"Why do users want to buy your products?" This is the question that Xu Hefeng, chairman of Shenzhen Wanghua Animation Technology Co., Ltd. asks himself every day.
In Xu Hefeng's view, "marketable" is one of the most important criteria for judging innovative products. "Grasping the needs of target users and making the best products and services to meet their needs are fundamental to our survival. We must keep a clear understanding and be down-to-earth every day. " Since 20 1 1 founded the King of Painting, Xu Hefeng has led the team and always insisted on scientific and technological innovation as the main strategy of enterprise development, taking product quality as the foundation of enterprise development, and devoted himself to making original handwriting intelligent into thousands of households.
Look for it and keep walking.
Xu Hefeng has worked in Shenzhen for many years. 1998 coincides with the vigorous development of Shenzhen Huaqiang North electronics industry, where Xu Hefeng is engaged in the production and sales of mobile phone spare parts. "From mobile phone lens, resistance screen to capacitive screen ... experienced the iteration from function machine to smart machine. During this period, I saw the great changes brought by science and technology and began to think about how to stimulate and maintain the vitality of enterprises. If you do pure manufacturing and don't have your own core technology, how far can enterprises go? " Xu Hefeng recalled that by chance, I learned about products like graphic tablets. It had a certain technical threshold, and at that time the industry was still relatively blank in China.
After selecting the track, Xu Hefeng set out to form a team to start a business. Entrepreneurship needs money, where does the money come from? In 20 10, he resolutely sold the only real estate in Shenzhen, raised nearly1000,000, and registered and established Kao Company in 2010/year. Xu Hefeng said: "With money, you have the confidence to do things."
However, the determination to cross the rubicon did not bring smooth sailing to the cause. Xu Hefeng is facing a severe test: the domestic market has not yet been opened, foreign markets are difficult to open, and sales have not been able to rise. Do you want to stick to it or give up?
"At that time, my heart was struggling. Only a few hundred units were sold in the first month, and others were not optimistic. " Xu Hefeng recalled those days with mixed feelings and a feeling of gambling. On the other hand, digitalization is the trend of future development, and the industry of graphic tablet will develop accordingly. While continuing to adhere to the ideal of starting a business, Xu Hefeng maintains his work and life by trading other products. But for enterprise development, Xu Hefeng has always had a clear understanding: "product development should always be user-oriented."
"Brand is very important for the development of enterprises." Xu Hefeng said that although he didn't have a deep understanding of the concept of brand at that time, he registered Wang Hua's trademark in the first year of his business. In order to establish the market recognition of products, he negotiated price reduction with customers in the early stage of processing and production, and put Wang Hua's trademark on the products, gradually realizing the transformation from OEM (original equipment manufacturer) to ODM (original design manufacturer). With the recognition of the market, the sales volume of Kao will increase geometrically in the next two years.
Talent comes first
Whether wearing a medium-black T-shirt, light-colored casual pants, sports casual shoes, or the hearty laughter in the conversation, Xu Hefeng's strong affinity is shown. This affinity is reflected in his "people-oriented" business management philosophy. Looking back on the past 10 years, in Xu Hefeng's view, every strategic change of Painting King is based on talents. "Talent is the most fundamental core competitiveness of enterprises. Where is the talent, where is the company. "
In 20 13, Xu Hefeng aimed at overseas markets and formally planned to transform from B to B (business-to-business) to B to C (business-to-consumer). Amazon became the platform of choice. "Most people who do e-commerce are young people. They don't like to work in remote factories. " Xu Hefeng admits that in order to smoothly promote the Amazon project, he rented a private house to work, only for the e-commerce team to work and live in an area with more convenient transportation. "This time, it is equivalent to a second venture. I worked in a private house with a team of five people for half a year before moving to an office building. " Not only that, due to the needs of business development, Xu Hefeng traveled all over the country and set up branches in Wuhan and Guangzhou.
Subsequently, Xu Hefeng made great efforts to expand the market while seeking technological breakthroughs in products. "At that time, the driver software of graphics tablet could not adapt to the Apple system. This is a huge lack of market channels for us. " Xu Hefeng said.
