Showcase:Fuqing Xiangxing Handbag Co., Ltd.

Making the own brand into a world-class brand

Fuqing Xiangxing Handbag Co., Ltd.


Fuqing Xiangxing Handbag Co., Ltd., the largest bag manufacturer in Fujian Province, aggressively employs the latest equipments and is proud of its top-to-bottom quality control. They have an ambition to launch their own brand "Highland" to the world market.

Xiangxing has 20 years' history since its foundation. Through their tireless endeavour, they have grown to a major bag production base in China. The company has eleven factories in its site of 330,000 square meters and its employees of over 6000 are working there. 79 production lines with equipments of over 5000 units are in these factories.

Xiangxing currently has sports bags, travel bags, business bags, ladies' bags and casual bags as its main products and is selling these products with its own brand "highland" in the domestic market. At the same time, the company is a processing base of dozens of world-famous brands and has good business relations with buyers from dozens of overseas companies.

In their six technical development and research centers, more than 300 engineers are working. They are always aware of market trends and have appropriate measures for prompt production of new products meeting customers' needs.

Glorious 20 years' history  Glorious 20 years' history

Quality, the essence of product

Mr. Xi Xingyuan, General Manager of Xiangxing, proudly told us about their own brand "Highland". "'Highland' has been selling well though it has not been long since its sales start. We are planning to build our own sales network in major cities in China by end of 2006."

The market of Xiangxing's products is China accounting for 10%, and overseas 90%. The sales has been increasing by 20% per year both in China and overseas. To maintain this sales performance, they are taking some improvement measures in production control.

Mr. Xi mentioned, "We'd like to always deliver the highest quality products to our customers. For that purpose, our production control department thoroughly analyzes samples of products and explains the key points for manufacturing to operators in details. Only after the operators completely understand the key points, we start mass production."
"We regularly do checkup and maintenance to keep the equipments in their best condition. In the production process, the quality control staff check the quality of the products in all processes and the operators also check their front-end and back-end processes. After the production process is completed, the inspection department staff conduct sample inspections to ensure the quality control of the products."

At present, manpower shortage is a very serious problem and it has been affecting many factories. Xiangxing deals with this problem with its policy, "Employee-oriented, Care for employees". The company makes its maximum efforts for the wages and welfare of the employees from their point of view, which minimizes the loss of employees. "We value corporate cultures very highly. We allow our employees to work and live cheerfully in comfortable environments, to stabilize their employment. Therefore, manpower shortage is not a problem for us", said Mr. Xi.

To enhance the productivity and product quality, Xiangxing introduced Brother's programmable electronic pattern sewing machine BAS-311G in large numbers. The BAS-311G, which is highly automatic and equipped with various superior functions, has been helping Xiangxing keep its dominance in the market.

In talking about automatic sewing machines, Mr. Xi told his idea. "Sewing equipments are directly connected to the skills of operators. As the automation of the equipments develops, the operators can master the operations of the machines more easily. They become able to perform operations of skilled-operator level in a short period of time. So we are not hesitant to invest for automatic sewing machines such as the BAS-311G."

"Now we also have problems of the rising cost and supply shortage of electricity which have been affecting our production cost. We are appealing the saving on electricity in the company, and at the same time, demanding the development and sale of energy-saving sewing machines from sewing machine manufacturers. Brother's machines exactly meet these needs." He also mentioned with expecting from Brother, "We'd like to ask Brother to make the machine quality more stable, the operation easier, and the performance enhanced. In addition, we expect more detailed services."

More demand for automatic sewing machines

Mr. Xi talked about their goals in the future with confidence. "Though we haven't started exporting our own brand 'Highland' yet, we have a plan to increase the ratio of our own brand products to 50% of our exporting products."
"Our company has a large number of proud, competent employees. We are confident that we can put our own brand products out into the world market and bring up the brand to a world-class famous brand. We believe this dream can be realized with our all-out efforts."




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Brother has established its original "Brother Green Label" for the products, in conformity with ISO 14021 and JIS Q14021.
The use of the restricted substances such as lead, cadmium, hexavalent chromium is absolutely within the regulation values. Brother has been providing all its products in accordance with the RoHS* Directive for all market areas(excluding machine tools).

* The RoHS Directive(the restriction of the use of certain hazardous substances in electrical and electronic equipment) came into effect in the EU in July 2006.

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