"From Wuhan, Hubei Province to Changsha, Hunan Province, cakes, steaks and Taipei soybean milk named after Rosa brand can be seen everywhere from the streets and alleys. The vivid image, warm atmosphere, unique taste, exquisite packaging and warm service have attracted a large number of customers to linger. Rosa Company, as a Taiwan-funded enterprise founded in 1993, has developed from a little-known company into a group enterprise with 15 branches, more than 200 chain stores and more than 2,000 employees in 15 years, covering more than Chinese mainland 10 cities, which has become a miracle lamented by many Taiwanese businessmen. In Changsha, Hunan, I interviewed Mr. Zheng Congjun, who is the chairman of the head office that runs this factory. His almost silver-haired hair and calm manner give people a sense of sureness and sincerity, as if recording Rosa's growth-along the way, solid steps, ten years of hard work, and the dream of a round continent.
Deeply cultivate the road to the mainland
Mr. Zheng Congjun, 1955, from Taipei. When he was a child, he often went to his father's textile factory to play. Perhaps his childhood experience gave him the talent and ideal for business and industry. 1979, aged 24, started a business in Taiwan Province province, undertaking interior design and decoration projects, and later invested in setting up a factory to produce export fabric products and plastic toys. 199 1 year, with the first wave of investment from the mainland, he came to Shanghai to open his first factory. Even he didn't expect that it was inland Hunan that finally achieved his "glory and dream".
It all started with an accidental meeting. 1992, Zheng Congjun traveled to Zhangjiajie and met Mr. You, then director of the Provincial Tourism Bureau. Mr. You urged him to invest in Hunan. In the same year, he founded Guo Long Canned Beverage Factory in Changsha. 1993, Zheng Congjun, who has a deep understanding of the Hunan market, introduced the technology and service concept of Taiwan Province Province and established Changsha Rosa Food Co., Ltd. The company took the brand of "Rosa" and took the lead in launching plant fresh cream cakes and moon cakes with unique formulas in the market. At that time, the local moon cakes and cakes in Hunan market lasted for decades. At the same time, the company also strives for perfection in service, creating a precedent of "food can be returned after being sold", and customers who are dissatisfied can exchange goods unconditionally and get a refund. 1April 99414th, Rosa cake was selected as "the most popular food" by millions of consumers in Changsha. 1July, 999 10, Hunan Statistical Information Center announced the survey results; Rosa Cake was awarded "1999 Brand with the highest market share in Hunan"; "99 Hunan consumers buy the preferred brand".
The success of Changsha Rosa cake has strengthened Mr. Zheng Congjun's confidence and determination to invest in the mainland. After careful argumentation, from 65438 to 0996, Rosa Taibei soybean milk and Rosa steak were developed successively, which guided the consumption market of Chinese fast food and western fast food. 1April, 1996, the company invested nearly100000 yuan to purchase land and factory buildings in Sifangping, Changsha. In order to improve the level of the enterprise, the company invested millions of yuan to successfully introduce CI in an all-round way in 1998, and the product packaging, store image, store service and corporate behavior have taken on a new look.
With the rapid growth of the company's business, Mr. Zheng Congjun's vision has expanded from Changsha to the whole of Hunan and from Hunan to the whole mainland. 1994 established Chengdu Rosa, 1995 established Wuhan Rosa, 1996 established Nanchang Rosa ... With the continuous expansion of investment scale, Mr. Zheng Congjun focused on the overall management and development strategy. 6609.00000000606 Today, in the Hunan market, besides Changsha Rosa, there are also branches in Zhuzhou Rosa, Xiangtan Rosa, Changde Rosa, Yueyang Rosa, Taibei Soymilk, Rosa Steak, Yake Coffee and Guo Long Yi Labao Beverage. Rosa Food Company has been established in other parts of mainland China, such as Chengdu, Wuhan, Nanchang, Chongqing, Kunming, Xiamen and Huangshi. The company's main products have developed into four categories of cakes, bread, western-style cakes and moon cakes with international popular tastes, with more than 200 varieties of colors, and its operating performance has steadily increased.
When talking about the reasons for Rosa's success, Mr. Zheng Congjun, who has always been easygoing, always said modestly: "We just seized the opportunity at that time and stayed one step ahead of others when the market was still immature. If there is a second factor, it is persistent professionalism and persistence. "
Rosa, the secret of success
Reading Mr. Zheng's implication and counting Rosa 10' s development footprint, we can easily find that apart from first-class quality and service, the key to the company's success lies at least in: being good at seizing opportunities and guiding consumer fashion; Pay attention to personnel training and cast corporate culture; Enthusiastic about social welfare and shaping a good image; Focus on long-term development, timely adjust strategies and so on.
