【故事】徐迅：守正出新，做时代的杰出企业

“就像汽车公司的汽车卖不出去、钢铁厂的钢材销不出去，如果我们也面临丧失核心业务的危机，该如何应对？”

这是传化集团副总裁徐迅最近在思考的课题，试图从中探寻一个关乎传化未来的答案。

“过去三十年有传化，未来三十年还有没有传化？”在这个问题上，他与父亲徐冠巨有着同样敏锐的危机意识和底线思维。在他看来，企业要行稳致远，必须守正出新，在危机来临前找到支撑企业未来发展的新增长点。

创立于1986年的传化，今已发展成为布局传化化学、新安化工、传化物流、传化科技城四大板块的现代产业集团。在这艘“巨轮”上，徐迅这个年轻的舵手，正在探索一条未知的新航线。

一、传承家风，“多做事情多条路”

徐迅出生那年，传化的事业才刚刚起步不久。徐传化和徐冠巨父子俩支起一口大缸和一口铁锅，晚上生产液体皂，白天骑着自行车走街卖货。 CXO UNION-CXO联盟（cxounion.cn）

“我们家从小没有让我接触太多企业事务，但是父辈创业的艰辛，还是能从他们的言传身教中体会到，真的是想尽千方百计、吃尽千辛万苦。”2014年，从美国留学归来的徐迅加入传化，希望与爷爷、父亲一同扎根实业、并肩作战。

“本以为回来能帮上忙，后来才发现自己有些理想化了。”彼时他面对的传化，已不再是当年的家庭小作坊，规模跻身中国民营企业500强，徐迅强烈意识到，自己必须沉下心来加倍努力、加速成长，他以传化化学供应链中心为起点，开启了轮岗历练。

在此期间，他参与了化学供应链的咨询项目，对管理体系进行优化提升；他主导了传化新总部大厦的装修设计，带领团队规划功能布局，细致考察设计单位、装修施工单位以及各类软硬件供应商厂家，为员工构建人性化的办公空间；他还负责了集中采购平台的搭建，推动采购流程更高效、更透明、更规范，从源头降低企业成本。

除了在一个个实战项目中锻炼自己，徐迅还曾担任传化集团团委书记，参与到企业的群团工作中，“传化一直非常重视党群工作，团组织是一个发现人才、培养人才的绝佳平台，我们企业多位高管都有团线任职经历。”任职期间，他组织了一系列有声有色的活动，引领青年思想、满足青年需求，线上线下立体宣传团委工作，将传化团建工作推向新高度。这段经历，也成为他日后参与企业管理的预练兵。 CXO UNION-CXO联盟（cxounion.cn）

“我父亲经常对我说，‘多做事情多条路’。”在成长道路上，徐迅一直铭记这句朴素但有力量的话，“非常感谢我父亲，他从来不会要求我去做什么，都是鼓励我自主思考、自己做选择。”

二、深度下沉，做出自己的战略决策

2019年，徐迅主动请缨奔赴业务一线，到传化集团日用品分公司担任总经理。

21世纪后，随着传化的业务重心转向纺化板块，传统日化板块面临品牌老化、产品单一、渠道萎缩等发展瓶颈，在激烈的市场竞争中日趋落后。但徐迅认为，“日化是传化起家的板块，我有责任和使命，带它走出瓶颈、焕发新生。”

新官上任后，他发现情况比他想象得更严峻。“我最初的理解是把产品做好，就能把日化做好，后来发现从品牌定位、市场打法到企业管理，都需要展开一场系统性的革新。”徐迅逐渐领悟到，与其在会议室里讨论战略，不如去市场获取一手信息，他很少呆在办公室，花大量时间与客户交流，深度下沉找方向。

采访过程中，徐迅随手掏出了一张湿巾、用力拉扯，向记者展示纺织材料的特殊性。像这样的“藏品”，都是他从各地市场淘来的，“企业经营者必须了解市场的前沿动态，自己做出战略决策，去问别人如何经营公司没有意义。”

对外，徐迅挖掘年轻消费者家居清洁的便携化、个性化需求，开辟“灵感工厂”工作室，推出LazyGo、bulubulu等新品牌，打造出有氧清洁颗粒、鞋袜除味剂喷雾等爆款产品；同时组建起专业团队运营电商，围绕“产品即宣传”这一理念，在各大节日推出IP联名款礼盒，推动线上销售贡献持续增长。对内，他主抓精益生产管理，通过整合供应链、引进科研人才、数字化改革等举措，实现降本增效。

