Text: Unknown philosopher
Unknown philosopher
20 years ago, you were told that a mustard factory that was about to close down could sell 1.5 billion a year, could you believe it?
This is a real thing, and everyone knows this brand, which is the Wujiang mustard we are familiar with.
Wujiang mustard was once a small state-owned enterprise on the verge of bankruptcy, and in Fuling District, Chongqing, ordinary ones are even about to go bankrupt. It is such a company that can change its life against the sky? It can also become the only pickle company to be listed.
"Three pieces and one pack" seems to be very rare, but just relying on such a product can achieve a market value of 10 billion. I have to say that there is something on the body.
This has to say that the legendary figure who led this small broken enterprise to counterattack and turn over, Zhou Binquan.
The man behind the mustard king
It can be said that without Zhou Binquan, there would be no "Wujiang mustard" that everyone knows today.
So many brands of mustard are delicious, but not all mustard can become the "king of mustard".
The driver of the success of all this is also an "ordinary person".
In 1997, 34-year-old Zhou Binquan was "ordered" to take over the mustard company that had been losing money for several years.
Fortunately, Wujiang mustard has also undergone "demolition", and after successfully relying on the demolition money to alleviate the current dire situation, Zhou Bin mainly used the remaining money for technical improvement.
To improve the mustard technology to the extreme, we first bought a production line in Germany, upgraded all the technologies that could be reached, and finally stopped production after spending more than half of the money.
At that time, after Zhou Binquan put forward the four "three" ("three cleaning, three washing, three pickling and three squeezing)" standards during production, Wujiang mustard directly hit the pain points of consumers, and too many people were troubled by food safety issues. At that time, many people were immediately satisfied with the mustard produced in such a demanding operation.
Zhou Binquan found that sales could not keep up with the output value after achieving large-scale mass production. So I started to think of ways to engage in publicity.
The most popular at the time was the TV campaign. Basically, every family likes to watch TV, and Zhou Bin does not hesitate to spend a small amount of money to "brush his face" on TV.
found Zhang Tielin, the star who was popular in "Huanzhu Gege" at that time, to help shoot the advertisement. It was difficult not to be convinced by the momentum of "Huang Ama", so Zhou Binquan decided that he had to do it at that time.
The facts found that it was really worth it, and the response was very good after the advertisement was broadcast. Sales are flying up on a rocket. After saving enough energy, in 2010, Wujiang mustard was also successfully listed.
After the accumulation of technology and funds, Wujiang mustard also went abroad, and in 2011, mustard appeared in 12 countries including Europe, the United States, and Japan.
Such small retail products are growing at an astonishing speed that no one can imagine, and now it has become the leading mustard company in China with a market value of more than 20 billion yuan.
The market for mustard is not "shallow"
Mustard has been popular since ancient times, and the reason why it has been popular before is that there are not many types of snacks, but it can satisfy cravings and can be eaten, and it is loved by all families.
Many parents feel that it is unhealthy to see their children eating snacks, so Wujiang mustard is also used by many parents to "send" their children as snacks.
With the development of society to this day, a variety of delicacies emerge in an endless stream, why does Wujiang mustard still occupy a place?
Xi of life, drink porridge with squeezed vegetables. Now that the era has arrived, more and more people have no time to cook, so they will choose to cook porridge directly or eat steamed buns with mustard vegetables.
"Convenient and delicious" is the first impression of mustard. Many people find that they don't have any food around them to eat, and students will also find that most of the restaurants are not delicious, so many people have a high demand for mustard, and the mustard they usually prepare is enough to survive for a while.
Chinese people who are not accustomed to eating abroad must bring, only Wujiang squeezed vegetables are the taste choice of Chinese.
Many students grew up eating Wujiang mustard, and it is difficult to eat the food they like abroad, and the level of self-cooking is even more limited, so for many people who need Chinese food, it is mustard and Lao Gan Ma.
Those new and strange ways to eat Wujiang mustard
Some netizens said that they would go through the sesame oil that they were not used to eating. It tastes better that way.
