【故事】浙江朗诗德健康饮水设备股份有限公司董事长朱锦成：销售额过10亿！从白手起家到行业领军

浙江朗诗德健康饮水设备股份有限公司董事长朱锦成出生于温州乐清农村的普通家庭，18岁高中毕业便外出经商，白手起家。

从1983年下海经商创办家庭小作坊，到跨领域从彩色电视机配套件转行做净水器整机，再到数字化转型颠覆家电业传统生产方式，商海沉浮40载，朱锦成失败过，痛苦过，却从不轻言放弃，把许多个“不可能”变为奇迹。

在朗诗德净水事业发展的路程中，朱锦成坚守初心，应时而变，在勇攀事业高峰之上，他带领公司回馈社会。

一、初心不变把好产品做到极致

上世纪八十年代，改革开放的春风吹遍大江南北。为了解决生计问题，高中毕业不久的朱锦成凭着一股初生牛犊不怕虎的勇气，投身商海，成为温州最早一批下海经商的弄潮儿。

创业之初，白手起家，面临的艰难险阻可想而知。“白天当老板，晚上睡地板”几乎是每个温州商人跑市场都有过的经历，朱锦成也不例外。

下海经商接触到电子产品后，朱锦成为黑白电视机做铜零配件生产加工。生产过程中，他发现温州这项工艺水平落后，生产效率低。为改变这一现状，他几经辗转跑到了上海无线电十六厂取经学习。大费一番周折后，朱锦成拿到了上海无线电十六厂生产的一套产品模具。 CXO UNION-CXO联盟（cxounion.cn）

拿回家后，爱钻研的他在原有的基础上进行工艺创新和改良，让铜材料利用率提高了50%，成本下降了一大半。这次，他带着成品又叩开了上海无线电十六厂的大门，凭实力换回了该厂黑白电视机显像管配套插座的大订单。朱锦成至今还记得，为了赶生产订单，家庭作坊里的机器24小时飞速运转，他自己更是没日没夜不知疲倦地忙生产。

第一桶金的获得，教会了朱锦成许多人生道理，面对困难，面对不可能，他都会想尽一切办法，让它变为可能甚至是奇迹，这种顽强拼搏勇攀高峰的精神，深深地影响着他往后的创业岁月。

跟随时代发展的浪潮，从黑白电视机转型到彩色电视机配套供应领域，从家庭小作坊转身发展为初具规模的民营企业，朱锦成的事业开始迈上快速发展的轨道。1988年，朱锦成的朗诗德电气有限公司成立。在经历了无数个日日夜夜和研发团队的辛苦努力，公司成功研发出了彩色电视机显像管插座，打破了当时只能从国外引进产品和技术的僵局，一时间康佳集团、上海上广电、上海广播器材厂、丹东电视机厂等电视整机生产企业的订单纷至沓来。

“把好产品做到极致是我那时就有的坚定决心。”朱锦成回忆道。顺利将产品打入市场后，朱锦成并没有就此停步，他对研发团队提出了更高的要求——继续突破，力争把产品做到最优、选材更环保、外观更时尚……在不断突破、自我超越的迭代路上，磕磕绊绊那是常事，跌倒了，爬起来，一步一个脚印地攻克难关，最终朱锦成迎来了事业的成功。

企业研发的“拳头”产品让朱锦成在业界声名鹊起。1989年，朱锦成带着他的新产品进入了彩电行业龙头企业，开始和长虹、TCL、创维进行配套合作，并将产品远销日本，开启了与索尼合作的辉煌篇章。

二、决不放弃十年爬坡逆袭扩张

上世纪九十年代末，家电产品步入寻常百姓家，家电行业竞争开始走向白热化，乱象丛生，彩电整机生产的利润空间被不断压缩，整机竞争价格战正式打响。面对产品利润逐步下降的困境，朱锦成认为，继续为他人做嫁衣已经没有出路，是创立自主品牌的时候了。 CXO UNION-CXO联盟（cxounion.cn）

做品牌，做新行业，究竟该从哪里入手？自创业以来，朱锦成一直保持着良好的学习习惯，时刻关注经济发展大势。通过各类前沿信息的观察，他发现，随着中国经济的飞速发展，空气污染、水污染等环境问题愈加凸显，眼光独到的他认为做终端水处理产品一定是个商机。

