Dare to Dare to Break Out and Forge Ahead to Start the Hand Brand
My growth in the air compressor industry coincided with the change of the air compressor industry in China: from the very beginning to repair foreign imported second-hand equipment, to the later piston unit installation, to the modern screw unit installation; From the "foreign garbage" repair shops eliminated by Europe and America to China's modern assembly plants; From China's air compressor is completely dependent on imports to private enterprises quickly mount, and quickly force foreign brand piston machine production out of China; From the technology blank to the independent research and development of the main engine, it has actually witnessed the rapid development of China's screw air compressor private enterprises, and witnessed the transformation of domestic brands from weak to strong.
From brand agency to brand creation
From the late 1990s, I learned to repair air compressors in Changping, Dongguan. I am particularly interested in mechanical products. I usually like to study the maintenance of imported second-hand air compressors, and combine daily work with practice and maintenance. With the familiarity and mastery of the working principle of air compressors, I soon had my own air compressor repair shop. While repairing air compressors, I gradually came to understand the distress and helplessness of most customers for the different brands of air compressors they use. So I had the idea of screening high-quality air compressors for guests, and the idea became a reality: became the air compressor brand agents, stores and later wholesalers. With the identity of agent and wholesaler, thanks to the rich experience in solving different needs for different customers in the early stage, I took this as the basis and competitive advantage, quickly achieved excellent results in the wholesale and sales of air compressors, and quickly became a well-known high-quality air compressor supplier in the region.
With years of leading position in the sales industry, I have accumulated a large number of customer resources. The recognition of the market, the reputation of the circle of friends, the respect and trust of customers, let me gain the accumulation of capital. However, with the continuous localization of air compressor production, domestic air compressor brands have become very disordered. Compared with international first-line brands, domestic brands are very competitive in price, which leads to the emergence of domestic air compressor brands like bamboo shoots in a certain period of the market, and the swarms of bees result in the uneven quality of domestic air compressors.
On the one hand is the market's pursuit of domestic air compressor prices, on the other hand is the reality of low quality of domestic brands. In this state, I began to conceive the idea of producing my own air compressor, and won unanimous support from many customers and friends. Therefore, from 2014, I put my ideas into action again, and started the journey of "rejuvenating the State by industry". First, I operated the factory in partnership, then I set up Hande Company as a sole proprietorship, invested in the factory, and became a professional manufacturer of air compressors.
When I selected the site for the plant, I evaluated the overall capacity of the market and fully considered the initial output of the plant. Therefore, I chose the plant covering an area of nearly 40 mu as the starting point of the plant.
After the factory was put into operation, in order to quickly show the ability and strength, and quickly gain the recognition and recognition of the market, we started from OEM production and obtained a large number of OEM orders. With the rapid acquisition of orders from many brands, difficulties and problems came one after another: low loyalty and stability of brands, orders given to you today can be given to others tomorrow, so as to reduce the purchase cost by lowering the price of manufacturers. Faced with the continuous decline of factory prices, the factory's profit point was squeezed lower and lower, and Hand was forced to a crossroads for the first time: I think it is unsustainable for a production-oriented enterprise to continue like this, and it is very bad for the development of the whole air compressor industry in China. Therefore, I began to take the first step towards the direction of self-owned brand. I immediately organized a team and quickly established my own warehouse center in the country. Starting from the establishment of marketing company, I quickly set up more than 20 sales branches in the country to ensure the rapid spread of marketing network. After the successful establishment of branches in various regions, people soon got to know Hand. With a large number of orders as the premise, we continue to set up marketing branches in the remaining provinces and cities. Therefore, it can be said that it is the current situation of the market that forces Hand to move forward on the road of "own brand".
In terms of product planning, based on the current factory capacity and Hande's market position, we only focus on permanent magnet frequency conversion air compressors and two-stage compression. However, the market demand information obtained from more than 20 branches of Hande nationwide tells us that we should also develop vacuum machine, high pressure machine and other product series, do not forget the vertical development at the same time must also pay attention to horizontal development to satisfy the market, which has been written into the development blueprint of Hande as one of the development projects.
Strengthen the brand: innovation without fear of wind and rain
Hand came up with the brand store concept when he was laying out a national marketing network. The purpose of opening the "brand store" is to quickly establish the brand image, hope that the market and consumers of the registered trademark, the mission of the hand, the high cost performance of the hand equipment can be quickly recognized and recognized. This is the enterprise tangible assets into intangible assets of the practice, the benefits are obvious. Although we have taken a number of measures to support the store: decoration subsidies, regional protection, technical guidance, brand promotion and other support, but the brand road is a long road, the current effect is not very ideal. However, Hande will stick to it. With the further strengthening and enlargement of Hande, constantly upgrading to high added value, and transforming to the high-level advantages of product development, product quality and cultural innovation, Hande will definitely come out of its own characteristics. In my opinion, this is the responsibility and mind that the new generation of enterprise leaders should have. The road of brand must be taken. Only by taking this road well, the gold content of the enterprise will be high.
