Wang Zhucen, founder of Wang Li Coffee, the road to prosperity of Wang Li Coffee Trading Co., Ltd.

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Starbucks is almost synonymous with coffee. When they come to China, many people are used to ordering a cup of coffee at Starbucks and enjoying the leisure for half a day, but it is unexpected that the most important coffee machine equipment and coffee bean supplier behind this cup of coffee production comes from Taiwanese businessman JASCAFFE Coffee.

Wang Zhu-Cen, president of Wang Li Coffee, came to China 20 years ago. Because he had a fondness for coffee and smelled local business opportunities, he took out 1 million yuan (about NT $5 million) to start with imported coffee machines and beans, except Starbucks. They provide coffee from international chains such as KFC and Pizza Hut.

The "boutique Coffee College" offers courses for international coffee quality appraisers.

The first generation of Taiwan businessmen baked high-quality beans

Last year, when he entered the high-end "boutique coffee" market, from a seed to a cup of coffee was baked in his own coffee institute. Wang Zhu Cen said proudly: "the smell of wine is not afraid of the depth of the alley. When you come here, you will definitely buy things from me."

Wang Chu-cen is the first generation of Taiwanese businessmen to move forward to China. He has diverse identities. He used to be a manager of multinational enterprises. He also invested in professional coffee equipment, coffee beans and other agency companies in Taiwan. He settled in Gubei District, where Taiwanese live in Shanghai, and converted his living room into a coffee and tea area. It was a well-known salon at that time.

Unforgettable but dedicated to coffee, coupled with China's economic take-off, Wang Zhu Cen saw the development potential of coffee in China and chose to set up Shanghai Wangze Import and Export Company in 2003, which is the predecessor of Wang Li Coffee. At the beginning of its establishment, it aims to provide the most professional knowledge of the beverage industry and maintenance technology of machinery and equipment.

In an interview with Apple, Wang Zhu Cen has always stressed that "we are a very special company," positioned as a "coffee system service company." if an independent customer wants to open a coffee shop to come to us, you can help him from menu making, training to opening up, and all coffee drinks can help him except decorate and manage us. "

"Tianqingyong" teahouse has just been completed, and this is also the future tea research base.

Difficulty in financing for factory buildings without land

Wang Li Coffee has now come to prominence in the industry, but looking back on the road in the past, it is not easy to open up a strong foundation in China, and it is even more difficult to borrow money from banks. Shih Yu-hsiang, manager of Zhong Li International, who is also a Taiwanese businessman, points out that it is very difficult for Taiwan businessmen who worked in China to survive in the early days. Bank loans require land and factory buildings. For trading enterprises like Wang Li Coffee, banks usually do not have a high degree of support.

Adhere to the quality of tea like coffee, through the extraction of tea to refine the best quality.

Do not dare to relax when playing well-known.

Shi Yucai said that Zhong Li International accompanied Wang Li Coffee Financial Leasing all the way, not only to see the company growing and thriving, but also to see Wang Zhu Cen build the company steadily and steadily by earning his own money.

Wang Li Coffee is already famous in China's coffee industry, and its brand awareness is becoming more and more widely known to coffee lovers. Wang Zhu Cen, who has been in the coffee industry for more than 20 years, does not have the slightest idea of relaxation, and what he most wants to do now is to play the role of promoter of the coffee industry.

[brothers work together and sell tea across the border]

Wang Chu-zen, who always fought alone, called his brother Wang Yisong, who used to stay in Taiwan and also worked in the coffee industry, to Shanghai to take charge of the sales business. now the brothers are working together to fight for coffee, and they also want to enter the world of tea. what's more, it is necessary to restore the ancestral "Tianqingyong" firm 150 years ago, so that the family's focus on the quality of tea has been passed on.

Wang Zhu Cen has two sons, the eldest son is 25 years old, who is more interested in aquatic life than coffee, and stays in Pingtung to work. The younger son is still in college and loves to play drums, because his son has no intention to come to China yet, so Wang Yisong first crossed the sea to help. Recently, even his father in his 90s took over, so there is no worry about the sprint career.

The company's four core concepts are "design, research and development, training, service", and the introduction of engineer satellite navigation and positioning system.

Resume the family business of selling tea

Wang Yisong said that in the past, he also made coffee in Taiwan, but his brothers did it separately, but they finally got together. 'the Chinese market is at least 10 times bigger than Taiwan,' he said.'if we want to make some achievements in the coffee industry, we can't ignore the Chinese market. after all, this is the largest coffee market in the world.

