Yonghe Soymilk Inspirational Entrepreneurial History Part I
Yonghe King is a national chain of fast-food enterprises, the products are in line with Chinese tastes of soybean milk, doughnuts, a variety of thin rice, as well as Chinese snacks. The store has a special Web site with an online ordering mailbox and a 24-hour telephone delivery hotline. As long as your fingers gently dial the number, Yonghe's staff will deliver hot food to you as quickly as possible.
From December 12, 1995, on Shui Cheng Road, Changning District, Shanghai, was born ? Yonghe Da Wang? s first restaurant, as of April 2004, ? As of April 2004, Yonghe Dawang has opened its first restaurant in Beijing, Shanghai, Hangzhou and Shanghai. has opened nearly 80 directly-managed outlets in five cities, namely Beijing, Shanghai, Hangzhou, Wuhan and Shenzhen, with a total of more than 3,000 staff members, and has become a large-scale catering group based on the promotion of Chinese cuisine and specializing in the chain operation and management of Chinese fast food. Yonghe Dawang is one of the most famous restaurants in China. The success of Yonghe Dawang has undoubtedly become a major Chinese fast food group. The success of Yonghe King has undoubtedly become the object of emulation of major Chinese fast food restaurants, and it is also deservedly known as the "Chinese McDonald's" in the industry. The Chinese McDonald's, which sells doughnuts, is also rightly called the "McDonald's of China.
To paraphrase Tolstoy's famous saying: good businesses are similar, bad businesses have their own bad place. That is, good business in the operation, management, corporate culture and other aspects are doing better, while the bad business often exists in this or that do not do enough or bad place. Let's take a look at the following? Yonghe King? In the operation of the outstanding features:
Differentiated products
Shanghai people are not very fond of buns, the typical Shanghainese people will not be able to figure out the difference between buns and steamed buns, as can be seen from this point. The traditional breakfast for Shanghainese is generally referred to as the ? The Four Golden Gods? , which are soy milk, fried dough sticks, big cakes and sticky rice balls. These are usually run by individual vendors and sold on the streets, which are predictably hygienic. The oil used by the vendors to fry the doughnuts is often reused to save costs, and it has been scientifically proven that regular consumption of such oil is extremely bad for your health and can cause cancer. In addition, there is alum in the doughnut, eat more is not good for the human body. And? Yonghe Da Wang? s products have unique flavors and clean environments, thus differentiating its products from the soybean milk and doughnuts that have been dusty on roadside stalls for decades or centuries. The oil used for frying are 100 percent natural salad oil, and after a use immediately after the new oil, for the treatment of doughnuts, imported foreign flour, so as to strengthen the crunchiness of the doughnuts, but also reduces the intake of alum, so that diners eat at ease, Ei health.
Other people do full-meal, do banquet-style Chinese food, Yonghe only do Chinese fast food market; other people open every day ll hours, Yonghe open 24 hours a day; other people only opened the phone delivery business, Yonghe become the first domestic network ordering and delivery restaurant. These are very convenient for customers, but also for Yonghe to get those in the office building is busy at work do not have time to come down to eat the office workers, and for those who? The urban night people? who are busy in office buildings and have no time to come down for a meal, and for those who have no time to come down for a meal in the city.
Products should be unique in order to leave a deep impression on customers, especially food, which is a disposable consumer product, and it is more important to pursue the color, aroma and taste. Yonghe's doughnuts are made to be one-third longer than those sold on the ordinary roadside. In? Yonghe Da Wang? Every piece of tableware that holds food is also carefully selected and designed so that customers feel not only the process of eating, but also slowly enjoy the process of savoring food.
High-end price
At that time, the doughnuts on the streets of Shanghai were usually sold for 50 cents, but Yonghe Dawang? Yonghe Dawang? s sold for 2 yuan. Other items such as soy milk, rice balls and scallion pancakes were also many times more expensive. In addition to the fixed costs of renting a store, staff training, and importing high-quality raw materials, the company's original intention in setting such prices was to open up the consumer level and take the upscale route, which is why Yonghe Dawang is now selling its products at 2 yuan. Yonghe Da Wang? The company's prices were initially set in order to increase the level of consumption, and to take the upscale route. McDonald's? The company's prices were originally set in order to spread the consumption level, so as to go upmarket. KFC The target customers of McDonald's and KFC are teenagers and children under the age of 20s, therefore, when its first store opened in Shanghai in late 1995, it was to follow the principle of "quality, hygiene, and high price". High-quality, hygienic, high-priced The road of the first store opened in Shanghai at the end of 1995. The target customers are positioned in the middle and high-income people between the age of 18 and 45, thus maintaining the misalignment with the target group of foreign fast-food customers, i.e., not competing head-on with them, but maintaining a balanced and complementary state with them. In addition, taking into account the overall environment, the mid-1990s Shanghai, residents have some money in their pockets, the day is not as eight years to live so carefully, so formal, people seek a more comfortable consumer environment and quality service. And Shanghai people like to seek new, change, like to catch up with the fashion, so the high price did not deter people, but in the community set off a small wave. Truly, we have made it a point to bring the ? Yonghe Soymilk? into a fashionable brand, so that people are willing to pay more for it. This not only ensures the profitability of the restaurant operation, but also lays a good foundation for future development, which is conducive to the expansion of the product portfolio in length and depth.