2020年初新冠肺炎疫情暴发，刚刚在日化全面推开革新的徐迅，又面临一次新的考验。对于那场“战疫”，他至今记忆犹新：“春节期间，我们紧急召集已经放假的员工回到岗位上，加班加点生产除菌液，当时原料供应不足、包装库存紧缺、产能也跟不上，我们调动了所有相关产品的生产线，顶住压力克服难题，每天都跟‘打仗’一样。”在短时间内，徐迅带领员工生产出5000余吨除菌液，助力疫情防控。

徐迅回忆说，疫情期间日化的电商平台突然涌入一大批订单，他一看后台，发现竟是有消费者看到“传化捐款3000万元支援抗疫”的消息，在网络上自发组织购买传化产品，表达对企业的支持。这件事深深触动了他，“企业的社会责任感，其实就是企业的‘金字招牌’，造福社会就是发展自身。”

用三年时间，徐迅再造了一个崭新的日化，并于今年开始担任化学集团执行总裁。在这片承载传化创业初心的土地上，他延续父辈的奋斗精神，为它注入了新生活力。

三、守正出新，以科技人才筑就护城墙

去年，传化集团设立科技委员会，徐迅作为副主任参与组建战略研究团队，系统梳理传化科技现状，勾画企业未来的科技蓝图。 CXO UNION-CXO联盟（cxounion.cn）

传化过去36年的发展史，正是一部科技创新史。从创业初期受到“2000元买一勺盐”的深刻教训，董事长徐冠巨潜心研发“901特效去油灵”大获成功，到90年代中期新安化工架起“氯硅磷”元素循环体系，获得国家科技进步二等奖，再到2000年传化物流首创公路港平台模式，通过数字技术打造端到端供应链服务，近年来传化科技城聚焦生命科学领域，搭建科技创新平台服务科学家创新创业……企业的每一步跨越，都离不开科技创新的驱动。

“传化的下一个三十年，如何保持一贯的创新力与生命力？”徐迅认为关键在于守正出新，立足企业过去积累的业务优势，筑起新的“护城墙”。

基于传化在功能化学品、硅基新材料等领域的技术积淀，他带领团队聚焦新能源、电子化学品、合成生物学等前沿方向，拓展分析潜在机会点，并通过产业试点、投资并购等手段布局新赛道。同时，传化集团与浙大科创中心共建创新研究院，吸引高端研发人才、链接高校科研成果，以产业化为目标孵化新项目。

科技为主轴，人才是主体，青年人才更是企业发展的未来。在团委的经历，让徐迅深刻意识到企业青年工作的重要性。他连续四年召开传化青年大会，发布青年发展报告，表彰优秀青年，在青年员工中营造奋斗氛围。

在徐迅的推动下，近年来传化集团打通青年成长通道，建立起“栋梁计划”、“火鸟计划”等人才培养机制，让一大批青年员工得以历练成长、共享企业发展成果，成为推动传化爬破过坎、转型升级的生力军。

四、心怀家国，打造共同富裕传化样板

“今天我给同学们带了一些书，都是我自己读过、觉得值得一读的好书，希望大家能真正从阅读中找到乐趣、汲取智慧。”最近，在萧山五中“传化·行知班”的2021学年表彰大会上，徐迅受聘为“校外辅导员”，与同学们分享了自身的成长心得。 CXO UNION-CXO联盟（cxounion.cn）

“传化·行知班”开办于2020年，传化慈善基金会每年资助50万元，连续资助3年，帮助萧山区品学兼优、家庭相对困难的学生完成高中学业。徐迅每年都会参加班会活动，用自身的经历激励同学们胸怀家国、知行合一。

自传化创立以来，家国情怀便是代代传承的文化基因，公益事业更是企业的“第二事业”。今年，徐迅多了一个重要的身份——传化慈善基金会理事长。

据他介绍，传化成立30亿元“传化慈善基金”，近年来参与了扶贫济困、助医助学、救灾赈灾、“万企帮万村”等公益慈善事业，目前已在深度贫困村落援建了1037所“传化·安心卫生室”，解决150余万贫困人口看病难问题；面向物流卡车司机推出“传化·安心驿站”，提供线上线下的互帮互助平台；打造了“传化·善源社区”，服务社区老人、家庭困难学生和其他困难群众。在新一轮疫情反复下，卡车司机成为防疫重点人群，面临生存困境，徐迅带领传化慈善基金会发起“携手同行共渡时艰——守护疫情下的卡车司机”公益行动，为货车司机送上暖心物资。

