Qinyuan Group’s corporate culture
1. Laying the foundation: a preliminary study of the water appliance industry (1998-1999)
1. The development of water dispensers in China.
In the early 1990s, water dispensers were introduced to China from the West and developed and prospered rapidly in China; by 1999, the annual sales volume had exceeded 10 million units. After 2001, the annual sales volume Each has reached 20 million units. So far, the market share has reached about 80 million units. China has now become the largest producer and consumer of water dispensers. Then why have drinking fountains been developed in the United States for 80 or 90 years, and have not developed much in Europe for 50 or 60 years, but they have developed rapidly in China within a few years? In the 1980s and 1990s, China's sudden opening up and the rapid rise of industrialization caused great pollution to human drinking water. For a time, humans could not find suitable drinking water. This had a great impact on the purified water using water dispensers as the carrier. The prosperity of bottled water has created a unique platform, and the prosperity of bottled water has accordingly promoted the development of the water dispenser industry. By 1998, the invention of Qinyuan's far-infrared mineralized water purifier played a great role in fueling the development of the water dispenser industry.
2. The historical background of the invention of the special water purifier for Qinyuan drinking fountains.
① Industrialization has extremely polluted human drinking water resources.
② The unprecedented development of the water dispenser industry.
③ The shortcomings of the pure water industry continue to emerge - no minerals and trace elements, high cost and inconvenience to buy water, secondary pollution and inferior water barrels, etc.
④ Consumers are increasingly calling for healthy drinking water and healthy drinking water methods.
3. The invention and innovation of the special water purifier for Qinyuan drinking fountains
In June 1998, the world’s first special water purifier for drinking fountains (Type A20) was born. Later on June 30, 1998, Cixi Qinyuan Water Purification Equipment Co., Ltd. (the predecessor of Qinyuan Company) was registered and established. The products are exported to Malaysia and other countries, with sales exceeding 10,000 units.
In April 1999, the B20 water purifier was invented and put into production. In 2000, four water purifiers, C, D, E and F, were put into production successively, with sales exceeding 150,000 units. The QY98-1 far-infrared mineralized water purifier was listed as a national key new product, and the first annual sales meeting of Qinyuan Water Purifier was held from June 25th to 27th, setting off a storm in the drinking water industry. revolution. In the same year, hundreds of manufacturers competed to imitate Qinyuan water purifiers.
4. Qinyuan water purifier has made a great contribution to the water appliance industry.
① Rapidly promoted the development of my country's water purifier industry.
② The water dispenser can walk smoothly on two legs, which has established my country's leading position in the world's water dispenser industry and enabled the water dispenser to be sold in shopping malls without water dealers.
③ The open Qinyuan gives the water purifier industry a space for sustainable development. Qinyuan's continuous innovation will lead the continuous and healthy development of my country's water purifier, water dispenser, and water treatment equipment industries.
2. Advancement: the standard-bearer of the second drinking water revolution (1999-2000)
1. The first drinking water revolution and the second drinking water revolution.
At the end of the 19th century, due to the development of Western economy and modern industrialization, the original drinking water and water usage methods had seriously lagged behind, so tap water began to rise. This was the first drinking water revolution. The rise of tap water has led to the rapid development of modern industry, and urban water systems have also been increasingly innovative, so tap water has begun to enter thousands of households. However, the rapid development of industrialization has brought devastating damage to the environment. The simple water treatment method of tap water no longer meets people's needs for drinking water. The call for clean and healthy drinking water has become louder and louder. With worries about gains and losses and the advocacy of so-called scholars and experts, purified water gradually became popular. This was the second drinking water revolution.
2. The impact of Qinyuan water purifier on the water appliance market.
After the Qinyuan water purifier was invented and officially put into production and sales, it did not attract too much attention from people for a long time. At that time, the market put most of its energy into the water purifier that started at the end of 1999. The “battle for healthy water” between Nongfu Spring and the purified water industry.
When the debate became increasingly fierce and no one could convince anyone, Qinyuan water purifier won the title of "National Key New Product" and received three funding subsidies for science and technology from the Ministry of Finance. As a result, Qinyuan began to emerge in the market, and the market The rapid development of the industry has caused many experts and purified water manufacturers to exclaim that "the wolf is coming in the purified water market." The success of Qinyuan water purifier has not only led to the in-depth and healthy development of China's water purifier industry, but also led to the large-scale market expansion of its related products-water dispensers.
