场中独领风骚，并在1992年开始生产矿泉水，是当之无愧的市场老大，年销售额超过1个亿，排在其后的则是乐百氏。钟睒睒想做水生意，显然难上加难，但是懂得竞争的他开辟了另一条战线。</p>\n<p>2000年，钟睒睒高调宣称：纯净水长期饮用，有害人体健康。而农夫山泉，只生产天然水。而当时生产纯净水的，是娃哈哈、乐百氏带领下的所有水企。</p>\n<p>之后，娃哈哈起草声明抵制农夫山泉不正当竞争，而农夫山泉却反将娃哈哈告上法庭，指责哇哈撒布自己的负面消息。最终农夫山泉被法庭判决败诉。这是钟睒睒和宗庆后的第二次较量，钟睒睒虽然没赢，但宗庆后也没落到多少好处。</p>\n<p>随后行业内接连爆发了几次大事件，康师傅的“水源门”事件，怡宝的“水质”之争，不知不觉间，农夫山泉的市场占有率步步攀升。</p>\n<p>不过农夫山泉蚕食市场的道路也并非一帆风顺。2013年，《京华时报》持续28天以76篇报道对农夫山泉持续狂轰乱炸，指责其标准不过关。</p>\n<p>记者出身的钟睒睒深知舆论环境的险恶，他亲自出马与京华时报记者当面对峙，力保农夫山泉形象不受损。这位低调大佬很明显知道什么时候自己应该站出来。</p>\n<p>品牌大战是摆在台面上的，所有人都看得见，但有一些策略，钟睒睒很少透露给媒体。在生产链条上，农夫山泉有一套独创逻辑：在源头上建水源库，直接从水源地取水，这样就做重了上游。在渠道上，农夫山泉就开始做轻，采取大经销制度，精简各层经销渠道，以此大力提高销售毛利率。</p>\n<p>2018年，农夫山泉的市场占有率为28.3%，已经连续好几年市场第一，而娃哈哈的市场占有率仅剩下不到7%。</p>\n<p><b>03</b></p>\n<p>农夫山泉9月登陆港交所，获批募资10亿美元。要知道，卖水早已不是一个性感的生意了，通常，如果投资人对上市的项目兴趣不大，募资额就要往下压一压，可农夫山泉依然拿到了70亿元的募资额度。</p>\n<p>据闻有二级市场风向标之称的高瓴资本试图成为农夫山泉的基石投资者，却因为接待农夫山泉高层时，被看到会议室里放着的是国外高级矿泉水，而不是农夫山泉，就此失去谈判资格。</p>\n<p>从披露的数据来看，钟睒睒直接持有农夫山泉17%的股份，又通过养生堂持股67%，是绝对的控股股东。</p>\n<p>你以为农夫山泉就是他唯一一座金矿了吗？不，他的另一个身份是生物医药公司<a href=\"https://laohu8.com/S/603392\">万泰生物</a>的控股人，这又是上半年A股市场的一支妖股。</p>\n<p>2001年，钟睒睒通过养生堂，花了1710万元买入万泰生物95%股权。万泰生物的主要业务是做体外诊断试剂和疫苗，幸运的是，2020年，检测试纸和HPV疫苗都是市场热点，公司踩了两个第一，一个是国内第一批做体外诊断试剂，另一个是唯一一个获批上市的HPV疫苗。</p>\n<p>今年4月，万泰生物一上市，市值就暴涨了30多倍，从28亿左右上升到接近900亿，直接为钟睒睒带来800多亿元的财富。</p>\n<p>钟睒睒曾公开表示，农夫山泉不差钱，所以不上市。但是今年却又疯狂打脸。归根结底，尽管是个超级富豪，钟睒睒还是想赚更多的钱。只是这波挣钱方式转移到了股票市场。</p>\n<p>农夫山泉的招股书显示，农夫山泉近三年累计净利润119亿，分红却累计达到103亿元，钟睒睒从中获超90亿元的分红回报。也就是说，钟睒睒和他的家族在上市前，就把农夫山泉三年的家底分完。</p>\n<p>这个分红节奏是典型的家族企业套路，也是浙商的爱好。人狠话不多，钟睒睒熟读生意经：A面是抓市场机遇；B面是分起钱来决不手软。</p>\n<p>今年2月份上市的“插座一哥”公牛，上市前也是把前一年的净利润基本全部分光。这波操作属于合法范畴，可是总体来说还是显得“吃相难看”。无论市场如何质疑，钱财都进了钟睒睒的腰包。</p>\n<p>目前，农夫山泉的家底不多。分完红，公司又穷了，还是需要钱来保证市场运营和日常开销，于是，2020年1月至3月，农夫山泉向银行贷款增加了15.5亿元。截至2020年3月底，农夫山泉的现金及现金等价物接近21亿，对于一家年营收超过240亿的企业而言，占比不算多。</p>\n<p>一般公司万一经营不善，破产清算，是需要用现金等价物变卖抵债的，而其他资产不做追究。不得不说，钟睒睒在上市前，可以说是做到了自身利益最大化。</p>\n<p>回过头看钟睒睒，直到现在，他在公众面前的存在感也很弱。