In June 10th, ScienceDaily published an article entitled "the world champion" of 5 billion towel achievements, which tells the story of the growth of Shandong Yaguang home textile company.
What does a towel look like?
What is "black technology"?
The 5 billion towel success world champion is not only the rolling of output, but also the innovative practice of step by step innovation and step ahead.
The warriors broke their arms.
More than 40 years ago, Yaguang textile was also a bankrupt enterprise.
If you want to survive, you must dare to kill yourself.
They pushed the main business back to the ground, eliminated the original equipment, imported foreign equipment, and produced products that were not yet available in China, opening the market in one fell swoop and bringing the enterprise back to life.
Without the courage and courage of a broken arm, it is difficult to reverse the danger.
Say goodbye to the OEM.
The first barrel of Yaguang comes from "OEM".
OEM can only survive in the lower reaches of the industrial chain, and the days will not be comfortable.
"Without brand, there will be no right to speak. There will be no growth and sustainable development of the company."
After having a certain foundation, they vigorously implemented the brand strategy, and attacked the city through their registered brand.
With its brand, technology and accumulation, its own brand once occupied over 65% of the high-end mainstream market in Europe and the United States.
Innovation driven, point praise!
This reporter has learned that the price of the most expensive set of towel made by Yaguang home textiles has reached 1900 yuan.
Under the support of "black technology", the enjoyment brought by a towel is greatly enriched.
How can ya Guang think of it?
As early as 1999, Yaguang home textile established a technology development center, with a total investment of nearly 100 million yuan, and was recognized as a national R & D center in 2007.
Nowadays, Yaguang has nearly 40 patents every year, at least half of which are invention patents.
Development concept, product quality, technology research and development, internationalization, brand promotion...
Yaguang, the world champion of towel, is hard to come by.
[news a little more]
5 billion towel achievement "world champion"
Source: ScienceDaily daily
Light and soft twisting gauze towels are suitable for dry skin. Spiral towels with larger friction are suitable for oily skin; lotion with aloe glue, chitin and ceramic fiber is suitable for beauty.
The towel wall made of 9990 different styles of towels is a unique scenery of the LOFTEX exhibition hall of Fifth Avenue, New York, which attracts visitors.
Wang Yanping, the creator of "landscape", was not satisfied. After producing 5 billion high-grade towels in 40 years and occupying 65% high-end markets in Europe and America, he put his eyes back to China. "We developed" cosmetic towel "and" mood towel ".
We have conquered the world with tens of thousands of innovative products. Why not work at home now? "
Push back
"We expect the textile industry to have a good profit level in 1976...
We are very confident. "
This is the letter written by Buffett, 1975, to all shareholders of Berkshire Hathaway.
In the year of "confidence of the stock god", Yaguang textile is in a roundabout way -- the production of colored cloth as its main business, running down the river and being on the verge of bankruptcy.
At that time, Wang Yanping, who was only 26 years old, had been ploughing in the textile industry for many years. He had a "vision" for the development of the enterprise and the development trend of the industry. He had to choose a field which has both the future and the fierce market competition.
Unexpectedly, Wang Yanping looked at the towel.
Rebirth begins with overthrowing.
The first is to change equipment.
Wang Yanping believes that to make the best products in the world, it is necessary to use the best equipment in the world.
He has made up his mind to replace all the weaving equipment in China. "One does not stay, even if the equipment is the best in the same industry at that time."
Therefore, at that time, Yaguang decided to choose the automatic winding machine in Germany. The loom used the French Stowe Bill rapier loom and the Japanese TOYOTA air-jet loom. The printing of Italy Meijia Neiping net printing machine was adopted. The dyeing and finishing of Hongkong chose the letter cone dyeing machine and overflow dyeing machine.
Wang Yanping has his own "account". He said: "world-class production equipment will not be eliminated in 10 years. We can do it without doing anything else, and we can do it more finely."
Because it is necessary to choose ultra-fine flexible fibers for weaving more soft high-grade towels, while domestic textile machinery often breaks fibers and can not be woven.
