Academic Pork Guy: Selling pork can be said to be the lowest-cost entrepreneurial behavior

Academic Pork Guy: Selling pork can be said to be the lowest-cost entrepreneurial behavior

?Hard soil, strong fragrance, strong safety. A pork stall in a farmer's market in Shiqiao, Guangzhou. Wearing a promotional banner like this. This is particularly eye-catching among the seven or eight pork stalls in the market.

The contractor of this stall is Zhang Qingyuan, a college student who has graduated nearly three years ago. Every morning, Zhang Qingyuan wields the cutting knife in the stall, chopping ribs or meat and bones. His skillful knife skills often win praise from many customers.

?Your melancholy eyes, sparse beard, and miraculous sword skills have all betrayed you deeply. ? Stephen Chow's description of the pork guy in "Domestic Lingling Paint" is not an exaggeration when it comes to Zhang Qingyuan.

In February 2012, after graduating from Nanchang Institute of Technology, Zhang Qingyuan was recruited by No. 1 Tuzhu as a management trainee. After that, Zhang Qingyuan contracted a stall under the No. 1 Tuzhu system and became a small boss. ?I am now engaged in a very promising career. I can earn 8,000 yuan a month from this stall in Shiqiao, not to mention that even Ding Lei, the boss of NetEase, comes to raise pigs. ?Zhang Qingyuan believes that selling pork is a brand new career choice.

Today, with frequent food safety incidents, the public’s fragile nerves are stimulated by issues such as clenbuterol again and again. Therefore, agricultural products that highlight concepts such as green and organic can easily stand out.

No. 1 Douzhu, a brand of green agriculture with the banner of "hard soil, strong fragrance and strong safety", achieved revenue of 30 million yuan in the year it was founded in 2012. Since then, the revenue has almost doubled every year. By 2012, No. 1 Tu Zhu’s revenue has exceeded 400 million yuan. There was even news that Lenovo and other institutions intend to invest in No. 1 Tuzhu.

Although the native pig is very earthy, it is also very fragrant and can create wealth. And this is just the tip of the iceberg of green agriculture.

Academic Pork Guy

At 5 o'clock in the morning on April 20, 300 kilograms of slaughtered "No. 1 native pork" were transported to a farmer's market in Shiqiao, Guangzhou. As usual, "pork guy" Zhang Qingyuan started to "cut off the pig" with his knife in hand. In less than half an hour, Zhang Qingyuan had completely decomposed the different parts of the pork and was ready to open the door to welcome guests. Since a pig can be broken down into 23 parts of products, and the parts, quality and prices are different, the proficiency of the knife workers directly affects the economic benefits of the stall.

?My sword skills have gone through 45 days of professional training, and I can be considered an academic. ?Zhang Qingyuan showed off his knife skills while talking about the technical training given to him by the company (No. 1 Native Pig).

Unlike most pork guys, Zhang Qingyuan is a graduate of a regular full-time university. Unlike most college students, Zhang Qingyuan did not look for a job in a regular way. Instead, he saw the prospects of green agriculture and hired a stall in the farmer's market to sell local pork.

In fact, Zhang Qingyuan is not the first college student to sell pork. As early as 2000, Lu Buxuan, a graduate of Peking University who started selling pork at a stall out of necessity to make a living, was the first college student pork guy to become famous nationwide. Back then, after seeing the news about Lu Buxuan in the newspaper, Chen Sheng, the founder of No. 1 Native Pig, tried to help the Peking University alumnus. Later, he discovered that Lu Buxuan earned a lot of money from selling pork and did not need any subsidies from others.

?A stall sells about one pig a day on average, and Lao Lu (Lu Buxuan) can sell more than a dozen pigs a day, and he has quite a lot of experience in stall management. Chen Sheng believes that Lu Buxuan’s meat selling experience can help his students improve their sales capabilities.

So, in August 2012, Chen Sheng invited Lu Buxuan to Guangzhou and proposed to establish a "butcher school". The two "meat sellers" from Peking University hit it off immediately. Furthermore, Chen Sheng funded the school, and Lu Buxuan wrote teaching materials for the Butcher School, covering subjects such as marketing, nutrition, etiquette, and cooking.

