Ups And Downs &Nbsp; Beef Jerky Great Achievements.

Do not rush to seek East and west to get rich opportunities. In fact, what really makes you rich is at your side, in those things that do not attract much attention and you usually do not pay much attention to.

Gone through more than 10 years

Lin Dong, Wenzhou Ruian people, Hangzhou Lusheng group.

Worship Li Jiacheng from an early age

One day in 1986, a boy who was only 12 years old heard a news.

Li Jiacheng? Who is he? Why is he so rich? A series of problems linger on the boy's mind.

Soon after, he found a Book of biography of Li Jiacheng.

Many of the things mentioned in the book are not very well understood by the 12 year old boy at that time.

But the boy's experience is to fulfill his dream - to start a business successfully before he was 25 years old, to drive a private car, to live in a villa with a garden, and to play a grand piano in a large living room. Studying abroad is also a necessary experience -- it needs to be like Li Jiacheng, rather than a small stall like most people around him.

A few years later, the boy grew up to understand that what Li Jiacheng did was called "industry", and most of his fellow Townsman's business was called "trade".

This boy is Lin Dong.

The two rise and fall, earn the first barrel of gold.

In 1993, after graduating from Lin Dong University, he asked his family for 300 thousand yuan to prepare for his own business.

In the 80s of last century, most of the top figures of China's economy were in the beverage industry.

Like the fame of Li Jingwei and Jianlibao in 1984, Zong Qing and "Wahaha oral liquid" were born in 1987.

Lin Dong feels that the rise of these two represents the pattern of making big money in China.

If you want to do something, you can find the answer in the real market. This mode of thinking has been running through Lin Dong's pioneering work.

In the same year, Lin Dong registered Hangzhou Lusheng Food Co., Ltd.

The first product of Lusheng is Lusheng fruit orange, because the time of production is over the peak season of beverage.

Lin Dong's first business failed.

This failure made Lin Dong learn the truth of organizing production only by fully understanding the market.

After thorough investigation, he found that the beef jerky sells well.

A month later, the first batch of Lusheng beef dried noodles were sold out quickly.

But shortly afterwards, he found that his trusted partner had done a "dirty business", which greatly damaged the brand and sales of Lusheng, and Lin Dong decided to give up.

In the summer of second years, Bang Bang ice is very popular.

Because the market is out of stock, if it can be produced, it can be converted into cash in the market.

The cost of a few cents of water and sugar, out of the machine, suddenly became a dollar.

It's just like magic.

In just three months, Lin Dong made a profit of 400 thousand yuan, not only making up the total investment, but also earning a profit of 100 thousand yuan.

All this happened in less than ten months.

400 thousand yuan was a very small number in that year.

At that time, a better house was only fifty thousand or sixty thousand yuan.

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Third failures, lost all the family

However, after only half a year, Lin felt a failure and was a fatal failure.

Although the ice bar has made Lin Dong earn a lot of money, the project has a big defect: the entry threshold is too low, and profits will soon become thinner.

Lin Dong still wants to make a beverage that can run for a long time.

This time, he chose milk.

Lin put all the liquidity into the milk, including the money and other loans from home again.

But this scene did not come again: after a month passed, the milk sold only a little; after two months, sales did not increase.

If we don't start selling again, the milk will be almost out of date.

Looking at the milk full of warehouse, Lin Dong's face was helpless.

A few days later, Lusheng milk was placed at the front door of several shopping malls in Hangzhou.

The milk that had been sold down was soon sold out.

In this war, Lin Dong lost 1 million yuan, in addition to the previous profits, the remaining deficit is equivalent to the price of two shops for family maintenance.

"I don't know what happened. I thought" product "plus" advertisement "is equivalent to" success ".

Jerky made his career.

In the Spring Festival of 1995, Lin Dong lived quite desolate: in the rental room, fans, Chinese cabbage and potatoes were always accompanied by Lin Dong.

On the ear is father's exhortation, and must go home.

But he felt ashamed.

Lin Dong is going to finish his business to Hungary, but the lease of the plant is still several months away. The rent is 6000 yuan a month, plus water and electricity, and labor. If there is no income of two hundred or three hundred yuan a day, "if the creditor gets away from tables and chairs and smashed the phone, it will be a real bankruptcy."

Before the Spring Festival, Lin Dong began to make beef jerky for the second time.

Picking up the business is purely under pressure.

Because Lin Dong has always felt that the beef jerky business is too low.

At that time, Lin Dong carried 75 kilograms of beef every day, thinking of how to balance his daily income and expenditure.

In 1995, when Lin Dong remitted a sum of 300 thousand yuan, he was completely relaxed.

After a year's operation, beef jerky has finished all his debts.

But Lin did not realize that he had found an ideal industry.

It wasn't until five or six years later that Lin learned MBA to have a new understanding of this "low-grade" industry: in all known food industries, including potato chips, instant noodles and melon seeds, they had annual sales of over 3 billion yuan tycoons, while beef jerky did not.

In a giant industry, opportunities are much more natural, and beef jerky is China's traditional snack food.

Over the next few years, Lun Sheng Beef Jerk has made millions of yuan a year in profits, which made Lin Dong, a frustrated setback, quite satisfied.

The situation lasted until 2001, when he completed his master of Business Administration degree in Australia.

After returning, Lin Dong no longer raised big money, but brought back a set of plans - that's part of his graduation thesis. In 2008, Lusheng's sales target was 3 billion yuan.

"Before I only wanted to make big money, but there was no specific plan and implementation steps, it was just a childish idea of young people."

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In this plan, enterprises have specific sales targets every month.

According to the plan, sales of Lusheng will reach 3 by the end of 2005.

200 million yuan, the actual sales revenue this year has slightly exceeded.