If a post-80s generation can lead a company that was founded in the 1980s and enjoys a high reputation at home and abroad, he must be a "rich second generation." But it is different from the general second-generation entrepreneurs: it is not so much that Yang Wei, the marshal of Jin Chan curtains, inherits the family business, it is better to interpret it as enterprise reengineering.
The "curve succession" of second-generation entrepreneurs
Today's Jinchan Fabric is a leader in the fabric curtain industry in China. In the world, it has established a huge marketing pattern in more than 60 countries and regions around the world. From a traditional Chinese company to an international company with modern blood, from local manufacturing to global marketing, from the design of ordinary home decoration curtains to the research and development of the formaldehyde removal function, Yang Wei implanted the new beauty of Jin Chan and made Jin Chan the achievement. The metamorphosis.
How did this Yang Wei, born in 1983, lead this Jin Chan fabric art company founded in 1988 to cross the domestic market and dance with long sleeves on the international stage?
Yang Wei is a returnee, which also determines that Jin Chan Cloth Art is destined to experience a butterfly change after he takes over.
In 2005, the prosperous Yang Wei traveled across the oceans to study in the United States, majoring in finance. After graduating and returning to China, Yang Wei did not immediately take over the Jin Chan cloth art. Instead, he used what he had learned to conduct an all-round physical examination on this company almost the same age as him. In the end, Yang Wei made a decision that was difficult for his family and friends to understand: Bringing the brand of Jin Chan Cloth Art back to the United States and opening up the international market.
Riding on Fifth Avenue in New York
In 2007, a Chinese home textile company was added on Fifth Avenue in New York: Jin Chan Fabrics US Branch. From this point of view, although Yang Wei bears the identity of a "second-generation entrepreneur", it is an entrepreneurship of his own. After experiencing the difficult start necessary for entrepreneurship, Yang Wei and his Jin Chan Fabrics US branch won an order of 100,000 US dollars after the third month.
"In a very hypocritical sentence, the transition of life was often difficult at that time, suddenly looking back, it turned out to have flown across a thousand mountains." Yang Wei explained. Of course, this is not just a transition, but a starting point.
After being baptized in the U.S. market and expanding globally, Jin Chan Cloth has steadily implanted its international corporate genes into its corporate culture, and is increasingly participating in international competition. It is understood that Jin Chan cloth only exports to the US business volume has accounted for 70% of the total export business. Looking back at Yang Wei's decision to open up the American market at that time, I have to admire his strategic vision and market awareness. Today, the "Jin Chan" trademark has been registered in more than ten countries including the United States, Italy, France, and Germany, and has established marketing agencies.
Now, the Golden Cicada Curtain Showroom on Fifth Avenue in New York has become a must-visit place for many buyers to choose new products every season. Jin Chan's curtains are sold in tens of thousands of supermarkets across the United States. ,
"From the perspective of the international competition, the United States, as our exporter of Golden Cicada, has a very stable company business," said Yang Wei. "I am not the kind of person who enjoys ease. I prefer to challenge. The country needs Golden Cicada even more. ."
After completing the market construction of Jinchan Fabric in the international market, Yang Wei returned to China in early 2009 with his own modern corporate philosophy and product philosophy.
Chinese international brand
"I remember that when I was thirteen years old, my father held a workers' meeting and burned more than 100,000 defective fabrics in public. This left a big touch in my heart. This is also why Jin Chan successfully established itself in the international market. The reason lies.” Yang Wei recalled, “In addition to quality, there must be a brand. Since Jin Chan can be recognized by more than 60 countries and regions around the world, our people need this brand more.”
After returning to China, Yang Wei single-handedly established the domestic brand division. Since then, Jin Chan's transformation from the inside out has begun.
Under the witness of many distributors and media, Jin Chan Cloth signed a contract with CCTV.com. Jin Chan Cloth became a partner of CCTV.com's curtain wall covering; the factory introduced a large number of international-level production equipment to further improve production efficiency and product quality. The layout of Jinchan Home Textiles in the domestic industry has gradually become clear, and it has demonstrated its invincible competitiveness.
Based on the huge production advantages of Jinchan Fabrics covering an area of 40,000 square meters, a standard factory building of 69,000 square meters and a large-scale production base with thousands of people, Jinchan Curtains has 10 direct-operated stores and 100 franchised stores in China. The opening has become another beautiful industry battle after Yang Wei returned to China. It has also established the brand image of Jin Chan Cloth as a "high-end finished curtain customization expert".
At the recent China International Home Textiles and Accessories (Autumn and Winter) Expo, the brand of Jin Chan curtains received strong attention from dealers and the media. In this regard, Yang Wei believes that this is Jin Chan’s new normal in China: “In the United States, on average, one in every ten American households uses Jin Chan products. This is not only due to Jin Chan’s quality and brand, but also It stems from its product philosophy."
It is reported that the formaldehyde-removing series curtains recently developed by Jin Chan Cloth have been unanimously affirmed by the domestic and foreign markets. After testing by authoritative organizations, Jin Chan's formaldehyde-removing curtains can decompose 75% of the formaldehyde in indoor air under 24 hours of light. Jin Chan Cloth Art has introduced this patent into the country. Based on its advanced technology, it has successfully combined the decoration, life, health and environmental protection of curtains into one, deduced the artistic taste and feelings, and caused a strong response in the country.
Yang Wei embeds Jin Chan fabric art into the concept of health, and uses “Jin Chan” to interpret the connotation of “New Beauty Doctrine” for global users.