"Beggar Factory Director" started from scratch
Han Zhaoshan was born in Shuiyuan Township, Yingkou, Liaoning Province in 1951. In 1968, after graduating from high school, Han Zhaoshan entered Shuiyuan Agricultural Machinery Factory as a fitter. Gifted and intelligent, combined with diligent study and repeated study the day after tomorrow, Han Zhaoshan completed the growth process of apprentice, apprentice and monitor in three years. Three years later, Han Zhaoshan, who was only 23 years old, became the deputy director.
At that time, it was the heyday of Shuiyuan Agricultural Machinery Factory, and the endless work had to be done in three shifts. By the end of the 197s, something was wrong: there was no work to do that could not be done in the past. I finally got a job to do, and I screwed it up again. Why? Because people are starting to break up.
At that time, the spring breeze of reform had awakened the frozen land, which gave Han Zhaoshan a rare opportunity. In August 1982, Han Zhaoshan applied to the leaders of Shuiyuan Township to set aside a piece of land and build another factory. Xiang put forward a "3, 4, 5" plan, that is, he paid profits of 3, yuan in the first year, 4, yuan in the second year and 5, yuan in the third year during the contract period. Han Zhaoshan agreed without thinking. In fact, he knows best how shabby this family is: 12 workers, two presses, 12 thatched houses, and a debt of 8, yuan.
at that time, his only capital was his own experience and courage.
at the beginning of the factory, Han Zhaoshan went to Shenyang as soon as he was free, trying to collect the leftover bits and pieces of large factories and turn waste into treasure. His other nickname "beggar factory director" was named from then on.
In April, 1985, Shuiyuan Metal Products Factory produced the first product, "Gong Deng Pai". The product was welcomed in the market as soon as it came out, and the profit tax was 1 thousand yuan that year. Since then, the output value of the factory has doubled year by year, reaching a higher level every year.
As a result, Han Zhaoshan became a well-known outstanding township entrepreneur in the province, and his factory also became the "No.1 in the same industry in Northeast China" for producing tin coils and cabinets.
the strategy of "drilling more wells"
A township factory is doing so well that Han Zhaoshan has achieved success, but he didn't stop there. In 199, just as the iron coil cabinet of Gongdeng brand was selling well, Han Zhaoshan made an amazing move: to produce anti-pry doors!
He called his idea "the strategy of drilling more wells".
many people think he is crazy.
after two years' investigation, demonstration and technical research, in January, 1992, Shuiyuan Metal Products Factory completed the design of a new type of anti-pry door with 8-point locking inside and outside. Then, a 1-point locking anti-pick door was developed.
in June, 1992, Han Zhaoshan led 2 workers, and after four days and nights of hard work, 3 samples of anti-prying doors were made, and passed the quality appraisal of the inspection department in Liaoning province. "This means that I have officially entered the door industry." Han Zhaoshan later said when recalling the scene at that time.
a month later, Han Zhaoshan put forward a famous three-year contract plan to the town leaders, that is, 4, yuan was paid in the first year, 5, yuan in the second year and 6, yuan in the third year, and the enterprise was completely independent. After careful study, the town agreed to him. This brought Panpan a second glory. In the year of contracting, the enterprise produced 4, anti-pick doors, and set a historical record of 7 million yuan output value and 6 million yuan profit.
1, yuan to settle the dispute over property rights
Speaking of the security door industry in Northeast China and even the whole country
Before Panpan became famous, there was another brand that had become a household name
It was Tashan brand security door. There are many legends about Han Zhaoshan as a security door. Some people say that Lao Han hired a master < P > from Tashan factory to make his own security door.
In fact,
Han Zhaoshan's work as a security door does have many entanglements with Tashan. In June, 1992, after two years' investigation, demonstration and technical research, the new anti-theft door with eight-point locking produced in Shenyang Tashan anti-theft door factory
Yingkou Metal Products Factory passed the inspection.
