Wu Wenfu, born in Luoshan Town, Jinjiang City in July 1955, is the chairman of Golden Crown Food (Fujian) Co., Ltd. Outstanding Entrepreneur of Fujian Province, Representative of Jinjiang Municipal People’s Congress, Adjunct Professor of Business School of National Overseas Chinese University, Vice President of Jinjiang International Chamber of Commerce, Standing Committee Member of Youth Committee of Fujian Provincial Federation of Returned Overseas Chinese, Vice President of Fujian Provincial Food Industry Association, Quanzhou Food President of the industry association, vice chairman of the Returned Overseas Chinese Federation of Jinjiang City, and chairman of the Overseas Chinese Federation of Luoshan Town, Jinjiang City.

Among seven brothers, Wu Wenfu ranks third. In the 1970s, Wu Wenfu, who was only a teenager, started a noodle and noodle processing factory with his brothers, taking the first step in deep food processing. Since then, he has been in the food industry for 30 years.

He started processing noodles to enter the market at the age of 16, and later produced candies, biscuits, and canned food. Then he switched to candies, jelly, and drinks, and then concentrated on making condiments until now. In this process, Wu Wenfu has been too rich. A lot of trying and effort. Some people in the industry commented that Wu Wenfu promoted the development of Quanzhou's food industry, and even the development of Fujian's food industry, and was a highly prestigious "leading brother" in the local food industry.

His weather-beaten face is like a thick book, and the wrinkles carved by the flying knives of time record his many extraordinary experiences.

"The ever-changing King Kong" is full of aggressiveness

"The first few years when I started my business were very difficult. Not only did I have to be an operator and a salesperson, but I also had to be a porter. I would often change my clothes and play another role." Talking about his entrepreneurial experience back then, he sat side by side with reporters on the sofa. Wu Wenfu was full of emotions, with a trace of vicissitudes in his eyes.

In 1980, he just founded the Jinjiang Huge Food Factory. Since he didn't have much money on hand, he hired very few workers. In order to save money, he used bicycles or trolleys to purchase raw materials. During production, he worked with the workers. Operator; When selling, he and several brothers carried a whole package of samples and ran around. He was reluctant to spend a dime on a bus ticket for a mile or two. When he was promoting outside the province, he traveled to one place a day, selling everywhere during the day, and sleeping in the train station at night. When it comes time to ship the goods, he becomes a porter and loader, loading the goods into the truck, and having to unload the goods himself after arriving at the destination. From procurement to production to sales, he does everything personally, just like a tireless "Almighty King". At that time, he adopted a rolling strategy of producing one batch, selling another batch, and producing another batch after selling one batch, and accumulated the first pot of gold.

"I didn't feel any pain at the time. I wasn't afraid of anything. Maybe I was young and tireless. I remember one night when I went to Jiangxi, I met a few gangsters who wanted to rob me. They had some money with them. I saw that they had malicious intentions. After walking over, he ran away, but these guys were chasing after me. It wasn't until I ran into the train station and saw the police that the group dispersed." Recalling the scene at that time, he said that he never felt scared because of that kind of I often encountered this when I was out in the market, and I just felt that I had the entrepreneurial drive.

Leading the shift of canned goods to export

After a few years, Wu Wenfu gradually accumulated some savings, but Wu Wenfu still adopted a consistent "rolling strategy" to continuously invest funds into the factory, expand production scale, introduce advanced equipment, technology, talents, and build factories.

In 1985, he expanded the factory for the second time and began to produce cans, taking the lead in pioneering a successful path of "domestic sales to exports". At that time, there were many canneries in Fujian. Since most entrepreneurs were not familiar with the rules of the international trade game and were afraid of suffering losses abroad, and export licenses were not easy to obtain, the export threshold for canned goods was high, so most companies were selling domestically. However, for the domestic market, canned food was still a luxury product at that time, and the domestic market space was not large, while the market demand for canned food in developed countries was huge. Seeing this bright spot in the international market, Wu Wenfu tried every means to export his canned products abroad, creating a bloody road of "domestic sales to exports" for Fujian canned companies, which attracted many domestic counterparts to follow suit. .

1989 was another special year in Wu Wenfu's business career. This year's successful planning has given Golden Crown wings to take off. That year, raw material prices plummeted. At that time, Golden Crown already had a certain scale and had relatively strong funds and strength. Wu Wenfu, who has been engaged in deep food processing for many years, once again had a premonition of the business opportunities, so he 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 rise again, and he made a lot of money.

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 Jinjiang Huge Industrial Zone, built an industrial park covering an area of 6,800 square meters, and invested in the establishment of 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.

100 million yuan transformed into condiment making

In the late 1990s, the European Union banned soy sauce exports from China on the grounds that these exported soy sauces contained the carcinogen chloropropanol. 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, 70 to 80% of the soy sauces on the market were blended, and many of the companies producing soy sauce were small family workshops. After many investigations, he also found that due to the EU's ban and restrictions, many domestic condiment companies began to decline at that time, and the domestic condiment market, especially high-end condiments, had a large gap.

At this time, after more than ten years of development, Golden Crown Group has achieved considerable strength. Unsatisfied with the status quo, Wu Wenfu has the ambition to re-create the brand and transform condiments. His decision made the "Golden Crown Garden" brand a household name today.

