Exclusive Interview With Jiangsu Su Mei Textile Yang Yongqing

Reporter:

Hello, sir. As a vice president of the company, can you tell us first about Jiangsu Su Mei Da Light Textile International Trade Co., Ltd.

Yang Yongqing: of course.

Uh,

Light textile international trade Co., Ltd. is Su Mei Group.

Because there are 6 subsidiaries in the group, we are one of them, so this company is specialized in textile and clothing.

Reporter: that is, I know that a successful enterprise is inseparable from its good and excellent cultural concept. Can you tell us what the cultural concept of Su Da is like?

Yang Yongqing: you talked about the idea of Su Da culture. You asked this question very well.

This is because this is a company that I think is very rich in culture.

The cultural concept of our company should have so many characteristics: the first characteristic is that its cultural idea is practiced from the actual work. It is not just imaginary, so it can be well accepted by everyone. This is the first.

So the second cultural idea is to stand in the perspective of helping employees grow and succeed. So when employees accept these cultural ideas and these excellent ideas, it will not only benefit his work, but also help his life.

Well, the third point is, I think our cultural idea is very effective from the way of communication.

That is to say, the culture of many enterprises is posted on the wall. It is a slogan, but we are not. We are in the hearts of employees, and are deeply accepted by everyone.

Of course, we have some unique cultural ways.

Journalist; in fact, these activities are held in the company to carry out these activities, which can be passed from, or let employees know more deeply about the culture of the enterprise itself.

So what kind of activities does it have?

Yang Yongqing: we have a lot of activities. Of course, we also have some propaganda about culture.

But our propaganda is more specific through vivid and vivid ways to touch.

To give you an example, for example, there is a saying: do not make excuses, that is, many people encounter these problems immediately after the environment is not good now, business is very difficult to do.

This can not be done, but our philosophy is to stop complaining, calm down and act immediately.

At that time, when we spread such a concept, we only used a very real story which I think is very good: the West Point, of course, is a very famous school, so there is a story in it, there is a student, there is a student. He practises skydiving, the plane flies up and jumps down, and a parachute can not be opened. Then you can imagine what kind of scene it was at that time, parachute could not be opened if you complained about who made the parachute, who was packing it, who was packing it, and how poor it was.

It will only fall faster.

But at that time, he used the English wasted in point, which is the same idea in West Point, called No excuser, which means no excuse.

So he was thinking that when the teacher was in class, he talked about how to deal with this situation. He acted according to the teacher's condition, which was the action of riding a bicycle. Then he went all the way to pedal the bicycle, and then the parachute opened.

So this case is told by our staff, everyone feels right.

When you are in trouble, you should not complain. You should think about it. Therefore, we are, based on many ideas, we use this kind of clear goal as our clear goal to say that we are driving forward. As we have learned to learn to be self-motivated and grateful, we all use these stories, which is a way to tell stories through stories.

The second is that we have done a lot of activities that are very caring for employees. For example, we did an activity last year, which I think is better.

We celebrate the birthday of our company every month.

Every month is different. Oh, you are here today, you run to the big building, I can show you a lot of pictures, the staff is really happy...

In April, we went to see the rape flowers, and what we could do in May, fishing and all kinds of activities, this is very enjoyable.

We have another activity. I feel very impressed. Because there are more than 4000 people in our company, many families are going to college every year.

Then we were thinking that these children who were admitted to university were actually 20 years old or so. They did not communicate with their parents very much.

So when we were admitted to university, we called them together to write an article, thanking their parents.

Then, of course, we gave him a fund to go to university.

But the moving scene appeared when the children came to the stage to tell him how he thanked his parents. The parents cried their tears when they came to the stage, because they seldom felt so.

So we are through such a few, but to what festivals, eat moon cake festival, Mid Autumn Festival, we will send some blankets to parents at home, send some moon cakes...

We will also send some healthy books, a series of activities.

I would like to tell you about it, it is worth our culture or very deep.

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Reporter: in fact, through these activities, employees may feel that their employees are more aware of their love for them.

Yang Yongqing: Yes, what's more important is that they think you are talking about it. When the leader talks about what our culture is, we actually see that after the company has done two or three, he thinks, uh, this company really takes us seriously.

Reporter: Yes, they will certainly take the company seriously and work harder.

