Han Zhaoshan: Look at that well again.

Han Zhaoshan is a self-made legend. As a typical representative of the first generation of entrepreneurs in China after the reform and opening up, as the originator of brand management of China door industry, the late chairman of Pan Pan door industry enjoys the title of "King of China Door Industry". He not only built an enterprise empire of security doors, but also made security doors an industry.

"Beggar factory director" started from scratch

Han Zhaoshan, 195 1, from Shui Yuan, Yingkou, Liaoning. 1968 After graduating from high school, Han Zhaoshan entered Shui Yuan Agricultural Machinery Factory as a locksmith. Gifted and intelligent, coupled with diligent study and repeated study the day after tomorrow, Han Zhaoshan completed the growth process of apprentice, apprentice and monitor in three years. Three years later, Han Zhaoshan, who was only 23 years old, became the deputy director.

At that time, it was the heyday of agricultural machinery in Shui Yuan, and there were three shifts to finish the work. By the end of 1970s, something went wrong: there was no work to do. I finally got a job and screwed it up again. Why? Because people are starting to break up.

At that time, the spring breeze of reform had awakened the frozen land, which gave Han Zhaoshan a rare opportunity. 1In August, 982, Han Zhaoshan applied to the leaders of Suwon Township to allocate a piece of land and build another factory. Item puts forward a "3, 4, 5" scheme, that is, within the contract period, the profit will be paid 30,000 yuan in the first year, 40,000 yuan in the second year and 50,000 yuan in the third year. Han Zhaoshan agreed without thinking. In fact, he knows best how shabby this family is: 12 workers, two punching machines, 12 thatched cottage, and 80,000 yuan in debt.

His only capital at that time was his own experience and courage.

At the beginning of opening the factory, Han Zhaoshan ran to Shenyang as soon as he was free, trying to collect the leftover materials of the big factory and turn waste into treasure. His other nickname "beggar factory director" also got its name.

1April, 985, Shui Yuan Metal Products Factory produced the first product "Deng Gong brand" iron coil cabinet. The product was welcomed by the market as soon as it came out, and the profit and tax in that year was 654.38+10,000 yuan. Since then, the output value of the factory has doubled year by year, and it is higher year by year.

As a result, Han Zhaoshan has become a well-known outstanding township entrepreneur in the province, and his factory has also become the "largest in the same industry in Northeast China" for producing iron coils and iron cabinets.

"the strategy of drilling more oil wells"

Han Zhaoshan was successful when a township factory was doing so well, but he didn't stop there. 1990, when the iron ring cabinets of Deng Gong brand were selling like hot cakes, Han Zhaoshan made an amazing move: manufacturing anti-pick doors!

He called his idea "the strategy of drilling more wells".

Many people think he is crazy.

After two years' research, demonstration and technical research, Shui Yuan Metal Products Factory completed the design of a new type of 8-point lock inside and outside anti-prying door in June of 5438+0992 and June of 5438+0. Then, the 10 point locking anti-pick door is developed.

1June, 1992, Han Zhaoshan led 20 workers, and after 4 days and nights' efforts, made 30 samples of anti-prying doors, which passed the quality appraisal of Liaoning inspection department. "This means that I officially entered the door industry." Han Zhao mountain to recall the scene at that time, said.

A month later, Han Zhaoshan proposed a famous three-year contract scheme to the town leaders, that is, 400,000 in the first year, 500,000 in the second year and 600,000 in the third year, and the enterprise was completely independent. After careful study, the town agreed with him. This brought Pan Pan a second glory. In the year of contracting, the enterprise produced 40,000 burglar-proof doors, setting a historical record of 70 million yuan output value and 6 million yuan profit.

1 10,000 yuan to resolve property rights disputes

On the security door industry in Northeast China and even the whole country

Before Pampan became famous.

Another brand has become a household name.

It is Tashan brand security door. Do security doors for Han Zhaoshan.

There are many legends. Some people say that Lao Han dug a master from Tashan factory.

I made my own security door.

in fact

There are indeed many entanglements between Han Zhaoshan's security door and Tashan. June 1992, after two years of investigation, demonstration and technical research.

