"Slowly boiling a cup of tea, laughing about the vicissitudes of life" This is the feeling of Li Guojiang, the founder of Yida Cultural Tourism Group Co., Ltd., who came out of Xinyang, Henan Province, where culture has a long history, and started his own business in the hot land of Shenzhen, and made every effort to build a tourism culture brand. Under the guidance of the times, the four main products and services of "air ticket", "tourism", "tea industry" and "wine industry" have stimulated the vitality of the cultural tourism market and converged into today's Yida Cultural Tourism Group Co., Ltd.
His elegance, humility and composure made me feel very close. But after some understanding, I found that he was not only open-minded, but also had both ingenuity and humanistic feelings.
When chatting with Li Guojiang, he said the most: "Only do what you can understand, only do what you are good at." This kind of calm mentality of always thinking of danger in times of peace, keeping a sober mind, and "carefully sailing the ship of ten thousand years" must be the main style of his handling of things in the company, and also laid the humanistic foundation for making Yida Cultural Tourism bigger and bigger.
| cover character of the 210 issue of Shenzhen Small and Medium-sized Enterprises
Founder of Yida Cultural Tourism Group Co., Ltd.: Li Guojiang
Company Introduction
Founded in 2019, Yida Culture & Tourism Group Co., Ltd. is headquartered in Shenzhen, China, with its core business covering four major sectors of "air ticket", "tourism", "tea industry" and "wine industry", and has five subsidiaries: Chinese Aviation Co., Ltd., Chinese International Travel Service Co., Ltd., Guxianshu Tea (Shenzhen) Co., Ltd., Yida Hotel Management (Shenzhen) Co., Ltd., and Yida Liquor Co., Ltd. of Renhuai City, Guizhou Province.
Veterans change careers, abandon the "golden rice bowl" to start the road to tourism
In 2000, Li Guojiang, who had been transferred to a military career, resolutely gave up the stable life of a civil servant in his hometown government and chose to come to Shenzhen alone, hoping to "break out of the sky." He recalled: "When I first came out, it was very hard, I slept under the overpass, and I also lay on the park bench. "My first job was joining a ticket company and doing ticket agency business. In the following decade, although the job rotation has been several times, in line with the principle of doing one line, loving one line, and drilling one line, Li Guojiang's perspective has never left the air ticket agency industry.
In 2010, Li Guojiang thought that he had eaten the development prospects of the industry, and simply chose to resign and start a business, and Chinese International Travel Service Co., Ltd. came into being. Due to the fine business, good service and honesty, Li Guojiang quickly gained many repeat customers. Less than three months after the company opened, Li Guojiang thought to himself: "Since air tickets are one of the parts of tourism, then simply do the tourism business." So on the basis of doing a good job as a ticket agent, I applied for a travel agency qualification. However, because the travel agency could only do the domestic market in the first three years, Li Guojiang applied for a domestic agency himself, joined an international agency, and began to synchronize the curve to open up the overseas tourism market.
After five years of accumulation, with the smooth approval of the qualification of the outbound company of The Chinese National Travel Service, the company's development has also leapt to a new level. Due to the successful adoption of the franchise chain operation model, the market share and brand influence have been further expanded, and by the end of 2019, the company has 67 franchised branches, with an annual turnover of hundreds of millions of yuan. Today, CITS has nearly 100 domestic branches, sales departments and sales outlets, is a government business ticket procurement service provider and tourism procurement service provider, has become a product supplier of tourism and air tickets such as Ctrip, Fliggy, Tuniu, and Today International, and has won the "Top 100 Travel Agency Agency in Guangdong Province".
Innovate and change, and explore the "tourism +" development model
At the beginning of 2020, a sudden new crown epidemic caused the tourism industry to stop for a while, and anxiety affected the practitioners of the tourism industry. At the same time, in the face of the impact of the Internet, traditional travel agencies have encountered development difficulties, smaller travel agencies are difficult to sustain, and the living space of many large travel agencies has also been squeezed.
"For Yida, the impact of the epidemic needless to say, is also very tragic. Although domestic tourism has taken a big step forward compared with outbound tourism, the epidemic has not completely dissipated, and many provinces still have repeated. Talking about the current situation of tourism, Li Guojiang frankly expressed: "For The Chinese National Travel Service, our office space is its own property, with less internal consumption, controllable operating costs, and there is no big problem in the current capital situation." However, the ups and downs of the global epidemic can not see the head, at present, these years are the painful ordeal period of the cultural tourism industry, and living tenaciously is the only thing we have to do. ”
What a simple wish to "survive", but this requires Li Guojiang to have a full and sober understanding of the development of Yida Cultural Tourism.
"At present, one of the industries hit the hardest by the epidemic in the past two years is tourism. As you can see, all walks of life have begun to recover to varying degrees, but for the tourism industry, outbound tourism is still far away. In the face of the epidemic, under the leadership of Li Guojiang, Yida Group turned the crisis into an opportunity, creatively put forward the development concept of "tourism ticket + tea and wine culture", and gradually expanded from pure travel services to related life services.
"Because of the impact of the epidemic, we can't get to the store when tourists can't come to the store, or the function of our offline store can't be played out temporarily, we began to combine personal travel consultants and tea and wine culture experience to provide value-added services for customers." In other words, the model of 'travel ticket + tea and wine culture' makes the life services that each store consultant can choose from more diversified.
On the other hand, the experience service model of tea and wine culture is also conducive to offline stores to attract more customer groups. Li Guojiang said that at present, the experience mode of "tourism air ticket + tea and wine culture" has become a change in the iconic business mode of Yida Group, and it is precisely because of the epidemic that it has accelerated the promotion of The development concept of "tourism +" of Yida Group.
