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Cover Character | Xue Jingli: Strive For The Rise Of World-Class Chinese Luxury Brands!
Buffett said: "Everyone needs to focus on doing one thing well all his life." In the vast business universe, countless well-known brands shine because of this pure focus, and become the benchmark of the times. For example, Ms. Coco Chanel created the Chanel brand with her endless love for fashion and unique insights, turning the little black dress and perfume No. 5 into an eternal classic; Xue Jingli, the chairman and president of the Kangsaini Group, also devoted himself to the creation of cashmere luxury brands with an almost devout focus, and weaved a brilliant chapter of Kangsaini with ingenuity and enthusiasm.
Today's Xue Jingli, with the ultimate pursuit of cashmere quality and keen insight into market trends, started from scratch with a piece of cashmere yarn and gradually led Kangsaini into the center of the world luxury stage.
On November 5, Xue Jingli attended the opening ceremony of the 7th China International Import Expo and Hongqiao International Economic Forum
On November 5, Kangsaini made its fourth appearance at the China International Import Expo. After attending the opening ceremony and busy receiving government officials, international brands, and domestic and foreign merchants at the booth all day, Xue Jingli accepted the interview of the "cover character" column of Textile and Clothing Weekly, telling how he wrote his classic story with an artist like dedication.
From "Rural Baby" to "Prince of Cashmere"
Xue Jingli was born in Fufeng, Baoji, Shaanxi in June 1974. After graduating from Baoji University of Arts and Sciences with a major in international trade in 1995, he traveled thousands of miles, following in the footsteps of his beloved, from the loess land to the coast of the East China Sea. At first, Xue Jingli became a civil servant through the talent recruitment of Ningbo Municipal Government. Later, he was assigned to work in Hong Kong. During this period, he learned that there is a great demand for high-end textile products in the world, but there is still a gap in this regard in the mainland.
At that time, due to the reform of state-owned enterprises and the adjustment of the industrial structure, the textile industry experienced a situation of production reduction and reduction, laid-off and diversion. For a while, it was labeled as "sunset industry". Xue Jingli, on the other hand, is good at simplifying complex problems. He believes that people can not use mobile phones or computers, but they can always wear clothes. If you want to wear clothes, you can't do without weaving. "At that time, the country reorganized the textile industry, and many skilled workers were laid off, which just became our 'treasure'." Xue Jingli recalled, "There was another thing that touched me a lot. At that time, the cotton sweaters produced in Ningbo only earned two or three thousand dollars per container, while a set of Armani suits cost more than ten thousand dollars. In addition, I saw that the luxury market in Hong Kong is very prosperous, and its added value is very high. These things have made me firmly believe in building China's own luxury goods. Although there is no condition for luxury goods, it can be used as raw materials for luxury goods. "
In this way, in 1999, Xue Jingli resigned and went to the sea to set up a trading company in Ningbo. At the beginning of entrepreneurship, the enterprise's development goal was defined: choose the best cashmere in the world as the raw material, focus on the high-end market, adhere to making boutique products and famous brands, refine the traditional industry and create new ideas, and strive for the rise of world-class Chinese luxury brands!
This year is the 25th anniversary of the founding of Concyne. Over the past 25 years, Xue Jingli has adhered to the main business and never forgot his original intention to build Kangsaini into a green advanced manufacturing industry group integrating dyeing, woolen, worsted, semi worsted, fancy yarn, high-grade fabrics, import and export trade, digital logistics, intelligent manufacturing, and information platform. Today, Kangsaini produces nearly 10000 tons of high-grade yarn and fabric annually, of which 100% cashmere yarn exceeds 3000 tons, accounting for more than 20% of the world's pure cashmere raw material output, including Chanel, Louis Vuitton, Ralph Lauren, Valentino and Burberry It is also recognized by the industry as one of the "world's superior suppliers of high-grade yarns". Xue Jingli is also known as the "Prince of Cashmere" by industry insiders.