Shenyang Tashan anti-theft door factory yard

The new eight-point lock anti-pry door produced by Yingkou Metal Products Factory passed the inspection.

then

There are also intellectual property disputes between Han Zhaoshan and Tashan. In order to concentrate on work and market, Han Zhaoshan took the initiative to reconcile with the other party. A few years later,

Han Zhaoshan recalled: "At that time, Tashan said that we had infringed the patent right. Fight each other

At first Tashan tied with us.

Later, someone said that Tashan gave way to you.

Just give Tashan ten thousand dollars. Later, I can add it up.

Ten thousand dollars to solve this matter. "

Ten thousand dollars settled this intellectual property dispute! Although this happened in the 1990s.

But today, people have to admire Han Zhaoshan's courage and overall situation: the lowest cost is exchanged for the development space of the enterprise.

There are advertisements everywhere.

In August, 1992, Yingkou Radio Station broadcasted a aria of a Peking Opera actor in prime time: "The anti-prying door with 8 o'clock lock has complete functions and novel technology. When you are away on business, it will relax you and have someone to watch over it. " This is Pan Panneng's earliest advertisement, which opened the prelude of Han Zhaoshan's advertising strategy.

Pan Pan's success is inseparable from the role of advertising. Han Zhaoshan said: "Looking forward to today, advertising has played an 80% role." Especially in the early days of starting a business, Han Zhao Mountain especially dared to spend money, and the advertising fee was never stingy. This is the most obvious difference between him and ordinary township entrepreneurs. From 1992 to 1997, the advertising expenditure in Pan Pan is more than 47 million yuan, and the advertising fee in 1997 alone is 26 million yuan. You know, in the 1990s, there were not many enterprises that could spend hundreds of thousands or even millions of yuan on advertising.

Han Zhaoshan believes that advertising is like saving money, and there will always be benefits in the end. Pan Pan Group spends 6%-8% of its sales on advertising every year. "Enterprises without brand-name products will never have popularity. Small money does not go, big money does not come. "

Obtaining the "Pan Pan" trademark is regarded as a bright spot in Han Zhaoshan's entrepreneurial career. When the pickproof door was first introduced, Han racked his brains to come up with a resounding name. Colleagues also helped me think of many names, such as "Golden Dog" and "Mount Tai". Han thinks these names are a little hard and not very good, and maybe the market can't accept them. China people naturally want to remain enthusiastic about their own brands. At that time, the mascot "Pan Pan" was announced at the Asian Games, and Han Zhaoshan felt that the name was good. "Pan Pan" not only reminds people of "home", but also has auspicious colors from image to name.

Therefore, Han Zhaoshan applied to the Asian Games Organizing Committee to buy out the trademark right of Pan Pan. Because there were not many enterprises with this awareness at that time, the Asian Games Organizing Committee quickly agreed. Subsequently, Han Zhaoshan went to the State Administration for Industry and Commerce for registration, including the improvement of Pan Pan's image, all of which cost more than 60,000 yuan. In other words, Han Zhaoshan obtained the trademark right to use the mascot of the Beijing Asian Games for 60,000 yuan.

Sports marketing, which takes the lead in leading the trend, has produced the effect of "four or two". With the help of "Glory of Asia", Pan Pan has changed from a local brand to a national famous brand. The slogan of "looking forward to home and living and working in peace and contentment" resounded throughout the country. Han Zhaoshan's career has reached a real peak.

In 2008, Han Zhaoshan launched the "Jingjing" brand high-end boutique security door. Han Zhaoshan uses the name of Jingjing, the Olympic Fuwa, and does not need to pay any fees to the Olympic Organizing Committee. As early as 2002, Jingjing, the grandson of Panda Pan Pan, became an extended trademark of Pan Pan Group. Han Zhaoshan took the opportunity to catch the Olympic Express.

Know the truth of "change and invariance"

"If you just lie on traditional products and eat old money, you will' close the door' sooner or later." When Han Zhaoshan talked about the company's decision at that time, he was deeply touched. "The secret to ensure that the development of enterprises will not derail and get out of the growth cycle of' epiphyllum private enterprises' and' meteor enterprises' is to drill one more well on the basis of innovation."

