Li Yilin: it's all caused by getting rich overnight
[fortune classic] it's all caused by getting rich overnight (20140710)
In order to fill the void, Li Yilin used alcohol to anesthetize himself until he was drunk. The chaotic life and the panic that he didn't know what he had done the night before made him more nervous.
Li Yilin: I have seen a psychiatrist for two years. I found that I had a problem. To that state has been very serious, that only happened once, the heartbeat is excessive, my heartbeat can jump more than 200 times.
In 2009, Li Yilin was determined not to live such a life again. He left the mine. A few months later, when he reappeared, he announced a decision that surprised everyone.
Zhou Yubin: it's so sudden, so sudden that we can't imagine it.
Reporter: what's the name of this mountain in Dai nationality?
Yanbian: Guangming mountain.
Li Yilin: he said it was Guangming mountain. I said it was a wonderful name. When I come in, I feel that the aura is very close to you. I like it too much. I like it too much.
The place Li Yilin mentioned is located in the east of Menghai County, Xishuangbanna Dai Autonomous Prefecture. The local Dai people call it "Guangguang mountain". At the beginning of 2009, Li Yilin went out to relax here and immediately decided to sell the mine because he found a bigger business opportunity here than mine.
Zhou Yubin: he insists on doing this kind of thing. None of us can stop it.
What Li Yilin insisted on doing was the ancient Pu'er tea trees all over the mountains. Most of these ancient tea trees are 200 to 500 years old, and some even grow to more than 1000 years old.
Wang Guoqi: if it's new than the general plant The value of tea tree is higher than that of tea in the same area.
Li Yilin: I think it should be priceless, because everything else can be copied. If you want to copy this tea tree for 500 years, you have to wait for many generations. To present this place and let more people know it can increase the value of tea here.
Zhou Yubin: he said that once the tea is ready, it will be an inexhaustible mine.
But the tea farmers told reporters that before Li Yilin arrived at Guangming mountain, no one bought the tea on the mountain. Because in 2007, Pu'er tea had just experienced the turbulence in the industry, and the price suddenly dropped to the bottom, and the tea was unsalable. Before that, the tea sold for more than 10000 yuan per kilogram, in 2007, it dropped to 30 yuan, and no one came to collect it - the tea of Guangming mountain could not be sold. However, Li Yilin believes that this is an excellent opportunity.
Li Yilin: I think it can be done because it can be high or low. The natural law is there. It is no more than ten years or twenty years. The general cycle is no more than ten years.
Reporter (Hou Yujia): how many years was it expected to recover?
Li Yilin: five years.
Li Yilin's love for Guangming mountain and his confidence in the appreciation of ancient tea trees in the future made Li Yilin firmly sell the mine in Kunming City in 2008, and came to Xishuangbanna with more than one hundred million yuan. He contracted more than 200 mu of tea mountain at one breath, leading a totally different life from that of the mine.
Li Yilin: make a tea for you to drink and drink immediately.
Reporter (Hou Yujia): fried tea?
Li Yilin: No, I'll make you a tea that you can drink right away.
He can make ten cups of tea in a few minutes.
Li Yilin: OK, OK, let's go.
Reporter (Hou Yujia): where are you going?
Li Yilin: you have to go where there is fire.
It turns out that Li Yilin used the most primitive local method: baking tea. But it was a little bit of an accident.
Hou Yujia: what should I do?
Li Yilin: it's OK.
Li Yilin: how about it?
Reporter (Hou Yujia): in addition to the smell of paste, it is quite fragrant.
Li Yilin: there is no top grade tea. It's better to taste it. If you like it, it's good tea. If you like it, it's good tea.
In order to make tea suitable for more people's taste, Li Yilin has invested more than 3 million yuan in the research and development of product taste and packaging. Pu'er tea alone has designed more than 100 kinds of products. He believes that since there are more than one billion yuan in hand, we should be the most prestigious tea company. We have rented more than 1000 square meters of office buildings, opened three exclusive stores, and set up offices in six provinces and cities. Even employees' notebooks are one level higher than other companies.
Suo Yunsong: from hardware or software, he is willing to spend money. From office decoration to the configuration of office equipment, they are all relatively high-end.
