"Su Auntie" This Man Made Her Conquer The Chinese Frozen Industry.

Long hair, casual wear, the first impression is not a standard corporate boss, which makes Li Xiaoming somewhat proud, but the bigger prune is that a big man has made the "Su aunt" brand the first brand of China's quick frozen wonton.

In China, there are 15 new businesses, and 10 enterprises fail every year. 60% of the remaining enterprises are bankrupt in 5 years, 85% in 10 years, and the average life expectancy of Chinese enterprises is 2.9 years.

But Li Xiaoming's "Su aunt", but in the three whole, miss, Longfeng and Wan Chai wharf and other fast frozen food tycoons embezzled the 60% market, in the most fierce market for frozen food in East China market, 15 years.

Li Xiaoming stepped into the industry and became "the first private frozen food in Suzhou", but it made him look "in the dark" in the eight or nine state-owned enterprises' encirclement.

"This is a self-employed person. Don't buy it."

The smallest frozen food enterprise in Suzhou, which was able to penetrate many shopping malls, was confronted with collective encirclement and suppression. The system became a "dead hole" that could not go around.

After a few months, Li Xiaoming really disappeared in Suzhou.

However, it was unexpected that he appeared frequently in Nanjing, Shanghai and Ningbo around Suzhou: the refrigerated van with "aunt Su Lai Zai" on her body was wandering along the bus stop in the city, so the slogan, which was very strong with the soft language of Wu Nong, was read by people inadvertently, forming the simplest word of mouth.

The posters were then put into the store, and at the time, no company was promoting posters.

In the street, people can often hear the salesmen shouting "aunt Su" to the delivery boy, becoming a major feature in the local area.

Everyone uses bags, but Li Xiaoming first uses box packaging, enlarges the display area and improves the grade, and the first one comes with soup packets.

Li Xiaoming began to start his way in his way.

"In the field, many people think aunt Su is a joint venture."

It turned out that all the freezer packaging was only in Chinese, but Li Xiaoming used Chinese and English contrast. This little action helped him unconsciously. "No joint-venture factories and office buildings, and local purchasers everywhere. I arranged to stay in the most luxurious hotels in the locality, negotiate in the high-end business conference rooms, and give them a big hand to entertain them. They will not believe such a bottom line is actually a small business."

Behind this is, "in the first three years of the venture, investors did not earn a penny in their homes.

The money earned in the last minute will be put in the next minute, and the wheel will be turning to make the market bigger.

The "aunt Su" who met with encirclement and suppression in Suzhou was gradually becoming more and more popular in Suzhou.

Soon after Li Xiaoming was surprised, he found that orders from Suzhou were getting more and more.

It turned out that "supermarkets first started with Metro and Carrefour stationed in Shanghai. Almost all of Suzhou's earliest supermarket owners went to Shanghai to pick up their sutras. It turned out that the supermarkets in Shanghai were all placed aunt Su, and ordered them when they came back."

Li Xiaoming didn't take the unusual way, but he tasted the sweetness and began to enjoy it.

Li Xiaoming loves this sentence: some artists turn the sun into a yellow spot on the canvas, but there are some yellow spots that turn into the sun.

When you look around the country, you miss the dumplings, the whole soup = the dumplings, the dragon and Phoenix = dumplings, Wan Chai wharf = the high grade dumpling dumplings, "the staple food in food is the most consumed, and the dumplings in the staple food are eaten by the north and the south, so the big brands are staring at it."

However, Li Xiaoming seems to have seen the yellow dot that can turn into the sun.

The largest consumer area of ravioli is in East China. Li Xiaoming began to play the "Suzhou" brand. "Suzhou style food is one of the four pillars of Suzhou culture. It is an important part of our traditional food Gang style. It has a high degree of recognition in the East China area.

Under the "aunt Su" banner, there are many cakes and dishes with Suzhou characteristics, up to 40, but sales account for only 20% of aunt su. The effect is to enhance the Soviet style atmosphere of "Su aunt" and deepen people's impression of "wonton East China making". Today, even the "three wonton" wonton is clearly marked "Shanghai wonton" label on the packaging.

