Basic introduction Chinese name: Cheng was founded in 1904. Industry: ink and stone, textbooks, rural reading materials, etc. Country: China brand introduction, development process, in the early 1940s, "Northern hukou", brand culture, traditional commercial characteristics, management methods, China time-honored brand, its products, corporate honor and brand introduction process. The company is composed of: the company has a total construction area of 2,000 square meters and a business area of 850 square meters. Mainly engaged in accounting books, vouchers, stationery, files, management cards, modern office equipment, communication equipment and other nearly 2000 kinds of goods, the mode of operation is wholesale and retail. Due to the proper management of the store, Cheng gradually formed a specialty store specializing in books and stationery. In the early forties, in order to change the traditional bookkeeping method in China, Mr. Jia Dequan, the headmaster of Beijing Dequan Bookkeeping School, edited and published the book "Improving China Bookkeeping", which introduced the scientific double-entry bookkeeping method and the style of borrowing books for the first time. Cheng's boss Liu and bookkeeper Liu Peisen were ecstatic. They saw that the old running account used by most enterprises at that time had many disadvantages, which made it inconvenient to settle accounts and often made them nervous. Seeing that it is imperative to change old accounts, establish a scientific bookkeeping method and popularize new books, they immediately seized the opportunity to cooperate with Jia Dequan, the author of the book, and designed a new borrowing-and-lending account book according to the scientific double-entry bookkeeping method, which was first introduced on 1942, and was quickly recognized by the society, which made a fundamental change in the form of account books in China. Because the new account books are made of Japanese Fuji paper and three-color lines, the price is higher. However, because of its scientific and practical popularity, sales have increased greatly. At this time, Cheng's business is booming and his capital is getting stronger and stronger. "Chengbei Hukou" 1946, the current address. At this time, the account books sold by Cheng are famous in Beijing for their new style, excellent quality and high reputation, and their popularity in the whole country is gradually expanding. It is called "North Account" in China. In order to maintain the credibility of the account book, the store also carefully designed the "Yanjing brand" trademark of Dadi Graphic, marking the rapid development of Cheng business. "Yanjing" brand accounting supplies have occupied all markets in North China, Northwest China and Northeast China, and gradually become a unique store specializing in account books and stationery in China. After the founding of New China, Chengdu developed rapidly and became a large private enterprise. 1955165438+10, and became the first batch of public-private joint ventures in Beijing. During the "ten years of turmoil", it was renamed as "Beijing Zhangben Store". After 1978, Cheng has made greater development, and the business place has expanded from a single store in the past to three stores: account book, card and wholesale. 1980, the site was rebuilt and the old name was restored. Mr. Pu Jie, the younger brother of the last emperor Puyi, and Mr. Wang Xiaju, a famous calligrapher, successively wrote plaques for him, making the shop more colorful. Cheng insists on open management and takes the road of expanding commodity market share. The first is to change the exclusive operation to the national operation, which blooms everywhere. For distribution units, whether state-owned, collective or individual, supply methods such as listing sales and bulk price concessions are implemented. The second is to change the business of sitting in the store and waiting for customers to go out, door-to-door direct sales service. The traditional management characteristics of brand culture maintain and develop the traditional management characteristics, pay attention to giving full play to the advantages of time-honored brands in management, and constantly innovate their products to achieve excellent quality and complete business varieties to meet the new market demand. Cheng insists on open management and takes the road of expanding commodity market share. The first is to change the exclusive operation to the national operation, which blooms everywhere. For distribution units, whether state-owned, collective or individual, supply methods such as listing sales and bulk price concessions are implemented. The second is to change the business of sitting in the store and waiting for customers to go out, door-to-door direct sales service. There are more than 200 outlets selling thick books all over the country, which has expanded the sales market and increased the market share of commodities. Cheng's per capita profits and taxes rank first in the same industry in China. Beijing Chengwen Houzhang Card Company, a Chinese time-honored brand, has a history of 60 years. Located at No.0/8, Xidan North Street, Xicheng District, it specializes in accounting books, vouchers and stationery with more than 2,000 varieties. After written, the company has four natural stores: written post-account shop, written post-card shop, written post-wholesale shop and written post-modern office supplies shop. * * * The business area is 2000 square meters. Its products are characterized by operating accounting books, vouchers and documents, and cultural office supplies, with more than 2,000 types of business. Yanjing pictures and texts honored by enterprise Cheng Wenhou have been used continuously for more than 50 years before liberation. The Yanjing brand accounting books produced and sold by Cheng Wenhou are sold all over the country, and the main users are in North China, Northeast China, Northwest China and the north of the Yangtze River, including Inner Mongolia, Shanxi, Gansu and Hebei 16 provinces, cities and autonomous regions. There are more than 230 distribution outlets in China that sell Cheng Wenhou's accounting books. The quantity and sales volume of products increased year by year, from 5 million yuan in the 1970s to 54 million yuan in 1996 and 97, with an annual profit and tax of 7.5 million yuan, an increase of nearly 10 times. Since 1987, various economic indicators have increased year by year at the rate of 15%, and gratifying economic benefits have been achieved. Cheng's brand name and registered trademark are accompanied by the growth and development of Cheng's enterprises, and at the same time, their popularity is greatly improved. Especially in the accounting industry, it is popular that "when you buy a bill, you will become a written document, and you will not leave your second hometown after it is written" and "when the letter is written in Shanghai in the south, it will be written in the north". In recent years, enterprises have also attached great importance to promoting corporate culture, and the annual advertising fee is 1.996-98. Various media forms are adopted, including newspapers, magazines, radio stations, TV stations, public telephones, cars, outdoor light boxes, billboards and so on. At the same time, many user-friendly service measures have been taken, which has made Chengwenhou's reputation and popularity increase day by day, and has been recognized by the society and users. Chengwenhou Enterprise has been rated as a unit of "honoring contracts and keeping promises" by Beijing Administration for Industry and Commerce for seven consecutive years. During the period of 1997, the State Sports Political Commissar conducted a special investigation on Cheng Wenhou's enterprises. The survey results show that the market share of written products is 9 1%, 90% of them become the first brand to buy accounting books, 55% of them have a high evaluation in the same industry, and 50% have a good evaluation of the corporate reputation after writing. Cheng accounting books further improve the quality of high products, develop new varieties, develop in the direction of high, medium, low and multi-varieties, provide first-class goods, first-class services and first-class shopping environment for consumers, implement brand-name strategy and create brand-name products is the development goal of Cheng enterprises.