" Peking University Master of Law, go to open a rice noodle shop. This is a waste of national resources. When you go back, close the store quickly! "
" Rice Noodle shop you can't do it for a long time. Come to our Gree 3, I will make you a world-class lawyer "
This is what Gree boss Dong Mingzhu in a CCTV program in 2014, saying to a post-90s entrepreneur.
However, the young man didn't care and generously said to the audience: " Hello everyone, I am a master's student in the Department of Law of Peking University Zhang Tianyi . Now, I am selling rice noodles. "
Dong Mingzhu
Is it true or false to sell rice noodles at Peking University? sounds like a joke. Peking University is the highest institution of learning in China. After graduating from Peking University, taking the civil service exam, entering the Fortune 500 companies, taking the doctorate exam, and going abroad for further studies. No matter which choice is more suitable than selling rice noodles.
But Zhang Tianyi, a post-90s Peking University graduate student , really sells rice noodles. There were Peking University talented men Chen Sheng and Lu Buxuan , who sold pork as a pork guy, and later, Peking University students born in the 1990s sold rice noodles. The theory of the uselessness of reading is once again flooding the screen. After all, selling pork and rice noodles are all okay, and there is no need to graduate from Peking University. This is no wonder Dong Mingzhu scolds that selling rice noodles is a waste of talent.
However, Chen Sheng and Lu Buxuan, the two senior pork guys, have already gained billions of dollars. So 8 years have passed, how are Zhang Tianyi, who sells rice noodles, doing?
Zhang Tianyi
Self-choice of life
On April 4, 2014, a Hunan rice noodle shop called "Fu Niutang " opened on the underground floor of Beijing Global Financial Center . This rice noodle shop is different from the surrounding restaurants, because among the 4 people in this 37-square-meter rice noodle shop, are master's . The elite students actually chose to sell rice noodle. Isn't it?
is not at all. The store manager Zhang Tianyi graduated from Peking University Law School . The other three are graduates from Beijing key universities, and one is Zhang Tianyi's cousin.
Zhang Tianyi, a top student at Peking University, did not follow the steps, go to a large enterprise, take civil servant exam, or become a lawyer, but chose to take a completely different path from others. When Zhang Tianyi, a Peking University graduated from a master's degree, sold rice noodles, was seen by Zhang Tianyi's father.
Zhang Tianyi
Zhang Tianyi's father angrily called him to question him why he didn't discuss with him. graduated from Peking University and went to sell rice noodles, which made them lose all their faces. The two quarreled fiercely on the phone, and finally their father threw the phone to the ground.
Zhang Tianyi didn't care too much. Anyway, the sky is high and the emperor is far away, so he can't care. Zhang Tianyi's parents hoped that he could become a lawyer after graduation, but why did he choose to sell rice noodles?
When recruiting campus, Zhang Tianyi went to a law firm in Beijing, and was willing to pay him ,000 salary, which is the highest. The other companies are around 7,000. The salary of 8,000 was OK in Beijing in 2014, but they can't buy a square meter without eating or drinking for a month, so they are destined to be unable to stay in Beijing, so Zhang Tianyi refused.
Zhang Tianyi
This is often the case in life. Should we follow the trend step by step, or do we not follow the ordinary path?
Zhang Tianyi chose the latter, gave up his decent job as a lawyer, gave up sitting in a high-end office building every day, but instead squatting in a 37-square-meter store, busy every day. He failed his parents' expectations, but Zhang Tianyi did not regret it.
" Do what you like, experience the process rather than the result. Even if you sweep the streets in the future, if you can get peace of mind, you will still consider it a great warmth in life ." Zhang Tianyi chose to break through himself and do what he liked.
Zhang Tianyi
After the opening of "Fu Niutang", Zhang Tianyi relies on the online e-commerce thinking of young people to constantly innovate and carry out unique publicity and marketing strategies. With the authentic taste, he won a very good reputation. Anyone who has eaten it gave a thumbs up and said, " The most delicious ."
The good reputation of this small store continues to attract new customers, but also attracts many repeat customers. With Zhang Tianyi's marketing, Fu Niutang soon stood out, and its business is so popular that it makes its surrounding peers envious.
Soon Zhang Tianyi opened a branch, became bigger and stronger, forming a brand, and listed companies were his goal . With the help of the gimmick of selling rice noodles at Peking University, Zhang Tianyi became an internet celebrity and his career has also made great progress in less than a year.
