Guo Jianping

【Character business card】

Wu Wenfu

Chairman of Golden Crown Food (Fujian) Co., Ltd.

Honorary Doctorate in Entrepreneurship from Gordon University, USA

Vice President of Fujian Food Association

Vice President of Fujian Provincial Guangcai Business Promotion Association

Vice President of Quanzhou Federation of Industry and Commerce

Vice President of Quanzhou Federation of Enterprises and Entrepreneurs

President of Quanzhou Food Industry Association

Representative of the 14th, 15th and 16th People’s Congress of Jinjiang City

Chairman of the Returned Overseas Chinese Federation of Luoshan and Xintang, Lingyuan City, Jinjiang City

Outstanding Entrepreneur in the Food Industry of Fujian Province

Outstanding Economic Figures in Quanzhou City on the 30th Anniversary of Reform and Opening Up

Founding fathers of private enterprises in Quanzhou

In December 2007, he was awarded the permanent honorary president and philanthropist of Jinjiang Charity Federation

In December 2007, generously donated 7.1 million yuan to Jinjiang Charity Federation

In December 2012, he donated 500,000 yuan to support flood fighting and disaster relief in northwest Fujian and was awarded the "Contribution Award"

In April 2013, he was awarded the Charity Contribution Award by the Fujian Charity Federation

​\Wealth Story\

Every time you walk into Wu Wenfu's office, you can see various bottles and jars of condiments placed on his big coffee table. This is evidence that he can give advice at any time when discussing problems with his employees. With decades of experience in the condiment industry, he knows every flavor of every product.

As the first generation of entrepreneurs after the reform and opening up, his more than 30 years of entrepreneurial journey have revealed many hardships and forged his perseverance. His weathered face is like a heavy book, and the wrinkles carved by the flying knives of time record his extraordinary journey.

Having worked hard in the business world for most of his life, Wu Wenfu has always stuck to the industry with persistence, concentration and wisdom. Operating with integrity and safeguarding China's food safety are the ideals he pursues throughout his life.

The “big brother” in the food industry

Wu Wenfu was born in a legendary peasant family in Jinjiang. He is the third of seven brothers. In the late 1970s, he and several brothers started to establish a noodle and noodle processing factory, taking the first step in food processing. Since then, he has been in the food industry for more than 30 years.

The Quanzhou food industry commented on Wu Wenfu this way: He is a highly prestigious "leading brother" in promoting the development of Quanzhou's food industry, and even the development of Fujian's food industry.

In 1980, 25-year-old Wu Wenfu borrowed money to start Jinjiang Huge Food Factory, which mainly sells snack foods such as crispy cakes, candies, and fish skin peanuts. "It was very difficult when I first started my business. I not only worked as an operator, a salesman, but also a porter. My role changed as soon as I changed my clothes." Recalling the hardships of those years, Wu Wenfu was filled with emotion.

When Huge Food Factory was first established, in order to save money, when purchasing raw materials, he personally used bicycles or trolleys to pull the raw materials; during production, he worked as an operator together with the workers; during sales, he and his brothers carried entire bags of samples, Running around, I was reluctant to take the 10-cent bus for a distance of one or two kilometers. When I was promoting outside the province, I traveled to one place a day, promoted everywhere during the day, and stayed at the train station at night, saving even the cost of staying in a hotel. When shipping goods, he becomes a porter and loader, loading the goods into the car, and having to unload the goods himself when they arrive at the destination. "Just like Sun Wukong, he performed the 'Seventy-two Transformations' and changed his clothes from a boss to a worker." He said jokingly.

Emperor Tian pays off his conscientious people. After a few years, he had some savings, but Wu Wenfu did not stop at it. Instead, he adopted a consistent "rolling strategy" and continuously invested funds in expanding reproduction, introducing advanced equipment, technology, talents, and building factories.

In 1985, he expanded the factory for the second time and began to produce cans, and took the lead in pioneering a bloody road of "domestic sales to exports" for Fujian canned companies.

1989 was another special year in Wu Wenfu’s business career. This year, raw material prices plummeted. Wu Wenfu, who has been engaged in deep food processing for many years, once again had a premonition of business opportunities. At this time, Jinguan Company, which had reached a certain scale and had relatively strong funds and strength, began to purchase large quantities of raw materials for canning - mushrooms, fruits, etc. Facts proved his foresight. Just a few months later, the price of raw materials began to increase again, and he made "a lot of money" from this.

