Walking Out Of "Seven Sheep" In Shaanxi Plateau

Yulin City, Shaanxi

Jia Junxiang is the first undergraduate after the resumption of the college entrance examination. After graduating from the Mining Engineering Department of Xi'an Mining Institute in 1981, he worked in the coal industry.

With his personal ability and conscientious working attitude, he quickly upgraded from an ordinary technician to a section chief, a deputy mine chief and a mine director.

A few years later, he was pferred to the Yulin Coal Design Institute as chief engineer.

Transferred to Shenhua Group Shendong company in 1991, it has become one of the few senior engineers in the coal industry.

It can be said that Jia Junxiang has made brilliant achievements in his job.

For ordinary people, such a personal career development and living conditions can completely be satisfied with the status quo.

However, Jia Junxiang was not satisfied.

The coal industry is not what he wants to do from the beginning. He has always had the idea of returning to Yulin to start a business.

At last, by chance, Jia Junxiang stepped into the wool cold clothing industry.

In other words, it still benefits from his wife, Liu Zhie.

Liu Zhie is the "elder statesman" in Shaanxi's winter clothing industry.

In the early years, when the winter clothing was quietly rising in Hengshan, she was a member of the R & D team of the wool cold proof clothing. Liu Zhie, who was well known throughout the country, was involved in the research and development by 49.

After that, Liu Zhie was pferred to the northern Garment Group of Yulin as deputy general manager, who did the winter suit.

A very accidental chance, Jia Junxiang helped his wife's factory to sell 500 winter clothes, and after that, he got a sales commission of 20 thousand yuan.

This money brought Jia Junxiang no small impact, but also gave him the idea of starting a business in the sea.

At that time, Jia Junxiang's monthly salary of 2000 yuan was already the highest wage. The Commission of 20 thousand yuan was equivalent to that of his nearly 1 years' income.

Yulin has abundant wool resources, and the wool cold proof clothing industry will be able to do something great.

It is Liu Zhie's indissoluble bond with wool's winter clothes, which makes Jia Junxiang find the inspiration for starting a business.

In 1995, Jia Junxiang resigned from state-owned enterprises, gave up his enviable iron rice bowl and set up his own clothing company.

At the beginning of its establishment, the company was small in scale, with only more than 20 sewing machines and 40 workers.

In 1998, Liu Zhie left the former state-owned enterprise, and the husband and wife worked together to run their own businesses.

In order to promote the product, Jia Junxiang made full use of the resources of his university's many classmates, who ran on the mountain road of Ningxia's Carboniferous well, Shizuishan, Lingwu Mining Bureau, and Gansu's Jinchang Molybdenum Group's factories and mines with his own Beijing jeep and skilled driving skills.

1995 is the key year for the start of the seven sheep business. A trip from Gansu to Jinchang on the way back to Yulin. At that time, the road condition was very bad, and at night driving to Ningxia's Yanchi County Township Road, the vehicle crashed across the road after the big pit. The engine broke down at that time. At one o'clock, the couple had to walk in the middle of the night. The next day they walked a dozen kilometers. They hired a cart to pport the car to Yinchuan. After a day's repair, they returned to Yulin, and on the fourth day, they issued a batch of 300 thousand yuan worth of winter clothes.

They earned 200 thousand yuan in this single business.

In fact, Jia Junxiang didn't realize the importance of the brand at the beginning, and the name of his product was also very casual.

But as the development and business of wool cold proof clothing industry gradually increased, Jia Junxiang found that in the fierce market competition, many of the same processing enterprises were short-lived and were eliminated by the market in a few years.

Although he has always focused on product quality, but it is very difficult to get the recognition of consumers.

At this point, Jia Junxiang and Liu Zhie began to think that if you want to grow bigger and stronger, you must have your own brand, not only good quality, but also a worthy name.

So, since 1999, the cold clothing market has the name of "seven sheep".

Liu Zhie said: sheep, gentle and gentle, is also the raw material source of the products; seven sheep, the meaning is stable, reliable, smooth and easy to remember.

How to popularize the brand of seven sheep? In 2002, seven new sheep began to enter the Harbin warm clothing market.

Because the Northeast has always been a competitive place for warm clothing, local brands account for half of the total number of foreign brands.

At that time, the seven sheep were not well known, not only the consumers did not buy it, but also the store had doubts about the sales volume of the new brand.

Jia Junxiang and his wife clearly know that a good product is not necessarily a famous brand, but a famous brand must be a good product.

In the new period of development, they take brand management as the core business, take value innovation as a breakthrough, adhere to quality first, and benefit from quality and brand, so as to realize the sustainable development of enterprises.

Since the listing of seven sheep garments, the products have been famous for their stable quality and good after-sales service. They have achieved zero complaints of seven sheep brands.

"If you want the consumers to recognize seven sheep, they will not only ensure the product's innovation and quality, but also let the reputation of the seven sheep grow up."

Jia Jun has his own way of thinking. He decided to invest nearly a million yuan in advertising in Harbin's shopping malls, TV stations, buses and other media.

There are seven sheep brands everywhere in the streets of Harbin.

Large amounts of input and unknown earnings make many companies do not understand. They feel that this is a waste of money.

But as a visionary and enterprising entrepreneur, Jia Junxiang and Liu Zhie insist on their own ideas.

As a result, seven sheep were rewarded in a sales cycle.

According to reports, as of the end of 2011, seven sheep have been putting advertisements in various sales markets for 10 consecutive years, and 6 consecutive years of advertising in CCTV prime time.

According to Jia Junxiang's rough estimate, in the past 6 years, the advertising expenses in CCTV alone were over 20 million yuan, and the sales revenue of enterprises also exceeded 200 million yuan.

In the quality inspection and evaluation of the industry, seven sheep brand winter protective clothing has been tested as first-class quality goods for many years. At the same time, it has won the title of "Shaanxi famous brand" and "famous brand products of Shaanxi province".