Yang Jianming, Chairman Of Chongqing Jinkoala Clothing Co., Ltd. I Am The First Kapok

　 "I was the first one to spin kapok into yarn and make underwear."

"The innovation of the industrial model of Kinkola (International) Textile and Clothing Industrial City is a great contribution to the industry."

"As an enterprise, while thinking about how to maximize its benefits, it should also bear corresponding social responsibilities."

At present, when it comes to the development of the domestic textile and clothing industry, independent innovation, industrial transfer, transformation and upgrading cannot be ignored. When it comes to industrial transfer, we cannot fail to mention Chongqing, which is located in the center of southwest China. This previously unknown city in the textile and clothing industry structure is rising to become a place of hope.

In this city, as the first Chinese well-known trademark in Chongqing's textile and clothing industry, the popularity of Jinkoala brand is no less than some international brands. To some extent, it has become the leader and pioneer in Chongqing's textile and clothing industry and even in the southwest textile and clothing industry today. Yang Jianming, as the core soul of Jinkoala, is naturally a remarkable entrepreneur representative.

Interview with Yang Jianming, originally from the "Light of Textile" project of "Key Technology and Industrialization of Kapok Multifunctional Textile Manufacturing" developed by Chongqing Jinkola Clothing Co., Ltd. in conjunction with Donghua University, Zhejiang Sanhong Group Co., Ltd. and Jihua 3542 Co., Ltd. on November 1, 2013 In 2013, China Textile Industry Federation won the second prize of Science and Technology Progress Award at the Science and Technology Education Award Conference. In that rare sunny day in Chongqing, Yang Jianming's story shows a vast and magnificent enterprise blueprint that runs through the textile and clothing industry chain.

As a typical man in the land of abundance, Yang Jianming does not have the strong momentum of the chairman as an entrepreneur in Fujian and Guangdong. His face is wide, his eyes are big, his body is medium, and he is low-key and simple. But when he opens the topic, his wisdom and personality will emerge.

This is a self aware, introspective and confident man. The chat with Yang Jianming starts with his summary of himself and his dream of entering the industry. People, after all, must have a little dream. It is the driving force for success. "I have been engaged in the textile and clothing industry for 13 years, which can be said to be a very hard and hard 13 years. Because I was rare in the textile and clothing industry to get through the entire industrial chain with limited capital. The reason why I can do this is because I had a dream at the beginning of my career - I hope that I can play a role and position in this industry with great development potential and make the traditional industry more valuable through my efforts. Over the years, it has been God's way to reward hard work, and we have made some small achievements in stages. "

Small achievements are Yang Jianming's self modesty. In the first 13 years of struggle, through his own and team's efforts, he made the assertion that kapok is not suitable for spinning in the Encyclopedia of Great Britain an empty statement, and also made him proud of his efforts and gains.

　　 I am the first kapok

Yang Jianming, who started his business at the age of 25, was initially engaged in business agency, selling fitness equipment, health care products, etc. At the beginning of 2000, he entered the field of thermal underwear. Since 2003, when he joined hands with Donghua University and Shanghai Textile Control Group on research and development projects, he has officially become attached to kapok. With the application of 14 national patents, including 12 invention patents, 7 authorized patents, 3 drafting standards, and the publication of 42 papers in core journals, the project of "Key Technology and Industrialization of Kapok Multifunctional Textile Manufacturing" won the second prize of the Science and Technology Progress Award in early November 2013, Yang Jianming has made proud achievements in the kapok field.

Prior to this, at the technical evaluation meeting for the project in March 2013, the expert evaluation committee led by Yao Mu, academician of the Chinese Academy of Engineering, recognized that the overall level of the project technology and products was at the international leading level. Academician Yao Mu, who has been engaged in kapok research for many years, said to Yang Jianming with great feeling, "You have done a great job." "Because I was the first to spin kapok into yarn And made into underwear. " Yang Jianming is deeply proud of his achievements.

But few people know that behind this pride is the huge financial pressure of investing three or four million yuan every year for eight consecutive years. For private enterprises with limited capital, it is rare in China to dare to invest heavily in new technology R&D within eight years. Speaking of this, there will naturally be a "why". Yang Jianming's answer is far beyond the scope of private entrepreneurs' thinking in general cognition.

"I believe that industrial development cannot be separated from technological breakthroughs. The future will be a new green industrial world. The essence and characteristics are to significantly improve resource productivity, reduce pollution emissions, and fully decouple economic growth from non renewable resource factors. So I have spared no effort in technology research and development these years. The technical breakthrough of kapok will play a greater role in promoting the structural adjustment of domestic textile materials in the future. It will not only solve the shortage of domestic natural fiber materials, especially cotton, reduce the cost of textile materials, but also effectively solve the environmental problems such as pesticide residues and land salinization in existing cotton producing areas. Because the yield of kapok is more than twice that of traditional cotton, planting kapok will basically not cause damage to the environment. "

It is for this reason that the kapok of Jinkola has attracted the attention of Hainan Provincial Government and hopes to cooperate with it as a major project to increase farmers' income and adjust economic structure in central Hainan. Now the cooperation with Hainan Provincial Government and Hainan University is being actively promoted, and the cultivation of kapok crowning has been solved.

