Born in the countryside, rooted in the county, overcoming the obstacles of talents, transportation and resources, Fuqing, who is 34 years old, is in the prime of life, and is the "national forestry key leading enterprise", "the world's largest LVL plate factory", and also "the first export sales" and "the Japanese market share is as high as 30%".
In the past 34 years, Fuqing has entered a market economy from a planned economy, witnessed the rise of China's economy, and also moistened the economy.
In the past 34 years, Fuqing has waded through all kinds of troubled waters of vicious competition from the tide of part-time jobs to the tide of entrepreneurship, but it has never lost money.
If there is a model for long-termism, can the answer be found in the story of Fuqing's 34 years of growth? If Chinese entrepreneurs have characteristics, can they find some valuable spirit in the 57-year-old peasant entrepreneur Chen Changfu?
In this issue of [Towards the First] alumni enterprise case column, I am fortunate to interview Chen Changfu, chairman of Fuqing Group, an entrepreneur who came out of the countryside, has many deeds of "the first in the town", "the first in the county", "the first in the province", "the first in the country" and "the first in the world", with prophets and courage, but also in the 34 years of entrepreneurship, he has never moved Fuqing out of his hometown. Where is the entrepreneurial spirit? Maybe in the story of Chen Changfu and Fuqing in the past 34 years.
Chen Changfu, chairman of Fuqing Group
"Condensed EMBA" 352 issues, "Principal EMBA" 36 issues, "Sun Tzu Art of War Philosophy Class" 1 issue
In 1967, Chen Changfu was born in Wangchang Village, Shuyang County, Jiangsu. In this small village, there is land to grow, food to eat, and education, Chen Changfu lives the same life as everyone else, ordinary.
Until one day, my father's words: "Do you want to go to school or work?" Let Chen Changfu make the first serious choice in his life, he thought about it and went to work.
So he went to the wood products factory in the town and worked as a young employee. Although he chose to work, Chen Changfu has a strong learning momentum, learning from the technical master, learning from the business master, he has become the most favorite person in the whole factory to ask questions, and soon, Chen Changfu also tasted the sweetness of learning, upgraded layer by layer, and became a salesman in the factory.
At that time, being a salesman was the most difficult job in the whole factory, because the products were not only sold to Chinese, but also mainly sold to the Japanese, in the seventies and eighties, China's overall manufacturing level was still relatively backward, and the Japanese were notoriously "harsh" and "exquisite", this salesman's hard experience made Chen Changfu deeply aware that quality is everything.
Later, the factory closed down, and the unemployed Chen Changfu thought about it for a long time, and took out all his belongings: open a factory!
So, in 1990, Fuqing was established.
With an investment of 50,000 yuan, Fuqing earned 100,000 yuan in the first year and made a profit of 20,000 yuan......
In 1998, when 10,000 households were large rural households, Chen Changfu directly invested 12 million yuan to build a board factory covering an area of more than 70,000 square meters in Qingyihu Town, Shuyang County, with 16 advanced domestic high-grade LVL export product production lines and domestic high-grade plywood production lines, 6 poplar core board rotary cutting and urea-formaldehyde glue production lines, and an annual processing capacity of more than 100,000 cubic meters.
Fuqing Factory
Why is Fuqing able to develop so fast?
Chen Changfu said: "Stick to one word, quality!"
He remembers very well that at that time, the products of the factory were mainly sold to Yantai, Qingdao and other Shandong regions, and Yantai was more than 600 kilometers away from Shuyang County. In the 90s, transportation was extremely inconvenient, let alone from the village.
Even in this environment, Chen Changfu insisted on taking a technician with every delivery, carrying a tool kit, a nail, and a hammer, walking first, then a car, and then reversing to the bus, and then reversing from the bus to another bus.
This spirit has won the trust of the factory, and has also started the reputation of Fuqing inside and outside the circle. Subsequently, Fuqing's products were sold to Shanghai, Beijing and Shenzhen, and Chen Changfu also took technicians to inspect the goods on site.
A toolkit, a nail, and a hammer have become Chen Changfu's spiritual label and Fuqing's quality symbol.
Strictly control the quality
When Fuqing's business is getting bigger and bigger, for quality control, it is no longer enough to rely on one person's strict defense. In particular, a "quality crisis" sounded the alarm for Fuqing.