3. The three pillars of the second drinking water revolution.
The second drinking water revolution has greatly improved people’s drinking methods and concepts. Experts conducted in-depth research on product technology, contribution to people’s drinking water health, and future development prospects. According to the analysis, the three industries represented by Qinyuan, including household water purifiers, piped direct water supply systems, and purified water, are listed as the three pillar industries of the second drinking water revolution. However, the pipeline direct water supply system has problems such as high cost and low utilization rate, and pure water is destined to be gradually eliminated by the market due to the existence of defects such as too pure water quality, short shelf life, and low water utilization rate. As the most advanced and reliable terminal water purification device, household water purifiers have been adopted by many developed countries and will lead the second drinking water revolution to develop in depth and healthily.
4. Experts’ evaluation of Qinyuan water purifier.
Experts believe that Qinyuan water purifier is a milestone in the development history of China's water purifier industry and even the world's water purifier industry, and its significance has far exceeded the single water purifier industry. The successful development and mass production of Qinyuan water purifier announced the birth of a new generation of household water purifiers, created a new situation in the production and sales of household water purifiers, and made an epoch-making contribution to the second drinking water revolution.
3. Development: Positioning of the leader (2000)
In 2000, Qinyuan QY98-1 far-infrared mineralized water purifier was listed as a national key new product. products, and received three funding subsidies for science and technology from the Ministry of Finance. From June 25th to 27th, 2000, Qinyuan Company held a huge press conference and the first annual sales meeting for the national key new product Qinyuan Water Purifier. The experts attending the meeting and all the marketers of Qinyuan Water Purifier believed that Since history has given us Qinyuan people the opportunity to reform, innovate and strive for success, we have the responsibility and ability to seize it. We collectively swear to be the leader in the water purifier industry and the second drinking water revolution. Through our thousands of The efforts of Qinyuan marketers have recommended Qinyuan water purifiers, a good product that benefits the country and the people, to the society and serve mankind!
IV. Expansion: The generosity of industrialization guidance (2001-2002)
After Qinyuan water purifier won the favor of the market, the water purifier industry has achieved unprecedented development With the development of the country, various manufacturers are vying for counterfeiting in order to seize this emerging piece of cake. The disorderly competition in the water purifier market has begun to appear:
a. Except for Qinyuan, other water purifier manufacturers basically They copied Qinyuan's patented technology for production and cut corners, making the product quality extremely unstable, which had a great negative impact on consumers;
b. In order to seize more market share, or obtain more With a lot of ill-gotten gains, these manufacturers began to dump each other at low prices, so the quality of their products became increasingly inferior, creating a vicious cycle in the development of the water purifier market;
c. What's more, some The manufacturer began to infringe on Qinyuan's trademark, openly defying legal justice and moral dignity.
Qinyuan feels deeply saddened by the intensification of vicious competition in the market. On the one hand, the development of the water purifier industry requires the participation of many people with lofty ideals and many responsible companies. On the other hand, many The impact of inferior products on the market has had a negative impact on the development of the water purifier industry that is difficult to recover.
Out of a sense of responsibility as an advocate, leader and spokesperson for the water purifier industry, and with deep concerns about the healthy development of the water purifier industry, Qinyuan began to frequently strike hard at market rectification:
a. Strengthen the protection of its own intellectual property rights, carry out rights protection actions against some manufacturers with particularly serious counterfeiting and particularly low-quality products, and take them to law;
b. Through two annual sales meetings and a business promotion meeting The convening of the conference established the marketing strategy and promotion plan that will have a profound impact on Qinyuan's future development, and effectively established a leading position in the industry;
c. Strengthen the Qinyuan brand through some special events Publicity and reputation building;
d. Reduce the prices of two of its flagship products by 30% so that consumers can buy better quality products at lower prices to purify market competition and allow some Manufacturers will permanently withdraw from market competition.
