On March 6, 2018, in the more than 100-square-meter office of the Shenzhen Nutritionists Association, spring was warm and laughter was flying.
We were fortunate to have Mr. Zhang Mingwang, the chairman of "Dad's Granary", share his journey of creating the "Dad's Granary" brand.
Zhang Mingwang——Master of "Child Psychology". Before "Dad's Granary" was launched, it had successfully established a well-known parent-child clothing brand.
From parent-child clothing to agricultural products, the span is not small. Everything is, because of Dad.
The inspiration for founding "Dad's Granary" came from a visit to the sea with my father.
That year, my father came to Shenzhen to visit Zhang Mingwang and saw the sea for the first time.
My father was picking up stones at the beach and filled two pockets full of pebbles. He was as happy as a child.
At that moment, Zhang Mingwang wanted to do something meaningful with his father, so that the spirit of father and son could have a deeper connection.
As a result, Zhang Mingwang’s plan to build a “Dad’s Granary”, allowing more people to eat the reliable food grown by his father, and delivering healthy food to more families, took shape in Zhang Mingwang’s mind.
The strength of a father is obviously not enough to support "Dad's granary". Fortunately, Shenzhen has an advantage, that is, people come from all over the world.
Soon through his circle of friends, Zhang Mingwang found 35 other fathers who were farming in various places, and established 36 agricultural product planting bases, ensuring a food supply team.
36 dads, 36 bases all over Heilongjiang, Jilin, Inner Mongolia, Qinghai, Xinjiang, Guizhou, Yunnan... Every grain product is thoughtfully marked with the name of "Grower Dad" .
Eating fresh, non-GMO, and non-over-processed food, the sons and daughters who work far away in Shenzhen savor the taste of their hometown and feel happy.
Thirty-six children of fathers are also the founding shareholders of "Dad's Granary".
[My father’s name is Zhang Qin, a simple farmer. He started farming at the age of 8 and has been farming for more than 50 years. I grew up eating the food my father grew. When I was a child, the only motivation for me to go to college was that I didn’t want to be a farmer, because farming was really hard work. My father is getting older. As a son, I hope that my father’s old age will be more meaningful. I have always wanted to do something for my father, so that he can have a sense of accomplishment and value in his life. So I registered the trademark "Dad's Granary" and gave it to my father as a 60th birthday gift. In order to help farmers like my dad, and to allow city people to eat more home-grown grains, I united with more than 30 other dads to jointly build Dad’s Granary. There will be more in the future Farmer dad, join dad's granary...]
With this monologue and a financing target of 30 million, Zhang Mingwang stood on the stage of Guangdong Satellite TV's "Venture Capital Acceleration" and started Heart-warming entrepreneurial battle.
In the recording session where I was successfully shortlisted for the top four of "Venture Capital Acceleration", the most tearful part was that the program team actually invited Zhang Qin, his father from his hometown in Inner Mongolia. This was even Zhang Mingwang himself. Not expected.
When his father suddenly appeared at the recording scene, the 1.8-meter-tall Zhang Mingwang cried like a child. Perhaps only "I love you, Dad" can express all his feelings.
When an investor asked his father Zhang Qin, "Will the financing be successful?", his father Zhang Qin replied simply: "It doesn't matter whether it is successful or not, as long as he works hard and works hard."
If people's motivations are correct, no matter what they do, they will meet noble people. "God helps those who succeed" is the eternal law of the universe.
From the initial 5 million (each word of the brand name "Dad's Granary" is 1 million) to 20 million in financing, Zhang Mingwang finally made the farmer Dad's food, from seeds to planting, from field to table , without any more commercial links, sent directly to every "member family" who is full of respect and love for their parents.
I believe that every investor and every user who falls in love with "Dad's Granary" at first sight is deeply touched: Grain is just a carrier, which connects the oldest and most ancient food of mankind in one form. The most primitive "love" - ??the parent-child relationship that starts over and over again.
Gratitude is the most vital creative force.
The company has been profitable since its inception.
