Chen Ruifu, Chairman of Beijing Xingguang Film and Television Equipment Technology Co., Ltd.
In the film and television lighting industry, Starlight is a famous name. Star TV’s professional lighting products have been adopted by CCTV’s “News Network†and major events such as the return to Hong Kong in Tiananmen Square. But who can think of it, Chen Ruifu, chairman of Xingguang, was only a farmer in Daxing County, Beijing, who did not know technology and had no funds 20 years ago?
Chen Ruifu has been groping for the first ten years of doing business, and it is not smooth. However, since the 1990s, due to the adoption of a special marketing strategy, some simple but effective methods of employing people and management methods have been adopted in the operation. This professional film and television lighting company that operates TV stations, film factory lighting products and lighting projects has entered the market. Rapid development period.
Four Gu Mao, please experts
In 1983, an accidental opportunity, the third junior high school graduate Chen Ruifu learned that the photo studio urgently needed photographic lamps, no money, no technology and equipment, he relied on hand workshops to tap and play, began a simple lighting processing. Around 1984, color photography technology was rapidly emerging in China. The Starlight Photographic Equipment Factory, which has just produced black and white lamps, is facing the challenge of upgrading.
At the same time, Zhao Ming, a senior engineer at the Beijing Electric Light Source Research Institute, has developed a new type of film and TV lighting fixtures with international standards. This type of luminaire is suitable not only for color photography, but also for film color TV lighting. At the time, television technology was shifting from black and white to color. After learning this information, Chen Ruifu was sensitive to realize that if he could invite this expert, there would be hope for the survival and development of Starlight.
After all the hardships, Chen Ruifu found Zhao Ming's home, but Zhao Ming looked down on the farmer's factory director, and did not believe that this small rural factory in Beijing could apply his advanced inventions. After eating three times, Chen Ruifu did not give up. When he knocked open the door of Zhao's house for the fourth time, Zhao Ming deliberately took out an imported lamp to test him: How long will it take you to produce it? Chen Ruifu said confidently: 3 months. However, in Zhao Ming’s opinion, Chen Ruifu may not be able to produce it in three years.
Chen Ruifu quickly identified Zhao Ming’s psychological needs: the key is to produce his invention into a product. In fact, Chen simply couldn't do the imported lighting, but when he got home, he thought of a blind eye: he made a light casing and removed the core components from Zhao Ming's sample lamp and put it into his own sample. in. This really made Zhao Ming believe that Chen Ruifu really has the production capacity, holding the psychological test, and promised to cooperate with Chen Ruifu.
This lighting expert not only brought the most advanced technology to Starlight, but also brought him a huge market, pushing Chen Ruifu to the forefront of the lighting professional history stage. Since 1988, Starlight has introduced new products every year. Today, 20 years later, Zhao Ming has also become a senior manager of the group.
A company catalyzes a profession
In 1989, Chen Ruifu felt that his professional knowledge was lacking and he went to Beijing Broadcasting Institute to study. In addition to the improvement of professional knowledge, this study also brought an unexpected result to Chen Ruifu: his classmates are mostly leaders of provincial and municipal TV stations. This kind of classmate relationship has accumulated valuable contacts for Chen Ruifu to open up the market in the future.
In 1993, the scale of the starlight was still small, and the sales revenue was only tens of millions of yuan. Chen Ruifu, who has been in business for 10 years, is still in the process of exploration. It was also in 1993 that Chen Ruifu made a special measure that could determine the fate of the development of Starlight in the next 10 years: Investing 1 million yuan by Starlight, founded the Starlight Film and Television Lighting Specialty at the Beijing Broadcasting Institute, the highest institution in the national film and television industry, to train lighting talents.
Film and television lighting and lighting is an emerging technology developed with the popularity of TV in the mid-1980s. It is also a professional art. At that time, China did not form a systematic education theory in this respect. The lighting personnel including CCTV relied on it. Experience lighting. Chen Ruifu and Beiguang set up the Starlight Film and Television Lighting Specialty, which was the first lighting professional in China. At that time, it was considered a (Starlight) company that catalyzed a profession.
Chen Ruifu’s idea at the time was that the lighting professional should cultivate a talent for the starlight while occupying a territory in the film and television industry, let the technical personnel who are engaged in lighting professional in the future understand the starlight, familiar with the starlight, and cultivate the city through professional lighting talents at the same time. The domestic lighting professional blanks can bring high social reputation to enterprises.
After graduation, this professional student was assigned to the national TV station, entered the important position of TV station lighting design, and also accumulated valuable customer relationship resources for Starlight.
Each of the 15 lighting graduates who graduated each year is enriched to various management departments of Starlight, and the other part is sent to TV station for technical service free of charge. This form of unpaid technical talent assistance soon became the secret weapon of Starlight attacking the market. . A classic case is: In 1998, a provincial TV station in the new large-scale studio public bidding meeting, the companies participating in the bidding have participated in the competition by means of price reduction and other means, only Starlight proposed to provide a free lighting art professional. College students carry out technical services and training on the spot. The excellent technical service of this college student made the TV station finally decided to adopt the lighting equipment produced by Starlight.
Simple ways to motivate talent
The rapid development of the starlight in the 1990s was mainly due to the establishment of contacts through the lighting profession, which opened up the rapid development of Starlight after 2000 years, and benefited from Chen Ruifu’s two strategies: First, attracting new technical talents and Business talents join Starlight to let them invest in technology and management. The second is to reward those who have previously contracted the subordinates' outstanding performance, and carry out property rights reform, so that the backbone of the bonus will buy the shares of the subsidiary.
When many investors are doing business, they must be major shareholders and absolutely control the companies they invest in. Chen Ruifu is doing something that ordinary bosses seem silly: they have the most cash, but they are small shareholders.
Where are the opportunities for the future?
In 2000, Starlight clarified the property rights relationship, reorganized its core assets, and established Beijing Xingguang Film and Television Equipment Development Co., Ltd., ready to go public. In January 2003, Beijing Xingguang Film and Television Equipment Development Co., Ltd. increased its capital and shares, absorbed five core enterprises under the Star Group, completed the capital increase and shares and successfully registered Beijing Xingguang Film and Television Equipment Technology Co., Ltd.
So far, Starlight has developed into a leading company in the design, installation of film and television stage, drama studio lighting project. In 2002, Starlight developed a digital luminaire equipped with CCTV's high-definition studio, which is the first digital studio in China.
Today, he has set his sights on the 2008 Beijing Olympics: For Starlight, the Olympic venue lighting and performance lighting have huge business opportunities! Chen Ruifu said: In 2008, it will be Beijing, China, and it will be a glorious starlight. And exciting moments!
Attached text Chen Ruifu's business philosophy 1. Do business with feasibility analysis, but don't look ahead, dare to take risks, do it again; 2. If a boss treats employees like slaves, don't cooperate with him.
Lighting on the 101st floor of Shanghai World Financial Center (Photos) 2008-08-28
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