1. Starting from scratch

In p>2111, Yang Guofu ate mala Tang in one and a half basements, and after only two bites, he suddenly found that it was definitely promising.

Three years later, he opened a Yangji Mala Tang in Yonghe Street, Harbin.

This is the predecessor of Yang Guofu Mala Tang.

Yang Guofu was originally an ordinary farmer in Northeast China, but he had a business heart.

In p>2111, Yang Guofu abandoned agriculture and went into business, and set up a street stall in Harbin to sell breakfast.

Before that, we knew nothing about Yang Guofu's background, family environment and studies, except that he was a low-key person, and kept his low-key style in the blood of Yang Guofu Mala Tang until today.

During his three-year stall career, Yang Guofu sold everything, such as eggs, fried dough sticks, porridge, noodles, soybean milk ... no different from today's street vendors who sell breakfast.

But Yang Guofu didn't use the first bucket of gold to buy a house or a car, but used it to start a new business.

Since ancient times, Sichuan and Sichuan have produced spicy food, and spicy food is to Sichuan and Sichuan what Shaxian snacks are to Fujian and Lamian Noodles to Lanzhou, but interestingly, Yang Guofu and Sean, who came later, are both from the Northeast.

Sichuan and Sichuan are suitable for hot pot and mala Tang, which can eliminate dampness; Northeast China is more suitable, it can drive away the cold.

Mala Tang has a bright future, and he has three years' savings, so Yang Guofu stepped into the Mala Tang industry.

Just being a boss, I have no experience. The couple, who broke the door, scattered the flow of passengers, have no characteristics and are not famous. How to look at it, this Yangji Mala Tang is no different from countless fly shops now, and whether it can survive is a problem.

However, it not only survived, but also became today's Yang Guofu Mala Tang!

It depends on Yang Guofu's groping step by step.

Mala Tang, spicy and hot, is nothing to Sichuan and Sichuan people, but it is a little exciting to the northeast people. Yang Guofu must make some improvements according to local conditions.

after years of exploration, he added more than 31 kinds of herbs, milk powder and crystal sugar to the base material, and adjusted it to the favorite taste of the northeast people, turning the soup that could only be used as a seasoning into a drinkable soup.

Yang Guofu said, "Mala Tang gives customers the impression that it is junk food, but' you can drink soup' makes him completely tear off this label.".

The soul of Mala Tang is the base material. If the base material is good, the taste will be good, the number of guests will be large, and the reputation will be great. Yangji Mala Tang became famous in Harbin at once.

In p>2117, Yang Guofu registered the brand of "Yang Guofu Mala Tang", and the fly shop Yangji Mala Tang became a chain restaurant Yang Guofu Mala Tang.

There is one less farmer and one more businessman in the world, and Yang Guofu Mala Tang, the first giant of Mala Tang, was born.

2. An iron hand

From a peasant to the first giant of Mala Tang, Yang Guofu has no high academic qualifications, high IQ, strong backing and strong background. How did he get here today?

When it comes to Yang Guofu, I believe many people don't know what he looks like, because he keeps a low profile and rarely makes public appearances. At the opening ceremony of Sichuan Yang Guofu Food Company in 2118, Yang Guofu wore a light-colored suit and trousers, her gray hair was clean and tidy, and she was very friendly to others. Although she was vicissitudes of life, she did not look old. Although she was busy, she was full of energy.

Yang Guofu, who rarely appears in front of the media, gives people the impression of being modest and high-spirited.

But in fact, Yang Guofu is an iron hand with great courage.

"Yang Zong is persistent sometimes," people around him said.

In p>2116, in order to establish its own supply chain system, Yang Guofu decided to set up a factory in Sichuan: "Yang Guofu Mala Tang wants to go further, which is the only way to go".

The formula of the store is unified, but the procurement channels are varied. The varieties, producing areas and years of pepper, pepper, star anise, cinnamon leaf, nutmeg and ginger ...

The taste is very different, and only unified standards will not reduce the quality.

building a factory can solve this problem. However, it also means a large capital investment, which is very similar to Jingdong Logistics, which serves JD.COM Mall, and it is a money-burning business. Therefore, many people in management oppose it.

"Taste is the soul of Yang Guofu Mala Tang, and we must firmly grasp it in our own hands". Yang Guofu pushed through the crowd and decided to build a factory.

