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, which is hard to believe. 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 preparatory course for studying abroad co-organized by Sichuan University and the Northern Alliance of Universities in the UK. 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 were the reporter’s outstanding impression 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 the factory and are very hygienic. Although they are a bit more expensive, they are safe to eat." said Granny Feng, who often buys steamed buns.

“Today’s consumers are really not short of money. They pay more attention to the safety and health of food.” Song Chengpeng believes that “Gongguan Steamed Buns” are well-priced and have won the favor of consumers. recognized. It is precisely in this way that Song Chengpeng's "Gongguan Steamed Buns" was able to open one store and each store became very popular. Now there are five stores, and the business of each store 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, but I know 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 posted a recruitment advertisement and successfully recruited several pastry chefs. On June 1 of that year, the first "Gongguan Steamed Bun" opened on Changshun Street.

“Because I was born in advertising, I care very much about the image of the store. I want customers to feel the high quality and difference from our store image. So, in the early stage of starting my business, I put The CI image of 'Gongguan Mantou' has been fully designed, from the brand logo to the store sign style, I designed it very beautifully." Song Chengpeng told reporters that when his first store was unveiled, the eye-catching store sign and beautiful decoration design were really good. It attracted the attention of many people, and people were surprised to find that a steamed bun shop could be so beautifully decorated. At first glance, they thought it was a high-end cake shop.

However, even if the store is beautiful and the products are featureless, consumers still don’t buy it. "The skills of the pastry chefs recruited are very average, and the steamed buns they make are no different from ordinary steamed buns on the market. The products have no characteristics and a single variety. As a result, after the opening of the first store, the sales performance was not very satisfactory, with only a few hundred per day. The turnover is RMB 1,000. A store will lose money if it sells for less than 1,000 RMB a day, so this situation must be reversed immediately.” After careful analysis, Song Chengpeng concluded that the introduction of excellent pastry chefs is a top priority.

The various styles of steamed buns sold by Carrefour soon entered Song Chengpeng's vision. For several days in a row, he went to a Carrefour store. When he saw the well-made steamed buns, he asked which master made them. Then he talked with the master and asked about the master's salary and benefits. Finally, he offered a higher salary than this level. Poach people away. Song Chengpeng told reporters that in his company now, there are seven or eight pastry chefs poached from Carrefour.

However, after all, he is still making a small fuss. To make others give up the stable "big ship" and go to this "small sampan" with an uncertain future, Song Chengpeng said that he still relies on "human nature". "Based on management" and cannot "order" employees. The master who grinds soy milk said that the machine was not easy to use and could not grind out good soy milk, so he would get up at 3 o'clock every morning to grind it and demonstrate it to everyone. When the sewer was blocked and the workers thought it was difficult to clean the dirty water, he would use his hands to grind it out. Digging.

Hard work pays off. Through the introduction of talents, improved products, and humanized management, the business of Song Chengpeng’s first store gradually improved. After one month, the average daily turnover reached 1,500 yuan. It's over a hundred yuan. Then, three months later, Song Chengpeng's second store opened on Liangui South Road. Then came the third, fourth... Song Chengpeng's small "sampan" turned into a big "ship", and he finally gained a firm foothold.

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

"'Gongguan Steamed Bun' is very unique. A small steamed bun can create a brand, which is amazing in itself." "Gongguan Steamed Bun" "Jiang Qiying, a franchisee of the 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 Steamed Bun' 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. "For future development, Song Chengpeng has a plan in mind.

Thinking ahead in everything is Song Chengpeng's biggest personal characteristic and one of the secrets of his success. "I plan to open 15 stores within this year and next year. We are looking for partners to open a store in Hong Kong and then spread to Southeast Asia. "Song Chengpeng's idea sounds a bit unrealistic, but judging from the path he has taken over the years, it is not impossible to achieve this goal.

In two years, Song Chengpeng went from the original store to Later, it developed to five stores, and the varieties 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, except for his parents’ support. In addition, most of it is his own savings over the past two years.

In the past two years, Song Chengpeng has made 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 at the low end. Look for opportunities in the industry and become the best in the industry. No matter how small the business is, as long as you do it seriously, you can become a big business. "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. He saw the business that others could not see or looked down upon, thought of development ideas that others could not think of, and coupled with his unremitting efforts, he 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 are thinking of starting 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 that desires success, make enough preparations, and work hard to implement, success in starting a business will be more than just a dream.

“Respect children’s choices, even if they are wrong or fail. But they are still young, so let them have more adventures, and this experience will become their lifelong wealth. "After Song Chengpeng's father retired, he came to Chengdu from his hometown in Leshan to help him manage the company. His words are something that many parents should take seriously.