Write a composition introducing hometown celebrities (Yangzhong, Zhenjiang, Jiangsu Province) preferably introducing modern celebrities.

Chairman of Yihe Clothing--Ma Jinfang

From the understanding of social harmony to the innovation strategy of the enterprise, Ma Jinfang, who is a deputy of the National People's Congress, quietly injects corporate responsibility, civic sentiment as well as the specimen of the industry leader into the company of Yihe during the process of shaping the standard of China's vocational clothing and guiding the industry role model. As the promoter and shaper of China's professional clothing standard, Yiho has been insisting on its own growth path. Yiho's high-end brand strategy and large investment in scientific research are in line with the future-oriented adjustment of the company's international industrial strategy, which undoubtedly constitutes a symbol of the new journey of Chinese apparel enterprises represented by Yiho under the situation of economic globalization and has attracted the attention of the Chinese apparel industry.

Biography of Ma Jinfang

Ma Jinfang, a native of Yangzhong City, Jiangsu Province, is an economist and the chairman of Yiho Co. Ltd. She was the vice president of Jiangsu Federation of Industry and Commerce Garment Chamber of Commerce, vice president of Jiangsu Garment Association, member of the executive committee of Jiangsu Women's Federation, member of the standing committee of Zhenjiang Women's Federation and vice president of Zhenjiang Women Entrepreneurs Association. She is a representative of the National Women's "Ninth National Congress", a representative of the Ninth and Eleventh National People's Congress of Jiangsu Province, and a member of the Tenth Chinese People's Political Consultative Conference (CPPCC) of Jiangsu Province. She was awarded the honor of Jiangsu Model Worker in 1996 and 1997, Jiangsu "38" Red Flag Woman in 1997, the Third Outstanding Female Entrepreneur of Jiangsu Province, China Outstanding Entrepreneurial Woman in 2002, National "38" Red Flag Woman in 2004, and China Textile Meritorious Entrepreneur in 2005. In 2005, she was awarded the honorary title of "China Textile Meritorious Entrepreneur".

January 29, 11:00 pm, Nanjing famous classic cafe. It's chilly outside the window, but warm inside.

This was during the "two sessions" of Jiangsu Province. As the head of Yiho, Ma Jinfang's identity is no longer a simple entrepreneur. "People's Congress, in fact, is to stand in the public position, on behalf of more voices, become a communication channel for uploading and downloading." Seeing the reporter, Ma Jinfang confessed the responsibility and meaning given by the identity at this time.

The tension and influence of Yiho in China's apparel industry has become the industry's corporate specimen and business role model. To observe the innovation, creativity and industrial ecology of the industry from the development history of the company's individual cases, Yiho deserves to be on the list. "2008 is a good year, it is especially important to take advantage of the Olympic Games to promote the upgrading strategy of Yiho's high-end and branding. The Olympic year is the year of innovation and development for Yiho, China's professional clothing industry needs to carry out the necessary standard improvement, Yiho deserves to actively participate, to be the leader, builder and promoter, which is the responsibility given in the process of industrial economy." Innovation is the keyword that Ma Jinfang recited repeatedly, and she believes that the realistic situation faced by the development of Chinese enterprises needs an innovative ability to provide a lasting driving source. Enterprise innovation is not a slogan, but a means of implementation that should be practiced in conjunction with the current situation of the enterprise and the market environment.

"Innovation is to create a better future"

"Why do we need innovation, in a changing business environment, competition brings uncertainty and change to the enterprise, innovation is to choose a more suitable for their own path of development and way of work, this time the Jiangsu Provincial Government work report, the narrative of innovation, a lot of people are not satisfied. In this Jiangsu Provincial Government Work Report, there are a lot of practical narratives about innovation, what does this show? It shows that the government and enterprises are the same, to get better development, innovation is a very fundamental thing, innovation can get a better future."

With more than 20 years of wind and rain, the corporate route that Yiho has traveled is also Ma Jinfang's personal growth journey.

From the earlier Feida Garment, to the present Yiho, Ma Jinfang said, "We have been working hard in the field of vocational clothing for more than 20 years, and we are a professional manufacturer of vocational clothing. We have been subjected to many temptations, but always stick to the territory of professional clothing, we are not not want to get involved in other fields, but want to do professional clothing to do fine."

This insistence has become the most basic concept in Yiho's corporate culture: dedicated, focused, professional and expert. The reporter has had exchanges with the staff of Yiho, talking about this corporate culture that has been persisted for many years, the staff think that although the production of professional uniforms is a traditional industry, but the continuous industrial culture can bring stable market interest, which is also the key for the enterprise to keep its position as a frontrunner. When commenting on Yiho, employees believe that Ma Jinfang talks the most on the topic of innovation. "Every time there is a small meeting in the General Assembly, we will talk about innovation. In the face of market competition, if Yiho does not have good innovation, it will only stay in the original market layout and development ideas, and the enterprise is bound to be trapped in unfavorable."

