"I didn't study in my previous life. I was born in Huizhou, thirteen or fourteen years old, and I lost it abroad." It is a long-standing Huizhou folk song, which tells the story of Huizhou merchants' past lives.

This issue of "Restaurant Face" is a Huizhou merchant in the new era. He was young and frivolous at the age of 17 and began to "break into the world". In 2111, he officially entered the catering circle, and after more than ten years, he struggled to find a way to operate; In 2113, the "Yang Jixing Stinky Mandarin Fish" was a hit; Now sit firmly in the top spot of Anhui cuisine in China.

He is Yang Jinxiang, the founder of Yang Jixing's stinky mandarin fish.

"Wanshan is not allowed to run a stream, which makes the stream sound noisy day and night; When you get to the foot of the mountain, the stream will flow out of Qiancun. " This poem, written by Yang Wanli, a poet in the Southern Song Dynasty, praises the beautiful scenery of Shangzhuang in Huizhou. This is a poem often quoted by Mr. Hu Shi. ?

such a simple villa makes Mr. Hu Shi, who lived in Taiwan Province in his later years, haunted; Such a magical land gave birth to a unique and humane Huizhou merchant.

Huizhou merchants, the most outstanding business gang in China during the Ming and Qing Dynasties, began in the Southern Song Dynasty and flourished in the middle and early Qing Dynasty. At the end of the Qianlong period of Qing Dynasty, the merchants in Guangdong, Jiangsu and Zhejiang began to rise, while the merchants in Huizhou gradually declined. Nowadays, with the deepening of reform and opening up, Huizhou merchants who have been dormant for a long time have gradually begun to revive.

when we talk about Huizhou merchants again today, we should put the word "new" before it. On the one hand, "new Huizhou merchants" refers to the development of the whole Anhui province in geographical scope; On the one hand, the field of involvement is extended to all aspects.

Shi Yuzhu, the founder of Giant Group, is the most controversial and legendary figure in China business circles.

At present, the largest food e-commerce enterprise in China-the founder of Three Squirrels, Zhang Liaoyuan, who is called "Zhang San Mad" by the electric business community, is from Jixi, Anhui. ?

Today's dining face, Yang Jinxiang, has a name that is the same as * * *-New Huizhou Merchants. They inherit the excellent quality of China's 5,111-year-old traditional culture with their own hands.

Back in the early 1991s, the spring in Chuzhou came quietly. A row of tea trees in the alley has vomited scattered buds. Just behind this row of tea trees, a 16-year-old boy waved a little bully game machine bought by borrowing money from relatives in his left hand, and held three game cassettes of Nintendo's Contra, Super Mario and tank battle in his right hand at that time, and began to shout at his neighbors: "You will grow up after eating mushrooms! Eating flowers can fire bullets! The latest version of' Top Mushroom' (Super Mario) that is not available in the game hall! Two bucks for a hand, five bucks for three! "The neighborhood children who live nearby came to watch the scene of bustle and surrounded him for an instant.

The boy skillfully connected the red-and-white game machine to his own 14-inch black-and-white TV set, brought up the game screen, and kept chanting "Queue! Play games for a limited time to jump the price! There is no such shop in this village! " In less than a long time, the coat pocket has been "full of pots."

At that time, there were obviously no advanced words such as "resource integration", "focus on segmentation" and "hunger marketing", but boys were almost born with the talent to do business, and they showed extraordinary business mind when they were students.

"When I was a child, my family conditions were not good, and I had a strong desire to make money." In order to reduce the family burden, a boy from an ordinary family entered the society at the age of 16 or 17. He never thought about working for others. He always believed that "he can do things by himself".

In the three years after 1991, his small businesses included opening a clothing store, selling vegetables, providing information services for getting rich, and making a small food processing factory ... 361 times, and he tried almost every time, but none of them made any money. Not only did I not make any money, but I also lost one or two thousand yuan borrowed by my parents.

The money was not a small sum for ordinary families at that time, and neighbors talked about it in succession. "That son of Yang's family really failed to live up to expectations. He didn't learn well at a young age, and sooner or later he lost his family." There was a thorn in his words, and the boy's spine hurt.

Fortunately, parents are tolerant and say "inherit the wind". They don't think the child is a "black sheep". On the contrary, from his point of view, they think it is good for the child to get out of the engine. Since this is the initial intention, they should support it.

In 1994, Yang Jinxiang ushered in a small watershed in his life. He planned to go out of his hometown and see the outside world. So I followed my friends to Shanghai to start a building materials business. "When I first arrived in Shanghai, I worked in a building materials factory for a year as a transitional period," the boy questioned himself on countless nights in trouble sleeping this year. "Am I going to work like this all my life?"

