The builders of the cooperative turned to raising chickens, and the cooperative sold 30 million yuan annually, driving farmers to become rich.

He came to raise chickens as a layman, with many twists and turns. With great efforts, ten thousand chickens finally came out of the fence, which brought not surprises, but nightmares. Looking for business opportunities in his troubles, he made a lot of strange moves. He moved to the local chicken every three months, the road was difficult and the chickens ran around, but his small way to get rich was hidden in the messy scene. See how Hu Jun in Sichuan used more than three years to rise rapidly, and the annual sales of raising chickens reached more than 30 million yuan.

Hu Jun: we stand behind four, one on each side, all heading that way.

On the morning of May 20, 2016, Hu Jun was busy moving more than 4000 of his chickens. Many animals have leaders, but chickens do not. At the scene, these unled chickens are like a plate of loose sand, each serving as a battalion. It is difficult for these chickens to walk in the same direction.

Hu Jun: it is best if there is grain to lead the way ahead. If it is hungry, sprinkle a circle of grain. It slowly pecks, slowly pecks, and it slowly follows.

Hu Jun plans to move the chickens from the upper circle to another circle 200 meters below the hillside, which is not far but laborious. However, Hu Jun still insists that chickens should be moved to a new stocking area every three months in order to protect vegetation and facilitate the growth of chickens.

Hu Jun: because in some places, if we put the grass on the farm, the chicken will peck it out, and then in order to let it still have grass to eat, we have to move to the next place where there is already grass. If there is still grass, the meat that the chicken grows, or the air quality of the stocking is better.

In the process of driving chickens, Hu Jun also has an important task. The slope is very steep, and there are ditches and ridges everywhere. For us, it is easy to wrestle, and it is also a test for Hu Jun's chickens. There is a ridge close to the circle, and the slope is close to 90 degrees. When you get to this place, some of these chickens are vigorous.

Hu Jun: these chickens went up unstoppably.

Some are stupid and stupid.

Hu Jun: it hit it. It's a stupid chicken. Very good, can go up.

There are repeated attempts without success, looking for a detour where the slope is small.

Hu Jun: no, you are a deserter.

In Hu Jun's eyes, these difficult places happen to be the best places to test chickens.

Hu Jun: if it is a little worse, it will be reflected when you move the circle. Those who are bullied should run away from that kind of chicken.

Catch it out and raise it separately, lest other chickens fight with it and beat it to death.

Drive chickens, release chickens, today's Hu Jun is good at everything, while three years ago Hu Jun was engaged in the construction and construction contracting industry. In a short period of more than three years, Hu Jun's annual sales of raising chickens reached more than 30 million. From small-scale trial breeding to rapidly becoming a leading agricultural enterprise in Chengdu. How did Hu Jun rise rapidly?

Hu Jun, 44, started as a carpenter and later set up a construction contracting company with annual sales of tens of millions of yuan. In 2009, Hu Jun was attracted by an advantage of agriculture and wanted to work in agriculture.

Hu Jun: sometimes when you can't get money in three or two years, what you want to do most is the best cash transaction, which is easier for the company to plan.

Hu Jun and three shareholders set up the agricultural company in 2011. Hu Jun inspected more than a dozen special projects and finally told shareholders that they wanted to raise chickens, which shareholders were very confused about.

Fan Zujian: there is nothing bright about raising chickens. Because there are too many, they are raising chickens. At that time, I thought there might be no prospect.

In order to convince shareholders, Hu Jun decided to try it out first. In July 2012, Hu Jun bought back 1500 chicken chicks for trial breeding. Six months later, the chickens were out of the pen. Because of the small quantity, they were soon sold out. Hu Jun calculated a bill and had fun secretly. 1500 chickens earned 20, 000 yuan.

Hu Jun: it's easy to raise, and then the cost is not high. I conservatively estimate that if I earn 10 yuan (a chicken), then I have 1 million (yuan) for 100, 000, and 10 million (yuan) for 1 million, which is much better than my engineering.

Hu Jun used this experiment to win the support of shareholders at one stroke. In December 2012, Hu Jun found a good place to raise chickens on a large scale. He transferred three mountains in Minji Village, Dayi County, with ambition to do a big job. However, the treasure land in Hu Jun's eyes caused trouble for him. Only a few days after the construction of the chicken coop, someone came to the door.

Hu Jun: the land (bureau staff) came by car. As far as the law enforcement department is concerned, you must not use this. This problem will immediately give you a stop order, and then you restore the land. I was confused at once.

Once the work is stopped, Hu Jun's investment of more than 100,000 yuan will be wasted. Hu Jun quickly understood that the nature of the land belonged to basic farmland and could not build chicken coops. As soon as he entered agriculture, he fell over, and Hu Jun was very depressed.

