Interview with General Manager Pingxing (Xiamen) Precision Tools Co., Ltd.

You can't be distracted because you might miss an important point of information. During the interview, she said that she had just returned from Japan and Germany. On December 12th, the company convened a year-end meeting and there were too many things to handle. However, in the voice and in the look, no one can hear the others and they cannot see any signs of fatigue. An energetic woman, she is Yao Aiping, general manager of Yuan Xing (Xiamen) Precision Tools Co., Ltd.

Yuan Xing, this already marked name, is inextricably linked with "XYC". It is a symbol of abundance, the first letter of Xia, YUAN, and China. It is also the meaning of "China YUAN XING" China's Yuan Xing, sustenance of Yuan Xingren's vision of its "safe and prosperous". In Yao Aiping's opinion, Yuan Hing is a national brand in China. What they have to do is “go international, be China’s silk attack brand and serve the world”.

In 2000, Yuanxing was established and located in the Xinglin Taiwanese Investment Zone in Jimei, Xiamen. The district was approved by the State Council in the early 1990s to enjoy preferential policies in the Xiamen Special Economic Zone. For more than 20 years, it has been successfully transformed into an open economy based on industry, which is an important window for the opening up of Xiamen. In the past 14 years, the development of Tung Hing has been thriving.

Yuan Xing initially was only a small business agency company. He felt in vain to “marry for others”. In 2003, Yao Aiping and Mr. Li jointly negotiated and registered the “XYC” trademark. As a result, Tung Hing began a truly brand-building road.

The mention of brand building involves several key words: positioning, quality, technology, service, and culture. They should not only reflect the relationship between brand building and brand management, but also more importantly reflect the rationality and accuracy of the corporate brand market position. However, any enterprise can only develop in the fiercely competitive industries only by taking into account brand building and brand management. Otherwise, "well-known trademarks" can only be short-lived.

Brand building - clear positioning, excellent quality, research and innovation

In the first three years of the development of Yuanxing, when China's Internet communications spread across the country, China became a major producer of mobile phones, and its supply of silk tapped products was in short supply. They gradually made clear what kind of role Yuanxing should play in the market: Yuan Xing should be a professional extrusion tap manufacturer and service provider. Mr. Wang understands technology and specializes in R&D and production; Yao Aiping is responsible for sales. Soon, in 2007, their extrusion silk taps were put into production and sales companies were established in the Yangtze River Delta and the Pearl River Delta. In 2009, it achieved operating income of more than 5 million yuan.

Recalling the history of Yuanxing, in 2010, it was a symbolic year in the development of Yuanxing. In this year, the XINGXING “XYC” brand won the title of “Xiamen Famous Brand”; the company took the lead in importing ISO9001 in the industry. :2008 The quality management system passed the SGS on-site certification review and obtained the ISO9001:2008 quality management system certification issued by UKAS. Speaking of these, Yao Aiping is proud to say that the quality of Yuanxing's products is reliable and controllable. Immediately after IPHONE mobile phones and tablet PCs became popular all over the world, there was a huge demand for small diameter extrusion taps. Through the unremitting efforts of the R&D team, in 2012, the silk tapping for smartphones officially launched on the market was successful.

After solidifying the electronics industry's market, Yuan Xing's products have begun to enter the automotive, home appliances, aviation and other fields, are widely used in mobile phone nuts, rivets, computer enclosures, electrical enclosures and auto parts and other products processing and production. According to Yao Aiping, only continuous innovation and research and development can keep up with market changes and meet customer needs. Speaking about how to ensure R&D efforts, she said that there are currently 15 R&D teams at Wing Hing, which spends as much as 20% of the R&D expenditure each year. On the other hand, Yao Aiping’s gentlemen often go abroad to study. “Seeing people's good things, he often thinks why people are doing so well. Buy them back and think for themselves.” In this way, by learning from foreign advanced technologies, he himself Further study, continuous research, testing. Admittedly, the pay is rewarding. As of now, there are 3 patents for R&D technology in the area of ​​wire tapping and 20 patents for practical technologies. The R&D capability of the company has been at the leading level in the industry for 10 years.