Later,
there was an intellectual property dispute between Han Zhaoshan and Tashan. In order to concentrate on his work and market, Han Zhaoshan took the initiative to settle with the other party. Many years later,
Han Zhaoshan recalled: "At that time, Tashan said that we infringed the patent right. Fight
At first Tashan tied with us
Later, some people said that Tashan would give Tashan 1, yuan
. Later, I can make a total.
Ten thousand yuan will settle this matter. "
ten thousand yuan settled this intellectual property dispute! Although this happened in the 199s < P >, people have to admire Han Zhaoshan's courage and overall situation: the lowest cost has brought the development space of the enterprise.
Advertisements hit the sky
In August, 1992, Yingkou Radio Station broadcasted a singer's aria of Peking Opera in prime time: "The burglar-proof door locked at 8 o'clock is fully functional and new in technology. If you leave home for business, you will feel relaxed." This is the earliest advertisement that Panpan can test, which opens the prelude of Han Zhaoshan's advertising strategy.
Panpan's success is inseparable from the role of advertising. Han Zhaoshan said: "Looking forward to today, advertising has played an 8% role." Especially in the early days of starting a business, Han Zhaoshan especially dared to spend money, and never stinted on advertising expenses. This is the most obvious place where he is different from ordinary township entrepreneurs. From 1992 to 1997, Panpan's advertising expenditure was more than 47 million yuan, and the advertising fee in 1997 alone reached 26 million yuan. You know, in the 199s, there were not many enterprises that could spend hundreds of thousands or even millions of yuan on advertising.
Han Zhaoshan believes that advertising is like saving money, and it will always be beneficial in the end. Panpan Group spends 6%-8% of its sales on advertising every year. "Enterprises without brand-name products will never have popularity. Small money does not go, big money does not come. "
Winning the "Panpan" trademark is regarded as a bright spot in Han Zhaoshan's entrepreneurial career. When the anti-pick door was first introduced, Han racked his brains for a product with a loud name. Colleagues also helped me think of many names, such as "Golden Dog" and "Mount Tai". Han thinks these names are a little hard and not very good, and they may not be accepted in the market. China people naturally want to be warm about their brands. At that time, it happened that the Asian Games announced the mascot "Panpan", and Han Zhaoshan thought the name was good as soon as he heard it. "Panpan" can not only make people associate with "home", but also has an auspicious color from image to name.
Therefore, Han Zhaoshan applied to the Asian Games Organizing Committee to buy out Panpan's trademark use right. Because there were not many enterprises with this awareness at that time, the Asian Games Organizing Committee quickly agreed. Subsequently, Han Zhaoshan went to the State Administration for Industry and Commerce to register, including the improvement of Panpan's image, all of which cost more than 6, yuan. In other words, Han Zhaoshan got the trademark right to use the mascot of the Beijing Asian Games for 6, yuan.
Sports marketing, which takes the lead in fashion, has produced the effect of "four or two". Panpan has transformed from a local brand into a national famous brand with the help of "Asian glory". The slogan "Looking forward to home, living and working in peace and contentment" resounded throughout the country. Han Zhaoshan's career has entered a real peak.
In p>28, Han Zhaoshan launched the "Jingjing" brand high-end boutique security door. Han Zhaoshan doesn't need to pay any fees to the Olympic Organizing Committee for using the name of Jingjing, the Olympic Fuwa. As early as 22, Jingjing, the grandson of Panda Panpan, became an extended trademark of Panpan Group. Han Zhaoshan took the opportunity to catch the Olympic Express.
Know the truth of "change and constancy"
"If we just lie on the traditional products and rest on our laurels, we will' close the door' sooner or later." When Han Zhaoshan talked about the company's decision-making at that time, he was deeply touched. "The secret of ensuring that the development of enterprises is' not derailed' and getting out of the growth cycle of' epiphyllum private enterprises' and' meteor enterprises' is to drill one more well on the basis of innovation."
