The owner of the biographies of business legends brought to you by the BOSS Research Association in this issue is Mr. Li Wei from Zhengzhou, Henan. In the latest issue of Hurun Global Rich List 2022 released by Hurun Research Institute, Li Wei ranked1500 million yuan 1558, beating Hu Baosen of Jianye Group and Miao Yongjun of Antu Industry, becoming the newly-added "richest man in Zhengzhou" this year. Next, the BOSS Research Association will lead you into the entrepreneurial story of this outstanding private entrepreneur in Zhengzhou.
1992, Comrade Deng Xiaoping's famous "Southern Tour Speech" inspired countless aspiring young people to start businesses in the sea. Encouraged by this, Li Wei resolutely resigned from a stable public office and joined the entrepreneurial army. Li Wei, who has no entrepreneurial enthusiasm, has not found a suitable entrepreneurial direction. In order to make a living, he had no choice but to open a game hall. Later, he sold sesame sauce and jeans one after another, so he mixed up for several years.
In the mid-1990s, Unilever began to enter the domestic ice cream market and recruited franchisees nationwide. As it is the early stage of market development, the franchise policy given is quite friendly, which makes Li Wei, with a keen sense of business, aware of the huge business opportunities. After hearing the news, he rushed to Unilever's Beijing headquarters and successfully won the general agent of ice cream in Henan Province. At that time, the market competition pressure was relatively small, and the ice cream products were profitable, which made Li Wei earn his first bucket of gold quickly.
In business circles, Li Wei's most admired figure is Chen Zemin, a native of Zhengzhou. In the mid-1990s, the "Sanquan" founded by the latter has become a well-known brand of quick-frozen glutinous rice balls and jiaozi. Chen Zemin also became the richest man in Zhengzhou from a doctor in just a few years. As a result, Li Wei, who couldn't help himself, followed in Chen Zemin's footsteps, started the business of quick-frozen glutinous rice balls and founded the brand of "Missing".
However, because the brand is unknown, Li Wei suddenly got into trouble. There are hundreds of tons of dumplings in the warehouse. They go to the supermarket to talk. They don't want it. What shall we do? Can we watch these stocks rot? Li Wei thought of a clever way. He spent money on the local newspaper, offered a reward of 500,000 yuan, and wrote an article entitled "Looking for You" to find the best person who can make glutinous rice balls in Zhengzhou. As soon as the news came out, many people got in touch with Li Wei. Soon, he recruited a large number of professionals in the frozen food industry and set up his own entrepreneurial team.
In order to arouse the brand awareness of Miss, Li Wei found Mao Amin, a female singer who became popular because of Miss in her early years, and spent millions to buy the copyright of this song and put it in an advertisement of CCTV. In that era when TV advertisements were the mainstay, this move quickly worked, and Miss Tangyuan soon became popular all over the country.
In 2006, Missing was successfully listed on the Singapore Stock Exchange, and successfully raised more than 2 billion yuan from foreigners, which put the development of Missing Food on the fast track. In 2008, Miss became the only designated supplier of glutinous rice balls and glutinous rice balls for the Beijing Olympic Games, and her reputation was greatly improved again. However, just four years later, Miss announced its delisting from the privatization of Singapore Stock Exchange. As for the reason, we won't delve into it, but what really makes people call it a "master" is that in this delisting and privatization, Li Wei spent less than 600 million yuan to buy back its shares.
2065438+In April 2002, Miss Food established a wholly-owned subsidiary named Zhengzhou Qianweiyang Kitchen Food Co., Ltd.. From the traditional toC end, it began to try to toB end. This time, Li Wei's goal is to establish its own catering supply chain of quick-frozen rice and flour. Under his overall planning behind the scenes, Qianweiyang kitchen has developed rapidly. After ten years' development, it has become a leading supplier of overall food supply solutions in China. Well-known restaurant chain brands such as KFC, Pizza Hut, Haidilao and Laoxiang Chicken are all customers of Chu Yang.
Now, Li Wei has retired from all positions of missing food and Qianwei Central Kitchen, but he is still the real brain of these two large private enterprises. Even if he doesn't work in the company, he still commands the two business giants to forge ahead by remote control behind the scenes.
Success is no accident. For entrepreneurship, first, we need a keen sense of smell to detect the business opportunities hidden around us; Second, we must have the courage to take the lead in putting ideas into action; Third, you need to have a clear and definite position for yourself and the enterprise, understand what you are good at and what you want, and wish the entrepreneurs success!