Original title: Adhere to the original intention, integrity management, carefully build Anyang assured tofu excellent brand ---- Anyang Kewang Food Co., Ltd. development documentary
What kind of righteousness and spiritual temperament should private entrepreneurs have? The answer was given at the private enterprise forum -- stressing healthy trends and taking the right path.
Stressing righteousness and taking the right path has always flowed in the blood of traditional Chinese business ethics. Confucius said, "A gentleman is righteous and takes it as a hostage, and acts with courtesy." (Analects of Wei Linggong), "See the righteousness of Li Siyi, righteousness and then take" (Analects of the Constitution). Meaning: Righteousness is higher than profit, and righteousness is subordinate to the Lord. It can be seen from this that the commercial spirit advocated by Confucianism is: "Gentlemen love wealth, have a way to get it", "take profit with righteousness, benefit the world". History proves that taking the "side door" and the "left way" will eventually decline and decline, and only enterprises that stress righteousness and take the right path can achieve long-term development and build a century-old foundation. In the new era, Confucian businessmen must have a heart of benevolence and righteousness, practice wisdom, abide by the system of etiquette and music, stress the way of honesty, have lofty ambitions to strengthen the country, lofty social responsibilities, pure moral sentiments, self-improvement, hard struggle, self-cultivation, family, and help the people through the world.
Gao Dengzhi, general manager of Anyang Kewang Food Co., Ltd., is such an excellent private entrepreneur who emphasizes righteousness and takes the right path. From the beginning of his business, he adhered to the business philosophy of "taking profits with righteousness and benefiting the world", and must let Anyang people eat the business philosophy of reassuring tofu, starting from the "front shop and back factory" tofu workshop in 2008, in 2013 he wholly acquired an Anyang Vegetable Company Soybean Products Factory, one of the designated products of an anyang vegetable basket project, registered Anyang Kangfeng Food Co., Ltd. in 2015, and acquired Anyang Kewang Food Co., Ltd. in 2018, becoming a more complete soybean product in northern Henan, a larger market size, Promising development prospects of brand soy products production enterprises. At present, it has two companies, Anyang Kangfeng Food Co., Ltd. and Anyang Kewang Food Co., Ltd., with well-known brands such as "Yu Dou Xiang", "Old Mill", "Bean Love You" and other well-known brands, the products are old tofu, tender tofu, lactone tofu, louver (bean skin), dried tofu, bean shreds, halogenation, vacuum, frying series of products; there are more than 500 direct stores and distribution stores, covering Anyang City and surrounding provinces and cities supermarkets, agricultural trade, community convenience stores. The company has been rated as "Anyang Agricultural Industrialization Leading Enterprise", "Anyang Vegetable Basket Project", "China Soybean Products Industry Excellent Brand Dried Tofu", "Henan Province Annual Recommended Commodity", "Consumer Trustworthy Unit", Anyang Food Industry Integrity Construction "Red List" Unit and many other honorary titles. In 2017, Gao Dengzhi was recommended as a member of the Beiguan District CPPCC Committee, and in 2019, he was elected as the chairman of the Food Supply Professional Committee of the Anyang Catering and Hotel Industry Association.
First, start from scratch and start a difficult life and start a business
Gao Dengzhi was born in 1973 and went to work at the Anyang County Power Plant in 1989. From the apprentice, he gradually rose to deputy squad leader, squad leader, technician, in 2002 became the county power plant duty chief; through self-study, from a junior high school student to a staff high school, party school junior college, undergraduate graduates.
In October 2008, after he was laid off, he chose the path of independent entrepreneurship. He saw that soy products were selling quickly in vegetable markets and supermarket stalls, and suddenly opened his mind: tofu is Chinese traditional ingredient, with high nutritional value and rich protein, and Anyang people like to eat tofu. However, due to the uneven quality of tofu plus workshops, some small workshops have a pot, a handful of firewood, mosquitoes and flies flying all over the sky, the sanitary conditions in the house are poor, the tofu produced is dirty and unhygienic, and the people want to eat it, but they dare not eat it with confidence... Gao Dengzhi keenly felt that there must be a good prospect for making assured soy products, so he decided to make tofu that reassured the people and be a tofu person with a conscience!
In 2008, he started from joining the well-known tofu brand "Old Mill" in Shanghai, starting from improving the production site, renting a house, buying equipment, going out for training, etc., only 5,000 yuan was spent in his hand, and he borrowed more than 100,000 yuan from relatives and friends to build a tofu workshop integrating production and sales in the Donggong Road Farmers' Market. He made the outer wall of the production plant into glass, and customers can see the production line production and the entry and exit of raw materials and auxiliary materials. Four days before the Spring Festival, the "Old Mill" tofu shop finally opened, and the open and transparent production process attracted many customers to watch. His family's tofu raw materials are good, good craftsmanship, high quality, although the sales price is higher than ordinary tofu, but the tofu produced every day can be sold out, although the two mouths are very hard, but the heart is very happy. Especially before the Spring Festival, tofu products are in short supply.