Soy sauce is one of the most important condiments in people's diet. Chinese people cannot live without it. It has huge room for sustainable development. However, eating soy sauce with questionable quality will inevitably affect people's health. Based on various investigations and analyses, Wu Wenfu resolutely decided to switch to condiments. From the beginning of choosing this industry, he positioned himself as a mid-to-high-end product and determined to become a national brand. In 1999, Wu Wenfu invested 150 million yuan to build a factory covering an area of 4,500 square meters in Jinjiang Wuli Industrial Park, and established the "Jinguanyuan" brand soy sauce condiment enterprise of the Golden Crown Group. Craftsmanship to produce high-end, purely natural brewed soy sauce and other condiments.

The production process of soy sauce is divided into two types: brewing and preparation. Prepared soy sauce is made by adding a portion of brewed soy sauce plus hydrochloric acid hydrolyzed protein seasoning liquid, food additives, etc. It is fast to produce and low in cost. However, the soy sauce prepared in this way contains the chemically reacted carcinogen chloropropanol, which is harmful to consumers. The health hazards are great. Brewed soy sauce is brewed from soybeans and wheat as the main raw materials through the fermentation of microbial enzymes. The brewing process is divided into two methods: high-salt dilute state and low-salt solid state. The high-salt dilute state brewing process produces the best soy sauce, but its investment cost is huge and the production cycle is also the longest. At that time, the quality of soy sauce on 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. Wu Wenfu realized that only by producing high-quality brewed soy sauce and taking the road of branding was the way out for the soy sauce industry.

"Be responsible for consumers, and do the best if you want to do it." From the beginning, Wu Wenfu was determined to position product quality at a high starting point and high standards. In the process of producing and brewing soy sauce, he strictly required the selection of high-quality soybeans and flour as raw materials, specially hired famous professional 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 use microbial enzymes. It is carefully brewed by natural and ancient methods of sun-drying for 5-6 months. This kind of 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 tastes pure, slightly sweet, original, unique in flavor and has an excellent taste. Once put on the market, it has been favored and praised by consumers all over the world.

Continuous innovation based on quality

As "Jinguanyuan" brewed soy sauce and other series of condiments become popular in the market, the Fujian condiment market, which has always been relatively calm, has seen new changes. In the early years, several condiment brands that had an absolute share of the Fujian market were affected by the "Jinguanyuan" brand. "The strong intervention of brewing soy sauce gradually retreated.

"In the past, when I bought a bottle of soy sauce, I would purchase it from Guangdong and Shanghai. Now our Jinguanyuan soy sauce produced by ourselves is sold to the doorsteps of some major soy sauce manufacturers in Guangdong and Shanghai." Speaking of this, Wu Wenfu's face showed a proud look. .

Now, "Jinguanyuan" brand soy sauce sells well all over the country and is exported to Southeast Asia, Europe and the United States in large quantities.

"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." In the Jinguanyuan sample showroom, Wu Wenfu gently took a bottle of soy sauce from the counter and held it in his hand. He told reporters that the brand is ultimately With the goal of achieving consumer satisfaction, "Jinguanyuan" wants to be the most assured and trustworthy brand for consumers. First of all, it must reassure consumers in terms of product quality. Only with quality as the basis and innovation as the driving force can the brand be developed naturally. , the brand tree can be evergreen.

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 awarded the title of "National Inspection-Free Product". In 2006, Jinguan Company was awarded the "A" level enterprise honor for food hygiene by the Fujian Provincial Department of Health. It is reported that Jinguan is currently the only soy sauce manufacturer in the province that has received the "A" level honor. Today, Jinguan Company has developed into the largest condiment production and R&D base in Fujian Province.

"Quality and innovation have always been two powerful tools for the development of Jinguanyuan." Wu Wenfu said that the most critical part of innovation is quality. Especially for food companies, quality issues are a matter of life and death. Strict management is the prerequisite and guarantee for excellent quality. Only when an enterprise diligently strives to perfect management and improve quality can the establishment of a brand be founded and possible.

Wu Wenfu believes that innovation is multifaceted, including employment concepts, technical equipment, corporate culture, and successor training. Innovation in the concept of employment is the forerunner. Golden Crown emphasizes "employing talents in an eclectic way", allowing outstanding talents to make the most of their talents and giving full play to the core strength of the group. Scientific and technological innovation is the content. Without good scientific research technology, enterprise innovation is water without a source and a tree without roots, and there is no way to develop and grow. Cultural innovation is the connotation. A brand is like a tree, with its own growth pattern. The essence of brand issues is the expression of corporate culture and corporate philosophy. If a company wants to become a century-old brand and ensure sustainable operations, it needs to cultivate the next generation of successors. How to choose and train successors is also a phase and an innovation.

To get rich, think about the source. In the process of investing and starting a business, Wu Wenfu always devoted himself to various public welfare undertakings in his hometown and insisted on taking repaying society as his own responsibility. In recent years, he has donated 3 million yuan for bridge construction, road construction, cultural education and other public welfare undertakings. He also used his various connections to contact many overseas Chinese to return to their hometowns to invest and set up factories, helping the local area attract billions of foreign investments.