004 character - He Chao
He Chao, wearing black-rimmed glasses, looks polite and polite, and dresses up to give people a clean and neat feeling. He was born in Hunan, but eight years ago, he set his sights on Sanya, Hainan, and started from scratch by borrowing 200,000 yuan alone, not investing a penny for advertising, and has earned at least two million yuan in just one year! Then it took less than four years to extend from scratch to another industry, and now it is worth tens of millions of dollars a year! However, in all of this, he used only two numbers to unlock the wealth code, subverting the traditional food culture of Sanya in Hainan for many years, and the business empire he built began with something very inconspicuous from the locals...
Born in 1988 in Hunan, He Chao has the characteristics of a Hunan native. Dressed in a rustic manner, with a tough personality. Some people say that Hunan people can eat anywhere they go, because Hunan people are good at finding a stage for self-display, and they are also good at expressing appreciation for their own way of life. He Chao is such a Hunan native.
In 2013, He Chao was in the golden age of twenty-five years old, compared with the young men in his early 20s, he had gradually faded away and turned to the maturity of men, and He Chao was penniless at that time. Hunan people love to eat, just say that they will not eat is not Hunan people, He Chao adhered to the characteristics of Hunan people and threw his earliest business vision to Sanya, Hainan. Hainan Sanya is 1400 kilometers away from Hunan, although the road is far away, but Hainan Sanya is a famous tourist city in China, also known as the "Hawaii of the East", the number of tourists has exceeded 20 million people a year. He Chao is eyeing this, there must be greater business opportunities in places with many people, so in 2013 he went to Sanya alone.
When he came to Sanya, he first came to a local seafood market, because he knew that most tourists who come to Sanya are indispensable to taste the seafood specialties in Sanya. He Chao, who lives in the mainland, came to the coastal city and was full of joy when he saw a variety of seafood products, but at this time, He Chao's heart was also full of muttering: How to find business opportunities in this vibrant seafood market?
A seafood market in Sanya
By constantly wandering around the seafood market, He Chao discovered a surprising secret: the vast majority of people who come to buy seafood are local restaurant owners or distributors, a small number are local residents of Sanya, and the remaining few are tourists who travel to Sanya, Hainan. In the face of huge numbers of tourists, the local seafood market does not play a key role. He carefully pondered, if he came to Sanya to travel, there is a high probability that he will not come to the seafood market, even if he comes, he will not buy, because after buying seafood, he will face problems such as processing, so he is likely to go to the local specialty restaurant to taste seafood.
However, going to a specialty restaurant to taste seafood directly and do it yourself is a completely different experience, in order to let tourists have an immersive experience of seafood cooking to taste, in order to let tourists experience the fun of picking seafood, 25-year-old He Chao has a bold idea: open a seafood processing shop!
The idea is already there, and now we need to face a lot of practical problems, such as store location and decoration, store chefs, and the most critical step: how to quickly expose your seafood processing shop to the public?)
So he thought of how to popularize local tourists how to choose better live seafood, but He Chao, who lives in a mainland city, does not have a lot of knowledge and experience in seafood, so after he immediately had this idea, he wandered around the seafood market every day, chatting with the owner of seafood in his spare time, and solving his lack of knowledge about seafood selection in this way.
Soon, diligently, he almost became an expert in selecting quality seafood. He still needed a little money to buy his own seafood processing shop in a different place, and he had to find his relatives and friends to raise money, and finally raised about 200,000 yuan. So he rented a store near the seafood market, hired a local chef, and started a seafood processing shop. Ideas were available and actions were taken, but at first there were not many customers.
This made He Chao difficult, but soon he thought of an efficient way: not investing a penny to make his store quickly exposed to obtain offline traffic! He began writing his own articles on how to pick quality seafood, posting them on some popular websites, and interacting with netizens online at any time. In this way, people traveling to Sanya can not only experience the process of selecting live seafood by themselves, but also cook or process them independently, which increases the experience and fun of tourists. Moreover, the quality of the live seafood selected by yourself is guaranteed, and the delicious taste after processing is cheaper than that of local specialty restaurants.
Soon, He Chao's article was seen by many people who wanted to go to Sanya, Hainan on popular websites, his seafood processing shop was exposed, and more and more tourists went to his shop, from only more than ten tables at the beginning to more than one hundred tables now, in just one year, He Chao's seafood processing shop earned at least 2 million yuan a year! And his way of advertising is zero cost!
