Entrepreneurship seems to be a patent for young people, but the founder of Paradise Umbrella, which nearly two-thirds of people in China have used, only started his business at the age of 6. So, how did this ambitious old man create a brand legend?
The old man's name is Wang Binzhang. He is a native of Hangzhou. Because of environmental reasons, he has suffered a lot since he was a child, but it also helped him to develop a hard-working character. After liberation, Wang Binzhang worked as a worker in an umbrella factory in Hangzhou for decades. Because of his down-to-earth spirit, he gradually became a senior technician from ordinary workers and has always adhered to the post of umbrella making.
In p>198, Wang Binzhang was 55 years old, approaching retirement age. When he was operating a machine in a factory, he was thrown 6 degrees on the wheel and was in a coma for seven days and seven nights. After waking up, I always feel that I have to do something big to not waste my life. At this age, he began to think about the new meaning of life.
In p>1984, 6-year-old Wang Binzhang officially retired and lived a leisurely life at home, but he was busy all his life and suddenly didn't have to do anything at home, which made him feel very uncomfortable. At that time, the call to promote market economy was like a fresh spring breeze blowing across the land of China, and society was changing all the time, and opportunities seemed to come in an instant.
people will seize opportunities like ropes and let themselves leap forward to a brand-new world. Seeing the overwhelming opportunities, Wang Binzhang's heart is also ready to move. He feels it is a pity if he doesn't do something.
Wang Binzhang thought that he was an expert in umbrella making, so he might as well make a name for himself in this field. Anyway, at this age, people are not afraid of immediate failure. So he started an umbrella factory with his savings of 2 yuan.
The workshop can only be selected in the abandoned old house, and the umbrella factory can only be affiliated with the name of the town office. At that time, everyone around Wang Binzhang advised him not to toss about these things and enjoy his old age early, but Wang Binzhang just had one kind? An old horse crouches, aiming at a thousand miles? Spirit, he firmly believes that he must be able to do something.
the history of brand development
Wang binzhang clearly remembers that on the first day, he made twenty umbrellas, and he excitedly got them from Wulin square? Red sun? The stall is for sale, and an umbrella costs seven yuan. At that time, other umbrellas were sold for one or two pieces, and Wang Binzhang relied on his own umbrella to be durable.
At first, because of the price, Wang Binzhang's umbrella was neglected in the stall, but over time, people knew that his umbrella was made of good materials and had a strong skeleton. Therefore, even if an umbrella was sold out at a high price of seven yuan every day, Wang Binzhang earned the first bucket of gold on his entrepreneurial journey.
after funds were no longer a problem, Wang Binzhang soon thought of building his umbrella factory into a brand and seeking a bigger world. He thought of it? There is heaven in the world and Suzhou and Hangzhou in the world. So we named the brand Paradise Umbrella Industry, and began to expand the factory, recruit a large number of technicians and workers, purchase high-end equipment, apply for patents, and then carry out publicity.
At that time, there were numerous umbrella-making enterprises in Hangzhou, and Hangzhou Umbrella Factory and West Lake Umbrella Factory were well-known all over the country. Wang Binzhang did not expect that one day it would be the paradise umbrella he founded. Although Wang Binzhang has been in the factory for many years, it does not mean that he is not sure about the market.
He realized that people's living standards are improving, and the requirements for various products are also increasing. If you sell cheap and ordinary umbrellas like other umbrella manufacturers, you will soon be submerged in the flood of the market. He decided to turn Paradise Umbrella into a mid-to high-end umbrella industry and open up a new road in the market.
to take the middle and high-end route, enterprises should naturally pay attention to product quality. An umbrella has more than 1 parts, such as canopy, ribs, poles, buttons, etc. The paradise umbrella is meticulous in the production and assembly of each part, and every material and paradise umbrella are strictly selected, vowing to produce the best quality umbrella.
Because of its excellent quality, Paradise Umbrella is very popular in the market, and quality has become the signboard of Paradise Umbrella. By 1994, the supply of umbrellas in paradise was in short supply. After three price adjustments in six months, the price rose from 17 yuan to 28 yuan, but it still sold like hot cakes.
