Soya bean milk is one of Shanghai's early engineering "four King Kong".

A young boy named Wang Xuning aimed at the soybean milk market with a keen eye. After graduating from University, he gave up his comfortable and stable job, because he foresaw that soya bean milk had a broad market prospect.

He started with the production tools of soybean milk, raised 300 thousand in 1994, founded Joyoung electric company, and began developing Joyoung soya bean milk machine. In that year, 20 thousand units were sold, and the annual output value was 6 million yuan. After that, it developed at an alarming rate, doubling sales volume, reaching 400 thousand units in 1999, and 120 million of annual output value.

Wang Xuning often said he was "a cup of soya bean milk to fight the world", it is this humble little soya bean milk, let him create a prosperous cause.

Wang Xuning set up a general distribution marketing network covering more than 160 cities throughout the country. With limited manpower and short time, Joyoung soya bean milk machine was rapidly pushed to the national market and exported overseas in the past two years.

He attaches great importance to the quality of employees. 90% of Joyoung employees are college degree or above, and key departments such as research and development personnel are masters or above.

Today Joyoung Electric is second to none in the computer bean milk machine industry.

In the second half of 1998, Joyoung soya bean milk machine entered the Shanghai market. It achieved nearly 2000 sales in that year and more than 6000 units in 1999. Wang Xuning plans to increase its annual sales in Shanghai to more than 100 thousand in the first few years of twenty-first Century. He highly valued Shanghai's strategic position in business. It recognized that the product entered the Shanghai market, on the one hand, it showed the strength and image of the enterprise, and on the other hand, it had the great significance of radiating the whole country and even the world market.

Shanghai people love soya bean milk, Joyoung computer soybean milk machine has more than ten minutes to automatically make the advanced functions and superior quality of cooked soya bean milk, so the Joyoung soymilk machine has a unique growth environment in Shanghai.

Wang Xuning proudly said that one day, soya bean milk would be a huge industry like rice cookers and microwave ovens. Joyoung soybean milk would become a symbol of Chinese life style, just like a Western coffee pot.

Wang Xuning's successful experience contains such a revelation: as long as we have the heart, business opportunities are everywhere, sometimes it is the most inconspicuous place, but there are significant business opportunities.