Dream chasers for the maintenance of national brands

 --Zheng Haosheng, Party Secretary and Chairman of Inner Mongolia King Deer Cashmere Co.

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Zheng Haosheng, male, born in January 1959, Bayannur City, Inner Mongolia; joined the work in 1978, undergraduate culture, senior economist; July 1, 1982 to join the Communist Party of China, September 1994 - July 1996 in the Central Party School, is now Inner Mongolia King Deer cashmere Co. (General Manager).

Main social positions include Vice Chairman of the Sixth Federation of Industry and Commerce of Donghe District, Baotou City, Inner Mongolia Autonomous Region, Deputy to the People's Congress of Baotou City, Inner Mongolia, Deputy to the People's Congress of Bayannur City, Inner Mongolia, Deputy to the People's Congress of Hangjinhouqi Banner, President of the Import and Export Association of Inner Mongolia, Deputy President of the Economic Association of Inner Mongolia Autonomous Region, Deputy President of the Inner Mongolia Association of Leading Enterprises of Agricultural and Livestock Industrialization, Deputy President of China-Africa Folk Chamber of Commerce, Deputy President of the China Chamber of International Cooperation in Private Economy, Deputy President of China Textile International Production Capacity, and Deputy President of China Textile International Production Capacity. Vice Chairman of China Private Economy International Cooperation Chamber of Commerce, Vice Chairman of China Textile International Capacity Cooperation Enterprise Union, Vice Chairman of China Livestock Products Circulation Association.

He has been honored as "National Model Worker of Textile System", "The Most Influential Person of Chinese Enterprise Culture", and "Outstanding Person of the Year Leading the Economic Development of China's Garment Industry", "Chinese Enterprise Reform Medal for 40 Years of Reform and Opening Up", "Cashmere Industry Leader for 40 Years of Reform and Opening Up", "Top Ten Leaders of China Cashmere Industry", "Top Ten Most Influential People in Management Innovation", "Top Ten Outstanding Entrepreneurs in Chinese Brand Building", "China's Industrial Innovation Leaders" and the first batch of The first batch of honors such as "the 55 people who have achieved the world's leading entrepreneurial development paradigm".

One

China's cashmere resources in the global monopoly, but due to the lack of brand, the lack of discourse in the international community, breakthrough brand of the situation is urgent. Most of China's cashmere production enterprises are at the bottom of the value distribution chain, is to rely on processing fees to survive the labor-intensive enterprises, and in the era of globalization and allocation of resources, to create a national brand is the lifeline. Brand is credibility, is the fundamental element of output benefits, King Deer cashmere want to really have international competitiveness, must have an internationally renowned brand, otherwise there is no way out.

As the soul of the enterprise, brand is the most important intangible asset of the enterprise. Whether it represents the competitiveness of the enterprise, or in the quality to give consumers a guarantee, let the brand become an important force to support the development of the enterprise.

Inner Mongolia King Deer Cashmere Co., Ltd. was founded in 1985, by virtue of the party's reform and opening-up policy and the autonomous region's unique cashmere resources, by virtue of the quality, integrity and innovation, with a global vision of integrating resources, production of energy-saving and environmentally friendly, scientific and technological innovation, green and fashionable cashmere series of products to share with the world. The domestic layout of Baotou, Inner Mongolia, Zhejiang, Shanghai and other places, foreign Madagascar, Cambodia, two overseas production bases, the formation of eight domestic and foreign production bases, is the country's "One Belt, One Road" strategy to go out the forerunner of the King Deer company dedicated, professional, focus on cashmere series of products research and development production, build up a collection of R & D design, production, manufacturing, marketing and marketing. King Deer is an internationalized whole industry chain innovative textile and garment enterprise integrating R&D, design, manufacturing and marketing services. The company practices scientific and technological innovation, sustainable development, for the international and domestic high-end consumer market to provide personalized high-end cashmere products. King Deer leverages the Internet, the domestic industrial clusters and domestic and international double-cycle driving strategy, to build a global sales channel, to create a "King Deer cashmere" as a national brand.

