Mona Gamble Bet On Olympic Marketing Market

At the end of 2005, after winning the exclusive sponsorship qualification of Beijing 2008 Olympic socks products, everyone in the company said happily that Mona had a big thing and was still in secrecy.

"My uncle and Dad were both on business, and I signed the agreement."

Zong Keping, assistant director of Mona recalled.

In March 1st last year, Mona's "happy event" was finally announced.

Zong Gu Yin has wrapped more than 200 rooms in Beijing Hotel, and invited over 400 guests, including 100 suppliers and more than 100 channels, to participate in the signing ceremony of Mona's exclusive Olympic socks supplier.

On that day, for the family of Zong Gu Yin and Zong Chengying's family, it was also a day of great joy. The two families came out together, and some relatives were delighted to receive guests at the Beijing Hotel.

For Yiwu, it is also a happy event, because Mona is the only local supplier of Olympic products exclusive supplier.

Wu Yurong, the mayor of Yiwu and Secretary of the municipal Party committee, arrived in Beijing to support Mona.

"The signing ceremony ended at 10 o'clock. At 12 noon, we watched TV, and CCTV's" news 30 points "had been broadcast.

Zong Keping said.

Mona became famous from that day.

"Nobody used to know Mona, now no one doesn't know Mona."

Mune Akane said.

Before becoming famous for sponsoring the Olympic Games, Mona made socks in Yiwu for more than 10 years. It is already the largest supplier of socks in the United States, occupying 15% of the domestic exports of socks, and this year's export sales are estimated at $90 million.

But if we continue to ignore brand specializing in manufacturing, this seems to be the ceiling of Mona.

Compared with the magnificent and world-famous Yiwu International Trade City, Yiwu's knitting market looks stale and old, surrounded by some low level bungalows and mottled shop fronts. In fact, it is the birthplace of Yiwu's small commodity wholesale market.

The entrance of the knitting market is Mona's store. Diagonal opposite is the store of the company. In the market, the banner of Zhen Han socks is printed on the market with Louis Koo's head.

Prominently, Yiwu's famous brand of socks industry appeared together.

The store of Mona is not bright, the corner is stacked with goods, the street glass windows are covered with dust, but compared with those shabby stalls in the stockings wholesale market hall, such stores are luxurious, and each of them is covered with colorful red signboards of "the sole supplier of socks for Beijing 2008 Olympic Games".

A middle-aged man hurried in and lowered his voice to the person in charge of the shop. He said that he was in the office of the Yiwu municipal government. Could he buy some socks for the guests in the city at wholesale price? In Yiwu, Mona and La Sha's socks had exquisite gift boxes, which was also a gift without cost.

"Compared with socks without brands, our socks sell at an average price of more than 30%."

Zong Keping said.

Zong Keping, who was born in 1980s, returned from studying in England. Soon after his father Zong Chengying and uncle Zong Gu Yin founded Meng Na, he became a large manufacturer of socks from trade. He once stood out in more than 1000 similar enterprises with high quality and large scale manufacturing capability.

In 1994, Zong Gu Yin and his cousin Zong Chengying, who was doing lace business in Shantou, invested $2 million 300 thousand in Yiwu, and introduced 78 sets of Italy's Rona real estate hosiery machine, and set up a small socks production enterprise.

Zong Keping said that his parents were very fortunate that they first built socks factories in Yiwu and had their own products. Otherwise, they will still be able to make bigger enterprises today than they can buy and sell in Yiwu.

Indeed, the cost of investing in factories is also high. "In 2000, we bought more than 200 mu of land to expand the scale of production. At that time, the price was about 100000 yuan, and now the valuation is more than about 1000000 yuan."

Zong Keping said, "the land of Yiwu has been lost."

Pointing to a real estate project behind the Mona Park, Zong Keping told reporters that real estate in Yiwu has been heating up in recent years due to the continuous influx of foreign population.

Mona has recently had to expand in the field and invest more than 800 million yuan in Jinhua to establish new stockings and seamless underwear production plants.

The 42 year old Zong Gu Yin has two sons. His eldest son is currently studying in the United States, and his youngest son is still very young, studying in a noble school in Shanghai.

Compared with uneducated parents, Zong Keping returned from studying in London Business School and brought some new ideas and management into the enterprise.

At present, Mona has 6 production lines, each production line is a workshop, and there are about more than 800 stocking equipment.

In the past, after the order came, the planning department arranged the plan according to the delivery date of the order, and then assigned it to each factory.

Since the beginning of the year, Mona has conducted an independent internal accounting of his 6 factories, that is, the director of each factory should be responsible for the efficiency of the production line, the quality of the products and the degree of the loss of workers.

When the order comes, 6 factories compete together, and whoever can get the lowest price will get the order.

In order to save costs, raw materials are still purchased by Mona, and sold to each factory at the price.

In order to avoid the exclusive possession of certain equipment in a factory, Mona will have the same equipment arranged on at least two production lines.

For the factory director, the responsibility of independent accounting is greater. Not only must we take orders at competitive prices, but also take account of the quality and intensity of work, and the wages of workers, so as to avoid the loss of workers.

Mona conducts a cross examination every month, and takes quarterly and yearly assessment as a bonus amount for the director.

The production line is also proud of Mona.

A pair of ordinary cotton socks, stocking technology at least 10 more, Mona straightened the entire production line, so that all production processes of socks are completed on the first floor. Unlike other hosiery enterprises, the production process is decomposed into several floors. The first few processes are on the first floor, and the latter flows to the two floor. The entire production line needs to run downstairs and downstairs several times.

In Mona's workshop, a pair of socks is from textile to sewing head.