Song, a 27-year-old with a dark face and wearing a gray T-shirt, is sitting in front of a reporter. It is difficult for people to associate him with the owner of a food company with a registered capital of 1 10,000 yuan, more than 40 employees, 5 stores and processing plants 1 10,000 square meters. The "magic weapon" on which he started his business turned out to be a humble steamed bread.
Carefully prepare for starting a business from the university.
Novel and eye-catching storefront tricks, red and green shading cloth, clean and tidy food cabinets filled with all kinds of steamed buns, and waiters dressed in costumes are busy greeting customers. At the intersection of Zhanqi East Road and Shuangqing South Road, there is a unique steamed bread shop-Guan Gong Steamed Bread.
"This is one of our newly opened franchise stores and the fifth store of Mansion Steamed Bread." At Zhanqi East Road Store, the reporter saw Song, a dark face and a gray T-shirt. Sitting in front of the reporter is 27-year-old Song. It is difficult for people to associate him with the owner of a food company with a registered capital of 1 10,000 yuan, more than 40 employees, 5 stores and a processing plant of 1 10,000 square meters.
When talking about his own entrepreneurial experience, Song's experience is that if you aim too high, don't recognize yourself too much. "Steamed bread, steamed buns, rolls and cakes are the most common breakfasts for ordinary people. They are sold in vegetable markets and small streets. Most of these businesses are laid-off workers or migrant workers. They just use it as a small business to make a living. But I don't think so. Although steamed bread and steamed stuffed bun are inconspicuous, they are things that many people must consume every day. The market capacity is very large. If you do well, you can be a brand and scale, and Xiaolongbao can do big business. " It is through this reverse thinking that Song Faxian has gained business opportunities.
Song Chengpeng, an advertising major in xihua university, has been looking for entrepreneurial projects since she graduated in 2005. "I didn't think about what to do at the time. In my junior year, I sold medicines, raised dogs and' sold' ladies' underwear. "Song Chengpeng is not ashamed to talk about his own experience." Because he studied advertising design, he is also very particular about store design and has a unique vision in underwear style selection. "
Underwear has been sold for a year. Because of his good reputation, Song's underwear store business has been good, earning his first bucket of gold of 200,000 yuan. But after graduation, he gave up this very good way for ordinary people. "My idea at that time was that trade was not my strong suit. I didn't take it as a long-term career at first, whether I was a drug agent, a kennel or an underwear store. I was just looking for a chance to exercise, because starting a business requires accumulation of experience and practice. I spent two years polishing myself in the business field, and I also spent two years looking for business opportunities and finding a career that suits me. Finally, my goal was to lock in a small steamed bun. Speaking of many businesses I have done before, Song thinks that I am just preparing for my own business.
Surprise small steamed bread to make a big article
"Opportunities are always reserved for those who are prepared." Song spent two years preparing and selecting entrepreneurial projects, but very accidentally, he finally chose "steamed bread" to start a business.
"I haven't found a suitable entrepreneurial project for a long time. I was very confused at the time, so I wanted to go abroad to see if there were any better projects abroad that could be developed in China. " In order to prepare for going abroad, Song attended the preparatory class for studying abroad jointly organized by Sichuan University and Northern University Alliance. However, after several classes, he decided not to go abroad, because Song found that foreigners were fascinated by China's traditional food, especially China cakes such as steamed bread and steamed buns. However, outsiders also said that most of the steamed bread shops in Chengdu have a bad image and feel very hygienic. They were very surprised. Why isn't there a brand steamed bread shop with a beautiful and clean image? "It's really a good idea to be a brand steamed bread chain store." Song thinks he has found the best entrepreneurial project and doesn't need to go abroad again.
"Business is really hard to do now. Everyone else has thought of everything you can think of. If you can find a project that others can't think of or care about, you are half successful. " Song told reporters that Shantou's industry is very low-end and there is no benchmarking enterprise, which just gives itself an opportunity. He gave his steamed bread shop a name: Guan Gong Steamed Bread, and registered a trademark.
"The reason why it is named' Guan Gong Steamed Bread' is to distinguish it from other ordinary steamed buns and show its grade and taste." Song's steamed buns are really different. The price of one yuan is several times more expensive than other steamed buns on the market. The high price is the outstanding feeling after the reporter visited the Song steamed bread shop.
"The reason why you think the price is expensive is to equate our steamed bread with those ordinary steamed bread sold in the market. If they are all the same steamed bread, obviously our price is really expensive. But what we do is not ordinary steamed bread, whether it is materials, taste or quality. " Song said that many of their current customers are repeat customers. "The steamed bread sold here tastes good. I heard that it is processed by the factory in a unified way. Very sanitary. Although it is more expensive, it is very safe to eat. " Feng, who often buys steamed bread, said.
"Today's consumers are really' not bad money' and pay more attention to food safety and health." Song thought that "Mansion Steamed Bread" was worth the money and won the recognition of consumers. It is also the case that Song's "Mansion Steamed Bread" was able to catch fire. Now there are five stores, and each business is extremely hot.
Talent first, digging pastry chefs from supermarkets.
"Mansion steamed bread" has many varieties and tastes good, but its manager Song is not good at making steamed bread at all. "I study advertising design, and I don't know anything about making steamed bread." You can't sell steamed bread by yourself. What you need is a pastry chef. In May 2007, Song Deng advertised and successfully recruited several pastry chefs. In June of that year 1, Changshun Street opened the first "Mansion Steamed Bread".