Hu Jun: I am sure of a goal. No matter I hit my head and bleed, I must rush to it. You can make an alternative, but you must not look back and rush forward unswervingly.

In February 2013, Hu Jun transferred nearly a thousand mu of woodland as a stocking area near Xiling Snow Mountain in Fushi Village, Dayi County, invested more than 10 million yuan, built a farm and began to raise improved local native chickens. Next, he was miserable by a practice in the construction industry.

The first batch of Hu Jun raised tens of thousands of animals. Hu Jun and his shareholders called friends and took the initiative to invite everyone to come to the farm to play. Seeing the excitement of everyone playing, Hu Jun and the shareholders were also very happy.

Hu Jun: show the scale of my own venue, let them see it, and help us with word-of-mouth publicity. I think this is good.

Shareholder Xu Yong: they say very good, very good, great, great. My pride at that time.

The arrival of relatives and friends made the farm lively. But soon there was a problem. During the interview, Hu Jun went into the chicken house early in the morning and found that a chicken had died. He told the reporter that in such a large chicken farm, it was not surprising that several chickens died a day. This is a normal phenomenon. However, in April 2013, not long after breeding, he found dozens of dead chickens for the first time, far more than normal, which frightened him.

Hu Jun: if we continue to lose control, I guess the money I invested in the early stage will basically be wasted and my money will be lost. It's not just losing money, it's possible to lose everything.

Four thousand chickens in a circle cost more than 200,000 yuan. According to the situation at that time, Hu Jun's chickens died in less than a month. Hu Jun discovered that it was common for people to visit the construction industry before, but for the breeding industry, it was a big taboo to lead relatives and friends into the chicken farm.

Hu Jun: the crowd is the largest carrier. If they enter, he can eat poultry anywhere outside, or go to other places to inspect. He has bacteria on him, so later we won't let them into this cage.

No unrelated personnel are allowed in, and this measure has had an effect. The disease of chickens has been brought under control and the death rate has been greatly reduced. But Hu Jun is still distressed. If you want to achieve a rate of more than 90%, the aggressive nature of the rooster is an obstacle. According to the eating habits of Sichuan people, Hu Jun mainly raised cocks, rooster gathered together, and fighting was common.

Hu Jun: these two chickens are obviously not the same Rank. That chicken is bigger, but that chicken is aggressive. Look at its feathers. Once the chicken bleeds out, all the other chickens will catch it. it can't see the blood and will soon catch it to death.

Aggressive chickens will fight, different groups of chickens will fight for territory together, and even some chickens will fight in groups. Many chickens die as a result of fighting every day. Learning from the breeding experience of experts, Hu Jun tried to put a blindfold on the chicken.

Hu Jun: (puts the blindfold) puts it on the nose and covers the eyes. It just blocks the eyes and can't see each other's expression, but it can still eat the food below. If you look at each other's words and can't see each other, it's not easy to fight.

After that, Hu Jun successfully raised the rate of chickens to more than 90%. After six months of breeding, tens of thousands of chickens are about to be fenced. Finally, when it was time to harvest, Hu Jun was very excited and nervous. He figured that if all went well, it would not be a problem for this batch to earn more than 200,000 yuan.

Hu Jun priced his chicken two or three yuan more than the local chicken on the market. These chickens, which are both expensive and unfamiliar, are not recognized by wholesalers. Hu Jun had a large number of chickens at a time, so he couldn't find a sales channel for the time being.

Hu Jun: you will explain to him everyone. After hearing this, I can't sell you. It's not that I don't buy it. It's because I take it. When the dealer sells it, the customer doesn't approve, what will he do?

Hu Jun was very aggrieved in his heart. He invested in raising chickens with painstaking efforts, but he was not recognized by the market. What makes Hu Jun suffer even more is that if these tens of thousands of chickens do not go out of the pen one day, they will lose 10,000 yuan in feed money alone. At that time, Hu Jun was frantically looking for a market.

Hu Jun: at that time, I thought the most. I wanted to pick up a customer every day. I wanted to order as many chickens as I wanted. That's what I wanted to hear most. So, the last thing I want to hear is that the staff said that they didn't sell them today, and the sales were zero. That's what I'm most afraid of.

After two months, Hu Jun's sales still haven't made much progress. Under great pressure, Hu Jun decided to slaughter all the chickens and process them into cooked food for sale. At this time, Hu Jun found that he may have found a gap in the deli chicken market. He boiled the whole chicken in water with only sliced ginger and salt, and a light-flavored chicken came out of the oven.

