Do "Old School" CEO&Nbsp; Mao Zhong Group Away From The Temptation Of Capital.

A hard scholar who stands before others

When most people profit from capital,

"There are many entrepreneurs to learn, but you have to ask me who I want to be, and I feel like I am doing this.

15 years of commercial experience did not make Mao Zhongqun smooth and sophisticated. He was still angry and even shy.

Other entrepreneurs of the same age drink coffee and alcohol Bureau, but he likes to drink tea and read the Analects. While others play golf and leisure, he is singing a Shaoxing opera at home. Some people read various training courses for business partners, but Mao Zhongqun is determined not to turn his classmates into partners.

Mao Zhongqun's "fan Er" looks a bit old-fashioned among today's young entrepreneurs, but he insists that he will not change.

It is precisely the inner insistence and judgement of values and strategies that led Mao Zhongqun to lead FOTILE to do this today. In his own words, "I am very stubborn in my bones, I have my own judgement on things and I believe this is right."

I don't want to keep my business.

In Jiangsu and Zhejiang provinces, there are many private enterprises.

The time goes back to 1994. That year, Mao loyal group was 26 years old and just graduated from Shanghai Jiaotong University.

He was just graduating from his father's flying gun factory.

But Mao Zhongqun did not do business with his father, and did not help the flying igniter to get rid of the low price, but stayed for a year to think and study.

Because before graduation, Mao Zhongqun saw his father's point of fire gun business development prospects limited, low price has reached the limit, there is no room for further development.

"I don't want to stay in business. I want to start a business."

Mao Zhongqun's purpose is very clear, "in the year to find suitable projects."

At that time, the two industries of microwave oven and range hood went into Mao Zhongqun's view. The threshold was not too high, and there was no monopoly of foreign giants.

Again and again, Mao Zhongqun chose the range hood industry.

At that time, the lampblack machine was not the blue ocean industry, but also a group of private enterprises including Sacon and boss were making lampblack exhauster. But Mao Zhongqun still stepped into the industry and made up his mind for the future: we must be high-end.

Or when Mao Zhongqun was young, he saw the low price of his father's factory, so he directly hit the high end when he was doing his own business.

FOTILE has been given high-end positioning since it was never born.

"China's kitchen is very special, and its oil fumes are big. Foreign enterprises are not doing well, and most domestic enterprises are committed to developing and marketing low-end products.

But this situation makes it difficult for enterprises to get ahead.

Though the threshold is low, the middle and low end will face hundreds of competitors, but the threshold of high end products is high, but once they enter, they can seize the opportunity as a forerunner. As long as they have good products, they will not be afraid of not having a good market.

The idea has been decided. In 1995, Mao Zhongqun officially began to make a high-end cooking fume exhauster project.

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The establishment of the project and how to manage the new company has become a problem that Mazhong group needs to solve.

Having seen the complicated interpersonal relationship in the old factory, Mao Zhongqun made a decision that his father had never thought of: three laws.

"The original person is not to be seen unless I am looking, otherwise, relatives can not, especially in management, and enterprises should move from the countryside to the city. Third, the major decisions concerning new businesses has the final say."

Young Mao Zhongqun did not want his company to go on the path of family development of many private enterprises. If the factory moved out in the countryside, it would never get rid of the complicated relationship, which included the nepotism which was the most painful to his relatives.

"I know that if I open this, I will not be able to face things in the future, which is the most unfavorable for the development of enterprises."

Mao Zhongqun handed over the interpersonal coordination matters to his father to deal with it, and only focused on developing his own project.

The three laws also played a convoy role for FOTILE's healthy growth.

It's always hard to start a business.

The 5 million start-up cost that father gave to 4 million 300 thousand was used to build a new factory, moved the enterprise from the countryside of Ningbo to the current Hangzhou Bay New District, and the remaining 700 thousand used for start-up expenses.

In order to effectively enter the market, Mao Zhongqun and his staff have done hundreds of household surveys to find out what improvements consumers need to improve.

