Implement strict environmental standards;
Selected top-notch high-end raw materials and equipment;
Output high-quality home decoration accessories products;
Focus on the interior, a copper plate outside a wall does not earn;
It is creating a "global industry legend";
It is as if someone has given it a mission to have a chivalrous spirit, tirelessly focusing on the pursuit of product quality, environmental protection, and production.
The pursuit of perfection is the personal charm of Zhang Jingfu, chairman and president of Meichao, and it is precisely because of this that Meichao's ultimate temperament has been achieved.
In 2023, Meichao Group Co., Ltd. will take frequent actions: the brand positioning will be updated to "Environmental Protection Home Guardian", the brand value will be updated to "Quality Beyond the Ordinary, Environmental Protection Synchronizes the World", a strategic cooperation agreement with Siemens Industry Software will be signed, Wuhan will be known as a "global industry legend", there is no suspense in maintaining double-digit growth, and the average monthly salary of employees will exceed 320,000 yuan ......
Dialogue with "Extreme Guest" Zhang Jingfu to explore the new process of "Life's Masterpiece" Meichao (*NetEase Home).
Recently, NetEase Home's "Looking for Chinese Home Furnishing Champion Role Model" activity entered Meichao to deeply explore Meichao's factory and scientific research strength. Hu Yanli, national editor-in-chief of NetEase Home & NetEase Design, talked with Zhang Jingfu, chairman and president of Meichao, to explore the "masterpiece" Meichao in all dimensions, and reveal the production reform and digital evolution and development of Meichao.
Hu Yanli (left), national editor-in-chief of NetEase Home & NetEase Design, and Zhang Jingfu (right), chairman and president of Meichao
Beijing Factory Green Manufacturing "Dream Factory".
For Zhang Jingfu, Meichao is his masterpiece of life.
And the starting point of this masterpiece is the Beijing factory of Meichao. Since it was put into operation in 2008, the Beijing factory has witnessed the development of Meichao all the way, and this year it has achieved good results in "since its establishment, for the first time since its establishment, employees need to work in three shifts 24 hours a day to catch up with production".
Every stone and tree in the Beijing factory was personally selected by Zhang Jingfu. In his opinion, if the role of the factory is only to produce products, it is a failure. It should not only make high-quality products, but also strive to perfect the office environment of employees, every grass and tree, every brick and tile of the factory, and every tiny detail.
Meichao Beijing Factory.
Whether it is the Beijing factory or the Wuhan factory under construction, Zhang Jingfu is the chief planner who strives for excellence.
It was revealed that the Beijing factory of Meichao is applying to ** to increase the land plot ratio, after which a scientific research building will be expanded. The area of the scientific research building is expected to be about 23,000 square meters, and an international standard "five-star" scientific research building will be built, which will be mainly used by R&D teams and digital teams.
The Beijing factory has not yet been able to realize the fully intelligent and all-digital scenario in my mind. Therefore, we need to upgrade and renovate through this increase in floor area ratio. Zhang Jingfu said"My definition is to use Beijing as a headquarters, and to transform around the management center, technology center, and information center. The physical volume of the Beijing factory is equivalent to one-third of the Wuhan factory, and it is also a scaled-down version of the Wuhan factory's fully intelligent and all-digital scenario. ”
Meichao Wuhan Factory.
Wuhan factory "global industry legend".
As for the Wuhan factory, Zhang Jingfu previously called it "Meichao will tell a story that no one in the same industry in the world has ever told".
However, with the planning and implementation of the blueprint for the construction of the Wuhan factory, the previous expression can no longer explain the value of the Wuhan factory, so I have made adjustments and redefined it as a 'global industry legend'. Zhang Jingfu explained.
The construction area of the Wuhan factory is more than 400,000 square meters, and the annual throughput will be more than 4 million tons, but the logistics and manufacturing personnel need no more than 100 people, from 50 meters underground to the highest point of the surface building can reach 139 meters. Zhang Jingfu told NetEase Home: ".It is defined as a 'global industry legend' not only because of these physical volumes, but also because the process path, technical path and overall advancement of the entire Wuhan factory are unprecedented in the global industry. Not only do peers have strong expectations for the Wuhan factory, but even more than 50 international brand partners who are preparing to build the Wuhan factory together are also very concerned. ”
Spending more than 2 billion yuan to build the Wuhan factory, which is a "global industry legend", will there be pressure on the follow-up operation?In this regard, Zhang Jingfu said frankly: "I really don't have any pressure. ”
It is reported that as early as seven or eight years ago, Meichao began to lay out wholly-owned subsidiaries across the country, and on June 26, 2021, the Lhasa store was officially opened, and Meichao successfully realized the layout of 34 companies in 31 provincial-level administrative regions across the country. In 2023, Meichao's national market channels will deepen again in depth and breadth, and on July 6, Meichao completed the establishment and registration of its Hong Kong company. In the near future, it will also obtain a business license for Macau companies.