马云组织的浙商大会从不参加，就连万泰生物上市敲钟他也没露面。宗庆后的传记出了一本又一本，网上却找不到钟睒睒的哪怕一条<a href=\"https://laohu8.com/S/WB\">微博</a>。</p>\n<p>这位闷声发大财、特立独行的顶级富豪证明了认清环境，找到合适的产品踩一捧一，懂得营销才能赢得消费者欢心。</p>\n<p>那么，现在看看自己手中“大自然的印钞机”农夫山泉，你觉得还甜吗？</p>","source":"36k","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>新晋首富钟睒睒的魔幻人生</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ 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}\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n新晋首富钟睒睒的魔幻人生\n</h2>\n\n<h4 class=\"meta\">\n\n\n2020-09-08 10:55 北京时间&nbsp;&nbsp;&nbsp;<a href=https://36kr.com/p/872297575233410><strong>36氪</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>不会卖水的记者不是好投资家。\n\n“二马”马化腾和马云轮流坐庄中国首富宝座这么久，终于让位于一个大众眼里的新面孔。9月8日，农夫山泉上市，开盘涨85.12%，报39.8港元，创始人钟睒睒身家超5000亿港元，超过马化腾，成为国内新晋首富。\n在科技股不断推高造富神话的这些年，来自传统消费行业的钟睒睒像是横空出世。在首富的桂冠落到他头上之前，你可能压根没听过钟睒睒的名字，但你肯定喝过农夫山泉，买过尖叫，...</p>\n\n<a href=\"https://36kr.com/p/872297575233410\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/6e9cf73c74a5db7ba06c623b39f33754","relate_stocks":{"09633":"农夫山泉"},"source_url":"https://36kr.com/p/872297575233410","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1115458632","content_text":"不会卖水的记者不是好投资家。\n\n“二马”马化腾和马云轮流坐庄中国首富宝座这么久，终于让位于一个大众眼里的新面孔。9月8日，农夫山泉上市，开盘涨85.12%，报39.8港元，创始人钟睒睒身家超5000亿港元，超过马化腾，成为国内新晋首富。\n在科技股不断推高造富神话的这些年，来自传统消费行业的钟睒睒像是横空出世。在首富的桂冠落到他头上之前，你可能压根没听过钟睒睒的名字，但你肯定喝过农夫山泉，买过尖叫，看见过朋友疯狂喝茶派，这些饮料都是农夫山泉旗下品牌。\n农夫山泉近三年累计净利润119亿，毛利率高达60%。也就是说，每1元钱的销售收入可以带来约6毛钱的毛利。在全球收益超过10亿美元的已上市软饮料企业中，农夫山泉的收益速度位列第一，甚至超过了可口可乐。\n钟睒睒的厉害之处还不止于此。现年65岁的他拥有跌宕起伏的人生，年轻时干过泥瓦匠，当过记者，卖过保健品，还和娃哈哈创始人宗庆后产生了一段长达近30年爱恨情仇。\n01\n做生意的大多信奉人脉和圈子，老牌企业家如柳传志扛起了泰山会，新一代科技大佬王兴、刘强东组织过乌镇东兴局，可钟睒睒却经常独来独往，在富豪圈子里有着独狼的称号。据说他不参加企业家协会，绝少交企业家朋友，不参加政协、人大，几乎不陪官员吃饭。这样的性格，和他的出身有关。\n1954年，钟睒睒出生于杭州，为补贴家用，小学五年级就辍学，当过泥瓦工、还干过木匠，人生过得磕磕绊绊。他的第一次翻身机会，是高考恢复，23岁的钟睒睒立马投身高考大军，却连续两年败北，最终只好投身电大。\n1983年，钟睒睒考入了浙江日报。得知被报社录用的那一天，他楼下复读的小邻居刚好也得知了自己的高考成绩，数学19分，那个邻居叫马云。