Three Guns Focus On Product Innovation And Grow In Mergers.

Called the banner of China's textile industry.

"In the past 30 years, it has always been in the forefront of the reform and restructuring of state-owned enterprises, playing the role of" leader "and" pioneer ".

I entered the three gun technical school in 1975 and then stayed in three shots.

But at that time, it was not called three guns, but it was called the nine state-run knitting factory.

The predecessor of the nine knitting factory was Shanghai Ying Yin knitting factory, founded in 1928, chairman Wang Yanqing, the manager is dry court Hui.

He is a shooting enthusiast.

The origin of the three gun brand is related to his hobby.

In 1936, dry court Hui won three consecutive championships in the shooting competition. In order to celebrate the occasion, he also promoted the domestic products and boycotted Japanese goods. He then rewarded the "three guns" trademark and the "shield" in the logo to the Trademark Bureau of the Ministry of industry at that time, and the "three guns" symbolized "three links in a row, no shot at all."

In June of the same year, the "three gun" trademark was officially granted.

Early integration into the market

Ying Yin knitting factory implemented public-private joint venture in December 1954 and changed to Shanghai nine knitting factory in October 1966.

When I arrived at the nine knitting factory, the Shanghai textile industry was also able to shake Qian Shu. Because of the planned economy and the unified purchase and marketing, the products of nine knitting factories, 60% to 70%, were exported through the national import and export company, and the market was very good. Only a part of the products were sold domestically.

I recall that there were two national wholesale markets of 1 grades in the whole country, one in Shanghai and the other in Tianjin, and all the textiles in the whole country were sold wholesale at this level.

At that time, there were about 1000 workers in the nine knitting factory, except for yarn itself, weaving, dyeing and finishing, and garments.

I first went to the garment factory, which was the workshop with the largest number of personnel, and soon got a thorough understanding of the production process and links.

Around 1980, I entered the technical department, went abroad for assistance for two years in 1981, and have been engaged in technical work since I came back.

When entering the technology department, it was just held in the third Plenary Session of the 11th CPC Central Committee, and the whole nation started a wave of reform and opening up.

The nine knitting factory also began to run its own business and move towards a market economy.

Now, in retrospect, these three guns have been doing well in the past years, which has a lot to do with entering the market earlier.

Because of the rapid integration of ideas, initiatives and products into the market economy, three guns have won development opportunities.

There are two major events related to this.

One is the Ministry of product development in 1984. The newly established department has a higher level than the general department level, and has gathered the cost control of product R & D, sales and finance. It is a very market-oriented sector.

At this time, the other knitting enterprises have not changed a lot in the organizational system. Only the nine knitting factories go ahead.

The other is that our domestic product of "flashing and thickening cotton wool" is not only thick but also good fastness, and the world is in short supply and has won the national silver award.

Even now, there is still a lot of market.

It can be seen that any leap in the enterprise is reflected in the product market.

At that time, we pioneered a self adhesive spinning series to seize the opportunity.

Because at that time, the fabric on the market was pure cotton, pure wool and no blending.

Fashion is a kind of pure wool fabric called flannel, 40 yuan more than one yuan, equivalent to two months of wages for ordinary workers.

The self-adhesive spinning developed by us is much like the flannel, but the price is less than 10 yuan.

A rabbit hair product with rabbit hair and acrylic fiber has also been developed, which is also in short supply.

At that time, the sportswear of three guns was more famous in the whole country, and even later Lining, a famous sports brand, followed the development behind us.

Brand evolution

Unfortunately, at that time, we all had no concept of brand, all centered on products, and often used a trademark in a category.

For example, thin products use "power cards" and "lighthouse cards" are thick.

Only the "flash thickened cotton wool" that won the national silver medal and the "three gun" brand of sportswear were used.

Because of its good product sales and high market visibility, it laid the foundation for the rise of "three guns".

The brand of three guns is really valued after a joint venture.

It was around 1988, and Taiwan Zhongxing textile found the nine knitting plant, hoping to establish a joint venture company.

There are two brands in Zhongxing textile, one is "good and cool", the other is called "three guns". It is mainly used for yarn export. In 1981, I saw this brand when I was abroad. I didn't know that it would have such a Duan Yinyuan with the nine knitting factory.

The joint venture company is called Shanghai three gun garment factory limited. At that time, the idea of Zhongxing textile was to merge the three gun brands of the nine factories, so it required 51% of the shares. Although its desire did not come true, the nine knitting factory began to realize the value of the brand.

