Heng Yuan Xiang'S Internet Pformation Is Difficult From "Sheep And Sheep" To "Yangyang".

"Heng Yuan Xiang, sheep, sheep and sheep!"

The 15 second "brainwashing" advertisement is a classic memory of Chinese people in the 90s of last century.

But what people may not know is that this year, an enterprise that was popular in the whole country because of an advertisement, was founded in 1927 by the "China time honored brand". What they may not understand is that the old brand is embracing the Internet enthusiastically in recent years.

In 2017, Ali Research Institute released the "2016 annual list of China's top 100 e-commerce enterprises", Heng Yuan Xiang ranked first.

It was originally a shop selling imported wool in Xing Sheng street, Shanghai, and the founder was Shen Laizhou, who later called the "wool king".

The three words "Heng Yuan Xiang" are taken from a couplet of Zhao Zhiqian, a calligrapher of Qing Dynasty.

Ever since 1927, Heng Yuan Xiang has experienced changes and changes in the trend of the times.

In 1935, Heng Yuan Xiang started his own wool mill, from retail to production.

In 1956, Heng Yuan Xiang first converted to state-owned enterprises in Shanghai's wool industry, in response to the state public private partnership policy.

In the era of planned economy, Heng Yuan Xiang's business has shrank sharply and has become a new one.

The last shop selling only wool.

In 1991, Heng Yuan Xiang first used trademarks in Heng Yuan Xiang's own products, and Heng Yuan Xiang started the road of branding development.

In 2012, Heng Yuan Xiang began to develop electric business. After nearly seven years of development, e-commerce sales have already accounted for about half of the total sales of Heng Yuan Xiang.

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Looking back at the whole history of Heng Yuan Xiang, there are two "golden periods".

The first is the first ten years from 1927 to 1937. These ten years are also the ten years of Shanghai's prosperity and development as an international metropolis.

The second is from the late 80s to the last thirty years.

The development of these thirty years is summed up as brand development.

Liu Ruiqi, the current chairman of Heng Yuan Xiang, arrived at Heng Yuan Xiang in 1987, actually equivalent to starting from scratch.

In 1988, when people's trademark awareness was generally weak, Liu Ruiqi spent 200 yuan registering "Heng Yuan Xiang" trademark.

In 1991, Heng Yuan Xiang began to use this brand to produce his own products.

A difficult problem at that time was finding cooperative factories.

Large woollen mills are mostly department level and bureau level. Heng Yuan Xiang is only a stock rank. When Heng Yuan Xiang finds these factories, they do not see Heng Yuan Xiang at all.

Heng Yuan Xiang had to go to

This is the only way to solve the problem.

At that time, China had just begun to reform the market economy.

Before and after 1996, we could hardly imagine the hot degree of Heng Yuan Xiang's wool. Today a big truck is waiting at the door of the workshop. When the product comes out of the workshop, it is robbed.

Because the product was decided by who was given to the warehouse owner, those who saw the warehouse in those years became the "most popular" person in the company.

In 1994, Heng Yuan Xiang's "brainwashing" advertisement was broadcast on CCTV. This simple and rude advertisement was unintentionally becoming the classic of Chinese people.

Although it has become a mockery of many people, it has helped objectively win Heng Yuan Xiang's popularity.

Liu Ruiqi predicted that such a situation could not last forever when Heng Yuan Xiang's wool was hot.

Since 1998, Heng Yuan Xiang has begun to diversify. Now, Heng Yuan Xiang's products include knitting, knitting, clothing, home textiles, and many other brands, including "Heng Yuan Xiang", "color sheep" and "Xiaonan".

Heng Yuan Xiang is now the largest wool enterprise in China and the world. Its wool consumption is more than ten thousand tons per year. One wool in every ten sheep in the world is used by Heng Yuan Xiang.

Heng Yuan Xiang is an enterprise that takes brand operation as its core. Production and sales are all authorized and cooperative.

At present, Heng Yuan Xiang has more than 100 affiliate factories, more than 150 franchisees and more than 2000 affiliate sales outlets.

Take "cat" as the head

Heng Yuan Xiang is also very forward-looking in digital pformation.

Back in 1996,

The ERP system was introduced, and the digital pformation was started from the end of production.

"These years have been very painful. All the traditional channels are very painful. Everyone is trying to pform.

"How is the problem going?" said Chen Zhongwei, general manager of Heng Yuan Xiang.

The digitalization of the production end is more about taking the computer as a tool. In the era of the electricity supplier, the real pformation is the beginning.

Heng Yuan Xiang has officially invested in the operation of electric power since 2012, and has achieved remarkable results.

Heng Yuan Xiang official website data show that in 2013, Heng Yuan Xiang business participated in the "double 11" for the first time, and sales exceeded 80 million. In 2014, sales of "double 11" reached 170 million; in 2015, "double 11" Tmall platform sales exceeded 280 million, and the total network sales exceeded 300 million.

