Lin Rongzhen: Green Concept &Nbsp; Big Brand

Lock blue ocean

Q: did YASN make professional outdoor sportswear at the outset? How many years did it start?

It has been more than ten years since the establishment of the company in 1997, but YASN has been more concealed behind the scenes. It has made OEM for Adidas, Decathlon, Lining, XTEP, Semir and other famous sports brands at home and abroad.

Successful entrepreneurs have their own successes. Lin Rongzhen's success lies in keen market insight. In 1997, under the influence of the financial crisis, the whole foreign trade market was in turmoil, and the economic turmoil in Southeast Asian countries was endless. In that desperate mood, Lin Rongzhen, who was close to each other, chose to go back to business and pursue a new starting point in life. Renting the office building to Sha Tang supply and marketing agency, a clothing production enterprise was born quietly. The establishment of many shoe and clothing enterprises in Jinjiang has not caused much trouble.

All the trifles started by the company gradually obliterated the enthusiasm of entrepreneurship. When everything returned to calm, Lin Rongzhen began to think about the direction of the company's development. Although the clothing manufacturing industry has already been locked up, but because of the low threshold of the industry and numerous enterprises, under the impact of the financial crisis, it is almost plunged into a red sea. Nonetheless, not all clothing categories are involved, and few professional outfits are demanding for technology and equipment.

In the 90s of last century, China's outdoor sports just started, and foreign outdoor brands came into China one after another, and also brought orders for professional outdoor clothing. After entering twenty-first Century, especially from 2002 to 2005, outdoor sports in China expanded rapidly. In 2004, China's outdoor sports grew by 37.3%. Because of this, in a relatively long period of time, professional outdoor sportswear can be described as a blue ocean.

Lin Rongzhen, who returned overseas, has a deeper understanding of professional outdoor, and is quite optimistic about the development space of professional outdoor sportswear. In 2000, Lin Rongzhen went to Hungary to take part in overseas exhibitions with his products. In second years, his international trade center was established, and the door of internationalization was opened in front of YASN.

The first few years of twenty-first Century were the period of rapid growth of China's foreign trade economy. Taking this high-speed train, YASN maintained an average annual growth rate of 38%, and the original production scale began to not meet the needs of foreign trade development. In 2003, Lin Rongzhen visited Jiangxi and decided to invest and build factories in Ji'an high tech Development Zone.

Before 2003, OEM OEM was the main business of YASN, but it was not satisfied with the simple foundry. Instead, it continued to learn and improve, enhance its R & D capability and technology level, and gradually establish its own R & D team. "Just like the" strong king "is a jacket," nine kings "are known as the" king of trousers ". Although the early YASN has no independent brand, it has accumulated a lot of experience in the professional outdoor sports production technology through many years of OEM foundry experience. Lin Rongzhen, President of YASN, said.

In many years of OEM, YASN has made remarkable achievements in professional outdoor sportswear, product development and children's clothing production. With the help of the rapid development of the company, Lin Rongzhen has gradually promoted the production technology of YASN to international standards. The company has obtained the SGS and ITS international certification of the EU. In 2010, the company developed low carbon and environmental friendly strong antibacterial nano dress, which is undoubtedly a new breakthrough for YASN.

Standing at a higher starting point, YASN has officially moved to China since 2010. Although foreign trade still has a large share in the output value of YASN, with the launching of the two brands of HIWI children's clothing and Hongkong Han Close, the road of YASN's brand has already opened.

"Three carriages"

All roads lead to Rome. Not only original brands can win a place in the market. In fact, in the most profitable TOP ranking of clothing brands in 2010, Italy brand KAPPA, which operates in China, topped the list. YASN's two largest clothing brand is not original, but is composed of the French children's sports brand HIWI Hai Wei and Hongkong Han Close. At present, YASN has bought out the rights of R & D, operation and sale of the two brands in mainland China. Lin Rongzhen told reporters, whether in R & D design or sales promotion, the two brands have their own operation team, and YASN is making efforts to create professional sports super, it can be said that the "three carriages" go hand in hand.

