| Author: Sui Tang
| Editor: Rui Su
Another billionaire who was put on the throne by "foodies" has come!
In 1993, a 42-year-old laid-off female worker raised 12,000 yuan to start the "brine business" with a stove and a pot; today, this brine business has grown from a stall to a "brine empire" with a market value of more than 7.5 billion.
Her name is Xu Guifen; this brine empire is the "Huangshanghuang" that is all over the streets.
According to the closing price of 23.27 yuan per share on June 22, the Xu Guifen family has officially entered the ranks of billionaires.
In the first half of 2019 alone, HuangShanghuang's operating income reached 1.169 billion yuan, which is equivalent to the annual performance of 2017. At the same time, Huangshanghuang now has more than 3,000 stores across the country, and no less than 800 new stores are added every year.
Xu Guifen's legendary experience has written a history of middle-aged laid-off female workers turning over, and also explains what is "a sister who rides the wind and waves".
The first half of life's "two ups and two downs"
In fact, the founding of Huang Shanghuang is not her first "counterattack".
In October 1951, Xu Guifen was born in a not-so-rigid family: although there were eight brothers and sisters, because her father worked in a vegetable company, the family never worried about food in that era of material scarcity. In addition, the mother also has a salary of 3 yuan per month to subsidize the family.
But in a special period, my father suddenly became a "cow ghost snake god".
His father, who was locked up in the "cowshed", cried bitterly every day, and the family's vegetables became a luxury. At that time, the family had 10 mouths, all supported by my mother's 3 yuan salary. As I watched, my mother's hair grew whiter.
At that time, Xu Guifen was 15 years old, and she had reached the age of understanding, and the "middle fall" of the family road made her move to make money and support her family. But as a little girl, you can't go to the station to sell your strength, what can you do?
She had a clever move, thinking that although she couldn't sell her strength, she could sell large bowls of tea in the pile of people who sold strength! Soon, a tea girl appeared next to the Nanchang Railway Station.
Every day, Xu Guifen carries a water bottle in one hand and a tea bowl in the other, constantly walking through the streets and alleys. Each bowl of tea sells for a penny, and you can always earn three or five cents a day. This is a solution to the urgent need for families who have "not been able to open the pot".
However, it didn't take long to sell tea, and the call to "we also have a pair of hands, don't eat idle meals in the city" came.
At the age of 17, Xu Guifen came to Fengxin Rural Area to undergo labor reform. There, she lived the life of a peasant woman: planting seedlings in the fields, planting vegetables in the fields, cutting firewood in the mountains...
Here, Xu Guifen stayed for 5 years. Having never suffered from this pain since childhood, her body is becoming emaciated and sicker. Fortunately, at that time, there were "young people who went to the countryside and could apply to return to the city when they were sick", so her mother entrusted people everywhere, and finally got a return indicator for her.
In 1973, Xu Guifen returned to Nanchang.
· The streets of Nanchang in the last century
Fate was like a joke on her. In Xu Guifen's adolescence, the misfortune of the family and the suffering of the country passed together, and before she grew up, she saw the cruelty of fate.
But after returning to Nanchang, fate gave her a little sweetness for the first time.
In 1976, Xu Guifen had her first fixed job as a clerk in a vegetable company.
It's a chore, not only dealing with rotten vegetable leaves, flies and mosquitoes every day, but also drying from dawn until dark. But Xu Guifen likes this job very much, always shouting enthusiastically and taking the initiative to attract customers. In the long run, her dishes always sell better and faster than others.
It was the first time she had demonstrated a talent for doing business, and that talent later helped her reach unimaginable heights.
In 1979, she was transferred to Nanchang Meat Food Company, and in 1984 she was appointed as the manager of the store department. In this way, Xu Guifen experienced a period of smooth sailing, coming to the 90s of the last century.
With the song "If the heart is there, the dream is there, the big deal is to start again" resounding throughout the streets, Xu Guifen did not escape the wave of layoffs, and the 42-year-old was officially laid off in 1993.
In the not long first half of her life, Xu Guifen experienced two ups and two downs. However, the bumpy fate did not crush her, but made her more and more tenacious.
Out of the stalls! The story has only just begun!
Since the "iron rice bowl" cannot be ended, simply cross a heart and make a road of your own!
At that time, Nanchang's brine market was mainly monopolized by Wenzhou and Teochew people, Although wenzhou people's brine dishes were rich in variety, but the taste was light, while the Chaozhou people's brine varieties were relatively single, Xu Guifen found business opportunities and decided to combine the strengths of both to make brine dishes.
In the year of layoff, Xu Guifen put together all his belongings - 12,000 yuan. She used the money to open a store near the Shengjin Pagoda in Nanchang called "Huangshanghuang Roast Poultry Society". With 8 square meters of paving, plus two or three clerks, Xu Guifen's entrepreneurial journey began.
