This article is from WeChat public account: One company (ID: yhgs_2018) , author: Wei Hang, from the title figure: vision China
Seven things to open the door: Chaimi oil and salt soy sauce vinegar tea, of which “soda sauce” also has a large market value.
Soy sauce, this coveted business, created Haitian Flavor Industry (603288) , Zhongju High-tech and Jiajia Foods 01
Haitian Weiye is headquartered in Foshan, Guangdong. It was originally a state-owned enterprise merged from several sauce gardens. Eventually, under the leadership of a young Pangkang, it went from Guangdong to the whole country. GagaFood’s headquarters is in Hunan, but its founder, Yang Zhen, started out as a grassroots.
Yang Zhen’s father died early when he was 7 years old, his two sisters got married early, and his mother pulled the three brothers to grow up. In his childhood, he dreamed of making money to support his family every day.
Yang Zhen, by virtue of his hard work, was admitted to the Ningxiang No. 4 Middle School, and later he was admitted to the Yiyang Normal University. He really ate the “national grain”. After graduating as a Chinese teacher for two years, Yang Zhen chose to resign and go to sea.
In the beginning, he was engaged in the business of “invisible screens” and “technology” transfer. His business was not very good. He loved to cook. Easy to dirty hands, so he came up with the idea of improving the soy sauce bottle cap- The innovation is that when you open the outer lid of the soy sauce bottle, you can simply pull open the inner lid, which is now the cap used for soy sauce bottles.
Yang Zhen initially wanted to sell the plan to a soy sauce factory in Hunan for 500,000 yuan. After selling no fruit, Yang Zhen decided to start a soy sauce factory.
In early 1997, the Jiajia Soy Sauce Factory was officially established in Ningxiang County, Hunan Province. At that time, there were only 3 mu of land and dozens of workers.
But Yang Zhen and Gaga Foods had a noble dream. The soy sauce company he wanted to make was not the same as the soy sauce products in the Hunan market at that time, which was characterized by low prices and low end.
What he wants is high-end soy sauce, which appears to consumers as a high-end product.
“High-end positioning” is reflected in the price. The market price of a bottle of soy sauce is 6.5 yuan, while the price of soy sauce in the market was generally only 1.6 yuan.
At this time, Yang Zhen’s idea of ”high-end positioning” of Jiajia soy sauce was not implemented smoothly. The sales staff thought that the price was not suitable for the market, and suggested that the price be lowered.
If the price is so high, will the market buy it? Yang Zhen has his own way!