From less than 100 yuan, to the present annual output value 1 100 million; From a mountain village girl who went to the international market behind her back, she became the "big sister" of China's jewelry industry-market economy. The ebb and flow of the tide has interpreted a wonderful story of Zhou Xiaoguang's wealth creation, and also reflected a touching growth process of an entrepreneur.
I traveled all over China just to let my family live a well-fed life. 1978, Zhou Xiaoguang, a young woman who just graduated from high school, held the idea of letting her family have plenty of food and clothing and her mother's words: "What can be done is not as good as what can be counted." That year, she was 17 years old and had five sisters and one brother at home. There are ten people in the family, no matter how the mother calculates, at that time, only the whole family can be guaranteed not to go hungry. Zhou Xiaoguang, who grew up in a small mountain village in Zhuji, failed to enter the university after graduating from high school, and her family conditions did not allow her to review and take the exam again. Even if there is a chance to learn, life doesn't seem to allow her to learn something thoroughly:
In high school, every afternoon in the last class, she began to plan where to cut pig grass and cattle and sheep. Zhou Xiaoguang recalled that when she walked the mountain road for more than six hours to Yiwu Railway Station, she was even more excited when she got on the train for the first time in her life than when she broke into the world for the first time. Many years later, it seemed normal for Zhou Xiaoguang to fly from one end of the earth to the other, but he was still excited when he recalled his feelings when he took the train.
With her courage and self-confidence, she let her mother borrow tens of yuan as capital and started the business of "running the dock". It is naturally much more difficult for girls to go out than boys. In order not to delay time, she often sets up stalls to do business during the day and travels by car at night. In this way, Zhou Xiaoguang traveled all over China in six years. Zhou Xiaoguang recalled that at that time, she was walking along roads and railways with only a map of China, and she had only one idea in mind: to give her family a good life. Zhou Xiaoguang earned 20,000 yuan in his six-year career in the world.
1985, the man who ran across the No.6 pier in Sanjiang got married with Dongyang Yu, who also sold embroidery patterns. After the marriage, Zhou Xiaoguang told her husband that she wanted to settle down. So, the two took out their savings over the past few years and bought a booth in the first generation small commodity market in Yiwu. When selling embroidery patterns in Northeast China, they saw that women in Northeast China like to wear colorful headdresses. Zhou Xiaoguang chose to deal in jewelry because of women's sensitivity and love for beauty. So, her husband went to Guangdong to purchase goods, and she practiced stalls in Yiwu. The potential of that kind of businessman has gradually come into play. After a few years, they bought a new house in the best community in Yiwu and a shop at Chaoyangmen in the city center. Facts have proved that Zhou Xiaoguang's vision is very accurate. Before long, Chaoyangmen became a commercial prime location in the center of Yiwu. When I came into this world, almost everything I wanted came true, and children were born. It seems that it's time to stop and have a rest. But at this point, Zhou Xiaoguang's aggressive personality hasn't changed at all.
1In July, 1995, the couple resolutely invested 7 million yuan to set up a jewelry factory. Since then, Yiwu has a nationally famous jewelry production base. Zhou Xiaoguang has its own industries, but also places to display its ambitions. Recalling this unforgettable summer, Zhou Xiaoguang said that it took a lot of determination and courage to make such a decision. If the factory closes down, the couple's wealth for several years will be wasted. Afterwards, Zhou Xiaoguang said that when they first came to Yiwu, they had nothing, so they had to start over. After doing business for so many years, he said that every time he made a major decision, he got the support of his husband.
As the vice chairman, he has been hiding behind his wife. No matter what stage the company develops, under the leadership of his wife, Marshal, he keeps the company in good order. "My husband is now in charge of the domestic southern market, and the piece he is responsible for has done a good job in both word of mouth and profit." The wife praised this. It was this decisive choice that made Zhou Xiaoguang's life meaning rapidly improved: he began to grow from a small trader to an entrepreneur who became rich personally. I'm glad to have competitors, which is not a bad thing.
