Jujube 72 Changed To &Nbsp.

How many failures can be repeated?

Shi Jubin is still deeply impressed by the "Waterloo" 20 years ago.

In the early 80s of last century, as the only high school student in Meng Zhuang village, Shi Jubin, 20 years old, became the village head and began to think about how to help the villagers sell the local specialty jujube. After a small successful attempt, in 1987, Shi Jubin drove a truck of red dates to Shenzhen. Unexpectedly, the lorry has been on the road for three or four days. After several frequent rains in southern cities in August and September, several tons of red dates were seriously affected by damp. Back to the village of Meng Zhuang, Shi Jubin did not dare to enter the village. After dark, he came home secretly and cried bitterly.

Since then, the "sinners" Shi Bin Bin has resigned the duties of the head of the village and left 50 thousand yuan debt out of the field. He thought at the time, whether or not he could continue to do the business of jujube, the villagers' hard-earned money must be returned.

After five years of wandering outside, Shi Jubin accidentally received the news that his hometown jujube was famous, but it was still hard to sell outside, but there were no soldiers, villagers were scattered and morale was low. Only after a good harvest every year, the donkey hurried to the nearby farmer's market for a little income. Shi Jubin's heart was like a thousand hearts. When he proposed to let home jujube go out, he abandoned everyone in a critical moment. After several days of struggle, Shi Jubin decided to take the blame and go back to his hometown, Xinzheng.

Shi Jubin contracted the Meng Zhuang dry fruit food processing plant, bought a batch of red dates, and began to produce jujube products. This time, his idea of selling jujube is quite different from that of five years ago. Because of the popularity of jujube market, Shi Jubin foresees that the date of processing jujube products has come quietly. At that time, consumers still stayed in the stage of one side eating jujube, and did not know much about the nutritional value of jujube products. Unprocessed products can not be sold at a price of only 1000 yuan / ton. A huge jujube products processing market is on the top.

Shi Jubin rented 500 acres of land, recruited a group of fellow workers for the company's contracted workers, outsourcing the cultivation. Dozens of farmers, each responsible for about 10 acres of land. This is the source of jujube.

"Suit the remedy to the case" won the first barrel of gold

Shi Jubin knows that southerners like to use the jujube soup to make up. For Guangzhou, Shenzhen and other consumer conscious markets, Shi Jubin has saved the huge cost of cultivating the market, so long as products can fit the needs of customers, they will sell well.
Nutritional value is the first priority if we want to make up for it.

Shi Jubin boiled the jujube with ginseng, and highlighted the value of jujube and medicine. The product packaging is also ingenious, making 100 grams of small bags, and replacing 15 kilograms of yellow boxes with 5 kilograms of white boxes. In October of that year, the "chicken heart ginseng date" packed with plain, elegant and simple food was sold in full swing in Shenzhen and Guangzhou. Only half a year's sales volume reached 300 thousand yuan. Subsequently, Shi Jubin registered "Austrian star" and bought 14 acres of land from the 1 million yuan borrowed from the credit union.

An industrial production of "jujube" has begun.

Shi Jubin, who had a keen sense of smell, continued to make market research while selling jujube. He learned that southerners did not like to eat the jujube kernel. They quickly designed and produced a semi automatic machine similar to sewing machine, which could knock down the date kernel. However, the seedless jujube did not produce directly, but sent samples to the Canton Fair exhibition first. It was only 2 tons after three Singapore and trading company began to mass production. With the rapid sale of three and 2 tons of products ordered, a large number of wholesalers and distributors are coming to order.

In a short year, Shi Jubin made a net profit of 1 million yuan.

The first barrel of gold won't come easily. Shi Jubin's short-term wealth has led his peers to follow suit. For a time, the homogenization of jujube products was serious in the market, and Shi Jubin's seedless jujube was in the bottleneck of sales. It is inevitable for any enterprise to be imitated, but if the product and taste of different forms evolve, the brand will be different.

A chewing gum = five stores

The transition took place in a few months.

Through the Tiananmen square, Shi Ju Bin Road discovered that the gum on the ground was in flood. If he can make jujube into "chewing gum", it is both a jujube product and a swallow. It is also environmentally friendly. Two heat consumption of jujube products can be raised in a short time.
 
Shi Jubin made jujube pieces into strips, placed in packages similar to cigarette packets, and distributed free of charge to airports, trains and other places. While cultivating the market, Shi Jubin groped for channels suitable for jujube sales. He wants to enter the supermarket channel that all the manufacturers are optimistic about at the time, but careful analysis, all kinds of management fees and a long settlement cycle will lead to slow turnover of funds, and supermarkets are mainly consumer goods. "If you want to fully control the market and sell quickly, you have to open your own shop."

In 2000, he opened the first direct store in weir two road, Zhengzhou, with an area of about 140 square meters. Shi Jubin ingenious registered the shop name as "miss you". After the opening, the first batch of jujube was sold out quickly, and Shi Jubin was confident. A year later, shops returned to the market, and the price of jujube slices rose from 2.1 yuan / bag to 5 yuan / bag. Then, Shi Jubin opened five Direct stores in Zhengzhou. Soon, someone came to talk about joining.

In order to expand the brand awareness and sales of jujube pieces, Shi Jubin granted franchisees many "privileges": goods can not be sold, goods can be returned, goods are not delivered, or cartons will be damaged immediately in transportation. The quality problem will be five.

May is a low season every year. Shi Ju bin will invest heavily in other provinces' propaganda. Once someone asks about joining the company, the company will follow up quickly and try to help franchisees take a firm foothold in the region and then enhance it as a regional agent.

I am proud to have opened up an industry.

After a large scale of recruitment and frequent opening of franchised stores, although the price of "miss you" is twice as high as that of supermarkets, the new product of "healthy red grade" is 88 yuan /kg, and the top product "Dr. Zao" needs 3 yuan.
After that, a red date realized 72 changes in Shi Jubin's hands, 20 series and 200 products, more than 1000 stores were opened, and four major processing bases were established in Xinjiang, Hebei and Shaanxi.

In the value chain, "miss you" includes jujube planting, cold storage, scientific research and development, scale processing, export trade and cultural eco-tourism. At present, "miss you" sales staff of 4000 people, more than 200 kinds of goods only in 2008 achieved 300 million yuan sales, profit of about 37000000 yuan.
Moreover, the star's clear strategy and business model also attracted venture capital investment. A Vc firm named Barry innovation capital decided to invest 60 million yuan to support the listing plan for you.

During the interview, Shi Jubin, who was still afraid of past difficulties, said: "what I am most proud of is opening up an industry." However, in the eyes of reporters, Shi Jubin's affection for jujube itself has gone beyond the feelings of enterprises or industries. The jujube trees in Jujube Gardens and thousands of square meters on the two sides of the jujube garden and the trunk road have more than a hundred years of history. Most of them are transplanted from all parts of the country. The jujube trees that had to be chopped, Shi Jubin carved their trunk into Buddha. In the company's Wan Buddha garden, there were more than 2000 Buddha statues carved with jujube trees.

With regard to that "ten billion idea", Shi Jubin understatement is like a simple mathematical reasoning.

Based on the current output value of "miss you" and the annual growth rate of 50%, it is calculated that the output value after 10 years is exactly 10 billion yuan. This seems a bit idealistic. However, when a company presents a sustained upward force on a healthy track, any decision, behavior or even dream of it is a romantic and unique culture in the eyes of the public.