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

"Beggar Factory Director" started from scratch

Han Zhaoshan was born in 1951 in Yuanyuan Township, Yingkou, Liaoning. In 1968, after graduating from middle school, Han Zhaoshan entered Shuiyuan Agricultural Machinery Factory as a fitter. With his talent, hard work, and repeated study, Han Zhaoshan completed the growth process of apprentice, mentor, and monitor in 3 years. Three years later, Han Zhaoshan, who was only 23 years old, became deputy factory director.

At that time, Shuiyuan Agricultural Machinery Factory was in its heyday, and the endless work had to be done backwards in three shifts. By the late 1970s, something was wrong: there was no work left to do. I finally got some work done, but then I messed up the work. Why? Because people's hearts are beginning to scatter.

At that time, the spring breeze of reform had awakened the frozen land, which gave Han Zhaoshan a rare opportunity. In August 1982, Han Zhaoshan applied to the leaders of Shuiyuan Township to allocate a piece of land to build another factory. The township proposed a "3, 4, 5" plan, that is, he would hand over 30,000 yuan of profits in the first year, 40,000 yuan in the second year, and 50,000 yuan in the third year during the contract period. Han Zhaoshan agreed without hesitation. In fact, he knew best how shabby this property was: 12 workers, two punch machines, 12 thatched houses, and a debt of 80,000 yuan.

At that time, his only capital was his experience and courage.

At the beginning of the establishment of the factory, Han Zhaoshan went to Shenyang whenever he had free time, trying to find ways to collect leftover materials from large factories and turn waste into treasure. His other nickname, "The Beggar Factory Director" was derived from that time.

In April 1985, Shuiyuan Metal Products Factory produced its first product, the "Gong Lantern Brand" iron roll cabinet. The product was welcomed in the market as soon as it was launched, and the profit and tax that year was 100,000 yuan. Since then, the factory's output value has doubled year by year, reaching a higher level every year.

As a result, Han Zhaoshan became a well-known outstanding township entrepreneur in the province, and his factory also became the "largest household in the same industry in Northeast China" that produces iron roll cabinets.

"The Strategy of Drilling One More Well"

A township factory was doing so prosperously that Han Zhaoshan was considered successful and famous, but he did not settle for being rich and stopped moving forward. In 1990, when Gongdeng brand iron roll cabinets were selling like hotcakes, Han Zhaoshan made an astonishing move: producing anti-pry doors!

He called his idea the "one more well strategy."

Many people thought he was crazy.

After two years of inspection, demonstration and technical research, in January 1992, Shuiyuan Metal Products Factory completed the design drawings of a new anti-pry door with internal and external 8-point locking. Later, a 10-point locking anti-pry door was developed.

In June 1992, Han Zhaoshan led 20 workers and after four days and nights of hard work, he produced 30 anti-pry door samples, which passed the quality appraisal of the Liaoning Provincial Inspection Department. "This means that I have officially entered the door industry." Han Zhaoshan later said when recalling the scene at that time.

A month later, Han Zhaoshan proposed the famous three-year contracting plan to the town leaders, that is, 400,000 yuan was handed over in the first year, 500,000 yuan in the second year, and 600,000 yuan in the third year. million, the company operates completely independently. After careful consideration, the town agreed to him. This brought Panpan its second glory. In the year of contracting, the company produced 40,000 anti-pry doors, and set a historical record of an output value of 70 million yuan and a profit of 6 million yuan.

Ten thousand yuan settled the dispute over property rights

Talking about the security door industry in the Northeast and even the whole country

Before “Panpan” became famous

There is another brand that has become a household name

It is the "Tashan" brand security door. There are many legends about Han Zhaoshan making security doors.

Some people say that Lao Han hired a master from the Tashan factory to make his own security door.

In fact

Han Zhaoshan did have a lot of entanglements with Tashan when he made security doors.

In June 1992, after two years of inspection, demonstration and technical research

in the courtyard of Shenyang Tashan Anti-pry Door Factory

the new eight-point locking anti-pry door produced by Yingkou Metal Products Factory The door prying test passed.

Later

There was an intellectual property dispute between Han Zhaoshan and Tashan. In order to concentrate on work and the market, Han Zhaoshan took the initiative to reconcile with the other party. Many years later

Han Zhaoshan recalled: "At that time, Tashan said that we had infringed the patent rights. We fought back and forth.

At first, Tashan and we were tied.

Later Some people say that you, Tashan, just give in 10,000 yuan. Then I can settle the matter with 10,000 yuan. ” p>

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

To this day, people have to admire Han Zhaoshan's courage and overall perspective: he used the lowest cost to gain development space for the enterprise.

Advertising took off

In August 1992, Yingkou Radio Station broadcast a aria from a Peking Opera actor during prime time: "The anti-pry door locked at 8 o'clock, the function Complete with the latest technology, you can travel around the world without leaving home, and it will take care of you and relax your mind." This is the earliest advertisement that Panpan has documented, and it kicked off the prelude of Han Zhaoshan's advertising strategy.

Panpan’s success is inseparable from the role of advertising. Han Zhaoshan said: "Panpan is what it is today, and advertising plays 80% of the role." Especially in the early days of starting a business, Han Zhaoshan was particularly willing to spend money and was never stingy with advertising expenses. This is the most obvious place where he is different from ordinary township entrepreneurs. From 1992 to 1997, Panpan's advertising expenditures totaled more than 47 million yuan, and the advertising expenses in 1997 alone reached 26 million yuan. You know, in the 1990s, there were not many companies that could spend hundreds of thousands or even millions of dollars on advertising.

Han Zhaoshan believes that advertising is like saving, and it will always be beneficial in the end. Panpan Group spends 6%-8% of its sales on advertising every year. "A company without famous brand products will never be famous. If you don't make small money, you won't get big money."

