Conscientious and quality enterprise construction

If you love food, you will be familiar with Dairy Queen (DQ) ice cream. What is worthy of congratulation is that at least your taste of ice cream is the same as that of the stock god Warren Buffett. It coincides with each other.

The rich and willful Buffett particularly loved DQ ice cream, so he acquired the entire DQ company in 1997. Like Buffett, he puts his money wherever he puts his mouth. This is the protagonist of this article, Hong Kong. Hong Mingji, President of Zihexing Catering Group Holdings Co., Ltd.

When talking about DQ in China, we have to mention the fast food brand Yoshinoya that is inseparable from it. This combination of Chinese and Western often appears in large and small commercial districts. From the first store opened in 1992 to nearly 500 branches today, Yoshinoya has grown into a leading brand in the fast food industry, employing nearly 10,000 people. Hong Kong native Hung Ming-kee is the creator of this proud achievement.

Hung Ming-kee is a fourth-generation Hong Konger. His great-grandfather founded the Hung’s brand a hundred years ago. He first started by refining food oil. Today, this multinational conglomerate has a century-old history and its business spans the world. , its domestic investments mainly include: food oil refining and processing (Hong Kong's famous brands Camel Mark, Lion Ball Mark); supermarkets, light industrial product production and export (one of the largest domestic light industrial product exporters); catering (DQ ice cream, Yoshinoya fast food, etc.).

The call to change life

Hung Ming-kee said: "My family has witnessed Hong Kong's century-old economic development, and also witnessed the development of the motherland's reform and opening up for more than 30 years." ?As early as the early days of reform and opening up, the keen business sense prompted the family business to gradually shift its focus from Hong Kong to the mainland. It was concluded that retail and catering would have broad development space in the future. The elders of the family called Hong Mingji back from the United States.

Hung Ming-kei, who was born in Hong Kong, has the same life trajectory as many heirs of Hong Kong’s big families. He left his parents at the age of 13 and was arranged to study in the United States. At the age of 22, he graduated from the Department of Business Management of the University of Southern California and prepared to work in the United States. American investment banks showed their talents, and this call from the family changed Hong Mingji's life.

Hung Ming-kee, who has been living in Hong Kong and studied in the United States, seems to have never thought of coming to the mainland. In a living environment dominated by Cantonese and English, he can’t even speak Mandarin well, and his Chinese level is only When he was in the sixth grade of elementary school, Hong Mingji came to the mainland to start a business in a blink of an eye.

Hong Mingji’s first stop in the mainland was at a power plant project owned by his family in Haicheng, Liaoning. He recalled with emotion: “When it got dark at 5 o’clock in the evening, there was nothing to eat. Not used to it. ?Differences in living habits are not the only obstacle. There are also impacts from culture, concepts and other aspects. These difficulties make Hong Mingji gradually want to quit. He tortured himself: ?Why do you work so hard? Return to the United States. Wouldn't it be great to be an investment banker? In the end, he gave himself an answer: I can't leave. I have to give an explanation to my family and myself. In order to prove himself, he also made a seemingly angry statement to his family: "If you do a good job, I will pat my butt and leave immediately." ? Looking back after more than 20 years, Hong Mingji broke his promise. His efforts to prove himself at the beginning made him achieve today's achievements, but he never thought about leaving.

Down-to-earth entrepreneurship

Speaking of the two fast food brands Yoshinoya and DQ, it originated from Hong Mingji’s experience studying in the United States. During the days when he was studying abroad, because he was not used to the taste of Western food, Hong Mingji particularly missed the rice of Chinese food. By chance, he came to a Yoshinoya restaurant not far from the school to eat. The familiar taste of Chinese food mixed with the longing for his hometown made him I can’t forget Yoshinoya’s rice.

On the other hand, the family business had just entered the catering retail industry and lacked experience. Looking for cooperation with a large and well-known chain group in the world became the best choice at that time. Hong Mingji set his sights on Yoshinoya and DQ and began his entrepreneurial journey.

More than 20 years of operation and accumulation have made Yoshinoya’s internal chain management system increasingly perfect. Its advanced business model, steady market cultivation, and well-organized strategic layout have enabled the company’s sales to continue to maintain rapid growth. In the past market competition, it has continuously maintained titles such as "Top 100 Chinese Catering Enterprises", "China's Famous Fast Food Chain Brand Enterprise", and "The Most Favorite Brand among Consumers".

However, this journey has not been smooth sailing. Recalling the days when he was not accustomed to the climate, Hong Mingji showed extraordinary tenacity and optimism. Faced with problems such as unfamiliarity with the investment environment, ignorance of national conditions and policies, ignorance of partners and competitors, and differences in values ??and cultures, any one of these points is enough to bring problems to entrepreneurial companies. A certain blow, an attempt that seemed impossible to succeed in any case was reversed by Hong Mingji. Hong Mingji described it this way: "I constantly sum up experiences and lessons, absorb more nutrients, and speak slowly and down to earth in dialect. In a few years, from life experience, dealing with people and things to business management, Balance and coordination.

