Gu Jiangsheng, general manager of Gujia Craft Sofa Co., Ltd. "We use the cowhide of 3,000 cows every day!"
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Gu Jiangsheng, general manager of Gujia Craft Sofa Co., Ltd. "We use the cowhide of 3,000 cows every day!"
It is a 33-year-old young man who said this. It took him six years to turn a little-known small family sofa factory into the leading brand of adult sofas in China at the rate of doubling every year.
This entrepreneur, who is not very talkative, told reporters in a low-key, calm but unquestionable tone that he would turn 654.38+0.5 billion into 654.38+0 billion in the next five years.
It's not that journalists are interested in these boring numbers, but only numbers can accurately express the magical development speed of family crafts.
The man who created this magical speed is called Gu, and he is the head of the family craft.
"Because I care about my family, I love my family", a well-known advertisement in Hangzhou, is catchy and contains Gu's infinite care for his family and his expectation for happiness.
This slightly grandiose but gentle young man, in his daily life and work, is good at thinking about the development of enterprises with his mind, and with wise thinking and keen eyes, he leads the sofa carrier of Gu Jia craft to avoid the wind and waves, open up a navigation channel and sail to the other side of success.
Gu said that my greatest wish is to be a socially responsible enterprise.
A budding new leader who has the courage to shoulder heavy responsibilities.
Rooftop furniture industry is a characteristic industry with many years of fine traditions.
In the forties and fifties of last century, Gu Chigou, a roofing craftsman, became famous in the nearby countryside because his furniture was strong and easy to use. In the 10 generation, father Gu Yuhua took a fancy to sofa, a promising industry in the future, and founded Hangzhou Hailong Furniture Co., Ltd. on 1996, specializing in the research and development of sofa furniture, which is the predecessor of "home care technology".
Like most factories run by Tiantai people, Hailong furniture before 2000 was a simple business model of "front shop and back factory" and "self-produced and self-sold" because of the lack of effective organization and management and value-added mining.
It was not until the ancient times that the magical development of family crafts began.
Before Gu took charge of the family craft, he had shown his extraordinary business talent and courage many times, dug up the first bucket of gold in business for himself and accumulated valuable experience and wealth.
From 65438 to 0995, after graduating from the physical education department of Hangzhou University, Gu was assigned to Zhejiang Foreign Trade School as a physical education teacher. Originally, he intended to complete his career step by step, but because of a casual observation and discovery, it triggered an entrepreneurial myth that sensationalized the entire furniture industry in China.
Zhejiang Foreign Trade School was located in a remote place at that time, and there was a lack of mature business environment around the school, which brought great inconvenience to the daily life of thousands of teachers and students in the school.
Gu Jiangxian, if the school relies on the bicycle shed on Zhoushan East Road to be converted into a shop to attract investment, it will not only ease the inconvenience of teachers and students, but also bring rental income for itself.
With this bold plan, Gu began his first calculation in his business career. After getting the support of his father, he finally got up the courage and put forward the idea that seemed impossible at that time to the school leaders.
What shocked the school even more was that Gu did not seek a way out, but proposed to return a certain annual rent to the school every year, which was 12 years as soon as the contract was signed.
In the end, with his extraordinary courage and courage, Gu successfully realized his first business plan and brought himself more than 200,000 yuan in economic income every year.
After discovering and realizing his professional ability, Gu resigned from the public office of the school without hesitation. This time, he turned his attention to his father's company-Hailong Furniture.
After Gu entered the company, he insisted on starting from the grassroots level.
He personally tried almost all the grass-roots work, such as distribution staff, sales staff, maintenance workers and so on. Through his own personal efforts and hard work, he fully grasped the overall operation mode and details of the company in a short time, and also deeply realized the hardships of his parents' entrepreneurship.
At the age of 27, who is still enjoying youth and pursuing love, Gu has embarked on a second career in life.
In the same year, "Hailong Furniture" was renamed as "Family Craft", and he assumed the dual responsibilities of family and enterprise as a young man.
