她用20年把一家花店变成了制造金山银山的发动机

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在盛景孵化中心采访西施生态的张卫时,甫一坐定,这位中国矿山生态修复第一股的创始人就主动打开话匣子,快人快语之间,透露着一股浓浓的湘辣味。
 
姐妹花店的故事
时光回到27年前。当时的张卫还只是湖南益阳的一名普通中学英语老师,每月收入75块钱。但天生有股冲劲儿的她,怀着对未来有美好的憧憬,在参加工作不到5年,就和很多追寻梦想的年轻人一样,只身拎着一只用绳子捆绑的木箱,一路向南,奔向了当时改革开放的前沿——深圳。
在深圳,张卫来到一家外贸公司做翻译,月薪涨到了2000元。与之前的微薄的收入相比,这份收入给了张卫体面的生活,也让她成了一名标准的白领。
但张卫天生是一个做企业的人。
有一次,出差两个月回到深圳的她惊奇发现,一位同学送她的那盆无土栽培花不但没有死,而且还生长得非常茂盛。敏锐的她一下子就发现了这里面的商机,于是她和另外一个姐妹决定各出资5000元,从广州进货然后在深圳销售。没想到一单生意下来,她们净赚了5000块。
花卉里的商机打动了她们,于是,在1997年,一家叫做 “姐妹花店”的新公司诞生了,张卫和她的好友也由此从白领变成了老板,踏上了创业之路。
开花店并没有听起来那么浪漫。虽然产品很棒,但是客户需要一个一个地去做、去跑,没有任何经商经验的她们就一点点的去学习、去积累。同时,要把花从广州运送到深圳,还要清理花土,张卫除了长时间在路途奔波外,自己还得在花园里从事体力劳动。
 “花丛里到处都是蚊子,把手咬的全都是包,”张卫说,有一次她们被警察拦住,警察看见了她们的手,还因此怀疑她们是吸毒的。
花店生意蒸蒸日上,懂英文的张卫觉得原先“姐妹花店”这个名字不太洋气,于是就根据姐妹的英文(sisters),将花店的名字改成了“西施德”。
到2000年时,合作伙伴因为觉得经营辛苦而选择退出,于是张卫一个人来打理“西施德”。她把“德”字从花店名字中去掉,装在心中,留下“西施”两字,作为公司的新名称。过了一年,她又收购了广州那位同学的无土栽培专利,同时也逐步扩大自己的业务范围。到如今,如果从1997年那家姐妹花店算起,张卫的创业之路已整整走过了20年的春秋。
西施转型
2016年,西施生态成功登陆新三板,成为中国矿山生态修复第一股(股票代码:836158),也就是在这一年,西施生态的市值达到了8个亿。
从最初的卖花,到后来的园林绿化,再到最新的矿山生态修复,张卫用20年的时间实现了商业模式从1.0到3.0的升级。表面上看,她事业的成长,顺风顺水,但实际上,这背后有很多只有张卫一个人知道的波折和艰辛,用她自己的话说就是,“你能够想到的困难,你想不到的困难,(我)都经历过。”
2000年之后,张卫开始尝试从卖花和花卉出租等转向业务的多元化。这种多元化虽然为西施带来了更多的收入,但是这不但没有让张卫感到满意,反而让她产生了更多的困惑。
 “我每天平均工作十几个小时,也没有不良嗜好,虽然每年都有不少的利润,但总觉得资金运营紧张。” 承接园林工程,做阳台小生态,培育苗木,种植油茶树,甚至还做过餐饮,同时做这么多业务,让张卫觉得很辛苦,但是钱也似乎没多赚到,她经常自问,自己到底哪里做得不对?
