Heilongjiang Auricularia brand: Houerhei, founder Yang Bing, this is her entrepreneurial story.
thick ears and black ears-a textbook for good auricularia
In the industry of auricularia, Yang Bing is a very different one: it does not engage in mountain products hodgepodge, does not earn export OEM fees, and only looks for the road of branding auricularia. She is determined to be "the first brand of black fungus in China", and she has a brave heart, confidence and control.
The "thick-eared black fungus" she created was the "dark horse" in the black fungus market in 2119 and was praised as "the textbook of good fungus".
Siebel Jia Guolong only said one sentence after tasting: This fungus can be selected in Siebel!
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I first met Yang Bing
She was rated as "a person who looks like a white rabbit but can eat tigers". She is Yang Bing.
I met her at the base of Xiaoxing 'anling. It was fifteen degrees below zero, and she came back from the outside, dusty. Under the coat, the army green shirt is paired with a pair of minimalist overalls, which is capable and cool. Shoulder-length hair, light eyebrows, and a tired face, but there is something in temperament that is not shaken by busyness.
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Adventurer-Yang Bing
"She looks very delicate. She looks like a weak woman whose fingers are completely untouched, but she is a complete adventurer at heart. For a while, find good fungus all over the country, and then drill into greenhouses to study good strains. Seeing her achievements today, I am very happy, very proud, and I can't wait to go out and show off. "Yang Bing's friend said.
this adventurous temperament has been verified on the way to becoming the "No.1 brand of auricularia auricula in China".
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I'd rather be a little crazy and do what I want to do
In p>2116, Yang Bing, who had a stable job and a comfortable life, completely changed her life track because of the teacher's words.
A respected teacher in Yang Bing asked her to find a good fungus as a gift. However, after many twists and turns, she couldn't find it for a long time, and gradually they both forgot about it. Suddenly one day there was bad news and the teacher died unexpectedly. Yang Bing was heartbroken, and she thought of the teacher's instructions: "Don't look for it specially, take your time, I can trust what you find.". Unable to find a good auricularia auricula, it became Yang Bing's heart disease, making her breathless. She kept running around looking for a good auricularia auricula, and slowly she found herself in love with it.
"The death of my teacher made me doubt myself. I suddenly feel that life is impermanent and I don't want to wait. I'd rather be crazy and do something I want to do. 」?
It wasn't long before Yang Bing quit his job and went to look for China's good fungus. People around her don't understand why she gave up a comfortable life and went to do farm work.
only she knows, is entrusted by others and is loyal to her mission. Not only doing things, but also her attitude towards life. She doesn't want any more regrets.
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It takes six years to be the person who knows the most about black fungus.
In addition to the teacher's wish, Yang Bing also has a dream that he has pondered for six years: to be the first brand of black fungus in China and the pioneer of high-end fungus in China.
q: why do you want to be the first brand of black fungus in China? What are the possible success points?
Yang Bing: Auricularia auricula, I am most familiar with it. Auricularia auricula is the most common occurrence on the dining table of our northeast people. In my job, I have been dealing with black fungus every day for 6 years.
familiar with auricularia auricula, like fate, grows out of the body.
If I blindfold my eyes and put them in a strange ear field, I can know the temperature, humidity, the source of miscellaneous bacteria, the quality of the ear piece and the proportion of secondary ears. About the familiarity of auricularia auricula, I can be well-known all over the country.
the product is the inside, and the marketing is the noodles. I won't do it if I'm not familiar with product entrepreneurship.
In life, I may be a weak woman who looks harmless and has a sweet voice. But at work, I am still full of rigidity, and I believe that "nothing can be done with one heart."
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It took three years to polish the first brand of auricularia auricula in China
Q: You have been studying the standard of auricularia auricula for the first three years. Why did it take so long?
Yang Bing: "To be the first brand of auricularia auricula in China", we must first find the best source of auricularia auricula.
in the process of searching for good auricularia auricula, I found that what is the best auricularia auricula? Nobody can make it clear.
how about this? Good black fungus should have clear standards. Without standards and opaque trading, how can users feel safe?
I decided to start from the source, from strain, cultivation, quality inspection to standard setting, the only way to brand auricularia auricula, and go through it myself. We must grasp the industry standards in our own hands.
At that time, I flew to Beijing many times, and the reception area of the Agricultural Research Institute became a frequent visitor, and I finally met a background expert of the Chinese Academy of Sciences who was also a fellow villager. However, if I want nothing, why should people help me experiment with auricularia? What should we do? I treat every meeting as a report, and let him see the progress and blueprint every time, which touched him.
We invested more than 5 million yuan before and after. After three years of repeated experiments, we finally set the product standard of "delicious with closed eyes". We call this kind of black fungus "thick-eared black". I feel like I can finally laugh from my heart.
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A good fungus needs thick ears and black ears?
q: what is the standard of thick ear black?
Yang Bing: "Three minutes on stage, ten years off stage." There is no need to directly end the whole complicated quality control process to consumers, forcing consumers to become experts.
how can you tell consumers simply and clearly that this is the best black fungus! In order to find this sentence, we spent 11 months of research and development time and finally found it! Yes, there are only eight words: good fungus is thick and black.
thick refers to the thick gum, which is more than 2mm after foaming, so that the taste can be crisp and elastic.
