In the face of a new round of transformation and upgrading of the knitting industry, China needs more knitting enterprises to enhance their brand value with the power of science and technology, and build stronger and first-class international competitive enterprises in the promotion of high quality development. During the recent 2019 China textile industry "one belt and one road" conference, the reporter interviewed. Inner Mongolia deer King cashmere Co., Ltd. (referred to as "deer king company") Chairman Zheng Haosheng Around the practice of deer King's market layout in the countries and regions along the "one belt and one road" in recent years, this paper introduces the transformation and upgrading path of Lu Wang company. "Inner Mongolia deer King cashmere Co., Ltd. was founded." 1985 Headquartered in Baotou, the Inner Mongolia Autonomous Region, it was set up by its predecessor, the deer field cashmere sweater factory in Baotou. 12 families State owned and collective enterprises have been jointly established. 9 families The company accepts more than 8700 employees. 2009 The company has been restructured into a private shareholding enterprise. Zheng Haosheng said.
In the past 35 years, with the strong guidelines of the state's reform and opening policy and the unique cashmere resources of the Inner Mongolia Autonomous Region, the company has been innovating through the "quality" and "integrity" as the brand's foundation, and has made great progress through the "Leaping" and "going out" development. It has now grown into a professional large scale cashmere product manufacturer of 6 million cashmere and blended knitting fabrics, 1 million cashmere and blended fabrics and 1000 tons of coarse worsted cashmere yarn. 。 Its products sell well. The United States, the European Union, Japan and South Korea And other international mainstream markets, and High end cashmere market in domestic and second tier cities The assessment data from "2018 Inner Mongolia top 100 brand list" show that The value of "deer king" brand reaches 6 billion 582 million yuan. 。 Global vision
Broaden resources and improve efficiency
In fact, as Zheng Haosheng said, since the implementation of the global industrial layout, the deer king company has firmly grasped the historical opportunity of the "one belt and one way" construction. It has not only increased the intensity of the introduction, but also accelerated the pace of going out, and has developed from the introduction of overseas resources to the powerful driving force of the development of the products from the sea to the sea and the brand to the sea, constantly consolidating the foundation of the industrial chain, and actively exploring the diversified development mode, so as to lighten the high quality development road of the deer King cashmere industry.
Today, the deer king company has formed in Baotou, Inner Mongolia, Bayannaoer, Wulanchabu, Xilinguole Meng, Shanghai Pudong New Area, Zhejiang Jiaxing City, Tibet Tibet City, and overseas African countries and Southeast Asian countries. 1 central headquarters, 2 brand operation centers, 5 production bases and 17 production plants. Set up Nearly 30 marketing centers at home and abroad And Nearly 1000 high-end terminal stores We have set up an international textile and garment group that integrates all kinds of open and innovative industrial chains, including goat breeding, raw materials storage and transportation, R & D, production, marketing and brand operation.
80s of last century In order to facilitate warehouse procurement and radiation surrounding production base, Deer king has established a large production base in Bayannaoer, the world's top cashmere material producer, with an annual output of 2000 tons without plush. 。 1996 Lu Wang set up a production base in the Shangdu County, Wulanchabu, Inner Mongolia, which is a high quality raw material of cashmere. 2007 The company has set up another production base in Xilinguole Meng, Inner Mongolia's Zheng Ying white flag. It has 50 automatic computerized flat knitting machines and 300 thousand cashmere sweaters annually. As the center of operation of the whole company, the headquarters of the deer king company in Baotou, Inner Mongolia, has 5 major production factories: dyeing, spinning, computer knitting, weaving and garment making. The dyeing factory adopts imported advanced equipment, the annual dyeing capacity is 1500 tons, the spinning factory has 12 sets of woollen equipment, the annual output is 650 tons of roving yarn, the equipment of worsted 2880 spindles is produced, the annual output of worsted yarn is 150 tons, the computerized knitting factory is equipped with 250 automatic computerized flat knitting machines, the annual production of 700 thousand cashmere sweaters, the weaving factory's annual output of 800 thousand cashmere fabrics, and the annual output of the garment factory is 100 thousand cashmere sweaters. At the same time, in improving the quality of the brand building of the key link, deer king company 1999 and 2009 They were established in Shanghai and Jiaxing, Zhejiang respectively. Brand operation center Brand building helps boost production efficiency and increase market revenue.