Winning the "Panpan" trademark was regarded by Han Zhaoshan as a highlight of his entrepreneurial career. When the anti-pry door was first launched, Han racked his brains to find a resounding name for the product. Colleagues also helped me think of many names, such as "Golden Dog", "Taishan", etc. Han believes that these names are a bit hard and not very good, and may not be accepted by the market. Chinese people naturally want a warmer home brand. At that time, the Asian Games announced the mascot "Panpan", and Han Zhaoshan thought the name was good as soon as he heard it. "Panpan" not only reminds people of "family", but also has an auspicious color from the image to the name.

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

Sports marketing, which leads the trend, has the effect of "making a big difference". Panpan leveraged its "Asian glory" to transform from a local brand into a national brand in one fell swoop. The slogan "Looking forward to home, living and working in peace and contentment" resounded across the country. Han Zhaoshan's career entered its true peak.

In 2008, Han Zhaoshan launched the "Jingjing" brand of high-end boutique anti-theft security doors. This time using the name of the Olympic Fuwa "Jingjing", Han Zhaoshan does not need to pay any fees to the Olympic Organizing Committee. As early as 2002, not long after the grandson "Jingjing" of giant panda "Pan Pan" was born, it became an extended trademark of Pan Pan Group. Han Zhaoshan took advantage of the opportunity to catch the Olympic Express.

Well versed in the principle of "change and constancy"

"If we just rest on traditional products and rest on our laurels, sooner or later we will 'go out of business.'" Han Zhaoshan said about the company's decision-making at that time Quite touchingly, "The secret to ensuring that enterprise development is 'not derailed' and getting out of the vicious growth cycle of 'ephemeral private enterprises' and 'meteor enterprises' is to drill an extra well on the basis of innovation."

”

Han Zhaoshan recalled: “In the early days of the company’s production of safety doors, we, like most manufacturers, mainly relied on simple stamping machinery and equipment and were completed manually by workers. Although the market demand was strong at that time and the product sales situation was good, as the number of manufacturers in this field continued to increase, the market competition became increasingly fierce, and it was no longer possible to achieve sustainable development by relying on traditional handmade products with low technical content."

In 2000, when Panpan entered its second entrepreneurial period, Han Zhaoshan invested hundreds of millions of yuan to introduce modern production equipment with internationally advanced levels, diversifying the product structure, and the door industry production also evolved from small workshops to large-scale production. Transformation, realizing the transformation of low product added value to high added value. At the same time, Panpan began to carry out shareholding reform and establish a modern enterprise system. After receiving 130 million yuan from Broadcom Venture Capital and other institutions. After the investment, Panpan Anju Co., Ltd. was officially established in early 2002.

At this time, there were more than 2,000 category manufacturers in the country, and it was not easy for Panpan to win in the competition. . But Panpan 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, Panpan products overcame obstacles and sprinted bravely in the market, and finally took the lead in the Chinese door industry. The seat of the "leading boss". Han Zhaoshan's concept and practice of "products are produced for one generation, developed for one generation, and reserved for one generation" have also become classics in the industry.

Perhaps it is because of Han Zhaoshan's constant vigilance. The game relationship between "change and constancy" has enabled Panpan Group to produce more than 100 series of products in 8 categories from the time when it first started its business. Extended to the "one-stop service" product system that integrates light-weight villas, steel structures, car tracks, stainless steel sanitary kitchenware, soundproof walls, etc.

Honest "King of Doors" and Wise as a Fool

< p> Han Zhaoshan is the first generation of entrepreneurs to emerge in Liaoning after the reform and opening up. Han Zhaoshan is a frequent visitor on the two richest lists of the Chinese version of Forbes and the Hurun Rich List, and he can be called Liaoning’s leader. A veteran tycoon who is also a regular on various charity lists.

In an interview, Han Zhaoshan said: “Giving back to society is what entrepreneurs should do and it is also their obligation. There is nothing worth showing off. of. "Indeed, for every entrepreneur who moves forward with social responsibility, responsibility and kindness have become his inevitable choices.

Most people who have been in contact with Han Zhaoshan said that he is so cute and cute, just like The sign on Panpan's door - the panda "Panpan" - also adds a bit of human touch to the steel security door. His innocence is not that he is naive or stupid, but that he is honest and honest, as simple and unpretentious as soil, but has a unique personality. A very profound connotation.

90% of Panpan Group’s employees are farmers. Han Zhaoshan is also a farmer. Even if he has a net worth of hundreds of millions, he can still see the shadow of a farmer in his body. For many years, Han Zhaoshan has not been used to enjoying delicacies from the mountains and seas in high-end hotels. His favorite food is the simple rice he has been accustomed to since he was a child. Being able to eat dumplings filled with cabbage and pork stuffed by himself or a bowl of hand-made noodles is his most satisfying enjoyment. Because he has the nature of a farmer, he always maintains the kindness and simplicity of a farmer. He has a famous saying that was once widely known: "If people don't lie to me, I won't lie to others; if people lie to me, I won't lie to others." ”

Han Zhaoshan has never claimed to be a king. He is a down-to-earth person, a person who likes to tell jokes when he is happy. He works day and night and sleeps with loud snoring. He does not hide his weaknesses and makes mistakes. He will blame himself like a child when he makes mistakes; he does not shy away from failure, "Failure is very possible, there are no ever-victorious generals."

At a meeting, someone praised Han Zhaoshan as "a successful private enterprise." family," he said calmly: "Private entrepreneurs must be national entrepreneurs. "One sentence expresses his inner realm and goal.

Postgraduate entrance examination Fugitive Ancient Xuanwumen Qin King Spring and Autumn Period Sima Xiangru Zhuo Wenjun Han Xin Classics