Sheng Jingsheng, male, 197 10, born in June, is a postgraduate in economics from Zhejiang University, graduated from Peking University EMBA program, and is a senior economist. He is currently the chairman of Luomeng Group Co., Ltd., the executive director of the All-China Federation of Industry and Commerce, the deputy director of the Men's Wear Professional Committee of China Garment Association, the standing committee member of Zhejiang Provincial Political Consultative Conference, the vice chairman of Zhejiang Federation of Industry and Commerce, the standing committee members of Ningbo and Fenghua CPPCC, and the member of Fenghua Federation of Industry and Commerce.
Chinese name: Sheng Jingsheng.
Nationality: China.
Ethnic group: Han nationality
Place of birth: Ningbo
Date of birth: 197 1 10 month.
Occupation: entrepreneur
Graduate institutions: Zhejiang University, Peking University.
Main achievements: Chairman of Luomeng Group Co., Ltd.
Representative works: Executive Director of All-China Federation of Industry and Commerce, Vice Chairman of Men's Wear Professional Committee of China Garment Association, etc.
Character honor
He has been awarded the first and second National Socialism with Chinese characteristics Excellent Builders by the relevant state departments, the most influential and successful clothing entrepreneur in China in the 20th century, the top ten leading entrepreneurs in China, the meritorious entrepreneurs in China's textile and clothing industry, the commercial pacesetter in China, the top ten outstanding young people in Zhejiang, the gold medal in Zhejiang's glorious career and the outstanding career in Socialism with Chinese characteristics, Zhejiang. His company has donated more than 38 million yuan to social welfare.
Dominate China and win the world.
Jiangkou Town (now Jiangkou Street) along the mountains and rivers in the upper reaches of Fenghua is the birthplace of the most famous clothing school in modern China-the red gang tailor. From the end of 19 to the 1930s, many famous fashion designers appeared here, such as Jiang Liangtong, who founded the first suit shop in China, Wang, who made the first suit in China for bourgeois revolutionary Xu Xilin, Wang Hongqing, who founded the first large-scale clothing enterprise in China, made the first suit for Sun Yat-sen, and Wang Hongqing, who founded China Garment Factory to produce uniforms to support the front line in War of Resistance against Japanese Aggression period. In the 1980s, bathed in the sunshine and rain of reform and opening-up, Romon was born in Jiangkou, a fertile land for red gang tailors. After more than 20 years of struggle, today, Luomeng has become a large-scale clothing enterprise group that strives for China, wins the world and is famous at home and abroad. Its leading figures are Sheng Junhai and Sheng Jingsheng. Their experience embodies the successors of the red tailor spirit, who are hardworking, brave in struggle, and never stop pursuing one track-minded. At the same time, it proves once again that "development is the last word" and innovation is the driving force of development.
From the beginning of processing
In the early 1980s, amid the rising suit craze, Jiangkou Town Government decided to carry forward the tradition of Jiangkou's hometown of clothing, and set up a clothing factory with the help of the skills of Honggang master retired from Shanghai and their relationship in other places. Looking around for the director, I finally finalized Sheng Junhai, a hardworking and thrifty farmer in Shengjia Village.
At the beginning of the establishment of this suit factory named "Romon", there was nothing and many difficulties. The factory borrowed a 200-square-meter spare room in the commune canteen at that time; Start-up funds were raised from employees, borrowed temporarily from relatives and friends, and borrowed from credit cooperatives, with a total amount of only 20,000 yuan; Sewing machines and electric irons are provided by employees; Technology, please pass it on, help and bring it to the retired master; Business, using the master's popularity, is related to finding a way in Shanghai and processing for Peromont, the most famous clothing company in Shanghai. Shanghai Peromont was the champion of the national suit industry at that time. The processing of Peromont is not easy. The requirements for technology and quality are really too high. However, difficulties created Sheng Junhai, who established the concept of linking product quality with enterprise life from the very beginning. In order to meet the quality requirements of brand-name clothing, Sheng Junhai forgot to eat and sleep and stayed in the factory day and night. Shengjia village is close at hand, but it is common for Sheng Junhai not to go home for 20 days for half a month. At that time, the salary of Sheng Junhai, the head of a factory, was only 28 yuan, while the monthly salary of the janitor was 1000 yuan, which was dozens of times different.
