Double Star Group Laughs At "Control Of Ownership".

Recently, the dispute over the holding power between Chengdu company, Ji'nan company and the two star group has been heated up on the Internet after being reported by relevant media, and has aroused different comments and speculation from all sides.

In response to these reports, the Qingdao Double Star Group held a special news conference on "double star market reform" on the afternoon of April 11th. Wang Hai, President of Binxing group, Wang Zengsheng, deputy secretary of Binxing group and deputy general manager of Binxing group, attended the press conference and responded to the so-called holding agent affair.

President Wang Hai laughed at the background of the reform of the "competitive" double star market system. Wang Zengsheng, deputy secretary of the Binxing group, explained the background of the reform. In 1999, Wang Hai, President of the double star company, put forward the policy of "selling and reforming the market line", so that the state-owned business department changed from the subordinate enterprise of the group to the private agent.

In Wang Zengsheng's words, this is the market system reform initiated by Wang Haimao in the light of the risk of "loss of state assets, imprisonment and punishment".

However, in this market, there are a series of discordant phenomena in the market: first, there are a series of discordant phenomena: some agents are alone in their own affairs, and do their own things. They only care about their personal interests, ignore the long-term development of the brand, kill each other in the business, price each other down in price, fail to give out the image of famous brand on the service, and reflect the quality problem of consumers, regardless of asking or even for their own interests, scrambling, increasing fees, collecting fees, selling together, selling products that are not salable, confusing the market order, damaging the brand image, and increasing the burden of locking stores.

For example, the brand "pellus" brand operated by the original Shijiazhuang agency has been abolished by the agent of the five continents in the original Lanzhou Agency (the above two agents have been abolished). At the same time, the Chengdu company has also grabbed the DBSD trademark with the same name and the same pattern as the group DBSD in the operation of the double star brand, and produced and operated its own brand, including the Ji'nan company, which had just been restructured. Soon, in July 23, 2004, Han Junzhi applied for the registration of his "Anbang JD" trademark on the twenty-fifth categories of shoes, clothing and other commodities, and the application number was 4183582. Two, some agents benefit from the policy of "double star", and use their resources to operate their own brands.

Sheng Xishun, deputy general manager of the double star group, shows the infringed products facing these phenomena and problems at the conference site. The double star group has also stopped and put forward specific measures and requirements.

However, since the reformed agent has no ownership relationship with the group, it is difficult for the group to effectively restrict these behaviors, including the brand development plan formulated by the group.

It is against this background that the double star group carried out the reform of the market system.

Together with the resources of the market, we should integrate the talent resources of the double stars for many years, and jointly build up the long-term strategic objective of "double century brand" and "build a century old shop". We also propose that a new platform after reorganizing must create a safe and secure system and environment for investors in chain stores. We must adhere to the management principle of "double star brand first, chain store benefit first". We must not increase prices arbitrarily, collect fees arbitrarily, do not mix sales, and let chain stores be beneficial. We also propose that every cent earned by the platform of double star famous holding area will be used for the construction of local network, advertising and promotion, to enter the high-end market, and enhance the popularity and gold content of the brand. Wang Zengsheng said that for the reform of the market system, the attitude of the two star group is very clear. The purpose of the reform is to integrate the interests of all the factories.

The controversial 51% concept and origin of Wang Zengsheng said that in order to solve the problem of "alone and independent, using the resources of the double star to operate its own brand" in the market, the double star group set up a market rectification and development leading group headed by Liu Shuli in April 2007, and adopted the reform plan of the "double star group holding market 51%" which was set up by Liu Shuli and group research.

By double star company and market agent reorganization, market agent shares in double star company, good market agent can serve in the high level of double star company.

It is hoped that through reform and reorganization, efforts will be made to enhance competitiveness, enhance economic strength and achieve win-win cooperation.

Wang Zengsheng believes that this reform idea is in line with the current situation of the double star, in line with the law of brand development, in line with the requirements of the modern enterprise system, and fully considering the actual situation of various regions and agents in the actual operation, taking full account of the interests of all sides, and getting the support and support of the agents everywhere.

It is understood that there have been nine regions (three northeast provinces, Tianjin, Hubei, Hunan, Shaanxi, Shanxi, Lanzhou, Qingdao, Linyi) agents and double star companies completed the change of ownership, which is the origin of 51%.

As for the concept of 51%, Wang Zengsheng did not think that Chengdu companies and Ji'nan companies said that "a famous company would like to hold southwest 51% if they did not invest a penny, in order to encroach on their property and seize their interests". He believed that this is a double star celebrity company and agents in all regions to re establish a new business company, build a new logistics platform, and a dual star company holding 51% in the new platform.

之所以要这样做，是因为双星作为老的国有企业，在1999年市场卖断改制过程中，自然形成了工厂、代理商、连锁店三个利益体，而目前的经营方式是由隶属于集团管理的工厂直接给地区代理所设的平台铺货销售，地区代理可以在不投钱的情况下，仅仅依靠自己所搭建的平台，按炤工厂在平台的销货额来提成，而其中提成比例最高的是成都公司，综合统计在16%至18%之间，济南公司也在12%以上，王增胜还给记者算了一笔账，按炤成都公司自己所讲的西南市场年销售额3亿元计算，成都公司一年的毛利润就在4800万到5400万之间，这还不包括成都公司每年未经集团许可私自从2000家连锁店收取的5000元/年、合计1000万元的广告费和每个连锁店1万元的保证金，他认为这都是非常不合理的，连锁店也是怨声载道，敢怒不敢言。

After the restructuring of Chengdu and Ji'nan companies, relying on two star brands and making use of the logistics platform to earn huge profits, Wang Zengsheng believes that this is also the most important reason why Chengdu and Ji'nan companies do everything possible to obstruct the group's market pformation.

