Initially, he just wanted to make an outlet that didn't break.
Text | China Commercial Tao Strategy Yu Gang
I Ching, Kun is an ox, supple and able to carry heavy loads.
In 2022, China's manufacturing industry is facing a global challenge. Strictly speaking, the dark war began a few years ago. With the continuous rise of manufacturing costs, the word "domestic" has gradually faded the price advantage, and innovation and quality have become new keywords. The manufacturing industry is under tremendous pressure to transform.
"Business competition is actually like a war, it's a bit cruel, you have to do it well, you have to aim to win." Under the leadership of Ruan Liping, revenue rose by 16.22% in the first three quarters of 2022, making a performance of 10.474 billion yuan.
"Only be the first", do what you say! Ruan Liping exudes a "bullish spirit".
【Sharp people】
In the 90s, the life of the socket was defined by "months", and the problem of three to five was the norm.
At that time, the quality of China's manufacturing goods was uneven, and the core was the lack of a unified quality system. Ruan Liping suddenly realized the entrepreneurial opportunity, "Then I want to make a 'socket that doesn't break'".
Ruan Liping's hometown of Cixi, Zhejiang, was the distribution center of sockets in the country at that time. Hundreds of small factories produce socket products that cover almost the whole country.
The production of sockets here can be described as advantageous; The industry is not yet standardized, which can be described as the time of day; People must be created by themselves. Without the slightest hesitation, Ruan Liping started the career of "bull" in his house of more than 100 square meters.
Since 1995, Bull has broken through from an inconspicuous family workshop, and from a single product of sockets, it has fissioned into an enterprise with the highest market value of 100 billion yuan - Bull Group.
From engineer to helm of the 100 billion group, Ruan Liping interpreted a textbook road of counterattack.
There are always people who say that society is too impetuous now, in fact, the 90s were no better. China's sockets create a chaotic situation, and the quality is generally low. At that time, the popular "God Seat" socket had clearly stated that it would create the highest profit with the lowest cost.
Ruan Liping saw all this in his eyes, but disdained it. Between profit and quality, Ruan Liping chose quality without hesitation. "Make a socket that doesn't break" became his unwavering belief in those years.
Ruan Liping, who has 11 years of experience as an engineer, is a standard engineering man, and socket technology is not difficult for him.
Not only did it ensure quality and quantity, but in his second year of business, he also brought a disruptive technological innovation to the industry and launched the country's first push-button switch socket.
At that time, the socket was only divided into size and had no function to speak of.
Electrical appliances are connected to the power supply for a long time can easily cause potential safety hazards; Frequent plugging and unplugging of power supplies is not only time-consuming, but also accelerates the loss of socket life. The emergence of push-button switch sockets perfectly solves this "spear and shield" problem.
It makes the seemingly unplayable socket industry divided into two categories of products: bull switch sockets and other sockets. A bull-led "safe electricity 1.0 era" has begun.
Choosing innovation is not destined to be smooth sailing. Socket switch, the structure seems simple, but at that time it was difficult to find a switch component that conformed to the socket structure and qualified quality.
Ruan Liping turned on the violent walking mode - visiting the switch factory around Cixi from house to house, and the result was a great disappointment for him. After pondering for a few days, he insisted on "sharpening" to the end, "Since we can't find it, then we'll do it ourselves!" ”
The effort paid off, and the market gave the best answer. After the advent of push-button switch sockets, bulls instantly opened the market.
As of today, nearly 90% of sockets in China use pushbutton switches. He often said, "We can be small, but we must be the first in the small category." ”
Soon, relying on excellent quality, Bull became the first enterprise in the industry to pass product certification, and only single-handedly promoted the establishment and standardization of quality standards in the whole industry.
As the so-called "small socket, big market". With the passage of time, bull sockets into thousands of households, Ruan Liping only 6 years, with forward-looking ideas, innovative technology and excellent quality, so that bull has become the "first in the country" socket brand.
Looking back at Ruan Liping's "only be the first" that he said at the beginning, it seems to be overbearing, but in fact it is not competitive. For Ruan Liping, "doing" is the key word, and "first" is only the result. Behind the "sharp" is that "real" energy.