Han Zhaoshan recalled: "In the early days of the company's production of security doors, like most manufacturers, we mainly relied on simple stamping machinery and equipment, which were manually operated by workers. Although the market demand was strong and the product sales were good at that time, with the increasing number of manufacturers in this field and the increasingly fierce market competition, it was impossible to achieve sustainable development by relying on traditional hand-made and low-tech' staple food'.

In 2000, Pan Pan entered the second pioneering period, and Han Zhaoshan invested hundreds of millions of yuan to introduce modern production equipment with international advanced level, which realized the diversification of product structure, and the door industry production also changed from small workshop to large-scale production, realizing the change from low added value to high added value.

At the same time, Pan Pan began to reform its shareholding system and establish a modern enterprise system. Pan Pan Anzhu Co., Ltd. was formally established in early 2002 after receiving an investment of RMB 654.38+RMB 300 million from Broadcom Venture Capital and other institutions.

At this time, there are about 2000 domestic manufacturers, so it is not easy to win in the competition. But Pan Pan finally gained high recognition from the market. "My strategy is to attach great importance to technology research and development and expand our industrial chain." Later facts also proved Han Zhaoshan's foresight.

With the application of new technologies, new materials and new processes, Pan Pan products are running all the way in the market and finally take the position of "leader" in China door industry. Han Zhaoshan's concept and practice of "one generation production, one generation research and development, one generation reserve" has also become an industry classic.

Perhaps it is precisely because of the game relationship of "change and invariability" that Han Zhaoshan is always on the alert. Panpan Group has developed from a single security door production when it started its business to more than 8 categories 100 series products, and gradually extended the product chain of "making a living by the door" to a "one-stop" product system integrating light villas, steel structures, car tracks, stainless steel sanitary kitchen utensils and sound insulation walls.

Simple and honest "door king", no matter how smart a person is, he is also a fool.

Han Zhaoshan is the first generation of entrepreneurs and entrepreneurs in Liaoning after the reform and opening up. Han Zhaoshan is a frequent visitor to both the Chinese edition of Forbes and the Hurun Report. He is a veteran rich man in Liaoning and a frequent visitor to various charity lists.

Han Zhaoshan said in an interview: "It is the duty of an entrepreneur to repay the society, and there is nothing to show off." Indeed, for every entrepreneur with social responsibility, responsibility and kindness have become his inevitable choice.

Most people who come into contact with Han Zhaoshan say that he is silly and adorable, just like the sign on the door of Pan Pan-the panda "Pan Pan". This also adds a little human touch to the steel security door. His stupidity is not a big fool, but simple and honest, plain as dirt, but with profound connotation.

90% employees of Pan Pan Group are farmers. Han Zhaoshan is also a farmer. Even if he is worth hundreds of millions, he can still see the shadow of farmers. After many years in the business world, Han Zhaoshan is not used to enjoying the delicious food in high-end hotels. His favorite food is the simple food he has been used to since he was a child. Whenever, jiaozi who eats Chinese cabbage and pork stuffing or a bowl of handmade noodles is his most enjoyable enjoyment. It is precisely because he has the true colors of farmers that he has always maintained the kindness and simplicity of farmers. He has a famous saying, which was once widely known: "People don't cheat me, I don't cheat; If people lie to me, I won't lie. "

Han Zhaoshan has never been king. He is a real person, who likes telling jokes when he is happy and snores like thunder after work day and night. He doesn't hide his weakness, and he will blame himself like a child when he makes a mistake; He refused to admit defeat. "Failure is very likely, and there is no ever-victorious general."

At a meeting, someone praised Han Zhaoshan as a "successful private entrepreneur", but he said indifferently: "Private entrepreneurs should be national entrepreneurs." One sentence tells his inner realm and goal.

The Ancient Xuanwumen Spring and Autumn Zhuo Xin Classics of the Fugitive of Postgraduate Entrance Examination