A Cowhide Opens Up A Pioneering Road.

Niu Heyin, who is not concerned about the business model, can turn the "grass house" from a family to dozens of families, because he has returned to the essence of business, which is to respect the most fundamental needs of people.

He thought that the headquarters of the thatched cottage would be in the center of Shijiazhuang, but did not expect to stand quietly in the Western Hills garden. He said they were "standing on the front edge of the fashion and living on the edge of the city". They thought that the headquarters of the thatched cottage was a beautiful office building. But it was a three story white villa. He said that he felt like a family. He thought he was a businessman with sharp eyes and a suit of leather shoes.

This "he" is the founder of Niu Heyin, a man in Hebei who is very puzzled. A man who always looks at your eyes and smiles, "everyone who paints has his own studio house. My surname is cow. My friend always jokes that the old cow should eat grass. So I named it the" grass grass hall ". The educational background of Niu Heyin is not at all close to business.

He worked as a soldier. After graduating from Army Medical University, he worked as a doctor for 7 years in Heping Hospital of Bethune. He loved art. He entered the Academy of military arts and fine arts department by two first prize in the exhibition of the whole army.

But he did not like the style of academics. "In the three years in Beijing, I went around the streets and stroll around the exhibition hall, visiting the characteristic shops and visiting the Old Summer Palace painter village". His natural and simple artistic style gradually formed.

After graduation, the cattle went to Hebei TV station and started as a photojournalist.

People who like to learn art are always interested in designing something. They even like to practice hands-on cattle. In the afternoon of 1995, a chance encounter made him lose his life and skin.

In the afternoon, he saw an old man cutting a cow skin into a belt in the streets of Shijiazhuang.

"The cow's leather is very good, but his belt is too rough. I think it's a waste of money, so I bought a piece of leather with 30 yuan."

After that, he found a shoemaker in the street. He designed and made a shoemaker and spent the whole morning making an interview bag.

On the second day, the excited cows were carrying their bags back to work, and their colleagues watched the brands and prices of the bags. "I was so proud of myself."

The commendation of the bull and the old man bought the cowhide and continued to make all kinds of leather goods, and later pferred to the leather factory to buy leather.

At that time, the monthly salary of cattle was only 800 yuan, but he came up with 400 yuan to buy Leather every month to make hand-made. He was totally absorbed in the world of cowhide.

At first he worked in the dormitory of the TV station. He often did one or two o'clock at night, interfering with the rest of his family and neighbors, so he moved to the basement to do it, but it was no peace.

Finally, this stubborn "old ox" moved to the countryside to rent a cottage and continued to pour all his affection into it.

In the countryside, the life of cattle has been vividly reminded. "Because many money is used to buy leather, I eat instant noodles when I am hungry. I drink tap water when I am thirsty, and my hands often wear and bleed.

But I didn't feel so bitter. I lived there with a pile of skins every day. It seemed that only in the middle of the pile of leather did I feel steadfast.

Apart from going to work, my life is to design new works and improve production methods.

In order not to let the Tai people know that I was doing these things, I did not tell anyone where I was, if at that time, no one could find it.

As the saying goes, there is no wall without wind.

Cattle and leather goods were handed out, and some people came to buy them.

"I only wanted to sell leather products, but I didn't want to sell them at all.

And my work is the same, no repetition.

Repetition is "craftsman". What I want is creation.

But I really need money to do it. I can't sell leather products like my children. "

At that time, he didn't see any business opportunities. He still wanted to continue his dream of creation, so that when he sold, he could only tell each other how much money he bought when he bought it, and the buyer would add some more to his price.

If it is not that day that you meet a magnate, he may still be a TV producer, and he will continue to do what he calls a hobby, and there will be no present food garden.

One day in 1997, he met a young boy who had practiced in Hebei TV station. "He is also a student of painting. He is a very young businessman with a business sense."

When he saw the rough and simple handmade leather goods, he seemed to see the rare treasures, and immediately asked the cattle to make these things into business.

Despite the hesitation of this never thought, but with the insistence and persuasion of friends, in September 1, 1997, Niu co printed a small shop in Shijiazhuang's remote Huai Bei Road at a price of 800 yuan a month, and began its own business.

This shop is the "old hall" that the cattle have repeatedly talked about in the conversation. This shop carries his dream and passion at that time.

"Some people cried when they walked into the thatched house. They were moved by these different styles of leather, and some women led the children out at once. They were afraid of ugly and unbearable skin faces, which frightened the children."

The unique style of the food grass hall is evident.

At the end of 1997, the old hall received a notice of demolition. On the new year's day in 1998, the old ox moved out from the old hall in a joyous new year's day.

At this time, the cows need to make plans for further development.

He has had some vague business sense in his year's business. "At that time, I didn't know the word" positioning ", but wanted to do something different from others.

