—— Jiang Duanping, supervisor of Fenkou Chamber of Commerce and chairman of Huamei Refrigeration Co., Ltd.
Try to climb to the top of the mountain: it dwarfs all the peaks under our feet.
After decades of reform and opening up, China's refrigeration industry entered a red sea around 20 15, and the competition was extremely fierce. Huamei Refrigeration is a cold chain group integrating production, R&D and sales, but it has also encountered difficulties. Jiang Duanping, the chairman of the company, took the lead in seeking transformation, deeply adjusting the product structure, focusing on customization, intelligence and service, and standing at the commanding heights of the industry.
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1990, 19-year-old Jiang Duanping left his hometown and went to Hangzhou to work as an assembler in an electrical appliance repair shop. He was more diligent than the locals and smarter than the outsiders, and soon learned a full set of skills. 1992, Jiang Duanping, with a unique vision, applied for registration of the "Huaxing" trademark in Hangzhou and started his business. Jiang Duanping started from an electrical appliance maintenance and sales booth. The stall is inconspicuous, but the business is good. In the process of maintenance, electrical appliances also sell well. 1995 registered and established a company selling refrigeration appliances. In five years, the company is thriving and its performance has doubled, and he is not yet 30 years old.
In a blink of an eye, in July 2003, Jiang Duanping invested 5 million yuan to acquire Huamei, a famous refrigerator brand in Hangzhou, and established Zhejiang Huamei Electric Appliance Manufacturing Co., Ltd., which entered a new stage. In 2004, the annual output of the company was 90,000 sets of freezers, which rose to 300,000 sets in 2007.
After successfully recreating Huamei brand, Jiang Duanping's confidence increased greatly. He is going to buy Ice Bear and expand the sales area. Ice bear used to be an old brand that was very popular in the north, and its brand image was widely known. Jiang Duanping started his business, led a team to the north to sign an acquisition agreement with Ice Bear Group Co., Ltd., and bought the production line, factory building and land of Ice Bear freezer, as well as the brand use right of Ice Bear in freezer and refrigerator. At the same time, Henan Bingxiong Refrigeration Equipment Co., Ltd. was registered in Shangqiu, Henan.
However, because of the other party's "one woman and two marriages", the ice bear project fell into a protracted dispute. At the same time, the sudden financial crisis, shrinking demand, loss of dealers, rising raw materials, credit crunch, sharp drop in profits and other issues all swarmed at this moment, making Jiang Duanping exhausted. We must find new product support points. He decided to use his rich experience in refrigerator production to set foot in the refrigerator industry. In 2008, he invested 30 million yuan to set up Zhejiang Huamei Refrigeration Equipment Co., Ltd., hired technicians from well-known domestic refrigerator factories, introduced foreign advanced technology, and started the refrigerator project in an all-round way. Opportunities are always given to those who are prepared. After the factory was officially put into production, it just happened to catch up with the national policy of home appliances going to the countryside and exchanging old ones for new ones. This is really "a sudden spring breeze to blow open the petals of the Wannian pear tree".
From the acquisition of the local "Huamei" brand to the acquisition of the "Ice Bear" brand in Henan, Jiang Duanping is constantly expanding his "refrigeration map". Entering the refrigerator industry is not a hasty decision, but a protracted war. The company has entered a new development period. By 20 13, the annual output value has reached 780 million, which can be described as the heyday.
Innovation, change and continuous innovation are the driving forces for the rapid development of Huamei. The market is unpredictable, and enterprises must have unique core competitiveness in order to be invincible. Jiang Duanping knows this very well.
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Things don't always go smoothly. 20 15 refrigeration industry seems to suddenly enter the freezing period, and the company encounters bottlenecks, profits decline and even structural losses.
"Customize the refrigerator for customers like clothes." In 20 15, Jiang Duanping put forward the idea of on-demand production relying on the internet: "clothes and shoes can be customized according to their own style, and gorgeous refrigerators can also be customized according to the temperature required by customers. You need a few degrees Celsius, and the constant temperature of the refrigerator can be accurate to 1-2 degrees Celsius. "
Because each food has different temperature requirements for refrigeration and freezing, European and American customers are very concerned about the influence of storage temperature on food quality, and they require that the temperature of refrigeration and freezing should be accurate to every degree Celsius. For these high-end customers and the high-end refrigerators they need, Jiang Duanping asked employees to carry forward the craftsman thinking and truly achieve exquisite customized services.
