Sichuan Girl Sells Tens Of Millions Of Snails

Chongqing, a mountain city, has always been an innovative place for Bashu catering culture.

Tao Ren Ju's staff told reporters that no one in Chongqing did not know Yan Jie.

In order to verify this seemingly overrated saying, the reporter really stopped the passers-by and asked: "do you know Yan Qi?"

As a result, the other side replied without hesitation: "Yan Qi, a very powerful character."

Five tables, a cook, she pulls up "

In mid May 2007, Chongqing, which is known as the furnace, has already started warming up.

Surrounded by the ring expressway, the six main city area is like a giant chafing dish centered on the Yuzhong peninsula.

The 4 city food street is like four partitions that decorate the hotpot.

After lunch, the noisy voice continued to come down from the hall below.

The office of the chairman on the four floor of the street is extraordinarily unique. The classical Chinese furniture occupies more than half of the room. A large table on the middle is filled with documents, certificates and bits and pieces. It looks a bit messy.

There are three artistic photographs hanging side by side on the front wall, of course, all of them are black and red, Yan Qi.

Across from the desk is a small Buddhist shrine, for a goddess of mercy, in the fragrance of Buddha, there are two Yan Qi in my mind. One is a legendary woman who is strong in wind, fire and fire, and the other is a gentle Chongqing girl in the portrait.

She just came from the beauty salon, her face was obviously carefully decorated.

Many women have seen many strong women, most of them seem to deliberately dress themselves up more appropriately, short hair and suits.

But in front of him, the long waist, black long skirt and red shawl were very eye-catching.

Before I could speak, Yan Qi's pungent and capable manner eliminated people's sense of distance from the first meeting. I presen that this interview should be very pleasant.

"How do you intend to write?" who knew that at first she was a little uncomfortable, sitting on the hard wood imitation chair, her body stretched and straight, her hands unconsciously finishing the corners of her shawl, and her expression was a little stiff.

"Do you think you are a successful person?" I asked.

"I should say I am a very lucky person."

She cleared her throat and spoke softly with a Chongqing accent.

For her success, Yan Qi likes to use luck and opportunity as a reason.

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But a successful woman is like a wonderful multi play. The ups and downs of the script are not only unknowable opportunities, but also the character of the dramas.

Yan Qi's story starts in 1984. In that year, Yan Qi, who graduated from senior high school, entered the accounting office of the Ba County branch of the people's Bank of China in Chongqing. After that, he was pferred to the Ba County branch of People's Insurance Company of China, Chongqing, due to outstanding performance.

Stable work and comfortable environment were enough to envied many people at that time.

If you change into an ordinary woman, you can count on a career woman who is a real husband.

In 1992, in the voice of family members, colleagues and friends, Yan Qi resolutely resigned and went to the sea. In 1994, he took 5 tables and 1 chefs in Baishi Yi to set up the banner of "Tao Ran Ju" and began his own catering business.

"I don't know what the consequences of such a choice are," he said. "At that time, cooking in Chongqing was looked down upon by the people. It put on the shelf of the state civil servants and ran to the end of the dish. Everyone thought Yan Qi was stunned.

But in Yan Qi's mind, I don't think so. "I'm eager to make my own career."

The roadside shop in Baishi Yi Town has become the starting point of Yan Qi's career.

On the other hand, she ran the household with her husband and son.

At that time, there was hardly any other shop in the street of Baishi post, and the whole road felt drowned in the dust. In the evening, there was only a single lamp on the dark road.

Yan Qi's business is also unstable. He may earn hundreds of dollars on the first day.

Some women who opened shop with her almost at the same time or couldn't eat that bitterness or shut down because of bad management, but Yan Qi bit her teeth, and survived with her unique toughness.

From "recruiting fresh" to "recruiting first"

More than 10 years ago, Chongqing's table was made of spicy chicken, spring chicken and pickled fish. To get a share in the mature market is extremely difficult.

How can we make a blockbuster?

"In the absence of brand, I must at least seize a bright spot, or sooner or later it will close, so we have to develop new dishes."

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Yan Qi's new dish is the signature dish that changes the fate of Tao Ran.

The opportunity began with a piece of news published in the Chongqing daily.

A college of agriculture has cultivated a kind of snail called fresh vegetables and vegetables.

This variety is not only large, fleshy and tender, but also has no fishy smell. It is an ecological food. After eating, it has a nourishing and healthy function on the human body.

Acutely Yan Qi knows that Sichuan cuisine's business is to seek new, seek difference and change. Combined with Chongqing's spicy eating habits, she experimented with chefs one after another, and another three experiments.

In 1997, Yan Qi went west to Chengdu and rented a long time hotel that even locals thought it could not be done.

Less than half a year after its opening, the cold port was flourishing.

Then Yan Qi went to Zigong, Mianyang and Yibin, and opened almost a branch every month.

The snails not only brought wealth to Yan Qi, but also earned the reputation of "the first home of the snail".

"Not to open a shop in Beijing, do not call the national chain, so I want to occupy Beijing, occupy Beijing, it is felt to occupy the whole country.

Only when Beijing has its own base, can it really become the atmosphere. Not red in Beijing, it will still be popular only on the edge. It should be diverged from Beijing's national political and cultural center to the whole country and become more powerful.

