SHAOXING JINGYU IMPORT AND EXPORT CO.,LTD , https://www.jinyutextileone.com
Fujian Finance Mao Group: both inside and outside production and sales win both
On July 23, the Amoy Children's flagship store opened in Lanzhou, Gansu. Just back from Gansu and Fujian, Chairman Zhou Xun Cai of the Famao Group expressed his delight to reporters, stating that this marks the fifth flagship store opened by Amoy Di children's clothing nationwide since October 2008. Yesterday, I visited the group’s two major garment production bases in Fuzhou—the Famao Industrial Park and the Cai Mao Textile and Garment City—and witnessed a bustling scene: skilled workers were diligently producing various types of children's clothing, R&D center technicians were fully focused on developing new products, and the sales department was buzzing with activity. Located in the corner of the garment workshop at the Fuzhou Bay Textile and Clothing City, Famao Group stands as the largest manufacturer and exporter of children's clothing in the country, as well as the largest export-oriented garment enterprise in the province. Despite the challenges posed by the global financial crisis, Famao Group has managed to maintain strong performance through sound strategic planning and effective marketing strategies, becoming a standout among local foreign trade enterprises.
While the financial crisis has undoubtedly placed immense pressure on Famao Group, Chairman Zhou remains optimistic. As one of China’s top 100 privately-owned export enterprises, Famao Group has proactively embraced policies aimed at “stabilizing growth, safeguarding livelihoods, and ensuring stability.†The group has swiftly adjusted its strategic deployment and adopted a marketing strategy focused on "mutual benefit between domestic and foreign trade." For foreign trade operations, Famao Group has maintained existing clients by continuing to fulfill contracts despite fluctuations in exchange rates that have sometimes resulted in reduced margins or even losses. Additionally, they’ve successfully secured new orders, as many smaller enterprises could not weather the storm of the financial crisis. This prudent approach has yielded significant results—by 2008, Famao Group’s exports reached $147 million, a 35% increase from 2007; in the first half of 2009, exports amounted to $70 million, a 25% increase year-on-year. Their products are now sold in over 80 countries across Asia, Africa, Europe, and the Americas.
Domestically, Famao Group has also taken decisive action. Initially exporting 80% of their products, they have shifted to a 50-50 balance between domestic and export markets. Furthermore, the company has ramped up efforts to enhance brand awareness. In 2008, they hired Lin Hao, an earthquake hero, as their brand ambassador, making the TOPBI (Amoy Di) children's wear a household name. The brand has been recognized as a "Fujian Famous Brand" and a "China Export Brand." Trademark protection has also been strengthened; by 2008, the TOPBI trademark was registered in over 100 countries, including Saudi Arabia, Mongolia, and India, expanding from the initial 20 countries registered under the Madrid System. Currently, TOPBI trademarks are present in 165 countries worldwide. To further expand their presence, Famao Group aims to open 20 new stores monthly, with products already reaching over 60 countries and regions including Europe, the United States, Singapore, and Japan. By the end of 2008, there were over 700 stores in China alone, marking an 18% increase from the previous year.
As an export-oriented enterprise, Famao Group has consistently prioritized product quality. In 2002, the group transitioned from solely foreign trade to establishing production bases and branding, setting up independent foreign trade entities like Xiamen Source Shengmei, Quanzhou Polaroid, and Fuzhou Rongsheng America. That same year, they invested $10 million to create the Famao Industrial Park in Fuzhou, covering 35 acres with an annual output value of 300 million yuan. The park produces TOPBI children's clothing, STILLO baby and toddler apparel, TOPSH women’s wear, and TOPRICH men’s wear—all under their own brands. In 2005, another facility was established in Fuzhou Bay with a $90 million investment, spanning 365 mu and generating over 2 billion yuan annually. The city now hosts 38 upstream and downstream textile and garment enterprises, fostering business integration.
With the central government's recent investment in Amoy children's clothing technology development, a $15 million R&D center building is set to commence construction on August 8. Given its comprehensive integration of R&D, design, production, and sales under its own brands, Famao Group continues to provide high-quality products to international clients. The group boasts a provincial R&D center, a strong quality management team, and a robust quality control system, with continuous improvements in product testing. Famao Group employs over 60 technical staff, investing over 20 million yuan annually in R&D. They also conduct regular training programs for high, mid, and junior management personnel, with each session hosting over 30 participants and a three-year study cycle.
Chairman Zhou emphasized Famao Group’s commitment to corporate social responsibility. Since the onset of the financial crisis, the group has not only retained its workforce but also hired over 1,000 additional workers to meet growing production demands. Currently, the factory employs over 6,000 workers directly, manages more than 800 suppliers, and provides jobs for 15,000 laborers in total. The number of foreign workers exceeds 30,000. Famao Group is a prime example of a labor-intensive, environmentally friendly, and low-risk business model.