King Deer always combines the cultivation of craftsmanship with the good quality of employees. The company requires all employees to integrate human quality into the concept of craftsmanship, that is, "to ensure product quality with craftsmanship". Mr. Zheng Haosheng believes that quality should be carried out throughout the whole process of production and operation, and is the embodiment of the overall image of the enterprise, while the management of the enterprise is people-oriented, and people are the most active, complex, and unstable factors, which requires the quality of people as the guarantee of the spirit of craftsmanship. With good craftsmanship, we can produce good products, and with good quality products, we can support good quality enterprises.

Nowadays, people are most concerned about the "brand can be trusted", "excellent quality", "keeping promises" and so on. Zheng Haosheng is determined to take this road to rebuild trust, but also the road to quality improvement and integrity building.

King Deer has achieved high quality development in raw material formulation research, process technology innovation and product eco-design with "R&D of green products throughout the life cycle" as the core. In the process of merging King Deer and upgrading, Mr. Zheng Hao Sheng not only solved the difficulties for the government and King Deer's employees, but also opened up a promising development space for Mr. Zheng Hao Sheng's industry and brand development. All this is due to the strategic choice of Mr. Zheng Hao Sheng, he aimed at domestic and international markets, formulated and organized the implementation of the enterprise brand development strategy, "research and development of the whole life cycle of green products" as the core, relying on the advantages of the resources, to create a green gene. Specific practices are as follows:

First, cashmere resources green and non-polluting, dye additives ecological and environmental protection, production process system control, give full play to the resources and location advantages, increase ecological construction efforts to carry out the key product life cycle evaluation, cashmere products for the production and processing of the creation of green genes. It can be said that the "double carbon" goal has brought new tests and provided new opportunities for all industries. For King Deer, low-carbon transformation is a systematic project involving the whole chain, focusing on the green reconstruction of the industrial chain supply chain. raw materials of King Deer products have been insisting on Alxa League as the main production area for many years, the fineness of cashmere is around 15 microns, the length is around 36 mm, the quality is among the best; in the processing process, the dyestuffs and auxiliaries are mainly supplied by the US Huntsman Company, all of which comply with the ecological textile standard "Eco Textile". King Deer is in line with the ecological textile standard "Oeko-Tex Standard 100" and the "REACH regulation" formulated by the European Union, and it has strengthened the "ballast stone" of product safety. King Deer is not only a textile enterprise, but also a responsibility of all enterprises to strengthen the "ballast stone" of product safety and to build a strong public health defense.

Second, the implementation of green initiatives, innovative green products. Through the elimination of backward production capacity, product structure adjustment, strengthening management and technological innovation, we have gradually created green initiatives in the whole process of clean, low-consumption and high-efficiency production processes. 2018, King Deer was named "Green Factory" by the Ministry of Industry and Information Technology, and cashmere knitted products were named "Green Leader Products" by the China National Institute of Standardization (CNIS) in 2019. "Green Leading Products".

Thirdly, King Deer participates in the formulation of standards and promotes eco-designed products.King Deer participates in the formulation of a series of standards, such as the "Technical Specification for the Evaluation of Green Designed Products for Cashmere Knitwear Products" and the "Requirements for Greenhouse Gas Emission Accounting and Reporting for Cashmere Product Manufacturing Enterprises", which improves the level of the enterprise's green production. At the same time, King Deer has strengthened the research and development of "no-sew" and "no-dye" cashmere natural series products, and provided consumers with pollution-free and environmentally-friendly ecological concepts through its products. 2017, King Deer's cashmere knitted products were awarded the "Green Design Product Evaluation Code". In 2017, King Deer's cashmere knitted products were recognized as "green design products", and the eco-design product icon was pasted in accordance with the national standard GB/T32162-2015 "Eco-design Product Labeling", which provides green products to consumers and continuously enhances the brand value of King Deer's products.