Sheng Junhai's efforts finally paid off. The clothes processed by Romon have won the favor of consumers with the advantages of fine workmanship, scraping lining, ironing, novel style and exquisite fabric, and have been rated as high-quality products by Shanghai Huangpu District Clothing Company for two consecutive years. 1985, 1986. In the past two years, the output value of the factory has quadrupled, achieving a profit of 6.5438+0.5 million yuan, digging the first bucket of gold and improving the conditions for running the factory.
Sheng Junhai set up a factory, carefully calculated and unproductive expenses, so as to accumulate more funds and expand the scale of the enterprise. He often delivers goods to Shanghai, lives in a shelter, eats popular food, and sometimes even works hungry. He has fainted in the railway station many times. In this way, Sheng Junhai set an example and led 39 employees to work hard, overcoming all kinds of difficulties at the beginning of the business and laying the first cornerstone for Romon's future development.
Chuangpai Xingye
1986 in the second half of the year, the suit craze began to cool down, and Shanghai Peromont Garment Company linked with Romon proposed to switch from underwriting to distribution. In this way, at least two-thirds of Romon's business has to be solved by himself, forcing Romon to go his own way and make his own brand.
How to make your own brand? Sheng Junhai issued a brand building declaration to all employees: based on the advantages of the red gang, with the help of foreign advanced technology, to create a "super-first-class" brand. To this end, after careful consideration, he adopted a three-pronged approach: first, learn from the strengths of well-known domestic brands in fabrics, crafts, styles and so on. Second, hire Dong Longqing, Lv Chengfa and other descendants of the Red Gang to come to the factory to guide production and improve quality. Third, carefully calculate, reduce costs and improve market competitiveness.
Three-pronged approach, immediate, Romon brand reputation rose. From 65438 to 0987, Romon brand suits were rated as high-quality products by Ningbo, and men's coats were rated as excellent products by the Ministry of Agriculture. 1989 Romon brand men's suits were rated as high-quality products in Zhejiang province, and 1990 was also rated as excellent products. In the same year, with the advantages of "accurate specification, beautiful shape, fine sewing and zero missed inspection rate", it won the first place in the national wool suit quality spot check and was praised by the State Bureau of Technical Supervision. Since then, Romon has gained a firm foothold in the clothing market.
199 1 year, "light, thin, hard and soft" modern style suits began to be popular in the market. Sheng Junhai sized up the situation and followed the trend. He tried his best to raise 20 million yuan, build a 30,000 square meter factory building, and introduce advanced production lines, which improved the level and strength of the enterprise. 1993 and invested150,000 yuan to buy Italian stereo ironing line equipment and fabric preshrinking machine. 1995 introduced a batch of special clothing equipment from Germany and Italy, which upgraded the suits produced by Romon. During the Eighth Five-Year Plan period, Romon invested 654.38 billion yuan to carry out four technological transformations. Beautiful factory buildings, modern production equipment and famous clothing brands have attracted the attention of international merchants. At that time, two Japanese businessmen wanted to buy Romon, and a French businessman came up with a high price to buy Romon's trademark, but both of them were politely rejected by Sheng Junhai.
As Romon became more and more famous abroad, foreign businessmen began to seek cooperation and joint venture with Romon to set up factories. 1992, lomon and Japan Santai fashion co., ltd invested1220,000 USD to establish Ningbo lomon Santai fashion co., ltd, a sino-Japanese joint venture. From 65438 to 0993, Romon bought a 40% stake in Fubet Clothing Company, a Sino-American joint venture. By 1994, Sheng Junhai adopted the tactic of "borrowing a boat to go to sea", and established a total of joint ventures 10, which was close to the RMB 0/100 million in Romon export delivery value/kloc in 2000. During the period of 1996, 400 suits with Lomond brand trademark were exported to the United States, which was favored by American merchants and consumers, which opened the first time for national brand clothing to enter the American market and was proud of the Chinese people.
Sheng Junhai's symbolic contribution to the construction of the big ship Romon was that in 1994, Romon won the title of "Top Ten Famous Suits in China" for its excellent performance of "quality first, total score second". With the highest honor of China's suit, Romon has established his position in China's suit industry, and also strengthened his future enterprising direction.
