From the understanding of social harmony to the enterprise's innovation strategy, Ma Jinfang, as a representative of the National People's Congress, silently injected corporate responsibility, civic feelings and industry leader temperament into Jardine Matheson in the process of shaping China's professional dress standards and guiding industry role models. Jardine Matheson, as the promoter and shaper of China's professional dress code, has always adhered to its own growth path. Jardine Matheson's high-end brand strategy and generous investment in scientific research are in line with the future-oriented adjustment of enterprise's international industrial strategy, which undoubtedly constitutes the symbol of the new journey of China garment enterprises represented by Jardine Matheson in the situation of economic globalization, and has attracted the attention of China garment industry.
Brief introduction of Ma Jinfang
Ma Jinfang, a native of Yangzhong City, Jiangsu Province, is an economist and the chairman of Jardine Matheson Co., Ltd. He used to be the executive committee member of Jiangsu Federation of Industry and Commerce Clothing Chamber of Commerce, Jiangsu Garment Association, Jiangsu Women's Federation, the standing committee member of Zhenjiang Women's Federation and the vice president of Zhenjiang Women Entrepreneurs Association. Delegate to the Ninth National Women's Congress; Representative of the Ninth and Eleventh People's Congress of Jiangsu Province; Member of the 10th CPPCC of Jiangsu Province. 1996, 1997 won the model worker of Jiangsu province, 1997 won the "March 8th" red flag bearer in Jiangsu province, the third outstanding female entrepreneur in Jiangsu province, the outstanding entrepreneurial woman in China in 2002 and the national "March 8th" red flag bearer in 2004. In 2005, China won the honorary title of textile meritorious entrepreneur.
65438+ 165438+ 10: 00 pm on October 29th, Nanjing Mingdian Cafe. It's chilly outside the window and warm inside.
This coincides with the convening of the "two sessions" in Jiangsu Province. As the head of Jardine Matheson, Ma Jinfang is no longer a simple entrepreneur at this time. "The deputies to the National People's Congress actually stand on the public side, represent more voices, and become communication channels for uploading and distributing." Seeing the reporter, Ma Jinfang confessed the responsibility and significance given by his identity at this time.
For a long time, the tension and influence of Jardine Matheson Co., Ltd. in China's clothing industry has become a corporate specimen and business model in the industry. Observing the innovation, creation and industrial ecology of the industry from the development process of enterprise cases, Yihe should be on the list. "2008 is a good year, and it is particularly important to use the opportunity of the Olympic Games to promote Jardine Matheson's high-end and brand upgrading strategy. The Olympic year is a year of innovation and development for Yihe. China's professional wear industry needs to improve the necessary standards. Jardine Matheson should actively participate and be a leader, builder and promoter. This is the responsibility given by the industrial economic process. " Innovation is the key word repeatedly mentioned by Ma Jinfang. She believes that the reality of China's enterprise development needs innovation ability to provide a lasting driving force. Enterprise innovation is not a slogan, but a practical means to combine the current situation of enterprises and the market environment.
"Innovation is to create a better future"
"Why should we innovate? In the ever-changing business environment, competition has brought uncertainty and changes to enterprises. Innovation is to choose a more suitable development path and way. In this Jiangsu provincial government work report, many descriptions of innovation are also very practical. What does this mean? Explain that the government and enterprises are the same. To achieve better development, innovation is a fundamental thing, and innovation can achieve a better future. "
More than 20 years of wind and rain, Yihe's corporate line, is also Ma Jinfang's personal growth process.
From the earlier Feida clothing to the present Jardine Matheson, Ma Jinfang said: "We have been intensively cultivating in the field of professional clothing for more than 20 years, and we are a professional professional professional clothing manufacturer. We have been tempted a lot, but we have always adhered to the territory of professional clothes. We don't want to get involved in other fields, but we want to make our careers transparent. "
This persistence has become the most basic concept in Jardine Matheson's corporate culture: concentration, concentration, professionalism and experts. The reporter once had exchanges with employees of Jardine Matheson. When talking about this corporate culture that has persisted for many years, employees believe that although the production of professional uniforms is a traditional industry, the continuous industrial culture can bring stable market benefits, which is also the key for enterprises to maintain their leading position. When employees evaluate Jardine Matheson, they think Ma Jinfang talks about innovation the most. "Every meeting will talk about innovation. In the face of market competition, if Jardine Matheson does not have good innovation, it will only stay in the original market layout and development ideas, and enterprises will inevitably be at a disadvantage. "
Jardine Matheson can not only produce professional fashion, uniforms and tooling that meet the needs of all walks of life, but also develop professional protective clothing with special properties. Jardine Matheson's occupational protective clothing and products have been applied to more than 2,000 enterprises in national 12 industries. Among them, hundreds of new materials such as antistatic, acid and alkali resistance, high temperature resistance, flame retardant, waterproof, breathable, antivirus, chemical protection and radiation protection are well received by the market. Jardine Matheson is also the first private enterprise to produce military equipment; Half of the employees in China's top 500 enterprises wear Jardine Matheson professional clothes.
