Little steamed buns create a big business - the entrepreneurial story of college student Song Chengpeng

With a dark face and a gray T-shirt, 27-year-old Song Chengpeng is sitting in front of reporters, making it difficult for people to Connect him with the owner of a food company with a registered capital of 1 million yuan, more than 40 employees, 5 stores, and a 1,000 square meter processing plant. The "magic weapon" he relied on to start his business turned out to be humble steamed buns.

Carefully prepare to start a business starting from college

Novel and eye-catching store signs, red and green sunshade cloth, and clean and tidy pantry filled with various kinds of steamed buns , uniformly dressed waiters are busy greeting customers. At the intersection of Zhanqi East Road and Shuangqing South Road, there is a unique steamed bun shop - Gongguan Steamed Buns.

“This is our newly opened franchise store and the fifth Gongguan Steamed Bun store.” At the Zhanqi East Road store, the reporter met Song Chengpeng, with a slightly dark face and a gray T-shirt. , 27-year-old Song Chengpeng is sitting in front of reporters. It is difficult for people to connect him with the owner of a food company with a registered capital of 1 million yuan, more than 40 employees, 5 stores, and a 1,000 square meter processing plant.

When talking about his own entrepreneurial experience, Song Chengpeng’s experience is that it is important to know yourself clearly and not to aim too high. "Steamed buns, steamed buns, flower rolls, and flatbreads are the most common breakfast items for ordinary people. They are sold everywhere in vegetable markets and small streets. Most of the people doing these businesses are laid-off workers or migrant workers. They just use them As a small business to make a living, I don’t think so. Although steamed buns and steamed buns are inconspicuous, they are things that many people must consume every day. The market capacity is very large. If you do it well, you can create a brand. , to achieve scale, small steamed buns can definitely make big business." It was by relying on this kind of reverse thinking that was different from ordinary people that Song Chengpeng found business opportunities.

Song Chengpeng is an advertising student at Xihua University. After graduating in 2005, he has been looking for entrepreneurial projects. "I didn't think about what to do at that time. I sold medicine, raised dogs, and even 'resold' women's underwear when I was a junior in college." Song Chengpeng didn't shy away from talking about his experience, "Because I studied advertising design. , so he is also very particular about store design and has a unique vision in the selection of underwear styles.”

After selling underwear for a year, Song Chengpeng’s underwear store has been doing very well due to its good reputation and has also earned its own profits. The first pot of gold is 200,000 yuan. But after graduation, he gave up this career path that seemed very good to ordinary people. "What I was thinking at the time was that trade was not my strong point. Whether it was working as a pharmaceutical agent, running a dog farm or opening an underwear store, I never thought about doing it as a long-term career. I was just looking for an opportunity to exercise, because starting a business requires the accumulation of experience and practical training. I spent two years polishing myself in the business field, and also spent two years looking for business opportunities and finding the right fit. My career is finally set on small steamed buns." Speaking of the many businesses he had done before, Song Chengpeng believed that they were just preparations for starting his own business.

Unexpectedly, a small steamed bun makes a big deal

“Opportunities are always reserved for those who are prepared.” Song Chengpeng spent two years preparing for entrepreneurship and choosing entrepreneurial projects, and he The final choice of "mantou" to start a business was quite accidental.

“I haven’t found a suitable entrepreneurial project for a long time. I was very confused, so I thought of going abroad to see if there are any better projects abroad that can be developed in China.” In order to Preparing to go abroad, Song Chengpeng participated in a study abroad preparatory class jointly organized by Sichuan University and the Northern University Alliance. However, he decided not to go abroad after only a few classes. The reason was that while chatting with the foreign teachers in the class, Song Chengpeng discovered that foreigners were very fascinated by traditional Chinese food, especially Chinese pastries such as steamed buns and steamed buns. But foreigners also said that most of the steamed bun shops in Chengdu don't have a very good image and don't feel very hygienic. They are surprised. Why is there not a branded steamed bun shop with a beautiful image and cleanliness? "It is indeed a good idea to build a branded steamed bun chain store." Song Chengpeng believed that he had found the best entrepreneurial project and there was no need to go abroad.

