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Ordos Group 30 years: three major strategic achievements of the world brand
From doing world-class products to becoming a world-class company On February 26, 2001, with the approval of the State Council, Yikezhao League was withdrawn from the Union to build a city. It was renamed Erdos in the year of 357. The reason for choosing this name is because there is a well-known and world-renowned enterprises, that is, in the layout of China's textile industry a pivotal Ordos Group. Previously, no city named after the corporate brand, Ordos is the first of its kind. "Ordos", Mongolian means for the palace groups. Here is a generation of Tianjiao's sleep, but also Zhong Ling Yuk Sau, rich resources rich place. In the 30 years from 1981 to 2011, Erdos Group closely followed the pace of China's reform and opening up. In the backward northwestern border town, the spring of describing one after another undertook a magnificent blueprint one after another. 30 years, Ordos Group rewrite the pattern of the world cashmere industry, showing the strength of the Chinese brand, ranks among the world's large iron and steel enterprises list. From doing world-class products, to doing world-class brands, to becoming a world-class company, Ordos step by step to practice the ideal of "warm the world" and warm the world. Three steps in 30 years, Erdos Group's development context, the Group's 2008 edition of "corporate culture" clearly shows: "Comrade Wang Linxiang put forward three goals, the formation of the Erdos Group's three major corporate strategy; the success of the three strategies Implementation of the Ordos Group's development has played the most crucial decisive role, thus forming a unique Ordos Group's strategic culture. "The first step: to do world-class products cashmere, is China's national treasure. About 70% of the cashmere in the world comes from China, of which more than 90% of China's high-quality cashmere production accounts for more than 90% of the global output. Half of China's best cashmere comes from Inner Mongolia. Half of Inner Mongolia's best cashmere comes from Erdos Plateau . However, for a long time, because of the lack of technology and the backward equipment, China can only export cashmere raw materials of good quality and low price. The processing industry of cashmere has been monopolized by western developed countries. Premier Zhou Enlai has repeatedly instructed the Ministry of Textile Industry to develop cashmere carding machines as soon as possible to produce Chinese own cashmere products. Until 1981, Erdos's predecessor, China's first large-scale introduction of foreign advanced equipment, the introduction of advanced cashmere processing enterprises - Ikhtar alliance cashmere sweater factory formally put into operation, it is only the end of China's exports of raw cashmere and cashmere brand early processing history, Cashmere to achieve the added value. Ordos also embarked on a journey of world-class products. Wang Linxiang, who was appointed director in 1983, proposed to make the cashmere sweater factory the largest cashmere spinning enterprise in the world and set a precedent for the establishment of a trainee system, a full-floating effective salary system and a cadre competition system. In the meantime, More than 150 people were sent to Japan for study. In the introduction of complete sets of equipment, Ik Zuomen cashmere sweater factory immediately to solve the problem of localization of machine parts, started the road of technology self-development ...... Finally, first-class raw materials, first-class staff, first-class technology, Erdos made first-class products, selling the world. In 1993, Erdos sold a total of 1.06 million pieces of cashmere sweaters and 100,000 pieces of sweaters. Among them, the export of 560,000 cashmere sweater, is the world's largest producer and exporter of cashmere manufacturers. The second step: to do world-class brand "Erdos cashmere sweater, warm the world." From October 1989 to March 1990, Wang Linxiang, the leader of Erdos Group, made a total of 370,000 yuan to play this advertisement everyday in the prime time of CCTV. This became the first appearance of Chinese fashion brand in CCTV and officially opened the way for Ordos to make a world-class brand. Since then, the Ordos brand began to enter millions of households in China, and to the world. On the road of making world-class brand, Ordos will continue to strengthen the hard power of products, technologies and channels on the one hand and enhance the soft power of brand culture and communication on the other hand. Product design, that the purpose of Ordos, continue to introduce new ideas to lead China and the world cashmere fashion design. In the late 1980s, Ordos invited the Central Academy of Arts and crafts high-profile students as brand designers to lead the Chinese cashmere into the fashion design era. International Design Master Issey Miyake looked at the design of the Ordos at the time, but also repeatedly praised "bold and innovative." During the "Erdos cashmere fashion show sales" in more than 20 cities detonated. January 14, 1990, Beijing National Palace of Culture, "Erdos Cashmere Fashion Fair" on the first day, the sales counter was knocked down four or five times, prompting the Beijing Public