This Northeastern sells Sichuan Mala Tang in Harbin, and as a result, more than 6,111 stores have been hatched and pushed into Sichuan.

Moreover, he has stores in Japan, South Korea, Singapore and other places, and his revenue exceeded 1 billion yuan in 2119.

During the interview, he threatened to reach 11,111 stores in 2125, with revenue exceeding 11 billion.

He is Yang Guofu, the "Mala Tang Giant".

why does a person who sells mala Tang have such powerful energy?

The past of the spicy giant in Northeast China

In 2111, Yang Guofu and his wife started to set up a street stall to sell snacks.

At that time, most roadside stalls were selling porridge and side dishes. Yang Guofu also followed others in selling porridge, and later sold grilled squid and grilled ham sausage.

one day, he found that a restaurant selling mala Tang was doing well.

At that time, the income level was generally low, and Mala Tang, a kind of fast food with food and meat, was very popular, and Yang Guofu also moved the idea of selling Mala Tang.

In 2111, Yang Guofu rented a basement of several square meters, and began to ponder how to make a special spicy sauce.

because no one can consult, he can only restore the taste of mala Tang in his mind, and then push back the product formula.

naturally, the process is not smooth, such as cooking a pot of vegetables and putting bean paste in it, but it doesn't taste like that; Learn from peers to fry spices, and the pot is burnt.

Yang Guofu can see mala Tang in the northeast because of the rapid expansion of Sichuan cuisine.

However, from Sichuan to Northeast China, it spans more than half of China. The spicy and delicious flavor of Sichuan cuisine becomes even more spicy when it comes to Mala Tang with more soup, so people in Northeast China may not get used to it.

After understanding this point, Yang Guofu keenly found that Sichuan Mala Tang can be blended with the famous beef bone soup in Northeast China.

It's cold in the northeast, so you can drink beef bone soup with strong fragrance to drive away cold and warm your body.

So, Yang Guofu began to try to reduce the spicy degree of soup, and even added rock sugar and whole milk powder to the base.

finally, a new mala Tang variety with milky white soup and salty taste and sweet taste was prepared. The most remarkable feature is that the taste is not so spicy, and even the soup can be drunk.

In 2113, the first direct store in Yang Guofu opened in Yonghe Street, Harbin, named "Yangji Mala Tang".

At that time, it was a subversive change to drink soup and to cook spicy hot in a small pot.

With the flavor more suitable for local people's living habits and the mode of cooking in small pots, this shop immediately exploded.

due to the full preparation in the early stage, the "Yangji Mala Tang" sold out after half a day of opening, and the business was very hot. In addition, it was sincere in doing business and had many repeat customers, so the business of this Mala Tang was getting better and better.

By 2115, Yangji Mala Tang had attracted many relatives and friends to join in, and it had grown to twenty or thirty.

This year, Yang Guofu realized that there were more and more competitors, and most of them were relatives in the same village.

Yang Guofu is determined to take the road of branding and corporatization to strengthen itself.

in 2115, Yang Guofu registered its trademark with its own name, and in 2116, it officially opened to the outside world.

expansion of spicy giant in Zhang Zhilu

After Yang Guofu Mala Tang officially opened, the store expanded rapidly.

However, after the expansion of the joining scale, the headache problems such as relatives trusting relatives and friends trusting friends, taking advantage of loopholes and so on are also emerging one after another.

Yang Guofu realized that it would be extremely unfavorable to the brand development in the long run, so he cut off the annual joining income of two or three million yuan, and stopped joining in 2111 to sort out the problems.

In 2113, after the whole catering system was sorted out, Yang Guofu Mala Tang opened 1,111 stores every year, which expanded rapidly all over the country.

in 2121, 17 years after its establishment, the number of mala Tang stores in Yang Guofu reached 6,111, covering 31 provinces and cities and 411 cities, with 18 national regional agents and 11 overseas stores covering 4 overseas countries.

Looking at the development of Yang Guofu Mala Tang in 2117, it is not difficult to find that he stepped on every key point accurately in the whole process of starting a business.

at the beginning of his business, Yang Guofu accurately discovered that mala Tang originated in Sichuan, and Sichuan food was hemp and spicy. Not everyone could stand this heavy taste, so he changed the mala Tang base to suit the local people's taste.