In production, Paradise Umbrella has the most advanced equipment and adopts automatic production technology, which is second to none at home and abroad. Some materials and equipment are developed by enterprises themselves, which makes other enterprises can only look back.
For example, in 1996, Paradise Company found that people began to pay attention to the harm of ultraviolet rays to people's skin, and decided to seize this opportunity and invest huge sums of money to develop anti-ultraviolet technology. After repeated experiments, Paradise Umbrella developed the technology, formula and coating method of anti-ultraviolet recoating.
With the production of this technology, Paradise Umbrella leads the consumption trend in the city, and every woman in the city basically puts a retractable Paradise Umbrella in their bag. There is no end to innovation, and Paradise Umbrella has spared no effort in the research of anti-fading and waterproof stains, which is also an important reason why enterprises can succeed.
In addition, Wang Binzhang also decided to give consumers the best experience. He launched a high-quality after-sales service, allowing employees to attach a small note to each umbrella, stating where they can repair the umbrella for free if there are quality problems. Even after ten years, they can still repair the umbrella for free, and when they repair it, they will attach a compensation of five yuan to the customer.
This is a silly behavior to others, but Wang Binzhang has persisted for more than ten years, which also makes the brand image of Paradise Umbrella glow in people's hearts. After more than ten years' development, Paradise Umbrella has defeated other umbrella industries in China, becoming the leading umbrella maker and a symbol of umbrella industry in China. Wang Binzhang proved to everyone that even though years have made people old, as long as they have faith, people can always create legends.
Overcome obstacles and ride the wind and waves
Then, why can the paradise umbrella industry stand for many years without falling down? How did Wang Binzhang overcome the obstacles? First, it is committed to? Counterfeiting? . Say? People are afraid of being famous and pigs are afraid of being strong? In the 199s, as soon as the brand Paradise Umbrella was on the right track, many fake and shoddy products emerged, which made Wang Binzhang a headache. He was afraid that one day? Fake paradise? Will it be ruined? True heaven? .
He decided to speed up the pace of innovation, speed up the upgrading of products, constantly transform production equipment and improve technology. As a result, the momentum of counterfeiting paradise umbrellas was curbed, because counterfeiters had no time to update technology and equipment.
At the same time, Wang Binzhang also contacted the business households selling fake goods.
Let them become distributors of paradise umbrellas all over the country, and make them feel that selling real paradise umbrellas is more profitable than selling fakes. As a result, with the efforts of half a year, the counterfeit products of Paradise Umbrella have been greatly reduced, and there are more sales channels.
the second is the marketing method of the paradise umbrella industry. As far as marketing is concerned, many enterprises are not as quick-sighted as the umbrella industry in heaven. After gaining a firm foothold in the market, Wang Binzhang decided to let Paradise Umbrella enter the shopping mall, instead of relying entirely on department store wholesale stations to deliver it to urban and rural areas across the country. Entering the mall will slow down the capital turnover, but it will be of great benefit to the future development of the brand.
Wang Binzhang thinks that it is much more important to expand sales channels and improve brand awareness than to keep funds, so he decided to let Paradise Umbrella enter shopping malls all over the country. In this way, the sales of Paradise Umbrella have been greatly improved in a long time, and the brand awareness has also been greatly improved.
thirdly, innovation is indispensable. When entering the 21st century, Wang Binzhang found that young people didn't seem to recognize the old brand of Paradise Umbrella, so he repositioned the consumer group and made a lot of efforts in appearance design to make Paradise Umbrella a favorite of young people.
The latest data shows that the annual sales of Paradise Umbrella has exceeded 2 billion, and it has been ranked first in the industry for 19 consecutive years, accounting for 8% of the market. It is probably hard for people to imagine that such a legend was created by a 6-year-old man with 2 yuan.
The success of Paradise Umbrella is nothing more than that of Wang Binzhang, an old man who never gives up. He has been riding the wind and waves to overcome difficulties and obstacles and push the enterprise to go on. At the age of 77, Wang Binzhang still insisted on working 14 hours a day until he died at the age of 91.
It is because of his honesty, competence and hard work that heaven has come to this day with an umbrella. Sometimes, success does not have exciting magic stories, but only obscure diligence.