Zhang Jingcheng, Manager Of Yalu HR: Cultural Development Boosts Enterprise Development

Suzhou's Yalu Cmi Holdings Ltd owns 500 major enterprises, including Shanghai, yolowi, a target=, _blank, href=, "_blank", "dress", "Shanghai blue ice Industrial Co., Ltd.", Jiangsu biflun Investment Development Co., Ltd., Suzhou Yalu Fang Yi Clothing Co., Ltd. and 40 direct marketing subsidiaries. It has built six professional production bases for Down garments, casual wear, suits, shirts, sweaters, women's fashion and so on. It has developed into a leading enterprise in the apparel industry, which integrates R & D, production, sales and import and export trade, with 8000 employees, annual production capacity of 20 million pieces (sets), and total sales volume of 4 billion yuan. < p > Yalu group was founded in 1972, China's top 500 private enterprises, China's "a target=" _blank "href=" http://www.91se91.com/ ".

Yalu registered the "Yalu" trademark in 16 countries and regions, including the United States, France, Russia, the European Union and Southeast Asia, and has branches. The intangible assets of Yalu series brand amounted to 9 billion 78 million yuan.

Yalu down jacket is named as China's famous brand product. "Yalu", "Yalu liberty" and "country tree" trademark have been selected as famous trademarks in China. "Blue ice" trademark has been awarded the famous trademark of Jiangsu province.

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< p > interview: Zhang Jingcheng, manager of Human Resources Department of Suzhou Yalu Cmi Holdings Ltd, < /p >

< p > CFW: Zhu Huiling < /p >.

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< p > CFW: exchange and share the elite management wisdom of the industry. Welcome to the CFW reception room.

This special guest is Zhang Jingcheng, human resources manager of Yalu shares.

Hello, manager Zhang! < /p >

< p > this year is the 40th anniversary of Yalu's creation. From the 90s "Chinese jacket king" to today's "down jacket expert", Yalu innovates constantly in its pformation and upgrading.

Well, first of all, can you first introduce the current development situation of Yalu?

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< p > manager Zhang: all right.

The main product of Yalu is its own brand of down garments, including "Yalu", "Yalu free", "blue ice" and so on.

In order to reduce the seasonal risk of down jacket and make full use of the existing superior resources, Yalu began to get involved in four seasons clothing in recent years, mainly including less ladies dress "hundred Lotus" and high-end business men's wear "ollow".

The three brands are for different age groups, while the development of the four seasons clothing is also increasing.

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< p > data from the down industry association and China clothing association show that the comprehensive strength of Yalu ranked second in the down garment industry.

At present, there are more than 4500 sales outlets of Yalu, with a conservative estimate that sales will reach about 2 billion in 2012.

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Less than P, although the down industry only does single season, there are many brands and fierce competition in the existing market.

The single season product is characterized by explosive sales. Especially from October until the Lunar New Year's Eve, all the work focus of the company is put into the market, and from the end of the Spring Festival to October, it mainly carries out product research and development, ordering, production, sales planning, human resources support and so on.

This year's sales volume is even more than that of some medium and small-sized four seasons enterprises. This industry is also very magical.

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The history of P 40 years has changed from 07 years to a brand operator.

In the past 40 years, Yalu has changed a lot. From the number of employees, 6 tailors in 72 years have developed to nearly ten thousand employees. From hardware facilities, the original three thatched cottages developed to 20 multi-storey headquarters bases. The new base was moved from town to town in May 28th last year, which is of great benefit to the company's brand publicity and social image. For human resources work, such as recruitment, the advantageous geographical location after relocation is more conducive to attracting talents. From the nature of operation, the small workshop built at that time was pformed into a processing factory and pformed into a brand dealer so far.

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< p > CFW reporter: from the history of Yalu described by you, I feel that Yalu has been constantly adjusting and changing in response to the market. I also learned that Yalu had many great pformations in the development history. In the 72 year, the shirt was first made. In 90s, it was also known as the Chinese jacket king. After 98 years, it was pformed into a down jacket and is also the leader in the field of down garments.

Every time the pformation span is very large, I don't know which way to think about it. < /p >

< p > Zhang Manager: "culture promotes enterprises and enterprises reveal culture". Yalu is closely related to Yalu culture.

Adhering to the business philosophy of "winning by innovation and shaping world famous brand", the Yalu people insist on innovation, self pformation and pursuit of excellence.