Savvy chain
Yonghe Da Wang? s development and growth has not always been smooth sailing, in 2001, due to the new directly-managed stores, follow-up funds are difficult to keep up, by the end of the year the company has a loss of 50 million. In fact, and other open chain stores, the same company, Yonghe in the company's infancy has been doing is a burning business, in the chain's economies of scale did not show up before, is bound to lose money. Take? McDonald's? For example, they have to open more than 70 stores in a city to break even; and? Café de Coral? In Hong Kong, there must be 35 stores to break even. As for Wing Wo Tai Wong, it needs at least 50 stores. The minimum number of stores required is 50. Chain store operation, the most important thing is to have proficient management experience in the talent, for which Yonghe also specialize in headhunters from the same industry to find senior management. Mr. Lin said: "Management is not something that can be done overnight. Management is not something that can be improved overnight, but the level of management directly determines the level of business in the future. We are looking at long-term benefits. In addition, Mr. Lin said, "We are looking at the long-term interests of the company. Yonghe King? Headquarters pays great attention to the franchisee's contractual spirit. Because once a franchisee does not abide by the law, carry out illegal operation, there are problems in the food distribution section, resulting in inconsistency in the taste of food, it will put the whole? Yonghe King? s brand is doing bad, making the brand in the minds of consumers in the status of the decline.Follow-up stores
It can be found naturally in daily life that ? McDonald? s surroundings are not more than 20 to 30 meters away there is a? KFC? The two definitely belong to the "rivalry". The two are definitely head-to-head, and the smell of competition is very strong. Wing Woo King? Basically, it adopts the strategy of following up, wherever you open the foreign fast food, I will follow the Chinese fast food to where. Wing Wo thinks that since McDonald's is the most popular restaurant in the world, it's a good place to start. McDonald's and KFC. KFC The location of the selected store, first of all, must be the convergence of people, and secondly, after all, Chinese food and Western food consumer groups are different, and the Chinese fast food is not the same as the Western fast food, and the Chinese fast food is not the same as the Western fast food. Yonghe Dawang is not the same as KFC, but there is a difference between Yonghe Dawang and KFC. and there is a complementary competitive relationship between them. For example, in Beijing, west of the Renmin University of China, south of the double security shopping mall of the Academy of Sciences South Road, 120 meters north and south, east and west of 80 meters of the bullet, actually gathered more than 10 fast-food industry masters, the Academy of Sciences South Road, the west side of the South Road lined up from south to north, in turn, for the United States of America? McDonald's? and China's McDonald's. Yonghe Dawang? Ltd. belongs to? Ltd. On the east side is the Japanese fast-food restaurant? Noodle Love Noodle? and China's? Wonton Hou? and the Western-style Malan Ramen. Malan Ramen. On the south side of the intersection is KFC. All of the above are almost next to each other and have similar sized stores. Competition is competition, but also exchange. Competition that excludes the advantages and disadvantages of geographic location can best reflect the gap between the two sides, and only when you see the gap will you make progress. According to Lin Youao, compared with Western fast food, Chinese food has a wider variety of food, which is the advantage of Chinese food, and it is easy to attract more customers. But this is also a disadvantage of Chinese food, because with more food types, the quality is not easy to control. But in the long run, Chinese fast food will never lose to western fast food.
In terms of store decoration, ? Yonghe Dawang? has also been following the pace of the times, constantly seeking new and changing. In its market research, Yonghe found that the level of consumers is extending downward, from the original 25 to 45 years old to 21 to 45 years old. This shows that its target customers are getting younger and younger. Therefore, for the decoration of each store, Yonghe changed from the ancient style of the second-generation store to the casual style of the third-generation store. It has also opened a flagship store on Huaihai Road in Shanghai.
With? McDonald's? s eye-catching light-box advertisements and eye-catching signs erected high above the ground,? Yonghe Daiwang is a bit of a nondescript restaurant. It's a bit unassuming, but the big red storefront, with its traditional Chinese festive atmosphere, is a good way to win the approval of ordinary people. The store's logo is similar to that of KFC. KFC. Fast food has similarities with the image of a kindly old man, which is the image of Li Jinpeng, the founder of Yonghe Dawang, and perhaps it is this kindly old man who laid the foundation for Yonghe Dawang's approachable way of doing business.
