海外华人老字号企业的传承和跨国发展——以马来西亚余仁生为例
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摘要
华人企业一般上都难逃"富不过三代"的命运,但一些中国和东南亚的华人老字号企业却能打破这宿命。马来西亚的中药店老字号,"余仁生"自1879年创业以来现今已进入第四代经营。其创办人,余广于1876年下南洋谋生时随身携带了一批中草药和世代累积的中药知识,没想到这竟成"余仁生"的创业基础。他当时在霹雳州务边的小镇上开设了一家药材店,想凭着自己的中药知识解救被鸦片荼毒的华人矿工。药店取名"仁生",意喻为"仁泽众生",由于店主济世为怀因此"仁生"很快便建立起良好的声誉。其子余东璇为了缅怀父亲,毅然在店名前加上自己的家族姓氏,改为"余仁生"。"余仁生"在余东璇领导下迅速打出名堂,其业务除了扩展至马来西亚各地,亦进驻新加坡和香港市场。八十年代后期马来西亚的中药行业风光不再,成为夕阳工业。其第四代接班人有感中药行业必须转型方能走出被市场淘汰的命运,所以"余仁生"于1989年开启了传统中药店转型至现代保健自营连锁店的大计划。其转型计划成功让"余仁生"获得新的生命和持续发展,并在新加坡和香港两地上市。这老字号的成功可说是其经营者善于利用传统中药品做新市场的生意,把产品焦点放在生活化和方便化,如其保健礼蓝可用作送礼,让更多顾客能接受其产品。本文主要探讨马来西亚华人传统中药店之老字号在激烈市场竞争的过程如何转型和变革以迎合现代人的需求,使其企业达到持续性发展。
Chinese businesses always difficult to sustain over diree generations.However there are some old brand businesses in China and Southeast Asia are able to break this myth.Malaysia's old brand business in Chinese medicine,Eu Yan Sang since its establishment in 1879 has now is under the management of 4th generation.The founder of Eu Yan Sang,Yu Cuang who migrated to Nanyang in 1876 had brought along some herbs and Chinese medicine knowledge with him and this had become the catalyst for him to start off Chinese medicine business.Yu Guang's intention to set up medicine shop is to relief the Chinese coolies from the pains of opium addiction.He named his shop as "Yan Sang" which meant to help human beings.His son,Yu Dongxuan decided to add their family surname Yu onto the shop's name in order to cherish the works of his father.Eu Yan Sang acquired reputation in a short period of time under the leadership of Yu Dongxuan and its business had expanded to various parts of Malaya as well as Singapore and Hong Kong.However during the late eighties,the business of Chinese medicine in Malaysia had become a sunset industry.Its 4th generation successor espoused that Chinese medicine business has to undertake transformation to prevent its demise.Consequently,Eu Yan Sang began its grand transformation to the modern health care franchise business in 1989.This transformation had provided new life and impetus for Eu Yan Sang to attain its sustainable development and hence allowed its public listing in Singapore and Hong Kong.The success of this old brand business relies on the venture of Chinese traditional medicine into new consumer market which produced its comfortable and daily life-friendly products.This paper aims to investigate the transformation and the success story of a Malaysian Chinese traditional medicine shops and its business in the era of intense competition.
