Li Rugang: Knowledge And Practice Of Clothing Quality
< p > strong > a href= < http://sjfzxm.com/pioneer/ > Quality < /a >: Based on intrinsic color and target < /strong > /p >
< p > stick to the true colors of integrity, not only during the pioneering period, but also now that we are bigger and stronger.
"Our psychological state has been relatively good, for example, overtime, we do not mobilize here, young people are very happy to do, and quality consciousness is very strong, very serious, very rules."
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There is perhaps a necessary connection between "P >" from the true color management to the pursuit of lofty goals -- "creating an international brand and casting a century enterprise". YOUNGOR has seized this channel.
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"P >" a lot of enterprises "a href=" http://sjfzxm.com/pioneer/ "> entrepreneurship < /a > is very natural, but as the business encountered difficulties, this color is less and less, and even completely lost.
Some enterprises also have great goals, but because they do not have a good basis, the road is biased, bent or slow. "
Li Rugang said.
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Li Rugang, who has been educated youth in Northeast China, has the characteristics of rationality and pragmatism after the hardships of the generation. He is good at grasping things in essence. P
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< p > Li Rugang, born in 1954, economist.
Director of Sales Department of Ningbo youth garment factory, director of Ningbo YOUNGOR suit factory, director and general manager of Ningbo YOUNGOR garment industry Co., Ltd., currently vice president of YOUNGOR group Limited by Share Ltd.
"I didn't understand anything when I first came to YOUNGOR, but I know the importance of product quality.
In fact, everyone knows the importance of product quality, and the difficulty is to integrate knowledge and practice.
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< p > 1984, Li Rugang entered the factory from the salesman.
"At that time, business was good. Many people came to wait for delivery every day.
Although the business is so good, we also specially produced a workshop to make higher quality products, and we have to participate in various appraisals.
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< p > 1992, a female worker named Zhang Yafen won the second place in the national shirt technical competition.
Li Rugang said that this incident was very sensational at that time, because the factory had settled the farmer's account to the woman worker, and had also traveled to Europe.
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< p > Li Rugang's statement is true. Since 1980s, YOUNGOR products have won the name of "Ministry of excellence" and "provincial superiority", and then the ten famous brands in the country, among which shirts are the first among the ten famous brands.
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< p > now YOUNGOR, most branches have their own quality inspection department, and the main fabrics are commissioned by the Ningbo textile fiber inspection institute to conduct inspection and check.
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< p > < strong > Quality: humanization based on management < /strong > /p >
< p > 20 years of development, < a href= "http://sjfzxm.com/pioneer/" > YOUNGOR group < /a > has gradually established a diversified and professional development pattern with textile, clothing, real estate and international trade as the main body, and has been ranking the top of the Chinese apparel industry's total sales and profits in the last two hundred years for many years.
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< p > "product quality is inseparable from the quality of the enterprise, and the quality of the enterprise must be valued by people and people-oriented."
Li Rugang has a rich language system.
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< p > "the quality of clothing abroad is closely related to the stability of their employees."
In his view, making costumes requires skill and security and stability.
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Li Rugang, who has studied abroad many times, has his own experience. He believes that employees are at ease and stable. This is a big difference between us and foreign countries, and it is also an important reason why our quality system is not as good as others' p's.
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< p > products must be managed well around the needs of people in order to maintain good quality.
The success of share reform, the harmony of organizational mechanism and the complete allocation of human resources indicate that YOUNGOR has gone out of its own way.
"Employees hold shares, and the development of enterprises is their development.
The State advocates a harmonious society, and we have already achieved harmony. "
Li Rugang is very proud.
"Management is a very painful matter.
In particular, how to observe, how to choose, and how to be fair.
Li Rugang said with a slight reluctantly, "it is easier for an enterprise to expand its scale, and when you want to reduce something, especially if you want to withdraw more than a dozen executives, it is a very difficult choice."
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< p > YOUNGOR in the office space arrangement, senior management and ordinary staff sitting in the big bay, you can feel the invisible flow of the environment in this environment, including competition, emotion, system and culture.
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< p > "we create a good atmosphere like a school consciously. Management depends entirely on the system. It needs more time to form an atmosphere rather than a strict system."
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< p > at YOUNGOR headquarters in Ningbo, the stability of personnel is obviously better than that of other enterprises. The reason is that the treatment of YOUNGOR is relatively good, and management is more humane.
Even so, "compared with foreign countries, we are still unstable personnel. What is very common abroad is that employees are always in a business, from beginning to end.
This is very beneficial to product quality.
But compared with the domestic enterprises, especially the surrounding enterprises, YOUNGOR's employees are relatively stable. The average turnover rate of employees is 50% to 60%, while we are around 10%.
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< p > Li Rugang believes that our society is undergoing a change, and the flow of population is inevitable.
The group encourages employees to get married here, but there are still some employees who leave because of marriage or family changes.
The high turnover rate will definitely affect the normal production and operation of enterprises, especially the maintenance and promotion of product quality.
