A Spoonful Of Soup And Months To Earn Tens Of Millions Of Business Legend

On November 18th, 2006 was the most beautiful time for Jiang Daoze. The hot pot of steak and sauce soup not only opened 3 stores in downtown Changchun, but also received wide publicity from all kinds of media.

Just when Jiang Daoze was enjoying himself, he did not expect that he would welcome internal and external troubles.

Steak and sauce are just two things. Jiang Dao - he of Changchun, Jilin Province, has a real fire.

Jiang Daoze can make a high-profile appearance in various media because he made a steak sauce soup chafing dish with steak and sauce.

From this dish, Jiang Daoze made millions of fortune.

Jiang Daoze

Jiang Daoze: "this thing is not unique in China. It must be the most unique. I have one.

A spoonful of small sauce soup, accumulated tens of millions of wealth, legendary experience so that Jiang Daoze began to receive media attention.

Jiang Daoze: "take part in all kinds of activities, take part in all kinds of awards, awards, or accept some media interviews. Do some promotional activities. It's very powerful. I always feel that I have a sense of accomplishment."

Manager Zhou: "when I saw our boss on TV, I was with my friends. I said," this is our boss. I feel that I have a lot of face in these people. "

Interviewed and made a report, Jiang Daoze once again told his entrepreneurial history in front of people.

Media coverage is the best marketing. Jiang Dao wants to use the power of the media to make the steak sauce soup hot pot spread to the north and south of the river.

Everything went on track, but in May 2006, the resignation of an employee made him angry.

Jiang Daoze: "I was very angry at that time. I thought it was impossible. First, she made money here. The other one, as time went on, I took a lot of care for her in my life, and my feelings were also good."

After all, whose resignation has made Jiang Daoze so difficult to accept, why can an employee baffle Jiang Daoze in the limelight?

It turned out that Jiang Daoze's scenery was inseparable from bringing him a thousand spoons of fortune, and the key to grasping the key of the spoonful sauce was the employee.

In the winter of 1999, when Jiang Daoze found Jin Shunji, he returned to his hometown in Yanbian for second months.

He found Jin Shunji who was making sauce with the sauce.

Jiang Daoze: "I suddenly feel that her taste is very similar to the smell I remember, so I will do her work."

Jin Shunji: "too hesitant.

My son goes to school, high school, and a parent. My mother is very old and takes care of them. Conditions are not allowed. "

In order to keep this flavor, Jiang Daoze first returned to Changchun and prepared a big gift for Jin Shunji.

Jin Shunji: "maybe he was all an unannounced visit. It seems that he knows quite well about our family. What's the matter with my family? What's most important is that the children arranged to go to school in Changchun.

Anyway, the arrangement is very thoughtful, and there is nothing to worry about.

It turned out that Jiang Daoze contacted Jin Shunji's son in Changchun middle school.

Feeling his sincerity, Jin Shunji came to Changchun.

Over the next few years, two people worked together to develop secret recipes. They went through business together and enjoyed the joy of success.

Now, when Jiang Daoze is using the media to give full play, the master of the sauce Department of the restaurant, Kim Shifu, has resigned.

Jiang Daoze, who was busy with television and giving speeches, was very angry.

Jin Shunji: "I didn't tell him in detail. I said I quit."

Jiang Daoze: "at that time, I didn't feel that I was digging out of myself, and I could find such a suitable person again."

The restaurant manager showed Jiang Daoze the real reason for Jin Shunji's resignation.

As the sauce was used less and more, Jin Shunji stopped Jiang Daoze several times to talk about it. But every time Jiang Daoze felt that he was interviewed. Foreign marketing was a major event. Sauce was a minor matter at home.

Jin Shunji: "also said, but I did not say that, he may be busy, but also ignore these problems, I do not know what he wants."

Jin Shunji felt that ginger had changed. He was obsessed with the illusion of the glowing lamp everyday. He was no longer the little fellow who sincerely studied the sauce and made a chafing dish.

Jin Shunji's resignation depressed Jiang Daoze, and then a quarrel broke out in the shop, which made Jiang Daoze more upset.

Jiang Daoze: "at that time, the guests were on fire, and he was not alone in a hurry. Many of the guests at the tables who were eating around here were equally responsive. When I saw my presence, everyone criticized that you had been making money and didn't consider others at all."

At that time, it was summer, and the guests were enjoying themselves, and the air in the hot pot shop was as hot as this atmosphere.

To deal with this kind of fever, some guests have adopted the most direct and simple method.

Waitress: "as soon as the guests come in, it feels that the room is too hot to eat hot pot, and the clothes are gone."

At this time, there was just a field tour group to eat in the restaurant, and it was Jiang Daoze's business group who tried to pull in. When he entered the door, the tour guide was dissatisfied.

Jiang Daoze: "at that time, the tour guide came up against us and asked the manager," we feel very rude to the guests under such an environment, so we can't put the next group in your store again. "

Jiang Daoze quickly asked the manager to persuade the bare guest to put on his clothes, but the guest was angry.

The disputed table guest left without a few mouthfuls.

After closing, Jiang Daoze walked over and sat on the guest's seat.

Jiang Daoze: "there is no way to eat at all, so we usually see a situation. When a lot of guests arrive, they eat quickly and go away immediately. On the surface, the guests are constantly moving and thriving. In fact, the consumption list of each table is dropping."

