Heng Yuanxiang leads the sound era of Chinese brands

On November 4, when the strong wind cooled, Liu Ruiqi, chairman of Hengyuanxiang Group, came to Beijing. For him, this late autumn not only means entering the sales season. What is even more exciting to him is that on this day, "Heng Yuan Xiang" has also won the highest award of domestic quality management - "2006 National Quality Award."

The standard for the selection of the National Quality Award is the "Excellent Performance Evaluation Standard." The company conducts a comprehensive evaluation of the company in terms of leadership, strategy, customer and market, resources, process management, measurement, analysis and improvement, and business results. In particular, it focuses on the business management model that satisfies the pursuit of high performance, and emphasizes strategy, performance results and social responsibility.

Since the creation of the award in 2001, only 44 large companies such as Haier and Lenovo have won this award. Heng Yuanxiang passed this year's unanimous selection of expert judges. It became the only textile and apparel industry company that won the award.

How can Hengyuan Xiang continuously create miracles? Liu Ruiqi admiringly admits that Hengyuanxiang's brand road is indeed magical, but it is not smooth. The experience of more than ten years has made him and Heng Yuan Xiang more frustrated and brave, and all have a legendary brand story.

Heng Yuanxiang's Century Change

In 1927, Mr. Shen Xiaozhou founded Hengyuanxiang in Shanghai. Like most other enterprises, he completed “restructuring” after liberation and became part of the state-owned economy. In 1987, Liu Ruixiang took office and Heng Yuanxiang had sales of more than 10 million yuan. In early 1994, Heng Yuanxiang joined the Vientiane Group, a listed company, as a wholly-owned subsidiary of Wanli Department Store, with an estimated assets of 3 million. In early 2001, Vientiane Group had transferred the Hengyuanxiang brand and seven subsidiaries to Shanghai New World Group for a price of RMB 92 million. On February 21, 2001, Liu Ruiqi purchased Hengyuanxiang at the same price. At this point, Heng Yuanxiang completed the conversion.

More than 90 million conversion costs come from? It is understood that although Liu Ruiqi is the top leader of Heng Yuan Xiang, the cost of the conversion is Liu Ruiqi's own prestige borrowed from several Hengyuanxiang's joining factories. At this point, the equity of Hengyuanxiang was held by the Hengyuanxiang leadership represented by Liu Ruiqi. Prior to this, Liu Ruiqi served as the general manager of Vientiane Group. Due to his love for “Heng Yuan Xiang”, he finally chose to acquire Heng Yuan Xiang through restructuring. After the acquisition was completed, he himself thought: “As an operator, I was liberated!”

This is also a microcosm of the changes in the Chinese era.

As for the nature of the company, Liu Ruiqi does not like the term "private enterprise." He believes that Hengyuanxiang is a "public enterprise" that creates revenue for the country, creates jobs for the general public, and creates wealth for the society.

Leading the sound era of Chinese brands

At the media meeting, Liu Ruiqi told reporters: “The reason why companies are listed is only a means of financing, and the direction of development is the key. A company without a goal can only say that the more money, the more dangerous. And from the current perspective of branding, Heng Yuan Xiang is not short of money."

"A brand enterprise" is the position of Liu Ruiqi to Heng Yuan Xiang. From Liu Ruiqi to Heng Yuan Xiang, he has been making every effort to build brand awareness. To this end, in 1994, Liu Ruiqi “invented” a five-second "goat, sheep, and kind" advertisement called "one of the ten most vulgar advertisements." Since then, "sheep, sheep, and sheep" has become the sound of Hengyuanxiang. Image. In 1996 Hengyuanxiang filmed a large-scale advertisement for Wannian Pentium in Australia. In 2004, Heng Yuanxiang took 90 kg of the world's finest wool for 6 million yuan. In September 2001, Heng Yuanxiang auctioned the 100 million kg of wool, and finally captured 88. The sky-high price of ten thousand yuan, the proceeds from the auction are all used for charity...

A series of self-inflicted actions are not only Hengyuanxiang’s declaration of magnanimity, but also make people dazzled, and this has been regarded as “hype” by some people. In the face of various "questions", Liu Ruiqi has no time to attend, because the rising brand value naturally proves that Hengyuanxiang's road is a success. Liu Ruiqi told reporters: "The brand is the memory of consumers. The depth, breadth and content of consumers' brand memories are the depth, breadth and content of the brand. To make consumers remember your brand, the key is to do first because It is always easy to remember the first. It is not as good as doing 100 second things to do the first thing." Heng Yuanxiang's case also made the world-famous marketing ambassador, Coca-Cola's chief adviser Mr. McGuire, admire, He said: "Heng Yuan Xiang is simply China's Coca-Cola..."

Why do you want to get involved in the Olympics?

"I have a dream to participate in the Olympics. When I can't be an athlete, I'll be a volunteer. When I can't be a volunteer, I'll be a sponsor."

Since childhood, Liu Ruiqi, who was full of enthusiasm for the Olympic Games, finally realized his Olympic dream at the end of last year. Heng Yuanxiang became an Olympic sponsor. When talking about whether Heng Yuanxiang invested in the Olympics is too stressful, Liu Ruiqi said: "The combination of Hengyuan and the Olympic Games enables Hengyuanxiang to use the Olympic reputation, personality and cultural connotation to connect and communicate with consumers, so that it is easier to generate affinity. Can soften the relationship between each other.When Hengyuanxiang's trademark and the Olympic logo are combined, consumers will superimpose the Olympic reputation, personality and cultural connotation on Hengyuanxiang, which will greatly enhance Hengyuanxiang's brand connotation. When Hengyuanxiang officially became a sponsor of the 2008 Olympic Games in Beijing, the Olympic Games has become one of the most important resources that Hengyuanxiang can use and develop.This also means that in the three years before the Olympic Games, Hengyuanxiang had everything Work will be centered on the Olympic resources, so that brand promotion and brand communication have entered a new level."

It is understood that Hengyuanxiang’s sales in 2005 reached more than 4 billion yuan. While upgrading its own sports marketing strategy, the new identity of Olympic sponsors also helps Hengyuanxiang to face increasingly fierce market competition. Liu Ruiqi said that not only Hengyuanxiang’s sales will grow substantially, but companies across the country will benefit, and he has made a bold prediction that in the 20 years after the Olympics, half of the Fortune 500 companies will come from China.