The post-70s lamented that they had not been able to catch up with the first wave of the college entrance examination craze. Graduating from college means a stratification of classes.
In the first few years after the college entrance examination was opened, the fate of most people who were admitted to college was completely changed. The first group of people finished college, and the expansion of university enrollment in 1999 has begun. It is difficult for ordinary colleges and universities to assume the functions of transcending classes.
For those born in the 1980s, they regretted that they were not able to participate in the first wave of gold rushes after the reform and opening-up
Since the 1992 Southern Tour speech, the “market economy” has detonated the rush of gold rushes from all walks of life, from Shenzhen to Pudong. There are opportunities everywhere along the coast, as long as you dare to fight and fight, a bicycle becomes a motorcycle.
When children born in the 1990s graduated from college and entered society, the dividends of real estate have gradually come to an end, and it is difficult for ordinary people to obtain considerable wealth through real estate speculation and purchase.
However, the door of opportunity has never been closed tightly, and someone can always find the slightest gap.
Nie Yunchen, Wang Ning, Yao Qidi, Yao Jing, Peng Xin, Huang Jinfeng, maybe you don’t know the names of these people, but you must have heard of Hey Cha, Bubble Mart, Ramen Talk, Wang Baobao, Naixue’s tea, And the perfect diary.
The times are still creating opportunities. Under the tension of national consumption, a group of upstarts moved to the front of the stage
Self-made young man
Born in 1991, male gender, college graduate, work internship experience opened a mobile phone shop outside the school. This is not the recruitment resume for the Foxconn assembly line and Meituan riders, but the entrepreneurial background of the founder of HiTea, Nie Yunchen.
In many entrepreneurial incubators, Qingbei handover seems to have become the standard for academic qualifications. Masters and Ph.D. in Massachusetts and Stanford are not uncommon, but in the new consumer field, such a unique fruit has grown.
In 1991, Nie Yunchen Junior High School, who was born in an ordinary family in Jiangxi Province, followed his parents to Jiangmen, Guangdong. From a small town from the inland to a coastal city with a warm business atmosphere, the young Nie Yunchen planted a pioneering entrepreneur seed.
Nie Yunchen’s parents worked as project supervision in Jiangmen. The work of supervision was to check the construction progress and quality of the construction party following the drawings and specifications. It was a profession that required a thorough review of the construction drawings, but Nie Yunchen seemed to be the accident that was not in the construction drawings.
During school, Nie Yunchen’s grades were not satisfactory. After graduating from high school, he went to the Guangdong Vocational College of Science and Technology not far from Jiangmen. Nie Yunchen did not continue to follow his parents’ career path and entered the school’s School of Architecture and Engineering. Instead, he chose an administrative management major. The idea of independent entrepreneurship took root during school.
Nie Yunchen, who was about to graduate from university in 2010, began to think about entrepreneurial projects.
2010 is a revolutionary year for the mobile phone industry
On June 8th, Steve Jobs released the fourth-generation iPhone at the Apple Global Developers Conference held at the Moscone West Convention and Exhibition Center in the United States. The emergence of Apple’s touch-screen phones detonated the global mobile phone industry.
Even students studying administrative management in technical schools feel the tide of the times. Helping the Apple mobile phone to jailbreak it, and selling all kinds of accessories for the mobile phone, by the way, will definitely make a profit. Nie Yunchen made up his mind and just did it.
Although the idea is good, the start-up funds of the fresh graduates are limited and the small shop opened is remote, so few people visit it. To attract customers, Nie Yunchen decided to use free flashing and jailbreak as a gimmick, and gradually attracted many students and white-collar workers to flash the phones in the store.
Occasionally, customers would buy some mobile phone accessories out of embarrassment. Although the business is not very good, Finally got rid of the dilemma of no customers.
In the second year, the shop’s business was getting worse. At that time, with the rise of e-commerce and the rampant copycats, consumers were afraid to go to unqualified personal mobile phone shops to buy new phones, and mobile phone accessories could also be purchased online.
Seeing that the mobile phone business is not doing well, Nie Yunchen made a new plan early. “The threshold for opening a milk tea shop is not high. It can be big or small. Bigger can make young Chinese tea, and a smaller one can start from a small stall.” With this idea, in May 2012, Nie Yunchen opened a milk tea shop called Huangcha in Jiangmen, which was the predecessor of Xicha, with the 200,000 yuan of funds saved for opening a mobile phone shop.
However, in the early days of Huangcha, like many milk tea shops, Huangcha’s revenue was affected by many factors: location, taste, decoration, price, etc. If there is no mature business model and quality control system, there will be good business in the store.
Time goes bad, a phenomenon in which one shop explodes while the other is in the cold. When Nie Yunchen opened the third Huangcha branch, he was in a dilemma that the shop had a daily turnover of only 20 yuan. From shop decoration to product design, Nie Yunchen worked personally and took several roles, but the business has been difficult to pick up.