In 2014, Yuanxing’s tipped wire tapping also started to enter the market. The wire tapping processing of non-ferrous metals, stainless steel and ferrous metals are all very good, and the through-hole threading effect is remarkable. After the product was put on the market, it was well received.

When it comes to silk tapping (also called "tape") products, people will inevitably think of OSG, YAMAWA, Waggs and other foreign tap brand. The reporter raised the question: "The quality of foreign brands' taps is naturally visible. In comparison to Yuanxing's products, where are the advantages?" Yao Aiping laughed heartily: "Yuan Xing has been walking along the road, insisting on doing China's Tap brand. Our quality is up to the customer. The price/performance ratio is about 15%~20% higher than that of similar foreign products." In addition, as a brand of localized taps, Yuanxing is in the process of competing with foreign tap brands. An advantage has also been reflected: Users can customize various non-standard taps according to their own intent; Short delivery cycle; Users encounter problems in the use process can communicate with manufacturers in a timely and effective manner.

It is worth mentioning that Yuanxing cooperates with YAMAHA, BYD, Foxconn and other big companies. Before YAMAHA, it used a certain foreign brand tap. However, after Yuan Xing’s silk attack entered the company, the excellent performance demonstrated during the use of the product did not lose abroad, but the price was much more favorable. In addition, Yuan Xing's initiatives for Foxconn and BYD's door-to-door service have also been praised by customers. These companies are not unreasonable in favor of Yuan Xing.

Yuanxing (Xiamen) Precision Tools Co., Ltd.

Due to the low cost of domestic tools, fast production cycle and mature technology, the localization of tools will certainly be the future trend. With the increasing demand in the high-end industries in the future, the low-end industry will gradually shrink. Therefore, "tool manufacturers must increase the development and production of finishing tools, improve tool quality and after-sales service. In addition, domestic tool manufacturers must also have their own sense of innovation and development capabilities, learning and innovation, build their own brand, enhance their own The technical strength of the company.” Obviously, XINGXING (XYC) has taken a big step in the implementation of the localization of tools. In the interview, Yao Aiping repeatedly emphasized the direction of Yuanxing’s future and was “toward the international”. At present, the company's products have also begun to sell to Malaysia, Singapore, India, Russia and other countries.

Brand management - comprehensive services, marketing, management human nature

The construction and management of the brand is no different from the relationship between foundation laying and building, and lays a solid foundation through hard power such as quality, technology, and R&D. On this basis, marketing, management, and cultural construction can truly realize brand management to expand the brand. effect.

Referred to the services of the tool industry: The contract compliance rate is one (in-sale service). Over the years, in the business philosophy of Yuan Xing, “high quality, short delivery time, honest service” is its commitment to the customer has been unchanged. Yao Aiping introduced that in 2009 the company won the title of "Shou contract re-credit" - this is the market's feedback to Yuanxing.

In addition, they have corresponding service measures for the distributors and direct customers of Yuanxing. Dealers shipped, customers encounter problems, the company will immediately send someone to solve. The company’s technical staff has been stationed outside for a long time and has only rushed to the production site for the first time. "Thinking of customers and urgency of urgency." From the reaction to the action, Yuan Xing has solved customer demands with the fastest speed.

Concerned with business and integrity management, Yuanxing has accumulated a good reputation among its customers, and has passed word of mouth. “This is the reason why its products can be done abroad. To a certain extent, we also want to thank our customers for their help. Yuan Xing is doing brand promotion.” Yao Aiping said graciously. “A lot of customers use our products and feel that they are doing well. Just like a lot of foreign machining companies come to buy knives. In this way, Yuan Xing’s silk attack slowly emerged. "At present, Yuanxing's products are mostly sold to China and its neighboring countries. Yao Aiping said that in the future, Yuanxing will establish a diversified sales channel and increase the popularity of XINGXING (XYC) brand. In the last two years, it has also invested in online marketing. Philippine.

