Bring The Craftsman Spirit Into Full Play And Make The Best Products.

The old saying goes: "jade does not work but does not become a tool."

Once upon a time, craftsmen were the professions that Chinese ordinary people could not leave in their daily lives. Carpenters, copper carpenters, blacksmiths, stonecutters, blacksmith and other handicraft artisans used their exquisite skills to set the background for traditional life.

With the end of the farming era, the society has entered the post industrial era, and some old artisans and old craftsmen who are not suited to modern life fade away from their daily lives, but "

"Never goes out of fashion."

In March 5th this year, Premier Li Keqiang of the State Council proposed in his government work report that we should cultivate the craftsman spirit of excellence, increase varieties, improve quality and create brand names.

This is the first appearance of the craftsman spirit in the government work report, which is refreshing.

"Artisan spirit" falls on the entrepreneur level, which can be regarded as entrepreneurship.

Innovation is its core, dedication is its driving force, persistence is its foundation.

Over the past 30 years of reform and opening up, a large number of enterprisers with courage and craftsmanship have emerged in Jinjiang.

The Jinjiang people who grew up singing "love to win" know the importance of "craftsman spirit" in the development of enterprises.

At present, Jinjiang has clearly defined the road map of the new round of reform, vigorously guided enterprises to carry out "all-round innovation" such as products, technology, brand, management and business mode, so as to make good efforts to pform and upgrade, innovate and break through tough battles, and create new strategies to help manufacturers to go to capacity, inventory, leverage, reduce costs and make up short boards, leading enterprises to enrich and develop "Jinjiang experience" with "artisan spirit".

Our reporter, Wu Shu Jing

Active adaptation to competition

Create new value

Innovation is the core of entrepreneurship. Entrepreneurs seek new business opportunities through innovation from product innovation to technological innovation, market innovation and organizational form innovation, and continue to invest and promote innovation in order to form a virtuous circle after obtaining the bonus of innovation.

There is no shortage of enterprisers in Jinjiang.

"Enterprises do not take the initiative to innovate, even the elephant will be eaten by ants."

Last week, Heng An Group CEO Xu Lianjie told this newspaper interview.

Reporters learned that, as an important part of the information management pformation of Heng An, the "shared service center" jointly built by Heng An Group and PWC is strained forward.

The project will change the system, process and organizational structure that are not suited to the modern market competition in the original system, and open up the path of "end to end" from production to sale, so as to enhance the enterprise's ability to respond quickly to the market.

"Under the current economic situation and market environment, enterprises are under great pressure.

Any crisis is a double-edged sword. If the enterprise can do something in innovation, take the initiative to adapt to the present and future competition, create new value for customers and win new customers, this is the opportunity, and vice versa.

Xu Lianjie said.

Active innovation keeps Heng An success.

In March this year, Heng An International announced that its annual performance in 2015 amounted to HK $24 billion 450 million, an increase of about 2.6%, and operating profit and net profit of about HK $6 billion 151 million and HK $4 billion 50 million, respectively, increasing by 7% and 3.4% respectively.

Active innovation is not just Heng An.

As the leader of sporting goods in Jinjiang, Anta's revenue last year exceeded RMB 10 billion for the first time, becoming the first sports goods company in China to enter tens of millions of clubs.

The industry believes that Anta has created a new era of the industry, especially in the context of increased domestic economic downward pressure and the traditional footwear industry is still in the period of adjustment. Anta's performance and its achievements in the pformation and innovation have set a new stand for the industry in pition.

Ten billion is not the end of Anta, but a new starting point of 100 billion goals.

Ding Shizhong, chairman of Anta's board of directors, said that Anta will continue to exert and apply strong brand value, further improve the differentiation of products and brands, improve the management of retail channels, enhance the cost-effectiveness and reaction speed of the supply chain, and strengthen its core strengths so as to maintain the leading position in the Chinese sports market and enable the growth momentum to continue.

The leading effect of leading enterprises is strong.

Over the past year, Jinjiang has taken the initiative to adapt itself to the new normal, seize new opportunities, deepen reform in an all-round way, make steady progress in economic operation, and continuously enhance its development momentum.

