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北大硕士卖米粉6年后

作者:admin 2020-10-29 我要评论

zhangtianyicongxiaoxihuanbiaoxinliyi,zouchayihuadaolu,zuidianxingdelizimoguoyucongbeijingdaxueshuoshibiyehouqumaimifen,yiduyinqizhuduozhengyi。erbeidabiyeshengqumaimifen,ziranyeyaomaichuyixiebuyiyanglai...

张天一从小喜欢标新立异,走差异化道路,最典型的例子莫过于从北京大学硕士毕业后去卖米粉,一度引起诸多争议。而北大毕业生去卖米粉,自然也要卖出一些不一样来。

喜欢差异化竞争的张天一

 

“差异化竞争”

henduorenyinggaihaijidewuliunianqiandeyizexinwen:“beidashuoshimaimifen。”2014nian,beijingdaxuefaxueyuanshuoshizhangtianyizaibiyehouxuanzequkaidianmaihunanmifen,zheiyixiaoxijingbaodaohouchengledangshideshehuiredianxinwenzhiyi,yu2003nian“beidabiyeshengmaizhurou”dexinwenyishiyuliang,yinqizhuduotaolun。

zaidangnianyangshide《qingnianzhongguoshuo》lanmuzhong,gelidianqidongshizhangdongmingzhudangzhezhangtianyidemianshuo,maimifen“shirencaidelangfei,shiguojiadeziyuanlangfei”,“mifendianzheigeshiqingniganbujiu”,“huiqubadianguanle,zhuanjibieren”。dongmingzhuhaiyaoqingzhangtianyiqugeligongzuo,chengyaobata“dazaoweiquanshijieyiliudelvshi”。

6nianguoqule,zhangtianyisuokaidebamanmifendianmeiyouguanbi,fanercongzuizaozaiguomaodiquyijia38pingfangmidexiaodianpu,yilukaidaole60duojia,zhudabeijingquyu。tamenhaiyouduozhonglingshouchanpinzaixianshangshoumai,xiaoshouekeguan,taobaotianmao、zhibodaihuodengfengkoudouyouqichanpindeyingzi。zhangtianyijianggongsimingmingwei“baman”,zaihunanfangyanzhongyuyijianrenzhizhe,bangongdidianshezaizhongguancunchuangyedajie,haishouguolikeqiangzonglidejiejian。

“xingyemeiyougaodizhifen,dajiazhishifengongbuyiyang。”rujin30suidezhangtianyirengjianchizhetazaiyangshijiemuzhongdehuiying。taliuzheyigejiduandebancuntou,daijinsiyanjing,chuangezichenshan,kanshangqubishijinianlingyaochengshuxie,buzaishidangnianneigezaidianshishangchuanzhetxudeshaonian。tadebangongshilibaimanlewenshizheshuji,haiyouyifushufazuopin,xiezhe:“huaishishichangfasheng。”

zhangtianyishengyuhunanchangdeshi,fuqinshiyimingyisheng,muqinshiminglvshi,yongtadehualaishuojiushi“xiaochenglidianxingdezhongchanjiating”。fumucongxiaoduitajiyuhouwang,quming“tianyi”,yuyi“tianxiaweiyi”,jitamailehenduoshuyuedu。“wocongxiaoshouzhengyuanjiede‘duhai’bijiaoshen,tasuoyoudeshuwoquankanguo,wojuederenyinggaiyoupannixing,zheikenengshihoulaichuangyedeqimeng。”zhangtianyishuo,jiaxiangshixiaodifang,“suoyi‘junbeijingsai’buhuixiangbeijingneimeyanzhong,bijiaoxingyun”。zheishitacongxiaonenggouyueduzhengyuanjiedeqianti。

fumu“tianxiaweiyi”deqiwangjizhengyuanjiedeqimeng,rangtacongxiaojiuxihuanbiaoxinliyi,xihuanzaijingzhengzhongzou“chayihuadaolu”。“jiuxiangmeitianzaoshangqibadiandebeidadongmenyiyang,napanishikaifalalide,doudezaineierduzhe,yinweisuoyourendouzaineigesaidaoshang,erwoqigezixingchejiunengcongrongtongguo。”zhangtianyishuo,zaibeidanianshuoshiqijian,chumenjingchanghuiyudaozheizhongxianxiang。

