FENG WUKUDI

By Ning Ken

In the early 1990s,there existed a large number of small CD shops along the streets and alleys in Zhongguancun,together with some larger computer companies which rented frontage stores in the Yibinlou Building and Sihai Market.

Just Make 5 Yuan

“Feng Wukuai’s back here again.”This is the pet phrase uttered by bosses of most of the computer shops in the Yibinlou Building and Sihai Market.Wukuai means 5 yuan in Chinese and Feng is a surname—Feng Wukuai was the nickname of Feng Jun,a young businessman.At that time when Feng started his business,there was a terrible case of a murder of an old night watchman who provided security for the market.The case shrouded the market with a horrible atmosphere.But Feng Jun,who seemed puny and runty at that time,was not scared.He insisted on carrying out his petty business,carrying computer keyboards and cases every day to shuttle between more than 100 customers operating in the Yibinlou Building and Sihai Market.Feng didn’t care about the murder;all his attention was on his business of PC keyboards and cases.

At the very beginning,as a mobile vendor he was often thrown out by the shopkeepers.However,he wasn’t embarrassed at all.He thought if they chased him out,they would definitely chase out other guys like him—his competing vendors—who would also deserve a chase-out.Once they began trusting him,he reasoned,they would become his loyal customers and would no longer accept others.He surely needed to win over these kinds of customers.Once they were won over,they would be easy for him to maintain in the future.This was Feng’s business philosophy at that time.That was 1993.

20世紀90年代初，中關(guān)村那一片，除了頤賓樓及四海市場臨街最大的幾個門面被當(dāng)時的二線品牌電腦占據(jù)外，更深的胡同里面分布著數(shù)量眾多的光盤小店。

就賺你5 塊錢

“馮五塊又來了?！边@是頤賓樓與四海市場裝機老板的口頭禪。那時候發(fā)生了守夜老人被害這樣聳人聽聞的事，市場籠罩著一片恐怖的神秘氣氛，但瘦弱的馮軍仍沒停止每天提著鍵盤、機箱，穿梭于頤賓樓與四海市場的100 多家客戶之間。馮軍根本不關(guān)心謀殺案，只關(guān)心手里的鍵盤與機箱。

一開始，流動推銷的他時常被趕出去。他沒任何不好意思，心想，他們這么趕他，肯定也趕別人，他的競爭對手（提包小販）也會被趕出去。有一天，他們相信了他，就不會再接納別人，這種客戶他一定要拿下，一旦拿下，今后維護起來省心。這就是馮軍的邏輯，這是1993年。

“看一眼，今天的最新款。”馮軍將機箱杵到老板的眼前，滿臉堆笑。馮軍已來這家問過好幾次，裝機老板無法再不理他。

“你這東西還不錯，什么時候我的用戶需要，再找你吧。”

馮軍不聽這句套話，站著不走。他知道，走了就沒機會了。另外，老板既然搭了話，就說明有機會。

馮軍瞇著眼睛對老板說：“如果有客戶要，他看不見貨，怎么可能要？”裝機老板笑了，答應(yīng)馮軍可以將機箱放下代銷。

代銷就是東西先放這兒，賣出去了再給錢。每個攤子都壓上貨，馮軍沒這個錢，而且他拿貨都是先付錢，憑什么給別人就先壓著？他必須拿回現(xiàn)錢才可以周轉(zhuǎn)。他站著不走，說：“我只賺你5 塊錢。一個月之內(nèi)，你賣不出去，我保證退款。你看，我每天都來，不會跑掉的……”

馮軍的誠懇與直白是打動人的，事實上，他的機箱與報價出現(xiàn)的一瞬間，幾乎所有攤位老板的心都被他手里這種既優(yōu)質(zhì)又優(yōu)價的貨品擊中。接下來的事，順理成章。留下機箱，留下聯(lián)系方式，馮軍也得到最想得到的現(xiàn)金。盡管對那些“道行”很深的攢機一族來說，那點現(xiàn)金微不足道，但對馮軍則是活命的流動資金，他每回給人現(xiàn)金，才能拿到質(zhì)優(yōu)價廉的貨。

“真的，我就賺你5 塊，包退包換。”他說的是真的，沒一點虛。每到一個攤位他都這么說，不厭其煩。

于是，“馮五塊”的名字不脛而走。

從最底層干起

馮軍是西安人，1987年自西安育才中學(xué)以總成績第一名考入清華大學(xué)土木工程系。大學(xué)畢業(yè)后，馮軍口袋里只有26 元錢，他跑到中關(guān)村，決定做個體戶，從最底層干起。

“You guys,look,this one,the latest model for you today.” Feng Jun came to a shop,smiling,and showing off a PC case in front of the boss.Feng had made a number of visits to the shop for peddling,so the shop boss could no longer pretend not to notice him.

