Chapter 93 Syndao 92 takes advantage of the wind to set sail from weakness to strength

The essence of the business way: "A good wind sends me to Qingyun by virtue of its strength." Smart Wenzhou businessmen all know the beauty of "taking advantage of the momentum".If you have identified the general trend, but your own strength is too weak, you need to "borrow the momentum" at this time. Shrewd Wenzhou merchants are good at taking advantage of the situation at the beginning, which is the so-called "fox pretending to be the tiger's power", which means that the weak fox relies on the tiger to strengthen its momentum and seek development.

"A good wind sends me to Qingyun by virtue of its strength." Smart Wenzhou businessmen know the beauty of "borrowing momentum".If you have identified the general trend, but your own strength is too weak, you need to "borrow the momentum" at this time. The famous Zhuge Kongming in history is an expert who is good at "borrowing".First borrow strength and leverage on Soochow to defeat Cao Wei, which is regarded as a contribution to Wu, and use this as a bargaining chip to "borrow" Jingzhou, and use Jingzhou as the basis to establish Chengdu and enter Hanzhong, forming a tripartite confrontation.The later "Anjuping Five Roads" succeeded even more by taking advantage of the contradictions between the enemies and the power of the allies to contain the intruders.Wenzhou merchants know the truth of taking advantage of the situation. Speaking of it, many enterprises in Wenzhou used to process or OEM for others first, and only after they had accumulated a certain amount of accumulation did they start to build their own brands, and then slowly build their own brands. Bigger and stronger.

Ms. Wu Junting, chairman of Shanghai Junting Garment Co., Ltd. and a native of Wenzhou, came to Shanghai to make a living after graduating from high school.Since I didn't have my own clothing store, I could only work for others at that time, borrowing the reputation of other companies to do business, and I was very angry.But Ms. Wu chose to bear the burden of humiliation and seek development from a long-term perspective. She applied the tactics of "borrowing opportunities" and worked hard step by step. Now she has developed her own garment company and bought dozens of acres of land in Shanghai. Hundreds of people.

Generally speaking, the first innovative product or business model to be introduced to the market will have the competitive advantage of leading innovation and become the future market leader.In fact, the first new product to enter the market may not necessarily be able to open up the market or maintain its advantages for a long time, but the subsequent followers will surely divide the market, and even gain more profits by relying on the shoulders of giants. Especially for small and medium-sized enterprises at the beginning of their entrepreneurship, they are restricted by many factors such as capital, technical strength, and talent reserves in the development of new products, and it is difficult to independently develop new products.Even if it is successfully developed with a lot of cost, it will inevitably have various shortcomings after it is put into the market, and as a result, the enterprise is in a difficult situation.

"One step ahead" must have a certain strength to act, and it is also a strategy to seek development by relying on superior companies, especially for those start-ups with weak technical strength, insufficient funds, and lack of technical talents, "willing to be the younger brother" is the best good choice. Now Wang Jinxiang is the general manager of Wenzhou Double Star Leather Shoes Sales Company.At the beginning, according to his statement, Wenzhou Shuangxing Leather Shoes Sales Company was a subsidiary of Shuangxing Group, but in essence, he did not have any shares in Shuangxing Group, but bought the Shuangxing trademark in leather shoes for only 12 million yuan. The right to use six years of similar products, picked a big bargain.

A few months later, the preliminary market work of Double Star Leather Shoes has been basically completed. Wang Jinxiang made a phased summary: "I can say that there is no risk now." After the Spring Festival in 2002, due to disagreement among shareholders, Wang Jinxiang withdrew from the management of a shoe factory in which he had 30% of the shares.At this time, the 3,000 to 4,000 shoe factories in Wenzhou have begun to show weakness. The popular word in the industry is "very strong", and everyone is carefully calculating how to survive the cold winter of the market.In this case, Wang Jinxiang thought of the so-called "virtual management".

After repeated thinking, Wang Jinxiang faced two paths: create a brand by himself, or borrow a brand?Wang Jinxiang thought: The investment of 12 million yuan can definitely create popularity, but consumer awareness and loyalty cannot be established in the short term, and this is precisely the key to consumer purchasing behavior.Moreover, if you use 12 million yuan to create your own brand, the speed will be relatively slow.This judgment prompted Wang Jinxiang to clarify the strategy of "side by side".With this idea in mind, Qingdao Double Star Group, the industry leader with the first well-known trademark in the shoe industry, naturally became Wang Jinxiang's first choice.Double Star's products are sneakers and rubber shoes. Leather shoes are also produced from time to time, but they are hard to find in the market. This is a vacancy.

After confirming his goal, he started to contact Double Star Group, and the other party inspected and found that he had no production line or sales network, and only had an ideal.Before leaving, the inspector threw a sentence to Wang Jinxiang: "Shuangxing is a famous brand that the whole factory has spent more than ten years of hard work. It cannot be transferred easily. Once there is a mistake, it cannot be explained to the employees." The investigator from Double Star never heard from him as soon as he left.After February of this year, Wang Jinxiang couldn't wait any longer. He decided to go to Qingdao in person to meet Wang Hai.

