In the magnificent history of the catering industry, there are always some companies that can become leaders in the industry by sticking to their original intentions and unremitting efforts, and Chuanhai Chenyang is one of them.
Started from a small sesame oil business, but Chuanhai Chenyang was not satisfied with the status quo, but through a keen insight into the market, discovered the huge opportunities in the Malatang market, and began to expand the scale of sesame oil production. With the vigorous development of the catering industry, it seized the opportunity to launch canned sesame oil, opened the "magic box" of the hot pot market, and officially entered the compound seasoning industry.
From the Treadwater Bridge Oil Mill to the supply chain enterprise serving more than 100,000 catering outlets, the success of Chuanhai Chenyang is inseparable from the family wisdom and innovative spirit passed down from generation to generation.
The first generation of entrepreneurs, represented by Chairman Wang Wenge, brought the enterprise into the track of rapid development with its assessment of the situation and business insight. The second-generation Wang Yang, Wang Hai, Zhang Chenliang and others continue to make innovative attempts while inheriting the family business, so that Chuanhai Chenyang has always maintained its competitiveness in the industry.
"Success is not accidental, but the accumulation of every effort. Chairman Wang Wenge recalled his entrepreneurial process: "I came to Chengdu at the age of 27 to establish Treading Water Fang, and now all the way, although the process is relatively smooth, this does not mean that we have not encountered difficulties, but in my opinion, these processes are like a necessary road, you have to go forward, rather than choose to bypass." ”
Chairman Wang Wenge
In 1986, Chairman Wang Wenge came to Chengdu for the first time, and on the construction road, he saw the old Chengdu Malatang for the first time, and the inner sigh and surprise were the keys to the future life start and hot pot catering.
He came to Chengdu due to his father's work transfer, and with his business acumen since childhood, he and his sister Wang Dongxiang took the sesame oil craftsmanship of their hometown together and decided to start their own business in Chengdu. "I know that if I can bring this craft to Chengdu, I may be able to find a new way out for our family. ”
In 1994, Chairman Wang Wenge started his sesame oil business journey in Chengdu Tampaoqiao from the research and development of sesame oil stone grinding, looking for a suitable DC power supply, and actively learning the skills of other workshops.
At first, business didn't go well. The citizens of Chengdu do not know much about his sesame oil skills as an outsider, and they do not have much trust. However, the chairman was not discouraged, but insisted on making every bottle of sesame oil with his heart, and used quality to win the trust and reputation of customers, which also attracted many Malatang shop owners to make sesame oil.
Based on the fact that the customers who use oil in the store are mainly for household use, when someone makes 5 catties of oil a day, it attracts the attention of the chairman. After several inquiries, the other party was willing to tell him that he was using it on Malatang, but did not tell him how to use it. This question triggered the business nerve of the chairman, "Since the amount of Malatang is so large, why not take the initiative to promote it in large quantities?" However, I don't know how to apply it, and this move has been put on hold.
The turning point was Aunt Chen, the owner of Malatang, who taught the secret recipe of rapeseed oil and sesame oil, and the two oils were perfectly blended. This technical breakthrough solves the two major problems of improving the flavor and cost of Malatang, and also lays the groundwork for Chuanhai Chenyang to build a professional application team in the later stage.
The chairman took this secret recipe to various large and small spicy hot pot restaurants to recommend it, and quickly broke the circle with the high acceptance and praise of the market. Gradually, the sesame oil mill also opened three stores in the same market and set up four stalls in the city to sell sesame oil. As a result, Treading Water Square announced its official entry into the catering industry.
Recalling his entrepreneurial journey, Chairman Wang Wenge was deeply touched: "In addition to our own stepping on the key points of each development, the brilliance of Chuanhai Chenyang comes from the trust of customers and the persistence of the team. We have been working with many customers for more than ten years, and trust is the cornerstone of our cooperation. The staff team is the strong backing and forward motivation of Chuanhai Chenyang, and I sincerely thank you for your silent dedication and protection. ”
In 2008, with dreams and enthusiasm, the leadership of Chuanhai Chenyang embarked on a new journey - the establishment of Xinrun Oil Factory, which is not only a major improvement in the strength of the enterprise, but also an important expansion of the business territory.
They have invested a lot of money and manpower, introduced advanced production equipment and technology, established a sound production process and quality management system, and the goal is to create high-quality, high value-added oil products to meet the growing demand of the market.
With the establishment of Xinrun Oil Factory, the company has also ushered in the birth of corn oil refining standards in the industry, and high-quality and high-standard products have become the main demand of the market. Since then, the company's product sales have continued to rise, the market share has gradually expanded, and the company's strength has been further improved.
In 2011, Chuanhai Chenyang produced an epoch-making canned oil dish, which is not only a product, but also a powerful tool for Chuanhai Chenyang to enter the catering market and promote industry change.
The introduction of canned oil discs has changed the supply mode of finished sesame oil in the catering industry, quickly won the favor of the market, promoted the development of the catering industry in the direction of standard chain to a certain extent, and also provided strong support for the standardized operation of catering enterprises.
A series of business developments around catering standardization and supply chain have given Chuanhai Chenyang wings to take off. Immediately afterwards, they focused on popular categories such as hot pot, spicy tang and skewers, and made in-depth layouts, determined to build their core competitiveness in the key link of base frying.
After unremitting efforts, the company finally succeeded in establishing a stir-fry plant, and in less than three months after obtaining the production license, the workshop was full of production tasks. In the face of sudden orders, the company decisively upgraded the equipment, from the original 100 kg woks to 400 kg woks to meet the growing market demand.
