【故事】王江林：进击万亿“大家居”市场

享有“中国椅子之乡”美誉的安吉，椅业产品出口量占国内半壁江山，位于安吉的恒林家居股份有限公司（以下简称“恒林”），正是这个“椅业王国”的龙头企业。2008年以来，该公司的办公椅出口额，已连续超10年稳居全国同行业之首。

一、月均销往全球2000个集装箱货品

低调沉稳的70后王江林是恒林股份掌门人，1998年公司创立，一步一步发展成为年销售逾600万套坐具，出口全球80多个国家和地区的上市公司，也成为国内领先的坐具开发商和目前国内最大的办公椅制造商及出口商之一。如今，恒林已拥有超过200家全球合作伙伴，月均销往全球的集装箱数超过2000箱。

创立之初，恒林的产品主打国内市场，但由于国内椅业竞争激烈，回款难度大，很难打开局面。

于是，王江林重点转向了国外市场，逐渐形成了OEM（贴牌生产）、ODM（自主设计，设计的同型号产品出售给多品牌）与OBM（代工厂自有品牌生产）三种模式。 CXO UNION-CXO联盟（cxounion.cn）

在这三种模式的推动下，2008年，在公司成立10周年之际，已将办公椅出口额做到了同行业第一，并一直保持至今。目前，恒林产品远销欧洲、日本、加拿大、美国等80多个国家和地区，年销售额超50亿元。

在做大外销的过程中，恒林掌握了严苛的国际标准，比如化学品含量、甲醛释放量等指标，补齐了同行遇到的一些短板。

为了规范坐具行业的发展，2006年恒林联合安吉的椅业同行，牵头制定了国家办公椅行业标准。凭借雄厚的技术实力和过硬的产品品质，公司先后通过了欧洲、美国和日本等国家和地区知名采购商的严格认证，与宜家、尼达利、欧迪办公、史泰博等零售商建立了长期稳定的合作关系。

二、建成国内椅业首家院士专家工作站

20多年专注做一把椅子的王江林，对行业有自己的深刻见解。在他看来，传统制造业行业，必须不断提升品质、功能、造型，才能在竞争中立于不败之地。“恒林必须坚持以创新引领发展，用科技打造健康家居新标杆，成为世界领先的健康家居供应商。” CXO UNION-CXO联盟（cxounion.cn）

2014年3月24日，由恒林设立的国内椅业首家院士专家工作站在安吉正式揭牌，该工作站创造性地将人体力学、人体工程学设计理念和健康科技融入到小小的椅子，向全球推广“科技铸健康”的产品理念。

同时，恒林还拥有同行业规模较大、检测设备齐全的检测中心，通过全球权威机构标准测试，追求每一个产品的精益求精。此外，基于智能制造理念，恒林运用先进的数字化工具和方法，投资建设恒林绿色家居智能制造数字工厂，将大数据、5G、AI等新一代的信息技术应用到企业的研、产、供、销全链条，把管理、生产、运维、决策有机地统一起来，形成互相关联、整体一致的智慧工厂。

“在科技赋能下，我们运用先进智能生产设备，采取了标准化生产工艺，还建立起机械化仓储物流体系，让物联网、机电一体，完成出入库、库存智慧管理。”恒林相关负责人表示。

三、拥抱变化，升级品牌影响力

2017年恒林股份成功登陆A股主板，加快了高质量发展的步伐。

“上市是企业发展的新起点，也是企业最好的转型升级。”王江林指出，并购重组就是最快的转型升级，企业要善于通过资本市场做“乘法”，实现做强做优做大做久。 CXO UNION-CXO联盟（cxounion.cn）

近年来，恒林股份加速国内外的并购重组步伐，围绕自身产业链补链强链。2018年，出于对公司供应链整合需求，恒林收购锐德海绵公司80%股权；2019年收购瑞士办公家具行业龙头制造商lista office100%股权，引进欧洲高端品牌开展系统办公业务；2021年收购厨博士，发展民用板块B端业务，构建公司“大家居”生态。

据《2022中国家居消费者口碑蓝皮书》显示，家居行业已成为地产后周期最具潜力的赛道，市场规模超过4.2万亿元。

王江林已有预判和行动，此前已带领恒林进军潜力巨大的大家居市场。上市以来，公司不断整合行业资源，建立起恒林“大家居”品牌。王江林指出，恒林要坚持“大家居”战略，核心发展智慧办公产品、智慧办公解决方案和民用家具三大领域，实现多领域分布发展。 CXO UNION-CXO联盟（cxounion.cn）

“世界上唯一不变的事情就是变化，恒林一直在拥抱变化，应对各种不确定性。这些年来，无论是中美贸易摩擦、全球地缘政治不稳定，还是新冠疫情等因素对我们的海外市场造成影响，恒林始终坚持持续推进组织变革、技术创新、品牌打造、市场拓展和数字化建设、资源整合等，我们一直在高质量发展的大道上砥砺奋进。”王江林说。

翻译：

Wang Jianglin: Attack the trillion “everyone home” market

Anji, which enjoys the reputation of “Town of Chairs in China”, exports half of the products in the chair industry in China. Henglin Home Co., LTD. (hereinafter referred to as “Henglin”), located in Anji, is the leading enterprise of this “kingdom of chairs”. Since 2008, the company’s office chair exports have been ranked first in the same industry in the country for more than 10 consecutive years.

