Jiang Zhiyong has worked hard in the clothing industry for 27 years, but now his enthusiasm is getting stronger and stronger. Let's read his entrepreneurial story together.
/kloc-at the age of 0/6, Jiang Zhiyong worked in the clothing industry with her brother-in-law, from handyman to company president. In the past 27 years, he witnessed the development of China garment industry and seized every opportunity to promote the transformation of enterprises. From a small clothing store in Chengdu, it has developed into a large-scale brand men's wear group that radiates the national and overseas markets, with annual revenue exceeding 3.5 billion yuan. Cheng Bang International has completed a magnificent transformation from an agent to a brand operator, and now it has become an industry leader. Jiang Zhiyong said,? I've been making clothes all my life, and I won't do anything else. ?
Start with the agent
Gradually start trading high-end brands.
Jiang Zhiyong was born in 1973. /kloc-at the age of 0/6, he is more enthusiastic about doing business than reading. He is especially fond of fashionable clothes, which his brother-in-law developed from childhood.
Brother-in-law Lai Zhengguo and Jiang Zhiyong are both Sichuanese. He is 24 years older than Jiang Zhiyong. He set foot in the clothing industry from 1979. At first, he was? Self-employed? I bought a tricycle and am busy picking up goods, selling goods and delivering goods every day. Later, Liangyou Group was established in Chengdu, and the clothing business entered a virtuous circle, and personal reputation became louder and louder in the clothing circle.
The power of example is infinite, and the success of brother-in-law has a far-reaching influence on Jiang Zhiyong. ? I grew up in a pile of clothes. I have been interested in fashion and clothes since I was a child. I want to dress people up beautifully, and I want to be like my brother-in-law. ? Jiang Zhiyong recalled.
At the age of 16, Jiang Zhiyong dropped out of school to follow his brother-in-law in clothing business. At first, he did everything, including picking up goods, moving goods and delivering goods, and drove around Chengdu every day. 1992, Jiang Zhiyong and his brother-in-law joined forces with two colleagues to reorganize the enterprise with the modern enterprise system and become? Cheng Bang International? The origin of. At this time, Cheng Bang International's main role is as an agent to purchase goods from Jiangsu and Zhejiang provinces with Shanghai as the center, and then sell them in Chengdu. 1993, Cheng Bang International Entry? China cardigan town? Tongxiang, Zhejiang.
From 65438 to 0997, Cheng Bang International has developed into an important enterprise in the field of sweaters and sweaters, and is also the industry leader in Sichuan. Later, the company decided to open its own agency? The second battlefield? , and? Brand? As the core. At the same time, Cheng Bang International also won the port? Classic car? The brand's agency in Chengdu has practiced its brand operation ability in a small scale and achieved very good results.
After 2000, Cheng Bang International has owned a brand clothing series and has the comprehensive ability to operate high-end brands. In the next fifteen years, he has represented three major brands, Ordos, navigare and Valentino, and his brand management ability has become more and more mature.
Brand journey
Increase sales by operating Ordos
The first clothing brand represented by Cheng Bang International was Erdos Men's Wear, which became an instant hit in the industry. Ordos is a cashmere clothing brand under the Inner Mongolia Ordos Group. The history of producing woolen sweaters can be traced back to 1979, and 198 1 became famous throughout the country, and became increasingly famous at home and abroad in the following 20 years.
In 2002, Cheng Bang International became one of Ordos men's wear brand agents. In 2004, Cheng Bang International obtained the exclusive agency right and brand operation right of Ordos Group. In terms of consumer positioning, Cheng Bang International mainly positions Erdos as? Government men's wear? , to? Comfortable and elegant quality? For brand DNA, we are committed to shaping the brand image of a low-key elite. On the one hand, this positioning avoided the popularity at that time? Business men's wear? Competition has chosen a group of high-level consumers for itself.
In product line planning, Cheng Bang International expanded the clothing category of Ordos men's wear from cashmere products to a full range of clothing, which changed the traditional image of Ordos brand.
The strategy they adopt is to establish the agency channel first, and then implement the profit distribution model that not only makes agents make money, but also benefits consumers. This strategy has promoted the transaction very well, and the transaction itself has become the best advertisement.
This process led by Jiang Zhiyong has been implemented for about a year, and the effect is very obvious. By the beginning of 2006, Cheng Bang International had established a nationwide sales network of Erdos men's wear brands, mainly the department store counters in the first, second and third tier cities. At first, Cheng Bang International could not get a good counter position because department stores were more willing to promote foreign brands. However, with the popularity of Ordos men's wear, this situation has been improved, the location of counters is getting better and better, and the sales volume is getting higher and higher.
