The Entrepreneurial Course Of Zhang Huaan, King Of Mosquito Repellent Incense

A boss from selling his wife jewelry and starting 2000 yuan in venture capital has created the first brand of mosquito repellent incense in China today.

In March this year, he took part in the four session of the ten National People's Congress as the representative of the National People's Congress. He put forward 13 valuable suggestions, such as increasing the pfer payment for the economically difficult rural areas (towns), establishing the investment zone for Taiwanese businessmen in Quanzhou, and establishing the "financial cooperation Experimental Zone on the west coast of the Straits" in Quanzhou. "".

When property is only a concept, a sense of high responsibility entrepreneur takes root and sublimation on him.

Zhang Huaan, chairman of the golden deer group, has gradually changed from boss to entrepreneur, which has brought us some valuable inspiration.

In 1961, Zhang Huaan became a scout after graduation from high school.

After 7 years of military career in Changle, he trained his strong and persevering character of military personnel, laying the foreshadowing for the achievements of the "Chinese family health pest killer" in the future.

After his retirement, Zhang Huaan was assigned to the fifth plastics plant in Quanzhou as executive administrator.

After ten years of catastrophe, when the spring breeze of reform and opening up blows the green river, Zhang Huaan, more than 30 years old, was unable to resist the passion of starting a business. He resolutely abandoned the "iron rice bowl" of state-owned enterprises and plunge into the sea of business.

At that time, mosquito coils were one of the main products of Fujian's foreign trade export. The "rooster" brand mosquito repellent incense registered by Fujian foreign trade company was in short supply in the international market, especially at the Canton Fair. Hundreds of mosquito repellent incense factories in the province produced ointless mosquito coils for the provincial foreign trade company.

On the other hand, I feel that with the deepening of reform and opening up and the improvement of people's living standards, people's health awareness and environmental awareness will definitely be strengthened, and the demand for products of household health insecticide will gradually increase, so I chose the mosquito repellent incense industry to start business at that time.

Zhang Huaan recalled the past, told reporters.

However, at that time, Zhang Huaan had nothing at all.

These difficulties were then solved one by one under his great wisdom.

He thought of the workshop of the wooden furniture factory in Nanan, where there was an idle wooden barrel production workshop. The machine, which he got through loan and credit, was moved by 18 young workers who were the workers of the log furniture factory. He became the first team of golden deer. His wife sold his dowry and jewellery, and his private savings made up 2000 yuan.

"In 1981, I and the 18 young workers started their hard business career.

Zhang Huaan said.

The first batch of mosquito repellent incense produced by the golden deer was produced, and Zhang Huaan excitedly went to the Fujian foreign trade company. He hoped that the mosquito coil he produced could also be labeled with "cock" and rushed into the international market.

However, the other side said, "we have enough suppliers," blocking his pace.

Foreign trade threshold is in the way, can we only choose to give up?

Looking at a box of new products that just came out, Zhang Huaan was not upset, but made a decision that was considered bold at that time?

Do the domestic market.

This decision made most of the colleagues feel incredible.

Most of the people used mosquito nets at that time, and mosquito repellent incense sales were extremely poor.

Of course, more than 20 years later, the production of "cock" brand mosquito repellent incense manufacturers almost disappeared, and the deer mosquito repellent incense grew bigger, this situation was most unexpected at that time.

At that time, the manufacturer of "rooster" brand mosquito repellent incense was supplied by the provincial foreign trade company, and there were hundreds of them in almost every county.

But in fact, in the early 80s of last century, the export of "rooster" brand mosquito repellent incense appeared to be somewhat inadequate.

Zhang Huaan said, "the production of these hundreds of mosquito repellent incense plants is fixed and allocated according to plan.

For example, a small factory can only supply 20 boxes per month, which is very passive. The life and death of enterprises is in the hands of others.

Therefore, the accidental action of golden deer made today's success.

The first national commodity fair was held in Zhengzhou after ten years of havoc.

After hearing the news, Zhang Huaan took two of his staff and traveled far away to Zhengzhou to participate in the exhibition.

The mosquito repellent incense products from all over the country spread all over the world at that time. At that time, the old brand mosquito repellent incense was still hard to sell, not to mention our products.

Within three days after we went to Zhengzhou, our products were left unattended, and I could hardly sleep for several nights. "

Zhang Huaan said, "but on the third night, I suddenly came to the inspiration and thought of the advertisement, so I woke up my companion immediately, bought some paper and pens at the nearby stationery store, wrote dozens of them, and three people ran around Zhengzhou city all night, and posted them in the big hotels, such as the distributors, the buyers and the businessmen, the train stations, the bus stations and so on.

I let my partner step on my shoulder and put advertisements on the high wall.

In the evening, we could not buy the paste, so we bought the stuffed buns, stuffed them and pasted them with the remaining stuffed bun.

There seemed to be some natural events in the world. There were some historical events at that time, and people were very interested in paper stuck to the wall.

So, on the second day, the golden deer ads on the streets caused a sensation. Before the ads were all crowded?

"Golden deer brand of mosquito repellent incense: quality is not afraid, buy more at the beginning, the most preferential price, let God try..."

This is a few words that are a bit of earth, prompting the 9 provinces and municipalities to sign contracts for sale and purchase with Zhang Huaan.

Golden Deer mosquito repellent incense sold thousands of boxes, the first victory.

After that, sales of golden deer mosquito repellent incense doubled every year and gradually opened up in the national market.

Then, with the growth of the golden deer, the competition of mosquito repellent incense market is fierce.

But Zhang Huaan's advanced management philosophy has made golden deer win the market share and lead the industry development in research and development. It has become the only well-known trademark in China.

How can you feel different when you are in the office of the president of the Great Hall of the people and the president of the golden deer group?

