Agricultural giant since 1983

Chapter 277 Taishan Industrial Research Institute

Doing so is also good for Li Lei, at least you need to use oil to fry the fritters, right?Kentucky Fried Chicken uses shortening or palm oil, and Li Lei can't do it for the time being, but you can't use this kind of oil to fry fried dough sticks, right?Li Lei happened to supply them with peanut oil.

"Our planning director also mentioned this method to me, and now you say that again, it seems that the heroes have the same opinion! But whether to implement it or not needs to be discussed seriously!" Wang Dadong said, in fact, within KFC, it has long been There are similar voices, but KFC’s new product is not something that he can decide on a single decision. He must conduct detailed investigation and demonstration, and then invite experts to review from various aspects such as nutrition, taste, cost, and profit, and finally decide on a certain product. Can food make it to KFC's menu.

"Is it Su Jingshi, Director Su?" Li Lei asked. He had met the person Wang Dadong mentioned before. He even joked about his name when they met for the first time. He thought his father must be Su Shi's fan, otherwise he wouldn't have given it to him. Didn't Su Jingshi mean to respect Su Shi when he took this name?Same reason as Li Mubai.

Su Jingshi, whose ancestral home is in Shanxi, was born in Taiwan. He obtained an MBA degree from the famous Wharton Business School. He worked in Procter & Gamble before joining KFC. He has been working in mainland China for several years.

In the original history, it was he who led KFC to the road of localization, which formed a sharp contrast with the internationalization of McDonald's, and thus achieved great success in the Chinese market. Every year, Everbright China contributed three points to KFC. one of the profits.

Wang Dadong called Su Jingshi over, and several people discussed how to promote the basic localization of KFC. Wang Dadong still had doubts, because on the menu of KFC in the United States, only 20% of the products were new research and development products, and 80% of the products were still traditional classics. The purpose of doing this is also to ensure the stability of the taste and the consistency of consumers' brand recognition. Will easily changing the menu be resisted by consumers like Coca-Cola changing the formula?
"Mr. Wang, we are all Chinese, and we all know that the Chinese food culture is extensive and profound, and the territory is vast, with significant regional differences. People in each place have different eating habits and tastes. It is difficult for a single menu to suit everyone. , so KFC needs to match consumers with a diversified menu and rich products, and the best choice for diversification is localization.” Su Jingshi argued hard.

"We not only want to launch Chinese fast food that conforms to the eating habits of Chinese consumers, such as soy milk, fried dough stick rice, soup, porridge, etc.; we also need to be more detailed and develop new products with local characteristics according to different regional markets, such as launching in the southwest region Spicy products, and sweeter products in Guangdong! In addition, new dishes in the style of Mexico and Turkey can also be introduced to satisfy customers’ curiosity.”

This is probably the origin of products such as Mexican chicken wraps, Turkish barbecue rolls, Sichuan spicy chicken, and pineapple sticky meat. Many familiar KFC products emerged in Li Lei's mind.

"However, will this affect KFC's image? Our current image in consumers' minds is relatively high-end. Will the introduction of these localized products make consumers feel inferior? Besides, there are soy milk fritters all over the street. They Why do you want to eat at KFC?" Wang Dadong continued to ask.

"KFC just looks more high-end at the moment. In fact, in almost all countries in the world, KFC serves fast food! The reason why the Chinese market is special is that the income level of ordinary people is not very high, and at the same time, they rarely come into contact with foreign countries. Catering, that's why it looks more high-end!"

"In a few years, when the income level of consumers increases, there are more and more foreign restaurants, and their horizons are broadened, KFC will regain its proper status as a fast food restaurant! We should prepare ahead of time for this trend. Get ready, or we will be caught off guard when this day actually comes!"

Su Jingshi has a clear understanding of KFC’s positioning. We are in the business of fast food. Rapid expansion takes advantage of the number of branches to occupy the market, and then small profits but quick turnover is the kingly way. The high premium of high-end catering is not suitable for us at all, and KFC’s products, There is no high premium to play, so why should you stick to the high-end positioning and not let go?The sooner it sinks, the sooner it can occupy a larger market.