In October 17, 2010, "Hongkong Han Close press conference and 2011 spring and summer new product order meeting" was held in Quanzhou, West Sha Wan Holiday Inn. When YASN President Lin Rongzhen and his guests put their hands together on the crystal ball, the calm ball suddenly burst into charming luster, and the prologue of Han Close brand entering the mainland market was also opened. And half a year ago, another brand of YASN HIWI Hai Wei has been fully launched. Perhaps as Lin Rongzhen said, two brands of YASN can not be regarded as multi brand operation, but the company chooses these two brands is painstaking efforts.

Some people say that children's clothing is the last gold mine in the clothing industry. In fact, in recent years, sports brand Nike, Adidas, Anta, international fashion giant ZARA, H&M and others have launched KIDS series, which is a footnote to this statement. Nowadays, the children's clothing market is getting bigger and bigger and becoming more and more important. On the other hand, with the fourth baby boom brought by the parents born in the 1980s, the new round of consumption climax of children's wear industry has arrived. Unlike in the past, Post-80's parents are more sensitive to fashion trends and have a deep understanding of outdoor sports. And that's the chance of YASN.

Lin Rongzhen is well aware that after Nike and other international giants can not avoid the choice of channels, the two or three tier cities have become the main battleground for brand determination, and accurate market positioning is the magic weapon for winning brands. At present, the fashion and leisure market is just like zhongzhongtian, and the fashion sportswear market has already become bigger and bigger. The outdoor sportswear market is growing rapidly. From animation, leisure, sports, aristocratic, campus and other 5 categories of children's clothing, Lin Rongzhen and his team have cut off a brand new category -- the international trend of children's wear, becoming the main direction of YASN's children's wear brand Hai Wei.

It is worth mentioning that the international trend of children's clothing not only has great room for development in children's clothing market, but also can not be underestimated in market potential. YASN another clothing brand Hank Los is locked in the urban trend movement, but unlike Hai Wei children's clothing, the target consumer group of Hank Los is between 20 and 36 years old college students and urban elite white-collar workers. The two major brands just form a complementary trend.

"Consumers choose a garment and choose a way of life." Lin Rongzhen said. In his eyes, clothing is closely related to the health of consumers. He has great responsibilities and he chooses to use them. Green brand 。

For garment enterprises, green is not just a slogan, it needs to be implemented in detail. YASN will integrate green into development and strengthen control of harmful indicators in various manufacturing links, such as phasing out backward equipment and high energy consumption and highly polluting process manufacturing links; starting from the source of design, reducing printing and washing processes with relatively heavy environmental pollution. The green concept has been implanted in the brand culture of YASN. In 2010, the appearance of YASN strong antibacterial nano materials is the best portrayal of pursuing green environmental protection.

The green wings were opened, and Hai Wei and Hank Los flew to the sky of the brand. What kind of surprises will they bring to us under the help of YASN's brand industrialization operation mode and information platform? {page_break}

　 Create professional fashion sports business super

It doesn't seem very special for Jinjiang enterprises to build clothing brands, but there are not many enterprises to build brand names while establishing channel brands. In addition to Hai Wei and Hank Los, YASN will create a brand of its own channel - Hai Wei professional fashion sports company. At present, Quanzhou Hai Wei professional fashion sports store has broken ground.

Sports super business is still a relatively new concept for many Chinese consumers, but Decathlon, the international professional sports giant, has been stationed in the Chinese market a few years ago. In 2010, Gome was also joined in it. In the southeast sector, the market is still a blank.

"Business super" is like WAL-MART, which is convenient for you to carry on shopping, but it sells professional sportswear and equipment, and all kinds of people and sports can find suitable matching products here. What kind of weight can a child bear, what shoes should be matched, and what kind of matching it should have. Mountaineering shoes are different from roller skating shoes and badminton shoes. If you don't understand it, you won't choose them, and professional sports providers will protect you according to your use function. No matter what kind of exercise you do, adults, children, professionals and amateurs can find the products you need. Lin Rongzhen said.

This is a channel brand rather than a commodity brand, like Gome and Suning, playing more role as integrator. Which manufacturer's product is better to purchase its products. For this point, YASN people have a deep understanding.