In the early days of their business, they borrowed a lot of debt. Gao Dengzhi said that the debt I carry is the biggest driving force for starting a business, forcing me to move forward and not back! He devoted himself to making tofu with greater enthusiasm, working almost every day until two or three in the morning, riding a tricycle out to deliver goods in the morning, and sleeping very little every day. Long hours of fatigue, resulting in him often riding a bicycle dozing off, sometimes colliding with people, bumping his body bleeding, once flipping over to the curb stone, touching the fingernail cover of his hand...
While running sales, he worked overtime at night to produce, and ate, lived and produced with workers every day, although it was very hard, but seeing that the tofu he produced was gradually recognized by consumers, it strengthened his confidence. The couple is both a worker and a marketer, every day to sell tofu, run all over the city's hot pot shops, farmers' markets, institutions, schools... Dennis mall, Dezhuang, Banu, little fat sheep, little swan hot pot shop and other units saw his tofu white and delicious, clean and clean, have signed contracts with him. The "old mill" tofu gradually opened up the market in Anyang.
Second, honest management, nutrition and hygiene, the people are assured of the tofu to contribute to the society
The people take food as the sky, and food takes safety as the first. In the production of tofu, Gao Dengzhi has a positive path, a hard wrist, no adulteration, and no fear of compensation. For more than a decade, he has always adhered to an original intention, that is, to let more consumers eat soy products that are both assured and nutritious. He strictly checked the use of raw materials, the control of process and quality, the requirements of management and hygiene, the needs of the market and consumers, etc., and achieved the "four adherences":
Every soybean we insist on using is a non-GMO high-quality soybean from the northeast. Tofu processing, raw materials are very critical. Northeast soybean plant protein is rich, and rich in minerals, vitamins, unsaturated fatty acids, calcium, iron, zinc and other trace elements. Goldenzhi signed a perennial supply contract with Northeast soybean supplier "China Grain Bank", and even in 2009, when the price of soybeans was the highest, he insisted on not changing the same. In 2015, a dealer repeatedly called to sell genetically modified soybeans, and ran to the factory to grind hard for several days, calculating an account for him: a pound of genetically modified soybeans is 7 cents lower than northeast soybeans, and he uses 5,000 pounds of northeast soybeans a day, earning 3,500 yuan less, and earning less than 100,000 yuan a month. It was indeed a temptation for him, but he said firmly: I don't earn that money! The vendor walked away bored.
Insist that every drop of brine is food grade brine from Qinghai Lake. When choosing tofu accessories, he always uses food-grade products produced by qualified enterprises, especially brine, which is a raw material from Qinghai Lake and is a food-grade brine produced by Japanese-funded enterprises to ensure that the products are green and pollution-free.
Insist that every process can be seen by customers. Goldin's tofu workshop is equipped with large pieces of glass, so customers can see the whole process of tofu processing. An old lady saw the on-site processing process, bought a piece of tofu and ate it at home, and often went to the store to buy it. She said to Gao Dengzhi: "After eating your tofu, it is clean and hygienic, and I also eat the taste of the tofu I made myself when I was a Zhiqing in the northeast!" Later, the old lady became a volunteer publicist in the store, not only buying it herself, but also introducing her neighbors and acquaintances to come here to buy tofu.
Insist that every piece of tofu can stand the inspection of the Food and Drug Administration. They strictly implement food enterprise standards, pay close attention to food safety production and quality control management. The enterprise is equipped with a laboratory, each batch of soybeans must be inspected before use, and can only be used after the inspection meets the standards; the procurement of auxiliary materials and additives is strictly inspected, the system of claiming evidence and tickets is implemented, and the unqualified products are eliminated; the use and use links are used, and the process formula requirements are strictly implemented for addition and use; in the production link, in strict accordance with the health standards required by the soy product workshop, so that it is clean and tidy, the process is reasonable, the pollution is strictly prevented, and the products are put into cold storage in a timely manner; the implementation of the follow-up inspection system. Soybean products that do not meet the requirements are eliminated from the factory; consciously accept the regular inspection of the Food and Drug Bureau, the Safety Supervision Bureau, the Economic Development Bureau, the Office, and the community in the jurisdiction, so as to realize the joint supervision of enterprises and localities to ensure food safety and the people are assured.
