The slogan "Wear Jiamengyi, and dream every day" was all the rage in Zhuji, Zhejiang Province, and also made Zhejiang Jiamengyi Socks Co., Ltd. (hereinafter referred to as Jiamengyi) have unlimited scenery.
Haw answers Haw, and Yue Nv is a household weaver. In Zhuji, the hometown of socks industry in China, why did Jiamengyi stand out from the "master as a cloud" socks enterprises, develop rapidly and go abroad?
"Trust by quality and welcome guests with sincerity". Jin Jianming, the chairman of the board of directors, revealed the secret of Jiamengyi's brand road for more than 2 years. It is this belief that Jiamengyi's series of products for men, women and children, such as stockings, wool trousers, cotton socks and underwear, have won the trust and love of consumers in the market and won the titles of "China Famous Brand" and "Zhejiang Famous Trademark", and Jiamengyi has become one of the representative brands in the hosiery industry. It is reported that Jin Jianming also started from scratch, but he may be a little different from the growth of many sock business owners in Zhuji. He took over the "duck pole" from his father, and later engaged in various occupations such as the repair of hand-cranked hosiery machines and looms, and the installation of water and electricity.
"In the past 2 years, there have been bittersweet, successes and failures, but I enjoyed it and enjoyed it." Recalling the past years, Jin Jianming is already light. It is understood that in 1989, Jin Jianming really started his entrepreneurial career and bought a 53 machine-woven sock to help Yiwu manufacturers do processing. By the second half of 199, the scale had been expanded and there were more than 2 machines. "At that time, I was responsible for machine maintenance, raw material procurement, deliveryman, etc. I was running alone inside and outside." Jin Jianming still remembers this history.
"A successful entrepreneur needs extraordinary courage and is good at seizing opportunities." In 1993, by chance, Jin Jianming flatly acquired the village-run enterprise "Xiyou Knitting Factory" (the predecessor of Jiamengyi) in Xiyou Village, Wuxie Town, realizing the first step of transforming from a family workshop to a modern enterprise.
"People should have their own names, and products should also have their own names. I must be my own brand." In the process of dealing with Yiwu socks merchants, Jin Jianming strongly realized the importance of brand.
it's better to dare to think than to do. In 1996, Jin Jianming put the "brand dream" into practice and registered his own brand with "Jiamengyi". And this has achieved the first step from unlicensed to brand. "A small win depends on wisdom, and a big win depends on virtue". In the interview, the word "honesty" appeared repeatedly in Jin Jianming's mouth. He regarded these two words as more important than money and even the life of the enterprise. "Turn the integrity of the enterprise into a principle and then into the essence of the enterprise-corporate culture, and the long-term thinking and ambition of the enterprise will win step by step and be invincible!" Jin Jianming said.
It is understood that a crystal silk pantyhose developed by Jiamengyi was favored by customers as soon as it went on the market, because only Jiamengyi could make this sock in the whole socks market at that time. "In those days, customers came to the door with money every day to wait for the goods." Even talking about it today, it is hard to hide Jin Jianming's original pride.
"But socks, which are all the rage, have also caused many' disasters', and we have offended many merchants for this." Jin Jianming said that there is a customer in Guangzhou who is carrying 2, yuan in cash and sincerely hopes to cooperate with Jiamengyi. "I really want to make this money, but we already have agents in Guangzhou, and doing business is about integrity." The word "integrity" has won Jia Mengyi a good reputation in the industry.
However, the good times didn't last long. As soon as the products were put on the market, there were serious quality problems. Customers complained every day and demanded returns everywhere. "As a company, we should dare to take responsibility." As a result, Jin Jianming, who is honest, informed every customer that as long as the goods were available in the warehouse, all of them would be returned unconditionally for a refund. At that time, the company was in trouble. All the two cars of the company were sold at low prices, and the machines stopped there every day, and the company was in danger of bankruptcy.
"To tell the truth, I even had a dead heart at that time, and my hair turned white by half in that year." The memory of those days is still embarrassing for Jin Jianming. Just when Jin Jianming was in the most difficult time, some friends and customers extended a helping hand in time, and Jia Mengyi came back to life.
after the crystal silk pantyhose incident, Jin Jianming learned the experience and lessons, and began to strengthen product quality management and product innovation, and also paid attention to brand promotion and maintenance. In 23, lS91—2 international quality system management, lS142—1996 international environmental system management and ClS system were introduced successively, which made the management move towards corporatization, normalization, standardization and normalization. The company has been awarded many honors by the provincial, municipal government, financial and technical supervision departments, such as "special government award", "star enterprise", "honest enterprise", "inspection-free enterprise", "contract-abiding unit", "credit demonstration enterprise" and "consumer trustworthy unit". Jiamengyi brand has won the honors of Zhuji Famous Brand, Zhuji Famous Brand, Shaoxing Famous Brand, Shaoxing Famous Brand, Zhejiang Famous Brand, Zhejiang Famous Brand and China Famous Brand for its quality, service, reputation and popularity.
