Lu Chuqi, a native of Rong Gui, Shunde, is an outstanding entrepreneur.

Summary: President of Wanhe Group, the leader of the top ten brands of water heaters.

Brief introduction of Lu Chuqi:

"His brother" started from scratch at the age of 38.

Lu Chuqi, male, 1950, was born in Rong Gui, Shunde. 1968 graduated from senior three (Lu Chuqi said that he actually dropped out of school in senior one). He is the boss of the family, and his sister has gone to the countryside. At that time, the two younger brothers were still young, but as the eldest son, he escaped. To this day, he still feels that he has taken advantage.

At the beginning of the sea, the losses were heavy.

Lu Chuqi likes broadcasting since he was a child. 1969 began to study electrician in a state-owned factory. At that time, he was a good hand at repairing electrical appliances. "Just look at the TV screen and you'll know what's wrong." The technology is perfect and quite popular with the "leaders" in the factory. 1988, Lu Chuqi, who had nothing, decided to do one thing by his own technological advantages-go to sea. "I started my business at the age of 38. People are already big bosses, and I am still a blank sheet of paper. " But Lu Chuqi said that he didn't think it was too late. It's never too late to start a business.

Lu Chuqi, who went to sea for the first time, is an ordinary supplier in Wan Jiale. Although he has been making accessories, the ambitious Lu Chuqi wanted to make his own products early in the morning and was constantly looking for business opportunities. He found that a deodorant sold in the market had good appearance and function, and Lu Chuqi, who was good at machinery, quickly copied it, but before long, Lu Chuqi, who didn't know what patent infringement was, stood in the dock of Guangzhou Intermediate People's Court. At the beginning of his business, he was hit hard by this. Lu Chuqi said that this was his worst and most painful experience.

Turn over with a water heater

199 1 year, the battle between Wan Jiale and Shenzhou in the water heater industry was in full swing. Lu Chuqi bought a water-controlled automatic water heater from Japan. At that time, domestic water heaters were all semi-automatic (first press the button to ignite, and then turn on the faucet to produce water). In order to explore the reason of automatic water discharge, Lu Chuqi took the water heater apart for research. After nearly a year of hard study, I finally understood the technical principle.

Lu Chuqi's turnaround came from this ultra-thin water-controlled water heater, which is the first automatic water heater in China that can supply water and ignite immediately. Lu Chuqi said that when he successfully made this water heater in 1993, he knew that with this, he could fight a turnaround. "I will get ahead!"

Sure enough, from1August 28, 1993 to1August 28, 1994, Wanhe doubled its monthly production and sales in 12 months, breaking through1500,000 yuan and entering the top three in the water heater industry.

On the wall of Lu Chuqi's office, there is a picture of "take the candle first". It can probably be understood that Wanhe was the first ultra-thin water heater in China 15 years ago, taking the lead and relying on the institutional advantages as a private enterprise, it became bigger in the gas water heater industry. 200 1 Wanhe, which has developed well all the way, even intends to buy Wan Jiale, which was heated by major media for a while. Although it did not become a reality in the end, it did promote Wanhe brand to the point where women and children are well known.

Make the water heater bigger and stronger

While making every effort to build the main business, Lu Chuqi, who is good at capital operation, made Wanhe devote himself to industrial diversification. From 65438 to 0995, Wanhe became the largest shareholder of China Minsheng Bank. In July 2002, Wanhe Group successfully acquired 29.03% shares of Haiguotou Industry, a third-board listed company, and became the largest shareholder of Haiguoshi. June 5438 +2003 10, Wanhe tried to acquire the listed company "Yuemeiya". Although he finally quit for some reason, it shows Wanhe's determination to look for prey everywhere.

Wanhe's development speed is amazing. The annual turnover in 2002 was 6.08 billion yuan, and it will reach 1 1 billion yuan this year. Before 200 1, Wanhe's turnover was less than 500 million.

Lu Chuqi said that Wanhe will not give up the main business of water heaters and will invest more resources to make the main business bigger and stronger. However, in the process of Wanhe's development, the accumulated capital should seek a way out, and he should constantly look for investment opportunities. "Now, Wanhe is engaged in real estate." Lu Chuqi said. Recently, Wanhe turned its attention to the auto parts market, with a total market demand of 240 billion yuan. Lu Chuqi revealed to reporters that the original team evacuated from "Yuemeiya" will set up a brand-new auto parts factory in Guangdong. The investment of the new factory is 65.438+0.2 billion yuan. The tripartite investors include Wanhe, strategic partners and professional managers. The former holds 40% of the shares, while the latter two each hold 30%.

Lu Chuqi is still optimistic about the home appliance industry. He said that he would focus on gas appliance business and be refined and stronger. However, the homogenization of home appliance enterprises is serious, and the profit space without differentiation is limited. Although in the auto parts industry, "we don't have core competitiveness now, but we are also competitive, just need to upgrade to core competitiveness gradually."

