In May 2005, the China (Hung Hom) Shoe Culture Museum, which invested nearly ten million yuan, was completed. Unlike many companies' museums, this museum cannot see a pair of red dragonfly products. Chairman of Red Dragonfly Qian Jinbo is an alternative among many domestic shoe owners and it is also an entire private entrepreneur in Wenzhou. In 1996, Qian Jinbo took Shoes he produced to find Marlogce, a well-known leather shoe Designer in Italy. Marlogce said, “I am very satisfied with the quality and style of your shoes, but I can only give you 90 points. That 10 points is a cultural added value, you don't have." For this 10-point gap, Qian Jinbo’s investment in footwear culture has reached more than 30 million yuan in recent years, and people once asked whether he was selling shoes or selling culture. The input was certainly productive. When Marlogce met Qian Jinbo again, he said: "You're amazing. I'll give you a perfect score for your shoes." Qian Jinbo’s “red dragonfly†has been a success in the past 10 years, compared to many domestic shoe manufacturers. From the original 80 people to today's team of nearly 20,000 people; from the initial investment of 8 million yuan to today's corporate value of Hung Hom Group has exceeded 10 billion, becoming the industry's youngest leather shoes king. "This is the result of cultural creation." Qian Jinbo said. Chen Shi-neng, president of China National Light Industry Association, affirmed Qian Jinbo’s cultural operation. He told the “Times Weeklyâ€: “In the future, the competition among enterprises is the competition of the culture, the enterprise needs the culture, the brand needs the culture, and the entrepreneur more. Need culture.†Identity also comes from more aspects, and Qian Jinbo’s words are even more impressive: “Actually, I like culture better than my shoes.†Businessman walking out of green grass Although he has a unique passion for culture, there is a saying that Jin Jinbo said more than once: “I am a businessman, but I am willing to be a businessman who will devote her whole life to narrowing the distance between culture and commodities.†Because Qian Jinbo is very clear, the Chinese shoe industry has always faced an unlicensed dilemma. China is a big shoe country. There are 7,200 enterprises engaged in the production of shoes in the country, employing 1.6 million people. The annual output of shoes is 6 billion pairs, accounting for 53% of the world's total output and accounting for 60% of the world's footwear exports. The United States imported 64.5% of its footwear products from China. Shoemaking Kingdom Italy, which has half of its domestic sales of shoes from China. But China is not yet a strong shoe country. China's footwear products have low technological content, low added value, and exports can only rely on low-cost competition. Chen Shi-neng, president of the China Light Industry Federation, once issued a figure: Since 2002, the export volume of leather shoes in China has increased rapidly, but the unit price has dropped from an average of US$5.03 to US$4.93. In Wenzhou, a Chinese shoe capital, more than a dozen "shoes" and "shoes" companies have teamed up with a group of shoe brands from abroad (most of them are bought out by domestic companies) and have competed in the domestic market. Intense heat intensity. In 2004, the total output value of the shoemaking industry in Wenzhou reached 34.6 billion yuan, an increase of 12.7% over the previous year. Exports grew rapidly. According to customs statistics, it reached US$1.149 billion last year, an increase of 37.2% over the previous year. “At the beginning of my business in March 1995, the oldest brother of Wenzhou shoes had become a master. In the early days of the brand establishment, I realized that a truth was that no matter when the business was developed or when the brand was upgraded, it was All need cultural background and cultural connotation. Therefore, when we take the name of the brand, we pay attention to the brand's connotation." At that time, a large number of Wenzhou shoe manufacturers were keen on copying or doing OEM. Qian Jinbo, who has a love for traditional culture, believes that technology can be copied and that culture cannot be copied. World-class brand names not only have rich technical content, they also pursue a strong cultural heritage. Therefore, culture will always be the soul and driving force for the development of a company. A brand, a culture, must have its history. Qian Jinbo traced Hung Hom's entrepreneurial history back to his childhood. Qian Jinbo was born in 1964 in a small mountain village along the Nanxi River in Yongjia County, Wenzhou, Zhejiang Province. At that time, the family was impoverished and did not have much cultural life. After school, they often sang and played with the red dragonfly in the evening glow on the hillside and green grassland of Nanxi River. He often said: "The brand of Hung Hom has been for 30 years." Qian Jinbo, a young and impoverished family member, was forced to drop out of school and worked as a carpenter, a small trader, and a salesman. From the age of 24 to 32, Qian Jinbo sold Wenzhou leather shoes throughout the country. In 1995, Qian Jinbo returned to his hometown (Yongjia) and founded Hung Hom with the $5 million that he had accumulated in the previous eight years