Huang Shanghuang Xu Guifen's halogen empire has made the world see the hope of grassroots counterattack.
Let the Chinese people remember the taste of Nanchang people. The success of the legendary female merchant Xu Guifen, compared with her net worth of 8.5 billion, is that she makes the halogen puzzle in the impression of the Chinese people more colorful.
Huang Shanghuang's sauce and brine make the Chinese people remember the taste of Nanchang people
Xu Guifen, Chairman of the Board of Directors of Huangshanghuang Group
In China's brine industry, Huang Shanghuang is definitely one of the leading enterprises. In 2012, HuangShanghuang was listed on the Shenzhen Stock Exchange, becoming the first A-share brine stock.
Some people say that Xu Guifen is a sample of laid-off female workers successfully counterattacking, which is true! In the early days of entrepreneurship in 1993, Huang Shanghuang was only a workshop-style store, and Xu Guifen, who was 42 years old at the time, was a laid-off female worker who stepped into the sauce duck market with a simple motive, that is, to support her family.
By the time Huang Shanghuang's first branch opened in 1995, Xu Guifen's goal may have been very different from when she first started her business. I think: since that year, she has let more Chinese people remember the taste of Nanchang people; it turns out that it is not only Wenzhou people and Chaoshan people who can make brine dishes, but also Huang Shanghuang's sauce and brine, so that Chinese people remember the taste of Nanchang people.
Xu Guifen's middle-aged entrepreneurship also gained wealth when it harvested success, although sometimes the amount of wealth could not be equal to the amount of money that enjoyed the entrepreneurial process. On the 2021 Hurun Global Rich List, Xu Guifen of Huangshanghuang was listed with a net worth of 8.5 billion yuan.
HuangShanghuang in the early days of entrepreneurship in 1993
Huangshanghuang, which began in 1993, xu Guifen's early family-style store - Huangshanghuang Roast Poultry Club, the first branch was opened in 1995. By 2012, Huang Shanghuang was listed on the Shenzhen Stock Exchange, and Xu Guifen had been a business for 19 years.
Today's Huangshanghuang is a key leading enterprise of national agricultural industrialization and one of the top 500 private enterprises in China's manufacturing industry. From the earliest small store, a pot, a stove, the development to such a scale and industry status, but also enough to witness her entrepreneurial legend.
Xu Guifen, born in October 1951 in Nanchang, Jiangxi, is the fourth eldest among 8 siblings. Her father, who worked in a vegetable company at that time, was a stable family. During the ten years of catastrophe, her father was beaten into a rightist and locked up in a "cowshed", and her mother was only paid 3 yuan a month, poor and had a large family, and her mouth was open to eat. 15-year-old Xu Guifen, in order to fill the family, became a "water girl" at Nanchang Railway Station, and at the end of the day, she can also earn a few cents.
By the age of 17, Xu Guifen had gone to fengxin village in northwestern Jiangxi Province to "go up the mountain and go to the countryside", and by the time she returned to Nanchang in 1973, she was a 22-year-old girl. In 1976, she replaced her father as a "replacement" to a vegetable company, worked as a salesman in a subordinate vegetable shop, and also had a fixed job. In the past few years, she has helped people with children, and has also worked as a temporary worker and porter in factories.
The "make-up" policy was an employment policy for the children of employees of state-owned collectives and institutions in the 1970s and 1980s, which solved many employment problems for young people returning to the city. Wahaha Zongqing was 33 years old when he succeeded his mother in the school-run carton factory in Hangzhou.
In 2012, Huangshanghuang was listed on the Shenzhen Stock Exchange
In 1979, Xu Guifen was transferred to Nanchang Meat Food Company, and five years later, in 1984, she became the manager of a store department. Like many state-owned employees, she married and had children, and if she had not been included in the list of laid-off workers in March 1993, her life might have gone on plainly.
The wave of layoffs in China began in the early 1990s and peaked in 1998. Of course, in the earliest days, it was not called layoffs, some said "leave their jobs without pay", some said "unemployed in the factory", etc., in short, layoffs are the nightmare of a generation, but they also achieved a group of people like the "tide of the sea"; they overcame difficulties, stood on their own feet, and created the glory of life, such as Xu Guifen of Huangshanghuang.
