Doing hand tool industry the most skilled salesman

Superstar Technology is a leading company in the hand tool industry in China's tool hardware industry, specializing in R&D, production and sales of hand tools and hand-held power tools. The company's total export volume ranks in the forefront of the industry. It is the largest hand tools supplier in Asia and Europe for many large-scale hand tool products distributors. On July 13, 2010, with the superstar technology listing, Greatstar Technology broke the first day, and Qiu Jianping’s wife’s net worth was still over 40. Billion.

Qiu Jianping resigned from the sea in 1992 and took a salary of more than 100 yuan a month. At the end of August 2010, the market value of the superstar technology held by Qiu Jianping and his wife had reached 5.6 billion yuan, which also made him unexpected, "I expected I earned a lot more than when I got to work, but I didn't expect it to be so much."

Doing easy things makes it hard to make money; doing difficult things makes it easy to make money. ——QIU Jianping

Qiu Jianping resigned from the sea in 1992 and took a salary of more than 100 yuan a month. At the end of August 2010, the market value of the superstar technology held by Qiu Jianping and his wife had reached 5.6 billion yuan, which also made him unexpected, "I expected I earned a lot more than when I got to work, but I didn't expect it to be so much." You should know that Bill Gates has served as Microsoft's chief software designer for a long time, and that Ju Jianping, chairman of Superstar Technology (002444), is still the company's first salesperson.

The promotion of Qiu Jianping’s superb ability in sales was a result of its superior sales capability, which was fully revealed in the first year of Qiu Jianping’s resignation into the sea. In 1992, Qiu Jianping resigned from the sea. With his own power, he achieved sales of US$2 million in the first year. In the following year, he established Superstar Tools (a wholly-owned subsidiary of Superstar Technology) with sales of US$10 million. This also gives superstars. Technology marks the sales-oriented imprint.

Even today, even if their net worth has exceeded 5.6 billion yuan, Qiu Jianping is still involved in the details of sales, and in order to make sales more smooth, he is also directly responsible for another business - R & D. Sales and R&D are the two fists of Superstar Technology.

The most skilled salesman

In Superstar Technology, the sales department is the core department, and more than 140 marketing personnel are concentrated in the left hall on the third floor of Jiubao Juxing Technology Office Building in Jianggan District, Hangzhou. The end of the office lobby is the chairman’s office of Qiu Jianping. Qiu Jianping crossed the sales staff's office area to the office every day. He sat in the office and could see the salespeople outside. They could push the door out to communicate with them at any time. The sales staff had anything to do, and they could push the door of Qiu Jianping at any time.

Qiu Jianping likes this kind of open office environment. "I think the exchange cost is relatively low." Qiu Jianping hopes to bring closer the distance between sales personnel. In Superstar Technology, many departments are collectively working. A vice president in charge of sales, the desk is in the corner of the marketing hall.

Even in specific details, Qiu Jianping is more familiar than the average salesman. Marketers still remember a bet on the chairman. A salesman with a good business can't remember the material of a certain product and asked Qiu Jianping for this, but the answer to Qiu Jianping was not satisfied. The two sides therefore bet that the loser will buy a brand ice cream for each person in the sales department. As a result, the salesman drove around with the driver to look for this ice cream, and finally bought more than 100, spending a total of more than 4,000 yuan.

"He is definitely the most skilled business, we must consult him." A salesman said.

It is not easy to want to be a marketing person in Superstar Technology. Each salesperson serves 4-5 overseas customers, requires proficiency in foreign languages, is familiar with contract details and relevant foreign laws and regulations, and arranges orders for production. Superstar Technology sells tens of thousands of products. The number of customers purchasing a product is often not large. Sometimes an order may be only a few thousand dollars, and the work is very complicated.

Concerned about sales, Qiu Jianping thinks that it is related to the start of trade. "If you are a factory worker, you may be concerned about more production."

Resigned from the sea

In 1992, it was an important node for Qiu Jianping. This year, he resigned from the sea to start foreign trade.

Prior to his resignation, Qiu Jianping worked in the Tools Division of Zhejiang Machinery Import and Export Company for many years. The company is affiliated with the Zhejiang Provincial Economic and Trade Office. There was very little resignation that year. He was the first batch and seemed quite courageous. In the year when sales reached 10 million U.S. dollars, Qiu Jianping’s lover also resigned as a university teacher and came to Superstar Technology. During this period, with the expansion of the company's scale, Qiu Jianping also recruited a lot of people. Many of these people later became senior executives of the company. "Starstar Technology is their first job." Qiu Jianping believes that the traditional industry On the other hand, a capable and hard-working internal employee is more suitable for the company than an airborne professional manager, so he prefers internal selection.

