Telling the good story of Zhejiang businessmen

Everyone has his own mission, my mission is to be a carpenter, and the main business of Sheng'o is furniture manufacturing.

A good man, an honest man, a dreamer, is the true color of Ni Liangzheng, the chairman of Sheng'ao Group, and also the deep impression he left on the crowd. "Anyone who has come into contact with Mr. Ni Liangzheng, most of them will have a **** the same feeling, that is, simple, pragmatic and honest. But in his simplicity is full of wisdom, simplicity is wonderful." Zheshang Development Research Institute President Wang Yongchang said.

"Everyone has their own mission, my mission is to be a carpenter, and the main business of Saint Leo is furniture manufacturing." One day in August, Ni Liangzheng and the reporter sat face-to-face in the showroom of the San'ao, said slowly and firmly.

The world is full of temptations, different industries have different attributes, different industries have different charms. Although engaged in furniture manufacturing is destined to be a more arduous path, but the face of the temptation to make money faster and more money from other industries, Ni Liangzheng has not been shaken in the beginning. This, I believe the vast majority of people can not do.

Get up at 5:00 in the morning to work out, get to the office around 7:00, and go home after 9:00 at night. As the chairman of the board, his daily schedule is more compact and diligent than you and me.

While sticking to his guns, his dreams are not small. There is a wall in the headquarters of Sheng Ao, and the logos on the wall all originate from Sheng Ao's customers, who are all Fortune 500 companies. This wall reflects Ni Liangzheng's global ambition. As a leader in the office furniture industry, Sentinel has served more than 160 of the world's top 500 companies.

Keep your feet on the ground and look up to the stars. The ability to win the favor of the world's top 500 companies, reflecting the Sanrio adhere to do a good job of every product, all for the sake of the health of the office of the spirit of practical work. At the same time, in Ni Liangzheng heart, "into the world's office furniture industry, the first square" is the direction of the future of Shengao continue to move forward.

"Along the way, there are grievances, bitterness, but more experience and growth. I always firmly believe that the new era belongs to the magnificent and ever-changing China, and also belongs to every upwardly mobile and conscientious person." Ni Liangzheng body has a strong "to reach the world" of public welfare sentiment, in addition to doing a good job to strengthen the enterprise, he is in the school, respect for the elderly, poverty alleviation and disaster relief donations, but also to maintain a long-term commitment.

Seize the big opportunity in the epidemic

The conversation began with the epidemic. "We were really affected by the epidemic this year, and from January to May St. Austin's revenue dropped 25% year-on-year." Ni Liangzheng said.

Last year, Sheng Ao will "become a global user trusted office eco-service provider" as the new corporate vision, and formulated the "5155" strategy, plans to through five years of struggle, revenue exceeded ten billion. This year is the second year of the implementation of the new five-year plan, according to the plan, this year's revenue growth target is 45%, but "should not be able to achieve this goal".

Well after the most difficult time, revenue month by month in the rebound, June year-on-year has been flat, July year-on-year has reached 10% growth, "the annual growth is expected to be around 20%". More importantly, the company around the "5155" strategy, the work, the implementation of measures to carry out a comprehensive sorting.

"Under the epidemic, the opportunity is greater than the crisis." Ni Liangzheng believes that this is the most clear and complete sorting out of the work objectives, processes and systems of various systems and departments in the 29 years since the start of the business of Sheng'ao, which will play a positive role in the development of the company in the next year and beyond, and even in a longer period of time.

This is the best time to talk about investment. "Mergers and reorganizations around the main industry, we are continuing to promote this year. These layouts will form a strong complement to the ecological chain of Saint-O."

This is the perfect opportunity to communicate with the government. "The party and the government have been very supportive of the development of private enterprises, and we are grateful. During the epidemic, in response to the difficulties encountered by private enterprises, the government responded faster and supported them more vigorously, and some of the voices of private enterprises also received timely feedback, which strongly promoted the landing of some of our projects."

This is a good time to upgrade the supply chain. "Customers are our bread and butter, and suppliers are likewise our bread and butter. There are good suppliers to provide us with good materials, not necessarily make good products, but no qualified materials certainly do not make good products. During the epidemic, we are not very busy, it is easier to reach cooperation with the industry's leading suppliers. This year, we have added many excellent suppliers."

