He has a dream, which is to persist in spreading independent coffee culture in mainland China, which is full of foreign coffee culture, and to create a unique Chinese listed coffee company in the near future.

For this dream, he came to China alone, started from a low place, and took the lead in bringing his unique coffee culture here. Starting from a small shop, he has grown to have more than 30 branches and nearly 1,000 coffee shops. chain enterprise with employees. He not only created wealth for himself, but also used his own experience to explain a truth to more people who pursue success: never giving up is the biggest secret of success for every entrepreneur.

He is Wang Pinjie, the founder of Jack's Magic Bean Coffee.

Having nothing, but still having entrepreneurial dreams

Wang Pinjie was born in Tainan, the oldest city in Taiwan. Like everyone there, Wang Pinjie was hard-working, self-reliant, tenacious and confident since he was a child. He only graduated from primary school and entered the society at the age of 13. He used part-time work and study to finally complete his junior high school degree at the age of 19. At the age of 18, he worked as a bartender in a restaurant. Work.

At the age of 23, he had started his own business and opened two tobacco and alcohol stores. With his outstanding marketing concepts and business capabilities, in 1997, Wang Pinjie used the black and white concept of CIS and his passion for coffee to create a unique coffee culture and established Jack's Magic Bean Mobile Coffee Bar, which has since Several branches have been opened throughout Taiwan. In this way, Wang Pinjie's entrepreneurial journey seemed to be smooth sailing.

However, life is like an undercurrent, and there is also turbulence hidden in the calm.

In 2000, a type of parallel-imported cigarettes became popular in Taiwan. They were smuggled into Taiwan without paying customs duties. They were deeply loved by Taiwanese people because of their low price and moderate taste. Therefore, although the profit from selling parallel-imported cigarettes was low, the sales volume was high. At that time, most cigarette shops would sell such cigarettes.

Wang Pinjie’s cigarette shop was no exception. At the request of customers and in order to cope with the increase in cigarette prices at that time, he stocked up on parallel-imported cigarettes in large quantities. But there are unforeseen circumstances, and gains and losses can only happen overnight. Soon, Wang Pinjie’s cigarette shop was reported by his peers for hoarding a large amount of parallel-imported cigarettes, and was seized by the Kaohsiung Coast Guard of Taiwan at the time.

Wang Pinjie almost collapsed from this blow. Faced with a large number of confiscated cigarettes and the imminent huge fines, some suppliers also began to come to ask for outstanding debts. He lost nearly NT$20 million overnight, which brought the 28-year-old young man to the brink of despair. Seeing that the house his parents had worked hard to earn all their lives was mortgaged to pay off debts for him, he believed that there was no end to the road and began to sell off all stores and vehicles, including the Jack's Bean Coffee that he later founded. Take action.

After paying off all the debts, Wang Pinjie stayed in his room and thought for three days and nights. Then he packed all his luggage and took with him only NT$400,000 (about NT$100,000 in Taiwanese RMB). , set foot alone in Zhongshan City, Guangdong Province, the hometown of great men he had visited, and settled in a place called Sanxiang Town.

Wang Pinjie decided to start with the industry he was most familiar with, because he had worked in a coffee shop station for more than 10 years, so he first opened a simple coffee shop to support himself. He rented a two-story building with an area of ??about 100 square meters near a community. The downstairs was decorated as a cafe, and the upstairs was divided into a room and a bathroom for his own living.

However, due to limited funds, Wang Pinjie’s coffee shop is the cheapest in the nearby streets. The rent is only 1,000 yuan per month. In this area where less than 20 people pass by every day, Jack’s Beanstalk Cafe But it is unique there. Wang Pinjie thought to himself that people exchange money for time, but since he had no money, he could only exchange time for money.

But as a result, after excluding rent and daily expenses every month, he has almost no surplus, and the 100,000 yuan has long been used to decorate the store and purchase raw materials. His three meals a day have been exhausted. Gradually it became a problem. Wang Pinjie is once again faced with a dilemma. If this continues, how can we gradually regain what we have lost? How can we achieve career success? Should we sit back and wait for death, or should we change our entrepreneurial ideas?

I have nothing, but I still have dreams. Wang Pinjie began to adjust his strategy and decided to enter the local catering market as a raw material merchant. Soon, he recruited the only employee for Jack's Beanstalk Cafe. He personally taught the girl named Dandan how to make coffee, and then handed over all the affairs in the store to her.

Wang Pinjie started running the coffee bean raw material market himself. The raw material of coffee is still named after Jack's Magic Bean.

The future becomes clearer in Never Give Up

Many people ask Wang Pinjie what animal he looks like, and he who is slightly fat will answer that he looks like a pig. But Wang Pinjie said that his vitality is like an unkillable cockroach, able to survive in any situation.

But the difficulties Wang Pinjie encountered in the early days of his business were far beyond imagination. He went to the market from Sanxiang Town in Zhongshan City, and it took him five or six hours to take the bus back and forth every day. This left him almost no time to run business, so he had to get up three hours early every day to catch the earliest bus. Take a bus.

Once, Wang Pinjie brought his coffee ingredients to Zhongken Building, the most popular building in Zhongshan at the time, and visited the store manager of the Venetian Steak City inside. Looking at the Taiwanese guy in front of him, the manager looked distrustful. He even made a cup of their Blue Mountain coffee for Wang Pinjie to drink and asked Wang Pinjie how it tasted.

Wang Pinjie said very respectfully: No need to compare, your coffee is definitely better than mine. Because our coffee beans are roasted using two completely different methods, Taiwanese coffee pays attention to smooth entry, while the method here is strong and mellow Hong Kong-style coffee. However, if you give me a week, I will give you the coffee ingredients you want, and soon you will also accept Taiwanese coffee. ?

