Zhu Xinli, board chairman and group president of China Huiyuan Juice Group Ltd
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【11】 【12】 Zhu founded Huiyuan in 1992, capitalizing on ample fruit supplies in his home region - Shandong province in east China.
Huiyuan has grown into China's biggest fruit juice company, with 10 percent of the national juice market. With premium quality products, the homegrown brand has a 44 percent share of the pure juice market and 42 percent in the fruit pulp drinks market. Dilute juices, with added sugar and water, are also a popular segment of the company's lineup. Huiyuan now exports to more than 30 countries, including the United States, where it is on the shelves of 3,000 Wal-Mart stores. Revenue jumped 29 percent to 2.7 billion yuan in 2007 from a year earlier.
Huiyuan went public in Hong Kong in 2007, raising HK$2.76 billion ($356 million) in its initial public offering (IPO) and was 938 times oversubscribed, a record in Hong Kong.
Zhu works with local governments to improve villages and builds partnerships with fruit farmers to support agricultural development.
Q: What do you understand entrepreneurship to be?
A: In my opinion, entrepreneurs are those with continuing innovation and always have the spirit for fresh start-ups.
Q: What is the most valuable experience you gained in the startup period?
A: The biggest lesson I learned is to focus on my business and take it as a big career to pursue. When I achieve a success in my career, I can make my career an entire industry, and the success in my own career will lead and promote the development of the entire industry.
Q: What are the remarkable events you feel proud of ?
A: When Huiyuan was established, I found overseas juice market big - yet the domestic market was next to nothing. I believed with China''''s opening-up and reforms, people would increase income and have a healthier consumption demand. It would be a disaster to Chinese fruit farmers if the country, rich in both fruit species and output, had no fruit processing industry.
At the time, fruit sales in a good harvest year was a thorny problem nationwide. Establishing a fruit juice market in the country helped farmers out and juice companies themselves have a strong industrial chain.
I decided to move from my hometown Shandong province and headquartered in Beijing in 1994. Over the following three years, we gained a foothold in the market.
Through my own experience, I found that exporting is not difficult, but building a brand in the domestic market is really hard. If I hadn't moved to Beijing, I would have had an easy life in Shandong, but could not absolutely accomplish the achievement of today and would never tasted the sense of achievement.
Q: What does career success mean to you?
A: I believe every one of us desires success, whether in our career or in other facets of life. The meaning of success lies in maximizing your life value. The fruits of success are not your own, but for sharing with the society.
Only in this case can your efforts in achieving startup business mission and making fortune become meaningful.
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