Yang Yongqing: Yes, so there is a saying in society that employees should regard their affairs as their own affairs, and the company regards their employees as their own affairs.

Reporter: Yes, that is now.

What kind of business does it have?

Yang Yongqing: our business is divided into two parts: one is the international market, the international market is mainly our exports, exports or our current main business, of course, we mainly do some brand customers to do some high value-added products.

The second part is the domestic market, the domestic market we do two: one is the independent brand, then the independent brand we now have, uh, under the line we have two brands, online three brands, this is a piece.

Second, of course, we are also working with some domestic brands to do some processing for them.

Reporter: just now, I also asked whether the key point in the future development will be...

Yang Yongqing: Yes, the main point is what I said just now, because...

This is a steady victory in foreign countries. Actually, what I am talking about now is pformation, two words and two turns.

One is to pform and upgrade, to make simple products, we need to do more complex and high-end products, the second is to take the opportunity to shift, that is, we just want to pfer to the Midwest, to the coast to the Midwest, that is, our foreign country.

At home, we need to make greater efforts to build our own brand and expand domestic demand, which is to pay more attention to the domestic market. At the moment, I think the central government, including our upper level government and the central government, is hoping that our enterprises will develop in this direction.

So China is now in a rapid development, and the people's living economic strength is also increasing, so the market will be bigger and bigger.

Reporter: that's what Su Mei's own brand of clothes is, such as Ai Meili. What are the characteristics of these brands?

Yang Yongqing: now we should talk about two brands from the line. One brand is Ai Meili, one of them is called Eaton brand, so Ai Mei Li is more women's clothing brand. It is a comparison city woman between 25 and 38 years old. This elegant and knowledgeable classic is such a lovely style.

Intellectual elegance is more intellectual and elegant. This is a woman's dress.

So Eaton season is a youth clothing, his main object is primary school secondary school, so it is the two should be different, the market segments are different markets.

Reporter: in fact, what is the current development of these two brands?

Yang Yongqing: Well, generally speaking, it's very good. You came here today this morning just to make a fashion show like our 2012 autumn and winter. At noon, I was still with you. After watching our show, after we went to a show today, everyone's comment on our clothing in autumn and winter is still good. It's pretty good. I think everyone is also confident that we will do better in the autumn and winter.

So the development of Eaton brand in recent years is likely, because it cuts into the niche market better, it is a youth clothing, and then we belong to high-end, styles of all aspects of the design.

Let me put it this way, that is, when a child arrives, it can be said that it is a school uniform. It can not be worn on Saturday and Sunday, but they have to wear it. It is more beautiful for this thing.

Reporter: that is, it is actually very fashionable. In fact, what are the two brands currently in China?

Yang Yongqing: This is the store. Ai Meili is mainly in East China, central China and southwest China. That is what we want to develop in the first stage.

So Eaton brand is now mainly group buying, that is, directly docking schools, high-end schools and online.

We have a shop on the line.

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Reporter: then I know that in April 26th, Sue met in the foreign trade fabric business conference, which is actually what you think will be the harvest for Su Da after this meeting?

Yang Yongqing: because I mentioned just now, in fact, whether we are international business or domestic business, it is a very important part of us now. Before, especially the export business, it is what the guests tell us to do and what we do. But today we have not done such a thing. What we need to do now is to design the product and show it to the guests. Can I do these things? Do you like it? So in this process, it is actually pferred from the original OEM to ODM, and the development of fabric in ODM is becoming more and more important.

So in April 26th, our clothing association of Jiangsu organized such an activity and went to many comrades.

More of us can have more of this fabric, so we can get these fabrics into new styles and recommend them to our guests and reflect our services. From this perspective, I am very grateful to our Jiangsu clothing association for helping enterprises upgrade and upgrade.

Reporter: in the next 3 years or 5 years, what is the development plan of Su Da?

Yang Yongqing: This is our 5 year plan. The 5 year plan actually I mentioned just now, we have two aspects.

A foreign trade we feel high-end development, do more high-end brands, complex products occupy a considerable share, we can cooperate with well-known brands, international well-known brands to become its main suppliers, this is a direction in the next 3 years.

The other aspect is also a very strong direction. It is to make a few brands that we have just talked about, such as Eaton, or Ai Mei Li, to make a brand with considerable influence in China. This is one of our goals.

Reporter: so today is thank Yang Yongqing Dong for accepting our interview.