Yihe can not only produce professional fashion, professional uniforms and professional work clothes which can meet the needs of various industries, but also develop professional protective clothing with special performance. Yiho's occupational clothing and professional protective products have been applied to more than 2,000 enterprises in 12 major industries in China, among which hundreds of varieties of special protective clothing made of new materials such as anti-static, acid and alkali resistant, high temperature resistant, flame retardant, waterproof and breathable, anti-virus, chemical resistant, radiation resistant, etc. are very popular in the market. Yiho is also the first private enterprise to produce munitions equipment; half of the employees of China's top 500 enterprises wear Yiho professional clothing.

Behind the market prosperity is a rare persistence and devotion. Ma Jinfang understands the defects and deficiencies of the previous vocational clothing: once, when vocational clothing was mentioned, people thought of it as stereotypical and formal work clothes. "But our goal is to make all working people in China beautiful and be 'China's professional clothing expert'." It is understood that the biggest difference between professional clothing and ordinary clothing is that it has a high content of science and technology. On the one hand, it should be in line with human body science, wearing comfortable; on the other hand, it should have some specific functions.

It is understood that, with the progress of science and technology and the increasing complexity of the working environment, the anti-static, anti-ultraviolet, anti-radiation and other functions of the occupational clothing is increasingly being valued by enterprises. In recent years, many enterprises or research institutions are functional fabrics and their production of professional clothing as the focus, make great efforts to research and development. As the industry leader, YIHE has made its own long-term R & D plan, and constantly improve the scientific and technological research and development as well as its own design capabilities, always catching the international fashion trends, in large-scale production, branding operations on the planning of large sums of money, the company has invested heavily in the introduction of the latest international advanced equipment, and the establishment of a strict quality management system. In addition, in order to improve the scientific and technological content of occupational protective clothing, the company created China's first Institute of Occupational Clothing, and cooperation with the relevant scientific research departments, the development of high-tech content applicable to aerospace and maritime, medical and other fields of special protective clothing, and strive to occupy the market in the field of intelligent occupational clothing manufacturing the commanding heights.

"The future trend in the development of vocational clothing is 'smart', 'comfortable', 'simple'. With the arrival of the information age, 'smart' has become a significant feature in the clothing trend, the intelligent, automated, functionalized fabrics, tailoring, design and other elements of professional clothing will make wearing more scientific, reasonable and convenient."

In fact, in addition to the innovation in the types and concepts of professional clothing, innovation is still something that Ma Jinfang is fond of and proud of in terms of channel diversification, market concepts, after-sales service and management mechanisms. "The success of the enterprise is through a variety of elements synthesized, relying on a certain single factor will lose the comprehensive competitive advantage." Ma Jinfang said.

Why the big high-tech research and development? Ma Jinfang said that Yiho hopes to lead the times through scientific and technological innovation, and to provide as many research results and practical experience as possible for the introduction of various standards for China's professional clothing. This is also what she has called for on many occasions, for the professional dress from concept to market order to industrial environment.

"Leadership determines the right to speak"

"In many bidding occasions, as long as Yihe appears, the intensity of the scene will be much higher. What does this mean? It shows that Yiho has competitive advantage and brand influence. This year, taking advantage of the Olympic Games, Yiho's brand building and influence ability will be enhanced even more. In the globalized business market situation, Yiho has the ability and should go out and participate in the bigger market. Yiho is fully qualified to represent China's vocational clothing industry and can be said to be the representative and role model of China's vocational clothing."

Every wonderful display of Yiho, Ma Jinfang will harvest people's heartfelt applause.

"Yiho is not the biggest, but it must be the strongest." Ma Jinfang has always asked this of the business she has created.

Currently, China's professional clothing has been expanded from domestic competition to international competition, the fierce competition makes the professional clothing product cycle is also slowly shortened, the quality of the designers do not have more time to consider, they began to imitate international brands. The proliferation of "piracy" in the vocational clothing market has not only disturbed the domestic vocational clothing market, but also made Italy, France, the United States and other countries regard Chinese vocational clothing as a kind of low-grade products, street goods, and repeatedly lowered the price, and even rejected Chinese vocational clothing. "From the current development of China's professional clothing enterprises, the uneven level of craftsmanship is very obvious."

At this point, Yiho has transformed some people's prejudice against Chinese vocational wear, and its credibility and reputation have laid a solid foundation for Chinese vocational wear to establish its position in the international market. Good products also need excellent designers, and Ma Jinfang understands the weight of it. 2006, during Beijing Fashion Week, Italian designer Bruno D'Anneliese was spotted by Ma Jinfang and became the chief design master of Yiho. DeAngelis lived up to his responsibility and set up a good quality for Yiho's products with new internationalized elements and new creativity.

To promote the benign development of China's business environment and industrial pattern of professional clothing, it is necessary to have ahead of the business thinking and practice history. This is the corporate path that Yiho has been exploring for a long time.