14suineinian,zhangtianyibeifumusongdaoshenzhennianzhongxue。xuexiaodangshiyaogaoaoshujingsai,dangqitarendoubaaosaishijuancongtouwanghouzuoshi,zhangtianyixihuanconghouwangqianzuo,wangwangjiusikezuihoujidaodati,nanduda,fenzhigao。zheiyangzuodejieguoshi,qitarendechengjikenengbitagao,“danwoyidingshiranglaoshiyinxiangzuishenkedeneige”。

zheizhongchayihuadaoluyerangtachiguokui。2001nian,jiangsukaoshengjiangxinjiedewenyanwenzuowen《chituzhisi》huodegaokaomanfen,yishichengleredian。2008nianzhangtianyicanjiagaokaoshiyexiang,“bobulezhuangyuan,dankeyibogedankezhuangyuan”。tatongyangjiaoshangleyipianwenyanwen,jieguodeleyigecanburendudefenshu,zuihouqulebeijingwaiguoyudaxuedefaxuezhuanye。

zairujindehehuoren、daxueshiyoujianhaoyousongshuoyanli,daxueshiqidezhangtianyiyichanghuoyue,“dangshijiujuedezheigerentingnengzhetengde”,congxueshenghui、bianlunduidaoshehuishixi,wuyiluoxia,conglaidoushizaochuwangui。congdayikaishi,zhangtianyijiuzuogezhongshixi,butiaogangweihedanwei,“zhuyaoshiweiletiyan”,baokuozhuli、mishu、qiantaidengdeng。meifenshixibuchaoguoyigeyue,qianhouzuoguojishifenshixi,chuburenshilegezhongxingye。

neishihoutayeshelieshangye,baiguoditan。taquguodongwuyuanfujindetianyipifashichangjinhuo,yifuerji5kuaiqian,tahuizaigedaxuexiaozhoubianyiyuanjiashoumai,“jiushiyinliu”。tajiangditanquming“zhangmengnanerjipifa”,“diyishiweilechayihua,‘mengnan’yuwodeshushengxingxiangyoufanchaheduibi,dier,zheiyeshiyigepinpai”。zhangtianyishuo,tashoumaideqiantishiyidingyaojiashanggukedeqq,xingchengwendingdelianxiyushequn,qianhoujialehaojibairen,zhihouzaituijiankedanjiagenggaodechanpin。houlai,tayouzaihaidiandewudaokouheweigongcunfujinkaileliangjiajiaozidian,zuowaimaipeisong。

米粉在中国餐饮市场的品牌化率还很低

 

年轻人的方法论

zhangtianyikaimifendiandexiaoxi,fuqinshicongtongshidiguolaidebaozhishangkandaode。2014nian4yuedemouyitian,《changderibao》kandenglezhangtianyicongbeidashuoshibiyehouqumaimifendexiaoxi。fuqinkanhoufeichangshengqi,dadianhuaguolaizhiwen。fuziliangrenfashenglezhengzhi,shuailedianhua。“bushifanbufanduidewenti,tamenmeishaguolaijiubucuole。”

zaicizhiqian,fuqinyizhiyiweizhangtianyiyaojinguojiajiguanhuochengweiyiminglvshi。tongshimenwenqi,tafengrendouzheimeshuo,danshijishang,zhangtianyibiyeqianjiukailehunanmifendian。fumujiqifandui,shuoguohedongmingzhuleisidehua,danzhangtianyibuweisuodong。“tiangaohuangdiyuan,tamenyeguanbuzhe。”

