Three years ago, the US Mission's huge investment in tea was condensed into a paragraph:
Wang Xing said to his assistant, "Go and buy me happy tea."
After a while, the assistant came back: "Boss, I bought it, 400 million."
2065438+On April 25th, 2008, Xicha received a huge series B financing of 400 million yuan from Longzhu Capital under Meituan.
No one expected that Wang Xing, the boss of Meituan, would vote 400 million yuan for this post-90 s boy at a time?
1 1 years ago, Nie Yunchen, who was only 19 years old, came to Jiangmen, Guangdong with his parents from Jiangxi to start a business. He opened a mobile phone shop.
The competition in offline mobile phone stores is fierce. At that time, there were many fake mobile phones. He often brushes other people's mobile phones for free. Others are embarrassed to let him serve for free, and will buy some products such as charging treasure and data cable to express their gratitude.
The mobile phone shop loses money every month, which is really unsustainable, so he has to close down. Just when he didn't know what to do, he bought a cup of milk tea one day and drank it badly. Suddenly, he had a brainwave. Why don't I try to open a tea shop?
I didn't expect his life to hold on all the way and sing all the way. ...
20 17 was selected as the "20 17 Hurun 30X30 Entrepreneurial Leaders" list in September.
August 2nd, 20 18 was selected into Forbes China 2065438+08 list of 30 elites under the age of 30.
20 19, 19 was selected as the "Top 30 Social New Retail Influence of Forbes China" in February.
On October 2, 2020165438+/kloc-0, Nie Yunchen ranked 42nd in the Hurun 80 Self-made Rich List in 2020 with a wealth of 4.5 billion yuan.
As a junior college student less than 30 years old, I came to Guangdong from Jiangxi to work. According to the normal development logic, it is very good to be able to work in Guangdong and buy a house and get married by your own efforts. However, from a small shopkeeper who opened a mobile phone shop, it took 10 years to become the head of a 16 billion company. What did his entrepreneurial process go through? What are the frustrations of his entrepreneurial story? What are his entrepreneurial experiences that can provide reference and enlightenment for entrepreneurs?
Nie Yunchen 199 1 was born in an intellectual family in Jiangxi, and both parents were supervision engineers. Later, I followed my parents from Jiangxi to Jiangmen City, Guangdong Province.
20 10, Guangdong vocational college of science and technology did not choose to find a job after graduating from the school of humanities. At that time, he only chose a college degree to start a business.
Open some recruitment websites. When many companies recruit employees, they all write the first bachelor degree. Now that I think about it, fortunately Nie Yunchen only had a college degree. If the first degree is undergraduate, he may also find a job and go to work safely, so there will be no later story.
Nie Yunchen opened a mobile phone shop in Jiangmen. Due to the location of the mobile phone shop, few people come to buy mobile phones, but many people come to brush them. At that time, there were many fake mobile phones, and many customers came to brush them.
Business is not good at first, so I'm sorry to charge my customers for updating the computer. Nie Yunchen is very anxious. But on second thought, helping customers brush the machine for free can increase the flow of people in the store and bring some business.
He offered to help customers brush their computers for free. Customers are also embarrassed, and always buy some mobile phone accessories in his mobile phone shop, such as mobile phone charging treasure and data cable.
20 1 1 After the rapid rise of online shopping platforms such as Taobao, people are becoming more and more accustomed to online shopping, which is convenient, fast and cheap. Nie Yunchen's mobile phone shop became more and more difficult to do, so he decided to close it.
Closing the store is easy. What should I do after I turn it off? This incident made Nie Yunchen, then a teenager, very anxious, unable to eat or sleep well.
One day, he bought a cup of milk tea after eating. Milk tea, which I thought would be delicious, was very uncomfortable after eating it. Why don't you have a cup of boiled water and feel refreshed?
He didn't immediately throw this cup of unpalatable milk tea into the trash can. Instead, he opened the lid of the milk tea cup and stirred the contents with a straw. Why is it so bad?
He found that the so-called milk tea was not real tea at all, and he didn't see any fruit. The so-called fruit is actually the taste of fruit powder, and the milk cover is also made of milk cover powder. This kind of milk tea tastes bad and unhealthy. Not only does it taste bad, but it is also bad for your health, but the business in the store is very good.