After going back. Wang Pinjie ran to the raw material factory, but the factory that specialized in Taiwanese coffee raw materials was not willing to take risks. Besides, Wang Pinjie could not purchase 100 pounds of goods a month at that time. Frustrated, a friend in Taiwan called and asked Wang Pinjie to go to Shanghai to work as a business manager. Food and accommodation would be included and he would be given a monthly salary of 20,000 yuan. More importantly, he could return to Taiwan every three months. once.

But Wang Pinjie refused without hesitation. He felt that if he went away, he might never get ahead in his life. Although he didn't have enough to eat, he firmly believed that with his business ability and tenacity, he would be able to succeed. There will be a day of success.

The next day, Wang Pinjie went to the factory again and used his professionalism and sincerity to convince the factory to produce the raw materials needed by the customer. For the first time, the factory also allowed him to owe 10,000 yuan in payment, which was That factory had never been there before. A week later, Wang Pinjie sold his first pound of coffee in mainland China.

Wang Pinjie said that doing business is actually more about being a good person, so as to amplify business and wealth. Once, the most popular tea restaurant in Zhongshan needed a batch of raw materials that were out of stock locally. Wang Pinjie finally got the goods through friends in Shanghai, but the purchase price of the tea restaurant was much lower than the shipping price in Shanghai. Not only did he not make any money but he also lost more than 3D00 in shipping costs, but he still pulled this business off.

Then I told the boss of the tea restaurant that a good supplier should prepare safety stocks for customers in case of a rainy day, rather than buying and selling short. After this incident, the tea restaurant became Wang Pinjie's biggest customer. Gradually. The goods Wang Pinjie wanted to deliver could no longer be handled by just one person carrying a hand on his shoulder. He began to buy a motorcycle with a foreign license plate. He still got up early every day and drove in the dark. Whenever he encountered a traffic policeman, he would go to a remote alley. open. The hardships and tribulations of starting a business often make this strong and emotional man burst into tears.

Wang Pinjie has a saying: Fat people always occupy the largest area. ?In less than three years, Jack's Magic Beans has occupied 40% of the local coffee retail market and has begun marketing in Zhuhai and other Pearl River Delta markets. By this time, Wang Pinjie already had his own coffee and food processing factory.

At the same time, Jack the Beanstalk Cafe has made several adjustments, and business has begun to improve. The alley that no one passed by before has gradually become bustling because of the Jack Beanstalk Cafe, with many repeat customers. I even travel from the city to this small town to drink coffee.

Let every city in China smell of coffee. Magic your life? is the slogan of Jack Beanstalk, and Jack Beanstalk itself is a magic show that keeps changing.

In 2003, Wang Pinjie and his Jack Beanstalk ushered in a real turning point. At that time, the cafe's working environment and restaurant operation lines were already overloaded and could no longer handle any more customers. He boldly redecorated it with unique cool colors and post-modern minimalist style, creating a cafe that surprised everyone at the time.

Just when he was using the latest style to build a new store, SARS began to ravage China, and Jack Beanstalk's performance dropped sharply by about 50%.

Crisis is also a turning point! Wang Pinjie simply went around to cultivate the local people's habit of drinking coffee, such as buying coffee beans and giving away coffee machines, and used implanted marketing methods to promote his coffee culture and encourage local people to come to Jack's Magic Bean to drink coffee. This will gradually change the current situation that most of the coffee shop customers are Hong Kong and Taiwanese. He said that coffee can be equal to wine and tea in terms of cultural concepts.

There is no good cup of coffee in the world, only the coffee that suits you is the best coffee. At Jack's Beanstalk, all customers can find the cup of coffee they need. To this end, Wang Pinjie specially launched a kind of "personalized coffee". If the customer wants fragrant and strong coffee, the service staff can also prepare the corresponding coffee beans. For example, using the richness of Mandheling and the mellowness of Brazil to prepare a cup Your favorite coffee.

In addition, Wang Pinjie also has a "one dollar" concept. Almost all cafes charge customers one dollar for paper towels, but Jack's Beanstalk does not. From the thousands of books placed in the restaurant to the feminine sanitary napkins placed in the bathroom, they will make people feel warm and considerate all the time.

Perhaps, for many people, being attached to Jack's Beanstalk is not just about the pure and fragrant coffee here, but also about the extraordinary space here. Wang Pinjie placed many books at the entrance and stairs, giving customers a sense of awe as if they were in a library, and they consciously spoke in a low voice. Books, newspapers, magazines, video playback, humanistic music, unlimited Internet access, unlimited headphones, etc. all meet the needs of different customers.

Business philosophy leads to brand expansion. The story of Jack Beanstalk is becoming known to more and more people, and many like-minded entrepreneurs have asked to join. Wang Pinjie followed the trend and humanely temporarily waived the 200,000 franchise fee for all franchisees. soon. The first, second, tenth, and twentieth Jack's Beanstalk cafes have opened in the Pearl River Delta, and have stepped out of Guangdong and onto a broader stage.

In March 2009, Pandora, the second brand of Jack's Beanstalk, became a mobile coffee shop and opened in Shanghai. So far, Jack's Beanstalk has more than 30 branches. Wang Pinjie said that now his dream has only taken a small step, but his persistence has not changed, that is, to make the fragrance of Jack's Bean coffee spread to every corner. He firmly believes that one day, Jack's Beanstalk will be able to successfully go public and achieve global operations like Starbucks.