Behind the bustling market is a rare persistence and investment. Ma Jinfang is well aware of the defects and shortcomings of professional clothes before: once, when it comes to professional clothes, people think it is rigid and formal work clothes. "But our goal is to make all working people in China beautiful and become' China professional wear experts'." It is understood that the biggest difference between professional clothes and ordinary clothes lies in the high technology content. On the one hand, it should conform to human science and be comfortable to wear; On the other hand, it should have some specific functions.
It is understood that with the progress of science and technology and the increasingly complex working environment, the anti-static, anti-ultraviolet, anti-radiation and other functions of professional wear are paid more and more attention by enterprises. In recent years, many enterprises or research institutions have turned their attention to functional fabrics and their professional wear, and made great efforts in research and development. As a leader in the industry, Jardine Matheson has made its own long-term R&D plan, constantly improved its R&D and its own design ability, always grasped the international fashion trend, and made sufficient plans for large-scale production and brand operation. The company invested heavily in introducing the latest international advanced equipment and established a strict quality management system. In addition, in order to improve the scientific and technological content of professional protective clothing, the company established the first professional protective clothing research institute in China, cooperated with relevant scientific research departments to develop high-tech special protective clothing suitable for aerospace, medical care and other fields, and strived to occupy the commanding heights of the market in the field of intelligent professional protective clothing manufacturing.
"The future development trend of professional clothing is' intelligence',' comfort' and' simplicity'. With the advent of the information age, "cleverness" has become a prominent feature of fashion trends. The intelligence, automation and functionalization of fabrics, tailoring and design in professional wear will make wearing more scientific, reasonable and convenient. "
In fact, in addition to the innovation of the types and concepts of professional wear, Ma Jinfang's innovation in channel diversity, market concept, after-sales service and management mechanism is still worthy of pride. "The success of an enterprise is achieved through the integration of various elements, and relying on a single element will lose its comprehensive competitive advantage." Ma Jinfang said.
Why large-scale high-tech research and development? Ma Jinfang said that Jardine Matheson hopes to lead the trend of the times through scientific and technological innovation, and provide as many research results and practical experience as possible for the introduction of various standards for professional wear in China. This is also her demand for professional wear from concept to market order to industrial environment on many occasions.
"Leadership determines the right to speak"
"In many bidding occasions, as long as Yihe appears, the intensity of the scene will increase a lot. What does this mean? It shows that Jardine Matheson has competitive advantage and brand influence. Taking advantage of this year's Olympic Games, Jardine's brand building and influence will be further enhanced. In the global commercial market situation, Jardine Matheson has the ability and should go out to participate in a larger market. Jardine Matheson is fully qualified to represent the professional wear industry in China, which can be said to be the representative and role model of professional wear in China. "
Every wonderful display of Yihe and Ma Jinfang will win people's heartfelt applause.
"Jardine Matheson is not the biggest, but it must be the strongest." Ma Jinfang has been asking for her own career.
At present, China's professional clothing has expanded from domestic competition to international competition, and fierce competition has gradually shortened the product cycle of professional clothing. Designers with low quality did not have more time to think, so they began to imitate international brands. The proliferation of "piracy" in the business attire market not only disturbed the domestic business attire market, but also made Italian, French, American and other countries regard China's business attire as a low-grade product and staple food commodity, repeatedly lowering the price and even rejecting China's business attire. "Judging from the current development of professional wear enterprises in China, the uneven technical level is very obvious."
At this time, Jardine Matheson changed some people's prejudice against China's professional wear, and its reputation and reputation laid a solid foundation for China's professional wear to establish its position in the international market. Good products also need excellent designers, and Ma Jinfang understands the weight. During Beijing Fashion Week in 2006, Italian designer Bruno Di 'anlis was attracted by Ma Jinfang and became the chief designer of Jardine Matheson. Deanlis does not bear great trust, and has established good quality for Jardine's products with new international elements and new ideas.
To promote the benign development of business environment and industrial structure of professional wear in China, we must have advanced business thinking and practice. This is the enterprise road that Jardine Matheson has been exploring for a long time.
Ma Jinfang's goal is to make Jardine Matheson the first brand of professional wear in China. According to the current market advantage evaluation, some industry experts say that Jardine Matheson has been at the forefront of the industry. As a leading brand, it depends not only on the single market output value of the enterprise, but also on its comprehensive advantages, and whether it has a demonstration role in innovation guidance, industry ethics, order construction, brand influence, social responsibility and so on.
