Guangdong Tiandi Food Group President Chan: Peking University Wit "Pork King" undertaking

Chan is a successful entrepreneur, from the real estate "eldest brother" to the Guangdong World Food Group president to "Pork King", and then to the principal of the Butcher School, Chan in these roles between the gorgeous shuttle, with ease.





Peking University to sell pork, Chan is not the first, but the pork sold to Peking University level, branches throughout the country but only "pork King" Chan one. Chan like to put his own in the "pig One" before all the entrepreneurial attempts collectively referred to as Love, "talk about a few, until they find their favorite marriage."





Chan Oral Entrepreneurship





Invincible





1984 after graduating from university, I was assigned to Guangzhou Municipal Committee office. The main reason for me to move into the sea is income. I remember the first year my monthly salary is 86 yuan, than the enterprise Workers (300), not to mention self-employed. At that time my brother at the Guangzhou railway station of the farmers market to sell chickens, one day can earn 30 to 50 yuan, monthly income is 10 times times more than my. Although the price is low at that time, can 86 yuan a month, I go to find the dignity.





after two years in the Municipal committee I prepare to return to Zhanjiang Commission work, seek a little change. Although I made up my mind to go overboard, I still chose to stay in the system. I am a more radical thinking, behavior super Conservative person, think more and do less. After all, it was a shameful thing for civil servants to make money in the sea, unlike now. In addition, I vaguely feel that I still lack some key resources, even when the self-employed, may not be able to do a good job.





now recalls that several years of institutional work experience have been of great help to my business. I worked in the General department at the municipal committee, and was mainly responsible for providing information and research to the leaders. I can study everywhere, understand the social hundred State, economic and livelihood, to my early accumulation of help very much. I have been in the institutions and state-owned enterprises for five or six years, has not joined the party, the leadership has not advised me less, I will rely on, dragged. There was a clear stipulation that the party members would not be allowed to go into business.





really prompted me to go overboard, once, I wrote an article titled "Where China's economic reform is heading", referring to the sensitive term "market economy". I was just admiring myself, but the leader was furious when he saw me and gave me a scolding. Today, that's a thing.





learned that I want to go to the sea, the section chief also more support, the leadership at the first level of urgency, the General Assembly will criticize me, saying that I am not enough. To give me more pressure is my mother, she ran to the unit cry, because she was a loser in the sea, do not want to see me go her way. So I did the unpaid, keeping the civil service status.





initially I did not choose the most popular self-employed, but first to do foreign trade, and no matter what category, as long as the money is good, insisted for six months. Then went to vegetables, also did not do long, but with the original funds, by 1990, I saved about 1 million yuan. At that time is the real estate start stage, the market is very prosperous, but I certainly not enough money, so went to a state-owned real estate company, continue to work. Two years later, the company's profits reached 20 million yuan, suddenly feel that the real estate is not as difficult as I imagined. That era and now completely different, do not need any property certificate, is in that scrambled land, speculation house. Later I told the boss, this is a state-owned enterprise, the profit is higher, I pay a year also 10,000, 10 years only 100,000, the money is the country. I told him, let me go out to start a business.





1993, I set up Zhanjiang new glorious Real Estate Development Co., Ltd. Find a friend, he paid, I contribute, earned half points. Three months later, my money has not come in handy, even with the benefit of the return. By 1996, our company has been stable in Zhanjiang real estate market the first three strong. Trouble comes along. Although in the real estate business can earn several pieces of money back, until today or even this, but this business with the work of the Agency is very similar to the face of complex interpersonal relationships, need to socialize, gifts ah, and so on, this does not go around again! I was poor before, maybe I can do anything, at this time, I should choose the things I like to do. I'm tens of millions of, do I need to beg? So I chose to flee.





1996 years later, I put down in the real estate industry, looking for other entrepreneurial direction. To tell the truth, entrepreneurship is a step by step, but also need a little opportunity.





First the wine. Wine this industry is not really suitable for entrepreneurship, because the high-end wine we can not do, the need for brand and historical precipitation, low-end wine and do too hard. I said that the wine is the ladder of my business, because later in the process of making wine found the opportunity to do vinegar drink. I remember the May 15 of 1997, I heard that a national leader came to Guangdong, vinegar and drink to drink, suddenly the whole of Guangdong began to become popular. I quickly thought that since everyone had such a demand, it would be better for me to sell it to you than to the others. That's the chance. At that time I was in a number of equipment, ready to produce sparkling wines, plus the original winery equipment, 19 days later (that is, June 4) products came out, to the product mature also 45 days. Although the quality still exists a little problem, the taste to tell the truth is very poor, capacity is also very limited, 500 bottles per hour (now heaven and earth one number 2000 bottles per minute), but does not affect it sell well, three months on the realization of profit, the current sales of 20 million yuan. I'm afraid it's going to be over 1 billion this year.