In Yang Jianming's opinion, many enterprises in China's textile and clothing industry do not really realize the value of technological innovation. A few years ago, he still remembers an example. At that time, an acrylic fiber product was made from imported materials from Japan, which was fluffy, bright and warm, but it was not made in China. "The price of the fabric has grown exponentially and has not been discussed, because we can't do it." At this time, his tone was very bitter.

When interpreting the Decision of the Central Committee of the Communist Party of China on Several Major Issues Concerning Comprehensively Deepening Reform, Wang Tiankai, President of the China Textile Industry Federation, clearly put forward that "the independent innovation of China's textile industry must participate in the global division of labor with a higher attitude in the process of industrial transfer. The formation of the new industrial pattern is not only reflected in the cost advantage of low-end labor, but also based on the deep influence of new material technology, new energy technology, new biotechnology, big data management and culture and design on the industrial development, to carry out resource allocation globally, strengthen the improvement of original innovation and integrated innovation capabilities, It is the key for China's textile industry to develop from the low end of the value chain to the high end of the value chain, and finally to be in a dominant position. " At the same time, he stressed that from the perspective of innovation practice in the textile industry, the establishment of an open innovation system with enterprises as the main body and the combination of production, learning, research and application, based on the principle of marketization, using all resources in the industry, is an important guarantee to enhance the innovation capacity of the industry.

Yang Jianming is practicing these assertions through his own efforts and leading the development of regional industries with the role of the leader of Chongqing's textile and clothing industry.

　 Enterprises should have social responsibility

As a powerful force with great brand influence in Chongqing and even in the southwest market, Yang Jianming led Jinkoala to use its influence in the textile and clothing industry and the brand in the market and society over the years, Wang Tiankai, president of the China Textile Industry Federation, actively fulfilled his expectations for the development of Chongqing's textile and clothing industry: "The industry should play a more prominent role in the future in the regional structure adjustment. In combination with the changes in the resources and environmental conditions in the central and western regions, we should pay special attention to the changes in the consumer market in the central and western regions to focus on the development of distinctive textile and clothing industries and build a textile industry system." At present, the project of Chongqing Jinkola (International) Textile and Garment Industrial City is advancing rapidly. On October 12, 2013, at the founding meeting of Chongqing Textile Industry Federation, Chongqing Jinkola (International) Textile and Clothing Industrial City was officially awarded the license as the national textile industry transfer pilot park. This is another major phased achievement in the construction of Yang Jianming's brand strategy.

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The overall planning of Kinkola (International) Textile and Garment Industrial City is 3 square kilometers, consisting of Fabric processing area Brand backbone enterprise zone, small and medium-sized processing enterprise zone, micro enterprise entrepreneurship zone, scientific research and creativity zone, exhibition zone, education and training zone, warehousing and logistics zone, information trading zone and other parts. The first phase of construction has started, with a total investment of about 6 billion yuan. After completion, the total output value is about 8 billion yuan. At present, the brands that intend to attract investment include international Dozens of well-known clothing brands in China strive to create more than 10 well-known Chinese brands, solve the employment problem of nearly 20000 people, and ultimately help the surrounding areas to create an industrial new town with a population of 150000 and a population of 300000. "Among the domestic textile industrial parks that we have limited knowledge of, this project is the highest starting point and the largest creation. Zhu Hongren, the chief engineer of the Ministry of Industry and Information Technology, spoke highly of this. He said that in the future, a professional cluster platform should be built by an enterprise with industrial foundation and ideas like Jinkola, because it can effectively avoid the limitations of the system, make good use of the industrial foundation, integrate resources, and ultimately reflect resource intensification and maximize benefits. " Yang Jianming said.

In the process of industrial transfer, many industrial parks in southwest China, especially around Chongqing, have been under construction in recent years. For similar competitors, Yang Jianming is full of confidence in strength. "The establishment of an industrial cluster platform will inevitably result in the survival of the fittest. To build a professional cluster platform, it is necessary to fully understand the needs of the industry's own planning and regional economy, and to make the platform sustainable. Its foundation is professionalism. Whether the park contributes to the development of the industry and whether enterprises can benefit from it is the only criterion."

The Jinkoala (International) Textile and Garment Industrial City, which seeks to become the first textile and garment industrial park supporting the whole industrial chain in Chongqing, the demonstration base for industrial integration of urban and rural areas in western China, the largest textile and garment OEM base in western China, and the well-known micro enterprise entrepreneurship base in Chongqing, has been listed as a municipal key project by Chongqing. Yang Jianming said, "This project is valuable and meaningful, and can form a multi win pattern with the government, enterprises and participants."