当前，浙江正在高质量发展建设共同富裕示范区，对于传化这样的民营企业如何参与助力共富，徐迅很有自己的见解与规划：“传化生在农村、成长在农村、发展壮大在农村，对农业农村农民怀有深厚感情和实践基础，应当在农村地区打造乡村振兴的传化案例、共同富裕的传化样板。”他透露，接下去传化慈善基金会计划在萧山浦阳镇打造“传化共富乡村”示范点，探索“农民受益、企业发展、集体壮大、宜居宜产”的共富乡村新模式，形成可复制的经验做法向浙江乃至全国推广。 CXO UNION-CXO联盟（cxounion.cn）

“经常有人问我是不是很有压力，其实我感觉到更多的是幸运。”徐迅表示，“父辈给我创造了这么好的基础和平台，我不能浪费掉，要努力推动传化成为时代的杰出企业。”

翻译：

Xu Xun: Keep the new, do the era of outstanding enterprises

“Just like a car company can’t sell its cars or a steel mill can’t sell its steel, how should we cope if we also face the crisis of losing our core business?”

This is a topic that Xu Xun, vice president of Chuanhua Group, has been thinking about recently, trying to find an answer to the future of Chuanhua.

“There has been transmission in the past 30 years, and will there be transmission in the next 30 years?” On this issue, he and his father Xu Guanju have the same keen sense of crisis and bottom line thinking. In his view, if enterprises want to be stable and long-term, they must keep the new and find new growth points to support the future development of enterprises before the crisis.

Founded in 1986, Chuanhua has developed into a modern industrial group with four major sectors: Chuanhua Chemical, Xin ‘an Chemical, Chuanhua Logistics and Chuanhua Science and Technology City. On this “giant ship”, Xu Xun, the young helmsman, is exploring an unknown new route.

First, inherit the family tradition, “Do more things, multiple ways”

When Xu Xun was born, Chuanhua’s career had just begun. The father and son, Xu Chuanhua and Xu Guanju, set up a large VAT and an iron pot to produce liquid soap at night and sell it on the street by bicycle during the day. CXO UNION-CXO联盟（cxounion.cn）

“My family did not let me contact too much business affairs since childhood, but the hardships of my parents’ entrepreneurship, or can understand from their words and deeds, really want to do everything possible, eat untold hardships.” In 2014, Xu Xun, who returned from studying in the United States, joined Chuanhua, hoping to take root in industry and fight side by side with his grandfather and father.

“I thought I could help when I came back, but then I realized I was being a little idealistic.” At that time, the Chuanhua he faced was no longer the family small workshop of that year, and the scale was among the top 500 private enterprises in China. Xu Xun was strongly aware that he must sink down to redouble his efforts and accelerate growth. He took the Chuanhua chemical supply chain center as a starting point and opened the rotation experience.

During this period, he participated in chemical supply chain consulting projects to optimize and improve management systems; He led the decoration design of the new headquarters building of Chuanhua, led the team to plan the functional layout, carefully inspected the design units, decoration construction units and various hardware and software suppliers, and built a humanized office space for employees. He is also responsible for the establishment of a centralized procurement platform, promoting a more efficient, transparent and standardized procurement process, and reducing corporate costs at the source.

In addition to training himself in a practical project, Xu Xun also served as the secretary of the Youth League Committee of Chuanhua Group, participating in the group work of the enterprise, “Chuanhua has always attached great importance to the work of the party and the group, the youth organization is an excellent platform to discover talents and cultivate talents, many executives of our enterprise have the experience of the group line.” During his tenure, he organized a series of colorful activities to lead the minds of young people, meet the needs of young people, and promote the work of the Youth League Committee online and offline, pushing the construction of the Youth League to a new height. This experience also became a pre-training for his future participation in business management.

“My father always said to me, ‘Do more than one thing.’” Growing up, Xu Xun always remembered these simple but powerful words, “Thank you very much to my father, he never asked me to do anything, but encouraged me to think and make my own choices.”