He Chao loves marathons, and every morning before dawn, he joggs in the city of Sanya with colleagues and friends. He likens the entrepreneurial process to a marathon: as long as you take the first step bravely and diligently, you are closer to the finish line. The sun is out of the east, Sanya is warm and quiet, the morning air is particularly fresh, He Chao in this land painted the first picture of his entrepreneurial career!
However, he is not satisfied with his current state. He Chao knows that the reason why his seafood processing shop can be so successful, in addition to his keen sense of business, there are also some luck components, coupled with the replicability of such a seafood processing shop is too strong, in the young city of Sanya, Hainan, many local restaurants can follow suit. Therefore, we must add our own characteristics, in addition, it is imperative to make our industries more diversified.
In 2014, He Chao frequently went to Wenchang City, Hainan Province, four or five times a month, lived in Wenchang City for an average of about three days at a time, basically half a month every month, He Chao was in Wenchang City, so what attracted him?
Wenchang chicken breeding base
There is a saying in Hainan called: No chicken, no table. It can be seen that eating chicken occupies a great position on the table of the people of Hainan. Although He Chao's own seafood processing shop is in hot business, he found that sanya has too many seafood restaurants, the competition will be very fierce, and it is difficult for people who travel here to eat other meats. He Chao has always firmly believed that instead of doing better than comparing with others, it is better for me to do something different. So, he set his sights on a delicacy that Hainan locals especially like to eat: Wenchang chicken.
He has already made a good calculation in his heart, if Wenchang chicken is done well, it can greatly make up for the consumption gap of tourists in the market, and can also greatly increase his wealth! However, Wenchang chicken in Hainan has a saying that has been continued for many years called "no fat and no fragrance". In Wenchang, the most traditional cooking method is white cutting, with a simple ingredient that is, onion, ginger and garlic, and then smear the right amount of salt on the body of wenchang chicken, put the chicken into boiling water, only need to be boiled for twenty minutes on a low heat, and finally cut into pieces and put on the plate, when eating, use chopsticks to pick up a piece and then dip in the special seasoning, rich oil juice into the chicken, giving Wenchang chicken a tender taste, which is the most traditional way to eat the locals.
High-fat Wenchang chicken
But He Chao has his own unique view, he believes that this way of eating is more suitable for the eating style of Hainan locals, after Wenchang chicken is cooked, there will be a very thick layer of fat under the surface of the chicken, and tourists from other places who come to Sanya may have some concerns when they see fat. The reason why Hainan people love bai cut Wenchang chicken so much, based on the fact that Wenchang chicken is not fat or fragrant, is because it is the inheritance of local food culture, which has formed their eating style over time. The so-called one side of the water and soil to raise one side of the people, from other places may not be suitable for this kind of high-fat chicken, therefore, the bold He Chao is ready to make a big change, subvert the traditional characteristics of Hainan Wenchang chicken!
He thinks that people are getting younger and younger, and the high fat is not suitable for foreign tourists, so he decided to make a big slimming for Wenchang chicken. But He Chao, who first came to Wenchang, was not familiar with life, and he did not have any experience in breeding poultry, which made He Chao think of the scene when he came to Sanya alone in 2013, which was the same situation as now, the only difference is that He Chao is no longer poor and white. Therefore, He Chao summoned up his fighting spirit and found the largest farmer in the local Wenchang chicken breeding scale.
Zhan Zunchao is the largest farmer in Wenchang chicken breeding in the local area and the president of a local farming professional cooperative. He is the leader of the local Wenchang chicken breeding, and his words can make many farmers follow. He Chao approached him hoping to get some experience help. But when Zhan Zunchao heard his idea, he felt that the young man in front of him was unreliable, and he should know that the local people eat Wenchang chicken to pay attention to fat for beauty, and this eating style has been handed down from generation to generation.
In order to raise Wenchang chickens to the point of fattening, the local people's breeding methods can also be described as unique. Wenchang chickens usually need to be kept free-range in the mountains and forests for about 180 days, and then concentrated in special cages for about 60 days, which is called the "fattening period". And this special cage is also unique, is a special cage for breeding Wenchang chicken handed down from generation to generation, the whole cage is 90 cm high, 90 cm wide, and 1.9 meters long. The cage of this size is specially made and is designed according to the size of the Wenchang chicken. If the height design of the cage is too short, it will make the chicken have a sense of oppression, if the height design of the cage is too high, the chicken will have enough space to move easily on each other, so this special cage limits the activity of the chicken, and the size is exquisite to give the Wenchang chicken the necessary conditions for long fat.
