Huang Jueren: The Management Wisdom Of Heng Yuan Xiang Clothing

"Under the influence of the current great development and challenges,

The opportunity is very simple, summed up in a sentence - the brand we have.

That is to say.

The brand can unite the strength of the whole staff, giving an enterprise the chance to meet the opportunity and overcome the crisis.

However, if we do not change ourselves in the environment, even if we have a brand, we can not seize the opportunity.

Reporter: the current weakening of the clothing consumption market seems to be continuing, and many enterprises are declining in performance.

How is the market of knitted apparel? Heng Yuan Xiang, as the leader in the industry, how do you cope with market changes?

Huang: at present, the market situation is not very good. However, the bad market environment has always happened since ancient times. Why do many "hundred years old stores" still go through the storm? As our group chairman Liu Ruiqi has always said, "Fang Fayong is much more difficult than that."

In the past two years, China's garment industry is a pitional period, and Heng Yuan Xiang also has the pressure of pformation.

At present, the growth of sales volume of Heng Yuan Xiang is obviously slowing down. Although there is no negative growth, we think it will take 3 to 5 years to adjust.

Last year, we attended a fashion show in Italy. The exhibition also included the dress knitted fabric designed by our Heng Yuan Xiang for the 2012 London Olympic Games Chinese delegation.

Knitted fabric is a major trend in the future. It has a certain degree of extensibility, comfort and functional characteristics that previous weaving can not replace.

This year, Heng Yuan Xiang has been established for eighty-sixth years. Heng Yuan Xiang woolen sweater has been in the forefront of the same industry for many years. Heng Yuan Xiang has made good achievements in many fields.

"Under the influence of the current development and challenges, Heng Yuan Xiang's opportunity is very simple, to sum up a sentence - the brand we have."

Huang Jueren said.

The brand can unite the strength of the whole staff, giving an enterprise the chance to meet the opportunity and overcome the crisis.

However, if we do not change ourselves in the environment, even if we have a brand, we can not seize the opportunity.

Reporter: so how do we change ourselves?

Huang: first of all, change your cultural habits.

Heng Yuan Xiang puts forward: brand determines wealth and culture decides destiny.

Our destiny is to pform the world and the development trend of the country into our own advantages. We choose to operate the brand as the way to achieve it, so the habit we have is in line with the habit of managing brand needs.

Then what is the habit of "meeting the needs of business brand"? I think the habit of diligent study is the foundation and key.

The most simple example is the rapid development of technology in recent years, especially the development of mobile Internet. It has profoundly changed our way of life and production. If we do not learn and do not know how to use mobile Internet to build a platform for production and marketing with consumers, we will almost have no way out.

Reporter: in your opinion, what are the characteristics of China's knitted apparel industry in recent years?

Huang: in the past more than 20 years, the knitted garments in our country have been growing at a high speed. In satisfying the growing demand of the vast numbers of consumers in China, the share in the international market has also increased.

The development of knitted garment industry not only shows the continuous growth of production quantity, but also has made great progress in variety, quality, grade and so on.

But at present, there are too few original clothes brands. Even though we have gained some new international fashion styles through some foreign channels, the development of enterprises can not last long without originality.

The impression of Heng Yuan Xiang may still be in the stage of "sheep, sheep and sheep", and our main industry is cashmere products.

But as a garment enterprise, we have been thinking about how to maintain the original brand and show the differentiation and individuation of products.

In recent years,

More and more fashionable.

With the improvement of people's living standard and cultural taste, new changes have taken place in the dress concept. From the traditional emphasis on durability, wear and cold to warmth, it has been pformed into a fashion that advocates fashion freedom, sports and leisure, emphasizes comfort and fit, and is naturally natural and beautiful. It also favors the perfect combination of personality and fashion.

Knitted apparel just caters to people's needs.

Reporter: the proportion of knitted fabrics in fashion clothing is increasing with its unique fabric style.

What is the unique advantage of knitted apparel?

Yellow: knitted garments are of soft texture, good moisture absorption and permeability, excellent elasticity and extensibility, and knitted garments can meet the bending and stretching of various parts of the human body.

The wearer will feel very comfortable, close fitting, unfettered, and can fully reflect the human body curve.

Nowadays knitted garments are playing an increasingly important role in the stage of fashion.

In addition, the new functional knitted apparel products are popular.

In line with the market demand of safety and environmental protection, functional and high-tech fibers are most widely used in knitted fabrics, giving them excellent functions such as health care, flame retardancy, temperature regulation and so on.

Using PTT, bamboo charcoal fiber, EKS moisture absorption heating fiber, flame retardant fiber and other functional fibers blended with cotton and Mod yellow l to increase fabric softness and elasticity, and endow fabric with various functions.

Reporter: problems existing in China's knitted apparel industry: backward equipment, low level of technology, poor sense of innovation, weak innovation ability, unreasonable product structure, low overall quality, relatively lagging behind in product standards, weak clothing design strength, numerous and complicated clothing brands, and lack of leading brands.

Where are the crux of these problems and how to "prescribe the right medicine"?

Huang: first of all, because the degree of attention and input are not enough -- knitted apparel design involves a wide range of knowledge, from raw materials, weaving, dyeing and finishing to clothing production, the whole process chain is longer, so to design knitted garments, we must closely combine the art of dress with knitting technology, and indispensable.

