He Xingyuan's Entrepreneurial Story: Duck Neck "Life Show"

In the movie Life Show, the heroine runs a small shop specializing in braised duck neck. Duck neck, a kind of flavor snack, has a history of hundreds of years in Wuhan, but the appearance of Wuhan duck neck in Chengdu can not be separated from He Xingyuan, who used to be an MBA of Sichuan University and a gold collar of foreign companies.

Starting from Shanghai, he fought in Beijing and Chengdu successively. What is Xingyuan? His partner is trying to expand the sales area of duck neck to the whole country.

Going to sea: giving up the golden collar life

When He Xingyuan was doing foreign trade in his early years, he ate duck neck brought back from Wuhan by his colleague and girlfriend. Even if he can't eat Chili, he always chews the last duck neck in tears and never forgets this delicious food.

In 200 1 year, after graduating from Sichuan university with an MBA, He Xingyuan was employed by the Bank of East Asia in Chengdu, becoming an enviable gold collar. High salary, five-star hotel office, company equipped with Buick, He Xingyuan is in charge of foreign affairs, and the future is limitless. But less than a year later, He Xingyuan resigned voluntarily. "I would rather work hard than be a working emperor." He Xingyuan smiled.

Entrepreneurship: Small duck neck beats crayfish.

He Xingyuan's first thought when he started his business was the duck neck that made his mouth water. After careful investigation, He Xingyuan and his friends raised 6.5438+0.2 million yuan by themselves. First, we chose to set up a company in Shanghai, and registered a food brand mainly based on duck neck. On June 8, 2002, the first duck neck shop in Shanghai was successfully opened. In order to make people accept this special snack, He Xingyuan and his colleagues go to the office building in Shanghai every day to invite people to taste it for free and listen to their opinions carefully. So repeatedly, never stop. In order to ensure the quality of duck neck, he pays attention to the whole process from material selection to product processing and sales.

In less than a month, the duck neck shop has successively added six branches, and the business is booming. In just 7 months, duck neck has become a fashionable food popular in Shanghai.

At this time, "SARS" suddenly struck. However, He Xingyuan said afterwards that it was "not as terrible as bird flu". Because customers don't trust vendors, the business of chain stores is relatively better and has not been greatly affected. By June, 2003, all the investments made by He Xingyuan and his friends had been recovered. Now, Hexingyuan has more than 50 duck neck chain stores in Shanghai, with annual sales exceeding 30 million yuan.

The great success in Shanghai didn't stop He Xingyuan. Subsequently, he officially entered Beijing with a duck neck. The sales momentum in Beijing is stronger than that in Shanghai. Every day after work, customers in front of chain stores queue up to buy, and the single store once set a daily sales record of 2 1000 yuan, which became a new fashion food in Beijing to beat crayfish. In just five months, the sales of Beijing 18 chain stores reached 1.7 million yuan.

Development: "Attack" Chengdu Office Building

Chengdu's developed catering industry and the broad prospects of the specialty food market have brought He Xingyuan back to Chengdu and started a new round of hard work.

As most of the funds are in Shanghai and Beijing, it is extremely difficult to start a chain store in Chengdu. In order to save costs, He Xingyuan has arranged everything from finding a factory building, trial-producing products to decorating storefronts and recruiting personnel. After some market research, He Xingyuan finally chose a small shop with only a dozen square meters on Hong Xin Road.

Get up at 6 o'clock every morning to deliver the goods, then go to the office building for promotion, patrol the store, find a new store, collect money from the store at night, discuss the sales situation of one day with the manager, and make the work for the next day. 1 1 o'clock returns to the factory to arrange the production for the next day, and often works until one or two in the middle of the night ... This is the daily work arrangement of He Xingyuan after the opening of the first store in Chengdu. He even goes home every two or three weeks to spend time with his wife and newborn children.

In order to make more consumers accept duck neck, He Xingyuan leads employees in the busy office building in Chengdu every day, and invites people to taste it for free. It is common for security guards to catch him and kick him out. Gradually, many companies in the office building became his delivery customers. Today, the number of chain stores of duck neck in Chengdu has expanded to eight, covering Rome, Gaoshengqiao, Yulin and other places, and the monthly sales of small "duck neck" can reach 200,000 yuan.

Expansion: pushing duck neck convenience food

Perhaps God intends to hone this young entrepreneur, and the bird flu raid made him more anxious than SARS. During this period, the company's total sales decreased by 60%. In order to save customers, he formulated strict defensive measures, and He Xingyuan and his duck neck finally weathered the storm.

At present, the business of duck neck chain stores has been on track. He Xingyuan said that 50 chain stores will eventually be established in Chengdu, and the longer-term goal is to launch duck neck series convenience foods. Facing the huge competition in Chengdu halogen products market, he is not afraid. He Xingyuan said that once a well-known local chain store of halogen products went to Xichun Store to take photos and videos, but it didn't stop on its own. "Because only one industry develops as a whole, it will become a big market."

Reporter's notes

Jump out of tradition and embrace wealth.

In the eyes of ordinary people, cooking is nothing more than renting a pavement of tens to hundreds of square meters and asking several professional chefs to cook some special dishes.

He Xingyuan also does catering, but in a different way. From choosing duck neck as a special food, to registering a company, taking food from an office building, to promoting the chain operation mode of 10 square meters stores, he jumped out of the traditional thinking, found a new way out, and finally realized the embrace with wealth. (gentle)

Source: China People's Entrepreneurship Network