· Today's Huangshanghuang has a considerable scale
It's hard at first. In the early days of opening the store, Xu Guifen encountered the pain of the brine chef who did not quit, which made the brine restaurant, which had few customers, even worse.
This incident led her to pay attention to patented technology and the quality of the brine dish. In the time since, she has continued to learn and acquire recipes to continuously improve the taste of Huangshanghuang marinated vegetables.
After that, she took the strengths of each family and added more than 30 flavors of Chinese medicine such as grass fruits and ginseng to the sauce duck. In order to investigate the market, she personally took the sauce duck to the street to ask passers-by to try it, and then improved it according to the feedback. In this way, she developed the fist product "Royal Poultry Sauce Duck".
The advent of the imperial bird opened a breakthrough for Xu Guifen, and since then, Huang Shanghuang has a clear market positioning and a repeat customer. Through word of mouth among the diners, gradually, Xu Guifen's paved door lined up.
In the process after that, Xu Guifen is constantly solving difficulties and paying little by little. Her "Huangshanghuang Roast Poultry Society" has gradually been recognized by the people of Nanchang, and has become an indispensable main dish for the people's weekday meals, holiday gatherings, and hospitality banquets, completing the original accumulation.
Xu Guifen not only attaches importance to taste and quality, but also in terms of marketing, she is also the "genius" of that era.
In 1998, a huge flood occurred in the Yangtze River Basin, and the whole country was fighting floods and providing disaster relief. At this time, Xu Guifen launched the activity of "flood relief and 70% discount charity sale" and donated all the proceeds from the 3-day activity to the disaster area.
Later, when recalling the event, she said: "The black pressure customers crowded to my door to buy my products, and their mouths still read: We not only tasted the delicious taste of Huang Shanghuang, but also offered a love for our disaster area, worth it!" Although this charity sale lost more than 100,000 yuan in 3 days, it is a bit painful to say that it is a bit painful, but this advertising benefit is that it cannot be bought with this money. ”
Soon, Huang Shanghuang occupied the top spot in Nanchang and even Jiangxi brine enterprises.
However, Xu Guifen still has greater ambitions to be realized. At this time, her gaze had long since gone beyond Jiangxi and looked at the whole country.
China's first brine listed!
A reporter once wrote his impression of Xu Guifen in his handwriting——
"Do things vigorously, do what you say, talk straight, never drag mud and water; have a frank and bold personality, be able to bend and stretch; dare to love and dare to hate, and have clear rewards and punishments."
Such a character helped her bring Huang Shanghuang to the people of the whole country.
Since 1995, Huangshanghuang has started a chain operation. After only 3 years, the chain has grown to more than 130 stores. These stores not only spread across the country, but also brought 13.57 million yuan of sales revenue to Xu Guifen.
In order to ensure product quality, Xu Guifen also started from the "source" and started the aquaculture industry. Huangshanghuang has established more than 300 village-level livestock and poultry and aquaculture bases, processing agricultural products including pigs, cattle, sheep, rabbits, ducks, chickens, geese, aquatic products, vegetables and so on.
Huang Shanghuang is called "Duck Neck Three Jie" together with Absolute Taste and Zhou Black Duck, but only Xu Guifen's Huang Shanghuang is so complete in the industrial chain.
When signing contracts with farmers, Xu Guifen will not only be responsible for the sales channels of farmers, but also provide farmers with excellent seedlings, standard feed, breeding technology, as well as slaughter bases and refrigeration equipment. In this "win-win" strategy, she has led 68,000 farmers to the road to prosperity.
In 2007, after the evaluation of the national authoritative institutions, the brand value of Huangshanghuang has reached 3.462 billion yuan. In September 2012, Huangshanghuang landed on the small and medium-sized board as the first share of sauce brine.
Xu Guifen said that this is her second venture.
In 2016, the market value of Huangshanghuang rose to 12 billion, and Xu Guifen's family wealth also exceeded 7 billion in one fell swoop.
A reporter commented that the reason why Huang Shanghuang can change from a small shop to a "brine empire" has a lot to do with Xu Guifen's down-to-earth and industrious personality.
"She never speaks in a roundabout way, as long as she speaks, she is going straight to the subject, discussing things, and generally people who do not know and are not familiar with her personality." In Huang Shanghuang's canteen, she can also be seen eating the company's cauldron dishes with the employees. ”
Yes, down-to-earth is Xu Guifen's label. Today, although her net worth exceeds 100 million, it is all "hard money" sold by duck to duck.
However, when it comes to future goals, this hard-working strong woman is still "difficult to satisfy": "I hope to build our Huangshanghuang into China's first brand!" ”
After a pause, she said to reporters: "Make our contribution to the revitalization of the Chinese nation's food work!" ”