Little Elephant Rises | Wen
After 13 years of research, Cheng Hong, president of the Institute of Quality Development Strategy of Wuhan University, has developed the habit of continuously observing the performance of China enterprises in various situations. This year's Spring Festival, Cheng Hong's eyes once again focused on the good shop, an enterprise in the same place as Wu Datong. "Whether it is giving snacks to frontline anti-epidemic personnel or the stability of the consumer side, the performance of this company is impressive."
at the same time, he also read another fact about the good shop: since its establishment in 26, this enterprise has shown "multiplied scale benefits" in terms of scale and sales revenue-the terminal sales in 219 reached 9.737 billion yuan, which was 9 times higher than the 1 billion yuan in 212. In the past 14 years, in the process of growing from small to large, it has promoted the development of upstream and downstream enterprises in more than 2 industries and created more than 1, jobs. Such achievements are rare in China's leisure snack market with a market value of over 2 trillion yuan.
after the spring festival, around "how traditional enterprises develop with high quality through platformization", Cheng Hong visited Liangpin Building in Jinyinhu North Street, and had the first in-depth talk with Chairman Yang Hongchun, CEO Yang Yinfen and their team.
afterwards, professor cheng said that he was deeply impressed by yang hongchun's views on quality shared from the front line. For example, "I just want to provide high-quality products for those who like high quality", such as "enterprises lack the opportunity to die and be born". Echoing the slogan of Liangpin Building, behind these words, entrepreneurs' sense of urgency for product quality, consumers and enterprise development is revealed.
Of course, what impressed him the most was not only the amazing details about the company that Yang Hongchun, Yang Yinfen and the senior management team said, but also the value of the details to his tens of thousands of words report. Besides the report, it belongs to the unique story and mentality of entrepreneurs. "Fourteen years ago, Yang Hongchun opened a 2-square-meter shop and went to more than 1 factories across the country to communicate products."
He believes that such "Yang Hongchun has found the greatest value of survival." This entrepreneur is "the most stupid and the smartest."
"Many people cling to their own values, not necessarily for success." Along this value, we try to sort out the development of good shops: it turns out that the good shop that took 14 years to become an industry leader only opened three "shops".
and each one, in China, is unique.
The first shop is Yang Hongchun, the founder of Liangpin Shop, which belongs to Wuhan people's own shop.
Like every yazi in Hubei, Yang Hongchun, who was born on the bank of the Yangtze River, misses the childhood food most, which is the ribs and lotus root soup carefully cooked by his mother with the local seven-hole lake lotus root in Jingzhou every New Year's Eve. The simple and pure diet in childhood protected his sensitive taste buds and made Yang Hongchun a complete foodie.
After that, in an interview, Yang Hongchun, who has entered middle age, mentioned that he has a developed sense of taste and can basically remember the taste of what he has eaten. What I didn't expect at that time was that the taste of this home became the signpost of Yang Hongchun's career in later days.
In 25, Yang Hongchun gave up his status as a professional manager and chose to return to his hometown to start a new business. Back in Wuhan, Yang Hongchun considered where to start. A conversation with Gu Qing, the founder of Jiujiuya, inspired him: "If you can put together the best food from all over the country, you don't need too much investment to start, maybe it will be a good business in the future."
Yang Hongchun, founder and chairman of Liangpin Shop
Walking around the streets of Wuhan, Yang Hongchun found that a snack shop with rich categories may indeed be a "species" in short supply in the market. He decided to explore the road with his own feet and create a "base camp" for the foodies in Wuhan.
In some people's comments, Yang Hongchun looks introverted and modest, not a passionate person. In fact, he is as stubborn as anyone who belongs to Hubei. In May 25 alone, he traveled to more than 2 provinces and inspected more than 1 food factories. "The air ticket alone cost more than 2, yuan." In the end, he finalized 5 very distinctive varieties such as Dali Plum, Lin 'an Walnut and Qionghai Mango Dried.
