Sheng Bai Jiao: From Teacher To CEO, The Key Is To Correct After Making Mistakes.

In May 23, 2007, Belle International Holdings Ltd successfully listed on the Hongkong stock exchange.

At the investor promotion conference, there is another core figure, CEO Sheng Bai Jiao, who has attracted much attention besides being the founder and chairman of BELLE group.

"I've been in the company for more than 10 years, and I've never seen a hundred peppers laughing."

An old BELLE employee recalled.

But on the day of listing, Deng Yao and Sheng Bai pepper laughed happily.

In the media, we can hardly see the shadow of Sheng Bai Jiao, but a senior investor of BELLE investor praised him for his "active thinking and a business wizards".

Sheng Bai Jiao, a native of Ningbo, grew up in Shanghai, and was born with a shrewd mind of business people in Zhejiang and Zhejiang. He was good at seizing opportunities, and the experience of a later college teacher made Sheng Bai Jiao be good at summing up theoretical knowledge from the phenomenon and upgrading a set of systems.

Think: "people are not immortals, are likely to make mistakes, the key is how to correct after making mistakes."

November 1991, Shenzhen

The company was established, Sheng Bai Jiao joined the general manager of Shenzhen BELLE and worked hard with Deng Yao.

Later, Deng Yao gradually gave the power to Sheng Bai Jiao, until today, Sheng Bai Jiao and a group of professional managers team manage the operation of the entire BELLE group.

The key lies in correcting after making mistakes.

He focused on the planning, development, production, sales and other aspects of the key design error proofing mechanism, each new product first put 50% to the market, and then continuously according to market reaction, return to the designer office to modify the unsalable style, with continuous supplement, continuous improvement mode to regulate risk avoidance.

According to familiar people, Ren Zhengfei, President of HUAWEI, is the most adoring person of Sheng Bai Jiao. His reasons are very simple: first, the tax paid by HUAWEI in 2005 is 3 billion 700 million yuan a year; the two is that it has many independent patents and technologies, which are not comparable to any Chinese enterprise.

Sheng Bai Jiao believes that the younger generation has a great generation gap with the generation born in the 50s of the last century. "If we want to go beyond it, we must get more brains and pay more!" he almost shouted out this sentence.

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With the development of the mainland consumer market, Deng Yao began to develop the domestic market of BELLE brand in 1992.

At that time, many Hong Kong businessmen who set up factories in the mainland could only earn 10% to 15% domestic sales rights. But Deng Yao was the first Hong Kong people to bring foreign experience back to the mainland in the early years. He won 30% of the domestic sales rights for the factory and accelerated his efforts to develop the domestic market.

At first, he sold wholesale products to wholesalers everywhere in Shenzhen and Guangzhou, but counterfeit fakes soon appeared.

In order to protect the brand, in 1994, Deng Yao decided to open a special store and develop a sales network in the franchise mode, so as to eliminate the way of selling fake goods on the market.

It is not easy to do business. Dealers once did not follow the rules and steal the products of other brands. Some people who could not get the franchise claimed that they would sell goods to other countries or order wholesalers from Hongkong to secretly sell them back to the mainland for sale.

Deng Yao's response to the former is to make sense and add group pressure.

"I will analyze with him, BELLE can provide the account period, the product has certain sales volume, he uses the money earned by BELLE to support other brands, affect the brand image, and also affect the interests of other franchisees."

For those Hong Kong businessmen who help the mainland buyers to buy goods, Deng Yao will buy all the goods in the market after he finds out the facts, and then he will personally visit and talk with the trustees of the Hong Kong side.

In short, everything is settled by "reason".

Under the franchise mode, Deng Yao's business is developing rapidly.

In 1998, he simply suspended the sale of BELLE in Hong Kong and made full efforts to develop the mainland market.

Since then, he once again brought the brand back to Hongkong and developed the international market.

Now, Deng Yao has opened the market in Japan and Singapore, the United States, New York and other countries and regions through agents.

For more than 20 years, Deng Yao has held the attitude of "sincere to man, doing business is only competition, not confrontation", and has accomplished the reputation of "shoe king".

He laughs, "the people who work with me must be broad-minded and can't be too selfish."