Hengyuanxiang ppt

Left-handed Liu Ruiqi likes to think the problem backwards, and often comes up with some "crooked ideas" to do things that others can't think, do, find or understand.

1887, when Liu Ruiqi first became the manager of Hengyuanxiang Wool Store, he was faced with a dilapidated storefront, and the supply of wool was in short supply. Hengyuanxiang, a veritable wool "time-honored brand", was founded in 1927, but by 1987, its net assets were only over 300,000. In Liu Ruiqi's view, only the brand is left.

However, up to now, Hengyuanxiang has become one of the enterprises with the largest annual wool consumption in China and even the world, with the annual wool consumption exceeding 1 10,000 tons. Products include wool, knitting, clothing, home textiles and other categories. In 2005, 40.9 million pieces of various products were sold, and the total retail sales of brands was nearly 4 billion yuan. Only Liu Ruiqi, the chairman and general manager of Hengyuanxiang (Group) Co., Ltd., who revived the old brand, can make it clear.

"Hengyuanxiang has experienced the pains, hardships, setbacks and challenges experienced by most enterprises in China. Different from other enterprises, Hengyuanxiang regards these pains, hardships, setbacks and challenges as opportunities given by others. " Liu Ruiqi said that this is because "Hengyuanxiang has created a passionate environment and atmosphere, infecting everyone around us with our passion."

Liu Ruiqi is the leader of this passionate team.

Time-honored brand revival

How can we make the old brand shine again? Chairman Liu Ruiqi began to think about this issue when he took over Hengyuanxiang on 1987. The first thing he did after taking office was to decorate the facade of the store. He took out the old signboard with the words "Hengyuanxiang" and painted it gold on a black background. In September, he made a banner advertisement in Xinmin Evening News at that time, informing consumers that "Hengyuanxiang Wool Shop was renovated and held its 59th anniversary celebration", which attracted a large number of consumers and even the police mobilized to maintain order.

1988, at that time, Chinese people's trademark awareness was not very strong, and Liu Ruiqi spent the 200 yuan registration fee to register the famous brand Hengyuanxiang. 1994 began to advertise "Hengyuanxiang Yang Yang Yang Yang" on CCTV. When the advertisement of Hengyuanxiang was temporarily suspended on 1996, Liu Ruiqi received a complaint letter from consumers, which wrote: Mr. Liu Ruiqi, Chairman of Hengyuanxiang Group, why did you stop broadcasting the advertisement? There is a child in my family who is more than 20 months old. He will fall asleep only when he watches the advertisement of' Yang Yangyang Hengyuanxiang' every night. My child can't sleep because you stopped advertising. Not only that, now as soon as I mention the word Heng Yuan Xiang, most people will immediately respond: Yang Yangyang.

"Consumers will not be loyal to a product, but they will be relatively loyal to the brand." Liu Ruiqi believes that in brand management, one of the most critical tasks is to create, maintain and enhance consumers' memory of the brand, so that consumers can change their understanding, cognition and recognition of "superstition".

In order to consolidate consumers' "superstition" about Hengyuanxiang brand, Hengyuanxiang became the sponsor of Beijing 2008 Olympic Games in 2005, the first Olympic sponsor in the field of textile industry in history, and the first Olympic sponsor in China textile and garment industry. "This will greatly enhance Hengyuanxiang's reputation, personality and cultural connotation in the market. And lay a solid foundation for the internationalization of Hengyuanxiang. " Liu Ruiqi said excitedly that in Hengyuanxiang's Olympic marketing activities, he will always carry out the purpose of "enhancing Hengyuanxiang's reputation, personality and cultural connotation in the market".

For example, according to the agreement with BOCOG, Hengyuanxiang will provide dresses for the China Olympic Organizing Committee and the China National Sports Delegation, and household textiles for the Olympic Village. Hengyuanxiang plans to carry out extensive design competitions and style discussions around formal wear and home textiles.

Hengyuanxiang found in the business process that the global brand expression is mainly based on vision. Whether advertising or terminal promotion, the carrier is mostly visual. Few brands are expressed through other senses, so there are only a few' hearing brands' in the world, and there are basically no' touch brands',' smell brands' and' taste brands'. Liu Ruiqi said, "In order to better communicate Hengyuanxiang brand and consumers, Hengyuanxiang has launched the' Constant Motion 80 Plan' and is studying how to express the brand through people's five senses-sight, hearing, touch, smell and taste."

To this end, Hengyuanxiang is currently organizing excellent international and domestic resources, including research institutions, experts and world-renowned design companies, to design facial expressions for Hengyuanxiang. In addition, the company is also actively planning and creating this performance. "In the future, we hope that consumers can not only identify Hengyuanxiang through vision and hearing, but also immediately identify Hengyuanxiang when they touch a texture, smell a taste and taste a taste." Liu Ruiqi said.

