How is the "oil grandma" tempered 160706 New Finance and Economics

As one of the important auxiliary materials on the dining table, the choice of edible oil has always been a hot spot for consumers. However, in recent years, with the emergence of food safety problems such as "gutter oil", the concept of "self-extracting oil" began to rise slowly, and entrepreneurs found business opportunities at this time.

Walking into nanjing xinjiekou's oil mother-in-law's grain fresh oil mill, the house is full of oil fragrance. Rapeseed oil, peanut oil, walnut oil and various edible oils are neatly stacked on the shelves, which makes people see things in a blur. In addition to refined oil, soybeans, safflower, flaxseed, sunflower seeds and various oil crops can be turned into edible oil here. Of course, customers can also personally feel this magical change.

In the store, many customers' favorite link is DIY oil extraction. Through the self-developed oil press, a bag of sunflower seeds became a small bottle of sunflower oil in just a few minutes. Moreover, the oil yield is particularly high, and about one catty of sunflower seeds can squeeze out half a catty of sunflower seed oil. Although this oil squeezing process seems simple, there are many doorways, and the speed of blanking alone affects the quality of oil products.

The market price of such a small bottle of freshly squeezed sunflower seed oil is 12 yuan. Although it is slightly more expensive than the refined oil on the market, it is especially popular with consumers because it is made on the spot, purely physically squeezed and does not add any additives. Unexpectedly, your mother-in-law's founder is not an old woman, but a beautiful hot mom born in 1980s: Zhang Ling.

What is even more unexpected is that the reason why I thought of making fresh oil extraction was related to Zhang Ling's previous work. Zhang Ling graduated from Hohai University majoring in industrial design. Prior to this, she worked in an American-funded enterprise, specializing in food additives. Zhang Ling said that through the experience of that company, I hope to provide healthier ingredients for my family and friends in the future.

With the 654.38+million yuan saved by working for several years, Zhang Ling found his partner Sun Hao and started their entrepreneurial attempt, which brought a lot of trouble to two amateurs.

After investigating some oil presses in the market, Zhang Ling and Sun Hao found that neither the oil yield nor the oil smoke noise can meet their own requirements, and even the soil oil presses and equipment in some small workshops, because of poor technology, squeezed out more oil impurities, which are likely to contain harmful substances such as aflatoxin. So, the two decided to develop their own oil press.

In order to debug the best oil output effect, Zhang Ling and Sun Hao often test until two or three o'clock at night. Hard work pays off. After repeated research and improvement, this oil press, which integrates frying, squeezing and filtering, is the fifth generation product and has applied for national patent. Of course, in addition to the oil press, the choice of oil should not be sloppy.

In Zhang Ling, they went to more than a dozen provinces across the country and carefully examined flax seeds in Gansu and peanut kernels in Shandong. After half a year's investigation in the major countries of origin, Zhang Ling has accumulated a good ability to distinguish high-quality ingredients through continuous exploration.

20 13, after more than half a year of preparation, Zhang Ling opened the first store in Pukou, Nanjing. The front store and the back store add a piece of less than 20 square meters, and the oil pressing sales are all completed by Zhang Ling and several partners. Zhang Ling said that he was impressed that a batch of raw materials from Gansu broke down on the road, and as a result, the master in charge of unloading got off work. So, Zhang Ling and several partners unloaded the goods themselves, and more than ten tons of raw materials were busy until six o'clock the next morning.

When you start a business, you can only sleep for a few hours a day. Even my family advised Zhang Ling to give up, but stubborn Zhang Ling gritted his teeth and persisted. Slowly, the reputation of this store spread, with four or five thousand members in Nanjing alone.

In this way, your mother-in-law suddenly became famous in Nanjing. After completing the oil-squeezing project, Zhang Ling came up with the idea of on-site rice milling. The rice mill was introduced in the store, and the high-quality rice from Jiangsu Academy of Agricultural Sciences was selected for on-site rice milling according to customers' tastes.

Partner Sun Hao said that if elderly customers like to eat brown rice, give him a rough meal, and the nutritional preservation rate of brown rice can reach 85%; It's just that it may taste a little rough. Some young customers want to eat nutritious rice, but brown rice is not acceptable. They can be beaten into germ rice, and the nutrient retention rate can reach more than 70%. The accuracy of rice can be customized.

After three years' efforts, small shops in Zhang Ling have also opened from Pukou to Xinjiekou, with annual sales of 600- 1 10,000. Besides having two stores in Nanjing, Zhang Ling has begun to consider copying your mother-in-law to all parts of the country.

Zhang Qiang is the head of Bai Weiling Township Hotel. He has worked with Zhang Ling for more than three years. Speaking of the initial cooperation, it also originated from a blind test three years ago. Zhang Qiang said that at that time, cooking oil was selected from several suppliers, handed over to the chef for cooking, and then served on the table; Finally, I found that all the dishes of your mother-in-law were eaten by customers first.

In this way, every once in a while, Zhang Qiang and chef Mao Dongyang will come to the store to see the new products. At present, this flaxseed oil suitable for cold dishes has made Mao Dongyang, who has been a chef for nearly 20 years, full of praise. Mao Dongyang said that your mother-in-law's linseed oil smells natural, just like when I was a child twenty years ago.

In addition to becoming a supplier of some hotels, in order to let more people taste their products, Zhang Ling has also started to recruit franchisees all over the country. At present, there are more than 60 franchisees all over Jiangsu, Zhejiang, Hebei and Shandong.

Zhang Ling also came up with a good idea for the quality management of many franchised brands. All the raw materials used by franchisees are provided by the oil mother-in-law base, and the market supervisors will check the quality of raw materials strictly.

In addition to offline stores, You Yuyan also carried out Internet sales in Taobao and micro-stores, and established his own official WeChat account to popularize relevant nutrition and health knowledge. At the same time, the Zhang Ling team also carried out nutrition classes, small chef competitions and other activities in various places to play with the fan economy and drain the stores.

Zhang Ling said, because the oil of your mother-in-law is pure natural, customers can participate in the whole process. It is purely physical and does not contain any additives. Relatively speaking, this cost will be high, about 20% higher than the market, but by controlling the operating cost, more people will experience the excellent quality and service of the oil mother-in-law.

At present, Zhang Ling has established its own factories and storage bases in Shanghai and Yancheng respectively, which has further reduced the cost through meticulous management, and is also developing small oil presses suitable for family use. According to the team's plan, in the next few years, you Popo will have 500 stores nationwide. By then, the concept of healthy oil use is expected to penetrate into thousands of households.

Zhang Ling said that she hopes that the oil of the oil mother-in-law can enter every high-end community and serve as many people as possible; The service of a single store can basically solve the demand of the last mile.