Company Profile

Time: 2005-5-12 14:57:13 Source: Xuechi Group

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Xuechi Group is the executive director of the China National Garment Association, the deputy director unit of the Down Clothing and Products Professional Committee of the China National Garment Association, the vice chairman unit of the China Down Industry Association, and one of the largest clothing groups in the country. It has assets of 1 billion yuan and 8,000 employees. It mainly produces and sells various types of clothing, as well as cross-industry business entities such as construction, trade, and real estate. It has built multiple production bases in Shanghai, Qingdao, Handan and other places. It has the production capacity of more than 20 million pieces of various types of clothing. "Xuechi" is a Chinese famous brand and a well-known trademark in China. Currently, there are counters (halls) in more than 200 large-scale key shopping malls in China. It has more than 10 sales companies or offices abroad, and has more than 800 specialty stores and more than 100 stores. Wholesaler, its leading products include down jackets, casual wear, bedding, shirts, trousers, magnetic far-infrared multifunctional health care products, etc., which are exported to 35 countries and regions in Europe, America and Asia, and more than 20 provinces and cities in China. Among them, the health care series products have won seven awards National patent, filling the domestic gap. The company has been among the top 200 companies in the country's apparel industry for many consecutive years, and has become one of the top two down products companies. Its unique "management in seconds" working method has won the International Outstanding Paper Award and the first prize for provincial modern management achievements, and has been promoted in the national garment industry and light industry system. The company has now passed ISO9001 quality management system certification and ISO14001 environmental management system certification. Xuechi Group's series of products have obtained the "China Green Environmental Protection Label Products" certification.

“People are sincere and genuine” is Xuechi’s philosophy, and “training a first-class team, building an international brand, and becoming one of the world’s top 500 companies” is the company’s development goal. At present, Xuechi people are giving full play to their many advantages in brand, products, management, marketing network, etc., focusing on one industry and developing in a diversified manner, enhancing corporate culture, striving for comprehensive innovation, implementing famous brand strategies, carrying out brand management, strengthening capital operations, and conducting Low-cost expansion. Powerful measures will surely enable Xuech to keep pace with the times, surpass the times, compete for the future, and create new brilliance.

Business Philosophy

Time: 2005-5-12 15:12:54 Source: Xuechi Group

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The market economy is the legal economy. To run a business, you must abide by the rules, be honest, be sensible, and truly be "honest and sincere." Living by opportunism can only be short-lived and self-destructive.

Innovation is the life and hope of an enterprise and is the top priority of every employee and every department. Employees are allowed to make mistakes, but they are not allowed to make the same mistakes or fail to innovate. Without innovation, there will be no development, and it will be impossible to overcome and become strong.

Talent is the core competitiveness of enterprise development. Discovering, cultivating, using and retaining talents, building a reasonable platform for talents to stand out and display their talents, and forming a good mechanism are the top priorities of every entrepreneur.

Products and sales are the two wheels that drive the development of an enterprise. Only products with advanced styles and superior functions can occupy the commanding heights of the market five minutes in advance, activate the production and operation of the enterprise, and achieve corporate sustainability. develop. Whoever seizes the market wins development space and seizes the future.

The ten basic abilities that entrepreneurs must possess in the new era are: learning ability, management ability, innovation ability, planning ability, decision-making ability, communication ability, organizational ability, autonomy ability, ability to recognize and educate talents, and The ability to harness the market.

The 21st century is an era of knowledge economy, and enterprises must also become learning enterprises. Only in this way can we meet challenges and create brilliance forever.

Management principles: People-oriented, giving full play to talents, pursuing perfection, and shaping image

The development history of Xuechi is a history of entrepreneurship. Its predecessor was the Handan County Garment Factory. It was established in 1980 mainly to provide employment for family members and children of the Economic Commission. In the early days of the establishment of the factory, the employees brought their own household pedal sewing machines. The factory building was a simple shed built with stone slabs on the roof of the Economic Commission Office Building. It had only fixed assets of 36,000 yuan, 18 employees, a loss of 9,000 yuan, and an annual output value of less than 100,000 yuan. It is a "five nothings" factory with no factory building, no equipment, no technology, no capital, and no efficiency. Its products are trousers, vests and other products that cost 3 yuan a piece.

