Morning Sheng-Ming: the secret is to start accumulating – morning, Chen Sheng-Mi
Dark, casual dress, shaving brush for a plate, in front of morning Group Chairman Chen Sheng-Ming looks quite spiritual. Today, large stores, small neighborhood in the grocery store, you can see the dawn of stationery, so that he quite unashamedly: "Peer said even if the LOGO removed, also recognize this is the dawn of the stationery."
Stationery played with 20 years of dealings, trade, industry, channel, Chen Sheng-ming from an ordinary salesman stationery industry in China grew big brother. At present, the dawn has 35,000 terminals nationwide sales distribution network, and to go abroad, exported to Southeast Asia, Europe, Japan, America, Middle East and other global markets.
Main price of 3 yuan at 1.5 yuan to the writing products for morning sitting on 1.3 billion in sales last year. Industry sources have told reporters that morning the annual growth rate of never less than 35%.
Sheng-Ming said, if there's a secret business, then the only trick is to accumulate.
"Morning Line" of the birth of
17 years old, Chen Sheng-ming to find the first job and became a stationery salesman, rest a few days throughout the year.
"When I ran the business, had to Chengdu from Shijiazhuang, the train station for three days and three nights, the car is not only crowded, and the facilities are very poor, just happened along the way can be described as appalling." Sheng-Ming said.
10 years of trading experience made him well known throughout the industry, the operation of the law, and the resources to master a certain amount of sales. However, the 1999 financial crisis Querang their companies face in the closure of facing him in the only two roads: either went to a factory upstream or downstream to open retail stores.
" If you do take into account the terminal was to open retail outlets, must rely on brands to support, or certainly do not up . "In order to establish their own brands in a short time, it is almost impossible. Considerable deliberation, Chen Sheng-Ming decided to set up pencil factory in Shanghai, from Shanghai, hero, eternal life, the birthplace of such old pen off.
1999, the Chen Sheng-Ming bought six acres in Fengxian to build factories, began to build dawn Pen. Completely ignorant of the pen because of his, Chen Sheng-Ming Shanghai pen factory was hired several experts appointed manager, his school side in the next dry. Through two years of testing the water, plants can only barely. Sheng-Ming that this continues not work, so decisively to adjust strategy on the one hand to adjust leadership, his personal battle, the other expansion sites, with large-scale production to improve yield.
"During that time I lived in the factory 24 hours, shop around the clock is started. The production of a document to go through 40 procedures in the operation, as long as there is a link error, it is waste. That was either in Which aspect of the product as long as I look in your hand, you know whether it is qualified. "Sheng-Ming said.
Present, the product price Morning counterparts in Japan 1 / 3 gross profit margin of about 15% to 20%, and each increase of 5 percentage points, there will be 100 million yuan of revenue increase.
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