Zhang Huaan: when an enterprise becomes bigger, a leader of an enterprise will have a qualitative change in his thoughts and pursuits, which will lead to great changes in the overall concept, national concept and social responsibility.

Because after a certain accumulation, he is not solving the problem of food and clothing, nor is he enjoying himself. Property is just a figure. What he wants to do is to give back to society, and "take it from the people and use it to the people".

As a deputy to the National People's Congress, he will have higher political self-restraint. He should have higher awareness, broader belief and greater sense of responsibility to consider the present and future of the whole country, the nation and the masses.

How do you view the relationship between diversification and diversification in the field of mosquito repellent incense, hotels and education?

Zhang Huaan: enterprises do not necessarily have to diversify.

If your industry has great room for development, you will not necessarily have to cross the industry. If there is tight funding, cross industry may drag down the main business.

I think the industry must be firmly kept. That is the foundation and the cradle.

Reporter: you are the first person in Quanzhou private enterprise to run overseas factories. Do you feel that if you only do mosquito repellent incense industry, can golden deer become the top 500 in the world?

Zhang Huaan: impossible.

Because mosquito repellent incense is of low value and low profit, it is estimated that even if all mosquito repellent incense and electric mosquito repellent incense in the world are all golden deer, we will not be the top 500 in the world.

Reporter: Haier, TCL and other large domestic enterprises are often the most popular products on the road of diversification. Later, they are not recognized in other industries. Why?

Zhang Huaan: first, the industry is accustomed to professional, capital investment and technical personnel allocation is relatively complete, once cross line is not necessarily so professional; second, first brands in an industry after the famous, consumers of your product image cognition has been fixed, cross line after the original brand advantage does not have to bring in.

Reporter: can you provide some planning experience of group diversification?

Zhang Huaan: Me Hikarumintoshi, an entrepreneur, is quick in action. Whenever he has business opportunities and conditions, he should make a move.

Diversification is a way for enterprises to avoid investment risks. At the same time, proper handling can make brand awareness complement each other in various industries.

But the key to all this is human beings, the flexible mechanism lies in the real work.

There is no such thing as entrepreneurs who are eager for business success, those who are willing to work hard and those who are willing to dedicate themselves, and big businesses may collapse. There is no flexible mechanism, nor can good people fully mobilize their enthusiasm. There is no real work and no down-to-earth management and management of enterprises.

In the mosquito repellent incense industry, sometimes, "it is better to have no profits from the market". Reporter: it is reported that there are about 3000 mosquito repellent incense plants in China, and 2600 have been closed down in the past two years.

What is the competitive situation of mosquito repellent incense industry?

Zhang Huaan: mosquito repellent incense is an ordinary household goods, with low value and low profit. It can not survive without quantity. Therefore, "doing bigger and bigger" is quite important in this industry.

Therefore, to further expand the market share, we can keep a steady foothold, sometimes "rather than the market, do not profit".

This is a small profit industry, only by the "quantity", the small amount is difficult to survive.

Reporter: what is the technological innovation of this industry?

Zhang Huaan: golden deer is the only "famous Chinese Trademark" in the industry at present. This is the first advantage of golden deer.

In addition, the product range is also superior, mosquito repellent incense, electric mosquito repellent incense, insecticide aerosol and so on, almost all products are outstanding, not only one product is more prominent.

We attach great importance to innovation. Jin Lu's Research Institute is the first in the whole country. It is also the first scientific research institute run by private enterprises in Fujian province.

In addition, our enterprises are very well coordinated, and we are all United. At present, we have formed a nationwide sales network.

In the 7 years of his youth career, he always had the strength and perseverance of the army, and he always worked hard.

This is an interview with a reporter who spoke with Zhang Huaan before the interview.

A veteran soldier from a scout, who is in charge of a company with hundreds of millions of assets, and a number of National People's Congress delegates, has a sense of awe in the press.

However, after the interview began, in the steaming, elegant tea, reporters quickly "unloaded" tension.

Zhang Huaan, in fact, is gentle and different from ordinary soldiers in iron and steel. He feels warm and friendly.

Unlike some of the heads of enterprises, his words always reveal the lofty sense of mission and responsibility for the country and the people.

Reporters on his bronze face, it seems that he has seen the vicissitudes of life, and the strong and resolute hidden.

He told reporters that in 1987, for the first time in his market, he found that the "pall" brand electric mosquito repellent incense film produced in Italy.

This discovery shocked him. The mosquito repellent incense industry is a low value-added industry. Only in the leading position of the industry can we have better development.

So he spent a lot of effort to find a Japanese company supplying electric mosquito repellent chips.

After repeated deliberation, Zhang Huaan decided to "go all out" and import the Japanese machine with the company's $100 thousand savings for six years.

At that time, he was opposed by everyone in the company.

But in the face of tremendous pressure, he did not choose to give up. Instead, he pushed the machine back to the factory.

The production of electric mosquito repellent incense chips has become the two venture of Jin Lu, and has laid the foundation for Zhang Huaan to become a "king of mosquito repellent incense in China".

In his entrepreneurial career, a similar decision about the survival of the golden deer, he has not been indecisive, showing a soldier's courage and courage.

The fire in 1982 was the first disaster in Zhang Huaan's pioneering process.

Because of its poor equipment, the drying room of mosquito repellent incense burned, and everything he had fought hard over the past year turned into a pile of ashes in a blaze of fire.

Although the fire destroyed his plant and equipment, he could not afford to lose his indomitable spirit.

He said, "at that time, I wiped away the tears in the ruins with the spirit of perseverance, cleaned up the ruins and started from scratch."

Zhang Huaan's military temperament and courage have also penetrated into the whole team of golden deer to form a strong team of golden deer.