"Enterprise development is a process of constant change, and if it remains unchanged, it will be eliminated." - General Manager of Si Naijie (Fujian) Oral Health Technology Co., Ltd. You Weiwen
Character Topic You Weiwen: 23 years of entrepreneurship, seek change
Mastery of voice through product innovation
Zhangzhou Among the popular brands, Frog Prince , Little Raccoon and other infant products are well-known. But the supporting suppliers hidden behind the brand are unfamiliar to many people. Si Naijie (Fujian) Oral Health Technology Co., Ltd. has been manufacturing plastic outer packaging for products such as Frog Prince and Little Raccoon for a full 20 years.
In recent years, with the fierce market competition, a large number of OEM companies have fallen into the quagmire of vicious price competition. Thousands of OEM companies are struggling on the front line of life and death, and this survival model of "making wedding dresses for others" has also reached a crossroads.
You Weiwen was a member of OEM manufacturers in the past and was a leader in the plastic field. After more than 20 years of hard work, he clearly realized that the traditional OEM production model has reached a time when it has to seek change. In 2016, seized the opportunity of consumption upgrading, You Weiwen once again sought innovation and change. On the basis of retaining his core business, he transformed from the traditional industry and through product innovation and upgrading, he blazed a new path in the thorny market jungle.
23 years of starting a business and transforming 4 times
In 1994, You Weiwen bought two second-hand injection molding machines from Longyan with half of the money with his borrowed 16,000 yuan. He rented a site of more than 60 square meters on the streets of Ganzai City, Zhangzhou and began to produce foot covers for steel pipe furniture. At that time, the steel pipe furniture industry in Zhangzhou began to rise, and You Weiwen made his first pot of gold in his life.
But three years later, the number of manufacturers of steel pipe furniture foot covers increased, and the profits became thinner. You Weiwen tried to transform for the first time. He replaced the two second-hand injection molding machines, invested in new equipment and began to take over the mineral water bottle caps of Zishan Group , and also intervened in the outer packaging of products such as Frog Prince and Meng Guerlain.
Three years later, the mineral water bottle market has become saturated again. You Weiwen devoted all his energy to OEM for daily chemicals and cosmetics outer packaging. This has done so far, providing OEM services for Frog Prince, Little Raccoon, etc.
"The risks and profit margins of OEM are in the hands of others." You Weiwen deeply understood the pain points of OEM companies, which made him think of establishing an independent brand. In 2002, he registered "Aomao" toothbrush and began to produce his own brand. After years of hard work, "Aomao" toothbrush has been sold in some supermarkets across the country and has been processed for supermarkets and some companies. His daily production capacity has reached more than 120,000 units.
In 2008, based on the original business, You Weiwen moved to a new factory and invested in a new production line. With his wings becoming more and more abundant, he tried to open up the foreign trade market and began to manufacture toy products for Disney. After years of hard work, You Weiwen has gained a firm foothold in the field of plastic processing and has become one of the best. Although
has obtained relatively stable partners, he has not stopped there. Against the backdrop of homogeneous competition in the OEM industry and continuous dilution of profits, You Weiwen once again boldly took steps in 2016, transforming from a traditional plastic enterprise to SiNaijie (Fujian) Oral Health Technology Co., Ltd., and seeking new business growth directions on the basis of retaining the original OEM business. By cooperating with Guangdong universities, we have established a product research and development team, focusing on the field of oral health, and developing innovative patented products such as electric toothbrushes.
is a standardized management to persuade your lover to withdraw from
"If an enterprise wants to grow bigger, it must learn from large enterprises and keep pace with the times." In You Weiwen's 23-year entrepreneurial journey, OEM for the Frog Prince played a crucial role in his personal growth and even the development of the enterprise. In a sense, You Weiwen's plastic industry follows the Frog Prince to the whole country, and has fully utilized its production capacity advantages in the OEM industry chain.
However, to do this, it is closely related to his efforts to change.In his opinion, if the development of the enterprise does not pursue upgrading, it is very likely that today will be like a home workshop, with disorderly production, disorderly sales, and chaotic management. If it is such a company, how can it take orders from large enterprises?
You Weiwen admitted that since he moved to a new factory in 2008, as the company grew, he also began to plan a complete set of standardized production processes and gradually changed the production model of division of labor and cooperation among the original family members. To this end, he did not hesitate to persuade his wife, who was responsible for financial work, to absorb employees in the form of public recruitment, and perform performance appraisal according to a complete set of systems.
"Without the management concept, enterprises are easily eliminated." You Weiwen said that in order to manage according to systems and processes, you must make choices. If the management model of "husband and wife stores" in important positions, there will inevitably be various contradictions such as overreach of authority at the critical moment of enterprise development, which will ultimately affect the efficiency of the entire production link.
In just a few years, after the reform of "destroying relatives for justice", You Weiwen deeply felt the benefits of standardized management. Now, from all aspects such as procurement, business, order management, etc., the company has clear rights and responsibilities, and production and sales are closely coordinated, so the company has embarked on a healthy development track.
Core competitiveness lies in product innovation
Since the founding of the "mystery" of the independent toothbrush brand, You Weiwen's attempt to find OEM transformation has never stopped. Because he deeply understands the pain points that product dominance is not in his hands, he "specially wants to promote his own brand."
But for manufacturers in the production field, building an independent brand is very difficult. "Traditional circulation channels compete for price, and we have no advantage in this." Taking Myomei Toothbrush as an example, it wants to enter major supermarkets to sell goods. Its competitors are strong brands such as Colgate , Gijie, Sanxiao, and Black. Regardless of competitors, the high entry fee has become an invisible "stumbling block".
"Traditional toothbrush manufacturers, there are not many companies like me, and there are not many companies like me." How can we maintain our advantages in the competition? With this kind of thinking, You Weiwen, who has always been good at seeking change, deeply realized that the core competitiveness of future enterprises lies in product innovation. In the production field, as long as you can produce products with unique appearance and functions and can be praised by the market, you will have the dominance and you don’t have to consider order issues at all.
Starting from 2016, You Weiwen upgraded his company to SiNaijie (Fujian) Oral Health Technology Co., Ltd., and cooperated with some universities in Guangdong to develop electric intelligent toothbrushes and other oral health products. Unlike the production model of traditional enterprises, SiNaijie places the research and development of new products at the forefront of production, trying to drive differentiated market competition through technological means. In the first half of this year, this batch of patented electric toothbrushes will be launched on the Internet channel.
In You Weiwen's view, suppliers who do OEM support actually make others stuck to their "necks", and can only win the market by competing for price, service, and quality. The best way to make companies truly invincible in competition is to gain the right to speak through product innovation. (Zhu Yuan'e, Dai Jianghai, Luo Yihong, Yang Zhihui, Text/Photo)