One year before Nie Yunchen opened his mobile phone store, like countless college students who graduated, Wang Ning, the founder of Bubble Mart, opened a small store around the school just before leaving the university.
In 2009, Wang Ning, who was about to graduate from university, bought a shop near the school and became the first entrepreneur in China to become a “grid shop”.
The so-called “lattice shop” originated from Japan, where standard-size “lattice cabinets” are placed in shops in the prosperous areas of the city. Anyone can rent a lattice to consign their items for a small monthly fee. However, the good times did not last long. Because there were no barriers to competition, many imitators appeared in just two months. Under the fierce competition, Wang Ning had to close the door.
In 2010, Wang Ning opened a trendy grocery store in Zhongguancun, Beijing, concerning the well-known Japanese grocery retail store “LOFT” and the Hong Kong fashion supermarket “LOG-ON” to do small merchandise retail, selling some cosmetics, clothing, stationery, accessories. Bubble Mart was born.
Although Bubble Mart has developed during this period, because it is only an intermediary dealer, it has encountered many problems in actual operation, such as the lack of core competitiveness of the brand, low profits of the intermediary, and strong substitutability. Wang Ning once said “We are a platform retailer. Even if a customer likes the goods in the store, he will only recognize the brand and will not have any links with you.”
For first-time entrepreneurs starting from scratch, every difficulty in starting a business is a torment. Nie Yunchen’s milk tea shop has not improved, and Wang Ning’s Bubble Mart is still struggling to survive as a middleman.
In 2016, Nie Yunchen changed the name of Royal Tea to Hey Tea and introduced 100 million yuan in financing from IDG Capital and angel investor Boquan. From store management to product development, the production and management system was fully updated, and the development momentum of Hey Tea has been increasing. Out of Jiangmen, stores can be seen everywhere in first- and second-tier cities.
In the same year, Yao Qidi, a post-90s Guizhou girl who returned to China from the University of Manchester, decided to start her own business. She loves food without hesitation and chose to create a bowl of chicken soup brand “It is a convenient and fast food product. You can drink chicken soup when you go home”.
Entrepreneurship is not a treat. Product development, sales channels, financial pressures, operating methods, etc., did not fall behind any of the problems encountered by novice entrepreneurs, and the first entrepreneurial project was no surprise. After the failure, Yao Qidi still started from the food field he was familiar with, focusing on the convenience and fast food industry and focusing on ramen.
At that time
The instant noodle industry was experiencing the strongest winter ever. Since 2013, China’s instant noodle sales have fallen for the fourth consecutive year. In 2016, when Yao Qidi focused on the industry, instant noodle sales continued to fall by 6.75%.
Yao Qidi has his own thoughts: “Although this industry is at the bottom of the valley, it also shows that our ceiling is high enough.” Although the overall industry declines, the sales of high-end instant noodles continue to increase. With the improvement of the consumption power of post-90s and post-00s, the market also needs instant noodle products of different tastes and levels. Yao Qidi has pinpointed the blank price area between ordinary instant noodles and takeaways, and created the high-end instant noodle brand “Ramen Talk”.
Wang Ning’s Bubble Mart has changed from an intermediary distributor of trendy groceries that sells everything to a distributor of fashionable groceries with its own independent IP. There was a lot of pain in the middle until the blind box of Molly became popular. Paomat has found a development model that suits him. It is now planned to be officially listed on the main board of the Hong Kong Stock Exchange in late December and plans to raise more than US$500 million.
The reason for the successful transformation of HiTea and Bubble Mart is to seize the rise of the new middle class on the consumer side and the “opportunities of systemization in the industry”.
Compared with 0 to 1, more mature entrepreneurs choose to stand on the shoulders of giants.
Standing on the shoulders of giants
Nayuki’s tea, which is also a leader in the milk tea field, was founded in 2015. The founder Peng Xin (net name Nayuki) aimed at this track at the beginning of her business, even one year earlier than Heycha. The identity behind is a director of a listed company and a partner with senior catering experience.
In his presentation to the media, Peng Xin emphasized his love for the lifestyle represented by Nai Xue tea. “I often dream of opening a beautiful store one day. On a warm sunny afternoon, I will make a cup of tea and eat a piece that I have baked myself. Dim sum, I think it’s very nice.”
Peng Xin’s experience tells herself that she needs to find talent in catering to support her entrepreneurial idea. For this reason, Peng Xin met with many possible partners. The drama is a potential partner who can talk about it. I am also looking for someone, but not a co-entrepreneur, in other words, I am on a blind date. This strange partner who later became Peng Xin’s husband is Zhao Lin.
Peng Xin recalled the scene of the meeting with Zhao Lin: “He forgot that day. As a young man in his thirties who had no target, he often went on blind dates. Later I talked to him about my thoughts eloquently. , I said, Mr. Zhao, did you think that this idea of me came true? I didn’t expect him to say, do you think I am OK?”
