Is today's personal customization a trend? Beno Nakayama has always been imitated and never surpassed

This article is excerpted from "Xiao Qin about" dialogue -- Chen Kehua, chairman of Zhongshan Benuo Refrigeration Equipment Co., LTD

It is said that your temperament hides the road you have traveled, the things you have experienced, and the people you have loved. I have never met Mr. Chen Kehua, and from some information, I perceive that he is tall and elegant. Listening to Chen's words through the phone shows the advantages of good eloquence, which is related to Chen's career in sales. Sales background, but the technology is very important, from Zhongshan Benoit's vigorous development, thriving, you will feel Benoit invincible.

Chen Kehua, chairman of Zhongshan Benuo

Just a consumer

Since entering the refrigeration equipment industry in 1992, to the financial storm raging in the world in 2008, Chen has never lacked confidence in this industry. However, in 2000, he had this awareness, and in 2008, he took root in this idea, and now the prosperity of the enterprise does reflect his prophetic foresight and foresight.

People-oriented is the foundation of the long-term development of an enterprise, of course, this "people" refers to consumers. Zhongshan Beno pays attention to the use experience of consumers on products, and concentrates the functions of various refrigeration products on one product, making the operation more convenient. Just like the current mobile phone set phone calls, text messages, photos, Internet and other functions in one. When you go out with only one mobile phone, you bring your camera and computer with you. How consumers experience the product has a direct impact on sales, but if the product features can not meet the needs of consumers is empty.

How to balance the gap between consumer demand and product function realization, which is a sharp problem for "private customized refrigeration equipment", is also a topic that entrepreneurs need to consider. First of all, the company should have a strong technical team, provide superb technical support, and keep pace with the development of new products, new functions, new structures, new appearance, and new technologies, so as to lay a solid foundation for the realization of consumer demand for refrigeration equipment. And then to try the customer's needs, "practice has the right to speak" has been Chen and his leadership of Benoit staff as the working creed.

Of course, both inside and outside is the long-term plan for the development of enterprises, in a very common word is that you can not ask a person to go through your ugly appearance to your heart. Beno products have "good reputation, customer satisfaction, superb technical support" internal, but also pay attention to external performance. Therefore, in addition to taking into account the refrigerator space design is more flexible, the operation is more versatile and convenient, and the technology follows or even catches up with the needs of human nature, Beno also regards the product beauty and fashion as an important issue in the product production process.

Avoid secondary injury

Chen has been rooted in this industry for 25 years, and also deeply felt the cruel and vicious circle of competition in the refrigeration equipment industry. The war without smoke is focused on the price war, full of vicissitudes, head and blood, but almost completely ignore technology and innovation. Businesses can only "hands-on" in product technology and raw materials, constantly compress the cost of product raw materials, and ultimately cause great damage to product performance, forming a vicious circle of shoddy production. And these products are linked to our eating habits.

Too many restaurants and hotels are serving food that is increasingly flavoursome and harmful to human health, and the refrigeration industry is to blame. The reasons are as follows: The use of refrigeration equipment with poor product performance in the process of freezing ingredients will produce "difficult to detect" food deterioration. Many times these ingredients will not be discarded by restaurants, but by adding various seasonings to cover up their spoiled taste. This kind of behavior is very harmful to the health of Chinese consumers. Even some refrigeration equipment materials do not meet the legal compliance of food, soaked into the ingredients, causing secondary harm to the final food consumers. This is also caused by entrepreneurs' lack of social responsibility.

We should push "taking social responsibility" to a high level in the business circle. The so-called "quality reflects responsibility", this kind of shoddy refrigeration products, not only the material does not comply with laws and regulations, harm the physical and mental health of consumers, but also a great waste of social resources. Zhongshan Benuo mainly high-end refrigeration equipment products, the service life of up to 13 years, even if scrapped also has a great recycling value. And some of the products produced by enterprises are scrapped in three years. And there is almost no recycling value after scrapping, forming a kind of industrial waste that has great harm to society and destroys social ecology. Perhaps unscrupulous entrepreneurs invest the least amount of money to produce the most, and product market coverage is constantly improving. However, the excessive consumption of social resources, the manufacture of more and more industrial waste, favorable but no "name", probably fame and fortune is the best state for the healthy development of an enterprise!

Zhongshan Benuo refrigeration equipment Co., LTD

Enterprise's "poetry and distance"

Perhaps sales determine the temporary market share of your enterprise, but the casting of the brand determines the "poetry and distance" of the enterprise. Mr. Chen attaches great importance to the brand and visits exhibitions related to the refrigeration equipment industry in Hong Kong, the United States, Europe and other places every year. In particular, he noted that a brand of refrigeration equipment in European countries can sell for several years without reducing consumer interest in purchasing. The reason is that the European refrigeration brand products are of excellent quality, high brand conversion rate, long use time, high durability, and durable appearance. This set an example for Beno and gave him direction.

The road of refrigeration equipment brand is "blocked and long", but this cannot be a reason not to start now. After going through "everything is difficult at the beginning", we can see the bright prospects of "willow flowers and bright villages". Europe is the birthplace of many luxury brands, and no matter now our country's "madeinchina has also been famous in the world, just look at the quality of foreign luxury brands, raw materials and design concepts, indeed to the degree that people look up to, sought after by people in all countries is not unreasonable. This is the power of the brand, and the casting of the brand can achieve the "poetry and distance" of the enterprise.

Variable Beno, a variety of choices

The benefits brought by the brand are self-evident, more active response to competition, higher added value, lower risk of new product promotion, lower publicity compliance, and intangible brand equity... But in fact, the most can not be ignored, the enterprise does not have a good product, the first lack of the foundation of brand management. So the most important thing is not to dream of a leap forward in branding, but to bury yourself in making a good product and then to do product branding with foresight.

Zhongshan Benuo enterprise development is overwhelming, but in the process also experienced numerous battles and hardships. With "professional customization" as the core, 25 years of industry experience precipitation, 10 years of technology accumulation, and pay attention to the "poetry and distance" of the enterprise brand while continuing to make profits. Is there any reason not to believe that Benaud's "Poetry and Distance" is in the near future?

Postscript: The whole interview in one go, the whole process, the author felt the deepest is that he has the vitality of "newborn calf is not afraid of tiger", as if a fledgling graduate, full of passion for career life, it is difficult to imagine that this is a 25 years of refrigeration equipment experience boss state. Probably this is also the biggest reason for the rapid development and growth of Benoit in a short period of 8 years. Here I believe that in the future Zhongshan Benuo will become a shining star in China's commercial refrigeration industry!