In 2004, Mr. He Boquan (who had been Robust’s former Chairman of the Board), when speaking of projects suitable for starting a business, had said – “To bring snacks from every corner of the world straight to the doorsteps of customers, is one thing that can make a small business become a very large business.” Upon hearing this saying, Yang Hongchun kept it in mind for quite some time.
In 2005, after Yang Hongchun left Kelon Electrical, he joined Jiujiuya. There, he learned from Gu Qing and Liang Xinke how to go from being a professional manager to an entrepreneur. He used almost a year’s time, and together with his university classmate Zhang Guoqiang, visited over 100 food processing enterprises. They also scoured every large street and small alley in Wuhan, wrote three editions of their business plan. The feasibility was rooted in that in the market at that time there was an objective opportunity due to “Two foundations, and a paradox”: First, there was the foundation that consumers demanded an upgrade. Consumers required snack foods of a higher quality that would allow them to enjoy their lives more. Second, was the industrialization of the agricultural industry in China. Across the country, distinctive foundations in agricultural product processing had already begun to take shape. The paradox was that consumers were also continuously upgrading; their desire to pursue quality, and this quality was being generically dominated by hypermarkets . That, coupled with non-professional quality supply methods, created a paradox. It was these two foundations and a paradox that led Good Food’s stores to specialize in the leisure foods subdivision of the market, they were the grassroots and history of its retail chain brand operations.
In 2006, having prepared over 60 different products, opened their first store across from Wuhan Square on August 28th.
——Good Food’s Stores
“Good Food’s Stores” was chosen from among over 300 names, and the decision was based on the startup teams fundamental understanding of leisure food retail chain service.
In April 2006, Yang Hongchun and Zhang Guoqiang mobilized all the friends and former colleagues and classmates they could get in touch with. They asked everyone to offer advice and contribute ideas for the name of their business. Within a week they had received over 300 names. They later decided to choose the four characters 良品铺子 (Good Food’s Stores) to register as the company name. After all, since we are making food, we should be making food with a good conscience, so food safety is the most important. Leisure foods are commonly just called snacks, and the most important thing about snacking is not the price, it’s about eating well, enjoying eating, and enjoying a life with taste. When it comes to the quality, this is the essence of it. “Stores” are the earliest business form in China. They make consumers feel warmth and familiarity, as they are a natural and easygoing place. At the same time, the name “Good Food’s Stores” represents the startup team’s understanding of this business. No matter how big the scale of our sales get, our business model will forever be that of “a small place that provides service for everyone”.