After three years, I came back to Qingdao Jinri Furniture Co., Ltd. at the foot of Erlong mountain in the depths of Laoshan mountain. Great changes have taken place: new office buildings have been built, new factory areas have been put into use, modern equipment is being introduced, and international merchants have been in frequent contact.
After the global financial crisis in 2008, it is really amazing that Qingdao Jinri Furniture Co., Ltd., which is mainly export-oriented, can take the opportunity to develop rapidly under the condition that many enterprises are unable to turn back. This is another new opportunity after the great development in 2003. The reporter interviewed Mr. Jiang Zongxian, general manager of the company. President Jiang enthusiastically described the company's "three board axe" move of developing the market with quality as the foundation, innovation as the driving force and service as the purpose.
With the development of the market and the increase of customers, the production has been restricted by the conditions such as plant and equipment since 2006. Therefore, in 2009, the company acquired land and built a 3000 square meter new plant. The imported equipment was completed in May this year, and the phase I plant was put into use in June.
Talking about the development in the past three years, Jiang Zongxian said excitedly: "the financial crisis in 2008 led to the closure and shutdown of many export enterprises due to the bad foreign market, and the diversion of foreign orders brought good opportunities to our enterprises. Therefore, our company not only did not experience the crisis, but also became the best year in history. From 2008 to 2010, it reached a new level every year."
At present, Jinri furniture has established long-term and stable cooperative relations with Australian Linda company, Canadian Mitai company, Panasonic company, Korean JS Co., Ltd. and Xinai Co., Ltd., as well as customers in Nigeria, Libya and other places. Most of these high-quality customers cooperate in times of crisis. The dispersion of the international market makes the company maintain stable orders every month and develop steadily. Now export orders have accounted for more than 60% of the total output, and the business model has also formed a benign operation pattern with the international market as the main body and the domestic market as the auxiliary. Jinri furniture company has won the trust of customers through stable and reliable quality.
Adhere to the bottom line of quality and win the gold medal reputation. Quality is the lowest bottom line that Jinri furniture adheres to, which also makes it win the gold medal reputation. On the one hand, the company strictly requires employees to control process quality. After investigating the steel and wood furniture manufacturers, many customers felt that the quotation of Jinri furniture was too high and asked for price reduction. Some even asked why there was such a big gap? Jiang Zongxian explained to the customer that a Xiali car costs tens of thousands of yuan, and a BMW or Mercedes Benz may sell for more than 1 million yuan. Can you ask BMW to sell it to you at Xiali price? The price of our products is much higher than that of ordinary products for its own reasons. The cost of phosphating, degreasing, drying and powder spraying curing alone needs more than 100 yuan. If the cost of high-quality materials, processing fees and profits are included, the price is naturally high. The price of ordinary steel frame bed sold on the market is about 220 yuan. This price includes the manufacturer's profit, cost, freight and the seller's profit. We can imagine how poor its processing quality will be. The service life of our products is guaranteed to be at least 20 years. I don't know how many years a bed with a selling price of 220 yuan can last? The strict management of production and the strict control of process and technology make Jinri furniture win the favor of merchants all over the world at high prices. A South African customer inspected several steel and wood furniture enterprises in Shandong. Through comprehensive comparison, it was found that the quality of Jinri furniture was the best, but the price of each bed was required to be reduced by 5 yuan. President Jiang understood its difficulties in coping with the market, so he readily agreed, and the other party also asked for a horizontal support. After the sample was made, the other party tested Jinri furniture with a weight of 200 kg. Finally, he was convinced and signed and placed an order on the spot. Canadian customers also made Jinri furniture processing samples with a tentative attitude, and the results were shocked. When the other party sees the sample, he immediately raises his thumb, indicating that he did not expect to be able to do so well. Then the other party did not put forward any suggestions and directly sent the samples back to Canada. Because the customer found many companies in China and didn't see the ideal sample. A few days later, the customer sent a large order from Canada, more than 2000 sets per month, or even more, and became an important partner of Jinri furniture. On the other hand, we should cooperate with each other and learn from each other in the spirit of learning