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At that time, the market awareness of knitting nine factories was relatively weak. The products were mainly wholesale, not directly selling, nor packaging. Underwear rolls were sold to consumers.

After the joint venture, the biggest change is to pay attention to packaging. Every piece of clothing is packed very exquisitely. In the department store, it is no longer annihilated in large categories of products, but with its own image counters, the brand concept of "three guns" has been further strengthened.

In 1994, the first "three gun" store was born in Shimen. It is also the first specialty store in the knitting industry in China.

At that time, the leader of the enterprise was Su Shounan, and three shots were available today, largely thanks to the foresight and excellent managerial leadership of the apprenticeship veteran leader.

He believes that the store is a good form of sales, "three guns".

It is a display window of new products, a summary of products, and a display of corporate image.

This kind of store terminal's image construction has been preserved so far, making three guns have the most perfect marketing channel of Chinese underwear market.

As of June 2012, three guns have set up 25 branches, 582 shopping malls and 864 self owned stores in major provinces and cities throughout the country.

At present, the proportion of the three gun direct business has rapidly increased from 21% in 2008 to 41% in 2011. The annual profit growth rate is increasing from 10% to 15%, forming a unique profit model of three guns.

This is a unique resource for the three guns, and also greatly improves the brand image of the three guns.

Product innovation

Any development of enterprises can not be separated from products. The popularity of products will not only greatly increase sales, but also greatly enhance the brand awareness of enterprises.

Before and after the 90s of the last century, the research and development of knitting nine factories was very large. Every year, new products were launched, most of which were successful and influential.

For example, the soft and warm cotton underwear was launched in 1991. It is the first three layers of underwear made of three kinds of guns in the whole country. Its products are loose, soft, warm and elastic, and have plenty of empty structure.

One aspect of the world swept the market.

I remember that this product was queued up to buy, pay first, and supply in a few months, as if buying futures now.

At the best time, there are billions of annual sales.

In 1992, the product won the two prize of the Shanghai science and technology award, while the first prize was the Nanpu bridge project.

A product from the textile industry won the prize, not only without precedent, but also in the future.

Since 1992, "three guns" have introduced a series of soft and cotton sweater trousers with a variety of composite structures. It has the properties of cool, silk draping and moisture absorption of cotton, which are three properties of pure cotton denatured fabric. It is a series of thin and high count pure wool fabrics that are moth proof, shrinkproof, anti pilling and machine washable.

What is worth mentioning is the thin high count pure wool series.

In the past, woollen clothes were easy to shrink, wrinkled and thicker. They were usually made of coats and sweaters. They were washed once a year.

After a year of research and development, we have produced a series of thin and high count pure wool underwear. Su Shounan, the old leader, was very supportive of it. He insisted that the technology should be complicated.

Eventually, the product won the National Award.

In 2002, we devoted ourselves to the development of Suzhou Lycra underwear, which caused a sensation in the thermal underwear market once it was launched.

This product is made of other materials used for knitting underwear. After the fabric is made, mechanical brush is used to comb out the velvet. This is a physical softening, softening and environmental protection than chemical.

It has won the title of Shanghai high tech pformation product and is still doing so far.

With the development of all kinds of new products, the brand awareness of the three guns has been rising, and the influence of the knitting nine factory is also growing.

Grow in Mergers

Before and after 1990, the Shanghai municipal government put forward a system reform of state-owned enterprises, one of which required strong alliance and the establishment of enterprise groups.

The nine knitting factory was first introduced as a reform because it was close to the market and advanced in management.

For example, when the state owned enterprises are getting paid wages, we have already carried out the examination of "small pieces and excess rewards", and the Shanghai Textile Bureau has specially organized everyone to have a live meeting at the knitting nine factory.

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Under the leadership of the government, in August 26, 1990, nine knitting factories were the main ones, and 10 enterprises jointly formed the Shanghai knitted underwear (Group) company.

Together with us, there are also Shanghai tire rubber (9.26, -0.19, -2.01%) (Group) company incorporated by the Greater China rubber plant and CHINT rubber plant.

But at that time, three guns were not the names of enterprises, but trademarks of products.

In November 18, 1994, Shanghai knitted underwear (Group) company was restructured to Shanghai three gun (Group) Limited company.

