Golden Monkey Zhao Dongwang: The Gorgeous Turn Of Watchers To Entrepreneurs

A solid and sincere Central Plains man, in a leading city of reform and opening up such as Shanghai, with his intelligence and wisdom and unremitting efforts, he has made the golden monkey, a candy business which has already been outstanding achievements, become a sustainable development.

At the moment of stabilizing employment as the biggest social problem, a job position means the livelihood of one or more families.

Before he took up his post, the head of the golden monkey was his father, Zhao Qisan, a famous man both inside and outside the industry.

In company

Now, in the office of the golden monkey food Limited by Share Ltd office on Heli West Road, it has formed a large but not very large golden monkey kingdom.

From the factories, hotels, districts, hospitals, and other various service places, there are all the relatively independent units.

No matter from which angle, the golden monkey Kingdom, whose green shade is deep and its green grass is full of luxury, is also clear and pleasing.

At 10 in the morning, Zhao Dongwang, who was sitting at his desk, talked about his father Zhao Qisan. He said: "my father is very good. He looks at money very lightly. He is a very ambitious and ambitious person.

It can be said that for the golden monkey, the father is the soul of the golden monkey, and his status and authority in the group are unmatched.

"As a successor, we must only take 100% of our energy, thousands of times of efforts and ten thousand times of confidence to live up to the trust and trust of the older generation."

The most suitable place to develop the most suitable industries and provide the most suitable raw materials has always been

The golden monkey group hired animal husbandry experts and scientific and technological personnel to set up a technical service center, to carry out technical guidance for dairy farmers, to carry out unified training, unified management, unified epidemic prevention, unified breeding and unified disinfection.

The golden monkey group also signed a contract for purchasing milk with farmers and bought fresh milk at a preferential price.

0.10 yuan per kilogram in the dairy area is higher than the national average milk price.

At the same time, the Shenqiu County in which the group was located established and improved the three level technical service network of counties, townships and villages, and established a dairy farming technology service center.

The county also dispatched 10 technical personnel from the county animal husbandry bureau to the rural areas where the dairy farmers reared regularly, providing technical services such as unified epidemic prevention and unified breeding for the farmers, and regularly hired experts to set up training courses to teach epidemic prevention, feeding management, feed formulation and other technologies, so as to continuously improve the management level of farmers.

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According to people in the industry, "even according to the current industrial development standards, the construction of golden monkey's raw material base is completely correct.

In particular, candy, which is both a traditional industry and a closely related industry, has a high quality raw material base, and it has the foundation of becoming bigger and stronger.

In the summer of 2008, there was such a very popular message on the Internet that "golden monkey" sold the dried bean curd in Henan, "it is not long before the public can buy" golden monkey "tofu dry in addition to the golden monkey monkey's milk candy.

The first stage project of soybean processing and chocolate production with total investment of 110 million yuan has been put into operation in Shenqiu recently, and the bean products deep processing project mainly produces leisure convenience food tofu.

"Our dried bean curd has been laid off, and the product is in trial sale stage."

A staff member of the golden monkey office told reporters that the sales of "dried bean curd" mainly used the original dealer channel of golden monkeys, and has already been distributed in more than 100 cities.

From the perspective of market reaction, the supply of products is in short supply, and we are gradually expanding the scale of production.

According to the company's personnel, the two phase of the project will be launched by the end of this year. When the project is completed, it can produce 12 thousand tons of soybeans a year, and the sales volume will reach 500 million yuan, thus becoming the largest production base of tofu in the country.

At this time, at the production line of the golden monkey monkey production base in Shenqiu, Henan, the operator Xiao Li was not afraid to blink and stare at the production line. He watched the packaged dried bean curd slip from his eyes.

The golden monkey monkey dried bean curd mentioned in the year's report has been renamed as greedy monkey dried bean curd, and has realized nearly 300 million yuan of business income in the following year.

The young man who worked in the coastal areas has developed into a first-rate excellent operator after two years of production practice, and the remuneration is much higher than that in the coastal enterprises.

In the production line of the Shenqiu production base of gluttonous monkey dried bean curd, on the production line of the bean products company, after the process of soaking, grinding, ordering the brain and brine, the dried bean curd dried food is presented.