from our peers. Jiang Zongxian believes that although there is fierce competition in the domestic and foreign markets, the furniture industry has not entered the level and stage of dancing with wolves. More importantly, it is more important to do business in a down-to-earth manner. Don't regard competitors and companions as wolves, cooperate with each other and practice them personally. Now some peers engage in vicious competition through price war, which can only be short-sighted for immediate interests, and will inevitably sacrifice quality, reputation and future prospects. "Whoever fights first in the price war will die first." therefore, the principle of Jinri furniture is to develop upward and improve the product grade. "When the market sells 500 yuan products, Jinri furniture must make 600 yuan products and always be better than others." President Jiang believes that the sales paths of steel wood furniture and civil furniture are very different, relying on the market rather than the store. The obvious characteristics are fast supply, large quantity and many demand units, Eighty or ninety percent of the products are directly inspected and placed orders by various units. For example, Haier, Hisense, red collar suit, Aucma, CIMC, Shuangxing group, China Telecom, China Unicom and China Life Insurance all directly sent personnel to inspect Jinri furniture company and cooperated with it. Today, Jinri furniture has become a long-term and stable excellent supplier of these large enterprise groups. Haier Group has cooperated with it since 2002, and shuangshuangxing group has cooperated with it for many years. In 2006 and 2007, it provided 40000 apartment beds, tables and chairs to Yantai Foxconn for two consecutive years, which was completed three months in advance, relying on product quality. Libyan customers also placed orders for 80000 beds. Now Yu Minhong of New Oriental School also plans to list Jinri furniture as a fixed purchasing point since 2011. These orders rely not on bidding, but on the reputation of product quality to attract customers with quality and reputation. "Steel wood furniture depends on the market, not on the stores. Whoever depends on the stores will die. Our customers develop from small batch trial to large batch orders, and then to long-term cooperation."

Innovation creates business opportunities and profits. Innovation is the driving force for the development of Jinri furniture. The same price ratio is quality, and the same quality ratio is innovation. Only innovation can make enterprises stand high-end forever. "We don't want to be dumped by others, so we invest 16-18% of the funds to develop new products every year. The mold alone has reached a high cost, but it has brought great benefits, which belongs to positive investment. If we don't want to invest, there will never be an order. The Japanese can make toothpicks into works of art. Make water cups into stories, making their products an inevitable choice for customers. So we make products not only To be practical and beautiful is our ultimate goal. "Patented products have brought great business opportunities to Jinri furniture. The split dining table developed by the company is improved on the basis of Australian customers' products. The disassembly and assembly are convenient and the transportation is simple. After disassembly and packaging, one table and four chairs are only one meter square and 12 cm thick. The design is compact, accounting for only 1 / 10 of the original space, which is equivalent to saving 90% of the freight. The assembly is also very simple. Four screws can install a table or a chair. This transformation was highly praised by Australian merchants. After the company quoted, the other party had no objection and signed a contract directly. Later, Panamanian customers also ordered this product. After sewing for a long time, the workers of Shuangxing group are tense in the back and waist, which is easy to cause fatigue, but the seat has no back and can not be relaxed. Jinri company has specially designed a chair for them, which is not only convenient for rest, but also can be hung directly to facilitate cleaning and sanitation. After ordering and using, Shuangxing group was favored by Japanese customers and asked about the product manufacturer, so Shuangxing directly introduced Jinri furniture to Japanese customers. Tianhe Bentley machinery and Lucent in Huangdao free trade zone have become customers of Jinri furniture in this way. It is in this way that Jinri furniture company has continuously expanded its influence in the market and won a good reputation. Now, the number of utility model patents and design patents of Jinri furniture has reached 26. The company attaches great importance to product innovation and applies for patent protection in time. In the adjustment of production structure, 30% of products are eliminated every year, and a corresponding proportion of new products are added at the same time. The birth of these new products stems more from the needs of customers and the needs of the market. Jiang Zongxian introduced that more than 40% of steel and wood furniture products have their own patents, and their profit margin has reached 80%. Innovation has doubled the added value of products.