Due to the success of her career, Sheng Junhai's popularity and reputation in the society are increasing day by day. She has won many honors: Fenghua District and Ningbo Municipal People's Congress, Ningbo outstanding entrepreneur, Zhejiang outstanding party member, outstanding entrepreneur, and enterprises led by Sheng Junhai, a national textile industry model worker. Her products have also won a series of reputations and awards:
1990 The enterprise was rated as an advanced unit by the Ministry of Agriculture, and men's suits were rated as excellent products by the Ministry of Textile Industry of China.
1995, Romon's suit won the first spot check in the market by the State Bureau of Technical Supervision, and the enterprise was elected as the executive director unit of China Garment Association;
1996 luomeng was listed as a national key clothing brand product during the eighth five-year plan period, and 1996- 1997 was recommended by consumers all over the country.
1997, Romon was awarded by the State Bureau of Technical Supervision for sampling inspection of advanced and excellent products in the clothing market, and passed the ISO9002 quality system certification that year.
Young people should be respected.
1998, Sheng Junhai bravely retired, pushing his eldest son Sheng Jingsheng to the front desk and becoming the president of Romon.
Sheng Jingsheng is only 28 years old. /kloc-graduated from high school at the age of 0/8 and worked as a salesman in Romon suit factory. In the meantime, he studied while working. Two years later, he received a diploma in economics from the Correspondence College of the Central Party School. At the age of 20, he served as the director of operations, and at the age of 2/kloc-0, he ran a clothing accessories company alone; At the age of 25, he founded three sheng Textile Machinery Company, a Sino-Japanese joint venture, and served as the chairman and general manager. He was named "Top Ten Outstanding Youth in Fenghua City" for his outstanding performance and outstanding achievements. After that, he went to Zhejiang University graduate class to study economics, entered the Central Party School for further study, and obtained the diploma of Peking University EMBA advanced seminar.
As the old saying goes, "heroes and teenagers since ancient times" and "awesome in the afterlife". After Sheng Jingsheng took charge of Romon, he dared to innovate and keep pace with the times, constantly pushing Romon's career to a new peak.
Reform the system
Sheng Jingsheng believes that Romon must be transformed into a joint-stock company if it wants to have greater development. As soon as he took office, he joined closely with 10 core enterprises to form a group company limited. At the same time, he broke the family management mode and adopted institutionalized, standardized and stylized management methods, which improved the corporate image, economic benefits and economic strength.
Improve equipment
After the restructuring, Sheng Jingsheng raised 80 million yuan to transform the assembly line equipment. Japan's computer sleeve machine, shearing and climbing machine, Italy's hand-made edge machine, fabric pre-shrinking machine, three-dimensional ironing machine and other world-class production special equipment have been introduced. 200 1 invested another 36 million yuan to introduce more than 300 world-class intelligent boutique suit making equipment from Germany, France, Italy and Switzerland. The perfect combination of Hongbang traditional craft and modern high-tech equipment ensures that more than 300 suit production processes reach high standards, realizes a technological revolution in the history of Romon's suit making, and has a far-reaching impact on Romon's development and growth.
Recruit capable people
Work in machines, art in people, and the key to improving product quality lies in people. In view of this, Sheng Jingsheng stepped up training his own designers and producers on the one hand, and hired top designers at home and abroad to join him on the other. In Romon, the descendants of the Red Gang lived in the same room with famous fashion designers from Japan, Italy and South Korea, each with his own ingenuity and strengths, which opened up a new world for the design and production of Romon suits. Sheng Jingsheng adopted the designer's suggestion that clothes should be personalized, introduced three sets of computer laser measuring equipment worth nearly 3 million yuan from Italy, took the lead in developing customized high-end gentlemen's suits in three major cities, including Beijing, and established customer computer files, and developed 65.438 million lifelong customers in three years. This laid the foundation for Luomeng to become one of the largest professional clothing production bases in China. With this move, Luomeng achieved sales of 65.438+0.5 billion yuan.
