Liang Dong: Hello and welcome to Wu Dong's Theory of Relativity. I'm Liang Dong, and the opposite person is Wu Bofan, editor-in-chief of 265438+20th Century Business Review. Hello, Bofan.

Wu Bofan: Hello, everyone!

Liang Dong: Recently, this is a strange karma. Hey, a friend gave me a box of oranges called Chu Orange. I don't think so. After eating it, I sent a Weibo saying: This is the best orange I have eaten in 20 years. Do you know Chu orange?

Wu Bofan: Oh, that's interesting. I also received a box of such oranges two days ago.

Liang Dong: You got it, too?

Wu Bofan: Ah.

Liang Dong: Wow, that's strange.

Wu Bofan: It must be different channels.

Liang Dong: Yes.

Wu Bofan: Our house has enough heating, and it's very hot. I was afraid it wouldn't fit in this refrigerator, so I gave it to some friends. The first reaction is: Oh, this is Chu orange, and you are quite fashionable.

Liang Dong: The second one is delicious.

Wu Bofan: I thought it was delicious after eating it. I will analyze why it is delicious later.

Liang Dong: This is very interesting. Today, let's share the story of Chu orange. What about this orange? It is an orange of a race called Chu Shijian.

Wu Bofan: It's called strategy. "Chu orange" and "storage" are homophonic and easy to remember.

Liang Dong: It's very cumulative. An old brand, a brand that has only been out for a year, becomes an old brand. One year to become a scenic spot, three years to become a monument.

Wu Bofan: The name is strategy. Sometimes, especially in consumer market, a good name is sometimes half the battle. There is a carpenter named Tan. Have you ever heard of him?

Liang Dong: I've heard of it.

Wu Bofan: This is a comb. He told me his story, which was very interesting. He used to make furniture, but later that furniture sold badly. He went to a trade fair in Shenzhen and couldn't sell it at all. In a very depressed situation, I went to Window of the World and splendid china. At that door, he saw a souvenir seller, so he took a look and asked what was the best to sell here. He said that two things sell best: crutches and combs.

Liang Dong: Why do combs sell well? I can understand crutches.

Wu Bofan: For example, if you give a fast-moving consumer goods, even a bottle of Moutai, won't you drink it all at once? This crutch can be used for a lifetime. When he can't leave every day, he will ...

Liang Dong: Just a reminder.

Wu Bofan: Remind me who gave this to me.

Liang Dong: This is the highest level gift.

Wu Bofan: Er, yes, I use it every day.

Liang Dong: Say you again.

Wu Bofan: The more he uses this thing, the more he feels about himself. It is said that Chairman Mao was also on crutches during the Long March, when he crossed the grass. There is a stick, not a crutch, on which he leans. Suddenly, one day, he accidentally fell down on this mountain. Hurry up and let the guards go down and look for it. In fact, they can't find it. His first reaction was to look for it. That stick has been with him for a long time, so sometimes when something is used for a long time, he will have an emotion for it, called ESP, which is an emotional selling point. Things with emotional selling points can just sell well. The same is true of combs, which should be used every day.

Liang Dong: There is no need for innovation.

Wu Bofan: Yes. Come back, it's far away, that is to say, this name. Why did he choose the name "Carpenter Tan"? When he found that combs sold well, he simply stopped making furniture.

Liang Dong: Yes, he made a comb out of scraps cut from furniture.

Wu Bofan: Yes. He put the antiques he made.

Liang Dong: A gift.

Wu Bofan: Yes, that's the kind of goods you're staring at, not simple use. Some things, forcing you to stare, will produce value.

Liang Dong: You can see the shadow of Carpenter Tan in almost any scenic spot and airport.

Wu Bofan: Hmm. When a man opened his first shop, he came to his shop and asked him, "Carpenter Tan" is also quaint, "I am good at wood"!

Liang Dong: Just like the "Liangji" in Chengdu, this "Carpenter Tan". This word group structure seems to be very old.

Wu Bofan: Yes. Just look at the customer and say, "Your family has been carpenters for generations, right?" He said, yes. Actually, he is. ...

Liang Dong: He is the first generation, Tan generation, haha. ...

Wu Bofan: He is the first generation. And say, "How many years have you been doing this?" He just stretched out four fingers. Isn't that an exaggeration?

