Shanghai KUB 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. The factory is located in Jiading Liandong 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, starting from selling air-conditioning parts and accessories, and creating their own brand "KUB" step by step, in the refrigeration equipment (frozen and cold storage) industry. According to word of mouth, 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 tens of millions of yuan. 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 Shanghai Huangpu District Private Economic Association "2016-2017 and 2018-2019 Shanghai Huangpu District Advanced Enterprise" title, Chairman Lu Jianjuan won the 2007 National "Top Ten Smart Bosses" by Huicong.com , "2007 SME e-commerce application leader".
Where the dream started
Before the husband and wife joined forces to start a business, Mr. Zhang had been in the refrigeration industry for 8 years with his brother who had gone to sea earlier. Although China’s refrigeration industry started late, Zhejiang Xun is a large-scale industrial base for domestic refrigeration and refrigeration. The government has set up a platform and enterprises are singing. The refrigeration private economy has developed rapidly, and the quality of its products has become more and more in line with the world. For example, it specializes in refrigeration accessories and valves. The share of Sanhua shares in the global use of its products has reached more than 70%, which has led to the birth of more private individuals. Many villagers who were carpenters and tractors used their masters to teach apprentices and technology transfer, one by one, "set up another door." Mr. Zhang's elder brother, the former director of Sanhua, was the one who left earlier to start a business.
After graduating from Hangzhou University (now Zhejiang University) in 1992, Mr. Zhang worked for his elder brother and ran sales in Shanghai. He ran around in villages and counties to run refrigeration plants on two legs to promote Sanhua’s refrigeration units for kitchen refrigerators. Accessories, this run has been running for 8 years. At that time, Lu Dong, who was a teacher in kindergarten 4 years after his marriage, was very distressed by Mr. Zhang's hard work in running sales and wanted to help him. At the same time, the more he contacts users, the more he understands the market and customer needs, and the more confident he is in products and technologies. . 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 refrigeration equipment companies 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.
"Touch the net" to do e-commerce
Although Lu Dong’s original intention to join "Couba" was to help Mr. Zhang share the pressure, she was 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 manages There is not much pressure on financial funds, but sales are basically a layman. Once a customer came to the door to specify the model for the product, but Lu Dong didn't know the customer's needs at all and replied that it was out of stock. The customer found that the product was in the store and turned away with anger. This kind of "Oolong" incident made the stronger Lu Dong learn from the pain and determined to study relevant sales skills and equipment technology. At this time, the Internet was gradually being used. While learning online, Dong Lu also subverted the perception of traditional sales through two personally experienced cases. With a keen sense of smell, she seized new opportunities and started "touching the Internet". E-commerce.
The first example is the first online order. In 2006, a customer in Guangdong 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 Dong’s bank card. Account, placed an order for several Taikang compressors, worth more than 10,000 yuan. This smooth first single touched Lu Dong, 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 ZRD series compressors in the Cooper Refrigeration warehouse, which had been backlogged for 5 years. After Lu Dong tried to publish the equipment model information on the Internet, not long after Mr. Ma from Xinjiang took the initiative to contact Lu Dong and immediately transferred the full amount of more than 150,000 to buy these stock products. "The Internet is amazing"! This sale enabled Lu Dong to witness the "magic" Internet once again and strengthen his determination to become an e-commerce company.
"Alibaba made me"
Since reaching the Internet in 2006, Dong 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 strong 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 “Tongxintong” on CCTV 2 and achieved a leap in life.
"Alibaba made me," Lu Dong said sincerely. The experience of Alibaba's "Integrity Communication" undoubtedly made Lu Dong realize his potential. It turns out that he is not only capable, but also a talent in the eyes of others! As a result, her self-confidence is overwhelming, her life is open, and the e-commerce business is booming and entering 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 almost "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 are advancing by leaps and bounds. From the logo to the product posters, the online shop is creative and attracting attention, which in turn increases the rate of customer visits to the store, the rate of returning customers, and the rate of orders.
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 Cooper’s leading products, and my own thoughts and experiences on marketing and management, make it easier and clearer for viewers to understand Cooper refrigeration and products; the second is to 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 lot of 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 the goodwill of online sales. With 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 to bring constant new customers.
