Tangxun Lake Fish Pill is a famous "new school" snack in Wuhan, which is as famous as beef bone and duck neck. On the street of Tangxun Lake, "Xiao Yuan" is one of the best shops, and the owner Wu entered when his life went downhill.
Wu, who is in his early forties, attaches great importance to appearance. His shirt is white, his trousers are straight, his hair is waxed and polished. He said that the fundamental reason for good business is that he is doing business with the strength of a big industry. Fish ball shop is your first business, so you must do it well. I'm not just making a fish ball hotel, I also want to make the brand Tangxun Lake fish ball bigger and more industrialized.
1 Want to be the boss and enter Shenzhen.
Wu studied architecture. 199 1 Responsible for construction at the construction site after graduation. Two years later, active by nature, he decided to leave. "I don't want to deal with reinforced concrete anymore. I want to live a colorful life. What I thought of at that time was marketing. "
He came to Hubei Electric Machinery Factory as a salesman and soon became an excellent salesman. At that time, the task given to him by the electric machinery factory was to pay back 6.5438+0.5 million yuan every year, and his sales return reached 20 million yuan in two years.
At that time, he had a high commission of 5000 yuan per month, and his life was very comfortable, but he was soon dissatisfied. This time, his ideal is to be his own boss.
1995, Wu went to Shenzhen alone to look for business opportunities. He applied for a job as the manager of a Japanese restaurant and began to contact the catering industry. This experience accumulated experience for him to open a hotel later.
2. Go back to the Han village, and leave if you disagree with your boss.
Wu found that the business of Shenzhen Ethnic Village and Window of the World was very hot. Will it be equally popular for such tourist sites to move to Wuhan? He strongly recommended the plan to the Japanese owner of the restaurant. The boss agreed and entrusted him to Wuhan to prepare for the construction.
1998, representative Wu bought 169 mu of land in Tangxun Lake. The following year, the ethnic village was completed and opened.
Wu was born in sales and paid special attention to marketing. He invited dozens of salespeople to promote ethnic villages in schools and units, and 10% of the ticket income was used as commission. This system has greatly stimulated the enthusiasm of sales staff.
However, this practice has caused dissatisfaction among Japanese bosses. "Wuhan is such an ethnic village, and citizens will come to play sooner or later. You are doing marketing now, but it is just a waste to overdraw future sales and give salespeople a high commission. "
On the other hand, Wu believes that ethnic villages cannot be compared with the Yellow Crane Tower. Marketing is not done well, it can't attract many tourists, and as far as he knows, there will be new similar attractions in Wuhan soon.
The differences between the two sides cannot be reconciled. If you want to be the owner of your own house and realize your ideas, you must have your own career. In 2002, he left the ethnic village.
3 Hou Li ju Shang invigorated fish ball shop
During the preparation of the ethnic village near 1999, Wan Yu Street in Tangxun Lake began to form spontaneously.
At first, the fish ball shop was set up to meet the needs of construction workers in ethnic villages. At that time, the surrounding area was basically a wasteland. Without restaurants, local fishermen set up huts to cook and do business as construction workers. Later, many driving schools in Wuhan went to Tangxun Lake to practice driving, and students and coaches also came here to eat fish balls. Fish pill street is becoming more and more famous. Some people drive from downtown to eat in Lake Thomson, and the scale is also expanding rapidly. The number of shops soon exceeded 10.
In 2000, in order to standardize the operation of Wan Yu Street, Jiangxia District Government built more than 40 facades with unified style here, and Wan Yu Street was formally formed.
After Wu left the ethnic village, he decided to open a fish ball restaurant.
At that time, the business of Wan Yu Street was already in decline. Wu believes that this does not mean that fish balls are not good, but because when fish balls were most famous, bosses did not build a loud brand.
As his own boss, Wu also attaches great importance to marketing. He found Chen Xianlin, a junior high school classmate, as a partner, entrusted him with the management of the daily affairs of the hotel and concentrated on planning himself. Every month, he spends 5000 yuan on advertising. Since 2003, he has participated in two food fairs in succession, and spared no expense in the packaging booth. After the business was booming, he rented a row of five-linked facades in Wan Yu Street, Tangxun Lake, and invested more than 400,000 yuan in decoration alone.
4 Entering the supermarket encounters the bottleneck of "keeping fresh"
In addition to being a fish ball hotel, Wu also wants to let Tangxun Lake fish balls enter the supermarket and sell them to the whole country and even the whole world. The first question at this time is: Do you pack with soup or without soup? Obviously, fish balls without soup are better preserved, but things are not that simple.
In the Spring Festival of 2004, Ng Wui's parents specially brought a chef and chubby fish from Tangxun Lake to prepare fish balls to show filial piety. But after the fish balls were made, everyone felt almost tasteless. After research, Wu found that the difference lies in "water". The water in Yuwan Street comes from Tangxun Lake, and the fish balls cooked in the lake are more delicious than those in other places.
Tangyuan has very high requirements for preservation. Wu joined hands with scientific research institutions. After nearly a year's research, the developed package can only be refrigerated for 5 days. If quick freezing is used, the taste of fish balls will be destroyed. With such a short shelf life, it is obvious that sales in other places have become a bubble.
Although fish balls are now selling well in the supermarkets of China Merchants Group, Wu is still often in trouble. As long as the problem of preservation is solved, my business can go up a step.
Wu's business experience
constant innovation
Tangxun Lake is famous for making fish balls, but Wu believes that if there are only such monotonous products, this street will definitely not last.
Around 2003, the number of private cars in Jiangcheng suddenly increased, and many people drove to Tangxun Lake for an outing, which made him see new business opportunities: modern people want to return to the fields and develop a simple fish ball shop into a potherb hotel, and someone will definitely come.
He began to keep trying, and lotus leaves, lotus flowers, water chestnut vines and tender wicker were all brought into the dish. Although these dishes are not delicious, they taste wild and are very popular with customers. He also rented 40 mu of land in Liu Fang Town, specializing in planting anti-season wild vegetables, which will be listed around the Spring Festival next year.
Attention strategy
Wu Shuo, when doing business, must position its products well, some are profitable and some are popular. Take his shop as an example. Fish balls are popular, so you can't just make money. 1999 Xiaopang fish made fish balls 1.8 yuan went to 2 yuan for a kilo, and now it has risen to 5.5 yuan, but the fish balls in the store are still a pot in 40 yuan, with only a small profit and occasional slight loss. If the price of fish balls goes up, guests will feel that it is not cost-effective, lose interest in this street and lose more.
"I have been friends with him for so many years and know him very well. He is very innovative and courageous. " Chen Xianlin, Wu's partner, said, "When our store first opened, he spent thousands of dollars on advertising every month. Our monthly net profit is not that much. It feels unreliable. Seeing that he couldn't convince me, he paid for advertising himself and asked me for reimbursement after seeing the effect. Sure enough, the advertising effect is very ideal. Now we are all convinced of him. "