In 2015, the gross domestic product is expected to reach 162 billion yuan, an increase of 8.6%, and the county's basic competitiveness will remain the fifth in the whole country.

2016 is the year when the year 13th Five-Year begins. Jinjiang will continue to advance steadily, pay more attention to improving the quality and efficiency, pay more attention to the structural reform of supply side, and promote the upgrading and upgrading of traditional industries.

Bring the craftsman spirit into full play

Make the best quality.

Craftsmen like to constantly carve their products, improve their craft, and enjoy the process of sublimation of their products in their hands.

Craftsmen have high requirements for details, pursue perfection and perfection, and raise their quality from 99% to 99.99%.

In the interpretation of business people, the essence of "craftsman spirit" is a market spirit. On the one hand, the most basic requirement of "craftsman spirit" is to pay attention to every detail in manufacturing links and service links, improve the quality of every step, and really strive for excellence.

On the other hand, "craftsman spirit" puts consumers first, whether designing, manufacturing or service, taking consumers' demand as the basic starting point.

Specifically, the "craftsman spirit" requires entrepreneurs to be dedicated and persistent.

With the dedication spirit, entrepreneurs will have the inexhaustible motive power to devote themselves to the enterprise, so that they can regard innovation as their mission, so that products and enterprises can be competitive.

With perseverance, entrepreneurs will not opt out when the economy is at a low ebb.

"The craftsman spirit that Anta understands is to do well every pair of shoes and clothes."

Ding Shizhong said that there were many craftsmen in China since ancient times. They could not do it, but not enough and not confident enough.

Although domestic brands start late, they are able to catch up with their shoes.

Last year, Anta sold about 40000000 pairs of sneakers, more than Nike's sports shoes sales in China.

"Doing every pair of shoes" is simple, but it takes a lot of energy to do it.

In the Anta sports science laboratory, the reporter saw a pair of running shoes being tested: athletes wear running shoes and stand on treadmills.

The staff attached the "EMG" detector to the key muscles involved in running athletes, and connected them to the data terminal. When the athletes ran out of different speeds, the muscle force, force and impact data were pmitted to the terminal in real time.

With these data, Anta can more scientifically and accurately judge the performance of running shoes such as support and shock absorption.

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Last year,

R & D costs accounted for 5.2% of the cost of sales, research and development accounted for an increase of 0.9% over the previous year, the first in the industry.

At the same time, Anta has set up several R & D institutes in the US, Japan and South Korea, and has greatly enhanced the competitiveness of products through the establishment of an international R & D team.

At the order meeting in February this year, Wang Liangxing, chairman of the company, advocated that we should adhere to the "craftsman spirit" of improving excellence and speed up the pformation and upgrading of enterprises so as to lay a leading position in the Chinese brand market.

Reporters learned that since 2013, the implementation of the strategy of "upgrading quality without raising prices" has achieved initial results.

Starting from the high quality products such as original design, the ratio of original products of Lai Lang has reached nearly 60%, which will serve as a stepping stone to promote structural adjustment of the reform.

While expanding effective supply, the company also improves its consumption satisfaction with unique original products, thereby enhancing the adaptability and flexibility of the supply side to demand changes, and ultimately making the terminal steadily push forward by winning the situation step by step.

Generally speaking, the mainstream enterprises of sporting goods and leisure men's clothing in Jinjiang have completed the adjustment of products and channels, and achieved a resumption of growth. The terminal inventory and profitability have been significantly improved and become the leading force in stabilizing Jinjiang's industrial market.

At the same time, Jinjiang food, swimwear, underwear, baby products and other formats into the rising cycle, the overall performance of 2015 outstanding performance.

Among them, the output value of food, swimwear and underwear industry increased by 18.6%, 15% and 13% respectively.

Reshaping advantages and enriching "Jinjiang experience"

Reform and innovation, enterprises need to work hard, the government should give more strength.

At the fifth session of the sixteenth Jinjiang Municipal People's Congress this year, the government work report pointed out the direction for Jinjiang enterprises to break through in Innovation: strengthening structural reform on both sides of supply and demand, and guiding enterprises to accelerate the five innovations of products, technology, brand, management and business mode, so that the pace of industrial upgrading can keep pace with the change of consumption upgrading.