In the store, one thing after another, the declining sales volume made Jiang Daoze think deeply.

At that time, Changchun did not know when the hot pot industry had already bid farewell to the age of attracting fresh food, and the fierce competition pattern was rising quietly.

Jiang Daoze: "we think this is a very profitable industry, and the threshold is relatively low, so many people join in."

Liu: "especially now this Sichuan pot, Chongqing hot pot and spicy hot pot are all very hot. We feel the pressure of our own business, very heavy, very big."

In May 16, 2007, the once hot pot shop was shut off by Jiang Daoze.

Is it true that the myth of food and drink created by Jiang Daoze was really swallowed up by such internal and external troubles?

In September 2007, a new steak sauce soup hotpot store stands at the junction of Nanchang, Changchun. After putting in 2 million for refurbishment, Jiang Daoze looks forward to a new start.

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Jiang Daoze: "this investment is very large. Why do we need to do this kind of input? I think that is, although your dish is a point that can attract guests, otherwise, if you haven't changed, you can't have done this shop for a long time, that is to say, there will be a flash in the pan."

But strangely enough, as soon as they entered the store, the reporter heard a dialogue that was not very compatible with the opening of the new store.

Liu: "you can feel it. It costs me 200 yuan to eat this meal. If you think it's not worth it, how much do you mean it is? Today your consumption is so much money, you say 100 yuan, you pay 100 yuan, no problem."

When the guests had eaten a big table and checked out, the restaurant manager showed a fearless stand to let the others look at it, and Jiang Daoze was beside him.

In the end, the diners could not keep their breath.

Customer: "the store is very daring to do it, generally it is the price rises, the dishes are still unchanged, and how much to eat, for example, we can not afford it, we can also offer a discount.

I feel a little bold. "

Reporter: "then do you dare to break this fold to death?" customers: "that can not be, to tell the truth, often come, we came to eat better, to this atmosphere, if it is to meet our requirements, there is no need to wipe so much."

It turned out that this is the opening week of Jiang Daoze.

In order to welcome the opening, during the trial period, customers can grade the meal according to the feeling of eating, so long as the suggestions are reasonable, even the customers say a few discount, they will give a few discount.

For example, a guest suggested that the Korean style silver chopsticks were good looking, but when they ate hot pot, they asked for 20 percent off. Jiang Daoze not only accepted the idea, but also withdrew all the silver chopsticks on the second day.

Jiang Daoze: "the opinions of customers will be implemented one by one in the store. He is also very relieved. My suggestion has been adopted in this store. This kind of responsibility, which is called" responsibility "or" something that has feelings with shops, will be very close. "

During the "opinion week", Jiang Daoze heard more opinions directly.

At the same time, according to customer response, Jiang Daoze lowered the indoor temperature by three degrees.

He found that the cooler the cooler, the less customers ordering the dishes, the higher the click rate of the hotpot, though it was only a small move, but the results were good.

Customer: "this is much better than before. Now it is cooler and better than before. It used to be light before it was hot."

Zhang Zong: "now there are 64 tables on the first floor, all of them are full.

The whole floor is now on the first floor, and it turns out that all the second guests have already come up.

The situation in the shop is good, and manager Liu Yanjun proposes to increase the price of vegetables in the shop.

Originally Jiang Daoze gave Liu Yanjun the task, the new shop opened the first month's profit must increase 5% than the previous average, Liu Yanjun proposed, raises the profit by the raise price, Jiang Daoze refused.

Jiang Daoze: "now, with the surrounding shops, the prices of every snack bar have gone up a lot, so our manager has had an opinion. So what do you want me to do if I can't finish my profit?" so do we have to raise the price? What are we afraid of so many customers? The shop is good. Then the next snack department, we are cheaper than the snack bar. Why don't we go up? Many managers are talking with me about the price increase, including our General Liu is always looking for me and raising the price.

Liu Yanjun: "we upgraded the whole dining environment and upgraded the quality of decoration, so the quality of our service has also been upgraded. So we are going to raise the price of dishes. When we put forward the rationalization proposals for the chairman, the chairman at that time," ah, you first run a period of time. "

Jiang Daoze thought that customers should not be allowed to rise in price, and profits should be sought from cost.

Jiang Daoze worked with the chef to develop the dishes, make full use of the leftover materials, and increase the added value of each dish.

A month later, Liu Yanjun calculated that a cent did not go up, or finished the task.

The more meticulous the business is, the more Jiang Daoze has put more thoughts in the shop.

At this time, Jin Shunji heard about his change and returned to Changchun.

It turned out that after Jin Shunji resigned, he returned to Yanbian and used his own technology to open the sauce field. This time she came back because she wanted to continue working with Jiang Daoze to make a sauce base in a hot pot shop.

Jin Shunji: "I feel that if our store is really good at sauce or management, if our chairman recognizes it, if he does it again, our business will develop."

So I also reconsider, or come back, I have developed. "

Jin Shunji returned to the restaurant. This time she came back, and she also gave Jiang Daoze a gift -- a complete set of the TV play "Liu Lao root".

Jiang Daoze: "after I saw two episodes, I found out that the play was really very similar to the one I was in the last stage. Every day he took part in the presentation, took the prize, donated money, did all kinds of things, and the most interesting thing in it was that he bought a lengthy Cadillac car and walked back and forth with that car every day. He wanted to remind me of this drama by telling me whether I was floating like Liu Laogen."