Interview With Hou Jianjun, General Manager Of Ningxia

According to the China National Business Information Center, the sales volume of men's suits in major shopping malls in the country showed that the market share of HC in the Northwest market has been in the top 3 for 5 consecutive years. After 2006, the overall occupancy rate ranked first.

A state-owned garment enterprise in the deep west, how to achieve the first 6 consecutive years to maintain the Northwest market share? The reporter recently interviewed Hou Jianjun, general manager of Ningxia Hui Chuan Garments Co. Ltd.

Culture creates soft power first class suits to seize Western opportunities

Reporter:

It is a state-owned enterprise. There is still a certain gap between Ningxia's clothing enterprises and the coastal and eastern regions. Why can enterprises have such a good development?

Hou Jianjun: Ningxia Hui Chuan Garments Co., Ltd. is the largest comprehensive clothing enterprise in Ningxia, and the 500 largest textile enterprise in the country.

Hsing Chuan has a good spirit of corporate culture, the strength of spirit is the most powerful force, and is the unconquerable source of strength in market competition.

"High quality, low price, high quality service" is a long-term adherence to the concept of Hui Chuan. It is the cultural connotation of "Hui Chuan" brand. It is the value recognized by consumers. It is the common values of employees of HC and the embodiment of the core culture of enterprises.

Through 19 years of efforts, the company has not only advanced equipment and technology, but also formed personnel training mechanism, staff incentive mechanism, new product research and development mechanism, market rapid reaction mechanism, good sales service mechanism, raw tea operation cost control mechanism, product quality assurance mechanism, financial monitoring mechanism, and unity and dedication of the enterprise culture.

These mechanisms and the formation of corporate culture have continuously strengthened the soft power of enterprises and formed the strongest competitiveness.

Today, "Hui Chuan" is not only the best Western-style brand in the west, but also the best logo garment processing factory in the West. "Hui Chuan" brand has become a well-known regional brand in the western region, and will soon become the first class suit brand in China.

Reporter: at present, the industry situation is grim. Why is it facing the best historical development opportunity since its establishment?

Over the past two years, serious problems such as labor shortage, labor costs and appreciation of RMB have become a serious problem in the coastal garment enterprises, resulting in the deterioration of the survival and development environment of most small and medium garment enterprises without brand, technology and marketing channels.

The recent emergence of the European debt crisis has made foreign trade clothing less desirable, and worsened the development environment of these enterprises, resulting in an obvious trend in the shift of the garment industry to the central and western regions. Foreign businessmen began to take the initiative to seek export oriented clothing manufacturers in the central and western regions.

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In recent three years, the company has continued to carry out technical renovation, plant expansion and equipment renewal, and has added 600 thousand pieces of clothing production capacity.

Enterprises have introduced advanced design technology and technology of Italy clothing to promote industrial upgrading, and the quality grade has reached the international advanced level.

In the past two years, the company has also introduced 4 intelligent hanging production lines, namely, trousers and shirts, and fully implemented the lean production of garments, and the production efficiency has been significantly improved.

Because of its advantages in technology, management, cost and other advantages, it has greatly enhanced its ability to undertake foreign trade orders.

Old customers' orders are increasing and new customers are increasing. As long as there is production capacity, there will be endless orders.

Hsing Chuan is now picking orders, and foreign trade orders have doubled every year.

International top designers create brand core competitiveness

Reporter: Hui Chuan has always attached great importance to brand building. As one of the core competitiveness of clothing brand, what advantages does Hsin Chuan have in design?

Hou Jianjun: Western-style clothes are high etiquette dressing, a symbol of status. Without good quality, there is no market.

To achieve high quality is not easy. "To produce first-class products, we must have first-class talents". Enterprises must have the best Western-style designers in China to make the best Western-style clothes in China.

In the past 3 years, he has introduced the chief designer of Italy Armani suit, Mr. Caitlin, so that the quality of his suits has been rapidly upgraded to the international standard. He has been praised by experts both at home and abroad at home and abroad.

In April 2009, the company introduced

Design high-end talents Mr. Han Wangping.

After hard work, Hsing Chuan hemp linen and general linen top suit were finally developed, resulting in a great improvement in the quality of western style clothes.

It has promoted the influence and competitiveness of HC and made it come out of the era of price competition and entered the era of high quality competition.

