The grand entrepreneurial dream of a generation, the journey of love for Sichuan flavor
The development of Ziyan has gone through the hard work of the second generation. Its initial flagship product was not "chicken", but "duck". In 1989, a middle-aged Sichuan couple came to Xuzhou, Jiangsu Province with entrepreneurial dreams. These were Zhong Chunfa and his wife, the first generation founders of Ziyan.
Not long after staying in Xuzhou, the couple discovered that the locals in Xuzhou like to eat duck very much, but the taste of the braised duck sold on the street is inferior to that of the braised duck sold in the city, which is known as "Eat in Sichuan and taste in Leshan" Leshan sweet-skinned duck is far different. Missing the taste of sweet-skinned duck in his hometown of Leshan, Zhong Chunfa decided to seize this opportunity.
Because I opened a small restaurant in my hometown of Qianwei, Leshan, Sichuan, I have many years of accumulation and unique insights into the catering industry. Therefore, Zhong Chunfa and his wife made slight improvements to Xuzhou braised duck on the basis of maintaining the original taste of Leshan sweet-skinned duck. The product was very popular in the market once it was launched. With this keen insight, while other stores were still run by scattered family-run couples, Mr. Zhong founded "Zhongji Oil Hot Duck" by recruiting a large number of people from his hometown in Sichuan. In just a few years, with persistence and conscience, With the original intention of making food, "Zhongji Oil-Boiled Duck" has developed into more than a dozen chain stores and has become a well-known braised food brand in Xuzhou. So far, Zhongji's oil-scalded duck still accounts for more than 70% of the market in Xuzhou, and Mr. Zhong Chunfa has also become a legend in Xuzhou. This is the original Ziyan.
The second generation inherits and creates Ziyan, and adheres to quality to achieve success
When you walk into the office of Zhong Huaijun, the second generation founder of Ziyan, you will see a painting of the world hanging on the wall. Map, whenever he needs to think quietly about the future development of the company, Zhong Huaijun will always stare at this map for a long time. Since taking over the Ziyan brand in 1996, Zhong Huaijun's national brand dream has blossomed in China, but his goal has never changed: to bring Sichuan-style cooked food to the world and make the world fall in love with Chinese taste.
In 1996, the second generation owner Zhong Huaijun took over the family business "Zhongji". In order to open up a larger market, Mr. Zhong Huaijun, with his strong personal charm, led dozens of people with lofty ideals to decisively enter Nanjing, known as the "Duck Capital", and established "Nanjing Ziyan Food Co., Ltd." At that time, there were many influential old brands in the Nanjing market, and the competition in the braised duck market was fierce. However, Mr. Zhong Huaijun always adhered to three principles:
First, continue to innovate. On the basis of the original scalded duck, the product system adds Ziyan Baiwei Chicken and Sichuan classic Couple's Feather Slices, and constantly tries to innovate.
Second, insist on quality. In the early days of opening up the market in Nanjing, a lot of the food produced every day could not be sold. However, in order to ensure the quality and fresh taste of the food, and to uphold the original intention of being a conscientious enterprise, we did not hesitate to throw away the food to ensure the freshness of the food. Spend.
Third, be brave and enterprising. Working hard in a foreign country and seizing the market with local people will inevitably lead to many disputes, and the road to expansion is difficult. Zhong Huaijun led a group of hard-working and silently dedicated Ziyan people to constantly struggle and face the difficulties, and finally successfully opened the Ziyan business. The gate of Yan's business empire.
From 2005 to 2009, Zhong Huaijun led the Ziyan people to attack the Central and East China markets and successfully opened more than 1,500 Ziyan stores in more than 20 cities across the country. In 2011, Ziyan once again extended its tentacles to the northern market. At that time, new brands were emerging in the cooked food industry across the country, and competitors were mixed. If the Ziyan brand wants to quickly occupy a large market and open up the road to expansion, it must make a new strategic layout for Ziyan's development. At this time, Zhong Huaijun, as the leader of Ziyan, was the first to propose that he no longer rely solely on his own efforts to open stores across the country, but instead invited local experienced catering people to serve as Ziyan's city partners and obtain regional authorization. This management mechanism of "making the cake together instead of dividing it" realizes the sharing of resources and benefits. At this point, Ziyan Baiwei Chicken has successfully opened the door to the world.
Build a brand through thick and thin, and use technology to help you achieve new life
With the rapid rise and development of the Internet and e-commerce in China, Ziyan Enterprise has also kept pace with the times, based on entities, Using the Internet as a link, linking online and offline, and transforming towards the Internet. Comprehensively build an Internet+ O2O system and information system, which has established mobile payments such as Alipay, WeChat, and Industrial and Commercial e-Shopping, and also has Ele.me, Meituan Takeout, Baidu Takeaway, Dianping, and Internet sales methods and channels . Through all-round, omni-channel, and multi-angle innovation and shaping, the Ziyan brand has moved from initial manual operation to mechanized operation and finally towards comprehensive intelligence.
Food is the first priority for the people, and food safety is the first priority. Zhong Huaijun, the head of Ziyan, said: "In the food industry, Ziyan must not only maintain innovation at all times, but also clarify the key points of changes and changes. If the company blindly follows it, consumers may not be able to keep up with the company's development. Therefore, , Ziyan's marketing philosophy advocates "half a step faster than others" and ensures steady and steady innovation. "
In 2014, focusing on the development direction of people's table cooked food, Ziyan proposed to bring Ziyan back. The brand concept of eating at home combines the marketing of cooked food on the table with the dimension of home. Based on consumer habits, seasonal climate and other factors, Ziyan launches new products in a timely manner. Even if the market does not recognize it or is even eliminated, Ziyan will always innovate and change to never stand still.
Should the mission to repay the society, and never forget the original intention to create good products
(Ziyan Baiwei Chicken)
(Ziyan Couple’s Beef Slices)
From the budding of the brand dream to the establishment of Ziyan Food Group, and now entering the top 100 Chinese cooked food companies, Zhong Huaijun repeatedly reminds himself: Never forget the original intention, and you will always succeed. At Ziyan, in order to ensure good quality, the welfare package of the production plant director is even higher than that of the company's top managers. In addition, adulteration, additives, expired shelf life and other behaviors in the food industry are resolutely put an end to Ziyan. Some producers may not dare to eat the food they produce, but Ziyan people are absolutely confident in eating their food.
The most common thing Ziyan people say is that food is an industry that operates with conscience, and we all must be contributors to conscientious enterprises. This just confirms Ziyan's business philosophy that the food industry is an ethical industry.
It is very difficult for the food industry to win the trust of every person and every family. But Ziyan people never give up because they shoulder the mission of the industry. “Thankfully, with the changes in the industry situation, as a food company with both traditional Chinese food culture and an outstanding sense of innovation, Ziyan has also begun to think about how to provide consumers with all-round, multi-dimensional and integrated services. Create material or spiritual value. Only when enterprises continue to create new value can they set industry benchmarks, lead industry changes, and promote national brands to the international market." Looking forward to the future, Ziyan people are full of confidence.
As of 2017, there are more than 2,000 Ziyan specialty stores in more than 30 large and medium-sized cities across the country. Over 300,000 families choose to buy Ziyan every day, and more than 100 Ziyan specialty dishes are served on people’s tables. , only one of the signature couple's lung slices sells about 40 million copies every year... These data together outline the business empire of this Sichuan flavor brand.
Without much publicity and advertising, Ziyan has gradually spread to the world through word of mouth...