"Her Elegance-Inheriting Jinjiang Experience and Building New Achievement" Series Report | Chen Yijuan: A Shouzheng Female Entrepreneur


Time:

2023-03-22

2022 is the 20th anniversary of the "Jinjiang Experience", the 112 anniversary of the "March 8th" International Women's Day, and the 30th anniversary of Jinjiang's withdrawal from counties and cities. The times are flowing, and women are responsible. In the past 20 years, a large number of female heroes have been active on various fronts in Jinjiang. They have pursued their dreams and made contributions. While writing "beautiful life", they have also made important contributions to the "Jinjiang experience. From now on, the Jinjiang Women's Federation, the Party History and Local Chronicles Research Office of the Jinjiang Municipal Committee of the Communist Party of China, and the Channel Channel of China Network will jointly launch a special report on people: her elegant demeanor-inheriting the "Jinjiang experience" and building new achievements.

2022 is the 20th anniversary of the "Jinjiang Experience", the 112 anniversary of the "March 8th" International Women's Day, and the 30th anniversary of Jinjiang's withdrawal from counties and cities. The times are flowing, and women are responsible. In the past 20 years, a large number of female heroes have been active on various fronts in Jinjiang. They have pursued their dreams and made contributions. While writing "beautiful life", they have also made important contributions to the "Jinjiang experience. From now on, the Jinjiang Women's Federation, the Party History and Local Chronicles Research Office of the Jinjiang Municipal Committee of the Communist Party of China, and the Channel Channel of China Net will jointly launchSpecial Report on Characters: Her Elegance-Inheriting "Jinjiang Experience" Women to Build New Achievements.

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  Chen Yijuan, Jinjiang Anhai, general manager of Quanzhou Jiali Children's Products Co., Ltd., chairman of Quanzhou Juding Network Co., Ltd., member of the 12th Quanzhou Committee of the Chinese People's Political Consultative Conference, representative of the 18th Jinjiang Municipal People's Congress.

Bite green hills do not relax, Ligen original in broken rock. Doing foreign trade, creating its own brand, then bringing goods live, setting up a clothing factory, and also intensively cultivating the baby products market, Chen Yijuan has been deeply cultivating the real economy for more than 30 years, leading the industry all the way, and constantly grasping the "breakthrough" opportunity for enterprises in innovation and change. This is due to her personal characteristics of keeping up with the times and being good at learning, and it is a vivid case that reflects the spirit of "daring to work hard" in Jinjiang people.

  At the beginning of starting a business, the "shared economy" dug up the first bucket of gold.

Jinjiang is a famous hometown of overseas Chinese. At the beginning of reform and opening up, many returned overseas Chinese and their family members brought back fashionable clothes from their countries of residence or Hong Kong and Macao, which were very popular. "We thought we could do the clothing business." In the mid-to-late 1980 s, it was the Jinjiang City, the capital of brands, when entrepreneurs showed their strength. At that time, Chen Yijuan started a business with her family, starting from clothing sales.

After accumulating the "first pot of gold", Chen Yijuan and her family thought: since clothing sales are so hot, why not set up their own factory?

It is better to sit and talk about the road than to act. At this time, the first problem in front of us came: buying equipment, but recruiting and building factories was also a big expense. Today, when the "shared economy" is popular, Chen Yijuan's model still has some reference significance. She made her neighbors and friends the first "partners". "At that time, it cost more than 500 yuan to purchase a sewing equipment." In the early days of starting a business, in order to save operating costs, Chen Yijuan placed sewing equipment in workers' homes free of charge, and wages could be deducted from the cost of the equipment. After a certain amount of business was completed, the sewing equipment was owned by the workers. This not only facilitates their flexible processing at home, but also greatly stimulates the production enthusiasm of workers.

