In 1995, Zhou Fuyu began to engage in the braised products industry. In 1997, Zhou Fuyu developed the formula of "Zhou Hei Ya" by himself. Soon, "Zhou Hei Ya" became known as "slightly sweet and spicy in the mouth, with a long aftertaste after eating". The taste won the recognition of the majority of consumers. In the same year, the first "Zhouji Weird Duck" specialty store opened in the Aviation Road Electrical Industry Market. In 2004, Zhou Fuyu officially determined the "Zhou Ji Black Duck" brand and applied for trademark registration, and unified the identification method. In March 2004, "Zhou Hei Ya Wuguang No. 1 Store" opened; in June, "Zhou Hei Ya Guangbu Tun Store" opened. In 2005, Zhou Fuyu applied to the State Trademark Administration for a registered trademark of "Zhou Hei Ya" in Class 35. Since 2007, Zhou Hei Ya has applied for Class 29, Class 31, Class 40 and Class 43 trademarks. In order to ensure product quality and brand maintenance, "Zhou Hei Ya" has always maintained the direct operation concept of "no franchise, no agency, no technology transfer"! In 2011, "Zhou Hei Ya" was recognized as a "China Famous Trademark" and is the only food processing trademark brand in Wuhan that has won the China Famous Trademark.

2002

The prosperous business district has always been a place where large-scale businesses gather, and Zhou Heiya was the first to go to the mall to sell braised vegetables. From 1997 to 2002, like other braised vegetable restaurants, Zhou Hei Ya opened three stores in wet markets such as Hangkong Road. Each market had more than ten braised vegetable restaurants. Competition was fierce, but Zhou Hei Ya occupied a corner of the market with its unique taste. "Compared with ordinary braised vegetables when sold in the vegetable market, Zhou Hei Ya has no advantage and is difficult to grow bigger." Zhu Yulong said that Zhou Hei Ya has good momentum in the vegetable market, but it is not well-known and must find another way out. Since you want to go to the street, you need to find a lively place. In 2002, a Zhou Hei Ya store of less than ten square meters opened next to Wuhan Plaza. Opening the store to the street was a major turning point for Zhou Heiya. At the same time, duck wings, duck racks, clavicle and other related duck snacks are also on the market one by one. Zhu Yulong said that Zhou Hei Ya has transformed traditional braised dishes from table food to snack food, and the main force of consumption is young and middle-aged people.

2005

The first person to eat crabs must have enough courage and be able to endure loneliness. When Zhou Hei Ya's Wuguang store first opened, business was not very good. Many people didn't understand, is it necessary to occupy such a good position when selling braised vegetables? Zhu Yulong recalled that at that time, one month's turnover was only enough to pay store rent. In order to reverse the situation, they began to advertise in newspapers and launch various promotion methods. As long as they could promote Zhou Hei Ya, they tried them all. "We also distributed flyers on the streets, but many people threw them away after receiving them, so we simply booked a small private room and invited people to try the food." Zhu Yulong said that at the time, he didn't know if this was the right way to go. But Zhou Heiya’s idea that he must create a brand has been ingrained in his heart. In 2005, Zhou Heiya ushered in another turning point. After waiting for three years, Zhou Heiya took advantage of the large number of customers in the Wuguang business district and his business gradually improved. In the same year, Liaoji Bangbang Chicken entered the Wuhan market, choosing Zhongnan Business District as its first stop. This is undoubtedly a reassurance for Zhou Heiya: it is right to open a braised vegetable restaurant in a mature business district. Zhu Yulong said that they had previously gone to Chongqing and other places to learn from the successful experiences of Liao Ji, Zi Yan, etc. With pioneers like Liao Ji exploring the way, Zhou Heiya, who had been preparing for many years, was determined to do a good job in the street store. In 2005, Zhou Hei Ya opened 8 stores, 5 of which were street stores, all concentrated in prosperous areas such as Wuguang and Zhongnan. As the saying goes, those who pioneer become martyrs, and Zhou Heiya also expressed his unwillingness to be the first. Industry insiders said that with the entry of potential competitors one after another, market competition has become increasingly fierce, which has revitalized the braised products market and stimulated Zhou Hei Ya to make efforts.

Since 2006

If in 2005, Zhou Hei Ya was still adapting to the street store model, but since 2006, Zhou Hei Ya has fully expanded. At that time, Zhou Heiya unified the original business model of individual retail investors into a primary chain business model of "unified logos, unified clothing, and unified prices". Since the year before last, Wuhan, Guangzhou, Zhongnan and other places have become not only gathering places for large-scale businesses, but also gathering places for braised vegetables restaurants. Yesterday, a reporter discovered at the entrance of Wuchang Street that within just 200 meters, there were four braised food restaurants including Hankou Jingwu, Zhou Hei Ya, Zi Yan and Liao Ji.

"It's normal for peers to get together, but it's hard to tell who is following whom!" Zhu Yulong said that choosing an outlet with better coverage is easy to operate. A manager at Zhou Hei Ya said, "The atmosphere of opening a store together creates more advantages than disadvantages. Customers buy chickens to eat and buy some duck products by the way!