Female entrepreneurs open ham shops.

Near the Spring Festival, villagers in Tian Xin Township, Wuding County, Yunnan Province began to prepare for the Spring Festival. Among them, curing a ham is essential. In the village, the ham cured by this woman named Xu Yongfen is very special. The sliced ham is ruddy and bright with clear oil lines. This kind of ham is of good quality.

In order to let the reporter see why her ham is special, Xu Yongfen came to the countryside in the mountains of Yunnan.

Xu Yongfen: We use the raw material of this pig toad in the hole, because it is a free-range pig. It drinks mountain spring water and sleeps on a pine mat.

The pig leg used by Xu Yongfen is not an ordinary staple food, but a stray pig on the Yunnan Plateau. However, a few years ago, collecting pig legs was very troublesome for her. She needs to lead a horse to walk dozens of kilometers of mountain roads, run to several villages a day, and collect up to 20 pig legs. This has always been a headache for Xu Yongfen.

Xu Yongfen: I once went 20 kilometers away to collect it. In fact, after running so far, I only got six or seven legs, that is, seventy or eighty pounds.

Reporter: Six or seven legs? That is, three pigs

Xu Yongfen: Yes, I can't help it.

In 2006, an accident happened before Xu Yongfen's eyes. Since then, Xu Yongfen's life has been completely changed, from an ordinary rural woman to an enterprise female boss with annual sales of 70 million yuan.

Villager Ni: Bold, cautious and steady. We see these points in our eyes.

Employee Wang Guifen: She is brave. Honestly, she is bold, because she dares to think what others dare not think and do what others dare not do.

Villager Long: Her woman is bigger and bolder than men. Absolutely. He is often rated as a national model worker on TV. Look at that.

Xu Yongfen is an ordinary rural woman. She started her own small business before she graduated from primary school, raising pigs, cattle and opening restaurants. Until she was nearly 40 years old, her life was also very dull. But in 2006, Xu Yongfen witnessed a car accident that changed her life.

On that day, it was the day when the countryside went to market. The whole town gathered on the main road of the village to go shopping, and people and cars were mixed together. Suddenly a villager who came to the market was kicked in the chest by a horse in front of Xu Yongfen.

Xu Yongfen: That man got up. He said there was nothing wrong. His back was covered with dust and he hit his head. In the evening, he was unwell, and his family took him to the hospital. The next day, he left and died.

Make money if you are wrong.

This matter has long been forgotten by others, but Xu Yongfen made a very bold decision directly because of this matter, which surprised the villagers.

Villager Long: That is to say, alas, silly her.

Husband Xu Jiayin: Everyone says she is too stupid.

Friend Zhao: You're afraid you're stupid.

Reporter: What do you mean?

Friend Zhao: It means fool.

In August 2006, Xu Yongfen heard that the grain store in the village was going to be sold, so he bought it with a credit guarantee loan of 6.5438+0.8 million yuan. This is equivalent to more than 20 times of Xu Yongfen's annual net income.

Xu Yongfen: At that time, my annual income may be around 40,000 to 50,000, and 60,000 to 70,000.

Reporter: A year's income?

Xu Yongfen: The annual income is.

Reporter: Less than100000.

Xu Yongfen: Less than100000.

It's not surprising to buy a grain depot, because this grain depot is located on the only main road in Tian Xin Township, which is a prime location, and speculation in land can also make a steady profit. Strangely, Xu Yongfen insisted on transforming the grain institute into a farmer's market. The villagers all say that whoever does this will lose money.

Villager Xu Chao: rotten tile houses, rotten factories. Find some houses or build something.

Villager Ying Xu: You can't make money, and you can't make money by relying on the market. If you think of it as a farmer's market, there is nothing you can do. Because the streets in rural areas have always been driven by the street, I never thought about the whole farmers' market and building a shed for others.

Friend Zhao: It's ok to be a farmer's market in the county. You should be able to make a lot of money. But in villages and towns, especially in Tian Xin, a small county town, we were very worried at that time. Maybe her funds would not come back for a while.

