Huang Jian: Twenty Years of Yan House

Huang Jian: Twenty Years of Yan House

Fear, just like when you cut your hair, you will think that the master's razor will slam from the neck and cut it.

On March 3, 2017, Xiamen took the pollen of the sun and gently spread it on the plaque of Huang Jian’s office, which was “extremely flat and flat”. Blowing the face is not cold, Yang Liufeng, evokes his vivid memory of fear, which happened in Xiamen in 2011.

That month, the media broke out the blood swallows in the bird's nest products on the market, with an average nitrite content of 4 400 mg/kg, which is more than 63 times the so-called national maximum limit. The public opinion is stunned and the bird's nest industry is shaking. At that time, Yanzhiwu has more than 500 chain stores nationwide, and the industry giants who are planning to go public are the first to bear the brunt: chain stores have suffered a strong impact. Only 136 are closed, and the capital chain is approaching the life and death line. For the first time, Huang Jian experienced the fear of the company's gloom.

Time is up. In today's health food market such as donkey-hide gelatin, ginseng, maca, bird's nest, etc., there are still a large number of enterprises with categories and brands that have no price and no standard. Although the domestic health food industry has produced several large state-owned giants, in the subdivided field, in 20 years, from the family workshop to achieve annual sales of more than 1 billion yuan, and then bottomed out to become the industry quality standards setters and benchmarks The company, Yan House is a well-deserved leader.

The "Blood Swallow Event" is a razor that cuts the house of Yan, and cuts off the glory of Yan House, which has been in business for more than 10 years. At the same time, Huang Jian, who is forbearing, sensitive, and eager to move forward, used five years of standardization, fashion, and differentiation, and ushered in the second bright eye of Yan House with new retail thinking.

Maintaining fear is a force that hopes to live. It is the collective wisdom of a merchant like Huang Jian. As a “marine businessman” who won the Chinese sample-style love fight, their inner motivation may be like Huang Jian, which stems from the fear of the mountain village in Fujian’s Zherong County, where the ancient paper-cut and the ginseng are abundant, 5 years ago. Only the first express parcel was delivered.

Math teacher's life gravity

If Huang Jian is not a good teacher, it should not be too much.

In the three years of teaching high school mathematics, Huang Jian and a student who was only about three years younger than him. "The big child carries a child." After taking a graduate, Huang Jian also took himself from the main teacher to a deputy teacher because he was “too young”.

Huang Jian’s mind has never been settled in class, perhaps like he likes books such as “A Brief History of Mankind” and “A Brief History of the Future”, which stems from the desire for the unknown. Therefore, when he learned that a Korean-owned tent company hired employees in Xiamen, he also filled in a resume. The re-examination notice was unexpectedly received. He immediately stopped paying his post and took a job for ten hours. He took the bus from Rongrong County to Xiamen.

Zherong County is remote, and it will not be delivered until 2012. The temptation of the mountainous environment has spurred the youth to begin this adventure.

In 1992, the Xiamen Bridge was just opened to traffic. China's first cross-sea bridge connects the rich and prosperous of Xiamen's main island, so that Huang Jian, who has been more than 20 years old, is still embarrassed - it is like a one-way bridge, so Huang Jian never thought about it.

From a certain perspective, the desire to enlarge and change the external vision is the “power of all” for all entrepreneurs. In China at the beginning of reform and opening up, this desire to grow in the hearts of almost everyone has become the first gas station to push China's modern commercial civilization into the fast lane.

After successfully entering the company, Huang Jian was assigned to the Quality Management Department, which became a key node for his future business view.

As a Korean-owned export enterprise, its requirements for quality control have reached a severe level. In the era when the popular correction fluid modified the report error, if there is any trace of change, "For example, if 12 is written as 13, and 2 is changed to 3, they will tear off the whole (report). You can't have a little mistake anyway."

The nitpicking of quality is the standard for all successful entrepreneurs, which has become the standard that Huang Jian pursued after he founded Yan House. So many years later, Huang Jian practiced this "paranoid" requirement for quality into his own factory.

For example, in 2015, he made the bird's nest processing factory a transparent factory, and implemented open management and production from the selection of materials, water, picking and stewing. At the scene, a magnifying glass and other tools were prepared to accept the quality inspection of the whole society.

If we say that the transition from educating people to being educated is a restless Huang Jian, it is a key leap to escape the "gravity of life"; then, following the wave of the country, it has become a milestone to go to Singapore. The final destination of the jump.

