Give up the iron rice bowl and go home to start a business.
Speaking of fragrance, the first thing that comes to mind is a well-known advertising word: 65.438 billion cups are sold a year, and the cups can be connected to circle the earth three times. This slogan occupies the screens of major TV stations, and it is no exaggeration to describe it as a household name, but compared with the brand itself, its founder Jiang Jianqi is much lower-key and little known.
Jiang Jianqi was born in Nanxun, Huzhou, a famous land of plenty in the south of the Yangtze River. He has lived in a strong business atmosphere since he was a child. He sells steamed buns for his parents' steamed bun shop every day.
After graduating from junior college, he was assigned to work in the railway bureau. Holding an iron rice bowl, living a very leisurely life, drinking tea and reading newspapers at work, discussing the international situation, criticizing current politics, and studying how to cook well at home after work. Such days made him extremely uncomfortable. It happened that my cousin, a food major, opened a small food factory in Nanxun, specializing in making cakes. Jiang Jianqi goes back to help from time to time.
Although this kind of life is rough and hard, it is much more interesting than living at leisure every day. At that time, during the Spring Festival, he could earn more than 10,000 yuan. In an era when a movie ticket was only fifty cents, ten thousand dollars was a huge sum. At that time, Jiang Jianqi was the happiest. Even if he can earn10 million a day now, he is not as happy as then.
1985, my cousin decided to give up the food factory because he wanted to do other business, so 20-year-old Jiang Jianqi resolutely gave up his job in the railway bureau and went home to take over my cousin's food factory, regardless of his family's obstruction.
Founded the "old urchin" popsicle with an annual income of one million.
At the beginning of taking over, he found a big problem! At that time, the industry adopted the consignment system, and the dealers were responsible for selling the goods, and those that could not be sold were returned to the manufacturers. Jiang Jianqi thinks that the commission system is an extremely inappropriate distribution method. Production and channels can't restrict each other, resulting in a lot of cost waste, forcing some manufacturers to put surplus goods in cold storage for next year's continued sales.
In order to get rid of the consignment mode, Jiang Jianqi set up his own food factory in 1886, specializing in popsicles. Jiang Jianqi knew the importance of food taste in the food industry, so he found his relatives in the Food Research Institute to help him make the formula of popsicles.
Jiang Jianqi named Popsicle "Old urchin". It comes from the old urchin week in The Legend of the Condor Heroes, which is easy to remember. Due to the lack of food at that time, the "old urchin" popsicle was quickly loved by the public. By 2000, the profits of the old urchin had reached several million.
Try to transform and create fragrance.
However, Jiang Jianqi is not satisfied with this. He found that popsicle is a product that is greatly limited by seasons. In summer, the sales volume is high, and the factory produces a lot. But in winter, the sales volume dropped obviously, and the old urchin encountered his own limitations and bottlenecks. Jiang Jianqi began to seek other ways, but he didn't have a clear goal in mind, what to do. He only knows that cooking and drinking will sell much more than cooking and eating.
Until 2004, Jiang Jianqi passed by a tea shop, and there was a long queue at the door of this tea shop. Jiang Jianqi, who couldn't help but be curious, also lined up to buy a cup. The taste of milk tea is very good, so he wants to make it convenient, so he doesn't have to wait that long.
Jiang Jianqi, who had an idea, did it. He asked Hangzhou Institute of Science, Technology and Agriculture to help develop the formula, and asked the design company to design the packaging. About half a year later, the product was successfully trial-produced. The smell of milk tea wafted in the laboratory, so Jiang Jianqi named it "Fragrant Fluttering".
Before listing, Jiang Jianqi chose four cities to conduct market tests on fragrance fluttering. He chose Wenzhou, Huzhou, Wuxi and Suzhou around Nanxun for trial sale. Only secondary schools, universities and standard supermarkets are selected in each city, and each point-of-sale company arranges personnel to track and plot the results.
The test results of half a year are satisfactory-this is a potential product. Aside from the rigid digital curve, Jiang Jianqi was excited about what he saw with his own eyes.
