Born in Fuqing, Fujian, 1946, founder and chairman of Fuyao Glass Group. Fuyao Glass Group was established in 1987, and now it is the first automobile glass manufacturer in China and the second in the world. He is an entrepreneur who doesn't pay bribes. He claims that he has never "sent a box of moon cakes" and has his own personality. He is a devout Buddhist. Since the first donation of 1983, Cao's personal donation has reached 5 billion yuan. He thinks that donating money is only a "small kindness". On May 30th, 2009, Cao won Ernst & Young Global Entrepreneur Award.
Cao, who went to school at the age of 9, was forced to drop out of school at the age of 14. He sold cigarettes and fruits on the street, pulled a scooter, repaired a bicycle and suffered from social hooligans. From 65438 to 0976, Cao began to work as a buyer in the special-shaped glass factory in Gaoshan Town, Fuqing City. His job is to sell water meter glass called "mainland goods" for this township enterprise. 1983, Cao contracted this small township factory which suffered losses every year, and quickly turned its main business to automobile glass, completely changing the history that China's automobile glass market 100% relied on imports. 1987 raised 6.27 million yuan to establish Fuyao glass co., ltd.
20 1 1 hurun China charity list released: Cao donated 4.58 billion yuan to become the first good in China. 20 12 charity list announced that Cao donated 3.5 billion yuan to win the first prize.
Wonderful summary:
Our employees not only enjoy general welfare, but also can watch when they are sick. In Beijing, we have spent more than one million yuan to treat temporary workers. If they get sick in our factory, they must be sent to the hospital and cured at all costs. Doing so is not only a matter of a little money, but also the formation of a culture and the recognition of the company's value. You should lift the sword from their heads. When it falls, the team can help you solve it.
Let's make a glass for China people, so that all China people can use my glass, no matter he is a senior official or a civilian, we must make him feel at ease.
I come from a poor family, and I really understand what poverty means. Only with this experience did I know why I tried my best to help others after I got rich.
I read documents in the office, whether they are central documents or local documents, or letters sent to me by remote mountainous areas, I treat them equally. This is the meaning of the equality of all beings.
According to the speech record, the following is slightly deleted:
Cao: Hello, everyone. My habit is not good. I don't like to use manuscripts when I speak on any occasion. My speech is rather messy. Moreover, Fujian Putonghua is not up to standard, which sounds very difficult. If I need to explain something after listening, I'm willing to explain it to you.
I am an entrepreneur. Today I will talk about my entrepreneurial process and some experiences. The theme is "brand value and casting", which is divided into three parts:
First, Fuyao brand price.
Fufuyao Glass's main business income last year was 9.668 billion yuan, and its after-tax net profit was 65.438+0.57 billion yuan. Last year, it paid taxes of 65.438+0 billion yuan.
Everyone knows Fuyao, but they don't necessarily know what Fuyao does. Fuyao is an automobile glass manufacturer. Registered in Fuzhou 1987. At the beginning, I proposed to make glass, invited four or five shareholders, and pooled 1 10,000 to set up an automobile glass factory. Over the past 25 years, Fuyao has established 34 subsidiaries around the world, and has factories in more than ten provinces and cities in China, all of which are key enterprises in various provinces and cities.
Today, Fuyao accounts for 70% of automobile glass in China, and is the first supplier of eight automobile factories in the world (BMW, Bentley, Land Rover, Audi, etc.). ), in the automotive glass industry, both supply and enterprise benefits occupy the first place in the world. Our financial report shows that the main business income last year was 9.668 billion, and the after-tax net profit was 65.438+0.57 billion. In the first quarter of this year, the sales volume was 2.25 billion and the net profit was 352 million.
Looking back on the above achievements, today's Fuyao can be evergreen and invincible. Under the current crisis, Fuyao has become a famous brand of automobile glass in the world, and my glass has become a user of eight major automobile manufacturers such as Audi, Mercedes-Benz, BMW, Bentley and Land Rover. This is the value of the brand.
Second, the understanding of the brand
Personality, product, taste and quality are linked together to form a brand.