"Build the market first, then build the factory" is Zhang Jingfu's confidence of "no pressure".
Building your own market network first, and then putting it into production, this is a mindset full of wisdom and experience. Zhang Jingfu told NetEase Home: "The rules are the top. Everything must first clarify the rules, set the rules and then implement them step by step. Whether it is the establishment of branches across the country or the construction of the 'global industry legend' Wuhan factory, we are advancing step by step in our strategic layout. ”
Firmly embrace digitalization and realize the gorgeous transformation of the management ecology
As the chief writer and planner of the masterpiece of Meichao, Zhang Jingfu not only has an almost demanding pursuit of products, production and factories, but also has a keen sense of smell and judgment for the development of the market and industry.
As a traditional enterprise focusing on decorative accessories, Meichao has always dared to be the first in digital construction.
Recently, Meichao has reached a strategic cooperation agreement with Siemens Industrial Software for tens of millions of dollars. With the help of its advanced technologies and technologies, Siemens Industry Software will accelerate the digital transformation of the manufacturing execution system (MES) and the industrial Internet of Things platform (IIoT), and help the effective management and collaboration of the "multi-factory headquarters" model of the company.
Although digitalization is an inevitable trend, many enterprises are hesitant to move due to the current market environment and the investment and effectiveness of digital construction. Why is Meisu so determined to spend so much money to embrace digitalization?
In this regard, Zhang Jingfu said: "For an enterprise, digitalization not only brings efficiency, but a good digital platform will drive the reconstruction of the entire enterprise architecture. In addition, in the next five, decade or even longer, digitalization will be a must-have feature for businesses. ”
Meichao wants to realize the gorgeous transformation of the entire management ecology through digitalization, and truly embrace the digital era, so as to realize manufacturing integration, intelligent management, data informatization and control automation. Zhang Jingfu said
For the digital construction of peers, Zhang Jingfu also gave his own suggestions: "The auxiliary materials industry is characterized by small scale, scattered and low standards, while digitalization realizes standardized and large-scale scenarios. In the process of digital construction, systems and talents are equally important, which is a great investment for enterprises, but if you want to have a place in the future, you must embrace digitalization, and no matter how big the difficulties are, you must overcome them step by step. Starting from the basic architecture ERP, we will gradually realize a complete digital full-link system.
The world's legendary factory, the world's leading laboratory, the world's advanced production line ......In Zhang Jingfu's view, "good equipment can create good products", and only good equipment and good systems, without the support of professionals, cannot become the competitiveness of enterprises. Taking the Beijing headquarters of Meichao as an example, the technical R&D personnel account for 43% of the total number of the group, nearly half, of which doctoral talents account for nearly 7% of the technical personnel. Meisu is breaking out of the talent structure of the traditional manufacturing industry.
Professional focus on indoor accessories to provide users with the greatest value
Zhang Jingfu has always been known as the "ultimate customer" in the industry, the ultimate pursuit of product production, the ultimate pursuit of factory construction, the ultimate pursuit of environmental protection, and the ultimate pursuit of employee treatment ......
In 2023, Zhang Jingfu will make another extreme adjustment to the brand of Meisu:The brand positioning was updated to "Guardian of Environmental Protection", and the brand value was updated to "Quality Beyond the Ordinary, Environmental Protection Synchronizes the World".
Zhang Jingfu said, "I think the previous brand positioning of 'China's decorative accessories integrator' is a bit broad. Over the past 27 years, the operation and development model of Meichao has been professional and focused, and no copper plate is earned outside a wall. The new brand positioning 'Green Home Guardian' will be professional, focused, and only for interior accessories. Including our eco-friendly logo, it looks like a heart-shaped shape, carefully cared for;It is also like a mother leaning down to embrace, and the mother's heart is always the greatest. This is also the value provided by Meichao people, and we are doing business with our hearts. ”
For consumers, what Meichao wants to convey is "the largest value provider of interior decoration accessories". All products such as Yi Guaping and Zhan Cibao have passed the world's four strict environmental protection certifications very early: UL Green Guard [Gold Level] in the United States, Eurofins IAC [Gold Level] in Europe, GEV [EC1Plus] in Germany and [A+ Grade] in France. In 2023, the Eco Rating will further upgrade the self-declarative French [A+] standard to the Finnish RTS [M1] certification. It has passed the Finnish RTS [M1 level] certification, which proves that the smell of Meichao products has reached more stringent certification standards, and it also represents a new height of environmental protection in the home improvement accessories industry.
