On March 6th, 2118, in the office of Shenzhen Dietitians Association of more than 111 square meters, spring was warm and laughter was flying.

We are fortunate to have Mr. Zhang Mingwang, the chairman of "Daddy's Granary", to share his mental journey of creating the brand of "Daddy's Granary".

Zhang Mingwang-Master of Child Psychology. Before the appearance of "Dad's Granary", a well-known parent-child clothing brand had been successfully established.

from parent-child clothing to agricultural products, the span is not small. Everything is because of dad.

The inspiration for the establishment of "Daddy's Granary" came from a visit to the sea with my father.

That year, my father visited Zhang Mingwang in Shenzhen and saw the sea for the first time.

My father was as happy as a child when he picked up stones at the seaside and filled two pockets full of oval stones.

At that moment, Zhang Mingwang wanted to do something meaningful with his father, so that the spirit of father and son could have a deeper connection.

So, the plan to build "Dad's granary" so that more people can eat the safe food planted by Dad and deliver healthy ingredients to more families has taken shape in Zhang Mingwang's mind.

A father's strength is obviously not enough to support the "father's granary". Fortunately, Shenzhen has an advantage that people come from all corners of the country.

Soon, through a circle of friends, Zhang Mingwang found another 35 fathers who were farming in various places, and set up 36 agricultural product planting bases, which guaranteed the grain supply team.

There are 36 fathers and 36 bases all over Heilongjiang, Jilin, Inner Mongolia, Qinghai, Xinjiang, Guizhou and Yunnan ... The name of "Father Grower" is intimately marked on every grain product.

Eating fresh, non-genetically modified, non-over-processed food, the sons and daughters who are working hard in Shenzhen are chewing the flavor of their hometown, and the feeling of happiness arises spontaneously.

The children of 36 fathers are also the founding shareholders of "Daddy's Granary".

[My father's name is Zhang Qin, a simple farmer. I started farming at the age of 8 and have been farming for more than 51 years. I grew up eating food grown by my father. When I was a child, the only motivation for going to college was that I didn't want to be a farmer, because farming was really hard. My father is getting older. As a son, I hope my father's old age will be more meaningful. I have always wanted to do something for my father, so that the elderly can live a little sense of accomplishment and value all their lives. So I registered the trademark of "Dad's Granary" as a birthday present for Dad's 61th birthday. In order to help farmers like my dad, and also to let the city people eat more home-grown grains, I joined more than 31 other dads, and together with them, I set up my dad's granary. In the future, more farmers' dads will join my dad's granary ...]

With this monologue and a financing goal of 31 million yuan, Zhang Mingwang stood on the stage of "Acceleration of Venture Capital" by Guangdong Satellite TV and started to warm up.

The most tearful part of the recording scene of "Acceleration of Venture Capital" was that the program invited Zhang Qin, his father who was far away from his hometown in Inner Mongolia, which even Zhang Mingwang himself didn't expect.

When dad suddenly appeared at the recording scene, Zhang Mingwang, who was 1.8m tall, cried like a child. Perhaps only "I love you, Dad" can express all his feelings.

When investors asked dad Zhang Qin "Will the financing be successful?" Dad Zhang Qin replied simply: "No matter whether it is successful or not, as long as he works hard."

People's motives are correct. No matter what they do, they will meet noble people. "God helps those who get the word" is the eternal law of the universe.

from the initial 5 million yuan (the brand name "Daddy's Granary" is 1 million yuan) to the financing of 21 million yuan, Zhang Mingwang finally made the farmer's father's food, from seed to planting, from field to table, directly delivered to every "member family" full of respect and love for his parents.

I believe that every investor, every user who fell in love with "Dad's Granary" at first sight, has a deep touch: grain is just a carrier, which connects the oldest and most primitive "love" of human beings in one form-the cycle-by-cycle parent-child relationship.

Gratitude is the most vital creative force.

the company has been profitable since its inception.

