How does New Dong work?

Zhangtianqu Life in 1990, Peking University Law Master, is the founder of New Dong. This April, he wrote his own entrepreneurial experience, "My Master's graduation why sell rice noodles" in the circle of friends spread widely, "Master's Powder" has become a temporary hot word.

First, do not want to traffic jam to ride a bicycle

Simply said that I was selling rice noodles, my shop called Fu Niu Tang, April 4 this year was established. Zhang Tianyi said: "I first and three small partners, together 100,000 dollars, found a tall global financial center in the basement corner, opened a 30 flat, better than the roadside stand a little beef noodle shop." At first really very hard, fundamental early, now FU New Dong has been operating for three months, the store also opened more and more. How did we get here in three months?

First, the team members grew, from the original 4 to the current 14 people, and the site from the earliest 30 square into the current 180 square. In just three months, our staff turned nearly 300%, and the site was nearly 400%. I have looked at the history of human development, to achieve such rapid growth of the organization seems to have only one, is our party. So at present, New Dong is still a more promising enterprise.

The status quo seems to be more scenic, but it may be a shot back three months ago, to see our hard times. How did we get started? And why do we sell rice noodles?

When it comes to selling rice noodles This topic is very heavy, because just six months ago, I was a fresh graduate, faced with the problem of finding a job, never thought of entrepreneurship. I study the finance law, the work goes very narrow, the hard people go to Jinrongjie, the good person goes to cast the line. So when I was looking for a job, I had two puzzles.

First, everybody goes to the investment bank to do the finance, who will do the entity? Who is the investment banker's money? I find that this is not a project investor, but an investor chasing the project and there is no place to go.

Second, when everyone goes to squeeze the only few choices, there's a lot of work that nobody does. This is like every day I go to New Dong work, passing the world trade when a scene: Three Ring Road forever in traffic jam. The international trade is a good place, everybody wants to go, but more likely result, not everybody has arrived this good place, but all blocked in the road which leads to the good place.

So every day 8:30 A.M., I am the most cool thing, is riding my broken second-hand bicycles, leisurely put a Mercedes Benz, BMW, Toyota, Honda left behind. Entrepreneurship for me, more like a passive choice, I do not want to traffic jams, so choose to ride a bike. We are not mainstream entrepreneurs, forced out of the fear of a life, so choose another life. We know that if we do poorly, we can only go back to the life we don't want.

This is my original intention of starting a business. decided to sell rice noodles, the heart pressure is very big. Master graduated from the sale of rice noodles, how to talk with teachers, friends, around people say? The confusion is very big, the psychological burden is also very big, a few nights a few nights sleep. Until one day, my mentor from Peking University, Mr. Wu, told me about a country that happened in the 50.

Liu Shaoqi, then president, met a migrant worker in Beijing. He is a national model worker, at that time Liu Shaozi held his hand and said the words: "You and I have no different, but the division of labor is not the same, are serving the population." "This story is a story of a 50 's that was told to me after 50, and it really touched me very much." He sent me a message: a small thing, as long as the heart to do, do a lifetime, the end will realize your personal and social value.

Second, don't take internet thinking to say things

Many people say that New Dong is an internet thinking operation of rice noodle shop, for this argument, I have only two words to respond, hehe. We are one of the rice noodles, and finally eat the mouth is a bowl of rice noodles. So to clarify, we are a very traditional rice noodle shop, although in today's such an internet platform to speak, but the relationship with the internet really little.

But as a group of young people engaged in traditional business in the internet age, has the internet ever brought us any change? I cannot deny that the Internet does have an impact on our business, but it is limited to three points:

First, the use of the Internet to attract people. We only have 100,000 dollars, 100,000 pieces in Beijing to find a decent place, decorate, engage in style, basically is impossible. Find a place to finally find the corner of the basement of the global financial center, where no one dares to take it. But we look happy, this is where we want, first-class business circle, ten-stream position. We believe that the Internet can bring us people, so we happily chose here.

Second, the use of the Internet to accurately find consumers. Hunan Rice noodles in the past 100 years, have not opened the market in Beijing, because it is oil and spicy, is not a northern food. Including today also have a lot of people give us New Dong suggestion, said your rice noodles too spicy, too oil, and so on, but my rice noodles still so oil so spicy. Because I know clearly, in this internet age, I can accurately find Beijing about 30 to 400,000 accept my taste of Hunan people. I don't need to meet 20 million people's stomach, I just need to stick to being myself.

Third, the use of the Internet to maintain core competitiveness. Traditional food is closed, conservative, and its core secret is the kitchen, the core of the kitchen is the signature of the recipe. But for us, my kitchen is open, fair, inclusive, New Dong core formula we will be in the form of comics, clearly and plainly tell you, if interested or even come to New Dong to find me to teach you. I know clearly, even if I handed in this recipe, tomorrow I will appear next to the Pig Hall, Fu Chicken Hall, Fu Dog Hall, but with us is not the same. Because our real vitality is that we operate for three months, we have 8 QQ large group, 3 micro-letter group, as well as Weibo on this nearly 10,000 people of Hunan People's fan group, this is our real core competitiveness.

