Pillow King

Xu Zhangrong was born in Jieyang, Guangdong. When she was one year old, she moved to Hongkong with her parents. Most of her youth spent in Hongkong.

The bustling Hongkong has widened the horizons of Xu Zhangrong in his early childhood. He had long been a smart businessman in the field of home textiles. He was the vice president of the Hongkong textile chamber of Commerce and chairman of the board of directors of Ya Fangting group.

The "Ya Fang Ting" brand, which he created by himself, has a reputation in the industry. He once led the team to create a miracle of selling 600 thousand pillows a year.

He devoted himself to the research and promotion of healthy sleep all his life. He opened the world's first "sleep science and Technology Museum" in Hongkong's Tsim Sha Tsui busy market, so that countless audiences appreciated the charm of healthy bed products.

In Hongkong business circle, he has the reputation of "king of pillows" and everyone at home is affectionately known as "Xu Sheng" at Shenzhen's headquarters.

He was born in Jieyang, Guangdong, when she was one year old. She moved to Hongkong with her parents when she was one year old. She spent most of her youth in Hongkong.

The bustling Hongkong has widened the horizon of young people, and has long been the smart head of business.

In 1975, Xu Sheng grabbed the chance machine and set up a "Zhang Ji" small factory with only 50 thousand yuan savings. He made hand-made cotton pillows and realized his dream of becoming a boss.

Since then, he has lost his bond with the pillow. He can not accept it and start to build his own "bedding kingdom".

In 1979, the spring and tide of mainland China's reform and opening up surged. Xu Sheng's business in Hongkong was flourishing. Sharp eyed, he set up a bedding factory in Shenzhen and became the first person to invest in founding a bedding factory in Shenzhen.

"At that time, there were no such preferential policies now, and the future was not clear. Everything had to be developed by itself.

Now I think it is too risky, but if there is no adventure, there will be no "Fang Fang Ting" today.

Looking back at the original scene, Xu Sheng was very emotional.

In 1983, the European and American bedding products were popular in Hongkong, but the expensive price made most people sigh.

Xu Sheng took this business opportunity and renamed "Zhang Ji" as "Ya Fang Ting", introducing European patterns and design styles, and the "Yi Fang Ting" bed spread like wildfire in Hongkong.

Later, he made use of the convenience of Guangdong and Hongkong to take the lead in the Hongkong TV station to advertise the "Yi Fang Ting" bed products. She invited Miss Elizabeth Lee and the well-known Hongkong pop star Charmaine Sheh to be the image spokesperson, pushing the brand of "Ya Fang Ting" into the inner market.

In 1993, he invested 200 million yuan in the construction of an advanced European dyeing and printing plant in Haikou, Hainan. In 2005, he invested HK $300 million in a joint venture to build a large production base in Jining, Shandong, and continuously expanded the foreign market share. In 2006, he invested 100 million yuan in Huizhou to set up factories to expand the scale of sewing and mattress production.

He is very firm and forceful in every step.

The bright spot of innovative products is that Xu Sheng is a diligent and thoughtful person, which has benefited him greatly in his career.

At the beginning of the founding of the "Zhang Ji", although the profits of pillows were considerable, manual sewing made the production efficiency very low. Besides, there was also a difficult problem, which was that it was difficult to eliminate kapok seeds in pillows.

After repeated pondering and thinking, he invented the pillow machine. The machine easily removed the cottonseed. In addition, it saved a lot of labor and the production of pillows increased by 10 times.

Xu Sheng won the first battle, and tasted the sweetness of innovation.

In 1983, Xu Sheng discovered that the European and American bedclothes in Hongkong market were popular. He made the best use of time to bring forth the new, introduce the popular styles and styles of Europe, improve the color fabrics, and successfully develop the "multi-purpose" products.

Xu Sheng's innovation has made the "Yi Fang Ting" reputation rise rapidly, and its sales in Hongkong are rising all the way.

This is a precedent for the introduction of Western bedding concept into China.

He was fascinated by the development of bedding products. He found in his life that the quilt cover was often displaced or shrunk. Especially in winter, people often wake up in the middle of the night.

How to make the core not easy to shift and convenient to exchange?

Xu Sheng, who is good at thinking, has invented the "sleeping bag" quilt suit and "Lian Xin quilt", which is a perfect solution to this problem.

People spend 1/3 of their life in sleep. Sleeping well affects their health and mental state directly.

Among them, the small bedding contains great knowledge.

"I have a shoulder breadth friend," he said. "He used to sleep on his side, so at night he always had to change the pillows of different heights and tossed and turned pain."

A friend's complaint makes Xu Sheng light: the pillow is the uniform size of production, but everyone's head, neck and shoulder size are different. Can everyone have their own pillows for their own size, so that a pillow can satisfy the needs of sleeping and sleeping at different heights?

Xu Sheng kept thinking about this.

Once he saw the statue of the Buddha on the side of the temple in the tour, his state was serene, which made him suddenly inspired by creation.

Xu Sheng invited the Canadian physiotherapist to do his head research. After hundreds of clinical trials, according to the head shape and shoulder height of each person, after 9 years of trial and error, Xu Sheng finally invented 48 types of intelligent pillow with low middle height in 1996.

The product is the first creation in the world. It can satisfy the needs of two different heights at the time of sleeping and sleeping. Proper head and cervical vertebrae are properly placed to improve the quality of sleep.

