Power diplomacy, "rich man" men's figure re-brand right

Just a few years ago, referring to the Chinese men's wear brand, no one could deny that “rich oysters” was a banner of high mountains. For fifteen years, Fuyi Garment Group Co., Ltd. has brought glory and glory to countless peers:

In 1992, Fulan shirts were only listed for two years, sales exceeded 100 million yuan mark; for five consecutive years, they became the nation's best-selling domestic product Golden Bridge Award winner; consecutively for three consecutive years, the country’s top shirt sales champion, has been rated as China's top ten Famous brand shirts, China's top ten famous men's wear brands, were rated as “Top Ten Best Quality Brands” in 2001. In 2004, they won the title of “Chinese Famous Brand Products”.
It seems that at night, Chen Chengcai, the chairman of the board who is used to saying “Quality is made,” suddenly discovered that past industry brothers Youngor, Shanshan, etc., strove to catch up, and was already far ahead of the wealthy market. There are fewer and fewer voices of “rich oysters”. In the realistic environment where "communication is productivity" and "brand is the ultimate weapon of competition in the industry," Chen Chengcai truly experienced the desolation of the hero for the first time.

Chen Chengcai: Looking for a knife

Different from many private entrepreneurs in Guangdong Province, Chen Chengcai has always been acknowledged in the industry as "the handsome talent": Provincial Standing Committee of the CPPCC Provincial Committee, Deputy Chairman of the Provincial Federation of Industry and Commerce, President of the Huizhou City Federation of Industry and Commerce (General Chamber of Commerce), Standing Director of the China Garment Association, China Many titles such as the deputy director of the Men's Clothing Professional Committee of the Clothing Association and the deputy chairman of the Provincial Garment Association are sufficient to illustrate his personal ability and strength.

Right: Chairman Chen Chengcai Left: General Manager Zhang Hailiang

Recalling the days when companies started from scratch in the past 15 years, Chen Chengcai had to re-examine his “overlord” road: In the past 15 years, the company has continued to develop steadily and healthily. It seems that the company has forgotten the hardships of its original venture. , Get used to a comfortable day. With the continuous expansion of the group's scale and the diversified operation of clothing, real estate, medicine, and power, Chen Chengcai gradually realized that he was unable to do anything. Beginning with clothing, and once sat on the “first place” among the domestic counterparts, for 15 years, he has never asked relevant authorities to evaluate the brand value of “Fuyu”. "Fuyu" is extremely fierce in competition in the industry, and the degree of product homogeneity is extremely serious. Today, the brand value is seriously aging and shrinking, and there is even danger of being squeezed out of the front line by peers.

"If you don't do it well, you have to say it well." In the face of the fact that "Victory is the key to winning communication," honest and honest Chen Chengcai truly realized that he would be an expert in making products, grasping quality, and grasping services; but he would do it in a modern market environment. The marketing, to realize the monetization of the brand value of the enterprise and the product, is still an “outsider”.

In fifteen years of business, various types of marketing and management experts that Chen Chengcai has ever met are just a few examples. Out of the almost paranoid love and cherish of creating the "Fuyu" brand, and the hegemonic strategy of seeking "absolute right of discourse" in the industry, Chen Chengcai was reluctant to put such a heavy responsibility and honor on those who could not rely on fake hand. He has been looking for an "expert" who has both theoretical height and sufficient practical experience to truly translate theory into productivity.

On May 28, 2005, at the "China's 6th Marketing Innovation Forum" in Huizhou City, Zhang Hailiang entered his vision.

The First "Power History of Diplomacy" of Fuxi

Zhang Hailiang and others? Actually, Chen Chengcai, who had his eyes above the top, had a "surprised" feeling?

Zhang Hailiang, with unsatisfied appearance, has a very big name. He is currently the director of the China Brand Park Management Committee and the president of the China Marketing Academy. Market nuclear power, 4S product innovation rules, special win terminal theory, 12345 simple brand rule, 6T benign path operation law theory founder. In the past 11 years since entering the marketing and planning sessions, we have adopted new, extraordinary and special positioning methods and classic creative methods as Jianlibao’s fifth quarter, Hongta’s peak, China Post, Lijun Pharmaceutical, Rongshida, Bank of Communications, etc. The successful planning of the company's nearly 100 product or service launches has made brilliant reports at numerous domestic universities and forums.

There is a saying in the domestic marketing community that Nanfang’s experts and businesses have frequent contacts and have rich first-line operating experience. However, it lacks a solid theoretical foundation and it is difficult to realize the sublimation and elevation of corporate strategic thinking; the North-based marketing experts specialize in Theoretical research, but lack of practical experience, the theory is difficult to fall. Zhang Hailiang precisely combines the strengths of the two schools in the South and the North. It is Chen Chengcai's expert in turning theory into productivity.

