Chapter 17 Chapter Three Small Town Big World Leading Industry

There are many things in the world that cannot be explained by conventional thinking, but this does not affect the existence and value of a certain thing or phenomenon.The ancient town of Zhongshan, a small town in the south, has become a "Lighting Capital" with world influence. The undisputed kingdom of China's lighting industry is such a thing that cannot be explained by conventional thinking. On the land of reform and opening up in China, countless unbelievable things are happening and have already happened.The ancient town of "Dengdu" is a particularly dazzling example.

From the industrial perspective of the Industrial Revolution, it is not uncommon for small towns to create a big world.For example, the world-famous Italian ceramic tile industry is highly concentrated in a small town like Sorosa; the German printing industry is famous all over the world, and it is also concentrated in the town of Oberse... This shows that the formation of an industrial cluster has the characteristics of a "small town" The Big World phenomenon is not surprising.The problem is that Guzhen has neither the inherent conditions of the "lighting" industry nor the geographical advantages of sales and network that a world-class commodity market must have. However, it has moved the substantive honor of the king of China's lighting industry to This is the magic of the ancient town.

When you come to the ancient town of "Lighting City", almost all the outsiders will be amazed by the "Lighting City", and immediately ask a question: Why did the people in the ancient town turn a fundamentally inconspicuous place into a world lighting industry base? ? Yeah, we're all kind of confused. Let’s just talk about the place name “ancient town”. We used to think that it had a long history like Pingyao in Shanxi, Zhouzhuang in Suzhou, Kaifeng in Henan and other famous towns.The ancientness of the ancient town has nothing to do with the long history. It started with two families surnamed Gu living here one or two hundred years ago, and then gradually formed a small market town like the ancient town. People over the age of 40 still remember that in the ancient town 20 or 30 years ago, a small street could be walked with just one cigarette.Apart from a supply and marketing cooperative selling some small general merchandise and a few hawkers setting up stalls, there are no other commercial markets on the streets of the town.But people in Guzhen have a business tradition in their bones. In addition to farming, it is a consistent tradition for farmers to wash off the mud on their feet during slack, carry a bamboo basket and carry a bag, and pick up junk and scrap copper and iron everywhere.Before the formation of the lighting industry, the people of the neighboring Xiaolan Town started to make locks as their business. When doing business, the people of the ancient town helped the small merchants in the town and the public and private business owners in Xiaolan Town. Salesperson.There are more than a thousand supply and sales personnel in the ancient town who run field work, which is quite famous in the Zhongshan area.

Compared with pure farmers, supply and marketing workers have more knowledge and clever minds, and their sense of business must be stronger.When Yuan Daguang and a group of people came up with the famous trick of making lamps, the people of Guzhen—first of all, the supply and salesmen who went to the field suddenly realized that making lamps could make money, so they quickly turned the bow and returned to their hometown. I do it too, almost overnight, the awareness of making big money by making lamps spread to every corner of the ancient town, and opened the hearts of every person in the ancient town who already had a sense of business... When Yuan Daguang and the others made lamps, In the beginning, the 5 capable people of the joint venture did it by themselves, taking care of all the processes, accessories and market distribution, but later the business grew, and the raw materials and accessories could no longer rely solely on the closed fists and kicks of the few joint ventures.So, you make lampshades, I make lamp holders, you make glass, and I cast screws... The business just keeps getting bigger and bigger.After the 1980s, the life of the Chinese people has rapidly moved towards a well-off level. Home construction seems to indicate the mentality of most people towards a well-off life. No matter from the city or the countryside, beautiful indoor lighting decoration has become a necessity, so the lighting industry market is unprecedented. Development is like a broken bamboo.Yuan Daguang and his colleagues have played a pioneering role in the development of the lighting industry in Guzhen, and the "Lighting Street" in Guzhen is quite famous even among domestic counterparts.However, the level and quantity of lamps made by people in Wenzhou, Zhejiang Province at that time was far higher than that of ancient towns. In addition, the original large state-owned lamps and lanterns companies such as Shanghai were still dominating the main market. , who will dominate, is still unclear.

