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1994, 53-year-old Su Zengfu set foot on the road back to Zhejiang.

At this time, he is faced with an important choice, whether to retire safely or fight again.

According to the truth, Su Zengfu's sons are married, so it seems that retirement is not unacceptable.

But Su Zengfu was unconvinced. He wants to create his own brand.

What happened to Su Zengfu? Why did he start a business?

Now that 28 years have passed, has Su Zengfu's ideal come true?

1、

194 1 Born in Su Zengfu, Zhejiang Province, his childhood was doomed to misfortune.

He followed his parents through hunger and natural and man-made disasters since childhood.

In order to make a living, Su Zengfu had to follow his parents around at an early age.

In this process, Su Zengfu met many people and things, and gradually came up with the idea of being a soldier to defend his country.

So in 1960, 19-year-old Su Zengfu finally reached the standard and became a glorious soldier.

The military career, Su Zengfu a * * * lasted for eight years.

After retiring, Su Zengfu chose to return to his hometown and contribute to the construction of his hometown with what he had learned.

According to Su Zengfu's own ideas, it's actually quite good to have various places at home, but I just can't hold the enthusiasm of the villagers and worry that I can't adapt. People keep introducing him to work.

Especially in this era of "one soldier, one soldier, the whole family is glorious", Su Zengfu, a soldier, is undoubtedly very popular, and all localities and departments are scrambling to get Su Zengfu.

It's hard to dampen everyone's enthusiasm. 1969, Su Zengfu became an ordinary supplier in "Chenyu Town Shedui Enterprise".

This is a full six years.

1975 due to the adjustment of factory business, Su Zengfu was transferred to "Chenyu Agricultural Machinery Factory" as a supplier.

During this period, because of his excellent performance, Su Zengfu began to rise frequently, and by 1980, he had become the director of "Chenyu Agricultural Machinery Factory".

Later, he was even transferred to Yuhuan county pressure cooker fittings factory as the director.

And here, also became the most important turning point in Su Zengfu.

2、

Before Su Zengfu took over the "Yuhuan Pressure Cooker Fittings Factory", the factory lost money every year, and almost couldn't do it.

This is mainly because the pressure cooker accessories are not widely used in China because of their low technical content.

Although pressure cookers seemed rare at that time, they were not.

As early as the end of 17, a French doctor named Dennis Papin took the lead in inventing the pressure cooker.

But at that time, the main function of pressure cooker was sterilization, which was basically used in medical field. Coupled with high pressure and easy explosion, pressure cookers have not been widely used.

It was not until the eighteenth century that people discovered that pressure cookers could be used to cook food, and began to try to eliminate its dangers, which gradually became popular in various countries.

The development of pressure cooker in China is relatively late. It was not until 1964 that Shenyang developed the first pressure cooker, named "Jinji" pressure cooker.

Once this "Golden Rooster" pressure cooker was listed, it ignited the domestic consumption enthusiasm, and almost every family had to prepare a "Golden Rooster" pressure cooker.

Since then, "Golden Rooster Brand" has almost always been the benchmark of the domestic cooker industry, occupying half of the pressure cooker market.

Including "Yuhuan pressure cooker fittings factory", most pressure cooker factories can only be used as foil.

Until 1986, the "Golden Rooster" pressure cooker was officially renamed as "Double Happiness" after optimization and reorganization.

It was also at this time that Su Zengfu decisively seized the opportunity to go to Shenyang and won the "Double Happiness" spare parts supply order.

Su Zengfu saw clearly that although "Double Happiness" was renamed, many users in the market did not know about the brand.

But this is only a painful period. After the "double happiness" came back to god, it was easy to return to the peak.

If you choose to hold your thighs tight at this time, the future income will definitely be not small.

As it turns out, Su Zengfu made the right bet.

Although the market share of "Double Happiness" has declined, the impact is not great.

Moreover, with the establishment of the brand "Double Happiness", it will be easier for the company to publicize, and it will soon be able to seize the market it lost before coming back, and even once occupied 70% of the market share, becoming a well-deserved industry leader.

