Opening remarks.
No expedition will be smooth sailing, so it is worth recalling.
Any recovery hides bitterness and sweetness, so run forward.
In the great tide of China's economy, private enterprises have played an important roleThe private entrepreneurs in Hunan are the Hunan businessmen among the Hunan businessmen. They are hard-boned, brave and stubborn, do not retreat in times of difficulty, and are persistent and daring.
Dare to be the first in the world. This is the sharpness of Huxiang and the light of Hunan businessmen.
Cold waves are inevitable when traveling in winter, and they are the warmers who run;When it is dark before dawn, they are the ones who do not give up the light.
Life is a sea of seas, the times are like peaks, they are the peaks of the business journey.
From now on, Hunan Sheben and Sanxiang will enter the well-known private enterprises in Hunan and launch the "Climber" column to tell you the behind-the-scenes story of the "Bright Samurai" in Huxiang Shanghai.
Sanxiang *** New Hunan Client Full **Reporter Ye Zhu **Wang Pu.
Tourists pull their suitcases and walk through the bluestone old street, Chaozong Street in winter, indifferently waiting for tourists looking for taste. He came for a shop.
This original tea shop that relies on a hawthorn to become "the third cup of tea in Changsha" is called "Hawthorn Dui".
On December 25, the stores set up on this old street were "dressed" in macaron pink, and tourists and citizens came to check in and consume from time to time. Mou Yongsheng, the founder of the brand, walked from the office area on the second floor to the production area of the store on the first floor, skillfully preparing and packaging a drink.
They will open the "most low-key" stores in the noisy shopping malls, and they will also open the "most lively" stores in the quiet alleys. In 6 months, 10 stores will be opened, and in 2023, "Hawthorn" will enter a period of rapid brand growth in the new consumption capital, and in the twists and turns of the consumer market, it will continue to grow to the head enterprise of Changsha's new consumer tea brand.
Talk about yourself
"I wish I had been a little smarter".
Nowadays, young people are very confident in culture, and when showing consumers the brand image, we need a sense of contrast, but also a sense of intimacy, personality, and immodestness. ”
Mu Yongsheng, 36 years old this year, is called "Mu Sheng" and "Little Brother Mou" by his colleagues, and has 5 years of experience in the Internet industry. Founded in 2017, in Changsha, where Internet celebrity tea drinks are gathered, in a shopping mall in Changsha, with original Chinese style, opened the first "Hawthorn Dui" beverage store.
Before this year, the brand's quiet style of opening stores was not as good as the "new consumption" that was very hot in previous years. 2023 will be a critical year for Mu Yongsheng and "Hawthorn Dui".
After getting the angel round of financing, "From April to October this year, we opened 10 stores in one go. We've never opened a store like this before, we used to open a store a year. ”
In half a year, 10 stores were opened. In the process of brand development and store expansion, "Hawthorn Dui" has a new partner to join. "The three of us found a lot of problems and stepped on a lot of pitfalls. ”
Taking off his black coat, Mu Yongsheng looked a little thinner. In the first half of the year, he went to Shanghai twice to participate in corporate operation training and exchanges with some big brand managers across the country, and near the end of the year, the retraining also came. "I want to be rooted in the community of people who are very smart and become a little smarter myself. If he is not in the position of brand manager, Mou Yongsheng said, then he "accepts that he is a little stupid".
Talk about feelings
"I don't have a ** entrepreneurial story".
Mu Yongsheng chose to focus on hawthorn and do a good job of subdividing the story of the "track", which has been well known to the public.
But in the face of investors, he "spoke amazingly".
Last year, Mu Yongsheng met with many investment institutions in a few months, and was rejected 35 times.
When I saw the 36th, the investor asked me to tell the entrepreneurial story first, and I directly said that I didn't have a ** entrepreneurial story. Mu Yongsheng said. However, it was this investor who was "refused" by him to tell the story that gave Mou Yongsheng confidence. "He said he was quite satisfied and had the idea of 'vote' for us, but we chose the latter one. ”
Mu Yongsheng did not deny that there would be times when he was "lost" or "trial and error" in development. "The location or model of the store needs to be tested. We never deny that there are mistakes in some places, or there are still some problems with the brand's momentum, or there are flaws at some stage. "For him and his partners, there have been failures this year, but there have been many more successes.