The answer isno. Stubborn, he doesn't believe in his origins.

through constant exploration and consultation, he is observant and finally finds a business opportunity. A year later, he took his girlfriend and raised 5111 yuan again and started a small business of "selling building materials". 811 yuan to buy tricycles, 51 yuan to buy all the furniture, samples from the building materials wholesale market, began to sell all the materials needed, such as cement, yellow sand, ceramic tiles, wood line, glue and so on. Put the stall in front of the newly-built residential area, there are many customers in need, pick up the goods from suppliers, provide home delivery service, and make a difference by changing hands.

in the first half of the resumption, it seems that Yang Jinxiang was born with excellent marketing ability of focusing and positioning. He quickly focused on many building materials categories and only made marble business with "the highest profit and simple operation". Business is booming gradually. Before long, the stall at the entrance of the original community moved to the rental facade room and finally became a stone processing factory.

The first bucket of gold in life comes with it.

In 1998, CCTV's opening drama "Water Margin" made people empty, and Liu Huan's theme song "Good Han Song" became a generation's memory.

In the same year, Yang Jinxiang resold the stone processing factory and decided to return to his hometown of Chuzhou. Although he didn't return home in clothes, he not only completed two major events in his life-getting married and having children; At the age of 25, he paid off the loans from relatives and friends when he was doing small business in Chuzhou, and he was finally relieved.

speaking of yang Jinxiang's innovation on stinky mandarin fish, in fact, before he officially went north, the layman in this restaurant circle tried it out in his hometown. He opened a restaurant, fried crayfish and sold fish heads. In just one year, he lost 71,111 to 81,111 yuan.

this year's water test has yielded no results, but the stubbornness of "not believing in life" is deeply branded in his heart.

After the Spring Festival in 2112, after more than 21 hours of green leather train, a suitcase and 1 million yuan borrowed from relatives, the husband and wife came to the vast Beijing to seek a new development path. If you need an opportunity to do something, then entering the catering industry is definitely a slap in the face. At that time, when he returned to his hometown, he inadvertently watched a talk show of the catering boss. "At that moment, I felt that I was ignited. "So there was a year's experience of testing the water in Chuzhou's hometown.

as everyone knows, coming to Beijing is the real beginning of the nightmare.

Some people say that the word "I don't know" is extremely subtle. It carries the mission of ending the topic quickly, emphasizes the sense of distance between people, and clearly reveals the despair and helplessness of the speaker.

Yang Jinxiang experienced four "unknown" moments in his life, which often made him collapse several times and wanted to give up.

In 2112, the "white mouse" continued to test the water. Based on the concept of "what can be done", a small fishing village in the south of the Yangtze River was opened, and the specialty was small fish paste cakes. "The store is near Longgang Road in Qinghe, with 6 tables for 4 people, covering an area of more than 21 square meters, plus one * * * three people in my store." When he mentioned the scene of opening a shop that year, Yang Jinxiang talked about it in Kan Kan, as if everything was yesterday. The good times didn't last long. In less than half a year, the small fishing village in Jiangnan changed hands to others because of poor management.

how do you cook food? The dishes I cook are delicious. Why can't I make money? I don't know

at the end of 2112, we found a new facade after many twists and turns, and were preparing to do a big job. In the spring of 2113, an unprecedented SARS epidemic broke out suddenly. In desperation, they were forced to go out of business, and after months of waiting, the husband and wife were almost unable to open the pot.

do you want to stick to it? What can I do without catering? I don't know

But there is nothing wrong with persistence. After several years of slow blood return, Yang Jinxiang's restaurant business has finally come back to life and improved a little. Being carried away by the phased achievements, he and his friend * * * invested 2 million yuan to set up a large store of nearly 1,111 square meters near Xisanqi, and named it "Huixiang Cuisine", which mainly promoted Anhui local dishes and dreamed of doing a big job to build a well-known catering brand. However, no matter the site selection, the process system and standard positioning of the restaurant, or the management ability of the team, there is no discipline at all, which leads to the "Huixiang Folk Song" being deserted and unattended.

Then Lao Yang asked himself, "What do I want to do?" I don't know

due to the fierce competition in popular restaurants, the operation of Huixiang cuisine has become difficult-I have everything I want, and my taste is so-so but my business is getting cold and cheerless. After operating for more than a year, it is in debt of two or three million. He thought of giving up, so he listed the transfer, but he couldn't reach the buyer.

what kind of restaurant can be remembered by everyone? Still don't know

Dozens of employees are waiting for their salaries, and there is nothing left for their brothers and their hard-earned money. The expectations of their families ... Yang Jinxiang's life has hit rock bottom, and he has lost his heart and direction.

When he was near collapse, his friend said, "When you come to Shenyang, you must go to XX store to eat grilled shrimp!" " This sentence made him suddenly enlightened: "The reason why every store can't be long is that it doesn't have its own characteristics at all."

After returning to Beijing, Yang Jinxiang made a drastic reform, and created Yang Jixing's stinky mandarin fish, which occupies half of China's Huizhou cuisine today.

This reform is a well-known "menu revolution" in the industry. More than 211 Anhui dishes have been slimmed down into 38 dishes, focusing on "smelly mandarin fish".