Practicality is down-to-earth, honest and diligent "down-to-earth"; Solid is the "solidity" of self-cultivation through hard practice; In fact, it is "pragmatic" that does not say empty words and put them into action.
Ruan Liping's "real" energy, falling on the bull, has become a business philosophy of continuous innovation and adhering to high-quality development.
【Craftsman】
As the position of bull sockets in the industry becomes more and more solid, the "temptation" of Ruan Liping pair is also increasing.
Many entrepreneurs have crossed over into the real estate and financial industries; Some friends suggested that he could make some small household appliances and sell them together with the geographical advantage and the mature channel advantage of the bull socket.
Continue to cultivate the field of safe electricity use and develop in the long term? Or rely on the accumulated capital advantage and earn some "quick money"?
Choosing a track is a technical job. While everyone else was looking for shortcuts and outlets, he chose a seemingly "slowest" track for the Bulls.
In 2007, Ruan Liping repeatedly chose the core product in the field of "household electricity" - wall switch as the development direction, because the switch and socket are strongly related to each other.
Ruan Liping said frankly, "I will first draw a circle for myself within my ability and circle myself in this place. Wait until you become the boss in the circle, and then expand a bigger circle. ”
There is no suspense, 8 years later, the bull is once again the number one in the country in the field of wall switches.
Unlike other bosses, Ruan Liping often emphasizes with his team in meetings, "Be slower, slow down." We have to go far, and if we are in a hurry, you will not go far. ”
With a craftsman's heart, "only be the first", but not eager to become the first. In the face of choice, Ruan Liping can show a strong determination: in the "circle" he draws, be the best version of himself.
After enclosing the second plot, Bull Group gradually formed its own business territory - electrical connection, intelligent electrical lighting, digital accessories three business sectors, around the field of safe electricity to form a long-term sustainable industrial layout.
Continuing the tradition of bull, through the two-way expansion of product quality and technology research and development, bull group led and participated in the formulation of 93 national and industry standards, obtained 1990 patents, and more than 240 domestic and foreign product certifications.
As a recognized "safe electricity expert" in the industry, Bull is committed to upgrading from the protection of "electrical device safety" in the era of safe electricity 1.0 to the protection of "household electricity safety" including electrical appliances, families and property through industry-leading intelligent technology applications such as leakage protection, remote control, and abnormal alarm, leading the entire industry to enter the 2.0 era.
In 2021, Bull Group will have a total revenue of 12.385 billion yuan and a market value of more than 100 billion yuan, not only becoming a giant ship in the field of "household electricity", but also becoming a leading brand in the entire consumer sector.
"Make slow money and plan for the long term" reflects the second bull "energy" of "craftsman" Ruan Liping - "stability". It is not only the "steadiness" that is not arrogant, impatient and undistracted, but also the "calmness" of meticulous and calm thinking, and the "steadiness" of being steady, mature and capable.
This "stability" is embodied in the bull, which is the persistence of "long-termism" and the pursuit of "evergreen foundation".
【Cowman】
It is difficult to be a person, and it is even more difficult to be a business, especially to be the first enterprise in the country.
Inside, the height is cold, leading an industry is not on paper, products, technological innovation, quality, channel market, all samples can bear the title of industry leader; Outside, challenges are everywhere.
In fact, because the bull entered the game early, it has built a moat in many fields such as sockets, wall switches, and smart lighting, and it is difficult for other brands to enter. With a huge first-mover advantage, the Bulls can live well even if they don't try. However, the strong internal drive allows Ruan Liping to maintain his original intention at all times, "only be the first", and face difficulties.
With the entry of multinational enterprises and cross-border brands, bulls have more and more opponents, especially the entry of "spoilers" like Xiaomi, breaking the production and marketing routines of traditional manufacturing.
Ruan Liping said that he is especially grateful to Xiaomi Group and Lei Jun, the strength of the opponent has given the bull endless motivation. In the past, the socket was thrown on the ground, the design concept was rough wind, and what could not be stepped on or stepped on was a good socket.
Xiaomi's entry made Ruan Liping realize that the rapid growth in the number of home appliances has shifted the use of power connection products from the original hidden corners such as wall corners and floors to prominent positions such as desktops and kitchen countertops.
