An ordinary Zhejiang woman, together with her husband, in a hot land away from hometown of private enterprises in Guangdong, in just over 10 years, a small factory specializing in the production of energy-saving lamps, developed into more than 4,500 employees, 60,000 square meters Modern factory buildings, fixed assets of 400 million yuan, annual sales of 1.6 billion yuan of professional civilian lighting manufacturers. In June 1995, he entered the lighting industry and founded “Oppâ€. Ma Xiuhui has been the general manager of Guangdong Op Lighting Co., Ltd.
After the Wenchuan earthquake, Oupu Lighting took the lead in donating 10 million yuan in the industry and provided emergency lighting equipment for the disaster area to transport tents to the Mianyang flood discharge area. Opp has been doing its own responsibility for earthquake relief.
Seeing success in a calm situation
Ma Xiuhui came from the experience of "a supplier of tricycle delivery" and "both a boss and a fire leader." The hard experience made her seem calm to success and calm and confident against difficulties and blows. "God is too care for me." Ma Xiuhui, who started from scratch, always explained his success so faintly. "I think that one day I suddenly have empty hands, but as long as people are there, as long as they can have enough to eat, I firmly believe that I can still start all over again."
Ma Xiuhui and the reporter talked about a crisis she experienced: At the beginning of the business, Ma Xiuhui needed to travel all over the country for a long time, so she gave all the customer information and all the core business secret documents of the company to the company with confidence. Female employee. However, when Ma Xiuhui returned to Zhongshan, she found that the employee left the company with various commercial materials of Op, and was preparing to set up a light factory.
"I really want to say something that has been hurt in these years. This thing may have touched me." Ma Xiuhui said that after people have experienced hardships, some will close themselves, refuse others, and some will feel that they are being All of them are hurt, and Ma Xiuhui can look at this problem from the perspective of the other side: people have their own ideals, but they can't help it. Instead of blaming others, it is better to understand others and change their mood to support others.
"How can you support me?" In a coffee shop, the two finally communicated face to face. The woman who was ready to accept Ma Xiuhui’s accusation was surprised... In the days that followed, she regarded Ma Xiuhui as her big sister.
"A small workshop, you can say it is your own, but for a company with thousands of employees and hundreds of millions of assets, you still say that it is your private property, you will feel vulgar." Ma Xiuhui said.
Ma Xiuhui always told reporters that people must be wise. This time, donations to the earthquake-stricken areas, the company employees, especially the Sichuan employees, thank Ma Xiuhui. She said: Some people say that I am a philanthropist, but I think I only did a little. This money does not belong to me personally. It is the hard work of all our employees. We are supported by the society and ultimately return to society.
Entrepreneurship
20-year-old entrepreneurship opens the "light" road
"It is very accidental to choose the lighting industry, but all the accidents are inevitable." Chatting with Ma Xiuhui, the bright smile on her face is just like the soft and bright lights, letting you feel a woman is very confident about herself. "I feel that I am born to enter the commercial field, and I must enter this field." For this business goal, Ma Xiuhui and her husband Wang Yaohai started from helping people sell lamps. This stepping brick also opened for the husband and wife. The road of light...
Difficult to start "this money is mine, not your charity"
In 1994, with the ring light tube wholesaled from the cousin, Ma Xiuhui and her husband, who were just 20 years old, came to Zhongshan, Guangdong from Zhejiang, and they rented a “small door faceâ€. On the first day of opening, Ma Xiuhui and her husband pulled their hands and said, "Let's start step by step." In a day full of hopes and challenges, life is sweet, but hard.
What the couple have to do every day is to send these lamps from here to the customers who want the goods. Every day, the husband turns the boxes into boxes and the tubes are removed from the warehouse on the second floor, and then bundled on the tricycle. Goods, many times a day. Looking at the whole face except for the sun-shielded part of the sun-blocked husband, Ma Xiuhui, who had been pregnant for eight months, was distressed and wanted to help her husband do something.
"All I can do is move the big box to the handrail of the stairs and let it slide down. But every time, my husband shouts distressedly and doesn't let me do anything. But I still want to help my husband share it. Point, so I went to collect the money," Ma Xiuhui said. "I am a big belly, and I am looking for customers to pay for the goods."