However, upgrading equipment is just the beginning. In less than six months, the workshop production was once again saturated. During this period, the company realized that in order to be invincible in the fierce market competition, it must continue to expand its production scale and improve production efficiency. As a result, the company began to prepare for the construction of Haichen Food, introduced 40 automatic woks, and adopted standardized production processes, which greatly improved production efficiency and quality stability.
With the completion and production of Haichen Food, the company's productivity has increased rapidly, and when the productivity reaches 60%, the company has taken an important step again - to prepare for the establishment of Chuanhai Chenyang. With a larger production scale and more advanced equipment and technology, Chuanhai Chenyang has further consolidated the company's leading position in the field of base frying and met the strong market demand for high-quality base materials.
Behind the seemingly smooth every step of Chuanhai Chenyang, there are many difficult and difficult moments. As the chairman of the board of directors said, "Difficulties come with growth, face challenges head-on, and overcome them to reach our destination." Now we have gathered the strength of nearly 1,000 employees and more than 6,000 catering brand customers, this trust is the perpetual motion machine of Chuanhai Chenyang, and we will be fearless!"
At the same time, as a common and controversial type of business in today's society, family-owned businesses are often criticized for their chaotic management and constant employee complaints.
Chuanhai Chenyang is a company that works together for two generations, but this situation does not exist at all. To borrow the words of Chairman Wang Wenge, several juniors have done a good job in their respective sectors, and shareholders are also interested in coexistence and sincerity, and everyone is striving for the common development of Chuanhai Chenyang.
With the completion of equipment and production capacity, Chuanhai Chenyang has ushered in a new stage of development, and its core issues have shifted to continuous R&D and innovation. The tastes of the catering industry are very different, and it is difficult to generalize, and it is particularly important for supply chain companies to gain insight into C-end consumption trends and meet the needs of B-end product research and development.
It is worth emphasizing that the taste innovation of food and beverage supply chain enterprises is different from pre-packaged products. With a keen sense of smell, you need to discover local but unique flavors and bring them to market quickly. In Chuanhai Chenyang's view, the taste of food carries the gene of intergenerational inheritance, and only by passing these delicious foods to customers in a standardized way can we touch the taste buds of more consumers.
For a long time, Chuanhai Chenyang and other supply chain and customized enterprises have mostly focused on passive services, relying on R&D capabilities and response speed to meet customer needs.
But now, they are becoming more proactive, researching and designing new dishes in line with market trends based on their customers' food and beverage formats. Chuanhai Chenyang is well aware that customer success is the key to its profitability, which is the core logic of ToB business.
So, how does Chuanhai Chenyang drive product development based on consumer taste changes and preference data? They work closely with food and beverage data companies to obtain terminal data to support R&D and innovation. At the same time, a professional marketing team is set up to accurately predict market development based on catering data, lay out product categories in advance, help customers predict consumer tastes, and achieve front-end high-quality services.
When the number of stores served by Chuanhai Chenyang reaches a certain level, they can observe the differentiated needs of customers. It can transform the needs of different customers across borders. For example, a hot pot product developed by the company was found to perform well in Malatang or Chinese food applications during application research and development, so it can be transformed internally.
In addition to taste insight and R&D advantages, Chuanhai Chenyang also provides customers with many value-added services. They help customers sign up for training courses in business and management, and invite teachers with practical experience and business insight to open classes to help customers learn and grow. Even before, they have led customers to Japan to study and study, and in the future, they plan to travel to more places to explore more unique flavors with their catering colleagues.
At present, Chuanhai Chenyang has successfully served more than 100,000 stores, and has established a solid cooperative relationship with national well-known brands such as Uncle Xiong, Mao Jiao Huo, Zhu Guangyu Hot Pot, Pancake Road, Liao Ji Bangbang Chicken, Beimu Nan, Hou Hot Pot, Laojie Weighing Pan, Yuan Ji Yun Dumpling, etc.
They have accumulated a wealth of experience in the long-term customer service process, and they know the secrets of customer development, maintenance and mutual growth.
They are adept at identifying the different stages of development of their clients in order to provide tailored approaches and standards. Whether it is the start-up period, the development period, the outbreak period or the integration period, the keywords of customer needs have their own emphasis. With its own service experience, Chuanhai Chenyang can accurately split customer needs and match corresponding services to ensure that the solution is implemented together with customers based on customer needs.
In addition, Chuanhai Chenyang is actively developing its own menu library, which is highly anticipated by the industry.
This continuously updated menu library not only provides the design and standardized operating procedures (SOPs) of various menu items, but also covers the complete supply chain concept. Even if some dishes are not directly supplied by Kawami Chenyang, such as noodles, they will prepare a full noodle supply chain solution to ensure that they provide customers with a comprehensive solution.
Although Chuanhai Chenyang has gone through 30 years of history, its excitement continues.
Looking forward to the future, the helmsman and successor of Chuanhai Chenyang have made a clear plan. With the supply service platform as the core, the company will integrate the mature condiment business with the start-up meat products business, and promote the development of other new segments. All work will be carried out closely around customer needs, committed to complementing the catering product chain, realizing the transformation from suppliers to service providers, and providing full-chain solutions for the catering industry.
In the view of First Food Information, after 30 years of riding the wind, Chuanhai Chenyang has won the recognition and trust of the market with excellent quality and professional service. Standing at a new historical starting point, Chuanhai Chenyang will stick to its original intention, continue to drive the core of innovation, and contribute more to the prosperity and development of the catering industry.
Article source: First Food Information Network;