Every turning point has been supported by this kind of culture.

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< p > 1972, Yalu began to make shirts for Shanghai and South of Jiangsu garment enterprises. Later, more and more processing plants grew, and the competition for foundry was intense. At the end of 80s, after the reform and opening up, the people could control the growth of funds and the demand for purchases increased. So the pformation of jackets was actually a great pressure from inside and outside the company, but fortunately, it was finally successful.

Until 98 years ago, as in the previous generation factory market, the competition between the surrounding and small enterprises became increasingly fierce and complex, so 98 years of trying to pform and feather down products had been developing until now.

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< p > CFW reporter: in the process of continuous pformation and upgrading, what changes will happen to human resources management? Will there be challenges? < /p >

< p > manager Zhang: the survival of enterprises needs to keep pace with the times.

Yalu has a phrase called "no fight, no win", no struggle, no gains. Keep this sense of crisis and development momentum, keep pace with the times, and grasp the market changes according to market demand.

Human resource management is based on the overall strategy of the company, and the demand for human resources is adjusted accordingly to provide greater support.

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< p > generation processing stage is 70s, when human resources management is not yet available, the main demand of enterprises is more skilled sewing workers to join, some people can do things, and some things have profits.

Later, the demand for front-line management, first-line technology and designers was shifted to a production and processing base. Later, such as marketing, finance, surface accessories development and other logistical support and market opening positions demand also gradually increased.

At the present stage, the demand for management talents has been strengthened.

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< p > enterprise development to a certain stage, there will be three levels of pformation, before making products, and then to do business, now to another stage: to do culture.

The company's 40 years of history and culture need to be passed down from generation to generation, which requires management personnel to guide and practice.

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< p > the position of human resources department has also been pformed. Before it was a functional job, now it is more inclined to do planning work.

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< p > CFW: you have just mentioned that there is a great demand for management personnel at this stage.

So, in view of the recruitment work for the whole 2012 year, what kind of talents do you think is more difficult to recruit? < /p >

< p > manager Zhang: the recruitment of professional and complementary talents has encountered certain bottlenecks.

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< p > our design team now has about 50 people and is still expanding.

We are now subdividing the overall design style and classifying it according to a psychological age of 5 years. Each group is responsible for controlling the psychological needs of different age groups and designing them accordingly.

For example, display is not only limited to simple collocation, but also fully understands product concept, suitable crowd, product overall style, design elements and so on. Only by deeply understanding products can we display well.

For example, marketing, we have more than 50 dealers, national marketing management support.

A good manager must have a wealth of work experience. He also requires training, exhibitions, planning, Finance (input and output), which is a comprehensive professional talent.

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< p > complementarity means that in the market segmentation and constantly changing products, enterprises need to constantly replenish fresh blood, including the optimization and complementarity of age structure.

Especially for management posts, more talents come in to complement each other in age structure, educational background, experience and experience.

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< p > 2012 the recruitment of Yalu in the whole year has been carried out smoothly, and all positions have been recruited, for example, through professional websites, especially the China apparel talent net, the recruitment problems are basically solved, and there are channels for Industry recommendation, campus recruitment, headhunting recruitment and so on.

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< p > CFW: you have just mentioned such channels as recruitment websites, campus recruitment and headhunting recruitment. Can you share your experience and experience in various channels construction? < /p >

< p > manager Zhang: I think the exchange of industry connections is very important.

Acquaintances recommend acquaintances.

School enterprise cooperation can aim at introducing different talents to different types of institutions.

Design work and academic cooperation; basic jobs such as electricity suppliers, logistics, finance, production and comprehensive institutions; front-line staff and secondary vocational colleges.

Along with the continuous expansion of the gap of front-line technical personnel and the reluctance of the post-90s to take part in the front-line work, we jointly organized Yalu classes with some secondary vocational schools, put courses into enterprises, and recruited two to three years' advance to schools.

At present, the results can be achieved, cooperation of three, three years ago should be signed.

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< p > CFW: you have explained the situation of campus recruitment in detail, but many enterprises in the industry are also upset by the high mobility and high management difficulty of the graduating students. How do you view this situation? < /p >

Zhang P: our overall turnover rate is less than 3%. Proper mobility is normal and may be a good thing.

