Zhou Haijiang, President Of Red Bean: The Key To The Brilliant Brand Is Not To Fail.

Before we interviewed Zhou Haijiang, we made several plans to be known as China.

Has red beans, which has been famous for more than thirty years, has become a sign of decline? In the face of the sluggish manufacturing industry, what are the changes faced by red bean? Facing the rise of new models such as "Van guest" and the strong offensive of foreign brands, will Zhou Haijiang's red bean be the same as that of Jianli Bao? Facing the questions, Zhou Haijiang replied, "red beans now are definitely not just" Papa ".

Zhou Haijiang, 46 years old, is in China.

The clothing industry is the second young red bean group's "handsome young man". He still has the elegant taste of Su merchants, and is sincere to people.

In 1988, Zhou Haijiang, who had already served as a university teacher, resigned and returned to the knitting and garment factory of Taihu town under the town of Wuxi county. He started from ordinary work for 17 years, and his father was the director of the enterprise.

When asked whether it was considered "rich two generation", Zhou Haijiang said that he was definitely not a wealthy two generation. At that time, the choice was guessed whether he had made a mistake in the city. As the first college student introduced by his father, Zhou Haijiang, who was put into the workshop, was a good man. "I join the class to pay for the cake for myself. When I left the workshop, some old workers did not want me to leave."

Zhou Haijiang, who took over as president, devoted himself to the development of the modern enterprise system of red bean. The chief, manager, director and general manager of the red bean were all competing for posts. He was very proud of his own party building system. "Let the enterprise construction be consistent with national interests, social interests and national interests. This is the new mode of red bean exploration, called the modern enterprise system with Chinese characteristics."

Zhou Haijiang said.

In addition to these theories, the growth of red beans nearly 4 times more can explain the strength of the "young commander".

The first thing Zhou Haijiang did was to rename the red bean logo by HODO through global bidding to make it more international.

In addition, the red bean underwear seen in the wholesale market is going to be a history. Red beans will open 7000 stores in the next 5 years, and completely withdraw from the wholesale market and enter the stores and shopping malls in an all-round way.

And Zhou Haijiang emphasized that red beans are not "Papa", which is to inject more red beans.

Elements, Zhou Haijiang invited Korean designers as design director, Japan's Kitayama Yoshiko as commodity planning, and according to the young people's favorite to create a brand such as Yi Di Fei.

In the era of rapid development of the electricity supplier, red beans also started the strategy of linking online and offline, even though it was only the beginning, and saw his leader's efforts to keep up with the trend.

This can not change the overall situation of China's textile and garment industry.

The brand's comprehensive entry makes the domestic famous brands hit and fall. Even though they still have certain market influence, they still can't occupy the dominant position in price.

There is still a 10 fold difference between Chinese made and foreign brands. Zhou Haijiang believes that introducing cultural concepts is an inevitable means of increasing value.

The concept of culture is no stranger to red beans. Perhaps we can also recall this very popular advertising poem: "red beans are born in the south, and there are several branches in spring."

I hope you will gather more.

Welcome to the exclusive dialogue with Zhou Haijiang, President of the red bean group.

The following is a written record.

Zhou Haijiang: red bean changes LOGO and channel to create modern brand

Reporter: Hello, Zhou chief.

Thank you for your exclusive interview with the red bean brand. We will think of the famous brand of China's textile and clothing industry for the first time. At the same time, we should add another old brand name of China. What fresh elements and vitality have you injected into the red bean over the past eight years?

Zhou Haijiang: there have been many changes in the past eight years. At the beginning, I made adjustments to all its logo. It was the red bean Hongdou of Pinyin, and now it was changed to Hodo. After a global bidding, a Taiwan enterprise helped me plan and design. This is also better pronunciation and easier to internationalize.

In addition to this logo, our marketing channels have also changed dramatically. We used to occupy a certain share of the wholesale market. In recent years, we have completely withdrawn from the wholesale market, and have entered the stores and shopping malls in an all-round way. The wholesale market is replaced by its brand and can not be allowed to appear in the wholesale market.

Reporter: why?

Zhou Haijiang: because of this, it will help to enhance the image of the brand of red bean. If the wholesale market is lost, it will not sell well in the stores and sell in the wholesale market. This is not very good.

In addition, in the way of access, our whole red bean has also been undergoing great pformation in recent years. In order to promote the construction of the red bean chain brand, the whole red bean group has shifted from the original production and operation type to the creation and operation type, and the so-called production and operation type has changed to the creative operation type, that is, the red bean is mainly a semi factory. The red bean brand is an old clothing brand, it is an industrial brand, and it is the brand created by the industrial enterprise.

But now, in terms of increments, part of the incremental part is not produced by mass production, but by outsourcing. We control the quality of it. We look at the version, quality, process and technology of all aspects. What do we do ourselves? We are developing R & D, which is the innovation of the front end.

The latter part is the operation of the chain brand and brand, chain Monopoly and brand, seize the two ends of the enterprise, seize the two ends, our middle production, outsourcing accounted for 80%, we ourselves only make 20%, 80% of the factory processing 450 factory in the processing of red bean products, we also have about one hundred thousand people, we all about one hundred thousand people are all our own support, then we can do the front end innovation and design, through talent, platform, input, talent, platform, investment three elements firmly grasp, make the red beans innovation ability is significantly improved.

We have declared 211 patents last year, and the total number of patents has reached 1700. In a traditional enterprise, 1700 patents are not many.

Therefore, only focus on innovation, so that many levels of obvious improvement.

This includes domestic designers, but also introduced a large number of foreign designers, and later formed a certain scale through the construction of chain stores. In the past eight years, the change of red bean has been very large, no matter from its logo, from its access, from its internal whole rear support mode, so it should be said that in recent years, the image of red bean has also been better promoted.

Reporter: it can be understood that it is becoming more and more like a modern brand enterprise.

Zhou Haijiang: Yes.

Zhou Haijiang: relatively diversified enterprises are the most profitable.

Reporter: in addition to the traditional textile industry, red beans are also developing diversified. For example, tires, real estate, biomedicine all have their own development. Is the development of diversification chosen forced by the form or is red bean decided to pform itself?

Zhou Haijiang: in fact, the red bean began to walk a diversified road, in fact, the diversification of this road, should be told is a trap, because there are too many, under the international background, the competition is not sure, so the red bean these years, it is the seven or eight lines, still far more than a few.

Over the past few years, we have been relatively compressed. We have reduced all of our resources to several industries such as vehicles and batteries after we shut down these industries. They are textile and clothing, rubber (250001110.00,4.65%) tires, biological medicine and real estate. These four boards are relatively concentrated and develop faster and better.

We are sober to see that although there are four plates, we still have too much to do and how to do it. If we want to compress it, we will be in trouble. So what kind of path has red bean adopted? That is, the four industries will remain unchanged.

But in the back sentence, every industry company is highly specialized.

What is highly specialized? For example, we make tires, we enter the tire industry, not tire, not school bus tires, light truck tires, big truck tires, and all kinds of tires. Red beans make only one tire, only heavy truck and long haul truck tire.

In particular, we focus on one point, so we have made a good breakthrough.

Because I think our private enterprises in China will surpass the top 500 in the world and compete with them intentionally or unintentionally. But if you want to go beyond it, I think that the market is not big at all, but there is one thing that can be done. We should concentrate all our resources and strength and make breakthroughs on one point.

So in the tire industry, I concentrated all the resources on one point, that is, the truck tire that only carries long haul truck load. In this small industry, the reputation is good. Many of our thousands of long-distance pport drivers named him our brand.