There is no doubt that the foreign market is huge, and the trend of China's air compressor to go out is the general trend. However, at present, most of the core technologies in the international market are in the hands of international first-line brands, and the main share of the international market is also firmly held in their hands, and their products are high value-added products.
Hande International Trade Department has been established for more than a year. The business volume is not large at present, but the challenges and difficulties we face are not small. It is because we go out that we know our shortcomings in all aspects. However, it is through going to sea that Hande people realize the differences in business culture around the world, see the quality requirements of European and American countries in particular, and make it clear that the market cannot be mastered only by price, and quality is the only and key. This forces Hand to improve and grow, which is good.
Looking forward to the future, we will continue to win overseas based on the motherland, and let the foreign trade business team try a variety of channels to go abroad to break out their own road of innovation. At the same time in the industry to set an example, "the iron also need their own hard", step by step to do a good job of each product, manufacturing foreign customers recognized, appreciated high-quality products. This is exactly what is advocated at present and the only way to make "Made in China" become "made in China" and "Made in China". We look forward to refreshing the international community's inherent impression of "Made in China" through the practical actions and quality products of Hande.
Twenty years of experience, twenty years of thinking. The following is the dialogue between air Compressor Agent and Mr. Zhang Guihua.
Sc: You have been in the air compressor industry for more than 20 years. How do you view the changes of the air compressor industry? What opportunities and challenges do you think agents are facing at present?
Zhang Guihua: My growth in the air compressor industry coincided with the change of the air compressor industry in China: from the very beginning to repair foreign imported second-hand equipment, to the later piston unit installation, to the modern screw unit installation; From the "foreign garbage" repair shops eliminated by Europe and the United States to China's modern assembly plants, from China's air compressor completely dependent on imports to private enterprises quickly mounted, and quickly forced foreign brand piston machine production out of China, from the technology blank to the independent research and development of the main engine, really witnessed the rapid development of China's screw air compressor private enterprises, Witnessed the transformation of domestic brands from weak to strong.
I believe that the current air compressor agents must also be able to see the difficult operation and decline of OEM manufacturers, especially small-scale manufacturers in recent years. One of the secrets of Hand's standing is that it relies on its huge marketing layout and scale production to gain advantages in the supply chain. In the future, I believe that the polarization of air compressors will be more prominent. Therefore, as an agent, I suggest that they "should learn to stand on the team", only to choose a good brand, do their own work, the market demand for deep digging, good service user market, so as to do more professional, to do bigger, only deep ploughing, to make something, I think this is the key.
Sc: As a new machine manufacturer, in the current air compressor market with many brands and fierce competition, how do you think private enterprises should seize the opportunity and expand themselves?
Zhang Guihua: First of all, I think there are many brands in the domestic air compressor market, which is not terrible. The competition is not terrible. What is terrible is the peers who silently and carefully manage the brand, practice their internal skills and improve the quality. I think at present many domestic brands still take price as the primary weapon, as long as the price is low enough not afraid of customers. Just like the earlier Hand, because of the lack of attention to quality led to the loss of a lot of customers. After reviewing the pain, we made a lot of improvement work later, and the quality improved constantly. We won the favor of old customers and more new customers again, and got the enthusiastic support and encouragement of dealers.
The products of Hande are good in quality and good in price, and the small results are not only because of the success of its marketing strategy and layout, but also because of the strategic relationship with suppliers. More importantly, the awe for quality inside the factory and the supply chain cost advantage brought by Hande's large-scale production.
Sc: Hande is growing rapidly and expanding continuously. How do you ensure the stability and sense of belonging of your employees and distributors? How do you see yourself as the leader of your business?
Zhang Guihua: As an ancient saying goes, "Those who love others will always love them". In the business world, I often realized that "team spirit" is the magic formula for people's achievement. I care about the welfare and life of employees, and let them consciously bind their own interests to the company's interests. In dealing with the relationship with agents is "share the same taste", "benefit sharing", I to this philosophy, not only in thinking, but also used in my decision-making.
Looking into the future, from the early days, I always made decisions based on profits, to the present "taking into account social responsibility and corporate profits", I began to think about my own social responsibility, how to make China's air compressor industry stronger and bigger, how to represent "intelligent manufacturing in China" to go abroad, how to change myself from an individual to a whole. I hope I can give full play to my advantages in the great era of socialism with Chinese characteristics in the new era, and make due contributions to the society in order to give back to the society!
