When he was 17 years old, Liu Huiping, who graduated from junior high school, went to Shandong to make a living with a master painter. His mother sent him to a long-distance bus station more than 20 miles away. While wiping her tears and arranging his wrinkled clothes, she told him: "You have to love your profession, and you will have a skill wherever you go in the future." "
After arriving in Shandong, Liu Huiping ate Chinese cabbage and steamed buns every day, and lived with more than ten people in a work shed of less than 20 square meters. Because we could only enter the bathhouse once every month, everyone was covered in scabies. In winter, I sometimes had to bathe outdoors in the heavy snow, with ice streaks on my hair. In the harsh living environment, Liu Huiping felt the difficulty of survival for the first time in his life.
This refugee-like life lasted for more than a year. Liu Huiping was not willing to remain mediocre for the rest of his life. At the beginning of 1995, he submitted his resignation to his master. In those days, apprentices who followed their masters to make a living in other places were not allowed to abandon their masters, otherwise they would be labeled as "betrayers of their masters". Looking at their returning son, the parents were furious. Relatives and friends also think that he is an unlucky child.
After the whole family was angry, they decided to send Liu Huiping out to learn his craft again. In this way, Liu Huiping learned how to make noodles from a master chef. At first, Liu Huiping was very happy that at least food was no longer a problem. He did not expect this. Being a pastry worker is more tiring than being a painter. I don't go to bed until eleven or twelve every night, and I have to get up at two or three in the morning to make and knead dough in the dim light. During that time, Liu Huiping's most luxurious wish was to have a good night's sleep. Gradually, Liu Huiping adapted to the high-intensity work and rest schedule. I also fell in love with pastries from then on. And I learned a lot of professional knowledge about flour products. Now looking back on those difficult years, Liu Huiping is full of gratitude. Those hardships allowed a young man to develop a tenacious character, from which he benefited immensely and established lofty ideals. ”
After the peak business period at noon every day, employees can take a nap. Liu Huiping, who has been fond of reading since childhood, spends all his free time visiting bookstores.
There are several bookstores nearby. , the store Liu Hui usually goes to is called "Sha Sao Bookstore". The owner Sha Sao has opened a free reading room in the store, where she keeps some newspapers and periodicals she ordered, and also provides small stools for customers to sit and read newspapers. Aren’t you cutting off your own money? Even if you win the goodwill of customers, after the customers have finished reading the book, who will be willing to pay for it?" Liu Huiping had this question as soon as he visited "Silly Wife Bookstore". The more times he went there, He was surprised to find that the business of this store was not bad, but actually very good. As he was already very familiar with it, he asked the silly wife for advice and said with a smile: "You think I am at a disadvantage just like them." No? Yes, after reading my book, some people refused to pay for it. But people come to the reading room to read more. Whenever you come across a book you like, you will buy it from me. Buy books this way. Readers will not regret it and will naturally have a good impression of my store. Next time I buy books, he will come again. In this way, I have a long-term and stable customer base. In fact, my business this year is much better than last year. Didn’t my ‘suffering’ pay off?”
The “Silly Wife Bookstore” deeply inspired Liu Huiping, who was still relatively new to the world! That was that time After the conversation, Liu Huiping had a new understanding of the disadvantages in life, and he secretly vowed that one day he would open such a shop that would both make money and gain reputation. In 1998, he started to learn the pastry industry. Liu Huiping heard from his sister that the catering business in Shanghai was very proud. Not afraid of tigers, he decisively packed up his bags and boarded the train to Shanghai alone with thousands of dollars borrowed.
When Liu Huiping, who was only 19 years old, just came out of the train station, he suddenly felt confused: There were so many high-rise buildings in front of him, so prosperous. Can such an international metropolis accommodate his little bun?
