The Development Of China Silk Group From The Close Down To 2 Billion Annual Sales

Typhoon "anemone" is coming!

Ling Lanfang, 59, looked at the storm in the night outside the window. He could not help but wonder: "such a heavy rain has not been seen in more than 10 years!" he immediately put down a pile of papers that he had not yet been able to deal with. He hurried to call the driver and drive to the factory in the suburbs overnight.

The warehouse is in the water, and the consequences will be unthinkable.

The typhoon raged in Huzhou, on the edge of Taihu.

This historical and famous town of Jiangsu and Zhejiang, which is famous for its silk and brush, is the starting point of the hometown and cause of Ling Lanfang, chairman of the Silk Road group.

He entered the factory when he was 17 years old, when he sent a cocoon factory, the road to and fro could circle around the earth. At the age of 21, he became deputy secretary of the Party committee of the factory. It was like a rising political star. At the age of 24, he was imprisoned by the "end of the Cultural Revolution" as a "three kinds of people" and was desperately suicidal. After the third plenary session, he returned to the state-owned enterprises and worked hard from death to death. Finally, he was entrusted with heavy responsibility by the leadership. When he was running the state-owned enterprise, he was shipwrecked and shipwrecked, and he was killed in the shipwreck. He fell into the sea and died in the sea. He owed $about 30000000 in debt, and it took him 6 years to turn over.

For a long time, fate had played with a fearful roller coaster, but he always wanted to catch the tail of fate.

For example, when he was most desperate in prison, he began to study mathematics.

He said that numbers are one way to pursue absolute truth.

So far, he does a math problem every day before going to bed.

For example, 10 years ago, when the silk industry in Huzhou was in the most difficult time, he was already laid off. He was willing to lend money to usury to close down the silk state-owned enterprises.

People in Huzhou say that he is crazy.

10 years later, the madness controlled Silk Road Group became China's largest private silk manufacturing enterprise with an annual sales volume of more than 20 billion.

However, Ling Lanfang's story is not a gorgeous butterfly in the past 10 years, but a difficult cocoon between 10 years.

Eight thousand miles and months, everything is like a typhoon after 10 years, cruelly beating the way forward.

In the early autumn of 2012, the typhoon "anemone" washed the windows with rainstorm. The water at the factory gate had reached knee deep, and Ling Lanfang had flown for half an hour.

Worried, he pushed the door open, pulled his trouser legs to the warehouse, and plunged into the ranks of the workers.

This is just a fragment of the small personal struggle history, and it is only a dust in the history of Chinese manufacturing.

However, it reflects the two historical characteristics: struggling in suffering and finding hope in desperation.

Fortunately, it turned out to be a good result. The flood was only three centimeters away from the warehouse.

NO. 01 from heaven to purgatory

Chinese history never greets.

In 1976, Ling Lanfang, who was 23 years old, never imagined that he was a rising political star in Zhejiang province a year ago and became a prisoner after a year.

From heaven to purgatory, it fell so fast.

Four years ago, when he was just 17, he entered the two factory in Zhejiang Province.

This silk reeling factory located in Huzhou, the silk house, was a famous state-owned enterprise in Zhejiang province and even in the whole country.

From the moment when the factory was sent to the cocoon maker, the fate of his life was closely tied to the factory.

It was an age of intense political struggle.

Young Ling Lanfang was inevitably involved in the flood of the times. He threw himself into the hard cocoon work with high political enthusiasm and carried his cocoon bag higher than the others by his thin body. He went back and forth to the warehouse and workshop day after day.

Later, he calculated that he had to walk 30 kilometers every day, and 5 years ago he could walk around the earth.

The workers around were not very well educated. Because of their hard work and good writing, Ling Lanfang was soon promoted by leaders, and became deputy party secretary of the factory at the age of 21.

He was also known to be a member of the Central Committee.

"At that time, it really felt like a peak in life."

However, after the smash of the gang of four in 1976, China's political environment has undergone tremendous changes.

The typical example of being held up before has become a corrected object in a twinkling.

A political reform of "putting things right" has thrown Ling Lanfang into the prison for a while.

Just like a piece of red iron quenched at once, the huge drop of this instant is enough to make people break down.

In prison, some people who were similar to Ling Lanfang chose to commit suicide in depression and despair.

