Wang Pinjie's Entrepreneurship Experience

Wang Pinjie, a 37-year-old from Taiwan Province Province, China, had three impulses when he was growing up.

The first time I was in middle school, I was dissatisfied with my seniors bullying me and angrily dropped out of school to go home. After a few days of confrontation with my father, I started work early.

The second time, he led a team to break the record, but the bonus promised to everyone was deducted by his superiors. Because of his sense of justice, he left the newspaper office and became a cigarette salesman, winning the first bucket of gold in his life. In his spare time, he studied coffee beans and coffee brewing technology and opened his own "Jack Magic Bean" brand open-air coffee bar.

The third time, in 2000, his two tobacco and alcohol specialty stores closed down due to the import of parallel cigarettes, and the loss was equivalent to 5 million yuan overnight. His parents mortgaged the house to help him pay his debts, which made him feel ashamed of his family. He decided to leave this native land and go to a strange but broader market. At the end of this year, he dragged two big boxes and went to the mainland to start a business alone.

Wang Pinjie's theory is that entrepreneurs should not only rely on impulse, but also look for opportunities under the pressure of the situation, and stick to their own path of choice when they cross the rubicon.

At that time, the first choice for many people from Taiwan Province Province to travel to the mainland was Zhongshan, the hometown of Sun Yat-sen, the father of our country. He resolutely chose this place. He decided to stay here, because he heard that the Agile community in sanxiang town, near the urban area, has a good public security, and many villagers in Taiwan Province Province live here. Coffee is Wang Pinjie's favorite. His dream is not limited to billing stores, but has begun to silently plan the future of the brand "Jack Magic Bean" in his mind.

When he left Taiwan Province Province, he carried nearly 400,000 Taiwan dollars (about RMB 6,543,800+10,000 at that time). He rented a two-story gable building, 654.38+000 square meters. Upstairs, there is a bedroom, bathroom and kitchen. Below is an office and cafe, a bar and five chairs. There are three small round tables and nine seats in front to entertain guests.

The renovation took a month. Since no more than 20 people pass by this block every day, in order to attract more guests, he advocated that everyone should "work hard and run for life, it's time to have a good cup of coffee" on the leaflet, and asked the receptionist's little sister to distribute it at the door. He also wrote the story of "Jack's magic beans" on the storefront glass-telling people how the little boy Jack realized his wish with three magic beans.

Because there was no coffee shop nearby at that time, and his coffee beans could be adjusted according to customers' preferences, the price was 1/3 of that of ordinary competitors, and the service was meticulous and thoughtful. This "Jack Magic Bean Coffee Raw Material Store" quickly attracted customers on an uninhabited street. A girl who worked in a nearby office building often came for coffee, and later turned journalist. Her first article was Jack's Magic Bean-a coffee shop hiding in the corner.

However, at this time, Wang Pinjie is not only a shopkeeper, but also an independent supplier, selling "Jack Magic Bean" brand coffee beans and earning some income to make a living, which is why he named the coffee shop and office "Coffee Raw Materials Store". I used to have a good life in Taiwan Province Province, with a house and a car and friends all over the place. Now I am a self-made small boss, a stranger, and I have to be careful in everything. In order to save money, he contracted the delivery work himself; In order to expand his contacts, he promised to deliver goods to his door, no matter how small, on time.

Wang Pinjie gave the store to the receptionist's sister to take care of, and delivered most of the time. The average guest wants a bag of cream, five kilograms of coffee beans and five barrels of juice, which is nearly 40 kilograms. He brought two big boxes from Taiwan Province Province to use. Customers of all sizes add up, and the two boxes add up to more than 65,438+000 kilograms. Because sanxiang town is 40 kilometers away from the city, this fat man with a huge box always attracts attention every time he delivers goods by car, and the driver also asks him to buy an extra ticket. In order to save money, he had to argue with him, and later he sent some instant coffee to the driver by "bribery".

This virtually made him practice the kung fu of "carrying heavy boxes". Until later, Wang Pinjie brought the books and equipment needed by the cafe from Taiwan Province Province. The highest record is that he brought 120 kg of things back to the mainland without paying the overweight fee.

Because all the buses in sanxiang town stop at the signs, in order to deliver them to customers in the city on time in the morning, he usually leaves at 6 o'clock, gets off in the city and starts to deliver goods on foot. It takes at least ten minutes for each customer to walk. After unloading a box of goods, he will deposit the box with a customer, pick it up and drag it back.

After working hard here for seven months, Wang Pinjie saved money to buy a motorcycle from other places, and continued to carry a box back and forth between sanxiang town and Zhongshan. The need to avoid the traffic police's transportation from time to time also saved him a lot of time. With almost harsh efforts to save money, he bought another car, which is the cheapest new car. In order to save money, he used nonstandard Cantonese to attract repeat customers on the roadside when the goods were not full. Until later, his coffee slowly occupied nearly 30% of the market in Zhongshan City.

His first shop also brought red to the surrounding environment, but many shops next to it have closed down. Every time a family goes out of business, he goes to delimit the area that others don't want, and finally merges six families to become the flagship store of Jack Magic Bean in Zhongshan.