【故事】聚倍集团董事长刘小林：专注净水，从0到领先全球

随着人们对生活品质要求的提升，健康饮水理念正催生出新的千亿级净饮水市场，净水设备已经成为居民的生活必需品。

作为净水行业的先行者，聚倍集团董事长刘小林入局较早。在刘小林看来，他生命中最有意义的事情就是“水健康”，守好人们最后10米的用水质量很关键。“聚倍的核心使命就是用水科技提升人类的生命质量。”说起这个使命时，他格外认真，“我把‘水’当成一辈子的事情。” CXO UNION-CXO联盟（cxounion.cn）

一、提前入局，亲历行业从无到有

“我最初想找一个贴近生活、有意义的方向进行创业，就选择了家电。”刘小林表示，2004年，国内家电领域已是巨头林立，毫无基础的他想要入局不易，“进一步聚焦，我选择了水家电”。

在刘小林的回忆中，00年代家电市场多数是国外产品先占据主流，但最终经过激烈竞争，国产品牌慢慢占据市场主导地位。“那时候，净水概念相关的电器也才刚刚进入中国，我觉得这是一个很好的机会。”刘小林说。

他的眼光很准。如今回看，净水市场的确是一个巨大的蓝海，而早早入局积攒的技术优势更是让他筑起了强大的护城河。然而，超前的眼光也让刘小林在初入行业时格外艰难。 CXO UNION-CXO联盟（cxounion.cn）

“刚开始进入这个行业时，实在太苦了。”刘小林坦言，那时，人们尚未形成净水意识，“大家都觉得桶装水已经能够满足生活所需了，净水产品几乎没有市场。”然而，刘小林在分析了国际趋势后，仍坚持认为，随着经济社会的发展，未来，人们一定会开始重视环境与健康，届时，净水产品将拥有一个海量市场。

于是，创业初期的刘小林和他的团队像极了“水健康”的科普工作者。“我们在全国培训、推广，使消费者对水的认识越来越深，健康观念也越来越强，苦是苦了点，但这很有成就感。”刘小林表示，这样一来，后续的市场增长就成了水到渠成的事。

进入净水行业，刘小林深思熟虑、谋而后动。2004年，他以职业经理人的身份入职了一家专业净水企业，“那时候从南方到北方的一线市场都经历过，积累了很多经验。”刘小林谈到，随着行业的发展，他也意识到有很多净水产品在国内被忽视了，“我们原来的赛道更多还是做饮水机、桶装水、净水器之类的，与国外的产品发展还是有一定的差距，尤其是前置过滤器。” CXO UNION-CXO联盟（cxounion.cn）

前置过滤器是安装在入户的自来水管道上的净水设备，能够过滤自来水中的泥沙、铁锈、虫卵、红虫等大颗粒物质。此前，这一设备往往作为配件赠送，很少有人将其作为商品去陈列或大规模推广。从合伙创业到独立创业，刘小林在切入这一赛道后，格外注重研发创新，他与团队通过自主研发，进一步升级性能，并引进大量工业设计，以新概念为其赋能，将前置过滤器从产品时代引入商品时代。

二、坚持创新，持续8年翻倍增长

“整个行业在2015年时接受度就很高了，几乎所有的一线品牌都开始进入这一赛道。”刘小林回忆，从2015年起至2020年，行业几乎是规律地爆发式增长，聚倍也实现了年均超100%的惊人增长，“期间我们服务了500多家一线品牌，市场覆盖率达到95%。”

刘小林半开玩笑地说：“我们可以说是水家电领域的‘富士康’。”

波折难免。当时间轴行进至2020年，行业增速放缓，量价双双下滑，给高速增长中的聚倍带来了考验。

忆起这段波折，刘小林还记得当时的思考。“一方面从消费者需求来看，随着消费者净水意识的提升，消费需求正以从无到有，转向从有到优、从优到精，这对我们提出了更高的要求；另一方面，从产品角度来说，我们的产品最早是从单品开始的，从单品延伸开来，还能做很多事情。”在刘小林看来，当企业从高速发展转向高质量发展阶段，的确面临挑战，但这也是一个巨大的机遇。 CXO UNION-CXO联盟（cxounion.cn）

“这几年我们先后成立了20余家事业部和公司，从预处理、新材料、应用装置、技术配套等多条线切入，形成了一个以净水为核心的生态闭环。”刘小林表示，如今，聚倍在入户预处理、厨房、卫浴、饮水、办公餐厨、商业等各个领域、各个场景的水处理都有相应的创新专利和一系列前瞻的开发能力，截至目前，成立仅8年的聚倍集团已经拥有超500余项有效授权核心技术专利，也实现了持续八年的翻倍增长。

“无论企业现在发展如何，创新能力决定企业的发展速度和生命周期。”刘小林看得非常清楚，“现在的市场需求变化太快了，聚倍必须成为人才的聚集地与创新产品的聚集地，才能实现可持续发展。”

翻译：

Liu Xiaolin, chairman of Jubei Group: Focus on water purification, from 0 to leading the world

With the improvement of people’s requirements for quality of life, the concept of healthy drinking water is giving birth to a new 100 billion level of net drinking water market, and water purification equipment has become a daily necessity for residents. CXO UNION-CXO联盟（cxounion.cn）

As a pioneer in the water purification industry, Liu Xiaolin, chairman of the Poly Group, entered the bureau earlier. In Liu Xiaolin’s view, the most meaningful thing in his life is “water health”, and it is crucial to keep the quality of water in the last 10 meters. “Jux’s core mission is to use water technology to improve the quality of human life.” Speaking of this mission, he is particularly serious, “I regard ‘water’ as a lifelong thing.”