Talking about the feeling of working with his brother, Wang Yisong described Wang Zucen as "disgusting and kind-hearted." he said, "in fact, my brother is very kind and soft-hearted."

The primary goal of future brothers is to cheer up the family business again. Founded in the middle of the Qing Dynasty, Tianqingyong was a shop name used in the era of great-grandfather, mainly engaged in border trade between Shandong and Belarus, but it was no longer used when China was liberated, Wang said.

Now Tianqing Yong teahouse has reopened and is positioned as a global high-end extracted tea research and development base. Wang Zhu Cen said that in the future, it will be the tea testing center for global tea distribution, and it has already partnered with Starbucks and many tea chain stores. In the future, it is possible to form logistics alliances with big brands and plan to form a compound operation.

[break the myth of listing and maintain light capital]

Wang Chu-cen has a unique business philosophy. at that time, he spent 1 million yuan (about NT $5 million) to start a business. after so many years, the amount of capital has remained unchanged, but this year's turnover is estimated to be able to pay 250 million yuan (about NT $1.25 billion). Using the money earned every year, it will rush to 1 billion yuan (about NT $5 billion) within five years.

Dong Zhilong, general manager of Wang Li Coffee, revealed that Wang Li Coffee has grown from less than 10 people to 200 employees, and many people want to buy shares, but he (Wang Zhu Cen) does not want it. He has his own ideas.

Wang Zhu Cen stressed that Wang Li is a light asset company (the company specializes in product design, development and marketing), which has so far maintained a scale of 1 million yuan. many entrepreneurial bosses will want to list through capital attraction and rapid expansion. But Wang Zhu Cen said: "there is no such myth to be a vice president of a listed company in the United States before starting a business."

Lock in the high-end coffee market, roasting from 1 seed to 1 cup of coffee.

Make money to open a coffee college

Dong Zhilong says that all the money earned by Wang Chu-cen is invested, such as the establishment of the boutique Coffee Institute last year, which provides courses on certification of international coffee quality appraisers, and also sponsors world-class coffee competition equipment and equipment to gain international popularity.

In addition, in terms of business details, Wang Zhu-Cen pays more attention to actual data. There is a big Kanban in front of Wang Li's coffee equipment maintenance room, which lists the locations of all Chinese customers and an overview of machines and equipment to be repaired. Wang Zhu-Cen says that we have the most advanced computer ERP and CRM data, as well as the most traditional Kanban, but "I have more feelings for Kanban."

[attach importance to Food Anting Social responsibility Certification]

[Qian Yingying ╱ Shanghai interview report] Food safety crisis has occurred again and again in Taiwan, and Wang Zhu Cen is very concerned about food safety. He said that ingredients should be traced up to the source. In the past, three generations were traced, but after the last plasticizer incident, it was changed to five generations. He stressed that the key is to carry out "social responsibility certification." to interview the operator to see if he is happy or not, an unhappy employee may do something wrong and produce something wrong.

Attach importance to food safety, starting from social responsibility certification, but also from the first line of staff tracking.

The source of the formula is traced back to five generations.

Wang Zucen, for example, if an operator is unhappy if he does not get overtime pay for overtime work, or if he does not want to work overtime, so he is unhappy, then unhappy employees may deliberately do something wrong, but the company does not know it. Problems will arise. He said that this has been the case with food safety problems in China recently, and this would not have happened if he had been happy.

Wang Zucen said that doing business requires people to trust each other, and here (referring to China) we have to assume that we cannot be trusted. Wang Chucen pointed out from his own experience that what the source is chasing is not only pesticides and ingredients, but also heavy metals, but also who has touched it. He said, for example, if we make tea, we need to know who grows it. Who fertilized it? When to fertilize? What did you put in fertilizing?

He stressed that if there is a fertilizer that is not allowed by us, it must clear it out of the tea garden.

[Wang Zhu Cen small file]

Birthday: 1959-2-10 (55)

Place of birth: Taipei (now living in Shanghai)

Education: naval Academy

Current position: president of Wang Li Coffee

Experience: 15 years as vice president and head of China for Middleby, the kitchen equipment supplier.

Family: have 2 children

Interest: Zeng said, "Tea is my interest, education is my interest."