From the end of 1990 to 1998, the nine knitting factories successively annexed 7 factories such as Shanghai Tong Yi socks factory, Shanghai knitting seventeen factory, Shanghai Bai Da knitting factory, Shanghai knitting one factory, Shanghai knitting twenty factory, Shanghai knitting twenty-two factory, etc.

Through annexation, the nine knitting factory has undertaken a debt of 358 million yuan, a loss of 150 million yuan, and nearly 5000 employees.

At the same time, mergers have also realized the optimized combination of assets, and a large number of idle and rigid state-owned assets have been revitalized by the loss making enterprises, thereby expanding the production and operation of "three gun" brand underwear, and further enhancing the brand strength.

In the 6 years, the scale of "three guns" expanded by 12 times, and the economic benefits increased by 100 times.

It was an innovation and reform of the "warrior broken arm" style.

In order to ensure the interests of the workers in the merger factories, the nine knitting factory always takes the premise of people-oriented, and every factory in the annexation will train in batches according to the different jobs and objects. In the distribution, we should adhere to the principle of "equal treatment" and equal pay for equal work, so that the workers who have been combined with the factory have eliminated the sense of loss in their mentality and work together to create "three guns".

New leap

In 1998, Shanghai textile group asset reorganization, "three guns" with high-quality assets into the leading shares as a whole, entered a new stage of development.

In 1999, the State Economic and Trade Commission approved three guns to build a three gun high grade fabric production base in Cambridge Industrial Area, Nanhui, Pudong, Shanghai.

This is a new starting point for another round of development climax.

In July 7, 2000, the "three gun industrial city", which covers an area of 228 Mu and a total investment of 300 million yuan, struck the first pile foundation, and completed the installation and commissioning of the plant area, general equipment and sewage treatment equipment in only one year.

In January 8, 2002, the "three gun industrial city" started the ceremony, forming a production pattern of knitting, bleaching and dyeing, garment processing, R & D, logistics and warehousing, which effectively reduced the cost of each link to the cost.

At the end of 2004, the three gun leadership team completed the handover of the new and old levels. Under the leadership of general manager Wang Weimin, the new young enterprise leadership team inherited the direction of "inheritance, innovation and development" and started a new round of progress.

The biggest cost of the textile industry is labor and energy. Around these two points, since 2006, the three gun industrial city has carried out a whole technological pformation.

After rectification, the automation of the equipment is higher and the workers in the production line are reduced.

Today, the consumption of three tons of water and electricity per ton of water produced by the three guns is 30% lower than that in 2006.

In terms of labor costs, more than 1700 people were diverted from more than 3200 people in 2006.

At the same time, we further upgraded the testing center and recruited more inspectors.

As the largest testing center in the industry has been built, the leakage detection rate of the three gun underwear has dropped to 0.5% - 1%, far below the acceptable 3% - 5% level.

Compared with the continuous upgrading of hardware, we pay more attention to product development and design.

At present, the designers of three guns have expanded from single digit in 2005 to dozens of people. At least 500 new products have been put into operation every year, basically forming a brand group, which covers the mass market, the low-end market, the high-end children's clothing market, and so on, and realizes the grand Slam of consumers from 1 to 100 years old, and the product series covers the whole year.

We also pay great attention to using foreign brands and new materials as a channel to enhance brand image.

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 of Disney, aged 0-14, in the whole Chinese area and extended to the youth version of Disney.

Recently, we also cooperated with MITSUBISHI group of Japan on heating fiber materials.

I believe we will make a breakthrough in our product research and development.

In the brand building, enterprises constantly improve the image from two aspects of "type" and "quality".

In a short period of five or six years, the image of the three gun stores has been upgraded two times, and the quality inspection method has been strengthened and the whole inspection system of the factory has been established.

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In recent years, the development of three guns has expanded from 120 to 150 new stores every year.

In May 2010, it started the e-commerce business, opened the first flagship store on the Internet, realized sales of 2 million yuan in 2011, and sold 1 million 730 thousand yuan in the first half of 2012, an increase of 300% over the same period last year.

From 1996 to 2011, three guns for 16 consecutive years to maintain the national market similar products sales first, the market share of the first.

In 2011, faced with the adverse effects of the European debt crisis and the sluggish domestic economic demand, the "three guns" went against the trend and realized sales of 1 billion 450 million yuan, and the total profit increased by 100%.

Believe in the future, it can be called China.

The "three guns" of the flag will continue to play the role of "bellwether" and "pioneer".