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Cover Character | Zhou Xinxiang: Anchor The High-End Market And Build A Benchmark Enterprise In The World Wool Textile Industry

2024/8/14 17:57:00 0

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　 Same. Zhou Xinxiang, on the contrary, changed the track and entered Shengzhou Youngor Woolen Textile Co., Ltd. This transition has not only made great changes in his career, but also brought infinite vitality to this enterprise, which is always in a state of loss.

　　 Once upon a time, he was still a newcomer in the textile industry. He honed his skills in many excellent enterprises and gradually developed his skills. He has worked tirelessly for decades, from workshop director, technical center director and deputy general manager of production to general manager who is now responsible for overall work. In the eyes of ordinary people, this seems to be the top match for technicians, but he is far more than that. After arriving at Shengzhou Youngor, he used only one year to turn the loss making enterprise into profit through technical reform; In 2023, the company will achieve the best performance since it was founded nearly 40 years ago! In this issue, let's approach Zhou Xinxiang, the managing director and chief engineer of Shengzhou Youngor Wool Textile Co., Ltd.

　　 Turning loss into profit in the first year of office

　　 Youngor Wool Textile Co., Ltd., a wholly-owned subsidiary of Youngor Group, was established in 1985. The original intention of the company is to match the apparel industry chain of Youngor on the one hand, and to sell Youngor fabrics to the world through product development and quality improvement on the other hand. At present, the company has an annual output of 4.5 million meters of worsted fabric, and its products are mainly aimed at high-end brand customers, with YOUNGOR, LE GIOVENT ù and other fabric brands.

　　 In 2014, Youngor Wool Textile Co., Ltd. moved from Ningbo to Shengzhou, Shaoxing, but has been in a loss situation.

　　 In 2020, Zhou Xinxiang joined as the vice president of production. After getting familiar with the enterprise, he led the team to carry out technological transformation and innovation. He personally guided the technical transformation of the dyeing cage. It used to consume 105 tons of water per ton of wool, but now it only needs 72 tons of water, saving about 35% energy. The dyeing quality has made a qualitative leap, and the problems such as color pattern, vat difference, internal and external color difference have also been solved. The "new technology for the transformation of high-capacity and low bath ratio dyeing cage equipment" was included in the Recommended Catalogue of Green and Low Carbon Technologies for the Wool Textile Industry in 2023 of the wool association. Through the transformation of achievements, more than 300000 yuan was invested in this technological transformation, and more than 3 million yuan of energy costs were saved annually. In addition, he also guided the team to carry out innovative research and development from product development, process innovation, equipment technology innovation and other aspects. A total of 11 patents were applied, including 8 invention patents and 3 utility model patents. Some patents have passed the achievement transformation, and have generated economic benefits of more than 70 million yuan/year.

　　 In particular, in order to meet the diversified needs of product colors and varieties, and improve the efficiency and accuracy of proofing, he also upgraded and installed automatic color measurement and matching equipment. Through collecting basic data, he established the database of automatic color measurement and matching system, improved the level of automatic proofing, greatly improved the accuracy of color, improved the accuracy of proofing, and improved the stability of product quality, Lay a solid foundation for the company's high-quality development.

　　 One year later, Shengzhou Youngor Woolen Textile turned losses into profits, and its sales and profits soared.

　　 In 2023, the company's sales revenue will reach 310 million yuan, a year-on-year increase of 19%; Paid in tax was 1.95 million yuan, up 64% year on year; The total profit was 20180000 yuan, up 90% year on year, and they all achieved the best performance in the nearly 40 years since the company was founded!

　　 When talking about this brilliant achievement, Zhou Xinxiang said modestly: "First, we have the best team in the industry, including product development, production technology and sales teams; Secondly, we have the world's most advanced production equipment and testing equipment. The degree of automation in the industry is relatively high. This highly automated equipment can produce high-quality worsted fabrics; The third is the advantage in technology. We employ famous Italian fabric designers and many excellent domestic fabric designers, with more than 5000 new patterns and high-quality fabrics launched every year. " He said that his value as a manager of the company is to maximize the integration of existing resources and advantages, so that the enterprise can give full play to its potential.

　　 It can make an enterprise that has lost money all the year round turn loss into profit after taking over one year. It can be seen that Zhou Xinxiang's enterprise management ability and choice are very important.

　　 Abandon the low-end and anchor the high-end to rebuild the growth pole

　　 At the end of 2023, a short announcement has attracted the attention of many textile people: Youngor, who makes a lot of money from investment every year, is ready to "stop" and become the main business. On December 7, 2023, Youngor announced that it planned to change its name from "Youngor Group Co., Ltd." to "Youngor Fashion Co., Ltd.". Youngor explained that "the company has established the strategic goal of building a world-class fashion industry group, and will further focus on the main fashion industry in the future".

　　 Youngor, who has lived up to the expectations of the public, has also quickly given a satisfactory report card: in 2023, Youngor will steadily occupy the first place among the top 100 enterprises of "operating income" in China's clothing industry. The strength of the headquarters should not be underestimated, which will undoubtedly provide strong support for Shengzhou Youngor wool textile in technology, production and brand development, but at the same time, it will also put forward higher requirements for its development.

　　 Nowadays, under the influence of the complex domestic and international environment, raw material prices are unstable, the consumer market is weak, and the wool textile industry is generally facing enormous pressure. In the face of this pressure, Zhou Xinxiang believes that enterprises should summarize and reflect, and develop business strategies suitable for their own development. To this end, Zhou Xinxiang cut off the relatively low-end business products of the enterprise, anchored the high-end market, and insisted on expanding the high-end worsted market as the development strategy of the enterprise.

