A brief history of the development of Heilan Group:
1. Brand innovation
"Heilan Home" is the "outstanding" brand family of Heilan Group "" is also an example of the group's successful transformation from product manufacturing to brand innovation. Innovate business models and enhance market competitiveness. In the 9 years since the establishment of the independent brand "Heilan Home" in 2002, it has established a unified image of the franchise chain with the positioning of "high quality, mid-range price".
The supermarket's self-selected marketing model has detonated the domestic men's clothing market, with annual sales increasing at a rate of 50%. In the 2006 and 2007 China Clothing Brand Annual Awards, "Heilan Home" won the "Marketing Award" and "Potential Award" respectively. China's famous brand products, national inspection-free products, China's well-known trademarks and other titles have been successively obtained.
It has also erected "monuments" of integrity for Heilan House in the minds of consumers. The "Heilan Home" brand relies on the "brand + platform" business model to allow consumers to enjoy the brand's products and services by creating strategic alliances in the industry chain and building a high-quality marketing network. In January 2017, Heilan House won the title of "Top Ten Influential Clothing Brands in 2016" at the China Clothing Network Ceremony.
In March, Heilan House was selected into Brand Z's "Top 100 Most Valuable Chinese Brands in 2017" list with a brand value of US$868 million, ranking first in the apparel industry; on May 26, In the "Like Chinese Brands" event hosted by Xinhuanet, the company was selected as one of the "Top 100 Chinese Brands in 2017".
On June 26, Heilan House was selected into the "2016 Trademark Brand Value Ranking of Shanghai and Shenzhen Listed Companies" released by the China Trademark and Brand Research Institute of Renmin University of China, and ranked first in the textile and apparel industry; in December , Heilan House was selected into the 21 Data News Laboratory's "2017 China's Top 500 Listed Companies by Market Value" list, ranking first in the A-share textile and apparel industry. ?
2. Enterprise construction
“Planting sycamore trees will attract golden phoenixes.” With its strong corporate culture, good development platform and facilities, Heilan Group has become a place that young people yearn for over the years, where they work and are happy. From the "Flying Pigeon Brand" for those who just joined the company, to the "Permanent Brand" for cultivating talents, to the "Phoenix Brand" where highly educated and comprehensive talents gather today.
Heilan’s employee ratio and talent structure are undergoing profound changes. The increase in white-collar workers year by year is also a reflection of the company’s transformation and upgrading. Heilan Group continues to introduce white-collar talents, from the original ratio of 15:85 white-collar workers to blue-collar workers, to 30:70. In the next five years, Heilan's white-collar workers will increase to 10,000 people, reaching a ratio of 50:50 with blue-collar workers.
Since 2010, Heilan has launched another "Phoenix Plan" to attract talents: recruiting a group of outstanding master's and undergraduate students from universities across the country every year to help the group achieve a net asset of over 100 billion by 2015. The ambitious goal is to consolidate the talent base.
3. Foreign investment
Since 1999, Heilan Group has actively strived for equity participation and investment in commercial banks, and has successively invested in Guangdong Development Bank, Jiangsu Commercial Bank, and Jiangyin Rural Commercial Bank. bank. In 2000, Kainuo Technology, a subsidiary of the group, was successfully listed. In 2002, the company invested more than 100 million yuan to participate in Jiangsu Huatai Securities.
Accounting for 3% of the registered capital of Huatai Securities, after several years of capital increase and share expansion, the company already owns 85.5 million shares of Huatai Securities. According to the Heilan Home franchise deposit, the average single store is 800,000 yuan. Assuming that there are more than 1,000 Heilan franchise stores across the country, Heilan Group can raise from the Heilan Home brand deposit: 800,000*1,000/store=800 million Use RMB for other investments.
Investing in modern sports, enlarging the "horse culture" effect and strengthening the "horse culture" industry is a new measure for the strategic transformation of Heilan Group. Heilan International Equestrian Club, invested and built by the Group, is the first standard, international, comprehensive equestrian performance sports base in China that integrates equestrian training, performance, competition, fitness and leisure vacation.
“Horse Culture” has once again expanded the connotation of Heilan Industrial Tourism. I believe that in the near future, Heilan International Equestrian Club will become the highlight of Jiangyin, the hotspot of Wuxi, the focus of the province and the national tourism point.
Extended information:
Heilan Group: Phoenix Qiwu makes a gorgeous turn
“People in the first industry do things in the second industry and make money in the third industry .
"According to the latest data, as of now, "Heilan Home" has opened 2,700 stores across the country, and other related chain brands have also grown to nearly 300. From the beginning of woolen spinning, to the worsted spinning, to the clothing industry, to today's industry Focused on diversified development; from the European-style Heilan Industrial Park to "Heilan Homes" and gorgeous costumed equestrian performances across the country... Heilan Group's transformation and development. Every step shines with the light of innovation and transcendence. "The pen of wisdom is dipped in the ink of innovation to write a glorious chapter of transformation." Zhou Jianping, chairman of Heilan Group, said that the first-class talent team has supported Heilan's magnificent career. < /p>
Enterprise transformation, talent “replacement” comes first
“Whoever has talent owns the future,” said Jiang Nan, vice president of Heilan Group. Heilan Group’s vice president said that talent must come first in enterprise transformation. The group has implemented a "replacement plan" based on the needs of transformation and development. The ratio of white-collar workers to blue-collar workers has changed from 15:85 in the original manufacturing stage to 30:70 in the current stage of chain brand management.