Many netizens also said that they have developed a new way to eat mustard, that is, put rice in the mustard and eat it directly with a spoon.
Mustard is also co-branded?
The co-branding of Luckin and Moutai has surprised many people, and it has also attracted a large number of consumers to try it.
Wujiang mustard also came to engage in co-branding, yes, now that the young market is poor, Wujiang mustard wants to make the brand younger, get closer to young people, and co-brand with Bilibili, one of the most popular platforms among young people.
At the same time, one is to watch videos to help eat, and the other is to eat with mustard and more appetite. The success is very gratifying, and the cute pink appearance and the beloved cartoon characters hit the hearts of young people.
Many netizens usually only pass by mustard, and because of such a joint name, they also stretched out a hand to try.
Many people who have eaten Wujiang mustard will have a feeling that they still want to eat it. Mustard is hard power only if it is delicious.
This successful collaboration has also opened up the market for young people.
Netizens also posted stickers and hourglasses with meals.
Has the price of Wujiang mustard increased?
Many netizens said that now that the price of mustard has become higher, the taste is not as good as before.
It may be that the price difference in the region or the price of the distribution point is different, netizens said that the price they bought is still three yuan, and the price of buying in a small supermarket is still very cheap.
Netizens said in the comment area that they felt hard when they ate it,
But now there is actually a difference between Wujiang mustard skin and Wujiang mustard heart, you can pay attention to it when you buy it, and you can choose the mustard that suits you.
However, if you like mustard, you can't eat it as a meal, and it will lack nutrients if you eat it all the time, and it is occasionally a good choice as a "condiment", but it is not realistic to eat it all the time.
In addition to packaging and large packs, Wujiang mustard also offers different flavors to suit people with different appetites. There are plain, slightly spicy, spicy, sour and spicy, and so on.
There was a "public relations accident" in Wujiang mustard?
A netizen said that he felt a little strange when he was mustard in Wujiang, and he didn't know if it was rat feces or soil when he ate it, so he didn't dare to eat it anymore.
There are also many netizens who posted some problems they encountered when eating mustard in the comment area. It was shocking to find that the answer was moldy.
After netizens responded to this problem on the Internet, there were also related accounts with the name of "Wujiang mustard" commented below to appease and appease, and also said that after-sales service would be carried out, but netizens also said below that the truth was not what she said, and no after-sales personnel contacted her.
Therefore, it can be seen from here that although Wujiang mustard has become a large-scale company, there are inevitably some problems, and it still needs to be improved in terms of after-sales and public relations, after all, this is one of the best guarantees for consumers.
There are many mustards that may not be well preserved, or there may be individual problems that lead to moldy in the end. Some netizens said that they unfortunately encountered such a situation.
To do the domestic mustard leader, although the mustard may inevitably have problems, but the lack of timely remediation and solution is also a kind of disappointment for many loyal lovers of Wujiang mustard, I hope that the "public relations accident" no longer exists, one more inspection, less accidents.
I also hope that no matter whether you eat mustard or buy something else, you will first check whether it is eating normally. Avoid finding out after you have already eaten it, which is too difficult for people to accept.
epilogue
Three yuan of mustard can also make 20 billion yuan, and all enterprises have a lot of potential, it depends on whether there is a talent like "Zhou Binquan".
To be able to turn the crisis into safety, Zhou Binquan not only saw the technical shortcomings of the enterprise, but also saw enough market gaps, and had a clear mind to prescribe the right medicine for marketing, so as to have today's successful "Zhejiang mustard".
I also hope that all old enterprises can always become conscientious enterprises, so that the four "three" slogans proposed by Zhou Binquan at the beginning will continue, and give all domestic old brands a positive example.
【Disclaimer】The process and pictures described in the article are all from the Internet, and this article aims to advocate positive social energy and no vulgar and other bad guidance. If it involves copyright or character infringement issues, please contact us in time, and we will delete the content as soon as possible!