"Business is indeed difficult to do now. Everything you can think of has been thought of by others. If you can find a project to do that others don't think of or care about, you will have won half the battle." Song Chengpeng told Reporter, the "steamed bun" industry is very low-end and there is no benchmark company. This just gives me an opportunity. He named his steamed bun shop Gongguan Steamed Buns and registered the trademark.

"The reason why it is named 'Gongguan Steamed Buns' is to distinguish it from other ordinary steamed buns and show its class and taste." Song Chengpeng's steamed buns are indeed unique, and the price of one yuan is higher than the market price. Other steamed buns are several times more expensive. Expensive prices is the reporter's outstanding feeling after visiting Song Chengpeng's steamed bun shop.

“The reason why you think the price is expensive is that you equate our steamed buns with those ordinary steamed buns sold in the market. If they are all the same steamed buns, obviously our prices are indeed very expensive. But we do These are not ordinary steamed buns, in terms of ingredients, taste, and quality." Song Chengpeng said that many of their current customers are repeat customers. “The steamed buns sold here taste good. I heard they are processed in a factory and are very hygienic. Although they are a bit more expensive, they are safe to eat.

"Grandma Feng, who often buys steamed buns, said.

"Today's consumers are really not short of money, and they pay more attention to food safety and health. "Song Chengpeng believes that "Gongguan Steamed Buns" are well-priced and have won the recognition of consumers. It is precisely in this way that Song Chengpeng's "Gongguan Steamed Buns" has been able to open one store and become popular. Now there are five stores, and each business is extremely prosperous.

Talent No. 1 poached pastry chefs from supermarkets

"Gongguan Steamed Buns" has many varieties and good taste, but its head, Song Chengpeng, is not good at making steamed buns. " I studied advertising design and knew nothing about making steamed buns. "If you want to sell steamed buns, you definitely can't do it on your own. What you need is a pastry chef. In May 2007, Song Chengpeng put out a recruitment advertisement and successfully recruited several pastry chefs. On June 1 of that year, the first "Gongguan" opened "Steamed Buns" opened in Changshun Street.

"Because I was born in advertising, I care very much about the image of the store. I want customers to feel high quality and unique from our store image. different. Therefore, in the early stage of starting my business, I designed the entire CI image of Gongguan Mantou. From the brand logo to the store signage, I designed everything very beautifully. "Song Chengpeng told reporters that when his first store debuted, the eye-catching store sign and beautiful decoration design really attracted the attention of many people. People were surprised to find that a steamed bun shop can also be decorated so beautifully. I thought it was a high-end cake shop.

However, just because the store is beautiful and the products are not distinctive, consumers still don’t buy it. “The skills of the pastry chefs recruited are very average, and the steamed buns they make are not as good as those on the market. There is no difference between ordinary steamed buns. The products had no characteristics and a single variety. As a result, after the opening of the first store, the sales performance was not very satisfactory, with a daily turnover of only a few hundred yuan. A store will lose money if it sells less than 1,000 yuan a day, so this situation must be reversed immediately. After careful analysis, Song Chengpeng came to the conclusion that the introduction of excellent pastry chefs is a top priority.

The various styles of steamed buns sold by Carrefour quickly entered Song Chengpeng's field of vision. For several days in a row, he went to Carrefour When I saw a well-made steamed bun in a store, I asked which master made it. Then I talked with the master and asked about the master’s salary and benefits, and finally poached the employee with a salary higher than this level. Song Chengpeng told reporters. , he currently has seven or eight pastry chefs hired from Carrefour.

However, after all, he is still working in a small way, and he wants others to give up the stable "big ship" and join him. On this "small sampan" with an uncertain future, Song Chengpeng said that it still relies on "humanized management" and cannot "give orders" to employees. The master who grinds soy milk said that the machine is not easy to use and cannot grind good soy milk, so he grinds it every day. He got up after 3 o'clock in the morning to demonstrate to everyone; the sewer was blocked and the workers felt that it was not possible to clean it, so he dug it out with his hands.

