199 1 year, Huang Xiaoxi gave up his excellent foreign trade work and started a business in the sea, focusing on the research, development, manufacturing and sales of stationery.
From 65438 to 0994, Huang Xiaoxi invested 2 million yuan to open a pen factory in Shanwei, Guangdong. Based on years of experience in international stationery trade and analysis of the domestic market, Huang Xiaoxi thinks that gel pens originated in Japan are fluent, easy to carry, and do not leak ink, which meets the needs of modern people for simple and fast daily writing tools and has unlimited market potential, so he resolutely decided to introduce the production technology of gel pens from Japan. At the beginning, the gel pen market was not as profitable as Huang Xiaoxi imagined. At the beginning, there was a rate of return of 20%, but Huang Xiaoxi did not waver. He still firmly believes in his view that there is nothing wrong with the project and the market is still vast.
After research, Huang Xiaoxi found that the problem lies in the process recovery. There are two important points in writing a pen well: one is the writing head and the other is the ink, so collocation is the biggest problem. Huang Xiaoxi led the company's researchers to study the best combination of pen and ink. After making many familiar manufacturing friends in the international stationery industry for many years, he went to Korea, Switzerland and the United States for help. These top experts in the world were moved by his spirit of seeking knowledge and revealed some key technologies.
After two years of learning from the scriptures and numerous experiments by technicians, in 1996, a major breakthrough was finally made in the research and development of gel pens, from which true color stationery mastered the best combination of writing, ink and technology. The solution of this problem indicates that the true color gel pen has blossomed and borne fruit in China, and the quality has been far ahead of domestic counterparts, which has opened a revolution in domestic gel pens.
At that time, stationery manufacturers in Europe and America generally believed that gel pens were short-lived "short-lived" products and were not interested in getting involved in this industry. In the following years, driven by Japanese, Korean and China gel pen manufacturers, the gel pen market in Asia and even the whole world flourished. By the time 1998 stationery stores in Europe and America began to pay attention to it, China was already the largest producer of gel pens in the world.
As the first person to introduce gel pen technology into China, Huang Xiaoxi also became the first person in China with independent intellectual property rights of gel pen. He is a leader in the pen-making industry in China and a pioneer in the reform of the pen-making industry in China, and is praised as "the king of pens" by his peers.
Persevere in writing the stationery brand of China people.
Huang Xiaoxi believes that "an enterprise without its own brand is equal to a person without soul."
In the past 20 years, Huang Xiaoxi has fixed his eyes firmly on the market segment of gel pens and regarded gel pens as the core competitiveness of enterprises. In 2003, China Writing Instrument Association awarded Lemei the titles of "China Neutral Pen King" and "China Pen King". The "True Color" series gel pens have accumulated 6 billion pieces, accounting for about 30% of the domestic market share, and are firmly at the top of the domestic gel pens field. Lemei has also become a well-known brand in the stationery industry, focusing on gel pens.
In 2004, True Color Stationery issued a quality declaration to the society at the national pen-making conference, promising to provide 100% first-class products with high quality and high taste to the consumers all over the country.
It can be seen that Huang Xiaoxi leads true color stationery to do more than just gel pens. Compared with that thin pen, Huang Xiaoxi pays more attention to brand and quality. "Quality is the cornerstone of the successful development of True Color."
Huang Xiaoxi believes: "Even if you make a one-dollar pen, you should consider the brand and do a good job in quality. This is the responsibility of the manufacturer. "
"True Color Art Painting Materials" is another core category with leading domestic market share launched by Lemei after "Gel Pen". As early as 1994, Lemei introduced high-quality oil pastels from abroad for the first time, which provided brand-new materials for art education in China. From 65438 to 0999, in order to meet the growing market demand, Lemei Group invested and built a large-scale production base of artistic painting materials in Shanghai, introduced production technology and equipment from Europe and Japan respectively, and absorbed experienced senior R&D personnel from South Korea, and began to build world-class artistic painting materials. Today, Lemay has become one of the largest suppliers of professional art and painting materials in China.
In the future, True Color will promote the overall development strategy of six brand groups: writing tools with True Color as the core, school supplies with good partners as the core, office supplies with Gao Yi as the core, metal pens with Meiweilong as the core, enlightening painting materials with True Color as the core, and professional painting materials with Idimax as the core. This will be the most powerful professional brand group among China stationery enterprises, and Zhencai will transform from a professional writing tool manufacturer and "the king of gel pens" to a "comprehensive one-stop office stationery service provider".
Look around the world and let the world appreciate its true colors.
Internationalization is the dream of many enterprises in China. The characteristics of Huang Xiaoxi's internationalization strategy are: adhering to the principle of walking on two legs, on the one hand, cooperating with international stationery giants, on the other hand, adhering to independent brands and building well-known stationery brands of Chinese people. True color stationery not only occupies a very high share in the domestic market, but also is exported to more than 100 countries and regions in the world. It gradually gained the international reputation of "Made in China" and established the international brand of pen-making industry in China.
True color stationery not only occupies a very high share in the domestic market, but also is exported to more than 100 countries and regions in the world. It gradually gained the international reputation of "Made in China" and established the international brand of pen-making industry in China.
In order to master the core technology of stationery and keep up with the world development trend, Cai Zhen took the lead in establishing Lemei technology development center and design center in Korea and Switzerland, introducing world-class talents and technology, and keeping pace with the highest international level.
