Entrepreneur: What was the original aspiration that founded Wenfeng Industrial?

Chen Wei: The predecessor of Wenfeng Industrial was Qingdao Rong 'an Machinery Co., LTD. I started my business in 1997 and completed my initial accumulation in 2005. My original intention was very simple - to become a Chinese manufacturing enterprise with German quality. We have built our own molds and processing workshops, and polish our products to high standards. This dedication to quality has become the earliest gene of Wenfeng Industrial.

Entrepreneur: Under what circumstances should we turn to the field of intelligent equipment for animal welfare in pastures?

Chen Wei: After 2009, the company was seeking a way out due to a decline in business. An old colleague who was engaged in animal husbandry proposed to collaborate on the project of casting water bowls. This cross-industry attempt was the first time I came into contact with the concept of "animal welfare". When I was on an inspection tour in Europe, the design details of the cow brush and the dedicated fan impressed me: The fan needs a large air volume and low rotational speed to simulate natural wind, and using the cow brush is as demanding as giving a massage. This kind of indiscriminate care for life left a deep impression on me.

Entrepreneur: As a relatively unfamiliar field, what were the thoughts of Wenfeng Industrial when it first ventured into intelligent equipment for animal welfare in pastures?

Chen Wei:Initially we analyzed international brands worldwide, aiming to become a brand in the bull brush segment ************, and then determined the target market. Because people in Ningxia love and understand cattle, and the market is huge, we have determined to take Ningxia as our target market. Solving the problem of heat stress in dairy cows through large fans has been widely recognized by pastures. We went deep into the front line to understand the installation situation. When we lacked experience, we sought out outstanding enterprises in the industry to guide the workers during the installation. The experience of being quarantined during the installation of equipment in Ningxia during the COVID-19 pandemic is still vivid in our minds. As a result, we have established a relationship of sharing hardships with our clients and peers.

In addition, to address the issues of lack of data support for cattle brushes and insufficient awareness among pastures, we have adopted several solutions.

The first is to discover value and have professionals conduct experiments. In 2021, I happened to meet Dr. Wang Bingke from Northwest A&F University at an exhibition and initiated the "Evaluation Experiment on the Application Effect of Cattle Body Brushes in Pastures" project. Experiments have found that the use of cow brushes has varying degrees of effect on increasing milk production and delaying the decline of cattle from the first to the fifth litter, exceeding the traditional data in Europe. The relevant paper was published in a foreign authoritative journal in 2024, filling the data gap in the field of bull printing in China and receiving recognition from international experts.

The second is to establish the "Tongjun" brand, symbolizing that "all livestock can be raised together, weighing a thousand pounds." Promote the concept of the "Five Freedoms" for animal welfare, namely the freedom from hunger and thirst, the freedom from discomfort, the freedom from pain, injury and disease, the freedom to express normal behavior, and the freedom from fear and pain. Let more customers identify with our animal welfare concept: One welfare, one health.

Third, make good medium - and long-term plans and build a team of animal welfare experts. By participating in the "Golden Key" project and conducting evaluations at dairy farms, we put forward suggestions on animal welfare equipment based on our understanding of the current situation of dairy farms in China. These suggestions were recognized by the dairy farms, enhancing the industry's awareness of dairy cow animal welfare and creating social value.

This "empowerment first, then business" model, which combines scientific research with practical application, is changing industry perception.

Entrepreneur: Your assessment of the first ten years of your business venture was "smooth sailing". What do you think you did right?

Chen Wei:Our generation is a beneficiary of the dividends of The Times. If there is anything done right, the first thing is to catch a good time. As a cautious person, I chose to start a business in the era when private enterprises were on the rise, which conformed to the trend of The Times. Secondly, an altruistic mindset has been established. At that time, the state-owned enterprise I was in was on the verge of bankruptcy, and many of the cooperating clients had just entered the Chinese market. Starting a business not only helps foreign customers expand the Chinese market, but also maintains newly developed suppliers. This altruistic thinking is the starting point of my doing things and also the key factor that supports me to keep going.

Entrepreneur: After that, you went through a low point. Your positioning of that low point was "lost". What did you lose?

