悲催的企业各有其悲催的原因,他们在提醒后来者避免他们曾犯的错误。健力宝政商博弈下的牺牲品健力宝,创于1984年从一个盈利只有几万元的小厂发展成为饮料巨头,健力宝曾经给一代中国人留下了美好的记忆。在1984年洛杉矶奥运会上,伴随着中国代表团的第15枚金牌,健力宝一夜爆红。健力宝也因此被冠以“魔水”的称号,拉开了中国体育营销的大幕。此后的10年,健力宝一直是中国饮料市场的第一品牌。健力宝独步天下,其创始人李经纬功不可没。然而当李经纬用18年的时间把一家小厂培育成了摇钱树之后,却因与当地政府关系恶化,致使健力宝被卖。之后,又经几度转手,辉煌却已不再。失去了先机的健力宝也损失了其品牌号召力和江湖地位,再加上体育营销这种模式投入巨大,想要再次成功,当年的营销手段恐怕难以为继 Sad reminders have their own sad reminders, they are reminding latecomers to avoid the mistakes they have made. The Jianlibao, a victim of the Jianlvbao business game, was founded in 1984 as a beverage giant from a small factory with a profit of only a few tens of thousands. Jianlibao once left a wonderful memory for a generation of Chinese. At the 1984 Los Angeles Olympic Games, with the 15th gold medal of the Chinese delegation, Jianlibao burst into a red night. Jianlibao therefore be labeled as “magic water” title, opened the curtain of China’s sports marketing. The next 10 years, Jianlibao has been the first brand in China’s beverage market. Jian Li Bao dominated the world, its founder Li Jingwei contributed. However, after Li Jingwei took 18 years to cultivate a small factory into a cash cow, Jianlibao was sold because of deteriorating relations with the local government. After that, after several hands, brilliant is no longer. Lost the opportunities of the first Jianlibao also lost its brand appeal and arena status, coupled with this model of sports marketing into a huge, want to be successful again, when the marketing means I am afraid unsustainable