The two single men and women had a try and talked. They met in March, got engaged in May, and established Shenzhen Pindao Catering Management Co., Ltd. in June, and the Naixue Tea Project was officially launched.
Peng Xin is not the only entrepreneur in the new consumer sector who can quickly find the track and dive into it. Yao Jing, who founded Wang Fufeng, also quickly found her direction. She is a successful serial entrepreneur.
Wang Baobao is not Yao Jing’s first entrepreneurial project. As early as 2013, Yao Jing, an entrepreneur in the beauty field, achieved Taobao’s annual turnover of more than 20 million yuan.
Finding that the small opportunities around her are the qualities of many entrepreneurs. During her management of beauty shops, Yao Jing found that the items shared by KOLs would sell very well on Taobao stores. This allowed her to catch the early social KOLs to bring goods. The outlet does not require price wars with traditional advertising channels with head beauty brands, and a higher conversion rate can be obtained with a small advertising investment.
“We think there is a chance to build a new brand at this point.” Yao Jing said and did it, because she had done food from the media in the early days, and she knew that the pain point of the girl’s food is delicious but not fat, so she took two The partners focus on the research of healthy food and can make categories.
This time I have a knack for finding projects. Several people analyzed highly interactive food posts on various social media platforms with high KOL influence, and found that the keywords users most concerned about were “health”, “convenience”, “delicious”, and “yan” Value”, the combination of these attributes is a good choice. From buying a factory and establishing a production line to preparing a baking process to a small-scale product launch, it was not until May 2018 that Yao Jing’s Wang Baofeng oatmeal was officially launched for sale.
After being online for 20 days, product sales exceeded 2 million yuan. Today, Wang Baoding continues to run fast with the blessing of many capitals.
Yao Jing and Peng Xin are different from first-time entrepreneurs due to the accumulation of many entrepreneurial ventures and the support of experienced partners, but to say that standing on the shoulders of giants, Huang Jinfeng, the founder of Perfect Diary, must be.
Huang Jinfeng laid the foundation of daily chemical products when he graduated from university.
In 2007, Huang Jinfeng, who graduated from Lingnan College of Sun Yat-sen University, joined the daily chemical giant Procter & Gamble. “At that time, I was in touch with new things every day,” Huang Jinfeng said. “I also saw the entire daily chemical industry of foreign companies in China for the first time. The production and marketing process of the product.”
Huang Jinfeng has been immersed in the daily chemical industry for several years. Although he has mastered the complete process of the industry, he is not in a hurry to start a business.
Huang Jinfeng met Xu Xiaoping, a well-known angel investor through the Harvard platform, and accepted his suggestion of “learn first, then fight”. Instead of choosing to start a business after graduation, he joined Yunifang, which was doing well in the domestic beauty industry at that time. He was the COO of the company.
By 2016, when Yunifang’s business was gradually improving and preparing for the IPO, Huang Jinfeng also believed that internal strength training had been put in place and the time to start a business was ripe. Huang Jinfeng attracted three alumni from Sun Yat-sen University and established the Yixian e-commerce company. The entrepreneurial track is naturally also his familiar beauty field.
With deep industry accumulation and visits and investigations, Huang Jinfeng found that makeup has a higher repurchase rate than skincare products, and it is easier to attract the attention of the younger generation of consumer groups. In 2017, the “perfect diary” focusing on makeup was launched on Taobao. The marketing method of the product is the same as the previous Yunifang. It invited celebrities and KOLs to promote it heavily. In the second year of Double Eleven, it achieved amazing sales of 100 million yuan in 90 minutes.
In the past, the marketing path of consumer products was mostly to place advertisements on TV, so that the product was exposed to the masses, and then through layers of conversion to promote transactions. With advertising costs rising, consumer product competition has become a game of only giants. A similar situation also appeared in the giants’ occupation of offline channels.
Under the new traffic thinking, the new brand was able to blaze a new trail, not only avoiding the “cash-burning” competition with the giants, but also in a short period of time with lower traffic costs to achieve a large number of exposures, rapid growth, and achieve “change lanes and overtaking “.
The stock market is becoming increasingly saturated, competition in the Internet industry has entered the second half, and traffic dividends have gradually disappeared. However, this does not mean that Internet entrepreneurial opportunities are also disappearing. New consumer brands use flexible marketing ideas and “scientific” product methods to continuously explore the market.
Sun Xiaomeng, vice president of investment of Yunfeng Fund, said, “Whether it is the US market, the French market, the Korean market, or the Japanese market, the TOP1 brands in each price range are domestic brands. There is no reason why China cannot have a group of outstanding companies.”
Today, behind these outstanding companies, a group of outstanding “new” entrepreneurs is catching up with the wave.