Known as the ＂pork king＂ in Guangzhou, he graduated from Peking University and Tsinghua.

　　Growing vegetables and selling drinks and pork.

　　Opened more than 100 chain stores and became the "pork king" in Guangzhou.

　　Claiming that "selling pork is more technical than selling computers"

　　As a fresh graduate, it is almost impossible to sell pork as a career choice. A few years ago, the news that Lu Buxuan, a gifted scholar of Peking University, was a butcher once spread all over the country, which triggered a great discussion about whether this behavior was a waste of talents. However, a few years later, another talented person from Peking University, Chen Sheng, also quietly entered the pig industry, and opened nearly 100 pork chain stores in just one year, becoming the largest pork chain store in Guangzhou and even Guangdong, and was called the "king of pork" in Guangzhou. A few days ago, in an interview, he even broke the amazing words: "Selling pork is more technical than selling computers."

　　What is his personal experience and entrepreneurial story? A few days ago, the reporter had an exclusive interview with Chen Sheng.

　　

　　Chen Sheng said: "I like this kind of doing things in unknown areas or in a more complicated environment, including selling pork."

　　Chen Sheng, born in Zhanjiang, Guangdong, holds a bachelor’s degree in economics from Peking University and an EMBA from Tsinghua. After graduating in 1984, he was assigned to an institution in Guangzhou. Three years later, he resolutely decided to go to sea.

　　A paper triggered the idea of resignation.

　　When talking about why he gave up such an enviable "iron rice bowl", Chen Sheng said with a smile that he was the only one who entered the office at that time. One day, he wrote a paper entitled "China will enter a free economy sooner or later", which was later published, but somehow it got to his boss. After the boss saw it, he called him to the office to "educate" him and thought that there was something wrong with his concept.

　　"At that time, I was depressed. I felt that I was out of place there and I couldn’t find a career advantage." Chen Sheng said that he likes to make decisions on certain things independently, but in that working environment, he can’t act according to his own personality. It can be said that the "paper incident" prompted him to make an indirect decision to resign.

　　Growing vegetables earns the first pot of gold in life.

　　After resigning, in order to make a living, Chen Sheng became a ghost and began to sell clothes in stalls. After selling clothes for months, he made a little money. Then one day, he went to a relative’s house in rural Zhanjiang to play. On the same day, his relatives carried more than 100 kilograms of radishes they planted to the streets to sell. However, due to the windy and rainy weather at that time, their relatives only sold 10 kilograms and made money in 10 yuan. On the same day, the experiences of other farmers in the village were similar. A group of farmers were very angry and sat on the ground complaining that they would never do it again next year.

　　Chen Sheng, who stood on the side at that time, was inspired by this sentence. According to the principle of economics, the price will rise when the supply is less than the demand. So, he used a little savings earned by reselling clothes to contract 100 acres of vegetable fields and took some vegetable farmers to cultivate them himself. During this period, he found that besides the supply and demand, the price of vegetables was most affected by the weather. Especially when the Siberian cold current approached the day before Guangzhou, the weather was sultry that day, and the price of vegetables was very cheap. Chen Sheng took the opportunity to buy all the vegetables that could be bought in the market. On the day of cooling, it happened to be a holiday, and most farmers didn’t come out to sell vegetables. "The purchase price is 1 cent a catty, and I sell it for 6 cents a catty." Chen Sheng said that this reselling made him earn the first bucket of gold in his life and earned more than 100,000 yuan at once. Since then, he began to specialize in selling vegetables. As for the understanding that the weather affects the price, Chen Sheng said with a smile that he kept his mouth shut until he went back to chat with the vegetable farmers in that year after eight years.

　　Two phone calls "gave birth" to vinegar drinks

　　With the first bucket of gold earned, Chen Sheng began to devote himself to the real estate industry in Zhanjiang in 1993. It only took him three years to become the top three in Zhanjiang real estate market. Considering some unsafe factors outside the law involved in the real estate industry, Chen Sheng began to switch to making drinks. "At that time, I wanted to make a pure carbonated drink." Chen Sheng said that just as his research and development of pure carbonated drinks entered the last moment, the phone calls from two friends changed his fate.

　　Chen Sheng said that at that time, two friends called him and said, "Don’t develop your carbonated drinks any more. Everyone is popular to drink vinegar drinks these days." It turned out that when a country leader visited Zhanjiang, he chose Sprite to blend vinegar, a novel drinking method, and vinegar drinks became popular for a time. Chen Sheng ran to the market and made an investigation. He found that everyone blended vinegar and Sprite directly, but there was no ready-made vinegar drink. Immediately, he made a bold decision to produce vinegar drinks immediately. Thus, in 1997, the first vinegar beverage in China was born in the hands of Chen Sheng.

　　Go to the market to buy meat and join the pork stall.

　　"I like this kind of doing something in an unknown field or in a complicated environment to satisfy some of my desires, including selling pork," said Chen Sheng, who decided to "kill pigs" when he went to the market to buy meat. He found that this industry was misunderstood by others, this profession was misunderstood by others, and many things were misunderstood by others. Guangzhou’s pork market is several billion yuan a year. Why doesn’t anyone expand it? With such doubts and the temptation of a huge market, Chen Sheng began to invest. He believes that the more neglected the industry, the greater the opportunities, the first is the market, and the second is competitors.

　　He explained that if he was selling computers, he would have to face competition from tens of billions of enterprises like Lenovo, but he still had an advantage over his competitors by choosing to sell pork. He is going to do something great in this profession, for example, people sell one pig and half a pig, but he can sell more than a dozen pigs. Isn’t this the level of Peking University?

　　Selling pork is more technical than selling computers? Chen Sheng has an explanation for this. "Selling a computer is to assemble all kinds of hardware and then sell it to consumers. Assembly is a technology, which only needs a little study. However, for selling pork, how to divide and match fat meat, lean meat and ribs determines the profit or loss of selling pork, and its variability is great. "

　　For example, he told reporters that lean meat, for example, is all thin and not delicious, too fat and not good. From the taste point of view, it may be best to add 3% fat, but it is impossible to teach the operation, and it may depend on the touch. Therefore, cultivating a good pork knife seller is the embodiment of technical content.

　　So, in 2006, Chen Sheng built his local pig breeding factory near the junction of Zhanjiang and Guangxi, and in 2007, he began to open a pork stall in Guangzhou to sell pork. In just one year, it has developed into the largest pork chain store in Guangzhou and even Guangdong, "No.1 local pig". (Author: Zhang Danyang correspondent Jiang Feixue)

Editor: Fan Jing