How did Wang create a brand legend with an investment of 2,000 yuan and an annual income of more than 2 billion?

Entrepreneurship seems to be a patent for young people, but the founder of Paradise Umbrella, which nearly two-thirds of people in China have used, started his business at the age of 60. So, how did this ambitious old man create a brand legend?

An old hero is still ambitious.

The old man named Wang is from Hangzhou. Because of environmental reasons, he suffered a lot from snacks, but it also helped him develop a hard-working character. After liberation, Wang worked as a worker in an umbrella factory in Hangzhou for decades. Because of his down-to-earth spirit, he gradually became a senior technician from an ordinary worker, and has been sticking to his umbrella-making post.

1980, Wang is 55 years old, close to retirement age. When he was operating the machine in the factory, he was thrown 60 degrees on the wheel and was in a coma for seven days and seven nights. When I wake up, I always feel that I have to do something big to make my life worthwhile. At this age, he began to think about the new meaning of life.

1984, 60-year-old Wang officially retired and lived a leisurely life at home, but he was busy all his life, and suddenly he didn't have to do anything at home, which made him feel very uncomfortable. At that time, the call to promote market economy was like a fresh spring breeze blowing all over China. The society was changing all the time, and the opportunity seemed to come in an instant.

People will seize the rope-like opportunity and let themselves leap into a brand-new world. Seeing this overwhelming opportunity, Wang's heart is ready to move. If he doesn't do something, he feels sorry.

Wang thinks he is an expert in umbrella making, so he might as well make a breakthrough in this respect. Anyway, at this age, people are not afraid of immediate failure. So he used his 2000 yuan savings to open an umbrella factory.

The workshop can only be selected in the abandoned old house, and the umbrella factory can only be affiliated with the name of the town hall. At that time, people around Wang advised him to stop tossing about these things and enjoy his old age as soon as possible, but Wang had one thing? The old horse crouches, aiming at a thousand miles? Spirit, he firmly believes that he can make a difference.

Brand development process

Wang clearly remembers that on the first day, he made twenty umbrellas and excitedly took them to Wulin Square? Red sun? It's sold at a stall, and an umbrella is seven yuan. At that time, other umbrellas sold for one or two, and Wang relied on his own umbrella for durability.

At first, because of the price, Wang's umbrella was neglected in the stall, but over time, people realized that his umbrella was made of excellent materials and had a strong skeleton. As a result, even if an umbrella sells for seven dollars, it will be sold out quickly every day, and Wang earned the first bucket of gold on the road to entrepreneurship.

After money was no longer a problem, Wang soon thought of building his umbrella factory into a brand and seeking a bigger world. Did he think of it? There is heaven above and Suzhou and Hangzhou below. So we named the brand Paradise Umbrella Industry, began to expand the factory, recruited a large number of technicians and workers, purchased high-end equipment, applied for patents, and then publicized it.

At that time, there were numerous umbrella-making enterprises in Hangzhou, and Hangzhou Umbrella Factory and West Lake Umbrella Factory were famous all over the country. Wang didn't think that one day he would become a paradise umbrella founded by himself. Although Wang has been in the factory for many years, it doesn't mean that he is not sure about the market.

He realized that people's living standards are improving, and the requirements for various products are also increasing. If you sell cheap and ordinary umbrellas like other umbrella manufacturers, you will soon be submerged in the flood of the market. He decided to turn Paradise Umbrella into a mid-to high-end umbrella industry and open up a new road in the market.

Taking the high-end route, enterprises should naturally attach importance to product quality. An umbrella has more than 100 parts, such as the coat, ribs, poles and buckles. Paradise umbrella is meticulous in the manufacture and assembly of every part, and every material and paradise umbrella are strictly selected, vowing to produce the best quality umbrella.

Paradise umbrella is very popular in the market because of its excellent quality, and quality has become the signboard of paradise umbrella. By 1994, the supply of umbrellas in Paradise was in short supply. Within half a year, the price rose from 17 yuan to 28 yuan three times, but it still sold well.