Liang Dong: Actually, four years.

Wu Bofan: No.

Liang Dong: Four months.

Wu Bofan: Maybe it hasn't been four months, just sticking out four fingers. That person's first reaction: 400 years? ! Yes! 400 years. It doesn't matter now, but as far as your product is concerned, it makes people feel that there is a story and a history, and this thing is relatively easy to sell. Chu orange, it also has this feeling. Besides this name, the most important thing is that Chu Shijian has a story.

Liang Dong: Yes. Chu is 85 years old this year. The younger generation may not know much about him, but people who are a little older know that there is a kind of cigarette called "Hongtashan". Hongta was a state-owned enterprise at that time. At that time, Chu Shijian turned a small cigarette factory into a company that created profits and taxes of 99 1 100 million yuan. ...

Wu Bofan: That is to say, a large tobacco factory with a profit of nearly 1000 billion yuan.

Liang Dong: At that time, his team built a small loss-making tobacco factory into the largest tobacco factory in Asia. However, since it is a state-owned enterprise, the salary level is very interesting. It is said that Chu's salary in 18 was * * * 600,000 yuan.

Wu Bofan: 600,000, that is, according to my calculation, the average is more than 30,000 a year.

Liang Dong: The average salary is more than 2,000 yuan per month. Such a big factory, so there will be many problems.

Wu Bofan: He wants to inspire, encourage and give to others. He has the right. For example, how long do you work overtime and how much do you pay overtime? So someone climbed over the wall, just at night, and after the closure, the employees climbed over the wall to work overtime. That's what happened. However, there is a problem that he can't motivate himself.

Liang Dong: Yes, you inspired others. This is work.

Wu Bofan: Motivating yourself is corruption.

Liang Dong: Yes. So, this Chu Shijian, in the late 1990s, ...

Wu Bofan: In the late 1990s.

Liang Dong: He was sentenced to life imprisonment for financial problems.

Wu Bofan: It's just a moment's difference. Of course, we don't comment on this matter, and the law has already pronounced it.

Liang Dong: Yes. His daughter committed suicide in prison.

Wu Bofan: 200 1 He is already in prison. At 7 1, he heard that his daughter committed suicide in prison. How many misfortunes does life have to experience? Teenagers lose their fathers, middle-aged widows and old children. White-haired people send black-haired people. First it was so successful, then suddenly it became a prisoner, and then the family was ruined.

Liang Dong: Rage all kinds of criticisms from the people all over the country. So at that time, it was said that there were cynics; Those who sigh have it; There are also aggrieved people. Later, because of this Chu Shijian, he stayed in prison for several years and was released on medical parole for diabetes in 2002. Not after you come out. He can't go back to the cigarette factory. He is a man who has been put in prison. What should he do when he comes out?

Wu Bofan: This is a double room.

Liang Dong: Yes, that's why he started growing oranges in Ailao Mountain and started a new career.

Wu Bofan: I was 75 when I planted oranges at the age of 75.

Liang Dong: Oh, 75 years old.

Wu Bofan: For many people, 75 is the old age. 75 years old is the oldest entrepreneur we have ever heard of.

Liang Dong: Yes, 99 1 100 million yuan, that was in the 1990s, oh, before 2000. At that time, more than 900 billion was similar to more than 900 billion now. You mean the house in the' 90 s? 300 thousand, now 3 million can't buy it. So this thing is very interesting. So this Chu Shijian, when he came out at the age of 75, had nothing to do and nothing to do. What if there is no money?

Wu Bofan: Of course, at the time of closing the case, I gave him some money, perhaps to implement the policy or something. I have more than one million in my hand. Then I borrowed some money. A friend sent him money and said, if you play, if you don't play well, we don't want it. That's it. This is reputation, personal reputation. This gave him the first bucket of gold for starting a business.

Liang Dong: This Chu Shijian was interviewed recently. He made a very interesting speech. He said: "I was unbalanced at the time. Now, the bosses of state-owned enterprises earn millions of dollars a year. I just want to spend my old age in poverty. When you leave prison in your seventies, you must find something to do. Therefore, I can only grow oranges. " The reporter said that when Chu Shijian spoke, he had a faint smile on his face and a slight smile in his eyes. This little smile is hanging so shallowly, like some kind of display to the outside world after the wave robbery. Alas, this passage is very interesting.

