Without a good team, there is no good enterprise.
The core team of Jiuyang Co., Ltd. is eye-catching, taking into account the strength of technology, management, capital, marketing, etc., so that the domestic home appliance crocodile Midea Electric (000527, shares it) (love stocks, market, information) can not be underestimated.
In the prospectus, the actual controllers of Jiuyang shares are Wang, Huang Shuling, Zhu Zechun,. In fact, if Shandong Jiuyang Small Household Appliances Co., Ltd. was founded in 2002 as a starting point, a Xu Fagang should be added to Jiuyang's entrepreneurial core team. In Wang's words, this man played a vital role in the transformation from a mixed army to a regular army at the beginning of Jiuyang's business.
Xu Fagang used to be the president of the company, and the total number of shares indirectly held by individuals in listed companies through Shanghai Li Hong and Shandong Xiang Ding is higher than that of Huang Shuling. It should be said that he is an important hero and marketing expert of Jiuyang's high growth in recent 8 years. After retirement, Xu is now the chairman of an investment company. The insider said, "Some people are content and want to get through it. This situation is very common in private listed companies. "
In May 2002, in order to better engage in small kitchen appliances such as soymilk machine, Wang, Huang Shuling, Zhu Zechun, Xu Fagang jointly invested100000 yuan to establish Shandong Jiuyang Small Household Appliances Co., Ltd. Wang holds several national invention patents of soymilk machine and is currently the chairman and general manager of a listed company. Zhu Hongtao is mainly engaged in the development of soymilk machine software, and currently serves as a supervisor of listed companies, personally engaged in the management of Shanghai Fu Wei Investment Company; Huang Shuling has served as the chairman of Shandong Jiuyang Small Household Appliances Co., Ltd., the predecessor of Jiuyang Co., Ltd. for many years, and is currently the vice chairman of listed companies; Zhu Zechun is the director and technical director of a listed company. Among them, Wang He and Zhu Ze Chun are both alumni.
In Huang Shuling's view, the automatic soymilk machine was invented by Wang. It can be said that without a king, there would be no Jiuyang. The other four are responsible for production, technology, marketing and management respectively. At work, when there are differences, the five entrepreneurs are also flushed. They haven't seen each other for a long time and miss each other very much. In private, everyone gets together and communicates with each other whenever they have time.
The principles of F5 corporate governance include the attitude towards core employees, "not only can we share joys and sorrows, but also share joys and sorrows." Middle and senior managers, R&D and sales backbones all indirectly hold shares in the company through "Shanghai Li Hong" or "Shanghai Dingyi", thus maintaining the stability and lasting motivation of core employees. F5' s broad vision and inspiring ideas are the reasons why Jiuyang shares become rich in batches, and also greatly stimulate the development potential of the whole enterprise.
Based on the above, Jiuyang experienced high growth in the industry in the past and won favorable comments from many markets. Shandong Jiuyang Small Household Appliances Co., Ltd., the predecessor of Jiuyang Co., Ltd., has successively won the "Future Star" of the most growing small and medium-sized enterprises in China; In 2004, it was rated as "Top Ten Enterprises in National Key Industries" and "Top 100 Enterprises with the Most Development Potential in China" in 2005.
The concept of selling products first
Although the domestic small household appliances market is varied and dazzling, most of them are imported versions, and few of them were founded by China people, while Jiuyang Soymilk Machine was actually invented by our own people in China. The product is a good product, but only a few people know it. Wang realized that new industries need to cultivate new consumption concepts. Without the consumption environment, even the best products can't be made. The concept of selling products first, only by popularizing the nutritional knowledge of soybean milk can people drive the consumption of soybean milk machine. Soymilk diet is a wonderful flower in China's food culture. For Wang, he is not just a simple soymilk machine, but an excellent culture.
As a result, a series of important measures around popularizing soybean milk knowledge appeared in Jiuyang's memorabilia, such as visiting "Soymilk Old Man", holding activities such as "Soymilk Diet and Health", setting up a special program "Soybeans and Health" in CCTV's "Sunset Red" column, and setting up a program "Soymilk Diet Culture Week" in the daily diet column, and so on.
Wang Xu would rather be regarded as an expert on soymilk, and he would not miss any information related to soymilk science. In the planning department of Jiuyang, we saw a filing cabinet as big as a wall, which was full of newspapers and books, half of which were about popular science of soybean milk, and the other half was an advertising version made by Jiuyang Company. In Jiuyang's advertisement, only 1/3 is about Jiuyang soybean milk, and the other 2/3 is about soybean milk science. In this way, two-thirds of the money Wang spends on advertising every year is used to popularize the nutritional knowledge of soybean milk to the whole people. What's even more surprising is that Wang also set up the "Soymilk Nutrition Laboratory" in his own company, which extensively collected the research data of soymilk and soybeans, widely collected classic soymilk recipes among the people, and held a soymilk recipe contest. And on this basis, a "fresh soybean milk nutrition recipe" was compiled and presented to users free of charge. In April and May this year, the book "A Guide to Nutritional Diet for Students in China" was compiled in cooperation with the China Student Nutrition Promotion Association, which contributed to popularizing the scientific concept of nutritional diet for teenagers and improving students' physical health, and was widely praised by all walks of life.