The receipt of the goods made Ma Xiuhui suffer too much wronged. Some people gave the money, but they put on a high-profile appearance, which made people very uncomfortable. They couldn’t stand it. Ma Xiuhui said softly: "This money is mine, it’s not your charity, you guys. This business can't be done." In a word, the other person blushed. This gentle and delicate Zhejiang woman kindly told herself that if they don't pay for the goods, it may be because they are very busy, and they simply don't care about their own small business.
But after going out, Ma Xiuhui couldn't help but cry. This experience also contributed to today's Opp from the start of the business to the present has continued an iron rule: the supplier's payment locks within 45 days of a certain cash checkout. This move of the rules has enabled today's Opus to win more capital turnover while earning a reputation.
Entrepreneurial hardships "I don't know what to do, I would rather lose this investment."
At that time, the two couples calculated every day how much they sold today. The rent and electricity bill were enough. These problems accompanied Ma Xiuhui and the couple for a whole year. "No loss is the hope at that time, but at that time, Zhongshan was the big brother of this place. Luxury goods are everywhere." Ma Xiuhui said that you can't make money in such a place that is easy to make money. It only shows that you have poor ability. If you are not familiar with life, you must rely on yourself. She believes in herself. Have the opportunity to make money.
The opportunity is coming. One day, my husband returned the goods and took a novel lamp to Ma Xiuhui. This kind of lamp is called energy-saving lamp. It is a green and healthy lamp that saves energy. It will definitely become the development trend of the lamp industry in the future. So the husband and wife decided to set up their own factories in total, and they put all the savings of 30,000 yuan into it. Ma Xiuhui told her husband: This time we are not successful, we will not be the factory owner again, and will always work.
When the company opened, there was a small problem. The technicians invited came up with various conditions. When the husband was on a business trip, Ma Xiuhui made a decision: resign the person and close the factory gate. "If the cause has not yet begun, I will pursue various material conditions. I am different. I would rather lose this investment." When the husband came back, Ma Xiuhui had already invited Gao Ming. Perhaps since then, the husband and wife have become accustomed to the wife as the general manager to manage the company's daily operations in front of the stage. The husband who is the chairman of the board is behind the scenes to focus on R&D and production.
“It’s easy to make the lights shine. It’s okay for a few thousand dollars, but it’s hard to get the lights done. This requires good equipment, raw materials and R&D teams,†said Ma Xiuhui, starting from the beginning. The two of them will be sure, "quality first" in any case. Soon, the first product was officially launched. At that time, the energy-saving lamps rarely seen on the market were sold at a high price of 25 yuan per piece. Ma Xiuhui's products not only have high brightness, long service life, but also a more reasonable price of 16 yuan per piece. The couple became a "cannon" in the past, and the sales revenue exceeded the investment cost by dozens of times. This product was named "Green", meaning "green lighting."
Stick to the quality "The most profitable in the future must be us"
In the future, I can enjoy the joy of the success of the entrepreneurship. Ma Xiuhui and the couple suffered a cruel price war. Many manufacturers saw the “fat meat†of energy-saving lamps, and they used the inferior materials to produce lamps. The price dropped all the way. Dealers went to Ma Xiuhui's factory for wholesale, always priced too expensive. Seeing the gradual loss of customers, Ma Xiuhui asked her lover with incomprehensible eyes. The lover is very firm to tell her: "Energy-saving lamps rely on energy conservation to save money for consumers. Inferior raw materials can be sold at half the price. But in doing so, the energy-saving effect of energy-saving lamps will be greatly reduced. It will even waste energy, which is irresponsible to society and consumers. We can't do such things. You believe me, as long as we guarantee the quality of our products, we must be the most profitable in the future!"
After experiencing the most basic level of competition in terms of price, style and performance, Ma Xiuhui repositioned her corporate goal: to enable the average consumer to use the best energy-saving lamps in the world. To this end, Ma Xiuhui also identified the name and brand of the company as Op, "'Europe' means that the world's best energy-saving lamps in Europe at that time, to be in line with it; 'Pu' means universal popularity."
Adhering to quality defense, improving management, and effectively controlling costs, after a period of unremitting efforts, Oupu not only gradually recovered the lost energy-saving lamp market, but also won more customers.