This time, he couldn't allow any mistakes.Before arriving in Qingdao, Wang Jinxiang carefully studied the situation of Double Star and Wang Hai's information, and learned about Wang Hai's character from many people.And when he met Wang Hai, a highly respected "big guy" in the industry twice his age, Wang Jinxiang's opening remarks were a bit clichéd but also quite considerate.He said to Wang Hai: "Double Star" has recently launched two major initiatives. One is to spend tens of millions of yuan on CCTV brand promotion, and the other is to successfully launch "dad shoes", "mother shoes" and "electrical insulation shoes" in the market segment. Shoes", these two major measures have shown the great wisdom and courage of the decision-makers, and "Double Star" has taken another big step towards the ideal of "international shoe-making kingdom".After some politeness, Wang Jinxiang showed his "gentle sword": Double Star rubber shoes are very good, but leather footwear products are difficult to achieve.For the Double Star Group, which is going to be an international shoe-making kingdom, this defect makes it difficult for it to exert its due power.Wang Hai, who dreamed of turning Double Star into an international brand, was seized by Wenshang.Hearing Wang Jinxiang's words, he sighed and said, "This is exactly my heart disease for 12 years."

Seeing that his words were on point, Wang Jinxiang lost no time in explaining his "ideal".Wang Hai nodded frequently.Finally, Wang Hai patted Wang Jinxiang on the shoulder excitedly: "The 'Double Star' leather shoes will be handed over to you in the future." A few days later, the two parties signed an agreement. Franchise.Wang Hai said to Wang Jinxiang: "'Double Star' doesn't care about the 12 million yuan at all. If you want to buy a leather shoe brand, the management rights of just one area will cost tens of millions of yuan. After that, it will add value to the brand brought by 'Double Star'."

