Jiahe Yipin will not roll the price, but pay more attention to the quality-price ratio.
Text: "Chinese Entrepreneur" reporter Li Xin
Edited by Mina
Image source: Respondents
In the entire restaurant industry, Liu Jingjing is a special existence.
She started her business as a freshman, and by the time she was about to graduate from her senior year, she had already opened more than a dozen gift shops. After graduating from university, Liu Jingjing joined China International Futures Brokerage Co., Ltd. as a trader, becoming the only woman among the first batch of fund traders in China.
In 2002, on the street at the South Gate of Tsinghua in Beijing, there were more than a dozen shops within 200 meters opened by Liu Jingjing. "I opened a bookstore, an Internet café, a beauty salon, a tea restaurant, an old Beijing fried noodles, boiled fish, a Thai-style restaurant, and a decoration company." "I was just 20 years old, and I was full of ambitions," she recalls. ”
SARS in 2003 came suddenly, and all stores were closed. Liu Jingjing, who almost went bankrupt, started his business again after the epidemic and founded Jiahe Yipin, which features nutritious porridge.
Source: Visual China
At the beginning of March 2024, "China Entrepreneur" met with Liu Jingjing, founder and chairman of Jiahe Yipin. On that day, she didn't apply powder, but she looked radiant. She had long, straight black hair and spoke quickly.
Talking about the recent schedule, she said that from the end of last year to the present, she has been busy leading the team to learn lean management in depth, "very busy". Sometimes for seven days in a row, from 9 a.m. until late at night. She said that the catering industry involves all aspects of procurement, processing, sales, service and marketing, and if any detail is not paid attention to, it may cause unnecessary waste and customer dissatisfaction. Learning lean management tools and methods can help enterprises optimize costs, improve efficiency, and enhance brand reputation.
Although she was tired, she also felt very happy. In the interview, Liu Jingjing said that he loves his family and children very much. And her original intention of studying the "Yellow Emperor's Neijing" was to make herself and her family eat healthier. Now she has set up the "Jiahe Nutrition Research Institute", and together with experts, she has applied the essence of the four seasons of food and nutrition in ancient methods and medical classics to the product development of Jiahe Yipin.
Of course, she also loves life and travels. Two years ago, she also opened the "Oriental Oasis Camping Manor" in Miyun. Under the tent, on the grass, "breaking eggs" with her friends is her tireless interest. "Don't look at 108 cards, but there are so many changes that no one can guarantee that they will win; Because it requires skill, cooperation, and more importantly, timing. ”
Fund Trader: The first lesson is how to deal with greed and fear
Before starting a cross-border catering business, Liu Jingjing's career can be described as "thrilling". Soon after graduating from university, she became one of the first futures fund traders, trading millions of dollars every day.
The futures market is changing, and if you grasp the opportunity, you can make a lot of money, which is a career that is both stimulating and exercising.
But one year before the Spring Festival, Liu Jingjing bought coffee based on his own judgment. On the second day of buying, the upward momentum was obvious. But on the third day, the opening immediately dived and fell to the limit, and since then until the Spring Festival, the variety has been in a state of falling limit, and Liu Jingjing's position has suffered heavy losses.
At that time, the outer disk was still falling, and the price had fallen by about two-thirds, and she couldn't get out of the quilt. She recalled that throughout the Spring Festival holiday, she couldn't sleep, feeling that the end of the world was coming, and her career was about to be ruined.
The market opened after the Spring Festival, and after opening the fall limit, she quickly sold and stopped the loss in time. But as soon as the front foot was traded, the index on the back foot screen went up. She felt as if those rising arrows were poking at her heart.
"When I regretted it the most, the master came over and patted me on the shoulder and said, Jingjing, we have also had such a time. At that moment, tears flowed down my eyes. Liu Jingjing said.
Futures trading is like a condensed arena, for people's psychological quality is a great test, Liu Jingjing in it, the first lesson is how to face greed and fear, this experience tempered her psychological endurance, so that she can face market changes without panic, and this also deeply affected her entrepreneurial road after that.
During the SARS epidemic in 2003, Liu Jingjing, who was starting a business, had to lose tens of thousands of yuan every day when he opened his eyes, and the company was once at risk of breaking the capital chain. In the worst-case scenario, the first thing she does is adjust her mentality and stabilize the situation.
During that time, Liu Jingjing also faced the big issues of illness and life and death for the first time. After stopping work at home, she began to study the "Yellow Emperor's Neijing", thinking about how to make herself and her family healthier. She also believes that after SARS, people will pay more attention to health preservation, which may be a general direction for future development. Along these lines, in 2004, Liu Jingjing founded Jiahe Yipin, a chain of porridge restaurants featuring nutrition and health.
As an entrepreneur who has been in business for many years, Liu Jingjing's other identity is the entrepreneurship mentor of capital college students, and she often tells students that to realize their dreams, they must be down-to-earth, act with a positive attitude, and dare to think and dare to do.
But she also emphasized that only when you can really take charge of yourself is a good time to start a business. "I told those college students, don't be too ambitious, only see the side of the entrepreneur's scenery, behind this is more of a kind of perseverance. You have no way out, you can only rush forward, so don't overdraft yourself, let alone use your parents' pension money to start a business. ”
Price war: The restaurant industry should be a market with a hundred flowers
In the past year, the trend of "low prices" in the catering industry has spread to the fast food sector, and many brands have been actively or passively involved in this price war.
Recently, with the further recovery of foot traffic, the most popular 15 yuan breakfast buffet series of Jiahe Yipin in the past has also been re-launched.
In the face of the fierce competition in the fast food industry and the "low-price strategy" played by his peers, Liu Jingjing, who has been up and down in the catering industry for many years, is also very peaceful. She believes that the catering industry should be a market with a hundred flowers, and healthy competition between friends and businessmen is a normal state. No matter how delicious the product is, consumers can't eat it every day, and they must need taste adjustment.
Regarding the price war launched by the Beijing catering circle, Liu Jingjing said that Jiahe Yipin will not roll up the price, but pay more attention to the quality-price ratio, and give consumers value satisfaction beyond the price.
"Nowadays, young people's consumption habits can be expensive, but they can't be expensive. Reduced impulse consumption, rational comparison, in order to pursue the certainty of consumption and seek a sense of security in life. Liu Jingjing said that the market must be more detailed in the future, and enterprises need to adapt to changes.
She also revealed that a survey shows that 64% of consumers attach more importance to spiritual consumption, and young consumers attach more importance to spiritual consumption. From the three dimensions of emotional concentration, cultural nourishment and self-enrichment, consumers have begun to create a world of spiritual pleasure for themselves. Therefore, the craze of "love what I love" that pays for interest and the "slow healing" trend of paying for health like Jiahe Yipin will continue to heat up.
It is understood that during the Laba Festival in January this year, all the stores of Jiahe Yipin lined up in long queues, and the turnover of several stores exceeded 100,000 yuan that day. In Liu Jingjing's view, this shows that everyone is paying more and more attention to traditional festivals and health preservation. This also strengthened her confidence to continue to be "promoting the culture of food and nutrition in all seasons and committed to the first brand of health catering in China".
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