At the Qinghe International Cashmere & Cashmere Products Fair, models are presenting Qinghe Cashmere Sweater Company products. From the original velvet to the spinning jersey, Qinghe cashmere sweater, which has been for more than 30 years, is now a tree-lined specialty industry with an annual output value of more than 16 billion yuan. Behind the industry's continuous growth and growth, it is a history of entrepreneurship that has been accompanied by a wave of reforms and opening up and completed by several generations of people. When you approach them, you will truly understand the hidden buoys behind the simple growth figures. From the brutal growth driven by the impulse of wealth, to the pursuit of innovation driven by the pursuit of ideals, standing in today's era turning point, the real entrepreneurial story of the Qinghe cashmere sweater has only just begun. â–¡ Wang Liping Looking back: The Pioneer's Sadness and Glory On November 20, Song Yongheng, 63, opened the lock of the Dongao Group's gate from inside and welcomed the reporter. The scene in the gate is already old, but the rockery still facing the momentum, the antique pavilion and a group of stone goats filled with dust but vivid in shape reveal the once-famous factory's prosperity. Song Yongheng and his DongGao Group were once a miracle of Qinghe. In 1989, he took samples into the Canton Fair alone, set 40 tons of cashmere, broke the sales control of foreign trade companies at that time, and Qinghe cashmere sweaters began to face the international market; since 1990, his company was the first to apply spinning, Spinning, weaving and trousers, and eventually weaving Qinghe's first cashmere sweater, opened up another dimension of development from raw materials to deep processing... As in the past, the Donggao Group led by Lao Song created the Qinghe cashmere sweater industry. 14 items "first." The landscape between the gate and the office building is marked with the construction unit and time. In 1994, it was the heyday of the Donggao Group. Lao Song recalled that the cars that came to be ordered were lined up every day, and the companies were busy welcoming people from all over the province. Even the surveyors from other provinces do a good job for several days. The blazing passions are brewing a crisis. In 1996, due to a new hot sale, Lao Song raised the output of that year from 60,000 to 1 million pieces, and his own capacity was not enough. More than 60 small processing plants were organized to "combat." However, the risk from market changes broke out overnight, the sales rhythm got out of control, and the huge losses caused by the backlog and rejection of stocks caused the company's vitality. This incident was the beginning of a downslope. The Donggao Group, which has continued to shrink its scale, persisted until 2007 and was completely shut down due to the breakdown of the capital chain. Song Yongheng is the representative of the first generation entrepreneurs of Qinghe cashmere sweaters, and Donggao Group is also the largest company in the same period. According to him, there were nearly 20 colleagues who had been meeting and interacting with each other at the time. “We can hardly survive the normal operations until now.†However, the road to the industry they started has not yet stopped. A local told reporters that today Many of the founders of Qinghe’s numbered cashmere products companies used to be employees, suppliers or processors of Donggao Group. Song Yongyong used the words "blind" to summarize the reasons why the Donggao Group had fallen from its peak. Unscientific business model, poor market awareness, and extensive management... Today, Lao Song has been able to sum up lessons calmly. This seems to be the common pain point of a generation of entrepreneurs who have faced the market after the reform and opening up in the last century and have no experience to learn from, but who have opened up the situation with courage. However, everything is not over yet. Facing the DongGao Group's gates, a big sign was erected across the road. The above is an introduction and planning of an e-business startup incubator. This is the first major event in Lao Song's current mind. It may be coincidence that Donggao Village has become the birthplace of Qinghe “Taobao Villageâ€. Almost every household in the village sells cashmere products. Lao Song hopes to rely on this advantage to transform the Donggao Group, which covers an area of ​​several hundred acres, into an entrepreneurial gathering place for e-commerce companies. He has been rushing for this for a long time and is beginning to see. In fact, Lao Song’s ten years were not completely idle, but it was also considered as a thin accumulation through housing leases and other