1. Enter the bureau in advance and experience the industry from scratch

“I initially wanted to find a meaningful direction that was close to life, so I chose home appliances.” Liu Xiaolin said that in 2004, the domestic home appliances field is already a forest of giants, without foundation, he wanted to enter the game is not easy, “further focus, I chose water home appliances.”

In Liu Xiaolin’s memories, most of the home appliance market in the 2000s was dominated by foreign products, but eventually, after fierce competition, domestic brands slowly dominated the market. “At that time, appliances related to the concept of water purification had just entered China, and I thought it was a good opportunity.” Liu Xiaolin said. CXO UNION-CXO联盟（cxounion.cn）

He has a good eye. Now looking back, the water purification market is indeed a huge blue ocean, and the technical advantages accumulated early in the game let him build a strong moat. However, the foresight also made Liu Xiaolin particularly difficult when he first entered the industry.

“When I first started in this industry, it was too hard.” Liu Xiaolin admitted that at that time, people had not yet formed the awareness of water purification, “everyone feels that bottled water has been able to meet the needs of life, water purification products almost no market.” However, Liu Xiaolin after analyzing the international trend, still insisted that with the development of economic and social, in the future, people will begin to pay attention to the environment and health, then, water purification products will have a massive market.

As a result, Liu Xiaolin and his team in the early stage of entrepreneurship are very much like the science popularization workers of “water health”. “We have trained and promoted throughout the country, so that consumers have a deeper and deeper understanding of water and a stronger and stronger sense of health. It is a bit bitter, but it is very rewarding.” Liu Xiaolin said that in this way, the subsequent market growth has become a natural thing.

Entering the water purification industry, Liu Xiaolin thought carefully and planned later. In 2004, he joined a professional water purification company as a professional manager, “at that time from the south to the north of the first-line market have experienced, accumulated a lot of experience.” Liu Xiaolin said that with the development of the industry, he also realized that there are many water purification products in the country has been ignored, “our original track more or do drinking fountains, bottled water, water purifiers and the like, and foreign product development is still a certain gap, especially the pre-filter.” CXO UNION-CXO联盟（cxounion.cn）

The pre-filter is a water purification equipment installed in the water pipe of the household, which can filter the sediment, rust, eggs, red worms and other large particles in the tap water. Previously, this equipment was often given as an accessory, and few people used it as a commodity to display or large-scale promotion. From partnership to independent business, Liu Xiaolin after cutting into this track, pay special attention to research and development innovation, he and the team through independent research and development, further upgrade the performance, and introduce a large number of industrial design, with new concepts for its empowerment, the pre-filter from the product era into the commodity era.

2. Adhere to innovation and continue to double growth for 8 years

“The industry as a whole was very receptive in 2015, and almost all the top-tier brands started to enter the circuit.” Liu Xiaolin recalled that from 2015 to 2020, the industry almost regularly explosive growth, Judouble also achieved an average annual growth of over 100%, “During the period we served more than 500 first-line brands, the market coverage reached 95%.”

“We can be said to be the ‘Foxconn’ of water appliances,” Liu Xiaolin says, half-joking.

Twists and turns are inevitable. When the timeline moves to 2020, the growth rate of the industry has slowed down, and the volume and price have both declined, which has brought a test to the poly in the rapid growth. CXO UNION-CXO联盟（cxounion.cn）

Recalling this period of twists and turns, Liu Xiaolin still remembers the thinking at that time. “On the one hand, from the point of view of consumer demand, with the improvement of consumer awareness of water purification, consumer demand is turning from nothing to something, from something to the best, from the best to the fine, which puts forward higher requirements for us; On the other hand, from a product point of view, our products started with single products, and from single products, we can do a lot of things.” In Liu Xiaolin’s view, when enterprises from high-speed development to high-quality development stage, it is indeed facing challenges, but it is also a huge opportunity.

“In recent years, we have established more than 20 business divisions and companies, from the pre-treatment, new materials, application devices, technical support and other lines, forming an ecological closed loop with water purification as the core.” Liu Xiaolin said that today, Jutimes in the household pretreatment, kitchen, bathroom, drinking water, office kitchen, business and other fields, various scenarios of water treatment have the corresponding innovation patents and a series of forward-looking development capabilities, up to now, the establishment of only 8 years of Jutimes Group has more than 500 effective authorized core technology patents, but also achieved eight years of continuous double growth.

“No matter how a business is growing now, the ability to innovate determines the speed and life cycle of a business.” Liu Xiaolin saw very clearly, “Now the market demand is changing too fast, Jubei must become a gathering place for talents and innovative products, in order to achieve sustainable development.”

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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