In the production process, the company strictly controls the quality, strives for perfection, and tries its best to ensure customer satisfaction. "The market competition is increasingly fierce, and we can only do business if we try our best to meet the needs of our customers." Jiang Duanping believes that for customers, humanized service is better than the product itself. With the pace of his entrepreneurship, the viewpoint of pursuing humanized products becomes clearer. In his eyes, manufactured products also need to keep pace with the times, and the promotion of consumers is also the promotion of products. Only by satisfying consumers and basing ourselves on the market is it not empty talk.
Gorgeous customized services have quickly won the favor of European and American customers. They sent representatives to visit Huamei and spoke highly of this technology and the technology that can be customized according to customers' needs, and successively reached a "strategic partnership" with Huamei. A British customer placed an order of 6.5438+million yuan immediately after inspection, and all the technical indicators of the delivered products exceeded the customer's requirements. They renewed the sales agreement for another three years, and the total sales reached 80 million yuan.
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On the other hand, Jiang Duanping is keenly aware of the market value of cold chain services. The traditional freezer product has changed from a leading product to an auxiliary product, which indicates the development direction of this product. Cold chain products represented by supermarkets and beverage cabinets have gradually become a new way out because of the iterative development of catering industry and the large-scale rise of convenience stores.
Huamei does addition and subtraction on the product line, for example, on small refrigerator products, by reducing models and focusing on advantages; In terms of large refrigerators, low-temperature cabinets, commercial island cabinets and other products, we can meet the diversified needs of the market by enriching product lines. In terms of product subdivision, there are more and more varieties, such as beverage cabinets, island cabinets, seafood cabinets, supermarket cabinets, medicine cabinets, air curtain cabinets, stainless steel, etc., which make people dizzying. What kind of cabinets customers need, Huamei can produce any cabinets, and it has flexible production capacity to meet the needs of customers to the maximum extent. In the first half of 20 18, the sales volume and average price of various products of Huamei Ice Bear Group increased significantly. The revenue of cold chain commercial products in 20 18 exceeded 200 million yuan, among which the sales of medical cabinets have been in the forefront of the industry.
Facts have proved that Huamei Ice Bear is on the right track. Now the domestic refrigerator market has been stagnant for many years, and the freezer market is also in jeopardy. However, the emerging characteristic cold chain products have exploded with amazing growth potential, and even many competitors who were not optimistic at the beginning have entered this industry.
20 19 is a crucial year for the transformation and upgrading of Huamei Ice Bear. While other transformation enterprises are still promoting product sales through traditional business models, Huamei Ice Bear's new business model has been copied at the terminal and started to be widely promoted. It can be said that Huamei Ice Bear not only turns the first-Mover advantage into the core competitive advantage, but also sets a benchmark for the transformation and development of SMEs.
For a manufacturing enterprise with a history of nearly 20 years, transformation has never been an easy task, but Jiang Duanping resisted the pressure and led Huamei Ice Bear to open up a new runway after three years of dormancy. Jiang Duanping said, "The two years of 20 16-20 18 are extraordinary years in the development of the company. It was reborn and painfully transformed, but we still moved forward! "
Gorgeous turn is remarkable.
After the enterprise grew, Jiang Duanping did not forget to repay the society. The Wenchuan earthquake went into the disaster area to help orphans, generously donated money to poor students, sent warmth to the elders in his hometown, and lent a helping hand to critically ill children ... In recent years, he invested10 million yuan in charity activities. Not only that, he also led the group to actively advocate a healthy lifestyle and release positive energy to the society. 20 15 hosted the Qiandao Lake International Walking Conference, set up the "Love on the Road" walking team, set up the Huamei Ice Bear Marathon team, and participated in the "Hundred Days and Hundred Horses" healthy run in Hang Cheng all the time ... Through new measures, driven by social effects, we promoted the corporate culture of Huamei Ice Bear and expanded its influence.
When an enterprise develops to a certain scale, entrepreneurs will inevitably shift from pursuing the maximization of material benefits to the maximization of social value. Jiang Duanping is like this, and so are Huamei enterprises. Isn't this a "gorgeous" turn worthy of a big book?