Hu Jun: make spicy, spicy and five-scented things here, everywhere. I want to make a different one. I think people are very primitive nowadays, and they all like to eat something light.

Hu Jun thinks that the original stewed chicken with light taste is a blank in the market. But as soon as the original stewed chicken was launched, it was given the cold shoulder. In Sichuan Province, people are used to spicy taste and are not interested in stewed chicken with light taste. As a result, the backlog of three tons of stewed chicken could not be sold in the warehouse. Hu Jun was advised to deal with it at a low price, but Hu Jun refused to agree.

Hu Jun: it's too much, and we're embarrassed to send it again, so we have to throw it out.

Reporter: can't you sell it at a low price?

Hu Jun: because if you sell it at a low price, you have to set up your brand. People have bought it before, and this chicken is that cheap chicken, then our brand will be destroyed, and you must protect your brand.

In order to support the chicken farm, Hu Jun first sold the house, then withdrew money from the profits of the construction company and continued to invest in raising chickens. In October 2013, Hu Jun's second batch of red standard chickens began to breed. This time, Hu Jun learned a lesson and not only went to market ahead of time, but also came up with a marketing method.

This stems from a time when Hu Jun went to the villagers' house for dinner and saw that the villagers used local local methods to cook native chicken, firewood cauldron, native chicken, and spicy seasonings, which added up to make Hu Jun taste like when he was a child. Hu Jun was inspired. In May 2014, Hu Jun's firewood turkey experience museum opened. This time, Hu Jun used Sichuan's favorite spicy taste.

Hu Jun: I can't change the customer's needs. I can only change myself to follow the customer's needs. If your product is going to take root in that place, you must consider adapting to the local people in this place.

After the business of the Chai Turkey experience Museum was booming, Hu Jun invited wholesalers to the store to have a taste. In the face of the distrust of dealers, Hu Jun not only did not rush to defend himself, but also welcomed wholesalers to bring a chicken from the outside that they thought tasted good to the experience hall. Hu Jun also prepared a domestically raised chicken to fight for the taste of two kinds of chickens.

Hu Jun: the same cook makes it out that you can taste which chicken is yours, which is mine, which is good and which is bad. Because I can't tell the difference, I can only exchange my chicken with his chicken. In the end, he couldn't eat it out. He said my chicken was good.

After comparison and tasting, the wholesalers were convinced and wanted to try to sell some of Hu Jun's chickens. However, because of fear of chicken infection, Hu Jun did not allow outsiders to enter the henhouse, and wholesalers who bought chickens were not allowed to do so, which made many wholesalers have a problem with it.

Wholesaler Lan Kun: buy things without looking at the goods, how do you say how to buy them? I'm afraid it won't be easy to sell when I buy it back, and I'm afraid the goods won't be good.

Wholesaler Yi Guoquan: because when we went to the countryside for the original purchase, we saw it on the spot. I only caught it when it was good. I didn't want it if it wasn't good. I didn't see the chicken, and I didn't dare to place an order for you.

To this end, Hu Jun set up a special exhibition area to show some chickens to wholesalers. Hu Jun also made a promise not to let them lose money on price. The wholesaler was relieved and signed a purchase and sales contract.

Hu Jun: you must let him make a profit before your product can go out. You must give the profit to the wholesaler. I think it's best to give up. It's the best key to open the market.

Hu Jun's approach won the approval of wholesalers and gradually opened up the market. With the increasing popularity, more and more wholesalers come to the door.

Wholesaler Lan Kun: look at the soles of the feet, there are cocoons, the chicken has been released, if the soles of the feet are very clean, it proves that the chicken has not been released. This chicken is very active, so it is easy to sell.

Wholesaler Lin Zedong: it is very famous in Chengdu, in our market, so buyers and hotels are more willing to accept it.

However, although the wholesale business has run a lot, the price is not high and the profit is low, so Hu Jun has always wanted to expand the more profitable retail market. At this time, an opportunity came to Hu Jun to find a new business opportunity in an annoyance, and the profit also tripled.

At the beginning of 2015, the business of Hu Jun's firewood turkey experience museum was too hot. As it was very popular with diners, gradually, there were more restaurants to imitate, and Hu Jun's business became much weaker. Her name is Wang Sha and she runs a farm house near Chengdu. After eating firewood turkey in Hu Jun's experience hall, she took the initiative to find Hu Jun.

Wang Sha, the boss of Nongjiale: this kind of firewood turkey is more distinctive, because there are many roast chicken here, and the competition is very fierce. We used to cook roast chicken, and then after eating this, I changed it decisively.