Although the test results showed that the product would be welcomed by the market, Jiang Jianqi did not put the product into the market immediately. In order to prevent large companies from directly copying and losing to themselves after discovering business opportunities, he first selected students as the target and took Hangzhou, Zhengzhou, Nanjing, Beijing and other large and medium-sized cities as the center, and successively conducted trial sales in shops and supermarkets around the school. Do it deeply and thoroughly, and then radiate it to the surrounding cities, taking advantage of the situation.
With such a push, Xiang Piao Piao got a good market response, and the ordering phone kept ringing.
In 2005, the National Sugar and Liquor Ordering Fair was held in Jinan, and Qingxiang officially sent an invitation to the whole country. Previously, dealers had never seen a cup of milk tea, and they were excited after tasting it in person, and there was an endless stream of on-site sellers. A few months later, orders from all over the country gathered in Huzhou, and the book capital of that year rose rapidly to 50 million yuan.
With abundant funds, Jiang Jianqi understands that to quickly seize the market and occupy people's eyes, it is necessary to be preconceived. So Jiang Jianqi spent 30 million to advertise on Hunan Satellite TV. Become the first advertisement in the milk tea industry.
Jiang Jianqi knows very well in his heart: "For new products that are easy to be imitated, the first punch must be heavy, must be ruthless, and must quickly enter the minds of customers."
Driven by advertising and the market, its sales jumped from tens of millions of yuan in 2005 to 480 million yuan in 2006. In a year, the speed of heavy volume surprised Jiang Jianqi himself.
A sudden emergence, embattled.
At that time, the gross profit margin of fragrance was as high as 40%, and this amazing data immediately attracted peers. In the second half of 2006, Xizhilang, Lipton and Hao Hao successively entered the cup milk tea industry. At one time, more than a dozen cup milk tea brands, large and small, emerged all over the country, sharing a piece of the cake with Xiangpiao. At that time, Hiroyuki also said that he would win Xiangxiang in two years.
Facing the rise of rivals, Xiang Piaopiao did not feel too much pressure, especially Xizhilang, because Xizhilang's first milk tea was called Xizhilang instead of Youlemei. Xizhilang originally only focused on jelly, and suddenly entered the milk tea industry. Consumers holding a cup of milk tea will inevitably think of jelly, which will affect their desire to buy. In an instant, Hiroyuki invested four times the advertising cost of Xiangpiaopiao, but he still could not shake the status of Xiangpiao. This naming mistake of Xizhilang made Jiang Jianqi feel that the enemy was not as powerful as expected. Coupled with the efforts in 2005 and 2006, the south drifted to the north, and once riding the dust, it began to get high.
The fragrance floated to the outside of the cloud nine.
In 2007, Jiang Jianqi played a diversified role. First, he invested tens of millions to develop "instant rice cakes" and peanuts. Second, he opened a milk tea chain. Third, he dabbled in real estate. Coupled with the original cup-shaped milk tea, the fragrance floated to the "four-wheel drive".
On the opponent's side, Xizhilang quickly adjusted after realizing his mistake, renamed Youlemei, and continued to put in a lot of advertisements to pursue fragrance. During the two years from 2007 to 2009, price wars, channel wars, advertising wars and war of words broke out one after another. On the one hand, it is fragrant, on the other hand, it should be divided into other diversified projects. Jiang Jianqi simply doesn't have enough energy to deal with it. Although the sales in 2008 was almost 654.38+0 billion, it was not far from the second-ranked Youlemei. Jiang Jianqi realized: The crisis is coming. Your big brother status is likely to be lost.
Soldiers and wrists were bitten by Agkistrodon halys, and they were immediately cut to prevent the toxin from spreading to the whole body.
In the second half of 2009, Jiang Jianqi began to reflect deeply. At the same time, he also visited many domestic marketing management institutions intensively, trying to find a secret to maintain the status of "one brother" in the rivers and lakes.