Joined the Luxury League with "material" and "work" ingenuity
Xue Jingli's product positioning for Kangsaini is to provide raw materials for the world's top luxury goods. However, it is not easy to achieve this goal. As we all know, these century old brands have their own fixed supply and sales channels, which will not change easily without special circumstances. So how did Concertini impress these luxury brands? The answer given by Xue Jingli is that raw materials are determined by the world, and "materials" and "work" will last for a long time.
Xue Jingli is well aware that as the cornerstone of luxury quality, raw materials are indispensable elements in luxury manufacturing, whether they are top leather, rare cashmere or precious gems. It can not only ensure the excellent texture and durability of luxury goods, but also make consumers feel incomparable comfort and taste. Over the past 25 years, it is based on the pursuit of high end raw materials and the insistence on the determination of raw materials in the world that many international first-line brands have known, trusted, and selected Corsaine. Concenee has also become the first enterprise in Asia to join the World Luxury Alliance and be invited to participate in Pitti Filati and Pitti Uomo exhibitions.
But this honor is not easy to get. Pitti Filati Exhibition is located in an ancient castle with a history of more than 700 years in Florence, Italy. In the eyes of most international buyers and fashion designers, it is the most professional yarn exhibition in the world, and must be invited by the European Luxury League to participate. Before joining Pitti Filati, Xue Jingli and his assistant camped in a hotel one kilometer away from the ancient castle. He displayed the samples of cashmere yarn he brought in in the lobby, holding color cards and product catalogs, stopped foreign businessmen coming out of the ancient castle on the road, and invited them to come into the hotel to see the products of Concernet. "At the beginning, no one paid attention to it. We were even affected by many local complex factors, but this aroused my competitiveness." Xue Jingli said with a smile. Since ancient times, there has been an old saying in China that "as long as you have deep kung fu, an iron bar can be ground into a needle". Whenever you come back empty handed, Xue Jingli always uses this sentence to encourage himself, and makes persistent efforts. A few months later, he plans to go to Italy again. In this way, Xue Jingli kept going back and forth for 12 years, twice a year, and went to Florence 24 times in total.
In January this year, Xue Jingli was interviewed by reporters at the 105th PITTI UOMO International Men's Wear Exhibition in Florence, Italy
Concenee Booth at the 105th PITTI UOMO International Menswear Exhibition
Finally, in 2019, as the first Asian enterprise, Concertini Group was invited to participate in the exhibition, ending the history that no Chinese enterprises have participated in the exhibition since it was held 83 times. The exhibition area of Concenee has expanded from 50 square meters at the beginning to 150 square meters today, and has the same status as Chanel, Dior, Valentino and other brands in the fashion industry, becoming an important milestone in the development history of the Asian wool industry. "It is a small step for our company to enter the world luxury stage center with cashmere yarn, but it is a big step for China's fashion industry to move to the international forefront. This not only encourages our morale, but also builds confidence for the entire domestic industry!" Xue said.
As one of the world's oldest fashion weeks, New York Fashion Week has always been a platform for major high-end luxury brands to gather and show their style. Xue Jingli has deeply realized the inestimable value of New York Fashion Week for improving brand awareness, expanding international market and leading the trend. He has been thinking deeply and actively exploring how to make Connie shine in this international fashion stage. To this end, Xue Jingli led his team to carefully plan and successfully hold two grand international fashion shows, "between the entry line" and "time travel", at No. 55, Wall Street, New York, in 2018 and 2019. These two shows showed the world the outstanding achievements and innovative spirit of Concyne in the fields of manufacturing technology, yarn raw materials and fashion ready to wear design in an all-round and multi-dimensional manner, and won widespread praise.
And in the following year of 2020, Connie ushered in a highlight in its development process. In this year, for the first time, Connie was on the official agenda of New York Fashion Week. Through the innovative cloud show, she showed the unique charm and infinite possibilities of Chinese yarns to people in the global fashion industry. This landmark achievement not only marks a solid step forward in the pursuit of fashion, but also highlights the rise and self-confidence of the company as a fashion force in China.
