Haili: An Enterprise Based on Public Praise

 "Surprisingly, from establishment to now, Haili has not employed professional salesman. What they depend on is their strong public praise."

Interviewee：Wang Ruiguang
Title: General Manager
Company: Wenzhou Haili Wheel Manufacturing CO., LTD

When Haili was set up, abrasives industry was in the era of “seller market”. At that time, the demand of abrasives was large, and what abrasives manufacturers need to do is manufacturing as much as possible. However, with two decades going by, the market has gradually changed into “buyers market”. Only depending on the large output is not enough to support the operation of abrasives manufacturers. Accordingly, strategy, positioning and management philosophy have been the key factors of success. At the turning point of era, how does Haili achieve success?

To enterprises, passion, diligence, courage and perseverance are essential but they are not enough. Besides those elements, wisdom plays a vital role as well. 

In 1992, Wenzhou Haili Wheel Manufacturing CO., LTD was a family-style workshop. Its founder Wang Ruiguang acted as director, worker, seller and porter at the same time. Different from other abrasives manufacturers, Wang Ruiguang did not have professional knowledge of abrasives. He stepped into abrasives industry by a chance and started a different life. 

At that moment, the supply of grinding wheels was difficult. Sometimes, it took a quarter to get your order. Waiting for several times, Wang Ruiguang paid more attention to grinding wheels. He realized that, the demand of grinding wheels was quite large at that moment. Therefore, without money and technology, he began to operate his business. 

No money, he depended on loan. Because he did not master relevant technology, he employed proficient workers. Haili grows step by step relying on his perseverance. 

Until 1995, benefit from the rapid development of economy, the demand of grinding wheels was much larger and more and more grinding wheel manufacturers appeared. Wang Ruiguang realized that family-style workshop would be washed out in the future. Based on his acute insight in market, Haili practiced their first revolution. He updated equipment and this strategy reduced work intension and improved production efficiency at the same time. Moreover, they began to pay more attention to product quality. 

As for current market, large scale is no longer the guarantee of success. The large amount of marketing expense would not necessarily bring large sales. Taking advantage of social media and public praise, small companies also has the chance to achieve success in limited budget. Surprisingly, from establishment to now, Haili has not employed professional salesman. What they depend on is their strong public praise. 

In 2011, Haili stepped into a brand new field—ultra thin cutting wheels. Through test of market, ultra thin cutting wheels gain a good feedback. Wang Guangrui said that, judging from the latest investigation, there are not plenty of abrasives manufacturers stepping into this field, let alone the number of manufacturers who can produce high quality produced. To make qualified ultra-thin cutting wheels, Haili has made great effort. In retrospect, what they paid in past is worthwhile at present, and Haili deserves their big success.