He thought to himself, "The threshold of tea shop is not high. Why don't I open a tea shop?" I can make delicious milk tea for customers, and maybe I can make money after making it! "
Opportunities are often prepared for those who are prepared. Nie Yunchen opened a milk tea shop after closing the mobile phone shop.
The teahouse looks easy. He didn't know how deep the water was until he turned it on.
It is easy to open a shop, but difficult to do it, especially when everything is difficult at the beginning, not to mention Nie Yunchen knew nothing about milk tea at that time.
As a tea shop, Nie Yunchen knows that he is a layman, but he is very demanding of himself.
He knows two things very well: first, the milk tea he makes should be authentic, and since it is milk tea, it must taste like milk tea; Second, his milk tea should be young and interested in young people. There is a large group of young people in the beverage market.
As a post-90s generation, he knows that he is a sample customer of milk tea to be made in the future. If he doesn't like his milk tea, consumers won't buy it.
After wanting to make milk tea, Nie Yunchen thought all day about the product information and reports about milk tea.
First of all, he positioned his products as genuine and resolutely refused to blend them. The main raw materials are milk and tea. It is convenient to buy fresh milk and tea. He was originally in Guangdong, near Guangxi, Taiwan Province Province and Viet Nam, where tea is abundant.
Raw materials were backward, so he began to consider users' preferences for products. Although he has never made milk tea, after studying the beverage shops on the market, he thinks that the crowd positioning of milk tea should be young people. There are many Hong Kong-style milk teas and Taiwan Province bubble teas on the market.
These milk teas were all bought by Nie Yunchen, and he wrote down his intuitive feelings while drinking. He thinks Hong Kong-style milk tea tastes a little bitter, while Cantonese people have a light taste, so it should not be suitable for Cantonese people. Bubble tea in Taiwan Province Province is made of cassava flour, which is more suitable for teenagers.
So what flavor of milk tea do you make in Guangdong, which young people like to drink?
Nie Yunchen has no formula, so he is going to debug it himself, because his taste is very sensitive.
On May 20 1212, Nie Yunchen's tea shop opened. He called his own milk tea brand Huangcha, which is also the predecessor of Xicha.
At that time, Nie Yunchen's imperial tea shop was in a small street. This shop is only 30 square meters, and the price is 10 yuan.
Nie Yunchen feels delicious and the price is close to the people. It should be in short supply. However, the market gave him a loud slap, and his daily income was only about that of 20 yuan.
The result surprised him. What's the problem?
Nie Yunchen's imperial tea shop has a narrow facade and simple decoration. Nie Yunchen, like many shopkeepers, has several jobs: boss, waiter, cashier and milk tea teacher.
Nie Yunchen stands behind the half-height counter every day, waiting for customers to come to the door. Looking at the endless stream of people in the street, no one came in to buy milk tea.
The fragrant milk tea was mixed with inner depression, and his mood was very depressed. How does he do business?
While waiting for customers in the tea shop, he pondered how to break through the current predicament.
The product is very important, and the price of the product is also critical to the sales volume, and the brand is the key. ...
Under the dilemma, either break through or die, Nie Yunchen definitely belongs to the former.
Nie Yunchen made a breakthrough in products, and he chose all in products. After the launch of new products, he often searches for customers' comments on the Internet, and he often goes to the comment area in Weibo.
Nie Yunchen put "users are God" into practice through solid improvement. Every time I saw the improvement, the user's praise increased, the bad reviews decreased, the sales volume increased, and the data of two plus one MINUS made him excited. This may be that although it is difficult to start a business, I don't know whether the road ahead is bumpy or flat, but every progress in front of me will give people strength and let people continue to support it.
Writing here, I thought that Lei Jun, the founder of Xiaomi, was in Jinshan Company at that time. At that time, the company almost took out all its assets and spent more than 20 million to develop software. At that time, in the late 1990s, 22-year-old Lei Jun set up a research and development team in Beijing to take charge of this project.
At that time, it took three years, and the team members developed the software day and night, and finally failed. Jinshan Company changed from a team of more than 200 people at that time to more than 20 people overnight. The 25-year-old Lei Jun submitted his resignation letter to the company, but fortunately, the leader at that time did not approve Lei Jun's resignation and gave him a six-month holiday.
Lei Jun used this time to reflect, and later returned to the company, which not only created the glory of Jinshan Company, but also successfully entered the world's top 500 companies in such a short time, ranking 422nd, and Chinese mainland (including Hongkong) entered the world's top 500 companies 124, creating a miracle.