"We finally concluded 6 major problems, including oil leakage and insecurity."

Because of the financial strain and the adventurous venture of the early venture, Mao Zhongqun made an absolutely innovative move at that time -- working with the students of Zhejiang University to make industrial design for the appearance of the range hood.

The lampblack machine at that time only had different brands, but the appearance was the same.

There is no industrial design in the industry, let alone cooperative design with university students.

This design is ten months, you know, a product from design to production is only three months, while Mazhong group spent ten months on the first product.

However, the creativity and design can not be realized in the industry. This gives Mao Zhongqun a lot of cold water. "Creative perfection can not be done. The products on the drawings can not be produced by materials and processes, and can only be adjusted again."

Mao Zhongqun eventually developed a beautiful deep machine, listing it at the price of 20% of the most high-end product in the market. Instead of being unsalable, it sold better. "In 1996, it sold about 40 million, and it began to be 100 million in 1997."

"At that time, the calf was really not afraid of tigers. With a spirit, I never thought what would happen if it did not happen."

Anyway, Mao Zhongqun was satisfied with his first battle.

Perhaps Mao Zhong Group has a direction in its heart. Since its start, Mao Zhongqun has made a qualitative analysis of products, which must be innovative and industrial design.

Therefore, FOTILE's technology R & D office is absolutely luxurious. The area of 6000 square meters is the largest kitchen electric laboratory in the industry.

"We have the only enterprise technology center identified in the industry, and the only technology center in the private sector to undertake national research programs."

Ms. Yu, the staff member of FOTILE, is very proud.

"That time can be said to be the most stressful time since I started my business."

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In the past two years, magician Liu Qianhuo has been everywhere in China, and FOTILE has also asked for endorsement for products in this wave of Louis Liu.

"Not to mention how much it cost, he endorsed that product to sell best."

Mao Zhongqun replied with caution.

Speaking of FOTILE's celebrity endorsement, there is a history. As early as more than ten years ago, the industry did not invite celebrities to endorse, FOTILE's advertising made FOTILE fame and fortune, but the choice of "FOTILE" as a brand name also took a lot of trouble.

"You know what? I once went out and saw a lot of" flying "flying." looking at so many products, I knew that I could not fly to make a brand. I must choose a name with a kitchen feel and call it. "

Talking about the origin of the name "FOTILE", Mao Zhong Group still feels lucky that he has not followed his father's "flying" brand.

Before the launch of the product, Mao Zhongqun saw a FOTILE world on the road, and I thought it was it.

Convenient and peaceful, and good, and FOTILE is the name of Hongkong over there, and it makes people feel foreign.

In the book submitted by Zhejiang University, there was such a name as "FOTILE".

"For this reason, my father and I had been arguing for a long time. He could not bear to fly, but I insisted on using FOTILE."

Mao Zhongqun recalled that the result was that Mao Zhongqun and his mother persuaded her father with the advantage of 2:1.

After choosing the name of FOTILE, Mao Zhongqun has done another thing in front of his colleagues, and the spirit of innovation has been revealed again.

Mao Zhongqun boldly launched the Hongkong Asia TV's famous program host Fang Ren Lisa to advertise for FOTILE and become the product spokesperson, because Fang Ren Lisa was used to be known as "FOTILE". He was also the host of the two cooking education program of Hongkong Asia TV station, and also the founder of the "FOTILE world" of the gourmet magazine. She was the idol of housewives in Hongkong, Guangdong and Southeast Asia.

"Hood", as a kitchen device, is named after FOTILE and then endorsed by FOTILE. It is easy to induce housewives to feel good about our products.

Mao Zhongqun, the first crab to eat, was rewarded. Celebrity endorsement enabled FOTILE to sell nearly 200 million yuan a year, an increase of 193 over the same period last year.

4%, "more importantly, because of the influence of FOTILE, we won the market share without any effort to enter the home appliance province". We must know that as a traditional household appliance Province, it is very difficult for foreign brands to build a foothold. Our FOTILE is not only based on the advertisement but also the market performance to the first place in Guangdong Province, thanks to our promotion of FOTILE, "said FOTILE.

