"Beauty of bean jelly" Li Hua: Determined to build a China version of "McDonald’s"

Li Hua (right) data map
CCTV News:The rapid development of the Internet has changed the operation mode of most commercial formats today. Many enterprises either rise and take off on the wings of "internet plus", or adjust and seek new ways of survival under such commercial fever. As a local famous snack in Nanchong, Sichuan, North Sichuan bean jelly is the only bean jelly variety awarded by the state as a famous snack in China, and it is also the only Chinese time-honored brand of bean jelly.
In 1998, the state-run "North Sichuan bean jelly" store set up by Nanchong Municipal Government of Sichuan Province closed down due to registered trademark, and employee Li Hua became a laid-off female worker. In the past 20 years, this "bean jelly girl" with dreams, with firm belief and hard work, has experienced entrepreneurship, trademark repurchase, chain direct sales, etc., and with the help of women’s federations at all levels and the government, she has just embarked on her own road to success.
She pushed the local food business card of "North Sichuan bean jelly" to the whole country step by step, making it a famous trademark in Sichuan Province and an intangible cultural heritage in Sichuan. Therefore, Li Hua won the honorary title of "March 8th Red Flag Bearer" in 2017.
After twists and turns, I decided to "North Sichuan bean jelly"
"North Sichuan bean jelly is a good brand, and it has also precipitated many memories of my childhood."
When I was a child, since Li Hua ate a bowl of bean jelly with his family in the streets of Nanchong Old Mofan Street, he left a deep memory of this slippery, thin and delicious bean jelly. At the age of 18, she seized the opportunity to enter the state-run Nanchong "North Sichuan bean jelly" store, and studied under the fifth generation successor He Biyu for seven years.
In 1998, this state-owned old shop was forced to close down and all its employees were laid off. That year, Li Hua was 25. She kept a strong interest in her heart. "What can I do? How? "
"At that time, I really wanted to start a business, but I suffered from lack of funds and access." In 2001, at a training meeting for laid-off women workers organized by Shunqing District Women’s Federation, Li Hua, who was not content with the status quo, put forward the idea of starting a business to the District Women’s Federation, and was fortunate enough to get clear support from the District Women’s Federation. Li Hua made up his mind: "I must revive the bean jelly in northern Sichuan!" "
With the help of Nanchong Municipal Government and the Municipal Women’s Federation, Li Hua and her husband Ren Qisheng went to Chongqing, and finally bought back the trademark of "North Sichuan Bean Curd" at a price of 200,000 yuan, and reorganized with the old North Sichuan Bean Curd Store to establish Sichuan North Sichuan Bean Curd Food Culture Co., Ltd.
After repurchasing the trademark, Li Hua visited restaurants everywhere and finally chose to reopen on Fujiang Road in Nanchong. The newly opened "North Sichuan bean jelly" store has only 10 dining tables and 5 female employees, but the business is very prosperous, and customers are full of praise for the bean jelly in the store. Later, her husband also resigned from public office to run a small shop with her, and the couple decided to build a China version of McDonald’s.
China version of "McDonald’s" is made by combining Chinese and Western styles.
The brand of "North Sichuan bean jelly" can develop rapidly because Li Hua always keeps a clear head and a sense of hardship.
In 2013, the first "Chuanbei Bean Curd" store on Fujiang Road that Li Hua started in that year was demolished due to the expansion of its local road. However, since Li Hua has been trying to expand the store to increase her popularity, at this time, she has opened 10 "Chuanbei Bean Curd" stores in Nanchong City. In the same year, driven by the District Women’s Federation, Li Hua carried out a thorough reform on the operation of "North Sichuan bean jelly". "If you want to make ‘ North Sichuan bean jelly ’ Carrying forward must also be supported by culture. "

Processing technology of bean jelly displayed in North Sichuan bean jelly culture museum
Immediately, Li Hua began to look for land everywhere and wanted to establish a cultural base of "North Sichuan bean jelly". In the end, Li Hua chose Suixi Street, leased more than 20 mu of land from the original Suixi Grain Station, and established Sichuan "North Sichuan bean jelly" food culture Co., Ltd. Now, when you walk into the "North Sichuan Bean Curd" Food Culture Co., Ltd. located in Suixi Street, citizens can see the cultural history of the origin, production and technology of bean curds in the North Sichuan Bean Curd Culture Museum in the company.
While promoting Chinese traditional snack culture, Li Hua never forgets to learn from foreign fast food. Only by transforming traditional snacks into snack fast food will he have a better future.
By learning from the successful experience of KFC, Li Hua and his wife initially adopted the path of expanding the development of franchise stores from the perspective of technology and management to export the brand of "North Sichuan jelly". In 2005, the company’s first franchise store of North Sichuan bean jelly opened in shenzhen huaqiang North Road, and successively opened stores in Guangdong, Zhejiang, Jiangsu, Beijing, Shanxi, Xinjiang and other places. However, with the increase of franchisees, Li Hua found that some franchisees did not follow the company’s standards in their operations. For example, they did not use the traditional secret recipe of red oil prepared by the company and advocated changing the taste of "North Sichuan bean jelly", which directly affected the reputation of the brand of North Sichuan bean jelly.
From 2008 to 2010, Li Hua completely stopped the plan of franchising to open a store, and earnestly summed up the experience and lessons. The company has formulated eight unified operating standards and built a central kitchen processing and distribution center to rebuild the market image of the brand of bean jelly in North Sichuan. In 2011, the company established the development direction of direct operation and joint-stock cooperation, supplemented by joining, and at the same time, improved the entry threshold for franchisees.
In recent years, driven by the spirit of comprehensive deepening reform in Shunqing District, Nanchong City, the store of "North Sichuan bean jelly" has been upgraded for five generations, covering 18 provinces and cities across the country and 197 direct-operated franchise chain stores. Its products have also expanded from a single bean jelly in the past to hundreds of special dishes and hundreds of circulating products. The company’s annual output value reached 350 million yuan, creating a tax of more than 10 million yuan.
Touching the net, e-commerce women’s strength drives farmers to increase their income.
With the advent of the Internet e-commerce era, relying solely on traditional marketing methods can no longer meet the market demand. In April 2016, the "North Sichuan Bean Curd" online store was officially launched, and a century-old store began to explore the way of e-commerce.
"According to the current development situation, this year, we also set up a special e-commerce department, recruited local talents who know technology, and built our own e-commerce desk." Li Hua introduced that at present, the company’s instant rice noodles, Chili oil, sesame oil and other products are very popular with the public. The company’s noodles are exported to the United States, and the food produced by "North Sichuan bean jelly" can be bought in supermarkets in new york.
These raw materials of products that go abroad not only condense Li Hua’s painstaking efforts, but also witness a story full of warmth. Bishan Village in Nanchong City is a well-known poverty-stricken village in Sichuan Province. After learning that the Women’s Federation has helped Bishan Village accurately, Li Hua and her husband promised Nanchong Women’s Federation to buy peppers from all farmers in Bishan Village. "The special car goes to the countryside to buy, and the purchase price is the same as that sent to the factory, which is convenient for poor households and will never let poor households suffer."
This is a green channel. In order to support accurate poverty alleviation, "North Sichuan bean jelly" broke the practice of cooperating only with agricultural companies and professional cooperatives. From cultivating agricultural products to creating jobs, Li Hua and her "northern Sichuan bean jelly" are embarking on an exploration road of industrial poverty alleviation.