In the next five years, as Heilan accelerates its transformation and upgrading, the number of white-collar workers will increase to 10,000, reaching a ratio of 50:50 with blue-collar workers. As a large clothing brand enterprise focusing on the development of men's clothing, Heilan has been exploring the internationalization of Chinese clothing brands. Through close cooperation with international brands, Heilan has obtained the most cutting-edge information on the development of international brands and laid a solid foundation for the research and development of independent brands. . In the past ten years, Heilan has successfully created a number of independent brands such as "Heilan Home", "Aijutu", and "Baiyi Baishun". Among them, the "Heilan Home" clothing brand relies on domestic sales. The first "interference-free, self-selected" supermarket clothing shopping model, as well as fashionable and rich products, have rapidly emerged in the country.
The annual sales of the group company are growing at a rate of 30-50%. A "post-70s" foreign college student, before joining Heilan, he was responsible for operations in a large shopping mall in Wuxi. Now he has become the general manager of Heilan's high-end brand operations, becoming a cutting-edge person who has grown in step with Heilan's brand building. < /p>
“Those who are capable will enjoy their positions, those who are successful will enjoy their benefits, and those who are successful will own their shares.” In order to retain high-end talents, Heilan Group selects talents through the “horse racing mechanism” and implements an equity incentive plan At the beginning of the new year in 2010, Heilan Group announced the addition of two "post-70s" professional managers. Two college students from the marketing and management fronts emerged as shareholders of the company.
The group also set up a talent strategy. Together with the Planning Working Committee, we carry out independent audits of human resources development, issue special annual reports on talent training on a departmental basis, and link them to the remuneration of department heads, ensuring the introduction and training of talents through systems, making innovation a key component of Heilan’s development. The soul of Heilan has penetrated into all areas of enterprise development.
Today, Heilan clothing chain operation has made great strides, with outstanding achievements in brand management, industrial tourism and capital management, and it has also entered the commercial enterprise chain and equestrian industries. and other fields. Since its opening to the outside world in 2010, Heilan International Equestrian Club has become a tourist hotspot in Jiangyin, Wuxi and even Jiangsu. It has also been listed as a recommended sports tourism project in China by the State Sports General Administration and the National Tourism Administration.
"Phoenix Project", recruiting talents to cultivate potential
"Heilan does not grow vegetables, but does the work of planting trees." Zhou Jianping vividly expressed the company's mission The "Phoenix Plan" was launched to introduce and reserve various strategic talents. Restricted by factors such as being located in a rural area and originally belonging to the traditional textile and apparel industry, Heilan Group has repeatedly encountered difficulties in attracting and retaining talents.
For this reason, as early as 2000, Heilan Group established "Heilan University", co-organizing MBA classes with Tongji University and Fudan University, and training 100 master's students for the group company every year. Talent reserve to realize industrial transformation. After entering the "Twelfth Five-Year Plan", Heilan Group launched the "Phoenix Plan" for talent introduction. The name "Phoenix" means corporate transformation and rebirth.
The Group has established strategic cooperative relationships with many domestic "985" and "211" universities, and has conducted four consecutive phases of "Phoenix Plan" recruitment, including Wuhan University, Sichuan University, Jilin University, Xiamen University, and Nankai University. 28 well-known domestic universities such as the University and Southeast University, as well as foreign universities such as the University of Glasgow in the UK and Chiba University in Japan recruit outstanding students from famous schools.
In the past four years alone, the group has recruited more than 540 graduates from key universities through the "Phoenix Plan", including nearly 200 with master's degrees and nearly 20 returnees, with majors in clothing technology, financial investment, and economics. More than 30 fields including management and marketing. Through two years of on-the-job theoretical knowledge training and learning, "Phoenix Project" trainees will become leading talents on the company's new industry front.
Promote enterprises to achieve higher-level breakthroughs and development. At present, a considerable number of outstanding students have stood out and become middle-level cadres such as department heads and regional managers. They have played an active role in adjusting corporate marketing concepts, improving brand operation efficiency, and improving management service levels.
“In the future competition, the level of talents owned by an enterprise determines the strategic level of the enterprise.” Jiangnan said that the high-level talents reserved and cultivated by Heilan Group for the future will boost Hailan’s development in the future. Lan's deeper transformation and upgrading. After exploration and practice, the "Phoenix Plan" has gradually evolved from the initial phased talent introduction plan to the group's long-term talent strategy - the "Phoenix Business School" was officially established.
Phoenix Business School has incorporated the group’s talent management system for selection, recruitment, training, and use, and is committed to becoming the most distinctive corporate university in China to provide strong intellectual support for the future development of the industry. . In the next step, while cultivating Heilan's own talents, Phoenix Business School will also go beyond Heilan.
To cultivate senior management talents for the society, we are currently actively applying for the "Phoenix Business School" private non-academic education institution and a model corporate university in Jiangsu Province.
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