Xu Jianmin: Stick To The Position And Adjust To The Situation

In 2012, the Sanyang Textile Co., Ltd., which has always adhered to the concept of differentiated development, is more distinctive. When many cotton spinning enterprises are or are preparing to change their product structure, Sanyang textile still insists on the high-end positioning of "producing a small quantity of products and serving a small number of customers", concentrating more on cotton and high grade bleached yarns. Spin But maintained a good development situation. In the 2011 cotton textile industry's export delivery value and per capita profit and tax index ranking launched by China Cotton Textile Industry Association, Sanyang textile ranks among the top ten. In 2011, the three brand pure cotton yarn and grey fabric were awarded the most influential brand of cotton textile in China.

What do you think about the development of industries and enterprises this year? How can enterprises not fluctuate with the market? With these questions, a reporter recently interviewed Xu Jianmin, general manager of Sanyang Textile Co., Ltd.

　　 Look up at the road and pull your cart down.

Speaking of this year's development ideas, Xu Jianmin believes that the operation of enterprises must be "looking up at the road, lowering the head and pulling the car". "Looking up and looking at the road" is to see clearly the macroeconomic situation and see the development of the industry. The macro level principle can teach us to identify micro economic phenomena, improve the ability to verify thinking, correct the ability to erroneous and dispelling doubts.

According to Xu Jianmin analysis, when the financial crisis broke out in 2008 and 2009, the government issued a large number of "rescue the market" policy. In this process, "visible hand" played a major role. These policies have achieved obvious results, but they also have hidden dangers for the development since then. At this stage, the state relies mainly on the "invisible hand" to adjust, and the "visible hand" is assisted. "The tone of 2012 is clear, steady progress, and the actual is to pay attention to economic quality and smooth transformation. Then, structural adjustment has become the focus of economic development, which will force enterprises to think about adjusting the structure. To adjust the structure is to adjust the industry structure from the macro level, and adjust the product structure from the micro level.

Xu Jianmin believes that the main contradiction in the textile industry is structural contradictions, mainly due to unreasonable product mix. With regard to the development of the textile industry, the State encourages the enterprises to adjust their structure and upgrade in the "12th Five-Year" development plan. In particular, the promotion of practical technology and the tackling of key technologies are put forward, which is actually encouraging everyone to think about how to transform traditional industries with advanced technology. In this respect, industry orientation and macro orientation are the same. For enterprises, since the macro situation has been very clear, then the next is how to implement it.

　　 Find the pivot of management

Xu Jianmin believes that to enhance the management level, the key is to find a breakthrough point: "just like the lever principle, give me a fulcrum, in order to leveraging the earth. If it is a plane, it is useless to exert any strength, so we must find a pointcut that is operable.

Sanyang textile found this pivot: speed up the equipment. Increasing vehicle speed has exposed a series of potential problems in various aspects such as equipment, equipment, operation, technology and staff skills. If there are problems, we must solve them. After a series of problems are solved, the whole production management will be improved. As early as 2009, Sanyang set up an effective team to strengthen the upgrading of internal management. After hard work, the spinning speed of the three spinning machines (50, 60, 80) at present is 18500 revolutions per minute, and the final goal is 20000 turns.

It has gone through more than three years to upgrade the internal management of Sanyang textile, from the "initiative reform" and "attention execution" in 2009 to the "attention execution and strengthening checks and balances" in 2010, and then to the "upgrading standard and serious process" in 2011. In 2012, the main theme of Sanyang textile management is "raising standards standardization and seriousness of process flow", which is a process from quantitative change to qualitative change. Xu Jianmin said: "in the past few years, we have been focused on individuals and personalization. For example, a branch company is doing better, but other branches can not keep up with it; for example, the speed of the equipment is only better than that of some stations or parts, but the overall level is not keeping up; moreover, the thinking and skills of managers at all levels are also uneven. Standardization is to pay attention to the overall improvement, the overall optimization, from individuation to integration, and the whole team is embodied.

　　 From marketing products to marketing customers

At last year's annual conference on yarn dyed weaving, Xu Jianmin put forward that it should be changed from product marketing to public relations marketing, which has been recognized by many entrepreneurs. Xu Jianmin has made a detailed interpretation of marketing customers: the so-called marketing customer is to master the psychology of customers, and the professional term is "mental mode". And the mind has these characteristics: limited capacity, advocating simplicity, preconceived and doubtful. Only by mastering these are we able to grasp the psychology of our clients and achieve marketing customers.

In recent years, Sanyang textile advocates Marketing customer As the core marketing mode, the cooperation alliance between the three supply chain, production collaboration chain and distribution chain should be established around the target customers. Just like a lyric, "special love gives special to you". The marketing system of San Yang is also different from the customers of different value, giving special care and service to the valued customers, paying attention to the contribution rate of the target customers, paying attention to the lifetime value of the target customers, and weakening the profit rate of the target customers in a certain period.

Xu Jianmin believes that resistance market risk The best way is to match the target customers. In the future, such cooperation alliance will develop from loose type to compact type, and enterprises in the alliance will realize resource integration and specialization division in the form of mutual participation. At present, the transformation of Sanyang textile marketing mode seems to be a transformation of business mode, which is actually laying the groundwork for future strategic capital cooperation.

　　 Insist on product positioning

With the scarcity of cotton resources and the increase of prices, many companies that only made pure cotton products are changing their product structure. Xu Jianmin believes that this is precisely the anti popular pursuit of Sanyang textile, that is, differentiation. Adhering to the strategic positioning of products is based on dialectical thinking and consistent differentiation.

Xu Jianmin believes that many cotton and high count yarn enterprises are in transition now, and this transformation is also in line with industry oriented. But at the same time, the advantages of these enterprises will be narrowed in the field of pure cotton and high count yarn, and the advantages of Sanyang in this field will be enlarged. This analysis has been corroborated in this year's market.

"The gap between understanding is opportunity", which is what Xu Jianmin often said. The market of pure cotton yarn still exists when the products are adjusted by peers. Adhering to the field of pure cotton high count yarn has established the brand image of Sanyang textile. Xu Jianmin said frankly that this kind of persistence is very difficult: "this often conflicts with the short-term interests of enterprises." Only by resisting the temptation of the present can we gain something from persistence.

"Strategy is based on future thinking. The key to Sanyang textile strategic management is specialization and differentiation. Xu Jianmin believes that the operation of enterprises pay attention to "specializing in technology and industry," because the socialization of mass production requires specialization. The greatest significance of running a business is to achieve differentiation and diversity in thinking and behavior so as to enhance competitiveness and influence. Adherence to product positioning and adjustment in management and marketing originate from the thinking of differentiation.

The concept of differentiation drives the rapid development and expansion of Sanyang textile, and enables Sanyang textile to maintain steady development both in prosperity and in adversity. Today, the concept of differentiated thinking has penetrated into the hearts of Sanyang textile workers. Sanyang textile will continue to move towards their "distinctive" goal.