In addition, Chen Sheng also required the students to go to the breeding farm to understand the scientific raising of pigs, hoping that the trainees would be high-quality butchers who are familiar with the entire industrial process. "You have to sell meat at the level of Peking University" was what Chen Sheng often said at that time.

Peking University pork guy Lu Buxuan’s first class at the Butcher School was well received. He condensed his years of experience in selling pork into a 200,000-word teaching USB flash drive. ?In fact, selling pork is a word-of-mouth operation. I became famous in 2003, but I reached the peak of selling pork as early as 2001. The key is to provide down-to-earth services. ?Lu Buxuan said with a simple and honest look.

?I had no choice but to sell pork at that time, but today’s students will have more smart and long-term plans to sell pork. ?Lu Buxuan believes that as the pig industry receives more and more attention, butcher schools will provide this industry with more and more high-quality butchers who are familiar with the entire industry process, and truly become a ?business that can plan career development? .

Zhang Qingyuan is one of those who makes a living through the butcher school. ?I entered the company for training in February 2012. The training institution at that time was called Longhubao Training School, which was still a very "rustic" name. ?Zhang Qingyuan recalled. It was not until May 2012 that the Longhubao Training School was officially renamed the Butcher School.

?Because we make high-end green local pork, service is still very important. ?According to Zhang Qingyuan, during the 45 days of training, everything from academic marketing theories to basic etiquette and appearance were covered. Now, whenever a customer comes to visit, he will provide the most suitable products according to the customer's needs. Since his hometown is in Guangxi, he can also speak authentic Cantonese, which has also shortened the distance between him and customers.

To facilitate work, Zhang Qingyuan rented a house near the farmer's market. The room layout is the same as that of an ordinary single office worker: a laptop, messy bedding and simple furniture. But the notes on his bedside caught the reporter's attention.

?These are my training notes at that time. Except for military training and field operations in the market, almost all training content is recorded. ?Zhang Qingyuan said,?At that time, the company recruited about 180 college students from universities. After 30-40 of them were eliminated, the remaining talents successfully went to the stalls. The 45-day training is actually more like a knockout competition where the last one wins. ?

?The 80,000 annual salary advertised by the company during recruitment is not that easy to earn. ?He recalled the hardships at that time with emotion.

In this regard, Chen Sheng also admitted that as many as 30-40 people were eliminated mainly due to active elimination by the company, and passive elimination caused by social and family pressure is not the mainstream.

The boss’s boss

Although selling pork is not a profession that makes you rich and handsome, it does not mean you will become a wealthy person. ?Zhang Qingyuan has always been resistant to social prejudices. ?The rude pork guy like Zheng Tu in "Water Margin" has become a thing of the past, and the pork guy industry is also undergoing many changes. ?

It is not an isolated case for college students like Zhang Qingyuan to turn into porkers. ?College students work as salespersons for companies, and their monthly salary is more than 3,000 yuan. If they contract stalls, their income may reach 5,000-10,000 yuan/month. Rather than being a salesperson, it is better to be a contractor yourself. There is someone who has contracted several stalls and earned an income of 4 to 50,000 yuan a year. ?Chen Sheng said that because the income gap may be huge, many college student salesmen will turn to contractors and be responsible for their own profits and losses.

?Currently, I am still an employee of the company. I have just changed from a salesperson who receives a fixed salary every month to a salesperson who faces certain sales risks and has greater autonomy. My relationship with the company is more like The boss’s boss. ?Zhang Qingyuan explained that he has not left the No. 1 native pig.

As a typical college student who has successfully transformed from a salesman to a contractor, Zhang Qingyuan has become a role model for the company's internal and external publicity. He said very proudly: "Every time we have a meeting, I will talk about my affairs. Almost a star.

?