Mao Zhongqun is still a little proud today.

However, things are always mixed.

In 1999, after two or three years of high growth, FOTILE ushered in the bottleneck of product sales.

Sales growth is very small, and more home appliance enterprises are also squeezing in to divide the market share.

The sales manager is very anxious. He will give Mao Zhongqun a kind of information that costs too much every time, and suggests that he will lower the price and increase the sales volume.

Mao Zhongqun receives a lot of such calls almost every day. He is fighting against the high price. He even calls the phone to Mao Lixiang, trying to convince Lao Tse to persuade his son to reduce the price.

"That was the most stressful time since I started my business."

Maozhong's image is deep in thought. "I have considered that the high end road is going to go through. If the price is cut down with the middle and low end products, then the work before is equal to zero.

FOTILE still did not get out of a low price battle.

Mao Zhongqun once again turned his attention to products, and the foundation of enterprises must depend on good products.

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Mao Zhong group looked at the price of his competitors day by day, but he still kept his price. "I visited abroad, and I saw in some magazines that some European machines were very beautiful, so we began to carry out" European style Chinese core "product research.

In the end, Mao Lixiang and the sales manager did not stir up Mao Zhong Group. After all, the three laws of the year have shown that decisions on new businesses should be made by Mao Zhongqun.

Adhering to the high-end Mazhong group finally launched a new model in 2001, the market share is even close to 100%, and it is also the leader of the whole industry today.

"It was still young. If you apply for a patent,"

Mao Zhongqun rarely ridiculed, he withstood the pressure of price reduction, and maintained the position of the leader in the high-end market.

"No one has told me anything about the price reduction now, and there are always sales staff asking if they can get higher."

If Mao Zhongqun insists on the strategy and goal of the high-end, and can face the benefits that are readily available, his "three no principles" that do not list, do not fight price war, and do not merge will let many people say that he is "axis".

In Jiangsu and Zhejiang provinces, there are many enterprises that are smaller than FOTILE. Some people once persuaded Mao Zhongqun to expand the scale of "big fish and small fish" and was rejected by them.

In today's society, there are too few people who pursue capital profit seeking characteristics, but this young man is the 1/10000 of them.

"FOTILE's operation is no problem. I can manage FOTILE slowly, but if I go on the market, I must chase the profit most quickly, which will definitely affect the brand and affect the quality.

Too many returns will disrupt the strategic direction of an enterprise.

I want FOTILE to grow according to my idea.

Mao Zhongqun stubbornly persisted in FOTILE's high-end line.

A management balance teacher who sticks to Confucianism and Taoism

"The world can be cured, let alone a small enterprise?"

A wall hung on the wall of Mao Zhongqun's office: nothing but nothing.

In recent years, Mao Zhong Group has begun to study the management of Sinology.

"I wanted to learn English a few years ago, but I found that learning English is not effective, and I have been engineering students. Why not supplement traditional culture?" Mao Zhongqun began to study in the famous Chinese studies class.

Although Mao Zhongqun has increased his interest in Chinese culture to management, there are many management personnel at the top. Most of the executives come from the top 500 enterprises in the world, and their loyalty is very high. As a private enterprise, they can retain so many talents. Mao Zhongqun himself is proud of the enterprise culture.

In fact, Mao Zhongqun has never saved money on managerial talent, instead, he has invested heavily in it.

In 1999, Mao Zhongqun began to introduce the top 500 executives from the world to FOTILE. "I invite them to come and learn from the western management mode, and based on these experiences, I draw up 20 relatively standardized enterprise rules and regulations.

Under the system, many foreign executives feel very comfortable, because their culture has always been like this.

The integration of airborne troops and corporate culture has been solved, but Mao Zhongqun has found another problem, which has led him to ponder whether to introduce Sinology into enterprise management.

"Foreigners in the system, foreigners see rules, but the Chinese people see loopholes, and will think about how to circumvent."