Therefore, it is necessary to start with the training of the designers of the knitted garment design from the domestic higher garment colleges, and at the same time, combine art with technology.

In addition, the basic theoretical research of enterprises is still lacking.

Knitted apparel has developed rapidly in recent ten years, but compared with developed countries, there is still a big gap in basic research on knitted garments.

With the wearing of knitted apparel underwear, great changes have taken place in the design techniques, model design and sewing technology of knitted garments. The demand for knitwear has also been increasing. The domestic knitting industry needs to make full use of the principles of ergonomics and combine the physical and aesthetic characteristics of Chinese people to make knitted garments more comfortable, fit, healthy and fashionable.

Reporter: Heng Yuan Xiang can be said to be a successful case in terms of brand operation.

So how does Heng Yuan Xiang knitted apparel make up its brand image? Can you give a brief introduction to the experience of brand operation?

Huang: in the past century, the establishment of brand Heng Yuan Xiang in the field of brand has not been the first practice of the "brand authorization" mode in the last century. In the past more than 20 years, the brand has always been the core of the brand, and has been stepping up the Brand Summit in the whole country and even in the world in the past for more than 90s years.

In December 22, 2005, Heng Yuan Xiang became a sponsor of the Beijing 2008 Olympic Games. In 2009, she became the first partner of the Chinese Olympic Committee. In 2010, she became a licensed supplier of Shanghai World Expo. In 2012, she helped the Chinese Olympic athletes to compete in London for the Olympic Games. In the same year, they became sponsors of the Chinese Olympic Games. 2015 became the sponsor of the Laurence World Sports Award.

At the same time, Heng Yuan Xiang has participated in many public welfare activities every year, such as knitting sweaters for orphans and disabled children.

In addition, Heng Yuan Xiang also held a middle school student writing contest and "youth Heng Hao" College Students' employment.

Nowadays, advertising has become a part of brand promotion, and there are various forms.

Heng Yuan Xiang is committed to contributing to the activities of the community, so that consumers can understand our brand.

All along, Heng Yuan Xiang has devoted himself to the excavation and revival of ceremonial dress culture in China and even the world, and promoted the development of ceremonial dress research. It has provided many ceremonial equipment for Chinese sports delegation, and won the unanimous praise and affirmation of relevant departments and people in the country.

In 2014, the world etiquette dress culture center will also sign a cooperation agreement with Heng Yuan Xiang group. The world etiquette dress culture center will assist Heng Yuan Xiang group, inviting the world-famous ceremonial costume master to design a dress for the 2016 Olympic Games Chinese sports delegation.

Reporter: why is Heng Yuan Xiang so persistent in the promotion of Chinese dress culture?

Huang: we have always lacked a representative garment in China. Neither the Tang costume nor Hanfu has formed a system. This is also one of the reasons why we are committed to promoting Chinese dress culture.

We have been working with Laurence recently. Heng Yuan Xiang has won the right to host the 2015 Laurence World Sports Awards. This is also the first time that the Laurence awards ceremony has been sponsored by enterprises.

We hope that this kind of activity will make the distance between Heng Yuan Xiang and fashion closer.

In terms of the development of knitted apparel, we will introduce international cooperation through introducing foreign design teams or looking for foreign knitted fabric suppliers.

Reporter: it should be said that domestic brands are not very easy to go to the international market, while China's exports to Europe and the United States are still subject to frequent restrictions by exporting countries. How can Chinese textile and garment enterprises successfully enter the European and American markets?

Huang: consumers are particularly obvious about brand choice.

With foreign brands entering the market, domestic brands in shopping malls are becoming less and less.

Consumers are holding the "good quality of foreign brands" mentality, many enterprises turn to manufacturing, no longer do brand.

Therefore, the influence of domestic brands is getting smaller and smaller. Some enterprises even start counterfeiting and shoddy products, not only foreign brands, but also domestic brands.

Heng Yuan Xiang gradually realized that if China could not establish a perfect brand system, Heng Yuan Xiang could not continue to develop well.

Once the brand is established, the industrial resources can be utilized globally.

Because of the label "factory of the world" for a long time, when it comes to China's manufacturing, people's first reaction is "cheap and poor quality", which has a great destructive effect on the country's industrial image, and has also increased the difficulties in the process of internationalization of Chinese brands.

The United States, South Korea and Singapore have set a positive example. The government strongly supports the development and promotion of national brand culture.

Therefore, Huang Jueren thought, "what we need to do now is to sort out our brand culture and push it into the world market.

Brand is the economic manifestation of culture.

To let the Chinese brand go out, we must establish a brand value that can be accepted by the world, and we need several brands to go to the world stage as pioneers.

Reporter: so is Heng Yuan Xiang in preparation for international development? Is it time to internationalize?

Huang: Heng Yuan Xiang has been preparing for internationalization.

The internationalization of brands focuses on the improvement of the system, and how the state and enterprises form complementarity is a big topic.

Heng Yuan Xiang, while thinking about internationalization, is waiting for the opportunity of Chinese brand's overall image to have a positive impact.

This is the best time for Heng Yuan Xiang to internationalize its brand.

The globalization of the United States is accompanied by its economic influence and cultural penetration.

Heng Yuan Xiang is also preparing to build an international team. The most important thing is communication between culture and culture.

America's acceptance of Asian culture is still high.