China'S Knitted Side Is Not A Flag - Three Guns

" Three gun "A familiar name, a national brand with 75 years of history and experience of wind and rain.

It has been bold and innovative, leading the Shanghai based enterprises to go forward in the tide of market economy.

It has also experienced a downturn and struggled for rejuvenation under the pressure of high cost, structural adjustment and industrial transfer.

Today, it is once again bursting with great energy. Last year, the "three guns" faced the adverse effects of the European debt crisis and the downturn in domestic economic demand. With the upward trend, consumers bought three gun products to reach 2 billion 500 million yuan, and the total profit increased by 100%. This year, the momentum of growth continues. On these two days, the management of the "three guns" has brought hundreds of new products this year to all over the country to release the fashion trend of underwear in 2012.

No matter how the market changes, "three gun" brand has always maintained a tenacity, for 16 consecutive years, ranking the first sales of similar products in the national market, the first comprehensive market share, known as "a banner of China's knitting".

Highlight the style of industry leaders

Back to 20 years ago, our country was changing from a planned economic system to a socialist market economy. Shanghai The textile industry is also experiencing the throes of structural adjustment. Enterprises are pushed to the market to accept the baptism of economic tide. "The first time we saw gold in the tide," and "three guns" thrived in the market economy by virtue of Lean quality and excellent workmanship. However, unlike the three knitting company's nine knitting factories, some textile enterprises in Shanghai are facing losses or even bankruptcy.

"It is difficult to make a mistake but to map it far." At that time, Su Shounan, the head of the "three guns", put forward a formula: 1+ (-1) >2. If this formula is mathematics in natural science, it is undoubtedly a big mistake. However, Su Sheng Nan refers to annexation, which is social science. Su Shounan believed that dialectics means transformation, and under certain conditions, the negative can be turned into positive. The nine knitting factory is 1, the loss making enterprise is -1, through the merger, the realization of the optimal combination of assets, so that a large number of idle and rigid state-owned assets of the loss making enterprises are flowing to the nine knitting factories of the dominant enterprises, which can expand the production and operation of the "three guns" brand underwear, expand the market and improve the efficiency. It can not only revitalize the state assets stock but also expand the increment of the state-owned assets, and the magnitude of the increment can be greater than the total production capacity of the two factories, which is the meaning of 1+ (-1) >2.

It was at this time that there were still a few words of "merger" under the guidance of a few theoreticians. The nine knitting factories from 1998 to 1998 annexed the 7 factories of Shanghai Tong Yi socks factory, Shanghai knitting seventeen factory, Shanghai hundred tattoo knitting factory, Shanghai knitting factory, Shanghai knitting twenty factory, Shanghai knitting twenty-two factory and so on. Through annexation, the nine knitting factory has undertaken a debt of 358 million yuan, a loss of 150 million yuan, and nearly 5000 employees. It is easy to see that the merger of "three guns" is a heavy burden. As the old leader of the former Shanghai Municipal Committee has said, "if you want to use the experience of three guns, besides having strong brand strength, you must have a high level of dedication and good deeds."

At the same time, the merger has also realized the optimized combination of assets. The large number of idle and rigid state-owned assets have been revitalized by the loss making enterprises, thus expanding the production and operation of the "three gun" brand underwear, and further enhancing the brand strength. In the past 6 years, the production scale of "three guns" expanded 12 times and the economic benefit increased by 100 times.

For that period, Cao Chunxiang, executive deputy general manager of the three gun group, recalled: "it is a" innovation and reform of the "broken arm". In order to be able to guarantee the interests of the workers in the merger factories, the nine factories of the knitting industry always take the premise of people-oriented as the premise of the merger process. Every factory in the annexation will be trained by stages and batches of jobs according to the different jobs and objects. In the distribution, the principle of "equal treatment" and "equal pay for work" should be adhered to, so that the workers in the merged factory can eliminate the sense of loss in the mind and work together for the "three guns".

The spirit of bravery is passed down and entered the new century. Since July 7, 2000, when the third gun industrial city, which covers an area of 228 Mu and a total investment of 300 million yuan, has completed the first pile foundation in July 7, 2000, it has completed the installation and commissioning of the plant area, general equipment and sewage treatment equipment in only a year. Nowadays, the production pattern of knitting, bleaching and dyeing, garment processing, R & D, logistics and warehousing has been formed in the industrial city, which effectively reduces the cost of each link and restricts the cost.

