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Fujian Finance Mao Group: both inside and outside production and sales win both
On July 23, the Amoy Children's flagship store in Lanzhou, Gansu officially opened its doors. Just back from Gansu, Chairman Zhou Xuncai of Fujian Mao Group expressed his satisfaction to the press, stating that this marks the fifth flagship store for Amoy Di children's clothing since its establishment in October 2008 across the country. Yesterday, I personally witnessed the bustling scenes at the two main garment production bases of the Financial Mao Group—the Financial Mao Industrial Park and Cai Mao Textile and Garment City. The workshop workers were highly skilled and working in an orderly manner, producing a variety of children’s clothing. The R&D center technicians were fully focused on developing new products, while the sales department was buzzing with activity. Located in the corner of the garment workshop in Fuzhou Bay, the Textile Clothing City is a testament to the group's status as the nation's largest children’s clothing brand manufacturer and exporter, as well as the largest export-oriented garment enterprise in the province. Despite the challenges posed by the global financial crisis, Fujian Mao Group managed to navigate through it successfully, becoming a bright spot among foreign trade enterprises in the region.
Although the financial crisis has placed unprecedented pressure on Fujian Mao Group, Chairman Zhou Xuncai remains optimistic, believing that as one of China’s top 100 privately-owned export enterprises, they must actively implement policies aimed at “sustaining growth, safeguarding people's livelihood, and maintaining stability.†They have timely adjusted their strategic deployment and adopted a marketing strategy of “mutual benefit between domestic and foreign trade.â€
For their foreign trade operations, the group has been proactive in maintaining old customers while continuing to fulfill original contract orders, even if it meant reduced profit margins or no profits at all due to currency fluctuations. Additionally, they have sought out new orders. Many small and medium-sized enterprises struggled or became too risk-averse during the crisis, leading to some orders being redirected to the Famao Group. This approach has proven successful, with exports reaching $147 million in 2008, a 35% increase from 2007. For the first half of 2009, exports reached $70 million, a 25% increase from the previous year. Their products are now exported to over 80 countries in Asia, Africa, Europe, and the Americas.
In terms of domestic sales, the group has adjusted the proportion of domestically produced goods for export, shifting from an 8:2 ratio to a balanced 5:5 export-to-domestic split. They have also worked to enhance brand awareness. In 2008, the company engaged Lin Hao, a hero of the Wenchuan earthquake, as their brand ambassador, making their TOPBI (Amoy Di) children’s wear a household name. Amoy Emperor children’s clothing has been recognized as a "Fujian Famous Brand" and a "Chinese Export Brand."
The group has also strengthened trademark protection. Based on the initial registration of 20 countries under the Madrid Agreement, TOPBI trademarks have been further registered in over 100 countries, including Saudi Arabia, Mongolia, and India. To date, TOPBI trademarks are registered in 165 countries worldwide. They have also accelerated their store network expansion, opening about 20 stores per month domestically and internationally. Their products are now sold in Europe, the U.S., Singapore, Japan, and more than 60 other countries and regions. As of the end of 2008, there were over 700 stores in China, representing an 18% increase from the previous year.
As an export-oriented enterprise, Financial Mao Group has always prioritized product quality. In 2002, they began transitioning from a single foreign trade model to a production base and brand strategy, establishing their own foreign trade system and creating several foreign trade manufacturing enterprises like Xiamen Shengmei, Quanzhou Polaroid, and Fuzhou Rongsheng America. They invested $10 million in the 35-acre Financial Mao Industrial Park in Fuzhou Jinshan in 2002, with an annual output value of 300 million yuan. They also launched the world-renowned TOPBI (Amoy Di) children’s clothing, STILLO (History Emperor Europe) Baby Kids, TOPSH (Amoy Fun) Women, and TOPRICH (Choi Mao) Men’s brands.
In 2005, they established the Fuzhou Bay project with a $90 million investment, covering 365 mu with an annual output value exceeding 2 billion yuan. The city now houses 38 upstream and downstream textile and garment enterprises, fostering business integration. Recently, the central government has allocated 15 million yuan for Amoy Children’s Clothing technology development, and the Financial Mao Research and Development Center building is set to break ground on August 8.
Being a comprehensive textile and apparel enterprise integrating R&D, design, production, and sales of their own brands, they consistently provide high-quality products to foreign customers. The group boasts a provincial R&D center, a strong quality management team, and a robust quality management system. They continually improve product quality testing. With over 60 technical staff members and an annual R&D expenditure of over 20 million yuan, they also run their own management training programs for high, mid, and junior-level personnel, with each class having over 30 participants, lasting three years, and continuously injecting fresh talent into the frontlines.
Chairman Zhou Xuncai emphasized the group's commitment to corporate social responsibility. Since the financial crisis, despite layoffs elsewhere, the FESCO Group has hired more than 1,000 workers to meet expanding production needs. Currently, the factory employs over 6,000 workers and manages over 800 suppliers. The actual workforce totals 15,000, with over 30,000 foreign workers. It is a typical labor-intensive, environmentally friendly, and pollution-free enterprise, offering low-risk employment opportunities.