Second, deep sinking, make their own strategic decisions

In 2019, Xu Xun volunteered to go to the business line and served as the general manager of the daily Necessities branch of Chuanhua Group. CXO UNION-CXO联盟（cxounion.cn）

After the 21st century, as the business focus of Chuanhua shifted to the textile sector, the traditional daily chemical sector faced with bottlenecks such as brand aging, single products, and shrinking channels, and became increasingly backward in the fierce market competition. However, Xu Xun believes that “daily chemical is the plate that Chuanhua started, I have the responsibility and mission to take it out of the bottleneck and rejuvenate.”

When the new official took office, he found that the situation was more serious than he had imagined. “My initial understanding is that if you do a good job of products, you can do a good job of daily chemicals, but later found that from brand positioning, market play to business management, we need to launch a systematic innovation.” Xu Xun gradually realized that it was better to go to the market to get first-hand information than to discuss strategy in the conference room, and he rarely stayed in the office, spending a lot of time communicating with customers and sinking deeply to find the direction.

During the interview, Xu Xun took out a wet towel and pulled it hard to show the particularity of textile materials to reporters. Like this “collection”, he is from all over the market to pick up, “business operators must understand the forefront of the market dynamics, to make strategic decisions, to ask others how to run the company is meaningless.”

External, Xu Xun excavates the portable and personalized needs of young consumers’ home cleaning, opens up the “inspiration factory” studio, launches new brands such as LazyGo and bulubulu, and creates popular products such as aerobic cleaning particles and shoe and socks deodorant spray. At the same time, set up a professional team to operate e-commerce, around the concept of “product is publicity”, launched IP co-branded gift boxes in major festivals, and promoted the continuous growth of online sales contribution. Internally, he focuses on lean production management, and achieves cost reduction and efficiency increase through measures such as integrating supply chains, introducing scientific research talents, and digital reform.

With the outbreak of the new coronavirus outbreak in early 2020, Xu Xun, who has just fully promoted innovation in Daily Chemical, is facing a new test. For the “war epidemic”, he still remembers: “During the Spring Festival, we urgently summoned the employees who had been on holiday to return to their posts and worked overtime to produce bacteria-eliminating liquid, when the raw material supply was insufficient, the packaging inventory was in short supply, and the production capacity could not keep up, we mobilized the production line of all related products, withstood the pressure to overcome the problem, and every day was like ‘fighting’.” In a short period of time, Xu Xun led his employees to produce more than 5,000 tons of bacteria-killing liquid to help prevent and control the epidemic.

Xu Xun recalled that during the epidemic, the daily chemical’s e-commerce platform suddenly flooded with a large number of orders, and he looked at the background and found that there were consumers who saw the news of “Chuanhua donated 30 million yuan to support the epidemic” and spontaneously organized the purchase of Chuanhua products on the network to express their support for the enterprise. This incident deeply touched him, “Corporate social responsibility, in fact, is the” golden sign “of the enterprise, the benefit of society is to develop themselves.” CXO UNION-CXO联盟（cxounion.cn）

In three years, Xu Xun rebuilt a brand new daily chemical, and this year began to serve as the chemical group’s executive president. In this piece of land carrying the original intention of entrepreneurship, he continued the struggle spirit of his father and injected new vitality into it.

Third, keep the new, with scientific and technological talents to build the protection of the wall

Last year, the group set up a science and technology committee, Xu Xun as deputy director to participate in the formation of a strategic research team, systematically sorted out the status quo of Chuanhua technology, sketching the future of the enterprise’s science and technology blueprint.

The history of the past 36 years is a history of scientific and technological innovation. From the beginning of the business by “2,000 yuan to buy a scoop of salt” profound lessons, Chairman Xu Guanju devoted himself to the development of “901 special effect oil spirit” great success, to the mid-1990s Xin ‘an Chemical set up “chloro-silicon phosphorus” element circulation system, won the national science and technology progress award, and then to the 2000 Chuanhua logistics first highway port platform model, Through digital technology to create end-to-end supply chain services, in recent years, Chuanhua Science and Technology City focused on the field of life science, build a scientific and technological innovation platform to serve scientists innovation and entrepreneurship… Every step of the enterprise is driven by scientific and technological innovation.

