Unexpectedly, Yongle Household Appliances Management Headquarters, with a total sales of 654.38+0.6 billion yuan in 2004, is located on a street in Zhou Pu Town, Nanhui District. However, Chen Xiao, the chairman of Yongle Company, doesn't seem to agree with this, and there is still some satisfaction in his smile. He said that Wal-Mart's headquarters used to be in China. In two hours, Chen Xiao changed three postures and told his own legendary story and eight years of Yongle. There is no turning back. "Between me and Yongle, it's like a legendary story."

Chen Xiao led 46 colleagues to create Yongle household appliances, which has indeed become a much-told story. In fact, Chen Xiao and Yongle have been in contact for 12 years. However, although he has been the deputy general manager for the first four years, everything seems to belong to him. "I experienced the whole process of the original Yongle Electric's start-up, glory, decline and death. At the last moment of 1996, when the company's top management had no choice but to announce that it had closed down due to decision-making mistakes, we were really too painful. " "In the state-owned enterprises at that time, it was difficult for us to control our own destiny. We have paid a lot for this enterprise, and it is difficult to face the fact that we left at the last minute. But there is still a simple feeling, that is why we can't control our own destiny? "

Thus, the story of 47 people starting a business together was born. "The passion of going to sea and the feelings that are hard to give up are intertwined, and we have no turning back at all." Chen Xiao said, "We have given a lot, and it is difficult to give up psychologically. Therefore, 47 of us decided to buy out the brand of Yongle Electric for 6.5438+0 million yuan. " "If the management is not good, the money we borrow everywhere is likely to be wiped out. For me, it's almost bankrupt. To be honest, on the basis of the trust of 46 colleagues, I am under great pressure and have a tragic feeling in my heart. " Chen Xiao thinks that he can show courage at the last moment and become the leader of the 46 people. Apart from his previous work ability being recognized by everyone, it also has a lot to do with his life experience.

"A person's childhood experience will have a great influence on him." Chen Xiao said, "My childhood was unfortunate. I was born during the Great Leap Forward. 1 year-old, suffering from polio. I was very ill and my last leg was crippled. 10 years old, my father died again. Maybe people will have the idea of transcendence in adversity. At that time, I had a vague idea, a kind of psychological compensation, that is, I must create something so that the misfortune that has happened will not happen again. "

What prompted him to really think about this problem seriously was another family accident after he became an adult. During the period of 1993, Chen Xiao's wife was seriously ill and borrowed money everywhere to treat her illness, but she was still unable to save her life. "At that time, I was the executive vice president of Yongle. In the eyes of others, I have a bright future. However, as the main operator, I feel that I have paid a lot and got very little, which is very helpless. I can't even bear the misfortune of my family financially. " "This is a painful experience. Every time I think of the debt of 400 thousand, my desire for wealth will be awakened. I think that one day, I must start my own business and create wealth. " Chen Xiao said.

But he didn't expect that the idea was actually realized on the basis of the collapse of the company where he worked, which seemed cruel.

Eight years of accident

Talking about the glory of Yongle brand in the past eight years, Chen Xiao said it was too accidental. "Although we all have experience in home appliance channels, due to the very weak financial strength, my initial business idea is still quite primitive-importing electrical appliances, acting as an agent for wholesale, and striving for funds in a short time with the number of varieties and low prices." Chen Xiao said, "At that time, our slogan was' Thousands of brands, 10,000 household appliances, there is always one for you'. In addition to the price, other specific market operations did not think much. "

However, because Yongle Household Appliances was the first professional retail and wholesale store in Shanghai at that time, it broke the situation that the original state-owned enterprises dominated the world and the price remained high in Shanghai's household appliances market, and Yongle quickly grasped the consumer psychology of Shanghai people. This rapid development momentum has lasted for three years, and Yongle has rapidly completed the initial accumulation of capital in these three years. Chen Xiao said that he missed those three passionate years very much, and he believed that starting a business and working with passion could radiate infinite power.