Ma Xiuhui, who had turned over and turned around, began to go all out to capture the new highlights of the home lighting industry and enrich the product line of Op. “I don’t like to sell ordinary products. I don’t want to repeat the products that others are doing.†After some investigations, Ma Xiuhui discovered that the ceiling lamps have a great breakthrough in terms of shape and lighting effects compared to the original ordinary lamps. , then decisively on the board of the ceiling lamp project. The result of the listing of the product was very enthusiastic, and the sales were suddenly opened. At present, the sales of Ou Pu ceiling lamps have achieved the first place in the country and are exported to many countries and regions in the world. Nowadays, the industry is also used to refer to ceiling lamps as “Op Lampsâ€.
Open your eyes, "It’s been a year since I went to Japan."
Although the time of the start of the time was not long, the status of the rivers and lakes was gradually established in the industry. However, the experience of visiting Japan once deeply stimulated the couple of Ma Xiuhui. "We have been sad for a whole year, and the products of others are really good. No matter your own products or other well-known domestic products, you can't compete with them."
Introducing Japanese Mitsubishi raw materials, investing heavily in establishing joint ventures with Japanese companies... A series of initiatives is to truly master the advanced technology of others.
In order to allow ordinary consumers to enjoy the light of Op, Ma Xiuhui once again broke the rules - a change in the lighting market, the exclusive operation of the store, and the tradition of wholesalers to buy goods, Opu began to build from the capital city outside Zhongshan Professional market to the prefecture-level city and even the county-level distribution network. Up to now, in addition to the Tibet Autonomous Region, each province has set up branch offices, operation centers, logistics distribution centers in various provinces, and has more than 6,000 sales outlets and more than 3,500 specialty stores in various places. Under the specialty stores, there are distributors, layer-by-layer distribution, unified management, reducing the backlog of intermediate links, increasing the speed of circulation and the speed of response to the market.
In 2004, Oup established its first overseas branch in Dubai, followed by Opp's agents in various countries and regions such as Korea and Malaysia. Participate in international competition and lay the foundation for Opp to seek global management
“Adults are self-sufficient.†Ma Xiuhui appreciates this sentence and uses this sentence to describe the relationship between Opt and suppliers, dealers and other partners. However, when it comes to achieving its own business goals, it also achieves others. It is reported that the annual sales of Opto reached 1.6 billion yuan last year.
A hundred years of dreams, "OEM will only make you inert."
"Say to make money, I can live a good life 10 years ago." In the face of the market relying on the status quo of rolling wealth, Ma Xiuhui told reporters that when the company was founded, the chairman of the board determined that Op to be a century-old store The core competitiveness is to be your own brand and never do the OEM business.
Years ago, the company’s responsible person received the OEM list and it did bring profits to the company. However, Ma Xiuhui still resolutely stopped this business. “If you continue to do the OEM, the business can grow faster, but after you have made the brand of others, it will naturally breed inertia, and the flowers and trees along the way will distract you.â€
"My most appreciated state is the perfect fit of body, mind and spirit." Ma Xiuhui told reporters that he is always devoted to doing anything. Ma Xiuhui, who is obsessed with the light, pays no attention to light and research light all the time. It also often brings a lot of good ideas to themselves. The most noteworthy example is an example: a make-up artist originally wanted to make a light makeup, and the effect of examining it in the mirror was not bad, but when he went out, it turned into a heavy makeup, which shocked people and made the makeup artist very awkward. So Op has developed a mirror headlight, with good realistic lighting, to ensure the effect of makeup, so that the effect of the makeup artist from the mirror indoors is exactly the same as in the sun.
OPEC's annual research and development funds account for more than 5% of sales, and the Opal Lighting Testing Laboratory with an investment of 15 million yuan is under construction, and will apply for national-level laboratories. The company develops more than 400 new products each year. On average, more than one product is available every day. However, 80% of the sales of Opu, which is determined to cut off the OEM business, still comes from the domestic market. “This does not affect the company’s international brand road.†Ma Xiuhui smiled: this goal is not far away. After all, it is a global brand. The dream is also the dream of every Op.
Growing up
Strive for love and make a lifetime career
Ma Xiuhui said that she is engaged in a bright career and she is often proud of it. When night falls and the lights are shining, when I think that there are so many people enjoying family, friendship and love under the Op Lighting, Ma Xiuhui’s heart will be filled with warmth. She and Opp are not only making lamps and spreading light. Sending good emotions to consumers and sending true love, Ma Xiuhui is more willing to use all his wisdom and love to pursue the beauty of light and to illuminate more people's lives and emotions.
