The entrepreneurial story of Shanghai Cooper Refrigeration Equipment Co., Ltd.

Shanghai Kubao Refrigeration Equipment Co., Ltd., the chairman unit of Huangpu District Private Economic Association, was established in 2000. It is a private enterprise integrating industry and trade. Our factory is located in Jiading Lian U Valley Park, with a total area of about 3,000 square meters. . Install and debug refrigeration equipment on the ground floor, spare parts warehouse on the second and third floors, and office on the fourth floor.

After 20 years of entrepreneurship, Chairman Lu Jianjuan and General Manager Zhang Weiding started from nothing, selling air-conditioning parts, step by step to build their own brand "KUB", which has a reputation in the refrigeration equipment (frozen and cold storage) industry. , The products not only occupy a stable domestic market, but are also exported to more than a dozen countries such as South America, the Middle East and Europe through e-commerce, with an annual output value of several tens of millions of dollars. The company operates in an orderly manner, and has achieved good results in production and sales. It has won the "2007 Top 100 Enterprises in E-commerce Application for Small and Medium-sized Enterprises", "2016-2017 Shanghai Advanced Enterprise" by Shanghai Private Economic Association and "2018-2019 Shanghai City Advanced Private Enterprise" title, and the title of "2016-2017 and 2018-2019 Shanghai Huangpu District Advanced Enterprise" by the Shanghai Huangpu District Private Economic Association. Chairman Lu Jianjuan was awarded the 2007 National "Top Ten Smart Bosses" by Huicong.com , "2007 SME e-commerce application leader".

Where the dream started

Before the two couples started their businesses, Mr. Zhang had been in the refrigeration industry for 8 years with his brother who had entered the industry earlier. Although China's refrigeration industry started late, Zhejiang is still a large-scale industrial base for domestic refrigeration and refrigeration. In this place, the private economy of refrigeration is developing rapidly, and the quality of products is increasingly in line with the world, such as Sanhua, which specializes in refrigeration accessories and valves The share of its products in the world has reached more than 70%, which has given birth to more private individuals. Many local residents who were originally engaged in other jobs have entered the refrigeration industry one by one through technology transfer and second entrepreneurship. Mr. Zhang’s The elder brother, the former director of Sanhua, is the one who left earlier to start a business.

After graduating from Hangzhou University (now Zhejiang University) in 1992, Mr. Zhang worked for his brother and engaged in sales in Shanghai. He traveled to villages and counties to run refrigeration plants every day to promote refrigeration parts for kitchen refrigerators produced by Sanhua. The busy work lasted for 8 years. At that time, Lu, who had been married to Zhang for 4 years and was a teacher in the kindergarten, felt very sorry for Mr. Zhang’s hard work in running sales. She wanted to help Zhang. At the same time, the more you contact users, the more you understand the market and customer needs, and the more you have products and technologies. Have confidence. They realize that China’s economic development has stimulated the strong demand in the refrigeration market. Supermarkets with frozen products usually have as much as 40% profit than ordinary supermarkets. Therefore, they believe that the refrigeration industry is still in a period of rising development in the future, and they have created their own business to specialize in cold storage refrigeration. The idea of ​​equipment. At that time, Xinzha Road in Huangpu District, Shanghai was a famous refrigeration equipment street, and hundreds of companies operating refrigeration equipment opened shops and business on this street. Therefore, in 2000, the couple both resigned. From the 26-square-meter shop to the loan of more than 4 million, they bought the upper and lower 2-storey, more than 6 million and more than 200 square meters of facade houses on Xinzha Road. With the birth of "Refrigeration", it set sail from Xinzha Road, the "place where dreams began", and set sail to chase dreams through wind and waves. Then, at the end of 2018, it moved to Jiading District due to regional economic adjustment and business expansion.

"Access to the Internet" to do e-commerce

Although Lu’s original intention to join "KUB" is to help Mr. Zhang share the pressure, she is mainly in charge of finance, marketing and talent recruitment, but in fact, compared with Mr. Zhang, who has been in sales for 8 years in China and is proficient in technology, Mr. Lu is not as good about sales. Not familiar at all. Once a customer came to the door to specify the model to order, but Lu couldn't figure out the customer's needs and replied that it was out of stock. However, the customer found that the product was in the store and turned away with anger. This kind of "Oolong" incident gave Lu painful thinking and determined to study relevant sales skills and equipment technology. At this time, the Internet was gradually being used. While studying online, Lu Zai also subverted her perception of traditional sales through two personally experienced cases. With a keen sense of smell, she seized new opportunities and began to touch the web. E-commerce business.

The first example is the first online order. In 2006, a customer in Guang found the company’s compressor products through a search engine. The customer had done online purchases and was familiar with e-commerce and refrigeration equipment. After several QQ chats and telephone conversations, he paid directly to Lu ’s bank card. Account, placed an order for several Taikang compressors, worth more than 10,000 yuan. This smooth first single touched Lu , which gave her first-hand experience of the importance of building mutual trust in the sales process and the convenience of the Internet, and the enlightenment inspired her confidence in being an e-commerce company.

