Special interviews
Written by: Xu Shihao
2021-05-10 07:15
Last update date: 2021-05-10 07:15
An enterprise has a history of more than a hundred years, and it is really rare that it can survive many low tides. The old Hengxiang Bakery, which originated in 1920, is one of them.
This old store, which has been passed down through three generations, has introduced a "new owner" in recent years, and an accountant who has returned from overseas, Wang Weiliang, "airborne" as its chief executive officer.
New personnel and new styles, new management often have "new work", but Wang Weiliang insists on "innovation and not shabby", hoping to continue Hengxiang’s century-old history, but also to carry forward the Tang biscuits culture. "Many people are willing to be more than 30 years old. Mosquitoes buy a macaron (macaron) and 50 mosquitoes to buy a cake. Tang cakes are valuable and can be welcomed by foreigners."
Wang Weiliang insists on "innovating the new without breaking the old" with the goal of continuing Hengxiang's century-old history.
(Photo by Huang Shuhui)
Hang Hung Old Bakery started in 1920 in Yuen Long as the "Heng Hung Restaurant", and later changed its name to "Heng Hung Restaurant" to sell dim sum. In 1960, it transformed again and became the "Heng Hung Old Bakery" today. 101 years of history.
This old family-owned store "changed hands" in the early years. The current CEO Wang Weiliang returned from overseas. He had worked as an accountant at the Big Four and acted as a cosmetic brand agency business. In 2017, he became a shareholder of Hengxiang Bakery. Become a major shareholder of the company.
When asked about the reason for the "airborne" Hengxiang, Wang Weiliang said that it was all because of an opportunity, "I love eating, and I will take a little bit of a solar eclipse wife's cake. At the beginning, it was a coincidence, and I knew that there was an Uncle selling it, although it was not the same as that of him. Very familiar, but when you know it, you will feel that it is an opportunity, and it will be regarded as ordinary news? At that time, I felt that it was an opportunity to fight for!
Three generations of laymen get help from their masters
"Some seniors find it hard to do catering and retail, but I think that apart from interest, everyone wants to see the prospects. A company that has not fallen for a century. From a brand perspective, a new brand is yours. Given to him, Hengxiang is different. It is a real history. There are places worth learning, and there are places worth carrying forward."
In addition to history, employees are also assets.
Hengxiang has been passed down through three generations. Wang Weiliang described the employees of this old store as the "home" of Hengxiang. "We really have been passed down from three generations to the present. It’s been maintained until now.” Therefore, after he became a "layman", what impressed him the most was that his class of masters not only did not resist, but also expressed their full support. "I remember an employee who spoke to me about it. ："Wang Sheng is the leader of the brand ﹚, my master class will definitely live with you." I don’t have to say, it’s a company that has been with you for many years, even if (Hengxiang) has experienced ups and downs Rain, insist on a quality with you."
Therefore, even though he mentioned many times in the interview that the Tang biscuits market should "innovate", he also emphasized that it should be "not shabby", "I am not a pie expert, but a master, every repeat customer is because you are a good pie. Food will turn your head back. If you buy your product, you will be a loyal fan. If you order it to turn your head back, you will see the quality of your (product).” He added that the factory does not resist the purchase of machinery instead of manpower, “but it’s like mixing powder. , Kneading powder, whole stuffing, this is a craftsmanship, will continue to be preserved and returned."
Operate an old store, "Lixin", not "dilapidated"
Wife cake is the treasure of Hengxiang Town store, and it is also the best-selling product. "Not shabby" refers to keeping traditional craftsmanship, so what is "innovation"?
Wang Weiliang believes that "innovation" refers to whether the company is willing to "innovate" and how to continue with a new image. "The brand needs to be shaped according to its own character, and then slowly adjusted, to consider how to grow, how to go? I will do it."
"Like Hengxiang, you might think that making Tang biscuits has to be popular enough to meet the seasons, but are you daring to move towards freshness and simplicity? Many people think that (packaging) the black and gold will be auspicious? Wife cakes with new flavors will be good. Don’t you like it? I’ll try it first, I’ve never done it, I’ve never rushed through it, I don’t know how to do it?” Therefore, Hengxiang continues to hire more staff to cope with future development.
"Heart-shaped Wife Cake" Test the water and grind low-sugar and no-sugar products
He revealed that this year’s Dragon Boat Festival will launch "Nyonya Rice", and there will also be mochi products later, and is currently studying low-sugar, sugar-free, and plant-based meat series; at the same time, he is cooperating with a Japanese green tea brand that also has a century-old history. , "We are currently trying different products, there will be Hengxiang products in Hong Kong, and Japan will also have them."
Although during the interview, he said that his "professional" is not the whole pie, but the process of making the pie and the secrets in it are very clear. Perhaps it is the heart of seeking the bottom line and willing to learn that impressed many teachers, so he broke the rules earlier. "Heart-shaped wife cake" was launched, and it succeeded with the help of a class of masters. "It’s not just a try. The biggest difficulty is to calculate the ratio of filling and crust. I tried "popping" and cracked crust. All 7 or 8 versions will be successful first. The department needs the support of the class teacher to do it first."
Sometimes "Lixin" is not a problem, but as a century-old store, Hengxiang has its own "loyal fans" in taste, quality, and even the brand itself. With such a big reform, are you afraid of losing the support of its original fans?
Wang Weiliang confessed that "there is definitely a chance." "There are always people who like, and there are always people who don't. There is new blood before new ones. The so-called "innovation is not dilapidated", it is... the teacher also supports it, most of the world. Hengxiang, Qu Yi is his own housing company and hopes that Hengxiang is good."
After entering the master, he moves frequently to promote the "Tangbing culture"
After Wang Weiliang took over, he made frequent moves, not only expanding retail points, but also expanding overseas sales, developing e-commerce, and innovating web pages. He expected, "The company will survive 100 years. Although it has gone through a lot of trials and hardships, I hope it will be passed on to me. The brand can go through more than 100 years.”
It is his "work" to hope that Hengxiang can keep flowing. But in fact, he still has a lofty goal. He hopes to promote Tangbing culture through Hengxiang. "I agree with the slogan of the industry. Hong Kong finally has a souvenir. Is there a representative to go to Hong Kong? The ones that can be bought are Chinese cakes, just like wife cakes, not Hengxiang’s exclusive products, but they are from Guangdong province, but they are Hong Kong, when (travelers) come to Hong Kong, remember your wife’s cakes."
Hengxiang and Ngong Ping 360 co-organized the "Egg Hunting Taste 360's" themed event, and also set up a special exhibition hall "Hengxiang‧Hundred Years".
(Photo by Huang Shuhui)
At present, Hengxiang and Ngong Ping 360 are co-organizing the "Egg Hunting Taste 360's" theme event, and there is also a special "Hengxiang‧Hundred Years" exhibition hall.
After the epidemic, he intends to continue, and is more willing to spare no effort to repackage and launch some of the nearly lost Tang biscuits. "It seems that white biscuits take a lot of work, and many masters know how to make them. The taste is like light shortbread, but the texture is more smoky. And it’s very complicated. It takes seven days to ferment. This product is difficult to supply regularly, but I hope it can be re-launched. Wait for more people to get to know it."