The hard work pays off, and through the introduction of talents, With improved products and humanized management, the business of Song Chengpeng's first store gradually improved. One month later, the average daily turnover reached more than 1,500 yuan. Then, three months later, Song Chengpeng's first store opened. The second store opened on Liangui South Road, and then the third and fourth stores... Song Chengpeng's small "sampan" became a big "ship", and he finally gained a foothold.

Ambition to build a big brand and go abroad for gold mining

“‘Gongguan Steamed Bun’ is very unique. It’s amazing that a small steamed bun can create a brand. "Jiang Qiying, a franchisee of the Gongguan Steamed Buns Zhanqi East Road store, told reporters, "I didn't expect that the humble steamed buns could be operated in this way. This novelty attracted me. Later, after investigation, I found that 'Gongguan Steamed Bun' not only has a novel appearance, but also has advanced business management concepts and modern product development, production, and distribution processes. It is not the traditional breakfast snack in my impression at all. An industry, a very promising modern food industry. "After understanding the background and management philosophy of "Gongguan Steamed Buns", Jiang Qiying decided to join "Gongguan Steamed Buns" and engage in joint ventures together.

"My store opened in early July this year, and now it has less than one store. month, but the effect is very good, much better than I imagined. Based on this calculation, the monthly income is almost 10,000 yuan. "Jiang Qiying is quite satisfied with her investment.

Due to having accumulated a lot of entrepreneurial experience in the past, Song Chengpeng planned out every step of the entire business when he started "Gongguan Steamed Buns", instead of just feeling the stones. Crossing the river, take it one step at a time. "I have planned it from the beginning. I will open a few stores myself and make them model stores. When the conditions are ripe, I will start to develop franchise partners and combine social capital and talents. The business of 'Gongguan Mantou' has grown. "That's what Song Chengpeng thought and did. In order to provide various stores with products of uniform quality and variety, he built a 1,000-square-meter factory in Xipu, Pixian County, and bought two food delivery trucks. Every morning at 4 o'clock Zhong started delivering products to each store.

“My current 1,000-square-meter factory and production and R&D team of more than 20 people can meet the food supply of 15 stores. Although there are only 5 stores now, it seems that the production capacity is somewhat excessive, but I believe that the factory's supply capacity will soon be out of supply, so we must plan ahead. I am now looking for a larger factory building. "Song Chengpeng is confident about his future development.

Thinking ahead in everything is Song Chengpeng's greatest personal characteristic and one of the secrets of his success.

"I plan to open 15 stores within this year, and next year I am going to find partners to open stores in Hong Kong, and then radiate to Southeast Asia." Song Chengpeng's idea sounds a bit unrealistic, but judging from the path he has taken over the years, it is necessary to realize it This goal is not impossible.

In two years, Song Chengpeng grew from one store to five stores, and the variety also developed from a single steamed bun to more than 40 varieties such as agate steamed buns and rice ball cakes. In January 2009, he registered a food company with a registered capital of 1 million yuan. In addition to the support of his parents, most of it was his own savings over the past two years.

In the past two years, Song Chengpeng has earned millions of yuan, but he does not think he has succeeded. "There is actually a shortcut for college students to start a business, which is to look for opportunities in low-end industries, and become the number one in their profession, no matter how small they are." If you do business seriously, you can achieve great success," Song Chengpeng said.

Editor?荩

"Character determines destiny." "How far you think, how far you can go." These famous quotes are fully reflected in Song Chengpeng, who is exactly what he sees When I got into a business that others couldn't see or looked down upon, I came up with development ideas that others couldn't think of, and with my unremitting efforts, I achieved success step by step.

Song Chengpeng’s career has just started, but we have already seen the prototype of a food kingdom. His success has given us college students who want to start a business an inspiration: Don’t aim too high, start from small things and small businesses in a down-to-earth manner. As long as you have a passion and a heart eager to succeed, be fully prepared, work hard to implement, and start a business. Success is not just a dream.

“Respect the children’s choices, even if they are wrong or failed, but they are still young, let them try more, this experience will become their lifelong wealth.” Song Chengpeng’s father retired He also came to Chengdu from his hometown in Leshan to help him manage the company. His words are something that many parents should take seriously.