Lin Chuangju, chairman of Dongguan calabash furniture company, won the ten largest economic figure of Dongguan in 2013
[for] he is full of "willing ox bow learned feelings, and have the courage to play, the courage to bear the risk, bold and innovative spirit, the essence of traditional culture into a traditional furniture manufacturing enterprise is on the verge of bankruptcy, into the cultural and artistic elements in the product, to achieve the perfect blend art and commodity, and the successful counter attack, become Dongguan traditional manufacturing industry transformation and upgrading of the benchmark.
2008 is the turning point of many furniture manufacturing enterprises in Dongguan. Under the influence of rising cost, intensifying competition and shrinking foreign demand, many furniture manufacturing enterprises are facing the development crossroads forced by the market.
Similar to the situation of other furniture manufacturing enterprises, the predecessor of Dongguan calabash Furniture Co., Ltd. is an ordinary furniture manufacturing enterprise. "Before 2008, the furniture manufacturing enterprise operated normally, and then encountered business difficulties, serious loss of enterprises, the boss wanted to give up the enterprise." Lin Chuangju said, "I have a belief: there is no chance of survival, I will not give up.". Even if a small plant in my office withered, I wouldn't throw it into the garbage heap, but put it in a cool place and let it grow again."
With a unique entrepreneurial toughness, with innovation, innovation spirit of innovation, pioneering Lin took over the near collapse of the furniture manufacturing enterprises. Then, after taking a series of reform measures, such as abandoning redundancy, re positioning, concentrating the essence of some products and integrating into the elements of animation and culture, after half a year, the enterprise came back from the dead and produced profits, and the products produced entered the competition sequence of the market. In the past two years, the annual revenue of enterprises will almost double or even quadruple." Lin Chuangju said.
In view of the development process, Lin pioneering attaches great importance to the integration of cultural and artistic elements in the product. "According to the positioning, Hulu fort is a furniture manufacturing enterprise, but we want art commercialization, commodity art, with the animation platform to make furniture bigger and stronger."."
The creative elements of Lin's pioneering work have been integrated into the bone marrow of enterprises. Walking into the factory area of Hulu fort, it is not a monotonous and heavy production scene composed of gray cement building and simple doors and windows, but a creative cultural environment orderly weaved by various colors. In the main building by different color font eye-catching mark five: Fort gourd nuclear innovation, efficiency, quality, cost and service.
Integration of animation elements into the product is the innovation of production, and to gain market recognition, it also needs the bold innovation of marketing mode and mode. Although the furniture and other animation derivative products compared to high value, big things, in contrast, appears to be misfits, but after the face-to-face connection in the market, consumers and eventually won the fort gourd animation community recognition, and obtained good results in recent sessions of the animation festival.
When it comes to success, Lin says, "when I run slower than others, I walk on another road, and innovation gives me a lot of growth.". "To continue to learn, continue to absorb the innovative knowledge of society, for me, otherwise it will soon fall behind. On the basis of absorption, innovation, re innovation, new standards, meet people's needs, so that your business will be good." Lin Chuangju said.
In the process of leading the development of enterprises, Lin pioneering work deeply realized that the development of enterprises should have long-term planning, vision not only to see 10 years, but also to see 50 years or even 100 years. "I went to Europe, the United States, Japan and other countries to investigate, found that there are many national enterprises are only focused on doing one thing, do a product, this is the cultural and technological heritage." Lin Chuangju said, "my view is, do not have too much heart, the furniture this thing to do a good job of doing the essence of thorough, also to answer their own lives and dreams."
A traditional furniture manufacturing enterprise, on the verge of bankruptcy, by a dare to bear, bear the risk, bold innovation entrepreneurs adhere to the essence of traditional culture, into the transformation and upgrading of the road, and successfully counter attack. One of the vivid cases of the successful transformation and upgrading of traditional manufacturing enterprises is the Hulu fort, which inspires the traditional manufacturing enterprises at the crossroads of transformation and upgrading to take the initiative to innovate and establish the pace of local brands.