Chapter 68 SynTao 67 Quality is the first lifeline

The essence of business: In today's Wenzhou, many entrepreneurs have a consensus: quality is the magic weapon for the survival of enterprises, and it is not a simple concept under strict regulations.Although the establishment of a supervision and risk management mechanism is also effective in ensuring quality, the most fundamental thing is to rely on concepts to go deep into every detail of production.This understanding makes many Wenzhou businessmen consciously regard the word "quality" as their foundation. There was a time when "Wenzhou" became synonymous with counterfeit and shoddy products.This has taught Wenzhou merchants a profound lesson: that is, if they want to survive and develop, they must pay close attention to quality and rebuild their reputation.

Wenzhou is a hot land for doing business. The Wenzhou businessmen who cultivated in this land have experienced the joy of making a lot of money, and also experienced the pain of being blocked.In the 1980s, when the market economy had just been liberalized and the corresponding system was not perfect, many "smart" Wenzhou businessmen made some "unintentional money" with inferior products.However, if it weren’t for real gold, of course it couldn’t stand the fire, and soon the "Liushi Strike Tide" enveloped Wenzhou, and the "Fire Wuling Gate" also awakened Wenzhou businessmen who were walking on the wrong road.However, the reason why Wenshang is "terrible" is that they are good at introspection and can stand up again from failures and setbacks.After learning from the painful experience, Wenzhou merchants established the strategy of "quality first, brand first". Born in the world, famous all over the country, went to the world.

Looking back on the road we traveled at the beginning, the rise of many well-known brands relies on an element such as "strict quality control". Whether in the West or in the East, the primitive accumulation of capital seems to be predatory and deceitful.Some people once made a conclusion for Liushi Town's low-voltage electrical appliances: Liushi Town's primitive accumulation of capital is just the production process of counterfeit and shoddy low-voltage electrical appliances.Of course, this is mainly for the history that people before the "Liushi Strike Tide" produced inferior low-voltage electrical appliances and made a lot of money.However, Nan Cunhui, the president of Chint Group, took another path at that time.

At the beginning of the business, Nan Cunhui and his friends worked secretly. In the first month, they earned 35 yuan. 35 yuan is too shabby, but Nan Cunhui is so happy from ear to ear, because in the low-voltage electrical appliance market in Liushi Town, where there are turbulent counterfeit and shoddy products, he can make money with honesty and hard work. Perhaps, it was what happened in childhood that made Nan Cunhui have a strong desire to change the status quo. Mending shoes is obviously not his lifelong ideal. In 1985, Nan Cunhui, who dared to think and do things, invested 50,000 yuan with a classmate to set up the "Qiujing Switch Factory" at the discount of the house.The name "Qiujing" has a very clear meaning. The thermal relays they produce must strive for excellence and strictly control the quality.This small workshop-style factory called "Qiujing" has only 8 employees, assets of 50,000 yuan, and an annual output value of 10,000 yuan.At that time, Nan Cunhui's "refinement" factory had no advantages at all in terms of equipment, technology, personnel, and capital.However, being unafraid of hardship, being humble and eager to learn is the best capital for Nan Cunhui to start his career.

Because they didn't understand quality at that time, they only knew how to sell the product after pretending it looked like a product. Although the product was sold, Nan Cunhui, who has always been serious, was worried and questioned in his stomach, fearing that the quality would go wrong. When a customer wants to return an item, they feel guilty conscience.In order to solve this problem, Nan Cunhui spared no expense and almost did everything he could to invite engineers from Shanghai People's Switch Factory.When these engineers came to Qiujing Switch Factory, they were all surprised.In their eyes, it is worse than a workshop, there is nothing, many engineers come back after coming, because there is no working mold here, it is too simple.However, there are still a few engineers who were influenced by Nan Cunhui's sincerity and belief and stayed.These engineers help them grasp technology and quality, and teach them how to improve quality.

In 1989, low-voltage electrical appliances in Liushi Town were boycotted nationwide, and a large number of illegal operators were banned or closed down by themselves.The streets of Liushi Town were deserted and desolate.At the beginning of the business, Nan Cunhui adopted a distinctive product positioning, insisted on quality first, and strived for excellence.He said to his friend: "I have repaired countless inferior shoes, and I have heard countless scoldings from customers against shoe manufacturers. People who produce fake and inferior products will not have good results even if they don't lose their lives. If we want to do it, we must pay attention to quality. Earn money with no conscience." Nan Cunhui, who was fledgling and humble, was ridiculed by some big business owners at the time for his words and deeds against the "Liushi trend": "Stooges also come to catch up with fashion, and 50,000 yuan is too much." Dare to speak big words, bah!"