Zhang Tianyi
Zhang Tianyi’s rice noodle shop has opened all over the streets and alleys of Beijing, and has also obtained venture capital financing of 7 million . So Zhang Tianyi took the opportunity to expand the scale and took advantage of the e-commerce trend to sell rice noodle online. Selling 300,000 rice noodles every month, Zhang Tianyi has become a new entrepreneur, and the market value of "Baman" is also valued at 500 million, becoming a listed company is close to the eye.
Zhang Tianyi's success has a lot to do with his uniqueness and unorthodox path.
Innovative
Zhang Tianyi has liked to be innovative since he was a child and took the path of differentiation.
Zhang Tianyi was born in Changde, Hunan in 1990. His father is a doctor and his mother is a lawyer. He is a very typical middle-class family. He has been smart since childhood and his parents have high expectations for him. He named him Tianyi, which means the best in the world. Like reading and thinking is Zhang Tianyi’s biggest hobby, and he has read a lot of books.
" I was deeply poisoned by Zheng Yuanjie since I was a child. I have read all his books. I think people should be rebellious. This may be the enlightenment of entrepreneurship in later." Zhang Tianyi said.
Zhang Tianyi
Rebellious personality also caused Zhang Tianyi to like being independent and unconventional. For example, during middle school, when participating in the Olympiad competition, most people go from front to back, easy to go back to difficult, but Zhang Tianyi likes to go back to front, difficult to go back to the front, difficult to go back to the back. As a result, others have higher scores than him, but Zhang Tianyi is the one who can leave the most impression on the teacher.
Of course, being unique can leave a very impressive impression, but there are always exceptions.
In 2008, Zhang Tianyi wrote classical Chinese essays, but he got zero points, which turned out to miss the match with his favorite Peking University. Why did Zhang Tianyi write classical Chinese? It was because of the 2001 college entrance examination. The classical Chinese essay on the Death of Chitu won Manchu and became popular all over the country. Therefore, Zhang Tianyi felt that if he had a try, he might not be able to impress the marking teacher and get full marks, but he miscalculated and got zero points in his composition.
Zhang Tianyi
The biggest impression Zhang Tianyi left to his classmates in the same dormitory during college was that I love to mess with . He has been the president of the student union and has been a student in various school activities. In his words, it is to train himself.
In order to exercise himself, he went to the construction site to move bricks, sell vegetables, set up stalls, open online stores, sell insurance, and go out early and come back late every day. It is mysterious, but the one with the best grades is always the best.
Zhang Tianyi's first pot of gold was actually to open a dumpling restaurant. It was opened near the school during college. With its good taste and Zhang Tianyi's unique publicity and marketing, the business was booming, so he opened another one. By the time he graduated, he had already accumulated 1.8 million , which was his first pot of gold in his life. Zhang Tianyi, who had excellent scores, gave up the opportunity to be admitted to the postgraduate entrance examination in our school and chose to take the postgraduate entrance examination by himself. As a result, he was admitted to the Peking University Law School with the first place in the country, realizing his dream of Peking University.
Peking University
So later, it was not surprising that Zhang Tianyi started his business and sold rice noodles. This is how innovative it is. Do you like to mess around? In fact, Zhang Tianyi had already made a life plan during his college years, which was to go unnatural.
For the purpose of career planning , Zhang Tianyi went to many industry companies for internships, and each internship was less than a month. In this way, he basically understood the prospects and salary of various industries. The salary of a new graduate from Peking University is around 7,000. In Beijing, this salary is indeed not high. He earned 800,000 yuan in less than two years of opening a dumpling restaurant. If he worked step by step, he would only earn 800,000 yuan in at least 5 to 6 years. Everyone can calculate this account clearly. In addition, Zhang Tianyi's passion for trouble, it is the right solution.
Zhang Tianyi was taking the driver's license test, and the driving school teacher woke him up. The coach asked him, " is it easy to find a job for college students? "
Zhang Tianyi
Zhang Tianyi said a little depressedly: " is not easy to find, just graduated, only 7,000 to 8,000 . "
Driving School Coach said, " is not bad, at least you have many choices, and there are people who want it wherever college students go. Unlike us who are not educated, we can only be coaches and drive taxis. If we really don't have to do it, it's OK to do it at construction sites. "The coach's words made Zhang Tianyi suddenly realize that yes, if only wants to make a living, there are work everywhere, but why do you think it's hard to find a job? It’s nothing more than looking down on me and being unable to bear the slightest face. I feel that college students are embarrassing to move bricks and deliver takeaways on the construction site.