通过多次市场调研后，朱锦成了解到当时国内几乎还没有人进行终端水处理产品推广，于是他开启了摸着石头过河的品牌创立之路。

几番周折，朱锦成终于邀请到了当时国内著名的净水行业专家李复兴、张华等3位学界教授对企业进行产品研发指导，朱锦成带领团队全身心地投入到新产品的研发中。 CXO UNION-CXO联盟（cxounion.cn）

然而，新产品的开发上市并没有引起原先设想中的热捧，老百姓接受度低、市场推广困难……5年的辛苦经营，换来的却是终端水处理产品经营的持续亏损，2006年，朱锦成碰到了人生最大的难关。

“我记得当时公司在温州国贸酒店开董事会，参会的9位董事，除我以外，大家都对继续开发、生产终端水处理产品提出了强烈的反对意见。”面对巨大的压力，朱锦成力排众议，将董事们挨个说服。

“创业最难的是前面十年的爬坡阶段，很多人还在攀爬的过程中，因为各种挫折、压力就放弃了，但越是面对风浪，我越会勇往直前。”在朱锦成的身上，生动体现了温商敢闯敢干的“四千精神”。

为了打入市场，朱锦成采取“农村包围城市”的策略，率先向西北、东北、华南等偏远地区、水质较差的市场进军。2010年，朗诗德终端水处理产品在历经了十年的艰苦摸索、持续亏损后，终于扭亏为盈，此后业务节节攀升，盈利逐年实现大跨度增长。2011年，朗诗德健康饮水设备股份有限公司成功逆袭，成为温州地区首家在浙江产权交易中心股权挂牌交易企业。

近两年来，朗诗德开始了市场扩张的计划由偏远地区向中部省份进发，由中部省份的三、四级市场向中心城市进发，山东、山西、河南、河北、山东、安徽、四川、湖北等省份被纳入朗诗德九大战区。这些省份的共同特征是：经济比较发达、地域广袤和人口基数较大。尤其是山东和河南，分别位列全国人口第二第三位置。这对朗诗德来说，意味着丰厚的市场基础和巨大的发展潜力。 CXO UNION-CXO联盟（cxounion.cn）

可以说，朗诗德的市场战略布局其实是地瓜经济的生动实践，规模不断向外扩张，但不变的是本部始终在温州，这就像地瓜无论藤蔓如何向八方延伸，可“根”一直在“发芽”的地方。

三、应时而变实现全流程数字化

搏击市场，最后靠的是什么？朱锦成给出的答案是产品力。应时而变、转型升级，是企业寻求高质量发展的应有之义。20多年来，朗诗德深耕行业领域，打响品牌知名度后，从未慢下发展的脚步，积极探索各种创新，在行业领域率先开始向智能制造转型升级，各种先进技术不断被应用在净水器研发、设计、制造等各个场景，颠覆了家电业的传统生产方式。

2019年朗诗德提出“数字化转型”的战略，用物联网的连接能力来实现智能制造及数字化营销。为此，公司组建了近百人的研发团队，致力打造行业领先的净水物联网平台。近3年来共投入3000多万元用于技改，打造了滤芯、注塑机、净化等3个数字化车间，把现有工厂升级改造成智能工厂，实现从下单开始到把产品安装到客户家中全场景、全流程的数字化。

从生产到运输，从销售到售后，经过3年时间，朗诗德生产制造的各个环节全部实现了无纸化、移动化、数字化、可视化，为企业提高生产效率、降本减负、作出战略决策时提供了科学依据。

可以说，“数字化转型”战略是朗诗德强根固本，持续创新的缩影。从短缺经济的“有货就卖”，到供大于求时代的规模化竞争、再到如今消费升级和分层深化背景下企业综合实力的比拼，朱锦成和他的企业一直都在。不仅在每个竞争时代能够游刃有余，甚至是跨品类的战略转型时也稳稳抓住了市场的关键节点，并造就了今天销售额超过十亿元的净水事业。 CXO UNION-CXO联盟（cxounion.cn）