Gu, the general manager of Gu Jia Craft Sofa Co., Ltd., a furniture carrier that set sail from China, became famous in one fell swoop. "Family craftsmanship is truly known to the industry, and winning foreign markets begins with attending exhibitions.
Gu said in reviewing the rapid development of enterprises in recent years.
In 2000, Gu led the young "cottage industry" to stumble forward.
By chance, he learned from a friend that the exhibition is a good way to face customers directly and improve himself quickly.
After on-the-spot investigation, it is found that the exhibition is indeed a good platform to promote themselves to the whole country, and all exhibitors are trying their best to promote their products to every visitor.
But Gu, who is naturally sensitive, saw more. The exhibition is also a good opportunity to display corporate image, promote brands and publicize enterprises.
So Gu found the organizing committee of Shanghai International Furniture Fair, and once again staged a good show of self-promotion. In the end, the organizing committee couldn't stand his soft grinding and hard foam, and Gu Jia Craft got a better exhibition area with 180 square meters.
Gu Jia Kraft, who has never participated in the exhibition, has invested a lot of money to hire a professional design company to design and build the booth. After careful packaging, Gu Jia handicrafts suddenly became the focus of the whole exhibition.
Gu Jia, who participated in the exhibition for the first year, won the gold medal in this exhibition. Since then, it has been out of control and successfully defended for four consecutive years.
Gu Jia shot to fame and began to make his mark in the industry. Gu Dan's concept of big pattern quickly spread widely in the industry and was cited as a much-told story.
Therefore, there is a saying in the furniture industry called "family-caring phenomenon".
Domestic success still can't satisfy Gu's expansion ambition. Through years of observation and understanding, he realized that the foreign market will be the main expansion point of China furniture industry in the future, and it is also a new starting point for Gu Jiasheng's technological take-off.
From June 5438 to October 2005 10, Gujia Craft participated in the World Furniture Fair in Cologne, Germany for the first time.
In the face of such a grand gathering of world-class giants, Gu Jia Craft was fearless, and still took out the style of "If you don't say it, it will be a blockbuster", winning a 430-square-meter exhibition area in one breath and staged a wonderful China brand promotion show.
Gu's courage once again touched his domestic counterparts and let foreign enterprises know the four characters of "family craftsman spirit".
With the development of enterprises, Gu Jia's brand has caused quite a stir in China and even in the world.
With the rapid development of the enterprise, Gu realized his childhood wish, but another stronger and more glorious sense of social responsibility came to Gu's mind-that is, to strive to develop into a well-known furniture brand in China, to further go abroad, to establish the prestige and self-confidence of China furniture enterprises, and to make China brand occupy a decisive position in the world furniture industry.
After a burst of excitement, Gu immediately made a decision, and decided that a year later, the family craft would fight Gu Long again.
From June 5th to1October, 2006, the weather in Germany was cold. 1200 square meters exhibition hall invested 500,000 US dollars, with excellent exhibition image, product design and family craftsmanship, which made a fiery China year for foreigners here.
The head of the organizing committee praised this as the largest China enterprise ever hosted by the Cologne Pavilion.
The world was shocked, and China was in an uproar. As a representative of the family, China won the applause of the world, followed by a avalanche of orders.
From Shanghai International Furniture Fair to Dongguan International Famous Furniture Fair, from Cologne International Furniture Fair to Singapore International Furniture Fair, Gu Jia's crafts have spread all over the world.
With the development of enterprises and the promotion of international popularity, Gujia Craft, a furniture carrier anchored in China, is setting sail and striving for the strategic goal of becoming a world brand within three years.
Gu Jia, general manager of Gujia Craft Sofa Co., Ltd. According to Jia Qingwen, chairman of China Furniture Industry Association, although China has become the largest furniture producer in the world, its brand is not mature enough, its added value is low, its competitiveness is poor, and price wars often occur in various markets, which is also one of the fundamental reasons for foreign counterparts' anti-dumping lawsuits.