Fourthly, play the driving and leading role of green management. King Deer has brought the green concept to King Deer Madagascar and King Deer Cambodia abroad, established a green production work organization, and continuously implemented green production and processing to ensure that the final products are green and ecological. Strengthen the training of personnel at home and abroad, improve the green concept of management personnel and production personnel, and give full play to the driving and leading role of the green management of the company's headquarters. 2020 by the China Productivity Council and other organizations awarded the "2019 One Belt, One Road Green Leader".

For this reason, "King Deer" products have become China's famous brand products, the state "key support and development of famous brand export commodities", has won the "China International Famous Brand Products Expo Gold Award "Spain's Gold Medal for Quality Service and Good Quality Madrid", "The Sixth International Cashmere Conference Gold Medal for Quality Service and Good Quality", "The Most Outstanding Cashmere Product Supplier ", "The Most Influential Brand in China's Garment Field", "Top Ten Benchmark Brands in National Cashmere Industry", "High Credibility Supplier", "Gold Medal Supplier" and hundreds of other titles. The company's products have a very high market share in the mainstream high-end markets of the United States, Britain, Germany, Japan and other developed countries; the series of high-grade cashmere products of the independent brand "King Deer" have been sold in Japan, South Korea, Hong Kong and other countries and regions for hundreds of thousands of pieces, which are highly favored by the majority of consumers. In terms of world ranking, King Deer has risen from the forerunner in the internationalization of cashmere brand to the world's leading enterprise in cashmere industry. The company has implemented excellent performance management and won the "Inner Mongolia Autonomous Region Chairman's Quality Award". The company is one of the first batch of "State Key Leading Enterprises in Agricultural Industrialization"; it has "National Enterprise Technology Center" and "National Industrial Design Center", and is one of the "National High-tech Enterprises". "National High-tech Enterprise", "National Intellectual Property Advantageous Demonstration Enterprise", "National Industrial Enterprises Benchmarking Enterprise of Independent Intellectual Property Rights Utilization", "National key tracking cultivation clothing home textile independent brand".

After 36 years of innovation and development and precipitation, the formation of quality control advantages, integrity, security of employment, leading to drive animal husbandry, so as to achieve foreign exchange earnings and stable tax payments, "One Belt, One Road" on the model enterprises and brands. To this end, strengthen the brand export capacity has become a top priority for enterprises. King Deer has been paying attention to combining the brand export strategy with the strategy of "Going Global" and "One Belt, One Road", seeking to realize the transformation from product export to industry export and then to brand export. In 1999 and 2014, King Deer had two "Famous Trademarks of China" with a brand value of 8 billion RMB.

Two

Mr. Zheng Hao Sheng's holding was a "blessing in disguise" and a "life-saving gift" to King Deer, but was it "icing on the cake" for him? At that time, it was still uncertain! The only thing that Mr. Zheng Haosheng could make clear at that time was his love for national brands!

King Deer was founded in 1985, 1992 has merged 12 state-owned enterprises on the verge of bankruptcy, receiving nearly 10,000 employees, receiving debts of 155 million yuan; into the 2000s, King Deer fell into the financial constraints, redundant personnel, operational difficulties; in 2005, King Deer by the Hong Kong "Suez Asia Investment In 2005, King Deer was reorganized and restructured by Hong Kong "Suez Asia Investment", and the gearing ratio was assessed by an accounting firm to be as high as 88.4%, and Suez declared the failure of the restructuring one year later, which directly caused 180 million yuan of economic losses, and the enterprise was even more difficult in the basis of the original operating difficulties. In February 2006, King Deer was supervised and entrusted with the management by the State-owned Assets Supervision and Administration Commission (SASAC) and the enterprise was entrusted with the selection of the senior management. Accounting firms assessed the gearing ratio of 98.5%, at that time 13,000 employees at home and abroad, the enterprise fell into liquidity constraints, unable to repay the bank loans, the credibility of the bad record, the financing of the predicament of adding to the difficulties of the government and the bank has been ready to declare bankruptcy.

