At the moment comes at computer stores summer seasonal promotion, movers to audio advertising posters on a prominent position on the market. 15 years ago, a young teacher Zhang wendong, Beijing Institute of technology decided to abandon stable employment, selection is like music manufacturing high performance audio. Now, Zhang wendong founded the "Edifier Cruiser" was ranked the world first three audio brand, also occupied a half of domestic audio market.
Like to find business opportunities
1994 Zhang wendong, Beijing Institute of technology of automotive engineering, a teacher and a music enthusiast, but this one, at that time was not so easy to achieve. "Hi-fi stereo universal price in million Yuan, relatively cheap low quality plastic small speaker to thousand or so, and evolve in classical music makes people feel unbearable. "So, Zhang wendong use their spare time and their students in the school laboratory make a cost low sound good wood speakers.
In intoxicated with beautiful music and DIY accomplishment, Zhang wendong keen to discover a whole new markets: can cannot allow consumers to take him to accept the price will be in a position to appreciate the Hi-Fi sound effect? even if is not possible to fully achieve the level of Hi-Fi, but reached its baifenzhibajiushi.
Summer 1994, Zhang wendong and Mechatronics in Xi'an University of technology read the brother Zhang l, studying Zodiac-in Summer Palace next to rent a bungalow, third person, doing work on welding circuit board and guide tone holes, product after riding a tricycle Zhang Wensheng daily to Beijing Wangfujing [25.10-0.32%] Department store to sell.
At that time, the CD has not been universal, PC multimedia technology also does not appear, so at first they just try to go to the very popular walkman Walkman do matching audio with power amplifier, a simple audio combo system. They had a lot about the retail price is $ 400, this kind of product and those thousands of Hi-Fi products at every turn, sound quality while still not equivalent, but the price difference of disparities, there is a big difference between the market acceptance is much higher, sell, or a fire.
"At that time did not think too long term planning, just by virtue of his hobby into this market, as for the later development of multimedia technology, computer, those changes are at the beginning of the venture are not going to want to live. "Zhang wendong's reporters.
Experienced partner divestment
The first batch of product sales hot, but sales of loans to a few months to recover, the new entrants to the business of Zhang wendong encountered financial difficulties to sustain. In order to raise capital, Zhang wendong to find a company cooperation: each other funded $ 60% of the shares, all funding before, technology, brand, coupled with a patchwork of 4 million accounted for 40% of the shares.
Solved the immediate problem of Zhang wendong, after a year of the time to constantly develop new products, new sales channels, the company's business is thriving. However, at this time, he met with the entrepreneurial career in the first crisis: partner suddenly decided to withdraw but not to recognize the cooperation agreement and will not give them any co-op.
"At that time we blow or quite large, after all, the company has just started, encountered such problems really brings a lot of development difficulties, but fortunately, we have the perfect stage, then catch the IT industry burst development of opportunities for us, this has been a good thing. "When you look at the memory, Zhang wendong's voice is thin light.
"Discovery of early resolution of the problem earlier, this is a good thing. The most important thing is that we have learned. "Zhang wendong told reporters that" looking for a good partner is a very difficult thing, many decisions need more trust on both sides. Through it, we got very good lessons. ”
Crisis in the final solution. Through legal means, Zhang wendong proportionally to their own benefit. He did not give up their own venture, has registered a company, that was later Beijing Aidefa, speaker brand name has also made some relatively simple – "Cruiser", I hope to not worry not impatient attitude to do their own business.
South expansion and growth company size
From 1996 to 2000, movers to the end of the development of stable, 2000, early 2001 cruiser in Shenzhen set up their own factories.
Zhang wendong also spread to the reporter admits South Shenzhen factory since the development of the company are high-impact events. "At that time, all the raw materials come from Shenzhen, the company finished and then go to all parts of the country, the cost is too high. Once established in Shenzhen up production base will be flying to development. ”
Now, in the areas of multimedia, in accordance with overall sales, Cruiser can rank the top three in the world, in almost half the market share.
"Cruiser of the product is done in high-end, we don't do those cheap low quality products. Over the past few years, we have to increase the home audio, car audio, headphones, and other product lines. "Zhang wendong said.
Speaking of movers to why in many brands, Zhang wendong represents the company's core competitiveness or product quality. Zhang wendong, now movers to products of the tended not to rework rate and one-tenth of the number of peer products.
The legend of performance under crisis
Financial crisis, a large number of OEM Chinese speaker companies hit, but this does not include the cruiser.
"Over the same period last year, the first half of 2009 compared to walking double achievements, further expansion of domestic market share, almost half of the entire industry."Zhang wendong said in overseas markets, movers to own-brand sales Awards recognize audio products to high-end expansion to defuse the crisis on the company's overseas business impact.
Zhang wendong, made such a performance is consistently Cruiser "inside the country and expand overseas" internationalization of the results. Peers in the industry is keen to rely on OEM earn "fast money", but by exploiting movers to distribution channels, promotional brand overseas strategy. In particular, the financial crisis, many peer OEM once cancelled order, faced with the dilemma of sustain and movers to on the one hand, on the one hand, relying on the domestic and overseas market capacity for autonomous control, so you can better adapt to market changes and coping and adjustment.
Today's movers to already in over 80 countries and regions to build up marketing networks. In Denmark, Italy, in France, movers to own brand "Edifier" products and the world's top audio brands in sales with the show. Movers to latest two products, also in this year got the global industrial design profession's highest specifications Germany red dot awards.
In addition to product quality stick, Zhang wendong also often put the design in the mouth. He often said that the word is "unique product design concept not only help movers to lead the development of domestic industry, but also allow it access to international peer respect." Hope on the pursuit of quality and design of adhering to let movers to wander the world.
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