Referring to the sales model, familiar customers all know that Yuanxing has established branches, offices and distribution outlets throughout the country. Apart from avoiding risks, strengthening brand management and unifying sales channels is the main reason. This avoids problems such as market confusion, disorderly competition, and poor supervision due to product agency. At present, Yuanxing has established branches and offices in Dongguan, Kunshan, Ningbo, Chongqing, Tianjin, and Wuhan. The market in the future will also gradually extend to the north. However, “the main task at this stage is to expand the influence of the XYC brand.” As for how to expand and improve the brand awareness of Yuan Xing, it is mentioned earlier that Yuan Xing is actively working on: Internet sales.

In 2014, Yuanxing entered Alibaba and set up an official flagship store. The author randomly picked up a set of data: the repurchase rate of Yuanxing products reached 50%, which was higher than the industry average of 21.85%; the seller's service attitude was 5.0 points, higher than the industry average of 2.04%; the arrival speed was 5.0 points, higher than the industry average. Level 2.04%. In the search field, enter “Extruded wire attack”, “Spiral wire attack” and “Apex wire attack” respectively. It can be seen that there are about 350 suppliers for effective processing of Alibaba, and Top 15 is not ranked among the top 15 except for Yuanxing. The number of years of entry for the top ten foreign companies is more than two years. In addition, the same company owns these three types of tapping products, and the number of companies is even more rare. In other words, Yuan Xing has been leading the industry leading position on the road of “professional, fine, and strong”. When asked "when it was settled in the Tmall Mall," Yao Aiping said that he was preparing for the next "XYC" will be settled in the Tmall next year.

In the Tmall Mall, there are only 4 brands with front taps; there are 8 extrusion taps; and about 20 spiral taps are located. At the same time, the number of merchants with three kinds of products is 0. These figures indicate that peer manufacturers have not yet taken Tmall Mall as a key promotion channel. The current e-commerce boom is extremely hot and the trend of network globalization is becoming increasingly apparent. In the future, online sales will also be a major focus of the transformation of the tool industry. When talking about the estimated sales situation, Yao Aiping replied: “Whether it is Alibaba or Tmall Mall next year, the goal of online marketing is not profit, promote the 'XYC' brand, increase its popularity, and let more peers know Our Yuanxing products are our ultimate goal. I would also like to mention the previous sentence. Yuan Xing's dream is to become a first-rate national brand and reach a bigger international stage."

In the interviews, the words "nation" and "brand" appear frequently. This female entrepreneur with a profound national sentiment regards Xing Xing as a part of life. She says this is her mission. This strong “sense of mission” is the greatest motivating force for her to be “energetic and work like a superman”. Yuan Xing is actually doing it from the "marriage shop", and Mr. Yao Aiping is the admirable "golden partner" in the industry. Each successful step of Yuanxing condenses their efforts. For this "baby", they are all care and are more willing to share it with more people. Therefore, on how to promote the "XYC" brand, their common view is that in addition to quality and technical support, there is another important factor: culture. Half of the brand is culture. In the construction of the brand, the emphasis on the role of culture is also the brand's imagination.

For tool companies, the corporate culture of management culture, personnel training, entrepreneurial spirit, and business philosophy are also the characteristics of Tung Hing. Since childhood, he has served as the head of the class and worked as a manager for various positions after his work. Yao Aiping has a deep understanding of management. First, a company must have a clear management structure; second, the division of labor is clear, and each person clearly defines their respective responsibilities and authority. Many companies in the industry work together as husband and wife. This is especially common in small and medium-sized tool companies. The problems that arise are management confusion and non-division of duties. And Yuan Xing and Yao Aiping said that they have a professional management team. Mr. Guan manages the technology, Yao Aiping manages sales, and the rest is handed over to others. “There is nothing to worry about. This company is like a home. When the family is not there, other people perform their duties on their behalf, but I will definitely give them clear authority. Why can we successfully pass the ISO9001:2008 quality management system certification audit? This is also the reason As for me and my husband, I will give him advice on his work, but he will not interfere in his decision. The same is true for me. The division of labor makes it clear that management will not be chaotic."

