Liu Ming: Dare To Go Against The Trend And Make Dreams Come True.

< p > the title of "the top fifty top ranked enterprises (Group)" of China's cotton "a href=" http://cailiao.sjfzxm.com/matertial/show/default.aspx "for 6 consecutive years", awarded by the China Textile Industry Association, "the top 50 of China's textile industry's economic efficiency indicators", "China's textile a href=" http://www.91se91.com/ "> clothing /a > enterprise competitiveness 500" and "China Textile and garment industry export 100" title of Hongcheng home textiles are unheard of, but when it comes to the company's chairman and general manager Liu Ming, she knows little.

What is even more surprising is that this low-key chairman is still a model worker in the national textile industry.

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P > < strong > let dreams become reality < /strong > /p >

< p > Liu Ming said that he had a dream, that is to let "hongchengyijia" < a href= "http://sjfzxm.com/news/index_f.asp" > Home Textiles < /a > products into thousands of households.

In 1999, at the beginning of its term of office, Hongcheng was still a traditional textile enterprise producing large road products without any competitive advantages.

Through market research, Liu Ming established a differentiation strategy focusing on the "special wide range of high-grade home textile fabrics and products", thus finding a personalized competitive advantage and enabling Hongcheng to achieve "Red Sea breakthrough and blue sea rafting".

After more than ten years of development, the company has finally become one of the leading enterprises in China's high-end home textile industry.

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< p > in the development of these years, Liu Ming, who is most proud of him, is the core enterprise of the group, "Hongcheng home textile", which was successfully listed on the main board market in Singapore in August 8, 2007. It raised HK $170 million and became the first textile enterprise in Shandong to be listed abroad. This is closely related to the strategy of changing production and operation into capital operation in 2006.

At the same time, he led the team to implement the brand strategy vigorously, and established the provincial enterprise technology center. With the daily R & D speed of 4 new products, the target of more than 1000 new products was put into production every year.

Among them, the electronic jacquard products have won the gold medal of Shandong's high technology, new technology, new achievements and new products.

In 2008, Beiyang brand bedding and dyed fabrics were awarded the Shandong brand. In 2009, the new home textile brand "hongchengyijia" was awarded the Shandong brand name again.

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< p > after the "two pioneering" harvest, Liu Ming reinvested in the enterprise restructuring and invested 1 billion yuan to build "Hongcheng Home Textile Industrial Park". This not only enhanced the development potential, but also provided more than 1500 jobs for the society, and solved the problem of the local surplus labor force.

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< p > after years of market sharpening, Hongcheng company has adapted to the market, and has established a production mode of multiple varieties, small batch, short cycle and quick delivery. It has implemented the method of independent accounting and target gross profit assessment, so that the workshop has been pformed from a production center to a profit center, and its high-grade bedding products are exported to the emerging markets such as Asia, Africa, Australia and North America, as well as emerging markets such as Russia and Italy.

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< p > < strong > dare to go against the trend and < /strong > < /p >.

＜p＞　　百年不遇的國際金融危機，在劉明較為平順的經營道路上引起了些許波瀾，但他迅速以個性化思維另辟蹊徑，通過實施經營策略的戰略調整和轉移，由原來的以外銷為主，變為內外銷“雙輪驅動”，利用利好國家政策扶持機遇，逐漸擴大內銷比重，提高國內外市場占有率;調整產品結構，增加高支高密貢緞織物、大小提花織物、色織等高附加值產品生產;調整紡紗結構，逐步淘汰落后紗錠，優化生產配置，使紡紗生產實現效益最大化;調整市場方向，鎖定消費終端，把制品作為龍頭，以色織、面料為兩翼，全面出擊市場，擴大產品在市場的輻射面，適應市場不間斷調整，并在調整中形成了技術、品牌、客戶競爭優勢。

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< p > 2009, the company successfully developed the bed products customer represented by the second largest retailer of the United States, Target (Tait TE), so that the bed product output increased by 16.5% year-on-year; the output value was 1 billion yuan, the sales revenue was 1 billion 60 million yuan, and the export earned foreign exchange amounted to 89 million 200 thousand US dollars, the same score increased 27.84%, 5.02% and 15.04%.

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< p > Liu Ming strictly demands himself on the professional ethics of an excellent entrepreneur, and actively contributes himself to the style of a model worker in the national textile industry. Although there are favorable circumstances and adversities on the way forward, he always firmly believes that as long as we forge ahead, work hard and innovate continuously, we will be able to win the "multi win" effect of increasing employee income, increasing enterprise efficiency and social gain.

Now, he is leading his team to climb the strategic goal of "hongchengyijia, Yijia Hongcheng".

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