The common people
But in fact, in many third-tier cities, the salary of fresh graduates in general schools is far less than that of those who deliver food. They just look like they are sitting in office buildings. There are too many rules and regulations in my heart, so many young people are very tired in college.
When Zhang Tianyi graduated from Peking University Law School successfully, his parents expected him to be a lawyer or take the civil service exam, but he chose to start a business with both good character and academic performance. sold rice fans .
Beijing University student
Entrepreneurship
" fans are like one of my works, equivalent to my daughter or son ." Zhang Tianyi said so.
Zhang Tianyi sells rice noodles, but it is actually because of his rice noodles complex. He is from Changde, Hunan. Hunan rice noodles is well-known far and wide, but it is difficult to eat authentic Changde rice noodles in Beijing, which makes Zhang Tianyi, who has been used to eating Changde rice noodles since childhood, feels very uncomfortable.
. Zhang Tianyi’s motivation to start a business selling rice noodles was because in order to eat authentic Changde rice noodles during college, he needed to take the subway to take a long distance to Dazhong Temple. There was a young couple in Hunan. The rice noodles they made were very authentic and the business was very popular. Every time they went there, the people were full. After observing, Zhang Tianyi thought that rice noodles could be made in .
mfen
After having this idea, Zhang Tianyi checked various information. believes that China's catering industry has broad prospects and a 5 trillion market has great potential, but it is not done well, and the brand rate accounts for less than 1%. More of this rice noodle shop is like a hot business, but it does not achieve scale advantages and brand advantages. If he wants to do it, he must do his best.
So, in 2014, after graduating from Peking University, Zhang Tianyi chose a different path from others, not studying for a doctorate, not taking a civil servant exam, and not entering a famous company. Instead, he pulled his cousin and two other like-minded classmates. The four of them collected .1 million and started selling Changde rice noodles.
On April 4, Zhang Tianyi’s rice noodle shop opened on the first floor of the Beijing Global Financial Center. The store is only 37 square meters and is called "Fu Niutang".
Entrepreneurship four-person
For this day, Zhang Tianyi and the others have been preparing for this day. Starting a business is never impulsive, but thoughtful. In February, Zhang Tianyi and his group went to Changde for inspection. They ate all the rice noodles in Changde and finally chose to find a master to become a teacher, and then they learned the authentic Changde rice noodles. During the inspection period, each of them had to eat more than a dozen bowls of rice noodles every day, so some people joked that the chrysanthemums were hot every day. Before starting a business, Zhang Tianyi made up his mind to become bigger and stronger, form a brand advantage, and then go public.
So after learning the technology, Zhang Tianyi and others continued to explore and quantify the ingredients. After many experiments, they ensure that the taste of each portion according to the formula is the same.
Zhang Tianyi
Store selection in the catering industry is very important. Zhang Tianyi and his team only have 100,000 yuan, so they must choose the most cost-effective place. In order to find a suitable store, Zhang Tianyi had to make 300 calls a day, and his voice was hoarse every day during that period. Finally, it was finalized, the 37-square-meter store on the ground floor of the East Third Ring Road Global Financial Center. The
store has been opened, and how to attract traffic is the key. At the beginning, the promotion was useless. According to the current business model, it would have to go bankrupt in less than two months. After careful consideration, Zhang Tianyi decided to take a big bet. He decided to invite 2,000 people to eat rice noodles for free to establish reputation and attract traffic. If this bet is successful, it will be successful. If it fails, then the entrepreneurship will be failure.
So other partners opposed doing this and wanted to seek stability, but Zhang Tianyi said that cannot take the ordinary path to success, so he went against the opposition.
Fu Niutang
The result was very good, and the general customer response was delicious, which established a reputation. In addition, the activity of sharing and complimenting and eating for free has also achieved alternative promotion. When the traffic and reputation are good, the business will also improve, but if you want to form a brand advantage, you cannot rely on time to become a listed company and you must be independent.
So Zhang Tianyi thought of a solution, which is to be an internet celebrity and use celebrity effects to attract traffic. For this reason, he personally created an article, " Why did I sell rice fans after I graduated from a master's degree ", which caused a sensation on the Internet as soon as it was published.