It is said that Yang Hongchun even sold a house in Shunde and borrowed money from relatives and friends to raise 6, yuan in order to make this snack shop on the street in Wuhan survive.
This small shop was named "Good Shop" by him. As the name implies, "good product" means "quality of conscience"; "Shop", that is, "everyone's shop". Looking for delicious food in one room, finding back people's lost taste loyalty, opening the door to do business and sharing it fairly-this is Yang Hongchun's initial heart.
it is this insistence on the initial intention, coupled with resolute action, that constitutes the most basic business logic and cultural background of the good shop as an enterprise, which continues to this day.
The second shop is a "shop" that is close to the demand of consumers in China and sees the trend of snack industry.
after 14 years, Yang Hongchun's small shops have expanded to nearly 2,4. In 219, the terminal sales of good shops reached 9.737 billion. At this time, the former "small shop" has served more than 8 million consumers in China, and has become one of the leading enterprises in China snack track with a scale of more than 2 trillion.
However, a new problem is put in front of Yang Hongchun and his team: the product homogenization crisis.
among the leading snack food enterprises in China, there are more than 1,5 SKUs in good shops, ranking first with a monthly update rate of 3-4 SKUs. But in fact, under thousands of SKUs, there are hundreds or even dozens of supply factories where several companies overlap. This reality makes it difficult to open the gap between brands in the supply chain; The traditional production logic of "what the manufacturer has, what the brand makes" also makes the brand lack a real insight into the consumer's mind, and the product and demand are "misplaced".
in order to jump out of this dilemma, the good shop is determined to make a big adjustment in strategy. At the beginning of 219, the good shop clearly put forward the strategy of "high-end snacks", which made it clear that in the future, it will focus on the different needs of pregnant women, children, silver-haired people and fitness people, and differentiation and quality will officially become the baton of enterprises; In 22, after Liangpin Store became the first listed company in Shanghai Stock Exchange, the "high-quality development model" was repeatedly mentioned as the core idea of the enterprise.
As "one body and two sides", they constantly drive good shops to gain insight into consumers and optimize the industrial chain in market segments, and offer a series of actions: On May 2th, "Good Food Fairy" landed as the first sub-brand, focusing on snacks for children aged 3-12, and promoting the first group standard of snacks for children in China; On August 16th, the release of the sub-brand "Good Products Flying" revealed the ambition of good products shops in the fitness meal replacement market segment.
the action of product line is easy to capture, but, more importantly, it is the process of building barriers in good shops.
according to public information, on July 9th, Liangpin Store Nutrition Food Co., Ltd. was established with a registered capital of 1 million yuan. The business scope includes technical research and development, technical consultation and technical services in the field of nutritious food technology.
Since the establishment of the "high-end" strategy in 219, Yang Hongchun has become the biggest "headhunter" of good shops, visiting and digging people. As of August, Liangpin Store has established a team of more than 5 people, including Nutrition and Health Research Institute and Product R&D Division. Currently, he is the president and chief scientist of Liangpin Nutrition Research Institute, and holds a doctorate in food science. He has more than 2 years of R&D and management experience in large multinational food companies. Product R&D Division is composed of master's and doctoral students majoring in food and bioengineering in first-class universities at home and abroad to promote in-depth R&D in market segments.
its purpose is to change the R&D link from the homogeneous Red Sea of suppliers to brand-centered. It is reported that in the first wave of new products, there are five breakthroughs in food research and development technology, and relevant patent technologies are being declared. Good products such as snack fairy and flying products are the "answer sheets" handed over by the team.
according to the information disclosed by the company, today, more than 5% of the SKUs updated by good shops are market initiatives.
From "bringing in the new" to "bringing forth the old", this is a self-evolution, and it is also a microcosm of the turning point of the leisure and snack industry: after 14 years, the good shop that the market expects is no longer the "collector" shop that used to pile up good things from all over the country; Today, it is a smart, accurate and sensitive "creator" shop.