Service respects customer service and moves users. "Customer first, sincere service" is the service concept of Jinri furniture, which also promotes production and sales. Take innovation as the purpose and service as the means to meet the needs of customers. Over the years, Jinri furniture has won the hearts of customers through after-sales service and production service. The company visits customers on time to understand whether there are problems with the products so as to improve and solve them in time; On the other hand, it also looks for market demand. For example, the split dining table chair and suspended working chair are typical cases of innovative service to customers, which solves major problems for customers, improves work efficiency and reduces costs. President Jiang once went to Huangdao District to work. After passing a customer company, he went in to visit. When the female boss met Jiang Zongxian, the first sentence was: "President Jiang, didn't we give you all the money?" the customer's ideas sometimes surprised us. Jiang Zongxian said, first, I haven't seen you for a long time. I miss you. Come and visit. Another purpose is to see if there is a problem with our products. We can't wait for customers to come to the door and ask for service. The female boss was very moved. Sometimes service is not to please customers, but to respect each other psychologically, so they are very moved.
Consider for users and establish friendship. A cooperation between Nigerian customers and golden day. Because new products need to develop new molds, the cost is very high. The customer considered this part of the cost when placing an order, so he asked how to share the mold cost. Jiang Zongxian agreed to be undertaken by the company. The customer was very moved. He ordered 400 sets of furniture for the first time, 4000 sets for the second time, and finally 200000 sets. The two sides have established a very good cooperative relationship. Because even if he doesn't place an order, this product can continue to be used in other markets. In 2008, a Korean customer temporarily placed an urgent order and begged Jiang general affairs to deliver the goods in time to solve the urgent problem. At that time, the company was unable to complete the supply time given by the other party. Later, the employees held a meeting to explain the situation, and all the workers worked overtime to complete the order. In this case, the order for two containers was completed in 7 days. One day in advance, the customer was very moved when he came. The real service has not only accumulated many customers for Jinri furniture, but also opened up the market.
Humanized management, scientific employment management innovation, it is necessary to give full play to the effectiveness of people and equipment. Jiang Zongxian introduced that in the case of increasing labor costs, equipment must be used to improve efficiency, quality and grade. The company expanded the plant area and purchased assembly lines and CNC equipment in order to double the product output in a limited area and meet the market demand in a more efficient way. Now the company has less than 60 employees and plans to reach 100 next year. However, the company increases workers in order to achieve better optimal combination and achieve the best state of man-machine combination. "One equipment can replace 6-10 workers. The last equipment is equivalent to an increase of 10 workers. Now it is not only difficult to find workers, but also difficult to manage and expensive. I use the cost of 10 workers a year. The last equipment is completely possible and very modern.
The management cost is reduced, the labor intensity is reduced, and the environmental noise is reduced. The labor security of workers in all aspects is improved. It can be said that it can kill many birds with one stone. "In this way, the company has enhanced its competitiveness and cultivated its own brand. Humanized management and give full play to employees' enthusiasm. For the management of employees, Jiang Zongxian also got enlightenment from his communication with his family. His father asked: if workers have problems at work, how to deal with them? President Jiang replied: of course, it's a fine. His father asked again: were they intentional? Jiang Zongxian had no answer. The old man said: it's easy to hurt people's hearts if you don't make a mistake intentionally. Later, an excellent employee of the company who had worked for many years did not go to the mold because he was in a hurry. As a result, there was a deviation when welding the table frame, resulting in the direct return of the customer. President Jiang knew that it was inappropriate to punish more or less. Less punishment is useless, and more punishment can't be borne by employees, so finally, an employee meeting was held directly to let everyone summarize the causes of the problems as a warning instead of a fine. The parties were very moved. They were not only rigorous and serious in their work, but also directly persuaded and cared about the work quality of other employees, played a supervisory role and improved the management level in a harmonious atmosphere. A friend sent a prodigal son to President Jiang to take him in. He can do some serious work and make progress in learning. President Jiang enlightened at work that the most useful thing in the world is the sand ignored by many people. It can not only harm the people, but also benefit mankind. For example, many chemical raw materials are extracted from sand. Sand has many uses. It is very popular to make building materials or produce glass. People are the same. The key is orientation. In the right direction, it can play a great role. Later, after meeting relatives and friends, they were very moved and said that the children had changed too much. They thought a lot of methods and did not change. When they arrived at Jinri furniture, it was like changing a person.