In 2018 and 2019, Connie successfully held two grand international fashion shows in New York for two consecutive years.
Success has followed. From 2021 onwards, Kangsaini has successively participated in the China International Import Expo, appearing on the same stage as LVMH (Hennessy Louis Vuitton Group), Kaiyun Group, Richemont Group and other top luxury brands. In particular, at the just concluded 7th China International Fair, it won a special booth with an area equal to that of LVMH, which shows the influence of Concernet in the international fashion industry.
Connie Booth at the 7th China International Fair
It can be said that today's Essene has gained a firm foothold in the fashion industry, but in Xue's opinion, these 25 years are just a foundation for entering the ranks of luxury goods. "Why can Hermes, LV and other top brands in the world have lasting vitality? The reason is that they have been focusing on their own fields for more than a hundred years, and constantly improving and developing. Chinese brands still need precipitation and accumulation to go to the world, and there is still a long way to go."
Now, Xue Jingli has put forward the three-step strategy of "being refined, specialized and innovative, being the most advantageous yarn supplier, and becoming a world-class Chinese luxury brand". He has painted a strategic blueprint for the centennial development of Kangsaini - he hopes that Kangsaini can become a centennial brand through another generation. "The tailors of Ningbo Red Sect taught me two words: 'material' and 'work'. Next, Kangsaini will earnestly practice these two words, spinning the best yarn in the world with the best materials and equipment in the world, and becoming the best Chinese brand in the world."
Building Future Factories and Building Industry Confidence
In addition to the strict control over the selection of raw materials and the meticulous refinement of the production process, Xue Jingli's "work" shows his forward-looking vision and extraordinary courage, leading the industry and successfully building the world's first intelligent "black light factory" in the wool textile field. This initiative is not only a revolutionary subversion of the traditional production model, but also a deep integration of scientific and technological innovation and green manufacturing, setting a new benchmark for intelligent and automated production in the industry.
When you walk into the intelligent spinning workshop of Concenee, you will be shocked by the scene in front of you: a six storey intelligent factory occupies an area of nearly 80000 square meters, and the newly opened intelligent spinning workshop occupies two floors, the first floor and the second floor, with more than 27000 square meters. Once entering the workshop gate, it completely subverted the common people's concept of the factory. It was a scene of "no one can see in the empty mountain". Looking around, there was no worker. A truck came slowly and stopped at the door of the workshop. At this time, vehicles in the workshop, which looked like AGV unmanned cars with small shelves, rushed to the front of the material truck. A manipulator grabs bags of raw materials onto the trolley, and the trolley loaded with raw materials automatically comes to one end of the assembly line, and then the manipulator sends the raw materials to the assembly line. The next steps, starting from the hair mixing and combing, to the packaging and packing, are automatically completed. Finally, the robot will send boxes of finished products into the warehouse according to specifications and colors, and stack them neatly layer by layer. After receiving the delivery notice, the robot will pick up the goods on the shelf according to the order, and then send them out of the workshop gate until loading and transportation. The whole process is orderly and seamless.
From 2017 to 2021, Conserney Group has invested more than 1.2 billion yuan in total and cooperated with Siemens in Germany to build the world's first intelligent "black light factory" in the wool industry. At present, it has become a "pilot demonstration project of intelligent manufacturing in China's textile industry". The standard annual output can reach more than 2000 tons of cashmere yarn, and the output value has increased by 1.5 billion to 2 billion yuan, which not only greatly improves production efficiency and product quality, but also reduces energy consumption by 35%. Therefore, Kangsaini has been successively rated as "Pilot Project of Intelligent Manufacturing Standard Application", "Future Factory of Zhejiang Province", "Typical Example of Intelligent Manufacturing in China's Wool Textile Industry in 2023", etc.