At present, true color products are exported to more than 50 countries and regions such as the United States, South Korea and Europe, and are the main stationery suppliers of famous chain stores in the United States, France and Germany such as Wal-Mart and Staples. In the international market development of independent brands, True Color has also established a full-time TrueColor brand international trade department, which has sold the products of "TrueColor" brand to more than 30 countries and regions. In some countries in Southeast Asia, "True Color" brand has become a representative of high-quality stationery that keeps pace with international stationery brands.
On June 5438+February, 2005, at the Paperworld International Stationery Exhibition in Frankfurt, Germany, the "True Color" brand of Lemei Stationery, as the only representative of the stationery industry in China, entered the European Brand Pavilion, which is known as the world stationery giant "VIP Club" for the first time. This is not only the glory of Lemei, but also a historic milestone of China stationery industry.
Innovating and Changing to Create the True Color "One Office"
Huang Xiaoxi believes: "We must constantly create new products to promote market demand. This product is certainly beyond the reach of others. The goal of True Color Company is to build a "one-stop" comprehensive office stationery service enterprise. "
Under the leadership of Huang Xiaoxi, True Color Stationery not only pays attention to product innovation, but also pays attention to the innovation of marketing strategy. He put forward a new concept of office service, and created a true "one office". True Color "One Office" is a complete system solution for True Color Group to integrate its own and high-quality peer resources and provide end customers with planning, procurement and standardized management of various office products.
Huang Xiaoxi said that True Color "One Office" brings customers not only a supplier, but also a solution for office supplies. More importantly, it has incomparable advantages over other ordinary stationery suppliers.
Now, True Color Stationery has 38 branches (representative offices) and more than 0/000 cooperative agents in China. Directly control the market of nearly 300 secondary cities; Gradually established nearly 2000 three-level (county, city) market sales network. In view of the low profit of stationery industry, it is difficult to advertise on a large scale. True color stationery has been split and deeply distributed, that is, its own image shop has been established in each county and city. At present, there are more than 30,000 "True Color" image stores, which have become the best position to display the "True Color" brand.
People-oriented, drawing a blueprint for harmonious development
Huang Xiaoxi said, "The development goal of true color enterprises is to realize the harmonious relationship between enterprises and customers, enterprises and employees, and enterprises and society."
Huang Xiaoxi regards employees as the greatest wealth of the enterprise. He pointed out that it was the hard work and wisdom of the company's employees that contributed to Cai Zhen's success today and fulfilled Cai Zhen's commitment to society and consumers.
"The biggest feature of True Color Company is that it can provide a stage for employees to perform." Huang Xiaoxi attaches great importance to the development and training of employees and strives to provide the best development space and good working environment for every employee. Attracting talents, respecting talents and making good use of talents are the fundamental guarantee for the sustainable development of True Color.
Huang Xiaoxi insists on people-oriented and actively creates a harmonious enterprise. On the one hand, pay attention to employment security, sign and perform labor contracts with employees according to law, adhere to distribution according to work and equal pay for equal work, establish a normal wage growth mechanism, and pay social insurance in full and on time. On the other hand, Cai Zhen established a harmonious corporate culture, strengthened the quality education and training of employees, promoted the all-round development of employees, and often carried out fund-raising and special assistance for some difficult employees, so that they could feel the concern of enterprises and the warmth of society, effectively solve problems for employees, and strive to build harmonious labor relations.
"Love package" embodies social responsibility
On August 6th, 2009, the National Commendation Conference for Students' June 1st Love Action in the "5. 12" Disaster Area organized by China Foundation for Poverty Alleviation was held in the Great Hall of the People in Beijing. As a supplier of the "Love Package" project and a representative of the domestic stationery industry, Lemei Group, the owner of the well-known domestic stationery brand "True Color", was invited to attend the commendation meeting.
After the Wenchuan earthquake in 2008, Cai Zhen donated 200,000 yuan in cash and 1 10,000 yuan in school supplies to the disaster area. In the 20 10 Yushu earthquake, Cai Zhen donated school supplies and funds to the disaster area. On 20/200911,Cai Zhen donated a "love package" to the China Foundation for Poverty Alleviation for three consecutive years, offering love to children in disaster-stricken areas and poverty-stricken areas.
In order to further promote the love package project, Lemei Group also spontaneously launched love advocacy activities in more than 30,000 retail terminals across the country, advocating "everyone's participation and dedication to love", which was widely praised.
After becoming a supplier of love packages for China Foundation for Poverty Alleviation, Cai Zhen Company not only worked overtime to ensure the production of love packages despite the hot summer, but also actively carried out donation activities of love packages, calling on all employees of the company to care for students in disaster areas. "The value of a piece of stationery is small, but the love and care it carries is enormous. For Cai Zhen, taking more social responsibilities actively, actively and consciously is not only a development force, but also a lofty realm. " Huang Xiaoxi said.
Over the years, Cai Zhen has been insisting on supporting social welfare undertakings, supporting youth art education and art teacher training in more than ten provinces and cities such as Shanghai, Henan and Shaanxi, and supporting and paying attention to youth cultural education in China for a long time. Over the years, Cai Zhen has held training, selection, commendation, exhibitions and various charitable activities in Beijing, Shanghai, Guangdong and other provinces, municipalities and autonomous regions.
For example, in April 2007, True Color Group donated100,000 yuan to set up Shanghai Soong Ching Ling Foundation True Color Scholarship Fund and Shanghai Soong Ching Ling Foundation True Color Art Fund in china welfare institute, which is the largest charitable fund donated by domestic stationery enterprises so far. In addition, Cai Zhen has donated millions of dollars worth of stationery and school supplies to poor mountain children in Guangdong and other places to help them with their studies.