"Because I was born in advertising, I am very concerned about the image of the store. I want customers to feel high quality, which is different from our store image. So at the beginning of my business, I designed all the CI images of' Mansion Steamed Bread', from brand logo to storefront style, I designed them beautifully. " Song told reporters that when his first store appeared, its striking store tricks and beautiful decoration design really attracted many people's attention. People are surprised to find that the original steamed bread shop can be decorated so beautifully. At first glance, it was thought to be a high-end cake shop.
However, consumers still don't buy it just because the store is beautiful and the products have no characteristics. "The pastry chef's craft is very general, and the steamed bread made is no different from the ordinary steamed bread on the market. The product has no characteristics and the variety is single, which leads to the unsatisfactory sales performance after the opening of the first store, with a daily turnover of only a few hundred dollars. Shops that sell less than 1000 yuan a day will lose money, and this situation must be reversed immediately. " After careful analysis, it is concluded that Song urgently needs to introduce excellent pastry chefs.
The fancy steamed bread sold by Carrefour soon entered Song's field of vision. For several days in a row, he went to Carrefour's store, saw the steamed bread that was well made, and asked which master made it. Then I chatted with the master and asked him about his salary and benefits. Finally, he hired someone with higher pay. Song told reporters that his company now has seven or eight pastry chefs dug up from Carrefour.
However, after all, he is still tinkering around the edges. He wants others to give up the stable "big ship" and go to this "small junk" with uncertain prospects. Song said that he still relies on "humanized management" and cannot "order" employees. The master who grinds soybean milk said that the machine is not easy to use and can't grind good soybean milk. He grinds it out for you at 3: 00 every morning. The sewer was blocked, and the workers felt dirty and could not clean it, so they dug it out by hand.
Many things happen. Through introducing talents, improving products and humanized management, the business of the first store in Song Dynasty gradually improved, and the average daily turnover reached 1500 yuan a month later. So, three months later, our second store, Song, opened in South Road. Then the third and fourth times ... Song turned the small "garbage" into a big "ship", and he finally stood firm.
Be ambitious, become a big brand, and go abroad for gold.
"'Mansion Steamed Bread' is very distinctive. It is amazing that a small steamed bun can make a brand. " Jiang of Zhanqi East Road Store, a joint venture of Guangong Steamed Bread, told reporters, "I didn't expect that the humble steamed bread could be operated in this way. This novelty attracted me. Later, after investigation, I found that' Guan Gong Steamed Bread' not only has a novel appearance, but also has advanced management concepts and modern product development, production and sales processes. It is not a traditional breakfast snack in my mind at all, but an industry, a very promising modern food industry. " After understanding the background and business philosophy of "Gongguan Steamed Bread", Jiang decided to join "Gongguan Steamed Bread" and engage in joint venture.
"My store opened in early July this year, and it has been less than a month now, but the effect is very good, much better than I expected. According to this calculation, the monthly income is almost 10,000 yuan. " Jiang is quite satisfied with his investment.
Because he has accumulated a lot of entrepreneurial experience before, Song designed how to take every step of the whole business at the beginning of making "Mansion Steamed Bread", instead of crossing the river by feeling the stones, one step at a time. "I designed it from the beginning. I will open several stores myself and make them into model stores. When the conditions are ripe, I will start to develop, join joint ventures, unite social capital and talents, and make the business of' Gongguan Shantou' bigger. " Song thought so and did so. In order to provide all stores with products with uniform quality and complete varieties, he built a 1000 square meter factory in Xipu, Pixian County, bought two food delivery trucks, and began to deliver products to all stores at 4 o'clock every morning.
"My current 1000 square meter workshop and more than 20 R&D teams can meet the food supply of 15 stores. Although there are only five stores now, it seems that there is some overcapacity, but I believe that the supply capacity of the factory will not be available soon, so we must plan ahead. Now I am looking for a bigger factory. " For the future development, Song Xin already has a plan.
Everything is done in advance, which is Song's greatest personal characteristic and one of the secrets of his success. "I'm going to open 15 stores this year, and I'm going to find a partner to open a store in Hong Kong next year, and then radiate to Southeast Asia." Song's idea sounds unrealistic, but judging from the road he has traveled over the years, it is not impossible to achieve this goal.
In two years, Song has developed from one store to five later stores, and the variety has also developed from a single steamed bread to more than 40 varieties such as agate steamed bread and rice ball cake. From June, 5438 to October, 2009, he registered a food company with a registered capital of 1 10,000 yuan. Apart from the support of his parents, most of it was his savings in the past two years.
In the past two years, Song has earned millions of yuan, but he doesn't think he has succeeded. "There is actually a shortcut for college students to start a business, that is, to find opportunities in low-end industries and become champions. No matter how small the business is, as long as it is done seriously, it can also be a big business. " Song said to him:
After editing? loyal
"Character determines fate." "You can go as far as you want." These famous sayings are fully reflected in Cheng Peng. He saw the business that others couldn't see or looked down upon, thought of the development ideas that others couldn't think of, and made unremitting efforts to succeed step by step.
Song's career has just started, but we have already seen the embryonic form of a gourmet kingdom. His success gives us college students who want to start a business an inspiration: don't aim too high, do something small and do some small business in a down-to-earth way. As long as you have a passion and desire for success, make full preparations and work hard to implement it, the success of starting a business will be more than just a dream.
"Respect children's choices. Even if they are wrong and fail, they are still young. Let them take a trip. This experience will become their life's wealth." Song's father also came to Chengdu from his hometown in Leshan to help him manage his retired company. His words should be seriously understood by many parents.