/ Aswen News/Guangzhou, August 30, 2022 -- The 19th "World Brand Congress" hosted by World Brand Lab was recently held in Beijing, and the 2022 "China 500 Most Valuable Brands" analysis report was released at the conference. Red Bean Group ranks 78th in the list with a brand value of 83.185 billion yuan, which exceeds 2021 by more than 10 billion yuan. Fully demonstrate the strength of its brand building and management ability. It is also the 15th consecutive year that red bean brand has been included in the list and the eighth consecutive year that Red Bean brand has been ranked among the top 100 Chinese brands.
In 1957, a small industrial workshop consisting of three cotton smiths was renamed the Hong Kong Knitting Factory, which was the predecessor of Red Bean Group. At that time, the factory had simple equipment and simple products. However, in the past 65 years, Hongdou Group has adhered to the spirit of "44 million", boldly reformed and innovated, and now has nearly 30,000 employees. Its products from the initial knitted underwear, developed to textile clothing, rubber tires, taxus large health, park development four areas, ranking in China's top 100 private enterprises. The group has more than ten subsidiaries, including two main board listed companies, Red Bean Stock and General Stock, with overseas branches in New York, Singapore, Spain, Myanmar, Thailand and so on.
How did Red Bean Group become an outstanding representative of Chinese private enterprises from a small handicraft workshop in 65 years? Behind this is red bean over the years in brand building, enterprise management to make unremitting efforts.Give play to the guidance of Party building always adhere to the Party's words and follow the Party's actions
Party building gathers the heart and strength to boost the high-quality development of enterprises. The development of private enterprises cannot be separated from the guidance of Party building. Over the years, Red Bean Group adheres to the political consciousness of "the Party is the leader of everything", strengthens the political construction and political function, and pays attention to play the role of the political core and political guidance of the Party organization. At present, the Party Committee of the Group has 5 second-level Party committees, 7 general Party branches, 95 Party branches, and 1,413 party members, forming a comprehensive coverage of the party organization construction from the group headquarters to the front line of production and marketing. Since the founding of the Communist Party Committee, Red Bean has created the experience of "one core and three advantages" in Party building, the method of "one integration, two cultivation and three guidance" in Party building, the "five two-way" working mechanism in Party building, and the modern enterprise system with Chinese characteristics, which is "Party building + modern enterprise system + social responsibility".
Guided by the Party building, Hongdou Group has implemented the "Four casting and four possessing" project, and has made great efforts to build a team of high-quality industrial workers who have ideals and convictions, know technology and innovation, and dare to take responsibility and make dedication. This will inject inexhaustible impetus for the Group's high-quality development, and explore a new road for non-public enterprises in China to promote the construction and reform of industrial workers. In July 2019, Redbean Group's experience in Party building was included in the Party Building, a series of themed education cases compiled and distributed by the Organization Department of the CPC Central Committee. It is one of the 30 cases of private enterprises in the book.
Actively responding to the Belt and Road Initiative to accelerate the pace of "going out"
In recent years, Red Bean Group has accelerated the pace of "going out" and played an important role in the construction of "One Belt and One Road". Sihanoukville Special Economic Zone, led by Red Bean Group and jointly developed by Chinese and Cambodian enterprises, adheres to the "win-win" concept to promote development and demonstrate the vitality of enterprise openness.
Stimulate employment, introduce industrial enterprises, strengthen cultural exchanges and cooperation...... The Xigang Special Zone has driven local development with solid construction efforts, played a positive role in deepening the economic and trade cooperation and traditional friendship between China and Cambodia, achieved joint construction, win-win cooperation and shared benefits, and become a model of the Belt and Road Initiative.
Now, the West Port Special Zone has brought in 170 enterprises (institutions) from China, Europe, the United States, Southeast Asia and other countries and regions, creating nearly 30,000 jobs. In the first seven months of this year, the total import and export volume of enterprises in the region reached 1.571 billion US dollars, up 32.57% year on year, injecting strong momentum into Cambodia's economic development.
In addition to the construction of the West Port Special Zone, Red Bean Group in recent years also actively explore overseas production bases. Gm, a subsidiary of the group, has built three production bases in Wuxi, Thailand and Cambodia, with a total revenue of 4.256 billion yuan in 2021. Red Bean brings its own development advantages through high-level opening-up, and also contributes to the Belt and Road construction.
Create cultural IP "Red Bean Tanabata Festival" help cultural confidence to take rootTen years of enterprise by brand, hundred years of enterprise by culture. Over the past 22 years, Red Bean has dedicated itself to creating Chinese people's own festivals, making the traditional "Qixi Festival" deeply rooted in the hearts of Chinese people. "Let the ancient Qixi Festival return to the life of contemporary Chinese people and make the cultural confidence take root" is the original intention of Red Bean Group to do Qixi culture for 22 consecutive years.
Qixi Festival, an ancient festival with a history of more than 2,000 years, was included in the first batch of intangible cultural heritage list by The State Council in 2006, promoted by red beans; In 2008, the legend of the Cowherd and the Weaver Girl was included in the second batch of intangible cultural heritage list.