Beautiful, convenient, highlighting personality, while also taking into account safety, is the rigid demand of the current socket market.
Following this line of thought, Bull based on its own advantages in hardware technology, perfectly integrates safe electricity use with fashionable homes, and once again leads the industry to reconstruct the pattern.
The recently successful bull track socket is a typical example. Compared with traditional home decoration that allows appliances to follow the socket, the subtlety of the rail socket is to get rid of the fixed structure and let the socket serve the appliance, not the restriction.
It separates the jack from the socket and becomes an adapter, the number of adapters can not only increase or decrease according to the number of electrical appliances used, but also the position can be moved freely on the track.
Easy to use, flexible, and more importantly, good looks.
With the pursuit of exquisite life by contemporary young people, the track socket is not only suitable for home appliances, but also for the lifestyle of modern families; It is not only a simple source of power supply, but also a stylish item in the modern home kitchen.
After the Bull track socket was launched, because of its ingenious and fashionable design, it also attracted celebrities to take the initiative to recommend this national brand, and ELLEDECO 2022 Best of The Year "Kitchen Popular Item of the Year Award" was also won by Bull.
In user evaluations, "innovation, fashion, high-end" have become the three most frequently mentioned keywords. It can be said that the advent of bull rail sockets is not only a bold attempt of practicality and aesthetics, but also a new round of flags for the industry, completely ending the public's stereotype that traditional sockets cannot take into account safety, convenience and beauty.
At the same time, the brand image of Bull has also changed on the customer side, and Bull is no longer a simple expert in safe electricity use with excellent product quality, but gradually has a sense of fashion, science and technology, and big brand.
The success of the bull "broke the circle", and also let more people feel the power of Ruan Liping's "expansion".
In the face of the continuous influx of opponents, Ruan Liping has the courage to take responsibility, leading the company to break through itself and jump out of the comfort zone. While gaining inspiration in the market competition, pioneering and innovating, we shoulder the mission of "leading the way in the era of safe electricity use 2.0".
【Niu Jin】
What is the concept of "10 Chinese households, 7 bulls"?
Taking Alibaba as an example, its purchase users exceeded the 1 billion mark for the first time in 2022, and if it is calculated according to the national population of 1.41 billion, it can barely draw with the bull.
The bull has been prosperous for 27 years, and behind the prosperity is the internal cause, and the core of the internal cause is the spirit. "Entrepreneurs are the main body that creates and promotes economic development." As Schumpeter, the founder of innovation theory and a well-known Harvard economist, said, the "internal cause" of enterprise development stems from entrepreneurship.
Every choice of a business is a mirror that reflects the entrepreneurial spirit. Behind the Bull Group's several correct "choices" is the reflection of Ruan Liping's entrepreneurial spirit.
Old employees who have followed him for more than ten years often say that they have never seen Mr. Ruan blush and argue with anyone in so many years. Soft, yet unusually firm.
When the bull group encounters directional "choice", Ruan Liping's "bull energy" can always play a vital role.
Whether it is "newborn calves" when "only do the first"; Or choose to "make slow money and plan for the long run" after "a small test"; Or it successfully broke the circle in the great changes in the market, and finally consolidated the leading position of "safe electricity expert" that Bull has created for many years, fully reflecting Ruan Liping's "real strength", "steady strength" and "expansion strength". These three "strengths" are twisted together to form a unique Nguyen "bull energy".
Perhaps, from the choice of the company's name Bull, Ruan Liping and the cow have formed an inseparable fate. So much so that today's Bull Group's park is full of sculptures and ornaments of "cows". The company's restaurant is called "Cowman Restaurant", and employees will jokingly call each other "Cow Man".
Ruan Liping has said many times: "The core of 'cattle culture' is cattle, cattle live a very hard life, they have to plow the fields, bury their heads in hard work, and work diligently." The cow is a symbol of steadfastness, seriousness and hard work. ”
In the past 27 years, Ruan Liping and Bull have persevered in practicing "Niu Jin" and achieved great success. "Only be the first" may be a belief, and Chinese entrepreneurs need a "bullish spirit".
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