The production line that can process soybean 40 tons / day and annual sales income can reach 500 million yuan, has only been 4 months since the plan was put into operation and put into operation.

"Soybean is also a major cash crop in Zhoukou. Why not use it with such a good resource? Tofu as a snack food is also a market.

Moreover, at present, there is no strong brand in tofu and other snack foods.

And we are going to seize this business opportunity.

The person in charge of the bean drying production base talks about this feeling.

In fact, the most important thing is nearly 1000 young workers like Xiao Li, who have found jobs in the production base of gluttonous monkey dried bean curd, and realized the dream of employment at home.

In the past, it was said that saving lives is better than creating seven levels of pagoda. Nowadays, the chance to save one's life can be said to be few and far between, and giving a job to enable a person to make a living in this way is also better than creating a seven level pagoda.

It is understood that the Golden Monkey Group has a production base in more than 10 provinces and municipalities such as Shanghai, Henan and Inner Mongolia.

Its businesses include Zhoukou golden snub monkey Food Co., Ltd., Shanghai golden snub monkey Food Co., Ltd., Wuxi Xianyang cocoa products Co., Ltd., Xianyang golden snub monkey Food Co., Ltd., Shenyang golden snub monkey Food Co., Ltd., Inner Mongolia Gen Gi Khan dairy company, Shanghai golden monkey real estate development company, international Trade Co., Ltd. and Shanghai golden monkey Hotel and other 10 core businesses and Beijing, Zhengzhou, Zhengzhou, Zhengzhou and other more than 10 cooperative enterprises.

Another number needs to be mentioned. The total number of employees kept in the golden monkey company's roster is around 5000.

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In the traditional field of food production, golden monkeys are not "top students", but they can be regarded as "hard working students".

From 1979, Zhao Qisan, a founder of the Henan Shenqiu County, has been involved in the food processing industry with a lot of strength. After thirty years of hard work and accumulation, the golden monkey's candy and chocolate products have already taken the advantage in the domestic market.

] from the website of golden monkey

As early as 1997, Zhao Dongwang had been a journalist in a local media in Henan.

Zhao Dongwang, with his dedication, low profile, pragmatism and caution, has written a large number of highly readable news works, and has won almost all awards.

If we live on this path, today's outstanding entrepreneur Zhao Dongwang will become an excellent journalist Zhao Dongwang.

Zhao Dongwang's turning point in life appeared in 1997.

One day, in the very humble home of Fu Jing town in Shenqiu County, Zhao Dongwang, who had just returned home, felt a little strange. Zhao Qisan, who had always been laughing and laughing, sat silent on the small stool of the living room.

My son came up and asked his father what was wrong with him.

After long meditation, my father threw up a word - tired!

Zhao Dongwang really can't bear to see that the old man who has been a little out of his power is still working hard in the front line, resolutely abandoning his already accomplished job and comfortable working environment, returning to the golden monkey company, starting from the grass-roots salesman and beginning to enter a completely unfamiliar field.

Since then, Zhao Dongwang has quickly pformed his successor into an innovator, and has begun to make new moves in the field of management.

At the beginning of 2002, when Zhao Dongwang began to take over the entire company's marketing business, the first innovation was to open up the market terminal, that is to say, how to make a comprehensive change in marketing channels. At that time, Zhao Dongwang did not give his subordinates a clear concept.

However, seeing the market cost that accounts for 3% to 5% of the total sales volume, "throttling" has become the first method of Zhao Dongwang's innovative marketing concept.

"In addition to investing in terminal resources, no other money is awarded."

Zhao Dongwang's management seems to be very extensive. However, in the prevailing market environment, the implementation of this measure received significant results.

The next year, the company's annual sales volume finally stood at the level of 300 million yuan.

When Zhao Dongwang just took over the sales business, the company had only thirty sales offices abroad, but managed the sales business nationwide.

So many people reminded him repeatedly that "one person should be responsible for one or several provinces, and that the front is running behind."

Zhao Dongwang has significantly increased the effectiveness of the sales agencies abroad. Today, the golden monkey company has formed hierarchical management and control measures from headquarters to regional offices, and then to local distributors. More than 130 offices and more than 4000 contracted distributors have been doing business in an orderly manner.

The market share of golden monkey products can exceed 60% in some domestic markets where sales are in the dominant position.