As the earliest "relying on" Su Zengfu, naturally, it can also share a piece of the action.

Soon, "Yuhuan Pressure Cooker Fittings Factory" turned losses into profits and achieved positive profit growth.

It is precisely because of Su Zengfu's rescue of "Yuhuan Pressure Cooker Fittings Factory" that he was selected as the outstanding director of Yuhuan County in 1988.

1989, Su Zengfu was once again selected as an outstanding director in Taizhou.

At this moment, Su Zengfu is endowed with glory and fame.

But Su Zengfu was not satisfied.

In Su Zengfu's view, pressure cooker accessories are just a path after all. If you want the factory to really develop, you still need to form an industrial chain.

Therefore, Su Zengfu specially consulted professional technicians, and finally made clear the idea of producing pressure cookers by virtue of market research and negotiations with Shuangxi Company.

However, his move was opposed by everyone inside and outside the factory.

In everyone's opinion, it is obvious that Yuhuan Pressure Cooker Accessories Factory has a good development momentum and can make a profit every year. Why bother with a complete pressure cooker production line?

Moreover, pressure cookers are different from ordinary pots, and there are certain dangers in the production process. Su Zengfu has never been engaged in related industries before.

In addition, Su Zengfu is 47 years old at this time, and the children have grown up. Everyone advised him to stop fooling around.

But Su Zengfu was unconvinced.

1988, he changed the name of the factory from "Yuhuan pressure cooker fittings factory" to "Yuhuan pressure cooker factory".

Although only the word "accessories" was deleted, it expressed Su Zengfu's determination.

He vowed to be his own pressure cooker.

To this end, he raised money everywhere and prepared to introduce a production line.

But people don't believe him at all and won't lend him money at all.

Finally, Su Zengfu risked being fired and went to Shanghai to borrow 2 million yuan from the bank.

With this money, Su Zengfu can at least start negotiations with foreign companies.

At the same time, in this process, Su Zengfu also let servants in general publicize the matter.

This makes many people have the "illusion" that Su Zengfu will be developed soon.

So many people lent their spare money to Su Zengfu.

With this, Su Zengfu quickly prepared 6,543.8+0,000 yuan, together with the previous loan from the bank, raised 3 million yuan, and introduced the most advanced and safest pressure cooker complete production line from abroad.

In particular, the safety system of this production line is all built according to the highest international standards.

Su Zengfu also used this as a propaganda point and recruited many excellent skilled workers.

It was with this plan that Su Zengfu finally set up the first international production line in Yuhuan County.

But after the construction, Su Zengfu discovered that the money was not as good as he thought.

One of the biggest problems is cost.

Although "Double Happiness" was renamed, the personnel structure of the company has also changed many times.

But "Double Happiness" is an old domestic company after all, and the most basic production line and industrial layout have not changed.

Coupled with the structural optimization when renaming, the production cost of Double Happiness has been controlled at a very low level.

But Su Zengfu can't. No matter the purchase of raw materials or the problem of sales channels, Su Zengfu is far less than "double happiness".

And most importantly, the pressure cooker made by Su Zengfu is not recognized in the market at all.

Can't, Su Zengfu can only find "double happiness" again, and promised to help its OEM production.

Although the turnover of Yuhuan pressure cooker factory at this time is not good-looking, it is limited by raw material cost and sales cost.

But after all, its production line is imported from the international advanced level, and the quality is still no problem.

So after consultation, the two sides agreed that the pressure cooker produced by Yuhuan County Pressure Cooker Factory would be sold under the brand of "Double Happiness".

In this way, Su Zengfu can be regarded as maintaining the early survival of Yuhuan Pressure Cooker Factory.

3、

Time flies to 1992, and great changes have taken place in the domestic market and business environment this year.

This year, all localities began to encourage industry, encourage highly educated intellectuals to "go to the sea" and help local industries develop with knowledge and technology.

Many senior intellectuals were encouraged and gave up their stable jobs one after another.

