Xia Guangyi: Massage Equipment, Godfather's Fighting Life

Xia Guang Yi rushed and went to Russia with his subordinates. Only then did he find that the client was addicted to gambling and had a gang background.

"There must be no money."

In the snow and ice of Russia, Xia Guangyi's hair stood up.

However, in public, he has given enough customers face.

At that time, the customer was engaged in the annual meeting of the dealer. I heard that the Chinese boss came, and the distributors of large and small size asked him to take a group photo and talk with him.

Xia took into account that these dealers easily skipped the direct orders from the Chinese factories and repeatedly solicited Russian customers' opinions.

Seeing that the Chinese boss was so careful and upright, the Russians were very moved, and all the orders in 2009 were cash in cash, and the outstanding debts were beginning to be paid off.

In 2006, after the market of massage equipment entered a mixed period, facing the price competition of Shanzhai factory, the strategy of Tianlun is that customers can order cheap Shanzhai products first, once the quality problems arise, they will be repaired by Tianlun.

In fact, in the past more than 10 years, the foreign trade of more than 50 countries in the world has also developed a strong competitive power.

It has the largest mold system in the Chinese massage equipment industry, and all kinds of products from different countries will graft into each other and create a new category of health care equipment.

Secondly, with the cooperation of pnational giants, we have experienced Tianlun's R & D management capability and cost system.

For example, the cost control is carried out in the way of Pao Ding Niu Niu, and the whole production process is divided into two parts: "product cost" and "management cost". These two items are further refined, such as "product cost", which are divided into seven elements: "material cost", "processing cost", "testing cost", "packaging pportation cost", "quality cost", "inventory", "fixed assets" and so on.

In each project, there is a sub control system, which is interlinked and linked up.

Jiangshan is tread out of iron, and the mountains and rivers are cultivated by the wisdom of time and countless people.

Thanks to those who have looked down on me, they have taught me three reasons: first, there is "big money" in developing areas; two, we need to know how to help friends and bring teams, the stronger the team is, the more money we make; three, we must attack the target and put all our eggs in one basket.

From the world to China

The tide of foreign trade is rising and falling.

Over the past thirty years, China has made a dream of going all the way from China to the world. Now, when they return to China as an "overseas student", their manufacturing concept and business style are quite different.

"Not everyone can make massage chairs."

Shot at the beginning of 2008, Tianlun chairman boardroom.

When Xia Guangyi clapped the table, the executives were silent. "Massage chair items must be on the table. No one will say anything!"

Shot two in the second half of 2008, more than 10 senior engineers in some massage chair enterprises in China received a special gift. They owned a house in the capital city of their hometown respectively.

The buyer is a big boss in Wenzhou.

Shot three in the second half of 2008, Beijing.

A big news conference, sparkling lights, Xia Guang Yi walked on stage, "within three years, Tianlun should be the leader of the massage chair industry."

Massage equipment industry, massage chair is undoubtedly a bright crown.

"The contribution of the health industry to the national economy contains unlimited prospects. The Chinese government should actively guide the sustained development of the health industry to make up about 8% of the gross national product and become a pillar of the national economy."

Chen Zhu, Minister of health, pointed out many times.

The health care industry is undoubtedly in the best era. The massage chair enterprise, which is considered to have the greatest potential for development, is one of the most powerful. When other enterprises rush to the market of the massage chair market, the happiness of the family has already taken the lead and the advantage is showing.

Little imagine, two years ago, when Xia Guangyi talked about the idea of stepping into the massage chair, he frightened the executives.

"A massage chair involves more than 2000 suppliers. At that time, we were the eldest in the field of small massages, and we were familiar with foreign trade. We felt that there would be risks in the sudden pition to China."

However, the boss had a military command, so the executives had to look at each other in a low voice and whispered, "then try the one or two one first?"

"What one or two!

Isn't that pouring salt into the sea?

The first batch first develops more than ten, and the initial investment is 80 million! "

Xia Guangyi's move is by no means a hot head.