Faced with the results, Wang Weimin, general manager of the three gun group, said, "now Textile industry The biggest cost is labor and energy. According to the introduction, after 3 years of overall technological transformation, the consumption of water and electricity produced by three guns per ton of water per ton is 30% lower than that of three years ago, and 10% lower last year. Labor costs, in 2006, three guns or more than 3200 person labor-intensive enterprises, five years of diversion of more than 1700 people, greatly reducing the cost. At present, only relatively high-end manufacturing links are left in the factory in Shanghai. Three guns have built the largest testing center in the industry, and the leakage detection rate of the three gun underwear has dropped to 0.5%-1%.

innovative thinking

From 1996 to 2011, "three guns" Underwear It has been ranked first in the country's market share for 16 consecutive years. Behind this can not be separated from "three guns" one step ahead of the innovation concept.

In 90s, with the development of "three guns", counterfeiting "three guns" on the market began to rampant. Since then, "three guns" have carried out another "gun" of counterattack, technological innovation. Because Su Shounan, the old master, knows that he is willing to take the "technological innovation" of the counterfeiting gun instead of following the illegal traders. He always takes the lead in the product and plays the role of "leader" and "pioneer".

Then, one after another, the new products of fashion first came into the market from the "three gun" production line. In 1991, three guns successfully developed three layers of thermal fabric for underwear processing in the whole country, and put the soft warm cotton underwear into the market. The bulky, soft, warm, elastic and adequate empty structure immediately swept the market. When the "counterfeit" of the product was widely seen in the market, the "three guns" facilitated the improvement of the original pilling defect by using the unique braiding structure developed by ourselves. In the new century, it came to the name of "new century cotton" to the market.

At the same time, since 1992, three guns have been set up every year to launch a fist product plan for leading underwear trend and causing sensational effects. A series of soft cotton sweater trousers series with multiple composite structures have been introduced. They are made of three kinds of cotton fabrics, namely, cool, silk draping and moisture absorption of cotton. In 2002, the Suzhou Lycra underwear, which has been developing for many years, has caused a sensation in the thermal underwear market.

In the long journey of counterfeiting and protecting rights, the three guns have not fallen into the fate of such a decline, and rely on continuous innovation to make the products always in the rolling state of "listing generation, R & D generation and reserve generation", thus maintaining the leading edge with the opponent and firmly holding the market's nose.

The tenacity of innovation has been flowing in the blood of "three gun men". At present, the designers of three guns have expanded from the number of single figures in 2005 to the team of dozens of people nowadays, and the majority of young people are fashionable. This brings new vitality and breath to the design of the three guns. At least 500 new products are put into operation every year, and the annual fashion trend conference has become the pioneer of underwear fashion. At present, three guns have basically formed a brand group. The products cover the mass market, the low-end market, the high-end children's wear market, and so on, and realize the Grand Slam of the consumer products ranging from 1 to 100 years old, and the product series covering the four seasons.

Since 2005, the three gun group has reached a series of strategic cooperation plans with the internationally renowned brand Disney. At present, the three gun group has a cartoon image of Mickey Mouse series, bear Vigny series and Disney princess series, MARVEL's Spiderman and iron man. At the same time, the three gun group has exclusively produced and sold children's underwear 0 to 14 years old in the whole of China, and extended to the youth version of Disney. Disney

"Three guns" to lend the power to the external brain of the franchise plan, so that "three guns" more youthful vitality. So far, there are more than 50 agents. brand Counters reached 160, and sales exceeded 200 million yuan. In addition, the three gun group also creatively reorganized the styles, colors and cartoon images of Disney's baby and children's underwear, and provided a new brand of Disney underwear suitable for Chinese children's preferences to provide timely fashion for Disney's children's underwear franchise. This move has set off a new trend in China's infant and juvenile underwear market. "Three guns" have been the best authorized company of Disney for 3 years in a row.

With the construction of Disney Park in Shanghai, the three guns and Disney will surely bring unlimited business opportunities to China's infant and juvenile underwear market, and create a bright future for Chinese baby and juvenile underwear.