Manufacturing Equipment Needs to Build a Brand——Interview with Wang Ronghua, Chairman of Changzhou Unified Drying Equipment Co., Ltd.
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Reporter: You talked about meeting the needs of customers, but also to exceed the needs of users. How should we understand satisfaction and surpassing?
Wang Ronghua: The non-standard drying equipment industry, the user's requirements for manufacturers vary. For each business, it is a test for us. From drawing design to material selection, we must match the customer's production equipment so as to produce the best drying effect. This is a certain degree of difficulty for drying equipment companies, but it is also a good time to demonstrate the strength of the company and demonstrate the individualization of the company's technology. In the extremely fierce competitive environment, the failure of the domestic drying equipment industry is inversely proportional to the probability of getting the opportunity. Not only that, but there are also advertising effects that are verbally spread between customers. Therefore, satisfying customer needs is the minimum requirement. As for transcendence, it means to let customers use the equipment we manufacture to have more satisfaction than their expectations. In particular, quality and after-sales service, etc., should try to break through the scope of the contract signed, and give more benefits to customers. To do this, we must improve our business skills and service awareness. At the same time, I believe that this is also the most effective way to establish our corporate brand in the minds of our customers. At present, 80% of the country's drying equipment manufacturing companies in Changzhou, the user's needs are getting higher and higher, more and more attention to the brand, the brand is also an important part of improving the competitiveness of enterprises.
Reporter: The name of your company is "unified" and the trademark is "cohort". What does that mean?
Wang Ronghua: Our company was established on January 28, 1999. At that time, Hong Kong has just returned to the embrace of the motherland and Macao will also return. These two things show that our country has taken a step toward the goal of accomplishing the great cause of the reunification of the motherland, and it also shows that the country is strong. Our company was established at this time, and the name "unification" was directly responsible for celebrating and commemorating the two major events in the country. Moreover, unification is a manifestation of the strength of the country. It can be said that the unification of the two words implies strength. I hope my company will have strength and competitiveness. The company's trademark is "Unified Section", which shows that our company is developing towards the goal of leading science and technology and developing itself. And I still have this kind of consideration. Since the company has registered a trademark, it should try to push out the influence of the trademark. Rely on what push? Can only rely on the quality of Dangdang. In a certain sense, a trademark is a brand, how much value it has, and whether it is recognized by others and it is all in its own efforts. Manufacturing drying equipment is actually building a brand. Conversely speaking, the "Unification Branch" trademark is printed on the drying equipment manufactured by the Uni-President. In fact, it shows the manufacturing level to users.
Reporter: What kind of methods do you use to improve the company's competitiveness?
Wang Ronghua: We have established a system of “responsibility†and “responsibilityâ€. The so-called "responsibility" system means that, in accordance with the requirements of technology and production, a post responsibility system and a supervision system are established. In our company, which business is specifically designed by which engineer, which technician is acting as a line shear, and who welds which weld, must make a detailed record and get my confirmation, even if the product is sent to the customer , Can also find the operator of the specific process based on the quality problems that appear, this can improve the staff's responsibility. The so-called "responsible person" system means that the chairman of the board only grasps the responsible person. In our unified drying equipment company, there are five categories of responsible persons. They are the director of production management, the leader of each line in the first line, the director of quality supervision, the person in charge of electrical systems, and the project engineer. The project engineer is the first person responsible for the company. For example: The project engineer must participate in the whole process of negotiating business with the customer. After receiving the business, the project engineer is responsible for all aspects such as preliminary selection, design prequalification, design, further communication with customers, and implementation of production.
As the project engineer of the first responsible person, I not only required them to have a professional level in technology, but also asked them to improve the art and ability to negotiate business as much as possible, because many technical links and details that favor production are often discussed. Therefore, when I ask a project engineer to discuss business with customers, the more detailed, the better. This process actually helps to implement the system of responsible persons.
Reporter: What are your specific requirements for the selection of the first responsible person?
Wang Ronghua: I don’t have academic qualifications, nor do I have to see how many certificates you have in your hands. As long as there are really talented students, I’m welcome and treated well. I also believe in fate, cherish the edge, and the edge is not strong to stay. The technical staff of our company are working excellently up to the first person responsible. Front-line workers are talents, especially in the machinery manufacturing industry. The level of blue-collar workers also determines the success or failure of enterprises. Employees go to work in a unified company, not to work here, but to collaborate and seek common development.
Reporter: The plant environment of the unified company is green and your office is also very booky. Do you think these hobbies are helpful for the construction of corporate image and corporate culture?
Wang Ronghua: I was fond of calligraphy at a young age and attacked hard pens. I also liked Chinese musical instruments such as Gu Zheng. Traveling on business all over the country, as long as there is an exhibition of famous celebrities and paintings or the hometown of the pen and ink people, I will take time to take a good look. How do others evaluate that I do not think about it and can purify the soul?
The Suzhou, Wuxi and Changzhou area is the birthplace of China's township chemical companies. For more than 20 years, the outside world has had various opinions on this group. The most important one is that the township and private chemical companies lack corporate culture. In fact, this is not the case. As long as it is an enterprise and institution, after years of development, it will form a corporate culture with its own characteristics. As for whether you focus on excavation, it is not important if you ask an expert to summarize it or edit it into a book. However, I think that an enterprise should pay attention to the cultivation and construction of corporate culture. The responsible person of a company is of course an advocate. We must try to avoid quietly over the past few years, the corporate culture has been deviated from the practice, and then to correct it again, it will inevitably increase costs. Although my hobby of painting and calligraphy art is only a personal category, the boss's hobbies will only promote the construction of corporate culture. Of course, bosses without this hobby can also create the corporate culture. In the end, I have to put it back to the point that corporate culture is good, and both the technical level and the production capacity should be implemented in the quality of products. All of them should be added to companies and brands. If there are two skins between work and quality, it is of little significance and it should be corrected in a timely manner. 