Gu Qing: MBA'S Duck Neck Business

Four years ago, a young man walked into the industrial and commercial office in Changning District, Shanghai, to apply for a business license for his upcoming duck neck shop. Industrial and Commercial Office The staff looked up at the Mandarin speaking young man and said, "foreigners should take temporary residence permits first."

The young man said, "I am. Shanghai Hukou. "

"Oh? Where are you from?"

"I am from Jiangsu."

"Then why do you have a Shanghai account?"

"I belong to the introduction of talents, so there are Shanghai accounts."

"What qualifications do you have?"

"Tongji University plus Shanghai finance MBA."

The worker looked up and down the young man again, sighing, "Alas! Now that the country is really dying, after reading the University, no arrangement is allocated, so we can discount the intellectuals and give you a twenty percent off." This young man is now chairman Gu Qing. After three years of registration in the industrial and Commercial Institute, Gu Qing sold the duck neck to the whole country, with more than 500 chain stores, and is increasing by forty stores a month, with sales exceeding 100 million yuan. This young man is the head of a long time - Gu Qing.

Looking back on this experience, Gu Qing couldn't help laughing. He is an amusing person. He boasts that few people can talk about his anger. At that time, he felt very funny when he was embarrassed.

But a college student with a MBA degree went to sell duck neck, which really puzzled a lot of people. But he believed he had dug himself into a gold mine. "Business is not big or small, but jobs are not good or bad," Gu Qing said. "Just a lot of people don't understand this."

　　 From selling duck neck to chain

Gu Qing said he could cook and burn several good Hubei dishes. Gu Qing got it in 2002. Shanghai When finance university and Webster graduated from MBA, they felt that they should start their own business. As for the project, he did not hesitate to choose duck neck. The idea is simple: duck neck has super product strength, and this will make money.

Gu Qing has a long history of duck neck. Before reading MBA, Gu Qing spent 7 years in the group. During his stay as general manager of Hubei District, he often went to the two stores in Wuhan on the way to buy duck neck, which was named "Jing Wu", which was rather spicy, and the name "99" was quite fragrant. Every time he goes to the headquarters of his headquarters, Gu Qing always brings Wuhan's duck neck. He found that the duck neck must be swept away in less than half an hour.

"Addictive, unable to stop", Gu Qing thinks this is the super strength of duck neck. The price of raw duck neck is 8.5 yuan a kilogram, while retail price is about 25 yuan a Jin, Gu Qing begins to think profit rate is very high. The duck neck can be boiled for the first time. Gu Qing is dumbfounded: only 62 of the duck's neck is left. "Money has turned into water." Although he used to cook, Gu Qing did not expect the bones of ducks and necks to shrink.

In 6 and July of 2002, Gu Qing raised 500 thousand yuan to friends and rented a workshop of about 500 and 600 square meters in Pudu District, Shanghai. After spending almost 400 thousand, the factory's production capacity came out. Six months later, Gu Qing opened his first store, but he made a serious mistake.

Since the venture capital fund has only one hundred thousand yuan, Gu Qing stipulates that the store with a monthly rent of more than one thousand and five hundred will not take it. The first store opened in a vegetable market, Gu Qing transported goods by himself and stood at his shop. On the first day of business, Gu Qing's duck neck was unasked. When he was desperate to prepare for the rolling door, someone bought 80 yuan. He excitedly shouted, "sell it! Sell it!" {page_break}

Now, Gu Qing admitted that the low rent shop was originally a "wrong decision". Store costs are not high, but store location is very important.

Gu Qing has decided to stay at the white snack food for a long time. Now he chooses the shop site, not only to consider the number of white-collar workers around the shop, but also to consider the quality of the flow of people around him. The rent of a 8 square meter store is different from that of lots. The rent varies from 3 to 5 thousand to 25 thousand. Gu Qing always hesitates to choose lots of good storefront because the key lies in "what kind of cost-effective to make money."

Selling duck neck belongs to the traditional industry with a lower threshold. Where the competitiveness comes from, Gu Qing said he was awakened by his speech by Mr. ho Bo, the old leader of the company. He Boquan asked Gu Qing, "you can get a duck neck and you can get it. Any healthy person can do it. The taste is almost the same. You may be a little more hygienic, but you can eat a little better. What do you really want to do with others? "

Gu Qing thought for a long time. What he said made him jump out of the original train of thought: long time to win the market, it must be brand competition rather than product competition.

In the process of brand promotion, Gu Qing showed the strength of a former marketing director and senior MBA. He carefully checked the cost and found that it was not so difficult to make a chain store.

His theory is to separate the cost of production including raw materials, backstage factories, logistics and the store cost of a store. If a storefront throws aside the store expenses such as rent, staff salaries, etc., it can break even or lose a little, so the storefront form can expand rapidly. Because increasing the storefront means the improvement of brand effect, and the profit space is also increasing correspondingly, while the background production cost remains basically unchanged.

In the early days of the business, there were often some repeat customers calling Gu Qing to ask if there was any opium shell in the duck's neck. Gu Qing laughed: "of course, it is impossible to put these bad things. Actually, the duck's neck is very fragrant and people are addicted to it. " Nine out of ten people will not exclude duck neck unless they feel too spicy. The super strength of duck neck has prompted him to spread it quickly when he seldom invested. For a long time, the promotion of national chain stores has made brand power work. As for the national sales promotion in the 2006 World Cup, the marketing power of the company has been upgraded to a higher level.