But Zhao Dongwang thought that it was not enough.

"Wangwang sales team of more than 10 thousand people, Wrigley more than 20 thousand people, our sales team is only more than 1000 people."

From the sales team, Zhao Dongwang saw the gap between himself and the big companies.

At the same time, golden monkeys need to make greater breakthroughs in brand and sales. The market terminals and tens of thousands of small shops and convenience stores in big cities are the new heights that golden monkeys need to occupy.

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At the same time, the company relies on dealers at all levels to set up golden monkey monkey candy store in some advantageous areas, and tries to sell directly to the sales mode of pition, and gradually control the sales terminal.

When golden monkeys enter the new market, competitors are also increasing their layout in the two tier market.

"All industries are upgrading in industry, and the trend of integration is obvious. We have the opportunity to seize this opportunity."

Zhao Dongwang said.

"In fact, enterprises do the same.

For the employees of the enterprise, the enterprise is dead, that's a big change for another place to work, but for the boss, you have no retreat, the enterprise dies on your hands, you are nothing.

The so-called boss jumped the floor, "migrant workers" job hopping is what this means.

In order to expand the market in a broader space, the golden monkey company decided to enter Shanghai.

In 2004, the headquarters of the golden monkey company moved to Shanghai. In the face of bigger market and stronger competitors, Zhao Dongwang felt a sense of walking out of the "wellhead".

In the market survey, Zhao Dongwang found that similar leisure food production enterprises, such as Wangwang, Wrigley, Dove, Alps and so on, each had good and upper class products.

Wangwang only milk sugar and QQ sugar two products, you can achieve more than a billion yuan; Wrigley gum is even seen in a remote village store.

In contrast, though golden monkeys have many products, there is not a single category that can achieve this scale advantage.

The use of modern media means to create a brand image and rely on brand image to lead the sale of the market has become Zhao Dongwang's first move after entering Shanghai.

Many people still remember that in the history of golden monkey's marketing, the best part was the phrase "three milk and a glass of milk", which caused an uproar in the industry.

"No matter what controversy has ever happened to the outside world, golden monkeys are successful in terms of brand communication and promotion, because many consumers start remembering" golden monkeys "from this slogan.

An advertising friend commented.

For the domestic candy industry, the CCTV advertising environment was very scarce at that time.

In order to improve the overall image and brand influence of the golden monkey in the national terminal market, after careful thinking, the golden monkey first launched a charge to CCTV in the middle of August 2003.

Just half a month later, the advertising of other confectionery companies in CCTV is also open, and the confectionery industry marched into CCTV as a major highlight of the advertising campaign.

The golden monkey once again led the trend to the confectionery industry.

Enhancing brand image, setting up brand development concept, and further promoting the development of enterprises through strengthening brand influence have also brought new thinking to the candy industry.

Today, the golden monkey company's new growth point, the gluttonous monkey dried bean products, is also launched in the prime time of CCTV.

Compared with candy products, dried bean curd is one of the healthiest foods.

For less than three months, the sales of gluttonous dried bean curd to the market is close to 30 million yuan, and has maintained a strong growth momentum.

With the debut of the series advertising, Zhao Dongwang adjusted the original organizational structure of the company in order to meet the needs of the new sales situation, and merged the original sales department and the marketing department to set up a marketing headquarters.

Under the headquarters, we set up the northern region, the southern region, the northwest region and the East China region.

The establishment of the 4 major areas is more and more effective for market guidance and monitoring of local offices.

The company headquarters has gradually standardized and strict the guidance, supervision and control of offices around the country, fission of offices around the country, and increased the number of offices from 36 to 48.

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In addition, customer development has also been adjusted accordingly.

Originally, a province has one or two customers, and dealers themselves cover a very large area.

With the constant fission of offices, the number of dealers has gradually increased, and the network has begun to refine.

The office does not have standardized standards in personnel setting, so high degree of autonomy makes them seriously inadequate in staffing and reserve staff.

In order to solve this problem, the company decided to improve various functions of the office, increase sales team members, increase dealer expansion, and strictly manage the price system. A series of measures made the golden monkey's terminal performance further improved, and sales reached 500 million yuan in 2003.

