A tank of abundant tropical fish, an ink painting of beautiful rivers and mountains, and a few pieces of cloth piled on the coffee table for meeting guests. This is Yang Wei’s office. When the author arrived, he was having a meeting with his colleagues in the small meeting room on the right side of the office. , Enthusiastic, enthusiastic and happy.
Zhejiang Jinchan Home Textiles & Garments Co., Ltd. has a glorious past: it won the famous trademark of Shaoxing County (now Keqiao District) in 1994, the national gold medal in 1995, the famous brand of Shaoxing in 1996, and the famous brand of Zhejiang in 1998. Trademark, won the Zhejiang Province well-known brand product in 2003, won the title of national inspection-free product in 2006, and won the title of China's well-known trademark and China's well-known brand product in 2007. Its main curtains, window screens, bedding, etc. are exported to more than 80 countries and regions including Europe and the United States. Its foreign trade export volume is 20 million US dollars, which has increased by more than 20 times in 10 years. On average, 1 in every 10 American households is using it. curtain. In such a rapidly expanding company, Yang Wei’s father, Yang Lairong, was pushed to the shining high position. The author has always been curious about how the second generation under the halo carried out self-evaluation to bear all this. After all, the world is always harsh on others and tolerant to oneself. As a successor, if he did better than his father, the outside world would attribute his achievements to the advantage of "standing on the shoulders of giants"; if he didn't make any achievements, he said lightly: "It would obliterate everything he did.
Inherit the family business first, then fulfill yourself
Yang Wei is not tall, wears a black suit, and has a calm look. Although he is only in his early thirties, he looks mature and stable. Because of Xu's first meeting, he is taciturn and not enthusiastic. After inviting the author to sit down, Yang Wei slowly talked about himself.
When he threw the above question to Yang Wei, he said sincerely: "I have actually considered your question. I am studying for a master's degree in finance in the United States. When I was about to graduate, many companies also sent me offers, but I I have always been a traditional Chinese in my heart, and a sense of responsibility is something I must bear. It is normal for me to inherit my father’s deeds. The most important thing is that my father has been worrying about most of his life. Huafa was born early, so I should rest. For my favorite business, I think it’s more appropriate to handle this transitional period of management change first. When all operations are on the right track and the company’s system becomes more standardized, it is more appropriate to hire a professional manager to take care of it. Before, I told myself that I must protect my father’s dream before realizing my long-cherished wish."
The calm look and plain words made the author stand in awe of Yang Wei. As a child, he chose to fulfill his father first, and as an entrepreneur, he used actions to support the ambition of the entire enterprise. If Yang Wei's father planted the golden cicada's growth seeds and gave birth to the golden cicada's bones, Yang Wei undoubtedly planted the golden cicada's wings and let it fly to a larger sky. Jin Chan currently accounts for 70% of foreign trade in the United States, but in fact it only got involved in foreign trade in 2006. It was also the last year of Yang Wei's graduate study at the University of Miami. Yang Wei was responsible for expanding overseas markets. For himself, he and his graduate students rented a small single room in New York and took Jin Chan's sample cloth to visit the local shops on Fifth Avenue. They used the most primitive and effective method. They went door-to-door to introduce them. Of course, there were customers who refused directly, but there were still some customers who were willing to understand. For such willing customers, they would further follow up their needs, from R&D to The production requires a cycle. At first, some trial orders were received intermittently. It was not until half a year later that the sales in the United States were opened and the business volume was relatively stable. He won another one hundred thousand US dollars large order, and the United States did not really make sense. Become Jin Chan's important sales base abroad. The foundation laid in the United States has always been very solid, even in the precarious year of 2008, it did not affect its business.
At any time, the difficulties encountered by enterprises are different. When asked what was the most frustrating in the process of developing foreign trade, Yang Wei recalled: “In fact, the most difficult thing is not having no orders or being rejected by customers. What makes people unbearable is actually the sense of loneliness. You can't find a sense of belonging in such a country. There are so many people around you, I just can't see the face that makes me feel at ease. Yue is my hometown Ming, in this country full of English. It’s a luxury to speak a few words in Chinese. I came to the United States in 2005 and returned to China in 2009. My feeling is that the fallen leaves return to their roots and reintegrate into a familiar and warm environment. This is more secure than anything else."
