In 1992, the sweating Fang Hongbo rushed to the front of the US industrial zone located in Beibei, Foshan, Guangzhou. He is about to enter an internal magazine called "Midea", and perhaps he is not clear that the times have spread. This year, Fang Hongbo 25 years old, the United States 24 years old.
In 1997, Fang Hongbo parked in Shunde Daliang car parking was smashed the next day he drove this car to the United States downstairs downstairs .In this year took over the post of sales manager Fang Hongbo promoted a series of dramatic This year Fang Hongbo is 30 years old and the United States is 29 years old.
In 2012, He Xiangjian called Fang Hongbo to his office for more than an hour and eventually decided to let Fang Hongbo succeed. A few months later, Fang Hongbo became the chairman of Midea Group and started a tough This year Fang Hongbo 46 years old, the United States 45 years old.
In October 2017, Fang Hongbo, 50, told the story at the U.S. headquarters on the 29th floor of the conference room, with rich details and plot ups and downs. After taking charge of beauty, Fang Hongbo completed an extremely crucial reform, At first he was considered the most successful professional manager in China and now he is considered one of China's best entrepreneurs.
The private Chinese company behind him, which is quite typical of China, has also been in turmoil for 49 years and will soon celebrate its 50th birthday.
Fang Hongbo did not intend to make a big deal in the 50th anniversary of this enterprise, and in the 25 years of the United States, Fang Hongbo experienced two grand celebrations of beauty, When Fang Hongbo stood on the stage of the celebration in 2010 and listened to He Xiangjian for his plan to recreate a beautiful project in 2010, he felt the unprecedented high-spirited mood as if he was at the forefront of the times.
Now Fang Hongbo's expression has not seen such a sign, Fang Hongbo has long passed the puzzled year when chatting these memories, the clear and gentle, revealing, only a pair of high brows reveal a kind of tension oppression atmosphere of.
This is easy to overlook the youth of Fang Hongbo is a kind of person in school in Shanghai, Fang Hongbo participated in poetry clubs, like to listen to lectures, writing graceful; his pursuit of fashion, willing to spend two months living expenses to buy a Suit.
'The juvenile hunted the plain rabbit, and the horse was somewhat relieved.' The spicy Fang Hongbo belonged to Shanghai in the 1980s and belonged to a 'youth-like era' impatient with impatience, impulse and limitless vision, belonging to him Described in the 'not an elevated, there is no tunnel, but full of ideals and hopes' place.
Twenty-five years later, when she was 20, she had "black hair and bright smile", a literary and fashion youth, growing into a restrained, rational and even neglected entrepreneur.
'See through everything', 'see through will not be anxiety', Fang Hongbo said over and over again.This calm and rational let him look even with some negative and pessimistic, although Fang Hongbo is in his own Honor of the peak period.
In the Shunde city outside the US building, signs of a new era have emerged. The revenue of a network taxi driver dropped sharply in 2017 due to the government's increasing emphasis on environmental protection and the shutdown of some non-compliant local businesses in Shunde , A substantial reduction in the number of migrant workers.This is a tiny microcosm of China's manufacturing industry, a variety of external environment and changes in factors of production so that China's manufacturing industry is generally facing a restructuring, some of which go in front of the United States There are still a large number of businesses that have not yet adapted to this new era that has just arrived,
In any case, the roar of the time has come, will not stop.
Poetry rock and roll
Fang Hongbo came to Shanghai with the admission notice in 1983. Fang Hongbo's father was a history teacher and was influenced by his father and Fang Hongbo chose the specialty of the History Department. , Is also the youngest student in East China Normal University.
The 1980s was the first full decade of China's reform and opening up experience with the continual release of SOE reform policies and the emergence of township and village enterprises. In 1980, a company called Shunde Plastic Production Group in North Street, Guangzhou 'Began to produce electric fans, a year later, this just turned 22-year-old selected a new business name: Midea.
But these were not the most impressive things at the time, and China's 1980s belonged to poetry and rock.
In 1986, the "Star" poetry invited North Island and others to hold a reading session, which was packed and overcrowded, so that North Island could only leave the scene from the rear window of the venue. At the concert, a 25-year-old Cui Jian was playing electric guitar and a trouser leg sang a rock song at the bottom of his trouser leg - "nothing". During the interlude, he shook his head and stepped hard on the stage, The pants pulled up finally fell down.