"It's useless to say anything. In terms of strengths, the current situation of our ancient town cannot be compared with others. But we have our own strengths, that is, we want to make the lighting industry the leading industry in the whole town. This is to influence and dominate the whole town. The historical choice of the people of the town today and in the future!" Or Wu Runfu, in his new year's policy report, he almost used the oath full of gunpowder, such as "fight to the last stand", to issue a sonorous and powerful appeal to the whole town. This is 1996.After the town government has basically completed the transformation of the original collective enterprise, the task before the town party committee and government is: how to determine the future development direction of the town.

At that time, Guzhen Town had three characteristic industries: one was the planting of flowers and seedlings.Farmers in Guzhen have traditional techniques for planting flower seedlings. It is said that half of the flower seedlings consumed by Shenzhen residents come from people in Guzhen.The second is the plastic processing products industry. Before 1996, the output value of plastic processing ranked first in the proportion of industrial industries in Guzhen.Then there is the emerging lighting industry. Three pillars, why only choose the lighting industry as the leading industry for development?Why?

"Based on our basic judgment on the market prospect." Secretary Wu Runfu answered our questions very simply.But that was his tone in 2006. 10 years ago, he had no confidence.At that time, all he had was a feeling, a firm confidence that he would die to snatch the crown of the "boss" of lighting into his hands without hesitation. "Although we were very determined at the time and saw the prospect of the lighting industry, after all, we had to put all the 'eggs' of the town's industry into one basket, and there were obviously worries." Secretary Wu Runfu said frankly, "For this reason , after the town party committee put forward the idea of ​​industrial development, we specially organized team members and a group of business owners to investigate and investigate all over the country. The result is that everyone believes that: the country is developing rapidly, people's lives are constantly improving, and the real estate industry will last at least 10 years. In the past 20 years, the lighting industry in the living room must be in the ascendant. The lighting industry in Guzhen is done! After the investigation and investigation, our town government immediately made a decision that Guzhen should fully develop the lighting industry in the future!

"Someone raised doubts at the time, saying that according to the viewpoint of classical economists, developing industries is like putting eggs in one basket, lest one basket falls on the ground and all the eggs are broken. Some people also advised me that big ships are not good. Turning around, it is still safe for multiple industries to go hand in hand. I replied: "Why does the big ship have to turn around? If you look at the direction and ride the wind and waves, can you reach the ideal shore faster?" In fact, the problem is not at all. It is still a question of two baskets, and it is not a question of who is easy to turn around. The key is whether we have an accurate basis for our understanding and judgment of a certain industry. At that time, the Zhongshan Municipal Party Committee and the Municipal Government proposed the strategy of "one town, one product", which means that a town The development idea of ​​establishing a brand industry. This is very far-sighted and in line with the law of market economy development. A small town like our ancient town is like a drop in the ocean when viewed in the national and global market economic system. It can do a good job in an industry, If you make it bigger and bigger, its market space and industrial space will almost never be a problem. The key point is whether you can hold the leading power of this brand industry in your hands..." Wu Runfu was working on "China The dream of the city of lights.

His theory is: everything in the world may have a beginning and an end.But day and night are eternal.We don't have to worry about the sun during the day, but we need lights at night.When there is night, we will do what we do as lamp men, and there will be an eternal market for us to make money.This simple "theory" full of natural dialectics has played a vital role in strengthening the confidence of people in Guzhen.Someone can doubt the ultimate of the business, but who can doubt that the night will suddenly disappear one day?People in Guzhen, who have no history of making lamps at all, understand the lighting industry from this simple and irreversible natural law to strengthen their confidence.

And their government leaders are the most firm believers, supporters, encouragers and leaders in the development of this industry! The first China Lighting Fair - Wu Runfu is full of energy. In 1998, he had a dream - he wanted to hold the first China Lighting Expo in his hometown. "Look at how people from Yiwu, Zhejiang run the market. They were able to become China's largest small commodity market because of holding expos. After that, no one dared to compete with them in Yiwu. Why can't our ancient town hold a lighting expo?" At the meeting, Wu Runfu pounded his fist on the table loudly.