Due to inherent deficiencies and no foundation, the factory was forced to cease production less than a year after its establishment, and its personnel were temporarily integrated into the Handan County Fur Factory. In 1984, the county economic committee decided to resume production in the garment factory. In May 1985, two college students were exchanged for Comrade Wang Zixiu, who had been transferred to the County People's Congress Office, as the factory director. From then on, Wang Zixiu and Xuechi formed an inseparable relationship, and the company embarked on a road of rapid development.

After taking office, Wang Zixiu decisively proposed after extensive market research: If you want to break out of the old low-profit circle, you must break the conventional thinking pattern and pay close attention to product development. Later, a women's short-sleeved shirt made of voile fabric not only allowed the company to repay debts and repay wages, but also made a profit of 32,000 yuan that year, exceeding the production tasks assigned by superiors. From trousers and vests to "Bari yarn" shirts, this is the first time Xuech has taken off in its development history.

By 1987, Wang Zixiu formally proposed the eighteen-character business policy of "promoting products, focusing on quality, creating famous brands, occupying the market, high efficiency, and rapid development". At the same time, he formulated the "production generation, research and development" The product development strategy of "generation, reserve generation, conception generation" has been adopted, and down products have been developed. It is precisely because of this flagship product that the clothing factory received the attention of the county leaders, and the land at the north end of the county guest house was allocated to the clothing factory for formal construction of the factory. After its completion in 1987, it was renamed "Handan Down Products Factory" and the "Xuechi" trademark was officially registered in 1988. A down jacket not only saved the company, but also enabled Xuechi to develop rapidly. Since then, we have successively developed cold-proof clothing, denim clothing, children's clothing, casual clothing, bedding, magnetic far-infrared multi-functional down health care products, etc. Since 1993, at least one provincial new product has been launched every year, and hundreds of new models have been put on the market. The advent of each new product, as Ms. Yao Xiaoman, executive vice chairman and secretary-general of the China Down Industry Association, said: It not only embodies the ingenuity of Xuechi people, but also embodies the corporate culture of "sincerity and authenticity". Xuechi people's caring for consumers and contribution to society with considerate and humanized products have given Xuechi wings to take off.

In December 1996, with the approval of the Handan Municipal Government, the Handan Down Products Factory was reorganized into Xuech Group. After the establishment of Xuechi Group, the focus of work changed from expanding scale to brand management and marketing. It also adopted many measures such as internal management, external market expansion, increased investment in science and technology, dedication to product innovation, implementation of famous brand strategy, and brand management. , Xuechi embarks on the path of relying on brand for development and marketing to drive development.

After nearly two decades of rolling development, Xuechi Group has become the executive director of the China Garment Association, the Down Garment and Products Professional Committee of the China Garment Association, the China Down Industry Association, the China Home Textile Industry Association, and the China Antibacterial Association. The vice-chairman unit of the Materials and Products Industry Association and one of the largest clothing groups in the country. In 2002, the "Xuechi" trademark was recognized as a well-known trademark in China by the Trademark Office of the State Administration for Industry and Commerce, filling the gap of no well-known trademark in the clothing industry of Handan City and even Hebei Province. The company now has 6 sales companies or offices abroad, and more than 800 specialty stores and hundreds of wholesalers in China. The leading products include down jackets, home textiles, casual wear, magnetic far-infrared multifunctional health products, and antibacterial series products, which are exported to 35 countries and regions in Europe, America and Asia, and more than 20 domestic provinces and cities. Among them, the health series products have obtained more than 20 national patents. In 2003, it achieved sales revenue of more than 800 million yuan and profits and taxes of 62 million yuan. It has been among the top 200 in the national clothing industry and the top two down products companies for many years. It was the first in the industry to pass ISO9001 and ISO14001 quality and environmental management system certification and China Green Environment Mark product certification. In 2003, it was the first company to pass the China Antibacterial Mark product certification. All these have created good internal and external conditions for Xuechi to accelerate its development. Its main methods are as follows:

1. Build a corporate culture with "people are sincere and genuine" as the core, and vigorously create a brand image with the most cultural value. At the beginning of the establishment of the factory, Xuechi people included managing the enterprise with ethics into the scope of corporate management, and summarized a set of ethical codes of conduct that are easy for employees to understand, beneficial to corporate operations, and highly operable. The complex behaviors of industry ethics, product quality, tax payment, social welfare, dedication to work, compliance with laws and regulations, fair competition, corporate image and other complex behaviors can be highly summarized in four words: "People are sincere and genuine". Employees feel that these four words are rich in connotation, profound and far-reaching. They are the sum of values, codes of conduct, moral standards and other ideologies. At the same time, I also feel that these four words are amiable, respectable, trustworthy, and learnable. They are very close to me, easy to understand, easy to remember, easy to follow, and effective.

For more than ten years, Xuechi has required each employee to "be honest and reliable, and pay attention to credit; the products must be of excellent quality and never deceive consumers." We must maintain the brand image at all times, occupy the market, seek benefits and promote development with high-quality products at all times.

First of all, one must be honest, courteous and reliable. Character determines products, and products reflect character. There are three elements inseparable from running a business, namely products, profits and people. People come first. Only people with high moral character and integrity can produce high-quality products. Only with products that are trusted by consumers can a company earn huge profits, gain a firm foothold in the market, and achieve long-term development. These three points are dialectically unified. "Sincerity" has many meanings: first, loyalty to the country, nation, and enterprise; second, sincerity to consumers; third, enthusiasm for one's own work. "Honesty" is the core of Xuechi people's life, a high-level summary of Xuechi people's moral character, and the best example of why Xuechi can develop to this day.

Secondly, the products must be genuine and must not deceive consumers. What enterprises provide to society is products, and the products contain the ethics of an enterprise. Xuechi requires its employees to integrate high ethics into product development, production and sales, that is, to ensure "genuineness", that is, genuine products with high quality at a reasonable price. Xuech's products should be sold so that consumers feel they are worth their money. Buying Xuechi's products not only meets their basic needs of covering their bodies and keeping out the cold, but also allows them to wear products that reflect their taste, personality, and health, and bring them artistic enjoyment. As long as you have dealings with Xuechi's products and people, you will benefit from them. It is precisely in this way that Xuechi has won more friends and markets, won the trust of the vast majority of consumers, and Xuechi products are exported to 35 countries and regions in Europe, America and Asia, and more than 20 domestic provinces and cities. Competing in the market and smiling proudly. The municipal governments of Handan and Qingdao also named the two roads "Xuechi Road". This is not only an affirmation of Xuechi's achievements, existing strength and brand value, but also reflects the support of leaders at all levels and all walks of life for Xuechi. Full of firm confidence in a more glorious future.

2. Strengthen quality management, forge excellent quality, and win by quality. Xuechi people regard product quality as the life of the enterprise, and firmly establish the quality awareness and "100-1=0" such as "Xuechi products are high-quality products", "Producing defective products is equal to crime", "Management is endless and the pursuit of zero defects" With the quality concept, we strictly follow the ISO9001 quality management system, implement all-round control from design, supply, production, sales, etc., and strictly implement the quality veto system, quality process compliance system, "three-process" system, and major quality problem exposure system , the first person responsible for quality issues and other management regulations have formed a quality management system that takes multiple measures and monitors multiple links, so that the finished product qualification rate reaches 100%. In the past few years, tens of millions of pieces (sets) of products have been exported and sold domestically. There have been no claims or complaints due to quality problems, and we have won the title of National Advanced Quality Complaint-Free Unit, Consumer Trustworthy Unit, Advanced Quality Management Unit, National Advanced Enterprise in Safeguarding Consumers’ Legitimate Rights and Interests, National Counterfeit-Free Business Unit, and National Anti-Counterfeiting Unit. Supporting key protected enterprises, China Down Industry Association's first recommended brand, top ten best-selling brands, excellent qualified brands, Chinese famous brands, Chinese well-known trademarks, the most influential brands in China's down products industry, China's top ten most culturally valuable brands, etc. Laurel crown.