These achievements are inseparable from the precise e-commerce strategy of Heng Yuan Xiang.

Heng Yuan Xiang official website summed up several key words, one of which is "cat" as the key word.

From the very beginning, Tmall played an important role in the pformation of Heng Yuan Xiang.

According to an article published on December 2015 by Heng Yuan Xiang official website, Heng Yuan Xiang began to grow and develop around the Tmall platform from the beginning of the development of the electricity supplier. "From the current volume, Tmall platform has occupied more than 95% of the electricity supplier's performance."

Because of the special business mode of Heng Yuan Xiang, the brand of Heng Yuan Xiang is one of the largest brands on the Tmall platform.

These shops include Heng Yuanxiang's official flagship store, including the flagship store of Heng Yuanxiang's various industrial companies (flagship store of Heng Yuanxiang's down garments, flagship store of Heng Yuanxiang's home textiles, Heng Yuanxiang's underwear flagship store, Heng Yuanxiang's cashmere dress flagship store), and all kinds of special stores.

In January 2018, Heng Yuan Xiang got on the list again.

Heng Yuan Xiang ranked first in the list of the ten most famous brands in 2017, covering the largest number of overseas countries in Tmall.

Heng Yuan Xiang's products have been sold to 188 countries and regions.

In 2017, Heng Yuan Xiang started the strategy of global manufacturing, such as producing latex pillows in Thailand, producing wool quilts in Australia, making overcoats in Britain, making silk scarves and stockings in Italy.

At the same time, Heng Yuan Xiang joined Tmall's "sky" plan to achieve "global manufacturing" and "global selling".

The "sky font" plan was launched in September 2017 by Tmall in the name of Heng Yuan Xiang.

Many brands of domestic products began to go global through the "Tmall sea" plan, and made significant growth in sales volume.

Chen Zhongwei, general manager of Heng Yuan Xiang, said: "e-commerce has indeed subverted our understanding of the business model of the entire enterprise."

He felt that the era of "production centered" has passed, and the era of consumer centred has come.

A new era has indeed come, and is coming fast.

Chen Zhongwei and Heng Yuan Xiang's team made a special trip to Hangzhou last month to find a new retail expert from Alibaba.

After the exchange, Chen Zhongwei felt the deepest point is that the new era has changed completely.

He likes to use war as metaphor.

At the beginning, it was the age of cold weapons, compared to people; in the age of mechanization, it was compared to machines; now, information and intelligence are beginning to compare.

"I feel very excited. I used to spend a lot of money to find many research companies, and the information I got from them was not accurate. Now I get the information accurately and no money."

Chen Zhongwei said that the perception of consumers brought about by electricity providers is revolutionary.

Heng Yuan Xiang is in the layout of new retail.

Chen Zhongwei said that in the next ten years, Heng Yuan Xiang will select new stores with better overall quality, and help him fight in the front line through the new retail platform.

Chen Zhongwei thinks that it is particularly important to reconstruct the retail system by first building the rear base and then going to war.

When he went to Hangzhou to discuss with ALI new retail experts, he visited the box horse fresh life. In his view, the box horse was born to help people change the concept of supermarket.

"The new retail business in the future will come to you after a good store, and it will be very efficient."

In the symposium, Chen Zhongwei and Ali experts focused on how to build a new retail structure based on Ali platform. "This is what we want to reconstruct in the future."

In Chen Zhongwei's view, the Internet era also put forward higher requirements for the brand itself.

"The reason why Heng Yuan Xiang can grow so much in such a short time is that I still rely mainly on brands."

Chen Zhongwei said.

As an old brand, Heng Yuan Xiang began to aim at 00 of future market vane, and Heng Yuan Xiang was coming closer to the new generation in various ways.

The moves include putting more into two concepts of technology and art, and 10% of outdoor products of Heng Yuan Xiang in the future; and sponsoring all kinds of sports events.

In Chen Zhongwei's opinion, leisure time is increasing, the demand for art is increasing, and technology itself has become the basic background of the times. These are the trends that can not be ignored in the future.

If you put aside these things, "that means you have nothing to do with the times," and it will be hard to escape the fate of being eliminated by the times.

Heng Yuan Xiang has launched nano socks and graphene underwear, and plans to launch smart quilts to help people improve their sleep.

But Heng Yuan Xiang, closely following the times and facing the future, has another side of "conservatism".

Chen Zhongwei believes that a brand is like a person, has its own genes, the gene "can not easily change".

Heng Yuan Xiang today is based on its history and is pursuing "history" in development.

It never pursue capital, nor does it strive for "maximum strength", but "long and long".

"Today's ethos is that we must go to the draught, we need to expand quickly and expand. This is an economic mode we must avoid in the course of development of Heng Yuan Xiang."

Chen Zhongwei said that Heng Yuan Xiang emphasized "sustainable growth".