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Mao Zhongqun is also worried that his company will have employees who only follow the rules or only find loopholes.

"If you have faith in your corporate culture, you will not do that."

Mao Zhongqun began to think about how to draw on Chinese classics in management. "I found the ancient people's words concise and thought-provoking.

Why can't classical culture be regarded as a corporate belief? "Mao Zhongqun gave a vivid example: if a red light is seen in a car, some people may stop because of fear of being punished. If there is no policeman at the other intersection and no camera, it may run through a red light without shame." I do not think that violation is a moral thing. "

But Mao Zhongqun believes that it is better to set up moral benchmarks in the hearts of employees instead of emphasizing them in the legal system. "No matter whether punishment or punishment, he will not do it. This is the result of inner shame."

"I do not deny western culture. On the contrary, I want to know which Western management culture is useful, and what aspects of Chinese culture can complement each other.

The habits of different countries are influenced by the culture of different countries and regions. Therefore, managing Chinese enterprises according to the classics of Chinese classics may get twice the result with half the effort.

Mao Zhongqun, who emphasizes on half the world, is always ridiculing: "the world can be cured, let alone a small enterprise". "The most common management problem of Chinese enterprises is that there is only a system without a theory, which is equivalent to limping, so that employees have faith in the spiritual level, and naturally the corporate culture runs well."

In all the Sinology, Mao Zhongqun most admired Confucianism: "Confucianism is a member of the WTO."

You know, Mao Zhongqun, who had excellent grades in reading, had a headache when he saw the composition. Apart from the exam, he could run away from his usual composition work, but now he studied Chinese culture and wanted to write it systematically.

"I now write a little bit about Chinese learning every week and share it with my colleagues.

A book may be published in the future.

Mao Zhongqun now established Kong Zitang, the company's executives will come here every week to exchange experiences and make bibliographic recommendations. Mao Zhong Group hopes to esteem Confucianism as a cultural value. "In this way, management is two legs in walking, and management efficiency will be greatly improved."

Nowadays, in FOTILE, every department employee reads Scripture in fixed time, from "disciple rule" to "three character scripture" and then to the Analects of Confucius, many people are familiar with it and can recite it.

And Mao Zhongqun's long-term adherence also saw the effect. "Since we put Chinese culture into management, some of the former minor problems are now gone."

Today, FOTILE's market share has accounted for 30%, asked about the future, Mao Zhongqun said, accounting for 40%.

"It's like climbing a mountain. I don't want us to go to the top, because there's no motivation, and we usually go downhill after reaching the top. I hope FOTILE has been on the road."

Resume of Mao Zhong Group

From 1994 to 1995, he served as deputy general manager of flying group company. He founded and operated Ningbo flying Kitchen Equipment Co., Ltd. in January 1996, and later renamed it as Ningbo FOTILE kitchenware Co., Ltd. as general manager. In January 1996, the large circular arc streamer hood developed by Mao Zhongqun, which was hosted by FOTILE, came out, put on the market and won a number of state-level patents of appearance and utility models. In 2002, Mazhong Group officially took over FOTILE and hosted comprehensive affairs.

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Digital business age: how much money did the chairman invest in FOTILE when you first started? How did you allocate your expenses reasonably?

Mao Zhongqun: the whole scale is 5 million, 4 million 300 thousand belongs to the enterprise land, and the remaining 700 thousand is the cost of starting an undertaking.

At that time, we worked with Zhejiang university students to do industrial design, because at that time the whole Chinese household appliance industry had no concept of industrial design, and the appearance was drawn by engineers when designing the internal structure, so the expenditure in this area was relatively small.

In the digital business age: have you ever thought that if the high-end strategy is not successful, it may have an impact on the future operation?

Mao Zhongqun: to tell you the truth, I didn't think so.

Maybe young then, the newborn calf is not afraid of the tiger. If we consider so many consequences, we may not dare to do it. It can only be because of the young and entrepreneurial momentum.

In the digital business age, FOTILE has been successful, but it also faces the problem of plagiarism.

