htmlOn September 27, the third episode of the original record series "She Changes" of All Cotton Times was launched, telling the scientific research path of Beidou navigation system scientist Xu Ying .
has been connected with Beidou 15 years ago, leading the team to solve technical problems one by one, and participated in promoting the comprehensive construction of Beidou navigation system, making China the third country in the world that independently owns the global satellite navigation system , changing the public's perception of Beidou, and Xu Ying used practical actions to break the stereotype that "women are not suitable for scientific research."
年4
年官网上天天子电影天子电影天子电影天子电影天影院有保天影院有保天影院有保天影院有保天影院有保天影院有保天影院有保天影院有保天影院有保天影院有保天影院有保天影院� Xu Ying's efforts and experience not only changed people's perception of female scientific researchers, but also encouraged more young people to pursue their dreams bravely.
In fact, before this, the story of rural doctor Luo Haixiang and women's football coach Shui Qingxia has not yet subsided. People are still talking about "the lone brave man in the mountains" and "Lang Ping tribute to Shui Qingxia". This time, the All-Cotton Era turned its attention to female scientific researchers.
"These amazing women have insisted on doing something for many years, which not only changes their own dilemma, but also brings positive value to the country and society. We hope to pass on their stories to influence more young people to strive for higher goals and change things that seem impossible to change. This is very valuable and can also convey the values of the brand." "She Changes" producer and founder of Quanmian Times Li Jianquan said in an interview. While the topic of
has gained high popularity, Quanmian Times has also received positive feedback from many netizens, "I saw this video on the road to postgraduate entrance examination, and I was inspired while crying", "The real story is easier to remember than the shout of product selling points", "The Quanmian Times did a good thing"...
Looking back, the content output that resonates again and again, what did Quanmian Times do right?
Two key changes
Time dialed back to 1976. On the eve of resuming the college entrance examination , localities opened middle school classes in rural private primary schools. Because there were no middle school teachers, they had to be selected among private primary school teachers. At that time, Li Jianquan, who was still in a small mountain village in Xishui County, Huanggang City, Hubei Province, recommended himself. With his self-study, he not only served in the middle school class as a mathematics, chemistry and physics, but also ranked second in the district in the class.
Two years later, Li Jianquan was successfully admitted to the Hubei Foreign Trade School. He seized this opportunity and thus left the countryside.
His second change was going abroad. After graduation, Li Jianquan joined the Hubei Provincial Medical and Health Products Import and Export Company and began to engage in export work, which witnessed the huge gap between China and abroad at that time. At that time, many people were willing to purchase products from abroad for large and small land, while the first floors of the earliest shopping center in China were all international brands. "Get rid of the label of made in China=rubbish and create a national brand that makes Chinese people proud of." This idea took root in Li Jian's heart.
期8时0时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官网新时官� Reform and Opening-up In the spring breeze, in 1991, Li Jianquan went south from Hubei to Guangdong and founded Wenjian Medical. Years of experience in international trade have made him deeply aware of the importance of quality and innovation. The establishment of the cotton era originated from a historic innovation.
Li Jianquan once had two surgeries. "During the operation, the most feared thing is that the thread and villi fall into the human body. Even if it is a one-tenth chance, the yarn head falls into a patient's body means 100% pain to the patient. At that time, I was wondering whether there is a product that will neither yarn head nor villi fall"?
With this idea, Li Jianquan led a stable team to start R&D. After nearly three years and investing hundreds of millions of dollars, finally developed the "Full cotton spunlace non-woven fabric " technology in 2005. technology can directly process cotton into "cotton cloth" within 2-3 days, breaking the original time limit of spinning and weaving cloth for 1-2 months, greatly improving production efficiency, and innovating the softness of cotton, reducing energy consumption, and being very environmentally friendly. It is known as "the great innovation of China's textile industry."
But unexpectedly, because of advanced technology and lack of certification standards, the application of products in the medical market has been hindered. So, a "curve country-saving" movement began.
The cotton era was born based on this technological background. In 2009, 54-year-old Li Jianquan started his second business and began to enter the broader market of civilian use from the medical field. Starting from a cotton, he set the vision of "all cotton changes the world". But at that time, almost no one in brands, stores, and consumers focused on the concept of cotton. Can he succeed this time?
It is a good thing to have imitators
has a technical halo and expectation of birth, but the initial development of the Cotton Era was not as smooth as Li Jianquan expected.
The first main product of the cotton era is cotton soft towels, hoping to replace tissues.
"Many people don't understand and ask us why we should abandon tissues and choose the more expensive cotton soft towel ." Li Jianquan explained: "Many people have to wipe their hands with two or three tissues after washing their hands, because one piece will be broken. But one cotton soft towel is enough, 'one piece is worth three', so the price is almost the same. A cotton soft towel is not only softer, more comfortable and healthier, but can also be reused and more environmentally friendly." He also calculated the calculation: if all costs are calculated in detail, the production of tissues should also be added with emission costs, pollution costs and environmental costs of cutting down trees, and cotton brings more gain value, such as renewable and degradable, reducing the burden and pollution to the environment.