Hu Jun considered that since he could not stop others from learning and imitating, why not work with them? Hu Jun took the opportunity to supply Wang Sha's farm music. Wang Sha was very happy to hear this, because it also solved the difficult problem that she had been worried about.

Wang Sha, the boss of Nongjiale: I used to use local local chickens, but those are free-range farming, very few. I'm sold out today, but I may not be able to buy it tomorrow. Here, he has a relatively large scale. He can have as much as he wants at any time.

Hu Jun supplies Wang Sha with a price of 17 yuan per jin, which is about 3 yuan higher than the wholesale price. Hu Jun is very satisfied with this profit margin. After that, Hu Jun also actively expanded the hotel and farmhouse market.

Hu Jun: in the past, 90% of the wholesale volume was the earliest, and about 10% was the retail market. I gradually wanted to increase the retail share, at least 30% and 40% of retail.

Wholesale capital preservation, retail increase profits, the cooperation of the two strategies, Hu Jun farm output and profits have increased. At this time, Hu Jun attracted the attention of a relatively poor village 60 kilometers away. His name is Zhang Hongxing, a village branch secretary of Dahe Village, Huanglongxi Town, Chengdu. He found Hu Jun in June 2015.

Zhang Hongxing, secretary of the village branch of Dahe Village: a lot of woodland in our village is empty, and the people have not received an increase in income. That is, we want to introduce a better variety and give full play to its economy by breeding under the forest and returning farmland to the forest.

The ancient town of Huanglongxi, where Dahe Village is located, is a famous scenic spot, and factories cannot be built near the scenic spot. Farmers are very happy to hear that raising Hu Jun's chickens can make money. Hu Jun also proposed the method of substitute breeding, in which the company provided the chicken seedlings, and after the farmers raised the chickens, the company uniformly recycled and sold them. At first, farmers were very enthusiastic about raising chickens, but after the first batch of chickens came out of the fence, the farmers lost interest.

Deng Longtian, a farmer: the price in the process of recycling is relatively low. For example, we feed 100 chickens, each chicken costs a few yuan and earn 2,000 yuan, which can't catch up with my part-time job. Later, I have no confidence.

Chen Hongwen, a farmer, thinks that the profit may not be so high, and his enthusiasm has some influence.

The amount of farming by farmers is small, and Hu Jun is guaranteed to recover at wholesale prices, so farmers can not make any money. So how to change this situation? After investigation, Hu Jun found that Dahe Village has a unique advantage. Huanglongxi Ancient Town, where Dahe Village is located, is the nearest ancient town to Chengdu, with a large flow of people. Such being the case, Hu Jun thought, why not sell the chickens on the spot in Huanglongxi town?

Hu Jun: if the villagers are allowed to sell by themselves, he is equivalent to a retailer, and then he sells our products to maximize their interests. They are motivated, and the pressure on us to sell is a little easier.

However, there is also a distance from Huanglongxi Ancient Town Scenic spot to Dahe Village, how to attract tourists from the city and be willing to come to the countryside to catch chickens and buy chickens? Hu Jun found the chef to discuss and made the chicken into several dishes with different tastes. Then, set up tasting points in the scenic spot and give them to tourists for free. Hu Jun believes that as long as the smell of chicken can impress tourists, then tourists will not be afraid of distance. Sure enough, after each tasting meeting, many tourists came to find farmers to catch chickens and buy chickens.

Tourist: anyway, this chicken is a special feature here. I think it's delicious and bring some special features back for everyone to taste.

Tourist: it is wild and difficult to catch. We ate it once and thought it was delicious, so we came to buy it again.

There are more and more repeat customers, and gradually the chickens raised by farmers have become one of the specialties of Huanglongxi ancient town. Selling chickens directly to tourists is also very profitable, and farmers have made money.

Farmers wish first: now is not worried about the market, this is more convenient than to go out to work, they have done everything at the head of the house, and made money.

Farmer Chen Hongwen: if you sell it that way, a chicken can reach more than 50 yuan. If the profit of each chicken reaches more than 50 yuan, the mood is extremely happy and more energetic, and the batches are all raised.

Around Dahe Village, Hu Jun led more than 400 farmers to raise chickens to get rich. In the next step, Hu Jun is also considering developing cooked food and snack food for the tourism market.

Zhang Hongxing, secretary of the village branch: there are more than 3000 people in the whole village of Hongbiao Chicken, and the per capita income of this project alone has increased by 500 to 600 yuan.

Not only that, Hu Jun now leads farmers to raise chickens and become rich in five poor villages in Ya'an, Yibin and Bazhong by means of accurate poverty alleviation. In 2015, Hu Jun raised more than 800,000 chickens, with annual sales of more than 30 million yuan.