Finally, it seems that he was opened to the second pulse of Ren Du, and suddenly he had an epiphany: focus, focus, and pulling away from diversity.
Focus and focus is to cut off the unexpected business of milk tea, which is very easy to say.
First, the rice cake has invested 30 million yuan, and cutting down this 30 million yuan is tantamount to wasting water.
Second, cut peanuts, knowing that peanuts have begun to make a profit, and the annual sales volume has reached 30 million. The director of Peanut has been in the hospital because he wants to cut peanuts.
Third, two tea shops have been opened, and the business is still very good.
Fourth, the real estate industry at that time was extremely profitable. Isn't it crazy to cut down on real estate?
He made it himself, so did the rice cakes and peanuts. At that time, Jiang Jianqi was like a father who wanted to sell his children, and his palms were full of meat. How painful. But the opponent has been pressing hard, and it will be chaotic if it is broken. So Jiang Jianqi made up his mind to cut off the business other than milk tea and focus on fragrance.
In order to make the fragrance fluttering to the extreme and distinguish it from the competitors in the industry, the fragrance fluttering not only makes great efforts for advertisers, but also the cups on the packaging are higher and bigger than the general ones to show that the fragrance fluttering is enough. In terms of straws, compared with the straws that competitors casually fold and put into packaging, the fragrance is floating in two sections, so it is convenient and ceremonial to connect the two straws when drinking.
Price war, up or down?
With the product gap with competitors, Xiang Piaopiao has stabilized the position of "Big Brother". But by the end of 2009, due to inflation and rising raw material prices, Xiang Piaopiao took the lead in raising prices in order to avoid dragging enterprises into the quagmire. Jiang Jianqi predicted that his opponent might stay put or follow suit in raising prices.
However, this is not the case. Youlemei vowed to kill incense, which completely ignored the problem of profit. It didn't raise the price, but lowered it.
Because many dealers in traditional circulation channels are driven by interests, the goods will enter which one is cheaper. In the market where Hunan and Hubei are not dominant, Youlemei began to invade on a large scale, and the effect was obvious.
In the face of the opponent's blow at this time, Jiang Jianqi has made plans to reduce the market share by 30% and must insist on raising prices. Finally, in June 5438+February 2009, good news came from the terminal. Although the price reduction of Youlemei has brought short-term sales of Xiaoying, consumers generally return to choose Xiangxiang, because its taste is purer, so dealers have also returned.
In 20 10, the sales volume of fragrance fluttering exceeded 10 billion cups, and the sales volume reached 2 billion yuan, which can circle the earth three times. There is a joke that says:
Someone asked, "What is outside the earth?"
A: "The fragrance is fluttering!"
One more question: What is "fragrance"?
Answer again: "It is a fragrant milk tea that sells10 billion cups a year and can go around the earth three times together."
"I heard that there will be an asteroid hitting the earth recently. I'm so scared! Don't worry, there is incense outside the earth, or three times. "
Xiangpiaopiao winning cheats
The fragrance of the army of milk tea led by big brands such as Xizhilang and Lipton mainly depends on the following two points:
First, its quality is consistent, and many consumers are used to the fragrance. Even if the price rises, good taste and high packaging are the consistent needs of the main consumers.
The second is to benefit from the zero inventory strategy of fragrance fluttering. Fragrant products are all produced in the form of orders, which are delivered upon arrival and refused to be checked, thus avoiding inventory pressure. This is also the benefit brought by Jiang Jianqi, who hated the consignment mode from the beginning.
After ten years of fighting, now, Xiang Piao Piao has firmly controlled the top of the market. From 20 14 to 20 16, the share of Xiangpiaopiao in the cup milk tea market was 57.00%, 56.40% and 59.50% respectively, ranking first in the cup milk tea market, and its market share increased year by year.
And since 20 1 1, the fragrance of seeking IPO listing has been full of twists and turns, and finally it has been successfully listed. The corporate story reached 7.48 billion yuan. Can the fragrance of the future go forward and become a billion-dollar company? Let's wait and see.