With the continuous improvement of the brand awareness of "old mill" tofu, the market demand is getting bigger and bigger, especially the high season beans on the eve of the Spring Festival, the supply of rotten products is in short supply, and the market is bullish. However, Gao Dengzhi adheres to the principle of good faith, takes the initiative to play the role of the Anyang Vegetable Basket Project in stabilizing prices, and publicly promises: No matter how tight the market is, resolutely ensure that prices do not rise, and quality ensures that they do not decline; the market ensures continuous goods! Around these three ensures, they have taken a series of measures: increase the procurement reserve of raw materials and spare parts; strengthen the training and reserve of personnel in advance; the workshop staff is not afraid of hard work 24 hours two shifts continuous production; the delivery master runs three or four times a day... With the joint efforts of all the staff, the output has increased by more than 100%, thus ensuring the supply of soy products during the Spring Festival peak season.
Goldin's credibility is also pedaled out by pedaling three rounds of quality service. A friend threw a wedding feast for his children and asked the restaurant to use Gordon's tofu. The restaurant owner was worried that the quality and taste of the tofu were not good, and he was afraid that he would not be able to deliver it on time, but he had to agree to it for the sake of face. It happened to be snowing heavily that day, and the owner of the restaurant was very worried about not being able to deliver the tofu on time. However, Gordon-chi is the one who does what he says, he took the shovel while clearing the snow, while hurrying, and finally delivered the tofu to the restaurant on time, which was unanimously praised by the owner and diners, and the restaurant has still insisted on using "old mill" tofu. Passing on ten, passing on hundreds, the fame of "old mill" tofu has gradually increased.
Third, face the difficulties, overcome the difficulties to gradually make the enterprise bigger and stronger
Opportunities and challenges coexist, dreams and brilliance coexist. Goldenzhi's entrepreneurial road is full of twists and turns, but also encountered some rare development opportunities. Since the creation of the first 40-square-meter workshop store in the Donggong Road Farmers' Market in 2008, he has encountered several demolition and relocation crises and development opportunities, and Gao Dengzhi can face the difficulties, seize the opportunity, and step by step make the enterprise bigger and stronger.
In May 2010, the city demolished and renovated the Donggong Road Farmers' Market, requiring all stores to be relocated within 10 days. While producing and selling, Gao Dengzhi looked for a place, and finally found a 30-square-meter store at the Dongguan Street Farmers' Market and a 70-square-meter production place in the Mingfu Street Vegetable Market. He decided to rent both places, and after 7 days of intense renovation, he divided the Donggong Road workshop shop in two and moved it in two, withstood the test and achieved nirvana rebirth.
In 2013, one of the designated products of the Anyang Vegetable Basket Project "Assured Tofu", manager Bao of the soybean products factory of the vegetable company came to him and wanted to transfer the soy products factory and the "Yu Douxiang" brand to him. She said: I did not agree to transfer the high price of Anyang Kewang Food Co., Ltd. to them, because I could not keep the brand of "Yu Dou Xiang". I have inspected you for more than a year, and I feel that you are honest and serious in your workmanship, and I am assured that I will hand over the factory to you! For Ms. Bao's affirmation, Gao Dengzhi felt social responsibility. At the same time, he keenly felt that this was a rare development opportunity, and a sense of mission prompted him to make up his mind to take over the factory as a whole. This acquisition expanded the production site from the original 70 square meters to 400 square meters, becoming a soybean products enterprise in Anyang City.
In 2014, he moved all the equipment of the Mingfu Street Processing Workshop to the vegetable company for production, realizing the integration of personnel, venues, equipment and market resources; in 2015, the soy products factory of Anyang Vegetable Company was officially renamed Anyang Kangfeng Food Co., Ltd., realizing the gorgeous transformation from a small tofu workshop to an enterprise-oriented production and brand operation, so that the enterprise gradually embarked on the road of standardized and healthy development.
At the beginning of 2018, he encountered the dilemma of the second demolition and relocation. Anyang City will renovate People's Avenue, and part of the factory building of Kangfeng Food Co., Ltd. will be demolished. Demolition is imminent, time is pressing, he goes out every day to find a venue...
