If you are the second generation of an old brand and you want to change the old brand, where would you start?
This is the biggest problem that Zheng Junyuan, the second generation of Fengnian Farm, encountered when he returned to his hometown to take over the family business.
Fengnian Farm was founded by Junyuan's father, Zheng Wengan, in 1966. Originally, it specialized in edible mushroom cultivation and space bag planting under the "Fengnian" brand. Until the 921 earthquake in 1999, which severely damaged the production factory, his father decided to transform it into an ecological education-style mushroom farm, opening the originally mysterious mushroom cultivation process to the public. In 2002, it was officially renamed "Fengnian Farm", combining edible mushroom cultivation, edible mushroom processing products and tourism and leisure, and engaged in six-level industrial operations.
Junyuan originally worked in the electronics industry at Hsinchu Science Park. Before Fengnian Farm was transformed, his father did not want Junyuan to take over because the work of mushroom cultivation was too tiring. However, the farm later underwent a sixth-level industry transformation. His father was very unfamiliar with tourism and leisure, so he hoped that Junyuan could return home and work together for the new business.
Although Junyuan had a high-paying job with a bright future in the electronics industry, he considered that Fengnian Farm was a family business and believed that with his abilities, he could run Fengnian Farm better. So 10 years ago, Junyuan decided to give up his job in the electronics industry and return home to help with the business of Fengnian Farm.
But after returning, he encountered serious communication problems between father and son. “I had many ideas for the farm after I came back, but because I had just returned and didn’t know enough about the mushroom industry, my father thought these changes were too hasty and rejected my ideas.” It was not until later that Junyuan learned from his father the techniques of space bag planting, mushroom cultivation and tissue culture that he realized that some ideas were indeed too hasty.
"I no longer make major changes all at once. Instead, I start from small things slowly, so that my father can see that I am making good things and that customers like them and will pay for them. Only then will I slowly make more things," said Junyuan.
Because of Junyuan's change, his father gradually softened and no longer insisted on his own opinions. Instead, he listened to Junyuan's ideas, let Junyuan try as much as possible, and discussed and corrected with Junyuan during the process, so that the changes could develop in a good direction together. Although the process was slow, both father and son were satisfied with the result, which may be more important than any other achievement.