Since the second half of 2007, the exchange rate of the US dollar has continued to slide. This has made him highly vigilant in the field of foreign trade for many years, and the financial tsunami sweeping across the globe has come to the end.

In April 2008, Tianlun's orders fell by 20%, and three months later, it fell by 60%.

The trend is so great that the colleagues have fallen to the ground and died suddenly, but the storm has also exposed the short board of the foreign trade enterprises.

"Without relying on the domestic market, enterprises will be strong enough to walk on one leg, and eventually they will not be able to get to a higher mountain."

At the same time, the massager industry from more than 10 years ago virgin land, up to now, nearly 10 enterprises are entrenched here.

The products of Tianlun have been repeatedly copied, and "one case can't fight a lawsuit."

"We need to develop a product for half a year, but the coastal family workshop has been imitated for a month.

On the one hand, we must increase R & D investment, otherwise the foreign giants will despise you, but the copycat factories first imitate and then lower the price, making our profits become thinner and thinner.

It is better to fight hard than to be attacked repeatedly.

The massage chair with high technical threshold promotes small products, and completely breaks away from the cottage factories.

For this reason, Xia Guangyi personally took the lead in the massage chair project, and concentrated on more than fifty senior engineers in the industry.

"In the morning, I felt that the other party did have the goods. In the afternoon, he booked a plane ticket and flew to his city to talk about his intention."

Xia Guangyi, relying on his own killer, has successfully built the first team of health care consultants in the industry to prepare for the next domestic marketing and prepare for it.

Wang Yougui, the general manager of Tianlun responsible for domestic marketing, joined the Tianlun in this context. He once worked as an executive in many domestic industry leaders and was well versed in the way of domestic marketing.

In his words, "there are many smart entrepreneurs in Wenzhou, but few smart people. Joining Tianlun is the biggest battle in his next life."

In the second half of 2008, ten dozen massage chairs of Tianlun are offline at the same time.

Just a mold for a chair requires tens of tons of steel.

Then, Xia Guangyi set up a high sounding oath of more than 200 square meters exhibition hall at the Beijing sports fair.

No one could believe that Xia's handwriting would be so great. The colleagues of OSIM and SANYO were shocked. "This boy will come out and we will be in danger!"

In fact, at present, the domestic massage chair market is just like the home appliance field more than ten years ago.

In 2008, the global massage chair market was about $5 billion 600 million, and the Chinese market is still at the initial stage of marketing.

In the earliest market in Japan, an average of two families had 1 massage chairs.

In Wang Yougui's view, at present, there are more and more sub-health groups. Even according to the household penetration rate of 5% in the next 5 years, the sales volume of massage chairs will reach 13 million in about 260 million households in China. The average size of 2 million 600 thousand units per year is equal to that of super gold mines.

If you want to ride a dust in such a market, you also need a "strong pill".

Since the second half of 2010, every Tianlun massage chair can download its application on its official website. Different programs with different music, with wonderful music consumers can experience different massage techniques. "A massage chair is never out of date"!

Tianlun's unusual way in the massage chair is that Xia Guangyi even made it a beautiful home decoration.

Taking into account the different styles of family decoration, a simple European style massage chair will adopt Baroque art carving. The Chinese style massage chair chooses thick mahogany on the material.

Today's Tianlun has 22 international advanced production lines, and the annual production capacity of massage chairs is 60 thousand.

In the next three years, Tianlun will invest 300 million funds in brand communication, create 1 million 500 thousand square meters of sales terminals, and make the industry the first.

"Tianlun will break the traditional channel pattern and realize the full coverage of city flagship stores, shopping malls experience shops, KA stores, community experience centers, beauty salons, 4S stores, hotels, airports and so on."

At present, Tianlun has reached the national brand strategic cooperative relationship with the appliance giant Gome. Tianlun massage chair will become the first brand in the industry to advance into the Gome terminal.

Most objectionable people say,

You can't do this thing well!

