Northerners must put vinegar in soup and noodles, and Cantonese people do not stick to the vinegar in their meals, but they are very fond of drinking a vinegar drink called "Tiandi No. 1".
Twenty years ago, he turned "Tiandi No. 1", a vinegar drink that never existed, into a fifth dish loved by the Chinese people, and made the Cantonese who did not drink vinegar fall in love with drinking vinegar.
Founded by him, Tiandi No. 1 and No. 1 Earth Pigs rank first in their respective market segments.
He is the talent of Peking University in Zhanjiang, Guangdong, Chen Sheng.
Chen Sheng, born in Guanhu Village, Suixi County, Zhanjiang, Guangdong Province, was admitted to the Department of Economics of Peking University in 1980 and became a "proud of the proud". After graduating in 1984, he was assigned to the General Office of the Guangzhou Municipal Party Committee as a civil servant and was transferred back to the Zhanjiang Municipal Party Committee Office two years later.
Civil servants have always been called "iron rice bowls", and Chen Shengzhi is not here, he feels that civil servants earn too little, "the first year of monthly salary is 86 yuan, a good pack of cigarettes will cost 30 yuan." I have to consider whether to take 5 cents or 6 cents by bus. ”
In 1990, the 28-year-old Chen Sheng resigned and went to sea despite the opposition of his family and leaders.
That year, Chen Sheng contracted hundreds of acres of vegetable land, hired more than a dozen farmers to grow vegetables, and when the winter came, the price of vegetables rose more than 3 times, and he took advantage of the law of "high price in the cold and low price in the day" to start a short-term business of buying and selling vegetables in the north.
In half a year, Chen Sheng earned the first 1 million in his life.
In 1993, Chen Sheng set up a company to enter the Zhanjiang real estate industry, and because there was no elevator, the houses on the 8th floor were not easy to sell. Chen Sheng opened the 8-story house with the roof, and when selling the building, he advertised "buy one (8 floor) and get one (roof)", which not only sold out, but also sold the highest local price. He has been the boss of Zhanjiang real estate industry for three years.
In May 1997, the Asian financial crisis broke out, and the prophetic Chen Sheng had withdrawn from real estate and began to transform into a liquor business.
In early 1997, when Li Peng, then premier of the State Council, inspected Zhanjiang, the receptionist asked him, "What does the chief want to drink?" ”
Li Peng said, "You get me some Old Shanxi Vinegar, and then get a bottle of Big Sprite." ”
In the short months since then, "Sprite Vinegar" has become popular throughout Guangdong, and people have made this drink at home, and it has been named "Li Peng No. 1".
Chen Sheng, who was in the liquor business at the time, saw that "Li Peng No. 1" was burning all over the streets, and he used the equipment to produce wine for a month and a half to produce a vinegar drink.
Lei Jun said that on the mouth of the typhoon, pigs can fly.
In Chen Sheng's view, "This is definitely not just a typhoon mouth, it is simply a typhoon eye." ”
In this way, his vinegar drink was named "Tiandi No. 1" modeled after "Li Peng No. 1", and even the advertising fee was waived. Although the taste was poor at that time, the production capacity was limited, and 500 bottles per hour were produced, but Tiandi No. 1 achieved profitability in three months.
In 2003, Tiandi No.1 Co., Ltd. was established. Although the birth of this product has an accident, but the uniqueness and health care function of vinegar drinks has been widely praised, Tiandi No. 1 has now become the country's largest vinegar beverage production base, has accounted for 40% of the national vinegar beverage market, 90% of Guangdong.
Does Tiandi One have any high-end technology? No, it is to take vinegar for Sprite, most people only know to make their own at home, only Chen Sheng is keenly aware that this is a good business, he pushed the boat along the water, and did the right thing at the right time.
If there was no popular climax of "Li Peng No. 1" at that time, Chen Sheng's Tiandi No. 1 really would not necessarily be done, and it would be difficult for people with unique visions not to succeed.
In August 2015, Tiandi No. 1 was successfully listed on the New Third Board, and two months later, Chen Sheng's net worth exceeded 10 billion, becoming the second richest person on the New Third Board.
This year, Coca-Cola also entered the vinegar beverage market, and Chen Sheng said:
"After 24 years of running lonely on the vinegar drink track, now finally comes an international giant."
In 2006, when the news of Peking University talent Lu Buxuan selling pork was boiling, the president of Peking University said to the media: "Peking University students can sell pork or become presidents." ”
When Chen Sheng saw the news, he said: "If you sell pork to me, I will definitely sell some Peking University level." ”
Chen Sheng did a market survey in Guangzhou and found: "In the Guangzhou pork market, native pigs account for 1%, Zhanjiang accounts for 30%, Suixi accounts for 50%, and townships account for 100%. The poorer and more backward the place, the more they will eat good things, the richer the places will eat unhealthy things, and the people in developed areas pay attention to eating and wearing, pay attention to decency, pay attention to the body, should eat good and expensive, but the reality is just the opposite. ”
Seize the outlet, grasp the opportunity, Chen Sheng every time he starts a business is smooth sailing, it stems from this.
He changed all the chicken business he was doing to native pigs, set up the "Butcher School", hired Peking University alumnus "Pork Talent" Lu Buxuan as the honorary principal, and wrote a 200,000-word textbook for the "Butcher School".
At the beginning of 2007, 7 No. 1 earth pig chain stores in Guangzhou opened at the same time, and as soon as they were listed, guangzhou people were in an uproar, and there was such delicious pork. Rapidly occupy the market, the company is on the right track, can guarantee 200% growth rate every year, and the explosiveness is very strong.
At present, No. 1 earth pig has been stationed in more than 30 cities across the country such as Guangzhou, Shenzhen, Beijing, Shanghai and so on, completing the strategic layout of the national brand and becoming a well-known brand in China's soil pig industry.
In 2018, Chen Sheng actively laid out community fresh retail, founded the "Meat Gang", and in December 2019, he received a round of financing from Dragon Ball Capital under Meituan.
For the elements of success, Chen Sheng's summary is: the first is smart; the second is sound personality; the third is diligence; the fourth is to do the right thing; the fifth is a little luck; the sixth is competitiveness.
Chen Sheng is indeed a smart man, the proud son of heaven, a rare local Peking University talent, he was born with the first element of success. He is also proud of this.
"As a student in the '60s [of the last century], I was very lucky to be able to go to college and have the opportunity to choose my own path. Without reform and opening up, I might just be a smart farmer. ”
In 2018, Chen Sheng invested nearly 200 million yuan to build 129 villas with a total of 258 villas free of charge to give to villagers.
In 2020, Chen Sheng ranked 774th in the 2020 Hurun Rich List with a wealth of 7.5 billion yuan.
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