Lin Weicheng was born in a poor family of porters in Huizhou. He has five brothers and sisters. He is the fifth. He helps his parents push carts to deliver goods in the mud and water. In the fog, his brother takes him to light a fire to cook. As a child, he already knew the hardships of life and the strength and tenacity needed by life.

In p>1982, Lin Weicheng graduated from Huizhou No.4 Middle School. With trembling hands, my mother took out the 311 yuan money accumulated for many years and gave it to him to open a roast goose stall. My second brother-in-law made him a wooden table with wheels with old boards, which was regarded as a counter selling roast geese. On the first day, he cooked nine roasted geese and sold only half of them. He started from these half roasted geese and started his catering business. In order to learn the skills of roast goose, he went to all the goose stalls in Huizhou streets and lanes, and later went to Guangzhou, the provincial capital, to learn from his teacher. Two years later, he bid farewell to the Xiao Mu table in the market, opened several fast food restaurants in Huizhou, and then contracted and leased three restaurants in Huizhou, namely Yuehai, Wangchao and Nantan. In 1991, he set up his own catering enterprise group and served as the chairman. In 1992, he was named "Top Ten Young People in Huizhou City."

At this time, American McDonald's has entered several big cities in China, and Shenzhen, which is adjacent to Huizhou, is McDonald's first foothold in China, but McDonald's has not yet entered Lin Weicheng's mind. As soon as he built his new house, every glass window of the five-story high-rise building reflected bright lights. He also wanted to add two sculptures to the lobby, so he invited Mr. Yuan Yaoqi, a lecturer in the Department of Architecture of South China University of Technology, to design and make them. On a quiet night, Mr. Yuan Yaoqi told him the stories of some big companies in the world, such as McDonald's, KFC, Coca-Cola, etc. They used the design of "CIS" image to improve their visibility, and also talked about their history and their rapid development in the contemporary era.

The powerful expansion of McDonald's to the world catering market attracted Lin Weicheng, and he has become a frequent visitor to McDonald's since then. From the yellow "M" letter sign erected on the top of the restaurant to the smiling cartoon character Uncle McDonald sitting on the edge of the restaurant, he observed the service and management of McDonald's, and observed the restaurant furnishings, staff uniforms, service cards, stereos and tableware of McDonald's-paper cups filled with hot and cold drinks, cartons and paper bags wrapped with hot hamburgers, trays, paper barrels ... and one While tasting sticky cheese, slightly hot French fries, lettuce coated with salad oil and a Big Mac, he wondered: Why is American McDonald's popular all over the world, especially in a gourmet kingdom like China? The answer is a "fast" space, a "fine" word and a moderate price. He began to realize that in the fierce competition at home and abroad, if the catering industry in China wants to develop, it must be innovated and reformed, and the idea of opening a chain store like McDonald's began to sprout.

1991 and 1992 were the periods when Huizhou's economy took off and Lin Weicheng's career developed smoothly. By the second half of 1993, the state began to implement macro-control on the economy, and the gorgeous bubble that was roaring in Huizhou began to fade. Lin Weicheng deeply felt the change of this economic situation from his own hotel-the hotel full of diners began to be deserted every day. At first, the income and expenditure were still flat, and then there was a loss. In order to save the defeat, he invested tens of millions to open shopping malls and jewelry stores, and the result was nothing. Some partners broke up after challenging him, and the creditor carried the gas tank to his office, claiming that if he didn't repay the money, he would ignite the gas and die with him. Banks won't demand payment in this way, but the authority of the country and the sword of law are more powerful than gas tanks. The five-story building in his house became dim. His mother, who had worked hard all her life, had all the lights in the whole building replaced with 5 watts in order to save money, and disposed of the tropical fish used for viewing in the lobby. The capital accumulated in more than ten years has been depleted in less than one year, and 21 million yuan in debt has been owed. It has been said that "Roasted Goose is bankrupt!" "The roast goose has escaped!"