However, when the company's property reached a considerable amount, this passion was quickly diluted by the idea of "small wealth means security". 1999, Yongle household appliances experienced a personnel turmoil. Of the 47 people who went out to sea together, 7 left, including a deputy general manager. This is an ideological riot of "small wealth means security" and separation. In three years, we did make a lot of money, and people began to be confused about the future of individuals and enterprises and the relationship between them. Some people have accumulated considerable wealth and are unwilling to take risks in the future. "Chen Xiao said. Chen Xiao said that he could understand the parting thoughts. "Everyone has endured three years of economic pressure and paid a lot for the reconstruction of Yongle. I will always thank them. " Chen Xiao said.

This prompted Chen Xiao to rethink the positioning of Yongle.

From 65438 to 0999, Yongle household appliances gave up pure wholesale and retail, began to turn to chain operation, and constantly carried out service innovation. This reform is quite effective. From 1999 to 2004, Yongle Store grew to 108, and the total sales in 2004 reached1600 million yuan.

"In fact, I am also changing myself. I have been thinking about what I need to lead the enterprise after three years of passion. " Chen Xiao believes that he was gradually aware of the business philosophy of the enterprise and was "very excited". In his eyes, Yongle Home Appliances is a circulation service-oriented enterprise.

Internationalization is a bit "scared"

"For eight years, Yongle people have relied on me because my work has given them confidence. But I am not a genius after all. Yongle has its own law of development. " Chen Xiao said.

After a class, Chen Xiao's feelings became more intense.

At the end of 2003, feeling the development trend of digital products, Chen Xiao decided that Yongle would open 50 digital stores in Shanghai in 2004, and personally made a proposal, "I feel very good about myself". After the board of directors proposed it, it was quickly approved by the management Committee. However, the form of digital franchise stores is not successful. Only one of the planned 50 stores was opened, and the incident that ended in a hurry touched Chen Xiao particularly. Chen Xiao said that he has been sitting in his office behind closed doors these days. After that, he specially called the heads of various departments of the company to reflect on their decisions, and finally made it clear that any proposal put forward by the chairman would not be passed unless there was no negative vote.

"I am sober, but I still made the mistake of' the boss has the final say'. This is a common problem of private enterprises, and it is too difficult to transform itself. " Chen Xiao said.

Chen Xiao realized that Yongle was in urgent need of internationalization, and hoped that this situation could be completely changed through internal and external joint efforts. "In fact, we have been seeking cooperation with international capital to improve our capital structure and corporate governance structure. At present, we have reached a strategic investment cooperation agreement with Morgan Stanley, and we will strive for overseas listing in the next step. This is the process of starting a second business. I personally feel that this is much more difficult than the last venture. "

Chen Xiao thinks: "Different capital structures have different requirements for people. For me, this is a process of self-transformation and self-renewal. " "I study hard every day and worry that I can't keep up with the development of Yongle." Chen Xiao said that in addition to completing the required courses such as reading statements and yesterday's sales materials every morning, the time for independent thinking is also extended as much as possible. "It feels so good." Chen Xiao said, "If Yongle has such development opportunities every few years, I personally have such a' fear' mentality every few years. I believe that Yongle Home Appliances will not be afraid of multinational retail giants at all. "

situation

Yongle people have formed a strategic partnership with outstanding global home appliance suppliers, and jointly provided a broad exhibition stage for high-quality home appliance products and brands, creating a win-win space. China Yongle was successfully listed on the main board of Hongkong on June 65438+1October 65438+April, 2005, and will devote itself to developing into a large-scale group company focusing on home appliance chain and home chain. In the first three-year plan of Yongle, the first two steps of the company's five-step strategic goal are to "occupy the bridgehead of China economy-monopolize the absolute share of Shanghai, and occupy the Yangtze River Delta-stabilize East China". On this basis, Yongle people are gradually realizing the second three-year plan to achieve the third and fourth strategic goals of "advancing into the Pearl River Delta-expanding South China, encircling Hubei, Chu and Bashu-going deep into Central China and Southwest China". The company was selected as one of the top 500 Chinese enterprises in 2004 and 2005.