  Second venture, cross-border children's products from clothing

After having her own small family, in addition to running a clothing factory, Chen Yijuan also founded a toy enterprise with her lover in 1995. The first product produced was a writing board, on which children freely created with magnetic pens. The plastic "eraser" was pulled again. A clean "canvas". At that time, many factories were making this product, but none of them could solve the problem of thermal expansion and contraction. "We invited friends from Taiwan and solved the problem in one day. Not to mention selling the products to Southeast Asia, it is not a problem to sell them to the Middle East." Chen Yijuan recalled that what was presented to Anhai people at that time was a blue ocean of toy industry. At that time, Anhai also became the leader of China's toy map.

The restless Jinjiang people are never satisfied with the status quo. In 1997, Quanzhou Jiali Children's Products Co., Ltd. was established and began to transform the research and development and production of children's electric vehicles.

  The first stroller brand authorization to pry open the domestic market

"At first, I thought of getting authorization because the competition in the industry is becoming increasingly fierce and the phenomenon of product homogenization is becoming more and more serious." Chen Yijuan told reporters that for the sake of "breaking through", Jiali became the first toy stroller enterprise in China to strive for brand authorization.

The story took place in 2009. Chen Yusheng, Chen Yijuan's son, attended the authorized exhibition and met the Lamborghini brand. He came forward to express that Jiali Company wanted to make a children's version of Lamborghini electric car. However, the brand side questioned the authorization to Chinese companies. "In order to completely dispel their worries, we did not hesitate to spend a lot of money on design and development before reaching a cooperation, provided the concept map of the product to Lamborghini, and finally successfully won the authorization." Chen Yijuan said that in the following year, Jiali has successively established stroller brand authorization partnerships with more than 20 well-known car manufacturers such as Lamborghini, Audi, Mercedes-Benz, and BMW, becoming the domestic stroller company with the most authorized and styles. Top five stroller manufacturers in the world.

Since then, Jiali, which originally focused on foreign trade, has also registered and operated its own brand "Happy Years" in China, opening up all domestic stroller channels in just one year. Although it was challenged by competitors to imitate one after another, Jiali Company established a strong and perfect after-sales system, and accelerated the pace of intelligent innovation of authorized strollers with domestic and foreign designers, leading a new era of stroller brand authorization.

  Join hands with Wal-Mart to create explosions and appear in American newspapers.

In overseas markets, Jiali Company is also having a good time. It has cooperated with Wal-Mart in an unauthorized stroller product. The brand uses Jiali's English name "KALEE". This product is sold in more than 3000 Wal-Mart stores and high-end department stores in the United States. It was once positioned as a Christmas gift for promotion. Each stroller retails for US $395 and has also appeared in American newspapers.

"In 2016, Wal-Mart approached us and wanted to work with Garley to develop a stroller that was more" cost-effective "than most strollers in the United States. Although this price put a big test on the entire supply chain, we took the order given Wal-Mart's oversized orders." Chen Yijuan and his family immediately summoned all the suppliers to analyze the reality one by one, aiming at a larger sales volume, forcing everyone to do cost accounting. Since then, the upstream and downstream of the Anhai toy industry have worked together to upgrade and transform a MINI children's ATV produced by Jiali as early as 2009, coupled with attractive prices, this Jiali's own brand Children's ATV has become a "dark horse" in the American market ".

"At that time, we, Wal-Mart and designers thought it would be a hot sale, but we didn't expect to reach sales of more than 100,000 units in just a few months." Chen Yijuan revealed that this phenomenon has attracted the attention of other countries' supermarkets. Many large supermarkets in Canada, South America and the United Kingdom have successively extended olive branches for cooperation.

Break through the self, from the toy cross-border maternal and child market

The market is always unpredictable. Also in 2016, it was a year of fierce competition for the domestic toy market. Jiali's earlier brand licensing cooperation model with world-famous cars was imitated and followed by a large number of domestic stroller manufacturers. "The newly entered brand authorized stroller companies have led the industry to a'price war', and our Jiali has also been greatly impacted." Chen Yijuan said frankly.