Ma Jinfang's goal is to make Yiho become the first brand of China's occupational wear. Assessing the current market advantage, some industry experts say that Yiho has actually been at the forefront of the industry. As a leading brand, it is not only to look at the single market output value of the enterprise, but also to look at the comprehensive advantages, in terms of innovation guidance, industry conduct, order construction, brand influence and social responsibility, whether it has a role model role.

Yihe is constantly upgrading the level of industrial structure and development. The new global value chain theory subdivides industrial upgrading into four ways, such as product upgrading, process upgrading, functional upgrading and cross-industry upgrading. Specifically for the apparel industry, the most critical functional upgrade is along the global value chain of the apparel industry, from processing agents, OEMs and other low value-added links gradually to the design, research and development, marketing and branding and other high value-added links. Independent mastery of a full set of production technology, management, marketing, branding, design, creativity, culture and other closely related to the survival and development of the garment industry value chain. For Yiho, which has been sharpening its sword for ten years, the goal of biding its time is to become a global leader in the future, and it is also committed to focusing on the brand and quality.

"Yiho is the society's Yiho, the market's Yiho, the public's Yiho, not Ma Jinfang's or someone's Yiho." To be able to have a voice in a field, and that voice has leadership weight, Ma Jinfang has done it.

"Be the promoter of China's professional clothing standards"

"An industry has an industry's guidelines and standards, professional clothing in China, is not a small industry, there is no standard, the whole market order will be chaotic. And chaos brings harm to the whole social economy. Yiho has no reason to choose to escape, and we have been insisting on promoting and perfecting the standardization of China's vocational clothing, which is a necessary element for China's vocational clothing to have advantageous competitiveness in the situation of global economic integration, and it is also a responsibility of Yiho as a social citizen."

It is understood that China is the world's largest producer of professional clothing and the world's largest consumer of professional clothing.

How to make professional clothes more competitive in the market? Ma Jinfang believes that the current international competition in the field of professional clothing, has shifted from low-cost competition to product design, brand management strategy. In the domestic field of vocational clothing, product design, brand culture has surpassed the importance of production equipment, process technology, fabrics and many other elements, do not speak of design, lack of connotation of vocational clothing more and more uncompetitive. "It should be said that our efforts have been rewarded to a certain extent, Yiho has won a number of awards such as 'National Inspection-free Products', 'Top Ten Influential Brands in China's Garment Industry' and so on." Ma Jinfang said. As early as in 2000, YIHE was recognized as "the first brand of China's professional clothing" in China International Professional Clothing Expo.

Yihe has developed to today's scale, often there are foreign investors come to the door to talk about cooperation, in the face of the temptation of foreign investment, Ma Jinfang's prerequisite is to put the "Yihe" brand building in the first place. For this reason, she refused many times to foreign enterprises seemingly reasonable, but actually jeopardize the survival and development of the independent brand requirements. "We will never give up Yiho's own brand. Our innovation is a fetishism based on our own brand." Between Ma Jinfang's glib words, what comes out is the clanking backbone of China's vocational clothing leader. "In foreign countries, foreigners are actually very deep research on Chinese culture, and can also develop a blend of traditional Chinese culture of modern commodities, and these rich resources, but by our own waste, this is why?" Ma Jinfang believes that this is due to China's business impatience, quick success and quick profit.

As a specimen of Chinese professional clothing, Ma Jinfang puts forward the idea that business guides the market, which is the key to Yiho's non-existent inventory. "In-depth research on the market to understand what customers need, enterprises should actually stand in the position of consumers to experience the products and walk in the forefront of the market in order to make the products marketable." Due to the differences in the consumer market between the south and the north, Yiho has implemented a targeted differentiation strategy in formulating its product strategy, which has effectively solved the problem. In order to promote the whole business ecology of China's vocational clothing to be benign, Yiho will take advantage of some large national and international exhibitions this year to enhance and guide the development of the vocational clothing industry, and to improve the overall level of the industry through high-tech research and development products. "For more than 20 years, Yihe has been conquering the market with good products." Ma Jinfang said.

"LV and other big international brands have their own set of management process and control from raw materials to final terminal marketing and after-sales service. Management is details, not slogans, and must be carried out to every employee in every link, which is what we should also focus on. Yiho will also have its own patent protection on process management, which is necessary for business development." In addition to this, the Tongrentang's hall training culture also brings new inspiration to Ma Jinfang, which is also a key point for Yiho to strengthen the innovation and implementation of corporate culture construction in 2008.

Nowadays, Yiho has been changed from the pioneer and advocate to the pioneer and leader in China's professional clothing industry. "Energy saving and environmental protection, emission reduction and efficiency, enterprises must also pay attention to and comply with, this is the national strategy, enterprises have the obligation and responsibility to maintain the benign development of the economy." Talking about the future of Yiho, Ma Jinfang said, "The competition will be more intense in the future. 2008 is the year of brand upgrading and high-end brand strategy of Yiho, and we will enter the international market with the strategic concept of 'China's professional clothing expert'. The company will implement diversification, because in order to make Yiho's core industry become stable, some new investment is inevitably needed to break through the original industrial layout. Listing may also be a strategic choice."