Maxim's door: not afraid of the Internet, selling 4.5 billion a year

Maxim's door is never short of news.

A city view about the open roof of Maxim's open factory - "Happy Farm" turned out to be the rumor: on the 6-storey roof, it was able to row and land, March 15 According to media reports, Maxim's company invested 13 million yuan to build a "happy farm" with an area of ​​about 20,000 square meters. The farm is surrounded by an artificial river about 1 kilometer long. Visitors can enjoy the beauty of the farm by boat.

Internet public opinion is divided into two groups: the power and the challenge. The fans are amazed to think that they are skilled craftsmen and add color to the city, but many opponents believe that there is a lack of creativity and lack of creativity. "Let's shoot in the middle!" In this regard, Xia Mingxian, the head of Maxim, shrugged his shoulders and spread his hands. The corner of his mouth showed a naughty smile, and he said in an understatement.

—— He obviously does not care. “Happy Farm” is just a public welfare project that adds happiness to employees and adds color to the city. All products are unique. It is the corporate culture that Maxim Group has penetrated into the bones.

Of course, what Xia Mingxian cares more is the media’s other title, the godfather of the door industry. After 26 years of change, the beauty of starting from the ruined air-raid shelter has become the leader of the world's door industry: he sold the "Made in Chongqing" door to the palace in the UAE, and he let the mayor of the United States not hesitate to devote himself to His "door industry empire", 3,200 stores nationwide, more than 10,000 employees, more than 1,500 categories, and exported to more than 30 countries and regions, with an annual sales of 4.5 billion!

This is a magical door. What secrets is hidden inside its door?

"Five generations door" advanced song

It is necessary to talk about the "artisan spirit", a geek spirit that has been passed down from the Middle Ages: a carpenter is thinking about his own play in his own workshop, and everything he does is unique. Every product is carefully crafted. . In the business world, if you are only focusing on one product for a few years, and then doing it to the extreme, it will also bring respect and flowers to the world.

Xia Mingxian is such a person.

Twenty-six years ago, 36-year-old Xia Mingxian slaps his head in his little-known hardware store, and a 100 billion-dollar industry is born – why not create security doors for citizens who are becoming more affluent and safe? Then Shantou added a welding torch, a hand drill and a vise. In a "people's bomb shelter" left in the era of preparation for the war, China's first security door was born.

For more than a week, he has made more than 20 "iron club doors" and made a lot of money. Following this line of thinking, Xia Mingxian created the theory of "the beauty of the security door."

"Never sell the future in the immediate interest!" Xia Mingxian regarded this sentence as a standard.

The products are polished and tireless, the cost control has rules and regulations, and even the self-driving large trucks go to the suburbs for delivery... Xia Mingxian is like a parent, carefully caring for his children.

After 26 years of capital accumulation, brand building, technological innovation and channel construction, Maxim has only grown up in the hands of the production of ventilation and security doors. After the first generation of ventilation security doors and the second generation of Maxim's flat door, Meixin became the creator of the security door and established the position of industry leader.

With the popularization of the theory of "security door", Xia Mingxian began to think about how to take the "gateway" in the next step. For this reason, he has visited more than a dozen countries. "One child, the biggest hope is to learn", and it took up at the beginning. The beauty of the opportunity begins the way of learning.

Learning brought two other theories for Xia Mingxian: “safety gate” and “door art”.

If the creation of "security door" is "demand to drive production", then the "safety door" is proposed as "ideal development needs". It can be said that "safety door" is not only a theoretical extension but also a "security door". Positioning the humanization of the industry.

This is the third-generation door - the four-way hinged door, which consists of a K structure, a high-end aluminum alloy edging door and a lock-and-strap buckle structure. This has become a modern security door, and the products have been greatly developed in terms of anti-theft performance and aesthetics. By the fourth generation of doors, Maxim's door has fully realized automated production and has begun to enter the era of mass production. In the early 21st century, the fifth generation of intelligent doors will become the mainstream of Maxim's door.

Over the past 26 years, tens of thousands of similar companies have emerged in the competition and disappeared from the competition. The “iteration” of Maxim has enabled it to continuously improve its products according to market reactions, not only survived well, but also became famous. , firmly sit on the top of the world king.

What is the “iteration” of Maxim?

Foreigners Street, Liu Xiaoqing and Manhattan

Maxim is a magical business. The genes presented by this southwestern manufacturing company are always so different. Because the public heart of the public in the public view, is the slogan everywhere, the world's largest toilet, slanting house...

In 2006, Maxim intends to use the theme park-style leisure tourism to sizzle the area under the Great Buddha Temple Bridge on the Yangtze River and enter the real estate market.

However, the "unintentional insertion" move allowed Xia Mingxian to build the beauty of the "foreigner street", which became the hot spot of Chongqing's main city. The highest day received 300,000 tourists, and the total number of tourists received exceeded 10 million.

Despite being called the "American Disney", the civilian version of the carnival, and has been criticized for being out of the throne, Leiren's architecture and slogans, but three years of free rent quickly gather popular, low-cost entertainment services, all kinds of souvenirs The business model of small profits but quick turnover has enabled the company to quickly achieve commercial success.

As China's largest door industry empire, does Meixin's real estate culture show the “out of place” genes in the company's corporate culture?

When I first entered the Maxim's production area, I turned to countless intricate “streets” and went to the second floor platform. I found a sprinkler in the slow water to clean it! The office area where the general manager is located is also Built in a quadrangle community on the second floor platform.

Some people should remember that in 1999 and 2003, the famous movie star Liu Xiaoqing was located in Anhuili, Chaoyang District, Beijing, with a total floor area of ​​245.1 square meters and another 4 properties. The company was forced to auction due to arrears disputes. I bought it and spent millions of dollars to buy it - Wang Dengping, director of the Beijing office of Maxim Group, said that the house was made for the staff!