3. Implement the strategy of revitalizing the enterprise through talents and enhance the core competitiveness of the enterprise. The first is to implement the "Quality Project" and build a talent "incubator" so that employees can truly become a first-class team with "four haves" and "four highs" (high level of cultural literacy, high level of business technology, high standard of professional ethics, and high level of ideological consciousness) , adapt to the increasingly fierce market competition and the challenges of the new era of knowledge economy in the 21st century. The second is to update the knowledge structure of managers and improve their overall quality by selecting outstanding talents to receive MBA and EMBA education. At present, all middle-level and above-level cadres in enterprises are currently undergoing or have passed EMBA or MBA education. The third is to attract more high-level comprehensive talents to join Xuechi with favorable conditions and optimize the talent team. Let the potential released by each person always become a booster for the steady development of the enterprise, and provide talent guarantee for the realization of a century-old Xuech.

4. Optimize the product structure, create the first featured products, and adapt to and guide the market. First, realize product diversification and enhance the company's ability to adapt to the market.

Based on the original single down jacket, it has developed into serialized and multi-grade products such as down jackets, home textiles, casual wear, shirts, magnetic far-infrared multi-functional health products, antibacterial series products, etc., ensuring the continuity of the company's production and sales in all seasons, and providing Xuechi always wins the market and provides product guarantee. Secondly, it uses high-tech means to create the first series of healthy products such as magnetic far-infrared multi-functional health care waist protectors, knee pads, pillowcases, down quilts, down jackets, etc., and has obtained seven national patents, filling the domestic gap, and has been rated as a key famous brand in Hebei and China Gold Medal at the International Medical and Health Products Expo. The third is to accelerate the pace of scientific and technological innovation, using international nanotechnology and other high-tech achievements to integrate negative ion nanopowder into fibers and use them as fabrics or fillers for clothing and bedding to develop products that can enhance human blood circulation, promote metabolism, and improve the body's immunity. We have developed a series of negative ion health care products such as negative ion health quilts, negative ion health pillows, and negative ion masks that integrate health care, environmental protection, practicality and beauty, and have obtained 3 national patents. Fourth, focusing on the new needs of people's healthy consumption in the "post-SARS era", six categories of antibacterial and anti-mite products, including antibacterial down products, antibacterial bedding, antibacterial cold-proof clothing, antibacterial sportswear, antibacterial shirts, and antibacterial underwear, were developed and won 11 awards. A national patent. This product has been strictly reviewed by the expert committee of the China Antibacterial Materials and Products Industry Association. All antibacterial performance indicators fully comply with China’s antibacterial label product certification standards and technical specifications, reaching the international leading level. It has successfully passed the “National First Batch of Antibacterial Label Products” organized by the association. "Recognition, and became the first enterprise in the industry to pass the China Antibacterial Mark product certification and a product specially recommended by the China Garment Association, China Down Industry Association, and China Home Textile Industry Association. Xuechi's antibacterial and anti-mite series products have set off a new industrial revolution in the textile and garment industry. They not only enable people to wear and sleep healthily in a relaxed and natural state, but also help improve product quality, achieve industrial upgrading, and promote the industry. Rapid development has played a huge role in promoting.

5. Implement the marketing-driven development strategy, explore domestic and foreign markets, and seek greater development with a large market. First, implement the "Double Hundred" and "Thousand Store" projects, select and occupy more than 200 large-scale key shopping malls across the country, build more than 800 specialty stores and hundreds of wholesalers, and establish 6 sales companies or services abroad. at. The domestic marketing network has expanded from all provinces north of the Yellow River to the Yangtze River Basin. The nationwide sales network has been basically established, and the market share is increasing year by year. The second is to focus on sales in specialty stores, and take multiple measures such as shopping malls, franchising, and wholesale. While consolidating and expanding the domestic market, we will further seize foreign markets and expand sales space. Not only have we added sales companies or offices in the United States, Australia, the Czech Republic, South Korea and other countries, we have also established our own factories in Russia, Canada and other countries to localize Xuechi products. The third is to establish the concept of "information is benefit", make full use of the advantages of Beijing, Shanghai, Qingdao and other places and corporate information network platforms, capture high-value market information in a timely manner, and promote product development and development with "fast, accurate, precise and excellent" information. Marketing promotes the rapid development of enterprises.