The boss responded plainly:“Your case is not bad indeed.

Whenever my users need it,I will find you.”

Feng knew this kind of courtesy.He stood still.He knew that there would be no more chance if he left.In addition,since the boss had spoken to him,it meant there was a chance.

Feng squinted at the boss,lobbying convincingly:“If a customer wants it,but he can’t see the goods,how can he make the decision?” The boss laughed and promised Feng that he could put his goods in the shop for consignment sales in the future.

Consignment sale means you deposit goods to a consignee first,and then you get paid when your goods are sold by the consignee who in return will receive a commission from you.If he was to consign goods to lots of shops at Zhongguancun,it meant that Feng Jun would need a large sum of capital that he was short on,as he had to pay for the goods first by spending his own cash.So why did he have to consign the goods to others? Feng had to get the cash back to improve his petty capital turnover.He stood still and said,“I only earn 5 yuan.If you can’t sell it within a month,I guarantee you a refund.See,I come here every day and I won’t run away.I will not break faith with you.”

Feng’s sincerity and straightforwardness were touching.In fact,the moment the shopkeepers saw his computer cases and heard his pitch,their hearts were hit by the highquality and well-priced goods in the young man’s hands.So the next step was routine procedures.He left the cases and his contact information,and he got the cash he wanted most.Although the cash was insignificant to those who had been deep-rooted in the market,it was a lifeline for Feng as he had to pay cash to his suppliers if he wanted to purchase premier goods at a low price when he purchased.

“Honestly,I earn only 5 yuan.And I promise a return and a replacement if it is bad.” He meant what he said.He said that every time he was at a booth,time and time again,tirelessly.

As a result,the nickname “Feng Wukuai” was spread widely.

Starting from the Bottom

Feng Jun was born in Xi’an.In 1987,he was admitted to the Department of Civil Engineering of Tsinghua University at a score ranking No.1 from Xi’an Yucai Middle School.After graduation,Feng only had 26 yuan in his pocket.He went to Zhongguancun and decided to become a selfemployed entrepreneur,starting his career from the bottom.

馮軍租不起門面，也租不起柜臺，就在別人的一個6 平方米小店里擺一張桌子，占三分之一面積，分擔(dān)人家二分之一的租金。那時無論在四海市場還是在頤賓樓，租個攤位可不容易，有錢都租不上。有了這一落腳之處，馮軍開始采貨、進貨。雖然初入市場，但野心很大，他瞄準的是柜臺、門面，這才是他的客戶，他要給他們供貨，建立自己的客戶群。彼時，絕大多數(shù)柜臺店面都在做電腦配件生意，一般鍵盤、機箱的利潤在15 至30 元，由于機箱沉，不易搬運，許多店鋪不愿做這樣的生意，正好給馮軍留下機會。要想擠進市場，只能做別人不愿做的生意。

馮軍開始給他的客戶送貨，每天騎著自行車，一手夾著機箱，一手握著車把，車后還夾著鍵盤，七歪八扭地避讓著行人，有時一不小心撞到別人，摔倒的一瞬間還會拼命用身體保護機箱，使勁給人賠禮道歉。無論刮風(fēng)下雨，烈日炎炎還是冰天雪地，馮軍穿梭在頤賓樓與四海市場之間的客戶中，任勞任怨。

“馮五塊來了?！遍_始人們這么說有些輕慢，但當(dāng)許多店鋪發(fā)現(xiàn)馮軍已是他們穩(wěn)定的供貨商時，便不再小看他。

堅守信條

馮軍賣了自行車賣了三輪車。用三輪車拉貨拉得多，但也有麻煩，三輪車一次可載四箱鍵盤和機箱去電子市場，但他只有兩只手，一次只能搬兩箱上樓，剩下的就只能放樓下車上。但是沒人看著怎么行？東西多半會丟。這可讓馮軍犯愁了。

