Born in Taiwan, he has experienced three ups and three downs in his business on the mainland. After three years of losing all the money, five years later, he became the largest instant noodle manufacturer, selling 10 billion packages in 1 year, he is Wei Yingzhou.
He used his own blood and sweat brick by brick to slowly go from a small workshop in the countryside to the establishment of Master Kang's "business empire", compared with the opportunities and huge profits of the real estate and financial industries, the success of founders like Wei Yingzhou who started from industry is more difficult. How did Wei Yingzhou, the founder of Master Kong, build his own business empire?
In this issue, the ziya children's fun merchant will take everyone to understand it. Master Kong's founder Wei Yingzhou and his "food empire" behind Master Kong.
The "Master Kong" brand and the "food empire" he created have a profound impact on Chinese: almost all Chinese have eaten "Master Kong" instant noodles, whether it is traveling or busy emergencies, they have helped people solve a problem; After drinking "Master Kong's" drinks, the well-known "tea" series of drinks was also popular; the "Dicos" chain stores belonging to its "food empire" also made a name, and these foods filled people's lives.
Compared with his career in the sky, Wei Yingzhou himself is very low-key and modest, and does not appear too much in the public eye, and even mentions "Master Kang" everyone knows everyone, but few people know the founder of "Master Kang".
He himself hardly even accepts interviews or interviews from journalists and the media. The speed at which he makes money is unmatched, and someone once made a statistic on one of Master Kong's sales, which was transformed into a more intuitive concept, the 10 billion packs of instant noodles that Master Kong sells a year, assuming that they can all be lined up around the earth 37 times, what a staggering number!
Wei Yingzhou was born in 1954 in Taiwan, and is now 67 years old.
(1) "Dingxin Oil Mill"
In the 1980s, when his father died, Wei Yingzhou and his brother took over the "Dingxin Oil Mill" founded by their father Wei Dehe, which their father founded in a small village in Taiwan as early as 1958.
In 1988, the mainland opened up to Taiwan, because the market in Taiwan has been oversaturated, and at this stage, the development of the "Dingxin Oil processing plant" led by the Wei brothers on the island of Taiwan has always stumbled and there has been no improvement.
At this time, it is tantamount to making a breakthrough in the Taiwan market and making it more difficult. The Wei brothers, who wanted to make achievements in their father's "Dingxin Oil Mill", launched Wei Yingxing, who was cheerful and eloquent among the brothers, to travel to the mainland on business to make an investigation of the mainland market.
The Wei brothers wanted to find another way out, so they took the workshop left by their father out of Taiwan and settled in the mainland to set up a business in the mainland. In the late 1980s, the Wei brothers came to the mainland with NT$150 million to test the waters.
At the beginning, Wei Ying left his footprints in most of China, and through his investigation, he found that the mainland market was almost all bulk oil, while the high-grade edible oil market was still a blank in the mainland.
Based on this discovery, Wei Yingxing and his brothers decided to develop this blank market in the mainland, so the Wei brothers created the "Dingxin Fragrance Oil" brand, creating a high-end brand image of "edible oil from Taiwan".
But to their surprise, the sales of this "top new perfume oil" edible oil is not satisfactory, because at this time the civilian people in the mainland are far from reaching this level of consumption, and the high-end edible oil they launched is at most a "face- to face" thing for the people, but people at that time were accustomed to using cheap bulk oil, although this high-end bottled "fragrant oil" quality is good, but its price of up to more than ten yuan is far higher than the consumption capacity for people at that time. Quality alone does not inspire people's desire to buy.
(2) Repeated failures
The first time the Wei brothers failed to sell this bottled oil in the mainland, they did not give up, but chose to increase the project, not only distributed a kind of castor oil but also began to try to push the "Kang Cai Soufflé Roll", unfortunately this change did not bring success, they failed again.
The reason for the failure is the same as the bottled oil distributed for the first time, there is too high an estimate for the mainland market, there is no real exploration of what people on the mainland need, the positioning is not accurate enough, and the products produced are far higher than people's purchasing power.
From 1989 to 1991, in just a few years, the Wei Yingzhou brothers had exhausted the funds they wanted him to bring from Taiwan, 150 million Taiwan dollars, most of which were adrift, at this time he did not dare to try again, just as he was preparing to return home, a new turnaround appeared.
What prompted Wei Yingzhou to want to make the "instant noodles" industry was that one day, Wei Yingzhou took a train while traveling, and took out a bag of instant noodles brought from Taiwan from the travel bag on the car to satisfy his stomach.
The scent of instant noodles attracted so many passengers that the train kept coming to ask him where he could buy them. Many people looked at the instant noodles they were eating with a curious look. This question and action of the passengers on the train made Wei Yingzhou suddenly find a business opportunity and had a flash of inspiration: Since there is a market for instant noodles in the mainland, why not produce and sell instant noodles?
(3) New business opportunities
After returning to Taiwan, Wei Yingzhou and his brothers discussed the production of instant noodles, and everyone agreed, so the Wei brothers will soon turn the "discovery" on the train into reality.
They began to change their business strategy to make instant noodles. At the beginning of making instant noodles, the four brothers had no experience and could be regarded as ignorant of this field, so they had to grope while doing it, and they could make a little bit of it, and test the waters in Taiwan.
However, at that time in Taiwan, the unification group can be said to have monopolized the entire instant noodle market, compared with the unification group, Wei's enterprise is both small and has no loud reputation, in this context, the instant noodles produced by the Wei brothers can be said to be unpopular.
In terms of the mainland market originally planned, after the corresponding market research, it was found that there were already many instant noodle companies in the mainland. And there is also a unification group from Taiwan to compete with the market, and at this time the unification group has more than ten years of history of operating instant noodles, and its family foundation is far stronger than the Wei brothers.
The Wei brothers, who have failed one after another in entrepreneurship, feel that they have reached the end of their rope and cannot see where the future should go.
Of course, God closes a window and will open a door for you. In addition to disappointment, Wei Yingzhou also found hope, at that time, the polarization of instant noodle products in the middle of the mainland market was very obvious, and no product could make a good balance between quality and price, and the large blank in this part of the market became a new opportunity for Wei Yingzhou.
After careful consideration, Wei Yingzhou changed the original plan to produce biscuits at the Tianjin factory to produce instant noodles.
Since then, the instant noodle market has become the first stepping stone for Wei Yingzhou to build a "Master Kang" food empire. Before 1992, Master Kong Group invested a huge amount of money to establish Tianjin Dingyi International Food Co., Ltd. in the Tianjin Development Zone.
With in-depth pre-market research, as well as sophisticated sales production channels. After the birth of "Master Kong" braised beef noodles, the taste loved by the Chinese people coupled with the price of 1.98 yuan a pack at that time made "Master Kang" braised beef noodles just came out and became synonymous with instant noodles in the hearts of the Chinese people.
Since 1994, "Master Kong" Group has continuously expanded its commercial territory, successively set up production bases in Guangzhou, Hangzhou, Wuhan, and a series of key cities, and formed a complete production and marketing pattern throughout the country.
After experiencing several setbacks, with a small bowl of instant noodles but creating such a great value, unconsciously, today's Master Kong is no longer able to be summarized with braised beef noodles, starting from a small grease processing plant, to building a food empire worth 60 billion today, wei Yingzhou is a meritorious achievement in the past few decades.
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