The core of being a business is to meet customer needs
Jin Chan's success is multifaceted. Yang Wei concluded that it is constantly advancing with the times and meeting customer needs. Jin Chan's branch in the United States hires local designers. The development and production of products are all conclusions drawn through customer surveys. Such products are applicable to specific markets and each country. The national conditions of the company determine the different aesthetic tastes of customers, and Jin Chan's products are more personalized and customized.
Regarding the weakness of the traditional European and American markets, Jin Chan is also actively developing the emerging South American market. The business opportunities in Brazil, Chile and other countries cannot be underestimated. Yang Wei said that at present, more than 400 distributors have been recruited locally. As a decision-maker in charge of the company’s marketing, Yang Wei told the author that in recent years, Jin Chan has also begun to attach importance to the domestic market. Curtain chain stores across the country. In the second half of 2009, Jin Chan integrated production, design, marketing, service and other resources for more than 20 years, and opened a direct-operated flagship store of “Jin Chan Fashion Cloth Art” with a business area of 1,200 square meters in Shaoxing urban area as a direct domestic store. , This indicates that Jin Chan, which is mainly export-oriented, has aggressively grabbed the domestic mid-to-high-end curtain market. Different from other traditional window decoration and curtain shops, Jin Chan flagship store will provide designers and customers with "one-to-one" personalized service, and display products to customers intuitively with computerized three-dimensional effects, which is a franchise store and direct-operated store. Set up a benchmark that can be intuitively referenced.
In 2013, Yang Wei tried to touch the Internet and opened the Jin Chan flagship store on Tmall. It achieved sales of 10 million a year, which made him even more confident that he was eager to try. This year, Yang Wei used the platform of Vipshop to launch value-added services such as online ordering, offline delivery, curtain cleaning, maintenance, etc., expanding the functions of the physical store, and achieved unexpected results. He completed 500,000 sales in 5 days. , Is now adding 1 million products in the second phase. The e-commerce model has also made Yang Wei realize that the O2O revolution has come. Next, he will deploy e-commerce giants such as JD.com and Yixun to enhance the value of the brand. And reputation.
Life is a practice
When it comes to hobbies, Yang Wei said that he likes traveling, but most of them travel to a certain country on business trips. This form of tying work and travel together does not cause Yang Wei confusion, but rather inspires him. His work enthusiasm. "I have to travel abroad about ten times a year, so basically I will visit these places more to discover local cultural allusions. The most impressive thing is that when I went to Africa, the virgin forests gave me a great sense of novelty, but During the transfer in Cape Town, my wallet and passport were stolen. I was really surprised and angry at the time. Fortunately, a friend went with me and issued a certificate at the local embassy to make the transfer smoothly."
Yang Wei looks cautious and introverted, but when he talks about how he usually likes to participate in some extreme sports, such as skydiving, skiing, surfing, the author is still very surprised, because he does not seem to be an aggressive person, he laughed: "Do I have no avant-garde thinking or a wild heart? The meaning of extreme sports to me is to constantly try new things, to challenge myself, and not to try. You never know your potential. How old."
As the father of two children, Yang Wei said with a smile: "Raising a child knows the kindness of my parents. For my father, I have always respected him. His efforts have created a higher starting point for me, and he is a pioneer in the industry. He is indeed more sensitive to this market. When I make a lot of decisions, I will listen to his advice. He has always been my mentor. Now that I have children myself, as a father, I need to always encourage myself. Only by being diligent and dedicated can I be able to take the responsibility of educating my children. At the same time, as a husband, I must be worthy of the trust my wife has placed in me."
Yang Wei usually loves to worship Buddha, reads more books on philosophy and Buddhism, and pays attention to the self-refinement of the inner world. He feels that the mystery of Buddhism and impermanence are the core of all cognition. The pan is silent. Buddhism allows him to think about life better and have a deeper understanding of life. He said, "Life is a practice."
Zeng Zi said: "Seniors can't be unrelenting, and have a long way to go. Benevolence thinks it is one's own responsibility, and it is not also important?" With a broad mind, a firm will, and a great responsibility, Yang Wei is enough to regard realistic ideals as his own mission. .