He believes that China's pure art market has not yet arrived, and simple practical goods can no longer satisfy people's need for beauty. If we can combine art with practicality, there will be a market.

"In the past, our products were too much for artistic beauty, leather bags were very heavy, but later products should be more practical.

For example, the bag now is beautiful and light. "

He rented a storefront near the busiest shopping mall in Shijiazhuang, and redesigned the store image of the new "thatched grass hall", which made the style consistent with the style of leather goods. "What I seek is harmony and nature. This is beauty."

In the spring of 1998, the "food grass hall" entered the largest shopping mall in Shijiazhuang. The sales volume rose like a rocket. The net profit in the first year was 70000 yuan.

But the cattle insist that the products of the food grass hall do not fight the price war, and do not reduce the price. "To be honest, it was not a clear brand awareness at that time, but I think our raw material is genuine material, our design is original, and the price of our goods is higher than others."

The awakening of business consciousness: Art and utility combined with 1997, one day when cattle went out to make a public phone call, they met a former colleague of television station, Guo Guo, who was also learning to paint and was opening a small decoration company.

When he asked the cow what he was doing in the countryside, the cow took him to his studio.

Xiao Guo was surprised when he saw the works of the cattle. He immediately thought of selling the bags when he was very commercial minded.

That night, the two people talked all night long, and hit the nail on the head and decided to open a shop.

After a few months, Guo found a storefront.

Several people took a broken tricycle to pick up the goods. They picked up a big stone mill in the village and picked up some wood and thatch as decoration and decoration materials.

In September 1, 1997, the first "food grass hall" was officially opened, registered as the "food grass studio" cultural ornament studio, and registered "ugly cow" trademark at the same time.

The first investment in the "grass house" has spent 800 yuan, that is, the monthly rent of the store.

The business of the small shop slowly entered the good environment. The two men recruited three workers and began to copy the works of cattle. When the business was getting better and better, a paper demolition order made the "thatched house" closed.

After returning to the countryside, the life of the cattle was back to the past, buying leather, designing, and continuing to make his purse day after day.

In the past two months in the rural areas, more and more leather bags have been produced.

Several people began to sit together to analyze the next development of the "thatched house".

Finally, we all agree that the food grass hall should reposition the product, when the practical commodity can no longer meet people's needs, and when the pure art market has not yet arrived, it can combine art and practicality, and there will be a market.

Previously designed products are too self centred, and later products should be more practical.

In the spring of 1998, the "grass eating hall" began to rebuild.

The new "food grass hall" has made considerable improvements in store design, interior decoration, commodity display, color lighting and leather making technology.

This year, cattle and India confirmed a very important price strategy of the "thatched house", that is, no price cuts.

This is a brand issue.

We put in very good raw materials and design. Our products are original, and we feel that our products are worth so much money. "

Indifferent to fame and wealth, things like their own people are "if they always think too much, they will lose many opportunities."

Niu believes that his success lies in his courage.

A bull is a man who thinks what he does.

He used to earn 7000 yuan to buy a pickup truck ready to go to Tibet, no money on the license, he earned enough license money immediately drove out, I do not know the sky so thick that to Xining will not reverse.

"I start my business as if I were driving, and I would not go backward all the way, and I would never go back."

The "one tendon" character is very prominent in the commercial expansion of the oxen.

In July 2000, Beijing East Fourth North Street, "Beijing restaurant" opened.

Although the rent in Beijing is very high, I think the style of the thatched house will be more popular in Beijing than in the market of Shijiazhuang. I earned it anyway. If I lose it, I will play it in white this year. It's no big deal.

There is a slogan in the grass eating Hall: "the home of the Wanderers". "The farther away from home, the more homesick we are."

Today's society is very impetuous, everyone's heart is wandering, the more modern cities yearn for the ancient and primitive things, this is a return of human soul.

As a saying goes, "once a college student turned around in the shop for a long time, then he told me that he saw these feelings of crying."

The great charm of the food and grass hall should originate from the pursuit of the quality of its products.

"What I pursue is the texture of the product. The materials of the grass grass hall are genuine materials, such as leather, cloth, cotton, linen, solid wood, and chemical synthetic materials.

Our products are all made by hand. In this highly industrialized society, handcraft is very pleasant. It gives people a very kind and friendly feeling. It makes people feel as if they are back in the age of sole and cloth bags. They feel very warm, not like things made by machines, cold and without feelings.

Niu Heyin, who looks very rough, seems very delicate in his heart. He realizes the pressure of city life and realizes the emptiness of the people who are rushing away for their livelihood.

The food and grass hall, a perfect combination of Commerce and culture, is simple but not complicated, steady and not impetuous. This is a way of life advocated by the grass thatched house: pursuing natural, simple, quiet and tasteful life.

He still drives out to the wilderness or deep mountains. He walks on the quiet land to find the most primitive beauty.