\n在特别会挣钱之前，钟睒睒先因为特别会考试一度成为学渣马云的榜样。\n之后，钟睒睒在浙江日报一做就是5年。浙江盛产商人，浙江人一向在赚钱上脑子灵活。记者生涯期间，钟睒睒采访过超过500位成功企业家，不仅积累了资源，也让他看到当时下海创业的疯狂。\n1988年初，国家正式批准设立海南经济特区，随之涌起一波海南淘金热。\n如今财富榜上的许多知名富豪，都是当年的淘金客。比如吉利老板李书福，还有地产大佬潘石屹。\n钟睒睒也紧跟其后。不过，他没选择炒楼，而是盯上了风头正盛的保健品市场。\n1988年，太阳神和娃哈哈正式开卖，两家企业用3年时间分别做到保健品市场第一第二。太阳神主打生物健口服液，娃哈哈卖儿童营养液，在电视上疯狂循环的除了“当太阳升起的时候，我们的爱天长地久”，就是“喝了娃哈哈，吃饭就是香”。\n那个时候的小夫妻，给父母买完太阳神，不忘给自己孩子买娃哈哈儿童营养液。太阳神和娃哈哈狠狠地教育了保健品市场，\n到1993年，太阳神的营业额达到13亿元，要知道，当年的海尔、联想等新兴企业，营业额没有一家超过10亿元的，娃哈哈也实现了产值翻番。\n三株口服液等品牌也相继问世，打着“农村包围城市”的宣传战略迅速占领广大市场，三年间年销售额高达80亿。\n保健品投入低，回报快，研发低，这是钟睒睒眼中最理想的挣快钱方式。钟睒睒想在这里再添一把火，做一款自己的保健品。但最大的问题，是没有初始资金。\n巧的是，那时的海南享受了特区红利，娃哈哈给海南的经销商，放出了低于市场价的价格。钟睒睒察觉到有羊毛可以薅，于是凭借做记者时期的人脉关系，成为了娃哈哈在海南和广西两地的总代理，之后，他利用职务之便，把低价拿到的货物运到了广东高价贩卖，这也就是品牌方最深恶痛绝的代理商窜货。\n这事没能做太久，娃哈哈的董事长宗庆后发现后，剥夺了钟睒睒总代理的身份，将其开除。这是钟睒睒和宗庆后的第一次正面硬刚，钟睒睒完败。\n不过，让宗庆后没有想到的是，这位被自己炒了的销售经理，日后却变成了最强大的竞争对手，并且还把自己甩在了身后。这是后话，钟睒睒已经通过做倒爷，在娃哈哈身上薅到了第一桶金，拿到了保健品市场的入场券。\n02\n37岁之后的钟睒睒的经历，完全是一部重生复仇的狗血小说。\n1993年，钟睒睒成立保健品公司“养生堂”，保健品果然利润令人乍舌，他靠着龟鳖丸一年挣了一千万。之后，钟睒睒疯狂打造自己的保健品帝国。清嘴、成长快乐、朵而胶囊都是养生堂旗下产品，客群下到小学生，上到老年人，只要会走的都在他的营业范围内。\n时间线上看，钟睒睒是掘金保健品行业的第一波人，他的产品广告虽然不如史玉柱的脑白金洗脑，但该赚的钱都没少赚。\n然而，当钟睒睒以及所有保健品企业都在大赚特赚的时候，宗庆后闻到了不对劲。首先是保健品成分不受监管，有品牌被查处含有不利儿童的激素；后来发展到恶意竞争，企业联手媒体，互相爆对方的恶性事件新闻。\n于是，宗庆后悄悄地退出了这个市场，改卖果奶，向饮料市场战略转移。钟睒睒看着自己的老对手走了，顿生警觉。\n果然，90年代中后期，市场风向大变。\n1998年，湖南省常德市一位老人突然病逝，他在患病期间曾经购买过8瓶三株口服液服用。“三株常德事件”发生后，市场大震，很多曾经红极一时的保健品一夜之间消失。\n但是，在变天之前，钟睒睒已经撤离了这趟浑水。1996年，钟睒睒带着保健品市场赚来的起始资金，成立了农夫山泉，也开始卖水了，和老东家娃哈哈对打。他又一次和宗庆后站在了同一个战场上。这一次，钟睒睒有了实力，但情况也并没有很乐观。\n当时，娃哈哈在AD钙奶的市场中独领风骚，并在1992年开始生产矿泉水，是当之无愧的市场老大，年销售额超过1个亿，排在其后的则是乐百氏。钟睒睒想做水生意，显然难上加难，但是懂得竞争的他开辟了另一条战线。\n2000年，钟睒睒高调宣称：纯净水长期饮用，有害人体健康。而农夫山泉，只生产天然水。而当时生产纯净水的，是娃哈哈、乐百氏带领下的所有水企。\n之后，娃哈哈起草声明抵制农夫山泉不正当竞争，而农夫山泉却反将娃哈哈告上法庭，指责哇哈撒布自己的负面消息。最终农夫山泉被法庭判决败诉。这是钟睒睒和宗庆后的第二次较量，钟睒睒虽然没赢，但宗庆后也没落到多少好处。\n随后行业内接连爆发了几次大事件，康师傅的“水源门”事件，怡宝的“水质”之争，不知不觉间，农夫山泉的市场占有率步步攀升。\n不过农夫山泉蚕食市场的道路也并非一帆风顺。2013年，《京华时报》持续28天以76篇报道对农夫山泉持续狂轰乱炸，指责其标准不过关。