In 2009, the production capacity of Tianlun exceeded 1 billion 200 million yuan.

The executives who opposed the massage chairs were thumbs up. "This is the right step."

Tianlun launched a heavy blow in the market of massage chairs, and large and large customers at home and abroad demanded agents. This prompted Tianlun to have the pricing power of small massager.

"If the other party does not want our small products, then my big massage chair will not be given to him.

From passive to active, kill two birds with one stone. "

"Instead of being hurt in the financial crisis, we have made a new path for ourselves."

Wang Yougui, director of marketing at Tianlun, said.

Now, Xia Guang Yi will be invited by government departments almost every day to give lectures to the major enterprises in the city.

The topic is "how to get out of the financial crisis".

For Chinese private enterprises, the boss's character often means the character of the enterprise.

This is especially true for enterprises in Wenzhou.

For decades, he hated to hear that "you must have done a bad job". He said to himself, "we can't change nothing in this life, so we keep going down this year."

Xia Guangyi is such a person. He is full of aggressiveness and aims to overcome the difficulties of recognizing the target. But unlike the Wenzhou entrepreneurs, he does not like to go to the night club or play golf. He even moved his family to the top of his office.

The biggest hobby is pulling a group of executives to drink beer at home.

"Wine is in the stomach, things are in the mind," the wine is flooded into the mind, and all the contradictions in the work are spoken out.

He is also a straightforward person. He said he enjoyed the joy of success after winning the decision. Every time he received the victory, he would take a bottle of beer and drink it in a gulp.

In the enterprise, his authority and decisions can not be infringed, but his subordinates regard his family as a big bowl.

A grass-roots employee's mother was sick, he immediately took out 70 thousand yuan to let the other party go home first.

Little did they know that after waiting for their mother's illness, the employee came to the company with a family and fell on his knees in front of the summer.

He quit smoking, but every time he went abroad, he brought back different cigarettes and put them on top of the executives' table.

He wore a shirt of 100 yuan, but he bought six or seven shirts every time, accompanied by one employee.

He was not good at expressing his feelings. The two children cried when he saw him, but he looked very meticulous towards the staff.

Every year on New Year's Eve, he calls the parents of senior executives personally to pay New Year's call.

Once an executive showed up when he was in the company year. He heard that he immediately got out of the carriage and hugged each other. "Brother, then come early next year!"

At the age of 14, he went all the way to Wenzhou and went through all the unimaginable hardships. At the age of 33, he gave up his barber products and turned to health care equipment. At the age of 40, he was again massaging a massage chair.

When he was young, he fought for dignity, but as he grew older, he became steady and tolerant. He was thankful for his old eyes.

Xia Guangyi told reporters that entrepreneurs should first be strategists, and their strategic management capabilities often play a decisive role in the development of enterprises. Strategic management must be built around three dimensions: strategy, strategy and tactics.

Strategically, we should have forward-looking vision and superhuman courage, innovate business models continuously, and strategically form a three-dimensional strategic decoding combination to form an enterprise's lasting competitiveness.

Precise strategies and strategies are still not enough to ensure the success of enterprises, and the ability of strategic implementation is particularly important.

The vigorous vitality of an enterprise stems from its leader's thinking pattern and pioneering spirit, and has achieved the system building of the whole team.

Yes, suffering, beating, harvesting, and immersion in business for 28 years are enough to make a young man dye his cream, and also polish and cultivate a new man's realm of life.

"Cloud is in the bottle of Castle Peak water". Now, Xia Guangyi, 42 years old, has possessed the wisdom and strength to control his own destiny.

"The cloud is in the bottle of Castle Peak water" is not just a state of mind, but a great battle originates from this state of mind.

Xia Guangyi said:

Thanks to those who have looked down on me, they have taught me three reasons: first, there is "big money" in developing areas; two, we need to know how to help friends and bring teams, the stronger the team is, the more money we make; three, we must attack the target and put all our eggs in one basket.