My father was doing well in business at that time. I do business with him. Every day at dinner, he tells me how he feels about doing business. When I was a child, my father told me that China's characters are pictographs, and the word "mouth" is not abbreviated. He means to tell me that you must be careful what you say, and never praise or flatter people who are taller than you, which will have an impact on your character; People lower than you, if you think they are dissatisfied or have done something wrong, don't make a statement easily. Because you are not at the top, your words will also affect your reputation. Later, when I was working in an enterprise, I thought of what my father said, which was very correct.
What is the brand?
The first is character, and "taste" is three "mouths". Three people make many, and three "mouths" make many. You do it and let them judge. This is called character, and this is how character is tempered. Then you must insist on shaping the reputation and reputation of the enterprise, and everything you do should be worthy of being circled and judged by others. Being a brand is first and foremost a personality.
The second is the product, that is, the strategic positioning of the enterprise. What is the strategic position? What are you going to invest? Why invest in glass? Is it because the market sells well or because you are familiar with glass? What determines your investment direction? Who is the service partner of the product? How much do you know about your clients? What are his hobbies and characteristics? Finally, who will do it, how and when? These things are products and strategic positioning issues. We should study these problems carefully before doing so as to ensure that they can be effectively solved. From my experience, products are very important.
The third is taste, which involves the image of the brand. This problem is to shape the integrity, credibility and reputation of enterprises and individuals in society.
Employees are also our customers. How to retain employees? We should consider salary and welfare, the development vision of the enterprise, the personal development vision of employees, the values and culture of enterprise price. What is culture? The most valuable culture in China is Lide, and the core of virtue is kindness. Although the enterprise is not owned by the employee, he has shares.
Our employees not only enjoy general welfare, but also can watch when they are sick. In Beijing, we have spent more than one million yuan to treat temporary workers. If they get sick in our factory, they must be sent to the hospital and cured at all costs. Doing so is not only a matter of a little money, but also the formation of a culture and the recognition of the company's value. You should lift the sword from their heads. When it falls, the team can help you solve it.
Tasting and doing business must be based on honesty, so that we can truly be honest, so that employees can truly appreciate the value of being with me and get social respect. Employees of our local enterprises will not be bullied when they go out to do business in our work clothes. What is the reason? Because our enterprise is taken care of in many fields. I am a big taxpayer. Last year, it paid 654.38 billion yuan in taxes, which also consolidated its brand position. Taste is the key "product" of a corporate brand.
The fourth is quality, that is, product quality. The product quality is not the highest, only higher, but what is the highest quality? Steady, steady in a line, don't jump up and fall down at once, just like riding a roller coaster. If it exceeds this quality standard, it will continue to be maintained when it reaches this line. Don't rush up at once. I will not accept depravity.
I make car glass. My car is defective and needs to be recalled. As a global supplier, I can imagine that the quality needs to be stable. Quality stability is controlled by the system, not designed, nor can the boss solve it by high-pressure means. What is the guarantee of system control? It's simple. Choose what you do, do what you choose. Must need very strict discipline, summed up in one sentence: the quality of enterprises, the quality of products reflects the comprehensive quality of enterprises, the quality of the upper and lower teams of enterprises.
Quality management is a systematic project. For example, when I came to the factory gate today, the security guard said, "What do you do? Pull over. I am very unhappy. I bought your things. I am God. How can you treat me like this? This security guard is to blame for this business. You should be polite. " Who are you looking for here? Our employees are systematically trained from top to bottom, and everyone has certain management qualities.
From personality, product, taste to quality, the four "products" are interlocking, which is my understanding of the brand.
Third, how is the brand built?
Build a brand with Buddhism's "giving, keeping precepts, enduring humiliation, diligence, meditation and wisdom"
I am a very devout Buddhist. Looking back on my career, I am very proud. Under the existing policy environment, I have made the enterprise very strong and become an internationally famous brand. I have not done anything perfunctory. I have done my due duty and I will fulfill my civic duty. How come? I take the Buddha's "six degrees" as my behavior guide. Of course, as an entrepreneur, I am superficial, but I use the "six degrees" of Buddhism in shaping the corporate brand. I use it like this:
One is giving. There are three kinds of giving: money giving, legal giving and fearless giving. According to the Buddha, giving is the smallest and there is no merit. Rich people give money to others. The Buddha also suggested that it is best to give money implicitly, that is, to do good deeds without leaving a name, so that it is not good for people to know and there is no merit.