Because the consumption is small, the three or four varieties are only 14 grams of wonton, and obviously the wonton is only "chicken ribs" in the eyes of the fast food giant.

But under Li Xiaoming's aunt Su, from 3.5 grams to 20 grams, there are more than 30 varieties from vegetarian stuffing, meat stuffing and three delicious stuffing to red oil.

On the sales chessboard of the company, 70% of them are following the three points, missing the super channel for business, and the other 30% are exported to the farmers market, fast food companies, hotels, schools, etc.

"The entrance fees and high deduction points of large supermarket stores are not suitable for small and medium-sized brands to invest wholeheartedly, but in the agricultural market of Jiangsu, Zhejiang and Shanghai, my peripheral nerves are much more sensitive than them."

For the fast food companies, hotels, schools and so on, Li Xiaoming skillfully introduced Soviet style dishes and pastry as the breakthrough point to promote the Soviet style wonton, because the hotel can save a pastry carving master, and the school can also get professional nutrition meals suitable for students' nutrition and local tastes.

In 2006, "the most anticipated online game in China's game industry" was launched in 2006. "The Tang Dynasty storm" was launched vigorously. Li Xiaoming took the opportunity to establish a "non competitive strategic alliance", putting "aunt Su" into the online game, and became the first person in the quick-frozen food industry.

In the quick-frozen wonton, which only accounts for 11% of the frozen food industry, aunt Su has occupied half of the country.

Li Xiaoming finally turned an obscure "yellow spot" into "the sun".

Some success is the result of resisting temptation.

Looking back over the past 15 years, Li Xiaoming's expression has become more serious. Aunt Su has gone through a series of frustrations and setbacks after her personality.

In the sixth years of "entrepreneurship", we have seen all three companies and two companies in Henan have been making waves in the East China market. I feel that I can also make national brands from regional brands.

First of all, my packaging should be more atmospheric and taste should be oriented to the whole country.

But soon, I found something wrong. First of all, the customer thought aunt Su was counterfeited, and then the dealer couldn't get the goods.

"Cold water" made Li Xiaoming wake up quickly.

Henan is one of the largest labor export areas in China. Only one employee has to pay more than 300 yuan for "aunt Su". Besides, Henan is still one of the largest grain and pig production bases in China, and the supply of enterprises is very sufficient. Zhengzhou is the largest railway hub in Central China, with convenient flow and the main consumer area of wonton is only in East China.

"In fact, every enterprise needs to be able to control gambling at any time, and self-control at any time."

Li Xiaoming, who was "brakes" in time, was soon faced with new temptations.

"Big groups are talking about business management every day. I understand that by relying on investors, business is not big, and we need to learn from it."

In 2002, Li Xiaoming began to introduce professional managers and put his hopes on professional managers. Later, however, he found something wrong.

"The company has become a bit of a mess," he said. "The brothers who fought with me have been fighting against me for more than two years. What is more serious is that the sales volume of products has been stagnant for two years.

The original professional manager's consciousness is that he is a reformer, and he sets the modern system on the whole. But the private enterprises with grass roots entrepreneurship have their own unique things, such as Jianghu loyalty, which can not form a system.

Should the brake be stopped?

Before and after, five or six professional managers were changed. Finally, Li Xiaoming decided to practice the practice of professional managers. "You first get to know my stuff, then pay attention to the method and rhythm to apply your stuff.

All countries speak of "socialism with Chinese characteristics" and enterprise reform should also pay attention to the facts.

Every company has the desire to make big, especially in the regional market. But in the case of labor pains or setbacks, it is necessary to accurately analyze the red lights which must be stopped and what are the pains in the way forward.

With the advent of midsummer, the peak season of sales is coming, but rising oil prices, flour prices, staff salaries and so on are constantly increasing the cost of enterprises.

The third floor of the production floor, which has been vacant for many years, has begun to install new production lines. In this way, "loose labor intensity does not need to be laid off", and at the same time, it is planned to open up access channels for high-grade products. Li Xiaoming will be more busy this summer.