At present, there are well-known clothing experts at home and abroad: the chairman of the international masters of Fashion Design Association, the chief designer of Armani, Mr. Caitlin, Professor of Beijing Institute Of Fashion Technology, Mr. Yan Yongwei, and so on. Under the guidance of them, the high tech, middle and primary excellent technical personnel team of HC has been formed and has strong innovative talents in the national garment industry.

Reporter: at present, the competition in the clothing industry has become intense. What advantages does Hin Chuan have in the market competition?

Hou Jianjun: the market strategy put forward by Hsin Chuan is "the same quality. The price of Hsin Chuan is the lowest. The same price is the best quality."

We must let customers buy products from Hsin Chuan, feel value for money and never regret it.

Although it is still low price, Hin Chuan still needs to make profits, so where does the profit come from? Besides our efforts to improve production efficiency, inventory management of raw and auxiliary materials, consumption management and procurement management, "thrifty" is more important. "Thrifty" should be taught and started from the leaders.

The spirit of frugality in the leadership of state-owned enterprises is more important to bring a good atmosphere to enterprises.

Since I was a child, I have been deeply educated by the party's fine tradition. The thrift of society has left a deep impression on me. The good character of thrift is impossible to change. This is also an important foundation for leaders to have high prestige in enterprises.

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After being identified as "China's well-known trademark", HC has constantly increased its brand protection. It has not only promoted the position and image of HC brand in the eyes of consumers, but also created new space for us to open up large international and domestic markets.

At the same time, Hsing Chuan's good service mechanism has also formed a good reputation in the industry and consumers.

In order to meet the needs of customers, the company strengthens the service to the customers with high quality, and implements the two iron rules of "no", that is, the salesmen can not say "no" to the customers' request, and the sales staff can not say "no" on behalf of the customers to the job requirements of the various departments of the company.

Over the past 19 years, there have been no complaints from Ningxia's quality inspection department, industry and Commerce Department, Consumer Association, media and so on.

Technological pformation of traditional industry information management system leading the country

Reporter: it is understood that Hsin Chuan's clothing computer information technology application level is the leading position in the country.

Hou Jianjun: in 1996, the company introduced the computer aided design system (CAD) and the computer automatic cutting system (CAM). After that, many computer controlled sewing equipment and pressing equipment were introduced.

In addition, the company has independently developed the MIS, product data management system (PDM), computer registration system, computer aided process system (CAPP), and computer integrated manufacturing system (CIMS).

At present, the company can realize computer automatic intelligent layout, can automatically generate special suit model, can realize computer automatic cutting, is the "National 863 plan application demonstration enterprise".

Hsing Chuan has changed the production mode of traditional clothing industry by using information technology, and led the enterprises to establish a modern "agile production" mode, which has promoted the continuous improvement and progress of the technology level of HC. It has been appraised as the "advanced unit of information technology in the apparel industry" by the China Textile Federation and the people's Government of Ningxia autonomous region, and has won the first prize of science and technology progress in Ningxia autonomous region.

Now, Hsin Chuan has fully realized the massive work of online order, online check list, online query stock, online inquiry order progress, online production capacity evaluation, and so on, so that the work efficiency is greatly improved, orders are effectively managed, and the rapid reaction ability of the enterprise market is enhanced.

Reporter: what does the company do in integrating resources and expanding industry coverage?

Hou Jianjun: at present, the newly established Ningxia Hui Chuan aide Garments Co., Ltd. is a modern garment and tent production enterprise jointly invested by Ningxia Hui Chuan clothing company and Jiangsu Nanjing Hao Luo clothing company.

Relying on its product design and manufacturing technology capability and relying on the tent production technology of Nanjing Hao Luo clothing company, Hsing Chuan Edward continues to enhance the core competitiveness of the "high quality, low price, fast fashion" market, and introduce all intelligent hanging lines to produce all kinds of garments that have the first intake of water at home.

It is worth mentioning that the project is a response to the Ningxia Autonomous Region Party committee and government to create "the Yellow River good Valley" call for innovation and practice of industrial charity, industry poverty alleviation, into Ningxia "the Yellow River good Valley" the first enterprise.

The newly established company has a large number of disabled employees and poor family youth. The disabled employee arranges their work within their capabilities, and sets up 3% of their annual sales income to set up the handicapped support fund to improve the production conditions and welfare facilities for disabled workers.

The deeds of disabled employees in HC have aroused wide repercussions throughout the country, and have been widely recognized by all sectors of society.