Under the black swan of the epidemic, the judgment of the situation and the decision-making of enterprises have become the key to hedging the crisis. In the process of responding to the epidemic, Yida Cultural Tourism is mainly doing several aspects of work:
First, deeply cultivate customer needs, reserve a number of new products, and grasp the main tourism business;
The second is to operate a good side business, vigorously develop agency and e-commerce, and increase the promotion of tea and wine business;
The third is to focus on internal strength, strengthen employee business training, and comprehensively improve business capabilities;
The fourth is to strengthen the construction of internal control, improve the management level, and enhance the sustainable development ability of enterprises.
In addition, it is appropriate to lay out some links with growth potential in advance.
Tea and wine are all made by me, and the sword is wielded
As the saying goes, drinking alcohol can become immortal, and tasting tea can become enlightened. Wine, warm and mellow, is "the liquid of the spirit, the drink of the soul"; tea, natural and idyllic, is "the most gentle and poetic drink". Drinking wine and tea is a beloved elegant thing for the literati, and it is also the interest of Li Guojiang's life.
Guxian tree tea: strengthen the tea industry and promote tea culture
Drinking tea is a great elegant thing in life, Li Guojiang likes to drink tea, especially loves Pu'er. "Stealing half a day of idleness, sitting quietly in front of the court and tasting tea." As the mundane things pass in front of him, only the breeze wraps around the dress", he not only loves to drink tea, love to make tea, but also love to hide tea, "tea is naturally worthy of love, not only because of its health, pleasant and rich connotations, but also its wonderful taste and the pleasure of making tea." ”
Originating from the love of tea, Li Guojiang specially established Guxianshu Tea (Shenzhen) Co., Ltd. in 2018 to create a comprehensive tea brand integrating tea processing, sales, scientific research, culture and tourism, and its trademarks include Guxianshu (GUXIANSHU) and Yida (YIDA).
For the company's brand positioning, Li Guojiang has his own unique strategy: the brand "Guxianshu" strives to provide consumers with medium and high-end tourism and tea culture experience consumption; the brand "Yida" aims to occupy various market segments of the Chinese traditional Chinese tea product market. At present, "Guxian Tree" and "Yida" have developed a variety of Ancient Immortal Tree series products, mainly including Pu'er tea, white tea, black tea, green tea and other packaged teas, tea bags; As well as tea food, tea set, tea art supplies and other series.
In terms of commodity portfolio strategy, the company integrates China's tea resources on the one hand, serves tea with heart, and highlights the spirit of tea ceremony. On the other hand, it has also set up tea ceremony classrooms, tea ceremony performance halls and international tea ceremony exchange departments to actively explore the treasures of tea art, and has hosted and participated in various tea ceremony exchange activities at home and abroad for many times, popularizing tea culture to the public and carrying forward the Chinese tea industry.
Yida Wine: Open "Like a Tiger, Open-minded Life"
Wine and tea do not separate families. After studying tea for a long time, Li Guojiang naturally became interested in wine. For wine, Li Guojiang joked that like Mr. Huang Yongyu, he was actually a "drunkard who does not drink alcohol". "Mr. Huang Yongyu believes that wine is the second greatest happiness of human beings, it coexists and dies with human beings, as long as there are people every day, there is wine every day." Li Guojiang is also a down-to-earth "pro-wine faction", although his alcohol consumption is really not high, but he himself enjoys the state of enjoying himself and tasting wine.
"When the pearl of ten thousand pours is harvested, the king bows his head here; the red dragon lifts up the Optimus Prime, and drinks the Yangtze River." Yida wine originated in 1862, when the Taiping Heavenly Kingdom Wing King Shi Dakai passed through Maotai Town, he sponsored a local winery when he was a child was born; the owner of the winery, in order to thank the Wing King Shi Da Kai Ende, renamed the winery "Yida Winery", which was passed down by future generations and gradually carried forward.
According to Li Guojiang, Yida Liquor is produced in Moutai Town, Guizhou, the birthplace of Chinese sauce liquor, which is famous at home and abroad, and is set up next to the Moutai Distillery, drinking the chishui river water, and jointly adhering to the master's ancient sauce brewing process. It is made by using the unique red cherry sorghum and wheat on both sides of the Chishui River as raw materials, supplemented by the clear and sweet water of the Chishui River and the laterite mud on both sides of the Mid-Autumn Festival; using the traditional Daqu sauce fragrant process; after the Dragon Boat Festival, Chongyang feeding, nine times of cooking, eight times of fermentation, seven times of wine.
Yida wine "sauce aroma is prominent, elegant and delicate, mellow, empty cup lingering fragrance. "Excellent winemaking environment, exquisite winemaking technology, unique winemaking technology, excellent quality assurance system, so that Yida wine has become one of the fine wines brewed in a pure natural, pollution-free, pollution-free green environment." It focuses on creating four series of wines of "King, Dragon Wing, Phoenix Wing and Tiger Wing", focusing on the business reception of the business elite. At the same time, Yida Liquor can also provide a variety of customized wines, OEM wines and group purchases for government, enterprises, chambers of commerce and end customers.
"Life is like tea, a thousand turns, the taste is like bitter and sweet, you have to taste slowly, in order to understand the fun." And the years are like wine, the older the more fragrant, the taste is spicy and mellow, as soon as you take it in, you will indulge in it. ”
Looking to the future, Li Guojiang said, "Although the company has been hit hard by the epidemic in recent years, he always believes that the cultural tourism industry will usher in a more violent outbreak after being impacted by external forces." There is no point in wailing, and it is the right thing to take advantage of this rare pause, fully cultivate customers, and do a good job in organizational change and business model innovation. Li Guojiang knows very well, "Only enterprises that create value for customers can finally stand firm." ”
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