In 2008, after four years of reorganization and the failure of King Deer and the outbreak of the global financial crisis, the enterprise's bankruptcy and closure was imminent. At that time, King Deer not only needed a leader with business wisdom and family values, but also a successor with responsibility and courage to take on challenges. At that time, one of the shareholders, Mr. Zheng Haosheng, looked at the King Deer national brand was once the pride of the country, autonomous regions, and by a number of national leaders care, really see in the eyes, anxious in the heart. At this point, the Baotou Municipal Government and the State-owned Assets Supervision and Administration Commission leaders personally with many years of fleece management, business wisdom, family and national sentiment of Mr. Zheng Hao Sheng met, many times, full of heartfelt, full of hope and trust and conversation, so that the spirit of dedication, the spirit of the nation and the spirit of the brand of the Communist Party members carrying for the party and the government to share the worries of the employees to survive, for the revival of the national brand of national sentiment and the textile business of the bearer, to The identity of the company's controller and chairman of the board of directors formally took over the operation of the enterprise, and began the revitalization of King Deer road despite the difficulties and thorns.

Three

The protection of national brands has become an important part of the new King Deer's management. In the world economic environment, many old and big brands that we are familiar with have to bow to the market due to various reasons. But there are still a lot of national brands are still persisting and developing innovatively. Behind these national brands is a sense of social responsibility, have a sense of responsibility of the Communist Party members, they are worthy of our respect and pride.

Don't forget the original intention and keep the mission in mind. In the face of a four-year failure of the restructuring of state-owned enterprises, in the face of a domestic and foreign 15,000 people and 10,000 families need to survive the enterprise, in the face of a gearing ratio of more than 98% of the enterprise, in the face of the global financial crisis and cashmere war market competition is so fierce business, such an unbearable situation did not scare an old Communist Party member, but instead inspired his love of textile business motivation; in the face of difficulties and setbacks, Zheng Haosheng and the staff of the company. In the face of difficulties and setbacks, Zheng Haosheng and his staff to move forward through thick and thin, to further emancipate the mind, update the concept, began to sort out the historical legacy; through the implementation of the "eight adhere to the" strategy, that is, "adhere to the quality of excellence, adhere to the leading innovation, adhere to the production of intelligent, adhere to the green manufacturing, adhere to the management of information technology, adhere to the brand internationalization, adhere to the By implementing the strategy of "eight adherence", i.e. "adhering to quality excellence, innovation leadership, production intelligence, manufacturing greening, management informatization, brand internationalization, layout globalization and responsibility sustainability", the company leads the optimization, transformation and upgrading of the whole industrial chain, and promotes the high-quality development of advantageous characteristic industries.

Today, King Deer's goal of social responsibility has begun to expand from within the enterprise to the outside: charity, public welfare, help the disadvantaged, attention to community development ...... enterprises to give back to society, feeding the world began to show the side of the more than 10 years, to solve the social employment of more than 15,000 unemployed people, to solve the historical legacy of the problem of social security arrears of 100 million yuan to make up for all of them. The default social security 100 million yuan all make up, resettlement of employees invested 100 million yuan, employee equity incentives invested 100 million yuan of cash all cash; as a veteran party member, Mr. Zheng Haosheng has always been for the government to share the worries of the employees to solve the problems, the government should be shared with the employees of the housing plumbing, electricity and heating network renovation costs of more than 20 million dollars, are run by his King Deer company to bear, he has never complained, there are benevolence and righteousness; annually invested more than 20 million dollars in the development of the community. He has invested more than 50 million yuan annually in scientific and technological research and development and technological upgrading and transformation; he has paid a total of 2.05 billion yuan in wages, and the average salary of his employees has increased by 3.5 times; he has paid a total of more than 1 billion yuan in taxes, and 9 billion yuan of foreign exchange earnings from exports; he has provided more than 100 employees' children who have been admitted to major universities with the "Golden Autumn Festival School Aid "Golden Autumn School Aid" subsidy for more than 100 children of employees who enter key universities every year, which not only helps employees to cultivate national talents, but also reduces the economic burden of employees; at the same time, the company actively carries out public welfare activities such as desert greening, charitable donations, five associations and five helpers, and precise poverty alleviation, making outstanding contributions to the sustainable development of the industry, social harmony and stability, and economic and social development.