Once the products are listed, the market will be greatly reacted.

He found that it was not convenient for customers to try 48 pillows and buy them again. In order to measure the pillow size of each customer more accurately, he thought of using the instrument test.

In 1998, Xu Sheng found the Hongkong Productivity Council to help develop computer pillow scanner, and went to Germany to seek expert design production line.

After two years of research, Xu Sheng has been successful. He has developed the world's first "pillow scanner", which can accurately measure every customer's head, neck and shoulder width in 30 seconds, so that customers can find the most suitable smart pillow.

The small pillow has become popular. Not only has it gained the only recognition of the school of physical therapy, the University of South Australia, but also won many awards such as the "Hongkong industry award" and "Hongkong International Invention Exhibition Gold Award" and "Geneva International Invention Gold Award".

Nowadays, the smart pillow has been sold at home and abroad, and has sold millions of products, which has created considerable economic and social benefits.

A smart pillow has earned him fame and fortune.

In recent years, Xu Sheng has led the team to increase product innovation and development, so that he has been leading the trend of the industry. After the patent product "silk wool quilt" and "Lian Xin quilt" were released, this year, the "mandarin duck quilt" and "digital wedding bed products" were released.

The first application of digital printing and dyeing technology in the same industry enables customers to print their favorite wedding photos on bed products with great appreciation and commemorative value.

The invention of the mandarin duck is a good solution to the different demands of two couples on the temperature difference of a quilt. One quilt provides two kinds of warmth, so that the couple can enjoy comfortable sleep.

This unique and personalized new product has been widely appreciated by the audience at the fourteenth China International Textile Expo held in Shanghai recently.

The quality of the furniture market is fierce, but the excellent quality has made it popular with consumers.

Our sales volume will exceed 800 million yuan this year, and maintain a steady growth trend.

Hsu Sheng is very strict in product quality control.

With the reputation of "sleep experts", Fang Fang Ting, taking the initiative of healthy sleep as his responsibility, constantly integrated advanced science and technology and environmental protection concepts into product research and development, from the quilt stuffing to the material used for quilts, and has built his own factory in printing, dyeing, playing, sewing, sewing and finishing.

In 1993, he invested 200 million yuan to introduce advanced printing and dyeing equipment and set up a special dyeing and printing plant. The materials for printing and dyeing were approved by the Swiss textile authority accreditation agency, and the environmental protection cloth produced was treated with anti mite sterilization. The problem of residues of harmful substances in cloth was thoroughly solved.

The main raw materials of the products are also treated by flame retardant and registered by the US FDA, which is in line with internationally recognized high environmental protection requirements.

At the same time, the new printing technology is used to print fabrics, and the bed products are delicate and soft.

"We must keep pace with the times, constantly upgrade our products and carry out technological innovations so as to maintain lasting competitiveness."

Speaking of the way to win the victory, Mr. Xu said with deep feeling, "now the bed design is much more colorful and needs to catch up with the market trend. We produce 5% of our sales every year, and nearly 30 million of us develop new products.

Tricks are easy to plagiarize, but technology is not copied.

He has made great efforts to make his bedding Kingdom, a member of the Guangdong Overseas Friendship Association and a vice president of the Hongkong textile chamber of Commerce.

He loves horse riding. After work, he spends almost every weekend at the Xili Racecourse in Shenzhen.

"Riding is the most comprehensive sport. Waist, leg, hand, heart and so on follow the horse's running.

The hobby of riding has been trained for nearly 30 years, which is my regimen.

Xu Sheng smiled.

In horse riding, he also received many inspirations and realized a lot of truth.

Xu Sheng said: "we must persist in everything we do. We can not shrink from difficulties. We must continue to think and summarize. We need to have perseverance. We can only succeed step by step in unremitting efforts.

Like riding a horse, when a horse begins to learn to ride a horse, a horse always does not listen and easily falls, but if you master the spleen of the horse, you will be able to ride the horse and lift the whip.

Xu Sheng and Xu Sheng, by virtue of this dedication and tenacity to his career, have produced a wonderful story and made his bedding Kingdom today.

From 1991 to now, the company has been rated as the "national double foreign investment enterprise".

In recent years, he has won nearly 100 honors such as "ten famous brands in Hongkong", "national inspection free products", "China's famous brand products" and "Asian brand top 500". This year, he won the title of "China famous trademark" and realized the breakthrough of Guangdong famous brand "zero" in home textile industry.

In Hongkong, the sales volume of the company has remained the highest in recent years, occupying 30% of the premium bed market.

In the mainland, hundreds of stores are located in all major cities across the country, and sales are far ahead.

In the international arena, the company has been selling well in dozens of countries and regions, such as Europe, America, Australia and Southeast Asia. It has become the leading brand of Chinese bedding to enter the international market.

In 2004, Xu Sheng was awarded the "honorary academician" award by Hongkong industrial accreditation Bureau.

This is the recognition and affirmation of Hongkong's authoritative department on his achievements in health sleep research and development for many years.

There is a long way to go.

Xu Sheng, who won the prize, still does not change his youth and is determined to work tirelessly.

He said that his biggest ambition was to set up a center for cervical and lumbar care research, hoping to develop products that are beneficial to the neck and waist in the past 30 years to enhance human health.