This is the best time to bring in talent. "When the general environment is in the doldrums, you can speed up the introduction of technical and management personnel. 2009 global financial crisis, we recruited a number of talents, which stayed behind are now the backbone of the company. This year, we plan to recruit more than 400 college graduates, double the number of previous years, and I believe that many of them will become the core strength of the company in the future. At this time is also the best opportunity to train talent as well as upgrade the vitality of the organization, training places and methods can be strengthened, people will also be more willing to go to the factory for field exercises, at the same time, the original work is not enough to get ahead of the people, but also adjusted to other positions."

This is even a better time to test and improve the enterprise system process. "Chinese people are both smart and hardworking, but why several of us are sometimes less efficient than one person in a Japanese company? One of the reasons is that the Japanese people do things rigorously, the workers to the factory, the supervisor may have a written process put there, the workers carefully go to see, see clearly and then do it, not clear will first ask for clarification. Many of our workers, however, will feel that the factory manager so how nagging, I do 10 to 20 years, how to do have been very clear. If we stay in the original experience, then there are often two skins, process to process, do to do."

During this year's epidemic, Saint Leo comprehensively combed the internal rationality of the system and process, and the system process with the field practice to calibrate, to see whether it is in line with the actual situation. Ni Liangzheng believes that after the system and processes are rationalized and strictly enforced, repetitive work will be reduced and work efficiency will be higher.

Can take the pain to become a thing

Ni Liangzheng motivation, from a small carpenter step by step to grow into an entrepreneurial experience, was written in the "carpenter Zheshang - Ni Liangzheng's entrepreneurial story," a book.

He was born in a small mountain village in Pujiang, Jinhua, and when he was young, in addition to going to school, he had to go down to the fields to plant, go up to the mountains to cut firewood, and cut pigweed.

"The knowledge of office furniture originated from my father. He used to be a commune cadre and had his own office. Said office, in fact, the facilities are relatively simple, the desk is a two-drawer table, the chair is an ordinary wooden chair, with a long time will shake, and even all will be pinched to the body of the meat. At that time I was thinking, "It would be nice if the desk and chair could be stronger and more comfortable." After learning carpentry at the age of 22, he asked himself to do it by heart, striving for perfection in everything, and making the furniture solid, reliable, tight, beautiful and comfortable.

Entrepreneurship into the furniture industry, Ni Liangzheng on the product also uphold the spirit of "excellence", do not allow the product flaws, like to do the best, only to be satisfied with their own products will be delivered to customers. Later, some units of the person in charge of the person felt that he was generous, serious, began to let him sit at the desk and chair. Slowly, the main business is locked in the office furniture, the scale of the enterprise is getting bigger and bigger.

"Just started that two years, my biggest wish is to buy a tractor-trailer, convenient for us to pull materials, delivery, did not think particularly far. But I believe that only by doing everything right today, there will be a better tomorrow." Ni Liangzheng believes that it is the down-to-earth approach that has made today's Sheng'ao Group what it is. Furniture manufacturing is a hard industry, but if you love the industry, you can see its advantages.

He hopes that those who enter this industry can endure the hardship. In St. Austin, the newly recruited college students, whether they do design or marketing and other positions, need to go down to the workshop, in the position of ordinary workers for a period of time, and then need to go through the on-site assessment, through the "next level". He told them that he started from scratch to today, relying on the courage and ability to face the trials and tribulations of life, starting from the bottom, starting from the beginning of learning, starting from the beginning of the hands, to realize their dreams.

For his own children, Ni Liangzheng is also the same requirements, or even more strict. At his insistence, two sons have entered the army. "My father, cousins, cousins and other relatives and friends have all endured the experience of the army. My two sons also developed a spirit of suffering in the army and came back from the army mature and capable." When my sons came to work at Sheng'ao after their discharge from the army, they went to the workshop for half a year, just like ordinary employees. Now, the two sons have become the company's unique core backbone.

Constructing Employee Happiness***similarity

Now the employees are happy. "I was working at that time, as long as the boss gave more money, I was happy. In today's new era, good treatment and benefits, good working atmosphere and environment, more learning opportunities, and more room for upward mobility have become the necessary elements for a good company to attract talents."

