Nie Yunchen, the founder of Heytea, was born in an ordinary family in Rongtang Town, Fengcheng, Jiangxi Province. He is only 30 years old and graduated from a junior college. With his own hard work, 10 years later, his net worth has exceeded 15 billion yuan, and Heytea’s valuation in the latest round of financing was as high as 60 billion yuan, setting a new financing valuation record for new tea drinks in China. Investors include Black Ant Capital, Tencent, Sequoia Capital, Hillhouse Capital, Temasek, L Catterton and Richu Capital.
His idol is Steve Jobs. After graduating from school at the age of 19, he went to sell mobile phones and earned 200,000 yuan.
The second time was to open a real milk tea shop, named Imperial Tea. The promotion event three days before the opening attracted many people to queue up, but after the event, the storefront became deserted and no one came to patronize it.
Nie Yunchen settled down and continued to study the products and milk tea flavors of mainstream beverage stores on the market, looking for customer reviews everywhere, and constantly improving. Later, he discovered that mango and cheese were the most ordered ingredients, so he innovatively paired cheese with milk cap, and launched the first disruptive flagship product - cheese milk cap tea. Compared with instant milk tea, Imperial Tea is a little more expensive, but it uses enough ingredients and has a unique taste, making it more popular among young people.
Nie Yunchen said in a public speech that “the biggest difficulty in early entrepreneurship comes from anxiety. Anxiety may come from wanting to go a long way, but you find that you have only taken one or two steps. ”
He gradually realized the truth: he began to believe in the 10,000-hour rule: only by treating something as a habit can he fight against boredom and anxiety, and avoid being inert. Coerced.
Heytea’s achievements today are entirely due to Nie Yunchen’s entrepreneurial philosophy: focusing on products, brands and operations. Products are the starting point, operations are the foundation, and brand is the core.
He once said: "I only care about the biggest things and the smallest things. The biggest things are brand strategies, and the smallest things are details, as small as some banners, decorations and Literal details." This is also the key to his success.
There are so many things worth learning from Nie Yunchen.
Focus on details, sometimes details determine success or failure. Once you have good products and excellent operations, it is only a matter of time before you go far.
Mobility, do whatever comes to mind without setting limits for yourself.
The spirit of craftsman, "Even if you are making a screw, you must do your best." As Laozi said, "Great things in the world must be done in detail."
I got the idea very early. I started exploring, researching and discovering in college. The most fundamental thing is innovative thinking and innovation ability.
Knowledge is more important than academic qualifications.
The most important thing is to be focused, to be able to persist in doing one thing with concentration, to be willing to study, to love summarizing, to be able to seize opportunities, to have a big picture but pay attention to details.