These three points are the changes brought about by the Internet to the New Dong such a traditional catering business, but far from the level of thinking. If we have to sum up the impact of the Internet on us, I have summed up a sentence like this: The Internet provides us with 4 young people with nothing to hold on to when they have nothing. To know that in the traditional times, a person without capital, in the face of a strong society and reality, to talk about themselves, to do their own is a very luxurious thing. But at least now it looks like we did it.

What is needed is not change but respect and understanding.

For three months, what's the biggest harvest? I am now finding entrepreneurship for three months, the biggest harvest is not the same as I expected at the beginning of the start-up. At the beginning of my venture, I was ambitious and wanted to transform this traditional industry into a bigger and stronger one, with more stores, more money, more people to recruit. Now it's all done, but it's not my most exciting thing, and I'm excited not to come from the business itself, from somewhere else.

When we were just doing New Dong, we had only 4 partners. Beef is our own cut, their own fry, their own stew, rice noodles are our own stock, their own bubble, hair, their own cooking. All work is done by ourselves, so we have two identities at the start of the business. First, entrepreneurs. Second, the basic manual worker. My greatest gain is not from entrepreneurship, but from our basic manual labor.

In the process of physical labor, I suddenly found that I have to contact with many of the social side of the edge of the corner to deal with, selling vegetables aunt, garbage room uncle, security brother ... Dealing with these people and seeing their living conditions can be a shocking change. That is when you entered the industry, you want to change the world the idea is wrong, because most people in this society, they need not to be changed, but respect and understanding.

For example, the southeast corner of the New Dong Global Financial Center is an egg-filling stall, with three mouths, and a younger sister who is less than 10 years old. Beside is a cotton cart, three people take turns to sell cakes, who tired who go to sleep. In New Dong sometimes very tired, to the guests can not laugh, I went there to buy egg cake, they still smile to chat with me. At this time I realized that my tired with them than, really is a scholar-style whining.

To cite another example, New Dong early has a lot of news media attention, followed by running every day. There are two TV comrades who have been filming a documentary with us. At that time we worked every day until 2 o'clock, 3 or even later, one day we have two o ' clock, the camera brother told me that we go to the global financial center next to the flyover, you put a 45 degree angle to look at the stars of the shape, we take an empty mirror. I was immediately silent, I said: "Brother, No, I am too tired, I want to go back to bed." "and went back.

When the next morning the two comrades came again, all of them were sneezing wildly. I he said that night I did not go, so they two people alone carrying a video camera to the overpass on the runway. April Beijing night is still relatively cold, that moment I suddenly realized that I am not a person tired, not me a person suffering, in fact, the media comrades are also very bitter, who would like to follow a young boy, the midnight shot things still begging. So from there after seeing a media comrade to interview, I just have time, must not give the draft, must talk to him, try to cooperate.

After three months of experience or experience, I find that the pace of my life has changed now. When I met my comrade on the road handing out leaflets, I must have taken his flyer and smiled at him, because I had sent a flyer to New Dong, and I knew how difficult it was. If you use the bathroom every day, you must clean the bathroom, because I will collect the dishes for my guests. I know how hard it is to keep an aunt up in the morning to clean up the bathroom, to see the security guard standing at the door at night, I must smile at him, because I am a waiter, I know what it feels like to stand on the ground one day.

This is probably the biggest harvest I've had since I started my business for three months, and I thought, what would I think if I graduated and went straight to being a civil servant and a lawyer? Saying what I think is more likely to be how a civil servant gets promoted faster and how lawyers become partners faster. Although the school has taught me to serve the people, I have never seen anything in school. So, if one day the New Dong really mismanagement, I go back to the old road of life, how to do? Maybe I would really sit down and think quietly, if I were a civil servant, how to serve the public. At my age, it may be a dream, an urgent need to realize the personal value of the time, then if some things give us a little waking up, tell you should consider how to create for the community what kind of value, this may be a lifetime of wealth.

Four, dining can also be very good fun

Fu New Dong A traditional catering enterprises, but also a group of more than one in doing, in respect of the traditional industry on the basis of law, it should not be better to play it? I agree with this, as long as we do the rice noodles, New Dong It should be better play, then how to play it?

The first topic is called connection. There is a sentence called everything can be connected, not only between people can connect, things and things can also connect. So in the future on the basis of good rice noodles, we will all look like rice noodles have nothing to do with it. We spent 7 days counting one data and found that more than 45% of the customers who came to New Dong consumption were from Hunan. That future Volt New Dong can big Data enterprise, can be for customer group mining data, even said Rice noodles is free, I make some consumption scenes, to sell Hunan people need things.

For example, this jersey, not Hunan people will only think that these two characters are very strange, Hunan people understand the meaning. This would have been all our partners wear clothes, but the Hunan people have been asked not to sell, has now sold more than 300. The future of the Volt New Dong there is no possibility half eat rice noodles, half is clothing store? I think it's possible.

The second theme is Sharon. General chain catering business is everything to standardize, but we do not do so. Our first shop is ramen style, the second is the coffee shop style, with the leather sofa. Beijing has a garage coffee, why not have a garage rice noodles? Why can't we talk about it while we're eating rice noodles? Now we are in the salon, the effect is very good.

