For people who work outside, most people are very familiar with the taste of squeezed vegetables, and they should also know that Fuling squeezed vegetables, whether it is drinking porridge or the following noodles, it is very good to put a little taste.
And for some people who speculate in stocks every day, Fuling Cai Cai is no stranger, because it is the only listed cai cai company, and it is also a company whose stock price continues to rise.
On the shelves of supermarkets, there are many categories of squeezed vegetables, and if you look closely, you will often find new brands appearing, but the location of Fuling squeezed vegetables has never changed.
Chinese have been doing so many years of squeezing vegetables, and I have also made so many kinds of squeezed vegetables, why are they not as good as Fuling squeezed vegetables, all of which must start from its boss Zhou Binquan.
The mistake of the former boss was the best experience
Some people say that a person's greatest wealth is his work experience, and the same is true for Zhou Binquan.
Before he was transferred to Fuling Vegetable Factory, he was the manager of the investment banking department of Chaohua Technology, another listed company in Chongqing, and also served as deputy general manager, watching Chaohua Technology listed in Shenzhen in 1997, and watching the company continue to be listed as ANST shares by the SECURITIES Regulatory Bureau (special treatment for the shares of companies with financial positions).
The work experience of Chaohua Technology has made him understand the power of capital and the dangers of the capital market.
In 2000, he was appointed as the director of the Fuling Vegetable Factory. At that time, the Fuling Vegetable Juice Factory was still a state-owned enterprise, and the leaders sent him to see that he had work experience in a listed company, and the purpose was to let him list the factory. Of course, he himself had this goal at the beginning.
Only, when he arrived at this factory, did he know how arduous it was to complete this goal, and it was estimated that anyone in the factory would think that this was a fool's dream.
The whole factory is composed of workshops, the workshop is set up in a low tile house, the walls are black, so many people say that Fuling squeezed vegetables "can't be eaten".
Not only that, the factory also owes 5 million foreign debts, employees 2 million wages have not been paid, and what is more strange is that the company's ledger says that some people owe the company 8.5 million yuan.
Zhou Binquan arrived in Office in January, it was almost the Lunar New Year, he went to the bank for a loan, the bank directly refused, to say that the heart is not lost, it is false, but has arrived, you have to make something.
Speaking of this, everyone may have to say, such a broken factory, why do the superior leaders still want to let it go public, is this not difficult for strong people? No, the leaders want this factory to go public because Fuling has a long history of squeezing vegetables.
It is said that Fuling squeezed vegetables originated in the Daoguang years of the Qing Dynasty, when there was a rich merchant named Qiu Zhengfu in Chongqing Zhongzhou (now Zhongxian County), who enjoyed the taste of the sea every day, and his appetite gradually declined when he ate more, and his body lost weight day by day.
One day, he had a dream, a crane-haired and childlike old man told him that Fuzhou cabbage pickled vegetables can cure his illness, after waking up he went to Fuzhou, ate this kimchi in a temple, and sure enough, his appetite increased greatly, so he moved his family to Fuzhou and lived to the age of 93 with this kimchi.
After a long time, Fuzhou people have made tea, and Fuling squeezed vegetables have become Fuling's business card. In 1910, Fuling squeezed vegetables were sold to the Nanyang region, and in 1915, at the Panama International Commodities Exposition, Fuling squeezed vegetables were the only pickled vegetables.
With such a history, Chongqing's leaders certainly believe that Fuling squeezed vegetables can be listed.
Zhou Binquan thought that with the help of the leader, the bank would take out a loan, who knew that this plan had failed. He began to rectify from the inside, that year before the Spring Festival arrived, he held a staff meeting, in person to order several deputy factory directors who owed money to repay the loan within a certain period of time.
A deputy director of the factory looked at his small, white and pure bookish appearance, and expected that he would not do anything special, so he rejected him in person, but unexpectedly, Zhou Binquan dismissed him on the spot.
In this way, the arrears in the factory were slowly collected, the wages of the workers were paid, and everyone had the momentum to work. That year, fuling vegetable press not only repaid 5 million foreign debts, but also earned 2 million profits.