The doors of opportunity are always open to those who are mentally prepared. At this time, Anyang Kewang Bean Products Factory also had to be transferred due to poor management. Gao Dengzhi was overjoyed to hear this news, took the initiative to negotiate with the door, and finally acquired the company. The enterprise has a relatively advanced production line, covers an area of more than 7,000 square meters, of which the plant area of 2600 square meters, is the largest in northern Henan, the only industrial operation of soybean products enterprises in Anyang City, and has been operating for more than ten years "Kewang" soy products brand. After taking over the enterprise, he sorted out the improvement of the ground, lighting system, ventilation system and equipment system in the factory, while grasping the ideological stability of the staff. He promulgated three unchanged principles: the original position of personnel unchanged, salary and treatment unchanged, relevant management personnel position unchanged. At the same time, standardized enterprise management was carried out, rules and regulations were put on the wall, and post responsibility was assigned to people. And take the method of going out and inviting in, send middle-level management personnel to large soybean product factories in other places to visit and study, broaden their horizons, and activate their thinking; invite experts to come to enterprises to conduct skills training for employees. At the same time, strengthen internal management, the formation of weekly regular meetings, daily pre-shift meetings; the establishment of production department, equipment research and development department, sales department, accounting department, administration department, quality control department. The quality control department will move the product quality control forward, the inspection runs through the before, during and after the event, and strictly controls the raw materials into the warehouse, soaks the beans, cooks the pulp, and leaves samples after the finished product to be tested. Breakeven in one year, with a slight surplus. By 2019, the company has more than 80 employees such as 2 people in science and technology research and development, 5 production technicians, 4 people in network development, 4 people in marketing department, 12 people in distribution department, 37 people in production department, and 14 people in store sales.
Fourth, the courage to innovate, take the road of regularization, branding and high-quality development
Innovation is the foundation of the enterprise and the source of the development and growth of the enterprise. Gao Dengzhi often thinks: how to change the original production process equipment, and constantly develop new soy products to meet the needs of customers? How can we inject a steady stream of forward momentum into the company's high-quality development?
Only by standing high can you see far. He has invested more than 3.5 million yuan for market development and equipment upgrading, and has continuously explored and innovated from production processes, process technology, production environment, and new product research and development.
In view of the old equipment of the soybean products factory of the vegetable company, the age of the personnel, the labor intensity of the workers, the poor environmental health and other problems, he transformed the plant structure according to local conditions, updated some equipment, optimized the process flow, changed the manual mixing slag and filter pulp method to an automatic mode, transformed the soybean pumping system and soaked soybean system into automation, updated the artificial cooking pulp system into a micro-pressure intelligent cooking pulp system; made the oil-water separation electric fryer and automatic cooling machine; the old tofu machine changed from the original continuous pressing to automatic quantitative continuous pressing; The transformation has improved the thousand sheet machine and the micro-pressure intelligent cooking pulp system; standardize enterprise management, and realize standardized production... It greatly reduces the labor intensity of workers, improves the production efficiency and the quality of soy products, saves energy, and realizes the doubling of output.
Where there are opportunities for national learning and training, he must squeeze out time to participate, such as: China Soy Products Industry Association held soy products processing technology, quality control and nutrition knowledge training meeting, soy products exchange meeting, etc., and constantly broaden their eyes, update the concept, timely grasp the national soy product machinery and equipment research and development, new product research and development, market development prospects of various information, to provide a scientific basis for the development of their own enterprises. In addition, it has also strengthened its business ties with the China Soy Products Industry Association and the Provincial Soy Products Industry Association, Henan Agricultural University, and the Food Engineering College of Anyang Institute of Technology, and often invites experts to guide the work of the company. He also hired professional and technical personnel of Henan Agricultural University to be responsible for product quality testing and new product research and development, and has developed more than 50 items in three categories such as tender tofu, vegetarian intestine, vegetarian beef, vegetarian chicken strips and a series of seasoned soy products, such as: pre-packaged products, leisure product series, frozen products, "Yu Dou Xiang" anti-counterfeiting packaging box, which has improved the customer's recognition of their tofu brand.
With the gradual formalization of enterprise production and operation, hardware facilities and environmental sanitation have been thoroughly improved, which has not only won the praise of customers, but also won the recognition and support of local street offices and relevant government departments. In 2015, Anyang City entered the "National Sanitary City" review and assessment year. In the re-examination and relegation activities, some tofu workshops in the city were shut down because the environmental sanitation did not meet the standards, and the kangfeng bean products company all met the standards, and the municipal government listed their company as a demonstration point for "cultural and creative" work, and the municipal leaders led the team to organize more than 80 office secretaries and directors in the city to hold on-site meetings here for demonstration and observation.
