A pot of red and spicy hot pot has become his whole life.

A real man who got rich first in the reform failed to invest in the blink of an eye, and once again created a hot pot that was not popular but popular all over the country;

A hot pot person who focuses on hot pot research and even plays e-commerce for more than ten years, an entrepreneur who has written hundreds of thousands of words in two years. ...

These labels make director Yu's three words seem particularly mysterious and fantastic.

Who is Yu Yong?

Baidu Yu Yong's name has more than120,000 entries, including jade carving master, painter professor, famous purple sand artist, chief physician, village secretary, excellent policeman, etc ... but our protagonist, director Yu, has disappeared in the first six pages.

Our protagonist is the founder of Qi Chafu brand, which has set off a nationwide trend of "eating hot pot without getting angry". As the president of Qi Tea House, his wife Xie Li won the last champion of CCTV's entrepreneurial reality show "Win in China" in 2008, while Yu Yong, the chairman, is used to hiding behind his back and being called "Yu Changchang"-the director of Chongqing Huiyuan Hot Pot Research Institute, the only hot pot research institute in Chongqing with a formal independent legal person license.

When the reporter saw Yu Yong, he seriously signed the book Hot Pot Chongqing, which he just published, and handed it to the reporter. What is even more surprising is that Yu Yong first talked about the e-commerce platform being implemented in Qichafang.

Those dying years.

Some people say that the post-60s and post-70s are a happy generation, because they have caught up with the good things such as the distribution of university bags, reform and opening up, and housing distribution. For Yu Yong after 60, these beautiful things seem strange and far away.

1980, Yu Yong, who just turned 15 years old, walked 30 miles from his hometown in Longxing, Yubei, and spent 60 cents to buy a ticket from Yu Zui to Chaotianmen Wharf. After disembarking, he found Chongqing Jie Fangbei along the tram cable. In that era when he could become a millionaire by selling cigarettes on the roadside, he followed his fellow villagers to sell department stores and hairy bellies, and actually got the first batch of official licenses for long-distance selling inside and outside Sichuan Province, becoming a famous 100,000-yuan household in his hometown. In the early 1990s, Deng Xiaoping's southern tour speech set off a wave of starting companies all over the country. Full of confidence, Yu Yong invested hundreds of thousands of cash to set up a series of companies, became the earliest advertiser in Chongqing, and opened the earliest express delivery company in China. At the same time, he also founded a brokerage company and a decoration engineering company, imitating Little Swan and opening a black swan hot pot restaurant ... But in more than two years, he lost all his money, owed a lot of debts and had to go to Hangzhou.

For a successful entrepreneur, introspection is a valuable quality. Before establishing rookie logistics, Ma Yun visited Yu Yong, the absolute martyr of folk logistics, and said to his colleague Wei Zhe, "The master is in the folk!" Yu Yong's expression is very indifferent to this stormy past that came back from the dead. "I am very grateful for this unforgettable experience, which taught me three things: first, early management experience, second, things must match my own abilities and resources, and third, undivided attention is the real productivity."

Like most contemporary entrepreneurs, Yu Yong has the personal experience that "the boss was forced out". Yu Yong, who was heavily in debt, went to Hangzhou to be the boss. With the flavor of the hot pot extracted from the black swan hot pot and the management experience of starting a company, he entered the water hot pot restaurant of Xiaoshan Hotel, the highest foreign-related star hotel in Xiaoshan at that time, and lived a senior white-collar life. However, Yu Yong is always in a state of anxiety because of his huge debt. After working part-time jobs day and night in private, he found that he could never repay his debts, so he had to toss himself up again, quit his job to do condiment business in hangzhou sijiqing food market, and his wife Xie Li organized the supply of goods in Chongqing and conducted trade sales in Hangzhou.