The employees of Saint Leo are even happier. "I hope that Sheng'ao becomes a place where employees like to work, and we will do everything we can to stimulate their wisdom and potential." Visiting the headquarter located in the central business building of Sentinel in Qianjiang New City, or walking into Sentinel's Qiantang New District Smart Base, Haining Garden Manufacturing Base, and Xiaoshan Manufacturing Base, the standardized and internationalized office and production environments, especially the green and healthy environments inside and outside of the factories of Sentinel's Qiantang New District Smart Base, and Haining Garden Manufacturing Base, will trigger a strong sense of goodwill among the visitors who will marvel at the facilities and the environment here.

"At the beginning of the business, I made a rule for myself that I promised to give them their salary, even if I only have money for living expenses. Anyone who has had a difficult time, people who have suffered generally have two reactions, one is to feel aggrieved to 'get back', and one is not to let the people around them to eat the same suffering again. I belong to the latter." Ni Liangzheng hopes that no matter white-collar or blue-collar, they can have the same comfortable working environment in Sheng'ao.

In order to create a fair environment for employees to grow and create a struggle **** the same body, Ni Liangzheng has thought of a lot of ways to make a lot of rules. "At present, nearly 4,000 employees of St. Austin from all over the world, the number of people from the same place we have a limit." As early as the 1990s, Ni Liangzheng noticed that the family system and small groups are not good for business development, and those who form gangs within the company will ostracize those who are less powerful, and assign the worst jobs to people outside the gangs. "I hope that people get growth and promotion based on work ability and work performance, not based on relationship, and do not want someone to be punished because of clear mistakes need to be punished, there are folks and friends to plead for him."

An environment of equality gives people dignity and the opportunity to build dreams and move forward. Along the way, there have been many stories of people from "little people" transforming into "big people", such as Zhang Xujun, who grew up as the general manager of the Central Research Institute of Sheng'ao, Chen Yuanhe, who became the general manager of the Manufacturing Center as a clerk, and Chai Chai, who became the general manager of the Branding Center as a graphic designer. Graphic designer to the general manager of the brand center Chai Weilong, from an ordinary marketing staff metamorphosis into the general manager of the International Marketing Division Shi Yinjiao, from a security guard to grow into the general manager of the engineering center of the Xiong Minghe ......

In the view of Ni Liangzheng, the assets of the enterprise is personal, but the development of the enterprise is the whole staff **** the same promoted, and its results should be enjoyed by employees *** with. "The happiness of the staff is my greatest happiness. Let employees have a house, car, savings, knowledge, dignity. This is a goal I personally pursue."

In 2009, Sheng'ao invested in the construction of the residential property - "Sheng'ao - Leader Residence", which fulfilled the dream of 46 employees to "work in Hangzhou, live in Hangzhou, and have a home in Hangzhou".

An old employee who has been working in Sheng Ao for more than ten years told the reporter, "We just need to do a good job and don't need to ask about the harvest, because Mr. Ni knows how to share and is good at sharing the fruits of the development of the enterprise, and he has long been helping us to think about the problem of the 'harvest.'"

Sheng Ao has been working for more than ten years, and he has been working in Sheng Ao for more than ten years. "

"The company is not only the place where employees work, all employees are not only a struggle **** the same body, the company is also the home of their lives, everyone is also a happy **** the same body." Ni Liangzheng said.

Seeking world leadership with innovation

The quality of the products and the importance of environmental protection is the main reason why many people trust the brand of Sheng Ao. The innovation in design and technology is the driving force to keep pace with the times and international standards.

However, in the early days, St. Austin created more traditional furniture, products from the "fashion simple" is also relatively far. In a variety of collision, Ni Liang is step by step to update their own concepts, iterative enterprise heart and practice.

In 2002, he was full of confidence to lead the team to participate in the Guangzhou Furniture Expo. At the time of the exhibition, Saint Leo has a product similar to other companies, the other company brought lawyers to defend their rights. "It's a bad taste to be questioned. But also from that time onwards, I decided to develop furniture products with patents under the brand name of Sheng Ao. This year, we set up our own R & D team, will be 'standardized, serialized, intelligent, humane' as the direction of new product development, docking the world furniture design trends."

