On the Growth of Yiwu Enterprises from the Rise of Langsha

In China, socks may not be known to anyone who does not know “Langsha”. The phrase “not just attracting” has also become a “good sentence” that is popular among people and people often taste. With the gradual growth of Langsha Company and the acquisition of China's well-known trademarks, Wong Rongjin, Chairman of Langsha Knitting Co., Ltd., has also come into the field of people's attention to show the world how a Chinese private enterprise, a representative of a large number of companies in Yiwu, can interpret Yiwu's experience.

A History of Starting a Business: Weng Rongjin's Change from Selling Socks to Hosiery King

Langsha company was founded in July 1995, put into production in 1996. If you want to trace the history of Langsha's business, you can't help but say that Langsha's chairman's business history. Before 1995, Weng Rongjin was an agent of a socks factory in Yiwu, Guangdong. When it was 1995, it was already the largest sock trader in the Yiwu Small Commodity Market. The customer network had spread all over the country, and later Langsha's rapidity. The rise is largely due to the early construction of Langsha's sales network.

After completing the original capital accumulation, with the keen insight of businessmen, Weng Rongjin realized that the international manufacturing industry shifted to China, and the opportunity for socks manufacturing and sales to shift to Yiwu and rely on the “small commodity” industry cluster to form a competitive advantage. Import world-class equipment and quickly put it into preparation. At the beginning of preparations, the company’s positioning is a high starting point and high investment. And the "first-class equipment, first-class talent, first-class enterprise" as the company's philosophy. And initially set the road to brand building. In the same year, Langsha invested in "not just attracting" advertisements on CCTV. A dark horse stood out from many peers. Langsha showed extraordinary decency from the beginning and showed his resolve to be the industry leader. At the end of 1996, Langsha’s main plant above ushered in the sign of “Chinese Hosiery King”. Weng Rongjin and all of Langsha’s early entrepreneurs and employees would face this sign every day to work on their own. And others, on the one hand, express their determination. At that time, in the block of only 10 acres of land, it was filled with passion.

In 2000, this "Chinese Hosiery King" sign actually became a reality. The survey data show that Langsha's products rank first among domestic counterparts in terms of brand awareness, market share, and production scale. The goal of the Chinese hosiery king has been realized, and the Langsha people have created it in 4 years. The first miracle. In the same year, Langsha's headquarters also relocated to a garden-like factory covering an area of ​​more than 200 acres. Here, Weng Rongjin will lead his "gold medal team" to sprint another higher goal - to become a world sock king and strive to create a Chinese well-known trademark. .

On February 8, 2002, Langsha's "Langsha" trademark passed the accreditation of the State Administration for Industry and Commerce and was identified as "China's Well-known Trademark."

This is the youngest one of the 258 well-known trademarks in China. The Langsha people used all their wisdom and passion to create a young and well-known trademark with 50,000 hours, and filled the blank of the unfamiliar trademarks in Jinhua. The payoffs of the Langsha people have been rewarded with a great deal of honor. However, the Langsha people have sailed again and started a new journey—investing in the construction of Langsha Industrial Park and taking the road of diversified development. The Langsha Phase III Industrial Park, which covers an area of ​​1,000 mu, integrates medicine, investment, underwear, socks, cosmetics and other industries. It will be put into production in May 2004. Langsha will once again embark on the “bigger, stronger, and The world-class company's ideal road, another commercial miracle unfolded before the eyes of the world, once again opened on the stage of Langsha....

A brand concept: Langsha not only sells products but also sells culture

Weng Rongjin does not believe that the company has achieved success because there is no end to success and no end. Compared with other peers, he may be one step ahead. If he is the key to this one step ahead, he thinks the starting point is already relatively high. The starting point is high and the demand is high. Langsha has a clear goal is to "make the world socks king." The next breakthrough is the expansion of overseas markets and the creation of world famous brands. At present, there are not many Chinese sock companies in the international market playing their own brands and promoting them effectively. Langsha said that the overseas market is not the orders placed by customers and the production orders bearing their own brand names. Instead, they have expanded the “Lansha” brand products in the international market and made world-renowned brand products, achieving the highest market share in the international market. First, the first interest rate is when he truly becomes the king of the world. At this stage, it is necessary to work hard to integrate the brand into different Western cultures, and to make the Langsha brand bigger and stronger in the international market.

Weng Rongjin once said a word: four-stream companies sell products, third-rate companies sell prices, second-rate companies sell brands, and first-class companies sell culture. He believes that, strictly speaking, Langsha is still in the stage of selling the brand. However, at this stage, the company's corporate culture has been slowly integrated into the brand management, or people will not immediately think of the word "Lansha" when they mention socks. Now Langsha is synonymous with socks in most people's minds. This can also be said to be a culture in itself. It is hard to say when it is necessary to reach the specific stage of selling culture, because many times the foundation is still the strength of brand promotion.

Langsha proposed the brand internationalization goal after establishing the first brand position of China Hosiery. For Langsha, international standards are difficult to describe. The most basic brand internationalization is to require the company's brand to directly face foreign consumers. However, many of the sock industry's exports are carried out in the form of "OEM", which is called "OEM" internationally. This approach isolates manufacturers from foreign consumers. There is no exposure to the brand of the company. If there is any brand awareness, there will be no internationalization of the brand. And manufacturers can not understand the needs of foreign consumers and market changes, there is no way to learn brand marketing in the international market, it can only become the "production workshop" of foreign brand manufacturers, not to mention the brand's internationalization. The operators of Langsha realized this very early. The current job is to improve their own marketing network in the international market, and include the cultural content of a certain region of the world in the brand of Langsha for promotion. Promote the internationalization process through its own brand marketing strategy. A relationship: The government is the survival of the company's development Weng Rong Jin believes that at present, the relationship between the government and the company is obviously different from the traditional concept of government, like "fish and water relations." In general, if the enterprise is fish, then the market is the water of the enterprise, but the government provides the enterprise with a "water" that is more suitable for the growth of the enterprise and more suitable for the survival of "fish", a healthier and more regulated market. Environment and platform. The traditional idea of ​​enterprises is that enterprises have difficulties in finding communication with the government in order to obtain the help of the government. The government will not take the initiative to help the enterprises. Now the opposite is true. The government takes the initiative to communicate with enterprises, actively publicizes government policies, and helps enterprises solve problems. Obviously, it is emphasized that the government's service consciousness should be enhanced, the government's affinity should be enhanced, and the company should provide a good navigational function for the expansion of the market in the market. In a large sense, it is more like the water on which "fish" depends.

Langsha company is a company, and the business operation depends on the market. Will the government give the market? No, it will only provide a platform for companies, and this platform is equal for any business.

Weng Rongjin praised the Yiwu government's support and guidance for enterprises: The policy is in place and the relationship is harmonious. This is his basic evaluation. In his view, whether it was the introduction of business promotion in 1991, the integration of trade and industry, or the industrial park established by the government in 1994, it laid the foundation for most companies in Yiwu now; whether it is the government's development of a soft environment for investment in Yiwu. Governance, or the investment of 1.3 billion this year to encourage independent innovation ... ... all kinds of initiatives, all make Yiwu's companies healthy and rapid development. Today's Yiwu is not just a big market. Behind the big market is the support of big companies. This is what Weng Rongjin is proud of and proud of!