Rebecca: From the "wig kingdom" to the fashion pioneer

Zheng Wenqing: In 1979, the spring breeze of reform and opening up boasted of the land of China. Xuchang’s “filework skills”, which has been inherited for hundreds of years, was reactivated. Many professional and handicraft workshops have sprung up. My father Zheng Youquan also A member of the army.

In 1989, the father realized with a unique vision that the ancestors who had been serving for generations were “fat outside the field” and were made by foreigners with high added value wigs . Therefore, Xuchang County Xiaogong Craft Hair Factory, which was founded in the form of shareholding system, began a historic change from human raw materials to finished products.

For 40 years, my parents good governance, from scratch, after the "doing hair" to "wigs"; the "workshops" to the world "hair products kingdom", at present, Rebecca has become the world's largest transnational hair products The company and the national innovative enterprise have a total asset value of 4.5 billion yuan and a global workforce of nearly 10,000. They are sold in more than 40 countries in North America, Western Europe, Asia and Africa, and more than 100 large and medium-sized cities in China.

Reporter: At the time of the highly competitive hair products market in the country, what do you think is the key to Rebecca's success?

Zheng Wenqing: I believe that the key to the success of Rebecca is to have a keen market awareness and strive to open up the international market. Second, there is a forward-looking brand awareness, and the self-owned brand has been established and perfected very early.

In 1993, Henan Rebecca Hair Products Co., Ltd., with a US joint venture of US$1.8 million, was listed as a “borrowing ship to the sea” and its products were sold directly to the United States.

In 2004, the Sino-British Joint Venture Hendry Company was established, which greatly accelerated the process of Rebecca's exploration of the European market. Today, Rebecca's Western European sales network, which is dominated by the UK and France markets, has formed and matured, and the total number of foreign companies has reached 11.

At the same time, our company's African market development strategy of “three-step” has also achieved great success. Now it has formed a business structure of the African continent with 7 sales companies and 2 factories.

At the same time of market success, Rebecca has a strong brand awareness. In the 1990s, domestic hair products companies did not have their own brands. Rebecca was “branded” for European and American distributors and was often subject to people. In order to revitalize the national industry and actively participate in international competition, in 1999, Rebecca Company put forward the goal of “building an international enterprise group with independent intellectual property rights and own independent famous brands”, and vigorously implemented the brand strategy to become a healthy and sustainable development of the enterprise. Powerful engine.

In 2000, Rebecca's “NOBLE” brand took the lead in entering the mid-end market of African hair products, and successively launched high-end and popular sub-brands such as “JOEDIR” and “BLACKPEARL” in the African market, forming a high-end, mid-range and mass “ The three major markets, the three major brands, have entered the marketing situation; the high-end products market for European and American hair products has successfully shaped the famous brand of “SLEEK”; the “Rebecca REBECCA” and “SLEEK” dual-brand strategy has been implemented in the domestic market, creating new The domestic fashion consumer goods category.

Reporter: What is the planning and development vision of Rebecca in the new era?

Zheng Wenqing: Under the background of the new era, an important change is the rapid growth of the domestic market. As a market response, Rebecca has actively explored the domestic market in recent years, and together with film star Fan Bingbing, "My Beauty Secrets, Rebecca Fashion Wigs", The theme fashion wig advertisements launched simultaneously in CCTV1 and CCTV3 have made great influence in China, and the high-end brand positioning of REBECCA wig fashion has been further established in the trend. Today, Rebecca's business "tentacles" have entered more than 100 large and medium-sized cities across the country, with more than 200 stores, and sales have increased year after year.

At the same time, from the traditional sales channels to the dual-track extension of domestic and overseas e-commerce channels, the Tmall flagship stores of REBECCA and SLEEK are on the line respectively, demonstrating the atmosphere and courage of the industry leaders, and further establishing the benchmark position of enterprises in the hair products industry. .

On this basis, Rebecca actively expands other domestic third-party platforms such as AliExpress, Self-built Mall and Micro Mall, Rong E, Vipshop, Baidu Mall, etc., to accelerate the development of international and domestic e-commerce and the expansion of salon channels. It has quickly become a new sales growth point, thus forming a marketing system that complements and integrates internationally, domestically and offlinely.

Rebecca Company earnestly practises the corporate values ​​of “Strengthening Rebecca, Perfecting Self, and Serving the Country to Benefit the People”. While pursuing the maximization of the company's economic benefits, it attaches great importance to stakeholders, society, environmental protection, resource utilization, etc. Non-commercial contribution, actively promote the harmonious development of the company and society; actively participate in poverty-stricken schools, poverty alleviation, disaster relief and other public welfare activities, according to incomplete statistics, in recent years, Rebecca company has contributed a total of 70 million in cash and materials. Around the Yuan, it has been widely praised by the society.