“In the next 30 years, how to maintain consistent innovation and vitality?” Xu Xun believes that the key is to keep the new, based on the business advantages accumulated in the past, build a new “protective wall”.

Based on Chuanhua’s technical accumulation in functional chemicals, silicon-based new materials and other fields, he led the team to focus on cutting-edge directions such as new energy, electronic chemicals, and synthetic biology, expand and analyze potential opportunities, and lay out a new track through industrial pilot, investment and mergers and acquisitions. At the same time, Transhua Group and Zhejiang University Science and Technology Innovation Center jointly build an innovation research institute to attract high-end R & D talents, link university scientific research results, and incubate new projects with industrialization as the goal. CXO UNION-CXO联盟（cxounion.cn）

Science and technology as the main axis, talent is the main body, young talent is the future of enterprise development. The experience in the Youth League Committee made Xu Xun deeply aware of the importance of corporate youth work. He held the Transhua Youth Conference for four consecutive years, issued youth development reports, commended outstanding young people, and created an atmosphere of struggle among young employees.

Under the promotion of Xu Xun, in recent years, Chuanhua Group has opened up the youth growth channel, established the “pillars Plan”, “Firebird plan” and other talent training mechanisms, so that a large number of young employees can experience growth, share the results of enterprise development, and become a new force to promote Chuanhua to climb through the obstacles, transformation and upgrading.

Fourth, with home and country in mind, create a model of common prosperity

“Today, I brought some books to the students. They are all good books that I have read and think are worth reading. I hope you can really find fun and learn wisdom from reading.” Recently, at the 2021 academic year commendation conference of “Chuanhua Xingzhi Class” of Xiaoshan No. 5 Middle School, Xu Xun was hired as an “off-campus counselor” and shared her own growth experience with the students.

“Chuanhua · Xingzhi Class” was launched in 2020, and the Chuanhua Charitable Foundation funded 500,000 yuan annually for three consecutive years to help Xiaoshan District students with excellent character and academic performance and relatively difficult families complete their high school studies. Xu Xun will participate in the class meeting every year, with their own experience to encourage students to mind the country, knowledge and action. CXO UNION-CXO联盟（cxounion.cn）

Since the founding of Chuanhua, the family and national feelings are the cultural genes passed down from generation to generation, and public welfare is the “second cause” of the enterprise. This year, Xu Xun has an important identity – the chairman of the Chuanhua Charity Foundation.

According to him, the company has set up 3 billion yuan “Chuanhua Charity Fund”, and in recent years, it has participated in poverty alleviation, medical aid, disaster relief, and “10,000 enterprises help 10,000 villages” and other public welfare and charity undertakings. At present, it has assisted 1,037 “Chuanhua · Comfort Clinic” in deeply poor villages, solving the problem of more than 1.5 million poor people having difficulty in getting medical treatment. Launched “Chuanhua · Peace of Mind” for logistics truck drivers, providing online and offline mutual help platform; It has built a “Communication · Good Source community” to serve the elderly, students from poor families and other poor people in the community. Under the new round of epidemic recurrence, truck drivers have become the key groups of epidemic prevention and are facing survival difficulties. Xu Xun led the Chuanhua Charity Foundation to launch a public welfare action of “Hand in hand to overcome the difficulties – Protecting truck drivers under the epidemic” to send warm materials to truck drivers.

At present, Zhejiang is developing and building a demonstration zone of common prosperity with high quality. Xu Xun has his own ideas and plans on how private enterprises such as Chuanhua can participate in helping common prosperity: “Chuanhua was born in the countryside, grew up in the countryside, developed and expanded in the countryside, and has deep feelings and practical foundation for agriculture and rural farmers, and should create a transmission case of rural revitalization and a transmission model of common prosperity in rural areas.” He revealed that the next Chuanhua Charity Foundation plans to build a demonstration site of “Chuanhua co-rich Countryside” in Xiaoshan Puyang Town, explore a new model of “farmers benefit, enterprise development, collective growth, livable and suitable production” of co-rich countryside, and form replicable experience to promote to Zhejiang and even the whole country.

“People often ask me if I’m stressed, but I feel more lucky.” Xu Xun said, “My parents have created such a good foundation and platform for me, I can’t waste it, and I will strive to promote Chuanhua to become an outstanding enterprise of The Times.” CXO UNION-CXO联盟（cxounion.cn）

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