Campus recruitment needs to be properly controlled at the source. For example, the recruitment of our office and civilian posts is 20:1 or 30:1. Strict screening can greatly reduce the turnover rate.

After entry, new employee induction training is mainly based on inculcation of corporate culture, and more guidance should be made in this area so as to become Yalu people in the fastest time.

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< p > career planning is a common practice, and we Yalu emphasize that a person's position, whether he is an office worker, a front-line employee, or a supervisor or manager, depends on how much value you can achieve in his post. What is the result of actual work? If the value is matched with the result, or the value or potential is obvious, we will take the initiative to improve the position or pay the salary adjustment, and not necessarily adjust to the general adjustment in a year.

In addition, the company has launched a variety of corporate culture activities, such as free gyms. Employees, especially young people, have a high participation, so that they can enjoy their work without any cost.

These activities or facilities enable them to integrate into the Yalu family as soon as possible.

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< p > CFW: you have mentioned enterprise culture several times, and indeed culture has become one of the most important sections in the construction of major enterprises. Yalu has also made great achievements in this field. Can you share the experience of building or successful? < /p >

< p > manager Zhang: many people have deviation in understanding and equate corporate culture with cultural activities.

Whether through the form of network, media, newspapers and periodicals, activities are just a carrier.

Corporate culture includes product culture, management culture and training culture. Especially after the development of enterprises to a certain stage, there is a concept of big culture, which is very broad, and cultural activities are only one of them.

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< p > corporate culture is a systematic construction, for example, what is the training culture, what is to be supplementing, or is it planned and implemented systematically? Some enterprises only invite lecturers for training, and this training does not focus on deepening the implementation of training effect.

First of all, training is to solve problems, or to find ways to improve and perfect the work process, so as to improve the quality and efficiency of work.

This is the main indoctrination of training culture, not only for propaganda, but also from top to bottom.

Actions are more important than words, including management. The important thing is atmosphere.

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< p > culture is a concept. The most important thing is to implement and form an action. This is the manifestation of the landing of corporate culture.

Behavior starts with ourselves, not what we say, the key is what we do, after we do it, we can say it again.

Use behavior to guide behavior and drive behavior.

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< p > CFW: in 2012, on the one hand, the number of job opportunities increased, and the competition for talents increased. On the other hand, the expectations of talents for wages and work environment increased, and the cost of human resources increased.

Compared with last year, did Yalu make adjustments in salary? < /p >

< p > manager Zhang: Yes, there will be a 13% increase. Salary adjustment is mainly to the grass-roots level, such as logistics and other posts.

The adjustment is mainly based on the minimum wage adjustment, the increase in basic wages, the increase in the proportion of social security funds, the increase in pportation costs, and the increase in the proportion of outstanding employees.

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< p > CFW: you have nearly 10 years of experience in human resources service, and the top ten HR managers from our CFW talent network in 2011. So what problems do you think are common in the construction of human resources in the industry? {page_break} < /p >

< p > Zhang Manager: from the professional point of view, human resources work is cross industry, so the corresponding person engaged in this work needs to be involved in every aspect of the enterprise or industry.

In addition, I entered the garment industry in charge of human resources work 09, relatively speaking, the clothing industry actual human resources workers face to face contact is relatively less.

Although QQ group, Sharon and so on, but the network form is easy to let face to face communication fade.

I have been in Shanghai for one or two times, and personally feel that this kind of thinking collision is very good.

For example, through this HR selection campaign, we have carried out substantive excellence. In terms of human resources planning, recruitment, training, etc., benevolent people and wise men can see a lot of wisdom, which can arouse a lot of resonance and promote the construction of human resources in the industry.

For example, it is organized in the form of industry or according to the scale of different enterprises.

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< p > there are many training institutions in the clothing industry. If there is a platform to sort out, formulate and implement the implementation standards of certain posts, such as the common standards of training such as shopping guide and display, it can save a lot of duplication.

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< p > CFW: according to the latest news of the Organizing Committee of the outstanding HR selection committee of CFW, manager Zhang has won the honor of "China's a target=" _blank "href=" http://www.91se91.com/ "> textile" /a "> the garment industry" outstanding HR manager "honor. First of all, I congratulate you. I hope you can bring more experience in human resources construction and share the experience, and help us advance the whole human resource construction process in the industry.

Here, I wish the Yalu shares more perfect human resources construction! < /p >

< p > manager Zhang: Thank you! < /p >