I am full of confidence in the future, and the future of new consumption is bright. Confidence and strength should be multidimensional. There are financial aspects, there are profit aspects, in fact, there may also be user side, and the entire market environment. Changsha is a city with relatively low start-up costs and is very tolerant of entrepreneurs. It doesn't matter where you're from, whether you have a background or not, and no matter how big or big your brand is, you still have opportunities. "He was firm in his word.
Talk about branding
"At first, I just wanted to open a 'my shop'."
Since last year, Mu Yongsheng and his partners have begun to discover that "Hawthorn Dui" has become a brand. "When I used to tell people, I would say, 'This is my shop.'" Looking back on where he came from, Mu Yongsheng blurted out without hesitation, "At first, I just wanted to open a store of mine. ”
Since last year, more and more people have asked him, "Does your brand have a store here?"”
Now, in addition to the "base camp" Changsha, "Hawthorn Dui" has opened its first store in Yiyang after leaving the Star City, and is also considering opening stores in many cities outside the province.
2023 is about to pass, and Mu Yongsheng is "quite satisfied" with the development of himself, the team and the "Hawthorn Dui" brand. ”
In terms of product development, I am a very talented person, and I hope to launch a retail item of hawthorn rice wine in the near future, ready to be launched before the end of the month. All the products of "Hawthorn Pile" were developed by Mu Yongsheng, and now he will launch a "new work".
Rice wine is a very popular drink in Hunan, and we have chosen a local rice wine company with a good reputation, hoping to fully integrate hawthorn with some ingredients with local characteristics of Hunan. ”
Said the climber
Ben**: Among the partners, it is more often that you are interviewed, is it because you are more suitable to "show your face"?
Mu Yongsheng: Zeng Zheng'er tested it badly, and the results showed that I was an "I person" and belonged to the "general who was pulled out of the army". When you simply face the **, be frank, be sincere, don't pretend, it's better to be straightforward.
Ben**: Are you tired of opening 10 stores in a few months?
Mu Yongsheng: Can you make such a store?Or is this location suitable for opening such a store?Do you have the ability and strength to do something like this at this stage?It has to be experienced. It's a bit like falling in love, two people have to get along with each other, in addition to looking at their appearance, they also have to look at their personality, three views, and living habits to know whether they are suitable or not.
Ben**: Hawthorn has been developed for 6 years, do you think you have chosen the right track to highlight the encirclement?
Mou Yongsheng: "Hawthorn pile" is too small, and the current data and samples, including the number of stores, are not enough to verify that my decision must be completely correct.
Entrepreneurship itself is a process that is right at the right time, and it is the right thing to do.
I think I can only benchmark and learn from my predecessors. We may not even be qualified to benchmark ourselves, but I can only say that there is such a successful template ahead.
Ben**: What are your expectations for the future development of the brand?
Mu Yongsheng: Make the third cup of tea in Changsha. There is too much pressure to be the boss, and I think that putting it in the third position actually gives "Hawthorn" a good space for growth, and also makes us feel that there is a head and a goal, which is to do a good job and be stable.
Reporter's Notes
Sincere introverts, running managers
In the face of every question, Mu Yongsheng will answer it calmly.
He said that since he faced it, he had to be sincere. But in the interview, he once tested himself as an "I person" (silent and introverted), but he actually spoke very little.
As the owner of the brand, there is not much time for Mu Yongsheng to be a "i person" quietly. At work, socializing, and even leisure, he needs to communicate with people, and only playing can really relax him.
Mu Yongsheng maintains fitness once or twice a week, and there is a sport that he has insisted on for ten years - tennis, and he also has friends who have been with him for ten years. Even the two partners are former colleagues who used to be basically inviolent, but they "picked up" the friendship again, and it is quite tacit.
In the lively new consumption track, in Changsha, which is known as the "new consumption capital", in 2023, the hawthorn pile running in small steps is the epitome of countless entrepreneurs who are working hard in the process of economic recovery. They are confident and determined, sharp and hardworking, running forward to meet better opportunities and challenges in 2024.