But Xu Yongfen is confident. I'm going to build a market for everyone to come in and set up stalls, so that the villagers' safety will be guaranteed and they won't have to run around collecting pig legs themselves. And there are at least 400 stalls in the market, and the money for renting stalls is enough to repay the loan.

Xu Yongfen: I can sell the booth, and the interest can be repaid. People set up stalls in it every day, and I can charge.

After a year of construction, the farmer's market officially opened at the end of 2007. In the past six months, Xu Yongfen was really dumbfounded. The farmer's market can't hold all the vendors, and there are no fewer stalls on the main road outside. Congestion or congestion? Moreover, there is a traditional custom in the local area, which is to get together once every seven days. com: www。 Cyone.com.cn/), this situation has been going on for many years, and it has not changed with the completion of the farmers' market. Such a big market can only be opened for 52 days a year, and the money is collected for 52 days, and the rest of the time can only be left there.

Villager Ying Xu: Road is not a market yet, not yet. There are stalls on the street. As you can see, the change is not great.

Reporter: This is still the case.

Villager Ying Xu: It's not like this now. It can't be accommodated, and it can't be accommodated in that place.

Xu Yongfen made such a big deal. As a result, building a market did not solve the traffic problem and made no money, which made the whole town see a big joke. After the excitement, Xu Yongfen was extremely disappointed.

Xu Yongfen: In the first year, I only received 20,000 yuan, borrowed 6,543.8+0.8 million yuan, and the interest was nearly10.00 million. How is that possible? There are still many things to do.

The rest of the time, Xu Yongfen was used for the wedding reception. However, the income of the whole market is not enough to repay the interest.

Husband Xu Jiayin: Borrow some from relatives and friends, and my salary. My salary is only over 1000, and I still have to support my family, but I can't help it, because the interest on this loan must be repaid monthly. We still have to talk about credibility and bank loans. Without this credibility, people dare not support you, so life at that time was quite difficult.

With the market running so far, it is difficult for Xu Yongfen to ride a tiger. It's hard to give up, it's hard to continue. The only thing that can give her a little comfort is her small ham workshop.

In Yunnan, as soon as the solstice of winter arrives, every household begins to kill Nian pig and pickle ham, which can be pickled and enjoyed next winter. It is an indispensable home-cooked dish for people in mountainous areas of Yunnan.

Before Xu Yongfen built the farmer's market, he had a ham workshop to help other ham factories process it. He earns only two yuan a catty, sells about 20 tons a year and earns tens of thousands of yuan. Just after the solstice in the winter of 2008, it was the peak season for selling ham, but it was puzzling that Xu Yongfen didn't even intend to sell ham.

Dealer Swalin: When we came to pull ham, three or four cars came to pull ham, but she didn't sell it. We said there was ham, and you didn't make money. You are afraid that you will become stupid.

Already in debt, there is no hurry to make money at this time. What does Xu Yongfen want to do? How did she achieve an annual sales of 70 million after six years?

When transforming the farmers' market in 2007, Xu Yongfen went to Kunming to attend an agricultural exhibition. A ham that costs as much as 2600 yuan and can be eaten raw caught her attention.

Xu Yongfen: In the past, my ham only cost more than 100 yuan, more than 200 yuan, and theirs cost more than 2,000 yuan, ten times the price. I was really surprised. I didn't expect it. I said how much is this expensive ham?

It is said that it is a kind of ham that can be eaten raw after three years of natural fermentation. Xu Yongfen tasted it and found that this kind of ham tastes better than her one-year-old ham. Similarly, selling ham can sell people's ham ten times after three years. Xu Yongfen is envious and wants to try. But this is equivalent to three years of financial pressure to achieve. She had no financial strength at that time.

Xu Yongfen: It takes 100 tons of ham in three years, so this more than 3 million is equivalent to sitting there motionless. I was immature and had no money.

Xu Yongfen calculated that it was unrealistic to repay the loan because he earned only two yuan a catty of ham made by himself. In order to pay back the money, she had to rely on the more profitable three-year ham.

