Heng Yuanxiang: brand culture, market, create a new era of knitting

Heng Yuan Xiang, founded in 1927. This hundred-year-old brand, after a century of wind and dust, has established itself in a unique business by virtue of its good corporate image and profound corporate culture, which is unique in the turbulent and prosperous market economy. road. In 2003, Hengyuanxiang created three sections of knitting, apparel and home textiles. It has over 10 subsidiary companies, more than 100 franchised factories, and more than 4,000 franchised sales outlets, spreading the “Famous Sheep Culture” to the extreme. Hengyuanxiang Knitting Division adhered to the profound accumulation of Hengyuanxiang in the knitted wool textile industry. Based on this, it carried out business process reengineering and reorganized Hengyuan Xiangmao Knitting Co., Ltd., a garment company and a hosiery company to gather superior strength and focus on knitting. The major products are researched and developed and promoted.

Since its inception, the Business Department has adhered to the business philosophy of “taking consumers as the starting point and consumers as the destination” to establish a “one center and one system” for long-term development goals: that is, product development and promotion are all centered on “satisfying and developing consumption. The "needs" are centered; a pre-sales, sales, and after-sales comprehensive three-dimensional customer service system is established.

The business unit takes the “integration advantage, constructs value network, and joint development” as the management philosophy, optimizes and integrates sweaters, underwear, socks and Other products, and establishes wool specialty products as its core expertise to drive promotion of nearly 100 categories. Product development strategy; Through research and integration of sales networks, more than 5,000 franchise sales counters and monopoly image stores have been built across the country, and a strong dealer team has been established. To achieve good quality, all franchisees are required to follow the “5S” Management model and ISO9002 quality system standard are used for production and management to ensure product quality.

Liu Ruiqi, president of the group, said: "A good company's intangible assets will definitely be greater than its tangible assets. If an enterprise finds that its intangible assets are smaller than its tangible assets, it cannot be called a good company."

Hengyuanxiang has experienced a hundred years of experience and has accumulated a profound brand culture. This is our largest intangible asset. The Knitwear Division is firmly committed to inheriting and developing the Hengyuanxiang brand culture and focuses on brand maintenance and promotion. In 2003, at the beginning of the establishment of the business division, it invested RMB 1 million to invite a professional advertising company to design a brand new VI image, develop VI standards for knitting stores and counters, conduct training to standardize the service quality of salespersons, and strive to interpret the uniqueness of the Hengyuanxiang brand in all directions. Connotation.

With the continuous progress of the society, the competition of the enterprises is constantly changing. Ren Luhai, general manager of the knitting division, often said: “In the future, enterprise competition will not be 'big eating', but 'fast eating', so companies should With keen market awareness and adaptability, our business unit focuses on building a flat management platform, with an independent marketing department and product department, always developing and promoting products based on market demand, striving to be an information flow, quick action, and promoting human management. , strengthen the brand management of modern enterprises, in order to Hengyuan Xiang this century-old enterprises into more vitality!

History has opened a new page. Hengyuanxiang Knitting Co., Ltd. will always adhere to the "unreserved excellence, always strive for the first" of the same faith, is committed to creating more noble clothing quality for consumers, and create a new era of knitting!