Mr. Zheng is a man who is good at "seeing people but not seeing them". The investment environment and consumption level of Hunan 10 years ago were far worse than those of coastal areas. Because of this, the competitors in the market are far less than those in Shanghai and other places. An immature market often means great development potential. As long as the strategy is right, we can create fashion and guide the trend. In the past 10 years of commercial war, Rosa has been leading the vanguard of the industry and making great strides.
The competition of enterprises is, in the final analysis, the competition of talents. In the initial stage and growth stage of an enterprise, it is necessary to find and unite a group of elites to work together. After the enterprise becomes bigger, it is more necessary to establish a mechanism to retain managers and ensure the cohesion and combat effectiveness of the company's sustainable development. Mr. Zheng said: "Rosa's greatest achievement is that she has trained many talents in 10, which is the capital for the company's future development." At present, the cadres of Rosa Group have basically realized localization and rejuvenation. The manager of Changsha Rosa is a local cadre who has been growing with the development of the company, and he is under 30 years old. Companies under the Group are managed by professional managers, with shares ranging from 5% to 17%. If the manager is short of funds, the group will allocate 2-5% of the shares to him. The implementation of this mechanism has undoubtedly injected a strong impetus into enterprise talents.
Perfect corporate culture and good social image are the signs of the company's maturity. Rosa began to cultivate her own corporate culture from 1997, with "people's livelihood, food, clothing, housing and transportation" as the goal and "sustainable management, quality first and service first" as the corporate philosophy. Rosa advocates and practices such a consumer culture: in the communication with customers, she silently spreads the warmth and warmth of traditional civilization to the world, as well as the consumption fashion and culture of the times. Every Mid-Autumn Festival, Christmas, Valentine's Day and Mother's Day, they will send Rosa deep blessings. Rosa never forgot to give back to the society when she grew up. She organized many social activities for college students, middle school students and children, and sponsored many social welfare undertakings. In 2002 alone, she donated 200,000 yuan to build Wang Primary School in Shimen County, helping more than 65.438 million poor students in Ningxiang County.
Start a new journey again
Rosa, 10 years old, full of energy and masculinity. 10 years of hard work has also added a calm and restrained temperament to Mr. Zheng, who was once full of blood. He seldom publicizes his personal success, but he often supports Taiwan Province brothers in Changsha, giving them advice and solving problems enthusiastically. His tall and straight figure often appears in Taiwan businessmen's symposiums and various investment promotion activities, objectively and accurately reflects the opinions and suggestions of Taiwanese businessmen to government departments, and enthusiastically helps new Taiwanese businessmen to choose projects and analyze their advantages and disadvantages. For this reason, he was elected as the vice president of Changsha Taiwan-funded Enterprise Association for two consecutive years.
/kloc-Rosa, 0/0 years old, is full-fledged and contains infinite strength, and the pattern of diversified expansion in the service field has begun. In May 2002, the company acquired 190 mu of land in Qiaoyi Town, Wangcheng County, and invested 60 million yuan to build Rosa International Country Club. Later, 460 mu of land acquisition was added, with an investment of1.200 million yuan. In August, Mr Rosa Zheng said that only by making the company bigger can employees have a stronger sense of belonging. At present, driven by brand enterprises such as Rosa, the cake food industry in Changsha is developing rapidly, and Rosa enterprises are also facing great pressure and challenges. In this regard, Mr. Zheng is full of optimistic sense of urgency. He said that competition is a game between the strong. Only when you do better than others and improve your products and promotion faster can you be in an invincible position. At the same time, we should also see that the number of market competitors is increasing, but it can't keep up with the improvement of social consumption capacity.
10 started a business, 10 Zheng Congjun became a "flying man on both sides of the Taiwan Strait". He is worried that his wife and three sons in Taipei will go back to Taiwan Province to visit relatives every month. Fortunately, all three sons have grown up and entered the university, and his brothers and nephews have also started businesses in the mainland. Relieved of worries and got rid of the past, Zheng Congjun led Rosa forward quickly. Although the road ahead may not be smooth everywhere, we believe that Rosa will be more brilliant tomorrow.
I can't find the website of the general company. The one upstairs should also join, right?