After nirvana, Yu Yong began that well-known stable history:

Trade paid off his debts and returned to Chongqing to continue his familiar old job. Together with his wife Xie Li, he opened a small hot pot restaurant with only seven tables opposite Daping Hospital, and named it "odd hot pot" after its homonym;

Because guests will always ask you what's strange about your strange hot pot. Forced to develop a medicated diet health hot pot that "eats without getting angry"; Strange hot pot, it's strange if you don't get angry after eating it. This sentence soon became a household name in Chongqing. ...

Odd Hot Pot Project Address: /20590/

His wife, Xie Li, participated in the "Win in China" Entrepreneurship Competition, and won the national championship with her straightforward and long-term business experience and good profit model in Chongqing hot pot industry. The number of franchisees of odd hot pot brands has rapidly increased by more than 200, ranking among the mainstream circles of Chongqing hot pot industry. The popularity and influence of odd hot pot brands in China have rapidly increased, and they have entered the top ten hot pot brands in China.

People are always forgetful, and the history that people are familiar with is actually easy to fall into the corner of memory and be dusty. In this period of history, once the industry leader made his first pot of gold in the so-called never-ending Chongqing hot pot industry, he failed to resist the temptation of market economy, broke away from the mainstream circle of hot pot industry and turned his focus to real estate, capital investment, loan guarantee and other industries.

In this almost forgotten period, Yu Yong, who came back from the dead, hung the title of director of Chongqing Huiyuan Hot Pot Research Institute and decided to start an academic project that has an unprecedented role in the sustainable development of the hot pot industry: it took two years to edit and publish a century-old hot pot history masterpiece "Chongqing in Hot Pot" with more than 300,000 words. ...

An idle entrepreneur.

The book in front of the reporter is called "Hot Pot Chongqing", which is produced by the Commercial Committee of Chongqing Municipal People's Government and named as one of the series of Chongqing food culture books. In the preface, Yu Yong wrote: Hotpot Chongqing is the first masterpiece to record the history and culture of Chongqing Hotpot for a hundred years. It is a chronicle of the Three Kingdoms of Hot Pot, and it will surely become a masterpiece of hot pot history and culture. ...

Yu Yong, who loves hot pot, is suspected of boasting about the evaluation of this book, but after reading it, he will find that this historical record of hot pot, which has been soaked in hard work for many years, scientifically demonstrates and analyzes the origin and even ingredients of Chongqing hot pot, and concludes that hot pot is the most scientific and healthy catering category in the world at present! Because Chongqing hot pot is a healthy and safe global food, no matter from the cooking technology and craft of the major cuisines in the world, or from the vitamin content and medicinal dietotherapy value of Chongqing hot pot pepper.

Only those who have a deep understanding of the history of Chongqing's food culture can understand how heavy and complicated factors are behind hot pot, the only enduring food variety in Chongqing. Here, every popular food variety can only be lively for a while. These heavy and complicated factors have penetrated into the soul of every Chongqing person. Even Chongqing people who have been wandering in other places for many years will involuntarily think of Chongqing hot pot and ooze body fluid from their mouths.

The problem is that Chongqing people love and hate hot pot. If you don't eat for two days, you will often get angry and have diarrhea after eating. This is the mass basis for the sudden emergence of strange hot pot brands in recent ten years: it has the taste of authentic traditional Chongqing hot pot, and it will not get angry after eating, but it will not obviously feel the bitterness of traditional Chinese medicine.

These complicated factors have also penetrated into Yu Changchang's soul, so that he has surpassed the cost-profit maximization criterion of an entrepreneur and would rather lock his life in this pot of thick red soup.

Therefore, for more than 10 years, Yu Yong must stay in the hot pot research institute for 1 day every week. Read the latest information of global soup pot diet collected by the assistant, and study the integration between the latest health elements and hot pot ingredients. In Yong's view, eating odd hot pot is only the first step. From taste to food safety and nutrition and health, it is the general trend of human diet and the eternal pursuit of human elites. It is a brand-new mission of the Hot Pot Research Institute to develop a medicated health hot pot that not only has the taste characteristics of authentic Chongqing traditional old hot pot, but also is beneficial to physical and mental health.