Qiu Jianping worked in the machinery import and export company, with annual sales of more than 2 million US dollars, top performance, but no matter how much performance is achieved, the monthly salary is more than 100 yuan. The reason for resigning is very simple: "As a son, even parents can not afford to live, I think this will not work," and believe that after resignation, "in any case, will not take less than the original."

After coming out from the machinery import and export company, Qiu Jianping started from scratch. In the first year, the business reached $2 million, and in the second year it reached $10 million. Today's superstar technology has annual sales of nearly 1.6 billion yuan. However, Qiu Jianping’s achievements today and the import and export company’s work experience are difficult to separate. So far, Qiu Jianping recalled that the work was still grateful. Although the import and export companies are now being merged and acquired, Qiu Jianping will also call previous colleagues to chat and the relationship is still very good.

He said that "the time was still relatively happy, no pressure." However, even in the absence of pressure, Qiu Jianping still has a good performance. His explanation is that at the time he worked harder than others and was willing to do things, and he constantly wanted to find a way to find a good relationship with customers. s things".

This experience has determined the professional direction of Qiu Jianping.

Proactive

The student's experience determined that Qiu Jianping was dealing with hardware.

In 1978, 16-year-old Qiu Jianping took a Ningbo phonological sound and a wooden box with a length and width of one meter to leave Fenghua Xikou and came to Beijing to study. So far he was wondering how the wooden box came to school. Many Zhejiangers of that era packed their luggage in such a large wooden box.

He read a major in metallurgy. After four years, he was admitted to Xi'an Jiaotong University as a graduate student in mechanical casting and related to metallurgy. He chose metallurgical profession that year, all related to the teacher. "We are very excited at the university and do not understand anything. They are the teachers." It was this teacher that inadvertently decided on Qiu Jianping's life path.

Before he was admitted to university, Qiu Jianping had a good time. Both junior high school and high school had read only two years. So when he was 16 years old, he was admitted to college at the time of resuming the college entrance examination. He was the fifth highest student in Xikou Middle School. When he was a graduate student, Qiu Jianping showed his talent for learning again. There were 60 students in the class and only three were admitted.

Qiu Jianping’s experience was unpretentious and lacked the dramatic stage of ups and downs. Going to college, entering a state-owned enterprise, and resigning from office took office step by step, today, but it also shows that he has a steady personality. He claimed that he was an engineering graduate and he was more rigorous. He also liked skiing, hunting and tennis and did not stick to conventions.

Qiu Jianping has a “money to make money” in his heart, and this desire has been manifested since childhood.

Qiu Jianping was born in 1962 and escaped the Great Famine. He was not hungry. However, he witnessed the scene of his parents doing farm work. “It got up at 3 am, came back late, stayed under the sun one day, and there was a grasshopper bite.” This made him Since childhood, I thought about how to help my parents work and how to make money. When Huang was 8 years old, Huang Zeng was arrested. At the age of 12, Qiu Jianping carried his parents and another partner to cut firewood on the mountain and cut it for more than two months. He pushed Chai into the small road along the ravine and pushed more than 40 kilometers in a small cart. Into a brick kilns in Ningbo, each earned more than 30 yuan, which was in 1974.

Rural experience also convinced Qiu Jianping that success is not accidental. It must have a positive attitude and a vigorous spirit. “From thousands of competitors, if you are not working hard, you cannot do it today; if you’re small and happy, you may Doing 10 million will not be done." Li Mingbo and Zong Qinghou, who Qiu Jianping loves to mention, are all trying hard to achieve success today.

A misunderstanding

Although it has been listed, Qiu Jianping believes that the market does not understand the company. "We are not a manufacturing enterprise in the traditional sense." He prefers the market to regard it as a one-stop shopping platform. Superstar Technology supplies 70% of its products to foreign customers, which require external procurement.

Superstar Technology is relying on this platform to eat the most profitable part of the domestic chain of the industrial chain. "The factory sells us $3, we sell it to foreigners for $4, foreigners sell $10 at the terminal. We make much more money in the domestic part because $3 includes the production costs of opening factories, labor, raw materials, etc., and our $1 cost The proportion is lower."

In this industry for more than a decade, Qiu Jianping believes that selling products is the survival of a company. Now it is "production is difficult to sell." It is very easy to set up factories, but selling products is another matter. Doing easy things makes it hard to make money, to do difficult things, and to make money easily.

He also owns a factory. Qiu Jianping knows the hardships of running a factory. There are numerous manufacturers in the hardware industry, and the competition is fierce, resulting in low profits. Jiangsu Hongbao (002071) is a traditional manufacturing company, and its profits have been poor in recent years. Jiangsu Hongbao is a supplier of superstar technology. Superstar Technology purchases more than 10 million yuan worth of products from Jiangsu Hongbao each year, and Superstar Technology has more than 600 purchasers.