Black refers to the rich accumulation of nutrients, and the color is brownish black and moist as jade after soaking, so that nutrition is the best.
from the consumer's point of view, taste and nutrition are the simplest and most stringent selection criteria for an ingredient.
for this sentence, I'm driving everyone in my team crazy. "I must be careful enough to make standards" so that every time I go back to the base, they think I'm abnormal. Am I particularly stressed at work? Because I will ask: How thick is it? What is black? How does it smell? How does it taste? How to determine the independent pouch 15g? What is the standard of a dish? Whether it's cold or hot, is it suitable for hot pot?
today, the experimental standards of every product are kept in our company, which is a witness of our painful struggle and thinking.
Here, the slogan of "Thick Ear Black", which is the first brand of black fungus in China, was born: Thick Ear Black, a textbook of good fungus!
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Opportunities to eat boldly and blindly
Q: I can see your boldness in engaging in blind eating in the industry. How did you come up with that?
Yang Bing: Haha, yes. Dare to eat blindly in the prime location of black fungus, I am quite tiger.
I'm a strong person. Since I tried it in the northeast, the "thick-eared black" must be a hot pot with my eyes closed. It's all delicious.
sure enough, a good product is a stepping stone. This blind eating, "thick ears and black ears" has been affirmed by many industry leaders:
Mr. Minglong Xia, the boss of Nanjing Night Shanghai Catering Group, said: "It is a luxury to eat good fungus in the south. I have good seafood, but I can't find a good fungus until I eat the fungus with thick ears and black ears. It really surprised me. China fungus belongs to the northeast, and the northeast fungus has thick ears and black ears. "
Mr. Guo Yongsheng, the founder of Black Chicken Restaurant: "Auricularia auricula is an ingredient on the table of a family in China, but people have not paid enough attention to Auricularia auricula, and they have always treated it as a cold dish and an auxiliary dish. The thick-eared black fungus changed my mind. This is definitely a good fungus that can be used as a main course! " Mr. David Fan, founder of Gemini Positioning:
"We have served many catering enterprises and seen too many good ingredients. I am also very aware of the catering boss's preference and persistence for good ingredients. It is absolutely impossible to find a good ingredient with high quality and appropriate price. Here, I solemnly recommend this fungus to catering enterprises: it is thick and black, thick and black, elastic and brittle, and it tastes like wood in one bite! "
It's time for textbooks that belong to "thick-eared black fungus".
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The innovator of auricularia auricula category with thick ears
Q: What do you think is the ideal customer of auricularia auricula?
Yang Bing: That's a good question. When we started our brand, we stood from the perspective of user experience, not from the perspective of manufacturers. So, don't be afraid of me. I don't want to compete in your.
neither a catering channel provider nor an export supplier is my goal.
"thick-eared black" is an "intruder" and a "category innovator" of China Auricularia auricula. Our thick-eared black combines the advantages of black fungus in Heilongjiang, and sets an industry standard in a pioneering way: only black fungus in Heilongjiang is selected for thick-eared black, and there is no pesticide residue. Each piece of auricularia auricula has been artificially selected layer by layer, and after six screening procedures, each piece is thick and black, with a thickness of more than 2mm after soaking, and the color after soaking is brownish black and moist as jade.
we subdivide 15g pouches based on user experience, and one bag per meal is just right. We only focus on "the first brand of black fungus in China".
My ideal customer is a group of people who have requirements for a healthy and quality life. She may be a nanny who "cares about the health of the baby", a modern white-collar worker who "supplements medicine rather than food", and an old man who "eats healthier and lives more splendidly" in the new era.
Every ordinary person who wants to eat well and live a good life deserves to be lit up.
Postscript
I'm not a "dark horse" that only appeared in 2119. I've been walking for nearly 11 years for this step. Those noble people who helped me, I had the cheek to make a show of a zero thing for three transgressions of five times. They probably thought I could go on. In this way, "opening the road on every mountain and bridging the bridge when encountering water", the thick ears are getting bigger and bigger.
thank them.
This year's task, Yang Bing said with a smile, is now preparing to hold a "thick-eared and black" recommendation meeting in the Great Hall of the People. The venue has been set, and there is no epidemic. It will be held in March, and now it is only waiting for the resumption of work. The long-term vision is to make "thick-eared black" become the business card of Heilongjiang Auricularia auricula and make thick-eared black become a good fungus recognized by consumers. This is what I will do in the next 11 years.
During the interview, it was the time when the epidemic affected the whole country. Yang Bing said that auricularia auricula has the function of purifying lung and lowering blood fat, and auricularia auricula is absolutely good, so many newcomers and old users consulted bought back during this period. I am gratified and sad. I hope the epidemic will end as soon as possible and everyone will live a good life. I also hope that in addition to psychological comfort in special times, everyone can take eating nutritious, immune-enhancing and "lung-cleaning" good fungus as a good companion in life.
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