So far, "Red Bean Tanabata Festival" has become an integral part of red bean culture, but also become more and more powerful red bean "cultural IP". From offline to online form innovation, Qixi activities gradually extended to online media, new media platforms. Since 2020, Red bean's Tanabata Gala will not only "live" as the main means of communication, at the same time, before the broadcast of the same day, red bean brands also launched live activities, for the brand to bring goods, to warm up the party. Nowadays, more and more people know about the Red Bean Qixi Festival, and they are actively participating in the "re-creation" of traditional cultural festivals.
In this process, Red Bean Group has also found the internal driving force of corporate culture and formed a unique cultural IP, which is an attempt to awaken the vigorous vitality of traditional culture, and also a national brand's unremitting exploration to explore the century-old gene.
From the early 1990s all over the country nurse shirt, to red bean home sales of more than 100 million pieces of red bean velvet underwear, red bean clothing brand has never been inseparable from "comfortable" two words.
This year, red bean is still "comfortable" as the key word, with technology to create high-quality "0 sense comfortable shirt". Since its debut on March 17, the shirt has topped the sales of high-end shirts on Tmall and JD.com. As of July 31, sales have exceeded 170,000.
The fabric is blended with functional fibers from China and Austria, which brings a variety of comfortable experiences such as lightness, delicate and breathable. Besides, the Swiss HeiQ polymer is added to enable the shirt to sense the surface temperature and realize intelligent temperature control, which helps the body temperature control in a comfortable state. In the production process, create 5 3D three-dimensional tailoring, shirt side seam using manual sewing process, new QQ eye oblique lock ergonomic, collar bottom contrast, bottom bone spur and so on 10 high set technology, highlight details, with details to achieve comfort and taste. In recent years, the digital economy is booming. Relying on Wuxi, the city of the Internet of Things, Redbean Group follows the trend and vigorously promotes the construction of "Smart Red Bean". Through technological innovation, marketing innovation, model innovation and other systematic innovation, constantly promote the high-quality development of the company. In October 2020, Red Bean cooperated with China Unicom Group, and the two sides jointly carried out the construction of "5G+ textile and apparel industry Internet platform". Taking advantage of 5G Internet of Things technology, Redbean Shares will make comprehensive improvement around the four dimensions of digitalization, information technology, intelligence and automation, and vigorously build smart factories. At present, the factory has 22 5G application scenarios. Through intelligent technologies such as intelligent hanging system, intelligent AGV distribution, intelligent sorting system, intelligent tailoring and 5G AI intelligent decision-making system, Hongdou men's wear realizes agile production and fine management. 21 digital hanging production lines, 300 industrial production plates, a variety of automatic suit production equipment, automatic multi-layer cutting bed, automatic cloth machine...... The use of digital equipment effectively reduces the cost of production and operation and greatly shortens the delivery cycle.Based on digital management, the situation of points, lines and surfaces in the workshop is very clear. The 5G AI intelligent decision-making system will automatically identify the error rate of workers, and the management can also know the production plan and implementation results of the day through real-time briefings. In the workshop of digital management, the dependence on manual proficiency is reduced, standardization is realized, and operation efficiency is improved. A 600-person workshop now has the same capacity as a 900-person workshop, and only five managers are needed.
Empowered by 5G technology, the old brand has been injected with new momentum of science and technology, which can realize the annual production capacity of shirts exceeding 2 million and suits exceeding 1 million. The old enterprises keep pace with The Times, adhere to the quality while constantly upgrading, but also for other enterprises to do a good example of industrial digital transformation.In terms of marketing innovation, Red Bean Shares, in the background of private domain 2.0 era, is more to play a combination of "public domain drainage + social split" two-wheel drive. Through the establishment of "private domain matrix" -- small program mall, enterprise wechat, public account, video number live broadcast, member customer service center, Red Bean Stock is gradually establishing the small program marketing full link.
Taking wechat mini program as the breakthrough point, Red Bean Shares not only embraces the needs of users, but also realizes the recruitment, retention, promotion and promotion of users. It is reported that in 2021, the sales of mini program business of Red Bean Shares reached 289 million yuan, GMV increased nearly 3 times, CRM members reached 2.2 million, and consumer members repurchase increased by 18% year-on-year. In the first half of 2022, the small program business made another rapid breakthrough. At present, the GMV has reached 180 million, ranking the first place in Tencent's intelligent retail men's wear industry.
< /p>65 years ago, the secret of Red Beans' success lies in always following the Party's advice, adhering to the guidance of Party building, actively assuming the social responsibilities of private enterprises, establishing charity funds and providing protective materials support for epidemic prevention and control. While reviving traditional culture, Red Beans actively builds the model of "One Belt and One Road", keeping pace with The Times and innovating. To accelerate the process of "changing the number from the wisdom", to "ease" writing high-quality development answers through digital transformation, and to provide "red bean experience" for the construction of private enterprises in China.
