Speaking of Sister Ma, we have to mention that we are really "Sister Ma". As the founder of this brand, Ma Guimin is now over 60 years old. From a small workshop to now, she has 5,000 employees and is one of the largest candy manufacturers in China, with 8 branches. Ma Guimin has been running this enterprise for more than 20 years, and its value has already reached hundreds of millions, making it a benchmark in the industry. And in 20 17, it was selected into the top list of candy and snacks in the world 100. Six companies in China were selected for the list, with a total revenue of 51500 million.
Ma Guimin can be said to be an old godmother in the candy industry. 16, she went out to work in society. 199 1 year, due to family reasons, she resigned from Haidian Yongfeng Sugar Factory and borrowed 80,000 yuan from relatives and friends to set up Ma Dajie Sugar Factory.
At the beginning, Sister Ma, as a small factory, was not competitive between many famous old sugar factories and big sugar factories, so she could only travel all over the world by "a box of crisp candy". At that time, Sister Ma established a very correct position for herself. Because the factory is small, it only produces all kinds of crisp candy and chooses to develop around Beijing. The price is also very close to the people and has gradually gained a foothold.
Later, the competition in the industry became more and more fierce, especially the candy in the south gradually spread to the north, and Sister Ma had almost no advantage. At this time, Ma Guimin began to feel the crisis. In order to learn more operational experience and broaden her horizons, I followed the relevant food industry associations to inspect the coastal areas, and then went to Europe to visit and study. It has brought advanced business philosophy and technology to enterprises. In the following years, Ma Guimin invested all the income of the previous factory in the equipment, successfully realized the product transformation, and owned a variety of products such as crisp candy, milk candy, chocolate and hard candy.
After 2005, with the update of the media, many businesses started the idea of TV advertising, and even paid a lot of money to invite celebrity contemporary spokespersons. At this time, Ma Guimin had neither money for advertising nor money for a spokesperson. What should I do? Ma Guimin didn't do nothing. She carefully analyzed the market and determined the market strategy of "big cities drive small cities, and hypermarkets drive small stores". Slowly, large and small supermarkets have Ma Dajie candy, and Ma Dajie has entered thousands of households.
After nearly ten years of hard work, Ma Jie has become the boss of the candy brand in North China, and has also opened up the southern market. At the same time, Ma Guimin also began to set foot in the jelly and baking industries, and constantly introduced new products.
Now he is over 60 years old and still works in the front line, leading Sister Ma to constantly improve the hardware facilities and team quality. Continuous accumulation and success is Ma Guimin's road to entrepreneurship.