1. In the early days of the fall of Guangzhou, a young man named Xie Chang did some pick-up business such as cured salted fish, tea, and olives in order to make a living. He went around the streets and operated on a small scale.
2. Xie Chang has a brother named Xie Bai, who runs a cured meat shop named "Eight Hundred Years Taishang Huang". The cured meat shop he runs is often crowded every autumn and winter, and the daily income is huge.
3. Xie Chang passed by the "Eight Hundred Years Emperor" cured meat shop with a small load and saw the crowd of customers. He suddenly realized that he must do this in order to make a difference and save himself from running around all day long. It was hard work, so he would go to this store every day to observe and study outside the door, and gradually became familiar with the operation method. After returning home, he repeatedly adjusted the pickling formula. He also distributed the cured meat prepared by himself to the neighbors, and they were all well received.
4. Xie Chang, who had accumulated production experience, rented a shop next to his brother on Haizhu South Road and named it "Dongchang Cured Meat Shop." , ice making, soap making, hand trading and other full-time technical personnel, and at the same time, we found shop workers with display experience to skillfully combine and match the products and display them beautifully and eye-catchingly, attracting many citizens. Externally, they chose radio stations and newspapers for advertising. This move As soon as it came out, the shop quickly became popular.
The clever Xie Chang also changed the tradition of only selling cured meat in the shop and adopted the method of selling cured meat in autumn and winter and selling cold drinks in summer to attract customers in all seasons. Used to make soap for sale, making the business even more prosperous.
5. At this time, Xie Chang was not satisfied with the status quo, but began to think about how to surpass the Supreme Emperor----------
The first move: change the name of the store. Since Ba Bai Zai calls himself the "Emperor", then Dongchang will do better than him, so just "Emperor"! In 1943, Dongchang Cured Meat Shop was renamed as "Dongchang Emperor Cured Meat Shop".
Second move: Improve product quality, build momentum and publicize it widely. Haizhu Grand Theater is a place frequented by dignitaries. Xie Chang donated a large sum of money to the theater and embroidered a front curtain with the words "Dongchang Emperor's Cured Meat Shop" on it. After the victory of the Anti-Japanese War, he often appeared on the radio to advertise sausages and soap. Sausage Confession: "Think, think, think, the Emperor, Huang Fengchang, fights once a year, and you can choose to taste it." Soap advertisement: "Abo, Abo, why (why) is your shirt so dirty? Buy a piece of "Emperor Emperor" and rub it on a few times to make your skin white." The friendly dialect advertisement was used by men and women in the streets and alleys of Guangzhou. It is widely sung by young and old.
6. The cured meat shop developed until 1949, when it opened the "Weiji" branch on Taiping Road and the "Xiadongchang" branch on Xiajiu Road, and opened three workshops on Daxin Road and Shigong Temple. , making soap and popsicles. In addition, Xie Chang also owns 15 properties and has become one of the fastest-growing businesses in Guangzhou's cured meat industry. In the past, a small handicraft workshop has developed into a leading enterprise in the industry. Huangshanghuang has continued to transform during its development, adhering to the words "integrity" and "innovation", constantly exploring in the alternation of new and old mechanisms, and creating a more suitable one for itself. The road to brand development.
1. Continuously improve processes and technologies to increase brand value
Huangshanghuang Factory implements comprehensive quality management and adopts new equipment, new processes and new technologies to transform the production process from heavy and inefficient The manual operation has transitioned to semi-mechanical and mechanized production, which has greatly improved the production capacity and entered the advanced ranks of meat products. For example, the composite solar-powered cured meat baking house used is the result of scientific research that combines traditional production technology with modern technology. It abandons the traditional indigenous craftsmanship and ends the backward production history of charcoal baking of cured meat. The products are clean, hygienic, and pollution-free. The flavor is unique and the production cycle is shortened, labor intensity is reduced and all-weather production is achieved. The application of new technologies not only brings the production scale to a new level, but also further guarantees product quality. In 1987, according to the needs of enterprise development, we invested in the construction of Huangshanghuang new factory building. In 1999, we invested in and expanded the new Modie sand factory.
2. Relying on brand appeal to innovate new market channels
Huangshanghuangren continues to expand the market and has formed a "two stores and one business" model of dealers, self-owned stores and franchised chain stores. Network layout, this strategy of "weaving a network", reduces sales costs, but makes products move from regional products to other markets, especially the establishment of franchise chain stores, so that products can be directly oriented to end customers and close to consumers. While understanding consumer needs instantly, a good brand image is also rooted in consumers' minds.