Growth story
Three years old
When Ma Xiuhui was three years old, the mother and the later adoptive mother went to the same hospital for medical treatment. A doctor said to the pregnant mother who was pregnant at the time: If you have more children, but you don’t raise it, it is better to send a child to the next ward. The patient without a child. It is the words of this doctor that changed the growth and fate of Ma Xiuhui.
"At that time, the family was very poor. I heard that adults didn't eat rice for three months. Every day, it was corn glutinous rice and some wild vegetables. I didn't like eating it myself. I was hungry." Until today, Ma Xiuhui did not understand that she adopted her at that time. How do parents face the people nearby to point to themselves: "How is the couple's heart so good, that is, adopting a child and leading a healthy and beautiful look, but she is so ugly!"
"Fortunately, Mom and Dad love me very much. They always tell me right and wrong clearly. My growth has not been distorted." Ma Xiuhui said that her mother’s hopes for her are also very great. Named "Xiu Wei", I hope that I will continue to be self-improving and become a great and great person. Later, the name was changed to "Xi Hui" by the person who registered the account at home.
At that time, I knew that I had given it to someone else's family. Ma Xiuhui also learned to "please" the parents' skills. For example, when I went to a relative's house, I could come back and tell my mother about the various situations of my relatives. My mother was very happy. "A child who enjoys love from his biological parents may take it for granted, but for me, the adoptive parents are so good to me, I feel that I must return their love in the future." Until today, answer the reporter's suggestion When "when you were young, what did you think most about?", Ma Xiuhui blurted out: to be a man, to honor his parents.
Elope for love
When I was young, I wanted to repay my parents but I encountered a major problem: one is to raise my own parents, the other is my beloved boyfriend, and now my husband, Wang Yaohai. This man who looks a bit sloppy and his hometown is in a remote rural area did not get the trust of Ma Xiuhui's parents at first. He always worried that the two old men who would suffer from the loss of their daughters always disagreed with this marriage. Because at that time parents became the first private entrepreneurs after the reform and opening up, and their family became rich, Ma Xiuhui could be a rich lady.
In the painful choice of combining with her boyfriend, Ma Xiuhui of filial piety made a decision that she was surprised. She took the borrowed more than 100,000 yuan and ran away with her boyfriend to go to Guangdong to start a business, and secretly vowed in her heart: "Now is I can’t go back, but in the future, we must have a prosperous life and a returning home, let our parents accept us.â€
Unfavorable
With the borrowed money, the husband and wife chose a small town in Guangdong to do farmership. However, this family-based career did not make Ma Xiuhui feel much fun, and he was busy barefoot in the farmland every day. "When I was 20, I didn't love beauty, but I couldn't wear even the beautiful clothes brought from my hometown." Then a sudden and powerful typhoon disaster completely destroyed Ma Xiuhui's belief in staying at the farm.
The sheds built by the husband and wife were destroyed, and the ducks that were sheltered were destroyed. The other ducks were blown away. Other animals were dead. They watched the workers struggle in the wind and rain, thinking about the farm to be harvested, Ma Xiuhui and tears. Wang Yaohai, who is jealous, squats together and advises his lover to persuade himself: "We don't cry, and we will not be afraid of burning wood."
"I am not crying this, I brought you out, but still let you suffer so much." Wang Yaohai's remarks also changed the couple's choice, they decided to give up the farm and began to choose a new direction of entrepreneurship.
In this way, Ma Xiuhui, who is sure to find a business investment opportunity, has begun to manage his bright career – selling lamps.
Worship husband
For more than ten years, Opp has been transformed from a small 8-person factory to the first brand of home lighting. Wang Yaohai, a technology-born company, is the chairman of the company, focusing on R&D and production. Ma Xiuhui is the general manager of the company and is responsible for the company. Daily management and management work give the impression of a female lord and a male lord, but talking to Ma Xiuhui, you can clearly feel her appreciation of her husband and even a kind of worship.
In 1997, Ma Xiuhui, whose life began to improve, finally bought a ring and a pager as a birthday present for her husband. Once, Wang Yaohai took a bus and was hit by a couple of people to defraud. In the car, he talked about making money. The honest Wang Yaohai was moved, and the wife gave his ring and pager as a deposit to the other party. "At that time, he actually had 60,000 yuan in money, but he never moved a penny." Ma Xiuhui told reporters that he found out that he would be fooled and caught the liar, and when he was on the bus, he always Stick to one principle: In any case, the 60,000 yuan is everyone’s hard-earned money, and you can’t do it automatically.
