Enterprise growth of Shunmei Group

From family workshop-style production and operation to more than 3,000 employees, the products are mainly sold to more than 80 countries and regions around the world. In 2007, self-operated export earned foreign exchange 10.23 million USD, and tax paid 10.47 million RMB. It is an "export famous brand" enterprise cultivated and developed by the Ministry of Commerce. Now aiming at the domestic market and building an online shopping platform, it is Fujian Quanzhou Shunmei Group Company. Some people say that the development of Shunmei is the epitome of the development of Dehua ceramic enterprises. In fact, for ceramic enterprises actively seeking innovation and change, Shunmei model can indeed provide useful reference.

Walking into Shunmei Group Building, you will see the signboard of "Shuntian Ren Ying, Beautiful and Natural". In the production workshop, lovely western industrial porcelain is dazzling, and those porcelain with China elements show Shunmeiren's confidence in opening up the domestic market. The development course of Shunmei Group shows the wisdom and connotation of enterprise leaders. Dehua Shunmei Group is one of the earliest "going out" and "zero distance" from the international market. In 2002, Shunmei (Germany) Company, which is wholly owned by China, was established, and directly set up R&D base and marketing window in Germany. At the same time, R&D and sales staff compete and cooperate with high-level counterparts in Europe. Therefore, the ceramic products of Shunmei brand occupied the European 10% market in less than two years.

According to Xu Haiyan, director of the office of Shunmei Group, the "order economy" has changed the development pattern of Dehua ceramics, but with the development of the industry, the defects of the "order economy" have also been exposed. Because the terminal sales market is controlled by foreigners and the products depend on sample processing, the freedom of production of enterprises is not high. Nowadays, the establishment of overseas companies has given Shunmei the opportunity to engage in overseas trade, and also allowed Dehua Ceramics to establish its own terminal market in Europe. Therefore, if Dehua ceramics wants to make a big breakthrough, transnational operation should also be a way to consider.

Today, "Dehua Ceramics" has obtained the certification trademark, and the protection of Dehua white porcelain geographical indication products has passed the examination. In recent years, with the support and encouragement of the county government, ceramic enterprises have gradually gone abroad, set up R&D centers or factories abroad, set up ceramic brand stores abroad, realize product chain management, gradually realize the transformation from product management to brand management, and promote the ceramic industry to the world. However, improving the level of R&D and technological advantages and breaking through the constraints of cash flow are also a threshold for Fujian ceramic enterprises, including Shunmei, to move towards transnational operation. Shunmei Group, which has been focusing on exports, has been targeting the domestic market since last year. The first online professional ceramic shopping platform in Dehua County of Mainz was officially opened, and the traditional marketing model of Dehua export-oriented ceramic enterprises has undergone fundamental changes.

Maines, as a newly established e-commerce company under Quanzhou Shunmei Group, aims to bring together fine ceramic art and western cultural gifts, realize the perfect combination of network and entity, and build a warehousing online shopping platform. Zheng Pengcheng, general manager of Maines E-Commerce Co., Ltd. said that it is an effective way to reduce management and marketing costs and find new profit growth points due to the influence of export tax rebate and other factors. "The reason why we return to the domestic market is also to meet the needs of the market. If we want to be a big enterprise, the domestic market must not be ignored. "

It is understood that network marketing is the main way for Shunmei Group to take the domestic market. Regarding the transformation of this marketing model, Mr. Zheng said that this marketing model will greatly reduce operating costs through modern scientific and technological means. Its biggest advantage is that consumers can directly have business relations with enterprises through the network, reducing intermediate links and allowing consumers to get more benefits. This is undoubtedly a simple and risk-free shopping method. It is understood that Mainz launched a pilot project in Beijing, and plans to set up three franchise stores in Beijing and ten franchise stores nationwide during the year.

Mr. Zheng said that entering the domestic market will bring more opportunities to the company. "But the pressure and challenges in the first three years will inevitably be great. You may pay a lot, but you can't see the results." But he is full of confidence in the prospects of this emerging model. When many western industrial porcelain export enterprises are faced with survival difficulties, Shunmei Group seems not to have to worry too much. Director Xu Haiyan revealed the secret: diversity. It is understood that Shunmei Group currently has eight holding members, including ceramic handicraft factory, wax product factory, resin factory, carton factory, color printing factory, plastic factory and Xiamen branch, and has basically formed a group management mode integrating investment, financing and operation. Diversification brings more opportunities and development space to Shunmei.

A successful enterprise must benefit from a successful culture, which embodies the core values of the enterprise. Large group strategy, shareholding system, capital action and global market have introduced Shunmeiren into the entrepreneurial paradise of 2 1 century, and the corporate culture of "people-oriented, beautiful and natural" is forming and developing in Shunmeiren Group. "Only technology, but lack of management experience is not enough. Constantly cultivate and tap outstanding talents, start from the grassroots assembly line, do a lot of talent reserves, and create a harmonious cultural atmosphere, thus promoting the development of enterprises. This is what we have been pursuing. " Xu Haiyan said. According to the investigation and analysis, there are many problems such as blind investment, acclimatization, lack of international management talents and so on. Quanzhou Shunmei Group, which started its brand in Europe, successfully occupied the market share of similar products in Europe 10% in just over a year. The secret of its success is to hire five European arts and crafts artists to tailor its products to enter the European market. Although it is difficult to return to the local market, innovate the business model again and take the road of network marketing, we have seen its good prospects. If any successful enterprise grows up by wisdom, then Shunmei is it.