In addition, in terms of product sales and channel expansion, "Jiamengyi" has also made remarkable achievements. Its products are exported to Japan, South Korea, Europe and the United States and other countries and regions, and the domestic market has grown from more than 2 agents to more than 4, covering more than 1,5 terminal sales outlets in provinces and cities across the country. In 25, the company sold 45 million yuan, and in 26, the sales reached 6 million yuan. Talent is the foundation of enterprise development.
Jia Mengyi realized at the beginning of his business that "human quality" is the key to the development of an enterprise, and any quality standard will eventually be realized through the production activities of employees. Therefore, Jiamengyi has always regarded improving the comprehensive quality of employees as an important task of human resources, and established and improved the training system and scientific and effective learning opportunities.
adhering to the talent policy of "internal training and external introduction", Jiamengyi continues to improve the employment mechanism and optimize the talent structure to ensure the sustainable development of the enterprise. At the same time, enterprises take social responsibility as their own responsibility, return employees to the greatest extent, and always adhere to people-oriented management philosophy. "Employees are the biggest capital of an enterprise." Jin Jianming said that in the selection of management, the company adopts the principle of competing for posts, giving full play to the subjective initiative of employees and providing a platform for each employee to truly realize their values.
In order to strengthen the cultivation of talents, since 26, the company has cooperated with famous domestic units such as Sian Training and Toyota Fine Management Model Training. At the same time, Jiamengyi's management model is constantly evolving and developing, and gradually formed a "Jiamengyi" characteristic culture with integrity culture, humanistic culture, team culture and effective execution as the core. Huangpu backbone training camp was established within the company, with both external lecturers and internal trainers. Invigorate the construction of corporate culture, and achieve the military-style self-management with consistent team culture, consistent thinking and consistent actions, which has continuously injected vitality into the development of enterprises. The company will regularly send people out to learn advanced management experience, which has played a positive role in the development of the company. The human resources department has a detailed system for the requirements and standards of the recruited employees. Members of the human resources department actively strive to make progress and take good care of human resources. Today, Jiamengyi is an excellent team with more cohesion, fighting capacity, driving force and execution, ensuring that the enterprise keeps moving forward in the right direction.
In addition, Jiamengyi also insists on combining the introduction of talents with the introduction of technology and independent innovation, constantly accelerating the integration of innovation and industry, and turning innovation achievements into industrial advantages. At the same time, in order to improve the core competitiveness of the enterprise, Jiamengyi continuously improved the production technology, domestic first-class socks machine and other large-scale imported modern production equipment, improved the technical equipment level and product grade, and laid a solid foundation for the new round of development of the enterprise. In 28, a global financial crisis left most enterprises in trouble, and many enterprises disappeared silently overnight. Facing the dilemma, Jiamengyi always maintains a high degree of sobriety and self-confidence, accurately formulates the company's development strategy, constantly strengthens the internal cultivation of the enterprise, and actively maintains communication with the outside, so that the development of the enterprise can proceed smoothly!
Jin Jianming said that after careful market research, the company took seriously the analysis of domestic and foreign hosiery brand markets in 29, established the strategic vision of "taking me as the mainstay and ordering food globally", changed the strategy to clarify the product development direction with stockings as the mainstay, and promoted the pace of creating Jiamengyi independent brand construction. He insisted that quality is the life of an enterprise, so under his leadership, Jiamengyi established the quality control department with the leading group as the core, which is the most serious, principled, authoritative and discourse organization of the company and challenges the world socks brand!
"The enterprise brand must be bigger and stronger to narrow the gap with the world famous brands." Jin Jianming said that Jiamengyi took the initiative to strengthen communication with customers to give them a new understanding of the company's positioning and development direction, hired a planning company to package the brand image, invited professional companies to shoot corporate propaganda films and compile songs of Jiamengyi, which made customers feel refreshed, enhanced brand loyalty, trust and respect, and consolidated the foundation of cooperation!
"Customer first, the customer is the god of the enterprise, and the enterprise will satisfy the customer's requirements with the greatest enthusiasm; Sincerity is the root, and sincerity intersects with visitors from all over the world; Creation is the soul, and product innovation is the core concept of the enterprise. " Jin Jianming firmly believes that Jiamengyi, adhering to the principle of "people-oriented, customer-oriented, honesty as the root and creation as the soul", will weave the charm of oriental socks and shine brilliantly on the world socks industry stage!