The second example is online inventory sales. At that time, there were more than 40 special models of ZRD series compressors in the KUB refrigeration warehouse, which had been backlogged for 5 years. After Lu tried to publish the equipment model information on the Internet, not long after Mr. Ma from Xinjiang took the initiative to contact Lu , and immediately transferred the full amount of more than 150,000 to buy these stock products. "The Internet is amazing"! This clearance sale allowed Lu to witness the "magic" Internet once again, and strengthened his determination to become an e-commerce company.

"Alibaba made me"

Since reaching the Internet in 2006, Lu has joined the ranks of Taobao shopkeepers, uploading photos and publishing products every day, becoming an active shopkeeper, and his active performance has attracted the attention of Alibaba. After being touched by the perseverance of the Alibaba salesperson's phone calls and the sincerity of the door-to-door visit, she opened the Chengxintong and officially registered her identity as an "online business". Learned and communicated related technologies in the electrical equipment community of the "Chengxintong" platform. In just 3 months, due to the super learning ability and network communication ability, he became a moderator of answering questions from a learning white and accepted it. Alibaba invited him to leave Shanghai for the first time in his life for a business trip to Hangzhou in 2007, becoming a lecturer of Alibaba's "Integrity Communication". For the first time in her life, she taught so many bosses. In 2008, she was selected by Alibaba as one of the three "Tongxintong" platform spokespersons. She spoke for Alibaba's “Tongxintong” on CCTV 2 and achieved a leap in her life.

"It was Alibaba who made me", Lu Youzhong said. The experience of Alibaba's "Integrity Communication" undoubtedly made Lu realize his potential. It turns out that he is not only capable, but also a talent in the eyes of others! In this regard, she is very confident that the e-commerce business has entered a stable growth period. However, what outsiders saw behind her was her aggressiveness not to admit defeat, her tolerance for new things, and her figure who was still studying and studying under the light at two o'clock in the morning. In the first six months of working as an e-commerce company, she fell into a state of "crazy" learning. She spent at least 12 hours a day studying online, going to various forums to learn from experienced shopkeepers, and supplementing various knowledge such as Photoshop. I couldn't stop lying in bed. There is always a reward for her efforts. Soon her computer skills have improved by leaps and bounds. The online shop, from logo to product posters, is creative and attracting attention, which has increased the rate of customer visits to the store, the rate of returning customers and the order rate.

Online marketing emphasizes word of mouth

After entering the door of e-commerce, she successively opened several stores on several major online platforms, and applied the successful e-commerce marketing strategies learned in practice to product sales. One is to post original industry-related knowledge in her blog. Articles, information and pictures of KUB's leading products, and my own thoughts and experiences on marketing and management, make it easier and clearer for visitors to understand KUB refrigeration and products; second, choose B2B with both strength and reputation When opening an online store on an online platform, only a good platform can ensure that the store has sufficient popularity and credibility. This is just like opening a store on Nanjing Road and opening a store in a grocery market is a world of difference. Moreover, it is necessary to become a paying member as much as possible, which is like occupying a prime location with a large passenger flow. The one-to-one value-added service of the online platform is worth the money, and it will bring unmatched returns for free members; the third is to establish and accumulate online sales Reputation and customer reputation, accurately find and quickly meet customer needs, provide customers with cost-effective products and thoughtful after-sales service to retain old customers, and let old customers pass on word of mouth with a steady stream of new customers.

As a result, KUB Refrigeration opened up a world in network marketing, and it just sold "KUB" brand refrigeration equipment abroad. KUB Refrigeration also established two sales teams, in charge of domestic and foreign sales, and Lu led the foreign sales team and The domestic sales team led by Mr. Zhang started PK. Although domestic sales have been cultivated many years earlier than foreign sales, foreign customers are all e-commerce customers starting from scratch, but it is clear that the performance of Lu 's team has grown relatively faster, and not only the products are exported to more than a dozen of South America, the Middle East and Europe. Countries, sales are also comparable to domestic teams. In less than 4 years, the 4 million yuan loan for the facade house on Xinzha Road was paid off, which made Coubao Refrigeration no financial pressure, and its production and operation transformed to high-end products.

Use third-party voices

self boasting. If there are only a few responders, how to solve it? Of course, the voice of a third party should be used.

In the business field, companies and customers are each party. Although the third party as reviewers, recommenders, and certifiers may seem disorderly and scattered, their influence cannot be underestimated. Companies have all the information about products and services, but before customers use the products and enjoy the services in person, they can only learn about the products through corporate advertising and publicity. The credibility will inevitably be discounted, and only a small number of customers can decide to buy. Other promotional methods It will prompt the second batch of customers to buy, and more customers are affected by the experience of the customers who use the product. To obtain traditional experience information, it is difficult to obtain enough information due to the limited interpersonal relationship circle. Therefore, in the case of information asymmetry, "buy is not sold", while Internet sales are different. In various forums and blogs on the Internet, everyone It may be talking about the experience of all aspects of product use or service. This information radiation surface involves countless netizens. When there are more people talking, you will believe the opinions of most people. This is the voice of the third party, which is more powerful than advertising. Impress potential users. Lu used third-party voices such as interviews with people reported by media, product information reported by media, various qualification certificates, blog forums, message comments, shop credit index, etc., to make initially distrustful customers trust Kubao Refrigeration on the B2B e-commerce platform the product provides buyers with "purchase decision support".