In 1993, Shanghai held the East Asian Games, the mascot at that time was the panda, Chen Changfu in order to commemorate the first East Asian Games held in China, he named his own plate brand "Panda", because of the excellent quality, "Panda" brand plate is very popular.
Subsequently, Fuqing, whose business was getting better and better, opened up regional agents, but it was also steady, and only one agent was opened in a province.
Suddenly, one day, Chen Changfu received a complaint from an agent, "You Fuqing don't talk about credit at all!" Why is there more than one agent in a province at all? ”
What's going on? Chen Changfu was puzzled and rushed to Shanghai overnight, only to find that there were already peers in the market imitating "Pandas" and making inferior products of inferior quality. "Isn't this ruining the quality reputation that Fuqing has accumulated for so long?" Chen Changfu was very angry and immediately complained to the relevant departments, but in exchange for a sentence: "You don't have a registered trademark, the 'Panda' brand, legally speaking, others can also use it." ”
This is a slap in the face for Chen Changfu, who regards quality as his life, after swallowing this dumb loss, Chen Changfu immediately registered the "Fuqing" brand, not only registered in China, but also registered in Japan, Fuqing, thus becoming the first registered trademark in the county, and also the first Chinese plate enterprise to register a trademark in Japan.
After registering the trademark, it is necessary to deeply associate "Fuqing" with "high quality". Therefore, Chen Changfu led the team to learn from authoritative enterprises day and night, spared no expense to invite experts for guidance, and also set up a technical research team headed by him...... In order to further develop a plate that is much higher than the market level, so that others cannot copy it.
You know, at that time, the Chinese market, busy making money is too late, who still pays attention to quality, "almost on the line" is the attitude of most enterprises to quality at that time, like Chen Changfu, do not see the money, have to grasp the quality, deep effort, slow work boss, very few.
In addition to grasping the quality of products, Fuqing knew at that time that it was necessary to grasp the quality of the organization. Chen Changfu then further sorted out the quality management system in the company, so that every link of the product from the material to the customer's hands are refined quality control, and the quality of the account to the employees, so that employees have a strong sense of worry about the quality, and the establishment of a clear incentive policy of rewards and punishments, good quality management, rewards, poor quality management, punishment, major quality accidents, the whole company reflects together.
Chen Changfu shared: "There is an old tradition in Fuqing that for boards with quality defects, they should be piled up in the open area of the factory, and then under the watchful eyes of all employees, they will be burned from ignition to burn out. The purpose of this is to burn the raging fire of quality deeply into everyone's hearts, so as to deeply realize that quality is the lifeline of Fuqing since its establishment, and if it loses quality, Fuqing will lose its future. ”
Fuqing, where quality is king, has achieved 34 years of strict defense against quality?
At present, Fuqing's products have obtained ENF national highest environmental protection level standard certification, Japan JAS certification, American NAF formaldehyde-free exemption certification, authoritative environmental protection quality certification, and have been selected into the "government green product procurement list......
As a result, Fuqing has become a "National Forestry Key Leading Enterprise", "Jiangsu Forestry Industrialization Leading Enterprise", "Jiangsu Province Key Cultivation and Development of International Famous Brands", "Top 10 Brands in China's Plate Industry", "The World's Largest LVL Plate Factory" and "The No. 1 Export Sales Enterprise......
Chen Changfu in the class of "Principal Enba".
Use the cafeteria as a classroom
Quality allows Fuqing to gain a firm foothold in the world, and the strength of the organization's basic plate is an important reason for Fuqing's 34 years of unfailing and steady growth. Chen Changfu shared: "The strength of the basic plate is inseparable from Fuqing's continuous learning. ”
When he was working in a factory, Chen Changfu realized the importance of learning, so in the Fuqing era when he built his first factory and only a dozen workers, Chen Changfu paid close attention to organizational learning.
"At that time, there were no training institutions on the market, so I bought tapes outside, and after dinner every day, I organized everyone to study together, used the canteen as a classroom, and put DVDs for everyone to see.