Xu Guifen is similar to the embarrassing opportunities encountered by most laid-off female workers in that year, losing the "iron rice bowl", and dragging the family with their mouths, and when they reach middle age, they are doomed to be unable to work on the coast like young people, but they have to live on.
Xu Guifen, 42, in order to support her family, initially engaged in the sale of fried meat skins, and later also engaged in small businesses such as sausages. Often in the wet market, she slowly discovered that brine dishes are a good livelihood. However, at that time, the brine in the vegetable market was either made by Wenzhou people or the brine goose of Chaoshan people. She thought that she might as well open a Nanchang flavor brine shop, maybe it can attract the taste buds of locals.
On February 9, 1993, Xu Guifen raised 12,000 yuan to open a workshop-style roasting halogen shop near the Nanchang Rope Golden Pagoda, the Nanchang Emperor Roast Poultry Society, which was the prototype of the future Huangshanghuang. This brine shop is only 8 square meters large, and even Xu Guifen has only 8 people.
Huang Shanghuang Group President Chu Jiangeng
Family-oriented joint venture is the guarantee of The success of Huangshanghuang Xu Guifen. Her husband, Chu Jiangeng, is currently the president of Huangshanghuang Group, in other words, they are also one of the successful cases of "husband and wife" in the A-share market.
Chu Jiangeng, formerly known as "Chu Jiangen", was born in September 1949. In 1968, 19-year-old Chu Jiangeng entered the factory as a worker, worked in Jiangxi Ammonia Factory, and served as the secretary of the regiment branch of Jiangxi Ammonia Factory and the manager of Hualing Industry and Trade Industrial Corporation.
In 1996, Xu Guifen's Huangshanghuang had opened a chain of branches, and at the call of his wife, Chu Jiangeng gave up the leadership position of a large state-owned enterprise branch and embarked on the road of Huangshanghuang's entrepreneurship with his wife. By 1997, Huangshanghuang won the title of "National Advanced Enterprise of Quality and Efficiency in the Food Industry", and in 2004, it was identified as "National Key Leading Enterprise of Agricultural Industrialization" by the Ministry of Agriculture and other units, and even later listed, all of which are inseparable from Chu Jiangeng's participation in management and efforts.
However, in the eyes of outsiders, the simple and low-key president of Huangshanghuang always likes to give more light to his wife. Xu Guifen is a "red flower", he is a "green leaf", no wonder the saying always says that "although the red flower is good, it must also be supported by green leaves; although the moon is good to paint, it especially needs clouds to set off." ”
Huang Shanghuang succeeded, chu Jiangeng also had the energy to free up, busy and idle, his favorite is the root carving. "Five elements lack of wood", his original name has the word "root", his office, home, and his own hotel, the most common is the root carving. Jingdezhen, Jiangxi, is the hometown of the four major porcelains, and he also likes to collect porcelain and stones.
Xu Guifen presented awards to employees
In December 2018, the Huangshanghuang Sauce and Brine Museum opened in Nanchang, covering an area of 3,000 square meters and taking two years to build.
"Delicious duck neck", "Zhou black duck", "Huang Shanghuang", nowadays, the sauce brine brand is also more and more. Compared with the four southern brines of Sichuan, Guangdong, Chao and Hakka, Huang Shanghuang's sauce brine makes people appreciate the taste of Jiangxi people and Nanchang people. The construction of the sauce and brine museum also allows people to appreciate the brand value and corporate culture of the enterprise.
Huang Shanghuang has a great influence in Jiangxi, but the display of fame and strength depends on quality, innovation, and cultural accumulation, including the inheritance of sauce and brine culture.
Whether it is Wuhan or many parts of the country, there are sauce and brine shops opened by Nanchang people everywhere. Taking the taste of Nanchang people further afield, the driving role played by Xu Guifen and her Huangshanghuang sauce brine is indispensable.