How to make up for this deficiency? Xu Hefeng did not answer directly, but told a detail. "No one in the company understands the Apple system. Later, after a friend introduced me, I found an engineer who developed software for Apple. In the process of contact, I found that he had a habit, that is, the phone was always silent, and nine times out of ten no one answered the phone. So as long as I get through to him on the phone, no matter where he is, even in Shanghai, I will tell him that we are nearby and take someone by plane to find him immediately so as to learn from him. Learning a little is a little. "
Persist in paying, and you will get a reward. Thanks to Xu Hefeng's unremitting efforts, Hua Wang developed the prototype of the graphics tablet Apple system driver software at the end of 20 13, and launched the first official version at the end of 20 14. In the following years, after continuous system upgrades and iterations, King Hua created a product matrix that combines software and hardware and outputs digital content. It has four independent brands and two R&D centers.
Stability is overwhelming.
Behind the coffee table in Xu Hefeng's office, there is a calligraphy work with the word "self-discipline" written on it. This kind of "self-discipline" can be seen in his control over the quality of the company's products.
"Stability first" is the development principle that Xu Hefeng emphasized for a long time in the company. "Stability refers to stable quality, stable supply and stable delivery. Quality is like character. In the eyes of others, quality is the standard, but in our eyes, quality is faith. " He said.
"You can never make good noodles without good flour." Xu Hefeng believes that in order to ensure quality, a strict manufacturing standard system must be formulated from the upstream supply chain. "A display panel manufacturer suggested that the production standard could be lowered a little, and I resolutely refused. Different from the use distance of TV sets or tablets, users even' stick' their eyes on the panel when creating. In this infinitely close sight, there is nowhere to hide any product defects. If there is no concession in principle, the product will not succeed. " Xu Hefeng has a stubborn insistence on quality.
Unremitting efforts will eventually usher in rich returns. Xu Hefeng said that since its establishment, Kao has been exploring new scenarios of digital intelligence applications, integrating technology, art and life. Kao's products have expanded from graphic tablet and digital screen to digital handwriting integrated computer, Bluetooth tablet, signature screen, intelligent conference tablet and many other categories.
"As consumer goods, we must continue to promote technological innovation and constantly upgrade our products to stabilize the market. Run in small steps, iterate quickly, try and make mistakes quickly with the lowest cost, keep a close eye on user needs, and promote rapid product upgrade through continuous micro-innovation. " Xu Hefeng's speech is full of confidence.
Advance and retreat with the industrial chain
"Behind every crisis, there must be both dangers and opportunities. Walking on the flat ground, it is difficult for you to surpass others. On the contrary, when everyone is comparing, it is time to distance themselves. " Xu Hefeng said.
In the initial stage of expanding overseas markets, Wang Hua inevitably encountered patent barriers. "Around 20 14, we suddenly received a letter from an American lawyer saying that the appearance and technology of our products were suspected of plagiarism." Xu Hefeng recalled that in this case, many startups would choose to avoid confrontation and immediately remove related products. If you are not careful, you will face tens of millions of losses.
What's next? In the face of complaints, Xu Hefeng is not worried. "Our products have obtained relevant intellectual property certificates at the early stage of mass production, and it is imperative to open up overseas markets. We must never give in. We hired a Chinese lawyer to reply to the other lawyer's letter, and this matter was finally resolved smoothly. " Xu Hefeng said with emotion, in retrospect, this was a threat and temptation from the other side. Stick to this period of time, and our overseas market will advance smoothly.
In 2020, Huawang's business was affected by the COVID-19 epidemic. "At this time, I must first stabilize the supply chain. Because in the end, it is not a company fighting, but the entire industrial chain is advancing and retreating. " Xu Hefeng said, on the one hand, we must ensure our own credibility and never default on payment; On the other hand, by increasing purchase orders, suppliers can produce more and make more money, ensure their production needs and let everyone tide over the difficulties.
For the future development, Xu Hefeng has his own ideas. "A product can't be sold for 50 years. In recent years, in addition to the technical department, the company has also set up a new technical department and research room, focusing on the exploration of cutting-edge science and technology fields. " In order to further promote the transformation of scientific research achievements, in 2020, King Hua and South University of Science and Technology established a joint laboratory of school-enterprise scientific research, and cooperated with each other to build a substantial scientific research platform.