Han Jingji's Media Comments

As one of the "50 most noteworthy female entrepreneurs in the world", Han Jingji has pushed down the original comfortable life again and again with creativity, courage and concentration, and opened up new markets for women.

Interview/Writing: Jin Huiyu Editor: Lu Minjun Photography: Peng Hui

She and her eponymous brand HAAN Hankiki Technology have become synonymous with innovative technology, innovative consumer culture and innovative lifestyle in Korea. At the same time, this elegant, good-looking, careful and gentle, clean-loving, family-oriented lady is being described by the media as the spokesperson of the perfect woman in Korea. If perfectionism is a commodity, then Han Jingji undoubtedly regards it as the focus of all her career: "I am a woman who pursues perfection, no matter what it is, I will be perfect and realize my wishes." This exquisite Korean woman is not only a perfect woman, but also an out-and-out subversive of social traditions and a revolutionary of Korean electrical appliance manufacturing.

From traveling halfway around the world to resolutely resigning from the Korean government, she repeatedly overturned the original case with practical actions. From scratch, the twists and turns in the stock market were even more bitter. She is destined to be a household appliance manufacturer with her own name, which has defeated many electrical appliance brands and gained a good reputation among women in South Korea, the United States and China. Under the dazzling aura of all successful careers and happy families, what touched Han Jingji most was her cuteness.

In the factory of Hahan Seiki Technology in Suzhou, she answered the reporter's questions and cooperated with the makeup artist to modify her elegant face. She always sits gracefully in half a chair and speaks pure American English. She still remembers the teaser: "I like working with women and can't bear to wear false eyelashes when interviewed by male reporters!" " Just then, Li, assistant of Han Jingji and head of the marketing department, opened a cupboard full of cabinets, followed by a large box of different jewels for photographers to choose from.

It is difficult to connect this slender and warm woman with a strong entrepreneur who is determined and has won global attention. She is more like a tireless child, full of curiosity and no distractions, giving up the existing ease and calmness again and again, and pursuing her dreams with strong execution and great perseverance. Han Jingji is a perfect housewife first, so her story begins with a successful housewife experience.

In South Korea, the habit of resting on the floor and other activities makes people have particularly high requirements for the cleanliness of the floor, which also makes her suffer a lot: "No matter how hard you try to wipe the floor, you feel unclean. Rubbing with linen will only spread the bacteria to the whole room. " She has been wondering if there is a faster and simpler cleaning method.

I thought of a method to dissolve stubborn dirt with steam and disinfect it, but I searched the whole Korean market and couldn't find it. Han Jingji, who did not admit defeat, made up her mind; If there is none in the world, I will develop it myself.

Determined, regardless of the incomprehension of her relatives and friends, she gave up her job as a civil servant who had enjoyed a high social status in Korea, chose a male game-entrepreneurship, gathered dozens of professionals and founded HAAN Hanjingji Technology.

It is difficult to start a business, and it is at the expense of subverting a stable and comfortable working life. After seven years in Europe and America, Han Jingji returned to Korea and passed extremely difficult exams to become a senior civil servant of the Korean Ministry of Education, which is quite glorious in Korean society.

"My heart tells me that it is more meaningful to develop products that can improve the value of women's lives than to be a senior civil servant in the Ministry of Education, so that women can play all kinds of roles perfectly while putting their time and energy on the most worthwhile things and fully enjoying the fun of life." In the choice of entrepreneurial value, female entrepreneurs prefer social value to economic value, especially Han Jingji.

However, while creating a perfect life for modern women, she did not expect to design challenges for her own life, involving difficulties and many uncertainties.

"How hard is it for a woman with limited funds to dream of time?" Han Jingji originally planned to develop a dream steam cleaner with 500,000 yuan within half a year. But the reality tells mercilessly; He underestimated the difficulty of developing something that doesn't exist in the world-two years of research and development has cost 7 million. After a long labor pains, three years later, a steam cleaner with a price of $80 was finally successfully completed in 200 1 year, costing100000 RMB.