Ling Lanfang also thought this way: "what is the end of political life and what can we do for physical life?" whenever he jumped out of such an idea, he repeatedly struck himself: "I am still young, and I will be long."

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During this period, Ling Lanfang received hard supervision work in the workshop, and 31 yuan a month for grain stamps, but he had to eat 40 catties to get enough food.

Just as hunger and hardship attacked him, he was secretly helped by some old workers in Zhejiang two factory.

Some old workers, taking advantage of Ling Lanfang's faults, pretended not to know him, but said softly, "the rice is on the steam pipe."

After coming down, according to the tips of the old workers, he secretly went to the designated place to have a look.

When Ling Lanfang was in the limelight, these old workers did not draw near to him. Now he is a man who has lost his freedom, but these old workers have saved a meal from their home and have taken great risks to help him.

This not only makes Ling Lanfang feel grateful, but also profoundly affects his values.

Many years later, he recalled to reporters that this past story said: "old workers may not know what revolutionary lines, what reactionary routes, and their concern from human nature make me find that advocating class struggle before is totally wrong."

Later, as chairman of the group, he inherited this respect for the values of human nature to treat every employee well.

After more than one year in prison, the external environment is becoming loose in the third Plenary Session of the 11th CPC Central Committee.

Even in prison, Ling Lanfang can feel the spring breeze of reform.

He began to believe that in the future Chinese society will have more and more respect for talents.

So he began to study mathematics. In the process, he found that mathematics contained a kind of truth that could not be broken.

"From then on, I became more and more convinced that there is an absolute truth in the universe, which is worth our whole life to pursue, and all hardships are just tests."

NO.02 cocoon war

At the age of 26, due to the implementation of the policies of the third plenary session, Ling Lanfang was released from prison and assigned back to the original factory.

The job is the same as he did 9 years ago when he entered the factory.

For 9 years, life has returned to its original point.

In other people's unusual eyes, Ling Lanfang has taken up the big cocoon bag and worked hard.

He told himself in his heart, "wash the past ignorance with the sweat of labor."

On the one hand, he worked hard in the factory, almost two times as much as the workmen. On the one hand, he used spare time to give some students some mathematics to attend the college entrance examination, and later even had a tutorial class to teach him 6 cents a lesson.

In this way, people's eyes on Ling Lanfang changed gradually.

As the later policy environment became more and more relaxed, the factory leaders began to re activate this tortuous young man in the new industrial situation.

At the end of the 1980s, when the planned economy turned to a market economy, the export volume of silk trade rose sharply, and the export price of raw silk was greatly increased.

Because of the little change in cocoon prices under the planned economic system, silk reeling factories can earn seventy thousand or eighty thousand yuan per ton for raw silk, and it is very difficult to earn seven thousand or eight thousand yuan now.

At that time, the reeling factory that had earned a lot of money gave gold rings to workers.

Driven by huge profits, filature factories began to cram cocoons outside the plan.

At that time, the State stipulated that the fresh cocoon price would be 210~220 yuan per city, and the cocoon price would be raised to more than 300 yuan per city, and the cocoon dealer would even rush to buy at the silkworm farmer's home.

This quickly became a cross regional, inter provincial rush to buy war, and local governments in order to prevent this benefit from being partitioned, they adopted the administrative means intervention such as "setting up cards to block up and cracking down on cocoons".

This is known as the "cocoon war" history, soon Ling Lanfang rolled in.

One morning in 1987, the old factory director of Zhejiang two factory found Ling Lanfang and said three words to him: "other towns and small businesses are going to steal outside, and we are going."

"Listen to them say that there are cocoons in North Jiangsu. You can look for them."

"I'll go this afternoon."

Ling Lanfang, without saying a word, took a bag and an umbrella, went to the canteen to change the national food coupon, and set out in the afternoon.

However, under the tight blockade of provinces and municipalities, it is not easy to buy cocoons.

At that time, some leaders even put down their harsh words: if they found out which farmers sold cocoons to the field, they would cut down all their mulberry trees.

In order to find the source of silkworm cocoons, Ling Lanfang traveled to Jiangsu, Shandong, Hunan and Shaanxi, where she often lived in the homes of silkworm farmers.

It's hard to get cocoons. He has to find ways to avoid all traffic arteries.

"It's like doing underground work."

