Vegetable trees become "cash cows"

This is a kind of dish, which grows in Zengcheng, Guangzhou. It is big and looks like Chinese cabbage, but he can sell it for 30 yuan per jin. For the sake of this kind of dish, he is willing to resign and become a vegetable vendor instead of a manager. By selling this kind of vegetable, his annual sales are more than 10 million yuan. Zhang Wenbin in Zengcheng, Guangzhou, how to turn a dish of a few cents a jin into a "rich vegetable" for everyone to discover business opportunities and reap wealth.

Interviewer: what are you doing?

Late vegetable heart growers in Xiaolou Town, Zengcheng District, Guangzhou City: selling vegetables

Reporter: where to sell vegetables?

Every year from November to February, at 03:00 in the morning, in Xiaolou Town, there is such a group of people who have been busy in the fields by the light of their flashlights. And the motivation that keeps them awake is this kind of food in the field.

Reporter: what did you just cut?

Chi Caixin grower, Xiaolou Town, Zengcheng District, Guangzhou City: Chi Caixin.

Reporter: late cauliflower? Did you grow it in your family?

Chi Caixin grower, Xiaolou Town, Zengcheng District, Guangzhou: that's right.

Reporter: how many mu do you grow in your family?

Chi Caixin growers in Xiaolou Town, Zengcheng District, Guangzhou City: three mu have been planted.

Grower 2: I have been growing it for many years, for more than ten years. This looks good.

Interviewer: how do you like this?

Chi Caixin growers in Xiaolou Town, Zengcheng District, Guangzhou City: if it is too long, it will not look good, and it will be old.

Zengcheng late cabbage heart, a traditional vegetable in Zengcheng, is only available from the end of November to February of the following year. In the early hours of every morning, farmers touch the dark ground and carefully select every ripe cabbage heart, ready to sell it on the market. This is their most important source of income.

Chi Caixin growers in Xiaolou Town, Zengcheng District, Guangzhou City: come every day.

Reporter: at what time do you go down to the field to cut the heart of cabbage?

Late vegetable heart growers in Xiaolou Town, Zengcheng District, Guangzhou City: 03:00. How much is it to sell? Not during the day, no one buys it during the day, but from 04:30 to six o'clock.

Chi Caixin growers in Xiaolou Town, Zengcheng District, Guangzhou City: now everyone grows cabbage heart, and now it is the season to grow vegetable heart. It must be hard. I have a pain in my back.

Every year in Zengcheng late Chinese cabbage heart on the market these four months, will form a special market, in the morning there will be acquirers there to eat Chinese cabbage heart. Farmers get up in the early hours of the morning to cut vegetables, because the earlier they go, the fresher the food, the higher the selling price. Even so, a jin of cabbage heart can only be sold for a few cents more, and a jin is only 2 or 3 yuan. Because the heart of growing vegetables is too hard, many local young people are reluctant to do it.

This young man's name is Zhang Wenbin. Just when many local people were unwilling to grow late vegetables, he not only planted them, but also sold them for a few cents per jin to 30 yuan per jin, achieving sales of more than 10 million yuan a year and earning millions of yuan in a few years. This is something that many local people dare not think of. And for Zhang Wenbin, it is also an unexpected thing that he can make a fortune by relying on the heart of cabbage.

Zengcheng late cabbage heart, belongs to a kind of cabbage heart. It is not the same thing as the Chinese cabbage heart we usually call it. Because it can not be listed until the middle of winter, which is later than the general Chinese cabbage, so it is called late Chinese cabbage. The area of Zhang Wenbin's hometown, Xiaolou Town, is the main planting area of Chi Caixin, and there are many places like this.

After graduating from university in 2005, Zhang Wenbin found a job in a tourism development company in his hometown Zengcheng. This winter, a classmate in Guangzhou suddenly asked Zhang Wenbin about Zengcheng's late vegetable heart. Zhang Wenbin was surprised because Zengcheng Caixin was so cheap at that time that it was a kind of vegetable that no one wanted to grow.

Chi Caixin growers in Xiaolou Town, Zengcheng District, Guangzhou City: no one buys it, no one sells it. No one wants to plant it before. At that time, it was very cheap. At that time, it sold for a few cents per jin.

Caixin growers in Xiaolou Town, Zengcheng District, Guangzhou City: locals have planted their own, and every household has planted a little, so they can eat by themselves. I can't finish it and feed the pigs, chickens and ducks raised at home.

Suddenly someone asked about the unpopular vegetable heart, and Zhang Wenbin decided to go to Guangzhou to have a look. After this trip, Zhang Wenbin made a discovery. after coming back, Zhang Wenbin began a series of unexpected actions and began to prepare for a wealth plan of tens of millions.

It turned out that in 2004, the government of Zengcheng District of Guangzhou held the first Food Festival, and Caixin also appeared at the Gourmet Festival. It was unexpected that he could not eat the late Caixin, which was used to feed pigs and geese, and attracted some attention. Zhang Wenbin's classmates wanted to try it, but Chi Caixin had almost no sales outside Zengcheng at that time.

Zhang Wenbin: no one has ever known before, but now more people know and ask for it. I think this is a good opportunity. No one is doing it yet, so I have such an idea.

At that time, because of the low price in Zengcheng, not only did no one grow it on a large scale, but also no one sold it outside Zengcheng. Although the market for late vegetable heart was pried a little bit after the food festival, the sales channel was not mature. There was still no one to specialize in late Chinese cabbage heart business, but Zhang Wenbin wanted to give it a try.

Zhang Wenbin, whose eyes are blackened and has never dealt with food, what method should be used to quickly sell the cabbage heart? What about the starting point of your own tens of millions of wealth?

Zhang Wenbin: I went to the hotel and took a bag of vegetables directly into the room. Then I ordered the food. I took out our dish and asked if I could process it for us. He said yes, but I had to charge a processing fee. I said no problem. Because I was a customer, I made this request.

Leave the oil at the bottom of the pan, put in the cabbage heart and seasoning, simply stir-fry a few times, a stir-fried cabbage heart will be done. As soon as this dish is finished, a cook or the person in charge of the hotel will always come to Zhang Wenbin and inquire about this dish.

Zhang Wenbin: they asked me, Sir, where did you get this dish? it seemed quite special. Then I started (talking) and gave him a business card.

Crisp and sweet late cabbage heart with a unique taste. Guangdong people's curiosity and love for fresh ingredients made Zhang Wenbin a supplier of vegetable hearts in three hotels. Every morning he goes to the fields to collect vegetables and delivers them to the hotel before 6 o'clock. A jin of cabbage hearts can earn a net profit of 2 yuan. In one month, Zhang Wenbin made a net profit of more than 10,000 yuan, which is ten times his own salary.

But before I had enough sweetness, the season of late carelessness was over. Although it is difficult for Zengcheng Chi Caixin to grow exactly the same taste in other places, which is related to Zengcheng's geographical location and microclimate, by 2010, the local planting area of Zengcheng has increased a lot, but the price has not changed much.

After five years, when it came to the season of late vegetable heart, Zhang Wenbin did the business of late vegetable heart and went to work as usual. But Chi Caixin's business didn't do much, but Zhang Wenbin was promoted to the position of manager of the company and was the fastest employee in the company. In that year, Zhang Wenbin offered to resign and go to the countryside to specialize in growing Chinese cabbage. This surprised everyone around me.