But the development and sales of steam cleaners are also called obstacles. "In the past, we thought that if we put a new product on the market that no one had seen or heard of, everyone would like it. But the result is that no one cares. " Han Jingji didn't expect that the market reaction would be so cold for the products she was so satisfied with. Later, she finally found the crux of the problem-almost all the buyers in charge of circulation channels are men. They can't understand the innovative significance of such a product. "Every family has a vacuum cleaner. What's the use? " "When cleaning, don't you sweep the floor first and then wipe it? If you use a vacuum cleaner first and then wipe it with a steam cleaner, you can kill harmful substances such as bacteria and mites. " Han Jingji tried to explain for 30 minutes, and the buyer continued to ask, "Everyone has a vacuum cleaner. How can I buy your steam cleaner? " Deeply frustrated, Han Jingji secretly encouraged herself: Even if it's just to prove it to you, I must succeed. As a result, a single sales network, such as the Internet, began to spread, and the experience of housewives after using it quickly accelerated the word-of-mouth spread of this product. Many consumers began to look for products in shopping malls or department stores, and buyers came to us again.

"In the fifth year when I came up with the idea of starting a business, I remember it was 1 1 month in 2004, and I was finally able to pay my employees on time." He heaved a sigh. Up to now, she still can't forget the huge price of that year-mortgaged the property of her own family, her in-laws and her parents' family. In other words, if she fails, the whole family will be penniless.

With the good start of steam cleaner, around the life of health science, design innovations based on consumer demand emerge one after another. In order to take care of advanced design and three-dimensional fashion, Han Jingji invented a steam steamer with 100 degree steam to "hang" clothes. In order to eliminate mothers' worries about the hygiene and safety of vegetables, fruits, fish and grains, she developed a green power technology to disinfect vegetables and fruits. . . . . . By the end of 2009, the survey data of Korean market research institutions showed that Hahn Han Jingji's awareness was 100%, and her market share in cleaners was 70%, and that in steam cookers was 60%. Her products have won many honors including the Invention Award of the Supreme President of South Korea.

"As a woman, housewife and mother, I need products and services that other women will definitely need and like." From beginning to end, she has been confirming her original idea. "My only advantage is to look at my products from the customer's point of view-I am a consumer, not a producer." To interpret Han Jingji, we can't avoid her heartfelt seat choices again and again: "Every trivial thing accumulates, which constitutes a great career, and my attitude and style towards everything, after a long period of accumulation, has formed' Who is Han Jingji'. "

Before returning to Korea, Han Jingji lived in France, Switzerland and America for many years. When she graduated from college, Han Jingji, who is proficient in French and English, saw the recruitment announcement of the International Olympic Committee's Swiss headquarters and her heart was pounding: "I dreamed of seeing the world since I was a child." She started a very European life in Switzerland: after work on weekdays, she went for a walk in the street and had dinner with friends in an open-air cafe. Enjoy a slow and limited life. In a subtle way. The modern and tasteful lifestyle in the west has also been integrated into her thoughts.

"I will travel around the world by speedboat in the future: America, Europe and Africa. . . . . . Whenever I dream my own dream, my friends look at me strangely, spread out the map, draw the route and are interested. " So, after working in Switzerland for two years, Han Jingji resolutely gave up her job with high salary and high welfare and chose a new starting point for herself again. At the age of 24, she came to the United States with a dream, studied a master's degree in marketing planning, and studied management. After graduation, she was hired as the account manager of the marketing department by an international five-star hotel in the United States.

It is this experience of seeing the world and experiencing different tempering that gives Han Jingji the spiritual strength of not being easy to say defeat and compromise. Recalling the time when she was burdened with huge loans at the beginning of her business, her eyes flashed with rare stubbornness and strength: "Those investors advised me to go home and cook and not to make trouble outside."

While South Korea's economy and society are dominated by men, investors simply ignore ordinary female entrepreneurs like Han Jingji. She still clearly remembers that when asking for help from the foundation that supports enterprise development, as soon as the business plan came out, the appraiser said, "What kind of person is your husband, who let his wife borrow money as a puppet?" The other party even insulted Han Jingji for helping her husband borrow money on the pretext of starting her own business, which made her feel extremely humiliated when she had generous government subsidies and worked at home: "Why can't women start their own businesses?" In fact, Han Jingji's husband didn't leave public office at that time, and starting a business was really her own independent career.

