Xinhua Online Haihai, March 13 (Reporter Zhang Jiansong) At the time when many old-fashioned enterprises are struggling, the Chinese-language brand “Hengyuanxiang†from the wool textile industry is energetic. Inspirational innovation is the secret of this 80-year-old enterprise “returning to the old ageâ€. "President Wen Jiabao proposed to adjust the industrial structure in the government work report, strengthen the main position of enterprises in independent innovation, vigorously implement brand strategy, and encourage the development of well-known brands with independent intellectual property rights, which is especially important for our old-fashioned enterprises." Hengyuanxiang Group Liu Ruiqi, chairman of the board of directors, said, "Although the old brand has a proud gold signboard, it can only explain history, can not represent the present, and is not a natural cornucopia. We must inspire innovation and integrate into modern commercial civilization." In recent years, Heng Yuanxiang It is to gain new development in continuous innovation. Founded in 1927, Hengyuanxiang was originally a long-established shop selling velvet lines on Nanjing Road in Shanghai. By the 1980s, Hengyuanxiang, once prosperous, had no previous scenery, and its assets were only 500,000 yuan. After Liu Ruiqi became the "head of the family", he boldly reformed and registered the words "Hengyuanxiang" from the name of the store into a brand name, and then launched a series of brand reshaping activities to attract the national wool processing factory to join the brand. Today, Hengyuanxiang has gathered more than 70 franchise factories and more than 5,000 franchise stores. The products extend from simple hand-knitted yarns to more than 70 categories such as knitting, clothing and bedding, with annual sales of 3 billion yuan. To upgrade the industrial level, we must rely on scientific and technological progress. In recent years, Hengyuanxiang Group has invested a large amount of funds to overcome one technical difficulty after another. Not long ago, Hengyuanxiang's “Research and Development of the World's Very Fine Wool and Its Products†project passed the acceptance of the Shanghai Economic Commission. The research team not only overcome the technical difficulties of the process of washing hair, spinning, dyeing and finishing, but also Using the most advanced technology in the world, we have developed the world's finest wool and sheep yarn. In order to accurately study the body shape changes of adult men in China, Hengyuanxiang Group also established the first “Human Body Information Database†in cooperation with Donghua University. This forward-looking research project was evaluated by industry experts as “a symbol of China's garment industryâ€. Sexual events will lead the revolutionary development of China's garment industry." "In fact, the clothing produced in China has been similar to foreign countries in terms of style, design, processing and quality. But why can't it sell the price in the international market? It is because there is no brand of its own." Liu Ruiqi said, "Two The same high-end suits, with the Italian brand can sell tens of thousands of dollars, consumers are still rushing; and a domestic brand can only sell a few thousand dollars, but few consumers. We can not completely blame the consumers worship foreigners Because the brand is the memory that remains in the hearts of consumers, and this kind of memory needs to be operated jointly by the state and the enterprise.†“I very much agree with Premier Wen Jiabao’s proposal in the government work report to change the mode of trade growth and support autonomy. Intellectual property rights, self-owned brands, and high value-added products and service products are exported.†Liu Ruiqi said, “Although China is a garment manufacturing and exporting country, MADE IN CHINA’s international image is still cheap and low-end, we must commit to change. This image, the Chinese clothing products are launched in the international market. ."(Finish)
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