No one expected that the largest cement production enterprise in Jiangsu Province was a township enterprise on the verge of bankruptcy 20 years ago. Behind this key is Xu Guisheng, who wrote a legend of peasant entrepreneurs.
In 1966, Xu Guisheng was born in a small mountain village in Zhoucheng, Liyang, and was the eldest child in his family. After graduating from
middle school, Xu Guisheng resolutely gave up his studies and went to Shanghai to study radio maintenance technology in order to keep his younger brother and sister from dropping out of school. At that time, he knew that only by mastering a craft could he support his family and change his destiny. During his time in Shanghai, he followed his master to study technology during the day and stayed up late at night. In just a few years, he mastered the core skills of radio maintenance and became a technical expert among his peers. After returning from his
studies, Xu Guisheng opened a radio repair department, worked as a technical director of a township radio factory, and became a skilled and knowledgeable talent among his local peers.
In 1992, Jinshan Commercial Materials Company, run by the town, suffered serious losses due to poor management and was on the verge of bankruptcy. The leaders of the town had a discerning eye and handed over the responsibility to Xu Guisheng, 26, who ushered in the first turning point in his life.
"At that time, the company lost more than 200000 yuan, and there was still a pile of fund-raising funds to be repaid, no one was willing to take over, but I felt that since the organization trusted me, I could not shrink back." Xu Guisheng recalled.
With keen market judgment and practical spirit, Xu Guisheng not only wiped out the losses, but also returned all the fund-raising funds in just one year. He won the recognition of the whole town with his strength.
02
Seize the opportunity
In the face of this mess that everyone avoided, he thought over and over again and made a life-changing decision: he went to all his relatives and took their property ownership certificates, including his own, and sent them to the bank as collateral. Finally, he borrowed several million yuan and bought the mess.
Xu Guisheng thinks: "The train of thought decides the way out, only when the management idea keeps up with the pace of the times, can enterprise develop successfully." After
taking over the cement plant, Xu Guisheng renamed it . Looking back on those years, Xu Guisheng said: "Jinfeng Group can achieve today's achievements, on the one hand, it has seized the market opportunity of transformation and upgrading of the cement industry, on the other hand, it can not do without the good business environment that Liyang attaches importance to the development of the real economy." The rapid growth of Jinfeng Group is due to Xu Guisheng's development strategy of "follow the conch and revolve around the conch", which is the key to the rapid growth of Jinfeng Cement. Xu Guisheng explained, "Follow the conch, not blindly follow the trend, but learn from their advanced experience, combined with their own reality, out of the development path suitable for Jinfeng; around the conch, is to rely on the industry leader, to achieve coordinated development, win-win symbiosis." In September 2001, he visited Zhejiang, Anhui and other places. The first time he came into contact with the new dry-process rotary kiln cement promoted by the state ", he resolutely raised funds. The project officially broke ground, marking a major transformation of Jinfeng Cement from traditional vertical kiln to modern rotary kiln. By 2017, Jinfeng Group had achieved sales of 13.15 billion yuan and paid taxes. 4 . Since then, Xu Guisheng has invested heavily in building several new dry rotary kiln production lines, transforming the original production lines and phasing out backward production capacity. Its production capacity has soared to 30 million tons, making it the largest cement production enterprise in Jiangsu Province and the largest single cement production base in China. From traditional manufacturing to modern enterprise groups , as cement enterprises in high energy-consuming industries, environmental protection has always been the focus of public attention. Xu Guisheng realized very early: "If cement enterprises want to achieve long-term development, they must take the road of green environmental protection." Under his leadership, Jinfeng Group began to invest in large-scale environmental protection. Since 2007, Jinfeng Cement has invested billions of yuan to build a pure low-temperature waste heat power generation system for all production lines, with a total annual power generation of 5. Xu Guisheng said: "The money for environmental protection must not be saved. When the enterprise develops and grows, it must assume the corresponding social responsibility." At the same time, as an entrepreneur with strategic vision, Xu Guisheng began to promote the diversified development of Jinfeng Group very early. In 2023, Jinfeng Cement participated in the acquisition of Shanghai Bulgari Hotel project, marking a new step in Xu Guisheng's industrial layout, and for the first time entered the public eye as a cross-border person. Nowadays, the business scope of Jinfeng Cement has expanded from single cement manufacturing to financial services, real estate development and other fields. Under his plan, Jinfeng Cement continued to increase investment in green transformation and technological innovation, expand the building materials industry chain, develop circular economy, and build a diversified development pattern of "cement manufacturing + environmental protection disposal + new energy". Jinfeng Group has won the honorary titles of "Top 500 Private Enterprises in China", "Excellent Enterprises in Building Materials Industry in Jiangsu Province", "Major Taxpayers in Private Enterprises in Jiangsu Province", and its main product "Jinfeng" brand cement has won the titles of "Jiangsu Famous Brand Products" and "National Inspection-free Products". From a farmer to a "cement expert", from a "lifesaver" in a bankrupt factory to an industry leader, Xu Guisheng has written a legendary story of entrepreneurship with more than 30 years of perseverance and hard work. Xu Guisheng has not only the simplicity and tenacity of farmers, but also the courage and wisdom of entrepreneurs, as well as the responsibility and responsibility of industry leaders. Today, Xu Guisheng is leading Jinfeng Cement to move forward steadily in the cold and warm waves of the cement industry, while sticking to the original intention and deep cultivation of industry, while innovating breakthroughs and leading the transformation. Xu Guisheng still sticks to his original intention: "As an entrepreneur of peasant origin, it is my constant original intention to make the enterprise bigger and stronger and actively benefit my hometown.".
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