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At the end of November 2021, when heavy snow fell outside the Mohe Dance Hall in the northeast, pushing the temperature down to minus 30 degrees and then down, a hall in Kunming Dashanghui, the spring city in the southwest more than 4,700 kilometers away, was welcoming Coming and going, the bustling crowd crossed the red carpet and walked into a brightly lit space.
Zui Kunming. A middle-aged uncle, an energetic young man, a young lady with personality, and a fashionista, all carrying fill-in-light tools, follow a photographer who jumps up and down, looking for lenses, concave shapes, stuck spots, and movements. It’s hard to tell who is who in Mandarin or Kunming dialect. It is more standard and attracts passers-by and spectators to stop and watch to "see the wonder".
This is the scene of the Yunnan Bode exhibition hall being renovated and opened for business. Chief designer Xu Jun never expected that he would become a "spokesperson", not only serving as a "tour guide" for successive designers, but also being pulled along by successive internet celebrity bloggers. Take a short video.
A large group of Internet celebrities checked in, more than 700 designers tried it, more than 50 short videos, and more than 7 million traffic... This is the battle for the launch of Yunnan Bode's new exhibition hall, subverting the traditional building materials opening process and making the ceremony It’s more ceremonial.
This is the handiwork of Zhang Yuliang, general manager of Kunming Bode. At 42 years old, he wants to play something new and different.
Blogger "Tao Zile Kunming" checks in at Yunnan Bode Exhibition Hall
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Half a month later, a group of design luminaries gathered in the night on the Pearl River. With the roar of the engine, a huge cruise ship ferried art and materials to the center of the river, far away from the hustle and bustle of the city, where they drank and talked.
This is a branch venue of Bode's participation in Guangzhou Design Week. During the day, Bode has just joined forces with Design Week and IFI to hold the "2021 China New Real Estate Design Conference·Annual Apartment Designer (2020-2021)”The award ceremony is now a celebration for a group of outstanding award-winning designers.
When it comes to speaking out and supporting Chinese design, Bode has turned it into a feast. Business inherently needs a sense of ceremony to decorate it.
Bode 2021 Designer Night
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On Christmas Eve, when a 24-meter giant Christmas tree named "Imagine" was lit outside the cathedral, the light at the root of the tree pointed to the sky, allowing Milanese to gather towards the Duomo. Far in the east, Foshan, the pottery capital of southern China, the Italian LEA brand pavilion represented by HBI officially opened in the import pavilion on the top floor of China Ceramics City, bringing Italian living space and products to Chinese designers and families.
LEA in HBI Brand Pavilion
2021 has come to an end.
Looking back on this year, dragged down by the resurgence of the COVID-19 epidemic, the prospects for global recovery have once again been cast into doubt. The international economic landscape is accelerating its restructuring amid adjustments. Global inflation has triggered market concerns. The energy crisis has intensified. The issue of climate change has been brought to the forefront of international politics. agenda.
In the past year, Bode was like a ship, sailing in the ever-changing and foggy Chinese building materials market, groping and persevering, trying to survive the thunder and showers, preserve its vitality, and achieve survival and development. the other side.
Youth became famous with "Exquisite Jade" and emerged as a dark horse. After continuing to experience a period of high-speed running, in recent years, the situation has changed, and the young hero has encountered complex situations and major setbacks for the first time, and it is inevitable that he fell silent for a while.
Facing the changes in the outside world. Bode leader Ye Rongheng warned the team that "being ourselves" is the best response. Indeed, it is true that bad times never fade away, it is true that successive crises occur, and it is true that major internal strategic layout adjustments are made. The fleeting year is unfavorable and the situation is uncertain. For Bode, it is a matter of time.It is better to hibernate and practice, constantly self-correcting, self-transforming, and self-breaking.
Bode, founded in 2002, is about to turn 20 years old. Experiencing the pain of growing up is the transition that every teenager must go through to mature. At the age of 20, he is young, full of vitality, and fighting at the right time. Fighting the pain alone is just a test of his courage and will, not to mention that he still has the gene of being unwilling to admit defeat and daring to innovate.
If you want to sum it up in one number, "500+" is probably the condensed result of all Bode Group's efforts in 2021.
The development of more than 500 new outlets.
