Apron cake
"Although I don't understand this industry, my perception of beautiful things seems to be innate." Luo Hong described the idea of starting a business like this: after investigating all the local cake houses in Ya' an, Sichuan, he strengthened his confidence.
Despite the criticism from some people, Luo Hong began to take action: looking for a retired professional cake master; Insist that the students who worked with them win a facade in the busy city that most people in Ya 'an had to go to work every day at that time. Because the cake design of retired master is still simple, let overseas relatives and friends mail information to design it themselves.
Luo Hong clearly remembers that he named the first cake designed by himself, which can best express his original intention of doing this business, as "apron cake". That is, he cut a round cake, matched it with delicate lace, and wrote "Dear Mom, you have worked hard".
When recalling the first work, Luo Hong was still very excited: "This is my most classic and creative cake." Luo Hong named the first store of this cake business "Xililai".
Out of Yaan
1992, except for the cake shop in Ya 'an, Luo Hong sold all his possessions, such as his house and motorcycle, and with the loan of friends and relatives of more than RMB 1 * *10, he put all his eggs in one basket to open a shop in the best location in Lanzhou at that time, and the rent alone was RMB 70,000 a year.
Luo Hong chose Lanzhou as the first stop of foreign development. First, the Chengdu food market, which is close to Ya 'an, is rich in itself, while the rent in a big city like Nanjing is ridiculously high. Second, Lanzhou used to be the place where he lived in college, and entrepreneurship pays attention to geographical location; In addition, Lanzhou's food culture is very monotonous except beef Lamian Noodles, and there are few cake-making houses, with a single variety and low technological level, which has great market demand potential.
On the opening day when "Xililai" was renamed as "Holiland", there was an explosion. "Business is surprisingly good," Luo Hong said. Because the cake was so beautifully made, customers crowded in to buy it every day. Finally, the clerk had to hold the counter with two thick wooden sticks to prevent it from collapsing. Lanzhou's business has also expanded rapidly, with annual sales reaching two or three million yuan.
"99" tribulation
The success of Lanzhou increased Luo Hong's confidence, and his goal became clear ―― to be the "cake king of China". 1994, Holiland began to enter the Northeast market. The following year, after gaining a firm foothold, Luo Hong decided to push the cake shop to chain operation and founded Shenyang Holiland Cake Business Development Co., Ltd.
Holiland Group has rapidly developed to more than 100 chain stores, ranking first in the domestic baking industry. This year was 1999. However, it was in this year that Luo Hong was faced with unexpected disasters: Northeasters were superstitious that it was unlucky to celebrate his birthday in 1999, and no one bought birthday cakes. Holiland fell into a trough, and the loss in the whole Northeast was in a mess, with a monthly loss as high as/kloc-0.0 million yuan.
The only way is to lay off 800 people from nearly a thousand employees. Luo Hong shed tears at the layoff meeting: You have been fighting with me for so many years, and only you can stand up in times of trouble. After you go back, the company will still pay 200 yuan's living expenses every month. I hope to see you back in Holiland in the spring of next year.
In the second year, the situation improved, and Luo Hong immediately sent invitations to these employees to return to work, and the return rate reached 98%.
Two into Beijing
After the enterprise becomes bigger, entrepreneurs will naturally look to Beijing, an important market, and Luo Hong is no exception. 1995, Holiland opened its first store in Beijing at the front door, and the high rent and the lagging development of the whole northern market made the store suffer serious losses in the first year.
In the second year, although it improved, the store was within the scope of demolition. Luo Hong made a decision: Although the Beijing market is of great significance, if the time is not ripe, it is better to withdraw from the market first.
After the store was closed, the employees of the company personally returned the subscription money of the subscribers, and this small move won the credibility for Hollyland to come to Beijing again two years later.
In 2003, Luo Hong officially moved the company's headquarters to Beijing. Today, Luo Hong has gained a firm foothold in Beijing, and has opened more than 600 chain stores nationwide, with assets exceeding 10 billion yuan.
King cake