but I'm not satisfied. 2004, I started to raise chickens. During the chicken breeding, I saw Lu Guoxuan selling pork News, Peking University president Zhihong said in an interview, Peking University students can do both national leaders can sell pork, but I did not expect to do this. Until 2006, found that the business is very hard to raise chickens, although there is no problem in the circulation, but there is a big problem, the product has not entered the farmers ' market, the lack of their own sales terminals, not to face the consumer window, did not make a few years of money, equal to failure. Then I went to the market and found that the sale of pigs in a market was at least 10 times times that of chickens, and there was no brand. The idea of being a pork brand is gradually emerging in my mind. I immediately spent three months researching, but the preparation period is very long, more than a year, in action I once again choose conservative.





in the pig, I learned the lesson of chicken, not only built farms, but also in the terminal layout, make up for the lack of sales window before. Moreover, in order to strengthen the quality control, the stall takes self. Also set up a "butcher school", hired Lu Guoxuan as honorary headmaster, he personally for the Butcher school to write more than 200,000 words of the butcher textbook. He can sell eight or nine pigs a day in a stall, which is definitely a technology.





in early 2007, after the IPO, soon opened the market, enterprises also smoothly into the right track, each year to ensure the growth rate of 200%. At present, the entire Pearl River Delta region has more than 400 stalls, the annual sales of 220,000 pigs, is the industry's second 7 times times, this year's revenue should be around 600 million yuan, with the world one of the performance of a year, the outbreak is very strong.





It looks like my business is sailing smoothly, but not so. These are the efforts to pay the income. Employees know that I am a workaholic, usually work to the early morning, often in the middle of the night to convene a meeting. On one occasion, the company had a meeting scheduled for 8 o'clock in the evening, as a result of the plane delayed, I arrived 12 o'clock in the evening, the staff are waiting for me in the meeting room. These years, I have been maintaining a sense of crisis, every month I have to write an e-mail to the company's management and shareholders, reporting the company's performance, but also pointed out that the company's problems, proactive, preventive.





Entrepreneurship lies in thinking mode





Many people ask Peking University to teach me what, I say is the way of thinking. Beijing University's atmosphere is relatively the most liberal in the National colleges and universities, except for certain courses, others can not. Reading, I spent several months on the "People's Daily" and "Xinhua daily" From 1949 to 1982, the collection of all finished, one page to turn. Then look at the Book of Crooked Books, like the Bible, the works of Soviet Eastern Europe, like the Prague Spring, and Solzhenitsyn's work. These were all criticized at the time, but I saw much. So every time my subject is only passing. I didn't know what it would teach me at the time, but at least it taught me a lot of angles and perspectives.





sometimes thinking things can be difficult to say useful or useless, if the school's things to use to start a business useful, that Professor entrepreneurial success rate is very high? In fact, the lowest success rate of entrepreneurship is the professor. But it can not be said that textbooks are useless, but only a small part, more of the social, human nature, religion, culture and other understanding, is a comprehensive. For example, I went to Guangxi to study the pigs and saw farmers raising a plant to raise pigs, which is said to save 20% of the feed. Then I consulted the expert whether this thing was useful. Experts firmly told me: useless, no nutrition. I do not believe that, according to result-oriented, farmers use this plant, there must be their truth. I let the company to investigate, come back to tell me really useless. I still do not believe, go in person, found that this is actually a fungus, can help digestion, improve nutrition absorption. That's why fixed thinking kills people.





entrepreneurship is actually a mode of thinking, and education does not have much relationship.





compared to the current and previous entrepreneurial environment, the difference is really too big. At that time China's entrepreneurial courage, coupled with a little bit of wisdom is enough. The market is not the same, there are few people looking for gold, is now everywhere in gold everywhere.





I've always been happy to do things that have something to do with the market, not with people. Why do I jump out of the agency, out of the real estate and finally choose to take root in the FMCG market, because these do not need to be with the government departments or other people have too much involved.





entrepreneurship needs good planning. Planning research should be my specialty. From my several entrepreneurial experience, basically did not spend their own money, such as real estate, wine. If you can get less money to do more things, why spend the money that shouldn't be spent? For example, when the world one, I spent more than 3 million yuan to buy a set of equipment, each bottle production cost is 7 cents, but then I moved the factory to Jiangmen, why? Because I find someone else processing, the cost is only 6 cents 4, too cool, The more than 3 million I spend is the wrong money. Sometimes I think people's head can think of some money out, not necessarily have to borrow ah, pull investment ah, etc. Some people say money is important for starting a business, I don't think. For so many years, I have never felt the trouble of money. I always feel how much money to do a lot of things, do a project, you can invest 100 million, also can cast 1 million or 2 million, money and less money each have their own play, nothing more than the initial size. If you give me twenty thousand or thirty thousand bucks, I can still replicate what I've done.





