Speaking of Fu Nan battery, it is a household name. At that time, the slogan "One paragraph is better than six paragraphs" was deeply rooted in the hearts of the people. Established in 1980s, this enterprise has gone through more than 30 years, and now it has become a leading enterprise in the domestic alkaline zinc-manganese battery industry. It is a miracle to have more than 100 patents on a small battery. However, two "foreign bosses" have been changed successively, and they have drifted away 1 1 year. Not many people know about this tortuous experience.
As early as 1970s, Chen Laimao (the founder of Fu Nan Battery) was transferred to an old battery factory because he was located in a remote mountain village and his technology was far behind his peers. Full of blood, he made up his mind to lead the battery factory out. In order to find more orders, he went to Beijing and Shanghai to discuss cooperation with two local big battery factories and help some mature big brands to do OEM production. At the beginning, this practice really effectively promoted the development of the factory.
However, this practice also brings a problem. The factory can only follow the brand's ass, and there is no room for independent development. Soon the cooperation really ended, which made Chen Laimao and the factory lose their livelihood and face the possibility of bankruptcy. There is no better way, so he has to find a way to transfer the battery factory to other big factories. As a result, people said dismissively, "What can a small factory in a ravine do?" This gave Chen Laimao a great stimulus. As the saying goes, steamed bread should also fight for breath. Later, he decided to give it a try and sell his own products.
By chance, he visited other places and suddenly found that alkaline manganese batteries have occupied a large share in foreign markets, but they are almost blank in China. Chen Laimao decided to take the research and development of LR6 alkaline manganese battery as a breakthrough and fight a turnaround. After several operations and painstaking research and development, Fu Nan Battery Company was born.
At that time, there were mobile phones on the market, but they were still luxury goods for most people, so BP machines were relatively common, almost one for each person. BP machines need dry batteries, which brings huge market demand. The batteries in Fu Nan have developed rapidly, occupying half of the domestic market.
In the process of rapid development of enterprises, the company tried to introduce foreign capital, with the main purpose of learning advanced management experience, but it buried huge hidden dangers. At that time, American Gillette Company wanted to open the Greater China market, and Fu Nan batteries with advanced technology and large sales volume were targeted. Later, people knew that Gillette, with deep pockets, won Fu Nan by various means. It can be said that at that time, Fu Nan battery became a foundry.
In just two years, Gillette Group and its subsidiaries were won by Procter & Gamble, another American daily-use giant. Although they have a new owner, they mainly use the sales channels in Fu Nan to sell their own brands. Just five years ago, P&G needed to downsize its business, and Fu Nan batteries began to be discounted again. Ding Hui, a domestic enterprise, bought it for 600 million dollars. Fu Nan battery, which lingered for 1 1 year, finally came back.
In recent years, after opening a new chapter, Fu Nan battery has been constantly adjusted and innovated, which not only occupies nearly 80% of the domestic market share of alkaline batteries, but also sells its products all over the world. New products such as rechargeable batteries, charging treasures and wireless chargers have also been developed to meet the needs of different consumers. Last year, the after-tax income of batteries in Fu Nan exceeded 365,438+billion yuan, with a compound annual growth rate of over 10%. It is also a successful finalist in 20 18 China Top 500 Most Valuable Brands, which is the best affirmation for it.