Sheep Boss: The Leader Of The Northwest Wool Anti Cold Clothing.

"Resources such as coal, oil and natural gas are always available, but wool resources are renewable. After our entrepreneurs made money, they wanted to buy a house to buy land. Can you think about how to do something for the future generations of Yulin? "Wang Fei, chairman of the first China wool anti cold clothing industry seminar, was held by the Shaanxi sheep boss clothing Limited by Share Ltd (hereinafter referred to as" sheep boss "). What he said is a lot of worries of Yulin people: what does Yulin rely on after the exhaustion of energy? The answer given by Wang Fei is Yulin. tradition Products - wool anti cold clothing.

Founded in 1995, "sheep boss" has become one of the largest wool cold proof clothing enterprises in Yulin and even northern Shaanxi. The growth and development of the enterprise is inseparable from its courage and ability. Chen Huian, President of Shaanxi clothing association, summed up several "Yulin first" of "sheep boss": the first one changed the production mode of small workshop, established the advanced production line, first completed the shareholding system spanformation, the first completed the brand operation, took the lead in obtaining the famous brand product and trademark of Shaanxi, and the first set the design and Research Center in Beijing, forming a complete design team.

Break through the bottleneck and become the forerunner of reform

Wang Fei, the chairman of the board, is a sheep shepherd coming out of the ravine. Unlike other people, he has unusual courage and courage. The sheep industry is a traditional industry in Yulin. The income of the sheep can still account for half of the peasants' income today. But he soon finds that the way to get rich by raising sheep and selling wool is not feasible. industry 。 So in 1995, he established Yang Lao Da Clothing Co., Ltd. Initially, the enterprise was very small, only more than 40 sewing machines, one person management. But at that time, the wool cold proof clothing had developed, and his hometown, Hengshan County, was the birthplace of wool cold proof clothes. With the advantages of resources and technology, the "sheep boss" quickly gained a foothold and rapidly developed to a garment company with more than 200 sets of equipment.

Soon, managers of the "sheep boss" found that the workshop mode of production led to inefficient production, increased production and technological innovation. So in 2006, "sheep boss" invested heavily in equipment renewal, and took the lead in introducing advanced production lines in Yulin area. At that time, Li Bin, who was responsible for the construction of the new production line, said: "the first task for me to go to" sheep boss "is to prepare the new factory. At that time, the company did not have enough manpower, from the purchase, installation and commissioning of equipment, to recruitment, interview and production, all things were done by me and two salesmen. The hard work can be imagined, but we are very motivated. In just 45 days, the new factory is completed and put into operation. Then realized yield 460 thousand pieces. " The production of advanced production lines has greatly increased the output of enterprises, and the "sheep boss" has embarked on the road of rapid development since then.

In 2002, the "sheep boss" carried out the first shareholding reform. It first opened a new mode of operation of Yulin apparel enterprises, and made it a shareholding company with 42 shareholders by way of agents' equity participation.

Jiang Ye, the current managing director, said highly of the restructuring. He said: "this system has bought the agency right by binding the agent mode, so that the market of the enterprise has been protected, and it does not need to spend time and experience to run the market. At the same time, the payment method after paying the goods first avoids the phenomenon of return and arrears, and lightens the company's business burden. The biggest advantage of this business model is that the company can focus on organizing production and product development, providing a basis for the development of enterprises in the future. In 2008, the sheep boss reorganized into Limited by Share Ltd, forming a large garment enterprise with a registered capital of 55 million, an annual output of 1 million 200 thousand pieces and an annual sales volume of 350 million yuan.

Good quality, good brand, good sales.

No quality, no brand, no brand, no added value, no added value, no profit, enterprises can not survive. In order to control the quality, the chief executive of Yang proposed the management measures of "grasping the two ends, looking at the middle", and strictly controlling. raw material And quality inspection of finished products, and monitoring and management of semi-finished products in production.

On the quality control of raw materials, besides the purchase of fabrics and wool, 2 sets of carding machines have been purchased by the "sheep boss", which is specially used for the production of wool flocs, so that the quality of raw materials is guaranteed at the beginning of forming. "In Yulin, we are the first company that has two comber machines, but our machines never make external processing, they only provide flocs for their products, so that we can ensure the quality of our products is consistent," Jiang said.

Speaking of the most common problem in the spot checks of clothing products, fiber content is inconsistent with the logo. Jiang wild confidently said: "our products are definitely not fake on fiber content. In order to avoid affecting the fiber content when impurities were not removed, we were produced at 5% higher than the content requirement. For example, the tag contains 95% wool, which is actually processed according to 100% wool content. Therefore, the product of "sheep boss" will not be deficient in content.

