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114 Years Rui Fu Xiang, High Quality, Excellent Service

Amid the hustle and bustle of Qianmen Dashiler a famous commercial street in Beijing, one Baroque-style building bearing the words Rui Fu Xiang stands out.

After more than 100 years in operation, this China Time-Honoured Brand (Zhonghua Laozihao) has gained solid fame among its customers from all over China and the four corners of the earth for its affordable, authentic and high quality silk and traditional silk products.

One Chinese observer said: “When you're walking along the street and you spot this store, whether you’re a Chinese or a foreigner, you know you’re looking at the real thing.”

Beijing Rui Fu Xiang Silk Store was established in 1893 by a Meng family from Shandong Province. The family began its business selling zhaizi cloth (hand-woven cloth). The owner was Meng Luochuan, a 68th generation decendant of Mencius (372–289BC), the most important Confucian scholar.

It is said that the name Rui Fu Xiang stems from a literary quotation of “Qingfu Returns Currency” by the founder Meng Luochuan. A qingfu is a mythical bat-like creature mentioned in this ancient story. According to Spirit Search, written some 1,500 years ago, a copper coin coated with the blood of a qingfu would fly back to its owner, perhaps the next day, after having been spent. Although this was an old legend, it expressed the longing of Rui Fu Xiang’s founder for good fortune. He succeeded: Rui Fu Xiang grew throughout history, even though it also shared its fair share of difficulties.

Meng Luochuan assumed control of the company in 1880, developing his businesses in Beijing, Tianjin, Shanghai and other big cities. Because of its expansion dating to this period, there are still other Rui Fu Xiang silk stores in other cities, although these stores have no relationship with the Beijing Rui Fu Xiang Silk Store of today. But then, the name Rui Fu Xiang sounded across China. So it may be little wonder that Wal-Mart founder Sam Walton once said he was inspired somewhat by the business concept of Rui Fu Xiang in building his global chain.

After its debut, Rui Fu Xiang focused its attention on the royal nobility, high-ranking officials, actors and young ladies of wealthy families. It became the biggest among the 24 stores that the Meng family owned. Rui Fu Xiang won a good reputation. “Majuyuan hat on the head, Neiliansheng shoes under the feet, and Rui Fu Xiang silk on the body” expressed the style of the popular fashion of that day.

But this was accomplished during a time of intense competition in the Qianmen area. Rui Fu Xiang had to set itself apart in its customers’ minds. So its managers turned to exquisite decorations, particular arrangements and guided the speech and deportment of the staff to ensure that it satisfied the needs and desires of every customer. As a result, Rui Fu Xiang developed rapidly and prosperously; it almost monopolized the Beijing silk-clothing market.

In 1900, disaster arrived at Rui Fu Xiang's doorstep. The Eight Power Allied Forces invaded Beijing, and Dashiler was burned to ruins in fires set by the allied forces: Rui Fu Xiang did not escape the conflagration. All of its account books and properties were reduced to ashes. However, the manager of Rui Fu Xiang was not daunted: he promised that what Rui Fu Xiang owed its customers would be returned, and that what customers owed to Rui Fu Xiang would be completely forgiven.

This extraordinary verve and insight won the praise and respect of society, greatly assisting its recovery over the years.

Respect won from its customers is considered an important aspect of Rui Fu Xiang’s success in business. “Sincerity, credit, honesty and respectability” has guided the firm for 114 years.

Quality is considered necessary to survival. Rui Fu Xiang clearly recognizes that the silk and woollen fabric sold in Rui Fu Xiang must be imported from Suzhou Municipality of Jiangsu Province. For unique yet good plain cloth, Rui Fu Xiang insists on using high-quality cotton yarn as a raw material. Cloth that is dyed over a short time only is not immediately sold in the store; it must be preserved in a storehouse until the colour completely soaks into every tread of the cloth. The mark of Rui Fu Xiang is always printed on their cloth products; it symbolizes their promise of quality.

Rui Fu Xiang also sells the ready-to-wear clothing. For more than 100 years, Rui Fu Xiang has trained skilled cloth-making technicians. No detail is neglected in design, tailoring, handmade margin sewing, fastener making or ironing. The high-quality standards employed in traditional techniques are adhered to and are taken seriously.

Rui Fu Xiang has maintained its business characteristics of variety, fashion and excellence throughout its existence; these are considered factors in its success. And although its products have always been prized by high-end customers, it has never forgotten the needs of its ordinary customers.

For example, gauze is a low-profit cloth that many stores do not want to sell. “But it is necessary in the daily lives of ordinary people. So we sell it. Serving the people is our basic duty,” said Wang Zemin, the manager of Beijing Rui Fu Xiang Silk Store.

Wang also told another story: on the first day of the 2008 Spring Festival, a customer entered the store and asked for funeral clothes. The customer was somewhat surprised to find that Rui Fu Xiang was not only open on the first day of China’s most important national holiday, but that they had what he needed in stock, ready for purchase.

Address: 5 Dashilan Jie, Xuanwu District

宣武区大栅栏街5号

Tel: +86 10 6304 1702, 6303 5313

WWW: www.ruifuxiang.cn