Huamei's turnaround
——In memory of Jiang Duanping, supervisor of Fenkou Chamber of Commerce and chairman of Huamei Refrigeration Co., Ltd.
When you are at the top of the mountain, you can see all the mountains and small ones.
After decades of reform and opening up, China's refrigeration industry entered a red ocean around 2015, with extremely fierce competition. Huamei Refrigeration Co., Ltd., a cold chain group integrating production, research and development, and sales, also encountered difficulties. The company's chairman, Jiang Duanping, took the lead in pursuing transformation, deeply adjusted the product structure, focused on customization, intelligence, and service, and regained the commanding heights of the industry.
1
In 1990, 19-year-old Jiang Duanping left his hometown and came to Hangzhou with 200 yuan collected by his father in his pocket, and worked as an assembly worker in an electrical appliance repair factory. Being more diligent than the locals and smarter than the outsiders, he quickly learned a full set of techniques. In 1992, Jiang Duanping, who had a unique vision, applied to register the "Huaxing" trademark in Hangzhou and started his entrepreneurial journey. Jiang Duanping started from an electrical appliance repair and sales stall. The stall is inconspicuous, but business is good, and the electrical appliances are being sold smoothly during the repair process. In 1995, he registered a company selling refrigeration home appliances. During the five-year period, the company prospered and its performance doubled, and he was still less than 30 years old at this time.
In July 2003, Jiang Duanping spent all his money and invested 5 million to buy the famous Hangzhou freezer brand "Huamei" and its team, and established "Zhejiang Huamei Electrical Manufacturing Co., Ltd.", thus entering a new era. new stage. In 2004, the company's annual output of refrigerators increased to 90,000 units, rising to 300,000 units in 2007.
After successfully rebuilding the Huamei brand, Jiang Duanping's confidence greatly increased. He was ready to acquire Bingxiong to expand sales areas. Ice Bear was once a popular old brand in the north, and its brand image was widely known. Jiang Duanping did what he said and led his team north to sign an acquisition agreement with Ice Bear Group Co., Ltd. to buy the production line, factory buildings and land of Ice Bear freezers, as well as the right to use the Ice Bear brand of freezers and refrigerators. At the same time, Henan Bingxiong Refrigeration Equipment Co., Ltd. was registered and established in Shangqiu, Henan.
However, because the other party "married one woman twice", the Ice Bear project fell into a protracted dispute. At the same time, the financial crisis suddenly occurred. Problems such as shrinking demand, loss of dealers, rising raw materials, credit crunch, and sharp reduction in profits all swarmed at this moment, leaving Jiang Duanping mentally and physically exhausted. New product support points must be found. He decided to use his rich experience in freezer production to get involved in the refrigerator industry. In 2008, he invested 30 million yuan to establish Zhejiang Huamei Refrigeration Equipment Co., Ltd., hired technicians from well-known domestic refrigerator factories, introduced advanced foreign technology, and launched the refrigerator project in full swing. Opportunities always come to those who are prepared. After the factory was officially put into operation, it coincided with the national policy of sending home appliances to the countryside and replacing old home appliances with new ones. It was like "a sudden spring breeze came overnight, and thousands of pear trees bloomed."
From acquiring the local "Huamei" brand to Henan's "Ice Bear" brand, Jiang Duanping continues to expand his "refrigeration territory." Entering the refrigerator industry is not a hasty decision, but a war that has been prepared for a long time. The company has entered a new development period. By 2013, it had reached an annual output value of RMB 7.8 billion, which could be described as a prosperous period.
Seeking novelty, seeking change, and continuous innovation are the driving forces for Huamei's rapid development. The market is unpredictable, and companies must have unique core competitiveness to remain invincible. Jiang Duanping knows this very well.
2
The development of things is not always smooth sailing. In 2015, the refrigeration industry seemed to have suddenly entered a freezing period, and the company encountered bottlenecks again, with profits declining and even structural losses.
"Custom-made refrigerators for customers just like custom-made clothes." In 2015, Jiang Duanping thought about it and proposed the idea of ??on-demand production relying on the Internet: "Clothes and shoes can be customized according to the styles you want. Huamei's refrigerators can also be customized according to the temperature required by the customer. You can choose the temperature you want, and the refrigerator's constant temperature can be accurate within the range of 1-2 degrees Celsius.