Fang Hongbo, a small village from the central provinces, quickly adapted to this new era of tide-like flood.
At that time, Shanghai did not have an elevated structure and no tunnel, but full of ideals and hopes. "Fang Hongbo recalled the university life.
After graduating in 1987, Fang Hongbo abandoned his graduate degree in World War II and came to Shiyan, Hubei Province, about 1,200 kilometers away from Shanghai to work in the second state-owned factory, a long-established state-owned enterprise.
In the second steam day flies long and we can see, as if looking one can see the end .1992, thunderstruck the Chinese Nanxun, awakened those full of desire, ideal and unwilling people, millions of people from the country together, arrived China's Nanxun, they poured into factories, streets, looking for work or just to line up to buy a lottery.
These anomalous people smell the taste of 'New World' in an essay that begins on the front page of 'Shenzhen Special Zone Daily', a communication article titled 'The East meets the Eye' Deng Xiaoping made a speech during his inspection in Shenzhen On March 30, after the front page of Guangming Daily had reprinted, it had a huge impact.
In July of that year, Fang Hongbo rushed to Guangzhou from Shiyan on business, Foshan Airport, to Guangzhou, Shenzhen along the way, Fang Hongbo felt unusually excited, 'everything is new' after the return of business Fang Hongbo hesitate to go from the second Steam left, rushed to Shenzhen.
Three months later, Fang Hongbo stood at the door of the U.S. industrial zone.
Chengdu night rain
In 1992, the first phase of the U.S. Industrial City was completed. In May of that year, the company set up Midea Electric and was confirmed by the Guangdong Provincial Government in May as one of the first pilot units of the province's eight joint-stock reform enterprises.
A series of changes have made this time-honored company ranked No.4 in Beibei Town as ambitious as most Chinese private enterprises do - as time passed through a slit, they would try their best to take one Avenue.
Fang Hongbo lived in a hotel Beibei, a few months later moved into the beauty of the dormitory.This is a totally different world, and Anhui's hometown is different from Shanghai, but also with thousands of kilometers outside the two steam Different.In the words of Fang Hongbo, at that time, even going to the grocery market for food and shopping were as curiously watched as the monkeys in the zoo - before that, there were very few outsiders in Shunde and few people in Mandarin.
Fang Hongbo, the editor in chief of the U.S. Internal Daily, soon became aware of He Xiangjian, the founder of the United States, due to her literary talent, due diligence, and the cleverness and soundness learned at the Second Automobile Work. He went on a business trip occasionally with Fang Hongbo. About advertising manager ', June 1995, Chengdu Airport Terminal, He Xiangjian suddenly on the business trip Fang Hongbo said.
Fang Hongbo froze, his first reaction was He Xiangjian let him go back and take the car then the beauty of the advertising business leader - He Xiangjian a long time is to use Shun dialect and Fang Hongbo talk, when Fang Hongbo still can not fully listen Understand Shunde words.
He Xiangjian Fang Hongbo hesitate to observe the reaction of hesitation, but also repeat the sentence 'You go back to take over the post of advertising manager', Fang Hongbo understand this ... Everything happened in a very short period of time, this is the so-called Fang Hongbo rocket in the United States At that time, Chengdu Airport outside the torrential rain.
BMW smashed
Fang Hongbo's BMW car was smashed.
The car was parked in a parking lot in Shunde was smashed, time is 1997, shortly after Fang Hongbo took over as the general manager of the domestic marketing company of the Group's air-conditioner division in the United States, Fang Hongbo was just 30 years old this year.
In July 1997, Fang Hongbo officially took over the post of general manager of the domestic marketing company of Air Conditioning Division of Midea Group, at that time, Midea is facing a difficult situation.As a result of the fluctuation of the whole market, the Guangdong provincial government is proceeding to promote a beautiful, Kelon, Warburg merger plan, He Xiangjian rejected the proposal, but this decision urgently needs performance support.
Previously the general manager of Beibei local people, strong personality, he brought a sales team in one hand and built a beautiful sales system, in this system, more than 90% are natives.