King Deer under Zheng Haosheng also has a different "common wealth industry chain", one of the contents of common wealth is to narrow the gap between urban and rural areas, King Deer and farmers and herdsmen to implement "breeding cooperatives + farmers and herdsmen" poverty alleviation model, that is, through the contractual way to buy from farmers and herdsmen, to buy from farmers and herdsmen, to buy from farmers and herdsmen, to buy from farmers and herdsmen, to buy from them. King Deer purchases raw materials from farmers and herdsmen through contractual means, and both parties to the contract have a clear relationship of rights and obligations. The cumulative acquisition of about 20,000 tons of raw materials from farmers and herdsmen, with an acquisition capital of about 7 billion yuan, benefiting 100,000 farmers and herdsmen; in 2018, General Secretary Xi had pointed out five specific paths for the strategy of rural revitalization: industrial revitalization, talent revitalization, cultural revitalization, ecological revitalization and organizational revitalization. Among them, King Deer put industrial revitalization was put in a key position. That is "breeding base + cashmere deep processing enterprise" poverty alleviation mode, that is, in the breeding base to set up cashmere processing enterprises. For example, by setting up cashmere processing enterprises in Ulat Grassland, Hao Sen Company, and cashmere deep processing enterprises in Zhengxiangbai Banner (solving employment of 3,000 people) and Shangdu County (solving employment of 7,000 people) in Xilingol Grassland, which can digest raw materials locally and absorb local labor force, King Deer has been promoting the participation of farmers and herdsmen in the industrialization of poverty alleviation for several decades. This "base + cashmere deep-processing enterprise" model of poverty alleviation is a long-term way of poverty alleviation. It can not only solve employment, but also greatly increase the income of farmers and herdsmen, and become the main source of financial income for the local (poor counties), which is supported and welcomed by all parties. This is part of the "enterprise + cooperative + farmers and herdsmen" modernized agriculture and animal husbandry model driven by King Deer. The ability of a cashmere sweater to drive the industrial chain cannot be underestimated. Supply and demand continue to burst into new growth points, bringing opportunities, employment, but also wealth, so that we can taste the sweet fruit of high-quality development.

"Sincerity is the key to success, gold and stone open", this is Mr. Zheng Hao Sheng's personality motto, but also his management of King Deer purpose, Zheng Hao Sheng created the King Deer company continue to transcend themselves, to achieve leapfrog development of the legend. More than 10,000 employees at home and abroad not only have a stable job but also the salary continues to grow, the production order not only increases day by day but also the national brand revitalization, R & D investment is increasing and the international reputation once again in front of the world. The company adheres to the core values of "integrity, responsibility, innovation, development and excellence", and has made steady progress in sales revenue and tax payment, and has become a successful model of "One Belt, One Road" going out. This is a communist integrating national temperament into the development concept, embedding scientific and technological content into product development, carrying personal charisma into market development, and saving the growth of King Deer and upgrading the national brand with unchanging faith and original intention.

Four

Starting from the end of the cashmere wind, it is inevitable to end up in the forest of international century-old brands? Or will it become a global Chinese fashion? Since the industrial revolution in Britain, as a global economy, China has always been a follower, the role of catching up, in the cashmere this unique resource advantage in the field, can we become a discourse, the leader, to win the respect of the world?