"As for eating soya-bean fritters, why come to KFC? That's even easier, because consumers like them! Chinese people have eaten soy-milk fritters for many years. Since they have this demand, we should supply them! And now ordinary vendors sell them. The quality of fried dough sticks and soy milk is uneven. The good ones are especially delicious, and the bad ones are not only unpalatable, but also pose a serious safety hazard. We cannot guarantee that we can make the best taste, but we can guarantee that our products will definitely be better than The vast majority of small vendors are safer!"

Li Lei nodded silently. The safety issue of deep-fried dough sticks is simply too typical. Who would be willing to change the oil every day?As long as you can’t taste the taste, this pot of oil will always be used; in addition, there are whitening powder to make the fried dough sticks look better, adding borax to make the deep-fried dough sticks swell even more. Su Jingshi’s words are on point, so KFC will launch deep-fried dough sticks in the future When it comes to products, it is called Anxin Youtiao, so that consumers can eat with peace of mind.

"In the past few years in mainland China, I have also met many multinational companies. These companies have a very serious problem, that is arrogance! They think that we are big companies from developed countries, and the mainland is so backward, so they directly learn from us. That's enough, so regardless of whether the environment is suitable, it is obviously wrong to just follow the successful experience of the past, and they will pay the price for it sooner or later!"

"Our KFC must not learn from them. In such a country whose eating habits are completely different from those in Europe and the United States, it is not enough to follow the experience. KFC's winning way is to integrate into life in China! Although the mainland is not developed, we can look at Japan. ,Looking at Xiangjiang, the economic income level in these places is high enough. It is reasonable to say that everyone can afford KFC, but why is the development of our KFC not good? Why is the number of branches not growing as expected? It is because of different eating habits!"

"We have made such mistakes in Japan and in Xiangjiang, and we can't make them anymore!" Su Jingshi became more and more excited as he spoke.

Li Lei was very impressed. No wonder he was able to replace Wang Dadong as the president of KFC in Greater China, and lead KFC to beat McDonald's. It should be based on this vision!It's a pity that he probably won't change jobs, otherwise, he must be recruited.

Wang Dadong was also convinced by him, "What you said is very reasonable, so let's start preparing now, and launch new localized products when the time is right!"

This time is not short. In the original history, KFC did not launch the first localized product - the old BJ chicken rolls until 2003. Even if it is a little earlier now, it may take five or six years, but it can be done a year earlier. To buy soybean oil for an extra year, Li Lei still hopes that they can get it done sooner.

"After finishing the business, let's talk about something more relaxed. I have received a few invitation letters. If you two are free, come with me!" Wang Dadong took out several exquisite invitation letters.

Two days later, Li Lei, Wang Dadong, and Su Jingshi appeared at the auto show together. This auto show was very sensational because Ferrari came; not only foreign companies entered the Chinese market in a big way this year, but also many luxury brands. consumer market.

Pierre Cardin, a mere third-tier brand, can earn so much profit by relying on the Chinese market. Other brands have long been jealous. Now that China is further opening up, they also come in and start looking for various opportunities to gain popularity. Leave a deep impression on the minds of Chinese consumers.

They don't expect to get a report right away. Luxury brands have the patience to plant seeds in the hearts of Chinese people slowly. When they have the spending power, they will naturally think of their own brands.

Many luxury brands have begun to seek cooperation with celebrities, and Gong Li, who is currently popular, has become the object of their pursuit. A jeweler sponsored her full set of jewelry for the film festival and publicized it through the media. This behavior quickly attracted attention. Severely criticized, some media helped to calculate an account, saying that the jewelry on Gong Li's body could add up to so many workers' wages for a lifetime.

Gong Li was very wronged, because she did not buy these jewels, but was sponsored by jewelers, and these jewels could only be worn when attending the event, and had to be returned after the end; but she couldn't explain it, she could only keep a low profile , so when she participated in this year's Cannes Film Festival with the "Farewell My Concubine" crew, she changed into a full set of plastic jewelry. Unexpectedly, a clean white shirt with plastic pearl earrings presented an unparalleled beauty of simplicity. Instantly conquered the entire Cannes.