"Because enterprises have long relied on imitating foreign designs, they have also caused disputes over intellectual property issues at home and abroad.
Even some enterprises are often refused to participate in exhibitions abroad, because people are afraid of copying from China.
Gu recalled his experience of participating in foreign exhibitions for many years, and he couldn't help feeling deeply.
On the one hand, it has a huge export market and strong production capacity, on the other hand, it can't get higher profits because of the defects of design and brand. This embarrassing fact of China furniture industry makes Gu feel uneasy.
He is determined to start from home, leading and promoting products from "China" to "China Creation".
Since 2000, Gujia Craft has set up an international sofa research center to strengthen the design and development of sofas and pay attention to cultivating design talents, which is the source of sustainable development and brand leap of enterprises.
Gu has his own experience and opinions on the cultivation of talents. On the one hand, it introduced graduates from Chinese Academy of Fine Arts and other universities and began to cultivate independently. At present, a design team of more than 30 people has been formed. On the other hand, he hired top designers from Germany, France, Italy, Hong Kong and other places with high salaries, and designed "multicultural" factors for his products based on their localized understanding and the actual environment abroad.
On average, the company can launch a new sofa that conforms to the trend of foreign markets every three days. At the same time, its products have won numerous awards at major exhibitions at home and abroad, including two consecutive gold medals in furniture design in China in 2004, software series in Guangzhou International Furniture Fair in 2005 and Dongguan International Famous Furniture Fair in August 2005.
Brand-new and competitive product design and brand promotion have brought rich returns to Gujia Craft, and several newly designed products have achieved excellent sales results.
Gu Jia's in-depth understanding of "creation" and exploration of brand value not only helped Gu Jia achieve another take-off, but also made China furniture brand world-famous and recognized by the world.
There are a large number of enterprises in China's furniture industry, and most of them have common problems such as small production capacity, weak brand and poor design ability.
Facing the hostility of foreign enterprises to China's piracy and anti-dumping, Gujia Craft led a group of socially responsible enterprises to stand up bravely, dare to admit the reality, face up to the problems existing in the development of enterprises, and spare no expense to reshape the brand, leading the healthy development of China's furniture industry with practical actions and bold gestures, and winning the respect of foreign competitors and market recognition.
However, Gu expressed his helplessness and worry about the plagiarism and infringement of intellectual property rights by most domestic enterprises after many storms.
Product design has both the joy of being recognized and the embarrassment of being copied.
The company has just designed the style for a few months, and it is often copied by some peer manufacturers after a few weeks of listing.
In March, 2004, Gu Jia's No.562 sofa won the crown in Dongguan Famous Furniture Exhibition, but when it was exhibited again in August of the same year, it was surprised to find that 1 1 manufacturers were exhibiting its cloned version at the same time.
Even in an accidental opportunity, the staff found that the other party simply changed the label and directly exhibited the product, which made Gu Jia laugh and cry.
Many domestic enterprises, relying on copying and imitating business, do not respect the designer's labor achievements and intellectual property rights, and wantonly condone the "piracy" trend in the furniture industry. This irresponsible behavior encourages the bad atmosphere of heavy industry neglecting design, and seriously hinders the development of China furniture industry to a higher level.
"Without a healthy industry, there will be no sustainable enterprise! Our home-oriented technology is positioned in the global market, but we also hope that Chinese sofa enterprises can accelerate the introduction of R&D design, instead of saying that a certain enterprise will occupy the market at a low price.
"Gu see in the eye for these situations, anxious in my heart.
In order to improve the overall design level of China's furniture industry, we should strive to create a good enterprise development environment that attaches importance to design, design talents and intellectual property rights.
We also sponsored the annual China Furniture Design Competition held in Dongguan.
Three consecutive competitions have made it the highest-level design competition in the domestic furniture industry.
Faced with the crisis of brand competitiveness and the survival and development of the industry, Gu Jia has no choice to develop independently. He stood up bravely and took on the responsibilities as a leader.