“发现规律是找到事情的基础逻辑并顺势而为，改变思维模式则是学会辨证和换位思考，提升对社会的认知能力则是要找到在社会中合适的位置，与社会妥善相处。”朱锦成将自己从《道德经》中所思所得运用到企业经营中，并将“利而不害，为而不争”定为朗诗德的企业方针。

在朱锦成看来，世界上最好的美善就如同水一样滋养万物却从不与人争夺，以水喻道是中国几千年来的文化传统，他觉得在水里面不仅蕴藏着治国安邦的大道，同样也诠释着经营企业、做人做事的法度。

近年来，面对复杂严峻的国际贸易环境，朱锦成看准大方向，不断加快朗诗德走出去步伐，积极参与国际市场开拓，抢占市场先机、实现质量高发展。

“我一直希望在净水领域，能够把朗诗德做成一个有自己的文化标设、有自己的产品属性的一个创新型品牌。”朝着这个目标，朗诗德人勇往直前。

事业上，朱锦成攀上了一个又一个高峰，但他深知，企业家在经营好企业的同时，更要积极履行社会责任，弘扬新时代企业家精神。 CXO UNION-CXO联盟（cxounion.cn）

今年3月下旬，温州乐清北白象镇举行了一场乡镇慈善认捐活动，朗诗德带头积极踊跃捐出500万元，用于建设和美乡村。这样的事例不胜枚举，2021年，河南发生洪涝灾害，朗诗德第一时间向灾区捐赠了价值1000万元的净水器设备；此前，朗诗德还为内蒙古、新疆多个县市进行饮水工程改造。

翻译：

Zhu Jincheng, chairman of Zhejiang Lanshide Healthy Drinking Water Equipment Co., LTD. : Sales over 1 billion! From scratch to industry leader

Zhu Jincheng, chairman of Zhejiang Lanshide Healthy drinking Water Equipment Co., LTD., was born in an ordinary family in Yueqing, Wenzhou, and went out to do business at the age of 18 after graduating from high school. CXO UNION-CXO联盟（cxounion.cn）

From the founding of a small family workshop in 1983, to the cross-field switch from color TV accessories to water purifier machines, and then to the digital transformation to subvert the traditional production mode of home appliances industry, business ups and downs for 40 years, Zhu Jincheng has failed, suffered, but never gave up, turning many “impossible” into a miracle.

In the development of Lang Sede water purification business, Zhu Jincheng sticks to the original heart, changes with The Times, and leads the company to give back to the society on the peak of his career.

The original intention does not change the good product to the extreme

In the 1980s, the spring breeze of reform and opening up spread across the country. In order to solve the problem of livelihood, Zhu Jincheng, who graduated from high school soon after, with the courage of a newborn calf not afraid of tigers, threw himself into the sea of business and became the first batch of Wenzhou to do business in the sea.

At the beginning of the business, starting from scratch, the difficulties faced can be imagined. “When the boss during the day, sleep on the floor at night” is almost every Wenzhou businessman running the market has had the experience, Zhu Jincheng is no exception.

After doing business in the sea, Zhu Jincheng made copper parts for black and white TV production and processing. In the production process, he found that the level of the process in Wenzhou was backward and the production efficiency was low. In order to change this situation, he went to Shanghai Radio 16 factory to learn. After a lot of trouble, Zhu Jincheng got a set of product molds produced by Shanghai Radio 16 factory. CXO UNION-CXO联盟（cxounion.cn）

After taking home, he loved to study on the basis of the original process innovation and improvement, so that the utilization rate of copper materials increased by 50%, and the cost fell by more than half. This time, he took the finished product and opened the door of Shanghai Radio 16 factory, with the strength of the factory in exchange for the black-and-white TV picture tube supporting socket large order. Zhu still remembers that in order to catch up with production orders, the machines in the family workshop ran fast 24 hours a day, and he himself was tirelessly busy with production day and night.

The first bucket of gold, taught Zhu Jincheng a lot of life truth, in the face of difficulties, in the face of the impossible, he will try everything to make it possible or even a miracle, the spirit of tenacious struggle to climb the peak, deeply affected his later entrepreneurial years.

