Liu Ming: Dare To Go Against The Trend And Make Dreams Come True.

< p > the title of "the top fifty top ranked enterprises (Group)" of China's cotton "a href=" http://cailiao.sjfzxm.com/matertial/show/default.aspx "for 6 consecutive years", awarded by the China Textile Industry Association, "the top 50 of China's textile industry's economic efficiency indicators", "China's textile a href=" //www.sjfzxm.com/ "> clothing /a > enterprise competitiveness 500" and "China Textile and garment industry export 100" title of Hongcheng home textiles are unheard of, but when it comes to the company's chairman and general manager Liu Ming, she knows little.

What is even more surprising is that this low-key chairman is still a model worker in the national textile industry.

< /p >

P > < strong > let dreams become reality < /strong > /p >

< p > Liu Ming said that he had a dream, that is to let "hongchengyijia" < a href= "http://sjfzxm.com/news/index_f.asp" > Home Textiles < /a > products into thousands of households.

In 1999, at the beginning of its term of office, Hongcheng was still a traditional textile enterprise producing large road products without any competitive advantages.

Through market research, Liu Ming established a differentiation strategy focusing on the "special wide range of high-grade home textile fabrics and products", thus finding a personalized competitive advantage and enabling Hongcheng to achieve "Red Sea breakthrough and blue sea rafting".

After more than ten years of development, the company has finally become one of the leading enterprises in China's high-end home textile industry.

< /p >

< p > in the development of these years, Liu Ming, who is most proud of him, is the core enterprise of the group, "Hongcheng home textile", which was successfully listed on the main board market in Singapore in August 8, 2007. It raised HK $170 million and became the first textile enterprise in Shandong to be listed abroad. This is closely related to the strategy of changing production and operation into capital operation in 2006.

At the same time, he led the team to implement the brand strategy vigorously, and established the provincial enterprise technology center. With the daily R & D speed of 4 new products, the target of more than 1000 new products was put into production every year.

Among them, the electronic jacquard products have won the gold medal of Shandong's high technology, new technology, new achievements and new products.

In 2008, Beiyang brand bedding and dyed fabrics were awarded the Shandong brand. In 2009, the new home textile brand "hongchengyijia" was awarded the Shandong brand name again.

< /p >

< p > after the "two pioneering" harvest, Liu Ming reinvested in the enterprise restructuring and invested 1 billion yuan to build "Hongcheng Home Textile Industrial Park". This not only enhanced the development potential, but also provided more than 1500 jobs for the society, and solved the problem of the local surplus labor force.

< /p >

< p > after years of market sharpening, Hongcheng company has adapted to the market, and has established a production mode of multiple varieties, small batch, short cycle and quick delivery. It has implemented the method of independent accounting and target gross profit assessment, so that the workshop has been pformed from a production center to a profit center, and its high-grade bedding products are exported to the emerging markets such as Asia, Africa, Australia and North America, as well as emerging markets such as Russia and Italy.

< /p >

< p > < strong > dare to go against the trend and < /strong > < /p >.

＜p＞　　百年不遇的国际金融危机，在刘明较为平顺的经营道路上引起了些许波澜，但他迅速以个性化思维另辟蹊径，通过实施经营策略的战略调整和转移，由原来的以外销为主，变为内外销“双轮驱动”，利用利好国家政策扶持机遇，逐渐扩大内销比重，提高国内外市场占有率;调整产品结构，增加高支高密贡缎织物、大小提花织物、色织等高附加值产品生产;调整纺纱结构，逐步淘汰落后纱锭，优化生产配置，使纺纱生产实现效益最大化;调整市场方向，锁定消费终端，把制品作为龙头，以色织、面料为两翼，全面出击市场，扩大产品在市场的辐射面，适应市场不间断调整，并在调整中形成了技术、品牌、客户竞争优势。

< /p >

< p > 2009, the company successfully developed the bed products customer represented by the second largest retailer of the United States, Target (Tait TE), so that the bed product output increased by 16.5% year-on-year; the output value was 1 billion yuan, the sales revenue was 1 billion 60 million yuan, and the export earned foreign exchange amounted to 89 million 200 thousand US dollars, the same score increased 27.84%, 5.02% and 15.04%.

< /p >

< p > Liu Ming strictly demands himself on the professional ethics of an excellent entrepreneur, and actively contributes himself to the style of a model worker in the national textile industry. Although there are favorable circumstances and adversities on the way forward, he always firmly believes that as long as we forge ahead, work hard and innovate continuously, we will be able to win the "multi win" effect of increasing employee income, increasing enterprise efficiency and social gain.

Now, he is leading his team to climb the strategic goal of "hongchengyijia, Yijia Hongcheng".

< /p >