Place of birth: Shanghai
Education: MBA
Political Views: party member, Producer Party of China.
Position: Party Secretary and Chairman of Hengyuanxiang (Group) Co., Ltd.; 1April 1976 to1April 1984,165438+1October, salesperson, deputy manager and manager of Shanghai Changfeng Steel Fine Enamel Store.
1984 65438+February to1985 65438+1October as the manager of Shanghai Huadong household appliances and leather goods store.
From June 1985 to July 1985, he served as deputy manager of Shanghai Meida Company.
1July 1985 to1June 1986, 65438+February, as wholesale manager of Shanghai Huangpu department store.
1June 1987 to1September 19971October as the general manager of Shanghai Hengyuanxiang Wool Company.
1June 1998 to June 20001October as the general manager of Shanghai Wanxiang Group Co., Ltd.
From 2000 1 1 to February 2006, 5438+0 served as the deputy general manager of Shanghai Wanxiang Group Co., Ltd.
From March, 2000/kloc-0 to present, he has served as the chairman and president of hengyuanxiang (group) co., ltd. ..
Since April 2006, he has served as Party Secretary of Hengyuanxiang (Group) Co., Ltd. ... Hengyuanxiang, an old Chinese brand, was founded in 1927.
1927, Mr. Shen Laizhou, the founder of Hengyuanxiang, opened a shop dealing in rayon and plush thread. He took the meaning of "Luo Heng Department Store, which originated from thousands of auspicious places" from a couplet by Zhao, a famous calligrapher in the Qing Dynasty, and named the store "Hengyuanxiang", which had developed into a famous "king of plush thread" at sea before liberation. From 65438 to 0956, Hengyuanxiang became a state-owned enterprise after public-private partnership. 1987, Hengyuanxiang Wool Shop moved from Jinling Road to Nanjing Road; In the same year, 29-year-old Liu Ruiqi joined Hengyuanxiang as a manager. In February of 20001year, Hengyuanxiang successfully realized enterprise transformation through MBO, which opened up new development space for the company. In June 2002, Hengyuanxiang (Group) Co., Ltd. was established, and the brand strategic goal of "China first, the world first" was established. 1987 On New Year's Day, when Liu Ruiqi entered Hengyuanxiang, Hengyuanxiang was just a wool shop on Nanjing Road, Shanghai, covering an area of 100 square meter. After years of development, especially the 200 1 MBO, Hengyuanxiang has now become a group enterprise integrating clothing, home textiles, wool, cashmere, garment, hosiery, daily chemical and other industries. Liu Ruiqi has also grown from a store manager to the head of a brand enterprise.
From 65438 to 0987, Liu Ruiqi, who was only 29 years old, became the general manager of Hengyuanxiang. Small shops with an area of less than 180 square meters are in a recession in the wool industry. Liu Ruiqi mused: Where is the way? After studying the history of the store, he found that Hengyuanxiang, which had a history of 60 years at that time, was not a "gold mine" with great wealth. -"We can't beg with a golden rice bowl!" Liu Ruiqi was suddenly enlightened and decided to register the golden signboard of this enterprise and produce "Hengyuanxiang" and "Xiaodong" brand wool by himself. From 65438 to 0988, Liu Ruiqi registered the trademark "Hengyuanxiang" with 200 yuan, and relaunched Hengyuanxiang's brand through two strategies of brand-fixing processing and brand building.
199 1 in March, the first kilo of "Hengyuanxiang" brand wool was born. That year, it took only six years to produce 750,000 tons of wool. By 1996, the production and sales volume of Hengyuanxiang wool exceeded 10,000 tons, increasing by more than 130 times, making it the largest wool production and sales complex in China and even in the world. At that time, he was a member of the Political Bureau of the Communist Party of China (CPC) Central Committee and Vice Premier of the State Council.
1993, hengyuanxiang wool spinning company was merged into Vientiane group. 1994, Vientiane group listed. Under the management of Liu Ruiqi, Hengyuanxiang gradually became the main profit source of listed companies, and Liu Ruiqi was later promoted to the general manager of listed companies.
In the short period of five years from 199 1 to 1996, Hengyuanxiang became a household name because of continuously launching advertisements with extremely simple contents. Liu Ruiqi said that they are deeply aware of the role of brands in enterprises. The longer the brand investment lasts, the better the effect. If it is interrupted, all the previous investment will be in vain. Hengyuanxiang has a saying, first, we should do a good job of "creating the first", because the second is not easy to remember; The second is persistence, even if your work is not the first, but the time of persistence becomes the first, then you can become the first. Because the information is very developed, what you do is easy to be imitated, but there is only one thing that cannot be copied, and that is history. "Sheep, sheep, sheep", a simple advertising method of three consecutive broadcasts, pioneered the five-second advertising in China, and is known as the "Heng Yuan Xiang phenomenon" in the advertising industry. The advertisement of "Hengyuanxiang Yang Yangyang" has continued to this day. Liu Ruiqi believes that this is the shaping of consumers' memory and follows the principle of "first".