Hot On a June day, Liu Huiping was riding a worn-out bicycle looking for a shop. One day, when he passed by the Yunwushan Vegetable Market on Zunyi Road, a "For Rent" sign caught his attention. A bustling crowd of people passed by carrying vegetable baskets and selling breakfast. The stalls are spread out one after another.
Liu Huiping was overjoyed and contacted the shop owner, "I want to reserve this place, leave it to me!" In order to prevent others from "making a bet" first, he handed over his only valuable watch to the other party as a deposit. Two days later, Liu Huiping's steamed bun shop opened.
Because he didn’t know much about the eating habits of Shanghainese, Liu Huiping’s business was not as good as expected. The daily turnover was only 200 yuan, but the monthly rent for the stall was 6,000 yuan. Two weeks later, Liu Huiping had to close the store. Faced with the cruel fact that his business failed, Liu Huiping, who lost all his money, walked on the viaduct and saw a flood of cars washing under the bridge, and his mood was extremely low. Music playing in an audio store not far away drifted into his ears. "I can't drift with the tide, for the sake of my beloved relatives. No matter how hard it is, I must be strong, just for those expectant eyes. If the heart is there, the dream is there... This stirring song made Liu Huiping burst into tears.
My sister, who was working in Jiangsu Province, heard that Liu Huiping had suffered a setback in business. She made a special trip to Shanghai, held his hand and said, "There is no one who doesn't experience some hardships in doing business. Take courage, sister." I will always support you!" As she said this, she took out 4,000 yuan from her bag and stuffed it into Liu Huiping's hand, "Take it and keep doing it. If it's not enough, I'll think of a solution later. ”
At that time, shengjian restaurants were very popular in Shanghai, so Liu Huiping also opened one. However, the good times did not last long. Due to health concerns, fewer and fewer people in Shanghai ate shengjian. The store's business became sluggish. Liu Huiping, who had initially accumulated some capital, was unwilling to maintain the status quo and began to look for a new way out.
After several months of experience in Shanghai, Liu Huiping discovered that under normal circumstances, a cup of soy milk is enough. It sold for 50 cents, but it could be sold for 5 yuan at "Yonghe Soybean Milk"! After that, Liu Huiping visited the Chenghuang Temple every day, which was where Shanghai's various specialty snacks gathered. He repeatedly tasted and pondered the tastes of Shanghainese, and wanted to pay attention to his diet. He opened his own specialty store in Shanghai. He realized that only by having his own characteristics can he stand firm in the ever-changing Shanghai and sell his own style.
After some investigation, he concluded. Although there are large and small noodle shops in Wubu, they have their own shortcomings in operation and production: although the prices in small stalls are cheap, the hygienic conditions are not good; the fillings in large shops are driven by machines, and the taste is not good enough. The gap with small stalls made Liu Huiping more confident.
In March 2001, Liu Huiping opened "Master Liu Big Bao" in a prosperous area of ??Huangpu District. He asked a friend to invite him to a well-known restaurant. A master chef who has worked in Shanghai for many years and is familiar with the tastes of Shanghainese sells various types of steamed buns at affordable prices. Unconsciously, the long queues of people buying steamed buns have become a unique sight in front of Liu Huiping's shop.
The good times did not last long, and soon, several steamed bun shops opened around "Master Liu Big Bao", posing a huge threat to Liu Huiping's business. After learning the lesson of opening a pancake shop, Liu Huiping understood that if he did not Strive to improve, but it will eventually close down.