Years of working experience in cashmere industry makes Chairman Zheng Haosheng have a deeper understanding of national brands, and the development and maintenance of national brands is more of a responsibility than a mission. Under the leadership of the party and the country, with the deepening of the reform and opening-up policy, China's textile industry has achieved all-round and pioneering development, and become a powerful promoter of the country's opening-up to the outside world, and a pioneer in the reform of the economic system. As a participant and practitioner of China's textile industry, Chairman Zheng Haosheng has become the green leader of the "Belt and Road", which is a result of his hard work and wisdom.

The era has put forward a higher demand for Chinese enterprises - not only to ask for their own, but also to feed the world, King Deer's sustainable development concept and practice, not only to protect the bottom line of their own business ethics, but also to practice care for the disadvantaged groups and return to the community, but also to take the initiative to take the corporate responsibility in the national sustainable development strategy.

Cashmere is known as "soft gold", China's cashmere production for many years ranked first in the world, 70% of the world's cashmere from China, Inner Mongolia Autonomous Region is China's largest number of cashmere goats, cashmere production of the highest amount of cashmere advantageous production areas, accounting for about 1/3 of the world's cashmere production.Inner Mongolia Autonomous Region, the cashmere industry is an important people's livelihood industry, The cashmere industry in Inner Mongolia Autonomous Region is an important livelihood industry, traditional industry and national advantageous characteristic industry, and cashmere has become the main income of Inner Mongolia herdsmen. King Deer acquires raw materials from farmers and herdsmen through the mode of "Breeding Base + Farmers and Herdsmen", which drives more than 53,000 farmers and herdsmen and more than hundreds of thousands of them, and builds the connection of "win-win in good faith and mutual benefit". The connection of "integrity and win-win, mutual benefit" has been constructed. Recall that the industry has been engraved in several "cashmere war", the survival of the herdsmen, King Deer's brand how to survive? Zheng Haosheng, chairman of the board of directors, always adhere to the "rejection of fake cashmere, quality assurance" of the original heart, in the maintenance of farmers and herdsmen's interests at the same time, but also enhance the "King Deer" national brand status in the industry. High quality is the brand's highest right to speak, the old customers are not lost, new customers come in droves. Whether it is a period of profiteering on the quality of the firm, or micro-profit period of cashmere raw materials of high quality and excellent price of high-cost commitment, how many years have passed, these customers until today still follow King Deer, dependent on each other, and common development.

 The construction of the knitting factory in Madagascar, an island country in Africa on the "Belt and Road", is even more arduous and rewarding. 2009, Chairman Zheng Haosheng just took over King Deer, although the domestic enterprise was still in the process of restructuring, he did not relax the investment in Madagascar's factories and the importance of the food problem for more than 7,000 people in the area. Although the restructuring of the domestic company was still in progress, he did not relax his attention to the investment in the Madagascar factory and the problem of feeding more than 7,000 local people. Domestic restructuring has just been launched, far away in Africa, Madagascar political unrest, demonstrations, vandalism, destruction, Chairman Zheng Haosheng, in the face of danger, the first time to communicate with the local government and the person in charge of the factory, through a few sincere, heartfelt negotiation, the procession bypassed through to ensure that the factory is safe and sound, and the next door to the supermarket was beaten, smashed, robbed, burned, heavy losses. 2020, the sudden new crown epidemic swept across the company. of the New Crown epidemic swept across the globe, causing unprecedented impact on the people of the world. In the face of the New Crown virus, this battle without smoke, to King Deer this overseas nearly 10,000 enterprises is a serious test, how can make far away in Africa, Madagascar factory staff health? How to ensure the normal operation of the factory? How to fulfill the customer's order smoothly? How to compete in the battlefield of life and death without smoke? Zheng Haosheng, chairman of the board of directors, made a decision at the first time, obeyed the command of the party, followed the instructions of General Secretary Xi Jinping step by step, with firm confidence in victory, tough beliefs in the struggle, perseverance and credibility of character, stretched out his shoulders to shoulder the burden, raised his arms to support the responsibility; uphold the spirit of unity and cooperation, mutual assistance, overcome the difficulties, and do a good job for the staff of the Malagasy epidemic prevention and control of the protection of the June 2020 for the local health care institutions donated 50,000 masks, December 2020 for the local health care institutions, and in December 2020 for the local health care organizations, we donated 50,000 masks. In June 2020, King Deer donated 50,000 masks to local medical institutions, and in December 2020, King Deer purchased 110,000 KN95 masks in China and sent them to Madagascar, which is a small contribution to the fight against the epidemic in Malaysia; King Deer has also donated more than 40 cubic meters of cooking wood to the local homeless people, and donated the renovated, remodeled and landscaped pharmaceutical factory to the government of the State of Malaysia for free (which has become the only pharmaceutical factory in the State of Malaysia). The President of Malaysia highly appreciated the donation behavior of King Deer and praised Chinese enterprises as the practitioners who are brave enough to enhance the traditional friendship between China and Malaysia and make outstanding contributions to the anti-epidemic work in Malaysia. Mr. Zheng Haosheng, Chairman of the Board, supported Madagascar's anti-epidemic efforts with a high sense of responsibility and practical actions, and endeavored to practice the "Belt and Road" Chinese enterprises' responsibility to build a community of human destiny!