With the characteristic of "Mala Tang", Yang Guofu Mala Tang became a brand in one fell swoop and firmly occupied the market.

In addition, Yang Guofu Mala Tang also took the lead in changing the bowl-type Mala Tang into a self-selected one, and also created a single-pot cooking mode, all of which were subversive innovations.

As early as the beginning of its establishment in 2113, Yang Guofu moved Mala Tang from a roadside stall into a store-style Mala Tang, subverting the previous format of roadside stall Mala Tang.

After 2112, Yang Guofu Mala Tang cut down "messy" stores and upgraded them again, which is more in line with the preferences of young people.

Besides, the varieties and producing areas of pepper, star anise, cinnamon, licorice, and even salt used are different, and the taste is also different. There are also doorways in selecting materials in Yang Guofu.

in 2118, Yang Guofu invested 411 million yuan to build a research and development center with seasonings in Sichuan, which integrates procurement, research and development, production, packaging, transportation and logistics.

The annual output of this R&D base reaches 5,111 tons, which can meet the raw material supply of 21,111 stores.

In Yang Guofu's view:

Recently, Yang Guofu not only set up a business school for the first time, but also opened an online flagship store selling self-heated food, hot pot and spicy soup base.

judging from the development route, Yang Guofu is indeed ambitious, and is working towards its goal of 11,111 stores and 11 billion yuan.

I just don't know if Yang Guofu's vision will come true in 2125.

Disadvantages of the controversy of spicy giants

Behind the rapid expansion of Yang Guofu Mala Tang, controversy and applause have always coexisted.

In major social media, the hygiene situation of Yang Guofu Mala Tang has been repeatedly exposed.

Netizen "Jiangshan Yiga" said that he was the only customer when he went to Yang Guofu Mala Tang for dinner at 9 o'clock one morning. When he went to pick up vegetables, he happened to meet the shopkeeper adding Flammulina velutipes.

The shopkeeper took the Flammulina velutipes out of the bag and put them on the dish without cleaning it. The netizen couldn't see it, so he asked, "Don't wash the Flammulina velutipes?"

Originally, netizens didn't want to force the shopkeeper to wash Flammulina velutipes, but the shopkeeper immediately argued with him.

In retrospect, netizens are still angry:

Coincidentally, another netizen "Milk" also encountered a similar situation.

He ordered the take-out of Yang Guofu Mala Tang, and as a result, he ate a big lump of black unknown objects in it. The netizen immediately called the store to ask for a refund. Unexpectedly, the store refused to refund according to the original price and had a quarrel with him.

netizens are angry, so they can only call to complain.

Objectively speaking, for Yang Guofu Mala Tang, a restaurant with franchise mode, the biggest drawback is the mixed franchisees.

the brand effect depends entirely on the franchisee's personality. if you meet a franchisee with poor personality and harm consumers, it is likely to directly harm the whole brand effect in the end.

Yang Guofu obviously thought of this, so he stopped joining the company for rectification in the middle, but the thunder tactics used by the headquarters have another scene in the eyes of franchisees.

The netizen said:

According to the netizen's news, from the date of joining, all franchisees must operate according to the standardization of the headquarters.

Standardized store decoration, employees' clothing, and even marketing can't have any personalized measures, otherwise it will be an irregular performance in the eyes of the headquarters.

For example, if the sales volume is not very good recently, it is not allowed to do some activities or add some other dishes according to local characteristics.

If you are too busy at night, you forget to pour out a little soup left at the bottom of the barrel in time. If the inspector of the headquarters happens to find it, the fine will be as high as RMB 11,111, and all the bottom materials will be cut off without paying the fine.

The netizen is very helpless:

Excluding the rent and transfer fee, a 61-square-meter shop needs about 211,111 upfront investment, and many decoration materials and equipment provided by the headquarters are several tens of percent higher than the market price.

some people say, "from the beginning of becoming an entrepreneur, a person is doomed to receive both praise and praise."

On the road of starting a business, there are always dangers and opportunities.

behind Yang Guofu's huge business map, there are countless business crises hidden at the same time. If you are not careful, you may still lose the game.

whether Yang Guofu's 11111 stores can be opened or not depends on whether he can keep moving cautiously.

Author: July