The desire in his heart prompted him to choose to resign.
Like many successful entrepreneurs, Yang Zhen was born in a poor family. 1962 was born in a rural family with many brothers and sisters in Ningxiang, Hunan. My father died when I was a child, and my two sisters got married long ago because of family circumstances. My mother dragged the three brothers with difficulty. In Yang Zhen's mind, his greatest wish is to make more money in the future and let his family live a good life.
Although his family was in difficulty, it didn't stop him from dropping out of school. The whole family tried their best to provide him with education, hoping that a college student would come out from home in the future and lead the family to change the fate of poverty.
After graduating from the Chinese Department of Yiyang Normal University, Yang Zhen was assigned to Ningxiang Middle School as a Chinese teacher. Although the teacher is an iron rice bowl, but the monthly salary is only 100 yuan, for Yang Zhen, the desire to change the family economic situation will be in the foreseeable future. Yang Zhen, unwilling to live here all her life, resolutely chose to quit her job and start a business after working as a Chinese teacher for two years.
His original idea was actually very simple, that is, starting a business and making more money, taking his mother to the city, not doing farm work in the fields, and marrying his two brothers.
Fantasy on the road to entrepreneurship
During the first 10 years of its establishment, Yang Zhen has successively promoted special breeding, food processing and invisible screen window technology. These projects made money and lost money. Of course, Yang Zhen also earned the first bucket of gold in his life and became the first batch of "ten thousand households" in Ningxiang.
Running around all day in order to start a business is naturally much harder than being a Chinese teacher, and the income is not fixed, but these can bring hope to people and be more exciting than a constant life. Yang Zhen likes this different life challenge.
In his spare time, Yang Zhen likes cooking. When he poured soy sauce in a stir-fry, he found that the bottle cap needed to be punctured with a sharp tool to pour it out, and the soy sauce might get dirty when it returned to the bottle, which brought some trouble to the chef.
So, Yang Zhen began to wonder if he could design a soy sauce bottle cap with a pull ring and an orifice, which is convenient for pouring soy sauce without getting dirty.
Yang Zhen really invented this bottle cap himself. He is very excited and hopes that some enterprises are willing to use bottle caps, and the patent transfer fee will soon change the face of his family. Yang Zhen took the bottle cap and negotiated with several soy sauce factories in Hunan, hoping to transfer the patent of the bottle cap at a price of 500,000 yuan. Unfortunately, no company agreed to use it.
A creative bottle cap was born in a soy sauce factory.
what can I do? Yang Zhen firmly believes that the bottle cap he invented is a good thing. He made a bold decision to open his own soy sauce factory and put the bottle cap with pull ring and orifice in his own enterprise.
Although Yang Zhen has been in business for many years and has experienced different types of projects, he knows nothing about soy sauce. It is impossible to produce soy sauce by bottle caps alone.
This can't beat Yang Zhen. He's thinking for himself again. First, I checked the information in the library for two months, and then repeated experiments at home. Results I found out the brewing technology of soy sauce without a teacher.
From 65438 to 0996, Yang Zhen founded Jiajia Food Factory in Ningxiang, Hunan. Soy sauce factory was established, taking the lead in using bottle caps with pull rings and orifices. The next step is how to open the market, let people know the brand and buy Jiajia soy sauce.
Generous marketing strategy makes soy sauce popular.
Judging from the whole process that Gaga soy sauce was quickly known by consumers and entered the national market, it largely benefited from Yang Zhen's familiarity and attention to product marketing and brand promotion, and did not take the usual path.
At that time, the advertisements that soy sauce enterprises never did made Yang Zhen the first person to eat crabs. The advertising effect made Gaga soy sauce quickly known to the common people.
Cui Wen Bao was the largest newspaper in Hunan at that time, with a monthly circulation of several million copies. Before Jiajia Soy Sauce invited investment, Yang Zhen chose to advertise in Cui Wen newspapers and published several issues. The content of the advertisement is only "wheat+soybean =?" Readers can't guess what it is after reading the newspaper. Such suspense has aroused everyone's appetite.
When advertising reached its peak among readers, Yang Zhen began to formally attract investment. Unsurprisingly, as soon as Gaga soy sauce went on the market, dealers flocked to it. They found that Gaga soy sauce was really different from other brands of soy sauce. First of all, the bottle cap is a pull-tab bottle cap, and secondly, the bottle body is similar to a wine bottle. Different designs and previous advertising effects made Gaga soy sauce stand out from many soy sauce brands immediately.
1997, the annual operating income of jiajia soy sauce reached13.68 million yuan. Then, Yang Zhen carefully studied the marketing model of Jiajia Soy Sauce, and developed an exclusive distributor in prefecture-level cities, that is, only one distributor was allowed in a city or region. Facts have proved that Yang Zhen's model is very suitable for Jiajia soy sauce. It took him only three years to integrate the soy sauce market in Hunan, and then he successively entered Hubei and Jiangxi.
In Yang Zhen's mind, there is a bigger goal, and that is how to enter the national market.
In 2003, Yang Zhen won a set of two-month "standard king" of the Central Committee for 48 million yuan. At that time, many people said that Yang Zhen was crazy. 48 million yuan is the total profit of Jiajia Food since its establishment seven years ago. In fact, Yang Zhen himself is not sure what effect the two-month advertising campaign will eventually bring, but he must "gamble" once.
From May to June of the same year, Gaga soy sauce advertised at the end of the news broadcast at 7: 00 sharp and 7: 30, and the effect was surprisingly good. Gaga soy sauce brand was instantly printed in people's minds, and dealers all over the country consulted and wanted to join, and the products were suddenly in short supply.
In 2004, the annual operating income of Jiajia Food reached 500 million yuan; In 20 12 years, the operating income of Jiajia Food increased to165.7 billion yuan, which was the first among domestic condiment enterprises at that time.
In 2008, Yang Zhen began to prepare for the listing of enterprises. 2012,6543816 October, Jiajia Food was listed on the A-share market, becoming the first soy sauce in China. At this time, Haitian Ye Wei has just started listing, while He Qian Ye Wei is still a local small brand.
It has been more than 20 years since Yang Zhen resigned as a middle school Chinese teacher. Later, an accidental idea when cooking prompted him to set up a soy sauce factory. Today, more than 80 products of Jiajia Food have been put on the market, and there are nearly 1.200 distributors nationwide. The comprehensive strength of the enterprise ranks second in the domestic soy sauce industry, and he has also become the "king of soy sauce in China" with a net worth of tens of billions.