Innovative sales
Shortly after Sheng Jingsheng took office, he drastically changed the traditional sales model of the sales department to add points to the company, and built a "trinity" marketing system of specialty stores, shops in stores and agents, which expanded the radiation radius of Romon products from point to area. To this end, he cut off six branches with annual sales below 2 million yuan, allowed large companies to merge, and implemented a competitive mechanism with annual elimination rate 10%. At the same time, 50 million yuan will be invested to implement the "three hundred" marketing management project, that is, to open stores 100, monopoly offices 100 and agents 100 nationwide. Today, Lomon has 186 sales branches, more than 30 flagship stores and more than 2,000 specialty stores in China, and its terminal market covers all provinces, municipalities, autonomous regions, municipalities directly under the Central Government and more than 250 large, medium and small cities. Through the operation of ERP advanced management system, a large-scale market operation system with perfect network management has been established. Perfect marketing network and marketing operation mechanism make Romon's comprehensive market share rank second in China. At the same time, it has set up branches in the United States, Germany, Italy, France, Japan and other countries. The Lomon trademark has been registered in dozens of countries and regions such as the United States, France, Germany, Italy, South Korea, Australia, Britain, Singapore, Madrid Treaty countries, Hong Kong and so on, and has exported 6 million Romon brand suits.
Enhance the brand
After Sheng Jingsheng took over, he took a series of new measures to raise the popularity of Romon brand to a new height. First, Liu Yang, the top domestic fashion designer, was hired as the chief designer of the enterprise, and famous teachers processed famous brands to create fine clothes. Second, the Lomon Clothing Research Center was established, which used advanced theories to guide production practice, transformed theoretical achievements into product achievements, and developed hundreds of new fashion products. Third, absorb advanced technology and management, cooperate with famous Italian fashion designers, set up men's wear design studio, and marry with national fashion design center and clothing quality supervision center to solve quality and technical problems; Established a women's design studio in cooperation with Korean Daegu Jinyou Chinese Women's Clothing Company; Ask Kearney, a famous American brand planning company, to make all-round strategic planning for Romon, and comprehensively enhance the brand image of Romon. Fourthly, Pu Cunxin, a famous movie star, and Andy Lau, a singer, have been hired as Ambassadors of Romon, and Fang Zhongxin, a Hong Kong film star, has been hired as Ambassadors of Romon's second-line brand "Luoguan". Graceful stars and elegant Romon clothing complement each other, which further enhances the popularity and attractiveness of Romon clothing and brings considerable benefits to enterprises. Fifth, Lomond clothing tour exhibition was held, which was displayed in more than 20 provincial capital cities in 2000.
Driving force of innovation
Innovation is the driving force of development. 1999, the sales revenue of Luomeng exceeded 500 million yuan, up 48% year-on-year. The average annual income ratio of export delivery value and employees 1998 increased by 40%, 37% and 32% respectively. The sales ranking of Romon suits in major shopping malls in China jumped from the fifth to the third. Sales in 2000 reached 800 million yuan, sales in 2002 reached 654.38+0.3 billion yuan, sales revenue in 2005 reached 2.3 billion yuan, and profits and taxes reached 265.438+0 billion yuan, ranking second in the national comprehensive market share.
Receive praise
Sheng Jingsheng won various praises for his extraordinary performance:
1998 was awarded "Outstanding Township Entrepreneur in Ningbo", "Outstanding Private Entrepreneur in Zhejiang Province" and "Top Ten Outstanding Youth in Ningbo";
In 2000, he was named "the most influential entrepreneur of China garment industry in the 20th century".
200 1 was awarded the title of "Ningbo Model Worker" by Ningbo Federation of Trade Unions and Ningbo Labor Competition Committee, and won the honor of "Top Ten Outstanding Youth in Zhejiang Province";
In June 2002, he was awarded the title of "Outstanding Entrepreneur of Non-public Economy in Zhejiang Province" by the United Front Work Department of Zhejiang Provincial Committee and Zhejiang Federation of Industry and Commerce, and was elected as the vice chairman of Zhejiang Federation of Industry and Commerce. In July, he was awarded the title of "200 1 Top Ten Leading Entrepreneurs in China Clothing Industry", and in September, he was awarded the Golden Medal of Glory Business by Zhejiang Glory Business Promotion Association.
In June 2003, he was elected as the Standing Committee of the Ninth Zhejiang Provincial Political Consultative Conference. In February, 2004, he was awarded the honorary title of Zhejiang Excellent Socialism with Chinese characteristics Builder. In February 2005, he was awarded the title of China Textile Meritorious Entrepreneur.