In fact, the "sheep boss" has paid attention to the quality of products since 2007. Li Bin, the current production manager, is the first director of quality inspection center. He is responsible for the operation of the quality inspection center. "We are the first company in Yulin to set up an internal quality inspection center. The task of the center is not only to control the quality of the raw materials, but also to carry out the three level inspection before the products are manufactured, and any unqualified products can not be listed. This department belongs directly to the general manager in the company and has a veto on the quality of the product. " He said. When other enterprises are still struggling to establish control quality input and return ratio, "sheep boss" has already taken the lead. Good quality has won a good reputation for enterprises. In the 2007 sales season, the sales of "sheep boss" products surpassed that of other similar products, and increased year by year. Good quality has conquered consumers and won the market for enterprises.

"Blue Ocean Strategy" to seize the high-end market

Wool cold proof clothing was originally a cold proof product developed by the people of Yulin at the end of the last century, using the local wool materials and processing advantages. When the thermal products had only cotton padded clothes and military coat, the wool cold proof clothing was popular all over the country for its advantages of warmth and lightness. However, due to the impact of the down jacket, the sales of products mainly concentrated in Northeast, northwest and other regions. With the restriction of state-owned enterprises, the promotion mode is relatively backward, and the marketing concept is weak, making the market of wool cold proof clothing smaller and smaller. Especially in recent years, consumers are paying more attention to fashion and fashion. The cold proof clothing has not been able to break through in style and fabric, so the consumer group can only be confined to the elderly. The market of cold proof clothing is not large, and the low technology content of wool processing makes the relevant production in Yulin alone. enterprise In many cases, the market has formed a situation of too few people. The manager of "sheep boss" realizes that if we want to survive better, we must jump out of the fierce Red Sea. We must develop a blue ocean market with less competition and higher profits, and seek new growth points.

In 2009, after studying the warm clothing market, the "sheep boss" looked at the blank of high-end products, and put forward the strategy of developing high-end wool products. Jiang Ye, general manager, said: "because of its fluffy appearance, the down jacket has been unable to meet the requirements of the new era. Many high-end people have no choice, but there is no third generation of cold proof products to replace it. Our woolen winter clothing is characterized by warmth, comfort, light touch, and wind and air permeability. If we make breakthroughs in style and performance and make high-end products for wear, its development potential will be unlimited. Therefore, the "sheep boss" high-end product research and development center was established in Beijing, which is responsible for the research and development of high-end wool anti cold clothing products. "The reason why the R & D headquarters is located in Beijing is to rely on the talents and information advantages of the capital, to integrate with the international standards in terms of design concepts and management concepts. In order to enable us to introduce high-end products with a big sense, I also specially hired a senior fashion design consultant in Hongkong. All I have done is to make the woolen winter clothes go in the new direction of development, "Jiangno said.

Government support to advance industry forward

The local government has begun to pay attention to the development of wool cold proof clothing industry. Han Yuping, director of Yulin science and Technology Bureau, proposed that we should support the development of the wool cold proof clothing industry from policy and technology aspects, and integrate the development of the wool cold proof clothing industry into the key industrial projects in the "12th Five-Year plan" of Yulin, as well as the important topic of Xi'an Polytechnic University. In addition, the science and Technology Bureau also set up the research center of wool cold proof clothing with the "sheep boss" to study the optimization of wool. The help of the government has provided impetus for the development of the wool cold proof clothing industry. The wool cold clothing industry led by the "sheep boss" will usher in a new era.

Reporter's notes:

There are still many ways to go in order to really become the "leader of the wool cold clothing industry".

The first is government support. Yulin initially used the "sheep and coal gas" as the industrial development configuration, but now "sheep" has disappeared in the development plan of Yulin. If we want to do a good job in the wool cold proof clothing industry and avoid the consequences of "sheep still exist, people are still there, and the coal is dug up", the government's strong support and the role of industry guidance can not be ignored. This role is reflected not only in capital, but also in policy and propaganda.

Next is the promotion of wool cold clothing industry. At present, the wool cold proof clothing is not enough to form a competitive subdivision industry. Compared with the down garment industry, it can only be regarded as a paragraph in the thermal clothing series. product Even a lot of people have never heard of woolen clothes before coming to Yulin. From the development experience of the production base in Changshu, the upgrading of the industry depends on the joint efforts of the enterprises in the whole region. For the "sheep boss", it is only after the products have formed relevant industries that they can talk about the "leader" or not.

The third is the improvement of enterprises themselves. If you want to do industry, enterprises must have core competitiveness. The core competitiveness is embodied in creating brand, unique technology and establishing industry standard. At present, the market scale of wool anti cold clothing in China is more than ten billion yuan, mainly distributed in Shaanxi, Inner Mongolia, northeast and other regions. Among them, the sales of wool cold proof clothing in Yulin account for 75% of the whole country. Technical superiority and market advantage have laid a good foundation for industrial development, but if there is no brand, core technology and the right to speak of the industry standard, it will be easily replaced by other similar areas.