　　 He highlighted two highlights.

First, it has subverted the traditional industrial model and achieved absolute innovation in the industrial model - from "production, supply and marketing" to "sales of real estate". Enterprises in the industrial chain of the park will directly reduce costs by 20% to 30%, weaken market risks, implement intensification of enterprise industrial resources, and achieve upgrading and innovation of traditional industries. "Jinkola (International) Textile and Garment Industrial City is more about selecting merchants, and selecting elements that meet the needs of platform construction to fill in accordingly, so that all participants can benefit from it.

Second, as an enterprise, while considering how to maximize its interests, it should also bear corresponding social responsibilities. The textile and clothing industry is a typical urban industry and a good practice platform for the innovation of the government management model. In particular, beneficial exploration can be carried out in the current aspects of promoting human centered urbanization, adjusting the population structure, returning migrant workers and re employment. The completion of the industrial city will be an active exploration of social management model innovation.

"These two highlights are enough for the industry to support us and the government to pay attention to us." Yang Jianming is very confident about this.

In terms of making good use of the original foundation of traditional industries, combining modern concepts and technologies, integrating channel resources and boosting regional economic development, Yang Jianming seized the opportunity to quickly play another development punch in a short time.

　 Do your own brand well

"This year, we established the Chongqing Yarn Products Trading Center, which became the first electronic trading center and pricing center for China's textile yarn products. It is also the data backup center of the China Textile Federation. The establishment of this center is of great strategic significance to the industrial gradient transfer from east to west and the development of gradient grades, as well as Chongqing's radiation to the southwest market as a bridgehead in the future. " Yang Jianming said.

The day of the interview was the fourth day of the official operation of Chongqing Yarn Products Trading Center, and within a few days, the trading volume of the platform had exceeded 1 billion yuan. In Yang Jianming's plan, the trading volume of the trading center in 2014 will exceed 30 billion yuan. According to international practice, OTC OTC trading will exceed 300 billion yuan. "This will make a greater contribution to the development of the entire industry." How to boost the traditional and multi-year industrial development from the brand road, technological innovation, and platform building has become the most important issue for Yang Jianming, a private entrepreneur.

"From the perspective of production, the existing advanced equipment and scale of the textile and clothing industry are sufficient to support the normal development of the industry. Industrial transformation and upgrading is a process of upgrading and optimization. The purpose of this platform we have built is to optimize industrial resources, reduce intermediate exploitation links, provide industry information in a fair, timely and transparent manner, enable enterprises in need to achieve seamless docking, and achieve rapid response to the market in small quantities and multiple varieties. At the same time, it can enable the government to timely and accurately understand the true information of the industry and become a real and effective reference for government decision-making. "

There is no doubt that Chongqing Yarn Products Trading Center is a platform based on online real-time transactions. In the opinion of Yang Jianming, who also operates the entity project of Kinkola (International) Textile and Clothing Industry City, e-commerce does not have any conflict with the traditional field, and online channels can reduce the middle exploitation links, directly face the mass consumers, and have their own value. However, if e-commerce does not have truly excellent products that meet the needs of consumers, it is also a dead end. "Now many e-commerce companies have accumulated in the overdraft industry for many years. They use modern information channels and tools to form the illusion of excellent performance in a short time. In fact, this is a regression."

Yang Jianming believes that both online and offline should return to a rational development path, and an enterprise must focus on the basis of the benign development of the industry to go far and become stronger and larger - do a good job in its own brand, scientific and technological innovation, and win by virtue of the charm of the brand and the absolute advantage of the product. "You can't blame the change of online or offline channels because you haven't done a good job in basic work."

To be a brand has always been Yang Jianming's persistent pursuit. His goal is to effectively stimulate or drive the development of the entire industrial chain through the rapid development of the brand. Yang Jianming hopes to build Jinkoala into a domestic first-class expert brand in personal clothing. In the future, the product range of Jinkoala brand will cover underwear, underpants Socks , household clothes and other personal clothing series, and supporting supplies and appliances.

The world's first kapok themed creative cultural life experience hall, which quietly opened for trial operation on December 28, 2013, shows the future brand appearance of Jinkoala, and the deep cooperation with famous fashion designer Zhang Yichao is also the beginning of Yang Jianming's "gathering outstanding talents in the industry to serve brand development, constantly bringing forth new products and meeting market demand". Yang Jianming revealed that in the next two years, a creative design center in southwest China will be built to serve the whole industry. Professional teams will help peers consolidate the foundation according to the requirements of brand development.

"Ideologically, from the strategic point of view, we should take the first step and layout the industry as a whole; from the stage, we should consider winning survival and laying a solid foundation for development." Yang Jianming has taken such a solid step in the development of brand strategy.