In this way, Wang Jinxiang quickly returned to Wenzhou, registered the company, looked for agents, built factories, and carried out OEM operations.Under a series of strict plans and operations, after half a year, the sales volume of "Wenzhou Double Star" reached more than 200,000 pairs. As the decision-maker and operator of the "Pong" strategy, Wang Jinxiang is not worried about the deal between himself and the Double Star Group. He hinted that after several months of operation, he Most of the investment has been recovered.A person who knew something about "Wenzhou Double Star" found that apart from paying the trademark usage fee, Wang Jinxiang's investment was actually not large. The prepayment for the goods alone had recovered his investment except for buying out the brand.A media reporter had a deep insight into this operation. He believed: As a Wenzhou businessman, after all, Wang Jinxiang's initial motivation was to make money. If he achieved this goal, Wang Jinxiang had already succeeded. It is skill to do big business with small money.The return of the double star leather shoes made Wang Jinxiang high-spirited and confident.People saw this Wen businessman who had just received an order of 30,000 pairs of shoes in Chengdu, and flew to Chongqing in a hurry - the ever-extending market was waiting for him. These include the current Shanghai Benteng Enterprise Group and Wenzhou Double Star Leather Shoes Co., Ltd. The former has achieved rapid development of its own enterprise by borrowing the "Midea" Dongfeng from selling famous brands to manufacturing; the latter has started the shoe industry. Boss—Double Star's idea, to identify the vacancy of the boss, concentrate on one's own advantages, and embark on the road of growth. Founded in 2001, Shanghai Pentium Enterprise Group was originally a small home appliance company. In just three or four years, it achieved sales of nearly 500 million yuan in 2004.For this rapidly growing industry dark horse, many people want to know the secret of its success. In fact, the predecessor of Shanghai Pentium Enterprise Group was just a small audio and air-conditioning agent in Wenzhou, named "Cheung Kong Industry".Like many private enterprises in Wenzhou, "Yangtze River Industry" took the path of rapid development and growth relying on famous brands and borrowing ships to go to sea in its initial stage. As early as 1993, Liu Jianguo, the boss of "Cheung Kong Industry", began to think about how to make the company bigger. Although the company had developed through several years of self-accumulation at that time, Liu Jianguo felt that relying solely on himself was a bit weak .Therefore, he thought of becoming a professional agent in the refrigeration industry by relying on or relying on the strength of large-scale famous air conditioner manufacturers. The status quo of "Cheung Kong Enterprises" at that time was: first, no strength, second, no relationship, third, no team, and fourth, no network.In desperation, Liu Jianguo had no choice but to turn his attention to those "potential riches" who had not yet become famous brands at that time - Midea and Gree. In order to "rely on" these two trees that may become "big money", Liu Jianguo's promise is: the annual sales in the first year will be doubled compared with the previous year, doubled in the second year, and doubled in the third year. In 2009, it became the first in the regional market share. I'm really stunned and afraid of violence, and I'm afraid of death!After many times of "stalking", Changjiang finally relied on the "potential rich man" and became the exclusive Wenzhou agent of Midea and Gree. Liu Jianguo fulfilled his promise. In 1993, Midea's annual sales of air conditioners increased from more than 5 million to more than 50 million.In the following three or four years, Changjiang’s sales agency business developed better and better, and has become the leader in air-conditioning sales in southern Zhejiang, with annual sales of more than 100 million yuan. The leader of the region. In 1997, after Cheung Kong changed its name to Pentium, it wanted to further expand its business and reduce risks. What should we do?It started from producing a simple part of the air conditioner for Midea - the air conditioner connecting pipe, and realized the transformation from sales to production step by step.From this new path of combining industry and trade, Changjiang Industrial gradually established its own factory, which was later Changjiang Air Conditioning Parts Factory. In September 2000, Changjiang Home Appliances Co., Ltd. and Changjiang Air Conditioning Parts Factory merged to form Zhejiang Changjiang Electronics Industry Co., Ltd.Then, Liu Jianguo recruited more troops. In just four months, he independently developed a new type of intelligent soybean milk machine. As soon as the new factory was completed, it was put into production immediately. Using the "Midea" sales network all over the world, the product was quickly introduced to the market. At the beginning of 2003, Liu Jianguo made new moves in "borrowing cards".He wants to borrow the golden signboard of Greater Shanghai.Pentium Industrial Co., Ltd. was established in Shanghai, and with the help of the geomantic omen of Greater Shanghai, he took his business to a higher level. As we all know, Wenzhou has three mountains and one river, with little land and many people, and the land is barren.Therefore, in order to survive, a large number of Wenzhou people left Wenzhou to seek vast land resources.In Yueqing City, Wenzhou, there was such a young man who was good at growing watermelons. Since 1999, he left his hometown of Wenzhou and came to Guangdong Province to rent land to grow melons.In just five or six years, this Wenzhou youth was able to sell 8,000 tons of watermelons a year, with an output value of nearly 40 million yuan.A small watermelon has been turned into a large industry of nearly 100 million yuan by him. He is the famous watermelon king in Wenzhou, Mou Banggui, and he is indeed a master of "borrowing land to make money". Mou Banggui, who was born in Dalingtou Village, Xianxi Town, Yueqing City, Wenzhou, has always loved growing watermelons.From 1996, he went to the nearby Wenling City to grow melons. At that time, he only invested 50,000 yuan in the beginning of his business. Afterwards, he went to various parts of the country to investigate and found that Guangdong, Hainan and other places have a mild climate and good natural conditions, which are suitable for growing watermelons.Under his leadership, there are more than 100 households and 200 people in Guangda Lingtou Village growing melons outside, and most of the people who grow melons in Guangdong Province are from Xianxi Town and Fuxi Town of Yueqing City. Mou Banggui only planted 220 mu in Haifeng City, Guangdong Province in the first year. Now the company’s production base in Leizhou City, Guangdong Province has reached 1260 mu. All of them are mechanized, and sprinkler irrigation equipment is used for fertilization and watering. Individuals can do it all.Mu Banggui said that Yueqing people can grow melons in Guangdong because of their good technology and low cost.Others have invested more than 40,000 yuan in an acre of melon garden, but they only need 7,800 yuan. The melons they grow are no worse than others, and they have entered the demanding Hong Kong market.The cost of 0.5 kg of cantaloupe is 3 yuan, and they only need 1 yuan, so they have a big advantage in market competition.According to incomplete statistics, melon farmers in Yueqing contributed 1.2 million yuan in melon tax to the local area last year. In the process of growing melons for many years, Mou Banggui is good at thinking about problems and summarizing the experience of watermelon planting. He has become a veritable "soil expert" in watermelon planting. The average person only grows watermelons for three months a year. Two crops, and Mou Banggui can plant from August this year to June next year, and the harvest can be as high as five to ten crops.At the same time, shrewdly, he keeps changing the varieties of melons according to the needs of the market, Xinjiang "Golden Phoenix" Hami melon, Japan's "Xiboluoto" melon, "Early Spring Hongyu" watermelon, China Taiwan's "Te Xiaofeng" watermelon, " "Xinyou No. 3" big watermelon can grow whatever is popular in the market. It is mainly supplied to Zhejiang, Beijing, Tianjin, Hong Kong and the three northeastern provinces.A large number of melons go directly to supermarkets, and there are 45 designated supermarkets in Beijing alone. Now Mou Banggui is also investing in technology and sales network to expand the production base. By 2002, the planting area of ​​his melon garden had expanded to 1,000 mu, and his assets exceeded 7 million yuan.He has a new idea - go to Hainan to borrow land to grow watermelons.He resolutely sold the orchard in Yueqing, rented 1,600 mu of land in Meilan District, Haikou, and built a watermelon greenhouse. Due to the high price of local labor, he came to Guangxi in early September 2002 and signed employment contracts with more than 100 farmers. In January 2003, Mou Banggui had a bumper harvest of watermelons.Due to overcoming the cracking phenomenon, the average output is more than 3,000 kilograms per mu, and the total output has reached 5,000 tons. Now, as the general manager of Yueqing Moushi Fruit and Vegetable Co., Ltd., Mou Banggui is busy applying for a passport, and is going to Hong Kong and Singapore to see the market and open up a more convenient green channel for the watermelons he grows.This is the feat of a farmer in Wenzhou. With the help of the rich land resources in Guangdong and Hainan, he used small watermelons to become the "Watermelon King" worth hundreds of millions of dollars.