of hard work. Hung Lam Footwear opened the market with the familiar slogan “Hung Hom - Through the Four Seasons is Loveâ€. It established the first shoe culture research institute in China and edited and published the first Chinese footwear culture dictionary. , China also introduced the first set of footwear culture personalized stamps, and compiled the first corporate culture manual of China's footwear industry. Since 1995, all activities of Hung Hom have been operated by culture, and Qian Jinbo has personally participated in planning. “Private entrepreneurs attach more and more importance to the value-added of products to the culture. Qian Jinbo is an example of success,†said Professor Wang Jianping of the Beijing Academy of Social Sciences. However, some people believe that while Qian Jinbo is committed to the culture, he should also increase his strength in the research of the footwear industry because China lacks senior talents in shoes, and the research institute is only the China Academy of Leather and Footwear Industry in Beijing. Wenzhou, where the footwear industry is developed, does not have a dedicated research institute for footwear. Seek distance from distance Qian Jinbo appreciates “being distanced from the United States†because the end of one distance is the beginning of another distance. Just like driving a car, when a goal arrives, the next goal will appear. It is not a straight line. It is not from the starting point to the end point. It is a circle. There is a starting point that never ends. Qian Jinbo feels that this sentence is particularly in line with his character, and feels that this sentence has been seeking for something ahead, future, and hope. Thus, when he started his business, Qian Jinbo established a corporate philosophy of "seeking a closer distance," and implemented a "distance management model" of "distance management of money and close management of people". Qian Jinbo frankly stated that he is relatively relaxed in his family in Wenzhou. Relaxation is not because of laziness, but because of the courage to decentralize. After Qian Jinbo started his business for three years, he felt his energy, lack of physical strength, and lingering human factors restrict the development of the company. As a result, he took the lead in laying down a "financial pen" in Wenzhou's non-regional group and hired a financial vice president who was neither a shareholder nor a relative, and devoted more time and energy to learning. He believes that with the development of the company, money is no longer a matter of material or spiritual nature, but it has become an overall operational problem. Most private enterprises in Wenzhou are family-owned enterprises, and there are not many bosses delegating financial power. Qian Jinbo believes that the boss and the money are still far away. If you deal with money every day, you will see more and more money, and you will see less and less knowledge. To put too much weight on your money may burden some judgments and decisions. Qian Jinbo, who was poor when he was young, may not have thought that he would be able to make several trips to China's charity list several decades later. However, he must keep in mind that when he was 18 years old and went out for business in South China and North Korea, his mother told him: “Learn first. Be a man and learn how to do things.†"The more wealth we have, the greater the responsibility." Qian Jinbo explained to the "Time People Weekly" that he had reached the charity list. Perhaps it was the experience of being forced to drop out of school when he was young. Qian Jinbo devoted great energy to the youth career. In June 2002, Qian Jinbo extended help to the two dying poor students and donated more than 100,000 yuan to help them rekindle the fire of life. In August of the same year, he initiated a group of more than 10,000 employees and donated 4.6 million yuan to Hope Project. 2,600 sales terminals provided one-on-one funding for 2,600 out-of-school children and built 10 hope schools in western regions such as Xinjiang, Yunnan and Sichuan. Qian Jinbo was A poetic name "Green Grass Student Program" According to figures released in recent years, "Times Weekly" has calculated that the total cost of Hung Hom's use in public welfare projects has exceeded 30 million yuan. On the day of the establishment of the China Shoes Culture Museum, Qian Jinbo donated another 1.5 million yuan for the cause of respecting the elderly. Ai Feng, the deputy director of the China Top Brand Strategy Promotion Committee, and the “Time People Weekly†talked to Qian Jinbo, saying that since the reform and opening up continued for many years, people’s concept of capital has undergone tremendous changes, and higher levels of entrepreneurship as capital owners have also been raised. The request: Entrepreneurs cannot rely solely on intrigues and tricks to scold money in other people's pockets. At the same time, enterprises must be stronger and bigger. Without excellent corporate culture, it is impossible. The successful practice of Hung Ho with cultural power to drive productivity is worth learning from. At the same time, Ai Feng also emphasized that the social nature of capital can not be ignored, that is to say, the money earned by entrepreneurs should serve the society and actively shoulder the