During the interview, the reporter spent half the time listening to the director talk about how the hot pot blends all kinds of high-quality ingredients together, how Chinese and western ingredients collide and blend into the most delicious food in the world, and how the relevant characteristics of the most basic ingredients of the red soup spicy hot pot meet the mysterious needs of the human body. ...

In view of the reporter's question that the joining speed of Qichafu has slowed down in recent years, and there are still more than 300 stores after many years, is it related to the high joining fee? Yu Chang's dark and thin face turned red: the joining speed slowed down only because we controlled the speed, raised the threshold for joining, and constantly cleaned up the door for franchisees who broke the rules and cut corners, which damaged the brand image of Qi Tea House. Despite this, the number of new franchisees of Qichafu brand is the largest in Chongqing hot pot industry every year.

After Chongqing hot pot had to face the shock wave of abandoning old oil to disposable pot bottom, a large number of brand hot pot enterprises were abandoned by diners. As a result, some hot pot enterprises turned to real estate and capital, earning a lot of money, while director Yu worked tirelessly to write books.

In response to the question that writing a book is not doing business properly, Director Yu solemnly declared: I am doing business properly. Without specificity, there is no real innovation. Last year, Shanghai Detong Capital, which has government background and overseas funds, chose odd hotpot as its sole investment partner after inspecting a number of hotpot enterprises in Chongqing. Isn't this obvious evidence?

It is the second round of venture capital of Detong Capital that allows the director to start the second round of life journey of strange hot pot.

When hot pot meets the internet

For enterprises in the 2 1 century, it seems to be out of date not to touch the internet or do e-commerce. However, in the Chongqing hot pot industry, which has a deep grassroots imprint, it is known as an e-commerce, but odd hot pot is the first one.

For the odd hot pot brand that is deeply involved in the hot pot industry, the transformation has actually been going on. As early as ten years ago, Qi Chafu began the shareholding system reform. At present, the shareholders of Qichafu Group include state-owned shares, venture capital, employee shareholders and other social shareholders, which is called mixed ownership economy in the most fashionable way. It is these shareholders' strong management vitality and the injection of resource platforms that enable Yu Yong to concentrate on being his excellent chairman and director of full-time research institute.

With the intervention of Shanghai Detong Capital, Director Yu's good days have come to an end, because according to the agreement of both parties, the compound annual growth rate of odd hot pot must reach more than 30%. Performance requirements forced the director to go out of the laboratory and get on the high-speed train of e-commerce.

All entrepreneurs from grass roots have one thing in common: they are good at learning and grasping the essence of problems. How does the hot pot industry do e-commerce? Director Yu doesn't seem to care too much about the anxiety of this Chinese enterprise: the market economy has basic laws, and the so-called e-commerce has just changed its means, and the essence of the catering industry has not changed.

The catering industry has three basic elements: taste, nutrition and service. Neither traditional marketing nor e-commerce can exist independently without these three points. Taste and nutrition are the focus of hot pot research. Under the perfect distribution system of the central kitchen of odd hot pot, there is no problem with speed and standardization. The contribution made by the e-commerce platform is only to improve the accuracy with the network number. The real value provided by e-commerce lies in the improvement of customer service. Customers can place orders and book seats through the e-commerce platform, and they can also make complaints and feedback to customer service. At the same time, every customer's consumption will be recorded with points, and the points will be exchanged for consumption in the national franchise system. More importantly, the intensive financing rhythm indicates that the listing pace of Qichafu is faintly audible, which will undoubtedly bring a brand-new listing bonus to the franchisees of Qichafu.

Does this mean another possibility? Qi Chafu will abandon the tight franchise policy for many years and arrange a new group of franchisees with more favorable activities, thus forming a hot pot pattern that is more convenient for customers?