"The chairman is very responsible, highly savvy, very hardworking, full of confidence in everything, and very safe with him." Ma Xiuhui said that the quality of her favorite man, her husband has it, when he started If you don't have a forward-looking outlook for business development, Opus may be a small workshop today.
Defying children
Holding the eldest son on the hand, he ran on the big streets and strolled in the streets of Zhongshan City. When recalling the early days of the venture, Ma Xiuhui always thought that there were too many children, especially the older son who was not particularly good. At that time, I was too young, and neither my husband nor my husband knew how to care for the family."
Sometimes I was too busy to get out of the way, and the child was hungry. Ma Xiuhui asked the neighbors to order rice for their sons. "I don't have the money to buy snacks for the children to fill the stomach first, but I didn't think about it at all. I have a career, and other things seem to be impossible to consider."
Later, the son was sent to the kindergarten. At 6 o'clock in the afternoon, Ma Xiuhui, who had finished his business, went to pick up the son who was leaving school at 3 pm every day. He watched his son staring at the iron gate and looked at himself. He saw his son's red face. Ma Xiuhui touched his son's forehead, hugged his son with a high fever, and listened to his son gently shouting "Mom", Ma Xiuhui's heart was sour.
Now that the conditions are good, Ma Xiuhui sent both children to the boarding school. The husband and wife agreed that no matter how busy they are, they will have to stay with their children at home on weekends, even if they are on a business trip.
"This kind of growth experience is actually a double-edged sword for children." Ma Xiuhui said that his two children are very independent now, and although they can rarely accompany them, she will never use money to compensate. The 13-year-old son wants to buy a mobile phone. Ma Xiuhui did not agree: "You see the uncles and aunts in the factory all have mobile phones, but they are used to earn money, and you don't make money to do what the mobile phone does?" Many students have it, but Ma Xiuhui said: "That is the work of others. Since the money is earned by me and my father, we must be the master."
Ma Xiuhui, who regards "being a man first and doing things" as the motto, said that his education of children has always followed this principle. In this earthquake, the two children donated their own New Year's money.
Return society
“The beauty of Jiuzhaigou is also a favorite trip I once had.†However, the “5.12†earthquake disaster caused many losses in many cities and towns in Sichuan. Ma Xiuhui, who suffered from natural disasters, made the decision at the first time. Donated 10 million yuan. However, Ma Xiuhui felt that Opp could do something more. Therefore, the mutual fund for employees in the earthquake-stricken areas was formally established. In addition to the economic subsidies to the company's Sichuan employees, the Mutual Aid Foundation also invited psychologists to provide advice to Opp to help more than 500 affected by the disaster. The name of the Ophirian staff came out of the shadow of the earthquake.
"It's not how much Ou Pu has, but we can save all kinds of money such as hospitality." Ma Xiuhui said, "Although I can't help everyone, I will do my best to help people around me."
In April this year, the Ministry of Finance and the National Development and Reform Commission jointly commissioned China Electronics Import and Export Corporation to carry out the bidding results of the “Efficient Lighting Product Promotion Projectâ€. In the nearly 30 well-known enterprises at home and abroad participating in the competition, Op Lighting successfully won the bid for general lighting. Use self-ballasted fluorescent lamps. At that time, the company chose to promote the region, Ma Xiuhui deliberately chose Shaanxi, Gansu and other places. "Oupu is doing light, light is for love, Op Lighting is willing to spread love to the world and illuminate the whole world." Ma Xiuhui said, "Promoting this cause in developed regions should be a icing on the cake, and I prefer to choose charcoal in the snow."
For this bright cause, whenever she sees some children suffering from various diseases such as cataracts, Ma Xiuhui always makes a million yuan donation to let them see the light again. "My dream is to build an orphanage in the future." Ma Xiuhui said, "My mother loves me so much, I hope to pass on this love."
Extended reading: Ma Xiuhui's resume
Born in 1971, Zhejiang Jinyun people.
In 1994, he went to the ancient town of Zhongshan, Guangdong to start a business.
In 1996, together with her husband Wang Yaohai, she founded Guangdong Op Lighting Co., Ltd. as the general manager.
After 10 years of entrepreneurship, Oupu won many titles such as “China Famous Brand Productsâ€, “National Inspection-Free Productsâ€, “China 500 Most Valuable Brandsâ€, “China Well-known Trademarks†and “CCTV 2007 China Top Ten Employersâ€.
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