It is worth mentioning that this trend of the country in the 1990s has brought about a qualitative change in the traditional small business target, small capital, and small-scale "small economy" model. A new generation of merchants, such as Ding Shizhong, Zhou Shaoxiong and Xu Lianjie, began to take advantage of the coastal geographical conditions of Fujian and the advantages of overseas Chinese, and introduced foreign advanced technology and brand awareness to the mainland, forming a “Jinjiang model” that affects the Chinese economy. As a result, Antar, Seven Wolves, Hengan International and other well-known wolf merchants were born.

Perhaps Huang Jian did not realize that he jumped to the key node of China's business history.

Chain is a foreseeable adventure

"Asia's Four Little Dragons" Singapore has become another blessed place for Huang Jian.

Since the Ming Dynasty 600 years ago, the bird's nest has been known to the officials of Southeast Asia and the mainland for its "big lungs and yin". It has become a "sacred medicine" that goes hand in hand with ginseng, and many literary works and books in "Dream of Red Mansions". The middle is highly respected. With the iteration of history, Southeast Asia and Hong Kong, Taiwan and other regions are enjoying food. And Singapore “where the streets are full of bird's nest shops”.

Huang Jian, a keen 20-year-old, feels that the unique nutritional value and rich historical heritage of bird's nest will have huge market potential in the continent where economic strength is rising. Therefore, he asked friends to help, inspected the production sites and channels of bird's nest in Malaysia and Indonesia, and decided to return to China to start a business.

That was 1997. Bird's nest is still sold in the high-end medicinal counters of pharmacies such as Tongrentang in the mainland. The marketization is almost zero, there are very few consumers, and no brand appears. Huang Jian and his sister and his wife set up the “Shuangdanma” bird's nest brand, creating a precedent for bird's nest franchise.

The opening of the store is limited, Huang Jian can only transform a processing room at the bottom of the house of more than 70 square meters. After purchasing the bird's nest from Southeast Asia, they made some simple packaging, affixed the "Double Danma" brand, and then rented a 2 meter long counter at Hualian Commercial Building in Zhongshan Road, Xiamen, and began to try to peel the bird's nest from the pharmacy. , market-oriented franchise.

In 2002, China’s business hours went from consignment to the era of chain operations. The franchise model led by McDonald's and KFC began to be popular in the mainland.

Huang Jian is by chance aware of the emerging concept of chain. That day he was watching the "China Business News", a small advertisement above caught his attention: the second chain management conference sponsored by the Ministry of Commerce will be held soon. So can bird's nest also be a franchise?

Previously, Huang Jian’s bird’s nest sales agency business has been doing well. Only agents in the Shanghai area have a turnover of more than 10 million yuan a year, and “Shuangdanma” has also been upgraded to a “Yanzhiwu” with more brand awareness. At this time, choosing to change the way to brand franchise, more or less advent and risky.

Adventure methodology

The first is brand awareness. Although "Yanzhiwu" had a certain reputation among the agents at the time, from the agent to the joining, it was necessary to face 2C from 2B, and the brand influence was limited. Second, the market acceptance problem. At that time, although bird's nest was gradually accepted by high-consumer groups, after it became a franchise store, it faced many problems such as store rent and standardization.

Changing the track is the most difficult innovation. Everyone does not support the idea of ​​Huang Jian's franchise.

And Huang Jian once again relies on a keen business sense, "big bad", "Since McDonald's can, why is Yan House not?"

Therefore, after Huang Fei’s self-funded registration chain business conference, he took his wife and three employees. Five people were huddled in a small car. The huge KT board display rack and several temporary gift-packed bird's nests were hard from the driver's seat. Seymour to the trunk, full of local all the way from Xiamen to Wenzhou, then to Shanghai.

Compared with the rich rock candy bird nests on the market, or other canned products mixed with fungus and white fungus, Yanshi House has been adhering to the full bird's nest gift box products, which has received extensive attention.

As for the product Huang Jian has a bottom, how to make a characteristic store franchise mode and quickly copy it becomes a key issue. In these two aspects, Huang Jian created his own "Yan House Mode".

The first is the store. Huang Jian found that due to the characteristics of bird's nest, consumers need to pick their own hair and stew, which is very inconvenient to eat. Therefore, he consciously assigned a processing kitchen for each physical store. In addition to the sales of bird's nest, he also provided customers with "present, ready to eat, ready to stew, ready to send" services.

