"Glasses King" Wang Fenghua: Wenzhou Alternative Rich Two Generation

Founder

Chen Guoguang began to help him go to school, feeling very much and commensurate with his nephew.

Founder:

Age: 29 years old

Location: Wenzhou

Industry: traditional manufacturing

Company: Wenzhou Ouhai spectacles Co., Ltd.

2010 Revenue: about 200 million yuan.

One day in 1999, Wang Fenghua decided to drop out of school, and uncle Chen Guoguang was just brewing a decision.

At this time in Wenzhou, manufacturers and trade companies perform their duties. The products of Ouhai glasses are street vendors on the factory price of 1.5 yuan. If they continue to take the road of OEM for a long time, they will either maintain their wealth or get rid of them.

At the age of 18, Wang Fenghua began to be sensitive to business. He decided that the way out for the company was to extend its business to foreign trade. With the encouragement of his uncle, he went to Shanghai International Studies University to study foreign languages.

2 years later, Wang Fenghua, who did not know how to produce or read management, became the master of glasses in Ouhai. In front of him, he was the low-end eyewear factory of more than 100 people and almost zero foreign trade business.

His identity is somewhat complicated: he is not a founder, because Ouhai glasses were established in 1993. Unlike professional managers, they are familiar with the development of Ouhai glasses because of their close relatives with their uncle.

Some people call him a "carp jumping Dragon Gate". When he was young, he held the idea of becoming a civil servant. He did not expect that the "champion scholar" could not do it, but instead became a member.

However, this young man, who had seen the industry situation very early and put forward the strategy of changing the company, took 9 years to start the trade with one hand and strictly control the quality with one hand. He successfully completed the pformation of the enterprise which only once knew the production and made a spectacle tycoon with an annual sales volume of 2 billion yuan.

Perhaps for life or business, pformation should take place as early as possible.

The change began in 2001.

This year, the Hongkong glasses exhibition was the only exhibitor directly exhibiting Ouhai glasses.

Wang Fenghua led everyone to exchange many business cards and began to fully understand the market.

At that time, he decided that the domestic sales channels of the glasses industry were not mature, and the controllability was too weak. It was difficult to foresee the situation of the capital chain, but the Wenzhou glasses traders would not directly do foreign trade. The industry chain was sandwiched with trade companies from Hongkong and Taiwan. They directly supplied the big brands, but the glasses factories had to work for them.

But this experience also made him feel that even if he broke through the language barrier, he wanted to rob customers with his past partners. It would be very difficult for them to win customers. It would be very difficult for Ouhai glasses to move the other side if they did not play a unique role.

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In the second year, he made a decision to recruit a group of designers from Hongkong and simply develop the glasses version himself.

In addition to the original version, there are more styles to choose from.

This pformation is of great importance to the company. Ouhai's glasses have become heterogeneous in almost all the OEM factories that are created by Wenzhou.

In the same year of the pformation, he visited the French spectacles exhibition and found that even though he sold abroad, many of his products were sold on street stalls.

Are Ouhai glasses destined to be stalls? He decided to make a product pfer, slowly draw out the low-end products in the list, replace them with high-end optical glasses and sunglasses, and renovate the quality inspection standards, manufacturing processes and mechanical moulds.

"Too many enterprises are trying to avoid difficulties, hoping to take a simple and easy road, but gradually they will find that the roads are full of people.

I chose to open a narrow road. "

Strategic changes have taken place in a few years. Until now, Ouhai has a large development team of over 100 people. It is made up of graphics, production and technical analysts. It will spend more than 1 million yuan a year for the selection of partners.

In order to cooperate with the informatization operation, Wang Fenghua even invested in the development of enterprise management software products.

This approach has made Ouhai glasses a bit like a outsourcing company combining design and production, allowing CK, Pierre Cardin, Guess and other big names to take the place of designated industry and commerce, and also become suppliers of large retail chains such as WAL-MART and TESCO.

But the ultimate goal of this change is to enter the foreign trade and "grab customers" from Hong Kong and Macao companies.

He set the goal, "develop the path, the rise of quality", first guarantee innovation, after customers buy accounts, also have to strictly control the quality.

Because these customers have stable sales channels and stable supply chain, quality is the most insurance weight.

In the strategy of glasses in Ouhai, as long as we get the opportunity of a customer, we must use foreign trade knowledge and sales methods, "like light, seams into it, and have a continuous contact with a customer for seven or eight years".

But for quality control, like other traditional manufacturing enterprises, Wang Fenghua encountered problems.

At the age of 20, he came back from learning English in Shanghai. He hurriedly became the leader of several hundred workers. He was familiar with the factory for a month, starting with each process, dealing with every worker, various processes and structures.

A month later, he called the management together and told everyone to visit a factory and ask everyone to give their thoughts.

Actually, the factory to be visited is the Ouhai spectacle factory, and together with all the executives, everyone has reached a consensus: first, we should manage the environment.

"Dirty environment can not produce good products, only when employees enter the factory in a good mood, will they improve the quality of their products."

But improving the quality is not easy, especially for the workers who are graduating from secondary technical school and vocational high school, and the Ouhai glasses factory with insufficient salary.

He likes to talk about such a ridiculous piece: the production task has not been completed, when asked the workshop, the workshop will answer the spare parts and materials do not arrive; ask the buyer to answer because it is not good enough to cooperate with the manufacturer; when asked to cooperate with the manufacturer, the other side tells them that the copper material can not be provided in time; the material factory replies, because Chile has an earthquake (Chile is one of the sources of mineral production).

Finally, we all think it's not our problem.

In Wang Fenghua's words, the most feared thing is the sound of the waves.

After all, quality is actually a matter of management.

He made a strange decision to appoint deputy chief to supervise the production and to take charge of the construction team himself.

He set up a "union" in Ouhai's glasses, which looks like "trade union", but it is more like the "student union" in the school.

His inspiration comes from his experience in school and Deng Xiaoping's "let some people get rich first".

The Federation of trade unions is a way of saving the nation through curves. It can start with a dozen employees: let us first realize it.

His "union" has a vice chairman, a broadcasting station, a learning department and a sports department, and has also designed an identification card to become the chairman himself.

There are three conditions for the Federation: no cadres, no remuneration, and no time to work.

The Federation of trade unions should organize various activities for workers, from various competitions, parties, monthly activities and two small activities, while the internal staff should receive many training.

"My goal is to do business well, first of all, to have a group of like-minded people, in fact, refers to a team.

I am not allowed to produce any secondary management or management in our management system, and the union as a third party, like a base, can train and train personnel for me at any time.

Wenzhou can not match Beijing, Shanghai and other first tier cities, the company is still a traditional manufacturing enterprise, digging difficulties, Wang Fenghua believes that everything can only rely on internal training.

At present, the management of Ouhai glasses 95% is their own training, Wang Fenghua in the "union" spent great efforts, often to workers on management courses, every time after organizing activities will be reviewed and recorded in the "company events".

Now, Wang Fenghua also wants to lead Ouhai glasses to launch their own "SunShark" and other brands, return to the domestic market, locate young people, encourage everyone to turn glasses into matching objects rather than just open vision products.

In front of 1600 workers, the young man who was handsome at the age of 21 seemed to be old and steady, but still full of courage to change.