From 1995 to 1998, in the past few years, Guangxin Jewelry Factory has been developing at a double speed, and established its own product sales network all over the country, becoming a leading enterprise in the domestic jewelry industry in one fell swoop. In the face of a shop, Zhou Xiaoguang consciously can cope with it calmly; Facing the rapid growth of enterprises, Zhou Xiaoguang is under increasing pressure. At this time, she made a decisive decision-from 65438 to 0999, Zhou Xiaoguang hired a professional manager from Taiwan Province Province as the general manager of the company. With the development of enterprises, Guangxin Jewelry has attracted more and more attention from peers. People are often employed in Guangxin. At least 1000 people who go to the same industry for development within seven years can completely rebuild a Guangxin. Some people jokingly call Guangxin "Whampoa Military Academy".
In this regard, Zhou Xiaoguang said: Industry competition is inevitable for talents. But I don't think this is a bad thing. At present, there are 1800 jewelry production enterprises in Yiwu, with 654.38+million people engaged in this industry, with an annual output value of 6 billion yuan. To promote the development of local economy, it is far from enough to rely on one enterprise to become bigger, especially in the jewelry industry. Only when the industry gathers can it stand on the world stage, form a climate and atmosphere, and promote the promotion of the whole industry. Yiwu jewelry industry insiders say that Guangxin's "Whampoa Military Academy" has become a lubricant for the industry. Because it is the "Wang Zhongwang" of the industry, Guangxin develops more than 100 new products every day, and naturally more companies follow up, but this does not make Zhou Xiaoguang feel a little satisfied. She thinks that if others run fast, I will run faster. Xiao Zhou
"At that time, he was famous for his generosity in the industry: every time he came back from an exhibition abroad, Zhou Xiaoguang told his peers what he had seen, heard and even learned without reservation. "It is difficult for a tree to become a forest," Zhou Xiaoguang said.
Now, what worries Zhou Xiaoguang most is: "To meet the requirements of being a world-class businessman, it takes great efforts to set up a modern enterprise management team within the enterprise." Indeed, this is a common problem encountered by private entrepreneurs for the third time. Some people choose to go abroad for further study, but Zhou Xiaoguang feels that he can't let go of this career for a while. She chose to go out to attend classes from time to time and hired experts from all walks of life as her own consultants. On one occasion, she spent 6.5438+0.7 million yuan and invited experts from Taiwan Province Province to conduct team spirit training for the company's backbone. Jiang, the deputy general manager who joined from a state-owned enterprise, was deeply impressed by the meticulous team building: a person of my level left the state-owned enterprise to work in a private enterprise for four years, and felt more deeply than working in a state-owned enterprise for 10 years.
Not only to be the first in China, but also to be an internationally famous brand, the jewelry industry has an obvious feature, short cycle and rapid upgrade. Without strong design and development capabilities, it is impossible to gain a foothold in the market. In order to keep up with the market trend, Xinguanghua spends10.5 million yuan on talent training every year, specially organizes a development department composed of dozens of designers, and also invests huge sums of money to introduce the most advanced jewelry production equipment from abroad, establishing the only electroplating automatic assembly line in the domestic jewelry industry, making Xinguanghua always in a leading position in the competition. For a time, the leading products of Xinguanghua, such as alloys and claw chains, spread all over China's large and small markets and jewelry distribution centers.
1995 10, Guangxin Company has just been completed and put into production. Zhou Xiaoguang first invested 400,000 yuan to open a branch in Guangzhou Jewelry Street. At that time, ladies in the streets of Guangzhou loved scarves, and the branch immediately sent the information back to the company headquarters after discovering it. In just three days, the company organized designers to develop dozens of varieties and put them on the market. As a result, Guangxin ornaments are popular in Guangzhou and blossom everywhere. Subsequently, Guangxin Company opened sales windows in Yiwu and Shenyang successively.