Gong Li seems to be quite unforgettable about this experience, so more than 20 years later, at the second media meeting of the No.11 BJ International Film Festival Tiantan Awards Jury Committee, she reproduced this dress again.

Ferrari came to Beijing this time with the same thoughts as those jewelers. They feel that no one in China can afford a Ferrari worth more than [-] dollars, but it doesn’t matter. Let’s show them the car first, what? It is enough to be the top sports car in the world.

"When I was studying in the United States, I was very envious of the sports car driven by the son of a certain big businessman. He was the dream lover of all the girls in the school!" Su Jingshi looked at this fiery Ferrari and recalled his youth. .

"Since Director Su likes it, why don't you buy it?" Li Lei joked that with Su Jingshi's income, he could afford this car.

"No, no, no, I can afford it now, but I can't find the feeling I had back then! And now I'm not suitable for drag racing! Even if I want to buy it, I should buy a more comfortable business car! Director Li can consider it. Excuse me, you are still young, and you must still have the dream of a fast sword and a fierce horse in your heart!" Su Jingshi shook his head, he couldn't afford it back then, but now he can't afford it, but he doesn't have that kind of state of mind.

Li Lei's views on luxury goods have also gone through several stages. When he saw these luxury goods on TV and magazines for the first time, he just thought that these things are very high-end, and he must buy them when he has money!
And as time passed, he gradually understood that he had no fate with these things, so when he saw the grandma posting her luxury goods on the short video website, he would just quickly swipe past them. Look, the occasional reply is a sad comment like "Please, don't let me watch this kind of video again, I already know that I am poor, you don't have to remind me every day".

After rebirth, he doesn't care anymore. With his current status, he doesn't need these things at all. If he really buys it someday, he probably really likes it!
"I, like President Su, prefer cars that are more comfortable to sit in!" Li Lei's mental age is much older than his actual age, and he has passed the time when he likes sports cars.

"Hey, someone bought a Ferrari!" Someone yelled, and all the visitors who heard it flocked to the Ferrari booth, and then saw a man holding a mobile phone, wearing a suit, and with four or six parts of his hair surrounded by Ferrari employees. He waved proudly to the visitors.

"Oh, who did I think it was? It turned out to be Li Xiaohua! He has no problem buying a Ferrari with his wealth!" Wang Dadong recognized this person.

"It's him!" Li Lei also knows this person. It is said that he sold cold drinks and hair in Beidaihe back then, and then sold Zhangguang 101 hair tonic to Japan and made a lot of money. Well, let's take another shot and become the earliest billionaire in the country.

His experience is the same as that of Yurun Zhu Youcai who started with 200 yuan and earned 480 million yuan a year. At first glance, it sounds legendary, but when you think about it, you can’t stand up to scrutiny. The meaning of dealing with it is to take out the camera and take two photos.

Afterwards, this Ferrari got the license plate of Beijing A00001. Many heads of state came to China to look at this car curiously, and then signed on the car as a souvenir. Therefore, the price of this car has remained high for a long time, and it has been reported that someone Li Xiaohua wanted to spend [-] million yuan to buy this car, but Li Xiaohua did not agree with the rumors.

Because of Li Xiaohua, Ferrari quickly became popular in China. Many people followed his example and bought a Ferrari, and then hung it on the market with an eye-catching license plate; but not everyone has the luck of Li Xiaohua. The first Ferrari license plate in Northeast China was Liao A00000, parked in the corner of a certain garage in the future, a thick layer of dust fell on it, no one cares about it, and no one knows where its owner has gone.

The year 93 was of great significance to the group of people who got rich first. Some were recruited into the halls like Li Lei, some started to spend money boldly like Li Xiaohua, and some had more ideas.

For example, Shi Yuzhu came to the capital and asked Li Lei, "Have you heard of Taishan Industrial Research Institute?"

(End of this chapter)