?The company can help me choose the location of the stall and the stall’s promotional slogan, and can even help me pay some entry fees. I only need to bear the stall’s monthly rent of 1,300 yuan. That’s it. ?Zhang Qingyuan said that in addition, a deposit of 20,000 yuan must be given to the company (No. 1 Tuzhu), which can be fully refunded after the contract expires.

In fact, within the No. 1 Tuzhu system, there are two business models. One is to work as an ordinary salesperson, and you can get a monthly salary of more than 3,000 yuan with guaranteed income during droughts and floods. The other is to become a contractor like Zhang Qingyuan and run a pork stall. It is understood that the contractor's income generally includes: a basic salary of more than 1,000 yuan paid by the company, the sales difference, and bonuses for exceeding the scheduled sales. Among them, the sales price difference is the largest source of income. For example, if the company gives the contractor a price of 15 yuan per catty, and the contractor sells it at a price of 17 yuan per catty, he can earn a price difference of 2 yuan. Moreover, the contractor's sales price must be within the legitimate market price range stipulated by No. 1 Tuzhu to avoid low-price competition that disrupts the market. In addition, there is a certain percentage bonus for each month that exceeds the established sales achieved.

?The No. 1 Native Pig model provides an entrepreneurial platform for many college students who have just entered the society. Compared with other industries, selling pork can be said to be the lowest-cost entrepreneurial behavior. With the original After accumulation, I can realize some of my own ideas. ?Zhang Qingyuan is thinking about his future and hopes to further expand the number of stalls he contracts. ?

But even if it is a low-cost operation, this business is not risk-free? Capital-free trading. Because when you become a contractor, you have to be completely responsible for your own profits and losses. It is very difficult to survive in a first-tier city like Guangzhou solely relying on the salary of more than 1,000 yuan paid by the company. Moreover, there is a problem of leftover meat in pork sales. Once there is a large-scale leftover meat Meat is a big headache. At most, Zhang Qingyuan’s stall has more than 50 kilograms of leftover meat, and his current maximum sales in a day is 300 kilograms.

?The company has almost zero tolerance for selling overnight meat. There is a special supervision department to supervise this matter. Once discovered, it is very likely to be fired. ?Zhang Qingyuan recalled the dilemma of large-scale leftover meat, and had no choice but to sell it to surrounding restaurants at low prices. When he first took over the stall, he was under tremendous pressure as there were not many restaurants and restaurants. ?Being a contractor is not really a capital-free business. If you want to earn more, you still have to bear a certain degree of risk. ?

Regarding risks, we have to mention the volatility of pork prices. At present, China's pig raising method is still mainly based on farmers raising free-range pigs, and the degree of scale is not enough. Therefore, it often happens that when profits are made, there is always a rush and losses. ?

The phenomenon of people abandoning their production from time to time has caused the price of pork to always show a cycle of rise and fall in recent years.

?Pork prices are affected by the three-year sow production cycle in the long term. Short-term fluctuations are mainly caused by sudden factors such as epidemics that severely damage the stock, which in turn causes pork prices to rise and fall sharply in the short term. . ? Said Feng Yonghui, chief consultant of China Pig Early Warning Network.

The instability of pork prices has always affected Zhang Qingyuan's business, but he said that he should follow the company's established pace and believe in the company's ability to resist risks brought by its scale effect.

Zhang Qingyuan’s behavior of holding the thigh of the No. 1 native pig has also been affirmed by relevant professional institutions. Jiang Xin, a researcher at China Investment Securities, has long been optimistic about the policy dividends that industry integration will bring to industry companies and related upstream companies such as corporate breeding and slaughtering. Scale effect after increasing market share.

Qiu Yang, a researcher at Huatai Securities, said: By 2015, the country will ban 50% of manual slaughtering and private slaughtering organizations, which will accelerate the integration of the entire pig industry and is very beneficial to large enterprises with high scale. . ?

Green agriculture has broad prospects

Not only does it eat corn, sweet potato vines and other soil feeds, it ensures health and pollution-free at the source. At the same time, due to the relatively large breeding space in the countryside, the soil Pigs can also walk around, stretch their muscles and bones, and improve their own immunity. Therefore, after a year of breeding, native pigs have thick fat, sweet taste, and a more gelatinous texture when chewed.

