Ruyi Qiu Yafu: Aiming At Developing Independent Brands To Build The Chinese Version Of "LV"

Mention high-end fashion Brand, many people in the mind will emerge BALLY, SMCP and many other international brand 。 Little known is that they have a common name behind them, Ruyi group. Qiu Yafu, the head of his office, has not only turned the tide of the year, but also threatened the year. Wool mill Taking the right track, through high-end, technology, branding and internationalization, become the helm of the 30% high-end fashion brands in Italy, Britain, France and Japan, the four fashion capital. From 17 years old to textile today, he led a company from an unknown wool mill to a spannational fashion group with a hot heart and a far sighted vision.

Clothing is two times heavier than the West.

Ruyi people feel shame and then brave.

"Ruyi was built in 1972, when it was called the Jining wool textile mill, which is the production of the western style fabrics that everyone is wearing. It is also a national key project." Qiu Yafu, dressed in a suit, returned to the Ruyi Art Center for an interview with the peninsular reporter just after the meeting. Now 46 years later, Ruyi has developed into an international enterprise today. It has become the only Chinese textile and garment enterprise in the international fashion industry, ranking the sixteenth among the top 100 luxury brands and high-end brand enterprises. "It should have attracted the attention of the international fashion industry and textile science and technology circles, and they are very shocked to be practical and realistic." Qiu Yafu's words contain the passion and passion of Shandong people, and of course, they are more proud of the leaders.

According to the world clothing shoes and hats net, 43 years ago, Qiu Yafu, 17, entered the business as an apprentice and worked for 40 years. In 1998, Ruyi development entered a turning point. At that time, industrial enterprises such as Ruyi, because the state-owned system was not suitable for the rapid reaction and competition of the market economy, the products were relatively backward and totally uncompetitive internationally. "For example, wearing a suit is 1.2 kilograms, which is equivalent to the weight of three foreign suits. The reason is that the equipment and technology are far behind foreign countries." Qiu Yafu sighed that at that time, the sales revenue was only RMB 170 million yuan, and the quality of assets was seriously lagged behind. More importantly, the number of employees was as high as 3200. Under such circumstances, the state system reform was carried out.

At that time, Qiu Yafu, who was less than 40 years old, started the burden of the general manager. The product was not competitive, no development, no wage source, and more than 3000 workers were crying for food.

"There is no way out, only to reform, only in the reform, to find a chance for survival. Then Qiu Yafu decided to go to the most developed place to find the gap. "When going abroad was strictly controlled, we applied several times, and finally brought more than 40 cadres to Europe to investigate. More than 20 years ago, taking more than 40 people to go abroad is itself a reform." In those days, Qiu Yafu didn't go abroad so much as he did today. In factories in Italy, he did everything possible to introduce equipment to the equipment manufacturers in the name of buying equipment.

"But when I saw such a textile man, I was shocked, discouraged and hopeless at the scene. We made a suit of 1.2 kilograms of fabric, and they only used our 1/3. That means a gram of heavy wool, we have a fine length of 40 meters, and they can reach 200 meters. I said we were finished. That's what I said at that time. Qiu Yafu said that the wooden shuttle used for our loom is two feet, and the shuttle used abroad is one centimeter and half, and a high-speed rapier loom.

At that time, Qiu Yafu felt that there was no hope of catching up, but the more he saw abroad, the more he felt shame and bravery. "Since ancient times, a road in Huashan, you go back, dead road, overnight discussion, in Italy in order to work needs, and telegraph to the country to ask for extension of 20 days of inspection." According to Qiu Yafu, "after repeated inspection, we feel that if we stick to it, we will gain something. When I visited fortieth enterprises in Italy, I felt that there was a way to make China's "Zegna" in 10 or 20 years.

Zegna is a famous brand. Learning begins with wool and wool. This idea is called a joke by the industry. However, after returning from Italy, Qiu Yau found gaps in more than 100 aspects. Organizing all personnel to put forward ten years of improvement measures, striving to become an international first-class enterprise, striving to create world-class brand, and comprehensively reform the top woollen textile enterprises in Italy's developed countries. The slogan "farewell to yesterday", "the biggest enemy is ourselves" and "the biggest market within the enterprise" is the slogan of the voluntary production workshop. The only constant in the world is change.

"In less than three years, when we can get it out, there are many ways to reach that level of fabric in Italy, we are really delighted." Qiu Yafu led the team to Milan, Italy. Three years later, when he went to show the fabric, he didn't expect that the price of orders doubled abroad. It never occurred to me that the only Chinese textile enterprise could enter the PV exhibition in France, so this is the first step to come out.

Now, after continuous technological research and development, Yi spinning has been able to weave 500 fine fabrics, and has won the first prize of national science and technology progress.

Embark on the road of fashion brand

Acquisition of Japan's first men's clothing

In 2008, Qiu YV resumed a new round of reform in the enterprise. He took two of his staff to Europe. Inspired by this trip, Qiu Yat Fu suggested that in 20 years, a textile manufacturing company should be a well-known fashion industry group in China.

