Two lawsuits made Yao Ming Ribbon

The international trade environment is not what it used to be. "Made in China" urgently needs to be transformed. How can foreign trade companies create their own development strategies? Global Sources, together with its "CEConline", continues to create a series of "Outsmart the Future" export forums, providing an excellent exchange and learning platform for foreign trade enterprises. Mr. Yao Ming, chairman of Xiamen Yaoming Ribbon Jewelry Co., Ltd., shared his successful export experience of "big inventory".

Xiamen Yaoming Ribbon Jewelry Co., Ltd. was established in 2004, specializing in the production of high-quality ribbons and accessories. The corporate reputation and product quality are recognized as the best in the webbing industry, and the products are exported to more than 100 countries and regions in the world. He has won honorary titles such as "Excellent Enterprise in China", "150 Key Industrial Enterprises in Xiamen", "Top Ten Economically Influential Brands in Xiamen in 2011-2012", and "Outstanding Leadership Award for Chinese Management Model".

Yao Ming: I was born in 1966. I went to Xiamen University to study management in 1989. In 1998, I established Putian Yamei Ribbon Jewelry Co., Ltd. in my hometown. At that time, it did not produce ribbons, but ribbon accessories. In 2004, Yao Ming Ribbon Jewelry Co., Ltd. was established in Xiamen, specializing in the production of webbing, jumping from the middle to the front.

I am quite famous in Xiamen now, because the name is easier to remember. I was on the cover of CEConline magazine last year. In February, he appeared on the cover of one of Haixi's most influential magazines. I won the China Outstanding Leadership Award in Shenzhen last year, Baidu in 2012, COFCO in 2011, and Gree Air Conditioning in 2010.

At present, we are the world's largest manufacturer of ribbons, mainly producing polyester ribbons, ribbon printing, ribbon flower ornaments, and ribbon sleeves. You may not know very well, but we actually produce the ribbons for making cakes. Including some cosmetics and perfume boxes that you often buy, most of the beautiful ribbons are produced by our company. Our company has done ribbon packaging for Hermes, Chanel, Dior and LV.

Why are we so famous? We fought a lawsuit, and the two lawsuits were very influential. The first lawsuit was an anti-dumping and countervailing lawsuit against the US Department of Commerce. At that time, a ribbon factory in the United States initiated an anti-dumping and countervailing lawsuit against China and an anti-dumping lawsuit against Taiwan. After the lawsuit was over, there were more than 100 domestic companies involved in the case. On July 3, 2009, our company was listed as the object of anti-dumping and countervailing duties, and we were also very nervous at that time. The government is very supportive of this. I went to Beijing on July 15th. At that time, the Ministry of Commerce and the China Chamber of Commerce for Import and Export of Textiles organized more than 100 companies to discuss how to deal with this lawsuit. More than 100 companies involved in the case went to Beijing to participate. There were only more than 10 people in the meeting, and only one of us finally responded to this company. At that time, the US market accounted for about 30% of our entire sales, and I didn't want to lose that market. At the time, I thought his allegations were unfair. He said that we took government subsidies and dumped them into the US market at a low cost. I thought these two allegations were very unfair to me.

Why are other companies involved in the case afraid to participate? Because of past experience, the odds of winning an anti-dumping lawsuit between China and foreign countries are less than 5%, and it costs millions to hire domestic and foreign lawyers, so few companies dare to respond. At the time, I felt very unconvinced, so I went to respond. It should be said that the government was very supportive at the time. The process of responding to the lawsuit was very difficult, but after a year, we still got very good results. On July 15, 2010, the US Department of Commerce officially announced the investigation results. Our countervailing duty was 1.56%, and our anti-dumping rate was 0. %. At that time, CCTV reported the news for about half an hour, and it took ten minutes at a time, which was equivalent to helping us publicize it, which was very beneficial to us. So this lawsuit also made us.

It should be said that this lawsuit is also the only company in China that has won anti-dumping and anti-subsidy so far. Since then, no Chinese company has fought both anti-dumping and anti-subsidy at the same time, and has fought anti-dumping or anti-subsidy alone, but none of the two lawsuits have been won at the same time.