After that year's turning point, Golden Crown's strength level has risen to another level. In 1990, Wu Wenfu expanded the factory for the third time and began to operate beverage products, implementing a diversified development strategy. In 1992, he chose Huge Industrial Zone and founded Golden Crown Group. At this time, Golden Crown decided to focus on the candy industry and began to produce jelly and drinks, while extending its tentacles to clothing and packaging bags.

Spend 100 million yuan to transform the production of condiments

In the late 1990s, the European Union banned soy sauce exports from China on the grounds that these exported soy sauces contained the carcinogen trichlorophenol. A large number of media reports allowed Wu Wenfu to capture this information: There were very few truly naturally brewed soy sauces in China at that time, most of the soy sauces were blended, and many soy sauce-producing companies were family workshops. After investigation, he also found that due to the EU's blocking restrictions, many domestic condiment companies began to close down at that time, and there was a large gap in the Chinese condiment market, especially high-end condiments.

As the saying goes: seven things to open the door: firewood, rice, oil, salt, sauce, vinegar, tea. After all, condiments are necessities of life for ordinary people. Wu Wenfu, who has been in the world for many years, saw the broad prospects of brewing soy sauce, so he decided to invest in the soy sauce industry and enter the sauce market. He chose Wuli Science and Technology Industrial Park in Jinjiang City with a total investment of 150 million yuan and introduced the most advanced foreign machinery and equipment. , founded the "Jinguanyuan" soy sauce condiment company.

In the process of producing and brewing soy sauce, Wu Wenfu strictly required the selection of high-quality Northeastern soybeans and flour as raw materials, specially hired famous professional and technical engineers from Hong Kong, adopted a high-salt dilute brewing process, and took advantage of the unique mild coastal climate in southern Fujian to undergo microbiological The function of enzymes, 5-6 months of natural and ancient sun-drying and careful brewing. There is a fragrance of soy sauce in the Jinguanyuan factory. This soy sauce not only does not contain trichloropropanol, but is also rich in amino acids, proteins and other nutrients that are beneficial to the human body. Its soy sauce has a pure taste, aroma, color, slightly sweet, and original taste. Original juice, unique flavor and excellent taste. Once put on the market, it has been favored and praised by consumers all over the world. The products sell well all over the country and are exported to Southeast Asia, Europe and the United States in large quantities.

Wu Wenfu said: "What we are facing is mass consumption, and we can't afford to be frivolous. There is also the pressure of responsibility. Without responsibility, we will not go far. We are full of longing and confidence for the future and the market." Golden Crown. In order to be the most trustworthy and trustworthy brand for consumers, Yuan must first reassure consumers in terms of quality.

In 2002, "Jinguanyuan" soy sauce became one of the first companies in the same industry nationwide to obtain a national quality and safety production license, and was rated as a "leading company in agricultural and sideline products." In 2005, "Jinguanyuan" was recognized as a "China Famous Trademark", and Jinguanyuan soy sauce was also awarded the title of "National Inspection-Free Product". Today, Jinguan Company has developed into one of the largest condiment production and R&D bases in Fujian Province.

In 2009, Wu Wenfu went to Japan and South Korea for market inspections and found that with the same quality, the price of Japanese products on the market was about 5 to 6 times that of Chinese soy sauce. Local peers have judged that China will be the most potential condiment sales market in Asia in the next few years. This triggered Wu Wenfu's deep thought: China's condiment industry is about to usher in an innovative era of industry reshuffle. "If you want to survive, you must take the 'high-end route.'" As a regional brand, Wu Wenfu decided to push "Golden Crown Garden" to the "high-end" again, hoping to carve out a bloody road.

Shortly after returning to China, he immediately launched a new high-end soy sauce brand, Xian no Wei, which had been in the works for three years, to the market. This new product not only adopts a curved design bottle shape that feels good in the hand, but also highlights the advantages of "deliciousness and convenience" in terms of product differentiation. It has won the favor of consumers as soon as it was launched.

We firmly believe that only good quality can build an everlasting business

"Making food is doing a conscientious project." Wu Wenfu said that it is very important for enterprises to operate with integrity. They must always grasp food safety and hygiene issues and optimize the enterprise. Jinguanyuan proposed to create a "standard for good soy sauce", vigorously standardize market management, highlight product positioning, focus on mainstream items, and highlight brand personality; at the same time, it adheres to the market concept of "introducing competition", insists on creating a "model market", and pursues brand development The road is to use the "standards of good soy sauce" to guide external marketing and internal management work, and achieve the purpose of improving product market competitiveness through both internal and external improvements.