He put the dandelion herb on the cocoon, so that the interrogating people thought he was a drug trafficker and used a female sanitary towel box to cover the cocoon.

More often than not, he had to ride a bicycle, brave the cold wind, and walk away from the remote road to avoid the checkpoint.

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In the cocoon war, Ling Lanfang was born and died, for example, when he rushed to Yuhang to catch cocoons, he was drowned almost by flood. He went to Jinhua to pport cocoons, and then he had diarrhea until it was dehydrated.

On one occasion, he and two colleagues from Shandong Yimeng mountain three car cocoon back to Huzhou, on the way unfortunately suffered a car accident.

A colleague's pupil enlargement and splenic rupture were taken to hospital by another colleague.

In order to rush to work, Ling Lanfang had to hold back his grief. One man was carrying three cars on his way.

For the next two days and two nights, he almost did not catch his eyes. However, the disaster came again. When a car suddenly caught fire in Yangzhou, three drivers hurriedly got off to find water to put out the fire. But Ling Lanfang immediately jumped on the burning cargo and dragged the burning cotton cloth.

Luckily, the cocoon made of protein fiber is more fireproof than cotton packing. Ling Lanfang rescued the cocoon in time.

When the workers at Zhejiang two factory saw Ling Lanfang coming back with three big cars, he was in tattered clothes, injured all over, and even his shoes were burned out. He had to jump off the car barefoot.

When the old factory director came to greet him, he hugged the old factory director and cried out.

NO. 03 "Uncle" with huge debts

Fate is often a chill and cruel playwright that makes people cry.

In the Mid Autumn Festival of 1988, the central government put forth a heavy blow to quell the increasingly fierce.

In the war, Ling Lanfang's life of cocoon and cocoon finally ended.

His wife did not understand: "in order to get only two yuan a month's bonus, you don't even have your life. There's a two or three year old son in your family. What are you doing for?" Ling Lanfang answered solemnly, "I'm going to be a big manager in the future!" his wife's Joy came out.

The manager's chance did come.

In the early 1990s, the market economy gradually replaced the planned economy.

In order to get raw materials such as coal, cement and wood, zhe Si two factory found the local materials bureau, and set up a silk material company jointly. Ling Lanfang, who was deeply appreciated by the leaders, served as general manager.

Ling Lanfang showed off in front of his wife: "you see, I am not a manager", but the manager is not good at it.

In early 1994, due to foreign breaching contracts, Ling Lanfang imported 5200 tons of channel steel to arrive late, and this delay hit the national macro regulation and control.

The import price of these steel products dropped from 5000 yuan per ton to 2000 yuan per ton, and the loss of interest in the whole business was nearly 20 million yuan.

Ling Lanfang was on pins and needles. How did he return the money? But before he could see it back, in April 1995, a 10000 ton ocean liner used for coal pportation was unfortunately knocked down by ten nautical miles east of Zhoushan, and 12 crew members were killed.

At the scene, when he saw the families of the grief stricken families, and faced the sea, Ling Lanfang could no longer resist tears. He fell down on his knees and cried in the face of the gloomy sky and the dim sea.

At this point, the two accidents caused a total loss of 30 million yuan, nearly half of the backbone employees left the company, the remaining 21 people, liabilities per capita 1 million 500 thousand yuan, the company almost closed down.

After a long period of time, Ling Lanfang hardly slept a good sleep. He often dreamt that he was engulfed by the swamp of seawater and woke up in the middle of the night with a cold sweat.

In fact, at that time, the silk material company also belonged to a state-owned enterprise, and suffered losses caused by force majeure. In the institutional environment of that time, it was possible to carry out debt cancellation with banks.

The leaders of Zhejiang two factory and material company urged him not to die.

Even the bank leaders said, "you write off, anyway, they are all public."

But Ling Lanfang refused: "I am not a man who has been confused for a lifetime. I would rather die. I must keep my word!"

However, in a few days, the company will repay the interest of the bank at 110 thousand yuan, but there is so much money on the book.

Ling Lanfang called on 21 employees to raise funds together for 110 thousand yuan and send them to the bank one day.

The leader of the bank was deeply moved, and then offered unsecured loans to help Ling Lanfang tide over the difficulties.

However, in order to completely pay off debts, it still depends on the means of operation.

In 1997, the Asian financial crisis broke out, and many large resource-based state-owned enterprises formed a triangle debt stalemate.