"My family is Yiwu, and we are an ancient town. A small town also wants to hold a national exposition. Will it make people laugh? Hee..." Someone snickered. "Why can't a small town hold a big exposition? Our ancient town wants to set this precedent!" Wu Runfu was very unconvinced. "Let's not talk about other things. As far as the lighting industry is concerned, there are currently more lighting manufacturers and employees in Wenzhou and Ningbo than in our ancient town, so we are not the boss. Will people laugh at us when the fair opens?" This problem is more realistic.It might be a joke if most of the professional lighting personnel and merchants don't come to you when the Expo opens. Wu Runfu smiled slightly at the corner of his mouth, and said to himself: "Don't worry about this, I have already learned the truth from Wenzhou and Ningbo lighting owners, and the feedback they gave me has strengthened our confidence in the lighting fair in our ancient town." "How did you see that?" "The lighting merchants in Wenzhou and Ningbo revealed to me a particularly important message: their governments don't focus on lighting as an important local development industry, let alone support and encourage them like our ancient town government. Lighting industry, so I think we will be successful in organizing the expo!" Opposition was temporarily subsided. "Now vote with a show of hands: the town government agrees to organize a lighting fair this year..." Wu Runfu made his decision-making suggestions at the office meeting.What he didn't expect was that his opinion was not passed by the majority.This is 1998. "Don't worry. Make more solid preparations and publicity work. Make it a success next year!" Chen Fusong, then Secretary of the Town Party Committee, came to comfort his partner. Wu Runfu is a dreamer, and the goals he has identified must be realized. "Because my dream is to build the ancient town into the "Lighting Capital" of China and the world, I want to make the people of the ancient town proud and the Chinese proud!" In 1999, Wu Runfu once again handed over the proposal of organizing the first China Lighting Expo to the town government and party committee members During the discussion with the representatives of the National People's Congress, it was passed smoothly. "Holding a national exposition is not something we can do if we want to! It is organized in the name of the national industry department, so you must be approved by others before you can do it." Wu Runfu led his team to the capital again. "Ancient town? Where is the ancient town? There are quite a few people who have heard of lamps made there. However, to hold a national lighting exposition, it must be approved by the leaders on the basis of qualified experts from our association." National Light Industry Federation The staff of the China Lighting Association affiliated to the association told the people of Guzhen. That's right, go find your old friend, Mr. Chen Yansheng, the president of the China Lighting Association!Wu Runfu slapped his head and immediately became excited. Hard work pays off. In 1998, after Wu Runfu's plan to hold an expo was dragged down, he did not stop weaving dreams.At that time, he heard that the China Lighting Association was holding a council meeting in Guangzhou, so he rushed to the meeting site immediately.According to someone's introduction, he met authoritative experts, Zeng Yaozhang, Chen Yansheng, Liu Shengping and other relevant leaders of the China Lighting Association.They are all enthusiastic people, and seeing Wu Runfu's sincerity, they were deeply moved by his vision for the future development of the lighting industry in Guzhen. "Okay then, let's go to your ancient town." They agreed heartily. Wu Runfu was on the verge of tears.Think about it, a small town with the size of a sesame seed can invite the largest expert and chairman of the national authority to inspect it. How much face is it? The trip to Guzhen by the experts from China Lighting Association really played a key role in the recognition of Guzhen’s lighting industry by the national authority in the future, as well as the declaration of "China Lighting Capital" and the holding of the first China Lighting Expo in 1999. "At that time, I also heard about the ancient town for the first time." Many years later, the old Mr. Zeng Yaozhang recalled, "I was dragged from Guangzhou to the ancient town by my friends, and I was thinking: How can a small ancient town still exist? What kind of decent lighting products can really be produced? Those manufacturers are at best small-scale, low-grade, low-end small enterprises. But what I didn't expect was that when I came to the ancient town with suspicion, I saw a company A large number of lighting companies have sprung up like mushrooms after rain, and I was completely stunned when there were too many large-scale and high-grade lighting stores. Is this the ancient town? This is the ancient town lighting market that we have not heard of? Since then, the word Guzhen has been deeply engraved in my mind, and I will never be able to go there despite the passage of time. After returning to Guangzhou, I excitedly told all the governing units and participants who participated in the meeting about the new continent I discovered in Guzhen Representatives. They were also very surprised when they heard it. After the meeting, many people came to the ancient town. The lighting market and reputation of the ancient town began to