King Deer has been rooted in Africa for 24 years, and together with other textile enterprises, it has provided 20% of the jobs in Madagascar, created one-third of the country's industrial output, accelerated the industrialization of Madagascar, promoted its economic and social development, and reduced the number of poor people in Madagascar. Rational use of resources, improve the cultural level and legal awareness of local employees, practice international public welfare, cultivate a large number of professional and technical talents, drive a large number of local textile industry to accelerate the growth of the army, and realize the common wealth of China and Africa. Going out of the world, Chairman Zheng Haosheng, as the vice president of the China-Africa Civil Chamber of Commerce, has been invited more than ten times to participate in international, national and industry Belt and Road conferences and make keynote speeches; in 2019, he served as the head of China's National Economic Delegation to Burkina Faso and Senegal to visit and meet with the speaker of the parliament and parliamentarians, and made keynote speeches in the Fifth Ouagadougou Inter-industry Consolidated Exhibition China Day to help promote the "He was a keynote speaker at the 5th China Day of the Ouagadougou Inter-Industrial Complex, helping to promote the new development of the Belt and Road.

Madagascar's most widely circulated newspaper, Le Matin, commented that "Chinese companies are never absent when it comes to fulfilling their social responsibilities." The achievements of King Deer's overseas ventures and the influence it has developed in the international arena are evident to all, with a number of our country's state leaders inspecting King Deer's overseas production bases, and major ministries such as the Ministry of Foreign Affairs and the Ministry of Commerce, as well as the Ministry of Foreign Affairs and the Ministry of Commerce, visiting the company's overseas production base. Many state leaders have inspected King Deer's overseas production bases, the Ministry of Foreign Affairs, the Ministry of Commerce and other major ministries and commissions, as well as many delegations from various provinces and cities have inspected King Deer Madagascar; the large-scale documentary "Watching over the World" has been broadcasted on the CCTV, and in particular, King Deer's advanced deeds of being the first to start a new business overseas have aroused a great response from all walks of life and have been unanimously praised. King Deer was selected as one of the 66 typical cases of Chinese state-owned and private enterprises investing in Africa and their contribution to African countries and industries to be compiled into the "Report on Chinese Enterprises Investing in Africa" (English, French and Portuguese versions) and released to the public.

Five

The spiritual connotation of Chinese national brand should remain unchanged, but the content of products and services should keep pace with the development of the times and international development in order to lead the market and consumption, and then go out of the country. The only way to make King Deer a national brand with vigorous vitality is for enterprises to keep innovating and developing.

