At the beginning of the millennium, Yu Fangwen walked out of the mountains in Anhui and headed south to Foshan, Guangdong to work hard. At that time, he, who was unfamiliar with the local area, resolutely chose to enter the fiercely competitive air conditioning industry, taking a different path and adopting a differentiated product route. He successively launched new products such as shared air conditioning, wearable air conditioning, and heat pump air conditioning, seizing the segmented market and establishing multiple air conditioning brands such as Meibo.
From following imitation to independent innovation, from OEM to brand going global, since the reform and opening up, China's home appliance industry has risen strongly in terms of technology, brand, and industrial chain, which cannot be separated from the practical efforts of a group of outstanding private entrepreneurs. "As long as you are resilient and innovative, you can also create a Xintiandi in the 'Red Sea'." Looking back on the nearly 15 years of entrepreneurship, Yu Fangwen was filled with emotion.
Capture New Demands and Seize Segmented Markets through Technological Innovation
In the brand evaluation results of China's home appliance industry for 2023-2024 released by the Ministry of Industry and Information Technology, Meibo has been listed as one of the "Top Ten Brands in China's Air Conditioning Industry" for three consecutive years. In fact, when Yu Fangwen decided to establish Meibo in 2010, the tripartite structure of the air conditioning industry had already taken shape, and the market space seemed very limited. There is a 'red sea' ahead, why does he still insist on starting a business?
Yu Fangwen recalled that at that time, the rapid development of the domestic real estate market was driving the demand for air conditioning to soar. With years of experience rooted in the air conditioning market, he was very clear about what users needed. "As long as there is new demand, there is room for development." In order to avoid facing industry giants head-on, Yu Fangwen took a differentiated product route. We capture new market demands, develop new products using new technologies, and take the lead in occupying niche markets that other companies have not yet touched. He said that the heat pump air conditioning track pioneered by Meibo in recent years is an example. Before starting his business, Yu Fangwen worked as an air conditioning repairman for several years and found that many people complained about the poor performance of air conditioning in extreme weather conditions. Not long after the establishment of Meibo, it coincided with the wave of "coal to electricity" in northern China. How to ensure the heating performance of air conditioning in extremely cold winter environments became a technical challenge at that time. User pain points often conceal market opportunities. Aware of the business opportunities, Yu Fangwen led the team to cooperate with Anhui University of Technology, Chinese Academy of Sciences, Guangzhou Energy Research Institute and other institutions and scientific research institutions, delved into the technical route of "refrigeration and heating integration", launched air conditioners that can operate normally in extreme weather environments, and led the whole industry to walk out of a new track. Last April, Meibo's new generation CO ₂ heat pump air conditioner was launched. We have pioneered bidirectional dual valve temperature control technology, which enables air conditioning to operate normally in extreme low and high temperature environments such as -35 ℃ and 60 ℃, "Yu Fangwen said excitedly. In 2017, Meibo launched the world's first shared air conditioner, ushering in an era of free hardware for air conditioning products; In 2022, Meibo launched the world's first wearable air conditioner, allowing outdoor workers in hot weather to enjoy coolness... After more than 10 years of entrepreneurship, Yu Fangwen has always focused on one thing, which is to achieve excellence in the segmented track. "Although this industry is very competitive, as long as the product can solve the pain points of users, there is no absolute distinction between red and blue oceans.”
Starting from Repairing Air Conditioners, Gradually Building the Awareness of Independent Brands
Just arrived in Guangdong, Yu Fangwen had no technology or resources, and could only make a living by installing and repairing air conditioners. Although the work was tedious and arduous, he accumulated a lot of customer resources and gained a deeper understanding of the market through repeated street trips. So one day in 2010, he contacted a few friends and decided to start a business together in Foshan. The "entrepreneurship" mentioned by Yu Fangwen actually refers to working as an air conditioning agent. "We ride motorcycles every day, collecting inventory and second-hand air conditioners everywhere, and moving and loading our own goods. At the latest, we have to work until two or three in the morning. But Yu Fangwen soon realized that the agent receiving was always constrained by the channel, and it was easy to miss out on the last meal. So, he was "forced" to take another step - to establish his own brand, and "Meibo" air conditioning was launched from then on. When starting a brand, although Yu Fangwen was no longer an outsider, he did not have enough resources to achieve independent production. So, like many new entrepreneurs, he chose to first outsource production for other brands and break through the air conditioning market. As a latecomer in the industry, Yu Fangwen's ambition goes beyond this: he has established large-scale production and manufacturing bases, research and development centers, and laboratories in Shunde, Foshan, Wuhu, Anhui, and Anqing, Anhui, with an annual production scale of 7.5 million sets; On the basis of differentiated product routes, we adhere to the "multi brand strategy" and continue to build brand awareness in segmented markets such as heat pump air conditioners, smart air conditioners, and wearable air conditioners. From installing and repairing air conditioners to OEM production, from following and imitating to forming a brand matrix, along the way, only Yu Fangwen understands the hardships behind it. "Without us riding motorcycles to collect air conditioners, we wouldn't be where we are today.
Walking into the exhibition hall of Meibo located in Shunde, Foshan, various shapes and sizes of air conditioners are displayed, and Meibo, Lejing, MEIPOINT and other air conditioning brands are dazzling. After nearly 15 years of entrepreneurship, 44 year old Yu Fangwen has established more than ten subsidiaries and brands, creating a "kingdom of air conditioning".
Embracing New Changes and Selling Chinese Air Conditioners to the World
In the past two years, Yu Fangwen has found that many young people are interested in intelligent and digital products when communicating with peers. In June 2022, he proactively approached Huawei and initiated a collaboration between his brand, Meibang Air Conditioning, and Huawei HarmonyOS Intelligent System. He also launched the Linjie series of air conditioners that year. In the summer of 2023, this air conditioner debuted at the top of the sales chart on Huawei Mall in the same month.
Currently, the trend of digital transformation in China's manufacturing industry has taken shape. After seeing the proposal of "seizing new opportunities for digital development" in the 14th Five Year Plan, Yu Fangwen decided to embark on the path of digital transformation in various aspects such as management, research and development, and production. In October 2023, the Meibo digital system was officially launched, with a first phase investment of 20 million yuan and the introduction of four major research and management systems. The biggest change brought about by digitization is that managing companies has become more convenient. Teams can access key data information in real time, and major events can be decided and implemented within an hour. Yu Fangwen is quite satisfied with the transformation results.
In recent years, while expanding into new domestic niche markets, Yu Fangwen has also set his sights on overseas markets. Walking into the lobby of the Meibo office building located in Jun'an, Shunde, a 1:1 scale replica of Bruce Lee's wax figure catches the eye. In June of this year, Meibo obtained exclusive authorization for Bruce Lee's IP and launched the "Meibo True Kung Fu" series of co branded air conditioners, giving Yu Fangwen an important piece in his overseas "Big Chess Game".
Jun'an is the hometown of Bruce Lee and also the place where Meibo 'grew up'. It can be said that they are 'born from the same roots'. Just like Bruce Lee brought Chinese martial arts to the world, Meibo also wants to sell Chinese air conditioners to the whole world. "Yu Fangwen excitedly introduced that in recent years, Meibo has accelerated the establishment of an international sales network, entered sports marketing, and continuously expanded overseas markets. Air conditioners are exported to 82 countries around the world, with exports accounting for more than 20% of total sales.
In the future, Infinite International Consulting Co.,ltd will be more firm in our global development strategy, continue to create a new business card of 'Made in China', and strive to achieve overseas market sales of 3 million sets in 5 years. "Yu Fangwen's tone is full of expectations, and his eyes are shining with light.
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