In 2003, Saint Leo went to Shanghai to participate in the Ninth China International Furniture Exhibition, its self-developed "Ning Lu multimedia conference table" integration of scientific and technological elements, implanted in the interior of a multimedia computer display system, participants can be in the "not see a piece of paper!

Since then, research and development has become an important competitiveness of Saint Leo, the annual investment in research and development on the cost of no less than 3.2% of enterprise revenue, and continue to achieve innovation in the style, functionality, materials, technology and other aspects. The company has set up a design center within the company, a European R&D center in Berlin, Germany, and a Smart Furniture Research Center at Zhejiang University, which is dedicated to the research and development of new office furniture.

Up to now, Sheng Ao has accumulated more than 1,000 authorized patents, and its self-developed products have won 21 international design awards. Its products continue to lead the industry trend, such as I-WORK lifting table, wireless charging furniture, Lamborghini human-machine voice interactive furniture, and Cloud Grid chair.

"Having invention patents can enhance the technical barriers in the industry, and excellent products developed independently can enhance the visibility and reputation of enterprises and increase their competitiveness." Ni Liangzheng said that after nearly 30 years of development, the products of Sheng'ao have been upgraded from meeting people's basic use functions to making the office environment healthier, smarter and more comfortable for a better office life, and Sheng'ao has thus transformed itself into an office eco-service provider.

In the process of making the enterprise bigger and stronger, Ni Liangzheng's charity work is also getting bigger and bigger. In his view, good entrepreneurs should always see the positive side of the energy, in addition to doing a good job of business, but also to do their best to help people in need.　　

"I always say that the San'ao can develop from small to large, from weak to strong, all because of catching up with the reform and opening up of the good times. The Party, the government, the society and the consumers have made us what we are today. We should be grateful for this era, the good policies of the Party and the government, and actively contribute to society." After the outbreak of the epidemic this year, Saint Leo donated 10 million yuan at the first time, dedicated to the prevention and control of the epidemic, and united with partners in more than 110 countries and regions around the world, purchased more than 230,000 masks, more than 19,000 pieces of protective clothing, 7,000 sets of isolation suits ...... donated to the relevant hospitals and institutions, to help solve the problem of shortage of supplies for front-line personnel in the fight against the epidemic. The problem of shortage of supplies for frontline staff.

Compared to the brand "Sheng Ao", to some extent, "charity" and "public welfare" has been more y integrated into Ni Liangzheng's words and deeds, and into the genes of Sheng Ao. In a way, "charity" and "public welfare" have now been more y integrated into Ni Liangzheng's words and deeds, and into the DNA of Shengao. In this regard, we do not need to expand too much here, but only need to list a few figures and examples to see what Ni Liangzheng has done in terms of public welfare and charity - donating 1 million RMB to set up the Sheng'ao Scholarship Fund in ZJU and ZJTU; donating 50 million RMB to set up a special program to help the elderly, and constructing a home for the elderly in the whole province; Donated 1 million RMB to start the project of "Sanrio - Warm Nest Action for the Elderly Living Alone" to help establish and improve the safety and care service system for the elderly living alone; donated 3 million RMB at the first time after the Wenchuan Earthquake to help the disaster area to build a school of love; donated RMB 100 million RMB to the Westlake Educational Foundation to support the preparations for the construction of the University of the Westlake; donated 10 million RMB to the Zhejiang Provincial Guangcai Enterprise. 10 million yuan to the Zhejiang Provincial Society for the Promotion of the Guangcai Project, to support the development of Lishui underdeveloped villages and towns; funded more than 12 million yuan to help his hometown of Tangjiahui Village, Tanxi Town, Pujiang County, to manage the river to build roads. ...... For more than a year, the charity and public welfare cause of the San'ao has become a constantly standardized and increasingly systematic long-term cause.

The conversation ended with the future of the enterprise. In this regard, Ni Liangzheng is full of confidence: "In the future, we will adhere to the development strategy of independent innovation, European and American design, global manufacturing, localized services, the layout of the smart factory, to attract more talented people to join us, so that our employees work and live in a better environment, so that China's brand of office furniture to the world, so that the San'ao ranks among the ranks of the world's leading enterprises. "

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