Zhang Mingwang clearly knows that there is an upper limit on the quantity of agricultural products without transgenic technology.

At the same time, as the son of farmers, he deeply understands the pain points of farmers: farming is the most tiring and unprofitable business. The traditional way to supply agricultural products is to establish the connection between rural areas and cities by middlemen (that is, farmers sell their labor results to middlemen at the lowest price, and middlemen turn around several times and finally sell them to city people at the highest price). This sales model has enriched middlemen, and neither users nor farmers have benefited.

In cities, people who have quality requirements for a healthy life, "eating healthy food" is a top priority, but they are often worried that they can't buy genuine good ingredients.

nutritionists know clearly how the grain on the market comes from: farmers sell newly harvested grain to grain groups, and the groups put new grain in storage and old grain out of storage, so most people eat old grain.

the prices of grain and oil in many supermarkets are problematic at first glance. Rice is often sold for two or three yuan and 1 kg, and many oils are priced at "people-friendly prices". How can it be good rice and good oil if those farmers can't even recover the cost? We eat food without nutrition every day, and cells can't get nutritional support at all. It's strange not to get sick.

The last time I visited Mr. Song of Chengzhi Linseed Oil Company, Mr. Song calculated the cost and price of planting, production, processing and transportation of agricultural products for us. We know that the realization of "good quality and low price" must be based on the premise of sacrificing quality.

President Song said, "So at the last annual meeting, I didn't hesitate to invest 31 yuan in my father's granary, because they really solved the problem of city people eating high-quality food.".

because it's easier for us to choose high-quality products, just buy expensive ones. The most worrying thing is that the food bought at a high price is still a "fake".

It is very difficult to eat normal, mature, non-genetically modified and reasonably processed grain in today's society.

Attentive members found that the distribution of rural planting bases selected by "Dad's Granary" on the map tends to areas with little industrial pollution.

in order to protect the mode of "original ecological organic planting" and let farmers' fathers finish the work of "land design" with peace of mind, he adopted the mode of "double pricing" (the commercial pricing of agricultural products, the general selling price is three times the cost price). At the same time, he also created a "brand+direct supply" model, which not only helped farmers' fathers improve the income of planting agricultural products; It also solves the desire of urban families for the demand of original ecological pure green agricultural products.

As a master of psychology, Zhang Mingwang's judgment on emotion, ethics, market and development prospect is very accurate.

healthy and pollution-free agricultural products definitely have a large consumer market. "The target group we are targeting is a group that really values health and quality. They will care about the water for making milk powder for their children, remember to peel apples, exercise regularly and love their families ... ",I agree with him very much. At the same time, I also found that this group has a * * * nature, that is, they really know "love".

People who truly know "love" have all the happiness in their lives, not only from their own satisfaction; And from interaction with others. Therefore, their personality characteristics are generally characterized by generosity, kindness and wisdom.

With the demand of the market, more and more investors have turned their attention to agriculture. However, the market is always dominated by profit-seekers. Some entrepreneurs get a project to fool around a few times in order to make money quickly. After getting the investor's money, spend it casually and take it for yourself.

"The development of agriculture can't happen overnight. We should start from the perspective of product quality, not from the perspective of profit-seeking." This is the original intention of Chairman Zhang Mingwang's business, and he has always practiced it in this way.

if people have the right entrepreneurial motivation, their careers will develop smoothly. Today, "Dad Granary" has covered many first-tier cities and provincial capitals such as Shenzhen, Guangzhou, Shanghai and Hangzhou. Cooperation channels include high-end monthly clubs, high-end hotels and restaurants, high-end kindergartens, high-end women and children hospitals, high-end office buildings, high-end communities and other places with rich cultural connotations.

When the ingredients are not just simple food, but carry more gratitude feelings, the culture is slowly awakening, and "filial piety" has a far-reaching significance.

Grateful for Mr. Zhang's sharing is like a clean stream that moistens our hearts. May more followers share, spread and have love along the way.