Jardine Matheson is constantly upgrading its industrial structure and development level. The recent global value chain theory divides industrial upgrading into four ways: product upgrading, process upgrading, function upgrading and cross-industry upgrading. Specific to the clothing industry, the most critical function upgrade is to gradually develop from low value-added links such as processing agency and OEM to high value-added links such as design, R&D, marketing and brand along the global value chain of the clothing industry. Master a set of production technology, management, marketing, brand, design, creativity, culture and other value chain links closely related to the survival and development of the clothing industry. For Jardine Matheson, the goal of keeping a low profile is to dominate the world in the future and focus on brand and quality.
"Justice and harmony are the justice and harmony of society, the justice and harmony of the market, the justice and harmony of the masses, not the justice and harmony of Ma Jinfang or someone." Ma Jinfang can have the right to speak in a field, and this right to speak has the weight of leadership.
"Be the promoter of professional dress code in China"
"An industry has its own norms and standards. Professional wear is a big industry in China. Without standards, the order of the whole market will be chaotic. And chaos brings harm to the whole social economy. Jardine Matheson has no reason to choose to escape, and we have been insisting on promoting and improving the standardization of China's professional wear, which is a necessary element to make China's professional wear competitive in the situation of global economic integration, and this is also a responsibility of Jardine Matheson as a social citizen. "
It is understood that China is the largest producer and consumer of professional clothing in the world.
How to make professional clothes more competitive in the market? Ma Jinfang believes that the current competition in the field of international professional wear has shifted from low-cost competition to product design and brand management strategy. In the field of professional wear in China, the importance of product design and brand culture has surpassed many factors such as production equipment, technology and fabrics, and professional wear without design and connotation is becoming less and less competitive. "It should be said that our efforts have paid off. Jardine Matheson has won many awards such as "National Inspection-free Products" and "Top Ten Influential Brands in China Clothing Industry". Ma Jinfang said. As early as 2000 at China International Professional Wear Expo, Jardine Matheson was recognized as "the first brand of professional wear in China".
With the development of Jardine Matheson today, there are often foreign capitals to talk about cooperation. Facing the temptation of foreign capital, Ma Jinfang's premise is to put Jardine Matheson's brand building in the first place. To this end, she has repeatedly rejected the requirements of foreign companies that seem reasonable, but in fact endanger the survival and development of independent brands. "Jardine Matheson will never sell its own brand. Our innovation is based on our own brand. " What Ma Jinfang reveals in an understatement is the dignity of the leader of professional wear in China. "Studying abroad, foreigners actually have a deep research on China culture, and they can also develop modern commodities that integrate China traditional culture, but these rich resources are wasted by ourselves. Why? " Ma Jinfang believes that this is caused by China's impetuous business and quick success.
As a specimen enterprise of China's professional wear, Ma Jinfang put forward the viewpoint that enterprises should guide the market, which is also the key point that Jardine Matheson has no inventory. "In-depth study of the market and understanding of customer needs, enterprises should actually experience products from the standpoint of consumers and walk at the forefront of the market in order to make products marketable." Due to the difference between the North and South consumer markets, Jardine Matheson implemented targeted differentiation strategies when formulating product strategies, which effectively solved this problem. In order to promote the whole business ecology of professional wear in China to be benign, Jardine Matheson will promote and guide the development of professional wear industry with the help of some large-scale national and international exhibitions this year, and improve the overall level of the industry through high-tech research and development of products. "Jardine Matheson has been conquering the market with good products for more than 20 years." Ma Jinfang said.
"LV, like other international brands, has its own set of management processes and controls from raw materials to final terminal marketing and after-sales service. Management is a detail, not a slogan, and it must be implemented in every link of every employee, which is what we should pay attention to. Jardine Matheson will also have its own patent protection in process management, which is the need of business development. " In addition, Tong Ren Tang's classroom teaching culture has also brought new inspiration to Ma Jinfang, which is also a key point for Jardine Matheson to strengthen the innovation and implementation of corporate culture construction in 2008.
Today, Jardine Matheson has changed from a pioneer and advocate in China's professional wear industry to a pioneer and leader. "Energy conservation and environmental protection, emission reduction and efficiency improvement, enterprises must also pay attention to and abide by. This is a national strategy, and enterprises have the obligation and responsibility to maintain the sound development of the economy. " Talking about the future of Jardine Matheson, Ma Jinfang said: "The competition will be more intense in the future. 2008 is Jardine Matheson's brand upgrade year and high-end brand strategy year. We will enter the international market with the strategic concept of "China Professional Wear Expert". Enterprises will diversify, because in order to make Jardine's core industries stable, some new investments are needed to break through the original industrial layout. Listing may also be a strategic choice. "