Cashmere is a unique gift to Inner Mongolia, King Deer is a cashmere industry as the core of the enterprise, 36 years of dedication, professionalism, dedication to the pursuit of cashmere apparel, making King Deer became China's cashmere industry foundation enterprises and leading brands, cashmere sweater exports, overseas factory scale, average annual tax payments, etc. in the industry are among the best. At present, King Deer has not only become the forerunner of the national strategy of "going out", "One Belt, One Road" and "international production capacity cooperation", but also become the foundation enterprise and leading brand of China's cashmere industry. The company is not only a pioneer in the strategy of "Going Global", "One Belt, One Road" and "International Capacity Cooperation", but also a foundation enterprise and leading brand in China's cashmere industry. The company has achieved high-quality development in raw material research and development, color formula, process technology, product design, etc. The company will develop more than 50,000 colors to establish a physical color sample gene bank and traceability system, forming the core technology of the enterprise; the R & D results declared more than 300 patents, won the second prize of the National Scientific and Technological Progress Award, the municipal scientific and technological progress awards, and the industry design, more than 80 awards of excellence; presided over, participated in and formulated more than 40 national and industry standards, and revised more than 40 national and industry standards. We have presided over, participated in and formulated more than 40 national and industrial standards, which has enhanced the scientific and technological content of "King Deer" brand.

The company has passed ISO9001, ISO14001, ISO45001, ISO50001, Oeko-Tex Standard 100 Eco-Textile, The Good Cashmere Standard, Intellectual Property Management System and other certificates; it implements the excellent performance management, and has won the "Inner Mongolia Autonomous Region Chairman's Quality Award". "The company is a national enterprise technology center, national industrial design center, national high-tech enterprise, national green factory, national intellectual property demonstration enterprise, national key leading enterprise of agricultural industrialization, national green factory, national green factory, national green factory, national green factory, national green factory, national green factory, national green factory, national green factory and national green factory. It is a state-level enterprise technology center, state-level industrial design center, state-level high-tech enterprise, state-level green factory, state-level intellectual property demonstration enterprise, state-level leading enterprise in agricultural industrialization, designated manufacturer of special needs supplies for ethnic minorities, Ministry of Industry and Information Technology's key tracking and cultivation of textile and apparel brands, China's 70 enterprises with industrial influence, Ministry of Agriculture and Rural Affairs' base of high-quality development of international trade in agriculture, a successful enterprise for Chinese enterprises to enter ASEAN, and a green leader of the Belt and Road.

King Deer, under Mr. Zheng Haosheng's command, has always been moving with the national strategy and following the historical trend, upgrading its social responsibility practice to the height of sustainable development, and the strategic blueprints designed and practiced by King Deer are all centered around this goal one step forward. In order to live up to the great era opened by "One Belt, One Road", under the guidance of the spirit of the 19th National Congress, King Deer will take a global vision, plan and layout, relying on the raw material base in Inner Mongolia, King Deer's own talent reserves and technical precipitation and design and R & D advantages, and internally, respond to the national strategy of supporting the development of the western region, with Tibet, Xinjiang and other ethnic minority regions. With Tibet, Xinjiang and other ethnic minority areas to form strategic partnerships; externally, to help the "Belt and Road", help the third world, Asia, Africa and Latin America economic construction, and at the same time to develop Europe, the United States, Japan and South Korea King Deer brand marketing center.

Aim high, build the future. Day after day, year after year, King Deer Company, through thick and thin, constantly transcends and develops, forming a new positioning of "science and technology, fashion, green, innovation". During the "14th Five-Year Plan" period, King Deer plans to build large-scale, standardized, high-quality cashmere goat breeding bases in order to further consolidate the brand foundation, and create a whole industry chain enterprise group, and continue to contribute to the development of China's national industry. At the same time, the company will comprehensively upgrade and transform the production system and R & D system, build an industry-leading R & D center and testing and experimental center, create a European R & D center and marketing center, actively research and development of new products, constantly adjust and optimize the product structure, improve and innovate the market mechanism, and continue to promote the development strategy of "Going out", and make the "King Deer" cashmere brand more and more popular in the market. "King Deer Cashmere" national brand into a well-known international brand.