Foreword
The publication of the Beijing Hunan Youth Entrepreneurship Promotion Association "Sanxiang Youth" has been printed. Now we are excerpting some articles from the journal "Sanxiang Youth" for publication.
In November 2020, at the Fanke headquarters in Sanyuanqiao, Chaoyang, Beijing, Vice President Li Jing successively received dozens of guests from Hangzhou, Suzhou, Shanghai, Dalian, Fuzhou, Chongqing, Shenyang, etc. A group of decoration company owners and senior executives from various cities. They visited the overall home decoration experience halls of various brands under Fanke, and then came to the headquarters office area to have in-depth discussions, exchanges and learning with the heads of each business module of Fanke's home empowerment team.
Competition in the home decoration industry is fierce. Most well-developed brand companies want to expand beyond the city where they started, to conquer cities and compete in the world. Therefore, they can sit down and communicate with colleagues visiting from all over the world so calmly. , a rarity in this industry. Every time Li Jing joked: "We Hunan people like to make friends, and Fanke doesn't just settle in Beijing. We have bigger goals, so Fanke must have a broad mind and develop together with home decoration colleagues. Only Only by learning from each other and staying together can we go further! ”
Li Jing has such an open-minded mind, which is particularly rare in this highly competitive and even fierce industry. In fact, he was originally a poor and miserable boy who went into battle naked to conquer the world. Use failure after failure, persistence again and again, and decisiveness again and again to overcome obstacles and overcome difficulties! But every time, Li Jing always smiled and said inadvertently: "Alas! In fact, I have never thought about starting a business. I am a passive entrepreneur!"
Going out of rural areas | Dropping out of school and moving to Beijing to make a living< /p>
Li Jing, who was born and raised in Hunan, saw high mountains and dangerous waters and endless barrenness as soon as she looked up.
Fortunately, her parents were open-minded and insisted on sending Li Jing to study. At that time, passing the technical secondary school entrance examination was the most eye-catching way to get ahead: there were armed police standing guard during the examination, and after passing the examination, you would eat state food, your rural household registration would be changed to an urban household registration, and you would also receive state subsidies. In order to change her destiny, Li Jing was admitted to a technical secondary school with excellent results through her own hard work. When she graduated, she was rated as an "outstanding technical secondary school student" and was recommended to the military academy.
It was less than a week after he entered school. He thought his future was bright, but fate played a trick on him. Li Jing received the news that his mother was ill and hospitalized and needed money. He decisively refunded his tuition fees without discussing it with anyone. Then after dropping out, he began to think about where to go.
At this time, Li Jing was feeling a little depressed. She had good academic performance but could no longer continue studying. He didn't want to go back to his hometown in the mountains. He just wanted to find a place to work far away from home. So a train ticket arrived in Beijing, and a person rushed into the second floor of the basement in darkness! I had no relatives, no friends, and didn’t even have a drinking cup. When I drank water, I went to the public water room and stuck my head under the faucet to drink. This was how I started my life as a drifter in Beijing.
Become an internet celebrity | Accidentally became one of the first "Internet celebrities" in the home decoration industry by repairing computers
During the SARS epidemic in 2003, Li Jing accompanied her girlfriend I went to a decoration company for an interview. While waiting at the door, the HR specialist passed by and asked him what he was doing. Li Jing said that he was waiting for his girlfriend's interview, so the two started chatting. At that time, the company's LAN was out of order, and Li Jing got up. It was done in a matter of seconds, and he entered the first company in the decoration industry as a network administrator.
Because Li Jing’s job is not directly related to the home improvement business, it will be fine if she repairs the network every day when there is a fault. But he found that his company had a forum on Focus.com, so he registered "Li Gong Online" to help netizens answer difficult decoration questions on the forum. If he couldn't answer the questions, he would ask colleagues or go to Baidu to look up information. Unexpectedly, he couldn't do it immediately. After cleaning up, he became famous. There were more and more customers consulting online, and the performance he created for the company was getting higher and higher. So the company authorized Li Jing to recruit people and set up an Internet marketing department. With the success of the Beijing company's Internet marketing Unprecedented success, Li Jing herself became the Internet Marketing Director of this national home decoration company. She began to often go to overseas branches to support the branch in setting up an Internet marketing department and provide personal guidance and training.
During her three-year online sales career, she created many firsts in the decoration industry, generated hundreds of millions in sales, and cultivated the largest online sales team. At the same time, Li Jing also became a very popular brand at the time. Moderators of major forums such as Soufang, Sina, Focus, etc. have become the first batch of "Internet celebrities" in the home decoration industry, and are often invited by the media to share their experiences with some companies.
Invited to start a business | Rebuilding a decoration group company from marketing to front-end design
When sharing with the company, Li Jing received a request from Beijing at that time The owner of a growing home decoration company invited me. At first he didn't want to go, but he recommended a subordinate he had recruited when he first started doing online marketing. As a result, the conversation with the other person was not very good, so he found Li Jing again. Li Jing met and chatted with each other, so she gave up her job with an annual salary of hundreds of thousands and said to the boss of the company: "I am currently earning hundreds of thousands per year. Your company is too small and cannot afford the salary." Me, just give me the Beijing city’s minimum living allowance of 2,000 yuan a month, and I’ll work first, and you’ll see how much value I can create for the company, and then we’ll talk!”
