Abstract Li Dongjie, general manager of Henan Yalong Superhard Materials Co., Ltd., studied in the UK for six years before entering the university. After returning to China, he is optimistic about the development of the domestic superhard materials and products industry. His father Li Guoshan’s company is silent as a general salesman. Work for five years. In 2010, in the right line...
Li Dongjie, general manager of Henan Yalong Superhard Materials Co., Ltd., studied in the UK for six years before entering the university. After returning to China, he is optimistic about the development of the domestic superhard materials and products industry. He works as a general salesman in the company of his father Li Guoshan. Five years. In 2010, after fully understanding the industry situation and the operation of the company, he took over the whole power and hoped that the strength of the Yalong Group would rise as a successor.
Will this "business second generation" from the MBA be more avant-garde in managing the company? How will his father's gun pass to him?
“Talent is the most valuable resourceâ€
From the successful development of the first synthetic diamond, to the full 50 years today, the development history of Henan Yalong Superhard Materials Co., Ltd. is the evolution history of half domestic superhard materials and products. Li Dongjie and his father Li Guoshan have a deep understanding of the current situation of talent scarcity in this field. In the 1980s, the talents required for the initial stage of Yalong’s entrepreneurship were hired from institutions such as Sanmao Institute and higher education institutions. However, as the company continued to grow, the number of original talents could no longer meet the company’s development. Superhard materials began to recruit relevant professional college graduates for training. In order to cultivate talents, Yalong has carried out two activities within the company. One is to hold regular growth meetings, let the employees explain their views on the company's development and product creation, and mobilize their enthusiasm for participating in the company's management; the second is to face the middle and senior management, discuss and study the structure and development of the company. The vision and the environment of the industry market, while promoting the company's decision-making more reasonable, let everyone improve in communication.
In order to retain the hard-won talent resources, Li Dongjie adjusted the original working hours, canceled the night shift system; paid attention to the upgrading and introduction of production equipment, and reduced the labor of employees while ensuring the quality; One adjustment; and attaches great importance to the construction of corporate culture with respect as the core.
Miss Lin, who has been working at Yalong since college, has always remembered the fact that she had caused some losses to the company when she first arrived at the company four years ago. When she took the courage to admit mistakes to General Li (General Manager Li Dongjie), I thought that I had to lose my job. I did not expect that after a severe criticism of her negligence, Mr. Li trustedly gave the whole thing to her full responsibility and gave her the opportunity to correct the mistake.
Li Dongjie has such a view: For enterprises, capital is a universal resource, and project land is a precious resource, but talent is the most precious resource, and it will not easily let a person "leave the team"!
This kind of respect is not only reflected in the trust of the person in charge of the company to the employees, but also in the “diversificationâ€. In Yalong, every time a discussion meeting will stage a "brainstorm", everyone will express their opinions and speak freely. Many industry companies' meetings are at the formal level. After listening to one or a few leaders' boring speeches, they can't be finished. But in Yalong, the meeting will not open. Once they open, they must be "lively and extraordinary". Everyone has their own ideas. Say it, and good suggestions will be adopted. Yalong actively advocated everyone to speak and respect each other's ideas, and many innovative and useful ideas also emerged at the meeting.
The problem of brain drain that is common in industrial enterprises also exists in Yalong. He said that “the iron-clad battalion of soldiers†is a natural phenomenon, but it is also a process of big waves and sands. Finally, it can be said that everyone is a copy of the company. Textbooks, there are shining points worth learning. The core of a brand enterprise is the person who produces the product and serves the customer.
"Device is the last word"
In the field of domestic super-hard materials and products, many people will sigh that this material is really expensive. Li Dongjie does not like to listen to this. He said that as a domestic private enterprise, Yalong can have its roots in the past 20 years. The super-hard enterprise really competes in quality, management, service, innovation and resources. The integration of comprehensive competency, Yalong's investment in quality, management, service, innovation, etc. for several years determines its product price and determines its high-end route.
“The cost is there, we will not easily give in on the price, but we can absolutely guarantee that the static strength, wear resistance and thermal stability of the materials provided are better than the industry standards!†Li Dongjie’s tone is Undoubted confidence. Brought to Li's self-confidence is Yalong's many years of pursuit of production and testing equipment.
In the 1990s, Yalong began to introduce foreign production equipment. The equipment supplier did not set up a sales point in the domestic market at that time. Yalong was purchased by customers in the United States and then transferred from Hong Kong to Zhengzhou. It was a landmark event. It has opened the curtain for the company to lead the industry in production and testing equipment for more than ten years.
In 2012, Japanese customers who were rigorously known during the Yalong investigation suggested that the quality of diamond micropowder should not only be based on its particle size distribution, but also on its morphology and impurity content. In order to maximize the satisfaction of customers' requirements, Yalong decisively invested millions of foreign countries to introduce a scanning electron microscope to study the structure of tiny diamond micropowder, accurately determine the size of the shipped product, and take a corresponding three-dimensionality with the sample surface. Strong photos, and can also sort out the granularity that does not meet the requirements. This caused a wave of waves in the quiet domestic market of diamond micro-powder testing equipment, and visited the company to see a quick colleague and customers. After the visit, the friends talked about the price of Yalong products higher than their peers. They have a few more understandings. They feel that the "Shaodongjia" is more forward-looking and has the courage to do big things!
The biggest feature of this kind of equipment is its high resolution, which is a good helper for the detection of new material impurities. At present, the use of this equipment in domestic abrasives and abrasives enterprises is extremely rare, except for Yalong, which is mainly concentrated in Zhengzhou University, Henan University, Zhengzhou Sanmao Research Institute and other institutions.