The Long March has finally taken its first step, but it is still far from being listed. Zhou Binquan carefully considered that if he wanted to go public, he had to grasp production with both hands, grasp production with one hand, implement modernization, and grasp sales with the other, so that the squeezed vegetables could be exported overseas.
What you're good at is the best track
However, the idea is good, but it is difficult to implement, first of all, to modernize the production of squeezed vegetables, the equipment does not know where. Needless to say, the establishment of the channel requires money in the early stage.
Just when Zhou Binquan was meditating hard, a windfall flew to the Fuling Vegetable Factory, the state wanted to build the Three Gorges Dam, all the factories had to be relocated, and the factory got 140 million yuan in demolition money.
What was the concept of 140 million in those days? At that time, the net profit of Moutai in Guizhou was only 250 million yuan.
With such a huge amount of money, the factory boiled over, and many leaders advocated that using this money to do something to make money, either to do the Internet, or to make mobile phones, in short, what to do is better than doing squeezed vegetables, and it is also better than doing squeezed vegetables.
To be honest, it was normal for everyone to have these ideas at that time, because at that time, the Internet was just emerging, and copycat mobile phones were also very popular, and these industries belonged to the industries that came to pay quickly at that time.
However, Zhou Binquan was not interested in these things, and he firmly told everyone that none of us understood the Internet, nor did anyone understand the technology of mobile phones, let alone sales.
He felt that we only knew how to squeeze vegetables, so we spent money to buy equipment to make the best squeezed vegetables in the world. Subsequently, despite the objections of the crowd, he began to think about buying automatic equipment for squeezing vegetables.
Initially, he found four machine factories in China and asked the other party to make an assembly line from the pickling and washing of the squeezed vegetables to the packing and storage, and the four bosses all thought that it could not be achieved.
He flew to the United States with his leadership team, went to Japan, and finally saw the kimchi industrialization process in South Korea. After returning to China, the bidding began, and finally spent 12 million yuan to buy the equipment in Germany.
After the realization of automation, the annual output of squeezed vegetables rose from 24,000 tons to 61,000 tons, and the annual sales volume was mentioned to 220 million yuan, and the Fuling vegetable juice factory finally completely turned over.
Immediately after, Zhou Binquan made a bold decision to advertise on CCTV, although CCTV advertising was very popular at that time, but heard that a pack of squeezed vegetables also had to go to CCTV to advertise, and many people still felt inappropriate.
But at this moment, Zhou Bin has enough to squeeze vegetables in his whole degree, and he firmly believes that as long as he does it well, he can also make a large enterprise, and he has dropped 14 million yuan despite the opposition of everyone and signed a CCTV advertisement. Since then, after the central news network, there has been a picture of the emperor eating squeezed vegetables.
Strengthen brand image with differentiation
However, after the advertisement was launched, there was another problem, there were many small vegetable mills in Fuling, and when the Fuling vegetable juice was on fire, they rushed to grab business at a low price under the banner of Fuling juice.
This phenomenon not only affects their sales, but also affects their reputation, small workshop things and production line things can certainly not be compared, but can not explain clearly with consumers, anti-counterfeiting is not easy to implement.
Faced with this situation, Zhou Binquan thought of a way, he developed a new variety called Wujiang squeezed vegetables, and then changed the advertising slogan to "China's squeezed vegetables number Fuling, Fuling squeezed vegetables number Wujiang", and the packaging shows that Wujiang squeezed vegetables are produced in Fuling.
Compared with other squeezed vegetables, Wujiang squeezed vegetables have undergone three cleanings, three times pickled, the color looks like warm jade, eating more crisp and fresh, but this complex process, small workshops can not do, can not be counterfeited,
Since then, consumers have known that there is no fake to buy Wujiang squeezed vegetables, and this way of using differentiated counterfeiting has rarely been done by anyone except Zhou Binquan.
In addition to this, in terms of price, they are also unique.