In the golden age of building materials sales, 500+ may not be a particularly outstanding achievement, but in the "mature economy era" and the "post-growth era", when building materials manufacturers are fighting in a fierce Red Sea, Bode is looking for a narrow road. A win of 500+ is really impressive. In the face of complex market changes, the contrast is obvious to many companies that are stagnating and retreating instead of advancing.
There is no need to worry about whether he has survived the labor pains. What is important is that we see that he is not trapped by the environment, not afraid of the cold, is always on the road, and will persist to the end.
Behind any success is step-by-step accumulation. Bode's growth in adversity is even more inseparable from the faith and perseverance behind it, as well as from positive transformation and change.
Bode Global Marketing Center located in Foshan China Ceramics Industry Headquarters
Stick to industry, focus on high quality and high standards
As a company with 4 major brands, 2 major production bases, participating in international exhibitions in consecutive years, and having more than 1,000 brand outlets at home and abroad, Bode Chairman Ye Rongheng has always recognized his identity as an industrialist: he is A real building materials man.
In the past 20 years, the capital economy, Internet economy, real estate economy, virtual economy, etc. have become popular. China's manufacturing industry has been strongly impacted and even marginalized in some places. Capital, talents, etc. have poured into so-called hot industries. , making Chinese manufacturing companies face severe challenges.
In the face of doubts, impetuosity, and challenges, Bode, as a member of the army of Chinese manufacturing companies, has always remained focused and maintained its original aspirations. It has been aiming in the same direction for more than ten years - always focusing on the research and development and production of building materials, and Continuously improve and optimize manufacturing levels to build aAn increasingly rich and powerful precision building materials system, always keeping in mind "realizing the dream of human home decoration".
To this day, Bode has expanded its production scale several times and created new business segments several times, but it has never exceeded the scope of manufacturing. From Bode, to Haobo, to HBI to Beili, it only involves The products have expanded from ceramic tiles to artificial stone and crystal corundum, always focusing on building materials.
2021 has sounded a heavy warning to the highly leveraged, overheated, and overly weak economy.
Faced with the shocking debt figures of real estate companies, Ye Rongheng said that today's situation has actually been known for a long time, but it is difficult to maintain restraint and rationality at a time when these industries are being hyped. The key is to stick to your original intention and have a clear understanding of yourself.
"Our positioning has always been very clear. We must do business in a down-to-earth manner and do our job well. We insist on the quality of our products and create a brand that consumers like. This original intention has never changed."
Bode, who has chosen this path and remained unwavering, is destined to need more concentration than others and is destined to pay more.
The persistence in product quality is probably Bode's only value orientation in the industry.
Zhang Yuliang, general manager of Kunming Bode, occupies the most conspicuous exhibition hall at the entrance of Dashanghui. He is gentle and polite, but he is determined and strict when choosing brands to cooperate with. Previously, he was running another famous ceramic tile brand. After meeting Bode by chance in 2008, he was impressed by the quality of Bode's products and switched to Bode. He worked there for 13 years and identified Bode as the brand. product.
Yunnan Bode Exhibition Hall reopened after renovation
13 years have passed. In 2021, the choices of more than 500 new agent "brothers" and Zhang Yuliang's choices back then will follow a similar pattern in history. Every agent who chooses Bode starts from affirmation of its products and loyalty to the brand.
Adhering to product quality is not a day-to-day concern for Bode.
19 years ago, a Japanese customer put forward very high quality requirements to Chinese ceramic manufacturers that exceeded international standards. All the big names in the industry were unwilling to take risks, but Ye Rongheng decisively accepted this difficult order from a well-known foreign building materials manufacturer. At that time, it was less than a year since Bode was established.
In a media interview, Ye Rongheng mentionedHe seemed very calm when this happened, but his determination and confidence could still be felt in his words: "For my peers, I definitely wouldn't do it. The standard is too high, but we still took it over. Later, after we The pursuit of ultra-high quality makes customers very satisfied with the products we make. We have been cooperating with this company for nearly 20 years now, and the country where this company is located advertises that 'Bode Seiko's products are of the highest standards in the world. '."
Perseverance in high quality and high standards is Bode’s tenacity and belief for twenty years. It is the booster for Bode to accelerate in the golden era, and it is also the weight for Bode to fly against the wind.