After Sheng Jingsheng took charge of Shuaiyin, Romon also won a series of new honors:
1998 Romon suit won the title of' 98 Top Ten Famous Men's Wear Brands in China;
1999 Romon brand suit was recommended by the Ministry of Trade and China National Business Information Center as the best-selling leading brand in the market of' 99 key large-scale retail enterprises, Romon Group won the first prize of new police uniform designed by the Ministry of Public Security, Romon brand suit won the "1999 China Best Men's Wear Design Brand Award" and Romon Group won the second China Fashion Culture Award;
In 2000, at the 8th China International Fashion Expo, Romon suits were rated as "the top ten fastest growing brands in China clothing market in the 20th century". In the same year, Romon's suit was recommended as a high-quality scientific and technological product by the French Science and Technology Quality Supervision and Evaluation Committee and included in the list of products recommended to the EU market. In February, 65438 won the China Fashion Culture Award and the Best Men's Wear Design Award of the 4th China International Fashion Week, and Luomeng brand won the title of "200 1 the most fashionable men's wear design brand";
In July, 20001year, Luomeng was listed as one of the largest enterprises in China, one of the enterprises with the highest profits and taxes in China, one of the largest exporters in China and one of the largest enterprises in the sewing machine industry in China by the China Association of Township Enterprises. In August, Romon Suit was recommended as "200 1 Famous Men's Wear Brand for High-end Clothing" by China Garment Association and China International Fashion Expo Organizing Committee.
In February, 2002, Luomeng brand trademark won the title of "China Famous Trademark". 1 1 in June, 2000, Romon's suit was rated as an excellent product in the national suit inspection and evaluation, and was rated as "the most popular men's wear brand in China in 20001year" by China National Business Information Center, China Department Store Business Association and Clothing Times.
In September, 2003, Romon's suit was rated as the first in the total score by the General Administration of Clothing Inspection and Quarantine, and won the title of "China Famous Trademark".
Zheng Xiong International
In August,1996,400 Romon brand suits entered the American market, which was the first time that China entered the American market with China brand suits, and also marked a new stage of Romon products entering the international market competition. Since then, Romon brand has rapidly entered the markets of the United States, Europe, Australia and the Middle East on the basis of Japan and Hong Kong as the main export markets, and has carried out strategic cooperation with seven famous big companies and brands. Clothing exports have increased by 30% every year, and exports have become a new bright spot in Luomeng's economic growth. By 2005, 6 million suits were exported, amounting to more than 80 million dollars, ranking first in the country.
Sheng Jingsheng commented on the competitive strength of Romon today: "The hardware and equipment of Romon have greatly improved the brand content, and the product quality has also reached a new level. The key hardware for making a suit can compete with any brand enterprise in the world. " He added: "Our goal is to become the first brand and world-class brand of China suits."
A suit is an exotic product. It is as difficult for foreigners to like suits exported from China as it is for China people to like Hanfu imported from abroad. Why can Romon suits be favored by foreigners? Sheng Jingsheng's answer is: "Romon's suit is inclusive and has made the flavor of oriental culture on the basis of western craftsmanship." 1At the end of 999, the president of Japan Tricycle Co., Ltd. came to China to attend a friend's wedding. He and more than 0/0 men in the same trade are wearing Romon suits. He said, "It is the most fashionable to come to China to attend a friend's wedding and wear a Romon suit. However, I often wear Romon suits when I attend some important activities in Japan. Because orientals wear suits with oriental culture, they are proud! "
On February 8th, 2000, China International Fashion Week, the last international fashion event in China in the 20th century, was grandly opened in Beijing National Culture Palace. The curtain was opened, and the first clothing show was "200 1 Spring and Summer Men's Wear" presented by Romon. More than 50 Chinese and foreign supermodels, led by Zhao Jingnan, Jiang Peilin and Jiang Weiwei, made their debut, displaying more than 160 sets of clothing, which won unanimous praise from people in the clothing industry at home and abroad. Fuld Ludi, judge of Fashion Week, president of French Haute Couture Alliance, Noriko Sato, a Japanese clothing expert, and Wilma Legallot, a clothing official of UNESCO, specially congratulated Sheng Jingsheng, president of Romon, on the success of the exhibition and spoke highly of Romon's clothing. They praised "this is the best fashion show in China".
