Focus on clean water, from 0 to leading the world

Innovation leads development and entrepreneurship makes dreams come true.

This year, high-quality development has become a surging trend, digital reform swept industries and enterprises, and common prosperity has been deeply rooted in people's hearts. There are such a group of Zhejiang businessmen, they lead the forefront of business innovation and industry change on the road fearless forward; With the courage to lead innovation and lofty vision, they create a variety of business legends.

Under the guidance of Zheshang Development Research Institute, Zheshang magazine selected the "2022 New Champions of Zheshang", which was released at the 19th Zheshang (Investment and Financing) Conference in 2022 on July 6. Starting from today, Zheshang magazine will launch a series of reports on 2021 Zheshang New Champions. Today: Liu Xiaolin, chairman of Jutimes Group.

With the improvement of people's life quality requirements, the concept of healthy drinking water is giving birth to a new 100 billion level of clean drinking water market, water purification equipment has become a daily necessity of residents.

As a pioneer in the water purification industry, Jutimes Group chairman Liu Xiaolin entered the bureau earlier. For Liu Xiaolin, the most meaningful thing in his life is "water health". It is important to keep people's water quality in the last 10 meters. "Jux's core mission is to enhance the quality of human life with water technology." He takes his mission very seriously. "I think of water as a lifelong thing."

Enter the bureau in advance, witness the industry from scratch

"I initially wanted to start a business in a direction that was close to life and meaningful, so I chose home appliances." Liu Xiaolin said that in 2004, there were already many giants in the domestic home appliance field. He had no foundation and it was not easy for him to enter the field. "Further focusing, I chose Water Appliance".

In Liu Xiaolin's memory, most of the home appliance market in the 2000s was dominated by foreign products, but eventually, after fierce competition, domestic brands gradually took the dominant position in the market. "At that time, appliances related to water purification concepts had just entered China, and I thought it was a great opportunity." "Liu Xiaolin said.

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

"When I first got into this business, it was so hard." At that time, people had not yet formed the awareness of clean water, Liu Xiaolin admitted. "Everyone felt that bottled water could meet the needs of life, and there was almost no market for water purification products." However, Liu Xiaolin, after analyzing international trends, still maintains that with the development of economy and society, people will start to pay attention to the environment and health in the future, and there will be a massive market for water purification products.

As a result, Liu Xiaolin and his team at the early stage of the business were like science popularizers of water health. "We have trained and promoted it throughout the country, so that consumers have a deeper understanding of water and a stronger sense of health. It is bitter, but it is very rewarding." Liu Xiaolin said that would make subsequent market growth a natural thing to do.

Into the water purification industry, Liu Xiaolin deliberate, planning later. In 2004, he joined a professional water purification company as a professional manager. "At that time, I had experienced the first-tier markets from the south to the north and accumulated a lot of experience." Liu Xiaolin said that with the development of the industry, he also realized that there are a lot of water purification products in the domestic neglected, "our original track more or do water dispenser, bottled water, water purifier and so on, and there is still a certain gap with the development of foreign products, especially the pre filter.

The pre-filter is a water purification equipment installed in the water pipe, which can filter the silt, rust, eggs, red worms and other large particles in the tap water. Previously, the devices were often given away as accessories, and rarely displayed or marketed on a large scale. From partnership to independent entrepreneurship, Liu Xiaolin paid special attention to research and development and innovation after entering this track. He and his team further upgraded the performance through independent research and development, and introduced a large number of industrial designs, enabling them with new concepts, and introduced the pre-filter from the product era to the commodity era.

Adhere to innovation, sustained 8 years of double growth

"The industry as a whole was very receptive in 2015, and almost all the top brands started to enter the race." Liu Xiaolin recalled that from 2015 to 2020, the industry almost grew regularly and Jux also achieved an amazing annual growth of over 100%. "During this period, we served more than 500 first-tier brands, and the market coverage reached 95%."

"We are the Foxconn of water appliances," Liu Xiaolin says, only half-joking.

Twists and turns are inevitable. When the timeline moves to 2020, the industry growth slows down, both volume and price decline, which brings a test to the rapid growth of polyfold.

Recalling the twists and turns, Liu Xiaolin still remembers thinking at that time. "On the one hand, from the point of view of consumer demand, with the improvement of consumers' awareness of water purification, consumer demand is turning from nothing to good, from good to fine, which puts forward higher requirements for us; On the other hand, from a product point of view, our product started as a single product and extends from that to do a lot of things." In Liu Xiaolin's view, when enterprises from high-speed development to high-quality development stage, it is true that they face challenges, but it is also a great opportunity.

"In recent years, we have set up more than 20 business divisions and companies, from the pretreatment, 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 household pretreatment, kitchen, bathroom, drinking water, office kitchen, business and other fields, each scene of the water treatment has the corresponding innovation patents and a series of forward-looking development capabilities, up to now, founded only 8 years ago Jutimes Group has more than 500 effective authorized core technology patents, but also achieved continuous eight years of growth.

"No matter how a business develops now, the ability to innovate determines the speed and life cycle of a business." Liu Xiaolin is very clear, "The market demand is changing so fast, Jutimes must become a gathering place of talent and innovative products, to achieve sustainable development."