From 65438 to 0997, Liu Ruiqi realized that the profit of wool industry could not support the development of brand, and decided to extend to clothing, home textiles and other industries. Hengyuanxiang became the first enterprise to implement brand management after China entered the market economy (199 1 year) and the first enterprise to franchise in China (1999).
In August 2000, Shanghai Shimao Investment Development Co., Ltd. purchased 26.43% equity from Huangpu State-owned Assets Supervision and Administration Bureau, the largest shareholder of Vientiane, and became the largest shareholder of Vientiane. As soon as Shimao Investment entered the company, it hired a new general manager of the listed company, and Liu Ruiqi was demoted to deputy general manager. Shimao Group is a real estate development company. For the sustainable development of Hengyuanxiang industry, Liu Ruiqi decided to implement management by objectives.
In 200 1 year, Liu Ruiqi successfully implemented MBO for Hengyuanxiang Industry, and the new Hengyuanxiang Group was born. Under the leadership of Liu Ruiqi, Hengyuanxiang Group has achieved leap-forward development. From a single wool industry to an industrial group with several major industrial series, including wool, knitting, clothing, home textiles, cashmere, clothing, socks and daily chemicals, with hundreds of varieties and thousands of products. By the end of 20 14, Hengyuanxiang had 106 brand authorized factories, 575 franchised dealers and distributors, and 696 1 franchised sales outlets; The coverage rate of sales outlets in China's provincial markets is 100%, the coverage rate of municipal markets is 90.79%, and the coverage rate of county markets is 55.67%.
In the process of accelerating brand development, Liu Ruiqi led Hengyuanxiang Group to forge ahead, organized and participated in a series of large-scale activities at home and abroad, which accelerated Hengyuanxiang brand to become a lofty mission in history. On February 22, 2005, at 65438, Hengyuanxiang Group officially became the sponsor of Beijing 2008 Olympic Games, which was the first non-sports textile and garment enterprise sponsor in the history of the Olympic Games. On June 30th, 2008, Hengyuanxiang became the first partner of the Chinese Olympic Committee. On 20 10, Hengyuanxiang became a licensed manufacturer and retailer of Shanghai World Expo. 2012165438+1October 20th, Hengyuanxiang signed a contract with the Chinese Olympic Committee and continued to be a sponsor of the 20 13-20 16 Chinese Olympic Committee.
On June 9th, 20 14, Hengyuanxiang officially announced that it has become the global organizer of Lawrence Sports Award, which is also the first Lawrence award ceremony hosted by an enterprise in Lawrence history. 20 15 April15, the world-famous "Oscar for Sports"-2015 Lawrence World Sports Awards Ceremony was held in Shanghai.
Francis X.Maguire, the marketing guru of the world, vice chairman of the International Brand Alliance and chief consultant of Coca-Cola, praised Hengyuanxiang as the "Coca-Cola" of China.
These achievements are due to Liu Ruiqi's clear brand management strategy. "Hengyuanxiang's industrial orientation is to be the end product related to sheep and wool in textiles. Business positioning is a strategy, consulting and management consulting company with market consumer brands. " Liu Ruiqi said, "The profit margin of an enterprise in the future is not how long the value chain is, but whether it can focus on one area that it is best at and then reach the top. Hengyuanxiang Group is determined to focus on the core expertise-the management of brand intangible assets. "
Around the golden signboard "Hengyuanxiang", more than 40,000 people across the country have formed a dynamic "Hengyuanxiang Consortium". Liu Ruiqi, who controls Hengyuanxiang, turned his attention to re-listing. In 2002, some media disclosed Hengyuanxiang's listing plan, that is, to buy the shell of listed companies, inject Hengyuanxiang brand of Hengyuanxiang Group into listed companies, and then select high-quality and senior management personnel from franchisees to acquire the equity of listed companies, so that franchisees can directly enjoy Hengyuanxiang brand in property rights.
"Heng Yuanxiang, as a backbone enterprise, will hold shares with each other, so that the interests of both sides will become a * * * body, which provides a basis for the system management of Heng Yuanxiang. But the details of how the two sides hold shares have not yet been determined. " Liu Ruiqi said.
Liu Ruiqi said at that time that after the listing of Hengyuanxiang, under the brand banner of Hengyuanxiang, more high-quality assets will be absorbed into Hengyuanxiang, which will further enrich and expand the products of Hengyuanxiang. Later, Hengyuanxiang reused the shell of listed companies and merged and reorganized some related enterprises, so that Hengyuanxiang realized the strategy of developing from a single brand to a multi-brand. By then, Hengyuanxiang will not only be a Hengyuanxiang, but also a Liu Ruiqi.
In the past few years, at the end of August, the market once again heard the news that Hengyuanxiang would be listed on the backdoor. In the weak market, Ye Kai's share price almost doubled in just two weeks. Although the giant panda Kaikai Industry announced that it had not been reorganized, Hengyuanxiang was also secretive about the backdoor, but it should be a matter of time before Hengyuanxiang borrowed the backdoor.