Li Jing! After joining the company, I worked as an online sales manager with a monthly salary of 2,000 yuan in the first month. In the second month, I also served as a planning manager with a monthly salary of 3,000 yuan. In the third month, I was promoted to assistant general manager with a monthly salary of 5,000 yuan. I was responsible for more and more work. The salary is getting higher and higher, but Li Jing has never taken the initiative to discuss the salary with the boss. Before 2008, Li Jing helped this company establish a "sea, land and air channel system", which fully guaranteed the customer source problem in the development of the company and achieved the goal of reselling channel sales performance. In the second half of 2008, the performance of the company's design system dropped by 50%. It was at this time that Li Jing was appointed to take over the front-end design system. After taking over, Li Jing gave full play to the spirit of Hunan people who endure hardship and domination, and led the company. With the team's hard work day and night, the performance doubled that year, and the next year it created a miracle of sales of 500 million, becoming the leading enterprise in Beijing's decoration industry in one fell swoop. Li Jing also became the group vice president of this company, working there for 8 years.
The road to self-improvement | Giving up high salary and embarking on the entrepreneurial road of Fanke Home Decoration
In 2013, Li Jing lost her job because of her business philosophy and personal development. , tearfully bid farewell to the company where he had served for 8 years, and gave up his position as vice president of a home improvement group with an annual salary of one million. He was quite confused when he came out and didn't know what to do. He had never rested since he started working. He took a month's rest. His body was rested, but his heart was always thinking about the future.
After a month of ideological struggle, he finally made the difficult choice to start his own business. Without much entrepreneurial capital, he swiped his credit card and founded a management consulting company for decoration companies. Decoration companies provide 10 major sections of business consulting and set up online marketing training camp courses. In this process, Li Jing often lectures for 3 days and 2 nights, and often travels across the country to serve home decoration companies in various places. Although she has received praise from customers He recognized it, but he was getting farther and farther away from his family, wife and children, and he was confused again...
By chance, Li Jing bought an engineering decoration company and started working again. The original line of business is the decoration industry, and the company was renamed Fanke Home Decoration, fully entering the home decoration industry, and grafting the advanced construction technology of workwear into the home decoration field, which has a good control over the common quality problems common in the home decoration industry. effect. Before this, the home decoration industry did not pay much attention to technical content. This can also be said to be an update to the craftsmanship of the home decoration industry. Since then, Fanke Home Decoration founded by Li Jing has established its position in the home decoration industry.
Immediately afterwards, Li Jing took the lead in the industry to launch German-standard, intelligent, and environmentally friendly products, advocated German-standard projects, smart homes, and environmentally friendly occupancy, and formed strategic cooperation with hundreds of first-tier brand building materials manufacturers. After several After years of development, it has three flagship stores in Beijing, with a comprehensive business area of ??tens of thousands square meters, thousands of materials on display, and real-life model rooms of various styles for viewing and experience, realizing a true WYSIWYG home improvement model of experiencing first and then decorating. , allowing consumers to decorate more worry-free, save money and be more environmentally friendly.
Future goals | Achieve a scale of tens of billions in 5 years and lead the company to successfully go public
In just a few years, under the leadership of Li Jing, all-package repair, Various businesses such as complete decoration services, personalized decoration, public space engineering decoration, customized furniture, video operations, cultural media, comprehensive training, management consulting... are all progressing step by step and moving forward steadily. With a mentality of striving for excellence, Li Jing continued to study, used indomitable fighting spirit, and carefully managed Fanke Home Decoration, and explored a new ecological model of the home decoration industry chain. He low-key and confidently proposed goals that he usually does not mention: 10 billion in 5 years, and successfully led the company to go public, becoming a phenomenon-level company in the industry.
Fanke Home Ecological Aggregation Platform already owns Fanke Home Decoration, Jizhu Decoration, Youpin Decoration, and Feifan The five home decoration modules of Full Case Home Decoration and Fanke Micro Decoration have six flagship stores in Beijing, with a total business area of ??tens of thousands of square meters. They specialize in providing one-stop home improvement services such as full package decoration, full case decoration, and package decoration; Three major decoration extension brands, including Jizhu Industrial Equipment, Zhasu Repair, and Beidesen Whole House Woodworking, are deployed in industries such as industrial equipment, home renovation, and customized woodworking; A platform for empowering national decoration enterprises to help the healthy development of the home decoration industry.
Fanke Home, led by Li Jing, plans to build an ecological aggregation platform for the home furnishing industry in the future, relying on information technology, featuring management training, focusing on customer acquisition through omni-channels, and deeply exploring the industrial chain and supply chain. , to help traditional home decoration companies achieve transformation and upgrading, so that Chinese people can enjoy a high-quality decoration experience and achieve a healthy, quality, and beautiful living environment!