The food industry is a challenging industry, and consumer tastes are constantly changing. Wu Wenfu, who has a keen sense of the market, realized that companies need to continuously innovate products according to changes in consumer tastes. Companies should learn more about the market, seek new consumption trends, and constantly adjust strategies.

Wu Wenfu said that any changes in Jinguanyuan are for the purpose of "serving the market, serving dealers, and serving consumers" and for the purpose of "win-win", that is, the ultimate goal of Jinguanyuan is to pursue a higher level Innovation, introducing the power of science and technology to continuously meet people's pursuit of a higher quality of life.

Continuously upgrading and improving, innovating and developing, Golden Crown Garden has withstood the test of time. Nowadays, "Jinguanyuan - the standard of good soy sauce" has been deeply rooted in the hearts of the people. The series of products based on fresh-flavored soy sauce have been widely recognized by consumers, making the development of Jinguanyuan in the condiment industry always leading the "fresh" step in deliciousness.

Continuous pursuit and endless innovation. After three years of research and development, Jinguanyuan's Laotan Brewing series products were grandly launched in September this year, and Wang Gang, a national first-class actor and famous host, was specially invited to endorse the products to enhance the brand value. According to reports, "Laotan Brewing" follows the ancient aging method, checks the source, carefully selects high-quality genetically modified soybeans from Northeast Africa, takes advantage of the mild coastal climate of southern Fujian, and combines it with modern koji-making and fermentation technology. It uses a large vat of 10,000 mouths and is brewed and fermented in the open air for 180 days. , brewed through 12 processes.

The taste of soy sauce is the taste of time, and the taste of time is the manifestation of experience and the natural result of kung fu. "Making soy sauce is like stewing beef brisket. It has to be stewed slowly to taste delicious. The most important thing is to avoid rushing for quick success." Wu Wenfu said that only after a long period of accumulation, keeping a low profile, and accumulating thick and thin, the height achieved is the most solid success, and only in this way can we serve others. Life brews truly healthy colors.

Character dialogue

Reporter: Soy sauce is a traditional industry that relies on quality and reputation accumulated through long-term operations. How did Golden Crown Garden gain market recognition so quickly after it was established 15 years ago?

Wu Wenfu: The brand relies on excellent quality. If your quality is not good, no matter how good you are, you will be eliminated by the market very quickly. Therefore, building internal strength is more important than anything else. Jinguanyuan adheres to quality as its commitment, aims to promote human health, is responsible to consumers, and does its best to do what it does. At the beginning of the business, the quality of soy sauce in the domestic market was uneven. Most merchants generally used simple configuration processes to make soy sauce for immediate profit, which caused great safety risks in the entire soy sauce market. I realized that only by producing high-quality brewed soy sauce and taking the road of branding is the way out for the soy sauce industry. Although brewing soy sauce using a high-salt and dilute process involves a huge investment and the longest production cycle, in order to ensure quality, we still insist on controlling it from the source and strictly require the selection of high-quality genetically modified soybeans and flour from Northeast Africa as raw materials. Suppliers conduct on-site inspections and strictly control materials at high costs. A new product often takes several years of hard work by the company.

Reporter: What do you think the standard of good soy sauce should be?

Wu Wenfu: Jinguanyuan insists on creating "the standard of good soy sauce", that is, the concept of "nutrition, deliciousness, and health assurance". High-quality raw materials are a guarantee of health, so we check from the source and carefully select high-quality genetically modified soybeans from Northeast Africa. At the same time, we introduced foreign advanced production lines and high-tech, took advantage of the mild coastal climate, and combined with the traditional high-salt dilute state pure natural fermentation and drying process, without the need for heating and insulation. The entire brewing process is at a lower temperature, which is conducive to the generation of yeast and salt-tolerant lactic acid, making Jinguanyuan soy sauce is rich in nutrients and has a mellow taste.

Reporter: Innovation is the foundation of enterprise development. How did you develop the Laotan Brewing series of products and make them the main product promotion direction?

Wu Wenfu: As society’s material life continues to improve, people are pursuing high-quality food. In order to meet the needs of consumers, we focus on first-class quality and service, rely on our own strong technical strength, continue to develop and innovate, and provide technical support for corporate development. After three years of successful research and development, we have further extended our technology on the basis of inheriting modern brewing technology. Taking full advantage of the unique mild climate in southern Fujian, we carefully select high-quality genetically modified soybeans from Northeast Africa and brew them through 12 processes. In 2013, Jinguanyuan launched a total of 36 products in the Laotan Brewing series. Laotan Brewing has a long aftertaste and is popular in halls and kitchens. The products have been favored by consumers since they were launched.