Always keeping a low profile, he began to attend various industry forums, share experiences with the whole industry and even competitors, actively guide and create ideas, and help domestic colleagues to find new opportunities for enterprise development and avoid risks, thus driving the overall qualitative leap of China furniture industry.
Far-sightedness and strategic achievements
If hard work and assiduousness are the basic conditions for family craft to get rich, then extraordinary courage, courage and long-term vision are the necessary factors to help enterprises achieve rapid development and lead the development of the industry.
In the eyes of Gong Hehua, assistant to the president, Mr. Gu is such an outstanding entrepreneur and strategist with outstanding insight and foresight.
Gu, the general manager of Gu Jia Craft Sofa Co., Ltd., made the company achieve its initial glory through "family phenomenon" in the early days of the establishment of the enterprise, and accumulated development capital through disobeying the conventional business model and bold strategic deployment; And stand out from the heavy encirclement, quickly start the brand and expand overseas sales channels.
When the enterprise develops to a certain scale, he can see through the essence of industry development with excellent insight and begin to make strategic layout in the whole industry chain.
Cooperate with the best leather factory in China to establish its own cowhide supply base; Cooperate with the largest sponge factory in Southeast Asia to establish a sponge production factory dedicated to family sofas.
At the same time, it pays attention to the cultivation of brand and the strengthening of product design ability, drives the image with quality and creates "phenomenon" with image, which gradually consolidates the leading position of Gujia craft in China furniture industry.
Facing the demand and pressure of foreign markets, he also seized the opportunity and called for the establishment of domestic furniture design business to guide the development direction of the industry.
Facing the blank of the domestic market, Gu Jia once again took the initiative to attack, chose the way of alliance and cooperation, introduced the top Italian sofa brand caliaitalia, made up for the shortcomings, improved itself and led the enterprise through the possible crisis before the industry challenges and competitive pressures came.
Gu is not proud of his impressive achievements and the envy of his peers. He has a profound understanding of the current market situation of China furniture industry and the possible market integration process in the future.
"There are more than 50,000 furniture industries in China, but so far, none of them can achieve 1% of the total output value.
"Gu introduced us to the current industry structure. Obviously, his next goal is to develop his family into the first enterprise to break through 1% and become a real market leader.
He told reporters that the next goal of the enterprise is to go public, that is, capital integration, and achieve an output value of 654.38+000 billion in five years.
Take precautions to meet future challenges.
Gu Gu, general manager of Gu Jia Craft Sofa Co., Ltd. Any enterprise will encounter different difficulties in different development periods. If managers can find it in time and handle it properly, they can save the day and even promote the development of enterprises. However, if managers can't deal with it in time and effectively, it will seriously hinder the development process of enterprises and even directly lead to the demise of enterprises.
Gu knows that the development of enterprises needs rationality.
No reason is death, no reason is madness.
He told reporters that in the previous stage of the company's take-off, although it has achieved good results, in order for the company to maintain sustained and healthy development, it must learn to foresee the crisis and eliminate the danger:
First, in order to maintain sustainable development, enterprises must ensure the corresponding improvement of enterprise management level, establish a talent reserve and training mechanism, and make full use of their talents.
In the process of development, enterprises must also ensure advanced management ideas and development concepts to form the pattern and temperament of large enterprises.
Second, enterprises must always pay attention to accurately collecting market information in their development and keep abreast of changes in domestic and foreign consumer markets.
There is an increasing demand for China furniture products in foreign markets. Therefore, a group of China furniture enterprises, represented by Gu Jia Craft, should not take price as the only way to improve product competitiveness, strengthen design ability, promote brand building and improve product quality, and respond to the pressure and challenges of foreign markets with a positive face.
Gu said that Gu Jia's craft created the myth of China furniture industry. In the future development, Gujia Craft will continue to carry forward its fine traditions, face up to problems and solve them effectively in time, keep a clear head in the complex international trade and industry competition environment, and be brave in pioneering and enterprising, so that Gujia Craft will stand among the world brands.