Sichuan factory covers an area of 48 mu, with a building area of more than 43,111 square meters. It has imported advanced equipment from Germany and Japan, with an annual output value of over 311 million at this stage. It is a heavy-duty arsenal in Mala Tang, Yang Guofu, and provides ammunition at any time.

and unlike the embarrassment of jingdong logistics, the factory not only guaranteed its own supply chain, but also put it into the market from the beginning to serve other stores. It is not accurate to say that it is completely burning money.

Regardless of whether the factory in Sichuan is profitable or not, the fact that Yang Guofu dared to disregard the opposition and invest all his assets to build a factory itself is impressive. This is a very courageous leader.

in addition to courage, Yang Guofu has determination. After the success of Mala Tang, relatives and friends all came to join the store, and they lacked ability and management confusion. When Yang Guofu saw this, it didn't work. He learned from the bitter experience and immediately stopped joining the project for two years.

as long as we can solve the management model, we would rather postpone the development for two years.

Xu Mingzhe, deputy manager of Yang Guofu Mala Tang, said, "You only know that we add 1,111 stores every year. But do you know how many franchisees we refuse every year? More than 5,111 ".

No one can casually succeed, especially Yang Guofu, who was born as a farmer. With courage and determination, Yang Guofu Mala Tang stood out and became a giant.

3. Competition between the two men

As Yang Guofu's nephew, there seems to be nothing happened to Sean on the way back to Yang Guofu. Actually, Sean first made her debut as Yang Guofu's kitchen.

Like Yang Guofu, Sean was born as a farmer, worked as a flight attendant and salesman, and later worked as a kitchen in Yang Guofu's shop. After getting the mysterious recipe of Yang Guofu Mala Tang, Sean set up a shop alone.

In p>2118, Sean opened the first Sean Mala Tang in Harbin. Since then, it has been out of control. In more than 11 years, Sean Mala Tang has expanded to more than 6,111, spreading all over Europe, America and Japan, becoming a commercial giant that keeps pace with Yang Guofu Mala Tang.

So, how did Sean achieve Yang Guofu's success from scratch? What's the difference between the two mala Tang?

There is no denying that Yang Guofu is still a mountain on Sean.

In recent years, the expansion of Sean Mala Tang has been quite rapid, mainly due to its lower entry threshold. Not only in Yang Guofu, but also compared with other Mala Tang, its joining fee and deposit are very low: the joining fee for first-tier and provincial capital cities is 11,111 yuan/year, other cities above the county level are 8,111 yuan/year, and the township is 5,111 yuan/year. The deposit is paid in one lump sum and returned after the contract ends.

what about Yang Guofu spicy hotpot? Its joining fee is 5.9 times that of Sean!

At the same time, Sean Mala Tang only requires that the front shop be larger than 61 square meters, while Yang Guofu requires that the first-tier cities be larger than 111 square meters and other cities be larger than 81 square meters.

The direct consequence of lowering the threshold is crazy expansion, which is the main reason why Sean Mala Tang is catching up.

In addition, Sean has done a better job in advertising marketing, which is quite different from Yang Guofu's low-key style, so it is more popular among young people.

of course, the crazy expansion brings the problem of insufficient ability of franchisees.

Sean's solution is to set up business schools, run training courses like crazy, and spend 3-4 million yuan on training every year, so as to make up for the lack of ability and experience through training.

Sean said: "On the one hand, the establishment of a business school can ensure the standardized operation of franchisees, on the other hand, it also teaches franchisees how to maintain their brands and develop together."

No one is afraid of anyone in the land grab, but what Sean should feel depressed is that Yang Guofu, like a big mountain, always beats him, maintaining a leading position of about 31%, and can't catch up with it.

As for the most controversial taste problem among consumers, it is second. Different people have different opinions, and it is impossible to meet everyone's needs.

KFC, Golden Arch, Golden Old Man and Shi Popo in the world of mala Tang, wherever there is Yang Guofu, there must be Sean Mala Tang, and the whole family is neatly together.

Yang Guofu can't break the double-header situation, and Sean can't break through the mountain of Yang Guofu.

I believe this situation of parallel development will continue for a long time, and it may not be whose reform is better, but who makes fewer mistakes that will break the deadlock in the future.

On the question of who Yang Guofu and Sean choose, they want to get more votes and need to make greater improvements.

This real game of thrones seems to be much more harmonious than Taobao and JD.COM, Chain Home and 58, Gree and Midea.