Liu Pingjuan: Focus on the main business of kitchen utensils and deeply cultivate online and offline
2019-08-01 08:01 |Yiwu business newspaper
Liu Pingjuan, female, born in August 1974, general manager of Yiwu Chuangyi Kitchenware Co., LTD. Over the years, Liu Pingjuan adhere to the integrity management, won the trust of customers at home and abroad, enterprises to achieve leap-forward development, brand influence continues to strengthen, gradually transformed into the production of high-grade stainless steel kitchenware, high-end hotel sales, diversified development, with "integrity brand" company.
Since 2003, Liu pingjuan has successively registered "Chuangyi Kitchenware", "C&E", "Chuangyi Kitchenware Living Hall" and other brands, and successfully registered brands in more than 80 countries and regions around the world. In order to meet the needs of domestic consumers, the agency of Germany Shuangliren, WMF, Korea Le Kou le Kou, Korea 777 and many other international first-line brands, and opened its own brand Tmall flagship store, Chengxin Tong, Alibaba international station, Yiwu shopping, micro-marketing and other Internet sales platforms.
刘萍娟在介绍产品
On July 30th, in the shop of chuangyi Kitchenware in the second district of international Trade City, Liu Pingjuan happily shared the recent harvest with reporters: "Chuangyi Kitchenware has reached strategic cooperation with a Malaysian customer, and has laid out online and offline sales channels in Malaysia." This is liu Pingjuan reached the third "chuangyi kitchenware" foreign general agent cooperation. It already has customers from Spain and Russia.
Liu Pingjuan is a persistent person. After 30 years in business, she has had plenty of opportunities to change careers, but she is still in the kitchen. She wants to excel in this "fireworks" industry and turn kitchen utensils into works of art.
1200 yuan to start a business career
Liu Pingjuan's parents were engaged in the semi-finished processing business of locks in their early years. After graduating from junior high school, at the age of 15, Liu Pingjuan helped her parents "stand the counter" in huangyuan Market. Liu pingjuan's parents have high requirements and want her to accumulate experience in practical work. Her father at the time was strict, demanding that she always smile when facing customers.
In 1993, at the age of 23, Liu Pingjuan decided to go it alone. She borrowed 1200 yuan from her father and rented a stand in the huangyuan Market. In the beginning, Liu pingjuan bought from everywhere and sold whatever was marketable. After some trial and error, she began to specialize in kitchen products.
The second summer after she started her own business, Liu pingjuan received an order for foreign trade. "At that time, an Arab merchant went door to door along our street to order goods. I heard that this customer ordered a large quantity of goods. I was looking forward to his coming to my shop." Liu pingjuan said, "But when I saw this customer approaching my store, it was time to close the market." Not wanting to give up, Liu pingjuan picked up the product sample and ran to the customer to introduce her product enthusiastically. The Arab customer is moved by liu Pingjuan's sincerity, ordered the kitchen utensils with a value of more than 100 thousand yuan once.
In order to avoid the homogenization competition in the market, Liu Pingjuan besides do agent to partial factory, oneself start work innovation designs package, the kitchenware articles such as knife, fork, spoon formed a suit, promoted oneself the competitiveness in the market. It is such a small originality, liu Pingjuan's kitchen utensils product is popular. "At that time, I would go to the warehouse to pack products as soon as I closed up and only slept a few hours a day." Liu Pingjuan said.
Integration of innovation and fashion
In 1998, Liu pingjuan set up her own kitchen products company. With long hair and a crooked smile, Liu Pingjuan is graceful. Therefore, there are often friends to advise: "you should do fashion industry, why bother to deal with stainless steel all day long." In this regard, Liu Pingjuan said, "kitchen utensils can also be made fashionable." Such persistence has lasted for more than 20 years.
At the end of 2018, Liu pingjuan helped design a set of colorful tableware, including everyday utensils such as spoons, bowls and forks, in 12 colors, incorporating a modern and minimalist aesthetic that is currently popular. Once the product was launched, it caused a greater response in the market."This set has been the hit of the year." "Said the manager of chuangyi Kitchen.