It was in this year that, under the impact of the Asian financial crisis and changes in the market environment for the home appliance industry in the PRC, the sales and marketing model of the state system under which the United States once relied had started to fail and its performance declined from 1996 onwards.
The pressure falls on Fang Hongbo's shoulders.His beginning, Fang Hongbo replaced almost the entire original sales system - 90% of the locals were dismissed in this round of replacement, almost all of the local market in Shunde, deputy leader was removed At the same time, the United States began to recruit nationwide, the newly recruited sales sales almost all college students, air-conditioning in the United States in 1997 recruited 19 batch of marketing staff across the country, these people are interviewed by Fang Hongbo personally.In addition, the parties Hongbo led the team, conducted a detailed survey of the market, and according to thoroughly understand the situation, opened up the production - sales channel, concentrate on doing 'star products'.
A series of measures saw an effect in 1998, during which year Midea achieved explosive growth in sales, surpassing the sales of Kelon's Kelon.
When Fang Hongbo drastically cut the original sales team, the voices of opposition began to appear. 'Fang Hongbo killed the locals and he wanted to do something!' An American senior at that time said angrily, Into the Fang Hongbo ears.
One detail can reflect Fang Hongbo's resistance. Before 2000, almost all year-end conferences within Midea Company were conducted in Shunde dialect.
The formation of a large group of local forces is almost a path inevitable for Chinese township and village enterprises to take. It has served as a catalyst for the sprout of enterprises, but in the new phase they may also become obstacles - like all vested interests , It naturally excludes any attempt to change the status quo. 'What do you want to do, how to do it.' One Sunday afternoon, in the lobby of the company of the United States, Hongbo He Hejian said.
Golden Age crisis
In 2010, when He Xiangjian announced a 'plan to rebuild the United States' at a grand celebration, Fang Hongbo stood on one side. In that year, he was 44 years old and could hardly be called a 'youth,' but he did not Hinder his feeling of unprecedented high-spirited, as if standing in the forefront of the times.
Fang Hongbo's spirits and troubles caused by the financial crisis sweeping the globe in 2008, only a very short period of time affected the performance of the United States in the second half of 2009, the United States has seen sales pick up, which allows all people, including Fang Hongbo Are puzzled.
Policy to demonstrate its power.In order to cope with the impact of the financial crisis, from 2008, China has introduced a series of stimulus policies, one of the domestic demand for the policy that 'home appliances to the countryside' in the policy to promote China's home appliances Industry in the global economic decline in the context of a sudden emergence of the 2010 and 2011 sales have achieved substantial growth.
It is precisely one year after the festival was held and signs of a crisis are emerging.
Fuse is an order for export to the United States, He Xiangjian found that the completion of the more than 100 million US dollars of orders, the United States will be a loss of 200 million yuan.He He Jianjian also participated in a review of air-conditioning overseas orders, the meeting to He Xiangjian bring Great touch.
He Xiangjian finally determined to determine the successor of the United States Group.
In 2012, U.S. executives prepared to collectively go to London to watch the 30th Olympic Games. Before leaving, He Xiangjian handed Fang Hongbo his office and conducted a two-hour talk.
In this conversation, He Xiangjian formally informed Fang Hongbo of his decision to take over his job and allowed him to consider the post-employment program. He Xiangjian also talked about the entire process of the development of the United States. During the conversation, He Xiangjian, now 70, was passionately engaged.
In August, after returning from London, He Xiangjian held an internal meeting and announced at the meeting that 46-year-old Fang Hongbo took over as chairman of the U.S. group.
Countercurrent flow
Fang Hongbo after the succession opened a new reform.
Fang Hongbo used such energetic terms as 'heroic and broken wrist' and 'stormy' to describe this round of reforms implemented by the U.S. group since 2012. He cut down all non-profitable product categories, especially those such as electric irons, shavings Knife these products have nothing to do with the main business line, product model SKU reduced to 50% .Sale, returned more than 7700 acres of land.
These measures, especially the large-scale layoffs, put Fang Hongbo on the cusp of public opinion, and Fang Hongbo demanded that all senior executives in the company should endure, accept external criticism, and endure the drop in livelihood and live with the government And staff questioned.
