Five crossing "pig's feet Elder brother": College students start from stall, sell 300,000 pig trotters a year

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Recently at the five crossings on the pig hoof discussion has become a lot of netizens focus. First has the small hoof masterpiece such boutique shop became the brand, after has all the Professor Pig's chain to set up the industry the storm, people all ponder this pig's hoof is how, why everybody so crazy. I found the first time the small hoof masterpiece founder Li Gongfu.

The following are Li Gongfu's dictation:

The pig's feet changed my life.

I read in high school for five years, transfer art in the middle, accidentally admitted to the Chinese Academy of Fine Arts, feeling with the people out of place, especially hate that kind of superior superiority and so-called ' artists ', then summon up the courage to go home to repeat, after efforts to successfully test into the University of China. In the university not long, home accident, my brother because of emotional problems, suffering from schizophrenia, can not work, can only stay at home. I felt a lot of pressure and started thinking about how to make money.

Sophomore began to do business with roommates, then we together to buy the troops out of the communications radio, repair and then get online sales, the profit reached 300%. Many times, we can earn more than 40,000 in one months, 20,000 more than one person. Then there was a monopoly, and our business was yellow. Later, and began to resell motorcycles in school, from the countryside to buy motorcycles, reselling to the suburbs of Chengdu, a profit of 400 yuan to 800 yuan. These business experience, slowly realize that is not high-end is good business! High-end industry converge Elite, competition is big, and low-end industry competition is relatively small, also more exercise person.

After graduating from the university in Chengdu to find a home state-owned enterprises, from colleagues and bosses see their future general route, feeling too mediocre, again to choose, to read research. After 45 days of dry review to be admitted into the electric micro-solid college, in the school forced oneself in a year's time to complete the credits and topics, considering the age and family factors, to persuade the tutor to go outside the stall, the tutor is my lamp-not only agreed to give 4000 yuan as my start-up funds, in thinking about selling, I think of my childhood mother gave me the pig's feet, so far unforgettable that taste, I think this will have a market, so began to do experiments. At that time UESTC "Xu Xian roast Hoof" very fire, I ran to someone else's barbecue shop to apprentice, evening back to live to do experiments, other children's shoes playing games chasing girls, or TOEFL, GRE, I have to deal with the pig's feet all day, after hundreds of experiments and instructors, students and so on after the test to eat satisfied finally set the formula, process, began in the school gate stall. Every day can earn a hundreds of yuan, actually want to be able to accumulate a little money before graduation.

Strategic significance of site selection

I first did this in Chengdu (March 12). Cycling two hours a day to market purchase, and then chopped open, hair, soak, the entire assembly line is a person to do---really tired. Really want to give up, think about the support of the mentor and so on, bite the teeth and stick it down. Soaking, pickling, drying, baking every process has my own efforts, experience, it is also the efforts of these processes so that I can sell 300,000 pig feet.

After playing Hide-and-seek games with Chengguan for nearly two months, it was found that the roadside stalls did not do much. Just in Shanghai classmate suggested I go to Shanghai to sell pig's feet, actually also not good to do, do not let the stall, I again ecust put stall, just launched has not started to sell, there are Chengguan jumped up. Civilization is a lot of civilization, but is not allowed to sell, so I had to find a storefront, but I did not rent store, think of a recruit, then the country is not a policy? I pulled a Huadong student occupation, in his name Application agency fund, all of a sudden applied for 100,000, and so the funds in place, has two months passed, But I am still very happy, on the Songjiang to find a shop, because there is no money I rented a most remote shop, I have always believed that the wine is not afraid of the alley deep, it is not so simple, now the wine is also afraid of the alley deep. Found that this is a pit, for four months, there is no business. I thought I was going to be here. This time, I just go back to Sichuan defense, and my buddies said, put things in the shop to the door on the street, the defendant was caught all ignore, the result is so fire! For one weeks, sales rose in a straight line, this time, there is a clap of our products, and then upload Youku, the first day clicks on the number of 460,000, The title called to abandon white-collar identity to roadside selling roast pig feet. Later CCTV, Oriental TV, such as a big push TV media coverage. At that time, this time received more than 600 joined, cooperation and other people, then really not ready, I can not do to join the chain of business. The main thing is that the team did not get up.

