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Yin Lixia: The outdoor circle calls her sister Yin

At the 2005 Asus Cup Outdoor Outdoors Awards Ceremony, an undisclosed brand caught my eye. This is the brand of outdoor sports based in Tianjin - HIGHROCK.

Although I entered the outdoor industry shortly afterwards, I was doing outdoor media after all. I was always paying attention to the outdoors and I was also trying to understand the outdoor brands. However, before I knew the Tianshi brand, I learned about the brand and I learned from my colleagues that the original stone It is the new brand that entered the domestic outdoor market formally in 2005. Why does a brand new to the market have such influence? What characteristics does he have? Career sensitivity and curiosity prompted me to understand this brand. When I met with my doubts and asked Ms. Yin Lixia, general manager of Marketing Division of Tianshi China, the answer was gradually revealed.

In June this year, in the tidy meeting room of the Marketing Division of Tianshi Company in Tianjin Dongli Development Zone, I visited the long-awaited Yin Jie (name of the person in the outdoor circle to Ms. Yin Lixia) Yin Lixia general manager. After listening to her about the 12-year entrepreneurial experience of Tianshi Company, he listened to the casting process of the Tianshi brand. Listening to the story of entrepreneurship, which is full of emotions and full of color, I was deeply touched. It is not only the story of an entrepreneur, but also the story of a Chinese descendant who immigrated abroad. It is also a story of an outdoor person and an outdoor team. After listening to these touching stories, I thought a lot. What made Tianshi achieve the goal that many brands have not achieved in a few years in a short period of time. In my thoughts, I discovered that the advantages of Tianshi can be summed up in three words - humanity. The humanization in company management, the humanization in product development, and the humanization in marketing.

Tianshi Factory


Complex branding

Speaking of the HIGHROCK brand, we have to mention one person, that is, Mr. Ma Songqi, the founder of Tianshi Company. The Chinese descendant who had immigrated to Canada, in a short span of more than ten years, put a The sole proprietorship in Canada has become a company with deep cultural heritage. In the course of the development of Tianshi Company, they step by step, step by step to create success. They won the best foreign-invested enterprise in Tianjin for many years in succession. In 2002, they also won the national “double excellent” award, the best foreign-invested enterprise in Tianjin, and China Shuangyou foreign-invested enterprise.

Why did Tianshi achieve the results of peer-recognition, and what kind of touch-molded image of outdoor top brands? After listening to the stories that happened to the people around Tianshi, I deeply felt that it was a kind of complex, a kind of ethnic, environmental, and ecological complex. It was this complex that promoted the creation of the Tianshi brand. It is a sense of social responsibility that has prompted the creation of the Tianshi brand.

The employees of Tianshi Company were very excited when they talked about this complex of Mr. Ma Songqi, and they can even see that they have a sense of pride. When interviewing Yin Lixia, head coach of Tianshi Domestic Business Department, she told me about three short stories of Mr. Ma Songqi.

Mr. Ma Songqi, the founder of Tianshi, gave a speech. He rarely appeared in public.

In 1998, that was the initial stage of Tianshi's venture. Mr. Ma Songqi saw the Antarctic expedition team inspected the Antarctic television report. Ma Songqi carefully found that the sleeping bag used by the Antarctic expedition team was a product they produced. However, Tianshi Company had not yet Pushing its own brand, our scientific team can only spend a lot of money to buy back our own overseas sleeping bags with top foreign product logos. This matter has touched Mr. Ma very much. An outdoor equipment that is not complicated will have to be bought back from abroad. Does this mean that our economic development is backward? As a Chinese descendant born in China, the national complex and national dignity made him unable to accept this reality. He repeatedly said at the factory that we must be our own brand and must let our people use their own sleeping bags. In Ma Songqi's eyes, although Tianshi is a registered brand in Canada, it is also an authentic national brand because its design and production are performed by authentic Chinese people.

Although I have not seen Mr. Ma, but from the insider's mouth, the image of the character gradually became full. I can feel that Mr. Ma is a person of temperament. This kind of temperament is also reflected in his environmental awareness. In 1997, Tianshi Company organized an outdoor activity in cooperation with Beijing Kanas Outdoor Products Co., Ltd. and camped in the mountains in the suburbs of Beijing for one night. Mr. Ma and his organization team participated in the event. They experienced the outdoor lifestyle for the first time. The feeling of giving, the imprint of this feeling is profound and unforgettable. Mr. Ma spoke on various occasions about the feelings of the event. Especially at the end of the event, Mr. Ma saw Kansas boss Yang Bolun holding a plastic bag and bending over the garbage and debris thrown on the ground during the picking campaign. This is what moved him. At that time, there was no clear concept of outdoor sports in the country. However, the awareness of environmental protection that “nothing except photographs are taken away, and nothing is left except footprints” has started to spread, although this is only a small part of people restraining themselves. Environmental awareness, but it reflects the progress of society and the direction of historical development, which allows Mr. Ma to see the industry's hope, see the role of outdoor sports on the purification of the human mind. It is also the awareness of environmental protection inherent in Mr. Ma’s mind that he has resonated with the outdoor industry. This further promoted Mr. Ma’s determination to invest in the outdoors.