"The significance of building a 'black light factory' is not simply to save costs and improve efficiency, but more to ensure product quality." Xue Jingli said that no matter how skilled workers are, there will be deviations. For example, the most common joint work in the textile industry, the traditional manual joint, strictly speaking, each joint is different. However, the automatic connector can be exactly the same and meet the standardization requirements. For another example, for the inspection of this process, manual inspection can only achieve sampling inspection, while smart factories carry out comprehensive inspection through intelligence, and are not allowed to let go of every flaw.
Anyone who has ever been to Concenee will marvel at the environment of the spinning workshop. This is the cleanest, neatest and most advanced spinning workshop in China. The whole bamboo and wood floor is connected to the end. The workshop has constant temperature and humidity, and the raw cashmere fibers are orderly turned into fine yarn... It gives a feeling that this is not a production workshop but an art creation room.
"To build such a factory, we also want to make the outside world have a new understanding of the textile industry and give confidence to the industry. Our textile industry is not inferior to any manufacturing industry!" Xue Jingli, while operating Kangsaini, always has an industry mission of "innovating for the industry, leading the industry and giving confidence to the industry".
Struggle for the rise of Chinese luxury brands
At the Expo, Xue Jingli was deeply shocked by the dazzling array of international brands, and also realized that Chinese local brands need more opportunities to display. To this end, he called on the country to build more platforms to allow Chinese brands to better show their charm. Recalling the flourishing domestic brands such as Zhonghua Toothpaste, Flying Man Sewing Machine, Butterfly Watch and so on in childhood, Xue surprised with emotion. However, with the deepening of reform and opening up, some local brands were gradually hidden by foreign capital, which made him deeply distressed. He emphasized that these brands not only carry the memory of several generations, but also are the crystallization of Chinese culture and wisdom.
On the evening of September 30 this year, Xue Jingli attended the reception held in the Great Hall of the People in Beijing to celebrate the 75th anniversary of the founding of the People's Republic of China
Therefore, Xue Jingli appealed to the post-80s, post-90s and post-00s through the media, hoping that young people would step forward and work hard to promote national brands and the spirit of great country craftsmen. He said that we should pursue a higher level of spiritual pursuit from the satisfaction of daily life, and contribute to the inheritance of Chinese civilization and Chinese brand. At the same time, he also called on everyone to be strict with themselves, not to produce inferior products, not to use fake and shoddy products, and to support the development of domestic brands with practical actions.
What is worth mentioning is that the Essene Group is also actively implementing this concept. During the 2023 Shanghai Fashion Week, the launch activities of the new Chinese dress series of "National Color Oriental" in Shanghai Fashion Week will be linked together, together with well-known designers to demonstrate the fashion of Shanghai style in China with the use of Kangsaini yarn, and a series of activities such as "Kangsaini Fashion Night CONSINEE FASHION NIGHT" will be held, demonstrating the firm belief and practical action of Kangsaini Group for the development of domestic brands. If talents thrive, fashion flourishes. Xue Jingli led Kangsaini to launch the "Fire Phoenix Plan", which aims to continuously inject fresh blood into the textile industry through the strength of the enterprise and through the provision of platforms, resources and guidance, and help young designers and industry talents grow and transform.
Although the road to build a Chinese luxury brand is long and difficult, Xue Jingli said that he must be able to do it, because all of the people behind him from Kangsaini gave him confidence and motivation.