Yan Qi showed a great deal of expression when he said this.

"At the beginning, there was a great difference between my husband and me," Yan Qi said quickly. "I gave him a sentence at that time." if you can't talk about it, then you can run other places. I run Beijing. As long as I am there, there is no problem. If you feel there is a problem, the two of us will do our own work and do it separately "," I will do it in Beijing. "

"The result is divided."

But Yan Qi complacent went on to say, "later, he still respects my opinion very much every time, and I say how to achieve it."

As the business grew bigger and bigger, Yan Qi, who took the direct camp strategy, opened his business to Beijing.

In October 4, 2003, Tao Ran lived in Chaoyang, Beijing, with a total investment of about 20000000 yuan.

The store opened, but it was at a loss at the beginning of its opening.

"You chose to stick to it, but didn't you think that if you fail, it will be a blow to the whole brand."

"Because I don't feel very wrong about my choice."

Before long, business miraculously improved.

The store has been profitable since third months ago.

In June 2004, Tao Ran Ju opened its second store in Beijing.

Is it enough to recruit fresh food?

The survival and development of China's catering industry, such as the strong hands, is not only to attract fresh food, but also to recruit first.

Yan Qi, a restaurant operator, always "sees a little farther than others" and is a leader.

When people compare their prices, she wins by their characteristics. When people pursue their characteristics, she takes guests in an elegant environment. When people set up high-end facilities, she promotes money by advocating green health.

The operation of superior people led to Tao's repeated victory.

In addition to creating the brand of "Tao Ran Ju", she also introduced a high and low grade restaurant brand. The high-end will launch the "1937 capital restaurant". The middle class is Tao Ran Ju. Next, it will also launch the "two rivers hot water pot" and "two rivers water". In addition, the sword will pack the Qingdao food network in the right way, and gradually enter the community to create a three-dimensional dining kingdom.

In September 21, 2006, Tao Ran Ju invested 200 million yuan, and officially completed the "Tao Ran Ju building a new socialist countryside demonstration base" in Chongqing, Chongqing.

"I feel that I am very good at understanding that piece of business, and I am very confident in myself."

Today, Yan Qi, who owns 73 national chain stores and 16853 employees, speaks of success.

Half of life is career, the other half or career.

"Liu Xiaoqing once said:" it's hard to be a woman. It's much harder to be a famous woman. You and she are both Chongqing women and famous women. What do you think of her? "

"I think our industry is different, so fortunately, gossip has nothing to do with me.

I think we should be honest and clean.

Yan Qi's tone was simple and his expression was a little shy.

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"Can I talk about your family?"

"My marriage is tied up by my career."

She threw this sentence with certainty.

"It should be said that it is a common cause that allows us to come together and support each other in work and life."

She explained, "I am mainly making big decisions, and he is implementing them concretely."

"The modern version of the woman is outside the male main."

I unconsciously blurted out and attracted Yan Qi to laugh.

In the interview, a man came in and reported his work with a few words of Yan Qi.

Judging by Yan Qi's attitude towards him at that time, I thought he was just an executive.

After being reminded by someone next to him, he realized that he was Du Kangwei, the husband of Yan Qi. Unfortunately, he did not see his face and expression at that time.

Du Kangwei is said to be one of Chongqing's business figures who has successfully acquired local state-owned enterprises.

However, in front of such a strong wife, husbands often choose to appear as a figure, whether it is voluntary or not.

"I have not done enough in caring for family and children's education."

Then she suddenly became silent.

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There are many successful women in our era. Maybe there is a bitter story behind their success.

Family and career, to lose sight of one another, is always a balance for women entrepreneurs, and Yan Qi is no exception.

"Who do you admire most or admire most?"

"It seems like."

She held her head on her forehead, and hesitated for a long time.

"How do you write better?"

She smiled apologetically. It was not because she was so proud that she didn't look at anyone, but maybe she hadn't thought about this "problem".

"Can you give some advice to the current entrepreneurs?" I closed the interview with the intention to close the interview for nearly 2.5 hours with this question.

"Lifan's Yin Mingshan, Yin Zong."

She suddenly came up with such a phrase "not being able to get to the point".

"I think he is a very great entrepreneur. At that age, he still has entrepreneurial enthusiasm and a sense of social responsibility."

Yin Mingshan, the chairman of Chongqing Lifan Group, a representative of Chongqing merchants, officially entered the auto industry at the age of 54 and became a billionaire in 10 years.

In 2005, Yin Mingshan was awarded the "China Charity Award" issued by the Ministry of civil affairs and the Chinese Charity Federation, becoming the "first" philanthropist in Chongqing.

Maybe it is the power of example. Yan Qi is also paying back to society in the form of donations and grants, providing 1000 jobs for the laid-off women workers every year, providing farming orders to poor rural women, and donating 200 thousand yuan to build a "Tao Ran Chun Lei Chun primary school" in the reservoir area, so that those who drop out of school can receive formal schooling in Chongqing.

When I left, I suddenly saw the picture hanging in the hall "under the East hedge of Chrysanthemum" hanging in the lobby. I could not help remembering the poem "to be more mature by chrysanthemum Huang family, a total drunken man".