Uncover The Success Of "Black Peony" As We All Know.

In the field of denim manufacture in China, there is a well known &#8220: Black Peony &#8221.

With excellent quality and outstanding reputation, this “ black peony ” is known as the first denim brand of China by foreign businessmen; it is China's Denim leading enterprise — — located in Changzhou, Jiangsu Province, the Black Peony (Group) Limited by Share Ltd.

At present, the black peony group has a total assets of about 6 billion yuan, net assets of 3 billion 600 million yuan, and more than 4280 employees.

In 2009, the black peony group achieved a sales income of 2 billion 400 million yuan, a profit of 484 million yuan, and a net profit of 365 million yuan.

Business revenue was 1 billion 100 million yuan, accounting for 45.83% of total revenue.

The main economic indicators of enterprises have been among the top of the country's peers for more than 10 years.

Recently, Ge Yafang, President of the Limited by Share Ltd of Black Peony (Group), in the interview with our reporter, attributed the successful development of black peony to the importance of technology and brand.

Reporter: how can enterprises pform traditional industries into special industries and enhance industrial advantages?

Goa Fang:

It is a traditional industry of black peony.

At present, the company has 20000 tons of spinning, 60 million meters of denim, and 8 million meters of colored cloth.

8 million production capacity.

The successful development of the company is mainly due to the pformation of traditional industries into distinctive industries with obvious advantages.

In the late 80s of the last century, black peony was realized without shuttle production, and technology equipment, product development and technological innovation had been leading the same industry.

At present, the company is located in Tianning District, Qinglong district.

The park is speeding up the construction of factories, the introduction of equipment, the optimization of product routes and technical routes, and the improvement of flexible production capacity, so as to comprehensively implement industrial upgrading, including upgrading and upgrading of the existing denim business chain, brand management, technological innovation and business mode, and forming a new product line with core competitiveness.

The construction of the park will enhance industrial concentration and promote industrial upgrading.

Business innovation demonstration area.

Over the years, the company has been focusing on increasing investment in product research and development, and actively developing new products to enhance product quality.

The company has a mature denim production process, which covers more than 1000 varieties including cotton, elastic, slub, ring spinning, Tencel, flash, modal and so on.

But the company is not satisfied with the status quo, and constantly increasing R & D investment.

In 2009, the company developed new functional series denim, such as siro spinning series, compact spinning series, organic cotton series, Chinese hemp cotton series, XLA series, green environmental protection series, and used different post finishing technologies to improve the added value of fabrics, making different styles of cowboy cloth, such as film, calendering, bronzing, compound, carbon grinding, printing, embroidery and so on.

In the jeans washing process, we have developed some samples according to the prevailing trend of the market, and used it to promote the sales of garments in Europe and America.

2007. In 2008, the commissioning rate of new products was about 12%.

In 2009, 578 new varieties were developed, and the number of new products was 302.

Up to now, R & D investment has reached 32 million 430 thousand yuan, accounting for 5.1% of sales revenue.

Reporter: is the impact of the financial crisis on the production and operation of black peony?

Ge Yafang: because the Black Peony brand is deeply recognized by the customers, the impact is not very big.

However, the global financial industry has been hit by the financial crisis. Customers are increasingly demanding the washing of clothing styles and require more and more changes.

In view of the European and American market, the company combined with the traditional handicraft technology, in 2009, newly developed the craft of snowflake, net bag washing, tie dyeing and so on, which was deeply loved by customers in the selling process of European orders, and greatly improved the speed of product updating and the content of science and technology.

What is even more valuable is that the company has built a water washing development team that has a deep understanding of cowboys and can take the initiative in one aspect. It has taken a key step in the future market development and the brand building of the company's clothing.

According to the development needs, the company plans to set up R & D centers in the park. Research and development areas include garment design research, water washing research and development, denim multi-function, new fiber fabric development, dyeing process development, finishing process, energy saving and emission reduction, low carbon economy research and development.

Reporter: how does black peony protect product quality?

Goa Fang: while increasing investment in science and technology, the company has also intensified its technological pformation and technological improvement so that the quality of products has been guaranteed.

First of all, from the perspective of technological pformation, the existing dyeing and finishing part of the equipment is technically revamping and upgrading, and new production lines are added to enhance the level of dyeing and finishing. Secondly, from the improvement of technology, continuous exploration is carried out, in addition to increasing automation control, online testing is also added to ensure the quality; again, starting from technical level training, through training with the institutions of higher learning, training is carried out to improve production technology and quality inspection level.

Through these aspects, we strive to create high-quality black peony in all aspects and channels.

Reporter: how does black peony implement brand strategy?

In 2009, the company launched the brand development plan in 2008, and actively and steadily promoted brand building and practice.

Through rational layout of existing stores and readjustment of the structure of goods, the company further enhanced the market performance of brand style and accumulated experience in brand operation, so that sales increased significantly.

According to the established brand development plan, the brand studio has pushed ahead with the preparatory work, and has completed the brand name and LOGO plan, as well as the design and overall planning of the brand clothing in 2010. It has initially cooperated with the external brand planning agencies, and established a comprehensive brand marketing channel from the first line brand to the three line brand.

Reporter: this year, how can we further enhance the brand influence of black peony?

The overall competitiveness of clothing?

Goa Fang: in China's economy and

In 2010, the company will continue to take the five year development plan as a pointer. It will take &#8220, innovation, adjustment and improvement of &#8221 as the main line, and take the company management structure adjustment as an opportunity to improve the operation mode, improve the governance structure and improve the performance management, take the enterprise brand marketing construction as the focal point, combine different business characteristics, fully excavate and integrate all kinds of elements and resources, so that the black peony group will quickly grow into a management holding group company with regional influence and brand appeal.

In 2010, the company will move to the whole.

The park will fully implement the major adjustment of relocation and technological pformation.

Therefore, taking advantage of the relocation of the company, the integration of management resources and the upgrading of technology, we should further play the brand influence of black peony, accelerate the pformation of business development mode, expand and improve customer structure, speed up product development, strengthen internal management and cost control, and raise management efficiency.

At the same time, with brand building as the leader, increase and excellence.

Enterprises, cotton yarn enterprises, garment enterprises alliance, and strive to create brand advantage, comprehensive competitive strength of the industrial chain.

In the new year, the company will continue to be realistic, innovative and responsible, create a better and more positive atmosphere for development, forge ahead in reform and innovation, let &#8220, brand lead the future, and create quality &#8221. The brand strategy is more deeply rooted in the hearts of the people, making “ Black Peony ” unbeaten.