The second generation of Huangshang Huang sauce is in the relay, and the son and daughter are struggling on the road
Chu Lin, chairman of Heweiyuan Hotel Management Company
Looking around, there are very few old brands and old brands in the food industry that have been prosperous for a long time, and it is even more rare for the old and the mijian, and there are many reasons for this, mainly caused by unfavorable inheritance.
Huang Shanghuang started from 1993, it has been 28 years, the founder Xu Guifen started a middle-aged business, and now he is also a person in his seventies, how about the second generation of the Huang Shanghuang family's sauce halogen intergenerational relay?
Xu Guifen once summed up her entrepreneurial experience, in addition to seizing opportunities and repaying society, she thought, "Family harmony is the basic guarantee of entrepreneurship." Xu Guifen said: "The success of the Huangshanghuang chain operation is inseparable from my husband's strong support. A woman's life is a woman, a wife, and a mother. In the workplace, I want to be a brave commander; in life, I want to be a gentle and kind mother; and as a modern successful woman, I want to dedicate the motherly love of women to employees and society. ”
Wind and rain for nearly 30 years of entrepreneurship, home and everything, "family" entrepreneurship has achieved huangshanghuang today. Nowadays, Xu Guifen and Chu Jiangeng's sons and daughters have entered the career stage, and the "division of labor does not divide the family" model, creating a piece of the sky together.
Huang Shanghuang Co., Ltd. chairman and general manager Chu Jun
When Huangshanghuang was listed in 2012, the Xu Guifen family was the actual controller of the company. Among them, Xu Guifen holds 40% of the equity of Huangshanghuang Group Co., Ltd., and the shareholder "Xinyuhuang Shanghuang Investment Management Center (Limited Partnership)", Huangshanghuang Group holds 99% of the shares, and Xu Guifen personally holds 1%. In addition to Xu Guifen's 40% shareholding, Huangshanghuang Group's husband Chu Jiangeng and his two sons Chu Jun and Chu Jian hold 20% of the shares respectively, that is to say, Huangshanghuang Group is 100% owned by his family.
It is worth mentioning that Xu Guifen's daughter Chu Lin is now the chairman of Heweiyuan Hotel Management Company. Over the years, Xu Guifen's industries have also diversified layouts, and hotels are one of the family's eight major industries.
From the perspective of Huangshanghuang listed companies, the two sons are in a state of cooperative succession. At present, the eldest son, Chu Jun, serves as the chairman and general manager of Huangshanghuang, and the second son, Chu Jian, is the vice chairman of the company.
Chu Jun, born in October 1976, is 2 years older than his younger brother Chu Jian, who was born in October 1978. Among them, Chu Jun participated in the entrepreneurship of HuangShanghuang in 1997, when he was 21 years old. Chu Jian entered Huangshanghuang in 2003, 6 years later than his brother.
Huang Shanghuang Vice Chairman Chu Jian
As of the close of trading on July 15, Hong Kong-listed Zhou Black Duck (01458) had a market capitalization of HK$20.876 billion, and the market value of A-share Food (603517) was 51.263 billion yuan, with a stock price of 83.46 yuan per share, compared with Huangshanghuang (002695), with a stock price of 15.14 yuan and a market value of only 7.764 billion yuan.
Judging from the first quarter of this year, the overall operation is stable, but compared with the same industry's Zhou Black Duck, Absolute Taste Food, etc., the market value is obviously low. In recent years, the market value of Huangshanghuang has also been hovering around 8 billion yuan, and why Zhou Black Duck, which was listed in 2016 and the delicious food listed in 2017, can catch up, it is worth thinking.
In addition to the company's main brand "Royal Bird" brand sauce duck, Jiaxing Zongzi brand was successfully controlled in 2014. In addition to marketing innovation and change, channel development and layout, and brand development, HuangShanghuang should also consider where is the competitive advantage gap with its peer brands? There is no room and room for enhancement in the ability to adapt to market changes.
Making food can often be done for a long time, but it must be ingenious and focused on doing it, and it must be better and better.
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