Han Zhaoshan recalled: "In the early days of the company's production of security doors, like most manufacturers, we mainly relied on simple stamping machinery and equipment, which were manually operated by workers. Although the market demand was strong at that time and the product sales situation was good, with the increasing number of manufacturers in this field and the increasingly fierce market competition, it was impossible to achieve sustainable development by relying on traditional hand-made and low-tech' staple goods'.
in p>2, when Panpan entered the second pioneering period, Han Zhaoshan invested hundreds of millions of yuan to introduce modern production equipment with international advanced level, which realized the diversification of product structure, and the door industry production also changed from small workshop to large-scale production, realizing the transformation from low added value to high added value.
At the same time, Panpan began to reform the shareholding system and establish a modern enterprise system. After receiving 13 million yuan investment from Broadcom Venture Capital and other institutions, Panpan Anju Co., Ltd. was formally established in early 22.
At this time, there are about 2, manufacturers in China, and it is not easy to win the competition. But Panpan finally gained high recognition from the market. "My strategy is to attach great importance to technology research and development and expand our industrial chain." Later facts also proved Han Zhaoshan's foresight.
with the application of new technologies, new materials and new processes, Panpan products have made a brave dash in the market, and finally took the seat of "the leader" in China door industry. Han Zhaoshan's concept and practice of "products realize one generation of production, one generation of research and development, and one generation of reserve" has also become a classic in the industry.
Perhaps it is because of the game relationship of "change and constancy" that Han Zhaoshan is always vigilant that Panpan Group has produced more than 1 series of products in 8 categories from the single production of pickproof doors when it started its business, and gradually extended the product chain of "making a living by doors" to a "one-stop" product system integrating light villas, steel structures, car tracks, stainless steel sanitary kitchen utensils and sound insulation walls.
simple and honest "door king", even wiser than foolish
Han Zhaoshan is the first generation of entrepreneurs who rose up in Liaoning after the reform and opening up. On Forbes Chinese Edition and Hurun Rich List, Han Zhaoshan is a frequent visitor, a veteran rich man in Liaoning, and also a frequent visitor on various charity lists.
In an interview, Han Zhaoshan said: "Giving back to the society is what entrepreneurs should do, and it is also their duty. There is nothing to show off." Indeed, for every entrepreneur with social responsibility, responsibility and kindness have become his inevitable choice.
Most people who have come into contact with Han Zhaoshan say that he is silly and cute, just like the sign on the door of Panpan-the panda "Panpan". This also adds a little human touch to the steel security door. His stupidity is not big and silly, but simple and honest, as plain as dirt, but with deep connotation.
9% of the employees of Panpan Group are farmers. Han Zhaoshan is also a farmer. Even if he has hundreds of millions of net worth, he can still see the shadow of farmers. After many years in the business world, Han Zhaoshan is not used to enjoying the delicacies of high-end hotels. His favorite food is the simple food he has been used to since he was a child. It is his most pleasant enjoyment to eat jiaozi stuffed with Chinese cabbage and pork or a bowl of handmade noodles at any time. It is precisely because he has the true colors of farmers that he has always maintained the kindness and simplicity of farmers. He has a famous saying, which was once widely known: "People don't lie to me, I don't lie; If people lie to me, I won't lie. "
Han Zhaoshan has never claimed to be king. He is a real person, a person who loves telling jokes when he is happy, and sleeps and snores like thunder after working day and night. He doesn't hide his weakness, and he will blame himself like a child when he makes a mistake; He did not admit defeat. "Failure is very possible, and there is no constant victory over the general."
At a meeting, someone praised Han Zhaoshan as "a successful private entrepreneur", but he said indifferently, "Private entrepreneurs should be national entrepreneurs." One sentence tells his inner realm and goal.
Ancient Xuanwumen, Qin Wang Chunqiu, Sima Xiangru, Zhuo Wenjun and Han Xin Classic.