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Innovation Does Not Take The Unusual Path Of Golden Elephant Textiles: Making Ceremonial Socks For The Olympic Games

2008/8/25 16:15:00 27

"China's Olympic athletes have repeatedly earned their credit."

Yesterday morning, reporters in Pinghu Golden Elephant Textile Co., Ltd., the staff said proudly.

It turned out that in the opening and closing ceremonies of the Beijing Olympic Games, more than 3000 pairs of ceremonial socks worn by athletes were produced by Pinghu Jinxiang Textile Co., Ltd.

In this regard, people can not help but ask, what is the "Golden Elephant" that has not been known to conquer the fastidious Beijing Olympic Organizing Committee?

Conquering the stage of state-run sportswear that is almost monopolized by international brands?

"We rely on quality and design."

Xie Jinqi, the top management of the company, is right.

In the production workshop of the enterprise, the reporters saw these soft socks and printed cotton socks with the words "Beijing 2008 Olympic Games Chinese sports delegation".

These socks are not only comfortable in hand feel, but also used in special treatment of rubber bands in socks. Even if they are worn for a long time, they will not feel any discomfort.

It is precisely with excellent quality and unique design that in the Olympic bidding war, "Golden Elephant" ceremonial stockings stand out in many famous international brands.

A pair of socks that look "not conspicuous" contain such mystery, thanks to the independent innovation of enterprises in recent years.

Like most textile and garment enterprises, Pinghu Jinxiang Textile Co., Ltd., which was pformed from the No. 1 knitting mill in Pinghu, was born on the basis of "OEM". Although the economic benefits were considerable, the business owners gradually realized that in the process of OEM processing, the "human sea tactics" based on labor-intensive, the returns were just small profits and no independent brands, and enterprises could only linger at low levels.

As a result, Jin Xiang textile began to explore the way of pformation and development.

In order to start their own brand, every year, companies invest nearly $1 million to upgrade their equipment. At the same time, they have hired a large number of "elite" to set up a brand operation professional team, such as "technology development center" and "market evaluation team".

Under the guidance of high quality concept, employees gradually set up a strong sense of quality and brand.

Up to now, the company has obtained 27 patents, and the "Golden Elephant" has won the title of China well known trademark last year, and has become the signing unit of WAL-MART, new Yijia and other international hypermarkets.

"Star products endorsement costs hundreds of thousands of yuan or even millions of dollars, but with the help of the Olympic platform, athletes can make models, live on TV, and make" Golden Elephant "brand enter thousands of households. It can be described as" killing two birds with one stone ".

Xie Jinqi said.

Faced with these achievements, the "Golden Elephant" has not been dazzled by it. They clearly realize that only by constantly innovating independently can they resist the challenges from all aspects and make the "Golden Elephant" always in the forefront of the industry.

Note: from the original only for others to "marry clothes", and now competing with international brands, not only is the pformation of the role of management, but also reflects the renewal of business philosophy.

As a big clothing market, how can we make labor-intensive and low value-added clothing enterprises get rid of the dilemma of "goods" without "cards"?

The "Golden Elephant" is constantly innovating. Taking high quality as the magic weapon to win, it will give us a lot of useful lessons to set up a brand and develop a sophisticated market.