After graduation, I came to Beijing, work in the research institute, but amateur still do pig's feet, I have their own company and team, the direct shop in Shanghai and Beijing two places. In Beijing, the choice of a comprehensive business district---five crossings, which can be repeat customers at the same time can play brand.

As you can see, my steps are too slow to keep pace with the market. The reproduction of this product is still relatively high, or a team problem.

Since my shop here, the highest selling 500 pig's feet every day, I also have the consciousness to control sales, otherwise can more, in the competitor settled, my only influence is off work time delayed two hours, usually at 8 o ' clock sold closed.

Competitive Strategy: Product control + Branding

Do not be afraid of competition, there is a comparison of the circumstances ultimately or quality to decide. 300,000 pig feet, this is the guarantee of competitiveness. One relies on the food material, the second craft. On the one hand I choose to import pig's feet, and all are front hoof. The taste of the pig's feet is very different, the pork's fore hoof is more delicious, and then the hoof is much worse, many businesses in order to compress the cost to consumers to eat is the hind hoof, this is not tolerated here, in the process of selling pig feet, found that many European and American countries do not eat pig feet, their pig's feet are often exported to Asian countries, the price is not much more expensive than domestic pig , but the quality is not a little bit, the quality of pork is obvious to all, after all, after the customs and other departments to test, in the experiment of dozens of countries after the pig's feet, chose one of the large hundred pig pork feet (should be asked, hidden information).

A few days ago, I also sold corn juice, just squeeze the corn juice, I tested 14 kinds of, and finally selected Malaysian corn, I even found its first level agents. Later, because the summer is not easy to save the relationship, I gave up the category.

The addition of competitors has allowed me to accelerate the pace of financing and transformation. On the one hand, he let me have a competitive pressure, the hours of work delayed for an hour, on the other hand, after all, snacks are life cycle. Before the tide of sand to make their own brand, and then transition to fast food. We now have a technical reserve for other products, but now it is a good team.

(Entrepreneur &i Dark Horse: Do the marketing cost of FMCG almost accounted for the total cost of 35%, taking into account the location of the small hoof masterpiece, the crowd and the particularity of the pig, we think that this piece of the cost in the pig market can be greatly reduced, because the pig will not suddenly disappear, it is a stable demand market, And a lot of big. However, the cost of marketing is still very large. In this respect, Lee has his own resources. )

Because of the particularity of the project, we are exposed to a large number of media, at the same time, many of my classmates and colleagues in NetEase, Sohu work, Ding Lei is my alumni, have a meal, my tutor to ding Lei said you learn your brother in your company face-to-face selling pig feet, you help publicize. Now reported that the company's media and products, such as CCTV's two programs have looked for us, I have been pressed, because they are too small, I am afraid I can not guarantee the quality of service.

Dark Horse Reviews:

This is an interesting project, trotters as a consumer category, perennial lack of brand. But, because of the stable demand, is expected to become a meat food entrance. Li Gongfu's brand plan, if successful, is expected to be the entrance to a living area to buy succulent food. And the wide and frequent of meat ingredients are obvious to all. At the same time, we do not think that the poor replication is a weakness, the project also has the capitalization of space. It's not an Internet project that has investment value, it's a project with a good cash flow and a significant value-added space. Future gains are expected from channels, franchise fees, technology licensing and other fields.

However, there are several issues with this project:

First of all, the direction of the upgrade should not simply be in the taste of hard, in the service Li's team can do better.

Secondly, the value of pig's hoof in addition to eat, I am afraid there are more things, such as meat lovers of the alliance and Community economy, small hooves obviously has not been "fuss" of the point, but after the capital entered, can certainly play a better role in guiding the Li Gongfu.

From good to cool, I believe this is the future of the brand. The story of the entrepreneur's trotters, to the high quality of meat, is well worth looking forward to.