Han Jingji believes that no matter how busy and tired you are, you can't compare with the humiliation of being underestimated. Therefore, after successfully creating her own brand, she began to make a strong appeal to the political and business circles: "At this stage, the staff of many related institutions of government-run foundations are mostly men, but in fact, female consumers account for at least 50%, while men usually judge and evaluate the potential of enterprises and products through vision, and often cannot get accurate evaluation results." Today, in South Korea, almost 50% of men and 50% of women support enterprise foundations, and Han Jingji is very proud of this. Three years ago, HAAN Hanjingji Technology entered the American market. At present, it has showcases in Sears, the first department store in the United States, and Macy's, the second department store, which sells well in major shopping channels in the United States. In 2008, Han Jingji, as the only Korean woman, was named "Top 50 Business Women in the World" by The Wall Street Journal. In 2009, she once again became the only one in Korea and attended the World Women's Conference hosted by Fortune magazine.

She never talks about such ambitious words as occupation and expansion. Instead, she surpassed the profit-seeking game with her monographs and warmth, and stood out from the male-dominated Korean manufacturing industry.

After successfully entering the American market, Han Jingji finally came to China. Finally, because she has long yearned for it. In 2009, Han Jingji settled in Beijing, ran her own business, insisted on doing all kinds of housework at home, cooked and washed clothes like China women, and experienced the joys and sorrows brought by life. He thinks, "I was born and raised in China in my last life. I cherish the freedom of Laozi and Zhuangzi galloping between heaven and earth, their indifference to material desires, and their sincere enthusiasm, concentration and devotion to life, which I am trying to achieve.".

Although she is neither an industrial designer nor a quality engineer, Han Jingji has always considered quality from the role of consumers and established standards, which has never changed since she started her business. "Any product we produce must satisfy me before it can be provided to consumers." While fully decentralizing power, Han Jingji encourages employees to integrate women's ideas and try to keep up with women's sight. "When you want to see the world that children see, you must lower your body. When you want to design products for women, you also need to change your posture and adapt to women's eyes. "

While obsessed with products and companies, Han Jingji seems to be more focused on her family. "I am the happiest woman in the world with my family." To run a multinational company, she needs to be a trapeze, but she has never sacrificed time to spend with her family and children. Han Jingji chats with her two teenage sons by phone or video every day, but she never stops at "Hello!" "Have you eaten?" Simple communication, such as their dialogue, is concrete, delicate and vivid. "Korean boys are generally alienated from their mothers after 10 years old, but she and her children always hug each other as soon as they meet. When Han Jingji cooperated with the makeup artist, Li, the marketing director, said with a smile that she often said "I love you" and "Well done, very beautiful" to the children.

On a business trip to India, Han Jingji came to the majestic Taj Mahal alone, with no family around, and she was defended by great loneliness. "No matter how beautiful the scenery is, it has lost its meaning." After experiencing this sadness and depression, she will never travel alone again-on the contrary, she will have at least two family trips every year. "Last year, our company was going to launch a new product, and things were in a mess, so she took her husband and children to ski in Switzerland! For a whole week, we worked overtime every day, not to mention how miserable it was! " Li said with a smile, should employees feel helpless or happy about such a boss?

"My monograph is not about money, but about a better life." Many people think that the home appliance market where Hahn Han Jingji Technology is located has become saturated, but for Han Jingji, her journey seems to have just begun. "The original intention of establishing Hahan Seiki Technology is to let women, including me, enjoy life, and the business scope will not be limited to home appliances." In order to more effectively accomplish the time-consuming and labor-intensive makeup tasks of modern women at work, Han Jingji recruited professional teams from all over the world and established Han Jingji Cosmetics Company in Korea.

As she expected, Han Jingji and her enterprise are like a "rolling stone", unwilling to the status quo, ready to overthrow themselves at any time for a better life and a bigger dream, which is an inclusive and timeless business wisdom and life wisdom.