From “profiteer” to entrepreneur, Liu Jianhong of the Xueruisha Group is a man with a story


Perseverance and pursuit of pioneers

This is a man with a story. With strong perseverance, unyielding spirit, and almost stubborn pursuit, the road under his feet is always full of hope, and he stretches forward by leaps and bounds... A person who eats crabs, however, with his rational analysis and precise judgment, he has been particularly favored by his destiny every time. From this, he and his management team have meticulously created-Baoding Xueruisha Down Products Co., Ltd. became the first listed company in Baoding to land on the Shijiazhuang City board.


Wisdom, composure, and simplicity are the reporter’s initial impressions of Liu Jianhong. Every gesture reveals a refined demeanor. The pair of glasses on the bridge of the nose, the spoken words, the smile on his face, and the logical and clear language make people feel about this private enterprise. Entrepreneurs can't help but appreciate and respect. The image of a typical Confucian businessman gradually became clear as the interview progressed.

With dreams, chief entrepreneur

In 1973, Liu Jianhong was born in a fisherman's family in Dazhangzhuang Village, Baiyangdian, Anxin County. In 1990, he was admitted to high school because of financial difficulties at home and had to give up his studies. After dropping out of school, Liu Jianhong went to a down factory in Anxin County to work as a wool scouring worker. Hair scouring was a hard and tiring job. Liu Jianhong did not slacken nor play slippery. He got up early and greeted the dark and worked hard. He quickly won the appreciation and trust of the factory manager. , He was promoted to accountant in less than half a year.

In 1992, with the 20,000 yuan he saved from a part-time job and the dream of starting a business, he partnered with his friends to go south to Guigang City, Guangxi, and started a raw film purchase and sale trade. After three years of hard work, in 1995, the 22-year-old Liu Jianhong had millions of capital, and he became the youngest owner of Dazhangzhuang Village from a poor family. He relied on hard work and diligence to dig the "first pot of gold".

Phoenix nirvana, rise again

While Liu Jianhong was integrating resources and preparing to make his career bigger, he encountered even greater setbacks. In 1996, due to he was eager to success. A sum of money was invested carelessly, and nearly one million yuan accumulated with hard work was tossed overnight. In order to survive, Liu Jianhong and his wife sold barbecues on the street. The couple worked hard for a year and saved 20,000 yuan. In 1997, Liu Jianhong carried the 20,000 yuan in his pocket and went to Guangxi again to find business opportunities with his own dream. After 5 years, the same price was 20,000 yuan, and I went to the same place again. Liu Jianhong was full of emotions, but unlike last time, he has more experience and confidence. His entrepreneurial passion is stronger and he is more passionate about his dreams. The pursuit is more persistent, and at the same time more courageous and more diligent, and more mature and stable than five years ago. 


 While searching hard, Liu Jianhong accidentally discovered that the slaughterhouse here had accumulated some waste materials that had been screened by duck fluff pieces. The experienced he could see at a glance that these waste materials contained a lot of wool. He thought that if he could separate the hairs, he might still make money. So, he spent more than 20,000 yuan to load more than 30,000 catties of waste and transported it back home. After several days and nights of fighting, he separated more than 10,000 catties of wool and made a net profit of more than 200,000 yuan. How windy and rainy, several spring and autumn, wind, frost, snow and rain beat the rapids. Over the years, Liu Jianhong has accumulated a certain amount of capital.

Just making raw materials can only be a "profiteer", not an entrepreneur. In 1999, Liu Jianhong registered the Jinlida Down Products Factory, registered the brand, and officially entered the field of product production. He plunged into the market for several months, carefully analyzing the market, and formulating product production and marketing plans. In terms of business philosophy, we have always insisted on "win customers with integrity and develop markets with wisdom". In business management, he has always insisted that "science and technology are the primary productive forces". Under the leadership of Liu Jianhong, the factory produced the first batch of duvets and promoted and sold them through various channels. As of the winter of 2000, it had more than 50 franchise stores, more than 20 sales malls, and factories in various cities and counties in the northern region. The factory is full of vitality and vitality. As the company is developing, he is constantly thinking about it: To be big, a company must look at the market and the world.

Continuous development, to a higher level

A piece of small feather has not low technical content. Liu Jianhong led the company to insist on producing strictly in accordance with international standards. As soon as the down products came out, they were welcomed by consumers and won the "National Excellent Product", "Hebei Famous Brand", "Hebei Famous Brand", and "Consumer". Those who can trust the product", "a contract and trustworthy unit" and other awards. The development of down products, the creation of down brands, and the promotion of down corporate culture have become strategic issues that Liu Jianhong and his team are thinking about. With the advent of the Internet information age, Liu Jianhong kept pace with the times, collected more market information through the Internet, sold the company's various products online, launched orders and sales across the country, and sales increased by 50%.