Following the tide of the development of The Times, from black and white TV to color TV supporting supply field, from a small family workshop turned to develop into a private enterprise, Zhu Jincheng’s career began to step on the track of rapid development. In 1988, Zhu Jincheng’s Lande Electric Co., Ltd. was established. After countless days and nights and the hard work of the research and development team, the company successfully developed the color TV picture tube socket, breaking the deadlock that only the introduction of products and technology from abroad at that time, and for a time, Konka Group, Shanghai Shanghai Broadcasting Equipment Factory, Dandong TV machine Factory and other TV machine production enterprises order pouring in. CXO UNION-CXO联盟（cxounion.cn）

“I had a strong determination back then to make a good product perfect.” “Zhu recalled. After successfully entering the product into the market, Zhu Jincheng did not stop here, he put forward higher requirements for the R & D team – continue to break through, and strive to make the product optimal, more environmentally friendly, more fashionable appearance… On the iterative road of continuous breakthrough and self-transcendence, stumbling is a common thing, falling down, getting up, overcoming difficulties step by step, and finally Zhu Jincheng ushered in the success of his career.

The “fist” products developed by the enterprise make Zhu Jincheng famous in the industry. In 1989, Zhu Jincheng entered the leading enterprises in the color TV industry with his new products, began to cooperate with Changhong, TCL and Skyworth, and exported the products to Japan, opening a brilliant chapter of cooperation with SONY.

Never give up ten years of climbing counterattack expansion

In the late 1990s, home appliance products entered the homes of ordinary people, the competition in the home appliance industry began to become white-hot, chaotic, the profit margin of the production of color TV machines was constantly compressed, and the price war of the machine competition was officially started. In the face of the plight of the gradual decline in product profits, Zhu Jincheng believes that there is no way out for others to continue to make wedding clothes, and it is time to create their own brands. CXO UNION-CXO联盟（cxounion.cn）

Do the brand, do the new industry, where should we start? Since starting his business, Zhu Jincheng has maintained good learning habits and always paid attention to the general trend of economic development. Through the observation of various cutting-edge information, he found that with the rapid development of China’s economy, air pollution, water pollution and other environmental problems have become more prominent, and he believes that it must be a business opportunity to do terminal water treatment products.

After many market research, Zhu Jincheng learned that there was almost no one to promote terminal water treatment products in China at that time, so he opened the road of brand creation by feeling the stones.

After several twists and turns, Zhu Jincheng finally invited the famous domestic water purification industry experts Li Fuxing, Zhang Hua and other three academic professors to guide the product development of the enterprise, Zhu Jincheng led the team to devote themselves to the research and development of new products.

However, the development and listing of new products did not cause the original enthusiasm, low acceptance of the people, market promotion difficulties…… Five years of hard work, in exchange for the continued loss of terminal water treatment product management, in 2006, Zhu Jincheng encountered the biggest difficulties in life. CXO UNION-CXO联盟（cxounion.cn）

“I remember when the company held a board meeting in Wenzhou Guomao Hotel, the nine directors attending the meeting, except for me, all of them put forward strong objections to the continued development and production of terminal water treatment products.” In the face of enormous pressure, Zhu Jincheng tried to overcome the public and persuaded the directors one by one.

“The most difficult part of entrepreneurship is the climbing stage of the first ten years. Many people are still in the process of climbing, and they give up because of various setbacks and pressure, but the more I face the wind and waves, the more I will go forward.” In Zhu Jincheng’s body, vividly reflects the “four thousand spirit” that Wen Shang dares to venture and dare to do.

In order to enter the market, Zhu Jincheng adopted the strategy of “rural encirclement of the city” and took the lead in entering the remote areas of Northwest, northeast, South China and other markets with poor water quality. In 2010, Landsde terminal water treatment products after ten years of hard work, continuous losses, and finally turned a profit, since then the business has been climbing, profit year by year to achieve a large span of growth. In 2011, Landside Healthy Drinking Water Equipment Co., Ltd. successfully counterattacked and became the first equity listed trading enterprise in Wenzhou in Zhejiang Property Rights Trading Center.