The hardware industry has been sluggish in recent years. Superstar Technology's gross margin is 27%. It cannot be done by traditional manufacturing. It is not easy to want to become a one-stop shopping platform for foreign investors. This platform has been built for many years by Qiu Jianping. “Overseas customers need products that are definitely the best. This includes price, product design, brand, supply capability, and packaging. Storage, etc.. Superstar Technology in product design and function, and world-class companies are at the same level."

Superstar Technology started out as a foreign trade company. From the outset, it focused on satisfying customer needs and was able to quickly respond to market demands. Sales guidance is not simply pushing products outward. Forced products may cause the performance to increase rapidly for a time, but there is no continuity. Qiu Jianping has the ability to grasp the trend of product demand, and this ability is a long-term struggle. the result of. With this ability, Qiu Jianping also needs to develop and produce to provide products.

Focus on R&D

In research and development, Superstar Technology can launch more than 300 new products each year. Most of them have patents. The products developed are also subject to market inspections. Researchers' income is directly related to product sales.

In terms of production, Qiu Jianping is not willing to expand production but tends to outsource. "R & D out of contract to others, the profit is very stable, if the product does not meet the market demand, you can still develop new products and continue to The factory does, and the risk of opening a factory is greater than this."

R&D not only adapts to the market but also creates demand. In foreign countries, tool hardware is not merely a general production tool, but is a consumer product like clothes. Westerners will give each other as a gift for gifts each year. If consumers see a new style of tool hardware, Will buy again. Therefore, hardware products have a life cycle abroad, usually 2-3 years.

Qiu Jianping believes that now Superstar Technology has been able to achieve "market trend guides," which also gives Superstar Technology a lot more say. Superstar Technology's gross profit margin rose in 2009. In addition to the decrease in procurement costs, the right to speak is also very important. “Because foreign investors are also very clear about the market, they will lower prices based on the decline in procurement costs.” Superstar Technology set its hair on salespeople in 2008. The interest rate is not less than 15% and the result is 20%.

Probably because of this, R & D is another direct business of Qiu Jianping.

M & A and domestic sales

Qiu Jianping will use superstar technology as a company that sells, researches and develops, and produces outside companies. This practice will also be reflected in the forthcoming mergers and acquisitions and domestic sales.

Superstar Technology owns only 15% of its own brands, and the company plans to increase its own brand rate to 50%. The company hopes to achieve its goal by acquiring foreign brands. "If it is difficult to build a new brand for overseas sales, they don't think much about it. It takes a long time to cultivate." He Tianle, a superstar technology executive secretary, said, "Some hundred-year-old brands in Europe and the United States have no production department, but they are from abroad. Buy and then sell.” And this is exactly what superstar technology needs. Superstar Technology does not want to buy a processing company, but rather the channel behind the brand company.

Even in terms of domestic sales, Qiu Jianping does not want to open new factories. Instead, he uses his energy in channels. The three methods of opening the domestic market introduced by the secretary-general He Tianle are related to the channels. The first is a boutique, built in the business district of the city center. The target audience is tool enthusiasts and travel enthusiasts. In addition, it is a dealer agency that sells through multi-level agents. At present, four major regions have been established with hope that sales will be 4-5. Billion; plans to build a supermarket chain around the traditional hardware market and attract foreign brands. This is still being demonstrated.

Superstar Technology's boutiques have opened two, and the third is being renovated, all concentrated in Hangzhou. Superstar Technology regards it as an experiment and hopes to explore the experience first. The reporter spent half an hour at Hangzhou Jiebai Shopping Mall Superstar Technology Store. Two customers purchased the product, all for gifts, and one of them was a tool enthusiast. According to the purchase guide, the customers are mainly middle-aged and young men. The fancy is a beautiful design, and the decision to buy is very short.

Superstar Technology Domestic Sales began this year. The 2009 domestic sales data that investors saw on the report actually occurred between the company's different business units and not in the terminal market. Domestic sales are a tough battle. Many export-oriented companies have spent a long time but the effect is not obvious. For superstar technology, domestic sales may be more difficult, and companies will face different domestic and international consumption habits.

Qiu Jianping plans to use the remaining over-raised funds to build M&A and domestic sales channels.

"If you change an industry, will you do it today?" the reporter asked. Qiu Jianping said that if real estate and textile industries are replaced, they may be able to achieve the current scale, but the sense of accomplishment is certainly not big now. "Because the hardware industry is too big to be too easy, this industry is too fragmented."