Due to the proper strategy and effective implementation, the new brand image of Erdos men's wear started rapidly, and the sales volume increased day by day. Ordos Group is very satisfied with this and has strengthened its confidence in international cooperation with Cheng Bang. At the same time, some profits were used for brand promotion, forming a virtuous circle.
Introduce foreign products
Successfully operated two international men's wear brands.
After successfully operating the Ordos menswear brand, Cheng Bang International began to try to operate foreign brands. The first foreign brand was navigare.
In 2005, Jiang Zhiyong met the president of Italian menswear brand navigare when he attended the Hamburg Fashion Show in Germany, and the two sides hit it off and developed a cooperative intention. Subsequently, the two sides started negotiations and reached a cooperation agreement in 2007, and Cheng Bang International obtained the exclusive brand operation right of navigare in China. The annual revenue of navigare brand is about 2.4 billion euros, and it has about 2,000 sales outlets in 35 countries and regions around the world, with more than 10000 employees.
In 2006, navigare established Guangzhou Gaoma Clothing Co., Ltd., and the following year cooperated with Cheng Bang International to open the first brand store in Chinese mainland. Navigare and Erdos are complementary in brand positioning, and the main consumers are urban men aged 30-45 who love fashion and have independent spirit. With this precise positioning, navigare has also developed rapidly in China market. At present, Navigare has opened more than 65,438+020 franchise stores in major cities across the country, and has established a corresponding position in the field of sports and leisure.
Valentino is the newest and highest-end member of Cheng Bang's international brand system, and its consumers are positioned as fashionistas and business leaders. Valentino is a century-old Italian classic brand, founded in 1908.
A few years ago, Valentino brand heir Anna? Bella is eager for the brand to return to the China market. Later, she met Jiang Zhiyong through a friend's introduction and began to discuss cooperation. In 20 13, the two parties reached a cooperation agreement, and Cheng Bang International exclusively operated its men's wear brand in Chinese mainland.
20 13 12 3. Cheng Bang international held a grand ceremony in Shanghai to announce the Valentino menswear brand? The return of the king? . After gaining momentum, Cheng Bang International began to launch new products. At the same time, Valentino entered major department stores and shopping centers in key cities across the country, creating sales miracles one after another.
What makes Jiang Zhiyong more proud is that Valentino cooperated with many TV series and fashion magazines, and gained many fashion fans including Chen Kaige, Zhang Guoli, Xu zhēng, Rain, Li Jian, Chilam and so on. The dress demonstrations of these stars made Valentino's influence more and more important.
Future development
National brands are in line with international fashion
In 20 15, the revenue of Cheng Bang International Year increased slightly, which was a good achievement compared with its peers, but it did not reach the goal of Jiang Zhiyong. In order to cope with the macroeconomic downturn that may last for several years in the future, Jiang Zhiyong, the head of the company, put forward a new development plan, that is, transforming Cheng Bang International into a platform company to help its partners develop rapidly at a higher level.
Cheng Bang International's related capabilities have gradually developed since it represented Ordos men's wear in 2004. At that time, Erdos Group outsourced the R&D, production and operation of men's wear brands to Cheng Bang International, which was equivalent to letting Cheng Bang International act as its brand trader.
In order to improve the ability of design and research, Jiang Zhiyong also established a joint venture with a famous Italian fashion company in Europe. The creative director is an Italian designer and the executive director is a domestic designer. European designer team drives domestic designer team to fully grasp the essence of brand design.
Jiang Zhiyong said that in the next year or two, Cheng Bang International will focus on? Practice internal strength? Let's go In addition to strengthening the integration of offline channels, Cheng Bang International also tried to establish its own e-commerce system, opening an official flagship store in Ordos and navigare in Tmall and JD.COM.
? At present, the impact of e-commerce on high-end fashion products is not as great as expected. But e-commerce is indeed a channel, and in the long run, it has a great impact on the industry. ? Jiang Zhiyong said,? What we need to do is a precise positioning. Only those products with unclear positioning will be eliminated in the market, whether online or offline. ?
Therefore, Jiang Zhiyong believes that the overall development direction of Cheng Bang International in the future is to be more dedicated and professional, especially to better understand the diversified needs of consumers and the changes of such needs. When it comes to brand management, will Cheng Bang International stick to it? Localization of international brands and internationalization of local brands? Through its own platform, more outstanding international brands will be known to China consumers, and at the same time, national brands will be more dynamic in line with international fashion.
Jiang Zhiyong has been working hard in the clothing industry for 27 years since she entered the business at the age of 16. Now his enthusiasm is getting stronger and stronger instead of decreasing. He said:? I grew up in the clothing industry, and it was also the clothing industry that made me from a handyman to the president of the company. I have witnessed the development of this industry. I have been making clothes all my life, and I can't do anything else. ?
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