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Hong Mingji realized that the cultural heritage and behavior style of a nation can be understood from the history of a country. However, since he was exposed to Westernized education since childhood, he only had very little exposure to Chinese history in Hong Kong. The history he learned only stopped at the late Ming and early Qing dynasties, so he began to study modern Chinese history in his spare time. Today, Hong Mingji, who has been immersed in Chinese history and traditional culture for many years, has more thoughts about life. His favorite book, "The Book of Shang Jun", conveys the concept of governing the country according to law to his management of enterprises. In his opinion, learning from history can benefit business operations, and the inspiration from it can be of great help to decision-making. , to avoid many decision-making mistakes. Talking about his hobbies, he has a special liking for traditional Chinese culture. He smiled and said: "Meditating will make people smarter." ?

Three gifts I hope to receive

Beijing Yoshinoya Fast Food Co., Ltd., run by Hong Mingji, is a subsidiary of the Hong Enterprise Group. As early as 1991, the Hong Kong Hong Group Relying on its globalized business structure, advanced management concepts and stable and large capital, it fully introduced Yoshinoya's successful trademarks and mature technologies, and began to invest in and establish a famous brand management company run and managed by Chinese people in Hong Kong and the Mainland.

When it comes to the company’s future development goals, Hong Mingji is full of confidence. The company should continue to develop new brands through mergers and acquisitions and independent innovation, and eventually become a leading multi-brand management company, systematically interpreting the breadth and depth of Chinese food culture with its profound cultural heritage. As a Hong Kong company, Hop Hing Group is interested and confident Serve as a bridge for people-to-people exchanges and communication and contribute to the road to national rejuvenation.

Managing an enterprise to become the leader in the industry is one of the goals Hong Mingji has set for himself. He said confidently: "We will not be able to achieve the first or second place in every single business if we are not sure of it." Will do it. Hong Mingji, who is determined to do the best, listed that whether it is Yoshinoya or DQ, as well as the family's edible oil and retail industries, they have achieved outstanding results in their respective fields. ?You ask me what makes me happy? As an economic entity, I am definitely happy to make money. So what is happier than making money? I think it will be happier to be able to create some successful brands, whose profitability is steady and the brand influence continues to be carried forward. What is happier than making money? I have to be happy while making money and building a brand. The happiest thing should be that my company can build a better core platform in the next few years, provide better development space for more employees, and guide and cultivate more capable and innovative people. Chinese professional managers have the awareness, entrepreneurial spirit and even more patriotism. This is what makes me happiest. It is also the ancestral motto of our family that requires our company to have the responsibility and obligation to give back to the society during the development process. ? He said: ?I hope to have these three gifts when I am 60 years old. ?

The "Conscience Quality" of Foundry Enterprises

In the conversation with Hong Mingji, the word "conscience" was mentioned most often, which is not only defined as the core of enterprise development Values ??are also the key to the Hong family's century-old international brand management.

?We must do our best to treat our employees, shareholders and partners with a conscience, and treat our customers with a conscience. This is the key to the long-term development of the enterprise. ?In Hong Mingji’s view, companies must always measure success or failure by whether they have achieved ?conscience and quality?, and running a business and making products must ultimately return to the essence of being a human being. This is the secret of Hexing's success all the way. It seems to be a simple truth, but it is really valuable to be able to persist.

This kind of conscience is also reflected in the company’s control of food safety. For the catering industry, food safety is the lifeblood of catering companies, and it has become the focus of public attention due to frequent exposure of problems and incidents in recent years.

Yoshinoya is determined to start from the source, successfully realize the docking of agriculture and food, and gradually develop the control of food ingredients to the upstream system, from the determination of planting areas, to the testing of soil samples, to the selection of seeds. A complete set of operation systems have been established to supervise the entire process of planting. At the other end, the central kitchen, including food storage, dish production, and storage, uses modern logistics equipment, requiring distribution classification and zoning, and low-temperature preservation throughout the entire process, strictly in compliance with food requirements. Standard delivery process.

Optimism of "forced to innovate"

Hong Mingji's company follows the conscience and quality of the family's traditional business. At the same time, it adapts to the changes of the times and sticks to rice and beef. products and chicken products and strive to seek independent innovation. ?Innovation is forced, if you don’t innovate you will be eliminated. ?Hong Mingji is frank and outspoken.

Hong Mingji recalled that when Yoshinoya first entered the mainland, as a comprehensive service provider, it once had a different status from the current concept of fast food. Going to restaurants was a fashion and a trend, which is what we call it now. Tall and noble. The restaurant has hosted birthday parties, is an ideal place for young men and women to fall in love, is the first choice restaurant for children to receive awards, and has even hosted wedding banquets, full moon drinks, etc.