What is fashion? Fashion is a variety of explanations. It requires fashion people and fashion companies to be very forward-looking, and you have to create something that you don't have, and what you create is to be pursued by the earth's people and consumers. "Now, if we want to have the basic conditions, we have no idea at that time." Qiu Yafu pondered over and over again, "we must have a very long process to create ourselves. Obviously we can only rely on ourselves. We have to go out and integrate global resources in an international perspective and find some enterprises that can be all for me."

In 2010, under the influence of the world economic crisis, the Renown chain of Japanese first men's clothing group, which had annual sales income of about ten billion yuan, and 29 famous international brands, was broken and forced to find buyers. Tokyo is the four largest fashion city in the world, because Ruyi has done this kind of examination in the world. With this information, it has wholly owned the Japanese enterprise through just three months of negotiations. "Today's story is very plain, but it caused a great stir in Japan." Qiu Yafu said that in the past 150 years, this enterprise has been very popular in Japan. On the day of the handover meeting, he was filled with the pride of the textile industry.

Today, the company has become young again, earning two hundred million yuan this year. When Qiu Yafu took over, the company lost 1 billion 200 million yuan a year.

Aiming at developing independent brand

Build the Chinese version of "LV"

The art of war of Sun Tzu says, "knowing change is winning, keeping constant will be defeated." The acquisition of Japanese luxury brands has given Qiu Yafu the confidence of internationalization. He is brewing another revolution, and really building it into a new double target of leading the world in technology textiles and spanforming fashion brands.

In 2013, general secretary Xi Jinping inspected Ruyi group, and pointed out: "enterprises are the main body of innovation, master first-class technology, and traditional industries can also become sunrise industries." Qiu Yafu responded to the call of the general secretary to lead the global integration of global resources and invest 36 billion yuan to build 12 modern textile industrial parks with the largest scale, the most modern, intelligent and Internet integration.

In the Ruyi new intelligent factory, the workers are sitting on the electric car while listening to the music. More subversive is that with the help of the industrial Internet, Ruyi can provide users with personalized customization from fabric to clothing. High technology and high quality bring high returns, and sales revenue and profit increase by 30%.

At the other end, Ruyi continues to pursue fashion brand acquisition, advance decision making, advance action and seize opportunities. France has a global leading light luxury brand SMCP, and has three famous women's wear and men's clothing, such as 10 billion 200 million yuan worth of enterprise value and 84% of controlling power. It has become a leading global fashion company. The two famous clothing brands BURTON and Iago are also famous brands. BALLY, as the world's first brand of leather shoes in 160 years, has its own sales outlets in more than 100 countries around the world. Now it is also a brand under Ruyi banner. Qiu Yafu has become the "giant" behind the 30% high-end fashion brands in Italy, Britain, France and Japan, the four largest fashion city.

In March 8, 2018, when Xi Jinping participated in the deliberations of the Shandong delegation of the thirteen session of the National People's Congress, after listening to the speech of Qiu Yafu, chairman of the board of directors of Shandong Ruyi holding group, he pointed out that he hoped to act as an envoy of the Silk Road in the new era and break through the road of brand with Chinese characteristics.

It has more than 30 famous international brands and 5000 brand stores covering 110 countries and regions, laying a solid foundation for the development of China's high-end brand.

The more important purpose of acquiring foreign brands is to learn from others. In the future, Ruyi wants to build a series of clothing brands. Qiu Yafu said that efforts should be made to spanform the textile manufacturing industry into a world-renowned fashion industry group, break through the way of fashion brand with Chinese characteristics, plan to produce its own brand next year, and build China's version of "LV" in 5 to 10 years.

Benevolent and honest businessmen

There are countless reasons behind Qiu Yafu's creation of Ruyi legend. The most fundamental thing is the way of businessmen. For Shandong, Confucian culture is deeply accumulated and is a valuable asset for the development of enterprises. Qiu Yafu, who was 60 years old in the hometown of Confucius and Mencius, deeply felt how important it is to understand the essence of Confucian culture and virtue as the carrier.

Now, Qiu Yafu extends the desirable territory to more than 110 countries. Behind the management is the support of virtue culture.

Qiu Yafu believes that another important task for successful entrepreneurs is to make a good job of positioning. Don't change your tracks all the time. He thinks that this is to stick to a main business, and strive to achieve one thing all his life. That kind of firm with a firm position and a craftsman and tenacity is basically standing out.

No matter what kind of business model innovation, regardless of what kind of management innovation, in the final analysis, the enterprise still needs to talk about products, or to have the best product of a leader, dedicated to your customers, dedicated to your next family, Qiu Yafu thought this is an eternal truth.

Good corporate culture is also very important. This kind of corporate culture must be able to find the core competitiveness suitable for itself in a culture of Chinese and Western culture, such as virtue culture and competition culture.

Now, Ruyi has grown into 70 thousand people in the world. In the face of different cultures and different groups of people, such an enterprise of 40 thousand people in the country, Kong Meng's core of culture is benevolence, righteousness, courtesy, wisdom and faith. Among them, kindness and honesty are universally known.

Ruyi now has enterprises in 110 countries. Among them, there are 13 people and more than 10000 people. How can we lead it? Qiu Yafu thinks that with Kong Meng's kind of benevolence, kindness and integrity culture, we can find a common ground in different countries. With this common ground, we can honestly and honestly compare each other, make cultural integration, find common values and common paths, and succeed.

More interesting reports, please pay attention to the world clothing shoes and hats net.