\n记者出身的钟睒睒深知舆论环境的险恶，他亲自出马与京华时报记者当面对峙，力保农夫山泉形象不受损。这位低调大佬很明显知道什么时候自己应该站出来。\n品牌大战是摆在台面上的，所有人都看得见，但有一些策略，钟睒睒很少透露给媒体。在生产链条上，农夫山泉有一套独创逻辑：在源头上建水源库，直接从水源地取水，这样就做重了上游。在渠道上，农夫山泉就开始做轻，采取大经销制度，精简各层经销渠道，以此大力提高销售毛利率。\n2018年，农夫山泉的市场占有率为28.3%，已经连续好几年市场第一，而娃哈哈的市场占有率仅剩下不到7%。\n03\n农夫山泉9月登陆港交所，获批募资10亿美元。要知道，卖水早已不是一个性感的生意了，通常，如果投资人对上市的项目兴趣不大，募资额就要往下压一压，可农夫山泉依然拿到了70亿元的募资额度。\n据闻有二级市场风向标之称的高瓴资本试图成为农夫山泉的基石投资者，却因为接待农夫山泉高层时，被看到会议室里放着的是国外高级矿泉水，而不是农夫山泉，就此失去谈判资格。\n从披露的数据来看，钟睒睒直接持有农夫山泉17%的股份，又通过养生堂持股67%，是绝对的控股股东。\n你以为农夫山泉就是他唯一一座金矿了吗？不，他的另一个身份是生物医药公司万泰生物的控股人，这又是上半年A股市场的一支妖股。\n2001年，钟睒睒通过养生堂，花了1710万元买入万泰生物95%股权。万泰生物的主要业务是做体外诊断试剂和疫苗，幸运的是，2020年，检测试纸和HPV疫苗都是市场热点，公司踩了两个第一，一个是国内第一批做体外诊断试剂，另一个是唯一一个获批上市的HPV疫苗。\n今年4月，万泰生物一上市，市值就暴涨了30多倍，从28亿左右上升到接近900亿，直接为钟睒睒带来800多亿元的财富。\n钟睒睒曾公开表示，农夫山泉不差钱，所以不上市。但是今年却又疯狂打脸。归根结底，尽管是个超级富豪，钟睒睒还是想赚更多的钱。只是这波挣钱方式转移到了股票市场。\n农夫山泉的招股书显示，农夫山泉近三年累计净利润119亿，分红却累计达到103亿元，钟睒睒从中获超90亿元的分红回报。也就是说，钟睒睒和他的家族在上市前，就把农夫山泉三年的家底分完。\n这个分红节奏是典型的家族企业套路，也是浙商的爱好。人狠话不多，钟睒睒熟读生意经：A面是抓市场机遇；B面是分起钱来决不手软。\n今年2月份上市的“插座一哥”公牛，上市前也是把前一年的净利润基本全部分光。这波操作属于合法范畴，可是总体来说还是显得“吃相难看”。无论市场如何质疑，钱财都进了钟睒睒的腰包。\n目前，农夫山泉的家底不多。分完红，公司又穷了，还是需要钱来保证市场运营和日常开销，于是，2020年1月至3月，农夫山泉向银行贷款增加了15.5亿元。截至2020年3月底，农夫山泉的现金及现金等价物接近21亿，对于一家年营收超过240亿的企业而言，占比不算多。\n一般公司万一经营不善，破产清算，是需要用现金等价物变卖抵债的，而其他资产不做追究。不得不说，钟睒睒在上市前，可以说是做到了自身利益最大化。\n回过头看钟睒睒，直到现在，他在公众面前的存在感也很弱。马云组织的浙商大会从不参加，就连万泰生物上市敲钟他也没露面。宗庆后的传记出了一本又一本，网上却找不到钟睒睒的哪怕一条微博。\n这位闷声发大财、特立独行的顶级富豪证明了认清环境，找到合适的产品踩一捧一，懂得营销才能赢得消费者欢心。\n那么，现在看看自己手中“大自然的印钞机”农夫山泉，你觉得还甜吗？","news_type":1},"isVote":1,"tweetType":1,"viewCount":917,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":971179372,"gmtCreate":1598888145196,"gmtModify":1704220512343,"author":{"id":"3500122150800829","authorId":"3500122150800829","name":"星河长天","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3500122150800829","authorIdStr":"3500122150800829"},"themes":[],"htmlText":"<a 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