operations. However, he said that it was only income, not a cause. “I want to be a leader. In Qinghe, I think I'm the one who knows cashmere best." Yuanwang: Qinghe “Cashmere Loop†blooms in Shanghai When the “Old Songs†started their business in the Qinghe River and entered the bucket, there were a group of young people born in the 1960s who came out of Qinghe. Around the 1990s, as the center of the national textile industry in Shanghai, the Qinghe people who promoted cashmere have developed over the years, and some of them have taken root here. In an office building in Jing'an District of Shanghai, the reporter saw Qiu Kai, the chairman of the Mongolian Chamber of Commerce of Jiangsu, Zhejiang, and Shanghai. Qiu Kai’s mandarin has already had an obvious southern accent. He said that in the Qinghe “Cashmere Loop†in Shanghai, the scale of his company is not large, but the time is “quite longâ€. When Qiu Kai came to Shanghai in 1989, the textile industry was one of the pillar industries in Shanghai. His clients were those state-owned or joint venture wool companies. From 1995 to 2000, Shanghai’s industrial orientation gradually shifted to trade, finance, and service industries, and the wool textile industry was shut down and basically dismantled. Industry Spillover A large number of talented people who are proficient in production management or mastering industry resources have brought good opportunities for Qiu Kai who has completed initial accumulation to be “anti-guest-basedâ€. “We and them jointly start businesses, so that they slowly develop.†Qiu Kai's company started from the trade of cashmere sweater yarns. After 2003, he focused on the export of scarves. In 2012, he began to use the brand “Martin Gran†to expand the domestic market. He explained that the best domestic trade among them is the number of "Phi Phi" and "Siu Jun." Shanghai Pippi Dog Fashion Co., Ltd. is located in the most prosperous area of ​​Shanghai. It is seen from the window of Chairman Xie Lingshan's office. It is one of the most prestigious sights on the Bund: the quiet side of the Huangpu River stands towering Shanghai Jin Mao. Building and Pearl Tower. Xie Lingshan was regarded as the “leading big brother†by his fellow countrymen. Apart from the strength of the company, it was also because he came to Shanghai earlier and was enthusiastic. He came to Shanghai in 1986 and built a factory here to produce cashmere sweaters in 1994. In 1996, he registered the Pippi trademark to produce cashmere sweaters. With sales channels expanding to hundreds of stores across the country, Pippi's domestic sales exceed foreign trade, and it has won China's well-known trademarks, becoming one of the well-known cashmere clothing brands in China, with annual sales of about 300 million yuan. In 2004, the Qinghe people who started business in Shanghai formed the Jiangsu, Zhejiang, Shanghai and Mongolian Chamber of Commerce, and currently has nearly 40 members. “With the chamber of commerce, everyone is like having a family. The interaction with the old family is also normalized.†Qiu Kai said that each year the Qinghe County government sends people to come to Shanghai to attend the annual meeting of the chamber of commerce and exchange some industry information. Local Qinghe Enterprises also often come to the group to look at this side, "Through their concern over the past years, we can feel the Qinghe cashmere sweater industry is constantly upgrading." Hope: Third Generation Carrying Brand Dreams Zhejiang Puyuan is the country's largest knitted apparel market. The market location is Puyuan Town, which is located in Tongxiang City. As a result of the market, Jiaxing City and surrounding areas where Tongxiang is located form the most concentrated textile and garment processing base in the country. Here, there is also a "Cashmere Loop" made up of dozens of Qinghe enterprises. When he saw Sun Lianjiang in Tongxiang, he was busy preparing for the double 11th. The interview was interrupted by telephone from time to time. They were all discussing matters concerning stocking. He told reporters that although it is still less than the days, online sales have become hot and there are thousands of sales every day. Sun Lianjiang, born in 1974, he led the Hebei Taixing Cashmere Textile Co., Ltd. was founded in 1994, currently sells more than 500,000 cashmere products. In June of this year, the company’s “Yi Shang†brand won the first and only Chinese well-known trademark in Qinghe Cashmere Products. In 2008, in order to recruit dealers, they opened an office in the brothel, and gradually found that the knitted garment processing industry here has stronger supporting capabilities. In 2013, the woven shirts and sales business were officially moved here from Qinghe. Wang Zhengang