　　 At the beginning, many people did not understand, or even opposed, his one size fits all approach, thinking that it was hot headed. However, Zhou Xinxiang is actually very sober: in the face of the overall severe situation of the wool textile industry, the product should be positioned at the high-end and the brand strategy should be implemented. The price should not be lowered automatically because the market is not good, disrupting the market and forming a vicious circle. Only through product research and development and technology upgrading, and based on improving product quality, can we establish exclusive brand advantages to occupy a place in the wool textile industry.

　　 Although the high-end market of the wool textile industry is no longer a "no man's land", Zhou Xinxiang insists that it can enable enterprises to overtake at corners.

　　 After positioning himself in the high-end fabric market, Zhou Xinxiang began to gather a number of famous designers in the industry, introduce modern European production equipment and international advanced testing equipment, select high-quality Australian raw materials, and use Italian technology to ensure that the product quality meets the top fabric standards in Europe. A battle for product upgrading started.

　　 He led his team to successively develop high-end wool four side elastic fabric "Yar cloud fabric" and high proportion wool velvet blended natural elastic high soft silk smooth fabric "Yar silk fabric", which have obtained registered trademarks and achieved excellent sales performance in the market; It led the development of the first wool/hemp viscose blended "wool antibacterial machine washable shirt fabric", "pure wool suede machine washable fabric", "Tasmanian wrinkle resistant easy care fabric" in the industry, leading the fashion upgrade of textile fabrics, while achieving a high market share in the high-end market; The plant dyed skin friendly wool fabric jointly developed with Suzhou University is green, environmentally friendly and sustainable. All physical indicators have reached the national standard for superior products. It has been recognized by high-end brand customers in the industry. Its products have won honorary titles such as the "Best Craftsmanship Quality Award" of China Woolen Association and the "2023 China Textile Industry Federation Product Development Contribution Award".

　　 Not only that, but now Zhou Xinxiang has begun the operation of fabric branding.

　　 Implement the brand strategic plan, enhance the popularity and added value of Youngor wool fabrics, lead the company to move forward from "making products" to "making brands", and gradually launch the high-end fabric brand of Shengzhou Youngor wool fabrics, which is another layout of his company. Now, the enterprise has launched LE GIOVENT ù, a high-end fabric brand based on high-end positioning, and has promoted and publicized the "NI GIOVENT" brand through websites, public accounts, media, etc., and made reasonable use of its private attribute of "scarce fabrics" to extend to the high-end one-man version of the high-end clothing brand, Let customers enjoy the exclusive service of customized high-end suits, forming a good reputation. Through more than one year of operation, LE GIOVENT ù high-end fabrics have accounted for half of the company's sales. Its high order suits adopt membership system, and have more than 3000 member customers in the past year, creating huge profits for the company.

　　 Withstand the test, the profit increased by 8% when the sales remained flat

　　 At a time when global economic growth is slowing down and market demand is insufficient, many textile enterprises are feeling the difficulty of doing business, as is the case with the wool textile industry.

　　 "The situation in the worsted textile industry is very serious. We are facing various challenges in the domestic and foreign markets, but we are not discouraged in the face of difficulties, and actively seek breakthroughs to turn challenges into opportunities." Zhou Xinxiang told reporters that in the first half of this year, the gross profit margin of the company's domestic business increased by 8% year on year with roughly flat sales revenue.

　　 In terms of international business, they went to the United Arab Emirates, Australia and France to participate in textile fabric fairs to explore new customers, which attracted extensive attention from the wool textile industry at home and abroad, and successfully developed the Southeast Asia and Middle East markets. At the same time, they won customers' favor by virtue of the excellent quality and innovative design of Shengzhou Youngor wool textile, and made new breakthroughs in orders. Especially at this year's PV exhibition in Paris, France, Shengzhou Youngor wool textile received the attention of leaders of the China Council for the Promotion of International Trade and officials of international wool textile organizations, which greatly promoted the fabric brand of the enterprise and enhanced the reputation of the enterprise in the overseas market.

　　 Under the leadership of Zhou Xinxiang, Shengzhou Youngor has achieved remarkable results. With his excellent leadership and forward-looking strategic vision, he led the team to make breakthroughs and achieved steady growth in performance and significant improvement in market competitiveness. Shengzhou Youngor is moving towards a more brilliant future.

　　 Reporter's notes

　　 Cultural guidance, thinking long and going far

　　 When asked about the experience of enterprise management, Zhou Xinxiang said that the answer was to adhere to cultural guidance, which was also the core principle of the company's operation and management. "Cultural guidance should run through operation and management, be implemented in performance appraisal, and be reflected in daily behavior, and become a code of conduct for all employees. A successful corporate culture can enhance employees' sense of belonging and loyalty, and at the same time, it can attract more talents," he said.

　　 Not only that, Zhou Xinxiang has always adhered to the leadership of party building, actively supported the party branch and trade union to organize various activities, paid attention to the construction of corporate culture, cared about the life of employees, and strived to create a harmonious corporate culture. In particular, in terms of social responsibility, he actively promoted the sustainable development of enterprises, protected the environment and benefited the people of one side through energy conservation, emission reduction, green production and other ways. As a responsible and responsible entrepreneur, Zhou Xinxiang also won the "Contribution Award for Common Prosperity" issued by the local municipal government.

　　 For the future planning of Shengzhou Youngor, Zhou Xinxiang said frankly that he would adhere to the "dumbbell" production and operation mode, that is, the product development and sales at both ends should be bigger and stronger, and the production scale in the middle should remain unchanged; Focusing on the business strategy from "making products" to "making brands", and focusing on improving product quality and adhering to product innovation, Youngor wool textile will become a benchmark enterprise in the world wool textile industry.