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                  小罐茶創始人杜國楹:極致的產品主義者

                  來源:格言大全-yespu.com 日期:2019-03-28 12:44:05 分類:勵志人物 閱讀:

                  小罐創始人杜國楹:極致的產品主義者

                    文/清如

                    【人物名片】杜國楹,小罐茶創始人、公司董事長。

                    背背佳、好記星、E人E本、8848、小罐茶,這些爆品均出自一人之手——杜國楹。作為一位產品主義者,他追求極致,精益求精,成為創業路上的“常勝將軍”。

                    一、從背背佳到好記星

                    杜國楹是白手起家,他出生于普通的農民家庭大學畢業后進入一所學校老師。但是教師收入微薄,不甘現狀的杜國楹決定創業

                    當時,杜國楹發現學生上課時經常彎腰駝背,認為輔助矯正坐姿的產品市場空間廣闊,于是創辦了“背背佳”。

                    他敏銳意識到廣告的巨大作用,簽下超女何潔作為代言人,讓背背佳一炮而紅。1998年,25歲的杜國楹就成為了億萬富翁

                    年少得志的杜國楹不禁有些飄飄然,之后他投資了很多項目,可是卻接連失敗,欠下4600萬外債。此時,他認識到“沒有好產品什么都別談”,從營銷主義者轉變為產品主義者。

                    2000年前后,互聯網浪潮興起,國內學習機市場群雄割據。杜國楹適時創辦“好記星”,利用“五維記憶法”這一亮點突出重圍,到了2003年銷量高達10億臺。

                    然而,杜國楹并不止步于此,如果說前兩次創業是為了和還債,那么后面創業就是為了致志做好產品。

                    二、E人E本與8848手機

                    杜國楹有每天記大量筆記習慣,他突發奇想,“為什么筆記不可以數字化”,于是決定研發一款針對商務人士的電子筆記本。

                    2008年,杜國楹成立“E人E本”。為了專心打磨產品,他住在公司旁邊,每天下午一點半到公司,專研產品細節閱讀產品或管理方面的書籍,一直忙到凌晨五點半左右,風雨無阻。

                    兩年后,第一代E人E本問世,邀請馮小剛、葛優作為代言人。由于符合市場需求,E人E本迅速走紅,2011年銷售16億。

                    很快,杜國楹再次發現行業痛點,市面上缺少針對老板設計的手機,于是創辦“8848”鈦金手機。

                    鈦合金、鱷皮、私人訂制數據,這些精心設計的外觀和功能,加上房地產大佬王石作為品牌代言人,讓8848手機一炮打響,年銷售額迅速突破10億。

                    四次創業,四次成功,杜國楹已經成為一個傳奇,然而“頻繁成功”并不是他想要的,他希望能夠找到傾注一生的事業,“小罐茶”應運而生。

                    三、讓中國茶走向世界

                    早在2012年,杜國楹就開始帶著團隊上山尋茶,第一輪尋訪的茶企超過了500家。

                    杜國楹剛開始是想做有機茶,卻在一次拜訪中發現,武夷巖茶的游玉瓊大姐是非物質文化遺產項目制作技藝傳承人,于是靈感迸發,希望和這些頂級制茶大師合作

                    他挨個登門造訪,找到了八大名茶的八位代表人物,采用正宗傳承制作技藝進行標準生產

                    同時,杜國楹將產品定位為“簡約、輕奢、生動”,請日本設計師神原秀夫設計產品包裝,經過十余次改稿,最終敲定使用精致的小鋁罐,“小罐茶”由此誕生。

                    2017年,小罐茶的廣告席卷央視和各大衛視,八位制茶大師聯袂登場,鏡頭如詩如畫,“小罐茶,大師作”,引起業界震動,當年銷售額達到11億左右。

                    杜國楹認為,“產品和營銷,本質上都是基于對人性理解。好產品會說話最好的營銷是產品。”

                    現在,杜國楹的使命是“讓中國茶重新走向世界”,他的創業創新之旅沒有終點。

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