Because the menu is scientifically classified and well organized, even the first-time guests can know what the specialty of the store is within one minute, and even if there are blind spots, they can assemble a delicious and delicious banquet, which not only saves time, but also reduces the decision-making cost of customers. After this optimization, the sales of stinky mandarin fish only sold seven or eight copies a day, and then directly soared to more than 111 copies, accounting for 51% of the total sales in the store.

Yang Jixing, who has rallied again, seems to have been injected with fresh blood. Not only is it popular in Beijing, but also smelly mandarin fish is the main dish in Anhui Cuisine Houses all over the country, and even restaurants of other cuisines have added this food to their menus. This has led to the vigorous development of the national mandarin fish culture and the raw material industry chain of stinky mandarin fish.

after yang jixing's stinky mandarin fish became a hit, in 2114, Lao yang knew that the lack of catering professional knowledge seriously restricted the development of the enterprise, and then he began to move toward the road of learning, turned his energy to the inside of the enterprise, and trained his internal strength. As an enterprise, he was a complete detail controller.

with the core management of the company, he constantly participates in various trainings and visits the predecessors in the industry. From focusing on positioning to store location, from team building to enterprise management, from business philosophy to corporate culture, since then, a reform from the inside out has begun. In the first half of 2115, Yang Jixing Stinky Mandarin Fish Catering Management Co., Ltd. was formally established, which means that the company will pay more attention to a series of management systems such as system standardization, service process and performance appraisal.

a careful person will find that Yang Jixing's slogan * * * has gone through six iterations after focusing on the mandarin fish.

Lao Yang is not only a good cook, but also a good hand in brand marketing.

In recent years, Yang Jixing has iterated once again, refining the "signature dish of Anhui cuisine", which has risen from the previous focus on products to the level of brand strategy.

"After several years' development, the stinky mandarin fish has gained a certain recognition and popularity in the market. Emphasizing the' signature dish of Huizhou cuisine' not only emphasizes the importance of the stinky mandarin fish, but also highlights its position in Huizhou cuisine, spreading it from both dishes and cuisines."

Seeing that Yang Jixing is becoming more and more steady, corporate values seem to naturally follow-honesty, tolerance, innovation and persistence. At first glance, there is nothing new, but it coincides with the stubbornness and tenacity in the bones of Huizhou merchants.

Lao Yang summed up his values of being a man and doing things as persistence.

"Every time the store changes hands to restart a new brand, my relatives and friends are willing to support me in the most difficult time, which is the trust in me and the reward for my honest life." Tolerance and innovation are two essential qualities on the road of enterprise development, and persistence is the premise and foundation of all results.

Yang Jixing currently has 21 stores in China. When it comes to future development planning, Lao Yang intends to go deep into Beijing, strive to win the goal of 111 stores in four first-tier cities in the north, Guangzhou and Shenzhen within five years, and reach the volume of 311 stores within ten years. When the opportunity is ripe, he will go abroad and try his best to let consumers all over the world taste the stinky fish.

Back in life, Lao Yang is a very casual and romantic person.

I like driving with my wife, and I like the feeling on the road. Away from the reinforced concrete in big cities, the husband and wife have walked through Duku Highway in Xinjiang to see the change of seasons, walked through Alashan Desert in Inner Mongolia to see the sunrise and sunset, walked through the 318 Sichuan-Tibet Line to see the towering Mount Everest, and walked through the border between China and Vietnam for thousands of miles to see the beautiful scenery along the way.

I have been married for more than 21 years, and I have had differences and quarrels, but I have never left.

during the most bitter SARS period, the store could not be opened for several months, and finally there was only a cash flow of 1,111 yuan. The only reason for the young couple to persist was to cheer up with each other every day. It was those years that helped each other and made today's hardships come to an end.

Speaking of family, what makes Lao Yang happy is that he has a sensible and obedient daughter.

"Her name is john young, which means to set sail." When she mentioned her daughter, her face was filled with subtle relief and smile. "Follow me, I'm quiet and introverted." Then I pointed to my clothes. "It's from my daughter." He is more tolerant of his daughter's education and implements the "stocking policy".

My daughter's understanding and independence are much like her own when she was young, but she is more free and easy. At the age of 14 or 15, she went out to travel alone. At the age of 18, she went to Australia to study alone. She was a maverick and quiet girl.

"A daughter should have her own life."

Compared with "women follow their father's footsteps", Yang Jinxiang hopes that she can see more about the world, make more wise people and friends, and experience the scenery and miracles that others can't meet.

Some people say that "youth" is a state, even if years add to the body, even if suffering, even if this or that, some people become muddled along, and some people want to compromise; But some people are always excited and still have a pure heart.

When it comes to entrepreneurs who are more appreciated, Ma Yun's words are similar to Lao Yang's current state. Ma Yun once said, "Do what you like at 31, do what you are good at at at 41, and do something for young people at 51."

"I'm a young man now, and I should be middle-aged when I'm 61, and I can still contribute when I'm 81." Lao Yang thinks that he can do it until he is 81 years old, and his retirement has to be postponed.

in order to make yourself and