The first export of Yaguang was made by Japanese enterprises. Because of the quality of towels, they soon established trade relations with many other countries.
Since 1997, Yaguang home textile has begun to cooperate with the retail giant WAL-MART, and has made OEM (OEM) for more than 10 internationally famous brands such as Disney, Hello Kitty and Snoopy.
OEM allowed Yaguang to accumulate the first barrel of gold and let Wang Yanping have a hidden meaning.
OEM pain
"Our production has already had a considerable scale, but the original quality textiles are difficult to occupy a place in the international market."
Why does large-scale technology investment fail to produce output?
There is only one answer: no brand.
For the problems encountered in international trade, Wang Yanping prefers to look for countermeasures internationally.
Because OEM is not his ultimate pursuit.
In 2004, Yaguang's "going out" strategy began to move directly to headquarters with the strictest us, leaving only production links in Shandong.
In the year following, Yaguang registered LOFTEX company in Fifth Avenue, New York, and hired Americans to develop and sell products.
For this reason, Wang Yanping said, "no brand, no right to speak, no company's growth and sustainable development."
Like other multinational companies, Amitsu has bought and sold many famous brands in Europe and America. For example, the two largest brands in the US textile industry, "West Point and cannon", became the first Chinese textile enterprise to successfully acquire famous foreign brands.
Like L'OREAL's acquisition of small nurses and Danone's acquisition of Le Bax, Wang Yanping's purpose of brand acquisition is very clear. These brands are "snow hidden" and then attacked through their registered brand "LOFTEX".
With its brand, technology and accumulation, LOFTEX once occupied over 65% of the high-end mainstream markets in Europe and the United States.
Wang Yanping said that American employees are very dedicated and have good professional ethics. In order to come up with a good design and good market creativity, they often do market research on the commercial buildings and supermarkets in LOFTEX brand, and even to the display of towel products on shelves / containers.
This kind of attention to details has touched Wang Yanping very much. In the fierce market competition, the influence of the brand has been cultivated in the drip.
Towel is also cosmetic.
In the long-term market research, Wang Yanping was sensitive to the purchase of towel 95% as a group of women.
What do women care most about?
Of course, a beautiful face.
He suggested that "towel is also a cosmetic" concept. "We first proposed the" look at the skin towel ", providing a comprehensive solution to the personalized and humanized needs of many consumers.
For example, they use unique proprietary technology to place natural plant flavors in towels to make towels produce lasting fragrance. Aloe vera gel with beauty and beauty effect is placed in towels to make towels become cosmetics and open the blue sea of towel market.
This reporter has learned that the price of the most expensive set of towel made by Yaguang home textiles has reached 1900 yuan.
Instead of developing towels for towels, they smell the potential market ahead of time.
This is also the place that many small and medium-sized towel enterprises in China can not surpass, because many patents of Yaguang home textiles are advanced research and development in advance of more than 10 years.
Nowadays, Yaguang home textiles, which has 50 patents in the domestic market, has already sold well in the European and American markets.
As early as 1999, Yaguang Home Textile Co., founded the Yaguang home textile enterprise technology development center in Shandong production base, with a total investment of nearly 100 million yuan, and was recognized as a national R & D center in 2007.
The center has hundreds of registered designers.
In printing, jacquard, embroidery and other technology has reached the world's most advanced level, has a strong comprehensive innovation capability.
According to the change of seasons, the center designs and develops 120 new products suitable for different sales areas and cultural customs every quarter, which will be launched in the first month before the peak season.
Nowadays, Yaguang has nearly 40 patents every year, at least half of which are invention patents.
Turning around to look at China, the biggest market is under its own eyes. Multinational companies pfer their headquarters to China in large numbers, that is, they are optimistic about China's largest market in the world.
Since its establishment in 1976, after 40 years of ups and downs, overseas markets have experienced and ups and downs, Yaguang has completed a series of deep integration and innovation from the development concept, product quality, technology research and development, internationalization, brand promotion and so on. Wang Yanping and his enterprises have created their own generation.