一个偶然的机会,张卫读到了彭志强的《商业模式的力量》一书,里面的“六式”商业模式让她深受触动。她开始深思,问题可能就出在自己的盲目多元化,于是毫不犹豫就来到北京,报名盛景的咨询课程。到了盛景后,张卫终于发现,自己以前的模糊认知是不对的,盲目的多元化造就了问题的根本所在。雷厉风行的她迅速对业务进行了梳理,砍掉了不少不关联的业务,迅速将目光聚焦到了矿山生态修复这个细分市场。
说起来容易做起来难,在实际运营时,张卫承认,自己的确被许多业务的表面机会所诱惑,“几度又开始偏离方向”。这中间,她用了不少的劲儿,几经周折,才真正下定决心,转向矿山生态修复这项主业。
聚焦的效果是明显的。2013年,西施生态一年的利润还只有几百万,到了2014年,公司的利润就突破千万大关,2015年则接近两千万。虽然今年的公司年报尚未公布,但根据前三季度的报告,预计今年的业绩将再创新高。这种势头到目前仍在持续,张卫说,“2017年公司仍然将快速发展。”
张卫这次到北京,是专门参加盛景的咨询课。“再忙也要来参加。”张卫说,因为她觉得,这个课对她来说很重要。过去这几年,西施生态和盛景的合作正变得越发紧密。今年,西施生态还会以中国新经济典型代表企业的身份,参与盛景的“新经济商机大会”,对接中国各地各行业的客户资源。
在交谈中,张卫还透露了她的另一个计划。“今年下半年公司将考虑转版,冲刺IPO。” “未来三年,我们的计划是成为一家具有百亿市值的公司。”
张卫的愿景
尽管企业发展越来越好,利润也在快速提升,但在张卫看来,这已经并非是她唯一的人生愿景。与提及企业赚了多少钱相比,现在的张卫更愿意告诉别人西施生态所获得的那些数不胜数的各项荣誉,她说,她这么做并不是想炫耀什么,而只是想说明自己的那份初心。
在西施生态登陆新三板之前,曾经有一家上市公司提出用2个亿现金加上市公司8-10%的股份收购整个公司,但被张卫拒绝了。张卫说,她需要的是一份事业,而不是钱,她想得更多的是跟着她打拼了十几年的西施员工,她要带领他们梦想开花。习近平总书记说,绿水青山就是金山银山,而和绿色植物打了20年交道的张卫,现在的梦想就是希望能够有更多的机会,在中国创造更多的绿水青山。
西施生态是中国矿山生态修复第一股。所谓矿山修复,就是对矿业废弃地污染进行修复治理,恢复原来的生态。过去几十年,矿产的开采、矿山的开发成了中国经济快速发展的巨大推动源泉,但与此同时,无序过度的开发利用给矿山及其周边留下了严重的生态问题甚至是灾难。随着近年来绿色发展理念的强化,大批矿山的关停,矿山的生态修复治理成为了当前中国一项刻不容缓的任务之一。
但中国的矿山修复仍任重而道远。根据国家重金属污染防治工程技术研究中心的数据,截至目前,中国的10万余座矿山中,绿色矿山仅占0.6%,另外,目前中国的矿区土地复垦率只有15%,而在国际上,这一指标则是50%—70%。
与前些年相比,企业和政府对矿山修复的需求都比以往迫切,但矿山修复之所以仍进展缓慢,是因为这是一项涉及到技术、资金以及修复后如何再利用等多方面问题的复杂工程。
张卫希望西施生态能够在这几个方面做得更好。 如今,西施生态掌握了100多项生态修复技术和产品,建立了一套完整的修复系统。此外,公司也在创新性的通过BOT、PPP、土地流转等方式从政府或矿企取得污染土地,通过国家专项资金、企业民营资本、治理专项基金、资本市场等多渠道解决资金投入的问题。而在修复的土地利用方面,西施生态则以土地出租,以建设矿山生态公园、绿色隔离带、生态修复示范基地等形式延伸价值和公司服务。
越来越多的企业正在进入矿山生态修复这一行业,这也是张卫所乐见的,因为在她看来,这肯定能加速这一行业的进步,也能客观上推动中国环境的改进。至于这种竞争是否会挑战西施的行业地位,她倒是一点不在意,毕竟她带的是一支有超过15年经验,既懂绿化又懂生态修复的队伍。
“矿山生态修复是环保,也是绿化。但如今进入这个行业的很多环保公司并没有植物修复产品和资源,而传统园林绿化企业难以掌握土壤生态修复的核心技术。” 她说,自己相信公司在这方面的实力。
长期以来,张卫积极投身于各种环保公益、社会公益和扶贫帮困活动,以“弘扬主旋律、推动正能量”为己任,尽自己最大能力回报社会、服务群众。
张卫喜欢用“铿锵”两个字来形容她过去二十年的梦想与苦累。也许在很多人眼里,她其实就像那首著名的《铿锵玫瑰》所唱到的那朵带着骄傲花蕊的玫瑰,因为她们纵使追逐梦想“百转千回”,也总是“无怨无悔,从容面对。”
愿以毕生的精力“让开矿造成污染废弃的‘山水林田湖’变成绿水青山,金山银山!”是张卫所追求的美好愿景,并是一生为之奋斗的崇高目标!

Wei Zhang interview at the spectacular Xi Shi ecology incubation center when they sat down, the founder of the first unit of the Chinese mine ecological restoration will take the initiative to open the case, revealed a straight talk from an honest man, thick spicy hunan.