In the same year, Gao Dengzhi, as a representative of the fresh industry in Henan Province, spoke at the inaugural meeting of the Henan Soybean Products Industry Association. His cognition of the fresh soy products industry and his business philosophy of making assured tofu have been praised by the leaders of the Provincial Food and Drug Department and recognized by their peers in the industry, and his speech has also become a highlight of the conference; in the competition of the Anyang Division of the Henan Province "Yuchuang Tianxia" Entrepreneurship Competition, they won the first prize in the enterprise group in one fell swoop and were recommended to participate in the provincial competition. Anyang Daily and Anyang TV Station respectively conducted exclusive interviews and reports on the company; at the 2018 Anyang Non-public Enterprise Commodity Exhibition, Gao Dengzhi displayed his own soy products, raw materials and raw materials used in small workshops, so that consumers could intuitively see the gap between the two, attracting many interviews from the audience and news media, Anyang Daily and Anyang Evening News made a special report on "Tofu Fragrant New Year's Flavor, Every Household Comes to Pray for Blessings"; in the 2019 citywide "Spring Wind Action" entrepreneurship to drive employment activities, Their booth is the most popular, executive vice mayor Mayor Chen came over to inquire about the company's current situation, the raw materials used in production, and gave full affirmation to their products.
Fifth, have the courage to take responsibility, and actively give back to the society with the act of great love and the heart of public welfare
Gao Dengzhi loves Confucian culture and joined the Anyang Neo-Confucian Merchants Association in 2017. He actively participated in various activities organized by the society, especially through visiting the Anyang Zhaotong steel section of Henan Province's Confucian cultural demonstration unit, Henan Xiaotianxiang Food Company, and participating in activities such as going to Junxian County to worship the ancestors of Confucian merchants, constantly improving the spiritual quality and intrinsic value pursuit of neo-Confucian businessmen, understanding that entrepreneurs in the new era must uphold Confucian ideas and concepts, always have a "heart of compassion, compassion, respect, harmony, courtesy, and the heart of right and wrong", consciously restrain their behavior and assume social responsibility With the act of great love, the heart of public welfare carries forward the spirit of the neo-Confucian businessman "Heavenly Jian Di Kun, Mingde Self-Cultivation; Taking Profit from Righteousness, Noble and Trustworthy", and finally maximizes its own benefits.
Since 2015, every year before the Spring Festival, they have to combine with the relevant communities to send rice flour oil and soy products to the poor households, and every year 99 Chongyang Festival, they will send free soy milk for the elderly... After the "7.19" flood in Anyang in 2017, Gao Dengzhi organized enterprise employees to send three truckloads of mineral water, bread and various soy products to the rescue site of Yonghe Town, the hardest hit area, to comfort the cadres and masses on the front line of the flood fight; in 2020, he actively sponsored and supported the dumpling banquet for a thousand people held by Liu Fugui, vice president of the Anyang Confucian Culture Promotion Association; in recent years, he arranged for employees to take paid leave on the day of their parents' birthdays, let employees go home to celebrate their parents' birthdays, thank their parents for their parents' nurturing grace, and send people to send cakes and blessings to their homes. It is deeply loved by employees and praised by family members.
During the fight against the epidemic, they regarded the epidemic as an order and shouldered the responsibility of ensuring the people's livelihood, on the one hand, they actively donated materials and reflected the social responsibility of the enterprise, on the other hand, they planned early and acted early, formulated the "Health Management Plan for the Prevention of Novel Coronavirus Pneumonia", submitted the application form for resumption of work, the letter of commitment, the prevention and control plan, the list of materials and the list of personnel who resumed work to the relevant departments of the jurisdiction, and took a gradual resumption of work, and successively started other soy product production lines. All the staff work overtime to produce, and the delivery master is even more busy from morning to night delivery without stopping. Although the price of raw materials and accessories and other materials increased at this time, in order to ensure the stability of soy product prices, Gao Dengzhi adhered to the "three no's principle", ensured the supply and price stability of the city's soy products market, and bravely assumed the responsibility and mission of the municipal government's "vegetable basket project", becoming a model for private enterprises.
He is also committed to collecting, excavating and publicizing the Chinese tofu culture that originated in the Han Dynasty, advocating the concept of green food, and becoming the first person to spread the tofu culture in Anyang. He took the production workshop as a tofu culture publicity base and an industry-university-research teaching base, opened a production line visit channel, made a soy product culture wall, told the story of tofu to the social visitors and students, let everyone taste the tofu feast and various soy products, so that the visitors in the process of seeing, listening and tasting to appreciate the profundity of Chinese tofu culture ... , the company has received thousands of students and visitors from all walks of life.
Gao Dengzhi said that the road ahead is heavy and long, but there is only one task, that is, to adhere to the original intention, carefully build an excellent brand of Anyang assured tofu, so that more people can eat both assured and nutritious soy products! (Oriental Today: Shang Hongjun text/photo)