At that time, Li Yilin was full of confidence. He thought that, with the value of these ancient tea trees, even if they did not take the initiative to go out for sales, someone would buy his tea. He was so confident that he didn't even look at the financial statements.
Li Yilin: I never look at reports, nor do I read mine reports. At that time, I had no idea of buying the office building or the shop. Where was the essence? The essence was that I didn't understand.
One day in 2019, an employee suddenly told Li Yilin that the company had spent more than 90 million yuan, but the turnover in three years was only 1 million yuan! Li Yilin was surprised and rushed to find the financial statements. He found that the company's three-year turnover was not as good as a local tea leaf workshop!
Rao Wei: when I went to see his company [www.jdhsh. COM /], I was very surprised. I had never seen any enterprise do this. I asked him a question at that time, how did you do marketing? He said marketing and looked at me in surprise. Marketing is selling things. He doesn't know who you sell to. I say who is in charge of marketing, but he says no one is responsible.
Among more than 100 million, the investment in marketing only accounts for less than 10%. At that moment, Li Yilin finally understood the reason why the company didn't make money: Although he had made a lot of money in mining before, he was still a complete layman in tea sales.
Li Yilin: now I realize that a layman in YiYanTang is in command, and an expert in YiYanTang is working. If you don't understand, you'll pretend to understand, and you'll command. If you do not respect the management of an enterprise, the enterprise will not respect you.
But it seems that it is too late: the company is going to go bankrupt. Li Yilin, who did not have 100 million yuan, was beaten back to himself when he started his business. At that moment, he regained his fighting spirit and clear thinking.
Reporter (Hou Yujia): were you ambitious?
Li Yilin: big. If you don't have ambition, you can't and won't insist.
Li Yilin decided to stick to it and put all his energy into sales. Unexpectedly, after only half a year, he not only saved the whole company, but also made the turnover in 2013 jump to more than 10 million yuan, more than 30 times of the previous year! How did he do it?
This is the Changshui airport of Kunming city. In order to make Pu'er tea well, Li Yilin inspected the tea market all over the country and boarded the plane from here every time. In November 2012, when he came here again, he found that the airport was the best breakthrough for him.
The local airport is very popular with local customers. In addition, he has more than 100 kinds of products, which can meet the needs of different airport guests.
In January 2013, Li Yilin took more than 1.2 million yuan of tea in the warehouse to Kunming airport, talked about cooperation with 23 distribution outlets and sold his Pu'er tea. That month, his sales reached 700000 yuan.
Guo Jiachen: raw tea, ripe tea, they have a lot of series.
Zhou Ailian: tea cake is the best choice for tourists.
Dan Hongbo: one of the most abundant products, accounting for 70% of our sales.
Airport sales, so that the company's funds to run again. How can we let more people know about the ancient tea trees on Guangguang mountain? In 2012, Li Yilin spent more than 3 million yuan to collect a lot of old wood from Dai villages, which were replaced by renovated houses by local people, and no one wanted them. The employees thought that Li Yilin was spending money recklessly again.
But I didn't expect that two months later, Li Yilin built a Pu'er tea manor with these old wood.
Li Yilin: after you come in, the surrounding atmosphere is very comfortable, which makes you feel very peaceful inside.
A lot of old trees and trees are used to make a picture of the old tea garden. When they posted photos of the manor on the Internet, tourists gradually came to visit.
After that, Li Yilin took advantage of the iron to make the whole process of Pu'er tea production into a sightseeing experience project for tourists, allowing tourists to experience independently and pressing a piece of their own Pu'er tea.
Manor and experience projects, in turn, greatly promoted the sales of the airport and exclusive stores, making the company's sales directly exceed 10 million yuan in 2013. So far, Li Yilin's Pu'er tea planting The area has reached more than 12000 mu, driving more than 200 farmers to increase their income.
He Qingyuan: we also want to further promote the people's income and wealth through the construction of Guangguang mountain tea garden, the core of which is to promote the development of Menghai tea industry.
These ancient tea trees have become Li Yilin's most precious mineral resources.
Li Yilin: when you're in a mine, you're not thinking about where you're going to be, you're thinking about taking all the things there and leaving. It's this feeling. You don't want to take it here. You want to stay here.
Director: Hou Yujia
Camera: Gao Yuan
——This article is provided by CCTV seven sets of "getting rich" column
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