On September 11, 2002, Qinyuan held a press conference at the Beijing-Guangzhou Center, inviting Xinhua News Agency, Economic Daily, Beijing Evening News, China Quality News, Industrial and Commercial Times and other media to participate, announcing that it would The prices of two main products were reduced by 30%. At the meeting, Qinyuan also emphasized a point: as a high-tech industry, high-quality products are particularly needed. Every time a high-quality product is sold, it is a great support for this industry, and every time a low-quality product is sold, a market will be sacrificed.
5. Beyond: far-sighted international and domestic cooperation (2002-2003)
1. Reasons why we should seek partners.
① The development of the water purifier industry has encountered a bottleneck, and competition in the industry is extremely chaotic.
② Some powerful companies have begun to pay attention to the water purifier industry in terms of development.
③ Qinyuan has strong control over water purifiers, and excellent partners cannot shake Qinyuan’s position as the industry leader.
2. What kind of partner is Qinyuan’s best choice?
① It has overall brand and marketing strength, which plays a certain role in promoting the development of the water purifier industry.
② Water purifier related products are relatively mature and can maximize the expansion of the water purifier market.
③ It can help deepen the technology of water purifiers and be in a leading position in the world.
The company has implemented a strategic strategy of international and domestic product cooperation since 2002 (in fact, the company has cooperated with Aucma, Xerhua, Rainbow and other companies as early as 1999), and chose Midea drinking water As strategic partners in marketing, the Machinery Company and Gree Small Home Appliances Company have chosen Japan's Mitsubishi Corporation and Zhejiang University as the company's technical partners.
3. Far-sighted international and domestic cooperation is of great significance.
① It has promoted the development of the water purifier industry, and the sales of water purifier products have been greatly enhanced at the terminal level.
② It further confirms Qinyuan’s transcendent status in the water purifier industry.
③ It has realized the in-depth development of the internationalization of water purifier technology. In the water purifier industry, Qinyuan is even more outstanding.
6. Revolution: The spirit of “who else would give it to me” (2003-2005)
1. The historical background of the invention of the hot-gallon water dispenser.
In 2003, China's water dispenser market had more than 60 million units, and annual sales exceeded 20 million units. However, problems with traditional water dispensers such as secondary pollution, repeated heating of hot water, stale water, easy scaling, easy temperature change, and high energy consumption are constantly exposed. Consumers urgently need a more convenient, more hygienic, and healthier solution. Drinking tools.
2. The invention and next step goal of Qinyuan’s non-heated gallbladder water dispenser.
In July 2003, the second half of the year marketing meeting was held in Xiushui Island, Zhoushan. The concept of hot water dispenser was proposed at the meeting. In the same year, the company established a heat-free water dispenser research team headed by senior engineer Li Mingju.
In May 2004, the annual Qinyuan Technology Conference was held in Jiaxing. Three different heatless tank water dispenser solutions were demonstrated at the technical conference. In August of the same year, the first model machine of a heatless tank water dispenser was successfully produced and tested with the efforts of many technical personnel.
In January 2005, the first batch of non-heated tank water dispensers were put on trial sale in Changzhou, Jiangsu.
On March 5, 2005, at a new product promotion conference for non-heated tank water dispensers, Cixi Mayor Hong Jiaxiang unveiled the world’s first generation of non-heated tank water dispensers and announced the world’s first The new hot-gallon water dispenser was officially launched in batches. At present, the second-generation intelligent heat-free tank water dispenser has been successfully developed and is expected to be available within the year. The third generation of multifunctional intelligent heat-free tank water dispensers is being developed intensively.
3. The great significance of the invention of the non-heated gallbladder water dispenser.
The advent of Qinyuan’s heat-free instant-heating energy-saving water dispenser not only solves the problems that confuse the water dispenser industry such as secondary pollution, stale water, and safety hazards, but also saves a lot of money for mankind. of energy. Based on the 80 million water dispensers in my country, if all of them were switched to this kind of water dispenser, 14 billion kilowatt-hours of electricity could be saved every year, which is equivalent to one-seventh of the total installed capacity of the Three Gorges Project in the Yangtze River. The invention of the heat-free water dispenser will definitely further promote the healthy development of the water dispenser industry. At the same time, it also indicates that the Chinese can make more inventions and innovations in the field of home appliances that attract the world's attention.