When it comes to personnel training, many business leaders are reluctant to invest too much in fear of brain drain. When talking about this issue, Yao always gives a confident answer: “You can't keep talent. It is the problem of the company’s own management and system. This has never been my concern.” The first day of employment for employees is to pay five insurance premiums. In addition, Yuan Xing also handles accident insurance for employees on their own pockets. In Yuan Xing, the so-called "probation period" and "practice wages" and other unspoken rules of all industries did not exist.

“I often share with our employees that the business is everyone's, and people’s heart is the most important. Talent is the core of Yuanxing. We use our talents to make the best use of our talents. We need to identify with Yuanxing culture. Of professional people."

Two-pronged approach can eventually become big

In the past 14 years, Yuanxing people have paid a lot for the construction and promotion of the “XYC” brand. So - "Woo Hing has thought about going public?"

Yao Aiping’s answer, like Yuan Xing’s entrepreneurial spirit, is very pragmatic: “We have a plan for three years. Last year we planned for what Xingyuan will do in the next three years. At least until 2016, the listing is not yet considered. This is It is a beautiful thing, but we have taken a step-by-step approach to doing a good job in the past three years. Perhaps it will be a matter of course that the market will come to fruition. At least for now, I want to ensure that the problem of food and clothing of our people will be solved."

In ancient times, the cloud was not big at all, so it can be big.

Today's Yuanxing has more than 4,000 square meters of production workshops and 800 square meters of sales. Due to the introduction of automated production lines in recent years, there are currently more than 70 employees.

In 2014, Yuan Xing was a fruitful year. On July 6th, the “XYC” brand of Yuanxing was awarded “Top Ten Influential Brands for the 2013-2014 CCTV China Impact Cutting Tool Manufacturing Industry” by CCTV in Shanghai. Yao always personally attended and received the award on the stage. So far, Yuan Xing has added a wonderful footnote in the history chapter of "China silk attack brand".

On July 12th, Yuanxing established Xingyechang Precision Tools Co., Ltd. in Zhengtai Long International Industrial & Trading City, Kunshan, Suzhou. There are many domestic and foreign cutting tool companies here, and Yuanxing will set up its branch here, in addition to considering geographical factors. , It is also easy to discuss with the people in the industry, but also shows that it competes with their peers.

Everyone has a "Chinese dream". Yao Aiping's dream is to lead the wider world with XINGChang "XYC". This dream has already become a reality. Believe that one day, XINGXING (XYC), like its name, will be blooming in the world.

The first time to Yao total phone, briefly explain the reason. She said hurriedly, and you look at the outline of the interview. The second call was in the evening. I told her that the outline had been sent. She replied, "I am busy now, I will reply to you tomorrow morning." At that moment, I was somewhat miserable: Experience told me that this interview may have to be put on hold for some time. The next morning, at 8:40 am, I was very surprised to receive a call from Yao: “You are sure that I will be with you at any time.” Contact has been repeated several times. The author gradually came up with a rule. For your question, How busy she is, she always handles the settlement within 24 hours.

Promises must be kept and action must be resolute. Simply, neat, full of passion.

She said that for women, her understanding of success is: there is courage to choose between, know how to balance the family and work; have wisdom to manage, distinguish between inside and outside and the primary and secondary. She never answered the phone on Saturday. This time is reserved for children. She and the gentleman sing and sing together, whether it is a work partner, or a partner in life, all tacit agreement. She also cooked a good dish, and she also had a lot of experience with the idea of ​​cooking.