The third theme is called Niu-bye. You come to the store to eat rice noodles, the clerk with you break wrist, win free, lost pay double, much money I will donate to the public welfare organization. In the future I hope that New Dong every store is fun, can bring different experiences to customers.

Another example in Beijing to do Hunan rice noodles, the hardest is the north and South water quality is different. We would like to have the possibility of using scientific and technological means to solve, and the United States on the other side of the ocean contact, asked 3D printing can print beef noodles. Rice noodles did not understand, but in the second half of the year he will introduce a special printing of food 3D printer, to determine at least a candy can be printed, called the cow sugar. We don't know what it's for, it's all fun.

This is my expectation of New Dong, a lot of reliable and unreliable ideas to be implemented immediately. Like a cell phone, maybe our traditional store is just a mobile phone, the real value of the future depends on how many fun apps we have loaded in to make it more powerful.

Five, the future to sell 100,000 bowls of powder

We try to make New Dong more interesting, but we still meet some friends and say that what we do isn't as cool as the technology companies that change the future of humanity. But I saw a story a few days ago, when the man on the moon, the entire computer system can not be able to calculate the operation of an iphone today, but the human being with such technology, the first step towards the exploration of outer space. And today everyone is holding such a mobile phone that can send a human to the moon, the thing is to brush the circle of friends, brush everyone, brush Weibo. I have come to the conclusion that changing the future of mankind is never technology. Science and technology is a means, a tool, not an end, the change of human beings can only be ourselves.

In this era when everyone is talking about subversion and change, I think the really cool thing is whether people can return to themselves and return to human nature. So I firmly believe that the things that are staged on my New Dong every day are a cool thing. An office clothes Gelv Mr., or well-dressed lady, he walked into my shop, ordered a bowl of oil and spicy rice noodles, 10 minutes later, he disheveled, sweating, and more ah yo shout spicy. or an original Accent folder in the English folder, eat a bowl of rice noodles will be unified into Hunan's plastic mandarin.

The return of this kind of people is the most cool thing I think, it is as interesting and meaningful as doing Google and doing apps. In such a people are talking about feelings, talk about thinking of the times, I think that all day to talk about these have no, as well as good to my powder sell. Because when a time when everyone is in pursuit of a thing, it is precisely to illustrate one thing, that is this era is missing this thing.

What is the future of New Dong's vision? As of today, I have counted that we sold 15301 bowls of powder in three months ' time. The next six months, someone asked you how many stores to open, how much money, how many people, are not, we have only one goal, is to sell 100,000 bowls of powder. I am a Taurus, very earth constellation, I was Hunan people, very soil a group of people, so the soil add soil, entrepreneurship such a life always let me feel very vain, very not practical. I would rather put my goal into a bowl of powder, so I am very practical.

If an investor decides to invest in the Bull Hall, I can give an investment proposal, that is, your valuation of New Dong will never be an unreliable million-billion unit, meaningless. For a land-lost enterprise like ours, I invented a unit of valuation called a cow. We have now sold 15,000 bowls of powder, with a total of 1.5 cows lost. By the end of the year if we sell 100,000 bowls of flour successfully, I hope the investors will give us a valuation of 7 cows.

Thank you.

The following is a dialogue between Zhang Tianyi and Tencent product home:

Tencent product Home: How to find a team member when you first started a business?

Zhangtianqu: I feel that the early start-up companies hiring, and the direction of the MLM organizations looking for the same, there is no real return, so only from friends, relatives and other people around the start. Early hiring and one of the most important is equity. Motivation is no use, you have to be responsible for your organization first. My three partners, one is ready to go abroad, one is an internship, there is a my cousin, are the same situation, more like MLM.

Tencent product Home: Choose the venture capital organization when the more important aspects?

Zhangtianqu: I am a traditional industry, the general contact investors are to do TMT. So on a principle, ask me gross margin, running water, such investors we do not cooperate. You talk with me water, flat effect, I will not chat, you want to vote on the cast, do not vote I do not care.

Tencent product Home: How to maintain their own entrepreneurial power?

Zhangtianqu: Behavioral motivation theory says a person's motivation has two, one is a positive factor, one is a negative factor. Most entrepreneurs take entrepreneurship as a kind of faith and pursuit, but for us, I am a passive entrepreneurial, as if there is a wolf chasing me, must keep the momentum forward.

Tencent product home: How to pay their own wages?

Zhangtianqu: We are like the early construction of the Red Army, equal pay, all staff wages are the same. Top executives at the bottom of the sea wanted to drop us, and I said you were half paid, and he said no.

Tencent product Home: What do you think about the short board?

Zhangtianqu: I recently have a confusion is, suddenly a bit of thinking do not understand the meaning of life, do not know whether the business is the purpose or means. Fu Niu Tang I have the confidence to do it 20, 30 chain, but what is the significance. Technical problems are well solved, but the lack of a higher level of ideas to guide, entrepreneurship is a trivial thing, usually have no time to read a little philosophical, religious things. So I hope I can get a little more understanding of the ultimate goal.