social responsibility of capital. In this respect, Hung Hom Group also set an example for everyone. . Qian Jinbo said: “The money will grow old, and the 'red dragon' should be evergreen. So make the 'red dragonfly' a 'sun' that does not fall for a hundred years. It is important that you always have the best people to sit on it. That key position." "Presentation" blue sky green grass sunshine Qian Jinbo, who likes culture, prefers the feeling of nature. When he chats with the "Times Weekly," he said that although Hung Ho has achieved certain success, he has regretted that there is a desire that cannot be realized. Yongjia County Duoshan Village. Mountain villages and streams. Clear, slowly flowing. The natural environment is extremely advantageous. In the Southern Song Dynasty and years afterwards, a large number of literati were gathered here, and the famous Yongjia School was born. Accompany him to grow up is the riverside stream of the village, the green grassland of the stream, the red dragonfly flying over the green grass. It is because nature has given Qian Jinbo beautiful memories. Now in every specialty store in Hung Hom, the first thing that is printed into your eyes is flowers, birds, insects, rockery, antique calligraphy and paintings. While you enjoy the scenery, you will Discover various styles of leather shoes that are placed in various shapes. Qian Jinbo does not impress consumers with scale, brand, and quality, but uses the charm of nature to mobilize consumers' emotions. The classic advertisement of Hung Hom has been remembered by many people: blue sky, white clouds, green grass, red dragonflies, kites and beautiful and pure little girls. Out of love for nature, Qian Jinbo even named the company's marketing system as the Green Grass Project, the Sunshine Project, and the Blue Sky System. In the protection of the environment and in the production plant of Hung Hom, even if the re-sensitive people do not smell a little odor, all chemical raw materials such as glue used in the production of Hung Hom are environmentally friendly products, and each pair of shoes is painted and During the process of color, there will be a layer of water mist to absorb the odor. In the development of Hung Hom, natural resources have always been fully utilized by them. In Hong Kong, Chengdu, Shanghai, Hangzhou, Wenzhou, and other shoe culture exhibitions, the red dragonfly invariably uses bamboo, green grass and red dragonfly as backgrounds. Although this is something that is shared by nature, it is difficult for others to imitate it because it is closely related to the nature of Hung Hom. Even one of their commercials is also a pair of affectionate couples who fall in love on the green grass and the hillside. It reflects the yearning for nature. In August 2002, Hung Hom donated 500,000 yuan to the Central Committee of the Communist Youth League for the “Protection of the Mother River Project,†which also demonstrated Hung Hom's consistent pursuit of harmony with nature. The hope that Qian Jinbo’s regret cannot be realized is that the factory should be built as an idyllic labor park. He once wanted to build a company in a place surrounded by crop fields where employees can enjoy the woods and streams. When friends come I can pick up some fruits to entertain them according to different seasons. Our employees can enjoy their own fruits... Yu Qiuyu once divided the culture into three kinds: spiritual culture, written culture, and ecological culture. In an interview with The Times People Weekly, he said: “We hope that entrepreneurs can transform China’s ecological culture. Many Chinese entrepreneurs are still There is a lack of overall sense of responsibility, but we also found that some entrepreneurs have begun to take the initiative to take on this great responsibility. Like Hung Hom, Hung Hom Company has a relationship with clothing and business in ecological culture, and it is one of the forces that change the ecological relationship. We would like to thank Hung Ho for the establishment of the Shoe Culture Museum, hoping that Hung Hom will continue to do so, and hope that more companies will participate in the transformation of Chinese culture like Hung Hom." Characters come Qian Jinbo, born in 1964 in Yongjia, Zhejiang Province, holds a bachelor's degree and is a senior economist. He is currently the Chairman of the Hung Hom Group, the winner of the 7th Chinese Youth May 4th Medal, and the 10th Zhejiang Provincial People’s Congress. The Red Dragonfly Group led by him started in March 1995. It is a national non-regional group integrating shoemaking, real estate, and department stores. It has 9 subsidiary companies under its jurisdiction and owns 3 major companies in Wenzhou, Guangzhou, and Chongqing. Production base, the existing staff of more than 20,000 people, more than 20 professional production lines, more than 3,000 marketing network terminals. In 2004, the Group generated operating income of over 1.3 billion yuan and profits taxed over 100 million yuan.
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One of the alternatives, because his preferences and respect for culture make many people difficult to understand. In fact, his paranoia certainly has his own personal experience and personality, but also comes from his understanding of brand culture.