"Delivery, rather than a lot"
Before the interview, the reporter heard that the industry has rumored that Yalong’s reputation has been well done, and its quality and quantity are sufficient. Behind this "famousness" is a dialectic that the company thinks very thoroughly, and that is how to deal with the relationship with customers?
If there are no special reasons for Yalong's cooperation customers, the cooperation time is basically more than ten years, such as Zhengzhou Abrasives Grinding Research Institute, Shenzhen Changxing Diamond Grinding Wheel Co., Ltd., etc. The relationship with customers is so stable, on the one hand, because Yalong's clear high-end positioning can meet their high requirements for sourcing raw materials; another important reason is that it is very “derogatory†to customers.
The accuracy of the testing equipment used by Yalong has no need to be questioned. Li Dongjie said that the products sent to customers by this kind of equipment will not have problems in weight, but go to the customers because of the differences in equipment. Sex, some customers sometimes ask for a little less, Yalong will try to meet the requirements of customers as the standard, the so-called "less" micro-powder will be filled, the next time you re-deliver, do not hesitate to relax the limit, intentionally increase Heavy, in terms of quantity, Ning Duo will never let the other party feel that they are being "less than two."
Last year, the domestic and international economic situation continued to fall, and the stone industry closely related to super-hard materials and products suffered heavy losses. The entire super-hard industry enterprises suffered in a highly unstable market environment. Yalong has also been affected, but because of the stable customer relationship, even some old customers have helped Yalong to promote word-of-mouth, coupled with the expanding application range of super-hard products, product sales still exceeded 100 million. In the first half of this year, Yalong’s monthly output was 20 million carats.
“The super-hard materials industry is actually relatively small. What do you do in the end? Everyone knows that you talk about the quality of the customers. When they need to purchase the micro-powder, they come directly to you. Simple!†Li Dongjie’s business is easy to understand, but it explains the wisdom of a mind businessman about brand building and marketing.
"To provide customers with the most suitable products"
Those who have started their business from the original company will find the first one to find Yalong’s initiative to express their hope to cooperate. Because of their reputation, some new customers will contact Yalong Consulting every once in a while. Novices who don't know much about micronized powder. After knowing the specific situation of the other party, Yalong will provide them with systematic professional knowledge for free, and will analyze the products of many companies to analyze them to help them choose the most suitable enterprises and products. This kind of abandonment of its own position, completely consider the other side, even when it is found that other products are more suitable for customers and friends, do not hesitate to "push outside", it really makes people respect.
Li Dongjie said that Yalong not only sells products to customers, but also provides customers with the most suitable things! In his memory, he has repeatedly advised him to enter the field of superhard products and prepare to purchase a large amount of friends from him. One stop. His reason is very simple. It is a good thing to buy my product, but I can't see you use the purchased micro-powder to invest in a bottomless pit. If you have a lot of risks in front of you, it is likely that your investment will fail. I suggest You don't buy my things.
“To provide customers with the most suitable productsâ€, this concept is not only for corporate customers, but also for cooperation with universities. At present, Yalong supplies diamond micropowders for experiments in many universities across the country. The research and development of the micro-powder of Yalong in the university is a kind of recognition of Yalong Micropowder. Li Dongjie regards it as a kind of spur. In the future, Yalong will persist in quality for continuous improvement. The attitude leads the industry to develop rapidly. He said that he waited for the university to develop something new that shocked the industry one day. He could proudly say to everyone that they used the micro powder of our Yalong!!!
"We have been starting a business"
In 2001, Yalong Diamond Micropowder was well-known in the domestic and foreign markets. At that time, Li Dongjie was still studying abroad. Li Dongjie’s father, Li Guoshan, happened to know a doctor who has in-depth research in the field of superhard products. It is believed that diamond composite sheets will have good prospects in the next few years. This view coincides with Mr. Li Lao who has been deeply ploughed for many years in the field of micro-powder. Mr. Li Lao met the companion and decided to buy the land and build the factory, which was later Henan Yalong Diamond Products Co., Ltd.
In the first few years, the product company used the American technology to absorb and digest it for a long time because of the immature technology of the composite film. In addition to a few large enterprises, the drill bit was mostly hard alloy, and the composite drill bit was almost no. The market demand has almost fallen into the quagmire of development. For many years, millions of investments have been spent every year. Mr. Li Lao still chose to persist. He resigned from the civil servant business in order to make his family's life better than a decade ago. He struggled in the mall for many years and seemed to have refined his sharp business sense. All right!
Sure enough, in 2005, in the fourth year of the company's establishment, the demand for composite films suddenly improved, and the market growth suddenly reached 60%, and there was a jet-like explosion in the back! Yalong Diamond Products Co., Ltd. filled the previous time in a short time. Loss and rapid profitability. Up to now, the annual sales volume of product companies has increased by 30-40%.
For the inheritor Li Dongjie, this kind of legend played by his father gave him such a reminder: The halo of Yalong Group is watered with sweat. How can this success be more sharp? That is to continue like a father. Going, the family business is unstoppable, in addition to building a more powerful Yalong, there is no choice!
In order to be closer to the market, Li Dongjie set up a new office in 2012. In February 2013, he moved to a new site to the 6th floor of Sanshi Building, Zhengzhou Jingsan Road and Xinyuan Road. The office building area is nearly 800 square meters. With the Zhengzhou New Material Industry Cluster Centralized preparation, product companies in line with the trend of agglomeration, have invested in the construction of new materials industry clusters, and so on. No hurry, no hurry, Li Dongjie is only 34 years old, and some time is to build his Yalong Empire. (Text / reporter Si Yuguo)
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