Faced with the chaos in the domestic market, in January 2017, Garry Company made another strategic transformation, applying the operation method of the company's single product detonating the US market in 2016 to the domestic market according to local conditions. In January 2017, we joined hands with MGA Entertainment Company of the United States to launch Little Tikes maternal and child series products in the Chinese market. In 2019, the Tektronix brand won market recognition for its international quality and multi-dimensional innovation.

"In the era of consumption upgrading, we must constantly develop and enrich the series of maternal and infant products, improve the sales network, and go hand in hand online and offline." According to Chen Yijuan, at present, Little Tek Mother and Child has entered online channels such as Jingdong, Micro Mall, Little Red Riding Book, Baoma Time and Tmall. The cooperation mode of regional agents is set up offline. At present, agents have spread all over the country's cities of all sizes, as well as some large shopping mall networks and mother and infant chain stores. Product quality and good after-sales service make small tek mother and child in the industry has achieved a good reputation.

The sharing mode won the "billion-level" big order.

Entering the hall of Jiali Company, many people will stop for a moment under the wall of honor. Among the many plaques of honor, a plaque of "Enterprises Paying Tax Exceeding 10 million yuan" from 2019 to 2020 is particularly eye-catching. Under the multiple unfavorable factors of the global economic downturn and the complex and volatile epidemic, Jiali achieved exports of more than $3000 million in 2021, double that of 2020, while sales in 2020 increased by 40% over 2019, a result that has attracted attention in the industry.

On November 29, 2021, on the front page of Xinhua Daily Telegraph, Chen Yijuan, the name of "our house person", appeared on the central media page because Jiali Company has achieved eye-catching sales performance overseas. According to reports, in the five or six hours of the day on November 26, the Jiali stroller from Jinjiang achieved brilliant sales results in many stores in the United States, and more than 800 million US dollars of goods were sold out.

In the face of the impact of the epidemic, rising shipping costs, capacity shortages and other external adverse factors, but also to hand in such a beautiful "report card". Behind this is the result of Chen Yijuan and his family members' deep cultivation of industry, exploration of new marketing paths, and constant change and innovation.

One day in February 2020, the head of purchasing (buyer) at Wal-Mart's headquarters in the United States made an overseas phone call to Jiali. "It turned out that several toy designs we submitted years ago were very brilliant, and the headquarters decided to purchase three new toy cars on top of the original cooperation, with the entire order totaling more than $10 million. After that, on March 20, we received more than $200 million in new orders from Wal-Mart in the United States." While happy, Chen Yijuan also admitted frankly that the pressure was very great at that time because the delivery time was very short.

Jiali officially joined Wal-Mart in the United States in 2016. After four or five years of cooperation, Jiali's product innovation and quality have been highly recognized by customers. At the end of 2019, Jiali also opened an important step in its international layout. "In December of that year, we established a wholly-owned subsidiary Kalee Global LLC in New York, USA, to optimize the international market layout, seek new coordinates in the global industrial structure, and set up a sales office in Arkansas, USA, a design and research center in Chicago, and an overseas warehouse in California. The distribution center and after-sales service further provide Wal-Mart with more services and more accurate and timely understanding of the sales information of the US market, feedback to the company's development design and marketing strategy." Chen Yijuan said that these measures have laid a solid foundation for the in-depth cooperation between the two sides.

The 0.1 billion yuan order, an international super buyer, made Anhai Toys, once a Chinese toy "three seas", once again the focus.

"In the past, such large orders, a single enterprise is generally not able to undertake. In the difficult period of the epidemic, but also face control, raw materials, labor, capital and many other challenges." As a result, Chen Yijuan and his family started to try out the "shared order" mode in Anhai toy production area. Everyone's production capacity was exchanged, division of labor and cooperation were carried out, and orders were completed hand in hand.