Wu Bofan: This is written by our reporter from 2 1 Century Business Review. I wrote this manuscript in February this year.

Liang Dong: Yes. So today, our topic is about the story of Chu Shijian, an entrepreneur in hongta group, Yunnan, who later started his business under the name of Chu Orange. Take a break, then come back immediately, sit down and get through the second pulse of economic life, Dongwu's theory of relativity.

Pianhua: Why can Chu Orange become an old brand with stories and history in a short time? Why a good product name is half the battle? Why do products with emotional selling points always sell better? Why do entrepreneurial prospects often depend on previous entrepreneurial records? Welcome to Wu Dong's Theory of Relativity, the topic of this issue-Zhu Shijian and his oranges.

Liang Dong: Hello and welcome back to Wu Dong's theory of relativity. Today our topic is related to this orange. Zhu Shi Jian turned a small factory on the verge of bankruptcy into the largest tobacco factory in Asia. * * * The tax paid is 99 1 100 million yuan, which was a considerable figure in the 1990s.

Wu Bofan: Close to 1000 billion yuan.

Liang Dong: Later, he was put in prison for various reasons. When I got out of prison, I was over 70 years old. then what Start a business at the age of 75. I started to grow oranges myself, and contracted some mountain forests to grow oranges in Yunnan.

Wu Bofan: The mountainous area is 2,400 mu. Oranges are planted. Oranges are imported from Hunan, but they need to be improved.

Liang Dong: Yes. Chu Shijian said that when he first planted oranges, he didn't know this technology. Not everyone is born to grow oranges, right? So there are many questions. He said that when he started smoking, he didn't know it technically.

Wu Bofan: Entrepreneurs have some genes. Let's just say, think about whether you can succeed before starting a business. Your sentence is very classic. Whether there is a prospect depends on whether there is a criminal record. Before he planted oranges, he planted tobacco leaves. When he was in Hongta Cigarette Factory, he started from the top of the supply chain. The same tobacco seedlings, different planting methods, the final result is very different. It is his belief that only first-class tobacco leaves can roll out first-class cigarettes. So he has been planting tobacco leaves with farmers, with such awareness, patience and some basic skills.

Liang Dong: Yes, Chu Shijian said that when he was young, he fought a guerrilla war on the border for eight years. In one battle, because the enemy was too energetic, he was ordered to retreat, but he just wouldn't listen. He searched alone for more than an hour on the battlefield and found the body of his second brother. This detail is very interesting, that is, how can you do things well when you can only be alone? You can only rely on one thing, and that is your faith. This is very interesting. Many of us have to go through a long period of loneliness when starting a business, because if everyone says you can do it, it is almost easy to do it. But most successful people actually went through a very long and painful lonely stage in the process of doing it.

Wu Bofan: The most important thing is that not only others doubt you, but you may also doubt yourself, so you may have the idea of retiring at any time. But that difference is very important, often at the key point, we can't do one thing. I read an interview with Li Yanhong the year before last. He said: Baidu often feels that it can't go on and doesn't want to do it. Baidu is a very smooth company for many of us.

Liang Dong: Yes, the first company founded by Li Yanhong was Baidu, right? Start a business at the age of 30 and become one of the richest people in China before the age of 40. But in fact, the bitterness among them is not enough for human beings.

Wu Bofan: He has technology, experience and genes. So he was able to start again at the lowest point of his life, from the head of the city to the top of the mountain, to grow oranges in the mountains, and from the factory director to the farmers.

Liang Dong: This is an interesting thing. Growing oranges is not difficult, even if you say it is. It's nothing more than putting it down to plant oranges. Why are the oranges grown in Chu so delicious? This thing is very interesting.

Wu Bofan: I just found that there are four groups talking about Chu Shijian and Chu Orange on the micro-group. It's really weird.

Liang Dong: It's strange that I forwarded a Weibo casually, and there were hundreds of replies.

Wu Bofan: One of them is telling this story, and I am very interested in it. He went to grow oranges, not to say that people in that place have never grown oranges. Yes, there have been, but these farmers have only adopted a state of self-reliance. When they plant them, they let them bear fruit.

Liang Dong: Just take it off and sell it.

