In the hearts of Chinese people, the four things of food, clothing, housing and transportation are probably the most important thing about food. Food is the heaven for the people. As the foundation of the national economy and people's livelihood, countless companies have emerged on the track of food consumption. Internet celebrity brands are riding on the east wind of the Internet to take people's attention, and some brands have survived the vicissitudes of wind and rain, but still stand steadily there and become familiar "time-honored brands".
Even if you have never drunk his soy milk, you must have heard of this brand. In a sense, Lin Bingsheng’s entrepreneurship is already a success-most people in Novartis China are aware of this soy milk-based brand. In current terms, it is remarkable to be the most well-known in a segmented field. The achievement of
is inseparable from Lin Bingsheng's wisdom and diligence. Lin Bingsheng once served as a soldier, worked as a salesman after leaving the army, and ran a taxi. These experiences did not become the reason for his mediocre life, but instead became the nutrients for him to thrive.
Regarding the entrepreneurial experience, Lin Bingsheng believes that there are three levels of realm:
first level, "Last night the westerly wind withered green trees, alone on the tall buildings, looking all the way to the world."
second level, "the belt is getting wider and I regret for Iraq. It makes people haggard." The third level of
, "The crowd looked for him a thousand Baidu, and suddenly looked back, but the man was in the dim light." What kind of entrepreneurial story is Lin Bingsheng in these three levels? Next, Teacher Jiang will take everyone to take a look at Lin Bingsheng's entrepreneurial road.
was impoverished and went to the west building alone.
In 1958, Lin Bingsheng was born in a poor family in Kinmen, Taiwan. His father made clothes for the local garrison to feed his family. According to Lin Bingsheng's memory, his father often worked overtime until the early hours of the morning, which was very hard.
Lin Bingsheng did not have good grades when he was studying, because his family was poor, he often went to work to deliver goods and subsidize his family. Since then, he has a preliminary understanding of business, especially the food industry, and has forged an indissoluble bond with him.
reached the age of military service, Lin Bingsheng was selected by the special forces, and went to the airborne and amphibious combat troops. Life in the army has created Lin Bingsheng's good mentality-he is brave and tenacious, able to withstand the rigors and hardships of daily exercises, and also endure loneliness. This quality cultivated in the army had a huge impact on Lin Bingsheng's subsequent entrepreneurship. After
retired, Lin Bingsheng got a job as a running ship in a large shipping company. Before taking the job, Lin Bingsheng had a three-month holiday. He has nothing to do every day, sleeps when he eats, and eats when he wakes up. Such days made him feel very empty, so he decided to find something for himself.
Lin Bingsheng went to work as a salesman in a sewing machine company, and walked the streets every day to sell sewing machines. At the beginning, he was clumsy and couldn't speak, but the character that he was not afraid of hardship and tiredness trained in the army did not shrink him. In three months, he went from being a newcomer who knew nothing to the company's sales champion at the time.
Lin Bingsheng felt that he had found his way in life. He gave up the job of running a boat and became a salesman. When he was a salesman, he drove a taxi at night for three years, rain or shine. Because Lin Bingsheng had a goal at that time: "Save 500 yuan a day". In order to achieve the goal, he could do nothing. This kind of courage is also a necessary quality for entrepreneurs.
Just when his career went smoothly, Lin Bingsheng suddenly chose to resign. Because he felt that there was no room for improvement in the company, he chose to sell the house. As a result, not only did Lin Bingsheng make no more money from selling the house, it also made his living income lower and stretched. At this moment, Lin Bingsheng was depressed and desperate to "go up to the west tower alone, looking at the end of the road", and desperately wanted to change.
started his own business, and his belt became wider. When Lin Bingsheng was a child, there were a group of retired veterans who had their ancestral homeland in the mainland and went to Taiwan, China. Forced to make a living, they gathered by the Zhongzheng Bridge in Yonghe County to grind soybean milk, bake biscuits, and deep-fried dough sticks. A piece of paving for breakfast.
These veterans have exquisite craftsmanship. The ground soy milk is fresh, nutritious, fragrant and delicious, and the biscuits and fritters made are golden in color, soft and crisp. Yonghe County is famous in Taiwan for its soy milk. And Lin Bingsheng grew up eating these biscuits and fried dough sticks. Therefore, when his house selling business was not developing smoothly, he heard that a soy milk shop had been transferred, and he was very excited.
Lin Bingsheng at the time, for his livelihood, not only sold houses, but also set up street stalls at night. But because of the mortgage on his back, Lin Bingsheng really couldn't afford to buy this small shop. Fortunately, Lin Bingsheng is usually very righteous, so his friends are willing to lend him money.
Finally, Lin Bingsheng invited his classmates to join him, bought the storefront and trademark of the soy milk shop, and started his own business.
Making soy milk is hard work, with long working hours and low profits. So the small shop opened, and within a few months, the partners all withdrew. In the face of difficulties, Lin Bingsheng showed the courage to "become more comfortable and never regret". He firmly believes that small businesses can also make big deals, and as long as they are serious, there is always a chance of success. While insisting on operating
, Lin Bingsheng realized that food also requires professionalism. He went to the Food Research Institute to learn a lot of food-related knowledge and established food standards for the production of soy milk. He went to schools, convenience stores, and stores in Taipei to sell. With his unremitting efforts, the business is getting better and better.
continues to rise, but the lights are dimmed. In 1995, Lin Bingsheng came to the mainland with the idea of opening up new markets. In the beginning, he relied on commissioned OEMs to take the retail route. The market responded well, but he just couldn't make any money. Obviously, the difference in economic conditions determines that Lin Bingsheng must change, otherwise he can only wait for his death.
Lin Bingsheng noticed that we did not yet have a clean, hygienic and standardized breakfast. Therefore, he opened the first direct-operated store in Shanghai, featuring soy milk and fried dough sticks, focusing on a clean, tidy, hygienic and healthy standardized breakfast.
Not only that, but Lin Bingsheng also pays special attention to Anu's concern for the technical department. Because chain stores require standardization and standardization, and in China, because of the large regional differences, sometimes the temperature in the south and the temperature in the north may differ by ten to twenty degrees. If the beans are not soaked enough, the beans are underdeveloped, and there is no pulp after grinding; if the beans are soaked too much, they have settled and are harmful to the body. Therefore, it is necessary to use advanced technology to ensure that the nutrition of the cannon beans is not lost. After a simple operation in the store, a healthy food with the same taste can be made.
Standardized high-quality services, perfect market positioning and correct management concepts have allowed this brand to develop rapidly. Although there are endless copycat shops, Lin Bingsheng has never given up on counterfeiting.
Now, Yonghe Soymilk has opened more than 500 branches in China. When it comes to doing business, Lin Bingsheng said: “To be a business is to be a human being. If you are poor, you will be alone. If you are poor, you will benefit the world.” In daily life, he still maintains his previous The habit of being a soldier is to exercise, run, swim and so on every morning.
