It is purely accidental to contact Yao Jirong.
This trip to Danyang, this did not lock the interview object to Yao Jirong, but after the accidental side, I was deeply infected by his amiable expression, refined manner, courteous and gentle words. . Of course, these are the factors that make nature, but at the same time, the results of many years of professional training.
Perhaps the reason for the first meeting is perhaps the usual style of low-key people. Yao Jirong, who is sitting opposite me, put himself in the position of “passive person†at the beginning, and more adopted the form I asked him to answer.
"Actually, I am a person who likes to be quiet and unwilling to publicize. I am especially reluctant to talk about the past. 1 Yao Jirong describes his own personality. In his view, everything in the past has become history. The most important thing is to grasp the present. Looking at the future. Although there are not many words, but the characters are distinct - humility is not pragmatic, and peace is strong. At this point, I can easily imagine that the root cause of the company's glory today is precisely the same. It comes from this unique personality charm.
Strong leader
Anyone who has seen Yao Jirong likes to call him "Confucian Merchants" in a word of mouth - erudite, elegant, humble and courteous, and the literati temperament revealed in the gestures, so that everyone will be unconsciously The unique temperament emanating from him is infected. However, this must be before you have a detailed understanding of his entrepreneurial experience. Different from the start of most business owners, Yao Jirong's choice to go to the sea to run a business is actually an inevitable accident, in line with the enforcement in the situation. "I can urge myself to do my best to make it difficult for others to achieve it. It is also an unusual feeling in life." Yao Jirong interprets his own principles of behavior, which is concise and will be hidden under the surface of his moderate character. Reluctant, persevering and maverick, revealing.
"You may not think, I am a teacher!" Looking at me with a look of horror, Yao Jirong smiled. "I chose the lighting industry very accidentally, but in the accident it is full of inevitable factors, because in my opinion, I am born by myself. I should be immersed in the field of lighting. I am still immersed in the first surprise. I have not fully recovered from calm. I am even more surprised about this sentence of Yao Jirong. I want to know that I am overconfident. It is conceited. "Because I like the challenge 1 Yao Jirong saw my incomprehensibility and added an understatement.
According to the history of the factory, the predecessor of Yuming Company is a school-run enterprise with only a dozen people. To be exact, it is a small workshop that can only rely on simple product processing to maintain daily operation. At that time, Yao Jirong, a school teacher, relied on the timidity of Superman to put his starting point of entrepreneurship unexpectedly on this small workshop. At that time, the town of Jiepai, the location of the factory, has long been known as the “hometown of lamps and lanterns†in the country. Many lighting companies have already scaled up, and the competition is becoming more and more fierce. What is such a small village-run enterprise that is not well-known? Advantages to compete with those big factories? It is not difficult to imagine that Yao Jirong’s extraordinary behavior at the time was no different from a stone in the local area. At one time, there was a lot of discussion and speculation. Faced with the doubts of the people, especially the anxiety and uneasiness of relatives and friends, Yao Jirong has created an unprecedented entrepreneurial drive with pressure. "In the face of the opportunities of change in the times, the first need is to have a clear-headed mind and a clear judgment on the situation and insights into the situation. Once the position is fixed, it must be fast, and must be strong. Yao Jirong reveals the strong side of his character. In fact, the facts in the near future also prove that without the strength of Yao Jirong, or the courage, there will be no smooth development of the bottleneck. After the glory, it is precisely this small factory that even the most basic research and development capabilities could not be discussed in the past, and became the source of Yao Jirong’s “bright†road in the future.
Finally, under the leadership of Yao Jirong, after nearly 20 years of hard work, when the village-run factory, which was born in a small workshop, was among the top auto parts suppliers in the country with its outstanding strength, The Ming people used their own actions to prove an old saying: "The strength determines the right to speak. At the moment, the series of lighting products produced by it has won the "Top Ten Famous Chinese Automobile Lamps" awarded by the China Market Brand Management Association. It has realized the annual production of more than 200 kinds of 1 million sets of lamps, more than 60 kinds of 200,000 sets of plastic decorative parts and interior parts, with an annual sales of 350 million yuan. The "Yu Ming brand" trademarks and products have also been obtained. The “Jiangsu Famous Trademark†and “Jiangsu Famous Brand†products are honored. At present, the company is actively working on the declaration of “China Well-known Trademarks†and “China Exemption Productsâ€.
- "What is your deepest feeling in the entrepreneurial process?"
- "Do not give up, do not abandon 1
The simple but profound six words cover not only the ups and downs of Yao Jirong's hard work, but also the calmness and calmness of his success and frustration. It is precisely because of such a never-spoken, uncompromising leader that Jiangsu Yuming Auto Lamp Co., Ltd. was finally able to compete in the future.
Dare to innovate
In the current Chinese business community, people generally believe in a new strategy - the blue ocean strategy. Its implication is not difficult to understand - if a company wants to win tomorrow, it must create a "blue sea" that has not been discovered by its opponents, rather than lingering in the fiercely competitive "Red Sea", because in the blue ocean, there is a huge demand for new Space, as long as the blue ocean is found and effectively managed, the company will embark on the path of growth.
