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                  良品鋪子楊紅春:堅守品質,締造年銷售60億的零食帝國

                  來源:格言大全-yespu.com 日期:2019-03-28 12:43:55 分類:勵志人物 閱讀:

                  品鋪子楊紅春:堅守品質,締造年銷售60億的零食帝國

                    文/清如

                    【人物名片】楊紅春,良品鋪子創始人、董事長。

                    從一家小小的店鋪,到年銷售額60億的“零食帝國”,良品鋪子只用了11年。而這十余年的創業路程上,楊紅春始終堅守品質,讓良品鋪子成為全國零食行業第一品牌

                    一、辭職創業

                    從湖北工業大學畢業后,楊紅春進入廣東科龍電器工作。憑借努力,短短四年時間,他就從質檢員一路晉升為分公司總經理,年薪30萬,令人艷羨

                    盡管已經位居高管,但是楊紅春深處一直有一個創業夢想。2005年,他毅然辭職創業。

                    為了找到合適的創業項目,楊紅春跑遍全國各地,進行市場考察。他敏銳發現,隨著消費者中產階級的形成,高質量的零食加工產品大有可為,“良品鋪子”應運而生。

                    2006年,楊紅春在武漢開設了第一家“良品鋪子”店面,寓意為“良心的品質,大家的鋪子”。他精心挑選了話梅、核桃、芒果干等50個特色產品,同時推出“免費品嘗”活動,顧客蜂擁而至。

                    但是促銷活動過后,客流量急速下降,良品鋪子3個月就虧了50萬。

                    問題到底出在哪兒?楊紅春和久久丫董事長顧青交流過后,恍然大悟,要有自己的主打產品。

                    二、打造爆品

                    2007年,楊紅春來到盛產脆冬棗的河北黃燁,希望將脆冬棗打造成為良品鋪子的爆品。

                    但是,脆冬棗存在保質期太短的缺陷,很難形成規模化生產。為了破解難題,楊紅春引進歐洲低溫脫工藝,經過200多次試驗,終于在保證營養的前提下,大大延長了保質期。

                    良品鋪子的脆冬棗上市后,一炮而紅,店里客戶絡繹不絕,很快實現扭虧為盈。

                    隨后,楊紅春又根據顧客的反饋,提升冬棗的等級,并且改用袋包裝,統一每袋160克,方便顧客購買和攜帶。當年年底,僅脆冬棗這一款產品的營收就高達3000萬。

                    2012年,楊紅春開始布局電子商務,入駐天貓京東、1號店等平臺企業發展駛入快車道。2016年,良品鋪子數據顯示,企業擁有2200多家門店,全渠道終端銷售收入60億元。

                    如今,良品鋪子已經成為全國零食行業第一品牌,而這都離不開楊紅春對于品質的堅守。

                    三、堅守品質

                    楊紅春認為,良品鋪子的成功源于“品質第一,其他第二”的經營理念。

                    對于產品研發,他一絲不茍,精益求精。以雞蛋干為例,精選優質蛋源、在48小時內完成制作、清潔消毒……每一個環節都必須嚴格把控才能保證雞蛋干營養豐富、口感絕佳。

                    從2008年到2012年,楊紅春團隊不斷模擬在各種溫度下雞蛋干的存儲情況,終于讓保質期延長至9個月。2013年,良品鋪子雞蛋干上市,受到消費者的熱烈追捧,銷量火爆。

                    2015年,一家供應商供給良品鋪子的肉松餅變質了,楊紅春立刻下令將其全部燒毀,損失200萬。他說,“有質量問題我們是不退貨的,不能退回去害人。”

                    此外,為了傾聽消費者的建議,楊紅春專門成立品控部,讓品控部的員工到各個線下門店考察,根據顧客需求不斷優化產品。

                    對于未來,楊紅春的規劃十分清晰,用10年時間覆蓋全國。讓我們拭目以待。

                  X

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