However, since the growth cycle of native pigs is 10 to 12 months, which is much longer than the 4 months of ordinary pigs, the lean meat rate of native pigs is only 30, which is much lower than that of ordinary lean pigs. 60% lean meat rate. This makes people who are not familiar with it reluctant to try such fat pork. But today, with frequent food safety incidents, the fragile nerves of the public have been stimulated by issues such as clenbuterol again and again. Therefore, agricultural products that highlight concepts such as green and organic can easily stand out.

Chen Sheng believes: With the improvement of living standards of urban residents, people have higher and higher requirements for food safety and quality. The traditional pig breeding and distribution model involves farmers raising, pig dealers purchasing, urban pig wholesale, semi-monopoly slaughterhouse slaughter, and urban self-employed retail. It has many links, high costs, and huge hidden dangers to food safety. ?

Food safety issues have caused many people to flock to green agricultural products. ?What I sell is not pork, but health. ?Zhang Qingyuan has repeatedly emphasized that he is very optimistic about the good prospects of green agriculture. And under the banner of "Hard Earth, Hard Fragrance, Hard Safety", No. 1 Tuzhu achieved sales of 30 million yuan in its first year of business. Since then, it has almost maintained a growth rate of doubling every year. By 2012, the sales of No. 1 Native Pig have exceeded 400 million yuan.

This growth rate highlights the market prospects of green agriculture.

The rapidly growing No. 1 native pig has attracted the attention of many investment institutions. Previously, there had been news that Lenovo and other investment institutions intended to invest in No. 1 Tuzhu. But Chen Sheng rejected all the institutions. "It's not that No. 1 Tuzhu doesn't want to sell, but the time has not come yet, and he will increase his bargaining chip through scale expansion in the future."

Chen Sheng also revealed that he has sold the real estate company and wine industry assets he was previously involved in, and is now focusing on managing Tiandi No. 1 and No. 1 Tuzhu. The ultimate goal is to strive to become a tens of billions-scale enterprise. It is planned to spin off No. 1 Tuzhu and Tiandi No. 1 for listing.

Green Agriculture

The so-called green agriculture refers to the agricultural production and management method centered on the production, processing and sales of green food. Green food refers to pollution-free, safe, high-quality, nutritious food that follows the principle of sustainable development, is produced according to specific methods, and is recognized by a specialized agency and is allowed to use the green label. Generally speaking, green agricultural products include "three products", namely pollution-free agricultural products, green food and organic food.

The development of green agriculture is also a need to adhere to sustainable development and protect the environment. The corresponding "black agriculture" business model often relies heavily on large-scale agricultural machinery, chemical fertilizers, and pesticides, which not only consumes a large amount of non-renewable energy, but also causes soil erosion, air and water pollution and other negative consequences. The development of green agriculture can fundamentally solve these problems. Green agriculture focuses on "green environment", "green technology" and "green products", promoting the transformation of chemical agriculture that relies too much on chemical fertilizers and pesticides to ecological agriculture that mainly relies on biological intrinsic mechanisms.

In the past few decades, the damage caused to the environment by human development has made people aware of the importance of sustainable development. To this end, many localities and enterprises in China have invested in the development of green agriculture based on China's national conditions and enhanced the advantages of China's agriculture in a way that is consistent with economic and environmental development.

At present, the state has approved Jilin Province and Heilongjiang Province as China's ecological pilot provinces. These two provinces have made remarkable achievements in the construction of ecological provinces, laying a solid foundation for the development of green agriculture and the improvement of the ecological environment.

Although the Northeast region has many favorable conditions for the development of green agriculture, it is necessary to fundamentally change people’s farming methods and agricultural product distribution methods for thousands of years, both in terms of ideology and farming technology. There must be major reforms in terms of material investment, scientific research and other aspects. This requires giving full play to the important role of governments at all levels in the Northeast region in developing green agriculture. ;