The report is clear about reducing the cost of enterprises, implementing tax reduction and tax reduction measures, and quickly realizing the policy subsidy funds.

Focusing on excess capacity, we should seize the opportunity of "one belt and one road" and strengthen economic and trade cooperation with emerging markets such as Southeast Asia, Au, South America and Scandinavia.

In fact, this year's economic situation is still full of complexity and uncertainty. Many entrepreneurs say frankly: "business is difficult and industry is the most difficult.

But as we all know, the development of industry is the absolute principle.

How to grasp the leading industry and defend the industry, Jinjiang has drawn up the road map.

The report puts forward that we should make good use of the industry venture capital guidance fund, promote the pformation of traditional industries into fashion and creativity, develop fashion design, establish an information platform for fashion trends in footwear industry, develop intelligent manufacturing, cultivate a batch of intelligent factories and digital workshops, build intelligent application demonstration zones, develop service manufacturing, encourage enterprises to increase service links, develop new formats such as advanced customization and fashion fast upgrades, develop cross-border industries, guide enterprises to invest more in high-end industrial links, and actively explore Internet + manufacturing, marketing, cultural creativity, and finance, and promote the integration of modern industry and modern finance and information technology, and expand the new space of traditional industries.

Take the development of cross-border industries as an example, "industry + investment" has become a new mode for many enterprises at present, and the seven wolves are typical.

The company's strategic development direction is pformed from "pure industry" to "industry + investment", and to participate in the new business mode and format with investment and create "fashion group".

"In the field of fashion and consumption, more consideration will be given to cooperate with all kinds of professional institutions, and make use of their connections and resources in the corresponding fields to invest in the corresponding industries, and seek possible cross-border cooperation and acquisition opportunities, so as to create the company's big fashion consumption investment."

Seven wolves said.

In fact, the efforts of the Jinjiang municipal Party committee and government to help enterprises have been strengthened. Not only by carrying out the action of reducing the cost of real economy enterprises, we have combed out a set of "combined boxing" to achieve precise assistance to the real economy and small and micro enterprises, help enterprises to reduce costs, digest inventory and tide over difficulties, and steadily eliminate backward production capacity, prevent and defuse enterprise risks, do well in the reconstruction and reconstruction of stock guarantee chain, effective disposition of non-performing assets and standardized management of private lending, and prevent risk conduction.

It can be said that the economic situation is undergoing tremendous changes.

In the future, various industries will usher in more opportunities and competitions in terms of intelligent manufacturing and supply side reform.

On the one hand, through intelligent pformation, the value of the upstream and downstream industries and the intermediate links of the industrial chain can be deeply excavated. On the other hand, the introduction of the supply side reform policy will speed up the elimination of inferior quality enterprises.

Therefore, improving the quality of products and improving the price performance ratio is the key direction for Jinjiang enterprises in the future.

Everyone talks about "craftsman spirit"

Heng An Group CEO Xu Lianjie: innovation should be continuous. It should focus on the pace and trend of the society, market and consumption concept, and innovate around the customer's value demand, so that customers can enjoy their products and develop their customers instead of their customers.

Of course, there will be no adjustment. Many people do not like to change, including me.

But enterprises have no retreat, the market is changing, we can not change, no change, no competition.

Ding Shizhong, chairman of Anta's board of directors: at the beginning of the golden age of China's sports industry, the broad market prospect is the biggest driving force for domestic enterprises to enhance their brand. Adhering to the spirit of builders of "doing well every pair of shoes and clothes", we can produce more hardened brand products and better meet the new demand of quality and individualized consumption.

Chairman Zhou Shaoxiong: "don't forget your mind and return to wolves."

We must not forget our persistent patience in starting a business, and never forget the perseverance that we focus on when we start our business. We must not forget our confidence in pursuing success when we start our business.

With more diversified consumer demand and consumers' preference for personalities, we continue to improve our design capabilities and actively create a series of products featuring seven wolves exclusive DNA.

Li Lang chairman Wang Liangxing: Li Lang has always attached great importance to the originality, individuation and branding of the design team and products.

"Craftsman spirit" is not a slogan, it always exists on every Li Lang people, is to conscientiously do every product to meet the needs of different groups of people.