In the four years from 2010 to 2013, Quanmian Times had a cumulative loss of nearly 200 million yuan. Li Jianquan believes that the market for cotton soft towels is still too new and unfamiliar, and the key is to let consumers recognize this concept. After continuous trial and error, Quanmian Times has explained the products over and over again, distributed trials to consumers, and insisted on using offline scenarios to enhance consumer experience, thus accumulating the first batch of member users, spreading the word-of-mouth of the mother group, bringing user fission and repurchase.
2021 Quanmian Era offline seventh generation store
"Until the fifth year, I suddenly had a few months of loss, which gave us great confidence." Li Jianquan said happily. In 2014, Quanmang Times achieved overall profits, with sales of nearly 400 million yuan. Now that the online and offline sales channels have been opened, Quanmian Times' annual sales have grown rapidly, exceeding 4 billion yuan. The cotton soft towel category has accounted for 44% of the domestic market, and has ranked first in the category sales for 11 consecutive years.
Finally, the cotton era survived.
At present, the cotton era has expanded from cotton soft towels to personal care, baby care, clothing, home life and other categories. Correspondingly, Quan Cotton Times has driven the use of cotton in the entire industry through its own efforts.
According to statistics, over the past decade, due to the increase in demand for cotton products, Xinjiang's cotton cultivation area has increased by 53% and output has increased by 94%. More importantly, large areas of arid and barren land have become arable oasis and become "fields of hope."
"Let more people like cotton and let cotton products replace chemical fiber products. This is a market change led by the cotton era." said Li Jianquan of .
All Cotton Era Cotton Wipe
It is worth mentioning that when "cotton content" becomes the standard product, All Cotton Era also has many followers and imitators. However, Li Jianquan also mentioned that with more and more "sponge" soft towels made of chemical fiber appearing in the market, guiding consumers to correctly distinguish "cotton" from "non-cotton", which has become a new round of challenges facing the cotton era.
"It is a good thing to have imitators."In Li Jianquan's view, " we never thought of occupying the market and obtaining high profits by reducing product quality, because in essence we are not afraid of competition, but hope that more peers can participate and jointly promote cotton products to the whole society. When this force gathers together, the vision of "all cotton changes the world" can be realized faster. "
Pride in the hearts of Chinese people
People who follow the cotton era can clearly feel that in recent years, the gameplay of the cotton era has become more and more diverse. For example, holding the "Cotton·Natural·Man" photography competition, unveiling at Shanghai Fashion Week , holding the "Sweeping Symbiosis" sustainable press conference, etc., Li Jianquan explained that this comes from insight into user needs. ml2
In the past, Li Jianquan led his team to engage in research and development and products. Until one day he heard some consumers "complain": they don't understand appearance consumption, and they are a bit "rustic". Li Jianquan smiled and said that fully communicates with users, so that companies can think and innovate more from the perspective of users, so that they can always have a place in the minds of generations of young consumers.
Of course, we must truly achieve "all cotton and all categories and all consumption. "The Cotton Era has a long way to go. In this regard, Li Jianquan has his own rhythm. He believes that basic research, product innovation and brand building are sufficient and necessary conditions to achieve the goal.
A cotton flower from the field to the factory. The Cotton Era has its own good cotton selection standards, grade, fiber length, maclonal value, , miscibility, and opposite-sex fiber content, all of which are indispensable. In addition, the Cotton Era is also actively engaged in good cotton breeding and fabric innovation. Cooperate with research institutes such as Chinese Academy of Sciences , Donghua University , Wuhan Textile University , Beijing Institute of Technology and other scientific research institutes.
All cotton era and Wenjian Medical shared production factory, with one of the few 100,000-level clean workshops in the same industry
"Without basic research, innovation cannot be guaranteed. " The All Cotton Era began to polish the quality from the raw materials, bringing consumers a better product experience. To this day, "quality is preferred over profit" is still the first one written in the company's core business principles established by Li Jianquan.
Based on the innovative research and development of cotton fabrics, the All Cotton Era has successively launched the first cotton soft towel on the market, sanitary napkins, baby cotton diapers, and no additional Products such as gauze bath towels with softener, anti-wrinkle-free and ironable liquid ammonia cotton home clothing have expanded from maternal and child products to the entire category of life and home furnishings.
In terms of brand building, Li Jianquan bluntly said, "We hope to use some real stories to convey the brand's values than advertising." "She Changes" is a good example. "We from management to internal executive teams believe that the brand should do this." promotes those who truly contribute to our society and to a better life. This is our attitude. "
Li Jianquan often puts a word on his lips, "Walk the path that others don't walk, do what others don't do." In the past 13 years, relying on the production and technical advantages of the parent company's Stable Medical Production and Technology, Quancott Time has used natural 100% cotton products to build a comfortable and safe lifestyle for users, and used cotton itself to improve the ecology with renewable and sustainable environmental protection attributes.
Create a national brand that truly makes the Chinese people proud. Using cotton to change the world is Li Jianquan's ideal, and this ideal is being realized at a faster pace.
Author: Liu Huan