Or enter the first-line industrial enterprises to change the status quo of the industry.

Or start your own company and inject vitality into the industry with technology.

With this wave, Su Zengfu's company also recruited many outstanding university talents, including his son Su Xianze.

Su Xianze is high flyers from the Department of Chemical Engineering of Zhejiang University. He 199 1 just graduated.

Just in time for 1992' s "lower tide", I also want to use my knowledge to promote the development of local industries.

Anyway, nobody does anything, but stays in the "Yuhuan Pressure Cooker Factory" in Su Zengfu.

But I have to say that college students like Su Xianze are really different.

Perhaps in terms of experience, Su Xianze and others can't compare with the old masters in the factory, but their knowledge and novel ideas in the university are far behind the old people.

Typical example.

Su Xianze once suggested that Su Zengfu should add its own production place before the brand "Double Happiness" when producing pressure cookers.

In other words, all the pressure cookers produced by Yuhuan County Pressure Cooker Factory will be named "Yuhuan Double Happiness".

Su Zengfu didn't understand why he did it at first, but as things fermented, he gradually reacted.

This move is to create a small brand of its own within the big brand of "Double Happiness".

The brand "Double Happiness" is naturally synonymous with "word of mouth", and the quality can also be guaranteed to be qualified.

However, there will be a huge gap between this "qualified" and "qualified".

One of the most obvious examples is "Yuhuan Pressure Cooker Factory".

At that time, when the factory was built, Su Zengfu used world-class standards, and the technicians were also famous local craftsmen.

In addition, after Su Xianze and other college students joined, they brought new ideas to the management of the factory.

It can be said that the quality of "Double Happiness Pressure Cooker" produced by "Yuhuan Pressure Cooker Factory" is definitely well-known in the industry.

However, Su Zengfu is not the only Dai industrial and commercial office with "double happiness". Most of the production lines of Dai industrial and commercial offices are far below the level of Su Zengfu.

This has led to the pressure cooker of "Double Happiness" brand, although all of them are qualified, but the quality is very different.

Su Xianze added the label "Yuhuan Double Happiness" to the pressure cooker produced by the factory, although it did not show any effect in a short time.

However, with the fermentation of time, people gradually realize that the quality of "Yuhuan Double Happiness" is better, which will lead to adhesion.

Even under the word-of-mouth publicity of customers, it can attract many new customers in China.

It is precisely because of this move that the sales of "Yuhuan Pressure Cooker Factory" have soared.

By 1994, the total sales volume of Yuhuan pressure cooker factory has reached 2.3 million, with an annual output value as high as1800,000.

On the pressure cooker industry alone, this achievement is twice as high as "Shenyang Double Happiness" after all.

In this case, the "double happiness" company is a little unhappy: why is OEM better than the general factory's own production?

So "Double Happiness" chose to stop cooperation and banned "Yuhuan Pressure Cooker Factory" from using the "Double Happiness" brand.

This makes Su Zengfu very worried. He knows that the reason why it sells so well is that "Yuhuan Double Happiness" has become a quality guarantee in the eyes of customers.

If you can't use the brand "Double Happiness", how can customers know which pressure cooker is produced by your "Yuhuan Pressure Cooker Factory"?

In order to solve this problem, Su Zengfu, Su Xianze and his son arrived in Shenyang by train overnight to start negotiations with Double Happiness Company.

However, the "Double Happiness" company is afraid of raising tigers and is determined not to let go.

The two sides even went to court for this matter.

But in this case, although the "Double Happiness" company is not authentic, it is not at fault after all.

Not surprisingly, Su Zengfu and Su Xianze lost the case.

After returning to Zhejiang, Su Zengfu had an epiphany overnight.

No matter how good the production is, the initiative is also in the hands of others. You can only do it if you want to do it, and you can't even think about it if you are not allowed to do it.

It is inevitable to build your own brand if you want to develop steadily in the industry.

So in 1994, Su Zengfu established Supor Company and began to build its own brand.

This year, Su Zengfu is 53 years old.