Sisters flower shop
Time goes back 27 years. At that time, Zhang Wei was just an ordinary high school English teacher in Hunan, Yiyang, 75 yuan a month income. But she was born with "dash", with good vision of the future, in less than 5 years of work, like many young people to pursue a dream, alone with a rope tied with a wooden box, a road to the south, to the forefront of reform and opening up, Shenzhen.
In Shenzhen, Zhang Weilai a foreign trade company to do the translation, the monthly salary rose to 2000 yuan. Compared with the previous meager income, the income to Zhang Wei decent life, but also let her become a standard white-collar.
But Zhang Wei was born to be a business man.
On one occasion, she returned to Shenzhen on a business trip for two months. She was surprised to find that one of the students who had sent her a pot of soilless culture was not only dead, but also growing very well. Sharp, she suddenly discovered the business opportunities, so she and another sister decided to invest 5000 yuan, from Guangzhou and then sold in Shenzhen. Did not expect a single business down, they netted 5000.
Flowers in the business opportunities to impress them, so, in 1997, a new company called "sisters flower shop" was born, Zhang Wei and her friends from the white-collar workers have become the boss, embarked on the road of entrepreneurship.
Opening a florist doesn't sound so romantic. Although the product is great, but the customer needs to do one by one, to run, there is no business experience, they learn a little bit to accumulate. At the same time, it is necessary to take the flowers from Guangzhou to Shenzhen, but also to clean up the flowers, Zhang Wei, in addition to a long time on the road, he had to work in the garden of manual labor.
"The flowers are full of mosquitoes, and they are all wrapped in their hands," said Zhang Wei, once they were stopped by the police, the police saw their hands, and therefore suspect that they are drug addicts.
Florist business is on the upgrade, Wei Zhang English think understand original "sisters flower" this name is not enough, so on the basis of the sisters of the English (sisters), the shop name changed to "Shi de".
By 2000, the partners because they feel hard to choose to quit, so Zhang Wei a person to take care of Xi Shi". She put the word "de" removed from the name of the florist, installed in the heart, leaving "Xi Shi" word, as the company's new name. After a year, she also acquired the students of Guangzhou, the cultivation of non soil patents, but also gradually expand their business scope. Up to now, if from 1997, the sister shop, Zhang Wei's entrepreneurial path has been a full 20 years of spring and autumn.
Xi Shi transformation
In 2016, the success of the new ecological beauty board three new board, becoming China's first ecological restoration of mine shares (Stock Code: 836158), that is, in this year, the market value of ecological beauty reached 8 hundred million.
From the beginning of the flower, to the subsequent landscaping, and then to the latest mine ecological restoration, Zhang Wei with 20 years to achieve the business model from 1 to 3 upgrade. On the surface, her career growth, so smooth, but in fact, behind this there are a lot of only one Zhang Wei know setbacks and hardships, in her own words, "you can think of the difficulty, you can not think of the difficulties, (I) have experienced."
After 2000, Zhang Wei began to try to diversify from flower and flower rental business diversification. Although this diversity brought more income for Xi Shi, but this not only did not let Zhang Wei satisfied, but let her have more confusion.
Every day I work more than ten hours a day, there is no bad habits, although every year there are a lot of profit, but always feel that the funds are tight." To undertake landscaping works, do small balcony ecology, seedling cultivation, planting tea oil, and even do catering, do so many businesses at the same time, let Zhang Wei feel very hard, but also seemed not to earn money, she often ask yourself what you did wrong?
An accidental opportunity, Zhang Wei read Peng Zhiqiang's "business model" the power of a book, inside the "six" business model allows her deeply. She began to ponder, the problem may be in blind diversification of their own, so do not hesitate to come to Beijing for the spectacular consulting course. The spectacular, Zhang Wei finally found, is not their previous fuzzy cognition, blind diversification makes the root of the problem. Resolutely she quickly to the business carried out and cut off many related business, quickly to focus the eyes of mine ecological restoration in this market segment.
Easier said than done, in the actual operation, Zhang Wei admitted that he was indeed the temptation of many business opportunities on the surface, a few degrees began to deviate from the direction". This is the middle, she used a lot of effort, after several twists and turns, was really determined to turn to the ecological restoration of the mining industry.
The focus effect is obvious. In 2013, the year of the ecological beauty of profit is only a few million, by the year 2014, the company's profits on the break million mark, in 2015 was close to twenty million. Although this year's annual report has not yet been announced, but according to the first three quarters of the report, is expected this year's performance will be higher. This momentum is still ongoing, Zhang Wei said, in 2017 the company will continue to develop rapidly."
Zhang Wei is in Beijing this time