Starting from Shanghai, he has been "fighting" in Beijing and Chengdu. His partners are trying to expand the sales territory of duck neck to the whole country.
The next sea: abandon the gold-collar life
He Xingyuan early years of foreign trade, ate a colleague's girlfriend brought back from Wuhan duck neck, even if it is not quite able to eat chili pepper, he was always in tears to gnaw the last duck neck, and from then on will not be able to forget this delicious.
In 2001, after graduating from Sichuan University with an MBA, He Xingyuan was recruited to the Chengdu representative office of the Bank of East Asia in Hong Kong, and became an enviable gold collar. High salary, five-star hotel office, the company with a Buick car, He Xingyuan fully responsible for external affairs, the future is unlimited. But after less than a year, He Xingyuan automatically resigned. "Rather hard work, but also do not want to do the emperor." He Xingyuan laughs.
Entrepreneurship: small duck neck to beat the crayfish
He Xingyuan entrepreneurial first thought is to make their mouth-watering duck neck. After some careful examination, He Xingyuan and friends self-funded 1.2 million yuan, first chose to set up a company in Shanghai, and registered to the duck neck as the main food food brand. November 8, 2002, Shanghai's first duck neck store opened successfully. In order to let people accept this specialty snack, He Xingyuan and colleagues every day to the Shanghai downtown office building free to invite people to taste, listen carefully to the views, so repeated, never stop. In order to ensure the quality of the duck neck, from the product selection and processing to sales, he stared at the whole process, personally.
In less than a month's time, the duck neck store has increased six branches, business is booming. In just seven months, duck neck became a fashionable food in Shanghai Bund.
At this time, "SARS" suddenly attacked. However, after the incident, He Xingyuan said that "there is no bird flu terrible", because customers do not trust the vendors, the chain's business is relatively good, not affected by the big impact. By June 2003, He Xingyuan and his friend's investment had been fully recovered. Now, the number of duck neck chain stores in Shanghai has more than 50, annual sales of more than 30 million yuan.
The great success in Shanghai did not stop He Xingyuan. Then, he formally entered Beijing with the duck neck. The sales momentum in Beijing is even stronger than in Shanghai. Every day after work, customers in front of the chain store long queues to buy, a single store had set a daily sales record of 21,000 yuan, to beat the crayfish of Beijing's new fashion food. In just five months, sales of 18 chain stores in Beijing reached more than 1.7 million yuan.
Development: "attack" into the Chengdu office building
Chengdu's well-developed catering industry and the broad prospects of the specialty food market, so that He Xingyuan returned to Chengdu, began a new round of struggle.
As most of the capital is placed in Shanghai and Beijing, the initial work of the chain of stores in Chengdu seems to be very difficult. In order to save costs, from the search for plant, product trial production, to decorate the store, recruiting staff all He Xingyuan one person to do. After some market research, He Xingyuan finally chose a small store of only a dozen square meters in Xinhong Road.
Every morning at 6:00 a.m. up delivery, and then to the office building to do promotions, store tours, looking for a new store site, the evening to the store to collect money, and shopkeeper together to discuss the day's sales, the development of the next day's work, eleven or twelve o'clock back to the factory and then the next day to arrange the production of the work, and often work late into the night at one or two o'clock ...... this is the duck neck! This is the daily work schedule of He Xingyuan after the opening of the first store in Chengdu. He even had to go home once every two or three weeks to be with his wife and newborn child.
In order to get more consumers to accept the duck neck, He Xingyuan led his staff to the office buildings in Chengdu's busy downtown area every day to invite people to taste for free, and it was not uncommon for security guards to catch them and kick them out. Gradually, many companies in office buildings became his delivery customers. Today, the duck neck chain in Chengdu has expanded to eight stores throughout the Mule City, Gao Shengqiao, Yulin and other places, a small "duck neck" monthly sales of up to 200,000 yuan.
Expansion: push the duck neck convenience food
Perhaps God intends to hone the young man who started the business, the sudden attack of avian influenza than the SARS more than he was anxious. During this period, the company's total sales dropped by 60%. In order to win back customers, he formulated strict defense measures, He Xingyuan and his duck neck eventually over the difficult times.
Currently, the duck neck chain's businesses are on track. He Xingyuan said, ultimately to do 50 chain stores in Chengdu, the longer-term goal is to launch the duck neck series of convenience foods. Facing the huge competition in Chengdu's marinated products market, he has no fear. He Xingyuan said, once there is a local well-known brine products chain stores to duck neck Chunxi store to take pictures, video, he did not stop, "because only an industry as a whole development, will do the big market".
Reporter's Notes
Jumping out of the traditional embrace of wealth
In the eyes of ordinary people, do not do catering is not more than to rent a few dozen to hundreds of square meters of store, please a few professional chef, make some special dishes on the line.
He Xingyuan also do catering, but do it differently. From the choice of specialty food duck neck to register the company, from the office building takeaway to promote more than 10 square meters store chain business way, he jumped out of the traditional thinking, a unique way, and finally realized the embrace with the wealth. (Wenya)
Source: China People's Entrepreneurship Network