20 12 10 through continuous improvement of products, Nie Yunchen's tea shop finally broke up and the plot was unexpectedly transferred. I used to wear it in a hurry, hoping that customers would come to the store to buy milk tea, but suddenly customers crowded the milk tea shop and needed to queue up to buy a cup of milk tea.
The problem of queuing soon caused a storm. Some people question that Nie Yunchen's tea shop pays people to queue up. Nie Yunchen ignored this because he was more confident about the future development of his tea shop by queuing, especially when he learned that a couple of customers had become lovers because of queuing in his tea shop.
The business of the first and second stores was in full swing, and he immediately decided to open a third store, but the business was unexpectedly bleak.
After the success of Huangcha's two stores in Jiangmen, Nie Yunchen decided to open a new store in Zhongshan, the nearest to Jiangmen. Because he saw some customers waiting in line specially driving from Zhongshan and Shenzhen to drink milk tea, he thought of opening a milk tea shop in Zhongshan, and the business would be very good.
After Nie Yunchen opened the Imperial Tea Shop in Zhongshan City, his business was bleak. I feel that the smile on my face has not yet bloomed and I am going back to the past.
Nie Yunchen settled down to reflect and soon found the reason. The reputation of the tea shop he opened in Jiangmen did not spread to Zhongshan. He decided to adopt the strategy of encircling the city from the countryside and chose a tea shop named Xiaolan Town at the junction of Zhongshan and Jiangmen. This move really worked.
In the past three years, Nie Yunchen's royal tea chain has developed rapidly, with more than 50 stores in the Pearl River Delta region.
Nie Yunchen, 24, has become the owner of 50 milk tea chain stores. The 24-year-old Lei Jun was still leading the team to develop software, and his future was uncertain.
At this time, a new problem was placed in front of Nie Yunchen. At that time, shanzhai was rampant, and there were many imperial teas on the market. Consumers simply can't tell which is the real imperial tea. Just like he opened a mobile phone store at that time, there were many fake mobile phones, most of which came to the store for free.
He knows that if he doesn't have his own brand, it will definitely seriously affect his future development. Every famous brand in the world has its own resounding brand.
2065438+At the beginning of 2006, he made a major decision and spent 700,000 yuan on Xi tea. This money seems very small now, and it was a lot of money for the imperial tea at that time.
Long-term pain is better than short-term pain, which is a sum of money that needs to be spent on the cutting edge and cannot be saved. If you didn't buy the brand of Xi Tea, after several years of development, you may have started to do it, or you may have withdrawn from the historical stage in the market scuffle without a brand.
In August of that year, after the imperial tea was renamed Xicha, 100 million yuan fell. A small goal, from the mouth of Wang Jianlin, the richest man at that time, once became a jingle and was selected as one of the top ten buzzwords of the year. In August, Xicha received an investment of 654.38 billion yuan from IDG Capital and He Boquan.
He Boquan/kloc-dropped out of school at the age of 0/5. He led a group of young people, not only cultivated a little-known local brand into a well-known food and beverage brand in China, but also created a steady miracle widely praised in the industry. 1998: McKinsey was hired to conduct strategic consultation for senior management of enterprises, and the most advanced SAP management information system in the world was introduced. 1999 was selected as a teaching case of Harvard University, and today the group was renamed as Robust.
With a capital investment of 100 million yuan and the blessing of Robust brand, the newly renamed hi tea should be double happiness.
After getting an expert's reply, Wang Xing, who is older than Nie Yunchen 12 years old, but has made a great impact on the Jianghu, invested 400 million yuan in tea with his Dragon Ball capital.
With the injection of 400 million yuan, hi-tea is like plugging in soaring wings and singing all the way.
Xicha has begun the overall layout of the national and overseas markets.
In 2020, the production of hi-tea products consumed more than 5,800 tons of grapes, nearly 2,000 tons of strawberries, more than 4,700 tons of mangoes, more than 3,200 tons of coconuts and nearly 3,000 tons of peaches ... and earned more than 750 million yuan for farmers in the upper reaches of the supply chain.
On September 1 2020, Xicha and China Foundation for Poverty Alleviation signed an industrial poverty alleviation plan for the next three years, and will donate 3 million yuan for industrial poverty alleviation projects across the country. The first donation is 6,543,800 yuan, which will be used to support the development of tea industry in Leishan County, Guizhou Province in 2020.