Wu Bofan: Sometimes if you can't sell it, you can eat it yourself. At first, Chu Shijian went to that place and knew that oranges could be planted there, but there was no large-scale planting. If there is a problem with large-scale planting, even water is scarce in that place. When you say that water conservancy facilities are built, it will be very troublesome. Pumping to such a high height for irrigation is very expensive. The point is that you can't afford the time. The period from planting to growth of this orange tree is quite long, and ordinary investors are reluctant to invest in this industry. From starting a business to now, I entered Beijing this year and opened the market in Beijing for ten years. Start a business at the age of 75 and produce results at the age of 85. The preliminary result is ten years. How to solve this irrigation water? This is a very important problem he met. He saved the spring. If there is spring water on that mountain, the pit is like a terrace. In fact, it is an artificial pond with some water stored on it for watering.

Liang Dong: So it's called storage, which makes sense.

Wu Bofan: After the problem of water is solved, there is still the problem of fertilizer, because the soil quality of Ailao Mountain does not represent. ...

Liang Dong: Born to grow oranges.

Wu Bofan: Yes. Let's look at the red soil in the photo. He must improve the soil. What about transformation? In what way? Can't use chemical fertilizer, the first fruit grown with chemical fertilizer is not delicious; Secondly, fertilizer will worsen the land. When we use chemical fertilizer, it is actually robbing and destroying this land. What can we only use? Organic fertilizer! What does he use? Using tobacco stems, that is, tobacco stems, and this sugarcane. Sugarcane is produced in that place and sugar is squeezed in that place. After the sugar is squeezed, cow dung is added to the residue. After repeated debugging, a lot of efforts and repeated experiments were made, and finally a relatively standardized fertilizer was formed. Mass production of this fertilizer for farmers is also a research and development process.

Liang Dong: Just like our Guo, right? Wu Dong's Theory of Relativity sounds good. How often do you ask "Why 100,000 sisters?" This must have been experimented many times. Many people think that "Wu Dong's Theory of Relativity" is easy to do, but it is not easy at all.

Wu Bofan: Hehe, right.

Liang Dong: R&D of R&D ... The key is R&D. ..

Wu Bofan: Yes, after the fertilizer is solved, the trees will grow. Here comes the problem again. This tree can't grow too close or too high. They are all used to plant trees, so the second step is to destroy almost one-third of the orange trees.

Liang Dong: When the trees grow up, there is not enough space for them to compete for sunshine and nutrients. Therefore, one third of the trees must be cut down. In fact, farmers must be reluctant.

Wu Bofan: Of course I can't bear to part with it. I finally let it grow up. He will reason with the farmers that the oranges I sell are not sold by quantity. Their cheapest is ten yuan and eight kilograms. He said that he can now sell local oranges three to six times, that is, the highest can sell for ten yuan a kilogram. It is very important to ask farmers to destroy that tree and pick flowers.

Liang Dong: Why?

Wu Bofan: There won't be too many oranges on this tree. This energy is conserved. You have too many oranges, and the same …

Liang Dong: Not sweet enough and not fragrant enough.

Wu Bofan: Yes, each tree can only control 240 to 260 flowers, which is too long.

Liang Dong: Today's topic is very interesting. The topic we are talking about today is Chu Shijian, the former cigarette king, who turned a small cigarette factory on the verge of bankruptcy into the largest cigarette factory in Asia. Later, he was jailed for various reasons. When I was in my seventies, I started my business again and made a story about Chu Orange. I think this story is worth sharing with friends of all ages, and the message it conveys is worth pondering. Take a break and be right back. Sitting on the ground and opening up the second pulse of economic life, Wu's theory of relativity in winter.

Pianhua: What is the gene of entrepreneurship? What skills, experiences and genes enabled Chu Shijian to successfully start a business at the age of 75, the lowest point in his life? Why is Chu a person who loves to ponder and always likes to do things to the extreme? Why is there a bold story behind any great entrepreneur? Welcome to the theory of relativity in Wu in Winter, the topic of this topic-Chu and his oranges.

Liang Dong: Hello and welcome back to Wu Dong's theory of relativity. The topic we are going to talk about today is Chu orange. Chu once turned a cigarette factory on the verge of bankruptcy into the largest cigarette factory giant in Asia with a tax payment of more than 90 billion in the 1990s. Later, she went to prison for various reasons, and her daughter died in prison. At the age of 75, he came out to start a business, and it took him ten years to finally grow an orange. I started selling oranges in Beijing at the age of 85.