Apply what you have learned, hire a professional company to train and improve the quality of employees. Jiang Zongxian talked to reporters about his own understanding of journey to the West: "Others watch the excitement, but I watch the doorway. I think there are five kinds of people in journey to the West: the first is the bottom, white dragon and horse. There are only three kinds of changes, dragon, horse and man, so they only work hard and let people ride. The second is sand monk, who can do eight kinds of changes. Although he also works hard, he can bear the burden. The third is pig Bajie. There are 36 kinds of changes, and he began to be greedy for money and money Color, power corruption, etc. the fourth is the monkey king, who will change in 72 ways. He is the elite in the enterprise and can take on great events. The fifth is the last demons and ghosts, namely local ruffians, hooligans, social gangsters, etc. these people have their own space. The boss wants to distinguish the types of employees and use them because of them. " In order to improve the quality of employees, Jinri company invites Qingdao Jackie Chan vocational training Consulting Co., Ltd. to train employees regularly. It also listens to enterprise management courses many times a year, including national senior professors and celebrity courses in 100 forums. Professional training has enabled employees to form a high sense of mission and responsibility, and work efficiency and quality have been significantly improved. The company has never failed To sum up experience in enterprises, we have warned ourselves that we have also drawn the essence from successful enterprises, so that the management level of our enterprises has reached a new level.
The expansion of brand reputation to the international market is accompanied by the improvement of brand awareness. Jinri furniture trademark and text have been registered for many years, and now it is preparing to apply for the famous trademark and famous brand of Qingdao. The trademark is a word "gold" evolved into a pagoda, representing Huilan Pavilion in Qingdao. Outside is a circle, symbolizing that the sun has risen and a good day is coming. Jiang Zongxian said that Jinri's trademark was designed by himself, and many people can see that it is the symbol of Qingdao. At present, there are only three similar designs in Qingdao, one is Tsingtao beer, one is Qingshi biscuit, and the third is Qingdao Golden Day. The next step is to promote the brand and expand its popularity. Therefore, various advertisements such as TV should be officially launched. Because the company has many patents, the products containing its own patents will gradually use its own brand for export promotion in the future. At present, the export of products still uses foreign brands. However, the recognition of Jinri furniture at home and abroad has increased rapidly. At this time, brand promotion is undoubtedly twice the result with half the effort. More customers at home and abroad began to recognize the brand of "golden day". The development of an enterprise does not lie in how big and strong it is, but in how it can be bigger and stronger. With the enthusiasm like relatives of employees, sincere service to customers and modest attitude towards the same industry, golden day can ride the wind and waves and come to today. While developing, Jinri furniture has not forgotten its social responsibility and has continuously donated a lot of furniture to elderly apartments, charities and poor families in all districts of Qingdao. In 2010, while building factories and introducing equipment, Jinri furniture achieved an output value of 16 million yuan, covering many countries in Asia, Europe and the United States. In 2011, Jinri furniture should continue to expand its market share at home and abroad, find ways to lay and cultivate its own foreign sales channels, gradually take the initiative in the market and focus on developing the Middle East market.
"Jin's commitment makes the brand famous all over the world; the warmth of the day makes the character and integrity integrate. Pass on the ancient and modern culture. Look at modern science and technology, fight the trend of the times; Tao takes from good luck, big business does nothing; virtue grows with benevolence, and great love is boundless." this is the strong ambition and pride of Jin RI furniture.