zhangtianyizuihouxuanzemaimifen,gentaduimifendejuanlianyouguan。hunanmifenwenmingquanguo,danlaijingshangxuehou,tahennanzhaodaoyiwanzhengzongdechangdemifen,nianshushichiguoweiyiyijiajiaozhengzongdedianzaidazhongsi,lideyuan。neishiyijiafuqikaidexiaocanguan,shengyihenhuobao。zhangtianyimeiciqu,douhuiguanchaqikeliulianghefantailv,juedemifenshengyikezuo;tajineryuedulehenduocailiao,faxianzhongguocanyinyeshi5wanyiyuandejudashichang,zhushizhanle1.5wanyiyuan,danpinpaihualvbudao1%,“zuodefeichangbuhao”。

biyeqian,taquhunangenlaoshifuxuelemifenshouyi,gensongshuodenglingwaisanmingbenketongxuezifeicoule10.5wanyuankaimifendian,shouxuanmudedishixueshengjujidehaidianqu。zaicuntucunjindebeijing,zheidianqianshibeishuichexin。zhangtianyimeitianyaozai“58tongcheng”shangda300duogedianhuawenxun,zhidaoerjizhendeerming,yemeizhaodaojiaweiheshidedianpu。

zhuanzhedianchuxianzaichaoyangguomao,dangshidehuanqiujinrongzhongxinjianchengyunyingbuguo5nian,dixiayouyigeyuxieziloupeitaodemeishiguangchang。meishiguangchangwangli,youyigepianpidehunanjiaoluo,weizhibuhao,danzujinbianyi。zhangtianyizhaolaishi,zheiliqianhoukaiguosanjiadiandoudaobile,dianjiahewuyefangdoujizhechushou,zujinzhixujiqianyuan,yebuyaozhuanrangfei,“yourenkaizhejiuxing”。weilejieshengchengben,tamenjinzhushilianshangyijianaichadiandefensezhuoyidoumeihuan,zhijiandanfenshualeyixiaqiangbi。

shuoshimaimifen,ziranyaomaichuyidianbuyiyanglai,zhangtianyizheiyangxiang。tamendefangfashizhucele50geweibozhanghao,peiyishuaigemeinvdetouxiang,zaiweiboshangyi“beijing/hunan”weiguanjianci,xunzhaozaibeijingdehunanren,fensishuliangdayu1000deyouxian,ranhouyishuaigemeinvdekouwenqusixindashan,tuijianzijiadianmian。hunanrenzaibeijingyueyoujishiwan,kaozhezheizhongfangshi,tamendajianqileyigeqianrendeshequn,zuokoubeiyingxiao,zheichengweibamanmifenzuizaodekehuqun。

neishizhangtianyilinjinbiye,“shuangchuang”(dazhongchuangye、wanzhongchuangxin)langchaohaimeixingqi,chuangyebingfeizhuliu。dangtongxuemendoumangzhezhaogongzuoshi,tazaochuwangui,neishihouxueshengchuangyehaibushizhuliu,“doubuhaoyisishuozijizaiganshenme”。mendianqibujieduanfeichangjiannan,duiyuxiangyaozuopinpaidetalaishuo,weiboshangzhaolaiderenliulianghaibugou,“gangkaishijigeyuerenhenshao”。

dangshizaihuanqiujinrongzhongxinbangongdejigouzhong,youjindulvshishiwusuo,tashizhongguozhimingdelvsuozhiyi。zhangtianyideyiweitongxuejiuzhiyuci,liangrenhenduoshihouhuiyiqiqushangban。yitianwanshanglingchen1dianduo,tongxuejiabanwanbizhunbeihuijia,xialoulaigentadashengzhaohu。zhangtianyidangshizhengweidianpufachou,“kanjiantongxuejiabanneimewandouxiabanle”,xinqingfuza。yushi,taxielepianwenzhangjiangsuzijimaimifendeqianyinhouguo,fadaolenei1000duorendehunanrenshequnli。zheipianwenzhangbeiyigechangzhubeijingdehunandangdiguanmeijizhekandaole,tajiucixielepianbaodao,“beidashuoshimaimifen”huoleqilai。《changderibao》zhuanzaihou,jiuchuandaolezhangtianyifuqinerzhong。

