The beginning of candy triggered the "Everest" trend.
As a teenager, Xu understood the principle of preemption. Foresight and being the first step have always been the creed of success. 1994, Xu, then a food marketing salesman, set up his own food company with the strength of a newborn calf. Food companies first started from candy, involving cakes, candy, snacks, drinks and other fields, and every time a new field is involved, Xu always speaks with thunder. "I was lucky at that time and met a good opportunity!" Xu said that the puffed food craze of 1998 and the jelly food craze of 1999 made him grasp it keenly, thus accumulating the first bucket of gold in his life. Since then, Xu has founded Jinjiang Xufuji Food Co., Ltd. and Fujian Food Co., Ltd., and founded his own "Everest" brand. However, food is a fast-moving industry and the market is changing rapidly. In order to be in an invincible position in the ebb and flow of the tide, it is possible to rely on "sensitivity". Before 2008, most people were somewhat unfamiliar with "Everest", only thinking that it was a name familiar to China people. However, under the guidance of Xu's company strategy, in the two years after 2008, Everest food rose rapidly and became a "dark horse" of domestic snack food. On 20 10, Qomolangma Cuisine successfully launched dozens of products, such as Swiss roll, egg yolk pie, soft bread, chocolate cake, Mai Sha square cake, five-grain rice cake, European cake, alcoholic chocolate cake, etc., and invited domestic popular hosts Wang Han and Dany to speak for it, plus satellite TV advertisement "bombing". In just half a year, the products have gradually covered the second, third and fourth tier cities in China and are on the market. Faced with the shortage of sales, Everest soon bought more than 20 pastry production lines at Jinjiang headquarters. In just two years after the introduction of cakes, Everest has become the first manufacturer of Swiss rolls in China and the second manufacturer of casual cakes. The distributor network of the Group covers all provinces, municipalities and autonomous regions in China, with more than 20,000 sales outlets. With this solid network foundation, Xu is keenly aware that a new round of industry tide is coming. 20 12 10 after introducing a number of beverage equipment production lines, Everest launched a series of beverages: herbal tea, peanut milk, rock sugar Sydney, milk peanut and other products, covering six categories, including herbal tea, milk beverage, functional beverage, tea beverage and vegetable protein beverage.
The company has set up more than 10 production bases in Fujian, Anhui, Hunan, Shandong, Jiangsu, Liaoning, Sichuan and other places, with a total area of nearly 3,000 mu, and built a national sales and production network of Mount Everest. According to the development plan, in the next three years, Everest will expand with the trend of increasing at least two production bases each year, and constantly improve technology and purchase equipment.
March into real estate and get on the international podium.
Despite the prosperity of the food industry, Xu was not satisfied with the status quo and soon extended his tentacles to the hot real estate industry. In 2006, after establishing Hunan Marriott Real Estate Development Company in Changsha, Xu quickly took control of Changsha Comprehensive Real Estate Co., Ltd. and served as the chairman. His goal is to build a world-class architectural community in the prime location of Changsha. But at that time, developers from Beijing, Shanghai, Shenzhen, Hong Kong, Guangdong, Zhejiang and other first-tier cities flocked to Changsha, which was the arena of real estate heroes from all walks of life, bringing surprises or nervousness to Changsha people. Some media named Changsha "Water Margin Real Estate 108 General Manager" in 2007, among which Xu, the chairman of Changsha Comprehensive Real Estate Co., Ltd., won the title of "Top Ten Real Estate in Changsha in 2007" on the grounds that the wuyi avenue 202 project he developed opened a new page in Changsha real estate. The official name of wuyi avenue is Wuyi Road, Changsha, which is a main road across Changsha. Wuyi avenue 202 Project is undoubtedly a pearl of this commercial center. In order to make this project a landmark building based in Changsha, affecting China and connecting with the world, Xu traveled all over China: he went to Beijing to consult the expert group of the Ministry of Construction; Go to Guangzhou to visit one excellent project after another; He went to Shanghai and invited Yang Dong Xv, a senior expert, to become the marketing partner of wuyi avenue 202. He went to Hong Kong to negotiate with CB Richard Ellis, which made the world's leading industrial brand enter Changsha for the first time. He handed over the construction to a top 100 company in the world ... why do you want to build such a luxurious lineup? In Xu's view, there is no shortage of real estate products in Changsha. What is really lacking is a "trinity" architectural community that can become urban works, have commodity performance and adapt to the market. "Whenever we mention a series of international cities such as new york and London, we can also think of the landmark buildings of these cities at the same time, and Changsha lacks a landmark building of its own. We have the responsibility and obligation to build a landmark building in Changsha. " On June 27th, 2007, 10, at the opening ceremony of the 3rd international architectural cultural exchange, wuyi avenue 202 Project was awarded the "Habitat Model Award" by the China Real Estate and Housing Research Association and the International Architectural Association. This is the first time that the Hunan project has entered the field of vision of international experts and boarded the international podium in the international architectural awards. Xu is good at cooking food; He is also a leader in real estate development.