In production, Paradise Umbrella has the most advanced equipment and adopts automatic production technology, which is second to none at home and abroad. Some materials and equipment are developed by enterprises themselves, which makes other enterprises can only look back.

For example, 1996, Paradise Company found that people began to pay attention to the harm of ultraviolet rays to people's skin, and decided to seize this opportunity and invest heavily in research and development of ultraviolet protection technology. After repeated experiments, Paradise Umbrella has developed the process, formula and painting method of anti-ultraviolet recoating.

With the emergence of this technology, paradise umbrella leads the trend of urban consumption, and every woman in the city basically puts a retractable paradise umbrella in her bag. There is no end to innovation, and Paradise Umbrella spares no effort in the research of anti-fading and waterproof stains, which is also an important reason for the success of enterprises.

In addition, Wang also decided to give consumers the best experience. He launched a high-quality after-sales service, allowing employees to put a small note on each umbrella, stating where they can repair the umbrella for free if there are quality problems. Even after ten years, they can still repair the umbrella for free, and they will add five yuan to compensate the customers when repairing it.

This seems silly to others, but Wang persisted for more than ten years, which also made the brand image of Paradise Umbrella shine in people's hearts. After more than ten years of development, Paradise Umbrella has defeated other umbrella industries in China and become a leading umbrella manufacturer and a symbol of umbrella industry in China. Wang proved to everyone that even though years make people old, people can always create legends as long as they have faith.

Overcome obstacles and ride the wind and waves

Then, why can the paradise umbrella industry stand for many years without falling down? How did Wang overcome the obstacles? First, what is it dedicated to? Fake? . Say? People are afraid of being famous and pigs are afraid of being strong? In the 1990s, as soon as the brand Paradise Umbrella was on the right track, many fake and shoddy products emerged, which made Wang a headache. He's afraid that one day? Fake paradise? Will it be ruined? Real heaven? .

He decided to speed up the pace of innovation, speed up the upgrading of products, constantly transform production equipment and improve technology. As a result, the momentum of counterfeiting paradise umbrellas was curbed because counterfeiters had no time to update technology and equipment.

At the same time, Wang also contacted the fake business operators.

Let them become paradise umbrella dealers all over the country, and let them feel that selling real paradise umbrellas is more profitable than selling fakes. As a result, after half a year's efforts, the counterfeit products of Paradise Umbrella have been greatly reduced and there are more sales channels.

The second is the marketing method of paradise umbrella industry. As far as marketing is concerned, many enterprises are not as short-sighted as the umbrella industry in the sky. After gaining a firm foothold in the market, Wang decided to let Paradise Umbrella enter the shopping mall instead of relying entirely on department store wholesale stations to distribute it to urban and rural areas across the country. Entering the mall will slow down the capital turnover, but it will be of great benefit to the future development of the brand.

Wang believes that expanding sales channels and improving brand awareness are much more important than keeping funds. Therefore, he decided to let Paradise Umbrella enter shopping malls all over the country. In this way, the sales volume of paradise umbrella has been greatly improved for a long time, and the brand awareness has also been greatly improved.

Third, innovation is still indispensable. Entering the 2 1 century, Wang found that young people didn't seem to recognize the old brand of Paradise Umbrella, so he repositioned the consumer group and made a lot of efforts in appearance design, making Paradise Umbrella the favorite of young people.

According to the latest data, the annual sales of Paradise Umbrella has exceeded 2 billion, ranking first in the industry for 19 years, accounting for 80% of the market. It is probably hard for people to imagine that such a legend was created by a 60-year-old man with 2000 yuan.

The success of Paradise Umbrella is nothing more than the indomitable old man Wang. He has been braving the wind and waves, overcoming difficulties and obstacles and pushing the enterprise forward. At the age of 77, Wang still worked 14 hours a day until his death at the age of 9 1.

It is precisely because he has been upholding the quality of honesty, competence and hard work for many years that Tiandao walked today with an umbrella. Sometimes, there is no exciting magic story for success, only obscure diligence.