Deng Huimin returned to summer job before taking care of the family business: Know all the people and be the management first!

Special interviews

Written by: Kuang Yueting

2021-06-15 08:15

Last update date: 2021-06-15 08:15

Wai Yuen Tang (0897) executive director Deng Huimin is the chairman of Wang On Group (1222) and the daughter of Deng Qinghe, the "market king". Since childhood, her parents have taken her to inspect the stores in the group’s markets and Wai Yuen Tang, and she has gradually become Interest in Chinese medicine has sprung up. Since the age of 17, I have been doing summer jobs in Weiyuantang every year.

However, this "child of the prince" is quite comfortable and chose to start from the bottom. She has worked in the processing department, production department and marketing. In 2016, she completed the University of Edinburgh and obtained a bachelor's degree in marketing and finance, and returned to take charge. Wei Yuan Tang.

With more than ten years of association with this veteran pharmaceutical company, she has brought a series of brand innovations to Wei Yuantang. In addition to the introduction of convenient pill packs, she also added Chinese medicine anti-hair loss shampoo, wheat drink, scented tea, soup bag, Products such as instant soup dumplings and pet health products have attracted many customers in their 20s to 30s.

It is not easy to take over the family business. Deng Huimin admitted that her previous front-line work experience has enabled her to understand the responsibilities and work processes of the company's different jobs, and understand how the operational strategy will be implemented on the front line. "Just sitting in the room as the management. You will not have a deep understanding of each department, it is difficult to make all the decisions, you have to know all the "gears" and be the management first!" At the same time, she completed the Chinese Medicine Dispensing Diploma of Baptist University to strengthen One's own knowledge of Chinese medicine, such as how to identify medicinal materials, learn Chinese medicine prescriptions, administration methods and contraindications, etc.

"When I had a basic concept of Chinese medicine, I was too far away from Chinese medicine practitioners, and I didn't think you were a layman."

In order to ensure the quality of the medicine, Deng Huimin personally went to the planting base to check the quality of the raw materials. The most memorable time was in 2016 when she went to the non-military area of ​​Gyeonggi-do to dig ginseng at the border of North and South Korea.

She recalled that the company planned to cooperate with the South Korean government to launch its own brand of ginseng products. Because the quality of ginseng produced by the latitude, longitude, climate and soil of the demilitarized area was the best, she and her colleagues went to the ginseng farm there. Learn how to harvest, how to make freshly harvested ginseng (also known as white ginseng) into candied, but not dry and moisturizing ginseng, how to choose better quality ginseng, etc.

"The staff told me not to walk around, and when I had the opportunity to step on the leftover landmines, I was not surprised when I was in the formation, and then I felt so thrilling when I returned to Li Zeng." After the source quality control was done, the company continued. Launched its own brand of ginseng products.

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Promote a balance between work and life so that employees can play their strength

Adhering to her father's teachings, Deng Huimin attaches great importance to communication with employees, Chinese medicine practitioners and guests, and will also "talk and talk" with subordinates to understand the views of employees at all levels. This also makes it easier for her to manage the company and implement new policies.

"Even if I want to reform, but my colleagues don't understand me, in fact, they will not push me down." However, her working style is different from that of her father. Her father is very dedicated and hardworking at work, 7 am every day. At 11 o'clock in the evening, she tends to adopt a centralized management model, while she advocates work life balance (work and life balance), hoping to use a laissez-faire management model, trust employees more, and let employees have enough freedom to play their strengths.

"I think micromanagement is not too healthy for a company. There are only 24 hours a day. It is impossible for one person to do everything, or to do the best. There are different experts in every field, so we should trust. My colleague, but I learned to be tighter to get a tightness."

In April last year, the company formally entered the pet health care market, launching a series of pet health care products developed by the Chinese veterinarian team, "My Pet".

(Photo by Yu Junliang)

As the saying goes: “It’s hard to start a business, but it’s even harder to stay in business.” Deng Huimin has a deep understanding of this sentence. He pointed out that when the brand grows to a certain level, and then reforms, there will be greater burdens, but if you do not make innovations, you cannot keep up with the trend. It may become obsolete than the times.

In addition, since she joined Weiyuantang, the retail market has begun to deteriorate. Later, she experienced anti-revision campaigns and the new crown pneumonia epidemic, which required constant changes to respond.

She continued that her father encouraged herself from time to time: "Fighting adversity is always better than good times", because when the company encounters difficulties, the employees will be more united and work together to find ways to help the company transform and expand the product range to Chinese health food, Snacks, instant soup packs and pet health products, etc., hope to diversify the business.

"It's really sad, but it's a rare experience to talk to the company."

The ViuTV program "Family Many Pets" is about 4 families with children adopting dogs, allowing viewers to witness the process of children learning to take care of dogs.

(Screenshot from ViuTV Facebook)

Adjust advertising strategy according to the preferences of target customers

On the other hand, the company also decided to sponsor ViuTV's pet reality show "A Pet in Home" in response to the changing tastes of people watching TV.

Deng Huimin said that after sponsoring ViuTV programs, the sales response has been good. The company has always paid attention to those celebrities or celebrities who are popular with the public. As long as they meet the price, product positioning and brand image, they will hope to find them as spokespersons or e-commerce live sales hosts.

"We all want to use Mirror or Error as the spokesperson. I guess it will soon become popular. Even Error is so expensive. 193 and Dee are expensive!" She continued that the company will respond to the preferences of target customers. Decide how to adjust the advertising strategy.

When asked if he would consider arranging for her son to take over in the future, Deng Huimin said that her parents had not asked her to take over with her elder brother, and she did not want to limit the development of the next generation. He hoped that his son could do what he likes. "If you don’t like it, it’s hard work. It’s so sad to go back to work every day.” However, she may take her son to visit the shop in the future to see if he can develop his interest in Chinese medicine.

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