Coffee Man Story | you have to sell coffee when you borrow money, from a mechanic to an annual income of 10 million yuan.

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Wang Jinzhong, who used to be a mechanic, relied on fine beans to teach himself everything from imported raw beans to baked beans.

Wang Jinzhong, a junior high school graduate who used to be a locomotive master, started his second business and sold coffee at the age of 35. There is no turning back to do business in middle age. As soon as he looks back, he is in debt. Not afraid of the mall parking lot 7 ping shop is too unpopular, come up with the trick of buying beans to send machines, rapid rise, struggle for 8 years, now import raw beans, agent coffee machines, open cafes, one-stop operation, last year's revenue is estimated to reach 50 million.

The moving line of the Nangang three railway station is like a maze. The "Herman Coffee" located on the mezzanine on the ground floor of the department store is not easy to find, but less than a year after opening the shop, employees of nearby technology companies often report. "our location is not good, so we can only attract repeat customers." Wang Jinzhong, 43, said.

Wang Jinzhong is white and gentle, he can't see that he has been a black hand, and he can't hear a stutter. He grew up with a sticky ligature, and when he was 8 years old, his father died in a car accident and left the motorcycle business. when he graduated from junior high school, his mother asked him to learn to study motorcycles with his master and carry household expenses on one shoulder, but he envied that his classmates could go to school.

"someone asked me to listen to direct marketing, and as soon as I saw that the place was in the university, I said yes." You must wear a shirt in class, and for the first time, you are praised by the neighbors: "Oh, you have to go on a date in this Yingdou!" Drifting, he saw the kind of appreciation that his neighbor looked up, which was completely different from the way the guests looked down when they were repairing the locomotive, and he thought that he would change careers one day. Originally, I was nervous and stuttered, but I also forced myself to get rid of it by speaking in class.

At the age of 27, he left home angrily when his family owed tens of millions of debts and affected the motorcycle company. When I was looking for a job, I knew a coin-operated coffee machine pyramid selling company. Although I didn't go to work, I saw an opportunity to start a business.

Fifteen years ago, it was a new business to put a coffee slot machine at the company's office. When his aunt heard that he wanted to do it, she remitted 300000 yuan without saying a word. He bought a machine and sold it to the company for 20 yuan a cup and a refund of 5 yuan. He expected to make a lot of money, but he expected to earn 800 yuan in the first month.

In his frustration, his aunt, who sold reference books and test papers, encouraged him to "don't give up so quickly in business!" Later, he contacted his second customer, and when he called, he said it was too late, and three coffee companies had already tried it out. "I just got to work. Can you give me a chance? Otherwise, I will lose my job. " The bitter meat trick makes the other side soft-hearted to join the price comparison, and finally reverses the victory.

The problem is that it is too troublesome to buy coffee for $5. The client wants to sell it for $10. He compromises: "20 yuan in the first three weeks and 10 yuan in the last week." As soon as the practice was changed, the collection drawer opened more than 10,000 yuan at the end of the month! Business took off, signing contracts with hundreds of companies for more than 10 years, with a monthly income of 200000 yuan. But in the end, the cost of machine maintenance was high, there was too much competition, career pressure affected the relationship between husband and wife, and his marriage broke up. He sadly gave up everything and left Taipei to start a new stove in Hsinchu.

The wealth of buying beans to get off the plane is derived from the risk.

"in the past, customers used to sell 10 yuan of coffee and send cream balls, but the customers disliked the east and the west!" When he started his second business at the age of 35, he found that in the raw bean industry, there was a kind of high-quality beans above 1200 meters above sea level, which cost two or three times as much as commercial beans. It was popular abroad, and few people in Taiwan made it at that time.

Suffering from lack of funds, he met his current wife Peng Nianhua, who was one year younger than him. From acquaintance to marriage, he contributed money to support him. In the early days, he sold boutique beans on the Internet at home and sent 100 samples to the sea, only to find that online customers loved to compare prices. as a result, he opened a shop in the parking lot on the fifth floor of Carrefour in Zhubei. The problem was that there were no guests.

He took the initiative to put up posters of buying bean delivery machines on escalators. The plan to buy beans and send them to the machine is to spend 2500 yuan a month. You can choose five packs of fine beans worth half a pound, 500 yuan, divided into 30 periods, and send a coffee machine of 30 thousand yuan. In other words, you can drink 100 meters 200 cups a month, which is more cost-effective than coffee in convenience stores. The clever plan worked, bringing in 6 million yuan in a year and a half.

But buying a bean delivery machine has risks, and if the bank does not support installment or volume, even an increase in the price of raw beans will erode profits. "in fact, there was a period of suspension to buy bean delivery machines, raw bean merchants earned my money, coffee machine importers earned my money, and banks earned my money. How could I make any money?" Wang Jinzhong said. In order to save costs, he imported raw beans on his own, and the bank negotiated phased support, and the business gradually stabilized.

As for the agent coffee machine, it is another story.

When he first started his business, he wanted to sell coffee machines in the store, and when he negotiated discounts with the agent, he was suspected that the store was too small and too LOW. Others could lower the price by buying 20 at a time, but asked him to buy 100! "my wife used her savings and sold the house to raise NT $6 million, which was quickly used up. There was no turning back to start a business in middle age. As soon as she looked back, she was in debt. The couple were often so stressed that they cried bitterly." He smiled bitterly, and the plan to buy a bean delivery machine was also excited because there was too much stock of coffee machines and had to come up with more innovative marketing methods.

Later, when the business grew, he decided to fight for the general agent, and his wife exclaimed, "how can it be without talent?" However, he persevered and contacted the German director of NIVONA,3 in Germany for a business trip to Asia. He made an appointment with Singapore, and he did not know English. He translated a sentence for four hours, and the other party finally nodded and did not specify the number.

Vertical integration thanks to aunt's wife

The output value of coffee in Taiwan exceeds NT $60 billion a year. Tsan Kun and Philip also bought beans to deliver the machine last year. Wang Jinzhong is here. I believe that if more people promote high-quality beans, the cake will be bigger. But he had regrets in his heart that his aunt had passed away and there was no time to see his success. He also thanked his wife, "probably no other woman is as stupid as she is."

It turned out that at first his wife thought he was going to open a coffee shop, but he didn't expect him to be a coffee bean and equipment raw material business. this business was risky, but last year he opened a coffee shop in Nangang, achieving an one-stop operation in eight years with an annual revenue of NT $50 million. Next, he is eager to try, aiming at coffee shop franchise.

Nearly 2,000 kilograms of beans are sent to the store and will be used up in half a month.

Last year, a coffee shop was opened at Nangang Station, with vintage car counters as the focus, with meals and coffee.

The marketing strategy focuses on buying bean delivery machine, which is a German NIVONA automatic coffee machine.

Mr. Xu, a customer who works nearby, likes American coffee with full aroma.

The cafe serves meals, which are now served. (220 yuan for lobster salad pizza and 120 yuan for fruit vinegar sparkling water