"It is right to find the blue ocean, but how to find the right blue ocean? You must grasp the essence of the industry." Yao Jirong is convinced. "If you can't fully understand and understand the specific needs of the market, including the immediate and long-term, your company will not be recognized by the market. Therefore, grasping the essence of the industry is the top priority of the company."
Based on this understanding, after a period of review, Yao Jirong, who likes to challenge, boldly took the firm step of enterprise innovation.
The first is the positioning problem. In the face of the market layout that has already begun to take shape, as a latecomer, should we actively innovate or stick to the status quo? Is it submissive or challenging yourself? In this respect, Yao Jirong has already had his own calculations: “Market competition is like going against the water, and not going back. With the development of the lighting industry, the transformation of the traditional business model is imminent. Passive practice can no longer adapt to today’s situation, only in time. Taking the market first and occupying the market, we can win the initiative and lead the trend.†Based on this understanding, after a lot of objective and comprehensive market research, data collection and industry analysis, Yao Jirong is convinced that the spring of automobile localization will soon Come, and as one of the key links - the automotive accessory market, will also usher in a new round of industry reshuffle! Therefore, after careful consideration, he resolutely focused on the development of the next step in the development of high-end automotive lamps and interior and exterior trim parts.
Second is the talent strategy. As we all know, the source of power for enterprise development is technology, and the key to technological progress depends on talent. Therefore, what does talent mean to the growth and development of the company? As a teacher, Yao Jirong naturally understands this. To this end, at the beginning of the establishment of the company, he boldly broke the talent barriers that have been inherited for many years, and established a “green channel†between employees to “jump†and “changeâ€, and advocated “one specialization and multi-function†and “useâ€. "The director"; and, while introducing professional talents, he not only looks at diplomas and academic qualifications, but more importantly, he also needs to examine his true level and work experience, which was incredible in the employment environment at the time. However, he has withstood the pressure from all parties and has consistently implemented it to this day. In his view, as long as it is beneficial to the development of the enterprise, there is nothing to try! At the same time, in order to adapt to the long-term trend of the development of automotive lighting, Yao Jirong also drastically upgraded the company's products and processes – not only to make various new materials, new processes, new technologies widely used, but also the company has set up The Technology Development Department has been engaged in the research and development of new products, especially the "new car combination headlights" developed by it, which has not only won the title of "Jiangsu Province Famous Brand Product", but also was included in the National Torch Plan; The "Yu Ming" brand car lamps have also won the title of "Jiangsu Province Famous Brand Products". "The achievement of all these achievements has laid a solid foundation for Yan Ming to finally realize the development goal of 'Science and Technology, Culture and Culture, Harmony and Big Ming'," Yao Jirong said with determination.
Thanks to the above correct positioning and effective measures, in less than two decades, the company has gone from weak to strong, step by step, step by step brilliantly - in 1992, fully entered the lighting supporting industry, with new The military posture challenged the giant of the lighting industry; in 1999, the China headquarters research and development center was established to form a complete industrial chain of research-development-manufacturing-sales; in 2000, capture new developments in the automotive supporting industry, new business opportunities, and enter automotive interior parts. In the research and development field of plastic parts; in 2001, it was formally renamed as “Danyang Yuming Automobile Electric Co., Ltd.†with the joint venture of Korea’s Youchang Industry Association; in 2002, it was initially recognized by China Ford and became a candidate for its strategic alliance. In the automotive industry safety certification mark certificate; in 2005, the joint venture with the British Zhonghui Investment Group changed its name to "Jiangsu Yuming Auto Lamp Co., Ltd.", and the fourth phase of the factory in the Ford Industrial Park in Nanjing, Nanjing, was officially laid; in 2007, Breaking the bottleneck of traditional lamps of automobiles, the AFS follow-up steering system independently developed by the company was formally established after a number of technical arguments; in 2008, the total investment was 3.5. ......
"Only creating the 'blue sea' in the industry field and assisting with advanced technology guidance and talent system is the key to a healthy development path. Yao Jirong confidently said. Indeed, for those who like to pursue dreams. In terms of people, being able to practice dreams is the most perfect embodiment of the value of life.
Wise manager
- "Which entrepreneur do you most admire?"
- "Frankly, I rarely admire and appreciate a certain person. Because in my opinion, as long as there are ideas and pursuits, you will be able to feel the fullness and fulfillment of life. The goal is achieved, that is, success; even if it is not achieved, Life will be enriched and enriched by the storms of this road. In my opinion, it is worth living."
Since he rarely makes himself admire a person, everything he does is centered on a certain purpose - to take advantage of others and make up for it. In this respect, Yao Jirong is a true wise man.
