A total of 2,918 Chinese entrepreneurs are listed in the Hurun China Rich List 2021. Up to 45 entrepreneurs saw their individual net worth surpass 100 billion yuan each this year. A decade back, there was not a single Chinese who was worth more than 100 billion yuan.

Zhong Shanshan, 67, who is renowned as the "bottled water king "in China, topped the list for the first time with a personal wealth of 390 billion yuan, up 7 percent year-on-year.

The market value of two listed companies that Zhong founded-Nongfu Spring and Beijing Wantai Biological Pharmacy-grew by 10 percent and 40 percent, respectively, over the past year. Both companies are controlled by the parent company YangShengTang Group, in which Zhong holds a 98.38 percent stake.

"It tastes a little sweet", "we don't produce water, we are nature's porters"... Once these classic advertising words are broadcast, everyone will think of Nongfu Spring. But when asked who the boss of Nongfu Spring is, few people can answer correctly.

Zhong Shanshan, the founder of Nongfu Spring (Photo/Zhejiang News)

A Zhejiang merchant who can write articles best

From 1983 to 1988, Zhong worked as a reporter in the Rural Department of Zhejiang Daily for five years and interviewed more than 500 township entrepreneurs. Perhaps, this experience has enlightened Zhong's entrepreneurship.

On January 4, 1985, the front page of Zhejiang Daily published "Why did Hong Mengxue run away?" written by Zhong.

"Why did Hong Mengxue run away?" written by Zhong Shanshan published in Zhejiang Daily. (Photo/Zhejiang News)

Hong Mengxue was originally a technician of Hangzhou Grain and Oil Chemical Plant. He had important scientific research achievements and published papers in national academic journals. However, he was not appreciated by his original unit and eventually had to resign from this job.

After the newsletter was published, it caused a strong response in society. At the same time, many scientific and technical personnel who had the same experience as Hong Mengxue resigned in various ways to work in township enterprises, where they played their role.

Later, Zhong became a member of this group. He went to Hainan. After several years of hard work, he founded Yangshengtang Co., Ltd. and owned a series of well-known national brand products such as turtle pill, Nongfu Spring and Farmer Orchard.

It is quite dramatic that Hong Mengxue also left township enterprises and went to Hainan. After their reunion, they developed turtle pill together. Hong Mengxue served as the chief engineer of Yangshengtang and became another founder of Yangshengtang.

Every time when Zhong returned to the Zhejiang Daily to hold a symposium, he would express his gratitude. He always said that his five-year career as a reporter was very beneficial to his career development.

An entrepreneur who knows consumption upgrade best

In the new era of "double circulation", Zhong knows what young people want best.

"Oriental Leaf", which is often listed as the most awful drink, has been proved to be a very successful product by time and market. In the prospectus of Nongfu Spring, the market share of tea beverage products, including Oriental leaves and tea π, ranked third, bringing more than 3 billion yuan to Nongfu Spring.

Oriental Leaf (Photo/Zhejiang News)

The success of Oriental Leaf largely comes from its in-depth insight into the market. A sugar-free tea beverage was still a pioneer attempt in the market at that time. Therefore, it is not surprising that a product focusing on 0 calories, sugar-free and healthy tea can attract young people.

Five years ago, Nongfu Spring launched NFC fruit juice products, which can be seen everywhere in convenience stores and has almost become a standard drink for many urban workers. Because the price is not high and it focuses on nutrition and health.

NFC fruit juice (Photo/Zhejiang News)

As a manufacturer of soft drinks, in addition to the physiological needs of thirst-quenching, Nongfu Spring satisfies the needs of young people through brand building.

When Nongfu Spring opens the market with products that can directly poke the pain points of young people, young people have their own sense of belonging to the brand. Obtaining the higher added value of goods through brand building is an important connotation of consumption upgrading.

Editor: Jin Weiduo