Stick to innovation and make real product iterations
At the Guangzhou Design Week on December 10, 2021, the "Famous List" was announced, and Ye Rongheng, chairman of Bode Seiko, was awarded the title of "Pan-Home Innovative Entrepreneur".
Pan home furnishing 13 industries, hundreds of companies, Ye Rongheng stands out among entrepreneurs with the label of "innovation". It is not easy to be in the industry, but to be able to persist in innovation when making building materials is evident from the determination and hard work behind it.
Ye Rongheng was awarded the title of "Pan-Home Innovative Entrepreneur"
On November 16, 2021, Jiang Shuai, an Internet celebrity with more than 460,000 fans, "Foshan Yanban Brother" and his party walked into Bode and said to the camera several times that "Bode is a real aristocrat" and "Bode "Bode's innovation is industry-leading" and "Bode is worthy of industry respect."
Behind the Internet celebrity status of "Brother Yanban", he is also the boss of a ceramics company. As a peer, he can say these words of praise, which shows that he recognizes Bode's innovation from the bottom of his heart, and shows that Bode's innovative spirit has great impact on the company. Peer influence.
324 sets.
This is the number of new products developed by Bode in 2021. This number is breathtaking.
If fine jade is the first epoch-making innovation that Bode brought to the ceramic industry, then crystal corundum is Bode 1Three years of sharpening the sword will bring about the second epoch-making disruption to the industry.
According to Zhang Chunyan, Product Director of Bode: "In the past five years, we have launched many new products, but the one that is truly iterative is crystal corundum. It is not only an iteration in Bode's product matrix, but also one of the latest five products in the industry. The true product iteration since 2018 is a unique new category in the industry."
The industry launches a huge array of new products every year. How can crystal corundum dare to say that it is a disruptor and a unique new category?
Crystal corundum·Supreme Fang Nalan
Since its introduction, many people have heard of crystal corundum, and some people have seen crystal corundum. Once they see its true appearance, they will be amazed, but few people can understand the technical secrets behind its stunning appearance.
Tile? No. Rock slab? No.
To say that crystal corundum is a new material is to describe it too crudely and mysteriously. It is better to simply summarize it as "a complex superposition of countless ceramic tiles, microcrystals, and rock slab techniques."
According to Zhang Chunyan, the most fundamental difference from ceramic tiles and slates lies in their completely different raw materials, formulas, and processes.
"Compared with the technology of precision jade (microcrystalline stone), which allows the microcrystalline frit to bloom regularly, that is, large or small flowers, crystal corundum achieves a 1:1 three-dimensional restoration of the more random and changeable texture of natural precious stones. The texture allows the crystal frit to achieve more intelligent, advanced and complex changes. ”
Crystalline corundum was first born because Bode saw the beauty of natural stone, but also saw the damage to resources and the environment caused by over-exploitation of rare stones. Based on the commercial pursuit of the beauty of nature and the social responsibility of caring for nature, Bode is determined to use technological innovation to achieve the organic unity of the two.
Since 2006, Ye Rongheng personally led the technical team to carry out technical research. Finally, after 13 years of technical accumulation, more than 800 days and nights of dedicated research and development, and more than 20,000 hours of continuous polishing, he successfully saw a piece of technology at the end of the long kiln. Crystal Corundum 1.0 comes one after another.
The emergence of crystal corundum has opened a new chapter in the history of domestic building materials innovation in recent years. It was quickly rated as a major scientific and technological achievement award by the China Building and Sanitary Ceramics Association, and won the 2019 BRIC Award for Best Product. Series of awards. So far, crystal corundum has applied for dozens of national invention patents, of which 6 national invention patents have been authorized and 2The authoritative certification of international scientific and technological achievements, led by the China Building and Sanitary Ceramics Association and drafted by Bode, brought crystal corundum into the era of national group standards.
"Crystalline Corundum Polycrystalline Sheet Standard" drafted by Bode
More than two years have passed since its first launch. Bode crystal corundum has now achieved the leading strategic layout of "2 generations on the market and 1 generation in reserve". However, there is still no second company in the industry that can produce products like crystal corundum. Even Italy, which has always been known as a ceramic powerhouse, has lost its lead in this category.