In addition, Fang Hongbo promoted Midea's substantial investment in R & D and set a 12-word overall guideline of "product leadership, efficiency-driven and global operations" in this series of reform measures.
According to Fang Hongbo, the fundamental logic leading the entire reform is that the manufacturing industry in China relies on the low cost of population and policy bonuses and the era of mass production is drawing to a close. The entire production structure urgently needs to be reshaped and upgraded once in a while.
The reform is more effective than that predicted by Hong Bo, who is likely to see results in 2014 in his original plan. However, in 2013, Midea Group saw a rebound in various data such as cash flow, inventory, revenue and profit margin .
Capital markets put forward higher requirements.In 2013, when Midea Group was listed as a whole, Midea Group's market capitalization dropped all the way and dropped to about 50 billion at one time.
Market value of the low so that some executives questioned the strategy of Hong Bo, at the table, a veteran in the face of what He Jian said: 'You know why the market value of the United States so low it is that investors think your strategic direction there The problem is not related to the amount of profit.
When Fang Hongbo recounted a small fragment of what happened on the wine table, his expression was calm, but after he came to the United States, he thought he might have understood again the unfavorable experiences that Fang Hongbo had experienced at that time due to the repeated questioning he had suffered during the reform. 'Big deal, quit, what else can I have the worst outcome', in the promotion of much questioned, Fang Hongbo had thought so.
'This trust relationship may be changing, if any details are not sure, will change instantly.It is very fragile, after all, not kinship, is the employment relationship' Fang Hongbo once described his trust relationship with He Xiangjian .
Fang Hongbo also said that the status of top leaders are similar, very lonely.
Fortunately, this is just an episode of the reform of the Midea Group, and Midea Group's market capitalization is beginning to pick up in 2015. The 49-year-old company has been re-capitalized in 2016-2017 and has made some debates in the Shenzhen market capitalization .
If one day
Fang Hongbo has shown extreme restraint in shaping the image of the public. He accepts only one or two media interviews a year.
In the past few years, what may have left the most impressive impression on the public is Dong Mingzhu's "shelling" of the United States - Dong Mingzhu, the chairman of Gree, has publicly accused the United States several times in alleged "technical plagiarism."
In some ways, Fang Hongbo and Dong Mingzhu both have many similarities in the trajectory of their lives. For example, they all started their sales posts. For example, they both turned the tide around 1997, for example, they dominated the enterprises Rounds of another revolution, and try to bring the business to the new journey, but from the point of view of the shares, they never owned the two companies.
The difference between the two is also obvious. Dong Mingzhu's strong personality and Fang Hongbo's seemingly gentle, Dong Mingzhu's verse come true. Although Fang Hongbo is rarely seen, the biggest difference between the two may be Is that they are in the business - the largest shareholding Gree party is Gree Group, and Gree Group is the Zhuhai SASAC under the state-owned enterprises, and the United States and the Group is a private-owned enterprises, its largest shareholder is the United States Holdings Ltd., which is He Xiang Jian's business.
Fang Hongbo's office is on the 29th floor. There are 31 floors in this beautiful building. The other two floors are reserved for He Xiangjian, though he does not come often.
People around Fang Hongbo sometimes call him Bogot, but outside working hours, Fang Hongbo has almost no disagreement with his colleagues and staff, which is his usual style.
Fang Hongbo outside the work like skiing, a snowy season to go skiing four or five times .Fang Hongbo's article is also well written, beautiful words, artistic conception far. 'Maybe we should adapt, time or years only a long, in fact, no Forever, "is a quote from the article entitled" The Best Times Ever, "written by Fang Hongbo in 2016. This article was published in MTI's New Media Journal in 2016.
Fang Hongbo's childhood spent in a small village in Zongyang, Anhui Province, accompanied by Fang Hongbo, his grandmother, who spent a year and a half exploring the Anhui Province from Beijing in search of a lost husband. Hong Bo grew up listening to his grandmother's story, a grandmother's historical event in Beijing, which convinced Fang Hongbo of the power of the times, he knows, the new era will always come. The only uncertainty Yes, Fang Hongbo and Dong Mingzhu, in the new era, will stand where and where they will go. 'If one day I am behind, I will take the initiative to retreat, and always rely on it and it will be very ugly ', Fang Hongbo said.