In 2004, when I signed up for the Yao Ming Ribbon, I signed up when the tall Yao Ming went to play in the NBA in 2002. We went through the process, and in 2007 the State Trademark Administration applied for our trademark. The country stipulates that Yao Ming and Liu Xiang should register trademarks, and all but their two applications should be rejected. I said why there is this provision, why can't I use my name to register a trademark? So when the rejection was rejected in 2007, I was not convinced, so I appealed to the State Trademark Review and Adjudication Board, and the municipal government helped me to provide some proofs. In 2008, the State Trademark Commission said that the approval was successful, and you can apply. Later, the Yao Ming trademark was announced. In 2011, the State Trademark Administration adopted the suggestion that the trademark should not be accepted and rejected the registration application. We became more famous after the lawsuit with the United States, and I was even more unconvinced. In July 2013, the State Trademark Approval Committee officially announced that this trademark should be registered, and I got Yao Ming's trademark certificate around September. From 2004 to 2013, I fought with big man Yao Ming for 9 years for Yao Ming's trademark. The last time I said hello to Yao Ming, I said, "Hello Yao Ming, I'm Yao Ming from Xiamen." He said, "Oh, I know." At that time, the State Trademark Office did not let me register this trademark, the only reason was that if I registered Yao Ming The trademark will affect that Yao Ming. In 2004, our company used this trademark, which has no adverse effect on this Yao Ming trademark, only positive effects.

We started to make ribbons in 2004. Most of the domestic ribbons are not made of polyester. When we made ribbon flowers, most of the ribbons needed polyester. At that time, no one produced polyester ribbons in China, otherwise Just importing from Taiwan and the United States, the cost of importing from the United States is very high, and many of them cannot reach the MOQ of Taiwanese manufacturers. Therefore, in 2004, we specialized in producing ribbons, only polyester ribbons. At that time, there were no domestic manufacturers producing them. We made this product in two or three years. This product is a relatively basic product. Before we made polyester ribbons in our country, only 5% of domestic polyester ribbons were made. Now it has been reversed, and it may exceed 95% at present. Using polyester ribbon.

We implement a large inventory production model, which is our innovation. We have subverted some theories in the management field, including the model of large inventory, which is also taught by Xiamen University School of Economics and Management. Speaking of our company.

Our company's informatization is doing quite well. We have invested 20 million yuan in the information integration plan. We will do paperless office, including often taking a mobile phone or iPad in the company for approval, which is very fast. Informatization does not mean that you can do it if you have money. You need to have a share and the attention of the team and the company. All our modules must have a unified system and a unified platform. Different modules can grab each other. Unlike other big companies, this module is the system of this company, the other module uses the system of another company, and the two It is more troublesome to share between modules. We are a company's system and use a development platform, so the information of all modules can be captured from each other, which is much more convenient.

Manufacturing companies may be very afraid of informatization. We have invested more than 20 million yuan and continuously invest one or two million every year. This is also the company's core competitiveness. It is difficult to compete with you with informatization competitors, because They simply cannot afford such a large cost.

Our company's future strategy is: light assets, heavy brand, strong channels. The development of our company has a lot to do with light assets. At present, I have not bought land in Xiamen, they are all rented houses. This is often used as a talking point in Xiamen. I said that buying a house is too expensive. buy a house.

Yao Ming Ribbon is the No. 1 brand in China and is currently the No. 1 brand in the world. We set up a global subsidiary in Hong Kong last year and a factory in India this year, which will officially start operations next month. Our factory in India was the first to eat crabs. We are the first company in Xiamen registered with the Ministry of Commerce to set up production in India. After we set up production in India, the Xiamen Municipal Government said that we are the representative of the Xiamen Municipal Government in India, and we still have a semi-official title. After we set up production in India, it was listed as a pilot by the General Administration of Taxation. We produced the raw materials in India and then sold them back to the mainland. However, the current tax policy in the mainland has not kept up. Now the General Administration of Customs has taken us as the first pilot. If it is exported to India, it will not be taxed, and the value-added part will be taxed again. For example, if my ribbon is exported to India for processing, the price is 1.5 million US dollars, and the value-added 500,000 US dollars can be taxed.

Currently 90% of our products are produced and sold by ourselves, and 10% of our products are processed externally. We hope that through the development of the team and the brand, in five years or even longer, 120% will be produced by ourselves, and 70% to 80% will be produced by OEM. We will set up such a channel in places where there is a large demand for foreign ribbons.

At present, we also make some accessories products. The ribbons we produce are very beautiful and warm products. We will open a physical store and use ribbons as the main element to make some ribbon head flowers and so on. We tried it before, but it didn't work out, but we still do it. That kind of shop is called Yao Ming's Silk Life.

We have a slogan "Let our employees live a happy life with dignity". In our company, employee happiness is very strong. Including, I took 100 executives of the company for a physical examination last year, and the amount ranged from 5,000 to 15,000 yuan. Two of them were notified that cancer cells were detected. Fortunately, the time for sending them for examination was relatively timely and they received timely treatment. I think you ask the employee to pay 10,000 yuan for the physical examination. No employee will do it, but the company does it for him, and he will treat the company as his home. Including that we purchased the German Hans 505 sailboat at a huge cost in January 2014 and named it "Yao Ming", which can take employees and their families out.