spread rapidly in our industry, and the influence became bigger and bigger..." During the trip to Beijing, the application for hosting the expo was successfully approved.Now it's up to Guzhen itself! "To be honest, my hands trembled a little after I got the right to hold the expo. You think, if we mess up the expo, or make it nondescript, then the entire lighting industry and market in the ancient town may never be the same again. How can I be worthy of the elders and folks in the ancient town? How can I be worthy of the hundreds of thousands of friends in the lighting industry across the country? The economic development of our ancient town has to start all over again? We really have no way out, only to hold the expo well! "When Wu Runfu talked about the exposition held that year, his heart was still surging. "At that time, our urban construction was still in its infancy. When guests came, there were no hotels to stay in. They could only be arranged in Zhongshan City, tens of miles away, and Jiangmen City, which was across the river. They left early and returned late every day. There is no main venue for the expo, so we have to use the "Lighting Street" in the ancient town as the main venue of the expo. It may be the first initiative of our ancient town people to hold an expo on the street..." Wu Runfu said to us with a wry smile. "then what should we do?" "We found the best location on the 'Dengshi Street', with a total length of 1.2 kilometers and a 13-meter passage in the middle to build a temporary booth, shaped like a long dragon. It is shaded during the day and illuminated by various lights at night. It's quite spectacular and beautiful..." Speaking of this, Secretary Wu Runfu laughed himself, "There is no way, we only had this level and conditions at that time. We have no experience in organizing expositions. In order to hold some standards, we deliberately started from Hong Kong invited an exposition director. That person was a woman, and she was fat. Some people scolded me, saying that Wu Runfu didn’t know what to do, and even hired a “foreign fat woman”! I can’t tell , I thought, now I don’t have time to explain everything to you in detail, the real thing is to hold the expo well. "Although the town holds an expo, we represent the China Lighting Association, so it must be a bit large, right? So we prepared more than 600 exhibition booths. Among them, 160 booths were reserved for Taiwanese businesses. Taiwan's lighting is well-known in the world. Many crafts and technologies of our Guzhen lighting were influenced by Taiwanese businessmen. The fact that Taiwanese businessmen can participate in the expo represents a certain standard. Unexpectedly, one week before the expo, none of the Taiwanese businessmen came to report. We were very nervous at the time , I think this is too embarrassing. The leaders of Zhongshan City were also very anxious when they heard about it, saying that they had to come up with an emergency measure anyway. What should I do? Lalangpei is not the answer. I had to find the business owner of Guzhen Lighting to open Temporary emergency meeting, please help from your own lighting company, everyone is really helpful, and said that they are willing to take up the 160 booths. Well, everything is ready, just wait for the opening of the expo... Just two days before the opening ceremony, we Surprisingly, the 160 booths were covered with colorful lighting products by Taiwanese businessmen! "October 15, 1999, the grandest and greatest moment in Guzhen's history came. On that day, there were huge crowds of people at the two fairs of Guzhen and Haizhou... No one expected that so many people would come to our Lighting Expo Grand event. When I saw so many beaming Guzhen people and Zhongshan people, as well as leaders, friends and businessmen from Beijing, all over the country and overseas, I knew that our ancient town had succeeded! The lighting industry in our ancient town has hope! At that moment, I had a new and bigger dream..." Wu Runfu passionately told us about the grand occasion of the first Guzhen Lighting Fair, which was attended by more than 500,000 people. "What is the new dream?" "I think our ancient town should become the lamp capital of China and even the world!" Wu Runfu's eyes sparkled. Lights!What a tempting name!What a romantic reverie!What a prospect!Today we stand on the land of the ancient town that has become the "Light City", and when we go to ponder the dream of Wu Runfu at that time, although we cannot be as passionate and romantic as him, we know that the leader of the ancient town "Light City" is leading All the ups and downs experienced by the people of the town in the process of striving for and building this great honor... History always creates miracles and promotes our understanding in the struggle.Wu Runfu and the people of Guzhen are constantly creating a new chapter of the poetic era. The demeanor of the Communists shines in the practice of governing for the people. Lights!The ancient town will be built into the "Kingdom of Lighting in China" and "Lighting Capital of the World"!This heroic declaration touched the heartstrings of everyone in and around the ancient town... Is it a romantic fantasy?Is it a dream of reality?A symphony of romance and reality? Yes.It is a group of communists who stand on the commanding heights where history and the future meet, leading their people to a well-off life, to a well-off society...the heroic spirit of developing a