Nan Yin, chairman of Beijing People's Electrical Appliances Co., Ltd. (hereinafter referred to as Beijing People's Electrical Appliances), is a representative entrepreneur。
Like many entrepreneurs born in the 1960s, they have no prominent family background, no higher education in their youth, and no rich professional knowledge in their entrepreneurship. However, with their diligence and intelligence, they have created a vast field of their own in this industry。
Nan Yin's experience is also simple: three years of apprenticeship, electronic trade, half way home to low voltage electrical appliances, starting business in 1992, the establishment of the state-owned Beijing North China Electric Power Plant (the predecessor of Beijing People's Electric Appliances), the main plastic case circuit breaker, in 1996 developed the first domestic plastic case miniature DC circuit breaker, because at that time Siemens, China. ABB and other multinational companies do not have similar products, the market is booming, Beijing People's Electrical Appliances has become popular. Today, Beijing People's Electrical Appliances has gone through 20 years.. "AC Circuit Breakers Open Frequently; DC Circuit Breakers Look Beiren". This line of the industry also proves the success of Nanyin and People's Electrical Appliances in the past 20 years from the side。
Nanyin is very representative, in fact, it has two meanings: besides representing the growth of a large number of entrepreneurs in China, it also lies in the company's unique development model: under the overcapacity caused by "big and complete", Nanyin led Beijing People's Electrical Appliances out of a "specialized, refined, special and new" road, which has to cause people. Concern。
Specialized Orientation and Differentiated Market
When it comes to low-voltage electrical appliances, people always associate with overcapacity, disorderly competition and repeated construction; but when it comes to special electrical appliances, it is very difficult for people to name several famous brands. Taking special electrical appliances as the core of its own business is the market Nanyin is devoting herself to。
One morning in March, Nan Yin went to the workshop and turned around as usual. At present, a batch of circuit breakers for Equatorial Guinea are being produced. He picked up one at random and observed it carefully. Equatorial Guinea is located near the equator. It is a coastal country. Therefore, its products need not only high temperature resistance, but also strong moisture resistance and salt fog resistance. The resulting technical requirements are a challenge for multinational companies. However, Nanyin and his team have overcome this problem and innovatively developed "three defenses" products.( Anti-salt fog, moistureproof, anti-mildew) - This is a special electric appliance Nanyin is making。
Nowadays, the special electrical appliances produced by Beijing People's Electric Appliances have been successfully applied in the fields of wind power generation, photovoltaic power generation, thermal power and hydropower. It is worth mentioning that in 2011, the income of special electrical appliances has accounted for 50% of the company's total business income. In one year, the photovoltaic circuit breaker has been made so windy, which has attracted people's attention.
In fact, we should start from a few years ago to devote ourselves to the special electrical appliances。
Three years ago, Nan Yin asked himself a serious question: What is the company's vision for the future? Like all the companies founded in the 1990s, this issue is not clear in the early stage of entrepreneurship, but this summary brings Nan Yin more reflection。
Most domestic low-voltage electrical appliances enterprises are large and small, and more than 90% of them are in the repetitive production of middle and low-grade products. Moreover, multinational corporations have flooded into China: ABB, Siemens and Eaton entered China one after another in the 1990s, and LG from Mitsubishi, Fuji and South Korea flocked to China in the new century. The consequences of overproduction and vicious competition are self-evident。
"If we continue to fight in this battlefield, we will be no more than a nobody in the battle of the market!" Nan Yin, who always likes reverse thinking, naturally can't accept it. "It's necessary to find a differentiated market."!”
After carefully analyzing the customer groups for many years, he focused his attention on the target customers of differentiation: considering that low-voltage electrical appliances are aimed at ordinary users, Nan Yin proposed to "build a global research base for special electrical appliances" - to find blind spots in the market, and to differentiate product and brand positioning, so Nan Yin stepped forward. The First Step of Creating Special Electrical Appliances。
"Special electrical appliances?" After listening to this, all the friends in the industry thought he was joking. At that time, there were few enterprises operating special electrical appliances nationwide, even if they were not professional, and there was no relevant experience to learn from, especially the need for a large amount of R&D investment. So many people were asking him, "Nanyin, can you do it?"?”
High, Precision and Point Shaping Differentiated Products
"Nanyin, can you?" When hearing such questions, pragmatic Nan Yin did not say much.
In 2009, it was also the year that Nanyin proposed to build a global research base for special electrical appliances. Nanyin saw the rapid development of photovoltaic industry. At that time, only one multinational company owned the technology and had great market potential. Nanyin decided to develop circuit breakers for photovoltaic industry.
Domestic photovoltaic projects are mainly distributed in the Western or Northwestern sunny areas. In view of the environmental characteristics of high altitude, high temperature, ultra-low temperature and large temperature difference between day and night, Nanyin redesigned the circuit breaker: increasing opening distance, accelerating arc cooling speed, selecting new insulation materials, series contacts poles, reducing wiring. The circuit, after nearly two years of research and test, has overcome the temperature rise and capacity reduction and ultra-low temperature operation reliability and other difficult problems, photovoltaic circuit breaker put into trial operation!
Nan Yin always smiled unconsciously when talking about what products customers chose in the interview: "We have a miniature circuit breaker with rated current up to DC40A and voltage up to DC1000V. It can not only protect the photovoltaic module from the direct and reverse fault currents, but also overcome the wave that the fuse can only use once." Fee, can be used repeatedly more than 1000 times, but also remote control, product performance is not only superior to the multinational companies mentioned above, and the volume is reduced by half, the price is only one fifth of the imported circuit breakers, reducing the power loss and other costs caused by the replacement of fuses for users! It's hard for us not to choose customers."
We should strive to build high, fine and top-notch products, which is the second step for Nanyin to build special electrical appliances.
Based on the good user experience, many photovoltaic projects have chosen the products of Beijing People's Electric Appliances. For a time, the market of photovoltaic circuit breakers has opened to Nanyin. Last year alone, half of the products in the national photovoltaic circuit breaker market came from Beijing People's Electrical Appliances, which had to give people a thumbs-up.
"Unlike general low-voltage electrical appliances, special electrical appliances have different requirements for each variety, which requires a lot of research and development investment. But in my opinion, if we can avoid the chaotic competition in the market, it's OK to invest more in R&D. Nan Yin thinks so.
According to incomplete statistics, the average annual R&D investment of low-voltage electrical appliances enterprises in China accounts for only 1%-2% of sales revenue, while the R&D investment of Beijing People's Electrical Appliances in recent years has exceeded 5%, which is far higher than that of similar enterprises.
In fact, the continuous extension of the product line of special electrical appliances has also led to the company's sales of ordinary low-voltage electrical appliances. It is reported that a chemical engineering project investing tens of billion yuan in a certain place initially purchased only DC circuit breakers for electric power and AC circuit breakers for construction of foundation of Beijing People's Electric Appliances. After field operation, the construction side gave a high appraisal and finally decided to purchase all low-voltage appliances in Beijing People's Electric Appliances.
Nan Yin, who tasted sweet, climbed a new peak last year. The state handed over the nationalization project of AP1000 circuit breaker for the third generation of nuclear power to Beijing People's Electric Appliance. "This is a trust in the company's brand!" Nan Yin said this and smiled confidently.
I recall my friend's query: "Nanyin, can you?" Nan Yin was silent at that time. He just chose to let the facts speak.。