Just when everyone complained that the boss was "asking for trouble", Liu Huiping's buns developed their own characteristics through bit by bit improvement - thin skin. : The skin is light and thin and melts in the mouth; the filling is generous: the filling is rich but not greasy; the soup is pure and thick, sizzling and delicious
Faced with questions about the rising cost, Liu Huiping quickly responded with facts. He gave a strong answer. After improvements, the business grew rapidly, and soon several branches were opened. At peak times, each store was selling two cages of steamed buns every five minutes, and 50 steamed buns cost 5 yuan. , the net profit is one yuan per minute, and at least five or six hours a day during peak periods like this. According to Liu Huiping’s calculation method of steamed bun profits, a store can make tens of thousands of dollars a day. “It turns out. , Steamed buns can also do great things!" Liu Huiping showed a proud smile. In 2003, when Liu Huiping's business was in full swing, the words of a white-collar worker gave Liu Huiping new thoughts. "Your steamed buns are delicious, but they are delicious. I get to the office every time. My colleagues were eating egg roll biscuits, and I was too embarrassed to take out the buns. I had to eat them outside secretly before returning to the office.
”
A word that wakes up the dreamer! In view of Shanghainese’s pursuit of fashion and Shanghai-style mentality, Liu Huiping decided to build his bun shop into a brand chain store to win over fashionable consumers like McDonald’s and KFC. As a result, "Baby Steamed Buns" (in the south, steamed buns are called steamed buns) came into being. This is the first time that Liu Huiping has registered a trademark for steamed buns in Shanghai. The filling center and logistics distribution center strictly control the quality of the fillings, and use refrigerated trucks to deliver the fillings to each branch every day to ensure that each store uses fresh and consistent fillings.
In order to ensure "Ba". Liu Huiping strictly controls the supply of fillings to ensure that the fillings are used up on the same day and the food is sold out on the same day. On one occasion, each branch made the predicted fillings into steamed buns. It is estimated that It was basically sold out by 5 pm. Unexpectedly, there was a sudden rainstorm that afternoon, and nearly a thousand steamed buns were left in each branch.
The employees took away the steamed buns that had not yet been put into the cage. Put it in the freezer and prepare it for sale the next day.
After Liu Huiping learned about the situation, he immediately asked each branch to collect the remaining buns for the day and throw them away. Some employees did not understand: " Isn't it a pity to throw it away like this!" Liu Huiping said to the employees: Although there will be no hygienic problems, compared with the fresh ones, the taste will definitely be different after refrigeration, and customers can eat it as soon as they eat it. In order to ensure that' The taste of Bobby's steamed buns is nothing to lose." Liu Huiping said that the employees were convinced.
The huge cost and effort Liu Huiping put into his business has made "Baby Mantou" gradually become a well-known brand in Shanghai, and has gained a good reputation among consumers, including white-collar workers.
One day towards the end of 2004, Liu Huiping suddenly received a complaint call. The other party was full of anger and claimed that he had been deceived by "Bobby". It turns out that someone was going around soliciting investment under the banner of "Baby" and charging high franchise fees to those who wanted to join, but then failed to fulfill the corresponding promises.
Liu Huiping, who has a gentle personality, was angered and took the scammer to court. One stone stirs up a thousand waves. Major coal bodies in Shanghai rushed to report. The lawsuit raged. Liu Huiping argued hard and finally won the case. After the overwhelming "free advertising" promotion, "Bobby Steamed Buns" is almost known to everyone in Shanghai, and there is an endless stream of people requesting to join.
Currently, Liu Huiping has 54 franchise stores in Shanghai and 17 franchise stores outside Shanghai. Next, he plans to open franchise stores in Japan. If the "stall break" is successful, "Bobby Steamed Buns" will also go to the European and American markets and compete with McDonald's, KFC and other foreign fast food.
An economist who has specially studied Liu Huiping’s "Steamed Bun Sutra" concluded: "Liu Huiping can sell steamed buns as a brand and make a huge fortune. It has to be said to be a miracle. But behind the miracle It is not difficult to find that every time he improves, he actually suffers, suffers, and suffers again. However, it is his profound and thorough "suffering philosophy" that has helped him achieve today's brilliant achievements."
At the 2005 "Shanghai International Multiple Expositions", "Baby Steamed Buns" won two gold medals and a special prize. Liu Huiping is also known as China's "Steamed Bun King".
Excerpted from "Communication and Eloquence" 2006/12