Taking advantage of the regional differences and time difference of jewelry popularity, the company quickly opened up the market from a simple jewelry sales enterprise to a modern jewelry production and sales enterprise by means of stepped product sales from south to north. "Guangxin" has a short fission time, fast action and high starting point, which shocked the jewelry industry. Zhou Xiaoguang often participates in jewelry exhibitions around the world, and obtains the world's popular styles, new materials, new technologies and new processes at the first time, and then digests and develops his own products according to the characteristics of the China market. She often takes designers to Europe, America, South Africa, the Middle East and Asia, and Zhou Xiaoguang herself has been to more than a dozen countries. She said: "Different countries have different cultures. Looking at the vast world outside will greatly promote the development of our products and the growth of our enterprises. " At present, Guangxin Company has designed and developed three brands: Guangxin, EVE and Guangxin Xibao, and formed five series: alloy, claw chain, copper and gold, crystal and acrylic.
Since 2000, "Guangxin" has participated in the Asian Fashion Accessories Exhibition held in Hong Kong for three consecutive years. It was also awarded the highest international gold medal at the International Best-selling Products Expo held in Korea. In May 2000, it was a turning point for Zhou Xiaoguang, an ordinary China woman. She had a real "fire" at the international jewelry exhibition held at the Hong Kong Convention and Exhibition Center. Journalists from CCTV and Hong Kong media have focused on this female factory director who has moved from the domestic jewelry industry to the international market. More than 70 customers from more than 50 countries in Asia, America and Europe were attracted by her products and signed orders one after another. The four booths in Zhou Xiaoguang were crowded with customers, so eight translators were not enough, and four translators were hired temporarily from Hongkong. Some merchants couldn't get orders at the meeting, so they had to ask for relevant information and rushed to Yiwu one after another. That is, at this exhibition, Zhou Xiaoguang broke the monopoly of the jewelry market by Korea and Hong Kong, and stood out among 226 exhibitors from 57 countries and regions.
What is the reason for this unknown enterprise in China to make a big difference in the international market? "I was forced out." Zhou Xiaoguang summed it up in one word. According to her introduction, there are more than 2,000 enterprises in the national jewelry industry, of which more than 1000 are concentrated in Yiwu, accounting for about 70% of the national output. As a leading enterprise in Yiwu jewelry industry, its products were immediately counterfeited as soon as they appeared, and the price was higher than that of "Guangxin &; rdqu o； Much lower. Sometimes their new products are forced to stop production after only one or two batches are produced. The vicious competition of low price, low grade and low quality in the domestic jewelry industry has led to the premature shrinkage of the industry.
In this case, Zhou Xiaoguang began to look to the international market. In order to understand people's requirements and understanding of different decorations in different cultural backgrounds, Zhou Xiaoguang traveled all over Asia, Europe and the United States. Once, just to buy a product design concept manual of an old American company, she resolutely took out $24,000. After two years of careful preparation, Zhou Xiaoguang felt that she was full-fledged, and it was time to try her luck in the international market. As a result, she concentrated all the elite forces behind closed doors and produced more than 6,000 new products with ornaments, which were shipped to Hong Kong for special appearance. It became an instant hit and caused a sensation in Hong Kong.
Recalling this trip to Hong Kong, Zhou Xiaoguang is still full of thoughts. "I took my products to an international exhibition for the first time and achieved unprecedented success, which greatly increased my confidence. I am fully capable of pushing my products to the international market. I not only want to be the first in China, but also a famous brand in China. "
1. Integrity is the foundation of entrepreneurs. Among all the principles of cultivating leadership art, honesty is absolutely uncompromising. Market economy is a legal economy, but also a credit economy and an honest economy.
2. Entrepreneur is the "motive force" of the development of market economy and one of the most basic elements of market mechanism. Therefore, the "power" to promote the rapid development of China's socialist market economy must also come from these private capitalist groups.