Lu Wang's overseas layout is quite fast. In 1997, deer king set up its first overseas production base in Madagascar, Africa. At present, The annual production capacity of knitted products is 5 million. In 2009, deer king set up second overseas production bases in Kampuchea, Southeast Asia, with 150 automatic computerized flat knitting machines, 100 hand-held flat knitting machines, 700 employees and 700 thousand knitting products annually. Quality as the body
Building brand credibility
Innovation is an inexhaustible driving force for the development of enterprises. The core of R & D is the green product of R & D life cycle, and has achieved high quality development in raw material formulation research, technological innovation, product ecological design and intellectual property protection.
"Without good quality, there will be no brand. Quality is the core of "deer king" brand development and the top priority. Improve the quality traceability system of deer King products, and achieve traceability and trustworthiness from production to sales. With the support of good quality, deer king has officially embarked on the brand development path from selling products to selling brands. Zheng Haosheng said, Up to now, the deer king company has registered 65 trademarks, declared 245 patents, authorized 170 patents, won two national science and technology progress awards, 1 municipal level science and technology awards, 30 quality products Award, design award, and "Wei Er Jia" excellent new product award 30, presided over and participated in the formulation and revision of national and industrial standards 40. It has effectively strengthened and protected the technology and intangible assets of the "deer king" brand.
Under the strategic planning and guidance of Zheng Haosheng, the leader of the enterprise, in addition to the title of cashmere national brand, The deer king company has won the honor of "state-level enterprise technology center", "agricultural industrialization national key leading enterprise", "state-level high-tech enterprise", "national product fixed-point production unit", "key tracking and cultivation of independent brand of clothing home textiles", "ten major export brands of Chinese cashmere enterprises", and "intelligent manufacturing pilot demonstration enterprise". Under the development of high quality development, integration of production layout, expansion of overseas customers, enhancement of business philosophy and implementation of the "one belt and one way" development concept, under the leadership of Zheng Haosheng, "deer king" brand rapidly ranks among the world's leading brands.
" Deer king is rooted in Africa for 20 years. , Together with other textile enterprises, it has provided 20% jobs for Madagascar, and has created the industrial output value of Madagascar 1/3. While speeding up its industrialization process, it also promoted its economic and social development. The company acquired more than 3000 tons of raw materials from the herdsmen annually, and the acquisition fund exceeded 1 billion yuan, benefiting 100 thousand farmers and herdsmen, which is responsible for the poverty alleviation and the sustainable development of the industry. The deer King took the animal husbandry with the strong belt weak, the big belt small, the rich with the poor, the radiation has promoted the peripheral area textile industry, the agriculture and animal husbandry, the breeding industry, the industry and Commerce and so on related industry's development. Zheng Haosheng said.
Lu Wang always adheres to the concept of sustainable development of green environment and creates eco healthy textile products for the world. Zheng Haosheng said with emotion, "the king of the deer is determined to be confident in culture." the Chinese culture gene, which is sincere and grateful, is inserted into the links of R & D, design, production, management and sales. Lu Wang should lead the new development with scientific and technological innovation. We should use cultural escort to march towards the new era, cashmere clothing and clothing as the carrier, and assume that the new and old customers in the world should provide attractive and distinctive products as their duty. We should not forget our original mind and continue to practice the spirit of "honesty, responsibility, innovation, revitalization and Transcendence". Bear in mind the mission and pledge to build the deer king into the world's leading cashmere dress brand and leading enterprise, and continue to make greater contributions to the dream of a powerful country under the "one belt and one road" initiative.