Chinese people have a strong ability to imitate. As a leader in the industry, FOTILE has been imitated by new models.

Mao Zhongqun: Yes, but they can only imitate the appearance. They can only imitate part of it. As I said just now, what is harder to do is to develop the craft. We have the "nose" of the hood, which is turned over to facilitate cleaning, but the nose on the market is dead.

I didn't have the energy to fight against fake products, so I could only upgrade my products continuously.

And judging whether the brand is famous in China, mainly depends on a standard, how many counterfeit and imitation.

In the digital business age, FOTILE has begun to set foot in the real estate business. Will it consider listing in the future?

Mao Zhongqun: the principle of our high-end positioning is that we have certain requirements for our development rhythm and scale growth.

If the listing is bound to come in some capital, I do not like it, because it is difficult to do things happily after listing, it is difficult to develop their own business according to their own ideas.

After the capital is invested, the investors will always chant chanting. I don't like to listen very much. It will affect our strategic insistence. In fact, I am sometimes very gentleman. If I listen too much, I will be soft hearted. Maybe I will not insist on strategy. I will not be listed.

The digital business age: after all, the high-end market is only a small part of the market. Will it produce low-end products in the future?

Mao Zhongqun: not for the time being.

We will carry out this high-end strategy more thoroughly, and we will get higher and higher in the future. We will enter the field without competitors. Without competition, you will not compete with others.

There are hundreds of enterprises in the middle and low end market in China. If I enter the middle and low end market, it is equal to you and the hundreds of enterprises in the market for cake. But if you don't go in, you won't argue with them. They won't beat you either.

In the digital business age: is rigor in business management related to your personality?

Mao Zhongqun: it matters.

In the digital business age: is it necessary to change some character in the process of enterprise management?

Mao Zhongqun: foreign contacts may be a weakness for me, but I feel that people's character is hard to change, and it doesn't have to be changed because, as a leader without character, if all is balanced, he is equivalent to no character, no character and bad.

In the digital business age, who do you think is the most worthwhile entrepreneur? Who do you want to be like? {page_break}

Mao Zhongqun: there are many things worth learning. Like overseas Inamori Kazuo, China is also a lot. Vanke's Wang Shi, a big Zhang Yue, I feel a lot.

But if you want to be someone like CEO, choose yourself.

Reporter's notes

In today's impetuous commercial society, Mao Zhongqun is no doubt conservative.

Under the gentle and elegant appearance of Mao Zhongqun, he had a stubborn heart. When he was sent to Zhejiang University by the school, he persisted in giving up. Finally, he got the ideal Shanghai Jiaotong University on the basis of his own efforts.

Perhaps stubborn persistence is his strong point and the guarantee of FOTILE's success.

Mao Zhongqun himself does not deny his role in the growth of enterprises. "We must let enterprises go in the right direction".

When most people pursue profits from capital, he quietly requests himself according to the annual growth of 20% to 30%. When the market share has already accounted for 30%, he only hopes that there will be 40% in the future, because he does not want to have no momentum to move forward.

When journalists are chatting with their employees under the staff apartment that FOTILE is building, they feel the sense of belonging in their tone.

FOTILE employees, regardless of the workers on the assembly line or the salesmen in a foreign country, FOTILE will pay all their insurance in accordance with the state regulations.

Even in the 2008 economic crisis, Mao Zhongqun spent tens of millions of staff doing this.

In labor-intensive enterprises, such a situation is commendable.

The reporter asked privately about an employee of FOTILE. What kind of hobby did Mao Zhongqun have? The employee scratched his head and answered "read a book."

Sure enough, in the interview about the usual leisure activities, Mao Zhong Group briefly said "read" two characters.

The introverted Mao Zhong Group has now come to the stage, from the scholar to the entrepreneur. The shy young man is now the mature helmsman. "Everything is a process. There must be a way to the front of the mountain."

Mao Zhongqun's toughness always shows when he meets difficulties. It is his toughness that makes us see FOTILE.