All rivers run into rivers. Although Hai Wei and Hongkong Han Close will be stationed in Hai Wei professional fashion sports store, but as a channel brand, the development of the super and two commodity brands of Hai Wei professional sports players is relatively independent. The proportion of the two brands in the business super market will be adjusted according to different regional needs. Lin Rongzhen admitted that Hai Wei's children's wear is still a second-line brand in Hai Wei's professional fashion sports business. And Shang Chao will introduce more powerful brands. Only in this way can we really open the way.

For YASN, where to start and how to start is very important. As Lin Rongzhen said, to do well in channel brand, the area, region, geographical location and commodity integration ability are indispensable. The sports supermarkets of Decathlon and Gome are thousands of thousands of square meters, the scale is huge, and the cost is high, which is equally discouraging, but this is not the only choice.

And Decathlon professional sports supermarket will be the 28 professional outdoor sports collection of all the different income, YASN combined with regional market demand, the introduction of a more flexible business super model. Take Xiamen as an example, not all professional outdoor sports are popular among consumers. Hai Wei is just locking several series of interests that consumers are interested in. The two thousand meter sports company is enough to accommodate them.

In Lin Rongzhen's view, the competitiveness of professional sports providers is inseparable from the three major teams -- design team, professional sports procurement team and independent training team. YASN has built its own R & D team in the course of many years' development, and is well versed in the professional sports industry, and the training team is being formed. Now, YASN's Hai Wei professional fashion sports store is also in the rush of preparation, ready to go.

　 Management upgrade

After the impact of the financial tsunami, coupled with the rising prices of raw materials, the appreciation of the renminbi and the continuous rise of labor costs, YASN has inevitably suffered many pressures and gradually entered the "bottleneck" of development. How to change the status quo is very urgent for YASN.

When the external environment is no longer able to change, enterprises only need to improve their internal skills, and to benefit from management. YASN is also true. However, how to achieve the desired effect is still a crucial proposition. At this time, lean production entered Lin Rongzhen's vision.

Lean production refers to the realization of zero defects and zero inventory of materials in the production process so as to achieve balanced production in all links and enhance the production efficiency of enterprises. In the 60s of last century, the automobile manufacturing industry represented by TOYOTA, Japan, quickly implemented the JIT production mode and took advantage of low cost and high quality. It quickly occupied the US automobile market and became one of the largest automobile manufacturers in the world. Because of its efficiency limit, it has been praised as "lean production", which has a profound impact on the manufacturing industry. In recent years, this management mode has been introduced into China and has attracted wide attention from enterprises. For the manufacturing industry, lean production is like a Johnson agent, which can rapidly improve the level of field management.

In the second half of 2009, YASN introduced lean production. The company has hired a professional clothing JIT mentoring for lean production, has conducted a series of lean production special training for the middle and high level and all staff. At the same time, it also conducted a careful analysis of workshops, equipment, failures and production capacity of various workshops, on-site counselling, and designed new layout and plans. In April 2010, the company decided to move to the new production workshop No. 5, so that the production line personnel and machines reached the best combination, and the production efficiency was obviously improved. At the same time, the wages of parking spaces doubled and the working time was shortened by 20%.

YASN's lean production is not only the improvement of production efficiency, facilities and processes, production environment, but also the improvement of management mode. Through 6S management, Nissin management and TPS training, the company's timely analysis of product quality, product completion, cost control and working hours, equipment failure and other data has been improved, which has brought great changes to the entire production. At the same time, the income of employees and the economic benefits of enterprises have also been effectively improved, so that enterprises and employees can win a win-win situation.

Taking a group of employee income in June 2010 as an example, we can see the efficiency of lean production: a total of 14 employees in the sewing group, 2600 pieces per month before improvement, and 3620 pairs of coats produced monthly after improvement. The output is increased by 35%, while the working time is shortened by 20% and the production efficiency is increased by 40%. In addition, staff income has also increased, the average monthly wage of more than 2000 yuan.

According to the introduction, lean production is an important step for YASN to improve its production efficiency, but its goal is far more than the improvement of the production efficiency of the workshop. Now the transformation of raw material supply system has been put on the agenda. After that, the company not only has to transform every process, but also plans to expand scale production and create a stronger garment manufacturing and production base, thus providing greater impetus for YASN's "three carriages".

And for the future, Lin Rongzhen has made a clear plan, "we will be listed in three years." In the future, YASN will also step into more homologous industries and gradually go to pan industry diversification.