powerful country! Yes.It is a clarion call for the people of a small town to unite with friends and businessmen in the entire industry to fight against the wave of competition in the global market economy! Guzhen people, since the first National Lighting Expo was held, the desire and pursuit of the "Lighting Capital" is bound to be won. 25 million yuan to hold the expo, all invested by the government... Everything the Guzhen Party Committee and the government have done is still remembered by the people of Guzhen and people in the lighting industry at home and abroad.Can such a party, such a government not be supported by its people? "Let the world know the ancient town, and let the lighting of the ancient town go to the world." This is the theme slogan of the first lighting fair in Guzhen. "The art of lamps, the ocean of lamps." This is another theme slogan that Wu Runfu personally thought of before the second lighting fair was held in 2002. Lamp is the poetry of light; lamp is the light of art; lamp is the necessities of human beings to form a poetic life.When a lamp is used as a commodity, it can emit the crisp sound of money; when a lamp is used as a pursuit of people's career, it is filled with passion and romance... Heh, people from the ancient town are romantic and realistic businessmen; People from the ancient town are also realistic romantics.People in the ancient town are destined to become romantic poets full of realism in the world of lamps and lights! After 1999, the development speed of Guzhen lighting has exceeded the imagination of Guzhen people.By 2002, the annual production and sales of lighting in Guzhen reached 6 billion yuan, accounting for more than 60% of the national lighting market, and showing its strength in the international market. The issue of Guzhen as the "Lighting Capital of China" is no longer Wu Runfu's own dream.Authorities in China and elites from all walks of life in the national lighting market have set their sights on the ancient town of Nanguo. July 29, 2002.People in Guzhen were a little nervous and excited, because on this day more than 100 experts from the national lighting industry came to Guzhen to hold the fourth council of China Lighting Association.In more than three months, the second China Lighting Fair held in Guzhen will open again.And this expo is extraordinary for the people of Guzhen—they have already submitted a formal application for the title of "China Lighting Capital" to the National Light Industry Federation and China Lighting Association.The convening of the National Industry Council in Guzhen is actually a review of the "Shenguan".Whether it can be achieved or not, it is almost in one fell swoop! During the few days of the meeting, people in Guzhen lived in excitement and tension. More than 100 experts, although they have smiles and surprises on their faces every day, they also flash critical eyes from time to time... What they see is exciting, what they hear is heroic, and of course what they want to know most is the actual and realistic. "Experts and leaders... It has been 20 years since our Guzhen Lighting started. Now we are on the way to become the 'Lighting Capital of China'. At least we can report our application to you now. There are the following reasons for the title of "China Lighting City": 1. Guzhen Lighting has a domestic market share of more than 60%; , thousands of domestic and foreign professional buyers come uninvited); 3. There are more than 270 export enterprises in Guzhen, and their products are sold to 72 countries and regions; 4. In the domestic lighting industry, the hardware of Guzhen lighting market The facilities are the most complete; 5. As a small town, it actually has a professional newspaper with the greatest influence in the industry ("Guzhen Lighting News") and a professional network with the highest click-through rate and the most informative content ("Lighting Online") 6. Possess a logistics network covering major, medium and small cities across the country; 7. The industry information is the most concentrated; 8. The living environment is superior (the ancient town is a civilized town in the country); , the most complete supporting industries... Dear experts and leaders, I think the above ten reasons are not enough to fully summarize the current advantages of the ancient town, but it is enough to show that the ancient town has the charm of China's lighting capital!" "Wow——" Thunderous applause rang out at the meeting room of the China Lighting Association.When Wu Runfu raised his eyes again, he felt that his eye sockets were already very wet... "Congratulations! Congratulations to the people of Guzhen!" On November 8, 2002, the second "China·Guzhen International Lighting Fair" opened in Guzhen as scheduled.At that exposition, the China National Light Industry Council officially awarded the plaque of "China Lighting Capital" to Guzhen.On that day, the ancient town was boiling, and everyone was immersed in joy and celebration.Only Wu Runfu - this tough man, disappeared from everyone's sight several times. He hid in an inconspicuous place, wiping his tears...the tears were very hot, even a little hot. He knows better than anyone: "China Lighting Capital" settled in Guzhen, what will this mean to Guzhen! It not only means Jinshan Yinshan, but also means mission and responsibility, and this mission and responsibility not only belong to Guzhen, but also belong to Zhongshan, Guangdong, China, and even the world...