Once, Ling Lanfang sent 20 million yuan of coal to the five factory of Shang Gang, and the steel factory did not have the money to return the money, and asked Ling Lanfang to go to the bearing factory that owed the steel mill to collect debts.

The bearing factory processed steel into bearings and sold it to train and vehicle factories, and the train and vehicle factory also owed money to the bearing plant. Ling Lanfang was pushed to the train and vehicle factory.

However, the train and vehicle factory had no sales and no money, so Ling Lanfang was pushed around.

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Under all circumstances, Ling Lanfang had a brainwave. Coal enterprises did not need trains for pporting coal. So he used the accumulated business relations to break his mouth and run his legs, and eventually integrated the train station with the coal mining enterprises.

Subsequently, Ling Lanfang talked with the large state-owned enterprises owed by them.

He ordered the train wagons from the railway plant by way of "deduction of arrears", so that he could pport coal from the coal mine to the steel plant, and at the same time, let the locomotive factory pay the cost of the arrears of the bearing plant, and the bearing factory would pay back the cost of the steel plant in arrears, and then he could claim the arrears from the steel mill.

"Uncle" Ling Lanfang integrated a "debt chain" into a "biological chain".

In just two or three years, he helped state-owned energy companies such as Baosteel, Daqing and Shenhua to liquidate about 1000000000 Yuan triangle debts and revitalize the stock assets of these enterprises about 1000000000 yuan.

Some enterprises will also give him a subsidy of 10% to 15%, which has laid the foundation for his acquisition of silk companies that are on the verge of collapse in the next few years.

In 1999, Ling Lanfang finally earned the first 10 million yuan.

After signing a contract in Beijing that day, he broke the rules and took a taxi. The first thing to do was to pick up the cell phone and excitedly call the bank leader: "I Lan Lan Fang has stood up and can pay off his debts."

NO. 04 exposing the "huangbang" people

In 2002, the Huzhou silk industry, which was once boundless and spectacular, was at a stormy moment.

Huzhou's silk industry has not upgraded its technology for 20 years because of its institutional reasons and ideological complacency. On the contrary, the Western silk industry has risen rapidly.

The Asian financial turmoil in 1997 led to sharp reductions in orders in Japan, South Korea and Hongkong, and the deterioration of the market environment, and then began to eliminate backward production capacity in Huzhou.

This year, Zhejiang silk two factory has been difficult to continue, with the purchase of more than 20 thousand years of service, 49 year old Ling Lanfang laid off.

This is only a small case in the upheaval of industrial system, but it has changed the future of Huzhou's silk in the past century.

Since 1998, Huzhou has sold hundreds of quality old silk factories, such as Dachang, Tian Chang and Guan ya, to the central enterprises, Huayuan, and the rest are some of the most difficult factories.

In order to revitalize these assets, the Huzhou government began to promote the restructuring of state-owned enterprises. The 90 year old "Yongchang" silk factory became the leader of the restructuring.

The auction conditions set out by the Huzhou government are: the price of 85 million yuan, and the protection and placement of more than 2900 workers.

However, the tender notice was published on the Internet and Huzhou daily for more than 100 days.

Smart businessmen are calculating: when Yongchang had only 38 mu of land and 180 backward iron and wood looms, the average land price per mu was two times the price of a piece of real estate development land, not to mention the need to take so many staff posts and diverts and restore the pressure of production.

Who would like to pick up such a hot potato? But more than 100 days later, the news of the old factory in Yongchang was suddenly hit by Huzhou's news.

Ling Lanfang, who has just laid off, has uncovered the emperor's list of "No. 1 project".

It turned out that Ling Lanfang was combined with more than a dozen laid-off workers and bought Yongchang under the name of silk materials company.

This is the predecessor of the Silk Road group.

In order to get together the first 20 million yuan of funds, Ling Lanfang had to borrow usury.

"No bank at that time dared lend money to me, nor did it buy the land mortgage."

Indeed, in the eyes of the surrounding people, Ling Lan Fang must be crazy. With such a large sum of money to buy an old factory, it is undoubtedly suicide.