On February 1 day, 2020, Xicha released the "Xicha 2020 Annual Report". Data show that by the end of 2020, Xicha has opened 695 stores in 6 1 cities at home and abroad. At the same time, the exploration of hi-tea in innovative formats has also achieved initial results, and its brand-new sub-brands hi-tea and hi-small bottles have been loved and recognized by consumers as always. With the continuous improvement of brand potential, the steady expansion of store scale and the continuous improvement of urban layout, Xicha is continuing to lead the development of new tea industry.
By the end of 2020, the use of disposable plastic cups will be reduced by more than 30,000 in the activity of bringing your own cup to drink tea, and the use of non-degradable plastic straws will be reduced by the activity of green paper straws120,000. Nearly half a year before the latest "plastic limit" requirement was issued, Xicha took the lead in applying polylactic acid (PLA) straws to the new tea industry, giving consideration to environmental protection and consumer experience, and leading the environmental protection practice in the whole industry.
Hurun Research Institute released the 2020 Hurun Rich List. Nie Yunchen, the 29-year-old founder of Xicha, made the list for the first time with a wealth of 4.5 billion, becoming the only entrepreneur on the list who started from scratch after the 1990s.
After 90, they started from scratch and were worth over 100 million yuan ... It is not unusual to bring these people out, but if they unite, it will be enough to shock everyone. If you add the label "milk tea", it will make people feel even more surprised and strange. With the blessing of these labels, the word "inspirational" is no longer enough to describe the story of Nie Yunchen's love of tea. Open Life seems to be more in line with the evaluation of online readers.
Graduated from junior college, less than 30 years old, started from scratch, achieved commercial scale 1 600 million in 9 years, and personal wealth was 4.5 billion. What enlightenment will today's1documentary Nie Yunchen bring us?
Revelation 1:
The hero doesn't ask the source. Nie Yunchen, 29, has become a successful example of starting a business from scratch after the 1990s.
Nie Yunchen studied in a vocational college. According to the requirements of those recruitment apps, units and positions with higher incomes generally require full-time undergraduate graduation, and even require 2 1 1, 985 colleges and universities.
If Nie Yunchen applies for a job in an enterprise according to conventional thinking, it is generally difficult to get into a good unit, because his first degree is only junior college, and he has been rejected by the human resources department, and he has no chance to interview, let alone talk about the high salary of the unit.
After graduation, Nie Yunchen did not apply for a job in the company according to the usual practice, but chose to start a business directly, starting with opening a mobile phone shop to sell mobile phones and then opening a tea shop.
Revelation 2:
You can look for business opportunities from ordinary daily life.
Most people only complain when they buy something that tastes bad, or quarrel with the merchants, or feel unlucky when they meet such merchants.
Nie Yunchen was in a bad mood after buying the unpalatable milk tea, but he didn't go to the merchants to argue, but found business opportunities from this cup of unpalatable milk tea.
At that time, his mobile phone shop was not easy to do, and he always thought about transformation. Unexpectedly, a cup of unpalatable milk tea brought him business thinking, and then he created the famous brand of China milk tea-Xicha. His life has been singing all the way since then, creating a business legend.
Revelation 3:
Diligent in thinking, good at pondering and developing milk tea by myself.
After Nie Yunchen thought of making milk tea, he put all his energy into developing products, because as a milk tea shop in the early days of his business, it was actually a small workshop.
As such a small shopkeeper, it is indeed a miracle that he can devote himself to developing milk tea products from a layman like him and make them sell well all over the country and even overseas.
After all, he majored in administrative management in college, which has little to do with the industry of making milk tea with him.
Moreover, he is not the owner, and he is very familiar with every link of milk tea from production to sales.
Revelation 4:
Strong brand awareness, with 700 thousand to buy hi tea trademark.
Many start-ups and even some old enterprises have had trademark disputes, which have caused adverse effects and even disasters to enterprises and products.
Nie Yunchen attached great importance to trademarks. At the beginning of his business, he was able to buy the trademark of Xicha for 700,000 yuan. This move is very correct, on the contrary, it is very unfavorable to the development of enterprises.
Revelation 5:
Good at market operation and attracting investment.
It is precisely because of the high brand awareness that IDG Capital and He Boquan later invested 1 billion, and the founder of Meituan Wang Xing invested 400 million. ...