She is the daughter of the "wig king", and the inheritance of the company also inherits the family culture.

| Dahe Newspaper · Dahe Finance Cube reporter Wu Chunbo

The rise of the new generation is the most eye-catching point of the economic circles in Henan this year.

At noon on January 25, at the Xuchang delegation of the 13th National People's Congress, Zheng Wenqing was wearing a light-colored coat in front of the reporter. He was confident and modest, and his manners revealed fashion and elegance.

She is a representative of Henan Provincial People's Congress and the general manager of Henan Rebecca Hair Products Co., Ltd. (hereinafter referred to as Rebecca). When she met, she told reporters that this year is the first time she attended the People's Congress. She is seriously studying with the old delegates how to make a good proposal to truly reflect the objective status and policy needs of the industry.

Not only inheriting the company, but also inheriting the family culture and philosophy

In addition to the identity of the Henan Provincial People's Congress and the general manager of Rebecca, Zheng Wenqing also has the label of “Creating the Second Generation”: she is the daughter of Zheng Youquan, the chairman of the “ wig king” Rebecca.

Zheng Wenqing began to enter the Rebecca Group system in 2007. This year, she just graduated from the London Regent Business School, a well-known British institution, and her major is international marketing management.

Zheng Wenqing’s first job in the Rebecca Group system was sales, starting from the grassroots level and stepping through the general manager of the Beijing sales company. Then he returned to Rebecca Base Camp Xuchang to be responsible for the group's international trade and became the general manager of the listed company.

Zheng Wenqing told Dahebao·Dahe Finance Cube reporter that for nearly 40 years of reform and opening up, the “new and old heritage” of entrepreneurs is an unavoidable problem. “Inheritance” is not only to inherit the enterprise itself, but also to inherit the family culture and concept. .

In her view, his father, Zheng Youquan, is a career-oriented person. He hopes that his children will be able to enter different companies in advance to exercise while their elders are still doing things. From the early morning, my father had arranged this thing intentionally or unintentionally.

The Rebecca Group is a well-established system, with the exception of hair products, as well as real estate, water, mining, hotel management and investment management, all of which are independent legal entities. This makes Rebecca's founder and chairman Zheng Youquan have enough room for the family's children to gain experience.

In fact, most entrepreneurs have long begun to lay out the "inheritance" of this matter, especially the entrepreneurs who started from the grassroots level. They have arranged this thing intentionally or unintentionally from the beginning, so that the family's children are subtly influenced by the experience. To understand the industry, understand the business, and understand what children should be inherited as an entrepreneur.

In the eyes of such fathers and entrepreneurs, the best inheritance for enterprises and children is to guide them to grow into a big tree from Xiaomiao, and to take over the future and hope of the company.

Zheng Wenqing's circle of friends has created many second generations. “Starting from the grassroots and relying on ability to succeed” has become a common symbol of this group.

Overseas study experience + more than ten years of corporate experience to promote "global Rebecca"

As a "second generation" and "general manager of a listed company", after 11 years of experience in the hair products industry, Zheng Wenqing has profound and unique views on the industry and enterprises. The experience of studying in the UK has helped her to feel more deeply about the details of the international market, which has enabled her to pass on the “global Rebecca” more rationally and scientifically.

Zheng Wenqing is grateful to his father Zheng Youquan for his heritage. "When I was studying in the UK, I had a lot of ideas about the company's internationalization. But after I entered the work, especially after the high position in recent years, I realized these ideas and The integration of real-world operations truly links the inheritance and the development of the enterprise. "

In 2000, Rebecca put forward the concept of “global Rebecca”, which must have its own intellectual property rights and well-known brands in the future in order to achieve sustained and better development.

Rebecca landed in the capital market in 2003. It is the earliest listed company in the domestic hair product industry. Today, the market value reaches 6.35 billion yuan. In addition to spare no effort in technological innovation, it also has outstanding performance in international innovation development.

It is understood that Rebecca's Henan Province Hair Products Engineering Technology Research Center is a national-level enterprise technology center and the cradle of Rebecca's technological innovation. In the first half of 2017, it received as many as 25 authorized patent certificates. 12 trademark registrations.

Rebecca promotes a combination of multi-brand and real estate sales in the international market. After years of hard work, “Sleek”, “NOBLE”, “JODIR” and “COUTURE” brands enjoy high brand influence and market position in the international hair products market; real estate sales, Rebecca products in Africa and China. Both produce good performance.

North America is Rebecca's global transformation and upgrading, she grasps new opportunities in change

The global Rebecca, the United States remains the key.

When talking about the industry, Zheng Wenqing has a clear idea. “We found through the global wig market research that the United States is the most important market, and the United States is the world's largest market for hair products and the most influential region for global trends.”

The North American market (mainly the US market) is clearly the focus of Rebecca's global transformation and upgrading, and cross-border e-commerce has become the biggest boost.

“After the financial crisis, local consumers in the United States have reduced cash available. In 2014, we saw the huge market influence of cross-border e-commerce cross-border e-commerce.” Zheng Wenqing told reporters that “the biggest feature of e-commerce is the reduction of intermediate links. The increase in price allows consumers to get a better consumer experience at a lower price."

Cross-border e-commerce provides a new channel for Rebecca to break the rigid order of the North American market and achieve transformation and upgrading.

“Different from clothing and cosmetics, wig consumption is a high-frequency behavior. This is not only a need, but also a fashion consumption. Consumers need to change their distribution and color. They will change every three weeks. It is not a The beauty of the industry." Zheng Wenqing said.

In 2017, Rebecca increased the construction of cross-border e-commerce channels. On the basis of the original Ali Express and Amazon cross-border e-commerce platform, it opened stores on eBay, wish and Dunhuang. Cross-border e-commerce independent station.

“40%~50% of the world's hair products come from Xuchang. This is a very imaginable thing.” Zheng Wenqing is full of hope: “Our position in the industry can be completely upgraded through this transformation and upgrade, smiling from the industry. The bottom of the range is lifted up, and then through this round of upgrades, the industry is renewed with new image and vitality."