Following the students of Peking University selling pork, Peking University students sold rice noodles. This gimmick news attracted the attention of the public. So Zhang Tianyi frequently participated in various variety shows and interviews on TV stations. Peking University’s golden signboard is easy to use. Zhang Tianyi even appeared on the People’s Daily for this reason. The traffic brought to Zhang Tianyi by the People’s Daily was great. Soon Zhang Tianyi became a big internet celebrity, and followed by a huge increase in traffic in Funiutang.
Fu Niutang's business is booming
Fu Niutang's business was booming when it was booming 20,000 yuan per day. Soon, Zhang Tianyi decided to open a branch. With the idea of e-commerce, Zhang Tianyi sold rice noodles online, selling hundreds of thousands of boxes per month. Zhang Tianyi's unique operation and operation methods of "Fu Niutang" have attracted the attention of venture capitalists.
In order to save operating costs , there is no waiter in the store. It depends entirely on customers to consciously sort the dishes and chopsticks into buckets. Of course, this is exchanged for free after-meal fruits. At the same time, the trash cans in the store are also classified, and they are all consciously followed by customers, which is conducive to raising customers to protect the environment. A unique operation like is favored by Xu Xiaoping , so the first angel investment in was in place.
With this amount of money, Zhang Tianyi quickly opened the "Fu Niutang" all over the streets and alleys of Beijing, and then expanded to various northern cities such as Tianjin. Zhang Tianyi became a new star in entrepreneurship, appeared on the People's Daily again, and was inspected and received by the Prime Minister. It is also a legend to sell rice noodles at this level.
Fu Niutang
Later someone asked Zhang Tianyi if he was afraid of failure in entrepreneurship. Zhang Tianyi said: " For me, since the first day of the restaurant opening, I feel that I have succeeded. Because I broke the rules and regulations in my heart ."
Of course, Zhang Tianyi's words are a bit Versailles. If he succeeds, he is famous sayings. If he fails, he will be like everyone else, and nothing is wrong.
After the scale of Funiutang became larger and larger, Zhang Tianyi changed his name to "Baman " in 2018. This is a Hunan dialect, which means to fight hard and dare to endure hardships. At the peak of , Zhang Tianyi had 60 stores with a brand value of 500 million . When Zhang Tianyi was ready to continue to expand during the Spring Festival in 2020.
Manbami Fan
The epidemic is coming, and the epidemic is undoubtedly a heavy blow to the catering industry. Especially Zhang Tianyi, who was in the rising period of his career, has 60 stores in Baman, with a daily rent of 2 million yuan, and has more than 500 employees and other expenses. Without income, the company's capital chain will be broken in two weeks, and he will go bankrupt and be heavily in debt in less than a month. However, there was no one on the street, so what could it do.
Fortunately, the road is endless. The outbreak of the epidemic has made everyone unable to go out at home, so live streaming sales quickly became popular. Zhang Tianyi quickly changed his business model and transferred offline sales to online. Leading the team, live streaming and selling goods day and night, Zhang Tianyi quickly attracted huge traffic to the live broadcast room with his identity as an internet celebrity.
With the persistence of live streaming and selling goods, in half a month, the profit of million was achieved, which alleviated the urgent need. Afterwards, Zhang Tianyi spent a huge amount of money to live broadcast publicity, and even realized the miracle of selling million in the live broadcast room of the live broadcaster Viya .
Zhang Tianyi
Successful people have their own persistence in the success. With the unity of Zhang Tianyi and his team, in 2020, when the epidemic was raging, Zhang Tianyi's overall performance increased by 100% compared with 2019. The result of
is undoubtedly remarkable. Zhang Tianyi was soon recognized by capital, and soon Baman received round B and C financings of more than 0 million yuan.
Today's Baman brand value has exceeded billions, and there are hundreds of stores across the country. Baman has become the leader of Hunan rice noodles, and Zhang Tianyi has also become a successful entrepreneur with a net worth of hundreds of millions.
Successfully achieved success and fame
College may not change destiny, but it will definitely change thinking.
Zhang Tianyi is like this, Otherwise, if millions of rice noodles are sold nationwide, why is Zhang Tianyi so successful? Not only because he is from Peking University, nor because he has been on the People's Daily.
If Zhang Tianyi, after graduating from Peking University, chooses to work in a civil servant or a large company, can he have the success he has today? There will definitely not be any. Zhang Tianyi's success lies in his courage to break the rules, break the shackles in his heart, break through himself, and go unnatural.
Zhang Tianyi
Zhang Tianyi's deeds also remind people that they should dare to think and do, break the rules, and only if they do it can succeed. If they don't do it, they can only see others' success.