I didn't make Fuyao glass for money. When I saw the Japanese selling glass in China, I found that if the big factories didn't do it, the small factories couldn't. I thought I was very talented and had a social foundation, and I could do it. At that time, I asked someone to help me make a piece of China glass. People in China should have their own car glass. At that time, I just learned about the stone.
In the process of doing it, because Buddhism advocates equality, compassion, modesty, honesty, respect for others, and consistency from top to bottom, it belongs to charity and charity.
The second is to keep the precepts. Buddhist precepts are equivalent to Confucian rituals. Although Buddhism requires compliance with laws and regulations, individuals should abstain from greed, ignorance, anger, gambling and lust. I am proud to say that I don't do these things, I don't gamble, I'm not greedy. I know exactly what to do. Summing up myself, when I first came to the society to make car glass, I never made a transition from doing nothing to doing something; After learning to do one thing, I know I should do one thing.
For this glass, I promised China and my staff that we would make a piece of glass for the people of China, so that all the people of China can use my glass, no matter he is powerful or ordinary, he must rest assured. This glass can represent the image of China people and communicate with others in the world. What foreigners can do, we should do, and we did it today. We will do it in line with this concept.
I also have an experience of keeping precepts. The Buddhist view is that martial law is imposed on others. Our management system is very strict. I say "I love you" to my employees because I don't want you to make mistakes. My management system checks and balances each other My system is not strict. You took the things away conveniently. what am I supposed to do？ Fired you, I lost a general; Not firing you violates my rules and regulations. Therefore, we ask the management to be strict in the management system, keep the words to death and lock things up. Keeping precepts is not only to control others, but also to prevent bad things from happening.
The third is to bear the burden of humiliation In terms of humiliation, I am not afraid of losing money. Anyway, I can do whatever I want, and I don't need to do it without capital. It doesn't matter if I don't approve. I can handle everything with this mentality.
The fourth is diligence. Stop struggling and you stop living. Excellence means Excellence and constant innovation. Fuyao took the lead in introducing the first automobile glass production line in China. At the beginning, we proposed that imported equipment should digest technology. On the basis of digesting technology, we should have our own improvement and innovation technology and our own manufacturing ability. When Fuyao becomes the largest automobile glass factory in the world today, it will not be so competitive if it can't make equipment.
Fifth, be quiet and indifferent to fame and fortune. I built seven or eight million square meters of factories in China. I promise to the society and shareholders that I only make car glass.
I have been a member of Fujian CPPCC for 24 years, not a representative of the two associations. I have been a good friend of provincial party secretary and governor, and I think it is an honor. However, I have been a member of the CPPCC for 24 years, and I haven't had time to hold so many such meetings, including being invited to dinner. I don't think this matter is important. There are more important things waiting for me to do. Everything is a burden. What I do, I will evaluate whether I can do it and how to do it from the perspective of the enterprise; But personal problems, I'll let nature take its course, and I won't care.
Sixth, wisdom is different from cleverness. Before the financial crisis in 2008, I sat in the car listening to the news every morning when I went to work. From the rising international trade friction, to the promulgation of new environmental protection traffic regulations by the central government, and then to the fluctuation of RMB exchange rate, we will calculate how much we have done, how much other enterprises have done, and how much impact the implementation of traffic law will have. Through the calculation of these phenomena, in 2007, we transferred the general manager of each subsidiary back and took several measures: cleaning up the projects under construction and finishing the projects that have started and are under construction; Promote cash withdrawal. At that time, our cash flow debt ratio reached 67%, and we proposed to reduce the debt ratio within two years. According to the calculation, when the crisis comes, * * * should not be saved. We launched a self-help campaign to close those enterprises that are expected to lose money. So in 2008, at the peak of China's economy, I closed four production lines and lost more than one billion. Many people don't understand, saying that this action is too big. I said I can afford to pay more than a billion dollars, and I can't afford to pay if you start to lose money. This is wisdom.