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< p > strong > Quality: unremitting pursuit based on brand < /strong > /p >
< p > what is brand? "A man buys a shirt or a suit, and the YOUNGOR brand appears immediately in his mind. And you have promoted your position and raised your status, and you will also think of YOUNGOR, because we have more high-end brands to satisfy you."
Li Rugang's explanation reveals the growth and dynamism of the brand, which is the source of the driving force for the continuous improvement of product quality.
What YOUNGOR wants to do is long-term brand rather than short-term business.
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< p > there are also many Wenzhou enterprises who want to wear YOUNGOR shoes or YOUNGOR T-shirts. Li Rugang looks at it this way: "if I promise, it's easy to make money, but the hard-working brand will not only fail to improve, but also decline."
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< p > for a brand, YOUNGOR has an absolute advantage in the upper and lower reaches of the industry. Its shirt is the core product.
In Li Rugang's words, we should not play karate and do well in the core.
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< p > in the relationship between the three carriages of real estate, finance and costumes, is there any change in YOUNGOR's strategic position? In response to reporters' questions, Li Rugang replied, "people's understanding is phased. Although we are still the three carriages, YOUNGOR is first of all clothing brand, or the core is clothing brand.
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< p > although real estate and finance contribute a lot in terms of output value.
What is the reason for insisting on such a direction and sticking to the brand? Li Rugang explains: brands need long-term pursuit and have core competitiveness, while making money is making money, and there is no necessary connection with core competitiveness.
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< p > building brand is not easy. The product of an enterprise can only be called a brand if it is durable.
"For example, there are many hundred years of foreign enterprises and thousands of enterprises abroad. They are enduring."
In Li Rugang's view, this gap between us and foreign countries is still very large, and this gap is not narrowing, but widening.
The reason is that the gap comes from the gap between domestic and foreign brands in terms of culture, habits and concepts, and even the comprehensive strength of the country.
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< p > "on the surface, domestic and international brand clothing is almost the same, but the internal things are very different.
The difference between products is reflected in the time and mentality of workers in making products, and the most fundamental is the income of workers.
Li Rugang's perspective is very special. "Many products in China emphasize fast and good, but the cost is often saved."
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< p > different levels of productivity and different cultural environment determine the difficulty of building brand.
This means that we need to make more efforts to compete with foreign brands.
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< p > < strong > Quality: precision based on top level design < /strong > /p >
< p > Li Rugang has great confidence in the market demand of the future garment industry.
From an optimistic point of view, it is a trend for peasants to enter the city, and the gradual improvement of their living standard is also a trend.
From a pessimistic point of view, the aging will increase in the future, will reduce people's demand for clothing.
"Generally speaking, the advantages outweigh the disadvantages.
The world's resources are limited, but the needs of human beings are unlimited.
After a certain level of living, it is not a matter of living, but of eating and wearing.
Like Europe, which general manager does not have twenty or thirty shirts, a dozen or even more suits? "In his view, YOUNGOR was originally extensive management, and now began to" intensive farming "development, which is in line with China's economic laws, first, bigger and then refined.
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< p > "in the future, maybe ten or eight years later, Ningbo may be a logistics center, a management center and a design center. Production may be pferred elsewhere.
This design is accurate and our quality will continue to grow. "
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< p > when it comes to brand positioning, Li Rugang bluntly said: "before positioning, it is more classical to say good points, but it is not traditional to listen to it.
Now we are launching new brands, and in other words, we have shifted to fashion. "
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An important measure of P > intensive cultivation is to open a series of franchise stores in Shanghai, Beijing, Ningbo and so on. There are now more than 400 shops.
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< p > for brand positioning, the biggest advantage of direct shops is that they have mastered the first-hand information of the market and directly hear the voice of consumers.
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< p > "in this regard, we have explored for many years, at least fifteen or six years.
In recent years, Hart Marx, Han Ma Shi family, GY and so on have all come from the analysis of market demand.
Li Rugang gave an example.
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< p > indeed, fine is the cornerstone of brand.
To achieve the refinement of the brand, the best way of thinking is to compare with foreign countries and get inspiration from it.
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"P >" Japanese service is good, American innovation is good, marketing is good, German makes exquisite, French is romantic, and we Chinese are famous for hard work, but innovation is not enough, fine enough.
Our market is very large, and clothes of all kinds of quality can be sold.
Therefore, our quality construction and brand building are more difficult than foreign countries, and the service is also poor.
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< p > YOUNGOR pays great attention to finer and pays more attention to "solid work" and "market".
"We don't show up, our advertising is not much, mainly to make good."
Li Rugang thinks that many enterprises in China have publicized too much, but they have done too little.
Clothing brand is not obtained by propaganda, but by genuine and intensive farming.
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< p > "I have been to many countries. One obvious feeling is that people are very concerned about what circumstances, what occasions and what clothes they should wear.
But I see that we are changing and approaching. In a sense, this is the reason why I believe in the future and believe in the brand. "
Li Rugang, 59, said confidently and steadily.
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