Wu Bofan: Eighty is five.

Liang Dong: Wow, we just think this story is very interesting.

Wu Bofan: At his peak, he went to Germany. I read a report that Germany gave him the reception of the highest-level business people, and he also experienced the most brilliant time in his life. But think about it, at that time, I was jailed, and then my daughter committed suicide. At the bottom of my life, I started my business again, at the age of 75.

Liang Dong: Better than KFC.

Wu Bofan: Colonel Sanders started his business at the age of 60.

Liang Dong: Start a business with a pension.

Wu Bofan: Oh, yes, maybe this record will be rewritten in the textbook of business school entrepreneurship course in the future, starting a business at the age of 75. Liu Chuanzhi started his business at the age of 40. He used to think he was old, didn't he? I started my business at the age of 75 and achieved initial results at the age of 85. It took ten years.

Liang Dong: What do I find interesting about this? Nowadays, many people start businesses by taking investors' money and then going public, cashing out, leaving their jobs, and then coming out to do PE or VC. This is a normal way for many people to lose money.

Wu Bofan: Yes, he is different.

Liang Dong: Yes, what's his mentality? I believe that for Chu, his mentality must not mean: I want to make some money quickly, and then I will get a pension after I circle the money. It's meaningless, so he's like Jiang Taigong. He has one thing in mind, that is, to do something that lasts forever.

Wu Bofan: At least people will remember you. He has diabetes. He started his business on medical parole. Everyone knows this disease. How long he can live depends on God. From the beginning, he was motivated to say: My evening is bleak, and I want to make some money. Actually, there are many ways to make money. Besides, there were more than one million in hand at that time, and living in that place was enough. But he wants to do something that can stay and prove to himself that he is not a loser, or that he can get up after failing, which has a lot to do with his own gene. You said you would take his brother's body out of the pile, right? Before that, he also experienced such ups and downs, not this time in prison, but in 59 years. ...

Liang Dong: Only the Rightists.

Wu Bofan: I fought against the Rightists. Moreover, this person was inexplicably labeled as a rightist. He is the head of the personnel department, in the government department. At that time, there were indicators to draw Rightists. He is soft-hearted and always fails to finish the task. When he failed to finish the task, someone had to come out. Then he later said that those who are soft on the Rightists must be Rightists. In this way, he changed from a civil servant to a rightist and went to the countryside. This story is not as ups and downs as the story forty years later, but it is also ups and downs. When he got there, he worked slowly and later became the director of a sugar factory. At that time, all sugar factories in Yunnan province were losing money, and the profit of the sugar factory where he worked was more than 300 thousand yuan a year. At that time, you know? ...

Liang Dong: It's almost 30 million now.

Wu Bofan: At that time, it was 300,000. Do you want it? ...

Liang Dong: At that time, 10,000 yuan per household was as scarce as 10,000 yuan per household now.

Wu Bofan: That was before the reform and opening up, so he can do one thing thoroughly and best. Others that one hundred jins of sugarcane can squeeze nine jins of sugar, he can squeeze twelve jins of sugar, he even bought someone else's residue to squeeze sugar, basically it is no cost, he a. ...

Liang Dong: A man who has lost many wars.

Wu Bofan: Yes, he does have this. Hey, you said it was not easy to grow oranges. Sang Ma is happy, just like Tao Yuanming.

Liang Dong: Under the east fence of picking chrysanthemums, you can see Nanshan leisurely.

Wu Bofan: Well, yes, building a house is under the condition of one person, and his thoughts are far from self-centered. In that place, enjoying the fun of the four major gardens is not like this. He is such a person who wants to do one thing to the extreme in his bones. That's how he made cigarettes at that time. Who can't make cigarettes? ! The two biggest tobacco provinces in China are Yunnan and Henan, right? Cigarette factories can be seen everywhere in China. ...

Liang Dong: The largest tobacco-producing province in China, besides Yunnan and Henan, also includes 56 ethnic groups such as Sichuan, Guizhou, Fujian, Guangdong and Hubei, haha ... In other words, no province does not produce tobacco.

