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In the eyes of outsiders, Baishun Electric is a very typical family business. However, if you have a deep understanding, you will find that Baishun Electric has become the OEM of many famous brands in the industry from a regional brand of the year, and also announced that Baishun Electric has entered a period of rapid development. Today, Baishun Electric has announced the strategic direction of the “Mejiashun†electrician brand in a special way of separation of production and sales. Lin Jinxian, general manager of the United States and Canada, said: "There is no shortcut to success, and brand development is also true." So, how did Baishun Electric transform from the role of OEM manufacturer to brand operator?
Brothers and Innovation Bureau
Lin Jinxian said that it is the father's tolerance and love. It is the father's success in assigning different roles according to the different personalities and interests of our brothers. Because he learned tolerance from his father, he applied this spirit to the development of the company. In Lin Jinxian's memory, his father never blamed their faults face to face. Anything, the father will discuss with them, and finally they will decide on their own. Therefore, at Baishun Electric, they allow members of the team to make mistakes, because young people always try to keep trying, and trying to make mistakes inevitably. In the big environment, there is no problem in the direction, small mistakes must always be allowed, of course, the same mistake can only be made once. This is what Lin Jinxian said when interviewing the author. At present, Baishunli, the two brothers work separately, one is responsible for foreign operations, one is responsible for internal management, and work together to create a new Baishun.
Baishun Electric has gone through 21 Spring and Autumn Periods. Before 1999, it was in a state of self-production and self-sale. In the words of Lin Jinxian, due to the conservativeness of the previous thoughts, there was no determination and ideas to strengthen and expand. The brand development period. At that time, Baishun was still in the accumulation stage of the original capital, and there was no clear corporate vision. It is in this case that after the brothers talked with their fathers, they felt that they should continue to grow stronger and bigger by inheriting the wishes of their fathers.
Just after returning to the company for a while, they gradually realized that the problems faced by private enterprises were highlighted, such as imperfect management structure, unsatisfactory business conditions, and weak funds and technology. They know that there are still many places where companies need to reform, but it is not easy for companies to have their own factories and molds. He said: "Although faced with many problems, but calm down and think about it, compared with other manufacturers of the same type, Baishun's hardware facilities have a certain scale and strength in the environment at the time, so I made up my mind and made up my mind. Every company has its own problems. If we don’t have confidence in the company, then we really haven’t saved it. So, at that time, we made psychological adjustments and re-started the positioning of the company. Development, at this stage, it is still necessary to bring up the production management of technology and enterprises. From the perspective of the entire industry environment, we still do not have the conditions to do a good brand."
Brand strategy warfare future
At the end of 2001, there was a turnaround. A famous domestic electrician brand found Baishun Electric to discuss its OEM cooperation. In the continuous cooperation with each other, they suddenly found that the company has a qualitative improvement in the quality of technology and production management and products. Lin Jinxian said: "From here, we have found a way out. Because after combing, discovering and drawing on the successful experience of others, we have quickly improved the overall level of the company. So, now, although we missed the development period of the brand, But let's re-select it once. This road has not been chosen wrongly. After years of hard work, Baishun has made a qualitative improvement in product quality and technology research and development, and even has a high status in the industry. It is also such a tempering process that allows us to find our own market position and establish our own quality and service mark in the electrical product OEM market. It has laid a solid foundation for the future product brand road."
The author asked, what kind of opportunity prompted the birth of the Meijiashun brand?
Lin Jinxian said: "In fact, in the early days of OEM, the Meijiashun brand has already started, but everyone or each company's energy or ability is always limited, and at that time, it was also a stone crossing, not much experience. There is no sales team of its own. At that time, the positioning was OEM-based, and its own brand development was supplemented. Therefore, the main energy at that time could only be placed on production. There was no development of new products, and there were not many dealers. Brand support, only relying on some surrounding dealers to help the original sales, resulting in the slow development of the United States and Canada in recent years. At the end of 2006, through the joint efforts of the company, the production capacity has been five times compared with 1999, and In just a few years, the company has gradually improved the ISO9001 quality management system, implemented 5S site management, and introduced ERP information system management software, making the production, R&D and management level of Baishun Electric enter a new development. era."
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