In the past two years, LandsDE has begun the market expansion plan from remote areas to the central provinces, from the third and fourth-level markets in the central provinces to the central cities, Shandong, Shanxi, Henan, Hebei, Shandong, Anhui, Sichuan, Hubei and other provinces have been included in the nine theater of Landsde. The common features of these provinces are: relatively developed economy, vast territory and large population base. Shandong and Henan, in particular, ranked second and third in the country’s population respectively. This means a rich market base and huge development potential for Landeside. CXO UNION-CXO联盟（cxounion.cn）

It can be said that the market strategic layout of Langsede is actually a vivid practice of sweet potato economy, and the scale continues to expand outward, but the same is that the headquarters is always in Wenzhou, which is like sweet potato no matter how the vine extends in all directions, the “root” has been “sprouting”.

Digitalization of the whole process in response to changes in time

The fight market. What’s the last thing? Zhu Jincheng gave the answer is product power. Changing with The Times, transformation and upgrading are the due meaning of enterprises seeking high-quality development. For more than 20 years, LandsDE has been deeply engaged in the industry field, and after starting brand awareness, it has never slowed down the pace of development, actively explored various innovations, and took the lead in transforming and upgrading to intelligent manufacturing in the industry. Various advanced technologies have been continuously applied in various scenarios such as research and development, design, and manufacturing of water purifiers, subvert the traditional production methods of the home appliance industry. CXO UNION-CXO联盟（cxounion.cn）

In 2019, Landst put forward the strategy of “digital transformation”, using the connectivity of the Internet of Things to realize intelligent manufacturing and digital marketing. To this end, the company has set up a research and development team of nearly 100 people, and is committed to building an industry-leading water purification Internet of Things platform. In the past three years, a total of more than 30 million yuan has been invested in technical transformation, creating three digital workshops such as filter element, injection molding machine, and purification, upgrading existing factories into smart factories, and realizing the digitalization of the whole scene and process from the beginning of placing orders to the installation of products into customers’ homes.

From production to transportation, from sales to after-sales, after 3 years, all aspects of production and manufacturing have realized paperless, mobile, digital, and visualization, providing a scientific basis for enterprises to improve production efficiency, reduce costs and burdens, and make strategic decisions. CXO UNION-CXO联盟（cxounion.cn）

It can be said that the “digital transformation” strategy is the epitome of LANDE’s strong roots and continuous innovation. From the shortage economy of “sell goods”, to the large-scale competition in the era of oversupply, to today’s consumption upgrade and stratified deepening of the enterprise’s comprehensive strength competition, Zhu Jincheng and his enterprises have been in. Not only can it easily navigate in each competitive era, but even the strategic transformation of cross-category has also steadily seized the key nodes of the market, and created today’s water purification business with sales of more than one billion yuan.

“To discover the law is to find the basic logic of things and follow the trend, to change the thinking mode is to learn dialectical and transpositive thinking, and to improve the cognitive ability of society is to find the right position in the society and get along well with the society.” Zhu Jincheng applied his ideas from the Tao Te Ching to business management, and set “profit but not harm, for and not fight” as the corporate policy of Langsede.

In Zhu Jincheng’s view, the best beauty in the world is like water, which nourishes all things but never competes with others. Water is a cultural tradition of China for thousands of years. He thinks that water not only contains the road of governing the country, but also interprets the laws of running enterprises and doing things. CXO UNION-CXO联盟（cxounion.cn）

In recent years, in the face of the complex and severe international trade environment, Zhu Jincheng has focused on the general direction, constantly accelerated the pace of Langsede’s going out, actively participated in the development of the international market, seized market opportunities, and achieved high-quality development.

“I have always wanted to make Landsade an innovative brand with its own cultural standards and product attributes in the field of water purification.” Towards this goal, the Langseds are moving forward.

Career, Zhu Jincheng climbed one peak after another, but he knows that entrepreneurs in running a good business at the same time, but also to actively fulfill social responsibilities, carry forward the new era of entrepreneurship. CXO UNION-CXO联盟（cxounion.cn）

In late March this year, Wenzhou Yueqing North White Elephant town held a township charity pledging activity, Lang Shide took the lead in actively donating 5 million yuan for the construction and beauty of the village. Such examples are numerous, in 2021, Henan flood disaster, Lang Seide first donated 10 million yuan worth of water purifier equipment to the disaster area; Previously, Landeside also carried out drinking water project transformation for many counties and cities in Inner Mongolia and Xinjiang.

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