6. Establish and improve a modern enterprise management system and comprehensively improve the level of enterprise management. First of all, comprehensively review various rules and regulations, introduce advanced management mechanisms, and strive to integrate corporate management with international standards and adapt to the needs of corporate development. Secondly, deepen and refine the "second management" working method, establish an effective incentive mechanism, and truly embody the principle of more work, more reward, and those with more ability. Give full play to the "second management" effect, maximize the enthusiasm of employees, and improve production efficiency. Third, it has successively passed ISO9001 quality management system certification, ISO14001 environmental management system certification, China Green Environmental Label and Antibacterial Label product certification, built a modern management model that adapts to the international market, improved corporate competitiveness, and became the first company in Hebei Province to pass the "Double Green" certified enterprise. Through strict control of relevant procedures, we have realized the gardening of the factory area, the cleanliness of production, and the greenness of products. We have achieved the "double green" of environmental management system and environmental label products, the "double excellence" of environmental behavior and quality, and the "double green" of economy and environment. A win-win situation.”

7. Stand high, plan carefully, and use vigorous publicity to enhance brand awareness and value. For famous brand products, quality is fundamental and publicity is the key. First, we abandon the old concept of "the aroma of wine is not afraid of the depth of the alley", establish the new thinking of "the sound of the drum needs to be hammered hard", and enhance the initiative of publicity. Second, in addition to the comprehensive introduction of CI, the focus is on the "five borrowings", namely: borrowing people for publicity, borrowing objects for publicity, borrowing meetings for publicity, borrowing media for publicity, and borrowing events for publicity.

And adhere to the idea of ????a high starting point and a high position, occupy the commanding heights of the media, and strive for the best publicity effect. For example, make full use of CCTV's prime time period before the news broadcast, Hunan TV's "Happy Camp", Hebei TV's "Passion Nine-Nine" and other columns, Beijing Wangfujing Commercial Street giant outdoor advertising, Xuechi Road naming, etc. to carry out high-grade and vigorous publicity . This plays a positive role in establishing corporate image and promoting product sales. The third is to focus on publicity and win a high reputation. In the past few years, by inviting editors and reporters to the company for on-site interviews, or the company's publicity department organized news reports, it has been published in "People's Daily", "China Textile News", "China Light Industry News", "China Enterprise News", "China Apparel" "Newspaper", "Clothing Times", "Famous Brand Times", "Manager's Daily", "Hebei Daily" and important media such as central, provincial and municipal radio and television stations have published more than 500 articles of various types to showcase Xuechi culture and establish corporate image and enhance brand value.

8. Give full play to brand advantages, carry out brand management, implement extension development strategies, and enhance the overall competitive advantage of the enterprise. First, on the basis of the establishment of cross-industry operating entities such as Xuechi Construction Company and Real Estate Development Company, more than 20 clothing companies from Hebei, Tianjin, Shandong, Zhejiang and other places have been recruited to join Xuechi to carry out brand management and achieve economies of scale. The foundation has been laid; secondly, while engaging in the main business of fine clothing, it will strive to enter the home textile market and actively open up new business areas. Through the strong alliance with the French 1001 NIGHTS Home Textile International Group, we will strive to create a series of "1001 Night" brand home textile products to maximize the market, optimize benefits, and achieve sustainable development with diversified products. Third, it has successively launched multi-brand and multi-grade products such as "XUE CHI", "JEANNE LOU", and "TOMMY KING", maximizing the profit space for the enterprise. The fourth is to focus on the global market, make full use of the location advantages of coastal areas, and build a modern high-tech industrial park covering an area of ??more than 300 acres in Qingdao with an annual output of more than 8 million pieces (sets) of various types of clothing and home textile products to provide Xuech. It has laid a solid foundation to better enter the international market, achieve brand internationalization as soon as possible, strive to become a world famous brand, and drive the rapid development of Xuech Group.

Address: No. 81, Xuechi Road, Handan City, Hebei Province

Postcode: 056001

Tel: 0310-8020272

Fax: 0310 －8019509

E-mail: xuechi@heinfo.net

Website: www.xuechi.com.cn