Good reputation
With? KFC? , McDonald's? McDonald's? compared to KFC and McDonald's? Yonghe Daiwang? In this regard can be said to be much more economical, the former two in every launch of a new product are fanfare, using advertising, sales promotion, public **** publicity, corporate sponsorship and so on a variety of promotional methods to publicize, while Yonghe basically do not do what advertising, to do if you do not do a single new product advertisement, but rather the promotion of? Instead, it promotes the brand concept of "Yonghe Da Wang". Instead, it promotes the overall brand concept. For example, the female mouth in its? In one of the advertisements for the company's movie In one of the advertisements, it is said that white-collar workers work overtime until late at night, the female white-collar workers buy Yonghe soybean milk to male white-collar workers, male white-collar workers are also going to buy to deceive the female white-collar workers to eat, and then play a line of big words? The man also went to buy it and ate it for the woman, and then typed out a big line that said "Yonghe is your home. To be honest, it is not easy to make an advertisement of selling cakes and doughnuts so fashionable.
Yonghe believes they don't rely on advertising to pull in customers, but mainly on word of mouth. By improving customer satisfaction to enhance? Yonghe Da Wang? s reputation. Because a highly satisfied customer will speak well of a company's products and brands, buy more of the company's new products, ignore competing brands and advertisements, and be insensitive to price, it is better to conduct customer surveys, develop products to suit customers' tastes, and provide customer-satisfying services rather than spending a lot of money on advertising.
Unique management
That year, ? Barings Investment? s partners went to? Yonghe Dawang? to visit the restaurant, what impressed them most was the? Yonghe? Although there are only more than 10 chain stores, it has established a relatively systematic management system. With the help of computerized information management and semi-military staff training and training upgrading system. In order to rapidly expand stores, Yonghe Dawang quickly developed five teams of training, development, planning, product management and engineering. However, the strongest part of Yonghe Da Wang is finance and training. Yonghe Da Wang has a big thick book of financial statements,? The bank thinks we are the best customer, and Barings is looking at us for that,? Mr. Lin said. Fast food is a cash business, and finances must be transparent, only then will the spirit of financial independence be realized. If the finances are not done properly, the foundation will be laid in vain. So far, each region of Yonghe King has an independent financial system, and the head office never interferes.
Yonghe has a very comprehensive staff training program. Newly recruited employees undergo a three-day military training, which aims to cultivate employees' organizational discipline, ability to endure hardship and team spirit. The next step is training in various specialties, for example, employees responsible for making dumplings should know exactly the proportion of meat and vegetables in each dumpling filling, how much water and oil to put in, and how long to cook the dumplings in order to make sure they are cooked just right.
Bright prospects
Profits and wealth are generated while satisfying and creating various human needs, so even an insignificant small business, as long as it is done well, can still achieve great fame. From the perspective of the development of the entire Chinese fast food industry, there is a very large business opportunities, with the increase in income levels and a change in culture, young people in mainland China are now cooking at home in the reduction of the habit of going to restaurants to eat more and more. Even those who can cook like to go outside for a change of taste. The fast food industry should have a lot of room for development in the future. From the world's point of view, there has not been a decent Chinese fast food, and ? Wing Wo Tai Wong? s goal is to develop a brand in the Chinese fast food industry, not only to turn Yonghe Dawang into China's McDonald's? It will not only turn Yonghe Dawang into the McDonald's of China, but will also reach McDonald's in the future. and in the future will have to hit McDonald's hometown of the United States to enter the European and American markets.
In fact, catering originally represents a culture, Chinese people to eat in Western restaurants is foreign culture, foreigners to eat in Chinese restaurants is Chinese culture. If the serious Western food is equivalent to a ? Elegant culture? If the serious Western food is equivalent to a kind of elegant culture, then the foreign fast food is a kind of? Popular culture. And like? Yonghe Dawang? Chinese fast food should represent China's? traditional marketplace culture. How to inherit and carry forward this traditional culture in the new era, and still maintain its own characteristics and advantageous position among the followers is the key to the success of Yonghe Dawang. Yonghe Da Wang? The question to be considered in the future operation and development.
Today's? Yonghe Dawang? The total length of doughnuts sold every day adds up to the height of seven Oriental Pearl TV towers. Looking forward to? Yonghe Daiwang? to build up the Pearl Tower of the Yonghekou Group around the world, and at the same time to build up the fast food brand of the Chinese people.
Yonghe Soymilk Inspirational Entrepreneurial History Part II
Three Realms
From the start of my business, my life has experienced the three realms described by Wang Guowei. The first realm, ? Last night, the west wind wilted the blue tree, alone on the tall building, looking at the end of the road.? The second realm,? I regret that my clothes are getting wider and wider, and I pine away for her. The third realm. The third realm is the one where the people are searching for him, and when they look back, he is at the end of the light.