"' Create an art kitchen and enjoy the good life ', this is our original intention." Liu Pingjuan has been sticking to employ well-known designers all the research and development, design and process innovation, to ensure product quality and practicality, on the basis of design elements into modern fashion aesthetics, improve the product's aesthetic feeling and modern life grade, each product not only ensure the high quality, practical and a sculpture handicraft.
Diligence brings customers
"Everyone thinks I'm doing well in business and wants me to share business tips." "Actually, I succeeded because I worked harder than my peers," liu said. When she was young, Liu pingjuan was very diligent. Every morning, she would wait at the gate of the market half an hour earlier than others."At the gate of the market, I would greet foreign businessmen waiting at the gate. Sometimes I would be refused, but some of them would be affected by my enthusiasm and I would take them to the shop to see the products." The habit continues to this day. Don't underestimate the extra hour paid every day, which also brings many customers for Liu Pingjuan.
"Live streaming" expands sales channels
"Today, I recommend a magic glove, set gloves and dishwashing ball in one, resistant to high temperature, hot, waterproof, oil." On the afternoon of July 31, Liu Pingjuan and her employee Yao Yao were promoting the creative product -- magic gloves, which is popular all over the world, to consumers through taobao live broadcast.
Last year, with the boom of live broadcasting industry, Liu Pingjuan found that more and more people with mobile phones were doing live broadcasting in the market, and some of her friends also started to get involved in the field of live broadcasting to expand the market. Liu pingjuan is keenly aware of the business opportunities. "After in-depth understanding and learning, I found that the model of live streaming + selling goods has great development potential and may become a key point for enterprises to explore the domestic market." Soon, Liu pingjuan cooperated with hosts who sell goods live on platforms such as Taobao and Douyin, and sold a lot of kitchen appliances with the potential of "explosive styles" on Douyin and Taobao Live, and the sales volume rose steadily.
After seeing that her products sold well on taobao, Douyin and other platforms, Liu pingjuan took her staff and started a new way of selling products on Taobao live, becoming one of the first "pioneers" in the market. "In addition to generating orders, the webcast can also let consumers know about chuangyi Kitchenware, so that more people can use our high-quality products, and let us know more about the needs of domestic consumers." Liu Pingjuan said. Now, Liu and Yao live stream taobao for four hours every day, often attracting thousands of onlookers.
Initiate the establishment of Yiwu International Brand Alliance
With excellent product quality and good reputation, "chuangyi kitchenware" successfully out of China. Now, Chuangyi kitchen brand has been upgraded to an internationally renowned high-end kitchen brand -- C&E Chuangyi Kitchen brand. Liu Pingjuan has registered it in more than 80 countries around the world.
Liu Pingjuan feels that foreign brands stand out, among which there is no lack of century-old brands with profound foundations. Shuangliren, for example, has a history of more than 270 years and has more than 2,000 stainless steel knives and scissors, POTS and pans, kitchen cookers and personal care products. Shuangli seems to be focusing more on overseas markets than other German brands. Liu Pingjuan, the agent of Shuangli for many years, knows the advantages of foreign brands. Because of this, she has been thinking about "how to strengthen the product development and innovation of domestic brands, and how to compete for the right to speak in the international market?"
In 2017, Liu Pingjuan launched yiwu International Brand Alliance. The league was formed on August 23 of that year. Star Umbrella, Chuangyi Kitchenware, Discoverer Tools and so on have become the first batch of yiwu market brands to enter the alliance, and the number of brands has reached nearly 60.
Liu Pingjuan said, this is jointly sponsored by industry elite yiwu market with different industry alliance, aims to break the barrier of the members of the, realizing the resources sharing, win-win cooperation between brands, to point with surface, promote the development of the industries in yiwu market, boosting the yiwu business transformation and upgrading, and strengthen the competitiveness of yiwu local brand in the international market.
(Original title "[Yiwu Story (17)] Liu Pingjuan: Focus on the main business of kitchen utensils and Deep cultivation online and offline", original author Luo Hongting, Wu Fengyu, He Jingyao. Editor Phyllis Lou)