Lu Chuqi said that Wanhui will grasp the general trend of various industries and constantly look for opportunities. His goal is that Wanhe's turnover will exceed 3 billion in three years. He believes that once an enterprise enters a virtuous circle and spends 10 billion this year, there is no problem from 10 billion to 5 billion. Of course, more than 5 billion will be more difficult.

Spare no effort to attract attention.

Wanhe has always spared no effort in attracting people's attention, and this enterprise seems to be tossing in the forefront forever. The first fully automatic gas water heater; Within a year, it spread from obscurity to the top three in the industry; Initiate the establishment of Minsheng Bank; Set off price reduction storms again and again; The dispute of "20,000" and Wan Jiale's "acquisition"; Acquisition of Haiguotou and acquisition of Yuemeiya; Since the birth of 10 years ago, Wanhe has frequently appeared in the headlines of media economic news, leaving a deep impression on people. But Lu Chuqi, who is in charge of this personalized enterprise, is confident but modest.

Lu Chuqi said frankly that from 1995 to 1996, when the enterprise scale was around 400 million yuan, it was somewhat complacent. "Of course not, just subconsciously have such emotions, thinking that they are doing well. At that time, I only stared at my opponent Wan Jiale. " Lu Chuqi said that since its establishment, some achievements have been made. However, compared with many large enterprises, Wanhe has a big gap. "Think about Galanz, 1994 is about the same as Wanhe, and now it has left us far behind." Between words, there is admiration.

"There are many entrepreneurs in Shunde with high level. They are smart, walk steadily, mostly keep a low profile, don't want to make public, and do their own things in a down-to-earth manner. The awareness of controlling risks is very strong. " Lu Chuqi said that he also has a strong sense of risk. The bigger the enterprise does, the greater the risk. Some entrepreneurs, investment failure, affect family life, very unwise. In Wanhe, family expenses and business expenses are separated. The investment of the enterprise is decided by the management, and the living expenses of the family are taken care of by Lu Chuqi himself. "I bought some funds. With my experience in paying so many tuition fees, I am absolutely confident to control risks and ensure investment appreciation. I will absolutely guarantee that my family can live safely and happily. "

Company employees call him "his brother"

Wanhe was a family business from the beginning, and Lu Chuqi repeatedly declared that the family system was Wanhe's best enterprise system. Wanhe employees call Lu Chuqi "his brother" or "his general manager" because the company has three general managers, namely, Wanhe Group President Lu Chuqi, Executive Vice President Lu Chulong and Vice President Lu Chupeng. They are brothers. Together with their apprentice Ye Yuanzhang, he founded Wanhe, and Ye is now one of the vice presidents of Wanhe.

Wanhe implements the mode of "core holding and external equity participation" to solve the problem of family system. Wanhe was founded by three brothers and disciple Ye Yuanzhang. Lu Chuqi, the eldest brother, fully demonstrated his foresight when dividing the equity distribution of the four original shareholders. According to the proportion of capital contribution, Lu Chuqi's shares will be as high as 67%, which is already in an absolute holding position, which is not conducive to the long-term development of Wanhe. If it is distributed equally, it is obviously unfair, because Lu Chuqi made the greatest contribution to Wanhe. Finally, Lu Chuqi decided to reduce his shareholding. The shares of Lu Chulong, Lu Chupeng and Ye Yuanzhang are between 7% and 20%, while Lu Chuqi personally holds 40% of the shares, which only accounts for a relative majority, ensuring that he can be legally restricted by the other three when making major decision mistakes.

After the definition of equity between the core holding layers of family members was completed, "external equity participation" was also successfully implemented. So far, Wanhe's core holding layer has established several business units in partnership with professional managers or partners. In the newly established kitchen utensils division, Wanhe guarantees five professional managers to borrow 3 million yuan from the bank, accounting for 30% of the equity of the kitchen utensils division, and the remaining 70% of the equity is occupied by the core controlling party; Wanhe Holdings' newly established Household Appliances Division and Li Zhongshan Ao, the equity ratio of the original shareholders to foreign shareholders is 565,438+0: 49, with Hu Yousheng, the professional manager of the asset management department, holding 30% and the core controlling party holding 70%.

Don't need future generations to take care of Wanhe

"For the education of future generations, Wanhe's management has reached a * * * understanding of being willing to spend money and dare to invest." Lu Chuqi attaches great importance to the education of the next generation. "Don't give boxes, tend to let them develop on their own. In terms of career planning, it is also up to them, but there will be some guidance. For example, I hope that they are science and engineering students and have a solid understanding of manufacturing, and others do their jobs. "

Lu Chuqi said that the most important thing for the education of future generations is "simplicity and diligence", and they all set an example. Moreover, let them manage their finances from an early age and have investment and operation experience in the capital market.

"And don't need them to make. With the gradual maturity of the legal and reasonable professional manager mechanism, you can safely leave the enterprise to the professional manager. Of course, if the descendants of a family have the will and ability, they can enter the enterprise to be professional managers, not heirs. He can't sit in my chair as soon as he comes up, at least polish it and smell it.