Xinhuanet Ningxia Channel on December 8th (Ding Litao, Suoqin) Ningxia is one of the main producing areas of cashmere. Since the 1980s, it has experienced "receding cashmere, cashmere, cashmere, roughing, and roughing, and growing. The development history of scale, structure optimization and promotion level has developed into one of the three major cashmere processing bases in the country. Ningxia Rongchang Cashmere Industry Group was established in 1997. After years of hard work, it has now developed into the three major groups of cashmere enterprises in Ningxia. one.
Moderator: Whether it is the scale, effectiveness or reputation, the achievements of Rongchang Cashmere Group in these years are obvious to the industry. It is a well-known enterprise in Ningxia. Can you briefly introduce the history of Rongchang Cashmere Group? ?
Yang Jianrong: The development of Ningxia Rongchang Cashmere Industry Group can be summarized into three phases. The first phase was from 1984 to 1992. At that time, the company had not yet been established. We have been engaged in circulation and trafficking. The original accumulation of Rongchang was at that time. The foundation was laid. At that time, we all sold raw cashmere to domestic cashmere manufacturers, like Ordos and Deer King, including Beijing's snow lotus. We collected velvet directly from herdsmen's hands and then sold it to these companies. Actually, What I earned was the difference. At that time, despite the very difficult living conditions, I laid a good economic foundation for today's business. At the same time, I also met many pastoral friends in China, and the key is to learn the knowledge of the cashmere industry. The raw cashmere of all domestic and foreign real estate, including Xinjiang, Tibet, Inner Mongolia, Qinghai, etc., I don’t need to go to the front. I only know at a glance which local production it is. We can roughly know its fineness, length, and length by hand. The amount of cashmere, because there was no professional testing personnel and equipment at that time, can only be determined by experience, this is the knowledge learned during that time.
After 1993, inspired by cashmere manufacturers, especially with the raw materials provided by Ordos Cashmere Group, we sold the original cashmere to them. After they washed and combed, the original cashmere became soft gold and became a sought-after foreigner. The value of goods has increased a lot. So in 1993, I bought 7 cotton cards that people eliminated from Xi'an Cotton Spinning Factory. At the same time, I hired professional technicians from other places to refit and debug the equipment. I rented it in Chongxing Town, Lingwu City. An abandoned village hall, after a simple modification and renovation, began production and processing of plush. At that time, it was registered as a civil welfare company in Chongxing Town. Four years later, the company moved to Lingwu Cashmere Industrial Park, and the company was renamed Rongchang Ningxia. Cashmere Industry Co., Ltd.
Nowadays, Ningxia Rongchang Cashmere Group has 13 companies, covering 460 acres, with a building area of ​​123,000 square meters, registered capital of 380,050,000 yuan, fixed assets of 468 million yuan, and existing staff of 2915 people. The company has formed a Annual production capacity of 1,600 tons of plush velvet, 660 tons of velvet, 480 tons of spinning, 1 million garments.
Yang Jianrong, Chairman of Ningxia Rongchang Cashmere Group, accepted an interview with Xinhuanet Ningxia Channel. Photo by Ding Litao
Moderator: Since the consolidation of 44 cashmere enterprises in Lingwu City, Ningxia, in 2007, the three major groups have been established. The Ningxia cashmere industry, which has been hailed as "soft gold," can be said to have stepped onto a new level of development, and Rongchang Cashmere Group as a One of the leading companies has also achieved remarkable achievements today. What kind of advantages does the integration bring to the company itself? What is the current development?
Yang Jianrong: In 2007, when the Central Government leaders visited Lingwu, they said that cashmere is a scarce resource. Lingwu must grasp this opportunity, pay attention to the upgrading of products, and strive to make this industry bigger and stronger and create its own. In order to implement the instructions of the central leadership, on April 28th, under the support of the party committees and governments at all levels of the autonomous region, the three major cashmere companies jointly formed by Lingwu's 44 cashmere enterprises formally formed the three major cashmere group companies. The establishment of the listing further enhances the leading position in the international market for fine cashmere.
The effect of the integration can be said to be obvious. Before the integration did not take place, it was very common for raw material purchases to bid on each other, and the sales price was very low. For example, if you come to a merchant today and you sell 700,000, I will sell 690,000 yuan to him here. Dare to sell 680,000. After the integration, the group has a certain strength in the entire industry, but also has a competitive advantage. At home and abroad also has a fixed raw material acquisition base, while the company set up a research and development center, design center, quality inspection center, The acquisition of raw materials and the processing of finished products formed a set of quality management systems, which laid a solid foundation for the development of the Lingwu cashmere industry. Immediately after the outbreak of the 2008 international financial crisis, if there was no such integration, the financial industry in 2008. The crisis may also have hit the cashmere industry.
In 2010, the third International Cashmere Fair was held in Ningxia. At that time, some major foreign companies and authoritative organizations, including domestic large-scale cashmere enterprises, like Erdos, Luwang, Xuelian, Tianshan and other major leaders all attended the meeting. And to cashmere After visiting the park and our company, it was recognized at the time that "the world of cashmere was in China and fine cashmere was in Ningxia." After the CEOs of several companies came to see our equipment and products, they used the word "shock" at the forum. They used to I heard that Ningxia's cashmere was doing well and his mind was dubious. After coming to Lingwu, he discovered that many devices and technologies were "far behind Lingwu."
Ningxia Rongchang Wool Industry Group velvet shop. Xinhua News Agency reporter Liu Quanlong photo
Moderator: As a company, creating its own brand is of utmost importance. The "Lingzhou Snow" brand has been established for several years. How can we further grow and strengthen the "Lingzhou Snow" brand?
Yang Jianrong: Since the Rongchang Group has its own brand "Lingzhou Snow", the direction of enterprise development has changed a lot. If a company does not have its own brand, it is like a person has no name, you have no name, others How to call you? The value of the brand is infinite, this value is higher than the value of the product, so the initiative to create a brand is very important. From our current development situation, the company has its own inadequacies, such as sales The layout, product design, style, etc., of the entire cashmere industrial park have similar problems. After all, it took only four to five years. However, we have also taken a few short-term routes in recent years and hired a batch of domestic and foreign companies. Excellent designers, product design and style gap has been reduced. The most important thing is how to make big brands, our current brand gap is very large, and now the "Lingzhou Snow" is the best raw materials used, machinery and equipment is The world's most advanced, production technology and quality inspection equipment are first class, so the products produced are no worse than the big brands. But last year at the Nordic Copenhagen and Paris International Cashmere Exhibition Our cashmere products are exhibited in the same exhibition room with foreign cashmere brands. The foreign cashmere products exhibited by us are all actually manufactured by our country's OEM. Some of our products are produced by our company and they are branded and produced. But the brand awareness of people High, the exhibition price is several times higher than ours. Creating a brand is the most important thing we have to do now. We have increased the propaganda of the "Lingzhou Snow" brand through advertising planning, establishment of specialty stores and media promotion. To increase the popularity and credibility of the “Lingzhou Snow†brand. Now we have a number of specialty stores in the region based on the Ningxia market, and established specialty stores in Harbin, Lanzhou, Xi’an, etc., through information technology, last year. We have established an online sales flagship store to allow more customers at home and abroad to understand "Lingzhou Snow", recognize "Lingzhou Snow", deepen the impression of "Lingzhou Snow", and use our quality and integrity to develop domestic and foreign markets. .
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