Monthly sales of 2000 containers of goods worldwide

Wang Jianglin, a low-key and steady post-70, is the head of Henglin shares. Founded in 1998, the company has developed step by step into a listed company with annual sales of more than 6 million sets of seats and exports to more than 80 countries and regions around the world, and has also become a leading seat developer in China and one of the largest office chair manufacturers and exporters in China. Today, Henglin has more than 200 global partners and sells more than 2,000 containers worldwide every month.

At the beginning of its establishment, Henglin’s products focus on the domestic market, but due to the fierce competition in the domestic chair industry, it is difficult to return the money, and it is difficult to open the situation. CXO UNION-CXO联盟（cxounion.cn）

As a result, Wang Jianglin focused on the foreign market, and gradually formed three models: OEM (OEM production), ODM (independent design, the same type of product designed to be sold to multiple brands) and OBM (OEM own brand production).

Driven by these three models, in 2008, on the occasion of the 10th anniversary of the establishment of the company, the export volume of office chairs has been the first in the same industry, and has remained so far. At present, Henglin products are exported to Europe, Japan, Canada, the United States and other more than 80 countries and regions, the annual sales of more than 5 billion yuan.

In the process of export, Henglin has mastered strict international standards, such as chemical content, formaldehyde release and other indicators, and has made up for some shortcomings encountered by peers.

In order to standardize the development of the seat industry, in 2006, Henglin joined forces with Anji’s chair industry peers and led the development of the national office chair industry standard. With strong technical strength and excellent product quality, the company has passed the strict certification of well-known buyers in Europe, the United States and Japan and other countries and regions, and has established long-term stable cooperative relations with IKEA, Nidali, Office Depot, Staples and other retailers. CXO UNION-CXO联盟（cxounion.cn）

The first academician expert workstation in the domestic chair industry was built

Wang Jianglin, who has focused on making a chair for more than 20 years, has his own profound insights into the industry. In his view, the traditional manufacturing industry must constantly improve the quality, function, shape, in order to be invincible in the competition. “Henglin must persist in leading development with innovation, create a new benchmark for healthy home with technology, and become the world’s leading supplier of healthy home.”

On March 24, 2014, the first academician expert workstation in the domestic chair industry set up by Henglin was officially unveiled in Anji. The workstation creatively integrates human mechanics, ergonomic design concepts and health technology into small chairs, and promotes the product concept of “science and technology cast health” to the world.

At the same time, Henglin also has a larger scale in the same industry, complete testing equipment testing center, through the global authority standard testing, the pursuit of excellence in each product. In addition, based on the concept of intelligent manufacturing, Henglin uses advanced digital tools and methods to invest in the construction of Henglin green home intelligent manufacturing digital factory, and applies the new generation of information technology such as big data, 5G, AI to the whole chain of enterprise research, production, supply and marketing, and organically unify management, production, operation and maintenance, and decision-making to form an interconnected and overall consistent smart factory. CXO UNION-CXO联盟（cxounion.cn）

“Enabled by science and technology, we use advanced intelligent production equipment, adopt standardized production processes, and establish a mechanized warehousing and logistics system, so that the Internet of things and mechanical and electrical integration can complete the intelligent management of storage and inventory.” Henglin relevant person in charge said.

Embrace change and upgrade brand influence

In 2017, Henglin Shares successfully landed on the A-share main board, accelerating the pace of high-quality development.

“Listing is a new starting point for the development of enterprises, and it is also the best transformation and upgrading of enterprises.” Wang Jianglin pointed out that merger and acquisition is the fastest transformation and upgrading, and enterprises should be good at doing “multiplication” through the capital market to achieve stronger, better, bigger and longer.

In recent years, Henglin has accelerated the pace of mergers and acquisitions at home and abroad, and strengthened the chain around its own industrial chain. In 2018, due to the demand for the company’s supply chain integration, Henglin acquired 80% of the shares of Ruide Sponge Company; In 2019, we acquired 100% equity of lista Office, a leading manufacturer in the Swiss office furniture industry, and introduced European high-end brands to carry out systematic office business. In 2021, we will acquire Chef Doctor, develop B-side business of civil sector, and build the “everyone’s home” ecology of the company. CXO UNION-CXO联盟（cxounion.cn）

According to the 2022 China Home Consumer Reputation Blue Book, the home industry has become the most potential track in the post-natal cycle, with a market size of more than 4.2 trillion yuan.

Wang Jianglin has predicted and acted, and has led Henglin to enter the market with great potential. Since listing, the company has continuously integrated industry resources and established the Henglin “Everyone House” brand. Wang Jianglin pointed out that Henglin should adhere to the “everyone lives” strategy, and the core development of smart office products, smart office solutions and civilian furniture three areas to achieve multi-field distribution development.

“The only constant thing in the world is change, and Henglin has been embracing change and dealing with various uncertainties.” Over the years, no matter the Sino-US trade friction, global geopolitical instability, or the COVID-19 epidemic and other factors have affected our overseas markets, Henglin has always insisted on continuing to promote organizational change, technological innovation, brand building, market expansion and digital construction, and resource integration, and we have been forging ahead on the avenue of high-quality development.” Wang Jianglin said.

由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源于《浙商》杂志；编辑/翻译：CXO UNIONCXO联盟小U。

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