QQ Shares: The First Batch Of Minimally Invasive New Achievements

In the market of melon seeds with mature brands, Chen Xianbao has made many cultural innovations through environmental innovations. television Advertising, and so on, the small harmony melon seeds to achieve annual sales of 2 billion yuan. Recently, the shares were approved by the securities and Futures Commission of the securities and Futures Commission.

"Harmony is the best seller. On average, I have to supplement every 3 to 4 days, 4 and 5 boxes each time, 20 bags of small packages of melon seeds per carton. Genuine seeds are basically supplementing once a week, with 1 or 2 boxes each time. The rest of the brands are less. " The replenishment clerk of a magic supermarket in the two ring road of Beijing told the entrepreneur. In the magic supermarket, the area of harmonious display occupies almost half of the whole melon seed area.

The terminal may be a reflection of market status. In 2008, the sales volume of qqc exceeded 2 billion yuan for the first time. At this time, Chen Xianbao started to do melon seeds business just now for the past 10 years. Chen Xianbao, founder of the company, has obvious characteristics of Huizhou merchants and is good at integrating cultural factors into business.

In 1995, Chen resigned from the state-owned sugar and tobacco company and went to sea to do business. The first product he chose was children's food bar ice. Popsicle ice has the shape of a two pole. It's cheap and will soon open the cold drink market. The technical threshold of this product is not high, and many local manufacturers see it after imitation. Chen Xianbao made a bold decision to sell the Bang Bang ice to the Northeast market. Northeast China's climate is cold, many people in the company are not optimistic, but the product is welcome in the northeast, and sales were over ten million.

The sale of cold drinks accumulated Chen Xianbao's original funds. By 1999, Anhui Hefei, Wuhu The melon seeds market has begun to take shape, and many local small workshops are doing the roasting business. Among them, fools, seeds, little Liu Guazi and so on have become very famous. Chen's Bang Bang ice market is obviously saturated. He decided to expand the new product line for the company, so he chose the roasted goods industry.

Traditional melon seeds are fried by a spade, and the industry is constantly improving. Some manufacturers turn fried seeds into boiled melon seeds. After a "boiled" procedure, the melon seeds are clean and tasty. Like others, Chen Xianbao also adopted this way. The difference is that he used this method as a promotional feature and told the consumers. Now, there are several words on the packaging bag, which are "100 boiled and tasty" in the prominent position.

The following uninterrupted little innovations made the company win the market opportunity and become the first controversial brand in the industry in a few years.

Chen Xianbao first used the environment-friendly paper packaging bag, the yellow and dark red as the background color, and the black font was clean and clear, which made the QQ slightly upscale. Then Chen played the tradition of Huizhou merchants and added cultural factors to harmonious seeds. In each package of melon seeds are placed in cultural cards, such as the Jinling twelve hairpin images, Tang poetry, Song Ci, Zhu Deyong cartoons, etc., in the dream of Red Mansions. Many small pieces of exquisite cards are loved by many people. Some people collect specially to gather twelve complete hairpins, and even once fry 200 yuan on the Internet. Qqq also achieved nearly 30 million yuan in the first year of sales.

By the end of 1999, Chen Xianbao had borrowed 4 million yuan from CCTV in order to advertise for him. In the year, the company's total profit was less than 4 million yuan. In the past second years, sales exceeded 100 million yuan, and in 2000, it suddenly increased to 400 million yuan. In the meantime, the leaders of the melon seed field were set up.

Chen Xian Bao attaches great importance to the development of channels, he said: "the market is actually a triangle, the three sides are products, brands, channels, how big the three lines, and how big the market will be." Now, there are more than 1000 professional distributors and 4 large retailers (WAL-MART, Su Guo, Metro, Tesco) in China.

Initially, in order to motivate dealers, the company took the "box opening ceremony" activity, and each box of melon seeds had several yuan cash packs, which was a bonus to dealers. It has been reported that the company pays close attention to the culture of the company. Any employee who has worked in close contact with the company will leave the employee and give away a gift when they leave the festival. Chia Chai is also a company that started the company's internal equity earlier. The prospectus shows that Chen Dongbin is the director and general manager of Chia Chia, the 34 shareholder of Hefei Huayuan, the third largest shareholder of the company. Chen Dongmei is the director, chief financial officer and deputy general manager of Chia Chia, and Xuan Li Feng serves as director of Chia Chai food, Li Zhenwu is director of Chia Chia food and Secretary of the board of directors, and the core technicians are also holding shares.

In 2000, there was a common crisis in the field of Chinese food in the roasting industry. Several major companies in the industry, such as Lin food, genuine food and little Liu Guazi, have been affected to varying degrees. Among them, the most serious forest food, in 1999, more than 1 billion sales in 2000 to less than 200 million yuan.

Over the past few years, there has been internal infighting in the family business of fools. The founder of the fool's food company has been fighting for two years to fight for the right to use the fool's trademark. Bad management makes the idiot brand a history.

The sales volume of qqc is rising steadily. Its sales in 2007, 2008 and 2009 are 1 billion 608 million, 2 billion 25 million and 1 billion 649 million respectively. According to industry sources, the second place of melon seeds is genuine, and its sales last year were around 500 million yuan.

Li Zhenwu, Secretary of the board of directors of Chia Chia, introduced the idea of listing in 2007. In October 2010, he submitted a draft declaration for care instructions, which was intended to be listed on the Shenzhen stock exchange. The purpose of raising funds is to build food processing projects of Harbin QQ food company, build Inner Mongolia raw material base, enhance the production technology and automation projects of the joint-stock food, and build information platform.

Sunflower seeds and melon seed products account for more than 80% of the revenue. In Beijing, ask a few passers-by whether he knows he is good. He will reply to "making melon seeds", but no one answered "harmony is food". It seems that there is no doubt that the harmonious brand is equal to melon seeds.

According to the prospectus, Chen Xianbao, as the founder of the company, owns 52.78% of Huatai Group, while Huatai Group accounts for 65% of the company's shares. Like some entrepreneurs, Huatai Group also has diversified businesses. Besides agriculture, it also includes minerals, real estate and small loan companies.

Food enterprises will face the same problem: safety. Just now, the brand was not plain sailing. In 2001, there were many events like "dried rats" in melon seeds. This requires enterprises to control the quality at the end of the supply chain, from raw material production to warehousing to processing. Food safety incidents have been frequent in recent years, and this may also become one of the challenges in the future.