Chinese businesses always difficult to sustain over diree generations.However there are some old brand businesses in China and Southeast Asia are able to break this myth.Malaysia's old brand business in Chinese medicine,Eu Yan Sang since its establishment in 1879 has now is under the management of 4th generation.The founder of Eu Yan Sang,Yu Cuang who migrated to Nanyang in 1876 had brought along some herbs and Chinese medicine knowledge with him and this had become the catalyst for him to start off Chinese medicine business.Yu Guang's intention to set up medicine shop is to relief the Chinese coolies from the pains of opium addiction.He named his shop as "Yan Sang" which meant to help human beings.His son,Yu Dongxuan decided to add their family surname Yu onto the shop's name in order to cherish the works of his father.Eu Yan Sang acquired reputation in a short period of time under the leadership of Yu Dongxuan and its business had expanded to various parts of Malaya as well as Singapore and Hong Kong.However during the late eighties,the business of Chinese medicine in Malaysia had become a sunset industry.Its 4th generation successor espoused that Chinese medicine business has to undertake transformation to prevent its demise.Consequently,Eu Yan Sang began its grand transformation to the modern health care franchise business in 1989.This transformation had provided new life and impetus for Eu Yan Sang to attain its sustainable development and hence allowed its public listing in Singapore and Hong Kong.The success of this old brand business relies on the venture of Chinese traditional medicine into new consumer market which produced its comfortable and daily life-friendly products.This paper aims to investigate the transformation and the success story of a Malaysian Chinese traditional medicine shops and its business in the era of intense competition.
引文
[1][2]张继焦.亚洲的城市移民:中国、韩国和马来西亚三国的比较[M].北京:知识产权出版社,2009:134.137.
[3][4]东方日报[N].2011-12-23.
[5]颜清湟.华人历史变革[A]//何启良,林水壕,赖观福,何国忠合编.马来西亚华人史新编(第一册)[C].吉隆坡:马来西亚中华大会堂总会,1988:5.
[6]Tan Chee Beng.2000.'Socio-Cultural Diversities and Identities',in Lee Kam Hing&Tan Chee-Beng(eds.),The Chinese in Malaysia,Shah Alam:Oxford University Press,2000:pp.37-70.
[7][12][14][17][19]陈圆风.余义明:中药上网售全球[A]//21世纪企业家[Z].梳邦:南洋商报生活出版社,2000:89.82.86.86.86.
[8][9][15]彭西康重拾历史的记忆:务边华人先贤的故事[M].务边:务边文物馆,2016:99.101.101
[10][16]Koh,William.The Eu Yan Sang Way:Renewing a Century of Heritage.Singapore:Cengage Learning Asia Pte Ltd.2012:5.5.
[11][13][18]苏诗华,陈俊明,余家百年四代:仁泽众生[N].星洲日报,2014-08-17.
(1)陈志明(〈第七章:海峡殖民地的华人——峇峇华人的社会与文化〉。林水檺、骆静山编:《马来西亚华人史》。吉隆坡:马来西亚留台校友会联合总会。)认为峇峇文化于18世纪已形成,惟有关身份认同则产生于19世纪新客移民数量大增之际。
(2)“海南咖啡”在新马一带的确非常著名,但福州人自华人移民早期也已涉足咖啡业,尤其在后期福州人更超越了海南人。无论如何,福州人的咖啡店特色与知名较逊色于海南人。
(3)关于旧街场白咖啡的企业人类学研究,可参阅祝家丰(2015〈城市化与海外华人饮食文化的传承:从咖啡店的变革看马来西亚华人咖啡文化的沿袭〉。张继焦、黄忠彩编:《新型城镇化与文化遗产传承发展》。北京:中国市场出版社,页96-113。)和冯静敏(2012〈OldTown咖啡三代飘香〉,《星洲日报》元旦年刊,1.1.2012)的报告。
(4)“金莲记”福建面是于1927年由来自福建的王金莲在吉隆坡创设。他当时是用自制的家乡“竹压粗黄面”来煮面,过后改良为碳炒“竹压粗黄面”,并为“金莲记”福建面打下名堂。
(5)1856年,一名槟城丁姓商人在中国福建一家叫“义香”的饼铺,聘请了一名酥饼师傅到槟榔屿庇能,“义香”此名字就在那个时候被带过来槟城。如今其麻油依然深受顾客欢迎,其豆沙饼(豆酥饼)也是华人家庭送礼的佳品。
(6)这家族企业老字号创办于1885年,现令已进入第四代经营。
(7)许多对海外华人企业的研究都归纳出儒家思想对华人企业有很大的影响,相关研究可参阅雷丁(2009《华人资本主义精神》。香港:香港中文大学。)的经典学说。
(8)英国是在1874年与马来苏丹正式签署邦咯条约,在此条约下马来半岛的各州苏丹须接受英殖民政府委派的顾问(Resident)以辅佐苏丹的政务。其实英国人势力在更早的时期已非正式地介入马来亚的政治,例如英国人莱佛士于1786年已接管槟城事物,并在随后成立了包含槟城、新加坡和马六甲的海峡殖民地。
[3][4]东方日报[N].2011-12-23.