But in these more than 100 days, Ling Lanfang had tossed about for a long time: first, as a Huzhou people who had been dealing with silk for 1.5 years, he had a complex of old factories. Secondly, from the commercial perspective, Yongchang was located in the central part of the city, and the space for appreciation in the future was enormous. Finally, from the perspective of enterprises, as long as the old mechanism of "doing more and less" was changed, and the technological pformation was strengthened, the silk industry in Huzhou would be able to make a comeback.

However, the first question before Ling Lanfang is how to pacify more than 2900 grassroots workers aged forty or fifty.

On the day of the restructuring meeting, in the face of hundreds of excited old staff, the departments concerned prepared 6 fire engines and more than 60 police officers to arrive at the scene to prevent accidents.

At the moment when the system was announced, the scene immediately became chaotic. Many women workers were crying and hugged the legs of the policemen.

At this time, Ling Lan Fang came out. He waved his hand with a big hand and lifted his voice. "I Ling Lan Fang entered the factory at the age of 17 and worked for 33 years in a state-owned enterprise.

Who has not been a worker? Who has no such helplessness? I understand everyone's feelings.

The mood of the old workers gradually recovered and the venue gradually quieted down.

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Then Ling Lanfang spoke patiently about the reason for changing the system, and how to restructure and resettlement.

Finally, he said in a loud voice, "first, we do good work, I have food to eat, people will not eat porridge; second, if I do not do well, my wife will lay off first, then turn to you, and finally be me; third, we will go forward together and work together to retire!"

The voice of the old workers had been thrilled with excitement, and some of them had even shed tears.

The scheduled one hour meeting will be extended for more than three hours.

When the meeting broke out, the old workers surrounded Ling Lanfang and said to the policemen who sent them, "you go back, Ling Ling sends us home."

At that time, the employment of workers was related to social stability after the reform of state-owned enterprises.

After buying state owned silk factories, some businessmen violated their previous commitments, cut off old workers, and even demolished factories for real estate.

Many laid-off workers took to the streets to protest and made trouble to the local government.

In such a complex environment, Ling Lanfang not only appease the mood of the workers, but also complied with the commitments made during the restructuring. In addition to ensuring the placement and appointment of the one hundred percent workers, the housing provident fund was paid for the local staff.

This makes Yongchang a benchmark for protecting workers' employment, and some of the state-owned enterprises that have not yet been restructured naturally find Ling Lanfang.

Only 4 months after the acquisition of Yongchang, the local government sold Ling Lanfang's silk factory two, which was on the verge of collapse, to 20 million yuan for four years.

Half a year later, the workers of the Hua Ling silk garment factory went to the streets for restructuring and shouted slogans for Ling Lanfang to buy.

City leaders immediately found Ling Lanfang, persuaded him to "take the whole situation to make sacrifices" and learned that he really had no money. The city leaders relaxed the policy at present, "first acquisition, stabilization of workers, and money slowly."

Finally, Ling Lanfang had to pay 12 million yuan and three years to pay off the conditions.

On the day of returning to Zhejiang two factory, Ling Lanfang used the horn of his factory to play the two songs of "back home" and "country love". He said that this is his mother's factory and the hometown complex of his life.

NO. 05 restructuring the industrial chain

The task of reforming three old factories is on Ling Lanfang's shoulders.

This is not only a mess, but also a scattering of sand.

The machinery and equipment of Yongchang silk mill were shabby. After a year of shutdown, the screws were rusty, and even the motor was stolen. Besides, the workers had not started the technology for a long time, and the operation rate and quality rate of the entire production line were in a mess.

When Zhejiang silk two factory handed over to Ling Lanfang's hand, besides machine equipment, there was not even a single cocoon, a single piece of coal, or even scrap iron.

And half a factory in Hua Ling garment factory has grown tall.

As a matter of fact, Zhejiang silk two factory will make cocoon into silk, and Yongchang silk factory will make silk into silk. Hua Ling garment factory will make silk into all kinds of clothing products, and it is a complete industrial chain.

But in fact, the silk quality of Zhejiang silk two factory is high, and the old equipment in Yongchang can not match at all. The silk produced in Yongchang is also too luxurious for Hua Ling, who is engaged in low-grade clothing production.

These three enterprises are three bitter gourd on a vine. They do not match each other. They buy their raw materials, and take orders from each other.

Cocoon rises silk factory bitter, silk rises silk factory bitter, silk rise garment factory bitter, no order, everyone bitter.

Many people around Ling Lanfang laughed at "drinking brine as honey."