xiaodianbeibaodaohou,dianpuderenliuliangduoleqilai。qianlaidegukezhong,youjizhe,youzaijinghunanren,youmumingqianlaidewaidishike,haiyoutouziren。tongyidongdalouzhongdeyijiafengxiantouzijigouchengletamenzuizaodetouzirenzhiyi。kaozhezheibiqian,bamanmifendiancihouyoukailedierjia、disanjia,jianjianpukai,fazhanqilai。

kaidaodisanjiadianshi,zhangtianyijuedingyaozuozhongyangchufanghejizhongpeisong,yongxinxihuashouduantigaocanyinxiaolv,tongshizhezhongbiaozhunhua,shixianguimohualiangchan。“zheicaishiyoumenjiandeshiqing,erbushixianglaoshifuneiyangpingjingyankaozhezuibaquchang。”zhangtianyishuo,“biruladuyougezhibiaojiaozuoshu(scoville heat units),womendebiaozhunshiyaobudiyu399,haiyouzaodaoxianmizhiliandianfendehanliangdayu25%de,cainengzuochuhaofen。zheidoushicechulaide,bushixuanxue。”

kaozhebiaozhunhuaheguimohuadezhutui,zhangtianyidemubiaoshijiang“baman”mifenkaidaoquanguo,dazaochengyigequanguopinpai。2019nian,zhangtianyijibamanmifenanxialekuaijinjian,zaidangniannianmoxinkaileshijijiaxianxiadian,danwunaihenkuaiyushanglexinguanyiqingbaofa,60duojiaxianxiadiansuoyoushouruquanbuguiling,danfangzurenlichengben、gongyingshanghuokuangongji2000duowanyuan“yixiaziyongguolai”,yadezhangtianyichuanbuguoqi。dangshi,gongsizhangshangxianjinzuiduozhigouzhichenglianggeyue。“feichanghuang。”zhangtianyishuo,“jiugenqiedongmaiyiyang,yigerenshentizaizenmehao,dongmaiyiqiekeneng5fenzhongjiumeile。xianjinliujiushizheizhonggainian。”

zheishizhangtianyichuangyelichengzhongyudaodezuidakaoyan。tahetuanduixianfaleyuangonggongzi,wendingjunxin,ranhouyigegezhaogongyingshangliao,nengkangjiukang,nengyanqifukuanjiuyanqi,tongshisuoyouyuangongwangxianshangzhuanxing,tuozhanxianshangqudao,baokuozhibodaihuo。gongsisangeyiqingyingduixiaozuyoulianggedougenzhibodaihuoxiangguan,yizumeitianyaodianpuzibo16gexiaoshi,yuangonglunfanshangzhen;lingyizuzefuzeduijielianxigedazhubodenghezuoqudao。“yiqianyexiangguowangxianshangzhuanxing,danmeineimejianjue。”

neiduanshijian,tatiantiankan《xinwenlianbo》,zhongyuzai2yuemodenglaile“fugongfuchan”dexiaoxi,zanqiechuanshangleyikouqi。zhangtianyishuo,jiezheyiqinggongsizhutuilexianshangzhuanxing,yesuanyousuoshouhuo,rujinxianshangxianxiagezhan50%debizhong。“qishidadaxiaoxiaodecuowu,womendoufanguobushao,danhenxingyundeshichuangyezhenghaoyudaolefengkou,2014~2017nianzhei4nianchuangyehuanjingshifeichanghaode,suoyijishifanlecuo,yemeiyoukuadiao。”


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