In 2008, There was a millennium snow disaster in China, which made the raw materials for squeezed vegetables rise by 30%, fuling's entire series of products naturally rose by 20%, in 2007, the supermarket squeezed vegetables were 1 yuan and 1 pack, and in 2008 it rose to 1.2 yuan.
Subsequently, Zhou Binquan raised the price of squeezed vegetables by 10% every year, because the price of squeezed vegetables is only more than one piece, so the price increase of 10% consumers do not feel, but they have raised prices for several years, and finally increased to 2 yuan, and sales profits have continued to rise.
When the sales price is raised, the price of the dealer is also increasing, but the increase is less than the consumer's price increase, so that the dealer makes more money, the team is getting bigger and bigger, and Fuling juice vegetables have therefore spread the channel to many remote townships and counties.
At the same time, Zhou Binquan continued to streamline the production line, cutting off dozens of unprofitable varieties, leaving only more than 20 kinds of main products, such a streamlining, on the other hand, increased the company's profits.
With the adherence to the main business, coupled with a series of differentiated marketing and management, the status of Fuling squeezed vegetables in pickled products is getting higher and higher, and Zhou Binquan feels that the opportunity to go public has matured.
Capital helps expand overseas
In March 2008, Zhou Binquan converted the Fuling Vegetable Press into a joint-stock company and began to prepare for the listing, he first carried out an internal equity incentive at a price of 5.45 yuan a share, and after receiving the approval of the team, he walked into the office hall of the CSRC.
Zhou Binquan will never forget that day in his life, on October 14, 2010, in the hall of the Securities Regulatory Commission, many leaders were not optimistic about the listing of squeezed vegetables, believing that the squeezed vegetables had no technical content and could not be very large.
But Zhou Binquan does not think so, he feels that squeezing vegetables is a traditional industry in China for hundreds of years, and it can also innovate and use capital to market Chinese-style pickled vegetables all over the world.
After two rounds of review by the judges, Zhou Binquan's dream of listing was finally realized, and in November 2010, Fuling Juice was listed on the Shenzhen Stock Exchange, raising 523.8 million yuan, with the help of capital, Zhou Binquan began to expand outward.
Since 2013, Zhou Binquan has inspected related industries such as watercress, olive vegetables, and kelp in Pixian County, always looking for mergers and acquisition opportunities, perhaps because he always remembers his previous experience in Chaohua Technology, and he is particularly cautious about expansion.
After two years of preparation, Fuling Juice acquired Sichuan Huitong Food Co., Ltd. in 2015, and this merger and acquisition allowed the company to add another tea variety, successfully taking the first step of expansion.
Nowadays, there are more than 1500 first-class distributors of Fuling squeezed vegetables, the products are exported to Europe, America and Japan, in foreign countries, Fuling squeezed vegetables and French pickled cucumbers, Germany's sweet and sour cabbage and known as the world's three famous pickles, and, Fuling squeezed vegetables sales rank first, in this sense, Fuling squeezed vegetables are also out of China's old brand.
Today's Zhou Binquan, already a well-known king of squeezed vegetables, no matter what he said, can not be separated from the squeezing of vegetables, once, when the reporter interviewed him, asked him the secret of staying young.
He immediately replied that he ate Wujiang squeezed vegetables every day, because it contained more than 10 kinds of trace elements and 17 kinds of amino acids, which were rich in nutrients and naturally young.
Listened to a lot of beauty advertisements, and for the first time I heard that eating squeezed vegetables can make people young.
In February 2021, Fuling Cai Cai was re-elected, and 58-year-old Zhou Binquan continued to serve as chairman, a man worth 380 million yuan, who seemed to eat Cai Cai to the end.
Resources:
With the juice to achieve the listing boss, for the juice "famous", at the expense of spending huge sums of money on CCTV advertising!
Zhou Binquan, chairman of Fuling Cai Cai, was shortlisted for the "2020 China Economic Person of the Year"
The story of Zhou Binquan, the "King of Squeezing Vegetables"
Squeezing vegetables is the king of traffic white prostitutes