Rebirth of the Internet Overlord

Starting from this single chapter, I will decrypt some people and events from time to time to show you what wonderful stories there were in that era.

The first one: Yongan Air Conditioning to Yang Jian

Yang Jian, who resigned from his job to start his own business at the age of 50, has experienced two economic crises, from offline to online, a typical "counterattack" made in China.

I have spent the first half of my life within the system. At the age of 35, I became the CEO of a large state-owned enterprise (Hubei Instrument Group) with tens of thousands of people. I am very proud of it.

But many of his college classmates are running their own businesses in Guangdong. During the party, they joked that he was actually nothing special and that the resources and achievements belonged to the country. They asked him if he dared to start a business from scratch like them.

So he was stimulated and came to Shenzhen alone with tens of thousands of dollars, rented a room in Lianhua North, and bought a mattress to sleep on for two years.

It was November 2002. He had just left the position of general manager of a large state-owned group company and had experience in automobile air conditioners. He temporarily recruited five employees and asked them to be responsible for one continent each. They searched for buyers overseas through e-commerce platforms.

, began the entrepreneurial journey.

The first order came from Thailand, and Yang Jian outsourced this order to Midea Group.

He applied for a US$500,000 credit line from China Export and Credit Insurance Corporation to Midea, and Midea paid him 90 days after picking up the goods. The customer also paid him a 30% deposit.

The second order is similar.”

A year later, Yongan became the largest customer of well-known air-conditioning manufacturers such as Chigo and Midea, adopting the ODM method to operate its own brands.

In 2008, Yongan established the Yongan Air Conditioning Factory in Dapeng District, SZ City. That year, its self-operated production and exports reached US$10 million, and then doubled year by year. Yongan Air Conditioning specializes in the production of various household and commercial air conditioners, and its export volume ranks among the top ten in the country.

, the annual production and sales growth rate is 100%.

In 2011, Yongan Air Conditioning's sales reached US$300 million.

Yongan's orders come from 20,000 sales terminals in 150 countries. These terminal customers have made a living by running home appliance stores for generations. They usually have very good offline resources and are local billionaires or someone in their family is a government member.

In addition to retail, they will also take on outsourcing projects, such as the purchase and installation of air conditioners for a villa area and a resort island, and will also participate in the bidding of government projects.

Since Yongan is not a supermarket product, the price is not as transparent as other Chinese brands, and it is positioned and packaged as "royal and noble blood", so it is very suitable for these purposes.

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In Yang Jian’s words:

Today's Yongan can reach the front line in overseas markets thanks to the financial crisis in 2008.

At that time, the copper price suddenly dropped from 80,000 yuan per ton to 30,000 yuan, and the export price of air conditioners also started to dive from 200 US dollars. The industry generally believed that this trend would pass in a week, but I remember that in 2004, when the copper price was 30,000 yuan

The export price dropped to 140 US dollars. I expected that it might drop to this price this time, so I immediately offered a profit of 8%-10%.

%, inviting customers to travel to Shenzhen to see the factory, giving cash rewards for placing orders on the spot, and many other methods to attract customers and grab orders. In fact, the demand of these customers has not decreased, but the currencies of various countries have depreciated sharply against the U.S. dollar, and settlement in U.S. dollars has resulted in exchange losses.

It was too huge to bear. I proposed that Yongan bear 50% of the exchange difference, which was very attractive to them.

The reason why I dare to make this promise is that I bet that the United States will not allow the dollar to continue to strengthen and affect exports and employment. Although it is a bit risky, the exchange rate has really dropped after more than two months, and I no longer need to pay this amount when the order is delivered.

Cost. When the crisis worsened and other factories experienced order shortages, I signed OEM contracts with them at preferential prices, turned their production capacity into the Yongan brand, expanded a large number of customers, and reached a new level.

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In 2009, every country invested a large amount of money to rescue the market, and China alone invested 4 trillion yuan. The negative result was that the entire market faked a recovery, and all factories increased production capacity. However, the European debt crisis soon emerged. In order to reduce inventory, major European customers

They have cut orders one after another, but small customers have no credit limit in the bank.

If you can't issue a letter of credit, you can't place an order. We worked with China Import and Export Credit Insurance Corporation (hereinafter referred to as "CITIC") to lend them money, and in one fell swoop we won a large number of small orders from Greece, Spain, Germany, and Russia.

Together, the income is considerable, and customer resources have been accumulated.

Therefore, I firmly believe that every industry crisis is an opportunity for enterprises. During this foreign trade winter, my understanding is that overseas buyers’ demand for Chinese products has not declined because their local manufacturing industries have suffered a greater impact. Chinese factories

The reason why I can't receive orders is because I haven't found a way to discover demand and expand channels. Smaller companies lack financing support and cannot bear the risk of bad debts. As for overseas buyer resources, using financial leverage is exactly my strength. This is what Yongan did this time.

It is necessary to buck the trend and do the "brand + platform" upgrade with confidence.

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When I was just halfway through setting up the frame of the story, by chance, I found such a person. The time when I went south to Shenzhen was so close, so I had such a mature vice president.

Although my writing is not good, I still want everyone to know that there is such an old man who did such a thing.

There is very little information about this old man on the Internet, and I don’t know how he is developing now.

However, it is admirable that a 50-year-old can come to Shenzhen with tens of thousands of dollars to start a career.

So, why are we young people so anxious?

If our family members are anxious and society is anxious, we should follow suit?

As long as we keep our clear vision and logic in looking at things, one day we will change.