“From raw materials, to technology, to production layout, we develop it bit by bit ourselves. Each product requires unique materials and formulas. Many materials are not readily available and require us to The process of experimentation and production is full of uncertainties, and the investment is huge. It can be said that every time you experiment, you basically lose millions. It is a very complex system that involves many basic and underlying innovations. It’s not that easy for other companies to replicate this. It took us 13 years to do it.”
Rejecting involution and transferring the environment can also bring economic benefits
Under the current complex internal and external situation, the country has stepped on the emergency brake of "limiting power and production, and dual control of energy consumption". To a certain extent, it can be said to be a force for the transformation and upgrading of China's manufacturing industry, causing excessive involution and overcapacity. It will provide a breathing space for excess manufacturing companies, guide small and medium-sized enterprises to develop towards "specialization, specialization and innovation", and allow companies whose profits have been cut to adjust their strategies and regain their strength.
The mountain of government orders also reminds companies that the transformation of China's manufacturing industry cannot be delayed.
Perhaps following the direction of the country's smart manufacturing and environmental protection policies, Bode has always insisted on combining industry and green while developing and taking a sustainable development path.
Going back to ten years ago, in 2011 Bode laid out its Yangxi production base and spent huge sums of money to build the base into the largest high-quality new green building materials production base in Asia.
Different from the "three highs and one low" of traditional ceramic construction companies (high investment, high consumption, high pollution, low efficiency), the base has been adhering to the sustainable development of "resource efficient, green and low carbon" since its establishment. concept, actively adopt world-class equipment, continue to improve production technology and equipment levels, and increase energy-saving transformation.The roofs of tens of thousands of square meters are all covered with photovoltaic power generation devices, achieving clean and environmentally friendly production, far exceeding the national environmental impact assessment standards, which was very rare in the ceramic industry at the time.
Bode Yangxi production base factory roofs are all covered with photovoltaic power generation devices
Now, under the background of the "dual carbon" strategy, Bode Precision has become more determined to accelerate the green and low-carbon transformation of industry, implement the national energy consumption "dual control" policy, and accelerate the transformation of industry into green, low-carbon and high-carbon industry. Quality development.
This year, Bode Precision and China Power International Development Co., Ltd. signed a strategic cooperation agreement to combine their respective resources and advantages to deepen cooperation in the field of new energy.
China Power International Development Co., Ltd. is the flagship company of China Power Investment Corporation, one of the five largest power generation groups in China. Its main business is the development, construction, ownership, operation and management of large power plants in China. Currently Its business has expanded to various aspects such as hydropower, wind power, photovoltaic, electricity distribution and sales, and comprehensive energy.
This cooperation with Bode is a new attempt by both parties to diversify their layout in the field of clean energy.
In this cooperation in the field of new energy, Bode joins hands with China Electric Power to use Bode Seiko’s Yangxi production base to plan and build an integrated distributed energy project of “wind, light and storage”. The construction content includes wind power generation. Photovoltaic power generation, and distributed energy storage systems.
Among them, the final installed photovoltaic capacity will reach 150 MW, and the wind turbine will be 3 MW, and a certain proportion of energy storage system will be configured for the project. After the project is completed, it will become the largest rooftop distributed photovoltaic power generation project in Asia. , as well as the largest factory enterprise "wind, solar and storage" integrated distributed energy project in Asia.
According to reports, in the Bode integrated distributed energy project, the total installed capacity is expected to reach 153MW, which is planned to be constructed in two phases. The overall project is planned to be fully connected to the grid for power generation by the end of 2023. After the project is fully put into operation, the annual power generation will be approximately 179 million kilowatt-hours, saving an average of 62,500 tons of standard coal per year, reducing carbon dioxide emissions by approximately 173,000 tons, reducing sulfur dioxide emissions by approximately 5,211 tons, and reducing nitrogen oxide emissions by approximately 2,605 tons.
As a leading company in the ceramic industry, Bode takes the lead in promoting the transformation of industry to green and low-carbon, building green and low-carbon factories, empowering corporate production through green power, and also highlighting the corporateResponsibility and responsibility, and contribute to the enterprise's "carbon neutrality" and "carbon peak".
