Ms. Liu Jingjing’s struggle journey:

In the summer of 1992, Beijing was extremely hot during the day, and thunderstorms began to fall at night. Next to a street in Beijing's Haidian District, a little girl was standing on a stool, tiptoeing, to straighten the "Exquisite Foreign Trade Jewelry" sign that had been blown crooked by the wind last night. She is Liu Jingjing, who just finished the college entrance examination. "I had just finished the exam and had nothing to do, so I opened a jewelry store with my cousin. During the day, I was sweating while carrying goods and stocking the shelves. My whole body ached at night, but I liked it very much."

" Maybe God favors me, so I always work with a grateful heart." When talking about today's success, Jiahe Yipin Chairman Liu Jingjing always smiles modestly. But it is obvious that she is an entrepreneur who is good at planning the starting point from the end point, and her current success seems to have been planted a few years ago.

From a little girl who started her own business in her freshman year to a master in the business world

Liu Jingjing, who was obsessed with opening a jewelry store, was admitted to the Capital University of Economics and Business in 1992, majoring in business economics. Department, which seems to be in line with her interests, but after studying, Liu Jingjing wants to go to the mall to fight. "The family doesn't lack your little money. Just study hard. If you dare to borrow money to do business, I will break your legs." Liu Jingjing's idea was strongly opposed by her father, who came from a fairly well-off family. This did not scare Liu Jingjing. He resolutely borrowed money from his friends to open his own jewelry store in a shopping mall.

Although she was only a freshman, Liu Jingjing had already demonstrated her ability to stand alone. "At that time, our jewelry was imported from Guangzhou. The styles were very novel, so they were very popular, so we started to hire people to expand the business."

Every day after school, Liu Jingjing would go to the store After a round of inspection, she returned to school for evening self-study. Her classmates reported that they had never seen her wearing beautiful clothes at that time, so they never paid attention to her.

“At that time, the school was against students doing business, so until graduation, few of our classmates knew that she was starting a business. Everyone just knew that she was very busy and didn’t go shopping with us much.” Many of her classmates didn't realize until many years later that this little sister was not simple.

In 1996, when Liu Jingjing graduated from college, she already owned seven or eight gift shops and was worth several million yuan. But Liu Jingjing, who knew exactly where he was going, started looking for a job.

At that time, Liu Jingjing secured a job opportunity for herself at China International Futures Brokerage Co., Ltd. When she first arrived at the company, because she was a fresh graduate, she was assigned to the trading department as a broker. Her main job was to contact customers and Fill out documents for customers. "At that time, this job was just doing whatever the client asked you to do every day, and it was difficult to exercise your abilities."

Liu Jingjing, who was very dissatisfied with the status quo, heard that the company had a fund department that was filled with top experts in the country. Managing money for clients and achieving excellent results. So I found the chairman of the company and said, "I don't need a salary, but I hope to work in the fund department, and I can also be a secretary."

Finally transferred to the fund department, Liu Jingjing even volunteered to be the chief trader. assistant. At this time, she was earnestly helping skilled traders organize information while eagerly learning from them. A year later, she was promoted to a trader as an exception and made new high performance for the company's fund account.

“This is a condensed arena. As a trader, you must independently judge macroeconomic trends and analyze microeconomics, place orders independently, and no one will guide you. It is very exercising and a test of courage. This is very important for you. It will be very helpful for me to start my own business in the future. This experience also improved my ability to think rationally and calmly, because the market is changing every moment." Liu Jingjing is very grateful for this experience.

I can afford to lose money, but I cannot afford to lose integrity and the birth of "Jiahe Yipin"

Jiahe Yipin

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< p>The experience of working and opening a store at the same time lasted for 4 years. In 2000, Liu Jingjing, who switched to opening a restaurant, quit his job at a futures company. "The catering industry is a hard-working industry. From procurement, to processing, to distribution, to daily management and publicity, it takes a lot of energy and is really too busy." Liu Jingjing, who has opened a seafood restaurant, boiled fish, and tea restaurant, understands the ups and downs of the catering industry. .

But the more cruel test is yet to come. In 2003, Liu Jingjing’s catering company was not immune to the SARS disaster. At that time, all Liu Jingjing's restaurants were closed, but in order to pay employees' wages and suppliers' payments, Liu Jingjing borrowed money from friends at the risk of 10% monthly interest. From the beginning of Liu Jingjing's business to the present, she has never owed employees a penny or paid suppliers less. She has won the trust of upstream and downstream partners.

Blessings and misfortunes, Liu Jingjing, who is good at thinking, has keenly captured the new development direction of the catering industry: after SARS, people will definitely pay more attention to dietary health and pursue original ecological food. Therefore, the porridge chain, a food that is both original and easy to standardize, is both acceptable to the public and can be operated as a chain, becoming Liu Jingjing’s new main business format in the catering industry.

In this way "Jiahe Yipin" was born!