and his Huajia Cashmere Garments Co., Ltd. had settled in Tongxiang as early as 2005. Huajia mainly produces pure cashmere sweater yarns. Currently, it sells 400 tons of yarn every year. It has built a huge sales system under the direction of provincial distributors, including thousands of tailor-made stores. It sells over 20 annual sales. Million cashmere products. Unlike Shanghai's Phi Phi Dog and Zhaojun, the registered places of Yishang and Huajia are in Qinghe. Sun Lianjiang and Wang Zhengang believe that with the development of regional economy and the rise of e-commerce, the difference in regional value-added of brands will increase. The more indifferent, there may even be a "counterattack." Sun Lianjiang said that when he first arrived in Tongxiang, he obviously felt the mistrust and non-acceptance of the market here. A few years later, Qinghe’s “cashmere ring†headed by Yi Shang and Hua Jia Na has established the right to speak on the basis of absolute sales volume and quality. "In Tongxiang, raising cashmere will mention Qinghe," he said with pride. More open-minded vision and pioneering spirit, with particular emphasis on normative management, Sun Liang-Jiang and Wang Zhen-Gang entrepreneurs of the generation after 70 bear a common brand dream. In fact, “Huajia†is itself the village name of Qinghe and is Wang Zhengang’s hometown. This makes him pay special attention to the reputation. “If you want to go back in the future, you cannot give your name to you.†Outlook: "Four Generations" of Maker Time On November 19th, in an office area on the third floor of the Qinghe Cashmere Products Market, Xu Hongchao chose to pay for the upcoming Double XII. In an interview in May this year, the reporter once listened to his idea of ​​introducing shareholders of different expertise in the joint industry chain to form an “e-commerce cooperativeâ€, which included making concerted efforts to build an e-commerce clothing brand. At that time, he said that he would consider positioning the style of style in “ Chinese style". This idea has become a reality. He opened Taobao shop, from the overall decoration style of the store, the model's age temperament to the performance of the clothing style is quite literary, Xu Hongchao said that this is the "old style" line that many young girls now like. After this on-line release, the Twin Eleven sold more than 5,000 pieces, "better than expected." In Qinghe e-commerce, Xu Hongchao's play emphasizes "tone." There are also a group of people who choose to take the "brand" route, such as the women's "Snow Kunnu" run by He Huajing and the men's "Shepherd Legend." Also started in 2007, through the sales of yarn to obtain the first pot of gold, He Huajing in the next few years will be adjusted to focus on creating high-end pure cashmere products e-commerce brand, "We do not own processing, but from the purchase Starting from raw materials, to spinning, woven shirts, finishing, and packaging, the entire process controls quality and standards, allowing consumers to buy good products at a reasonable price and rely on word of mouth to promote the brand.†In order to increase recognition, he carefully created brands. A series of image packaging. Double 11 this year, his shop failed to enter the main venue of the Tmall because of accidental mistakes, but he still feels very comforted by relying on the search for old customers and still achieved sales of more than 2 million yuan. Qinghe, ranked ninth in the "Top 100 Counties of China" in e-commerce, currently owns 8 Taobao Villages and more than 20,000 home appliance merchants. This year's Double 11 sales exceeded 200 million Yuan, an increase of 33%. One obvious fact is that no matter whether the emphasis is on “tone†or creating “brandâ€, some of the “four generations of velvet†created by e-commerce entrepreneurs are emerging and exploring more advanced “playâ€. Relative to those grassroots e-commerce companies in Taobao Village, they are dubbed “academics†with such awareness and ability, and they are also considered to be the hope of new generation of entrepreneurial innovation within the industry. In the company of the Qinghe Cashmere Industry Venture Association President Kong Xiangfeng, the reporter saw several businessmen from other provinces. Kong Xiangfeng said that these friends have investment intentions and they hope to unite some people to jointly operate Qinghe's first creation center. In his opinion, after the 80s and 90s that grew up in the e-commerce wave, their creativity was a treasure trove to be developed. 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Interpretation of Qinghe - "Entrepreneurship" A cashmere sweater Four generations of entrepreneurs
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