The ugly duckling "little Swan"

Keywords: ugly duckling little Swan washing machine brand story brand building

Xu source: Institute of the Chinese market, Vice President, China productivity development centre, senior consultant, former Jiangsu little Swan Group Vice President. He successfully planning a "little Swan and the world's top brand strategic alliance" activities, implementation of foreign brands to small Swan new initiatives for customized products, accumulated rich experience in enterprise management, summed up the "system first, second, motivation, General Manager of the third concept of" compilation "doomsday management", "face the market of scientific management, the little Swan business mathematics, the little Swan's annexation of philosophy" and other books.

When Xu, as his source of simple peace easy impressed, he has the temperament, but also the doer with leaders of smart.

Practice out of gnosis. Mr. Xu source to the President, from sewing to witness the "little Swan" from ugly duckling to White Swan of transformation, it is in the "little Swan" growth practice, he summarizes the available for countless valuable business lessons of experience a State-owned enterprises and the development of the road to success.

Although he has left little Swan group, but his theory, we can find the real reform of enterprises; from his practice, we can learn a realistic innovation methods; from his introduction, we found a line of enterprise leaders in person, feel the inspiration from the scene, decision to face the reality of exquisite.

"It seems that the clone is not"

Moderator: we understand that the little Swan at the beginning is an ugly duckling. Xu, Chief Engineer of 1978 in the factory, is a veteran-level characters. I'm curious to know, with a passion for building out the first washing machine looks like, Xu to us.

Xu source: said to be ashamed of, we first washing machine is a mixed products, the shell is made of metal knocks, visceral is buying the matsunichi washing Japan, now, might also violate the intellectual property of others. The product was just brought to Beijing report only to People's Republic of China light industry Ministry said, we Chinese are in the first own washing machine in the hope that the Central Government to give us support. It should be said that the production of genuine Chinese products in 30 years later.

Moderator: you were into the factory workers, in which links work, when to sell?

Xu source: 1978 I posted back to the farm from Jiangsu, Wuxi to company started from Turner, 1989 in charge of the company's business, it was a good opportunity. Our products are original, Wuxi appliances do general agent, but the stations in 1989 years after buying the wind didn't, home appliance station also insisted, it settled with our company. This time there is no market, driven to the company. It is in this case, I was in charge of sales.

Moderator: that you begin to do sales, the preferred manner?

Xu source: my pleasure, it is the first station to Changsha. My first teacher was Changsha Ministry Department store home appliance Zhongshan Road Manager pan is Xiang, he taught I learned how to actually do business. After entering the market, you can access to a wide variety of consumer, there are a lot of attention, many accused, there are a lot of interest in this process, our sales people understand a truth: who is paid to us, how we can meet the needs of the marketing of basic reason is the practice, and gradually form. I have talked about, from 1979 to 1986, we are imitation of the washing machine. This period of time we are very sad because our product is not a consumer satisfaction. Subsequently, we slowly touch the inside of a little trick, since it is not satisfied, it seems that the clone. In 1987, we spent 59 million from ribensongxiagongsi bought a washing machine manufacturing technology, spent 411 million from Japan Panasonic bought manufacturing hardware. Now looking back on it, 1989 years ago, China's washing machine factory has spent a total of $ 70 million or so, that's 59 million was very worthwhile, because others have not introduced hardware and software, we are all introduced. This little Swan's product was a qualitative leap, which is very important. Although there is a good product, but the consumer did not communicate, how to undo the consumers on our worries? after 1989, we just do something now, it seems not be remembered by the communication work. From 1989 onwards, consumers gradually accepted the little Swan. In 1989, we got more than washing-machine, 1990 we produce 6 million units, 12 million in 1991, 47 million units in 1993, 1994, 67 million units in 1995 to over 80 million units in 1996 to 100 million units, which are the consumers of our products. We are not forced to sell, but step by step to let consumers gradually feel our product can be used to wash clothes.