Tianshi has many honors. This is one of them.

The third story of Mr. Ma Songqi comes from the diary of Mr. Cheng Zhanqun, the first outdoor store in China.

In 2002, Mr. Cheng Zhanqun went to the plateau after leaving the Qinghai-Tibet Plateau for 25 years. He observed the Qinghai-Tibet Plateau with the eyes of the outdoors, and wrote a 34,000 word west diary “Renewed Plateau Unrequited Love” with a unique feeling. Friends, Mr. Cheng Zhanqun sent the diary to Yin. After reading the diary deeply touched, Yin Lixia forwarded the diary to all known friends and colleagues. Mr. Ma Songqi read the whole diary, especially one of the essays. Poem deeply shocked him. It was a piece of poetry called "Repentance." “I have a long head in the face of Hongliu, with a view to alleviating the embarrassment that has been in my heart for thirty years. I deeply apologize to Tamarix. I'm foolish, I'm ignorant, and I'm so bad...” This is Mr. Cheng Zhanqun’s past. Remembrance is a confession of ecological destruction caused by the execution of the task that year. Mr. Ma Songqi believes that only those who have strong feelings for nature will have such a kind of enthusiasm. Only those who are constantly involved in outdoor sports will have such a strong feeling of nature. He believes that outdoor sports is a healthy activity. The outdoor industry is a noble industry. It can certainly promote the progress of society, the prosperity of the nation, and the development of the country. So Tianshi accelerated the pace of developing the domestic market.

Tianshi Co., Ltd. was originally a processing industry-based company and had very good customer resources and profit points. The profitability of domestic and outdoor markets was not satisfactory. Many brands and channel providers faced great pressure. Cutting into the domestic market will also face pressure, but Tian Shi still came in. He realized that he was responsible for the nation.


The quality of idea creation

Tianshi's corporate value

Tianshi is a company with profound cultural heritage. This culture is both imported and accumulated. Entering the meeting room in Tianshi, it is strikingly that two beautiful cards are hung on the wall, which is Tianshi's core corporate purpose and corporate core values. I remember that Mr. Sang Wente Cheng Zhanqun said that he had given gifts worth 600,000 yuan to his friends, but it was originally these two famous quotes. Integrity, integrity, creativity, winning and winning; providing first-class products and services for a healthy and civilized way of life, promoting harmony and coexistence between people and people, humans and nature; this is the culture introduced by Tianshi, and it is Tianshihua’s 600,000. It is highly recommended that the famous Hewitt Company in the United States be the essence of the refinement of Tianshi. To say accumulation, the content of the concept is the respected since the establishment of Tianshi. It can be seen that their first principle is to be a man, and the second principle is to think for the sake of people. What kind of enterprise will it be in such a cultural background? The standard.

Tianshi wants to create first-class products and services, and facilities that match with first-class products and services are necessary.

In 1997, Tianshi Company completed the construction of the factory's most basic hardware facilities, and obtained the “Level 1 License for Use of Products” issued directly by the US DO PONT (DuPont) Company;
In 2000, Tianshi Company introduced the ERP production management system and realized the programmatic management of the production process. In the same year, it also completed the ISO9001 (2000 version) international quality system certification;
In 2001, due to strict standards for Tianshi on down products, Tianjin Entry-Exit Inspection and Quarantine Bureau set up a quality assurance laboratory for import and export down products in Tianshi. The company's construction of these hardware and software facilities has enabled it to further advance toward standardization of production and quality.

When a brand really wants to go to the market, Mr. Ma is very clear that simply relying on enthusiasm, affection and desire is not enough. In 2003, Tianshi also spent 800,000 RMB commissioned consulting companies and professional research companies for a four-month market survey of the Chinese outdoor market. Tianshi did not immediately work, still learning, accumulating...

In 2003, Tianshi obtained China's military installed supplier qualification with its strong hardware strength and programmatic management, and formed a partnership with the military R&D department, starting with the military from R&D to production. Orientation cooperation. The military’s products have extremely stringent standardized requirements, and its advanced and complete detection system provides scientific data for the Chinese military’s equipment to meet the needs of modern warfare. The development of Tianshi’s sleeping bag temperature standard comes from this authoritative testing center with 20,000. The physical fitness indicators of Chinese male soldiers are based on the test results.