A good shop is also a good craftsman, bypassing the counter and a good shop, and more moves are still brewing.
on August 28th, just held the 6th supplier conference of Liangpin Shop, the imaginative "third shop" of Liangpin opened before our eyes: one brand, 26 suppliers, discussing the development of the industry on the same stage.
after the grand scene, a "future store" connecting the upstream and downstream industries of snack food is ready to appear.
The "store of the future" faces the future and relies on "high standards of operation".
in July, 22, the Institute of Quality Development Strategy of Wuhan University, represented by President Cheng Hong, studied the quality model of good shops. Through a report, the model of good shops was summarized as "V+123" platform high-quality development model.
V refers to values, 1 refers to products, 2 refers to bilateral management, which is the collaboration of the platform for suppliers and retailers, and 3 refers to three types of governance mechanisms, including food quality and safety governance, digital governance and interest governance.
Cheng Hong believes that in the era of overcapacity in manufacturing industry, enterprises generally feel weak in transformation, the development model of good shops is just the right time. More importantly, the platform-based quality management mode of Liangpin Shop can provide development reference for growth-oriented and entrepreneurial enterprises in China.
"the shop of the future" turns the future by experience and thinking.
Looking back, the data shows that 1% of the suppliers of good shops have cooperated with them for more than 1 years, and 25% have cooperated with them for more than 5 years. These long-term cooperative suppliers have undertaken the production and manufacturing of more than 5% products in good shops.
The sixth supplier conference of Liangpin Store
The extensive and in-depth cooperation experience with suppliers also gave Liangpin Store a unique reflection on the upstream and downstream industrial chain: the leisure and snack market is huge, but the market players are small and scattered, the industry relationship is not close enough, and the concentration is not high.
Yang Hongchun thinks: At present, with the theme of high-quality development, it is necessary to work hard on upstream and downstream cooperation, from wide to deep; Work hard on product segmentation, from consumer interconnection to industrial interconnection.
driven by this thinking, this shop has once again refreshed its identity: taking the unique quality system as a benchmark, building a platform-based enterprise with a lighthouse-type industrial router, interpreting the "all-round circulation" in the sense of the industry and interacting positively. On the one hand, enhance the identity value of high-quality suppliers, who are the "parents" of good shop products; On the other hand, through this platform, good shops are also "feeding back", and suppliers can get the information empowerment of good shops at the consumer end, the technology empowerment at the research and development end, and the supervision empowerment at the management end.
a set of data shows that with the support of good shops, there are more than 5 cases of product process upgrading and 4 cases of product formula upgrading each year, which drives the annual sales growth of suppliers by more than 3%.
In addition, the good shop also uses its core position in the supply chain to provide supply chain financial services for strategic enterprises: on the one hand, it saves the financing cost of suppliers, on the other hand, it can greatly shorten the time for suppliers to withdraw funds. By the end of July, 22, the science and technology financial platform built by Liangpin Store has provided 36 credit funds for many suppliers.
behind the change of identity is the reconstruction of interest relationship. If the value is certain, then the situation that the food and beverage industry has been competing for profits for many years will not change; Good shops hope that suppliers will share the weal and woe with them, enlarge the plates, enlarge the industry value and see new profit points.
behind this is an ambition: the good shop wants to be the leader of the track of "leisure snacks". Because, good shops understand that only by letting the business mission flood in can we talk about interests.
"A moment's strength lies in strength, and an eternal victory lies in reason", wrote Cao Yu, a Hubei writer, in his works many years ago. To some extent, exhausting the "reason" of the industry is also a kind of mind that enterprises need. From the brightly lit shops on the streets of Wuhan to the hub to push the snack food industry forward. Today, when we savor the legendary evolution history of this "shop", we will find that it tells the story of responsibility and opportunity in China consumer market, not just itself.