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Since each type of food has different temperature requirements for refrigeration and freezing, European and American customers are very concerned about the impact of storage temperature on food quality. They demand that the refrigeration and freezing temperatures must be accurate to every degree Celsius. For these For high-end customers, Jiang Duanping requires employees to carry forward craftsman thinking and truly provide exquisite customized services for the high-end refrigerators they need.
During the production process, the company strictly enforces quality and strives for excellence, and makes every effort to ensure it. Customer satisfaction. “The market competition is becoming increasingly fierce, and we can only continue to do business if we find ways to meet the needs of our customers. "Jiang Duanping believes that for customers, humanized services are better than the products themselves. With the pace of his entrepreneurship, the view of pursuing humanized products has become clearer. In his eyes, manufacturing products also needs to keep pace with the times, and consumption The improvement of customers is also the improvement of products. Only by satisfying consumers and staying in the market can it be more than empty talk.
Huamei's customized services were quickly favored by European and American customers, and they sent representatives to Huamei for inspection. , gave a very high evaluation to this technology and process that can be customized according to customer needs, and reached a "strategic partnership" with Huamei. After the inspection, a British customer immediately placed an order of 10 million yuan to deliver the product. All technical indicators exceeded the customer's requirements, and they renewed the sales agreement for another three years, with total sales reaching 80 million yuan.
Three
On the other hand, Jiang Duanping. Keenly aware of the market value of cold chain services, traditional refrigerator products have changed from leading products to auxiliary products. This change in status indicates the development direction of this product; and supermarket cabinets, beverage cabinets, etc. are represented by Cold chain products have gradually become a new trend due to factors such as the iterative development of the catering industry and the large-scale rise of convenience stores.
Huamei has made additions and subtractions in product lines, such as small refrigerator products and models. By reducing models, we focus on our advantages; in terms of products such as large refrigerators, low-temperature cabinets, and commercial island cabinets, we continue to introduce new products in segmented products, such as beverage cabinets, island cabinets, and seafood cabinets, by enriching product lines. , supermarket cabinets, medicine cabinets, air curtain cabinets, stainless steel and other more and more varieties, making people dizzy. Whatever cabinets customers need, Huamei can produce them. It has flexible production capabilities to meet customer needs to the greatest extent. In the first half of 2018, Huamei Ice Bear Group's various product categories have seen significant improvements in sales volume and average price; the revenue of cold chain commercial products in 2018 exceeded 200 million yuan, among which the sales volume of medicine cabinets has ranked among the top in the industry.
Facts have proved that Huamei Ice Bear is on the right track. The domestic refrigerator market has been stagnant for many years, and the freezer market is also in danger. However, emerging specialty cold chain products have exploded with amazing growth potential. Many competitors that were not optimistic at the beginning have also entered this industry.
2019 is a critical year for Huamei Ice Bear’s transformation and upgrading, while other transforming companies are still promoting product sales through traditional business models. , Huamei Ice Bear’s new business model has been replicated in terminals and has begun large-scale promotion. It can be said that Huamei Ice Bear has not only transformed first-mover advantages into core competitive advantages, but also set a benchmark for the transformation and development of small and medium-sized enterprises. .
For a manufacturing company with a history of nearly 20 years, transformation has never been easy, but Jiang Duanping withstood the pressure and led Huamei Ice after three years of dormancy. Xiong has opened up a new runway. Jiang Duanping said, "The two years from 2016 to 2018 were extraordinary years in the company's development. It was reborn from the ashes and underwent painful transformation, but we still forged ahead and made it through! ”
The gorgeous turnaround is remarkable.
After the company grew, Jiang Duanping did not forget to repay the society. He went to the disaster-stricken areas to rescue orphans after the Wenchuan earthquake, donated generously to poor students, and gave money to the elders in his hometown. Sending warmth and lending a helping hand to critically ill children... In recent years, he has invested tens of millions of dollars in charity activities. Not only that, he also leads the group to actively promote a healthy lifestyle and release positive energy to the society.
Undertaken the 2015 Qiandao Lake International Hiking Conference, formed the "Love on the Road" hiking team, established the Huamei Ice Bear Marathon team, and participated in the "Hundred Days and Hundreds of Horses" health run in Hangzhou... through new measures to promote Huamei Ice Xiong's corporate culture and expand its influence driven by social effects.
When an enterprise reaches a certain scale, entrepreneurs must shift from pursuing maximization of material interests to maximizing social value. Jiang Duanping did this, and so did Huamei Enterprises. Isn't this also a "Huamei" turn worthy of special mention?