4、

After Supor was founded, Su Zengfu gained a firm foothold in the industry with excellent quality.

With the help of Su Xianze and other college students, "Supor" occupied more than 40% of the market in just one year.

By 1996, the sales volume of "Supor" had just exceeded 4 million, accounting for nearly half of the national pressure cooker market.

Also in this year, Su Zengfu joined hands with Supor to officially surpass the "double happiness" of his old club and become the new "pot king" in the industry.

This year, Su Zengfu was only 55 years old.

It was also at this time that Su Zengfu's ambition was no longer satisfied with being the "king of cookers", but he wanted to further expand the industry to the whole kitchen appliance industry.

There are not only traditional kitchen appliances such as pots and pans, but also new kitchen appliances such as rice cookers and juicers.

And this move is tantamount to a hornet's nest.

One is a traditional craft brand headed by "Zhang Xiaoquan" and "Wang Mazi".

These brands may have only specialized in one of them before, but with the increasing scale, the industry began to expand.

Second, domestic emerging kitchenware brands, including "ASD".

These companies, like Otawa Supor, all started from a certain kitchen appliance, and then gradually extended their industries to the whole kitchen appliance field.

But no matter which one, it has the most direct competitive relationship with Supor.

In addition, many international brands have begun to emerge in China.

It can be said that "Supor" at this time seems brilliant, but in fact it is in danger, and one wrong step will kill you.

However, at this time, Su Zengfu suddenly wanted Zhang Kuo's axe to enter the stainless steel industry.

This can't help but make people stunned. How can they rush to expand their fields before their main business is fully established?

Even many people came to persuade Su Zengfu to wait for a while.

But Su Zengfu doesn't care. In other words, when he founded Supor, he didn't want to dominate an industry.

In Su Zengfu's own words, "I am in business and know its importance."

At the beginning, Su Zengfu wanted to set up Supor because he thought his pressure cooker was of good quality and wanted all the people in China to use high-quality pressure cookers.

If other enterprises want to gain a foothold in this industry, they must develop pressure cookers with higher quality than Supor.

This is the biggest contribution of the entity enterprise. A good entity enterprise can often promote the progress of the whole industry.

But now, "Supor" has become the leader in the domestic cooker industry, and Su Zengfu is not prepared to continue to dig deeply in this industry.

And his next goal is the stainless steel industry.

Su Zengfu once revealed that he had seen many well-made stainless steel processes, but because of the high patent cost, it could not be popularized in China.

But Su Zengfu just doesn't believe in this evil. He wants China people to use cheap stainless steel products.

Su Zengfu's goal is ambitious, but he ignores a very important point.

That is the stainless steel products of kitchen utensils, and the most direct competition is the traditional craft brands such as "Zhang Xiaoquan" and "Wang Mazi".

Supor is famous now, but it is only in the pressure cooker industry.

Supor ranks behind Zhang Xiaoquan and Wang Mazi all the year round in the tool industry, and the best result is only the third.

This competitive relationship between the two sides has lasted for ten years.

Until 2004, "Supor" chose to go public for financing, but I don't know why the stock price plummeted one after another and the market value was shrinking.

After careful consideration, Su Zengfu decided to sell the famous Supor for 4 billion yuan.

At that time, this move shocked the media in the industry, but Su Zengfu said that he would never regret it.

After Su Zengfu got the money, he began to study stainless steel with all his strength.

This time, however, Su Zengfu was clever. He consciously avoided the kitchen utensils that "Zhang Xiaoquan" and "Wang Mazi" could make. Instead, take the faucet as a seesaw and enter the bathroom industry.

Up to now, "Supor Sanitary Ware" has become a leading brand in the industry.

Su Zengfu is a businessman, and he always does.

The two ventures have always been based on industry, and no matter what others say, they will never stagnate.

Maybe now it seems that when Su Zengfu sold Supor, it was a loss.

But when you think about it, Su Zengfu has enough funds to continue to explore new areas.

This spirit of always facing challenges and always on the road is an important guarantee for his achievements today.