Heng Yuan Xiang'S Brand-New Road Leads The Rapid Development Of The Industry.

Heng Yuan Xiang has developed from a wool shop to a famous modern service enterprise with brand operation as its core. At present, it has won the distinction of high-tech enterprises and state-level enterprise technology centers and Shanghai intellectual property demonstration enterprises.

In 1987, Heng Yuan Xiang registered the shop name of Heng Yuan Xiang with advanced consciousness.

In 2004, Heng Yuan Xiang launched a joint venture which joined all factories and distributors to establish the strategy of "nationalization and differentiation" and the strategic goal of 2020.

Since 2005, Heng Yuan Xiang has set up 23 regional branches in various provinces and municipalities across the country. Through the form of interest groups with the franchised factories and franchisees as the main body, it has fully authorized and strongly restricted the members of the consortium, and implemented the strategy of developing Heng Yuan Xiang with a common corporate culture, common business philosophy and common code of conduct, so as to further expand, strengthen and build the industry.

After more than 20 years of brand management, the pformation from product management to brand management has been completed, and the pformation from the traditional business and manufacturing industry to the modern service industry with brand as the leader, information technology as the support, franchising and chain operation as the organizational form has been completed.

Building brand theory and brand management theory

Over the past 20 years, in the process of formulating and implementing the brand management strategy, after constant summing up and continuous improvement, Heng Yuan Xiang systematically and completely put forward the brand theory and brand management theory.

Heng Yuan Xiang believes that:

Brand is assets and wealth, and it is the card of a country.

The core expertise and core competence gathered by the brand are the comprehensive embodiment of the competitiveness of a country's industrial cluster, and also the symbol of the national quality and the national economic strength.

The effective operation and management of brands can promote and support the sustainable development of a country, an industry and an enterprise.

Brand is a kind of memory of consumers, so brand belongs to consumers.

The number and depth of consumers' brand memory determine the size of brand value.

Heng Yuan Xiang has grown from a wool shop to a well-known brand group in just over 20 years. What he did was to persevere in the work of employees, influence the market, influence consumers, and let consumers remember their work.

In the future, Heng Yuan Xiang will also shape his brand characteristics from the 5 senses of vision, hearing, taste, smell and touch to influence consumers and enhance the influence of brands, so as to enhance brand management to a higher level to satisfy consumers' emotional and spiritual needs.

There are 3 kinds of needs for consumers: physiological needs, emotional needs, and spiritual needs.

The best embodiment of spiritual demand is brand. Brand management is to create people's spiritual needs.

Only if we pform all the achievements of invention, product development and technological innovation into brand personalization and differentiation, and turn into the needs of consumers, can we bring sustained benefits to enterprises.

There must be 3 abilities to operate a brand.

First, we must have the ability to innovate and create the first.

Because no one will remember second.

Second, we must have the ability to magnify tangible and intangible assets.

Third, we must have the ability to operate and reallocate capital assets and knowledge assets.

These three abilities are the core competencies of Heng Yuan Xiang.

Heng Yuan Xiang pioneered the theory of "circular principle of brand value creation and realization", namely, 4 stages and 8 aspects; the first stage: Discovering cultural phenomena and resources; the second stage: innovation culture and design combination; third stage: achieving cultural pmission and identification; and fourth stage: enhancing cultural strength and value.

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Establishing a long-term quality mechanism with innovative characteristics

Heng Yuan Xiang uses innovative ideas and methods to sum up the practice and experience of improving the quality consciousness of franchisee and establishing a long-term quality mechanism under the mode of brand concession and franchising, which has made important contributions to the development and innovation of quality management theory and practice.

Heng Yuan Xiang always regards quality culture as the motive force to promote the development of enterprises, and leads enterprises to carry out strategic pformation from product quality to total quality, from small to large quality, from quality standard to quality system, from quality system to quality culture.

As early as June 1996 and September, Heng Yuan Xiang took the lead in the industry through the Singapore productivity standard bureau and the Shanghai quality system audit center ISO9000 quality system certification, obtained two certificates at home and abroad, and in July 2002 passed the Shanghai quality audit center ISO14001 environmental management system standard and OHSAS18001 occupational safety and health management system certification and accreditation.

Heng Yuan Xiang has been implementing the ISO9001 quality system certification and accreditation for its affiliate factories since 2001, so that the quality management level of the enterprise is in line with the international advanced industry level.

From March 2009 to December 2010, Heng Yuan Xiang completed the new round of joining the factory quality system propulsion project in nearly two years, and formulated a new version of the evaluation criteria for the quality system of the joined factories. From the two aspects of quality management and business performance, it evaluated the operation status of the quality system of the franchising plant, guided and helped the factory to continuously evaluate itself, improve itself, improve itself and improve itself, and strive for excellent business performance according to the requirements of the evaluation standard.

Heng Yuan Xiang attaches great importance to the construction of quality culture and trains the quality habits of all employees of Heng Yuan Xiang.

In various meetings from group companies to Heng Yuan Xiang, Heng Yuan Xiang often used "36 satisfaction and 52 dissatisfied" cases to educate everyone.

Therefore, every employee of Heng Yuan Xiang should correctly establish the sense of quality concept, and create first-class product quality to satisfy the consumers by improving the quality and service quality of every link in every department within the enterprise.

Carefully cultivate Heng Yuan Xiang's corporate culture and strive for excellence

Heng Yuan Xiang deeply recognizes the role of culture in the implementation of brand strategy and promoting the sustainable development of enterprises, and puts forward that culture will become the ultimate core competitiveness of enterprises. "Whoever masters the culture in the future will grasp the destiny, and whoever knows the culture will know the fate."

