A Chinese team's path to success in building Indonesia's biggest ice cream brand

Ai Xue, the biggest ice cream brand in Indonesia, the team behind it is from China? Yes, that's right, it is also the CCTV two sets of July is broadcasting dialogue column "departure, go to Indonesia" special guest Mr. Wang Jiacheng and the team, founded in 2015 in Indonesia Ai Xue ice cream brand, today Wang boss will give you a detailed chat.

First, in 2015 a team of entrepreneurs from China, consisting of more than 10 people, most of whom used to work for Mengniu, landed in Indonesia at that time, literally starting from scratch, starting from a 15 square meter underground garage, founded Ai Xue Ice Cream Company, but created a miracle of 60-fold growth over a period of 7 years, becoming the largest ice cream brand in Indonesia. The leader of this team is Mr. Wang Jiacheng, recalling the initial entrepreneurial journey, Mr. Wang is very meaningful.

Secondly, why was Aceh Ice Cream able to create a growth miracle? For Aixue, which was a start-up in the Indonesian market at the time, it did not rush to enter the modern channels that were occupied by European and American brands such as Woluche, which had a high flow of people, but instead surrounded the city from the countryside and set its sights on the traditional channels that were "blank". Traditional channels similar to husband and wife stores, a large number of potential consumer power is huge, but the need to negotiate one by one, facing difficulties in distribution and transportation (narrow roads, motorcycle distribution), power supply tensions and consumer consumption state cultivation and other issues, these have not been difficult to defeat the hard-working team of Ai Xue, in order to cope with the tense situation of the power supply, the team to find a way to send quilts for the freezer! "In order to cope with the tight power supply situation, the team found ways to send quilts to keep the freezers cold, sent generators to cope with power cuts, and even hauled ice cream to the cold storage to help the small stores solve the problems encountered in the course of operation.

Thirdly, in seven years, Aixer has built three factories in Indonesia, and the East Java factory in Indonesia is the most advanced factory in the country, and is also a designated factory for industrial tours, where nearly 1,000 people visit every day to tour the factory, and even see the modernization of the ice cream production process with their own eyes. The delightful factory and the ready-to-eat ice cream are also a way for the brand to build a new narrative and become a symbol of Aixer's local integration.

The core element of Ai Xue's success in Indonesia is the core team's mentality of rooting in Indonesia and starting a business from scratch, because the manager's mentality can't do anything in the Indonesian market, in addition to the team's product development capability, marketing and channel capability, supply chain operation capability also escorted Ai Xue's growth in Indonesia all the way. Under the situation of language barrier, cultural difference and unfamiliar market, the company started from 0, grew 60 times in 8 years, and became the No.1 ice cream brand in Indonesia, which became a successful model for Chinese enterprises to go to Southeast Asia.