This kind of user thinking born more than 10 years ago is similar to the offline O2O store model. Within 3 kilometers, with the custom incubator of Yan House, the bird's nest is sent to the door, and the temperature of the ready-to-eat is kept. The House of Yan is also crowned as "Swallow's Nest."

Huang Jian cut through the pain points of the bird's nest industry, and built the unique store model of Yan House, which quickly opened the joining situation of Yan House.

However, such a specialty store, the delivery staff, sales staff, chefs and other staff are fully equipped, at least 7 people. At the same time, due to different processing capabilities, standardization degree and geographical location, various franchise stores have had many problems that Huang Jian never dreamed of. For example, in Tibet, due to high altitude, the bird's nest cooked in the store is often not very familiar, resulting in poor taste. In winter in the northeastern region, the road is easy to freeze. After delivery, the bird's nest is already cold and even frozen.

From 0 to 1 was originally a process of breaking into a butterfly.

In 2007, “Yuzhi” Yanzhi House was established 10 years ago, joining the manual, operation manual, stewing manual, etc., and groping for 6 years of chain systemized content gradually matured. Yan's House's franchise model has rapid replication, but there is still a tipping point for rapid expansion.

In 2011, Huang Jian consciously targeted the health care needs of the bird's nest beauty and beauty at that time, and decided to use the female beauty care as a breakthrough point to promote the Yan House. Under the multi-party financing, he decided to start from the Hong Kong region, the largest consumer market for bird's nest, and chose Hong Kong's famous movie star, Liu Jialing, as a spokesperson.

At this time point, the branding of the bird's nest market is still insufficient. The spokesperson advertisement of Yanzhiwu has been widely promoted in CCTV and ground media, and it has successfully attracted attention. At the same time, in line with the Yan House's franchise model, the market quickly detonated and expanded. In the three years, Yanzhiwu franchise stores have grown to more than 400 in the country, and sales have quickly exceeded 1 billion yuan.

It must be said that it was the "reading mind" that was practiced in the early years, which gave Huang Jian a more forward-looking market vision and wider commercial visibility.

Crisis and fear

In November 2010, Huang Jiangang returned from the Indonesian processing base and opened the mobile phone. In a flash, the text message and the phone are flying together. "The whole person is staying and wants to blow up" - the consumer asks for a return, the franchisee asks for a refund, the General Administration of Quality Supervision, Inspection and Quarantine, the media asks for explanation...

The repeated information made Huang Jian unprepared, but the outbreak of the blood swallow incident seemed to have long been buried.

In the bird's nest market around 2011, according to the color of bird's nest, the merchants divided it into Baiyan, Huangyan and Xueyan. Among them, the blood swallow is due to the infiltration of iron-rich minerals into the bird's nest, which is purple-red. Because of its small number, it was promoted by the merchants. Therefore, some reporters want to prove that so many blood swallows, from where, the quality is in the end.

According to the inspection by the quality inspection department, the nitrous acid content in Xueyan exceeded 4 400 mg/kg, which was much higher than the so-called national food additive upper limit of 70 mg/kg. The haze of the "poisoned milk powder incident" that occurred in 2008 has just dissipated, and the food safety problem brought about by the blood swallow incident has caused the media and the public to be at a loss.

At that time, the Yanzhiwu chain stores broke through 500; Yan's house's prospectus has been printed and is planning to go to Hong Kong for listing.

The scene is glorious. What everyone did not expect was that the CCTV 3.15 program group, "Focus Interview" and other news media selected the largest Yankee house in the market at that time as the object of investigation. The spearhead of the blood swallow incident turned from the whole industry to the Yan House.

This is the first and the biggest crisis encountered by Huang Jian and even the entire bird's nest industry. From a business perspective, this is a concentrated outbreak of the industry's lack of industry norms and uneven quality. From the perspective of enterprises, the scale of Yan House is constantly expanding, and it is necessary to be a leader and responsibly stand in the perspective of the whole industry and examine the entire industry.

After quickly sorting out the clues, Huang Jian invited a number of media and experts to hold three press conferences to explain the problems of blood swallows, bird's nest, nitrite and so on.

Sometimes, people are like reeds with thoughts, floods come, and strong forces are only enough to keep the roots. After a wave of public relations, the second wave of public opinion came again. The public wants attitudes, not right or wrong. Interpretation is often used as a cover. For a time, "eat bird's nest to cause cancer" and "eat bird's nest is a nuisance of swiftlet" and other negative news has been expanding. More than 100 franchisees who had intended to cooperate immediately stopped cooperation.