The west wind is wilting the blue tree?
When I went to school, I felt that I did not learn, I learned to sail, but I then went to run the business by chance, including in the study of the time I have worked to deliver goods, and the food has an inexplicable relationship.
Before I started my own business, I sold sewing machines, worked as a real estate agent, and also worked as a street vendor and cab driver. Compared to selling sewing machines and houses, I think making food is a relatively simple thing to do. But food is made, and if it's not safe to eat, it becomes a trigger, so I battled my way from a small store to dabbling in a simple product? Selling soy milk at low temperatures.
By 1985, I had accumulated several hundred thousand dollars of my own money, and I got two partners. One of the partners did two months, he did not want to do it, he said it was too hard to do this business, do not see the future, do not do it. The other partner, he said this is even harder than selling sewing machines, after doing it for half a year, he couldn't see any hope even more, and at that time, the performance of a month was only a few hundred thousand Taiwan dollars, and soon he also quit.
So I can only find my brother to cooperate, and in the process of entrepreneurship, I also realized that the food has a professional, so I let him also went to the Food Research Institute to learn the food profession, and then imported into the company inside, and put the standard excellent food operation. In Taiwan, Yonghe Soymilk is the first professional soy milk factory to receive the Taiwan Good Food Certification. Our soymilk has also passed the U.S. FDA certification and is qualified for export to the U.S. market.
I think it's very important to be self-reliant, and when the government doesn't regulate the requirements, it's the value of self-affirmation that you're able to do a certification first.
What's the point of having a belt?
The second phase, ? The second phase,? I remember the boss's wife grabbing the doughnut with her hand and giving me the bill, which was so greasy and dirty that I felt dirty when I put it in my pocket. So I think, this is a point of opportunity? To make eating convenient, hygienic and clean, and this model is relatively rare in the mainland.
After that, I took action. Initially, I commissioned a friend in Fujian to help OEM Yonghe Soymilk's products and do a trial sale. I sold soymilk to Chengdu, Wuhan, Changsha and Fujian, but every time I went to collect the bill, I was forced to become an alcoholic, and I realized that without building a brand, there is no way you can put a lot of resources into marketing.
Later, I opened my own store in Shanghai, using a self-constructed channel and a step-by-step strategy to grow, and now Yonghe Soymilk has more than 500 stores. Of course, there are a lot of franchise Yonghe on the market, and the cottage is also abound, the data show that the cottage more than a thousand stores. So I think there is still a lot of room for Yonghe Soymilk to grow in meeting this basic consumer demand.
We did a regional big alliance model this year, which is combined with the demand of friends around the world who want to join and cooperate with the company in a joint venture, which we call the three ways of supply: the scripture way, the business way and the human way. In this case, you have to strengthen the development of catering industrialization, standardization and simplicity of the model.
In the past, every place had different tastes in food habits, but in the rapid development of chain, in order to meet the needs of the economic structure, you have to do a lot of standardization and normalization of goods in the central factory, in order to be able to let the customers enjoy the store after a simple operation. Western-style fast food in the standardization and normalization is doing very well, while the Chinese fast food but there are still some bottlenecks, but I believe that these bottlenecks will be in the innovative mechanism gradually cracked.
In the field of industrialized production, there are a lot of advanced equipments and technologies for you to apply, you can keep the good factors in soybeans and remove the bad ones. China's temperature, the southern temperature and the northern temperature sometimes a difference of ten or twenty degrees. Soak the beans soak insufficiently, the beans are stunted, grinding out no pulp; soak too much, has been precipitated, the body is harmed. We use advanced technology to break through the past tradition, you can use a few seconds to complete the cannon beans, and the nutrition is not lost, the safety factor is also very high.
In addition, since 2005, we opened up a business outside the fast food chain? Soymilk powder, in the case of rapid economic development, we can no longer meet the needs of the consumer market with freshly ground.
In this stage, you have to extend into the future, to be at the forefront, rather than waiting for the opportunity to come when you do.
The crowd?Thinking about the future, I talk about the third realm of life, ?
Thinking about the future, I'll talk about the third realm of life,? Everyone wants to look back inside the third realm and see that their day is fruitful and beautiful.
I think the future needs of mankind is mainly health, health, green and economic, and soy protein in this piece has a lot of room for development. For example, our soy protein made of vegetarian products, whether in Southeast Asia, Europe and the United States, the growth of the vegetarian population is very considerable, while the entire Chinese market is still in the budding stage. Therefore, this is a new direction, do catering food people can learn more in this direction, the future has the opportunity to create a new brand.