Media reports Hutchison catfish

Chu Tian Jin Bao 2065438+September 22, 2003 A23 edition, full-page report Hutchison Catfish founder Mr. He Jianhua's struggle story-"He Jianhua: a catering boss and his" catfish effect ".

Full report:

Hutchison catfish is definitely among the old-fashioned specialty stores of Jiangcheng gourmets. Last month, this time-honored restaurant, which has been operating for 12 years, broke the news of brand operation: Shanghai Hutchison Catering Co., Ltd. was established in cooperation with Yisheng Catering Management Group. It is estimated that 45 million yuan will be invested to open 30 direct stores in Wuhan within four years to upgrade the packaging of traditional old stores and face the market again with a new look of modern management chain. So, this summer, He Jianhua, the boss who is obsessed with cooking, began to make a gorgeous turn. This gentle businessman, who speaks more like a teacher, is determined to "give himself another chance" at the age of 4 1.

His wife's tears prevented him from going abroad. Dad's prescription provided core competitiveness for several days in a row. He Jianhua was discussing the preparations for the chain restaurant with the company's top management until the clock turned, which made him feel tired. But when the topic turned to Hutchison Catfish, his spirit was always instantly activated and he was eager to communicate with reporters. No wonder it is difficult for outsiders to understand the feeling of cooking a dish with heart for ten years. Cooking has always been the key word of He Jianhua's life. /kloc-started his career at the age of 0/7. Before the age of 30, he was a chef in a five-star hotel and handed in a satisfactory report card for his career. After 30, he wants to change his lifestyle. "Either do it yourself or go abroad to make enough money at one time." In the late 1990s, he accepted the invitation of the Chinese Embassy in the UK, and planned to go to the UK to receive a monthly salary of 2,500 pounds, with a plan to earn 900,000 yuan to go home in three years. After the passport was issued, my wife was anxious to cry at home. "I have been away for three years. What if I don't come back? "

This cry completely stumped He Jianhua's leg and changed his life track. In June of 200 1 year, a snack bar in He Jianhua quietly opened in Huaqiao, Hankou, with a large number of restaurants, two stoves and seven tables. However, just two years after earning money, SARS struck, and despite soaking the mop with disinfectant every day, there was still no business. "To survive, we must have core competitiveness." Idle He Jianhua began to ponder a new way out. He remembered the old recipe for burning catfish left by his father. He Fu is from Wanzhou, Chongqing. Wanzhou, located in the upper reaches of the Yangtze River, is a famous seafood producing area. In Wanzhou, He Fu is a famous chef. He is in charge of banquets from street to street. Delicious sauce is an indispensable match for him to cook fresh river fresh. He Jianhua tried to make catfish at home according to his father's prescription. As a result, his wife and daughter were full of praise. "In that case, why not try this dish in a small restaurant?"

Catfish adheres to the "three noes" principle, and customers' opinions will make it nervous. Burning catfish became an instant hit and became a specialty in He Jianhua's store. Every table must be ordered. In less than half a year, the phenomenon of queuing at the door began to appear. "A catfish 18 knife, cut into 6 cm thick; The spicy taste of red pepper produced in Shandong can complement that of catfish, and it can also remove fishy smell and enhance fragrance; Choose two and a half catties of catfish, the temperature and taste are the best ... "He Jianhua's Catfish Classic is well read. In order to ensure word of mouth, he goes to the food market for stock inspection at 6 o'clock every morning. All the catfish in the store are supplied by the breeding bases in Xiaogan, Shandong and Guangzhou, and the three principles of "no dizziness, no shape and beautiful color" have been formulated. "The color is not beautiful, indicating that the water quality is not clean enough, and a bad figure will affect the taste of meat. I watch it in the shop every day. If the customer complains a little, the strings in my mind will immediately stretch. " It can be said that He Jianhua devoted all his efforts to his shop. "I spent a lot of time choosing a name, and finally I chose the word' Jin Manlou'." However, no one can remember the name of this poorly recognized shop. Jinmantang, fragrant all over the world ... it has been in business for more than a year, and guests have everything they want. It was not until later that more and more people said "I'm in that catfish restaurant" to friends who came to find seats on the phone that He Jianhua suddenly realized that this was a ready-made store name! "Hutchison Catfish" made its debut.