As a successful entrepreneur, Xue Jingli is well aware of the importance of employees for enterprise development. He attaches great importance to the working environment of employees and always thinks about how to improve their happiness. For example, when laying bamboo and wood floors in the workshop, the air can be changed every 6 minutes and the temperature and humidity can be kept constant for 24 hours. This high standard requirement for the working environment has greatly improved employees' job satisfaction and happiness; Hold a farewell party for retired employees, and issue the certificate and bonus of "Conserney Group Meritorious Award"; Invest tens of millions of yuan to award outstanding employees, including cash awards, luxury cars and other generous prizes; Regularly hold various staff activities and skills training such as team development, entertainment parties, sports competitions, etc., to help them improve their professional skills and professionalism, and lay a solid foundation for career development
In the minds of employees, Xue Jingli is not only a responsible and responsible entrepreneur, but also an outstanding leader with courage and practical spirit. His firm belief of "choosing a career and ending his life" is like a beacon, illuminating the hearts of every employee and stimulating their sense of belonging and cohesion in the heart. Under his influence, the company has gathered a group of outstanding people who share the same life value as him, including two "great country craftsmen" in the textile industry, chief engineers who are still working hard at the age of nearly 80, more than half of the senior management are senior experts in the industry, as well as groups of energetic and innovative young employees
Xue Jingli said affectionately that every employee is not only the screw of enterprise operation, but also the most precious and proud asset in his heart. They constitute the core value of the Essene Group in its 25 years of development, and are the solid foundation for the steady progress of the Group. It is these talented, diligent and dedicated employees who, with their wisdom and sweat, have gradually established the leading position of Concernet in the textile industry and laid a solid road for the Group to build a local luxury brand in China in the future. They are the founders of this grand blueprint, as well as the inexhaustible power of the Essene Group to constantly climb new heights.
The story of Xue Jingli and Connie is the most vivid interpretation of the word "focus". He is well aware that only the extreme pursuit of one thing can make extraordinary achievements. As he said, "I have only done one thing in my life, that is, to make a new idea in the traditional industry of wool spinning, and to create a luxury brand that can be famous in the world and belongs to our Chinese people!" This persistence and love not only make Connie a benchmark in the industry, but also encourage every dreamer to move forward bravely and never forget his original intention. We believe that with this persistence and love, the centennial brand dream of Kangsaini will be realized.
Reporter's notes
Connie riding the wind and waves
I met Xue Jingli at the Shanghai Center of Concertini, which is opposite to the National Convention and Exhibition Center (Shanghai). The day was the first day of the opening of the 7th China International Import Expo. After attending the opening ceremony of the Expo and receiving visitors all day, Xue Jingli returned here. He was wearing a simple but tasteful new red Chinese dress, slightly tired, but his eyes were full of excitement. When he learned that the reporter had been waiting for an interview, he repeatedly apologized and immediately threw himself into the interview.
In Xue Jingli's eloquent talk, we deeply felt his sincerity, frankness and ideological height——
The mission of "innovating for the industry, leading the industry, and giving confidence to the industry" originates from the industry feelings deeply rooted in the heart. He explained what a real entrepreneur is with his practical actions; The three-step strategy of "being refined, specialized and innovative, being the most advantageous yarn supplier, and becoming a world-class Chinese luxury brand" is the result of careful consideration, which is solid and steady; In this colorful and seductive world, he sticks to his original intention of "choosing a career and ending his life", leads his employees to strive for a goal by setting an example... He is such an entrepreneur with dreams, responsibilities and foresight.
Although he is busy with his work, Xue Jingli often tells his employees that people come to the world to live. They should know how to balance work and life, learn to find fun in busy life, and enjoy life in struggle. In his spare time, Xue Jing would cook in person to make a delicious meal for his family; He is also a master of live broadcasting. He has his own video number and dithering number to bring goods for Concierne and share his thoughts; He can also "get together" with employees, and "bounce" with employees; He also passed the national unified examination in 2022 and was admitted to Donghua University as a doctor. Now he is busy with the opening report... He is such a big brother in the neighborhood who loves life, is approachable and has great appeal.
The Shanghai Center of the Essence is a ship shaped building with a sense of flow, future and art in its overall design, which seems to be about to set sail. The reporter seemed to see Xue Jingli, a visionary entrepreneur, standing at the helm of the "boat of dreams", with his indomitable will and profound strategic vision, leading the Essene Group through the turbulent market and towards the grand goal of "building a world-class Chinese luxury brand"
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