about planning, remember the day before I put in charge of liquor brand vice-president called Over (Chan a few years ago to his wine industry to the VP Operations), the reason is that he has been in the past few years, advertising strategy is just outdoor stickers point ads, I said can do a little innovation, he said he could not think of. Then I will accompany him to think, later I told him, since this brand positioning is the low-end, facing the rural market, 3 million advertising budget, each month to a village to send two bottles of wine. You and the village committee, to find a first to give a family to send two bottles of wine, such as who has married, son, go to school and other events, one months you can always find one or two things, and then beat gongs sent to the past, affixed to the list. Rural people have nothing to do, who dog died can quickly spread throughout the village, not to mention you such a toss. Every month to a trip, 24 bottles a year, 1000 villages a year also on the cost of more than 1 million yuan, that is millions of of millions of people's brand exposure, not better than advertising?





business or need time cost, too anxious rather bad. I know Zhanjiang a KTV boss, his initial stores on five or six rooms, then to more than 10, slowly dozens of, hundreds, to now become the largest local chain. This model has more vitality in the traditional industry. Some people say I have been so successful in raising pigs in five years because he did not see me groping for 20 years in the market. Heaven and earth One to do the 12th year to do 500 million, these years can quickly grow, in fact, is a long time accumulated in exchange for the outbreak.





For the competition I always thought that different times and environment to choose different strategies. For example, when the world's first production came out, the truth, the taste is poor, but sales are good, because in any case, it is better than the consumers themselves. At that time our competitors are mainly consumers themselves, the key to see who first quickly launch products, otherwise missed the wind, the product is no good. Moreover, at that time, the investment of $ millions of in equipment was not $ tens of millions of, and there was no need to be cautious, there was a good saying, shoot and aim first, I think it was too consistent with the situation. But we can't do that right now, and our opponents are big multinational companies.





In addition, in the market competition, as long as the main competitors do a little bit better, in fact, it means opportunity. For example, has been selling pork is the naked arm, my staff if wearing a brand logo clothing, it is not more competitive? It's actually that simple. Selling pork in Guangzhou, there is a higher education than my Henan people, who went to the United States to study, to obtain a doctorate in finance, his competitive strategy is low prices, others sell a piece, he sold 9 cents, the result lost more than 10 million. Why? In China, there are no more farmers than cheap people.





foreign Trade, vegetables, real estate, drinks, chicken breeding. In retrospect, I do a lot of business, as I often and young people say: Take advantage of young, more talk about a few male (female) friends, find a marriage on the line. But now I really do not have too many ideas to do other things, these years I have been doing subtraction, the real estate Ah, wine and other businesses are thrown away, thinking of heaven and earth One and one of the Earth pig do strong. Now who tells me what project is good, I hate who. At this age, who still love AH.





the competitiveness of enterprises from where





-Chan letter excerpt from October 2012 to shareholders





do business like driving. Turn left turn left, the right turn right turn, uphill to refuel. Just a few lanes, you can overtake, you can turn lanes, but you must not deviate from these lanes, otherwise passing destroyed. It is also risky to drive a slow train. A slow-driving person, such as Kodak, who drives fast, such as the Prince's Milk Li Huixing, and does not look at the neighbors ' car crashes, such as Chujun.





This year the macro-economy was sitting at the computer to make decisions some of the buddies get chicken feathers duck blood, but in the same environment there are still many enterprises outstanding performance. Wang Old Kat renamed Gado not only not lose, on the contrary, both sides growth is the highest in the national counterparts. Red Bull to seize the opportunity of national fatigue, September to complete the annual task. The most insipid of the Yi Bao, growth also more than 60%. The hard work of heaven and earth is not so much a macroeconomic problem this year as a total outbreak of problems accumulated last year. The price of the marketing center's complacency at the end of last year was to double the amount of effort twice this year, but not the return of the tens of millions of.





we concentrate on making vinegar drink to do table beverages for 15 years, today the industry attention. Heaven and earth One of the success, in the end is to seize the opportunity, or in the table this no one can see the niche market positioning success, or the success of human ability, who also said not clear. In my letter last month, I said that if the charge number is successful, does it indicate something else? International brands, leading enterprises, not as scary as imagined. When Apple comes out of the iphone, Nokia already has hundreds of millions of of its mobile phone turnover. Recently thought an advertisement, is perfecting the creativity. This year's advertising has not been shown to everyone. This year's three ads by me to write creative manuscript, I do not know is my sad or advertising company's sorrow, also do not know is the company's joy or worry. The Gong are judged by the directors and the time is commented.





listing is a fruition thing. There is no need for listing and listing, the purpose of the world one listing and other enterprises are not exactly the same, will not like other enterprises are not dead. Shareholders, you will only get more and more money, assuming there is no significant change in the existing team. So endure it, I will use the charge one to show you. Heaven and earth no ceiling, but you have to pray for a few of our core team members to live long, especially Chan not to die early.