In the terminal market management, golden monkeys also summed up a set of their own combination of boxing.

The model market will be established, and the good practices of some regional markets can be summarized, and the overall prosperity of the national market can be achieved through continuous replication, improvement and perfection.

In recent years, golden monkeys have enhanced the vivid display of terminals, increased the number of hanging nets and hanging bars, and displayed the image of golden monkeys through multi-point display, effectively improving terminal sales.

In the second half of 2006, the new model market continued to be improved, and models of different scale markets were established in cities such as Ji'nan, Shenyang, Lanzhou and Mianyang.

For example, taking Anyang as the representative of the municipal level, Lanzhou as the model of the provincial capital city, Mianyang as the model of the core city, and then learning and adjusting in different districts according to the actual situation of different regions.

In terms of product development, golden monkeys will further upgrade chocolate and toffee to clarify the high-grade line of chocolate candy and the middle location of chocolate.

In 2006, the launch of space chocolate, through in-depth cooperation with the "China astronaut training center", upgraded the quality of golden monkey chocolate comprehensively, and used space technology and astronaut special products to express the high quality and advanced research and development level, and really stepped out of the brand barrier that the second-line chocolate brands in the country could not overcome.

In terms of toffee, new products are used to enhance the influence of bagged toffee, and the sales of snub nosed monkeys are increased through terminal operation.

In Zhao Dongwang's view, domestic candy enterprises are hard to grow up. One of the most critical problems is the lack of an effective way.

"The international giants yesterday were us today, and today is our tomorrow. Therefore, it is very necessary to study their strategy and tactics, for example, they have some reference meanings in product marketing.

In fact, candy products are terminal resources. You can't put them in stores and can't meet consumers. Then you don't have the chance to survive.

Why is the gum of the Wrigley even seen in the most remote mountain villages? This is definitely not just a simple network construction problem.

The behavior and market behavior of all enterprises in foreign-funded enterprises are based on consumer behavior and consumption patterns, which is particularly worthy of our reference.

Zhao Dongwang is rational in analyzing and understanding the whole market.

"It is undeniable that the golden monkey is built by the old man.

But just like many of the first generation of local food companies, they did not have a systematic theory to guide their generation when they were doing their careers.

But now, these enterprises have gone through the period of primitive capital accumulation, relying on the momentum of inertia to seek development has been gradually weakening, and the rapid development of enterprises in the future must have a good team, a good development strategy, a good product and a good brand.

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People who are familiar with Zhao and his son have made the following comments. Lao Zhao is relying on his best efforts to start a business. Xiao Zhao is starting his business with innovation.

That's not true!

In keeping with the state of high profile work, keeping a low profile is always Zhao Dongwang's code of conduct.

In addition to work at ordinary times, Zhao Dongwang's two favorite things to do are reading books and playing billiards.

Zhao Dongwang described reading as a habit that can benefit him for life. Playing billiards is the best way to relax. "When playing billiards, you need to be quiet, concentrate and devote yourself to it. It's a good relaxation to do nothing at this time."

In recent years, in order to recharge himself, Zhao Dongwang has also participated in many training courses, such as MBA of the National People's Congress, training courses for middle-aged and young cadres in Henan, Fudan, and human resources training in different regions.

In this process, Zhao Dongwang touched many advanced ideas and theories, which made him deeply shocked.

He began to think about how to bring these excellent ideas and talents to the golden monkeys.

So he insisted on looking for lecturers in person, training the sales team and customers regularly, and actively promoting the cooperation between golden monkeys and some excellent brain.

All these have benefited the golden monkey company.

Zhao Dongwang, who constantly asks for change and changes, though he has gone through a rough time, has finally written a piece of admiration for the world on his stage of life, creating a miracle of the sales volume of the sugar industry in the whole country, calling the name of the hundred years old shop and trump card, and deducing the legendary story of golden monkey food spreading throughout the whole river.

Under his leadership, enterprises conscientiously implement the management concept of "constantly denying themselves and always striving for excellence", and gradually implement the development strategy of "casting the best quality trump card to create a century old shop". The comprehensive competitiveness is further enhanced, showing a good and fast development situation.