Ai Guo Ai Xiang
Red gang tailors have a fine tradition of loving their country and their hometown. Jiang Liangtong, Wang Caiyun and other outstanding figures have run many public welfare undertakings in their hometown, benefiting the people of Sangzi. The same is true of Sheng and his son.
Sheng Jingsheng said: "The development of enterprises cannot be separated from the party's reform and opening-up policy, from the support and help of all walks of life and villagers, and from the joint efforts of all employees. It should be taken from the people, used by the people, and returned to society. " According to incomplete statistics, since 1994, the heads of the two generations of Luo Meng have donated more than 38 million yuan for social education, poverty alleviation, welfare for the elderly and disaster relief in the Yangtze River. Among them, the donation of 1000 million yuan has been used to build a modern agricultural demonstration park in Jiangkou Town, support charity, welfare for the disabled and build roads and bridges in some rural areas of the city. Driven by Sheng Jingsheng, the company contributed 2.5 million yuan in cash and in kind to 1998 Yangtze River catastrophic flood. Since 1999, it has donated 2.5 million yuan to the Ningbo University Scholarship Foundation, built teaching buildings, set up scholarships and purchased teaching equipment for many primary and secondary schools such as Danzhai Ethnic Middle School, Fenghua Middle School, Jiangkou Middle School and Chengbei Middle School in Guizhou, and donated more than 3 million yuan to the "Love for Talents" project of Zhejiang University.
Sheng and his son also took good care of the employees of the group, allowing more than 3,000 employees to participate in rural endowment insurance, social insurance and medical insurance. This alone will cost more than 6 million yuan a year. When employees are sick or have financial difficulties, the company always helps them enthusiastically. A female worker has got lung cancer and has left her job for three years. Sheng Jingsheng still asked the chairman of the company's women's Federation to visit her and sent 30 thousand yuan to help her treat her illness. The female worker was so excited that she burst into tears and even called her "savior". In June 2002, Sheng Jingsheng was awarded the "Gold Medal of Glorious Cause" by Zhejiang Glorious Cause Promotion Association for his great contribution to the glorious cause of poverty alleviation.
development prospect
"The Xiongguan Road is really like iron, and now it is one step away." Through the efforts of two generations, Luomeng Enterprise has developed into a modern large-scale joint-stock enterprise group. High-quality employees 1. 1 10,000 people, fixed assets1.500 million yuan, net assets of 800 million yuan, core enterprises 10, 5 overseas offices and branches 186. The total value of intangible assets of Luomeng trademark has exceeded RMB 3 billion. In the face of achievements, Romon people continue to strut. Romon's goal is "to be the strongest and largest modern enterprise group in China's clothing industry and become the world's clothing production kingdom".
Romon's development strategy is: facing modernization, facing the world, taking Romon brand as the core competitiveness, insisting on clothing as the leader, insisting on multi-brand and diversified development, and developing horizontally to other industries on the basis of making the clothing industry bigger and stronger.
Romon's marketing strategy is: in the domestic market, we must first adjust our thinking, make new breakthroughs, establish a broader and more stable market network, and improve the comprehensive market share of Romon suits in the country. Secondly, using the ERP information project of the Group, we will implement the Luomeng national market information construction project and e-commerce business nationwide, and gradually realize more standardized and advanced product design, marketing management information, product sales and after-sales service information. Third, constantly improve the brand image and corporate image, improve the service level, and achieve domestic market sales exceeding 6 billion yuan by 20 10. In the international market, Romon will stride into the world, participate in global competition, further expand the market share in Europe and the United States, selectively acquire international clothing enterprises and internationally renowned brands, accelerate the internationalization process of Romon, and realize international trade income of 300 million US dollars by 20 10.
Romon's multi-brand strategy is to implement brand diversification, constantly enrich the connotation of Romon brand, and enhance brand image and brand awareness. Through overall planning, it will eventually become the largest and strongest clothing enterprise in China and a leading international and modern large-scale enterprise group, and then become a world-famous enterprise industry.
Romon enterprises will never stop climbing the peak of the world's clothing.
related news
The magnificent 70-year struggle course and the century-old craftsman spirit in the new era continue to write fashion legends. CCTV walked into Lomon's headquarters in Fenghua, Ningbo, and interviewed Mr. Sheng Jingsheng, Chairman of Lomon Group, focusing on the red tailor represented by Lomon.