Security Bureau had to intervene to limit the sale of tickets each day may not Over 1200 pieces. In 2008, Ji Le Du Fuer, former Chanel artistic director, joined Erdos to lead the double upgrading of product design and product line, and brought Erdos products into world-class ranks. Fashion brand technology, from the late 1990s, Ordos invested an average of 100 million yuan each year for technological innovation, so that its production technology has always followed the world advanced level. Formulate "National Cashmere Engineering Technology Research Center", develop new technology products such as nano-three-prevention and digital printing, preside over the establishment of International Standard (IWTO), national standards, standards of China Association of Standardization and enterprise standards, hosting the "International Cashmere Testing Technology Seminar Organizing the compilation of the first professional map of cashmere fiber identification that is more comprehensive and complete at home and abroad so far - "cashmere fiber identification map" ... Erdos's technology leapfrogged the world. Channel, in the eighties and nineties of the last century, is Ordos opened up in the department store cashmere counters, area, and make it a symbol and pride. Into the 21st century, when the cashmere area began to be marginalized, Erdos took the lead in leading the cashmere industry began to seek channels including channel location and channel image upgrade both ways. Erdos invited Dunhill's global profile director Yann Debelle De Montby to build a channel image and completed the channel upgrade of 48 terminal stores throughout the country, gaining widespread industry and market attention and recognition. The third step: to be a world-class company with a broader world map Into the 21st century, when world-class products have long been realized, world-class brands are being realized, and erdos forcefully put forward the goal of "running a hundred years of strong enterprises." On February 28, 2011, at the annual meeting of the company, President Wang Linxiang summarized the past 30 years and, looking forward to the future, as always, emphasized the concept of "Loyalty, Responsibility and Pursuit": "We must vigorously promote the concept of" three stresses " , And establish a correct outlook on life and values, make the right choice in terms of name, benefit, gain and loss, advance and retreat, more and less. "Ordos fostered and formed a business vision of" warm the world " The entrepreneurial spirit of "pursuing excellence" and the corporate philosophy of "self-transcendence and pioneering and innovative" have shown extraordinary vision of the times. In the early stage of reform and opening up, when the state proposed to accelerate the development of "low investment, quick success, accumulation and change Erdos opened the pace of China's cashmere industry when Erdos opened up the pace of China's cashmere industry. When China shifted from a shortage economy to an excess economy, Erdos set a banner of the brand. When China entered the stage of heavy industrialization, Erdos devoted itself to the field of heavy industry Times business. In 2003, at a time when the western development and the national energy strategy shifted westward, Wang Linxiang decided to invest in and build a coal, electricity, metallurgy and chemical recycling economy in Qipanjing. In 2008, Qipanjing Industrial Park became a veritable "world Silicon City, "Erdos Group has the second world in addition to velvet spinning industry. In 2011, Erdos Group spotted rich salt resources in Mizhi area in Shaanxi Province and decided to invest 20 billion yuan to build a salt chemical industry based on 5 million tons of vacuum salt. The Ordos Group will build a power plant, coking plant, calcium carbide plant, PVC plant, chlor-alkali plant After the completion of the project, Erdos Group will become another large-scale circular economy heavy chemical industrial park following Qipansi well. Erdos chess pieces are also cloth abroad. Following the establishment of Mongolia and Mongolia in the development of coal industry in Mongolia, the Ordos Group actively respond to the country's "going out" strategy, investment in smelting, real estate projects in Cambodia ...... 30 years, Ordos formed a continuous promotion of internal reform to pursue business Mechanism of continuous improvement of a set of practices. Standing on the threshold of 30 years, Erdos also soberly saw that with the rapid expansion of the industry and the change of the group management mode, the optimization of the mechanism is facing new challenges. Erdos is more determined to ensure that the advanced mechanism Sexual and strong executive ability to promote the company's development. For the future of Erdos Group, Wang Linxiang, head of Erdos Group, is quite confident that he said that our 12th five-year plan is to realize "8888" project and strive to enter into the ranks of 100 billion yuan. By the end of the 12th Five-Year Plan, the total assets of the Group To achieve 800 billion yuan, sales revenue 800 billion yuan, profits of more than 8 billion yuan, an average annual income of 80,000 yuan workers, which is to ensure that the goal. "An enterprise with growth potential must also be an enterprise that can make the group of workers get rich!"