Channel changes, fully embracing new marketing
In the field of engineering, almost everyone knows about Bode. The strategic centralized procurement model in the field of building ceramics was first initiated by Bode. In the engineering channel, Bode was one of the earliest cultivators and a leader in the engineering channel. Winning a bid for a project that can cost tens of millions, is truly enviable with such a huge transaction volume.
As a result, many latecomers are eager to delve into this field. Especially in the past few years, the economy has entered a new normal and the growth rate has slowed down. The growth of the traditional retail market has been slow, which has caused some companies to rush into this field regardless of the cost. Wading in the water.
The results of the increase in many entrants are obvious: the increasingly crowded track has led some companies to start winning bids at low prices regardless of the consequences, trying to exchange volume for price. The result is to completely disrupt the market and continue to fall into " In the vicious circle of lower price and lower quality.
Amidst this madness, Bode keenly smelled the danger, and even saw the deep-seated worries - the truth behind the beautiful real estate bubble.
So, while everyone was trying their best to squeeze into the track to share the cake, Bode, as the leader, maintained a certain degree of restraint and gradually slowed down his pace.
"In the past few years, our performance growth has slowed down. Because we have entered fewer real estate projects. The reason is very simple. The first is that it is difficult to collect project debts, and the second is that the price is too low. Some projects are even There is no value in winning the bid below the cost. The more you do, the more you will lose. In order not to lose money, you can only continue to reduce product quality. Such products are delivered to the owners and cannot be used at all. They can only be smashed and renovated. It’s a waste of time and money.”
Ye Rongheng, who has always regarded quality as his life, would never allow Bode to pass off inferior products and abandon his own product standards: "We have our own standards." It was precisely because he entered the engineering channel early that he gained insight into the development trend of the real estate industry. More profound. Smelling the danger, Bode has slowed down the pace of engineering channels in the past two years and gradually recovered the tentacles of expansion.
Perhaps it is this kind of foresight that prevented Bode from being the one hardest hit by this year's real estate crash, and was fortunate enough to preserve the vitality of the company.
At the same time, in the more complex overseas markets, restrictions on international trade will also be a major pain point for Bode in 2021.
After experiencing the Sino-US trade war in 2019, the outbreak of the new crown epidemic in 2020, and the sharp increase in freight costs in 2021, companies in the building materials industry are not only having a hard time at home, but they are also facing double challenges internationally. Highest in the COVID-19 outbreakAt the peak of the crisis, Bode's international business work was almost in a "desperate situation". The entry and exit of products were restricted, and it was impossible to travel abroad to participate in exhibitions and communicate with customers on site.
"When you are poor, you want to change." Reflecting on Bode's international business in recent years, Pan Dejun, general manager of Bode International Marketing Center, said firmly in four words, "We have tried every means to think about some ways to break through and change, and through various Develop business and carry out work in various ways.”
Bode's international business team, on the one hand, uses innovative marketing methods, and on the other hand, through innovation and product integration, to further shape the differentiated competitiveness of products in the international market, including crystal corundum, antique products, large-sized and ultra-large-sized products. , has become a powerful product matrix for Bode Chicheng in the international market.
Insisting on building high-end brand stores and strengthening the output of independent brands is Bode's long-standing commitment to the dream of "being a global leader in building materials", and winning respect from the world on behalf of Chinese manufacturing enterprises - this is Bode's positioning for itself. It is also Bode’s global strategic layout. In 2021, Bode joined hands with Vietnamese brand agents to build a brand store of more than 1,000 square meters in Da Nang, becoming a benchmark for local high-end building materials. It is reported that according to the development plans of both parties, two other flagship stores will be born in the future. At the same time, Bode has also set its sights wider, expanding business channels and solving the problem of limited business "windows" by joining forces with exporters and ODM customers.
Da Nang Bo Duc Showroom
In addition, Bode has also joined forces with five leading companies in the home furnishing field, including Xingfa Aluminum, Sophia Home Furnishing, Jomoo Building Materials, Senyuan Furniture, and Huayi Lighting, to establish the "China Big Home Furnishing International Alliance" to "hold together for warmth, "Leverage our strength and integrate resources" to cope with the severe challenges on the international track.
The two key channels of engineering and international are restricted, and Bode has also adjusted the pace of channel construction in a timely manner. In 2021, Bode will deepen its layout of retail channels and designer channels, and increase its focus on the currently popular decoration channels. While returning to the essence of business, it will continue to innovate and embrace the new trends of the times.