However, in 1994, the most difficult year for the Roasted Goose Son Group, he registered his trademark with the State Administration for Industry and Commerce. As the editor-in-chief, he hired experts to compile the 211,111-word "Hotel Management Standard of Roasted Goose Tsai Group" as the basis for standardized management of the Group and the teaching materials for employees. He traveled to almost all goose farms in Guangdong, selected black brown goose from dozens of kinds of geese as the raw material of roasted goose group, and established his own goose breeding base. In the same year, he opened Dongping Super Seafood Restaurant in Huizhou, which showed his exploration and innovation to the catering industry in China, and the prototype of the future roasted goose chain store to the Chinese people and China society.

One day at the beginning of p>1995, a calm middle-aged man walked into the headquarters of Roasted Goose Duck Group. He was the president of Shenzhen FIATA Group, Meng Tengshan.

it turns out that fiyta group has renovated a high-end restaurant in Xi' an, called Haomen Restaurant. Looking for operators all over the country, more than a dozen talks failed. Someone introduced Lin Weicheng and his restaurant to Mendengshan.

Lin Weicheng does not deny how difficult he is now. However, from the frank narration and analysis of this young man who can almost be regarded as a junior, Meng Tengshan saw his indomitable resilience and rare talent in the operation and management of the catering industry. He strongly invited Lin Weicheng to go north to Xi 'an. Roasted goose has thus walked out of Huizhou, which is a crucial and even historic turning point for Lin Weicheng's Roasted Goose Group.

In the late summer of p>1995, opportunity favored Lin Weicheng again. After operating in Xi 'an for several months, Lin Chuancheng and Giants Hotel attracted the attention of a group of local entrepreneurs, and gradually they became friends. These friends jointly rented a building to open a hotel in Fangzhuang Community, the largest residential area in Beijing. One day, they made a request to Lin Weicheng: "Go to Beijing!" Lin Weicheng was excited, which was his ambition for many years. However, after thinking about it, he hesitated again: before coming to Xi 'an, his career was at its lowest ebb, and the success of Xi 'an only helped him out of the predicament, which was not enough to gather the manpower and financial resources he needed to open a hotel in the capital. Sure enough, when he returned to Huizhou to inform the board of directors of the group to discuss this topic, he was unanimously opposed by the participants.

However, Beijing is really an irresistible temptation for Lin Weicheng. After much deliberation, he boarded the flight to Beijing. It was 9 pm when the plane landed at the first airport. Accompanied by several directors in Xi 'an, he went directly to Fangzhuang construction site. He put forward his own ideas and cooperation conditions for hotel management. The two sides drafted the cooperation agreement overnight, and it was early the next morning after signing it. After intensive preparations, Beijing Roasted Goose Food City opened on October 28th, 1995, and achieved unexpected results.

Twenty days after the opening of Fangzhuang Roasted Goose, the owner of American Yongsheng Group in Sanlihe Dadu Food City came to the door and asked for cooperation. In this way, there is another roasted goose food world in Beijing. 1996-11-11 is Lin Weicheng's 31th birthday, and it is also the opening day of Tianya Roasted Goose Food City, the fourth chain store in Beijing. In the morning, he invited guests from all walks of life to host a grand opening ceremony in Tianya. In the evening, he celebrated his second birthday with the staff representative of Roasted Goose in Qiancun Hotel, and still customized a big cake with a height of 1.68 meters. The cake still said: "Weicheng and the motherland have the same birthday", but the situation and mood are completely different.

He raised his glass and announced to the staff: "Thank you for your support. With the efforts of all the staff of Roasted Goose, Roasted Goose finally got out of the predicament!" . At the end of 1996, he was named one of the top ten business people in Beijing. It was also in this year that he moved the headquarters of Roasted Goose from Huizhou to Beijing.

Lin Weicheng still has a long way to go. Even in the period of smooth development of roast goose's career, he is still facing all kinds of contradictions and difficulties. However, the self-selection catering of roasted goose has had a severe impact and extensive influence on the domestic catering industry. Nowadays, in Beijing, this kind of business form is copied from time-honored high-end hotels to street-side economic restaurants.