Is the monthly turnover of 6.5438+0.5 million enough? Go out, don't just stay in Huaqiao He Jianhua and get busy every day. On a hot afternoon, he moved a recliner under the tree, so that he could have a good sleep even if people came and went around him. At closing time, I couldn't bear to wake my sleeping daughter, so my wife had to tie her daughter behind her with a rope and ride her motorcycle home in the thick night. Hard work will pay off. Dozens of square meters of street shops, with a monthly turnover of 6.5438+0.5 million yuan, queue up at the door every day to attract stars and tourists. One day, several media friends visited the store again, and He Jianhua was woken up with a word. "To develop, go out, don't just stay in Huaqiao!" Open a branch in Wuchang! The idea has just been put forward, but it has attracted the opposition of his wife. The wife's goal in life is clear. She has enough money in her life. It's time to take the time to enjoy life and open a branch, unless she gets divorced! In the face of threats, He Jianhua argued, "I don't play cards or gamble. I just pursue some ideals and want to make the brand bigger. Is it too much? Leave! " The couple are still arguing, but things are moving in the same direction. 20 1 1 Xu Dong branch opened, customers from Wuchang poured in, and the turnover doubled. On average, the two stores sell more than 280 kilograms of catfish every day and can consume more than 50 tons of catfish a year.

From small shopkeepers to chain restaurant owners, they no longer need to buy food, but decided to guard the two stores. The couple's life has been stable and rich. But a conversation once again rewrote He Jianhua's life. "At this age, it is too late to fight again." One night, my friend imagined the brand prospect of Hutchison Catfish, which aroused He Jianhua's deep fighting spirit. This middle-aged man, who has always been obsessed with cooking, has the impulse to turn a specialty store into a chain brand restaurant for the first time. Soon, we reached a cooperation with Yisheng Catering Management Group!

From the owner of a small shop to the partner of a catering enterprise, He Jianhua is facing a great change in his role. But he still goes to the market to check the raw materials every morning, and the attitude of the couple's shop remains unchanged, which makes his partner very anxious: "If you still go to the market to buy food every day, that won't do!" What should a business partner do if He Jianhua asks for advice? "Make decision-making events, build a framework, choose a site, and find a location!" Since then, brainstorming has become He Jianhua's daily homework. Standardized production of sauces, brand-new dish design, appointment of designers to discuss restaurant style ... Working with the team of 18 years of catering industry operation, He Jianhua is willing to be a student and learn everything from scratch. "Before 20 13, I became a fairly successful shopkeeper because of the catfish dish. After 20 13, I started again and worked hard with the team to become a qualified chain restaurant owner. " He Jianhua is full of confidence in himself.

Reporter's Note From the perspective of "catfish effect", there is a concept in economics called "catfish effect", which just forms an interesting reflection with He Jianhua's story. Norwegians love sardines, especially fresh sardines, so everyone tries to transport live fish back to Hong Kong. However, due to the small fishing boats, most sardines will suffocate on the way. But there was a captain who always put a catfish in a fish tank full of sardines every time he came home. Seeing catfish, sardines are very nervous, running around and avoiding everywhere. In this way, although a few sardines were eaten by catfish, most of them returned to the fishing port alive and kicking. The "catfish effect" came from this. Because of the sense of crisis, a boat full of fish can survive-this explanation is also valid for He Jianhua. "To survive, we must have core competitiveness." The business depression during the SARS period made him start to think about the direction of his shop, which laid the groundwork for him to stir up the "shallow water" of Huaqiao. "I just pursue some ideals and want to make the brand bigger!" When he said this, his eyes had crossed the flower bridge and projected to Wuchang, which was separated by a river, and he upgraded from crisis consciousness to brand consciousness. Open 30 chain stores in 4 years, which is an upgraded version of brand awareness. The scale effect of catering industry is obvious. If 30 stores can reach the consumption rate of more than 50 tons of catfish per year in the two stores today, guests will get a amazing talk while satisfying their appetite. There is no shortage of legends in Wuhan's catering rivers and lakes. From Huaqiao to Wuchang, and then to Wuhan, the future will "blossom everywhere" ... I look forward to He Jianhua, bringing a stronger "catfish effect" to this river and lake.