In fact, there are many brands of sleeping bag temperature scales that have done similar tests in foreign countries. We only need to calculate according to different materials and filling amounts. Many brands in China are doing this. However, people in Tianshi believe that the Chinese are resistant to cold. Unlike westerners, we need the standards of resistance to the cold in the East. This is the need to build a national brand. From the very beginning, they have clearly defined the development direction of sleeping bag products as “tailored for the Chinese”. Therefore, they tested one by one their own varieties and standardized them to meet the cold standards of the Orientals. As a result, players often feel too hot jokes when they use Tianshi sleeping bags based on their experience.

Sleeping bags are sold in China for only a little more than a decade. However, production in China is far longer than this time. Many brands are mostly imitating existing varieties when they produce their own products. They just learn from others, so it is difficult. Beyond foreign brands. Tianshiren is a team of hardworking people. Under the goal of first-rate quality, they constantly learn, explore and investigate the needs of users. When the HIGHROCK brand was launched, 26 models were launched and six items were launched. The humanized design has become the brand with the most brothers in the sleeping bag family. Many of their ideas started the history of the production of sleeping bags. Tianshi brand's concept of humanized sleeping bags has met the needs of consumers in many aspects and has provided consumers with great convenience. We understand the six new concepts of Tianshi sleeping bags, and it is not difficult to see that they are unique in carrying out the brand.

Tianshi sleeping bag on the cashmere cotton schematic

One is the concept of the size of a sleeping bag. In the past, sleeping bags were usually one size and one size, and people's height, weight, and thinness were different. They were suitable for sleeping bags of tall and obese people. Thin people would affect warmth due to hypertrophy and would waste material, increase weight, and increase weight. Cost and affect the price. According to this, the main varieties of Tianshi sleeping bags are divided into L and M numbers to suit different groups of people.

The second is the concept of a down sleeping bag composite sheet. Down sleeping bags are aristocrats in the sleeping bag family. The prices are relatively high. They are usually used only at high temperatures, and are usually too hot to use. Therefore, there are few opportunities to use them, which is a waste of resources. If there is a down sleeping bag that can be used for different seasons, it will not significantly save the consumer's expenses. Tianshi's concept of composite sheets is to divide the upper layer of the down sleeping bag into two layers that can be disassembled independently. When used together in cold weather, when it is not too cold, only one layer is used. In fact, different temperature scales are applied, so some people call it a thermostatic sleeping bag. .

The third is the combination of cashmere and cotton. Players all know that down products are kept warm by fluffy. Once they are compressed, their heat insulation index will be greatly reduced. This is why people feel the coldness when using down sleeping bags. How to solve this limitation? Tianshi has developed a velveteen wool combination sleeping bag. The top piece can be fully inflated with down. The bottom piece is made of THERMO LITE® four-hole cotton with excellent breathability, resilience, warmth, and non-hygroscopicity (formerly DuPont four-hole cotton). , so that the warmth of the sleeping bag to the extreme. This new concept of sleeping bag has caused a very strong response once it hits the market.

The fourth is the concept of side elasticity. Sleeping bags will be uncomfortable tight, too loose will affect the warmth, Tianshi down sleeping bag side of the concept of elastic tight to resolve this contradiction.

The fifth is the twin concept. At low temperatures, many people hope to use the body temperature of their companions. When a couple travels, they want to sleep together. Tianshi develops a double-fitting sleeping bag that can be used as a cohabitation with two people. The split is a big one, which is very popular with consumers.

Sixth, children's growth-type sleeping bags. This is a sleeping bag that can be adjusted to suit the child's height. It is both suitable and economical for parents to invest.
In the Tianshi company's sample room, we watched Tianshi's six concept sleeping bags. Yin sister let us see two sleeping bags that were eliminated from the production line. One was a RM 420 THERMO LITE® 7-hole cotton sleeping bag ( The original US DuPont 7-hole cotton), the other is a summer sleeping bag worth 246 yuan. Yin Jie let us pick faults. I don't see the food donkey naturally. So I consulted Mr. Cheng Zhanqun, an outdoor equipment expert. Lao Cheng said: “The design may not be perfect, but there is nothing wrong with the craft.” I asked Yin Jie with a puzzled look. She told me: “Even if it is in accordance with the quality standards of foreign orders, it can be said No problem.” I asked strangely, “Why is it downline?” Ms. Yin replied: “Because this is the Tianshi brand, the Tianshi brand should be the perfect product, at least in our eyes. When the THERMO LITE® 7-hole cotton sleeping bag (formerly DuPont 7-hole cotton) is pressed on the package by a high-strength machine, some fabrics will appear to be slippery on individual sleeping bags. The summer sleeping bag is not damaged, but the blocking bar is slightly thicker. I feel uncoordinated, so I can't leave it out of the factory. The cost of these sleeping bags is about 100,000 yuan." I suddenly realized, oh! This is the quality of Tianshi.