At that time, Chen Changfu also understood very well: First, Fuqing is a township enterprise, and it must not be built behind closed doors, and it is necessary to maintain the learning ability of advanced knowledge in the industry, so as not to retire from the army in the times. Second, Fuqing's products should go abroad, which represents Chinese quality, and Fuqing cannot disgrace the country, but also win glory for the country.
Chen Changfu in the "Principal EMBA" class
In this way, the learning gene has been growing wildly in Fuqing's organization, escorting every step of Fuqing's growth.
Under the traction of learning, Chen Changfu hosted the first enterprise university in Shuyang County in 2013: Fuqing Enterprise University, through weekly routine learning, innovative speeches and other modes, hierarchical, selective, purposeful training of employees, so that they can fully learn administrative and management experience, and constantly improve the company's management capabilities, so as to accelerate the extension of the traditional timber industry chain and realize industrial transformation and upgrading.
Chen Changfu also shared that in recent years, Fuqing has no upper limit on its investment in learning. Since the contact with action education, the team has also continued to enter the "Condensed EMBA", through team learning, to improve Fuqing's organizational ability, the core managers have also formed a group into the "Principal EMBA" classroom, to improve the decision-making ability of the management, in addition, Fuqing has also introduced action education marketing consulting, brand consulting and so on.
At present, Fuqing has accumulated 90 people studying "Concentrated AEMBA", 11 people studying "Principal EMBA", and landing action education "Big Marketing Control" and "Trout" consulting and counseling.
The continuous learning has helped Fuqing optimize the talent structure, create a champion culture, reshape the benchmarking strength of the organization, strengthen the overall ability of the enterprise, and the company's performance has not been affected by the epidemic in recent years, with stable and high growth.
"It is difficult for the company to recruit high-quality talents in batches in the county, so Fuqing must strengthen talent training, strengthen organizational learning, and build Fuqing into a learning organization to ensure the stable development of Fuqing. Chen Changfu said.
In addition to business, do not forget the villagers
Over the years, Fuqing has achieved steady growth in performance, generating billions of dollars in revenue every year, but Fuqing's story is much more than that.
What is an entrepreneur? Entrepreneurs are focused on a great cause, and they do not forget social value in addition to making money.
Undoubtedly, Fuqing has created industry-leading products and has led the healthy development of the industry, while Fuqing is still doing some things outside of business, moistening the economy.
Since 1996, Chen Changfu has coordinated funds and provided free subsidies of 5 million yuan for nearly 50 private enterprises, helping to solve nearly 100 technical problems. Under his leadership, 26 material supply enterprises and 158 enterprises with an investment of more than 300,000 yuan have been brought out one after another, and then four industrial parks of West Park, East Park, Rose and Wangchang have been built in his hometown, realizing that Fuqing will create an output value of nearly 2 billion yuan in 2023 and help 14,000 local farmers achieve stable employment.
Fuqing Factory Park
At the same time, Fuqing has also driven nearly 50 upstream and downstream partner enterprises to promote the common development of the local wood processing industry and related industries.
In addition to the industrial chain drive, Fuqing also designated to help the local economically weak villages, in just two years, to promote the construction of 2 to 3 molding enterprises in the village, so that the former weak villages quickly grew into economically strong villages.
In terms of public welfare, the town middle school built a teaching building, and Chen Changfu donated 20,000 yuan; County and township paving roads, Chen Changfu donated 120,000 yuan; For the greening of the county, Chen Changfu donated 80,000 yuan; Paired with poor students one-on-one assistance, donated tens of thousands of yuan to 30 orphans in townships and towns, and established a charity federation company to donate 1 million yuan at one time......
Up to now, under the leadership of Chen Changfu, Fuqing has accumulated more than 20 million public welfare donations.
Today, Chen Changfu, who is nearly 60 years old, has spent 34 years only doing one thing, and in addition to doing this well, he has not forgotten to drive the development of the industry, help the people solve problems, and insist on giving back to the society.
The meaning of the word "Fuqing" may not only be a piece of plate to bring "Fuqing" to a family, but also a "Fuqing", which is given to neighbors, industrial partners, and hometowns.
So, what is an entrepreneur?
In Chen Changfu's body, it is to strictly guard against product quality, do a good job in the enterprise, and do his best to moisten the party and do a good job in the affairs of the family and the country.
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