A special cage that has been passed down from generation to generation
Zhan Zunchao is a farmer who has been breeding for more than twenty years, and when he hears He Chao's thoughts, he feels that he is a layman. He Chao can manage these things, once he identifies things, only he can change the inherent thinking of others, and no one else will persuade him to retreat from difficulties. He Chao did not stop doing two things, he thought that in order to make the local farmers trust him, he must do something practical!
Since then, He Chao has taken several employees of his own seafood processing shop to frequently enter and leave Wenchang's breeding base, and each time he goes to have only one purpose, that is, to eat chicken! He Chao fully carried forward the food-loving characteristics of Hunan people to his own company culture, and He Chao's employees ate at least 800 chickens during that time! They will each stage of breeding chickens are personally tasted, including breeding 100 days, 110 days, 120 days, etc., breeding stage every 5 days of Wenchang chicken are eaten into the belly, the purpose of tasting is to clearly know what the taste of Wenchang chicken on different breeding days is, what the corresponding breeding mode is. It was a complex and vast "project", but they persevered.
He Chao and his employees will want to throw up after eating, but as soon as they eat chicken that tastes better than before, they are full of excitement. After eating hundreds of Wenchang chickens, He Chao has become most of the experts, which form and which taste of chickens have been bred for how many days, He Chao only needs to taste a bite to know. He also knew that in order to raise non-fat and delicious Wenchang chicken, it was necessary to further adjust the number of days of breeding in the mountains and cages!
When He Chao found Zhan Zunchao again, Zhan Zunchao looked at this energetic young man in front of him! Therefore, when He Chao once again proposed to cooperate with him in breeding, Zhan Zunchao also agreed. He Chao said that as long as the key two breeding days are found, Zhan Zunchao's Wenchang chicken as long as it meets the standard, he will recover at a high price, according to the local Wenchang chicken calculation price is more than 40 yuan, He Chao promised to bid to 51 yuan to recover! Although Zhan Zunchao agreed, he was playing drums in his heart: How could he sell wenchang chickens that met his standards at a high price? How does he make money?
He Chao, who had been prepared earlier, also told Zhan Zunchao that he found that the locals had a special dish called "coconut chicken hot pot", which was to cut Wenchang chicken into pieces, and then pour coconut water into coconut water, put the chicken nuggets into boiling coconut water, and eat it in three minutes. He Chao wants to mix and match the recycled Wenchang chicken with coconuts to create wealth!
Coconut chicken hot pot
He Chao believes that coconut is the most representative agricultural and sideline product in Hainan, and Wenchang chicken is one of the four famous dishes in Hainan, combining these two into one is a very good experience for tourists from outside the world, not to mention, his Wenchang chicken is very different from the local traditional breeding Wenchang chicken! Zhan Zunchao heard his thoughts, and learned that he had a very successful entrepreneurial experience in Sanya - a seafood processing shop, and agreed to breed the Wenchang chicken in his mind on a large scale!
He Chao and Zhan Zunchao explored together to finally determine the breeding cycle and method, completely subverting the traditional breeding method. Shorten the past breeding cycle from 180 days to 156 days, and the weight of Wenchang chickens must be about 3.5 pounds, and the cages should allow the chickens to have sufficient space to move, and each cage should be about 8 chickens. Such chickens will not be raised too thick with subcutaneous fat.
In 2017, He Chao opened the first coconut chicken hot pot restaurant in the local area. A Wenchang chicken paired with three coconuts quickly captured the stomachs of locals and tourists alike, selling thousands of copies a day! In 2020, He Chao is ready to make coconut chicken hot pot into fresh products and sell them all over the country. Now He Chao sells more than a thousand Wenchang chickens every day, and the thousands of people who cooperate with him to breed steadily increase their income by 60%, and at the same time, he cooperates with three coconut planting bases to buy 5,000 coconuts every day, and now He Chao has earned more than 10 million a year!
He Chao dared to think, dare to break through himself, dare to break the inherent thinking, he believes that instead of doing better than others, it is better to do something different. His spirit of exploration has become the driving force for him to continue to advance on the road of entrepreneurship. In the early days, he applied his Internet thinking to the most traditional catering industry and earned the first bucket of gold in his life. In the later stage, he broke the thinking of the local people and dared to innovate and try, from beginning to end, he jumped out of agriculture to do agriculture, and took a new road by surprise! Finally, to share He Chao's entrepreneurial quotes, he said:
Entrepreneurship and running are the same, It's when you're running and you feel tired. You don't want to run again, You find that you hold on a little longer, You can run another three or five kilometers, Human potential is actually unlimited, depending on whether you can persist.
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