Regarding transaction security concerns, Lu invited customers to visit her blog, which recorded her "Internet business road" bit by bit, the joy of success and the experience of failure, and more comments and encouragement from customers;

"You may not believe me, but you will believe in the feelings of the majority of business friends." The customer learned about KUB Refrigeration through a certain channel, and Lu used all resources to tell him that she is an honest online merchant.

 Recalling the struggle of the past, Lu's gratitude to customers is beyond words. She remembered that when she first started export business in 2009, she didn’t know anything about the foreign trade process. It was a Singaporean customer who took the "KUB" sticker to place an order to purchase products, and taught her how to communicate with customers through email and customs declaration. Every process of export transactions such as freight forwarding. Maybe there is the blessing of the god of fortune, but who said that all this fate is not due to hard work and details accumulated?

Sustainable business

The corporate spirit of KUB Refrigeration is "word-of-mouth, sustainable management", which is rooted in KUB's 20-year development history, committed to customer demand customization, from compressors to screws, and always puts product quality in the first place. The development of science and technology and the market have put forward higher requirements for the demand and application of refrigeration technology. In addition to the usual precision control, temperature control, and cold and heat compensation requirements, customers also need to turn on and off remotely, remotely diagnose, and With intelligent functions such as alarm and maintenance, especially for unattended modern cold storage, customers need to control the operation of cold equipment in all aspects. In this regard, KUB Refrigeration took a free ride in the development of the Internet of Things technology, applied the Internet of Things technology to product upgrades and refined functions, as the foundation of the enterprise and the way of sustainable management, and developed the "KUB Frozen" APP platform , Push the operation status of the refrigeration equipment to the mobile terminal of customers and operation and maintenance personnel. Although the cost of each intelligent refrigeration equipment has risen by an average of 1,000 yuan, compared with tens of thousands of yuan, the intelligent operation and maintenance platform reduces the equipment operation and maintenance cost, and the operation and maintenance cost is as low as 1 yuan/day, so smart refrigeration equipment The order quantity did not decrease but increased, accounting for about 60%.

Ms. Lu and Mr. Zhang understand that the quality of a company’s products is its hard power, its corporate culture is its soft power, and its employees are the core competitiveness of its soft power. In 2018, KUB Refrigeration moved from Huangpu to Jiading. They were worried that their employees would leave the company due to the long distance, but they didn’t expect that when they talked with them, no employees would resign. This moved Ms. Lu and Mr. Zhang very much and they provided them as much as possible. Humanized arrangements, employees living in urban areas can leave work half an hour earlier every day to stagger the peak. During the coffee break, employees can make an appointment to relax at the ping-pong table in the corner of the activity area, or even have a PK with Mr. Zhang. In fact, the employees’ perseverance has also proved their recognition of KUB Refrigeration’s corporate culture from the side. They used their actual sales performance to show the attitude of the same destiny as KUB Refrigeration, which was transformed into the wall-mounted "Sales Elite List" Last month’s sales figures.

Although Lu and Zhang are always husband and wife, their family backgrounds and personalities are quite different. She, a Shanghai girl born and raised, is lively and outgoing and has a wide range of interests. She was a kindergarten teacher; he, a "new Shanghainese" who came to Shanghai from Zhejiang after graduating from university, has an introvert personality and is immersed in the development of cold technology. The two people with such different personalities have worked together and worked together to operate KUB Refrigeration for 20 years. They have complemented each other's advantages and encouraged each other to manage their marriage for 25 years. Career and marriage share the joys and sorrows, which best interprets the meaning of husband and wife responsibility.

Lu said: "What destiny gives us is not the wine of disappointment, but the cup of opportunity; therefore, let us grasp our destiny without fear!" Blog marketing is Lu's mastery. She has the ability to write soft texts and publish related articles in her own industry. The original articles of knowledge can also make good-looking flashes for the products of KUB Refrigeration. The beautiful picture signature file is a small mobile advertisement, which is memorable. Every forum post is equivalent to distributing a copy. The company's advertising leaflets, the more people who see the post, the greater the chance of a deal. We can see wisdom from her, self-improvement, independence, ability, and kindness, and control our happiness and destiny between balance and wisdom.

Mr. Zhang said: "Only by working harder and harder than others can you taste success!" This refrigeration technology expert who started from running sales is a Dinghai Shenzhen needle of KUB Refrigeration. With him, KUB Refrigeration The direction of the forward sailing will not deviate from the course. His mind is focused on drilling and developing cold technology, and he has to go to the factory area on a rest day to be relieved. "He is a man of great wisdom", this comment is his wife's highest praise.

Hold your hand and grow old with you. The key to happiness is not to find a perfect person, but to find someone and work together to build a perfect relationship. It only requires two people: a person who can trust and a person who is willing to understand. With their heart and soul, they jointly bred the "child" of KUB Refrigeration, nurtured it with hard work, and realized and continued their ideals and dreams.