In the process of implementing brand management and brand strategy, Heng Yuan Xiang attaches great importance to the important role of culture in building brand differentiation and promoting enterprise development, and actively promotes cultural construction.

Beginning in 2002, Heng Yuan Xiang began to implement the cultural strategy.

In 2003, Heng Yuan Xiang introduced the performance excellence mode, insisting on customer oriented pursuit of excellent brand quality management, and organized self-evaluation and implementation improvement according to the requirements of performance excellence evaluation criteria.

On the basis of grasping the current situation and the internal and external environment of enterprises, Heng Yuan Xiang has reinterpreted his mission, vision, purpose and core values, and gradually formed a corporate culture system with the characteristics of mission, vision, purpose, core values, business philosophy, enterprise spirit, quality concept and behavior characteristics.

Actively promoting the construction of technological innovation system in Enterprises

Heng Yuan Xiang actively implements the strategy of building an innovative country and prospering the city by science and education in Shanghai. In line with the requirements of the CPC Central Committee and the State Council in building a resource-saving and environment-friendly society to achieve sustainable development of the national economy, we actively develop low energy consumption textile technology to achieve the goal of energy conservation and consumption reduction proposed by the national science and technology innovation plan, and constantly improve the technological innovation system with enterprise as the main body and industry, University and research as a combination.

The technology center, relying on the enterprise technology center, has successfully developed more than 100 new technologies and products with advanced international and domestic level through the cooperation of industry, University and research. Among them, new products such as "H 05180 fine wool combed high count wool fabric", "anti-bacterial and anti-bacterial and advanced long velvet printing blankets" and other new products have been appraised as state-level key new products and Shanghai scientific and technological progress award. They have also launched the research and industrialization of MTM clothing rapid production information system and the research on men's wear edition and standard based on human body measurement. Through the implementation of these projects, we have grasped a number of core technologies and independent intellectual property rights of the textile and garment industry, and significantly enhanced the core competitiveness and market share of Heng Yuan Xiang brand. In 2001, Heng Yuan Xiang Technology Center was recognized by Shanghai economic and Trade Commission as Shanghai municipal enterprise technology center. In 2009, it was identified as a national enterprise by 5 ministries, such as the national development and Reform Commission and the Ministry of science and technology.

Successively applied and obtained 129 patents, such as national invention.

Actively fulfill social responsibilities

In the course of more than 20 years of development, Heng Yuan Xiang, starting from the requirements of building a harmonious socialist society, actively fulfilled the social responsibilities of corporate citizens.

Heng Yuan Xiang will extract 10% from the profit every year for social welfare undertakings, and keep a charitable heart forever.

In 2005, Heng Yuan Xiang first launched a large-scale public welfare charity activity called "constant love action" which aims at rescuing and caring for orphans and disabled children.

In the past 6 years, with the support of the China children's foundation and the women's Federation of various provinces and cities, the "constant love action" has been launched in 25 provinces and municipalities and Hong Kong, Macao and Taiwan provinces, and has been actively responded by all sectors of the society, Hong Kong, Macao and Taiwan, and international friends. About 1000000 volunteers have participated in the "constant love action", and 710 thousand have orphans and disabled children in love sweaters.

"Heng AI action" has become a famous charity brand in China.

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At the time of the 5 / 12 Wenchuan earthquake, Heng Yuan Xiang organized all the staff to carry out fund-raising activities at the very first time. At the same time, all the members of the Heng Yuan Xiang Union launched the traditional virtues of the Chinese nation.

At the same time, according to the national development and Reform Commission's regulation, Heng Yuan Xiang rushed to the disaster area for emergency relief of 10 million yuan worth of quilt covers, mattresses and other relief supplies.

In 2008, Heng Yuan Xiang successfully sponsored the 2008 Olympic Games in Beijing, and successfully completed the glorious mission of designing and producing ceremonial equipment, formal garments and supporting household textiles for Beijing Olympic Organizing Committee officials, Olympic technical officials, Chinese sports delegation, Olympic Village and media village, and was awarded by Beijing Olympic Organizing Committee.

During the 2010 World Expo, Shanghai, Heng Yuan Xiang organized clothing experts and technicians to design, produce and provide concierge uniforms for the China Pavilion in World Expo, set up 2 franchise products stores in the Expo site, received 2 million 260 thousand visitors from the World Expo, sold 10 million 130 thousand yuan of the Expo's licensed products, and won 5 "collective awards" such as the "Shanghai Expo product quality award". 14 awards were awarded to the "business civilization pacesetter" and so on.

Heng Yuan Xiang, through the implementation of brand strategy, has made Heng Yuan Xiang develop from a time-honored wool shop to a production and marketing network consisting of 15 subsidiaries and state-level enterprise technology centers, Heng Yuan Xiang Industrial Park, more than 100 licensed production enterprises and 9568 Franchised Distributors and stores in the whole country. The sales scale of the company is 6 billion yuan and is among the best in China's textile industry.

The market value of Heng Yuan Xiang's trademark reaches 9 billion 458 million yuan, which has made the company a great success and greatly enhanced its brand awareness and reputation.

Heng Yuan Xiang has won the distinction of the national labor awards, China famous brand products, well-known trademarks in China, Chinese time-honored brand enterprises, national quality award, International Asia Pacific Quality Award, and the national advanced performance mode advanced enterprises.