Liu has been married several times.

Twice. Hainan Island is a pearl in the South China Sea of China. 1988 to 2020, Hainan established a province to run a special zone, and groups of Chaozhou businessmen struggled to build their dreams in this hot land, making great contributions to Hainan's economic and social development. Among them, Liu, the chairman of Nanguo Food Industry Co., Ltd., is a typical example. This "wave breaker" from Shantou, adhering to the concept of "quality first, honesty first, innovation and development", quickly became a leader in the industry, occupying domestic and foreign markets with a pack of coconut powder and a coconut candy. Today we are going to tell Liu's entrepreneurial story.

Hainan Nanguo Health Industrial Park, located in Ding 'an County, Hainan Province, covers an area of more than 60,000 square meters with a total investment of more than 300 million yuan. It is a key project in Hainan Province and the first high-tech enterprise in Hainan Province to produce natural nutrition products fully automatically and intelligently. Seen from the air, the whole park is like an "aircraft carrier", among which the intelligent three-dimensional warehouse is second to none in Hainan counterparts. The first thing Liu, the helm who is over 60 years old, does when he goes to work every day is to carefully check every production process.

1959, Liu was born in a peasant family in Chaonan Town. 10 years old, due to family poverty, Liu came to Hainan with his relatives and formed an indissoluble bond with Hainan.

Liu, president of Hainan Economic Promotion Association and chairman of Hainan Nanguo Food Industry Co., Ltd. said: "In fact, when I was in Shantou, I longed for Hainan very much. So one day it was 1969. My uncle went home to visit relatives and saw that we were poor. Our four brothers couldn't even afford to eat, so my uncle took me to Hainan Island. We ate coconut in Hainan, which was very delicious. At that time, I thought Hainan Island was also a beautiful island. "

In Liu, the quality of hipsters who dare to fight and fight can be seen. In Hainan, he worked as a handyman, salesman, director of a tea processing factory and owner of a tea shop. He showed a keen sense of business opportunities very early.

Liu, president of Hainan Economic Promotion Association and chairman of Hainan Nanguo Food Industry Co., Ltd. said: "When I started my business, 1979 was actually doing product promotion with my uncle. I have promoted several places in Hainan, one is Haikou, the other is Xinglong and the other is Lingshui. Lingshui made a single straw hat business, and it seems that it earned more than 1, 000 yuan. From 1.969 to 1.980, I almost earned 1.500 and went back to my hometown. My father was very happy at the time. "

Coconut wind and sea rhyme is a trump card for Hainan tourism. 1992, taking advantage of the spring breeze of reform and opening up, Liu Chuang established Hainan Nanguo Industrial Co., Ltd. to produce and sell coconut milk coffee, which was also the predecessor of Hainan Nanguo Food Industrial Co., Ltd. At the beginning of his business, Liu bought many books and studied them carefully. From the beginning, he was determined to "create healthy and delicious food for the society". With intelligence, in the second year, "Nanguo brand" coconut milk coffee quickly seized the market.

Liu, president of Hainan Economic Promotion Association and chairman of Hainan Nanguo Food Industry Co., Ltd. said: "At that time, I wanted to create a brand. I bought many books about brands and saw People's Maotai and Phoenix Bicycles. These were all famous brands at that time. In addition, how to be a brand, I think quality is very important. Social development and market changes must be constantly innovated. So for decades to now, I still adhere to the concept of quality first, integrity-based, innovation and development, and have been operating. "

1994, inspired by Hangzhou lotus root powder, Liu led the team to develop South China instant coconut powder, which is also the first package of instant coconut powder in China. The following year, the advertisement of southern coconut powder was broadcast on CCTV, and the slogan "One punch is coconut juice" quickly became a household name and became a unique memory of a generation. In the next 20 years, Liu continued to develop new products, ranging from raw material procurement to small packaging materials. Liu's quality requirements are so demanding that he even "disowns his six parents".

Liu, president of Hainan Economic Promotion Association and chairman of Hainan Nanguo Food Industry Co., Ltd., said: "To do quality, sometimes you can't have compassion. For example, my brother used to supply me with coconut milk. At that time, there may be some impurities in coconut milk, called coconut skin, and some black spots. Our technical department found this in the process of raw material acceptance, so we need to return it or return it. What about returning the goods? My brother, he said you should find out all your little faults. I said no, the quality problem must be returned, and I can't go easy on you. Have mercy, my quality can't be guaranteed. At that time, the goods probably lost more than 200 thousand.

Standardized production process, excellent product quality and innovative and delicious products make Nanguo food famous in the market. At present, the annual production capacity of Southland food exceeds10,000 tons, including more than 65,438+000 varieties of solid drinks, sweets, snack foods, fruit and vegetable products and condiments. Products are sold all over the country and exported to more than ten countries and regions such as the United States and Dubai. Under Liu's insistence, Nanguo Food became the only enterprise in Hainan Province to participate in the formulation of local standards for coconut powder.

Liu, president of Hainan Economic Promotion Association and chairman of Hainan Nanguo Food Industry Co., Ltd., said: "I want to turn Hainan's healthiest and most natural food into a calligraphy for people all over the country and the world."

Nowadays, "Southland" has become synonymous with Hainan specialties, and Liu's industrial territory is also expanding, and supermarkets, e-commerce, health industry and tourism are all developing. Liu has been awarded the honorary titles of "National May 1st Labor Medal", "Fourth National Honest and Trustworthy Moral Model Candidate" and "National Light Industry Model Worker". Although he left his hometown for many years, the spirit of courage, friendship, unity and friendliness of Chaoshan people was deeply impressed on Liu.

Liu's wife and general manager of Hainan Nanguo Food Industry Co., Ltd. said: "Because I am a northerner, I have lived with my wife for so many years and have always felt the strong family culture of Chaoshan people. He has a saying that runs through our company's business philosophy for the whole 28 years. This is called loving being a man and doing everything. This is something we always remember. "

Ryker Chan, deputy general manager of Hainan Nanguo Health Industry Co., Ltd. said: "Chaoshan people have this spirit of love. I think this has enabled our southern enterprises to develop today. As a member of the South China, I feel honored and proud. "

Liu said that he had three dreams in his life: Hainan Dream, Brand Dream and Healthy Dream. Realize the dream of taking root in Hainan and building a brand. Now he is trying to pursue a "healthy dream". By implementing the new concept of "green industry+global tourism" and relying on the "Belt and Road" South China brand internationalization strategy, we are committed to creating more high-end health products and fueling the construction of Hainan Free Trade Port. Liu

Liu, who founded Hainan Nanguo Food Industry Co., Ltd. on 1992, is currently the chairman of Nanguo Food Company. He has won the honors of "National Model Worker of Light Industry", "Nomination Award for the Fourth National Moral Model", "Outstanding Entrepreneur of Industrial Economy in Hainan Province" and "Top Ten Outstanding Entrepreneurs in the Development of Small and Medium-sized Enterprises in Hainan Province".

Character business card

Chinese name Liu

Gender: male

Born in Shantou, Guangdong

Date of birth 1959

Professional post

Chairman of Nanguo Food

resume

1979, started a business.

1983, Wanning Xinglong built a tea processing factory.

1992, founded Hainan Nanguo Food Industry Co., Ltd., a specialty food production enterprise, and is now the chairman of the company.