At the end of 2008, Xu Yongfen sold three mountain houses supporting the farmers' market, raised more than 400,000 yuan and began to harvest pig legs crazily. In less than a month, she has stored 20 tons of pork legs and batches of good salt, and no one sells them, just waiting for a blockbuster three years later. But her longing only lasted for 20 days. When Xu Yongfen opened the warehouse to check the ham as usual, he found that the situation was wrong.

Xu Yongfen: I can smell ham as soon as I open the door. Ham bubbled like a balloon. I said what's going on, I still have a glimmer of hope, I don't think it matters. There are a few bad ones, and I say most of them are good.

It is normal that a few hams are damaged occasionally when curing ham, but when Xu Yongfen opened the warehouse and continued to walk inside, it became colder and colder. There are 2000 hams in the warehouse, almost all of which are flatulent.

Xu Yongfen: Not much good. Seeing that scene made my legs weak. What should I do? I planned to make money, but why did it suddenly happen? I also lost money in the farmer's market, and so did the toad in the hole.

Xu Yongfen gave the passable ham, and the rest was reluctant to throw away, so he had to digest it himself. Family members and workers eat rotten ham every day until they feel sick.

Employee Xu Lianmei: You can't eat it if it stinks. How much stink can you eat? Eat until you don't want to eat every day.

Employee Wang Guifen: We are worried about her, too. We are worried about her. But we dare not say it in our hearts because we are employees. We dare not say that ham was pickled at that time. She has been holding her head and is always in pain.

In the eyes of outsiders, Xu Yongfen has such a large piece of land to be a farmer's market, so he should not be short of money. However, the difficulties at home are only known to his own family, and Xu Yongfen can't tell the bitterness.

Xu Qi, the second son: In the first year of college, ham stinks in the first year. When I was in college, I went to college in July, and my family was short of money. Even the tuition for going to college is a student loan.

The eldest son Xu Jun: But for the outside world, why are they so rich? They still do this, so they don't understand it outside, so I didn't understand it at that time. I thought it was a joke, so I didn't do it at that time. Later, my brother did it, a student loan.

Xu Yongfen: People seem to think that I have done such a big thing. On the doll, I feel that you can't get a hundred dollars. In fact, I always owe my children.

After the pain, Xu Yongfen decided to try another batch of ham. The difference is that this time she has a magic weapon to win.

This is a small warehouse built by Xu Yongfen halfway up the mountain. This ordinary-looking concrete house is closely monitored. It is full of three-year ham that Xu Yongfen has accumulated in recent years. Why can this little black room become Xu Yongfen's magic weapon?

After the first failure in curing ham, Xu Yongfen has been looking for the difference between that curing ham and the past.

Xu Yongfen: Because the ham used to be pickled at an altitude of 2,200 meters, now it is pickled at an altitude of 1600 meters, so the temperature is five or six degrees.

Excluding seasons, raw materials and crafts, the only difference left is altitude. Xu Yongfen used to pickle ham on the mountain, but now he has moved to the farmers' market. The altitude difference of 500-600 meters caused the temperature to change, which made her suffer greatly. This time, Xu Yongfen put the ham in the farmer's market and changed the salt every other month. Three months later, it was transported to the warehouse on the mountain for storage.

Reporter: How many times is this salted?

Xu Yongfen: This is the first time, the first time to smear salt.

Reporter: How many times do I have to wipe it?

Xu Yongfen: Wipe the small one three times and the big one four times. Soak it slowly and the salt will not be salty.

In three years, Xu Yongfen saved half of each batch of ham and sold the other half of the working capital. After three years of natural fermentation, the first batch of pickled hams were covered with thick mold, which made the pork legs show another taste, which was a sign of the maturity of hams and also meant that Xu Yongfen's persistence was successful.

Xu Yongfen: You can eat it after peeling it.

Reporter: Is it like this after cutting?

Xu Yongfen: Yes. You can eat.

Reporter: Eat directly? Eat raw?

Xu Yongfen: Yes, it smells good. You eat a piece. You eat.

Reporter: I dare not eat. Raw.

Xu Yongfen: It doesn't matter. Go ahead and have a look.

Reporter: Raw?

Xu Yongfen: Mmm, it smells delicious.

