With his own sweat, brick by brick, he slowly walked from a small workshop in the countryside to the establishment of Master Kong's "business empire". Compared with the opportunities and huge profits in the real estate and financial industries, founders like Wei Yingzhou who started from industry have a more difficult road to success. As the founder of Master Kong, how did Wei Yingzhou build his business empire?
In this issue, Ziya Tongqu merchants will take you to know. Wei Yingzhou, founder of Master Kong, and Master Kong's "food empire" behind him.
The brands "Master Kong" and "Food Empire" he founded really had a far-reaching impact on China people: almost all China people have eaten "Master Kong" instant noodles, which helped people solve a difficult problem whether they were traveling or in an emergency; After drinking the "Master Kong" drink, the famous "tea" series of drinks was once all the rage; The "Dicos" chain store, which belongs to its "food empire", has also gained a reputation, and these foods are flooding people's lives.
Compared with his flourishing career, Wei Yingzhou himself is very low-key and modest, and there is not much in the public eye. Even everyone knows Master Kong, but few people know the founder of Master Kong.
Wei Yingzhou was born in 1954 and in Taiwan Province province. Now he is 67 years old.
(1) "Ding Xin Oil Mill"
In 1980s, after his father died, Wei Yingzhou and his brother took over the "Ding Xin Oil Workshop" founded by his father Wei Dehe. This "Ding Xin Oil Mill" was founded by their father in a small village in Taiwan Province as early as 1958.
1988, the mainland opened to Taiwan Province province, but the market in Taiwan Province province was over-saturated. At this stage, the development of the "Ding Xin Oil Processing Factory" led by the Wei brothers on the island of Taiwan Province province was always stumbling and there was no improvement.
At this time, it will be more difficult to make a breakthrough in Taiwan Province market. The Wei brothers wanted to make some achievements in their father's "Ding Xin Oil Mill", so they introduced Wei, who was cheerful and eloquent among the brothers, to the mainland for a business trip to inspect the mainland market.
The Wei brothers wanted to find another way, so they took their father's workshop out of Taiwan Province Province, settled in the mainland and started a business there. In the late 1980s, the Wei brothers came to the mainland to test the water with NT$/kloc-0.50 billion.
At first, Wei Yingxing traveled all over China, leaving his footprints. Through investigation, he found that the mainland market is almost full of bulk oil, while the top edible oil market is still blank in the mainland.
Based on this discovery, Wei Brothers decided to develop this blank market, so Wei Brothers founded the brand of "Ding Xin Oil" and created a high-end brand image of "fuel saving".
But to their surprise, the sales of this "Ding Xinqing sesame oil" edible oil were not satisfactory, because ordinary people in Chinese mainland were far from reaching this consumption level at this time, and the high-end edible oil they introduced was a "decent" thing for ordinary people at most, but people at that time were used to using cheap bulk oil. Although the quality of this high-end bottled "green sesame oil" is very good, its price is as high as ten yuan, which is very expensive for people at that time.
(2) Repeated failures
The Wechsler brothers failed to sell this bottled oil for the first time. Instead of giving up, they chose to add items, not only distributed a castor oil, but also began to try "Kangcai omelet". Unfortunately, this change did not bring success, and they failed again.
The reason for the failure is that, like the barrel oil sold for the first time, it overestimated the mainland market, didn't really find out what the mainlanders needed, and the positioning was not accurate enough. The products produced were far higher than people's purchasing power.
From 1989 to 199 1 year, in just a few years, Wei Yingzhou brothers used up all the funds he brought from Taiwan Province, with NT$ 65.438+500 billion, more than half of which were beaten by Shui Piao to Shui Piao. At this time, he was afraid to try again. Just as he was about to go home, a new turn appeared.
What prompted Wei Yingzhou to become an instant noodle industry was that one day, when Wei Yingzhou was traveling, he took a train and took out a bag of instant noodles from Taiwan Province to fill his stomach.
The taste of instant noodles attracted many passengers. At this time, the passengers on the train kept asking him where he could buy this kind of instant noodles. Many people looked at the instant noodles he was eating with curious eyes. This question and action of the passengers on the train made Wei Yingzhou suddenly find a business opportunity and had an epiphany: Since there is a market for instant noodles in Chinese mainland, why not produce and sell instant noodles?
(3) New business opportunities
After returning to Taiwan, they discussed the production of instant noodles with the two brothers, and everyone agreed, so the Wei brothers quickly turned the "discovery" on the train into reality.
They began to change their business strategy and make instant noodles. When they first started making instant noodles, the four brothers had no experience and knew nothing about this field. They could only grope while doing it, and if they could make something, they tried the water in Taiwan Province Province.
However, in Taiwan Province Province at that time, Uni-President monopolized the whole instant noodle market. Compared with Uni-President Group, Wei's enterprise is small in scale and low in popularity. In this context, the instant noodles produced by the Wei brothers were left out in the cold.
For the original planned mainland market, after the corresponding market survey, it is found that there are already many instant noodle enterprises in the mainland. And Uni-President Group from Taiwan Province Province is also vying for the market. At this time, Uni-President Group has been engaged in instant noodles for more than ten years, and its financial background is far stronger than that of the Wei brothers.
The Wei brothers, who failed to start their own businesses again and again, felt that they were at the end of the road and could not see where to go in the future.
Of course, when God closes a window, he will open a door for you. Disappointed, Wei Yingzhou also found hope. At that time, the polarization of instant noodle products in the middle of the mainland market was very obvious, and no product could give consideration to both quality and price. The huge gap in this part of the market has become a new opportunity for Wei Yingzhou.
After careful consideration, Wei Yingzhou changed the biscuit plan originally planned to be produced in Tianjin factory to instant noodles.
Since then, the instant noodle market has become the first stepping stone for Wei Yingzhou to establish a "Master Kong" food empire. Before 1992, Master Kong Group invested heavily to establish Tianjin Dingyi International Food Co., Ltd. in Tianjin Development Zone.
In-depth pre-market research and excellent sales and production channel handling ability. After the birth of "Master Kong" braised beef noodles, the taste that was deeply loved by Chinese people and the price of 1.98 yuan at that time made "Master Kong" braised beef noodles synonymous with instant noodles in the hearts of Chinese people.
Since 1994, "Master Kong" Group has continuously expanded its commercial territory and established production bases in a series of key cities such as Guangzhou, Hangzhou and Wuhan. , and formed a complete production and marketing pattern in the country.
After many twists and turns, a small bowl of instant noodles has created such great value. Unconsciously, Master Kong can no longer be summarized by braised beef noodles. From a small oil processing plant to a food empire worth 60 billion today, Wei Yingzhou has made remarkable achievements in these ups and downs for decades.
End—
sparkling