Chen Wei:From 2008 to 2014, it was indeed my "lost seven years".
First, the cautious character has been lost. From 1997 to 2007, the company's operation was stable and progressive, and it was decided to expand. At that time, a client reminded me to pay attention to the market situation in the United States and make a prudent decision. However, on the grounds of "planning well", I insisted on expanding the factory building. As a result, the subprime mortgage crisis in the United States broke out the following year, which had an impact on the company.

Second, the sharpness of judgment has been lost. In the past, I had a strong sense of judgment. From 1997 to 2003, I established a die-casting factory, and in 2005, I founded Rong 'an Machinery. I made decisions quickly, accurately and resolutely. But after 2008, I became indecisive and my judgment declined, just like a originally sharp knife suddenly became blunt. At that time, the "German Quality, Made in China" water bowl project we wanted to do was just a small category and not enough to support long-term development. I was completely confused and my goal began to blur.

That experience brought me great value. It was not until 2014, through a friend's introduction, that I participated in a reading club and came into contact with Wang Yangming's thoughts, understanding the principle that "the essence of gold lies in smelting" : "One can only gain insights after experiencing a hundred hardships." I began to calm down and think about what I truly wanted and how my life should be spent, and my heart became more determined.

Entrepreneur: You said that studying Wang Yangming's School of Mind enables both individuals and enterprises to grow. Specifically speaking, what has changed?

Chen Wei:At first, I wasn't sure what I wanted, but I knew what I didn't want. Having attended numerous classes from all over the country, I felt that it was impossible to put them into practice. It wasn't until I started learning Wang Yangming's philosophy of the mind that my inner energy burst forth.

From the beginning of intensive study until now, my cognition has been greatly enhanced. The corporate culture of Wenfeng Industrial was established in 2017, integrating the excellent traditional Chinese culture with Wang Yangming's philosophy of mind as the entry point and the lean vision ideology. In terms of business philosophy, I have studied Mr. Kazuo Inamori's "What is right as a human being?" The values of "win-win cooperation, people-oriented, diligence and conscientiousness, and continuous learning" have also been constantly summarized. With continuous in-depth study, I have come to understand that "World harmony and one family under heaven" is the worldview of China's fine traditional culture. I have loved track and field since childhood and have a profound understanding of Balance. Balance enables me to perform well in sports, run fast and jump far. The English name of the company, Win Balance, also reflects this.

Entrepreneur: The Xiaoman Forum you participated in organizing not only injected vitality into the dairy cattle breeding industry but also provided a communication platform for all sectors of society to pay attention to animal welfare and sustainable development. What was your original intention?

Chen Wei:In December 2022, as the COVID-19 pandemic was coming to an end, we were preparing to set up an office in Lingwu, Ningxia. During the preparation process, it was felt that after years of rapid development and three years of the impact of the COVID-19 pandemic, the client was somewhat confused about the future development of the dairy industry. We have decided to hold the Xiaoman Forum at the same time as the opening ceremony, to enhance the confidence of the operators from both academic and cultural perspectives, and to unite their efforts to work together for the sustainable development of the dairy industry.

The Minor Fullness Festival reflects the ancient people's profound understanding and wisdom of nature and life. It represents that crops are beginning to be plump but not yet fully ripe, symbolizing growth and hope. Using it as the name of the forum implies the continuous development and gradual maturity of the dairy industry, and at the same time indicates that the forum gathers the strength of all parties. "Minor Fullness means completeness", inspiring participants to pursue a sustainable and harmonious development model while developing and maintaining a good balance. The Xiaoman Forum has been successfully held for two sessions. This year, we will continue to hold it.

Entrepreneur: The vision of Wenfeng Industrial is to "become a respected international century-old company". What do you think are the key factors that support the continuous development of a century-old company?

Chen Wei:This idea originated from my over 30 years of experience in foreign trade.

First of all, be a good person. Cultivate oneself and be honest. Treat the enterprise as a place to cultivate the soul and a stage to achieve success for others, constantly purify oneself, and lead everyone to move steadily and far. At the same time, cultivate a group of people with common values, vision and mission, with the same aspiration from top to bottom and working together to strive. Secondly, do good deeds. Through warm services and high-quality products, we provide customers with Chinese solutions, tell good Chinese stories, become strong, and leave customers with no reason to refuse. Finally, a sense of mission. Each generation has its own mission. We are fortunate that in today's era of great changes unseen in a century, the task of "becoming a century-old Wenfeng for the rejuvenation of the nation" has fallen on our shoulders. When we leave this world, there will be no regrets.