On June 6th, 2006, according to the news of the 3rd World Brand Congress and China 500 Most Valuable Brands Congress, Hengyuanxiang ranked among the China 500 Most Valuable Brands for the third consecutive year, with a brand value of 265,438+23 million yuan, an increase of nearly 1 100 million yuan compared with 2005, and its ranking rose by 14. In August, 2006, Hengyuanxiang ranked second with a brand value of 2.552 billion yuan and first in the field of textiles and garments in the first Top 100 List of Chinese Time-honored Brands released by China Brand Research Institute.

Intangible assets incite tangible assets

Hengyuanxiang is not only the first enterprise to implement brand operation after China entered the market economy (199 1 year), but also the first enterprise to implement franchise operation in China (1999). Hengyuanxiang currently has 40 core franchised factories, 575 franchised dealers and distributors, and 69,665,438+0 franchised sales outlets. The coverage rate of sales outlets in China's provincial markets is 100%, the coverage rate of municipal markets is 90.79%, and the coverage rate of county markets is 55.67%.

Marketing guru Milton? MiltonKotler, Vice President of International Brand Alliance, Francis, Chief Consultant of Coca-Cola? Mcguire spoke highly of Hengyuanxiang's brand management and praised Hengyuanxiang as the "Coca Cola" of China.

These achievements come from Hengyuanxiang's clear brand strategy and positioning. "Hengyuanxiang's industrial orientation is to be the end product related to sheep and wool in textiles. Business positioning is a strategy, consulting and management consulting company with market consumer brands. " Liu Ruiqi said, "The profit margin of an enterprise in the future is not how long the value chain is, but whether it can focus on one area that it is best at and then reach the top. Hengyuanxiang Group is determined to focus on the core expertise-the management of brand intangible assets. "

At present, around the golden signboard "Hengyuanxiang", more than 40,000 people across the country have formed a dynamic "Hengyuanxiang Consortium".

Faced with such a huge franchise system, Hengyuanxiang established a virtual organization-Hengyuanxiang Consortium on May 30, 2004, and made the same plan for Hengyuanxiang Consortium. The Congress of Hengyuanxiang Consortium is the highest authority of Hengyuanxiang Consortium and the center for formulating the operating rules of Hengyuanxiang Consortium. Hengyuanxiang Consortium Congress is composed of various regional branches of Hengyuanxiang Consortium, and each branch is the center for formulating rules of regional market games.

Since March 14, 2005, Hengyuanxiang has formally established 23 regional branches of Hengyuanxiang Consortium, and elected 30 first directors and vice presidents through democratic elections. The Union has also established four committees for wool, knitting, clothing and home textiles industries, and six professional committees for advertising, counterfeiting, communication, training, networking and research. These organizations include the functional departments and product companies of the group, mainly engaged in serving and managing the output of the consortium. "We take the brand as the core and maintain the development and growth of the entire value chain through management innovation, system innovation and incentive innovation." Liu Ruiqi explained that the whole organization of Hengyuanxiang has changed from the initial loose cooperative system to the joining cooperative system, and now it is a consortium. "In the future, Hengyuanxiang will move towards the same body, and ultimate interests is a system that integrates all the interests or property rights of Hengyuanxiang."

Liu Ruiqi revealed that this year, in the management of the consortium, we will focus on one task: the construction of the Party, workers and youth league. "In fact, the company has long hoped to carry out this work. In 2003, the company also recruited full-time party workers for the society, with an annual salary of 65,438+10,000. This is the first time that a company has recruited party workers. "

Human investment behind brand revival

"Since Hengyuanxiang successfully implemented the MBO acquisition on 200 1, 1, 2 1, the first five-year development period has passed. Since 2006, Hengyuanxiang has officially entered the second five-year development period. " Liu Ruiqi's career stage is unprecedented. He wants to reinvest these profits and expand his "Hengyuanxiang" career. However, his amplification strategy is different from the diversification of other enterprises. In his words, it will be "Hengyuanxiang seeks diversification in core expertise, not diversification in core expertise". The core specialty in his eyes is the management of intangible assets brands.

Hengyuanxiang 200 1 held the first staff meeting after the successful implementation of MBO acquisition. Liu Ruiqi said at the meeting that people are the first and most important resource of an enterprise. Hengyuanxiang only invests in the right people and does not invest in projects.

"On the choose and employ persons, I will give priority to party member. I also ask them to write well and be able to speak and write. If this person is left-handed, I will give priority, because left-handed people have different thinking habits and can have different ideas. Differentiation is also one of Hengyuanxiang's strategies. " Liu Ruiqi himself is left-handed. He likes to think the problem backwards, and often comes up with some "crooked ideas" to do things that others can't think, do, find or understand.

Liu Ruiqi believes that as a leader, everyone should strive to create a passionate atmosphere and system, and should seriously think about what leadership has brought to employees. How to make every employee reflect his own value? How to use such an atmosphere and system to let everyone feel, feel and be moved.

"In the career of Hengyuanxiang, we can reflect our own values every moment, and we will have passion. This value is not salary, but the corporate culture that employees like to identify with, so that employees can feel the significance of doing this job and everyone can find their own position. " Liu Ruiqi said that the company needs a series of systems to make employees feel that they can be recognized by the company in this atmosphere. Anyone who wants to be recognized needs fairness, justice and transparency.

(Source: World Brand Lab)