馮軍把東西卸下，車鎖好，然后提著兩箱東西搬到能看到的地方，折回頭再搬另外兩箱。東西湊齊了，再搬兩箱到能看到的地方，折回頭搬另外兩箱，如是反復(fù)。就這樣非常原始地將貨物從一樓搬到二樓，再從二樓搬到三樓，把鍵盤、機箱一一送到店面的客戶手中。

一個人來來回回，滿頭大汗，渾身濕透。

經(jīng)過兩年的努力，馮軍的誠信和“只賺5塊”的信條擊敗了許多人，光是“小太陽”鍵盤每個月的銷量就達到3 萬只，占了中國北方市場的70%份額。

在中關(guān)村，馮軍是第一個將彩顯、機箱、鍵盤品牌統(tǒng)一起來的人，統(tǒng)一都叫“小太陽”，后改為“愛國者”?！皭蹏摺睗u漸名滿天下。

（摘自《中關(guān)村筆記》北京十月文藝出版社）

Feng was unable to afford a counter,let alone a frontage shop.He set up a table in a small coleased shop of 6 square meters,occupying one-third of the shop and sharing one-half of the rent.At that time,whether in the Sihai Market or Yibinlou Building,renting a shop was not easy.Even if you had a pocket full of money,you could not be assured to make rent.With this foothold,Feng began to compare his suppliers and made purchases.Although he was in the market for the first time,he was very ambitious.He set his sight on counters,shops,and stores as potential customers.He wanted to supply goods to them and build up his own clientele.At that time,most of the counters and stores were engaged in the business of computer accessories.Generally,the profit on a keyboard or a case ranged between 15 to 30 yuan.Because PC cases were heavy and uneasy to carry,many shops were reluctant to be in the business,which happened to leave Feng an opportunity.If you want to squeeze into the market,you have to do things that others don’t want to.This is Feng’s business philosophy.

Feng began to deliver goods to his customers.He rode a bicycle every day,holding cases in one hand,holding the bike handlebars with the other hand,and fixing keyboards on the bike’s rear frame.He agilely rode the bike in the noisy lanes and streets.If he fell when his bike rushed to a passerby,he would desperately protect the cases with his body,while apologizing to the person.Whether it was windy or rainy,scorchingly hot or icy,Feng would shuttle among the customers in Yibinlou and Sihai Market,without any complaints.

“Feng Wukuai is coming.” At first,shop owners teased him with this nickname slightingly,but bit by bit,when many shops realized that Feng was already their stable supplier,they no longer looked down upon him.

Honesty Wins

Before long,Feng sold his bicycle and bought a tricycle.Using a tricycle to deliver goods meant more dependable deliveries but it also meant trouble.The tricycle could carry four boxes of PC keyboards and cases to the electronic market,but he could only carry two boxes upstairs at a time as he only had two hands,and the rest would have to be placed on the tricycle downstairs.There was no one to look over the rest of his goods,and he was vulnerable to theft,a possible scenario.How could he face the challenge? This made Feng worrisome.Then he came up with a solution.

Feng unloaded the goods and locked the tricycle.He carried two boxes of goods to a place where they could be seen.Then he came back and moved the other two boxes,until the four boxes were together.Then he repeated the actions.By this awkward and primordial way,the goods were moved from the first floor to the second,and from the second to the third,until finally,the PC keyboards and cases were delivered to the customers in the stores.Shuttling back and forth for the goods delivery,he was often drenched in sweat.

After two years of hard work,Feng’s integrity and his creed of only earning 5 yuan defeated many competitors.His monthly sales of Little Sun keyboards alone reached 30,000 pieces,accounting for 70%of the market in northern China.

In Zhongguancun,Feng Jun was the first person to unify color displays,cases,and keyboards into a single brand—“Little Sun,”which was later changed to “Aigo.”“Aigo,” literally meaning Patriots,gradually became famous all over the world.

(FromZhongguancun Notes,Beijing October Literature and Art Publishing House.Translation:Xiao Jiayan)