Hefei Bode holds designer forum
Product giant, transformed into performance giant
When channels undergo drastic changes, Bode's advantages in improving its product structure and strong product matrix become even more prominent. Not only does it have all the product systems for ceramic tiles, which can meet the needs of all consumer levels, but it also has two categories with absolute advantages: artificial stone and crystal corundum. Therefore, no matter how the market changes irregularly, Bode can always stabilize its position in the "crisis" and find the "opportunity" to break through.
“Our current product structure is not just for retail home decoration channels, it has penetrated into the furniture industry, stone industry, and large home furnishing industry. Our product structure gives us more possibilities; our products The structure also gives us greater space for the future.”
Running a business is like a game of chess. The business philosophy pursued by Ye Rongheng is to diversify the layout and work step by step.
In 2015, when Bode deployed an artificial stone production line at its Yangxi production base, it aimed at the huge market demand gap and the lack of effective operations in the stone industry. Brand building was even more ambiguous and confusing.
Bode Precision Stone Production Workshop< /p>
Under this background, Bode, who entered the field of stone, was not willing to follow the trend and was determined to create a new situation and model. "If you want to do it, be high-end, and if you want to do it, be a brand." In the name of precision stone, Bode Artificial Stone aims to rewrite the situation of uneven quality of traditional artificial stone products and brands, and embark on the road as a game-breaker, a keeper, and an innovator. Stone R&D, production and sales.
Bode Precision Stone introduced world-class stone production and processing equipment, applied the most advanced production technology and innovative technology, and built the industry's leading "Bode Stone Finishing Center", covering an area of about 20,000 square meters. Product research and development, precision production, finishing, application design and professional services are integrated into one.
It is reported that Bode Seiko Stone currently ranks among the best in the field of stone by virtue of its absolute talent advantages, technological advantages, and production advantages. This year, Bode Seiko Stone was awarded the "League of Champions"Engineering Club Five-Star Member Unit" and became a high-quality material supplier recognized by the Guangdong, Hong Kong and Macao Hotel Procurement Engineering Alliance.
Bode Seiko Stone was awarded the "Five-Star Member of the Champions League Engineering Club" Unit"
If we say that precision stone is a golden seal for Bode to develop high-quality engineering channels and create differentiated retail competition. Then crystal corundum is another absolute trump card for planning the future. Based on the absolute advantage of crystal corundum that no one can catch up with in the short term, Bode not only achieves the advanced layout of "top 2, storage 1" in the product field, but also sets its sights on the overall home furnishing field. The powerful original processing and supporting system allows Bode to dare to make the "what you see is what you get" sales commitment and provide services from pre-sales, after-sales to the last mile of delivery, creating a production line with controllable quality throughout the entire process.
Five years ago, Bode proposed to build a giant with products as the core. Today, it has crystal corundum, ecological stone, fine jade, fine rough stone, wood grain bricks, modern antique bricks, fine tiles, and Bode interior walls. With more than ten major categories including bricks, fine stone, artificial marble and quartz stone, hundreds of series and thousands of designs and varieties, Bode has become a veritable product giant.
Wen Yuankai, a famous economist and one of the 40 influential figures in the 40th anniversary of the country’s reform and opening up Full of praise for crystal corundum
Next, Bode will transform this huge product matrix into real business value and strive to become a performance giant.
“The opening of more than 500 outlets this year is customers’ recognition of our product innovation and quality, our brand, and our customers’ recognition of our future. Entering a new starting point, as long as we have core values and differences By improving competitiveness, there will be opportunities to break through. ”
As for the "500+" achievement in 2021, Ye Rongheng believes that this is the beginning of the "three-year plan". 3,000 outlets - this is what Ye Rongheng has given Bode in the past three yearsA general goal, counting the more than a thousand outlets that Bode already has, with two years left, and maintaining a steady pace, this goal may be just around the corner.
Ending
For Bode, who has entered his twenties, it is just a matter of time, with his persistence and dedication to building materials and industry
Dreams can come to fruition at any age as long as you have passion in your heart.
You can always trust Bode who can persevere in difficulties, dare to innovate in the ordinary, be full of dreams, and be down-to-earth.
(Author: Zhang Wuji)