In the company, he never said the word "management", because in his eyes, "management" means repression, which means to control people. "This is a low-level approach. The real leader should be good at discovering. Every employee shines in the 'golden person'. In the eyes of the wise, only the undiscovered talents should not have the existence of waste! As long as they use their strengths, the combination is half the success." Talk here Yao Jirong also emphasized the four words "people-oriented". “I like to motivate employees to realize their ideals and pursuits consciously, instead of enforcing my orders, because we are a company, not a kingdom. My role in it is like a cheerleader, mainly in Create an up-and-coming and stimulating atmosphere and point your way only when necessary."
In recent years, with the continuous strengthening of the management awareness of business managers, “trust†has begun to appear in people's daily vision at a very high frequency. It is like an effective connecting link, which can not only maintain tightly. The emotional world between the operator and the employee, at the same time, is responsible for the next “sign†– “loveâ€.
"As a correct business guide, you should not simply think that the daily motivation of employees is just bonuses and bonuses. In fact, they are dedicated to your heart and affection every day. Therefore, trailing trust After that, it is my commitment to the love of employees, the embodiment of responsibility." In Yao Jirong's mind, whether a company can last forever, at least one essential reason is whether you have gained the trust and love of employees. Especially for a company like Yuming Company, where more than 80% of its employees are from other places, how to make the hearts of thousands of employees close together and fight for a common goal has become a top priority. Therefore, "let us become a family 1 has become a constant concept of Yao Jirong's multi-year business, and gradually evolved into one of the core concepts of the company's corporate culture.
In order to put the "care for employees" from the slogan to the real thing, let the staff feel the warmth of home as always, Yao Jirong specially asked the secretary to count the employees of the company's birthday every month, prepare the gifts and wish cards in advance, and sign them personally. On the birthday of the employee, it is delivered to the hands of the personnel department. Therefore, in Ming Ming, birthday almost became a happy day for every employee. In their own words: "Although this is just a small wish card, it has condensed the good wishes of Yao and all colleagues. 1 In this regard, Yao Jirong has his own ideas: "Understanding and respecting employees is our cause. The foundation of development, the company is a big family, one can not be less. It is precisely because of such enlightened leadership, the enthusiasm and creativity of employees have been greatly mobilized, and the company's business has advanced by leaps and bounds. ——At present, Yu Ming has established a good strategic partnership with FAW, Second Automobile, Huatai Hyundai, Zhengzhou Nissan, Changfeng Cheetah, Chongqing Changan, Chery, Geely, Brilliance Jinbei and other passenger car manufacturers. Passenger car lighting is being developed; at the same time, the company's pace in the field of commercial vehicle lighting has also been fully developed, and has now become a strategic supplier of Beiqi Foton, Dongfeng Motor, Shaanxi Automobile and Jianghuai Automobile, and market share. The rate is the first in the country.
“If you want to go fast, you can go alone; but if you want to go far, you have to go out of a group.†Yao Jirong knows that to lead the team together, you must have a good behavior and team spirit. In particular, we must pay attention to the construction of corporate willpower. To this end, he made a decision that was unimaginable to outsiders: the company’s military training! This activity not only opened the first military training of Zhenjiang enterprises, but also became the first company in the same industry to train military training. Yao Jirong, who admired the military from a young age, firmly believes that through the great furnace of the army, he will be able to train people. Facts have proved that through military training, the mental outlook of employees has been completely renewed, and the executive power has been greatly improved, which has better enriched and perfected the cultural connotation of the enterprise.
Philanthropy
At the end of the interview, I asked Yao Jirong such a question: “Where is the most satisfying place after the initial success of the venture?†Yao Jirong paused and replied solemnly: “If you must talk about satisfaction, then It is because we can better assume the corresponding social responsibilities of the enterprise. Because any company pursues profit maximization, it should also bear certain responsibilities and obligations to the society. At the time of starting the business, I was in the spirit of 'xing One industry, one economy, one leader, and one rich person's purpose of setting up factories to always urge themselves."
Undoubtedly, the biggest wish of every enterprise is to pursue efficiency, and the greatest value of life is the commitment of social responsibility. To measure whether a company is doing its best in terms of social responsibility, it is to see how it chooses when there is a conflict between the two – whether it is persuasion or not.
"Yiyi should be more important than profit. Especially for a good enterprise, all its business activities should consider social benefits in the first place, especially when there is a conflict between social and economic benefits, social benefits should still be the criterion. "I earned money from the society, and letting this money return to society is what I should do. After all, for a company, development does not forget to give, success is not forgetting gratitude, it is its most fundamental foothold." "It is from this kind of fraternity. When it comes to the construction of towns and the construction of new countryside in Jiepai Town, Yao Jirong will be unscrupulous and generous." According to incomplete statistics, in the past few years, he has invested more than one million yuan in social welfare undertakings; and every traditional festival has become the happiest moment for the elderly in Jieshang Town, because the most gratifying thing is not gifts and Condolences, but Yao Jirong’s constant love for more than a decade.
"I will always do my part for the society as the primary goal of my life." Yao Jirong said without hesitation.
It seems that for the people to seek wealth and fulfill their responsibilities for the society, it is not only an eternal color of life, but also a great beauty and love after the modification and impurities!
Edit: LC-HY
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