"it is precisely because of this atmosphere of cooperation that in recent years, several large international orders that were supposed to flow into other producing areas ended up in Anhai." Chen Yijuan also issued an appeal. After more than 40 years of development and accumulation, Jinjiang's manufacturing industry not only has technology and experience, but also has more creativity. Enterprises should no longer compare prices and imitate each other, but should share resources and become bigger and stronger.

After fifty years old, still dare to continue to "touch" electricity

In the eyes of friends and colleagues, Chen Yijuan has always been the one who dares to "eat crabs first.

Chen Yijuan's contact with e-commerce originated when she was studying in Tsinghua's president class in 2008. In class, the teacher's analysis of the marketing channel reform in the Internet era gave her great inspiration. Subsequently, several discussions with young people about e-commerce strengthened her determination to become an e-commerce company when she was already middle-aged.

A network manager, a computer, and Chen Yijuan, who did not use computers very quickly, were all the "configurations" of the Jiali e-commerce division during its inception ". "At that time, no one in the company was optimistic about e-commerce. Some even said, 'One day offline is enough for e-commerce to do one year'". As a result, Chen Yijuan gave everyone a surprise: with only a simple promotion on Weibo, the "Happy Years" stroller sold 136 units on the first day of Tmall.

Now Jiali's "Happy Years" has flagship stores and distributors in Tmall, Jingdong and other channels, and there are hundreds of distributors on Taobao alone. The early layout of cross-border e-commerce is also an important reason why Jiali's sales are still "bursting" in the face of various external challenges.

"The only constant in this era is change, especially e-commerce." Constant change and self-breakthrough have made Chen Yijuan more and more courageous in the ever-changing e-commerce era, and every step has been steady and steady.

Good at learning, always stepping on the "tuyere" of the times"

From a baby products operator to a "leader" of an e-commerce enterprise, Chen Yijuan's "stepping point" at every step is very accurate, all on the "tuyere", which is inseparable from her personal characteristics of being good at learning.

Chen Yijuan's son, Chen Yusheng, studied marketing in Australia. "At that time, we had to make video calls for an hour every day. In addition to gossiping, my son would share with me the new ideas and ideas we just learned!" Chen Yijuan said that in the mutual exchange, both of them have grown up. In 2013, Chen Yusheng graduated from the University of Melbourne and chose to go home to continue "building cars" and undertake Jiali's international market development. Today, the family division of labor and cooperation, joint management of enterprises, both western advanced marketing and design concepts, but also China's "down-to-earth" manufacturing experience. Perhaps, it was in that transoceanic video that the two generations gradually completed the integration and collision of inheritance and innovation.

"Every dilemma is an opportunity for reflection, and every reflection contains the power of industrial transformation." In Chen Yijuan's view, in the new era, "keeping the right and being surprising" is the core "meaning" of inheriting and carrying forward Jinjiang's experience ". To keep the right is to stick to the industry and not relax, to be surprising, to keep up with the changes of the times and quickly formulate strategies at different stages. And this is also her 30 years of experience in the sea.

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"Her Elegance-Inheriting Jinjiang Experience and Building New Achievement" Series Report | Chen Yijuan: A Shouzheng Female Entrepreneur

2022 is the 20th anniversary of the "Jinjiang Experience", the 112 anniversary of the "March 8th" International Women's Day, and the 30th anniversary of Jinjiang's withdrawal from counties and cities. The times are flowing, and women are responsible. In the past 20 years, a large number of female heroes have been active on various fronts in Jinjiang. They have pursued their dreams and made contributions. While writing "beautiful life", they have also made important contributions to the "Jinjiang experience. From now on, the Jinjiang Women's Federation, the Party History and Local Chronicles Research Office of the Jinjiang Municipal Committee of the Communist Party of China, and the Channel Channel of China Network will jointly launch a special report on people: her elegant demeanor-inheriting the "Jinjiang experience" and building new achievements.

Wu Li Industrial Zone, Jinjiang, Fujian, China

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