As a result, after making full use of platform service advantages such as certification, business opportunity search, large buyers, shop decoration, subscription business opportunities, bidding keywords, etc., Cooper Refrigeration has opened up a world in network marketing, and has just refrigerated the "KUB" brand. The equipment was sold abroad, and Cooper Refrigeration also set up two sales teams, in charge of domestic and foreign sales. The foreign sales team led by Lu Dong 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 Dong'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 four years, the 4 million yuan loan for the facade house on Xinzha Road was paid off. This made Coubao Refrigeration no financial pressure. The production and operation were lightly installed and the product was transformed.
Use third-party voices
self boasting. If there are few answers, how to solve it? Of course, the voice of a third party is 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. Enterprises 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 is inevitably discounted, and only a small number of customers 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. Obtaining traditional experience information, it is difficult to obtain enough information due to the limited interpersonal relationship circle. Therefore, under the situation of information asymmetry, “buy is not the essence of selling”, 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. Dong 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".
"You can not believe me, but you will not believe in legal documents." In response to product quality doubts, Lu Dong carefully prepared promotional materials, and also included refrigeration equipment market analysis and Cooper refrigeration equipment product shopping guide articles written by Huicong.com and other media Links to personal interview articles are in a prominent position, which is convenient for customers to browse at any time;
"You may not want to believe me, but you won't believe in Huicong." In response to transaction security concerns, Lu Dong invited customers to visit her blog, which recorded her "Internet business road" bit by bit, successful The joy and failure experience, there are 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 Cooper Refrigeration through a certain channel, and Dong Lu used all resources to tell him that she is an honest online merchant.
"All my professional knowledge is actually taught by my clients." Recalling the struggle of the past, Lu Dong'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 "Cooper" sticker to place an order to purchase products, and taught her how to communicate with customers through email and customs declaration. , Freight forwarding and other export transactions. Maybe there is the blessing of the god of luck, but who said that all this fate is not due to hard work and details accumulated?
The corporate spirit of Cooper Refrigeration is "word-of-mouth, sustainable management", which is rooted in Cooper'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 on the demand and application of refrigeration technology. In addition to the usual requirements for precision control, temperature control, and cold and heat compensation, the current refrigeration equipment also needs to be turned on and off remotely, remotely diagnosed, 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, Couba Refrigeration took the free ride of 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 operation, and developed the "Cooper Freezing" APP The platform pushes the operation status of refrigeration equipment to the mobile terminals 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 has not decreased but increased, accounting for about 60%.
Mr. 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, Cooper Refrigeration relocated from Huangpu to Jiading. They were worried that employees would leave the company due to the long distance, but they did not expect that when they talked with them, none of the employees would resign. This moved Lu Dong and Zhang Zhang very much, and 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 hours. 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 proves their recognition of the corporate culture of Cooper Refrigeration from the side. They use their actual sales performance to demonstrate the attitude of the same destiny as Cooper Refrigeration, which has been transformed into a wall-mounted "Sales Elite The monthly sales figures on the list.
"Two people are in the same heart, and the profit breaks the gold"
"The Book of Changes · Xi Cishang" said, "Two people are in the same heart, and the profit breaks the gold." Lu Dong and Zhang are always “community with a shared future for husband and wife”, and their family backgrounds and personalities are very different. She, a Shanghai girl born and raised, is lively and outgoing and has a wide range of interests. She used to be a kindergarten teacher; he, the "new Shanghainese" who came to Shanghai from Zhejiang after graduating from college, is introverted and immersed in the development of cold technology. The two people with such different personalities have worked together to manage Cooper Refrigeration for 20 years. They have complementary advantages and mutually encouraged marriage for 25 years. Career and marriage share the joys and sorrows of each other, which interprets the meaning of "two people are of the same mind, the profit cuts money".
Dong 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 and joy!" Blog marketing is Lu Dong's specialty. She has the ability to write soft texts. Publish original articles about your industry-related knowledge, and make good-looking flash for Kubao Refrigeration products. The beautiful picture signature file is a small mobile advertisement, which is unforgettable. Every forum post is equivalent to distributing. I wrote a company’s advertising leaflet, and the more people who saw the post, the greater the chance of business success. From her body, she can see Huihehe, self-improvement, independence, ability, and kindness, controlling her 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 Cooper Refrigeration. With him, Ku The forward direction of Bao Refrigeration 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 a compliment from the chairman and his wife.
Hold your hand and grow old with you. The key to happiness is not to find someone, but to find someone and work together to build a reliable 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 bred the "child" of Kubao Refrigeration together, nurtured it with hard work, and realized and continued their ideals and dreams.