Ye Maoxi,a Fearless Trailblazer

He took various courses

in the technology of

screen-printing, and was

the first in China to use

tri-original colors in

screen-printed posters.

WENZHOU people are called the “Jews of China,” for they can dig out wealth almost anywhere in the world. Ye Maoxi, chairman of the board of Xijing Group, is an example. He sums up the idiosyncrasies of his townspeople thus: “Everyone wants to be boss, so dares to run the risks of being boss.”

Starting from Scratch

In the late 1980s Ye Maoxi was demobilized from military service, and assigned to work in a state-owned enterprise. His monthly salary was RMB 29. At that time, Wenzhou was developing rapidly under the policy of reform and opening-up, and many locals prospered from making buttons, slide fasteners and cigarette lighters. Ye Maoxi envied those who thrived.

One day, he heard about screen-printing from a distant relative who had returned from Europe, anddecided to start his career in this field. By 1988, Ye Maoxi had set up in Beijing, printing homochromatic self-adhesive advertisements for buses in a dilapidated workshop with several hand-operated printing presses.

As an ex-soldier, Ye Maoxi is accustomed to hardship. By day he participated in business negotiations, and by night, he travelled. At one point, for three days and nights he sacrificed sleep. By 1994, Ye Maoxi had established Beijing Xijing Advertising Co., Ltd., a business that had expanded from merely designing and producing advertisements to an agency combining advertising, media releases and project planning services.

He took various courses in the technology of screen-printing, and was the first in China to use tri-original colors in screen-printed posters. Screen-printing originated in China 2,500 years ago, but modern four-color or multi-color screen-printing was refined in the West. Ye Maoxi introduced this advanced technology and equipment from abroad. “To establish oneself in an unassailable position in a field of fierce competition, one must master high technologies. I would like to do the best, and do what others are unable to do.”

Taking opportunities to visit the United States, Europe, Japan and Hong Kong, he learned from local experts and established various cooperative relations with industry counterparts. In the meantime, he also developed a number of patented products, including ultraviolet color-changing light-box advertisements, which are considered internationally advanced. In 2001, John Crawford, president of Screen Printing and Graphic Imaging Association International (SGIA), issued a certificate of membership to Ye Maoxi. Beijing Xijing Advertising Co., Ltd. also won a silver prize from SGIA.

The advanced technologies of his company have attracted more and more customers. Some foreign advertising companies who used to make high-quality advertisements in Hong Kong, Taiwan, Japan and Singapore have turned to Xijing. Some Hong Kong enterprises also have their posters printed in Xijing now, thanks to its low prices.

Ye Maoxi said, “We should never say no to our clients.” Once, due to a client’s proofreading error, several hundred posters printed in Xijing went to waste. According to the contract, it was not Xijing’s responsibility. But Ye Maoxi decided to reprint free of charge. “Wecannot let our clients suffer any losses. We just use these errors as training for our workers.” His sincerity earned more orders from Motorola, Nokia, Coca-Cola and Kodak.

Another time, a client from Qingdao ordered the printing of erect plate advertisements for leather shoes. When he came to fetch the samples, he found that his designer had made mistakes in labeling the colors, and asked for a reprint. In general, it takes two days for the company to complete the task, but the client had already booked a plane ticket for the next day. Ye Maoxi assured his client: “We regard your demands as our own. The job will be done overnight.” The next morning, the client got his samples, and a car to take him to the airport, courtesy of Ye Maoxi. The client was deeply moved, saying, “Your service is excellent. We plan to establish long-term cooperative ties with you, since you’ve proved such a reliable partner.”

Over a decade, Xijing Group diversified into a conglomerate incorporating real estate, mining, manufacturing, culture and media.

Exploring New Roads of Development

A few years ago, Ye Maoxi began to put together a few observations on a most significant matter. “More than 300,000 Wenzhounese reside in Beijing, most of them doing business. Information makes money. Through activities organized by a chamber of commerce, people can exchange views on innovation and management, and learn from one another.” He presided over the preparation of the Wenzhou Chamber of Commerce in Beijing, launched in 2007, and was elected its first president. “I am a warmhearted man, and serving others is a great pleasure for me. Actually helping others is to help oneself. I don’t expect any repayment, but very often rewards come to me unexpectedly.”

Ye Maoxi is leading the chamber of commerce in exploring development through low-cost expansion. On October 8, 2008, the Beijing chamber and Australia’s Illawarra Bureau of Economic Development and the Illawarra Chamber of Commerce agreed on formal, friendly cooperation. Talking about this, Ye Maoxi was excited, “We will lead the Wenzhounese in Beijing, in other parts of the country, and worldwide, in seeking common development and participation in competition in the international market. We will make progress every day and repay our hometown, motherland and society with our wealth.”

Ye Maoxi has the defining blueprint in his mind. He says he seeks to establish experimental units in one or two cities in western, northeastern and central China, to explore applications of new Wenzhou models.

Opening Overseas

Markets

Ye Maoxi considers the world financial crisis a rare opportunity for Chinese enterprises to expand worldwide, even though it’s a “cold snap” for Wenzhou’s export-oriented enterprises. He urges them to seek development in adversity, strengthen their confidence by “hanging together” and prepare to open a “second battlefront” abroad.

Ye Maoxi visitedBritain in early 2009 as a member of a Chinese Delegation of Trade and Economics. He found that, due to the financial crisis, Britain’s Propeller TV Station no longer receives government subsidies and welcomes strategic investors. Ye Maoxi realized that purchasing a satellite TV station with pan-European coverage presented an uncommon chance for Wenzhou businesspeople to expand overseas.

He said that he would use his stake in this publicity engine to spread Chinese culture, etiquette, history, folklore, and economic development C not to mention Chinese brand names. He aims to inspire European interest in China, find affinities for Chinese-Europeans toward their homeland, and build a cultural bridge between China and Europe.

Ye Maoxi realized that

purchasing a satellite TV

station with pan-European coverage presented an

uncommon chance for

Wenzhou businesspeople to

expand overseas.