However, this did not shake Huang Jian's determination to maintain the industry. Consumers request a return, they will return; franchisees request a refund, will retreat, "This is not a problem with the bird's nest itself, I never thought about giving up."

The liquidity pressure of more than 200 million yuan brought by returns, defaults, etc., still makes Huang Jian like a person. "The annual operating loss of one or two million yuan, almost every day, franchisees ask for a refund, lay down every day. In bed, the brain twitches." The bank has stopped lending, and after the land sale of more than 70 million yuan, it can only be maintained temporarily.

Twenty years ago, he might choose to jump out of business because of the gravity of life in the environment. 20 years later, in the face of the powerful gravitational field brought about by the industry, enterprises, investors and team dilemmas, he did not retreat, and chose to block the most. In front, use gravity to resist another gravity.

Fortunately, after half a year, the storm gradually subsided. Huang Jian represents the bird's nest industry and invites relevant persons from the General Administration of Quality Supervision, Inspection and Quarantine to go to Southeast Asia to learn about the growth environment of bird's nest. A report containing two important results affecting the future development of the bird's nest industry was published on the AQSIQ website:

1. The nitrite in bird's nest is the natural nitrite formed by the influence of food, minerals and humidity during the formation of bird's nest.

2. Bird's nest is an agricultural product that needs to be washed, stewed and eaten, and the processing is also the process of removing nitrite.

In the face of the crisis's responsibility and forbearance, it is the razor that is engraved in Huang Jian's heart. It reminds Huang Jian not to forget the fear.

800 women workers and a bowl of bird's nest

Now looking back, the blood swallow incident is the key node for the entire bird's nest industry to reposition itself and find itself.

However, in this process, Huang Jian discovered many problems hidden in the entire industry. One is the lack of standardization of bird's nest products, and the franchise model inherently has certain management drawbacks. Secondly, China's entire bird's nest industry is a trade-oriented industry. It only rough-processes imported bird's nest raw materials, and is increasingly homogenized from products and prices to specialty stores.

After the robbery of the Yan House, how to choose a new way? Combined with the characteristics of the Yanzhiwu industrial chain, the ready-to-eat and standardized bowl-swallow products opened the new decade of Yan House.

In fact, Huang Jian took into account the development of bird's nest. As early as 2006, he established his own processing plant in Yanzhiwu and began to accumulate the deep processing capacity of bird's nest. After the blood swallow incident broke out, some researchers told Huang Jian that since nitrite is natural, can it be studied to get rid of it.

The process of removal is actually a transformation from rough processing of bird's nest to deep processing.

The first change is security. Soon, Yan House reduced the natural nitrite in the bird's nest to the “undetected” level, equivalent to zero nitrite. Huang Jian applied for a patent for this. At the same time, in terms of preservatives, fats and cholesterol, Yan House has further studied the removal program and achieved safety innovations of “0 preservatives, 0 nitrite, 0 fat and 0 cholesterol”.

The second shift is standardization. At the factory end, Yan's House insisted on using 800 female workers with a visual acuity of 5.0 or above, using all the manual hair picking to ensure the quality of each bowl of bird's nest. At the same time, after having the nutritional balance and standardization ability, Huang Jian will automatically cook the bird's nest at a high temperature of 121 °C for 1 140 seconds according to the best standard of 3~5 grams to ensure the best taste of the bird's nest. It is packaged in a bottle-grade material and sent to a specialty store. The store is no longer cooking.

The third shift is transparency. The Yanzhiwu processing factory is open to the public all the year round, and in the form of experience, the media and the public feel the whole process from the bird's nest picking, stewing and packaging.

The three changes go hand in hand. In 2012, the “Banyan” product was launched, and the new model and new model once again rewrote the history of bird's nest.

The revolution has no turning back

Reform is often to bleed. After the bowl of Yan came out, many franchisees believe that the current stew mode has a strong user stickiness and hopes to retain it. One of the franchisees opened seven or eight stores in Changzhou, Jiangsu Province, and hesitated on the issue of stewing. Huang Jian did not compromise, and “heartedly” and “friendly” dismissed the original franchisees one by one.

In the end, Huang Jian cut the franchisees to only 20. Where is he going to take these 20 people?

