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                  魯花集團孫孟全:一顆花生“榨”出百億龍頭,背后的奮斗與堅守

                  來源:格言大全-yespu.com 日期:2019-03-28 12:44:00 分類:勵志人物 閱讀:

                  魯花集團孫孟全:一顆花生“榨”出百億龍頭,背后的奮斗堅守

                    文/清如

                    【人物名片】孫孟全,魯花集團董事長。

                    從一個小作坊到百億龍頭企業,魯花已經成為家喻戶曉的花生油第一品牌,孫孟全也被譽為“中國花生產業第一人”。而這都離不開他幾十年如一日的奮斗與堅守。

                    一、創辦魯花

                    1983年,孫孟全接任山東萊陽姜疃鎮物資站站長,這是一個連年虧損的“燙手山芋”,他卻毫不畏懼,迎難而上。

                    面對發展困境,孫孟全大膽砍掉建材等虧損項目,集中火力收購農產品。通過倒賣花生和地瓜,短短兩年他就賺到300多萬。

                    但是,由于農產品淡旺季明顯,物資站盈利受限,孫孟全決定發展深加工。1986 年,魯花植物油廠成立。

                    剛開始創業,孫孟全就遇到了一個巨大的技術難題:如何去除花生中的磷脂。當時的榨油工藝都無法破解,于是他決定自主研發。

                    盡管遭受嘲諷和質疑,孫孟全還是堅持到底。他組建了一支20人的技術團隊,同時廣泛請教全國各地的專家學者,不斷優化解決方案。

                    經過六年的不懈努力,孫孟全終于攻克技術難關,創造了“5S物理壓榨工藝”,轟動業界。此后,魯花花生油迅速占領山東市場

                    不過,強勁的競爭對手也悄然逼近。

                    二、打造品牌

                    1991年,隨著金龍食用油、福臨門食用油的相繼問世,中國糧油開啟小包裝時代,兩強爭霸的格局也由此形成。

                    為了增強實力,孫孟全和外商合作,魯花提供產品,外商負責市場銷售。他堅決杜絕摻雜其它油品種,保證花生油的純正濃香。但是由于花生油成本高,定價也較高,魯花銷量慘淡。

                    孫孟全很快意識到,這是因為魯花的名氣太小,于是決定重點打造品牌。經過分析,他細分市場,將魯花定位為“做花生油的第一品牌”。

                    1996年,孫孟全斥巨資在央視投放廣告,第二年又登錄各個地方臺。不管廣告訴求還是產品包裝,都突出花生油這一品牌屬性,讓消費者印象深刻

                    經過大量廣告輪番轟炸,“滴滴魯花,香飄萬家”、“中國味,魯花香”等廣告詞廣為流傳,魯花一炮而紅。1997年,魯花年銷量超過1000萬。

                    魯花打響名聲后,孫孟全果斷把重轉移到質量管理上。

                    三、堅守質量

                    孫孟全認為,“好口碑要靠好產品保證”。他堅守質量,嚴格把控生產的每個環節。

                    他曾嚴厲制止想要低價購進陳年油料的采購員,也曾果斷拒絕一家超市想要定制一款調和油的合作,因為魯花“絕不讓消費者食用一滴不利于健康的油”。

                    為了從源頭把控品質,孫孟全于1999年在每個采購基地設立信息員,定期考察花生長勢,在車間設立巡檢員,精選優質原料。

                    而且,孫孟全從不降低標準。盡管食品行業普遍按等級定價,他卻堅持分類不分級,統一執行一個標準,做到最好

                    此外,孫孟全把農民當做自己親人,切實保障他們的利益。他不會因為大豐收而壓低收購價格,也從不拖欠農民貨款,都是現款現結,由此構建了一支強大的后備軍。

                    根據2017年度山東省百強企業名單,魯花集團營收突破265億元。

                    現在,孫孟全正在大力發展更加健康的高油酸花生油,他將給行業帶來怎樣的變革呢?

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