Why is the "Chengdu company" so strong? The predecessor of Chengdu company is the southwest operation company under the double star group.

In the reform of the agent system implemented by the double star group, the operating companies in all major regions of the country have reformed the system through "annual installment repayment of the funds owed by the group for discounting profits", which has been pformed into a private enterprise agent from the state-owned operating company of the Binxing group, and the Binxing group has no investment and affiliation.

The Chengdu company and other agent companies in other parts of the two star group were established in the agent system reform implemented by the two star group. Its restructuring plan was formulated and implemented directly by the double star group.

Only the southwest operation company has fixed assets. This part of assets belongs to the state-owned assets owned by the double star group. Therefore, the restructuring plan of the southwest group is carried out after the approval of the Qingdao municipal SASAC. The real agreement with the Chengdu company is the two star group.

Wang Zengsheng introduced some situations of Chengdu company. Before restructuring, it was a regional operation company under the double star group. It was not the object of the direct supervision of the SASAC. After restructuring, it was a private enterprise, a regional agent of the products of the two star group. Its legal person Liu Shu Li owns 51% or even more shares in the Chengdu company and its subordinate company after restructuring. It belongs to the absolute holding company and has the veto power of one vote.

The two star group does not own the shares of the restructured Chengdu company and its subsidiaries. The Chengdu company and its subsidiaries do not represent the rights and qualifications of the two star group.

In 2004, the double star group sold and restructured the Chengdu company, and gave the Chengdu company the preferential policy of "waiving four years' operating fee and four years' royalties", giving the power of Chengdu company all other agents of the whole country not using the "double star" and "DBSD" trademark.

According to the provisions of the trademark licensing contract, the Chengdu company not only sells double star products in the southwest, but also sells and sells some clothing products and some footwear products with "double star" and "DBSD" trademarks.

The reason for giving Chengdu company such a favorable condition, the president of Binxing, Wang Hai, also admitted that there was a personal feeling inside.

Wang Zengsheng said that over the years, Liu Shuli has made use of the advantages of his ability to produce double star products, squeezing out products produced by other enterprises of the group by various means, limiting the performance of some products with higher cost performance to enter the southwest platform, putting forward some unreasonable or even damaging the interests of the members of the group, and harming the operating conditions of the agents, chain stores and operators. He thinks this seriously affects the overall development of the double star brand.

At that time, for the stability of the market, the double star group gave Liu Shuli a second chance to make the southwest market operated by Chengdu companies and related companies get more favorable conditions than other regional agents.

Wang Zengsheng also admitted that Liu Shuli and the southwest market management company had made certain achievements for the development of the double star brand. But he thought that the product he gained was largely due to the authorization of the group, benefiting from the value of the double star brand, and benefiting from the special policy that Wang Hai gave to all other agents of Liu Shu Li.

He said that the president of Wang Hai, who was at the forefront of the market reform, had the greatest personal risk. The biggest gain was Liu Shuli, head of Southwest Company and Han Junzhi, head of Ji'nan company.

Hard consultation with Chengdu company on the "51%" issue, Wang Zengsheng believes that for the restructuring of Chengdu companies, the Party committee of the two star group and President Wang Hai attach great importance to the actual situation of Chengdu company.

From April 2007 formally raised 51% of the problem, until the double star group in February this year to lift the authorization of the Chengdu company, the leaders of the two star groups in June, July, October and last year's July, and Liu Shuli and Han Junzhi conducted many communication and consultation.

Wang Zengsheng said that Liu Shuli began to agree to 51% and later disagreed. He agreed to evaluate first and later disagreed with the assessment.

At the beginning of January this year, Liu Shuli made a clear statement for president Wang Hai, agreed to reorganize the new operation company, set up a new logistics platform, and 51% of the new platform was held by two star celebrities. In this case, in mid January, the three star group sent a total of three vice presidents to Chengdu. On the basis of "implementing 51%, combining with the actual situation in Southwest China and solving the southwest issue in a practical and realistic way", the meeting was explained to the backbone of the meeting, and the two sides agreed to conduct an asset assessment of the Chengdu company first.

But when the two star group was preparing to send someone to the southwest for assessment, Liu Shuli did not agree to the assessment because he had worked too much before the Spring Festival and waited until the Spring Festival was over.

After the Spring Festival, Liu Shuli and Han Junzhi found president Wang Hai in nine at the beginning of the month. They also disagreed with the 51% opinions agreed before the festival, and did not agree with the assessment.

Wang Zengsheng said that in this case, in order to solve the problem as soon as possible, the double star group sent a deputy general to Chengdu to continue consultations with Liu Shuli, and took the letter "asking the Chengdu company and Liu Shuli to give a definite reply within two days". He thought it was a normal text confirmation between the two companies, but it was said by Liu Shuli and Han Junzhi that it was the basis for "51% stars holding a controlling company by two stars".

Wang Zengsheng revealed that in the process of communication between the two sides, Liu Shuli made a further concession to the Chengdu company because of the fact that Liu Shuli once again denied that the representative of the double star group once again denied that he had agreed to 51%, and made a further concession to the company.

If the Chengdu company has a deficit, it will first make up for losses and then reform. If the assets of the Chengdu company are large, it can delay the progress of the reform. "In fact, these concessions actually take into account the special circumstances of the southwest market and give Chengdu a very special consideration.

Why do we need to lift the authorization of the Chengdu company? Wang Zengsheng also explained to everyone concerned about the lifting of the authorization of the Chengdu company.

He said that although the double star group has signed a trademark with Chengdu company to support the development of the Chengdu company