In fact, Ling Lanfang didn't have the heart. He secretly encouraged himself: "after decades of silk and silk, what can we do? We don't make silk. We also make silk. That's the way out.

However, the house is leaking for a rainy night.

Ling Lanfang led the workers to repair the equipment of the Yongchang plant and began to expand their production.

Orders that were so few were broken.

Yongchang's stock suddenly surged to more than 20 million meters, and the capital chain suddenly became tense.

Ling Lanfang was in a hurry, and his gums swelled up for a while.

He swelled half his face and ran for three months in a garment factory in Jiangsu and Zhejiang provinces.

Others saw him miserable and respectful, and finally gave him orders.

The inventory crisis in Yongchang has been alleviated. The problem of "no cocoons without rice" has been followed in Zhejiang two silk factory.

Because the season of gathering silkworm cocoons in Jiangsu and Zhejiang was not yet reached, in order to get cocoons as soon as possible, Ling Lanfang had to go to the cocoon of Guangxi which had a warm climate and cocoon earlier.

After a while, there was no sale, and there was no raw material at the moment. There were numerous problems in three factories.

Ling Lanfang began to think about how to live this dangerous chess game.

In early 2006, Ling Lanfang renamed the enterprise "Silk Road Group" to promote Chinese silk culture.

With the implementation of the policy of "moving east to west", the sericulture industry in the West has been developing rapidly, but there is no complete processing system, and the silk industry in the East has not enough cocoon material.

Ling Lanfang adapted himself to the policy and built a large silk reeling plant in Laibin City, Guangxi province.

The branch not only solved Ling Lanfang's worries about cocoon raw materials, but also made profits in that year. After four years, the annual profit reached about 10000000 yuan, and the initial investment was recovered.

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Along with the industrial chain, it is the Yongchang silk factory.

Since 2006, Ling Lanfang has been promoting technological pformation and spending money on foreign advanced equipment.

However, on the one hand, the company's internal opposition to this is very large, some old colleagues ask, "Lao Ling, you spend so much money is worth not worth ah?" on the other hand, many old employees are not familiar with the new technology, imported equipment has come to the factory, they are only unemployed, which violates the promise of "not laid-off".

The technical pformation has been put on hold for one or two years.

However, one or two years later, Ling Lanfang tolerate backward technology, but the market can not accept it.

In Europe and the United States, 3 meters of silk has occupied the mainstream, and the workers in Yongchang factory are still using bamboo sticks on the old machines to produce only 1 meters wide silk. Whether they are of style or quality, they are eliminated by the market.

Ling Lanfang could no longer bear it: "old equipment, old crafts, old varieties, old markets, where do we still have a way to live?"

At that time, most of the old workers had retired, the rest had been pferred to civilian posts, and the Yongchang factory had moved to the suburbs, and Ling Lanfang sold the town to earn about 80000000 yuan.

With the money earned from selling land, Ling Lanfang resolved to implement technological pformation.

In 2007, he invested 150 million yuan to build a Silk Road Industrial Park on the road opposite the two Silk Road factory in Zhejiang Province. He introduced a complete set of new shuttleless weaving equipment from Italy and implemented 6S and other advanced production management systems.

This made Huzhou silk the first time to return to the forefront of the industrial trend in the past 30 years.

Standing in the spacious and clean Silk Road Science and technology factory, hearing the sound of "Shua Shua" imported weaving machine running smoothly and uniformly, Ling Lan Fang's surge of emotion, a bigger plan has emerged in his mind.

NO. 06 long delayed brand

On the night of the opening ceremony of the Beijing Olympic Games, Ling Lanfang did not stay in front of the TV.

He bought 16 big watermelons and 200 zongzi, and rushed to the two workers in zhe Si to reward the workers on the evening shift.

In order to supply silk to the international luxury brand Hermes, the workers in Zhejiang two silk factory must work overtime.

At this time, Ling Lanfang is falling into a big defeat.

The profit margin of a silk product brand can reach 40%, the luxury brand such as Hermes is even higher, and the profit margin of silk manufacturing is only 5%.

If it does not belong to its own brand, it will always crawl on the ground like a cricket ant. Ling Lanfang knows the truth of this commercial food chain.

In 2008, the global financial crisis broke out, and export orders fell sharply. China's textile industry suffered a heavy blow, and the Silk Road group was also unlucky.

