If you can't find an advantage, eliminate the disadvantage. Taiwan can also grow high-quality beans-- Sengao sand coffee.

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When we met Brother Dong for the first time, we drank the boutique coffee from Sengao Sand, but he only drank water.

Dong Dinghe, if he goes to Google with this name, what will come out is that all the major business magazines have written about his marketing and management methods. At the age of 28, he took over Hongyun Dian and Chengqi, two electronics companies given by his father. Those senior employees like to call him "Xiao Dong." now he sells coffee and teaches in Taiwan, and people like to call him "Brother Dong."

"I usually don't drink coffee, because every morning I have to drink all the coffee I want to sell today to determine the quality." Brother Dong is now a standard coffee man.

Switching from the electronics industry to selling coffee depends on two keywords.

Why does a chairman who owns a family business come to sell coffee? Dong Dinghe said, "Don't talk about clans. as a second-generation father in other provinces, he worked very hard to set up a listed company and buy a listed company. He asked me to come back to pick up his job before he passed away. I didn't expect him to train me. He passed away."

Talking about his past experience in shopping malls, Dong Dinghe kept on saying that the company that just took over had a loss of more than NT $1 billion. We spent a lot of time correcting the company's bussiness model and carrying out personnel and financial reconstruction. Frankly speaking, I wouldn't do it either.

At that time, the electronics industry was in the Red Sea market, and all orders had to be cost down to find ways to reduce product costs or personnel costs, but he didn't like either. So he transformed the company into a small and diverse company, providing basic equipment testing for startups, which was an opportunity to turn losses into profits.

Not regarding him as a family business, but positioning himself as a "professional manager" with more than 30,000 shareholders and a "small number of diverse" business thinking are the two key words to achieve "forest high sand".

Dong Dinghe looked back on the years in the electronics industry, although the efforts had not been successful and were forced to end because of government laws and regulations, he proudly proved that he was able to transform and make money in a bad environment, because I never wanted to do business.

Three things in life, the first one has been completed.

"the three things I most want to do in life are opening a coffee shop, writing and designing an input method."

Dong Dinghe said, the first one is to open a coffee shop, I did it, but also full of fun! The purpose of opening a shop is to create an environment for me to write well. Having seen the demons and ghosts of the mall struggle at that time, what I most want to write is the biographies of liars.

As for this seemingly unusual goal, Dong Dinghe also has a set of discussions on designing a set of input methods. He says that writing is about typing a lot of words, and he wants to create an input method, by breaking down the meaning of a word, so that everyone can type a word within four keys, and this is an opportunity for us to re-recognize the true meaning of Chinese characters. This is a project that we have had since I was a student in the United States, and it is still under study.

"if the electronics industry had made money, I would have opened a coffee shop, made an input method, and then I could write a novel." After all, it turned out that Dong Dinghe had a writer's dream.

But life is full of accidents, "well, anyway, opening a coffee shop is one of the goals of life, so I was tricked into becoming a bean merchant." Dong Dinghe said helplessly and contentedly.

If you fall into the coffee industry, how can you say that you have been cheated?

He, who usually knows coffee, went with his friends to explore coffee farmers in the mountains of Taiwan. this was the first time he touched a coffee tree, and he saw many problems. How to coach Taiwanese coffee farmers? He can only scribble down eight words, "professional division of labor, improve quality" and leave.

I spent half a year running around the coffee farms in Taiwan, looking for information from the Agriculture and Food Administration, doing my own census, and writing a set of business plans. The first stage invested 4 million yuan, and the profit and loss broke even in four months, proving that Taiwan coffee can really be made. Did not expect that the original cooperative funding friends do not play, although very helpless, but the big deal will not do ah.

Do not have the courage to live up to these simple expectations

So he went back to the upstream to find these coffee farmers and was ready to terminate the cooperation project. as soon as he arrived at the scene, he saw a big red cloth ── welcoming Mr. Dong Sengao Sesame Coffee to visit and give advice.

A group of coffee farmers enthusiastically asked him to publish his prospects for future cooperation. Looking forward to the eyes of 60 or 70 elderly people, Dong Dinghe did not have the courage to live up to these simple expectations. "what am I going to say about that scene?" I don't play anymore? " He had no choice but to pick up the microphone and say, "there is no problem with cooperation. We will buy two more tons this year!"

Thank you for filling the 30 million funding gap.

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After placing an order lavishly, he went down the mountain with anxiety. The moment he decided to carry the matter down, he had to face a funding gap of 30 million. He was very grateful to the two dignitaries, his wife and the former company's comrade-in-arms accountant, who were willing to support him in order to fulfill the expectations of those coffee farmers.

The commercial soul reappears, selling coffee means being a brand.

"from the perspective of a professional manager, instead of treating him as a coffee shop, Sengao sand is a brand."

Dong Tinghe thinks he is a bean merchant, that is, he supplies materials. He opened the shop because "coffee in Taiwan is so expensive!" Unless the customer really drinks, they will not make up their mind to buy it.

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How to cooperate with Taiwanese coffee farmers? He confidently explained that he ignored him in the first year and bought 100 kilograms without wordiness in a phone call, regardless of quality or price.

The purchase method that looks like a fool is just to win the trust of farmers. He firmly believes that producers naturally want to know whether their products are good or not. Over the past year, they have only told the selling situation, the quality is poor, of course, they do not sell well, and if they do not sell well, they want to know why. Dong Dinghe accurately grasps human nature.

In the second and third years, he still buys from coffee farmers, but he gradually starts with picking beans, baking beans, and picking beans, so as to improve the skills of raw materials, processing, and cooking. For example, it is not a waste to ask farmers to pick out 30% of the poor beans themselves, because first of all, the quality of Taiwan beans is the same as that of international beans.

Consumers should not pay for Taiwan just because they love Taiwan.

Dong Dinghe analyzes that in the capitalist market, unless you are marketing feelings, if you sell goods, their value must be in line with quality.

How to beat the international beans? It was only at this time that the marketing strategy of "loving Taiwan, freshness, and soil and water conservation" was put forward, and through product packaging, Taiwan beans, which were originally extremely inferior, could also become high-quality beans.

When talking about the business model in such detail, Dong Dinghe is not afraid of people buying directly from farmers, because he specializes in the technology industry, and he knows quality control and marketing. it is his job for farmers to focus on growing good coffee and linking up this entire industrial chain neglected by the government.

Just like running a company in the past, Dong Dinghe is good at rational analysis, but he is also easily convinced by sensibility; when he cannot find an advantage, he tries to eliminate the disadvantage. Looking back on the other two things he wants to do in his life, we expect it to happen soon, because when it comes to the story, it must be high tide again and again.

Store information

Fan page: Sengao sand coffee

Address: 1 / F, No. 1, Section 2, Yanping North Road, Taipei

Tel: 02 2555 8680