For the Huacai paint that "hears its voice before seeing its shape", it will continue the mid-to-high-end positioning of Meichao and be the largest value provider.
As early as 20 years ago, Zhang Jingfu registered the trademark of Huacai paint, and 5 years ago, Meichao began to launch Huacai paint advertisements. "Huacai paint is a feeling I can't let go. Focus on interior decoration accessories, the paint this product is supplemented, the product chain is more complete, paint is also the interior decoration accessories in the market share and market share of the largest contribution to the product. Zhang Jingfu told NetEase Home: ".
Zhang Jingfu said: "The previous brand value concept of 'high-quality and environmental protection, living in peace and far-reaching' is no longer enough to express the positioning and feelings of Meichao. With the progress of society, people's demand for any commodity is always changing. If enterprises want to keep up with the pace of development, they must provide maximum value to users. Only by realizing 'quality beyond the ordinary, environmental protection synchronizes with the world' can we achieve 'the largest value provider of interior decoration accessories'. ”
For the future, Zhang Jingfu firmly said that Meichao has always adhered to its operation mode, professional focus, no wall breaking, no diversification, and a full-product provider of interior decoration accessories.
No matter how big an enterprise is, it is limited to put it in society. The market is full of competition, and the professional model makes it easier to concentrate limited resources to do professional things and create its own advantages, so Meichao adheres to the profession and focuses on interior decoration accessories. Zhang Jingfu emphasized.
[Wonderful Conversation].
Hu Yanli:Since March and April this year, the market has entered a downward state, and Meichao has achieved good results against the trend, what are the reasons behind it?
Zhang Jingfu:The market is a variable. What are the questions that companies need to think about?In the future, next year, five years, ten years or even longer, you will be in **??It's a topic that I've always been thinking about. We have a future, and enterprises must arm themselves to the teeth and build their core competitiveness. For example, if you take the assembly line for these equipment, good equipment produces good products, it is the level of processing and competitiveness;The team's management ability, brand, channel, and various joint forces are superimposed to enhance the comprehensive competitiveness of the enterprise.
In the face of a bad market this year, Meichao continued to maintain a growth rate of nearly 30%, which I think is mainly due to this.
Hu Yanli:We started advertising Huacai Paint five years ago. What is the strategic significance of Huacai paint for Meichao?
Zhang Jingfu:I registered the Huacai lacquer trademark 20 years ago. Huacai paint is a feeling I can't let go. Focus on interior decoration accessories, not to do paint is unrelieved, if the paint product is supplemented, I think it is more complete. In addition, in terms of market share and market share contribution, it is also the largest product. So, I'm going to make cadenza paint.
Many peers also asked, "The wall paint is already the Red Sea today, why does Meichao still jump into the Red Sea". First of all, I believe that Huacai paint will win, I don't think that today's Chinese wall paint market is the Red Sea, in my opinion, it is still in a state of competition, and there is no structured layout.
Hu Yanli:The structure is hierarchical, and there is a certain market gap in some mid-to-high-end fieldsThe positioning of Huacai paint still continues the mid-to-high-end positioning of Meichao
Zhang Jingfu:It must be, a more accurate expression of "Meichao will always be the biggest value provider". The first barrel of Huacai paint also conveys value. The consumption structure of society is always "low, medium and high", I think that any company is weak and limited in the market, and Meichao does what it is good at, and it is not necessary to have the whole world.
Hu Yanli:There will always be latecomers in the market, why do you firmly believe that Huacai paint will win?
Zhang Jingfu:There are certainly competitive challenges, but the reason why we are so convinced stems from our company's comparative advantage. First of all, from the channel, we have a layout in the country, including Hong Kong and Macao, although Huacai paint has not yet been mass-produced, but the channel has been built. Second, in the creation of consumers' minds, Meichao is to a large extent the brand endorsement of Huacai paint. In addition, including our R&D, production, raw materials, team and other advantages, these formed a joint force, how can Huacai paint not have a chance.
Hu Yanli:We know that the salary of Meichao has increased every year, and the average salary this year has reached 35,000. This also reflects the corporate culture and management attitude of Meichao, how do you manage to think about and seek benefits for employees for decades?
Zhang Jingfu:Striving to do a good job and being kind to others is the philosophy that I have never changed in the past 27 years. If we make a more figurative expression today, it is that the belief of "let employees share in the progress of the enterprise" has not changed.
For me personally, I have never regarded it as a platform for achieving my personal wealth, but as a work of my life, with exquisite planning and writing at every point. I have given too much of my life and love to Mei Chao.
In an economic activity, not only the boss has a dream, but every employee has his vision for life. As an enterprise, we should consider whether employees joining the company can bring benefits to employees' lives and become a platform for employees to realize their vision. Personally, I prefer to think of it this way.