In 2003, Liu Jianhong officially changed the name of Jinlida Down Products Factory to Anxin County Liteshu Down Products Co., Ltd., and expanded the product types under the brand of "Liteshu", from the original single duvet to down sleeping bags, Many products such as down jackets and down cushions. In 2005, "Liteshu" all passed the ISO9001: 2000 international quality management system certification. "Liteshu" won trust with quality, obtained a large number of orders, and began to enter the international market. The company's product sales reached more than 100,000 pieces that year, and the output value exceeded 50 million yuan. In 2006, "Liteshu" company and France Saint Laurent • Xueruisha (International) Garment Co., Ltd. joined forces to register and establish Baoding Xueruisha Down Products Co., Ltd., and launched the "Xueruisha" brand down products series. In 2009, he invested a lot of money to create the famous trademark "Edelweiss", the pinnacle of Xueruisha. The products sell well in dozens of large and medium cities such as Beijing, Tianjin, Shanghai, Chongqing, etc., and rank among the highlands of winter fashion tourism in Europe and America, and are favored by customers in these countries and regions. In 2010, Xueruisha invested heavily in contracting five large duck factories in Shandong, with a daily production of 190,000 duck feathers, and gradually formed a one-stop operation pattern of agriculture, industry and trade. On May 27, 2014, Xueruisha Down Products Co., Ltd. was successfully listed as the first company in Baoding to land on the main board of Shijiazhuang City. In the past 20 years, Xueruisha Down Products Co., Ltd. has purchased, processed and sold nearly 50,000 tons of feathers; produced and sold 2.2 million down products. All these make Liu Jianhong full of confidence in the future development of the company.

Liu Jianhong introduced that the company has established an overseas market for down jacket products, and its overseas business has continued to this day, and has business contacts with more than 10 countries! In the research and development of foreign consumer products, the company's designers have a large amount of information on European and American fashion trends, and their fashion acumen is not to be underestimated, which coincides with the sophisticated fashion consumption concept of domestic consumers. Every detail is impeccably refined. "But Fallen Leaf must return to its roots. No matter how much the overseas market recognizes us, if we can't gather brand influence among domestic consumers, we can't even be a national brand." Liu Jianhong thinks.

Since 2013, the Anxin County Government has comprehensively rectified the down industry. Liu Jianhong took the lead in building sewage treatment facilities to achieve water discharge standards. At the same time, in order to prevent air pollution, the burning boiler was transformed from coal to burning. natural gas.


In 2015, Xueruisha Group registered as Hebei Rongdu Electronic Commerce Co., Ltd., and established an online down spot and futures trading platform with the Bohai Commodity Exchange, and established a large down storage warehouse in the north, committed to unifying the down standards.

Connect with the new district, transform and upgrade

On April 1, the news of the establishment of the Xiong'an New District came. As a farmer entrepreneur who worked hard from the bottom, Liu Jianhong was really happy for the development opportunities in his hometown, and at the same time, he was thinking deeply about how to contribute to the construction of the new district.

As the chairman of the Hebei Down Industry Chamber of Commerce, Liu Jianhong expressed that he would fully support the construction of the new district and take the lead in obeying the decision-making of the new district. At the same time, in accordance with the requirements of the new district, combined with the characteristics of the new district, we will make every effort to prepare for the transformation and upgrading of the enterprise. The first is to continue to expand the down exhibition hall, to do a good job of industrial tourism, and to expand the sales of down products while promoting Baiyangdian and the new area; the second is to rely on the future high-tech and big data advantages of the new area to establish high-tech research and development of down and products. Relying on the advantages of big data to build a futures and spot online sales platform for down products. Let the new district have no down and product production, but the network sales platform in the new district will realize its own transformation and upgrading, and also enable the enterprise to integrate into the construction and development of the new district, not to be eliminated by the times, and to stand on the trend. 

Have the courage to take responsibility and make more contributions

Liu Jianhong always believes that, in addition to its own efforts to ride the wind and waves, and the development of soaring, Xueruisha Down Products Co., Ltd. is more responsible for guiding the down industry to be a more healthy, higher-level and level development track. With his enthusiasm, he has the courage to try and innovate, and constantly enrich himself, to contribute his strength to the enterprise, the employees, and the local people. The rise of the enterprise has brought him many honors and titles: "National Textile Industry Model Worker", "Excellent Entrepreneur", "Vice Chairman of China Down Industry Association", "Outstanding Enterprise in China Down Industry", "Hebei Down Industry Chamber of Commerce" long". As an industry leader, he actively participated in the formulation of the down standards of the China Down Industry Association, and actively led the enterprises in the construction of pollution control facilities in the renovation of the down industry. In recent years, the company has donated more than 2 million yuan to the society and donated more than 10,000 down jackets. It was awarded the title of "Advanced Individual" by the Hebei Provincial People's Government in Donation to Education and "Charity Enterprise" by the Anxin County Charity Federation.


Innovation is the eternal theme of enterprise development and the soul of the enterprise. The core strategy and core concept of Liu Jianhong's enterprise management are formed around the word "innovation". He has his own unique understanding of "innovation": thinking about what others have not thought of is called innovation, doing things that others haven't done is called innovation; some things are called innovation because it improves the quality of work and life, some because it improves work efficiency, and some because it strengthens the competitive position. But innovation does not have to be a kind of new thing, it can also be packaged in a new form. Packaging old things is called innovation, and giving new entry points to old things is also called innovation; changing the total amount without changing the structure is called innovation, and changing the total amount without changing the structure is called innovation.

It is precisely because of continuous "innovation" that his company has grown day by day, and it is also because of "innovation" that Xueruisha Down Products Co., Ltd. has stepped forward to glory. For more than ten years of persistent innovation, more than ten With unremitting explorations, Liu Jianhong and his management team have always adhered to the business philosophy of "innovative development, honesty and honesty", which has won the recognition of consumers and the affirmation of all sectors of society.

Post time: Nov-27-2020

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