Chen Sheng's 2020 small goals
In the new year, I have two small goals, one is to hope that by 2022, the two companies under the company will achieve the strategic goal of 20 billion. Second, I hope that the experimental base of Guanhu Village can bring some useful explorations to the common prosperity of urban and rural areas, so that villagers can share the fruits of reform and opening up. A few hundred million may not matter to me, but for my villagers, it can change the fate and life of the entire village and more than 200 families, which in my opinion is a very meaningful and worthwhile thing to do.
Chen Sheng is a native of Guanhu Village, Suixi County, Zhanjiang City, Guangdong Province. 39 years ago, he was admitted to the School of Economics of Peking University; when the spring tide of reform and opening up surged up, he resigned from the enviable guangzhou municipal party committee office and the zhanjiang municipal party committee office and went to the sea to start a business; shanghai worked hard for decades, he was worth tens of billions, and founded the "kingdom of vinegar drinks and native pigs" that affected the whole country; in recent years, he invested hundreds of millions of yuan to carry out the "common wealth" experiment in his hometown, and in 8 years, he changed the provincial poor villages and led more than 200 villagers to become rich and well-off.
Resign from the golden rice bowl and go to the sea to break into life
In 1962, Chen Sheng was born in An ordinary farming family in Guanhu Village, Suicheng Town, Suixi County, Zhanjiang City. In 1980, at the age of 18, he was admitted to the School of Economics of Peking University. After graduating from Peking University, Chen Sheng entered the General Office of the Guangzhou Municipal Party Committee.
In the land of China in the late 1980s and early 1990s, the waves of the commercial sea were higher than the waves. A large number of capable people with a keen sense of smell and a flexible mind have become leaders in getting rich under the guidance of "encouraging some people to get rich first, and getting rich first and getting rich later". Chen Sheng, who works in the General Office of the Municipal Party Committee, has close contact with the role model of getting rich, which is very inspired by it and ignites his entrepreneurial enthusiasm.
But at that time, leaving the eye-catching system and going to the sea, his decision was opposed by almost everyone at the time, many people thought that he was "confused", and the elderly mother even went to the unit to find the leader to reflect, hoping to stop him.
At the beginning of the business, there were many opportunities, but what to do, Chen Sheng himself did not know. No strategy, no direction, no guidance, basically what to do to make money. Along the way, he set up stalls, sold liquor, and made real estate. Someone once joked with Chen Sheng with a mocking tone: "Peking University graduates, don't they also do self-employed?" ”
Find business opportunities to build a vinegar drink kingdom
Chen Sheng, who has a keen business reach, seized the opportunity.
In 1997, a trend of aged vinegar and sprite accompanied by food rose in Zhanjiang, and soon swept through southern Guangdong and became a fashion. Chen Sheng, who was taking care of the liquor business at that time, keenly smelled the business opportunities from it, and in the shortest possible time, Chen Sheng led the team to complete the whole process of vinegar village inspection and product research and development.
It took only two months from decision-making to production, and on July 1, 1997, China's first bottle of aged vinegar was launched. In order to make the industry bigger, Chen Sheng has successively found breweries in Huizhou, Shunde, Gaoming and other places, and finally only Jiangmen Brewery agreed to cooperate. In September 2002, Chen Sheng registered and established Guangdong Tiandi No. 1 Beverage Co., Ltd. and built a factory in Pengjiang District, Jiangmen City.
In November 2010, he invested another 100 million yuan in Pengjiang to build a production plant. In August 2015, Tiandi One officially landed on the capital market.
Sell pork to Peking University level
In April 2013, Chen Sheng was invited to return to his alma mater, Peking University, to give a speech to the students who were about to graduate.
"One step earlier may become a martyr, and half a step is a pioneer." I started doing real estate, and I grew bigger in a few years without money, and found that it didn't fit my personality. I went to make wine again, and it was also very good to do, but I made money but had no future, and I didn't do it. Then raise chickens, promising but unlucky, and run into bird flu. Finally choose to raise pigs to sell meat, promising luck and weak competitors. "How do you choose life?" Chen Sheng said: We must correctly judge the situation and take half a step early.
Pork is such a large market but there is no brand, from the height of entrepreneurship is a good direction. In 2004, Chen Sheng discovered new business opportunities from the chaotic farmers' market, began to test the waters of agricultural entrepreneurship projects, and founded Guangdong No. 1 Food Co., Ltd.
In order to find the most delicious local pork, Chen Sheng and his assistant took a rice cooker to many provinces and cities across the country, tasted many varieties of pork, and finally determined the choice of the No. 1 native pig breed. In order to make a name for himself as the "No. 1 Earth Pig", Chen Sheng came up with many ways: he had sold pork on the street and invited Peking University alumnus Lu Buxuan to guangzhou to give a lecture; he founded the "Butcher School" to recruit students for various trainings in knife techniques and cooking.
"We must sell pork to Peking University level." After 15 years of development, Chen Sheng's bold words have been realized, and now, Guangdong No. 1 Food Co., Ltd. has developed into a national key leading enterprise in agricultural industrialization, and its No. 1 native pig is the largest high-end native pork brand in the country, while the enterprise covers the breeding and sales of native chickens, layer chickens, native ducks, cattle breeding and sales, of which layer chicken production has ranked among the forefront of the country. The company's territory not only covers more than 30 cities above the prefecture level in China, including Hong Kong, but also opened branches in Australia.
Lead the villagers to run a well-off
Guanhu Village is located in the northeast of Suixi County, is an old revolutionary area village, in the past because the village is surrounded by lakes on three sides, many people in history in the dynasty as officials, so named Guanhu Village. The village has 278 households and a population of more than 1,500 people. Before 2013, Guanhu Village, with planting as its main economic industry, was listed as a provincial-level poor village with backward economic development and low living standards for villagers.
Since 2012, Chen Sheng has begun to practice the concept of "getting rich first and not getting rich" in his hometown of Guanhu Village.
Over the years, Chen Sheng has invested hundreds of millions of yuan in raising pigs and fruits in Guanhu Village, and has now built a large-scale No. 1 native pig production base; the company has invested in reclaiming and leveling the 1,000 mu of forest land that has been contracted to others, and distributing it to each farmer free of charge to grow fruit. In order to improve the living and living environment of the villagers, Chen Sheng donated 200 million yuan to build villas in the old village yard and river beach land of Guanhu Village and distribute them to farmers free of charge. In the industrial poverty alleviation, residential poverty alleviation at the same time, Chen Sheng also pays attention to the villagers' education poverty alleviation, he funded the reconstruction of Guanhu Village Primary School, in order to attract high-quality teacher resources, but also an additional 1,000 yuan per teacher every month to increase the subsidy; every year for the village students admitted to the university to issue scholarships. In addition, he also actively funded the establishment of a nursing home for the elderly and the construction of roads for the village.
In the past 8 years, what changes has Chen Sheng's practice of "common wealth" brought to Guanhu Village? On December 29, 2019, Chen Guangwu, secretary of the Guanhu Village Branch, said, "Through cooperation with the company to raise pigs and grow fruits, the villagers not only solved the problem of employment of villagers, increased economic income, improved the living standards of villagers, but also solved the problem of the elderly and children (left-behind children) in rural families in the past." Chen Guangwu said that in 2018, the per capita disposable income of farmers in the village was 22,630 yuan, and the villagers' sense of gain, happiness and security was improved.