Tianshi sleeping bag compound down sleeping bag to create temperature adjustable concept

From the perspective of Tianshi people, it is not difficult for us to see that Tianshi is using a culture to support its own enterprise. It is following a concept to seek development. In development, they have given themselves a lot of responsibility. It is also this sense of responsibility. Let Tianshi create a quality in the industry one after another, with their own behavior to confirm the "Do not let you lose in the equipment," the brand promise!

The market created by the team

Tianshi people not only pay attention to the humanization of products, but also embody the concept of humanity everywhere in the market promotion, and this concept focuses on team marketing.

Referring to the Tianshi company's team, we need to understand an important figure again. She is Yin Lixia, coach of the Tianshi China division of the outdoor circle called Yin Jie.

Yin Lixia graduated from the university in 1983, worked as secretary of the company's Communist Youth League Committee, and was engaged in business management. She also joined the business owner and tried to test the individual bosses. He never left the textile industry. Business, management, and leadership positions cultivate her character and her experience is tempered by various experiences. People who have come into contact with her know that Yin Jie is determined, determined, and vigorous, and she will never let her eyebrows on her work. Is a very personalized coach. It was with her style that she had the team of Tianshi Domestic Division. However, she became associated with the outdoor industry 16 years after she graduated from college. It was at the end of 1999 that it started with the company Tianshi. In her own words, “it was the first time that Mr. Ma Songqi was appointed to work on the Tianshi brand building before he officially contacted the outdoor market; later he was moved by the practitioners and enthusiasts who promoted the development of the Chinese outdoor industry. He felt that he could not do it outdoors. It's up."
In the process of learning about Tianshi from Yin Jie, I heard that the most vocabulary is the team, and the most important task for Yin Jie is team building. When it comes to team building, the joy of Yin Sister's heart is expressed in expressions. She can be very low-key and has repeatedly declared that she has no cleverness. She believes that Tianshi sleeping bags have been in the market for less than a year, initially establishing the strategic position of China's top brands. The reason why there is a place for the industry is entirely because it owns two strong teams. It is these two strong teams that have supported the status and performance of the HIGHROCK brand today.

Why are two teams? Yin Jie told her cheats to us.

The first team is the company team that currently operates the Chinese market.

Tianshi's corporate team

Ms. Yin praised the “new cask theory”, which is a guideline for her to form a team. She is also the basis for her selection of personnel, training of employees, personal development and teamwork. She never concealed her point of view. "I like to be a Marshal's soldier because they understand what they are doing; I don't demand full-blown ready-made talent, because people who understand where their shortcomings are are more likely to know how to learn; In my eyes, employees have no advantages or disadvantages, but only characteristics.Different environments have different stages of work. They need not only the longboard advantages of people, but also need short boards to supplement them. When needed according to different stages of work, the team members will fit in When the long boards required for sex work are spliced ​​together, the capacity of this barrel will be the largest."

Ms. Yin has always been the basic principle for training employees. She knows that only employees in various positions can understand things, and the role of the team is likely to be 1+1>2. This “clearly understands” not only employees understand what they are doing, but also needs employees to understand their role in corporate brand building and understand what they should do. The strength of team execution must be the result of autonomous, active, and positive thinking. It is definitely not the result of a mandatory order. This is the reason why her team would envy many people in the industry.

The second team of Yin Jie is a larger team. It is the 111 partners that China's outdoor market grows together with Tianshi. If the first team made Yin Lixia's general manager proud, then this first team would not be grateful to her all the time. She believes: “To open up China’s outdoor market, the ability and resources of Tianshi alone are far from enough. The support of the partners is really to insert the wings for the development of HIGHROCK”. This sentence I have more than once heard Yin sister said. Because growing with the channel partners is the two-win concept that Tianshi complies with, and holding up the HIGHROCK brand with common development is the hope and aspiration of Yin Lixia.

Tianshi's Partner Team (Top Ten Distributors in Tianshi, 2005)

In order to reduce the risks and pressures of its partners, Tianshi Company's strategy for developing China's outdoor market is to establish a short-distance channel and set up a goods distribution station in the corresponding area in the country. Yin Lixia said: "The sleeping bag is not the mainstream product of the outdoor market, but it is an indispensable equipment. It is bulky and the freight rate is relatively high. Therefore, we do not set up a short-channel first-tier channel and set up a company's distribution station in a different place. , to bear all the transportation costs to the partner's location, is to allow partners to smooth their stocks and reduce capital risks and inventory pressures. This is to create a convenient condition for our partners, the purpose is to maximize the advantages of resources to play with partners , so that everyone in the common hold of the HIGHROCK (Tianshi) brand while growing together."

If we say that Tianshi has taken a solid step in the outdoor market in China in just one year, it is the cooperation based on the principle of “creating a win-win and common development business enterprise and creating conditions for its partners to use its energy”. The model created a channel to the market for Tianshi. We have a delightful performance of the HIGHROCK brand today.

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