Chivalrous and fearless, he became a "philanthropist" in his early 30 s.
In Wushu philosophy, the word "righteousness" comes first. As a champion of martial arts, martial arts left a lingering feeling for Xu. /kloc-When he was 0/5 years old, Xu went to Fuzhou Guild Hall to study martial arts. A year later, Xu won the championship in the 48kg Sanda competition in Fujian Province, which fully demonstrated his martial arts talent. "Sanda made me understand the meaning of courage and confidence." This is Xu's greatest achievement in martial arts. "What about the concern for charity? Is this sense of social responsibility also related to martial arts? " The reporter asked curiously. "There should be. Subconsciously, there may already be the concept of' loyalty'. Be kind. " Xu Cenjin smiled a simple and honest smile. In June 2007, Xu donated 5 million yuan to Jinjiang Charity Federation. "At this age, I can donate so much money at one time, which has never happened before." This is the sigh of local leaders for Xu's feat, and it is also a praise and encouragement for him. The leader recalled that at that time, he and Xu and others inadvertently talked about the charity fundraising activities of Jinjiang Charity Federation. With the idea of donation, Xu immediately decided to donate 5 million yuan on the spot, and the whole thing took less than 5 minutes! Chivalry, courage and fraternity can be seen in this young philanthropist. "It is worthwhile to give charity and love!" Xu's extremely simple language reflects his calmness in the face of wealth. "Maybe I have experienced the process of starting my own business and know that it is not easy to make money, so I know the concept of wealth better than others. Wealth lies not only in how much money you have, but also in whether you spend it in the right place and help others. " It is with this profound understanding that Xu has actively participated in various social charities while his enterprise has been growing bigger and stronger. In recent years, he has helped the disabled and promoted the improvement of public welfare undertakings: in 2008, after the Wenchuan earthquake in Sichuan, which shocked China and foreign countries, he quickly donated 500,000 yuan in cash and various materials such as food and medicine worth more than 200,000 yuan to the disaster area; 20 1 1 Xu generously donated 1 ten thousand yuan to help Nan 'an No.2 Middle School improve its school buildings and purchase teaching equipment. Other donations, such as building roads, repairing bridges, helping students and helping the police, are endless, and he has been doing it silently.
Dialogue: I hope everyone will conquer the "Everest" in their hearts.
Jinjiang Economic News: From Wushu champion to boss, from food enterprises to real estate, you have been trying different fields and roles. Do you like "change" by nature? Xu: I am a person who keeps up with the times and loves the times. From Sanda champion to food company boss, from food company boss to real estate agent, from real estate agent to "philanthropist", this series of identity changes, in my opinion, are natural processes and natural changes in my life. People can't stay the same, otherwise it's not challenging and boring. Jinjiang Economic News: Do you want to make every effort to realize the "Everest" in your heart? Xu: I am an outdoor sports enthusiast and have traveled all over the famous mountains and rivers of the motherland. But what really shocked me and shocked my heart was the snow-capped Qinghai-Tibet Plateau. The magical Tibetan culture also makes me sincerely admire. To this end, Everest Food took the lead in jointly establishing the first "Joint Laboratory of Tibetan Medicine and Natural Food" in China with the Institute of Tibetan Medicine of Tibet Medical College. Mount Qomolangma, representing the highest peak of the earth, represents climbing and enterprising. There is a Mount Everest in everyone's heart, and you can reach a new height by taking a small step every day. I hope you don't forget to try to conquer Mount Everest in your heart. With peers, life will not be lonely. Therefore, I hope more people will join me in conquering the mountains in life.
Jinjiang Economic News: As the first president of Jinjiang Chamber of Commerce in Hunan, how will you develop the Chamber of Commerce to what height? According to incomplete statistics, there are more than 50,000 businessmen in Jinjiang, Hunan Province, and more than 5,000 registered businesses, which occupy an important position in logistics, trade, shoes and clothing, real estate, construction, building materials, aquatic products, food and other industries. Hunan Jinjiang Chamber of Commerce consists of more than 400 Jinjiang entrepreneurs doing business in Hunan. The establishment of the Chamber of Commerce has given Jinjiang entrepreneurs a * * * home to do business in Hunan. For me, the Chamber of Commerce is a big family, and my company is a small family. I have to take care of both. Next, together with my colleagues in the Chamber of Commerce, I will integrate all kinds of resources, take the Chamber of Commerce as a platform, learn from the brother chambers of commerce, * * * seek development, * * * make progress together, achieve mutual benefit and win-win results, become one of the most innovative and entrepreneurial chambers of commerce in Jinjiang, and do my best to respond to the "return project" in my hometown.