The price of raw silk dropped from 220 thousand yuan per ton to 170 thousand yuan, and foreign trade orders fell sharply. Under the crisis, several factory directors asked Ling Lan Fang to cut down production.

However, Ling Lanfang firmly replied: no reduction, no pay cuts, no reduction in production, and no fear of spreading.

But how can Ling Lanfang keep his eyes open to see that stocks are soaring day by day.

On the other hand, he adjusted the product line of the production line to turn the slow moving high priced goods into a fast selling low speed selling product; while visiting the smaller European and American, Japanese and Korean customers, the amount of orders stopped by American customers was increased, and the customer policy was relaxed, allowing the arrears to collect the goods.

Until the 4 trillion policy came down in 2009, the Silk Road group survived the crisis.

This crisis has made Ling Lanfang more soberly aware that he must gradually get rid of his dependence on foreign trade orders, and establish brand names to hold his fate in his own hands.

In response to the financial crisis, with the new weaving equipment of silk road technology, Ling Lanfang launched a silk quilt brand named "gratitude" with the Hua Ling garment factory downstream of the industrial chain.

His idea is simple: in the flooded market of fake and shoddy silk, the silk can be bought by the ordinary people with the best material.

But it turned out to be the opposite.

The civilian population does not know much about silk, and price has become an important factor for them to consider.

Some fake and shoddy products are not even as good as Ling Lanfang's cost price.

Ling Lanfang's Thanksgiving card silk quilt was soon encircled and suppressed by cheap and inferior silk. Faced with a pile of mountain stocks, Ling Lan Fang had to sell at a loss.

Eventually, bad money drove out good money. Li Gui killed Li Kui. Ling Lanfang lost millions of dollars in this battle.

This defeat has taught Ling Lanfang a lesson: silk has elegant cultural connotations, and the brand should not take the civilian line.

He did not give up his heart: "we must make Audi first and then become Alto."

Depressed Ling Lanfang was inspired by the opening ceremony of the Beijing Olympic Games.

The theme song of the chorus of Liu Huan and Sarah Brightman has spread all over the world, so he decided to make a comeback and make a new high-end brand, "Huan Sha".

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The core competitiveness of a manufacturing enterprise to high-end brands is undoubtedly the technology that others can not reach.

In 2009, Ling Lanfang again played a combination of upgrading the industrial chain.

He first invested 120 million yuan in Guang'an, Sichuan, and built an advanced silk Home Textile Industrial Park, which expanded the capacity of the former process. Secondly, he bought the easy spinning factory of Zhejiang University, and gained the leading digital weaving technology. Finally, he introduced advanced embroidery machine to pform the Hua Ling garment factory into a modern post process production line aiming at the brand of Huan Sha.

As a result, the Silk Road Group has formed the industrial framework of "the western resource and Productivity Center, the eastern technology and brand center", and has the annual production capacity of 3000 tons of raw silk, 10 million meters of satin and 500 thousand sets of silk garments and home textiles.

Everything is ready except for the east wind.

This time, Ling Lanfang led the team to carefully analyze the high-end market: the high-end crowd's consumption of bedding is no longer a simple silk purchase, and they pursue the taste of life. They buy more home textile products with a sense of design and artistry.

However, the home textile market has gathered strong brands such as Luo Lai, Fu Anna and mercury. Every brand has invited celebrities, advertising and stores to spread all over the country, and the market competition is fierce.

Is there any late arrival of Sha Sha and his foothold?

NO. 07 brand upward war

How to do the brand, how to lay out the channel and how to fight the advertisement? After six months, Ling Lanfang still can not find a definite plan until he has invited Maetomi Anna, vice president and Hu Chao, a strong woman in the home textile industry.

In August 2009, Ling Lanfang invited Hu Chao to Huzhou to visit the Silk Road group. Hu Chao suggested to him that in the competitive home textile market, there was not a silk brand yet, and other brands needed to make silk.

If we want to take the high-end route, we should emphasize the concept of "exquisite silk and luxury art", aiming at the wedding, relocation and gift giving of high-end people.

And avoid competing with other brands in the street stores, and only enter the high-end shopping malls in major cities.

"Huan Sha should be the most beautiful silk brand in the world."

