After seven consecutive years of losses in his business, he turned defeat into victory with just two words, opening 2,800 stores and earning an annual revenue of 8.5 billion...

At the beginning of 2018, a financing of 1.5 billion yuan was injected into the blood of Pagoda, establishing its dominance in fruit retail.

Since its establishment in 2002, Pagoda has more than 2,800 stores across the country, and its annual revenue in 2017 was as high as 8.5 billion yuan.

But few people know that in 2008, Baiguoyuan encountered a fatal crisis. In that year, She Huiyong turned defeat into victory and won the first place in one fell swoop.

The origin of the story begins in 2002...

1 It has been smooth sailing for seven years, but it has suffered a huge loss of 200 million. Why?

In 2002, a fruit chain store opened on Fuhua Road in Shenzhen. This store was not favored by the landlord and was predicted to be closed down. However, after its opening, the store received rave reviews. This is all thanks to the owner of Baiguoyuan - —She Huiyong.

She Huiyong is one of the few entrepreneurial bosses with pigtails. He looks like a bohemian artist, but he has a persistent heart.

It was precisely because of his persistence in one thing that he, who was born in Jiangxi Agricultural University, decided to go overseas and come to Shenzhen to engage in fruit wholesale. In 2002, he successfully opened the first store in his life. Fruit chain store.

In the next seven years, She Huiyong and his Baiguoyuan went smoothly, roaming freely in the chain fruit store market with little competition, expanding their territory.

It took Pagoda 7 years to expand its business territory 100 times to a hundred stores!

However, at the end of the year, Baiguoyuan, which had been going smoothly, had been losing money. By the end of the year, it had lost 200 million yuan...

She Huiyong knew what the problem was:

The product standardization required by chain stores is inherently contradictory to fruits, a mass-grown crop.

That is to say, as long as the chain stores become bigger, the quality of fruits cannot be guaranteed.

But She Huiyong wanted to change this. He tried to find an economics professor to clarify his doubts. However, the professor told him: "You have done very well with only a loss of 200 million. Most people have been doing this model for a long time." It’s closed down.”

She Huiyong doesn’t believe in evil. He feels that there must be some kind of turning point that can help Baiguoyuan turn the corner and continue to develop.

2 Altruism is actually self-interest.

If you don’t let others make money, why should others let you make money?

After thinking for a long time, he came up with a two-step strategy.

The first step: First, check the source, start with the cooperative growers, and provide benefits to farmers.

He began to set strict requirements for the products of cooperative growers. All cooperative growers must plant and cultivate fruits according to Pagoda's standards, and establish standardized assessments. Only qualified products are eligible. Purchased by Baiguoyuan.

This series of regulations has aroused opposition from many suppliers. Raising standards means that all defective products will be digested by the growers themselves, which will undoubtedly increase their costs.

However, She Huiyong already had countermeasures. While raising the purchase requirements, he also took the initiative to increase the purchase price of Baiguoyuan fruits, and the better the quality of the products, the higher the purchase price.

The growers calculated that under Pagoda’s policy, their interests would not decrease but increase. Moreover, if they could grow better quality fruits, Pagoda would sign long-term orders with them. ** without any harm.

In this way, Pagoda cleared the sewage at its source and boosted product quality, laying the foundation for Pagoda's subsequent counterattack.

The second step is to start from the store and benefit customers.

She Huiyong implements the "three no returns" principle in Baiguoyuan: no reasons, invalid tickets, and no physical goods. As long as you are not satisfied with the product, you can return it for a refund.

This bold move made many people have a great impression of Pagoda, and Pagoda quickly became synonymous with good fruit quality.

Secondly, She Huiyong set rules for the stores. He took the lead in quitting smoking and required all stores to be smoke-free to provide customers with high-quality services.

Someone asked She Huiyong, what is the secret of his success? She Huiyong raised the counter in his hand and said two words: "Altruistic".

She Huiyong would recite "altruism" silently in her heart every day. As long as she recited it silently in her heart, she would press the counter once. Over time, "altruism" has become the gene deep in the blood of She Huiyong and Baiguoyuan.

Pagoda's "altruistic" behavior also allowed Pagoda to counterattack after 2085, putting Pagoda on the right track and breaking the prediction of "unprofitability".

3 Jack Ma: Let others make money first, then you can make money yourself.

Coincidentally, Internet tycoon Jack Ma also highly appreciates "altruistic" behavior and regards it as his own business principle.

It can be seen from Taobao's model that Jack Ma's business thinking has always been to provide a platform for others to make money. When others make money, you make money again.

Taobao connects merchants and buyers around the world, and when they benefit from each other, Taobao naturally gains both fame and fortune.

Someone on Zhihu asked: Why can Jack Ma, as a businessman, make so much money and be so popular?

Answer: Jack Ma is one of the few businessmen who allows everyone to make money together.

"Altruistic" is simple to say, but many people are blinded by the benefits and cling to their own one-third of an acre of land, refusing to give up any profits.

If the entrepreneurial partners are unwilling to share profits, there will naturally be suspicion within the company, and the business will plummet; if the entrepreneur is unwilling to share the results, he can only guard his own territory and become king.

Sometimes, retreat can be used to advance, and "altruistic" can benefit oneself. Therefore, the ancients often said: If you want to join the team, you must first suffer.

"Altruism" is also an act of mutual trust. Enterprises benefit customers, and customers repay the merchant by purchasing products.

She Huiyong understands the essence of "altruism" and has persisted for more than ten years to achieve today's situation of Baiguoyuan;

It is precisely because of Jack Ma's persistence Only an "altruistic" business thinking can stand out in Chinese business, and is even popular with political figures from various countries around the world.