Through these efforts, Fuyao brand was established, and the return on net assets reached 35% last year, ranking first in the country. It is because my policy implementation is effective. When the debt ratio comes down, the financial cost will be greatly reduced, which is the wisest, smartest and most rational way to cooperate with the implementation of the whole self-help policy.
Today, Fuyao can last forever, relying on the brand; How is the brand made? First of all, we must have faith, take faith as an eternal belief in our hearts, and do things around this faith, so that our foundation will be evergreen. Thank you!
If you really understand what poverty means, you can understand why I do charity.
Question session:
Question: Hello, Mr. Cao, there are many problems in the supervision of charities in China, especially the trust of charities dropped sharply last year due to various events. How do you think to regulate state-led charities?
Cao: China is a country in economic and social transformation. "Guo Meimei Incident" is a normal phenomenon and problem in the process of social transformation.
Regarding charity management, I recommend a book "The Restoration of Wealth" to introduce the management mode of charitable funds. Foreign charitable funds are the same as enterprises. Now our charity must be open, transparent and fair, and the new charity law will be promulgated soon.
Question: I only donated the salary of the month during the Yushu earthquake, not much. I am shocked by your personal donation 1 100 million. How did you make this decision?
Cao: I happened to have cash in my pocket. I have no special plan. As long as I have money in my pocket, I will do it.
Question: Have you been deeply impressed by so many years of social experience? Another question, what is the ultimate goal of your charity?
Cao: Do you think there are any obstacles? The initial stage of starting a business is very difficult. Almost everything is a hurdle, but I am used to it. Sad every year, sad every year. I can't handle it today. I'll go back to sleep and deal with it tomorrow.
As for charity, I was born in poverty and really realized what poverty means. Only with this experience can I know why I will try my best to help others after I get rich. Now I am fulfilling my promise and trying my best to help the poor.
The biggest right is given to you by employees, not by the boss.
Question: In an enterprise, if everyone is equal and there is no distinction between superiors and subordinates, is it inconvenient to do things? Can we really be equal?
Cao: With compassion, all beings are equal. Look at the national leaders coming, just like your manager coming, they are all people. I read documents in the office, whether they are central documents or local documents, or letters sent to me by remote mountainous areas, I treat them equally. This is the meaning of the equality of all beings.
Bodhisattvas also have hierarchical bodhisattvas, but I am no older than you. What should I do? It is really wisdom. Find out the relationship between superiors and subordinates. The biggest right is given to you by employees, not by the boss.
Revitalizing the country and strengthening the country starts with me, regardless of what others do.
Question: Many entrepreneurs believe in Buddhism, but they don't really believe in Buddhism? How to treat the phenomenon of "Ye Gong Long Hao" in some enterprises?
Cao: When Sakyamuni was young, he asked the Buddha: What if someone doesn't believe me? Buddha said that there is no dispute. Buddhist philosophy is, if you believe, practice; It doesn't matter if you don't believe it It's popular to believe in Buddhism now, that's his business. There is no need to correct his personal hobbies at all, he can only mind his own business.
China, a leader among more than one billion people, is the vanguard of reform and opening up, shouldering the heavy responsibility of national construction. Don't compare with others, but send out the voice of rejuvenating the country and strengthening the country from the heart, starting from me and taking the lead in setting an example. He may have his reasons for corruption and bribery. I don't care. I believe there will be retribution, but I won't do it. The idea of Buddhism is to believe it or not and not to argue with you. If you believe it, just do it, and you will certainly achieve positive results. There's nothing controversial about not believing me.
Q: Shopping malls and officialdom in Chinese mainland are very complicated. How to deal with their relationship?
Cao: I once suggested that corruption should be punished, and so should greedy bosses. I told entrepreneurs at the Fujian government-enterprise conference that you are all suffering because of your own problems. Since I started my business, I have never argued that you should do what you should do and quit greed, so these problems are easy to handle.
I am not greedy. I don't do real estate. I know it's very profitable, but many people will come to you after high profits. Let him arrange a job for me today, and let him get me a piece of land tomorrow, which may lead to problems in the end.