Don't Compete With The Stronger

I don't compete with the strong, I only compete with the weak

After graduation from Peking University, he was assigned to a municipal party committee office in Guangzhou. Like independent thinking, like unconventional, like challenges, he did not stick to it and soon resigned. After resigning, he had practiced stall, had sold vegetables, had done liquor business, had done real estate, of course, had done well. But he always felt that he followed the strong behind, difficult to surpass, difficult to succeed -- want to compete with the strong, and win in the competition, difficult!

He was in the liquor business when the Asian financial crisis hit. It's so hard to make good wine. Because do liquor, you exceed but Wuliangye, Maotai; Do beer you exceed Qingdao, snow; Do red wine do but the Great Wall, Changyu. While he was worried, he was shocked by a phone call from a friend. Originally, a central leader came down to inspect, let the waiter bring Sprite and vinegar, and then mix them to drink, then this novel drinking method was quickly popular among the people. What is "Leader One"? Is it so magical? He didn't know, but his curiosity made him decide to give it a try. Once when he was eating out, he told the waiter that he wanted to drink "Leader No. 1". The waiter is not surprised, but to his surprise, Sprite and vinegar. So he tried to mix and drink up, did not expect to drink the first taste of the kind of "forest sister" feeling, which is too good to drink, too wonderful. Immediately after returning, he did a detailed investigation and found that this kind of drink, which is similar to vinegar blending, has not been mass-produced, which is a gap in the market. Then, he decisively gave up the wine industry development, turn attack has no competitor vinegar beverage market. Soon, after packaging, with appetizing, beauty, health, and other functions of apple cider vinegar drinks batch market, then "fire" up. After that, it was called "police beer" and "pretty girl beer", and its popularity greatly exceeded his imagination.

Before long, various brands of vinegar products flocked to the market. But at this time, he is not afraid of "wolves dancing", because his vinegar beverage has become the largest vinegar beverage production enterprise in China, accounting for more than 40% of the market share. Do not compete with the strong, but become strong!

Inspiration struck him while he was buying meat at a vegetable market in Guangzhou. He found that selling meat was misunderstood as a small business, not worth doing, and not a respectable business. However, he carefully calculated, immediately beaming: the huge Guangzhou market, a year at least billions of pork consumption, but there is no resounding "brand"; The country consumes 630 million pigs a year, with a market value of one trillion yuan, yet there is not a decent enterprise doing it. In addition to not competing with the strong, he thinks and weak competition, he will have more advantages. And the frequent food safety incidents caused by the food crisis of trust prompted him to decide to do a big "pig guy"! He was thrilled with his "whimsy"!

Aftermarket investigation, he found that selling pork also has technical content, not only fat meat, lean meat, ribs how to divide collocation, actually decide the amount of pork sold and whether to make money or loss, and market positioning is also very key. It's a big market, but you can't take it all by yourself. In the end, he decided to serve only 10 percent of the population and make the best pork, the best brand.

Finally, after eating pork from dozens of places, he chose a local native pig from Guangxi as breeding stock. Later, he built a "No. 1 Local pig" farm in his hometown, where all the pigs are free-range. In two years, he opened 110 "No. 1 Local Pig" stores and now has more than 300 stores in Guangdong, with a turnover of 200 million yuan. Now, 28 yuan a catty "No. 1 local pig" although expensive, but considerable profit. Good taste AND popular image, so that "No. 1 local pig" quickly becomes the first pork market brand!

Who is he? He is Chen Sheng, who developed the fashionable "Heaven and Earth One" vinegar drink, opened China's first outrageously secular butcher school, and is now chairman of Guangdong Tiandi Food Group.

Chen Sheng's trademark phrase is: "I don't compete with the strong, I only compete with the weak."

Do not compete with the strong, but the stranger the competition; Compete with the weak, but promote the weak. This is the great wisdom of Chen Sheng!