Throughout the health food industry, with the release of the “medical and food homologous” policy by the relevant state departments in 2011, the industry has been waiting for it, and it has quickly moved toward a hundred flowers – Dong'e Ejiao through raising oysters, making skin, and licking meat. The integration of catering industry, supporting the high-end cultural marketing of “Gongjiao”, played a role in homing. Make up the “Moutai in Medicine” to increase the gross profit rate of Ejiao, and focus on the beauty and beauty of the cross-border, and make the “Peach Blossom Ji” Ejiao cake into the high-end fast-moving market.

With deep processing and using price ladders, Polar Grass brings Cordyceps from high-end medicinal materials to the mass consumer market; Korean ginseng utilizes the advantages of its own beauty industry, tourism industry and cosmetics industry, and integrates with many industries to increase the added value of the ginseng industry.

Is the value homing, is the mass market, is to increase the added value of the product? What is placed in front of Huang Jian is the success of countless industries. Perhaps none of them belong to the House of Yan.

If you look at product positioning, bird's nest is quite similar to gelatin. The first is scarcity. Ejiao requires a specific Dongya water refining suede; bird's nest requires the swiftlet to live in a tropical coastal island between 10 degrees north latitude and 10 degrees south latitude. The annual temperature is higher than 28 °C, and the main producing area must have a vast original forest. Keep away from pollution. Secondly, it is a cultural attribute. Ejiao is a tribute to the Jiuchao. The history can be traced back to the era of Cao Zhi and Yang Guifei. The bird's nest is also an ancient and modern diet. The Qing Dynasty's "The Compendium of the Dynasties" is the most docile of food. Materia Medica does not accept, the square book is rarely used."

But bird's nest is not a gelatin. The properties of bird's nest are imported foods, which have a wider range of consumption than them, but have a narrower industrial chain structure. It is impossible to reduce the price of raw materials through industrial chain integration.

Therefore, Huang Jian first started from the consumer demand, according to the daily demand of pregnant women, middle-aged and other groups of different amounts of bird's nest, the product remodeling of the bowl Yan. Under the premise of ensuring the same quality, according to the different content of bird's nest, Bowl Yan has set the bowl to be a classic, exclusive, good pregnancy and other product models ranging from 3,000 to 4,500 yuan, forming a certain price ladder and expanding. User group.

Second, differentiation and fashion. At the beginning of the birth of the bowl of Yan products, Huang Jian applied for a patent for this bowl of ready-to-eat bird's nest, which formed a product separation from other finished bird's nests. The product innovation of open-top food has also changed the tradition of bird's nest stewing, which is closer to fast-paced consumer demand and younger consumer groups.

Finally, Huang Jian opened a “bird's nest dessert shop” on the famous pedestrian street in Xiamen. He matched the bird's nest with fruits such as mango and pineapple, and launched a nutritious dessert with a price ranging from ten to several tens of yuan. Product innovations outside this bowl of Yan have increased the value of the bird's nest as a whole.

Rather than saying that the House of Yan has embarked on a road that is a great place, it is better to say that Huang Jian has walked out of a road that only belongs to the House of Yan.

Bowl Swallow opens a new decade of bird's nest

From the QR code on the bowl of the box, we seem to have seen some explorations in the old and new, online and offline, inheritance and innovation in the Yan House.

The most basic is the QR code printed on each box of box products, which is a product traceability system. Through scanning, you can clearly see the necessary information such as the origin, net content, processing plant, and date of manufacture of the bird's nest.

Therefore, in the traditional store channel, Yanzhiwu can supervise and update the higher-end service system with the control of product quality through the traceability system. For example, in cooperation with the monthly sub-centers, women and children hospitals, beauty institutions, high-end hotels and so on, which have been born under the upgrade of consumption, Yan House has a strong channel to persuade.

Going to the online channel, this QR code connects to the light product and the big back end. In the online channels such as Tmall and Micro Store, Yan House has launched a young and fashionable product that is directly supplied by e-commerce. Each bowl of 138 yuan of light blue drop-shaped heart-shaped bowl of Yan, not only avoids competition with high-end products in the offline channel, but from the product segmentation, the target is locked into a young, potential consumer group after 90s.

One category, multiple product lines, online and offline product segmentation, channel integration, is the second channel exploration and conversion of Yan House. For example, Yan's House and Juhua have just completed the beautiful promotion of the first phase of the pregnant wisdom bowl. With the hot spot of the star Zhang Yiyi's marriage, they planned the Internet hot event with the theme of “National Second Sister Pregnancy”.

On the product, Yan House has customized the text packaging for the bowl, guiding consumers to their own creativity.

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