Chapter 37 The scale can be small, but the thinking must be big

Thinking determines the way out, and how big a person's thinking in doing business will determine his future achievements to a certain extent. Lin Guang, a native of Yongjia, Wenzhou, was originally a Chinese medicine doctor. Once he was on a business trip to the United States, he accidentally discovered that Wenzhou lighters are very popular in the United States.Therefore, he simply resigned and went to the United States to set up the American Lucky Trading Company, which specializes in selling Wenzhou lighters.Unexpectedly, this small lighter became all the rage in the U.S. market. From 1994 to 2004, its share in the U.S. market continued to rise.

This has caused panic among related companies in the United States, out of consideration for protecting the interests of domestic companies.The U.S. Federal Consumer Product Safety Commission implemented the CR regulation to restrict Wenzhou lighters from entering the U.S. market, that is, lighters with an ex-factory price of less than $2 must pass a series of inspections such as labeling, testing, and certification before they can be exported to the United States. The promulgation of this regulation caused the sales of Wenzhou lighters in the United States to plummet, and Lin Guang's business was also greatly affected.Some people persuaded Lin Guang to give up his business in the United States and return to China to develop, but he did not give up easily, and not only continued to persevere.

He studied hard and modified Wenzhou lighters. After several years of hard work, a lighter with "heavy child-resistant opening device" finally succeeded. He overcame many obstacles, broke through the pressure and false accusations of his peers, and obtained US patent protection. , his lighter can finally re-enter the US market. Through the matter of the CR law, he realized the importance of "peers must be united".Lin Guang did not enjoy the benefits of this patented technology alone, but shared it with other lighter manufacturers in Wenzhou free of charge, so that all the lighters produced in Wenzhou broke through the restrictions of CR regulations and entered the US market in large quantities.

When it comes to Wenzhou merchants, the overall impression is that the capital is small, the business is small, and the scale is small, but their business is always booming. This is because Wenzhou merchants have a broad mind when doing business.It doesn't matter if the scale is small, as long as you are quick and courageous in the market, you can also make a lot of money by seizing business opportunities from time to time. For Wenzhou people, it is inevitable to do small business, but it is accidental to do big business.Wenzhou's private enterprises are mainly small and medium-sized enterprises, and few win big, but this does not limit their rise.This is because although their business scale is small, their ideas are very broad, and they have a lot of room for survival in the market.Therefore, a small zipper makes money, a small eyeglass frame makes money, and a small button makes money.

The small-scale operation of Wenzhou merchants is inseparable from the growth process. Since the reform and opening up, the material foundation of Wenzhou people is relatively weak. Most people can only start from scratch, starting from scratch, and doing some low-cost, low-tech small businesses.Their family history and their living conditions at that time also laid the foundation for their future business philosophy.With the changes in the market environment and the development of Wenzhou's economy, the situation of Wenzhou merchants has also undergone tremendous changes. Although they are no longer operating as family workshops mainly based on shoe repair, tailoring, and cotton picking, they have never left the "small" business. specialty.

In fact, there are two meanings in the "small" business philosophy of Wenzhou merchants.On the one hand, it means that the cost is small and the profit is small; on the other hand, it is "specialization".Specialization is an important embodiment of the "thoughts" in the business process of Wenzhou businessmen. Specialization and refinement of Wenzhou's commodities are the magic weapon for its success.There are few enterprises in Wenzhou that have such a refined management process in the market. It is said that Wenzhou has to go through more than 20 procedures to manufacture a small lighter.

In fact, just like lighters, Wenzhou people also manufacture many small product accessories in their own workshops and factories.They have completely realized social division of labor and specialized production on these small products.Therefore, from the perspective of long-term interests, Wenzhou merchants have a very "big" business philosophy. They can always find their own advantages from small products and discover big markets from small commodities.This kind of operation from small to large is the unique way of making money and the way of operation of Wenzhou people. Specialized division of labor and intensive management of Wenzhou Small Commodities have formed a unique management advantage, which has also determined Wenzhou's irreplaceable market position and made it invincible in the long-term market competition.In Wenzhou, there are more than 200 pen-making enterprises and related supporting enterprises.Among the more than 200 pen-making enterprises, enterprises specializing in the production of pen refills, nibs, pen inserts, pen case pigments, packaging, printing and other related supporting products account for 10%.A company that mainly produces nibs has an annual output of 6 billion pieces, accounting for 85% of the domestic market.This is the charm of professional management, and Wenzhou merchants make a lot of money by relying on this mode of operation.

Wenzhou people have always started small, but they have the courage, courage and wisdom to make things bigger.As long as a small product is made into an industry, it is unmatched by other competitors.China's king of nail clippers, Wen Shang Liang Boqiang, made durable consumer goods worth only two yuan the first in China and the third largest Big Mac in the world, with annual sales reaching 200 million yuan.Turning a small commodity into a big industry will naturally make a lot of money. ◎Small-scale operation means small fights—from the perspective of enterprise management and operation, there is no distinction between any enterprise and its size.The scale can be small, but the ideas must not be small. If you stagnate on the "small" and stand still, you will never have a "money path".