[5]颜清湟.华人历史变革[A]//何启良,林水壕,赖观福,何国忠合编.马来西亚华人史新编(第一册)[C].吉隆坡:马来西亚中华大会堂总会,1988:5.
[6]Tan Chee Beng.2000.'Socio-Cultural Diversities and Identities',in Lee Kam Hing&Tan Chee-Beng(eds.),The Chinese in Malaysia,Shah Alam:Oxford University Press,2000:pp.37-70.
[7][12][14][17][19]陈圆风.余义明:中药上网售全球[A]//21世纪企业家[Z].梳邦:南洋商报生活出版社,2000:89.82.86.86.86.
[8][9][15]彭西康重拾历史的记忆:务边华人先贤的故事[M].务边:务边文物馆,2016:99.101.101
[10][16]Koh,William.The Eu Yan Sang Way:Renewing a Century of Heritage.Singapore:Cengage Learning Asia Pte Ltd.2012:5.5.
[11][13][18]苏诗华,陈俊明,余家百年四代:仁泽众生[N].星洲日报,2014-08-17.
(1)陈志明(〈第七章:海峡殖民地的华人——峇峇华人的社会与文化〉。林水檺、骆静山编:《马来西亚华人史》。吉隆坡:马来西亚留台校友会联合总会。)认为峇峇文化于18世纪已形成,惟有关身份认同则产生于19世纪新客移民数量大增之际。
(2)“海南咖啡”在新马一带的确非常著名,但福州人自华人移民早期也已涉足咖啡业,尤其在后期福州人更超越了海南人。无论如何,福州人的咖啡店特色与知名较逊色于海南人。
(3)关于旧街场白咖啡的企业人类学研究,可参阅祝家丰(2015〈城市化与海外华人饮食文化的传承:从咖啡店的变革看马来西亚华人咖啡文化的沿袭〉。张继焦、黄忠彩编:《新型城镇化与文化遗产传承发展》。北京:中国市场出版社,页96-113。)和冯静敏(2012〈OldTown咖啡三代飘香〉,《星洲日报》元旦年刊,1.1.2012)的报告。
(4)“金莲记”福建面是于1927年由来自福建的王金莲在吉隆坡创设。他当时是用自制的家乡“竹压粗黄面”来煮面,过后改良为碳炒“竹压粗黄面”,并为“金莲记”福建面打下名堂。
(5)1856年,一名槟城丁姓商人在中国福建一家叫“义香”的饼铺,聘请了一名酥饼师傅到槟榔屿庇能,“义香”此名字就在那个时候被带过来槟城。如今其麻油依然深受顾客欢迎,其豆沙饼(豆酥饼)也是华人家庭送礼的佳品。
(6)这家族企业老字号创办于1885年,现令已进入第四代经营。
(7)许多对海外华人企业的研究都归纳出儒家思想对华人企业有很大的影响,相关研究可参阅雷丁(2009《华人资本主义精神》。香港:香港中文大学。)的经典学说。
(8)英国是在1874年与马来苏丹正式签署邦咯条约,在此条约下马来半岛的各州苏丹须接受英殖民政府委派的顾问(Resident)以辅佐苏丹的政务。其实英国人势力在更早的时期已非正式地介入马来亚的政治,例如英国人莱佛士于1786年已接管槟城事物,并在随后成立了包含槟城、新加坡和马六甲的海峡殖民地。