A jacket explains the legend of menswear

Three generations, forty years, interpreting the legend of menswear with one jacket

For every 100 jackets worn by adult men in China, 41 are produced in Jinjiang, Fujian. There is a company in Jinjiang that has focused on Men's Jackets for 41 years and has been the champion of Chinese men's clothing brands for 18 consecutive years. Its brand value has risen to more than 80 billion yuan.

A recurring advertising slogan "If I don't do well, I won't come back!" helped it become an instant hit. He is Rimba Menswear, a brand we have been familiar with since we were children.

Since its establishment in 1980, Jinba has gone through 41 years from a small workshop, and its craftsmanship has been passed on to the third generation. If you concentrate on doing something well, you will definitely be rewarded. Jinba is convinced of this. It can be said that the entrepreneurial history of three generations of Jinba is a corporate history of adhering to ingenuity and persistent innovation.

01The legend created by two door panels

In 1980, founder Hong Zhaoming removed two door panels from his home, made a cutting bed, and sewed the first jacket in the history of the Rimula brand.

At the beginning, the profit for each piece of clothing was only a few cents, and it was very likely that the style was wrong. I often started working intermittently, and after finishing a batch of fabrics, I didn’t know what to do with the next batch. But they have always stuck to the field of jackets and have been running wildly for decades.

Hong Zhaoming said, "It's amazing if a person can do one thing well in his lifetime." Hong Zhongxin said, "I hope this kind of focus can last for a hundred or even a thousand years."

Hong Zhongxin started his business with his father when he was a teenager. Starting from a piece of fabric, he went to school while working, working night jobs with workers, working on the floor, and sleeping in the tailoring room. He worked on almost all the craftsmanship and details of clothing. To this day, many of Jinba's clothing craftsmanship standards still come from Hong Zhongxin's personal exploration at that time.

Under the leadership of Hong Zhongxin, Jinba began to explore brand management around 2000, and its competitive position expanded from "products" to "brands."

In 2002, Hong Zhongxin analyzed and summarized the market situation, clarified the brand positioning as "business casual men's wear with jackets as the core", and defined the core consumer group with the concept of "wealth-creating groups".

Through the "marriage" with the World Cup and the Olympic Games, Hong Zhongxin has made the Jinba brand and the masculine LOGO deeply rooted in the hearts of the people. Rimula also focuses on its core customer groups and builds its own brand mental system in five major aspects: product, brand, operation, service, and strategic upgrade, "making the jacket and Rimula equated."

02 "Going out of the river and into the sea" multi-dimensional innovative development

Unlike most Jinjiang garment companies, they moved their headquarters to Xiamen after the company developed and expanded. In 2009, Hong Zhongxin advocated the relocation of Rimba's operating headquarters to Shanghai, hoping to leverage Shanghai's talent and technological resource advantages to help the company's genetic transformation and multi-dimensional development.

In 1988, 19-year-old Hong Zhongxin came to Shanghai and lived in the Changning District Federation of Industry and Commerce Guest House for a year to buy fabrics. What he saw and felt in Shanghai during this year expanded his personal business vision as never before.

This change in cognitive pattern will largely determine the development pattern of Rimula in the future, allowing Rimula to have a stronger sense of innovation and innovation capabilities.

"From the first batch of private enterprises to break away from family workshops, recruit workers and build factories on a large scale, and register trademarks; to introduce the brand visual identification system and take the lead in brand building; to through the 'national unified retail price, zero-risk franchise' With the policy, Rimula quickly built a vast terminal network; and then it was the first to cooperate with Trout Strategic Consulting Company to use jackets as a blue ocean of competition..." Rimula's many industry firsts are all due to innovation. Stay one step ahead.

03 "Jinba Third Generation" injects innovative blood into Jinba

Hong Zhongxin gave more possibilities to a young man. In 2019, Hong Boming, the "third generation of Jinba" born in the 1990s, officially appeared in public as the CEO and creative director of Jinba Men's Wear.

After graduation, Hong Boming first started his own business, established an illustration studio, and sold his own paintings. Later, he worked in a consulting company and began to accumulate practical experience in corporate cases. Two years later, he officially returned to Jinba and gradually took over the family business.

After Hong Boming took over, he quickly led changes in product research and development, organization, channels, etc., bringing a great strategic innovation atmosphere to Jinba, and led Jinba to officially move from a single brand to a multi-brand, multi-category international fashion group, realizing the transformation from " The transformation from "national brand" to "new domestic product".

In 2019, Jinba launched a new commercial film "Remember This Man". In the film, Rimula did not invite celebrities, but found 32 real consumers of Rimula men's clothing, allowing everyone to intuitively see the status of Rimula's consumer groups. In 2020, Kingba Men's Wear launched the high-end light luxury series KB HONG at Milan Fashion Week. This is also a demonstration of the results of Hong Boming's investment in 2018 and 2019.

Three generations of Jinba have been deeply involved in the field of jackets for 41 years. It not only adheres to the Chinese people's tradition of striving to achieve success and build moral integrity, but also innovates to convey the ancient Chinese spirit of struggle through the concept of serving "wealth-creating ethnic groups". They have always understood a simple truth, which is to focus on their core capabilities and continue to export core values ​​to China’s “wealth-creating group”.

Hong Zhongxin knows that the most powerful support behind the success of individuals and enterprises is this great era. He has always been grateful, actively assumed the responsibility of giving back to society and the times, and helped public welfare undertakings.

He established the Jinba Foundation to help employees solve their worries. Together with many Fujian entrepreneurs, he initiated the establishment of the "Jianghaihui" Fujian business organization to raise funds and perform charitable acts.

The "Ying Linxin Charitable Foundation" established in 2016 is Hong Zhongxin's new attempt to practice public welfare. As a charity store under the Yinglin Heart Foundation, "Yinglin Heart·Heart Store", with its proud performance, has realized the foundation's own hematopoietic function and provided the public with a platform to donate love and participate in charity.

"No matter how great the achievements of Rimula Company will be in the future, or how much wealth I will have, I will not force it, I will just let nature take its course. But on the road of public welfare, I will persevere and go on. I don't care what I can become in the future. But I know that the path of philanthropy is the best for me." This belief keeps him running on the path of philanthropy.