Zhang Mingwang clearly knows that for agricultural products without genetically modified technology, there is an upper limit on the amount of land that can be produced.
At the same time, as the son of a farmer, he deeply understands the pain points of farmers: farming is the most tiring and unprofitable business. The traditional way of supplying agricultural products is to rely on middlemen to establish connections between rural and urban areas (that is, farmers sell the fruits of their labor to middlemen at the lowest price, and the middlemen then sell them to urban residents at the highest price after several turnovers. ). This sales model enriches the middlemen, and neither users nor farmers benefit.
In cities, for people who have high quality requirements for a healthy life, "eating healthy food" is a top priority, but they are often troubled by the inability to buy genuine and good ingredients.
Nutritionists all know exactly how the grain on the market comes from: farmers sell newly harvested grain to grain groups, which put the new grain into the warehouse and the old grain out of the warehouse, so most Most of the people eat old grain.
The prices of grains and oils in many supermarkets are problematic at first glance. Rice is often sold for two or three yuan per catty, and a lot of oil is marketed as "people's price." At those prices, farmers can't even recoup their costs, so how can they get good rice and oil? We eat nutritious food every day, and our cells do not get nutritional support at all. It would be strange not to get sick.
The last time we visited Mr. Song of Chengzhi Linseed Oil, Mr. Song calculated the cost and price of agricultural products for planting, production, processing and transportation. We know that the realization of "high quality and low price" must be based on the sacrifice of quality.
Mr. Song said: "So at the last annual meeting, I did not hesitate to invest the investment coupons in my father's granary because they have truly solved the problem of urban people eating high-quality food." .
Because it is relatively easy for us to choose high-quality products, just buy expensive ones. The biggest worry is that the food bought at a high price will still be "fake".
Being able to eat normally mature, non-GMO, and properly processed food is already a very difficult thing in today’s society.
Careful members discovered that the distribution of the rural planting bases selected by "Dad's Granary" on the map tended to be areas with less industrial pollution.
In order to protect the "original organic planting" model and allow farmer dads to complete the "land design" work with peace of mind, he adopted the "2x pricing" model (commercial pricing of agricultural products, the general selling price is 3 times the cost price). At the same time, he also created the "brand + direct supply" model, which not only helped farmer fathers increase their profits from growing agricultural products; it also solved the desire of urban families for original and pure green agricultural products.
As a master of psychology, Zhang Mingwang’s judgment on emotions, ethics, market and development prospects is very accurate.
Healthy and pollution-free agricultural products definitely have a large consumer market. "The target group we are targeting is a group that truly values ??health and quality. They will care about the water used to make milk powder for their children, remember to peel apples when eating them, exercise regularly, and love their families..." I strongly agree with his point of view. At the same time, I also found that this group has a unique characteristic, which is to truly understand "love".
For people who truly understand "love", all the happiness in their lives comes not only from their own satisfaction; it also comes from interactions with others. Therefore, their character traits are generally characterized by generosity, kindness, and wisdom.
With market demand, more and more investors are turning their attention to agriculture. However, the market is always dominated by profit-seekers. In order to make money quickly, some entrepreneurs start a project and fool around for a few times. After getting the investor's money, he spends it as he pleases and takes it for himself.
"The development of agriculture does not happen overnight. We must start from the perspective of product quality, not from the perspective of profit." This is the original intention of Chairman Zhang Mingwang to start a business, and he has always practiced this. .
If people have the right motivation to start a business, their career will develop smoothly. Today, "Dad's Granary" has covered many first-tier cities and provincial capitals such as Shenzhen, Guangzhou, Shanghai, and Hangzhou. Cooperation channels include high-end confinement centers, high-end hotels and restaurants, high-end kindergartens, high-end women's and children's hospitals, high-end office buildings, high-end communities and other places with rich cultural connotations.
When the ingredients are not just simple food, but carry more feelings of gratitude, the culture is slowly awakening, and "filial piety" has a more profound meaning.
Thanks to Mr. Zhang for sharing, it is like a breath of fresh water that nourishes our hearts. I hope that on the way forward, more followers will share love, spread love, and have love.