Reporter: Let me try it.

Xu Yongfen: Well, try it. The same.

Reporter: It's a little milky white.

Xu Yongfen: Mmm, it smells good.

Reporter: It doesn't taste like raw meat.

Xu Yongfen: No, it has been matured for three years.

Reporter: How much is it on the market?

Xu Yongfen: One kilogram 160 yuan.

Reporter: How many three-year-old hams do you have here?

Xu Yongfen: There are more than 10,000.

Reporter: How much is that worth?

Xu Yongfen: The value is more than10 million.

In 20 1 1 year, the first batch of three-year-old hams preserved by Xu Yongfen began to go on the market, which attracted the attention of many dealers because there were no similar products in the local area. This kind of high-priced ham with raw food as a selling point suddenly occupied the local high-end market, and all the 50 tons of three-year ham ordered by Xu Yongfen were sold out. Add ham for one year, and the sales in that year will reach150,000.

Dealer Lu: This three-year-old ham tastes fresher than one year's cooking, and it is not salty at all. Ordinary hams are salty, and this three-year-old ham tastes fresher.

Dealer Stone: Most of them are bought and given away, and these are bought and given away. Out of curiosity, ham can be eaten raw. Today, I ordered another ten tons, which were sold out in a few days, three years of ham.

In 20 12 years, Xu yongfen's ham brand gained great popularity in the local area, driven by ham for three years. Whether it's one-year ham or three-year ham, the demand for her products is increasing. Cyone.com.cn/ )。 By 20 13, Xu Yongfen added ham ready-to-eat snacks, with sales exceeding 50 million yuan. But by 20 14, the annual sales of Xu Yongfen's enterprise actually increased by 20 million yuan. How did she do it?

At the end of 20 12, Xu Yongfen took a fancy to a local product of Zhuang Ji in Wuding. This is one of the six famous chickens in Yunnan. Because its breeding cycle is as long as one year and its meat quality is better than that of ordinary chickens, it is almost a must-have chicken on the local table. However, Xu Yongfen found that there were no ready-made chicken products in the local area. She wants to seize this business opportunity and what flavor she wants to make. She had no idea at all, so she asked her family and friends to buy all the cooked chicken products on the market.

Xu Yongfen: I bought a lot. Look.

Reporter: A big bag full.

Xu Yongfen: What braised chicken? This beggar chicken.

Reporter: Roasted chicken.

Xu Yongfen: Roasted chicken, beggar chicken. Bought a lot, bought for research. Because at that time, I didn't think of making any flavor and selling it in the market. Then what I want to say is that it sells well in the market, buy it back and make it according to their ingredients.

I buy other chicken products just to see the ingredient list on other people's packages. People write about what Xu Yongfen did, but they always feel that it is wrong to do so.

Employee Xu Lianmei: We eat a little public food, but it's not the same as ours.

Employee Wang Guifen: That's the smell. After eating, it doesn't smell so good anyway

After testing for half a year and imitating others, Xu Yongfen feels that it has lost its characteristics more and more. What flavor does Wuding Zhuang chicken suit? Just when she was in a hurry, a group of friends from other places came to have dinner with her and let her know the way.

Xu Yongfen: He said that your cold chicken is delicious, so I feel that its own taste is around us, so we don't know it yet, and we still refer to others everywhere.

Cold chicken is the most common local dish made of Wuding Zhuang chicken in Tian Xin Township. When rural families hold banquets and cook pig-killing dishes, there will be cold chicken. Moreover, the method is very simple, and there are only three seasonings: pepper, tsaoko and salt. Xu Yongfen didn't expect that the best way to reflect the delicious taste of Wuding Zhuang chicken is around. She quickly changed the seasoning formula. After a year's experiment, at the end of 20 13, she finally made a ready-to-eat product that not only retained the meat quality, but also had the delicious taste of Wuding Zhuang chicken.

In 20 14, Xu yongfen opened two specialty stores in the county town, and the products of Zhuang chicken were also sold to the whole country through the internet. Coupled with the sales of ham, the annual sales have reached 70 million yuan.

;