On the website of the Shenqiu Youth League Committee, Zhao Dongwang still has the original information: "recently, at the ninth member congress of the Henan Young Entrepreneurs Association and the Henan Youth Chamber of Commerce Conference, Zhao Dongwang, general manager of Henan Yuda food company in my county, was named" the ten outstanding young entrepreneurs in Henan ".

It is reported that, in order to push forward the tree and commend a number of young entrepreneurs who have emerged in the economic construction of our province, they are leading and inspiring young people to dedicate their youth to the Central Plains, and make contributions to the war crisis, ensuring growth and achieving sound and fast economic development in the province. The group, the provincial Party committee, the provincial development and Reform Commission, the provincial SASAC, the Provincial Department of Commerce, the Provincial Federation of industry and commerce, the Henan daily newspaper group, the provincial radio, film and Television Bureau and the provincial Young Entrepreneurs Association jointly launched the "Ten Outstanding Young Entrepreneurs in Henan province". After the recommendation and evaluation committee of our county, Zhao Dongwang, general manager of Henan Yuda food company, was finally selected as "the ten outstanding young entrepreneurs in Henan province".

In those days, the golden monkeys were among the top 14 Chinese brands in Henan.

A leading leader of the Henan provincial government once said that the golden monkey products can be ranked among the top brands in China. They may become the leaders of Henan and even the mainland products to enter the high-end market at home and abroad.

"Golden monkey" can achieve today's achievements, which embodies the efforts of the older generation and embodies the wisdom of the new generation.

The older generation's leadership for the new generation is more demonstrative than demanding. The new generation of learning for the older generation is more innovative than imitation, and less demanding will make the new generation more daring and more innovative so that enterprises can rapidly upgrade.

The old worker of a golden monkey is so commented.

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"There has never been a perfect individual, but imperfect individuals can build a perfect team."

Zhao Dongwang talked about opinions.

While realizing its own growth and development, the golden monkey has also effectively promoted the rapid development of the local economy.

In January 24, 2009, a Henan media reported that "trademark brand is an intangible asset that can be estimated and valued, which can add value to agricultural and sideline products."

The golden monkey trademark is the first agricultural trademark Shenqiu county has been identified as China's well-known trademark by the State Administration for Industry and commerce.

The golden monkey food Limited by Share Ltd has developed into a leading feature of Shenqiu's agriculture related industry relying on its brand effect. It has driven the development of more than 10 related industries, such as local dairy farming, forage planting, food processing, pportation and so on, and has become a gold card for Shenqiu County's external image.

At present, Shenqiu has 269 registered trademarks, 86 registered trademarks of agricultural products, 1 famous trademarks, 2 famous trademarks, 4 professional brand bases, and more than 20 registered trademark applications.

The effective implementation of the "trademark rich peasant" strategy in the industrial and commercial sector has ushered in a brand new opportunity for the development of brand agriculture in Shenqiu.

According to people familiar with the golden monkey company, recently, golden monkeys are preparing for the listing of A shares in China, with a planned financing of more than 1 billion 200 million yuan.

If the listing is successful, golden monkeys will become the first candy and chocolate manufacturers to enter the securities capital market in China.

It is understood that in order to plan the listing, the golden monkey group selected the Shanghai golden monkey food limited company as the main body of the listing and increased its capital and stock.

As the leader of the domestic candy and chocolate industry, the golden monkey has also become the target of Chinese and foreign private investment.

The golden monkey has just completed a round of financing, obtaining a private investment of 247 million yuan, the introduction of strategic investors for Beijing Jiuding investment company, Beijing Branch Bridge Investment Company, there are also a few natural persons, they share the golden monkey 20% share.

The era of courage is past.

An investment source told reporters that in the Zhao Qisan era, golden monkeys used the extensive thinking of selecting products and projects, and feeling more.

In the current market environment, we need a resource integration, with the help of external forces, to achieve the pformation of industrial upgrading.

For today's golden monkey group, we can not give more comments, because how to evaluate will fall into the conventional pattern.

For Zhao Qisan, we have to give more comments, because his performance, his popularity and his reputation are clearly placed, so that you have to admire.

For Zhao Dongwang, we do not want to give too high an appraisal because he is shouldering the heavy responsibility of leading the golden monkey group to a new stage. When the task is perfectly reflected, the evaluation we need will be obtained.

We are just looking forward to the early arrival of this moment.