Is this just a rich and self-willed company? Can it be a professional industrial empire?

Next, let's take a look at the Waterloo incident that Maxim's announced almost from outside.

In 2000, at the turn of the century, Xia Mingxian almost got three things he pursued for many years. In this year, Maxim's total market sales exceeded the threshold of one billion yuan, and it was the head of the army. In the same year, Maxim's company passed all the tests of the US security door UL international certification and boarded the forbidden shackles of the world's door industry technology. At the end of the year, along with Maxim's in the New York Times Square, a global gold business district dedicated door supermarket, the former "Shantou Industry" officially entered the world's top market...

Pulling building materials into the Times Square to open a showroom of no less than 800 square meters is undoubtedly a "magic" initiative. At that time, the Nasdaq exchange hangs a sign in Times Square, and the annual rent is $2 million. The 800-square-meter exhibition hall is destined to be difficult to recover.

But Xia Mingxian is bent on his own way.

The result of the gamble can be imagined, and the investment has certainly not been recovered, but this time, the "willfulness" has brought unexpected value. "At that time, North Americans thought that China was relatively poor and did not really enter the international market. The United States was shocked by this move." Many famous American newspapers began to report on high-density, and they used an international political climate. The title of the world, "Wolf is coming."

Another unexpected follow-up was that the mayor of Monterrey, California, came to the door. After several contacts, the man named Bartley finally started the agent of Maxim's door in the North American market. In fact, Bartley’s mayor’s term of office was full, and his relationship with Maxim’s heart laid a good foundation for the subsequent attack on the North American market.

Shortly after Bartley left China, Xia Mingxian received an African guest from Nigeria.

At first, Xia Mingxian felt that the other party was a chieftain, and the chieftain used his unique Xia's humor to express "I think it is probably the head of the self-employed."

As everyone knows, when this special-sized door is about to be completed, Xia Mingxian learned that the door was installed in the Nigerian Royal Palace.

China's figure of Industrial Revolution 4.0

China’s “richest gardener” has created the behind-the-scenes of the wealth legends of Pan Shiyi and Shi Yuzhu – Chairman Cai Hongping of Deutsche Bank’s Asia-Pacific investment banking department once mentioned in “Industrial Revolution 4.0, World Without China”: China should use The technology and convenience of the network and various means to enter the depth and breadth of production, learn Apple, learn Tesla. Because "this wave of industrial revolution does not bring Chinese people to play!"

It is obvious that the door industry empire is not in line with the Industrial Revolution 4.0, relying solely on the willfulness and decentness that Meixin is good at. Xia Mingxian made three adjustments:

The first is full introduction. South Korea's automated security door production line and welding equipment, German hydraulic presses, Finnish CNC turret punch presses, US screw air compressors and glue sprayers, Japanese hydraulic sheet metal bending machines, AMADA CNC punch presses and Italian Sava The Nini flexible production line and other sources are constantly filled with the company's workshops in Nanping, Chongqing.

The second is independent development. Already the leader of the Chinese door industry, when the introduction of foreign production lines, they found that these production lines are truly unparalleled in terms of accuracy and automation, but they are still inadequate in adapting to diversified products. Therefore, Maxim has independently designed the world's unique production line, adding various personalized elements to the market on the door embryo, and named it as a flexible production line.

The third adjustment is the specialty of attacking the heart of the mountain.

How to make a 4.0 degree professional in the highly popular industry? Xia Mingxian, who stands at the peak of the door industry, puts his eyes outside the industry.

The company's Sawanini production line imported from Italy in 2010, the production of the door number can be said to achieve the sealing accuracy of the tank door; in 2012, the company borrowed from the Israeli company's technology to produce the door, claiming that the AK47 bullets are not worn; and the refrigerator door Sound insulation technology has also been applied to home doors by Maxim, and the sound insulation effect has been rapidly increased to more than 30 decibels.

In the interview, Xia Mingxian and his cadres and employees constantly popped up the professional terms that the "business" reporters could not understand: security door production line 01 line, 02 line, ABE line, Sawanini production line, steel wood fire door production line 12 Line, Lokko production line 10 lines ... not only the production and technology departments, even the marketing and corporate culture departments, the office air is floating in these oysters of professional vocabulary.

Perhaps in their eyes, this profession is taken for granted, because it is this profession that brings them an unexpected wealth -

At the end of 2014, a working group received a reward of more than 100,000 yuan from Xia Mingxian for the huge benefits achieved by the proposed production line improvement program.

This professionalism and focus has enabled Maxim to achieve sales of 4.5 billion in 2014, and the products cover almost all types of doors that we can think of.

Entering the era of smart home, the fifth generation of the "very cool and cool" heart, the world's only Bluetooth smart lock came into being - using imported color steel plate, imported equipment manufacturing, and combined with modern information technology, with intelligence Bluetooth locks, fingerprint locks, face recognition systems, remote locks, intelligent visual door mirrors...

The spirit of the craftsmanship of production and the spirit of the company in the corporate culture have formed a distinct personality trait inside and outside the heart. However, just as a yin and a yang become the world, professional and out of position, but the beauty of the heart is firmly stuck in the depths of the market's mind can not be unloaded.

In Xia Mingxian's view, Maxim's heart has one or two batches of fools. One or two batches of engineers, like many Germans, make a small product for two hundred years. The depth of the work is so deep that you can't imagine it. The heart needs the originality. Instead of making a fortune right away.

- Forget your wealth, forget the richest people, God and wealth will finally appear on your focused products.

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