Nowadays, with the substantial improvement of people's living standards, the entire market will inevitably be finely segmented, and fast food will definitely return to the market positioning of being delicious, convenient, and reasonably priced. Hong Mingji came to this conclusion through analysis, This allowed him to quickly adjust his strategic layout to respond to market changes brought about by consumption upgrades. Yoshinoya has increased the proportion of online shopping and takeout services to cater to consumers' requirements for convenience. The store has been upgraded and renovated, and the restaurant has become more environmentally friendly from equipment to decoration. The restaurant also provides customers with free WIFI and introduces coffee, tea and other casual meals. Provide customers with safer products and a more comfortable dining environment experience.

At the same time, Hong Mingji focuses on the small store strategy this year, reducing the store area from the previous 300 square meters to less than 150 square meters, upgrading the number of stores to comprehensively increase the market share of fast food brands. As a key group for enterprises and a benchmark for society, young consumers cannot be ignored. Enterprises constantly adjust products that meet the tastes of target groups through market research to diversify and meet the different needs of different customers.

Hong Mingji is optimistic about innovation. Future changes will come from China’s strong independent innovation power. This power has created changes in the entire Internet market. The fast food industry has the least competition. In a market that is transforming traditional industries through Technology 3.0, efficiency and effectiveness are the most important goals. Overall, the opportunities outweigh the challenges. ?Hong Mingji is determined to win Internet+.

Employees can also be bosses

As a labor-intensive enterprise, Hong Mingji attaches great importance to the cultivation of people, especially the guidance and training of those born in the 80s and 90s. It is impossible for today's young people to completely apply theoretical management methods. How to combine theory with the real environment is something that Hong Mingji has been exploring. But there is one thing he believes in. He promotes this employment concept at every staff meeting: the foundation of enterprise development lies in the cultivation of talents. This concept is by no means just a slogan, but strives to penetrate into the layer-by-layer structure of talent training.

We are doing a big thing recently. Hong Mingji revealed excitedly: We are implementing a system of partners and simulated bosses throughout the company. ? Specifically speaking, it is to allow more store managers to conduct comprehensive and independent management of their stores through the entrepreneurial platform provided by the enterprise, and to create and share wealth with the enterprise. Hong Mingji’s well-intentioned, “simulated boss”, employee share award plan and other incentive policies make restaurant managers not only participants in restaurant operations, but also the owners of the enterprise. ?Hexin accompanies our prosperity, and we are young everywhere? This is the motto of Hexing people in terms of human resources development.

Practitioner of people-to-people diplomacy

At the second session of the 12th Beijing Municipal Committee of the Chinese People’s Political Consultative Conference in 2014, Hong Mingji, a Hong Kong citizen who was elected as a member of the Beijing Municipal Committee of the Chinese People’s Political Consultative Conference for two consecutive years, proposed? The proposal on people-to-people diplomacy won the conference's "Excellent Proposal Award".

Regarding this honor, Hong Mingji’s national pride is fully revealed: The rapid rise of the motherland and the strong national power have given us a greater voice and participation in the international community. The AIIB and Major strategies such as the One Belt and One Road are intended to share the glory and wealth brought by our rejuvenation with neighboring countries, and provide more ways for local opinion leaders in a country to understand and listen to your policy strategies and the main drivers behind these policy strategies. The reason is that people-to-people diplomacy is to do such things. ?

Hong Mingji shared his entrepreneurial experience with everyone when he spoke at an international exchange summit, which aroused everyone's great interest in China's current development, which triggered him to organize people-to-people diplomacy for five consecutive years. Exchange activities. As a member of the World Young CEOs Association, Hong Mingji organizes CEOs from the world's top 500 companies, heirs of family businesses, and young elites with certain influence in local society to come to China to conduct discussions and exchanges on national conditions. They study at the Central Academy of Socialism World pattern and economy, Chinese government structure and operating mechanism, 12th and 13th Five-Year Plan prospects, Chinese traditional culture and other subjects. They also participated in the National Day banquet to communicate with local Chinese entrepreneurs, and inspected urban construction and historical sites. wait.

Through these activities, Hong Mingji clearly realized the special status of Beijing as the capital. The responsibilities of the capital as a center for foreign exchanges are irreplaceable. He further promoted the docking with various regions and fields with the status of the capital. , so that the people of the world have never understood China, and have changed from understanding to understanding. After understanding, they will further recognize China’s peaceful rise and mutually beneficial strategy. In this, Hong Mingji feels that as a Chinese and a member of the Beijing Municipal Committee of the Chinese People’s Political Consultative Conference , should take responsibility.

Hong Mingji said emotionally: "I am very glad to return to the motherland to develop and start a business."

I once walked in the 60th birthday parade of the motherland. I was a member of the "My Chinese Heart" square, marching to the melody of "Love My China". At that moment, I was very excited. As a Hong Kong citizen As a Chinese, I feel proud and honored for the rise of the motherland and the rejuvenation of the nation!? ;