Hu Chao's remarks just came to Ling Lanfang's heart. He was so excited that he clapped the table: "it's you!" two months later, the brand of Ling Lanfang, who was led by Hu Chao, was formally established.

At the same time, Ling Lanfang formed a strong design team through external recruitment and internal training, and designed a product line with rich variety and elegant style in one and a half months.

Subsequently, Ling Lanfang invested tens of millions of yuan to let Hu Chao lead the home of Huan Sha to enter Beijing's Yansha, Shanghai bababai, Hangzhou Tower, Nanjing Golden Eagle and Chengdu Renhe Spring and other metropolis's top shopping malls.

In 2010, Huan Sha home textile has already set up more than 20 top store stores, with annual sales of 30 million yuan.

Man seeks power and spends time.

Huan Sha home textile is a breakthrough in the market, how to spread the brand next?

Ling Lanfang wanted to advertise on CCTV, but for an enterprise that has just pformed from the meager profit manufacturing industry, CCTV's advertising cost of hundreds of millions of yuan is unbearable.

Besides, there are only more than 20 stores in Sha Sha stores, and advertising on a large scale is not cost-effective.

So Ling Lanfang turned to the sword.

Since 2010, product placement has gained popularity in the marketing world.

In coincidence, Ling Lanfang also caught up with this trend.

Because the Silk Road Group has unique digital weaving technology in China, Ling Lanfang, a Chinese Pavilion in World Expo, Shanghai, proposed that the Silk Road group should make silk paintings of the famous painting "Fuchun mountain map" with silk for a 10 metre scroll to decorate the Chinese pavilion to receive the VIP Hall of all countries.

Ling Lanfang seized this opportunity to fly.

He organized research and development personnel from thousands of velvet chromatography to compare each other, found the most appropriate color, and then with advanced weaving technology, from receiving pattern patterns to playing fabric samples took only 7 hours, and once passed.

It happened that in 2011, Sanping Han and Phoenix media Liu Changle discovered that the picture of Fuchun residential area was divided into two parts, the mainland and Taiwan.

The producers have also heard the Silk Road group weaving the picture of Fuchun mountain for World Expo.

Laurence, the chief designer of the costumes, visited Huzhou and was impressed by the craft of the Silk Road group.

After the rounds of the Propaganda Department of Zhejiang Province, after several rounds of negotiations, Ling Lanfang poured heavily into the new movie that everyone expected.

In the movie, the four leading actors Andy Lau, Lin Chiling, Zhang Jingchu and Tong Dawei are not only dressed in Huan Sha home textiles, but also passing through the streets of the "happy Sha" flagship store.

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This implantable marketing is not only a few seconds for the movie, but more importantly, by designer Laurence, who designed the dress for every star, the real brand of the real brand has been favored by many fashion stars.

For example, in the great evening of the London Olympics China night, many stars and hosts appeared in Laurence's silk dress.

In the summer of 2012, Ling Lanfang sent away the last batch of old workers who had been pformed from state-owned enterprises. With the retirement of the old workers, all the old equipment was moved into the Silk Museum.

In the eight thousand mile and the moon, history passed so suddenly, and finally, 10 years ago, he finally made the promise of "no layoffs".

Remembering these, Ling Lanfang, who is near to the flower armor, is bound to recall.

Beside the Silk Road Group headquarters, the brook quietly flows through the ancient bridge of the tide, and the history of Huzhou silk is still flowing forward.

"When I get to the 100 high-end stores, I can make it into a world-famous silk brand."

Ling Lanfang dreamed of winning the world gold medal with Huzhou silk just like the businessman named Xu Rongcun more than 100 years ago.

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Huzhou has been known as "the house of silk, the land of fish and rice" since ancient times.

The exquisite silk of Huzhou silk enjoys the reputation of being "dressed by the world".

From the spring and Autumn period to the Warring States period, the Huzhou silk satin spread to more than 10 European and Asian countries through the silk road.

In the 1292, Marco Polo, a traveller from Italy to Huzhou, wrote in his travels: "business is well-developed here, and residents are dressed.

Gentle and gentle. "

In 1851, a businessman named Xu Rongcun took the Rongji Lake silk in Huzhou collection to the world exposition held in London, and won the gold medal awarded by Queen Victoria in one fell swoop.

Since then, Hu silk has been "crowning the whole country and being famous all over the world".