Wu Bofan: Yes. You said this kind of cigarette is not a completely competitive market. As long as there is a cigarette factory, you can make money. It's really hard for you to do well in that industry. It's simple. You can live. As long as you jump over this threshold, this threshold will be protected. With that license, it will be more difficult for you to bankrupt this enterprise.

Liang Dong: But it's not easy to do it well.

Wu Bofan: It's not easy to do it well. He can turn a small cigarette factory into the largest in Asia, which is closely related to the genes in his bones.

Liang Dong: So, um, Chu Shijian, we are talking about this topic now, that is, to be a cigarette factory, and then go to prison for various reasons, and then start a business and grow this orange. It will be ten years before we have a chance to eat his oranges this year. The story in this story is actually not enough for outsiders. Many of his friends also asked him a question, saying that it is easy to talk about listing now, saying whether to go public or not. Hey, this is an interesting speech by Shi. He said, I don't care for many years. I am 85 years old. In the future, I will give it to my granddaughter and her husband. To tell the truth, they will sell, but there is no real planting technology. When they went to the market, I thought we had taken the money. However, I am afraid that others will point fingers behind my back. Oh, this is very interesting, that is, many people who are listed now are scrambling to treat your shareholders as idiots, right? You guess, pass the package and see who sucks. Anyway, I sell stocks, and I won't lose money.

Wu Bofan: On the day when you can cash out, you found that many vice presidents resigned. Isn't that a lot?

Liang Dong: Yes, you are cursing me, haha ... But this thing is really bad, hehe. Then Yan discussed the issue of listing, and he said, ah, he said that central enterprises are not very profitable? Did they pay dividends to shareholders? "I won't make it public," he said with a slow smile.

Wu Bofan: Yes, that's right. So finally you find out what he is doing, and finally it is a question of values. We talked about a link in the previous program. When we are young, we have to establish a connection with something or find our own connection, so you can do it well. He has a link, that is, to do one thing, you have to ponder. The logic of this top student, to do one thing, you have to ponder one thing, find every key point of this matter, and then do it to the extreme.

Liang Dong: You can learn by paying attention everywhere. I think grandpa gave me two most important words: first, pay attention to study everywhere; One is the cultivation of human feelings is the article. Well, I didn't think so when I heard it in the second grade of primary school. When I was 38 years old, I realized what my grandfather's words in heaven meant to me, that is, anything. I am afraid that you will consider it. You should think it over. When Shi Jian used to grow cigarettes, he didn't understand cigarettes. Later, when he planted oranges, he didn't understand oranges. As for a person, you just need to study.

Wu Bofan: He works in a sugar factory and a cigarette factory. Today, he grows oranges. He can make the best things in this industry.

Liang Dong: On the one hand, it shows that he is very attentive, on the other hand, it shows that others are very careless, haha ... Don't you think? Is it difficult to grow a delicious orange in a great country?

Wu Bofan: This has something to do with his love of thinking and ambition. When he was making cigarettes, he stared at those cigarettes in America-Sanwu and Hilton. At that time, why couldn't our cigarettes in China make money like them? He has to ponder every link, starting with tobacco leaves, and then buying equipment. At that time, he risked going to jail and borrowed more than $24 million to buy equipment. At that time, he knew that he would go to jail if he didn't do it well, but he did it anyway.

Liang Dong: It's called entrepreneurship.

Wu Bofan: Yes. So Drucker said that behind any great enterprise, there is a bold story, that is to say, he has that kind of gene, that is, the mind and quality of thinking things through, thinking things through, doing the best, and doing the ultimate. At the same time, he is also a particularly adventurous person, with a 75-year-old bag of 2,400 mu, which I don't have. ...

Liang Dong: So we can only be critics, haha ... stock critics have never made more money than people who speculate in stocks, and of course they have lost more, right? You earn the manuscript fee and others earn the difference, which is different, haha ... So I think today's story about Shi Jian is worth sharing with our younger generation. The key for a 75-year-old to start a business is that he is 75 years old and not afraid, but it will take ten years to start a business. We are 35 years old, so what are we afraid of, right? So, I think today, listeners and friends next to our radio station, remember, when you are not 75 years old, don't tell others that I am old. When you say that you are old, it is a very shameful thing. Well, thank you for listening to Wu Dong's Theory of Relativity today. See you at the same time next time!