"Go your own way, let others talk about it!" Nan Cunhui ignored other people's eyes and took the initiative to adopt the national standard production. In 1988, he was the first batch of low-voltage electrical appliances with three specifications issued by the Ministry of Mechanical and Electrical Engineering in the county. Product production license, and established the country's first private enterprise thermal relay laboratory.Just like the name he gave to the factory, he must pay close attention to quality in a down-to-earth manner. He wants to survive by quality.One year later, when people from all over the country boycotted low-voltage electrical appliances in Liushi, and a group of illegal operators were either banned according to law or closed down on their own, "Qiujing" stood out in the same industry and received support and support from the national and local governments.Soon, many thermal relay manufacturers came to him for advice, and a large number of low-voltage electrical appliance manufacturers emerged in Wenzhou, whose products sold well all over the country.Today, Liushi Town of Yueqing has become the "capital of low-voltage electrical appliances in China", and Nan Cunhui has contributed a lot.Nan Cunhui later said with deep emotion: "At the beginning, almost all the people who 'bai' me collapsed later, and the rest also belonged to Chint and became collaborators." The owner" is not without emotion: "At that time, people wanted both good and bad products. We only wanted the immediate benefit, but we didn't expect this to be the end of the road. Nan Cunhui can see clearly, and he studies hard for the future. He is prosperous and I am declining. This is the key " Chint Group achieved the success of its initial venture under Nan Cunhui's business philosophy of "do not earn ignorant money, strive for survival with quality", and formed a corporate culture of quality first. Let an unqualified product leave the factory" quality declaration.

The origin of this declaration is derived from a real thing: One day in December 1993, Chint Group exported a batch of products to Greece. This was the first time that the company's products were exported to the European market.However, just as the products were packed on the truck and ready to be shipped to the port, Nan Cunhui rushed to the warehouse to conduct a final inspection on the products.During the inspection, except for some differences in the appearance and color of the product, all other aspects met the quality standards, but Nan Cunhui still frowned.The people present saw that Nan Cunhui's expression was wrong, so they wanted to explain, but Nan Cunhui ordered decisively without explanation: this batch of goods cannot be shipped, and all products are checked out of the box until there is no problem.Hearing this, the manager in charge of transportation became anxious and reminded Nan Cunhui that the shipping schedule would be delayed, and if the delivery could not be made on time, the foreign party would file a claim.Nan Cunhui didn't say a word, just stood there with a cold face.The people present knew his temper, so they had to do as he said.But the result of doing so was to delay the shipping schedule by one day. Regarding this, Nan Cunhui ordered without any ambiguity: "Air transportation!" Not only can the batch of goods fail to make money, but it will also lose 800,000 yuan.But Nan Cunhui did what he said and insisted on sending the goods by air on time.

It is precisely because of such courage and spirit that we would rather suffer a loss than ensure quality that Chint has created its own reputation and brand. At the end of 1994, Chint Group was among the first in the industry to pass the ISO9001 quality system certification. In December 1999, the "Chint" trademark was recognized as a well-known trademark in China by the State Administration for Industry and Commerce. In fact, in Wenzhou, there are quite a few companies like Chint that rely on quality to win the world. In the first half of 1993, Wenzhou lighter market entered a state of rapid development.Wenzhou has rapidly developed from the original one or two hundred lighter manufacturers to three thousand.Because Wenzhou lighters only cost 10 yuan, while lighters produced in countries such as Japan and South Korea cost 300 to 500 yuan.The price difference is too great, so Wenzhou is full of foreigners who come to buy lighters.

Under such circumstances, many manufacturers hold the idea of ​​"quick catch" and produce inferior lighters.But Zhou Dahu knows that the integrity of the market economy comes first, and he insists on product quality.At that time, according to Zhou Dahu's quality standards, workers could only make a maximum of 150 lighters a day, while manufacturers of inferior lighters could make 500.Workers' salaries are calculated on a piece-by-piece basis, so the wages of the workers working at Zhou Dahu's place are naturally less, and more than a hundred workers run away. Similarly, because of his small demand, upstream suppliers are unwilling to supply Zhou Dahu. In the first half of 1993, Zhou Dahu lost the profits of the previous two years and almost went bankrupt.

"The house leaked and it rained all night, and the boat was slow and the wind hit the headwind." When the factory was in the predicament of suspending production, Zhou Dahu had three car accidents while riding a motorcycle in one week.But Zhou Dahu was not discouraged, and recruited new workers and trained them.At this time, foreign businessmen who had suffered enough from inferior products began to set their sights on Zhou Dahu.Zhou Dahu's orders suddenly increased. His lighter factory only had a production capacity of more than 5,000 pieces a day, but he could receive more than ten times the orders.As for the original 3,000 lighter manufacturers, like the autumn wind sweeping away fallen leaves, 90% of them closed down. At that time, the production efficiency of Wenzhou lighters was the highest.According to statistics, Wenzhou has an annual output of about 500 million lighters, with sales of nearly 4 billion yuan.However, Zhou Dahu's company has an annual output of only 15 million lighters, but the value is about 200 million yuan.It should be pointed out that Zhou Dahu achieved a tacit understanding between the product and the market by relying on integrity. Dahu Lighter Co., Ltd. did not have a salesman and did not spend a penny on advertising. In today's Wenzhou, many entrepreneurs have a consensus: quality is the magic weapon for the survival of enterprises, and it is not a simple concept under strict rules and regulations.Although the establishment of a supervision and risk management mechanism is also effective in ensuring quality, the most fundamental thing is to rely on concepts to go deep into every detail of production.This understanding makes many Wenzhou businessmen consciously regard the word "quality" as their foundation.