Liu Ruiqi: Heng Yuan Xiang from a single brand to a multi-brand development – Heng Yuan Xiang, brands – clothing industry
Who would have thought it a recession, a long-established industry, now in long-established in Shanghai ranked first, fame? Who would expect a small shop that year, has become the 40,000 employees of the huge “economic union”? Now how many people will be interested in care yarn with a business but he just let the whole world’s eyes were fixed on wool textile industry group which most fine wool.
Liu Ruiqi This is Heng Yuan Xiang. The head of Liu Ruiqi, low-key, restrained, tone of voice is low and the. But his business plan is passion, philosophy has the courage to lead, the sword go the wrong front. He deliberately made the business a legend, the brand management arrangements into one story, sounds and Syria to one climax after another, derived the better suspense, attracting public attention. Heng Yuan Xiang originated
yarn shop of 180 sq m
Has shown signs of Liu Ruiqi, of medium height, young and handsome, who exudes energy and vitality, giving the feeling of deja vu. Along with “Aries sheep of the” three voices is sound, there’s goes on frequent full Reiki, innocent baby face, is the “cloning” Liu Ruiqi my childhood photos. Liu Ruiqi is closely linked with the Heng Yuan Xiang.
1987, the only 29-year-old Liu Ruiqi into “Heng Yuan Xiang,” When the general manager. A less than 180 square meters of small shops, business was light, is in the wool industry, the occasion of landslides. Liu Ruiqi tried to think: Where to go? History of the shop after painstaking research, he found 60-year-old has “Heng Yuan Xiang” is a vast reservoir of wealth is not a “gold mine” it? ?? “We can not be brought a golden rice bowl begging ah!” Liu Ruiqi become clear, resolutely decided to use the flagship company registration, their production of “Heng Yuan Xiang,” “Xiaonan” brand knitting wool.
Since 1991, “Heng Yuan Xiang” out of the dilemma, at an extraordinary pace miraculously developed. Year 75 tons of knitting wool production only after 6 years, “Heng Yuan Xiang,” the Commonwealth of production and sales passed the one million tons, up 130 times in one fell swoop into the country and the world’s largest wool production and marketing of the Commonwealth. Served as member of the CPC Central Committee Political Bureau, Vice Premier Wu Bangguo personally wrote an inscription: “Wool King Heng Yuan Xiang.” Year drew
1997, Liu Ruiqi his party was invited to visit Uruguay wool rich. He also has an important purpose is to meet some old friends?? Uruguayan President Julio Sanguinetti Maria Dr.
Liu Ruiqi friendship with the president should also be traced back to Uruguay in April 1997 a government delegation to visit China.
That led President Sanguinetti visit to Shanghai’s first stop on the road to Heng Yuan Xiang is located in Jinling company visits. In fact, knowledge of President Heng Yuan Xiang is starting from the wool. In 1996, Heng Yuan Xiang Uruguay Uruguay wool accounts for the use of 15% of the total wool, is the first customer in the world.
Talk about “Heng Yuan Xiang” brand, which is Liu Ruiqi experienced the most proud of editing software, he lives as precious as his example. Liu Ruiqi said, “Heng Yuan” as the company’s total mark, we have to high-quality products and good after-sales service as standard, a new face appears in front of consumers.
Heng Yuan Xiang was founded in 1927, was once a well-known firm on the beach. After 1956, public-private partnership, leaving only No. 711 Nanjing East Road, Heng Yuan Xiang more than 100 square meters of knitting wool shop, and later even “Heng Yuan Xiang,” words have changed. In 1978, Heng Yuan Xiang knitting wool shop to restore the name of the professional distribution in Nanjing East Road, Shanghai brand yarn, began to resume business.
Liu Ruiqi determined to show his hands and feet, revitalize the Heng Yuan Xiang’s glory. Advertising marketing strategy, two years after the name of Shanghai Heng Yuan Xiang, designated special shops.
1991 years ago, the company set up knitting wool Heng Yuan Xiang, Liu Ruiqi spend 900 yuan to the Bureau registered a “Heng Yuan Xiang” trademark. And advertising through OEM bombing two strategies, re-fired brand and Heng Yuan Xiang. The following year, the Group set up Vientiane, Heng Yuan Xiang Group companies to become one of knitting wool.
1994, the Vientiane group listed. Under the management of the Liu Ruiqi, Heng Yuan Xiang is becoming a major source of profits of listed companies, Liu Ruiqi was promoted to general manager of listed companies.
2000 8 24, the Shanghai Shimao Hui Wing-mau’s Investment and Development Limited for 144 million cost, the largest shareholder of shares from Vientiane, Huangpu District, Guo Ziju buy 26.43 percent stake, becoming the first shares in Vientiane major shareholders. Shimao investment of White, listed on the appointment of a new general manager, Liu Ruiqi was demoted to deputy general manager.
Shimao Group is a core real estate development company with the White Vientiane group, but the main industry in order to develop their property, and Heng Yuan Xiang Liu Ruiqi in fact already marginalized. This seems to Liu Ruiqi negative, but the idea behind the negative, just pregnant with time.
Fact, as early Shimao Group shares before the White Vientiane, Liu Ruiqi have the idea of MBO. By Liu Ruiqi talent and his contribution to the industry Heng Yuan Xiang, Liu apparently not content with the state-owned enterprises can get in return.
1998, the Shanghai Investment Consulting Company Ltd. Rong Zheng Peimin are found on the beach Liu Ruiqi is being seriously underestimated the value of one of the entrepreneurs, that through some channels Liu Ruiqi planning on “Heng Yuan Xiang,” the acquisition, but because various conditions, acquisitions can be relevant without the support. Vientiane
Shimao Group shares after the reverse merger, “Heng Yuan Xiang” in terms of the Shimao actually tasteless, but to quickly find the right assets for the Heng Yuan Xiang external buyers, it is not easy, because these assets left Liu Ruiqi as the core management team will be unable to maintain their operations. Shimao Group and Liu Ruiqi MBO to become the best choice.