Professional road and healthy development view
Looking back on the development history of the soymilk machine market, Jiuyang did not come all the way, and the competition encountered in the past eight years has always existed. Just when Jiuyang just made the soymilk market prosperous, more than 50 soymilk manufacturers suddenly appeared. Everyone saw the huge market potential of hundreds of millions of families in China and wanted a piece of the action. Times have changed. Looking back at the original competitors, there are very few survivors. What is the reason? Wang analyzed that this is all caused by the short-term behavior of enterprises and there is no long-term development goal. Rush in when you see the profit, but you won't really work hard on the product, and you are doomed to failure from the beginning. Different from those enterprises, Jiuyang develops soymilk machine as an industry and pursues a century-old ideal.
Since the invention of Jiuyang soymilk machine, Wang has made it his lifelong pursuit. Wang was infatuated with soybean milk and brought this story to his career. For him, it is not just how to do a good job in soybean milk business, but how to make a good soybean milk. Since the invention of Jiuyang Soymilk Machine in 1994, the technological innovation of Jiuyang has never stopped, and it has achieved four technological leaps. Every step makes the soymilk machine more perfect and advanced, which makes people more and more satisfied with it. 1994, he innovatively installed the motor on it; 1996, invented the technology of adding beans; 1998 In the second half, the "intelligent non-stick" technology was newly created, which made the soymilk emulsified better, more fragrant and more delicious, and the soymilk was non-stick when boiled, making it easier to clean the soymilk machine. In April of 200 1 year, the even more amazing "Luzhou-flavor process" was successfully developed and put into production in Jiuyang. In the past, soybean milk was beaten with ordinary soybean milk machine, and the paste would appear when the concentration was slightly higher. The soybean milk made by "Luzhou-flavor soybean milk machine" not only increased the concentration by 49.8% relatively, but also did not paste. Soybean milk is more fragrant and nutritious, which meets the needs of people who like high-concentration soybean milk.
Looking back on every innovation of Jiuyang Soymilk Machine, it is not only that the machine itself is getting more and more perfect, but also that it extends to the deep-seated connotation of soybean milk diet nutrition. To put it more aptly, the research and development and improvement of Jiuyang Soymilk Machine follow the nutrition. Even a small part of the modification is based on how to make thicker, more fragrant and more nutritious soybean milk. In other words, the aroma of soybean milk and the health of users were fully considered in the technical transformation of Jiuyang soybean milk machine, which is the healthy development concept of Jiuyang.
More than a dozen inventions of Jiuyang soymilk machine have laid the professional advantage of Jiuyang. Specialization is also a powerful trump card for Jiuyang to defeat the enemy and the foundation for Jiuyang to obtain the leading brand in the industry. In the past two years, although some powerful well-known enterprises, including a few household appliances enterprises, have joined the competition, they have not shaken the position of Jiuyang, mainly because these competitors have strong overall strength, but Jiuyang is an expert and authority in the single item of soymilk machine. Every industry has its leading enterprises, and it is difficult for latecomers to shake their position. Jiuyang is the representative of soymilk machine industry. Strong competitors can't beat Jiuyang because they are miscellaneous but not specialized, because they all have their own leading products in the original industry. Joining the soymilk machine industry is only driven by interests. They are only auxiliary products in their own strategies, and it is impossible to spare too much energy to operate. Some don't make their own products at all, but just take a convenient way of OEM, buy other people's products, sell them with their own brands, and make money by taking advantage of existing brands. Such products are naturally no match for Jiuyang.
The technical and product advantages of Jiuyang can be taken as an example of the newly launched Jiuyang "Little Dolphin" Luzhou-flavor soybean milk machine, which integrates many cutting-edge technologies of soybean milk machine products today. Through the optimal matching design of motor, blade and mesh cover, Jiuyang's unique high-end offset printing technology, X-type strong cyclone knife brand technology, precision mesh cover technology, humanized design technology, bionic technology and secondary filtration technology are concentrated, so that the concentration of soybean milk produced is higher than that of ordinary models. At the same time, the new generation of products also pay more attention to the aesthetic value of products, just like the appearance design of small dolphins, which gives people a cordial and comfortable feeling. When not in use, it can be regarded as a handicraft with strong ornamental value, and it is actually a fine product in the current soymilk machine.
Adhere to technical autonomy and brand autonomy.
Wang said: "Our goal is to be the first in the four industries of small household appliances." In the case of consolidating the leading position in the soymilk machine market, Jiuyang's diversification strategy is cautious, and it only enters the market of induction cookers, nutrition pots, cooking machines, juicers and other related products, trying to sprint the leading position in the kitchen small household appliances industry. The result of narrow expansion is benign. Up to now, in addition to continuing to occupy more than 80% of the market share of the soymilk machine industry, Jiuyang shares have a share of more than 30% in the food juicer industry, ranking first in the food squeezing industry; Jiuyang induction cooker, purple casserole, boiling water pot, the second in the market. The manufacturing principle of Jiuyang is to adopt OEM mode in the trial production of new products and initial market cultivation to reduce risks. Once entering the product maturity stage, Jiuyang immediately adopted the ODM model to develop, produce and sell its own brand products, and focused on the domestic market. In this way, the product quality can be effectively controlled. In the competition with the well-funded home appliance giants Midea and Rongshida in the soymilk machine market, Jiuyang won the first battle with ODM strategy.
Jiuyang not only has the advantage of technological monopoly, but also uses its patent advantage as an inventor to set a high "patent threshold" for latecomers in the soymilk industry. At present, Jiuyang * * * owns 1 15 patents, including 6 invention patents, 38 practical application patents and 7 design patents. Meanwhile, Jiuyang has 53 patent applications. The above-mentioned core technologies cover the main products of Jiuyang and are an important part of Jiuyang's core competitiveness.