Zhang Hailiang also noticed Chen Chengcai's “Confucian businessman” temperament and pragmatic attitude of a practical man in his two-day meeting. Under the chilly weather, there is a sense of sympathy for each other.

After a period of frequent telephone communication, Chen and Zhang were surprised to find that they have a lot of resonance on how to successfully build a brand's lasting vitality. In early June, Zhang Hailiang was invited to Fuyi. After a week-long inspection of the hardware facilities such as factories, industrial parks, and office buildings, Zhang Hailiang gave Fuhe a certificate: The brand is aging seriously, and the brand value is not realized. Monetization, intangible assets such as brands are rapidly losing their vitality and urgently need activation.

"The hero sees something similar", this diagnostic book, and Chen Chengcai fully agree with the conclusion of the rich.

In the 15 years of healthy development, FX Group has accumulated a superior brand foundation in terms of employee cohesion, team loyalty, and advanced equipment and facilities. However, due to the lack of modern marketing technology, the lack of innovation ideas and strengths of the enterprise, management team building. Can not keep up with the reasons for the pace of business development into trouble. In front of the confused rich, Zhang Hailiang's sense of responsibility and sense of mission arise spontaneously.

When Chen Chengcai invited Zhang Hailiang to become the general manager of Fushen Group, Zhang Hailiang readily agreed to the mutual understanding and trust, as well as the common desire to become bigger and stronger.

At 3 pm on August 10, 2005, at the headquarters of Fuzhou Group, Huicheng Group, Chen Chengcai announced the appointment of Zhang Hailiang at the conference, and admitted that for 15 years, Fuyi, as a family business, has never been employed outside the company. The senior managers of the managerial category, Zhang Hailiang, who has served as general manager of the group, is the first time in the history of Fuxi's development and also the first “power diplomacy history” of the wealthy.

Zhang Hailiang: sharp knife, Huo Jie Xiu

When we took over the baton of the rich, both the power and the responsibilities were respected, and many people in the industry were worried. However, Zhang Hailiang’s confidence is not difficult to see. He said in his speech at the meeting: “I am very honored to accept the entrustment of the rich, I The work will be done in a serious and pragmatic manner. The foundation of the wealthy is very good, the wealthy has moved me, the wealthy has good hardware, as a professional brand and marketing researcher, practitioner, we will go in a short time It is not difficult to find the constraints of development and create a brilliant future."

A few days ago, the retail sales of China's clothing and consumer goods this year was expected to account for about 13% of the total retail sales of consumer goods, which was basically the same as the growth rate of the previous year. In addition, the changes brought about by the restructuring of the garment industry this year will continue to show through the market, clothing demand will tend to pursue high quality, and consumers will be further strengthened by the influence of brand philosophy and fashion trends. To this end, the wealthy brand marketing road is a must.

In order to recapture the “speech right” that was once lost in the domestic apparel industry as soon as possible, the value of the wealthy brand is monetized in less than two years, and the brand is re-entered at the operating level. Zhang Hailiang proposed the "15-character policy" as the work focus of the entire team's "trial period":

Brand activation: Based on full investigation, identify the bottleneck factors that restrict the development of the company, formulate the core values ​​of the brand recognized by the market and the public, and timely conduct brand promotion, dissemination, and marketing management through expert verification. At the same time, do a good job of supporting the adjustment of the product structure to solve the brand aging and symbolic brand aging problem.

Channel change: change the status quo of the current terminal, start the "hundred family office, thousands of stores" project. Promote the style of "Iron Army" in the enterprise, realize the "iron canal project" and establish a solid market channel.

Tiejun style: Brand and marketing methods need good execution, responsibility and sense of mission. All employees are required to dare to fight hard, fight big and be responsible.

Internationalization: Internationalization includes the internationalization of capital, the internationalization of end markets, and the internationalization of talents. This is the foundation for companies to move toward the world and achieve rapid and sustainable development. Among them, the talented person internationalizes the designer brand, outside the Italy, France and other "fashion capital" the first-class international design master, guarantees the wealthy clothing in the consumer trend the leading position.

Three days after the “15-character guideline” was put forward, Zhang Hailiang’s national market research team has already set off. The heavy rain in Jiangnan Jiangbei, like the competition of the actual clothing industry, is extremely hot. I believe they will face the most fierce competition in the market. We are willing to report our best wishes to these brave warriors who are striving for Chinese brands!

At the same time, we also see that the trust of entrepreneurs is precious, and the courage of professional managers is commendable. Examining the high standards and strict requirements, the Chinese garment industry calls for more diversified professional talents, and it is the general trend to absorb marketing strategies of other mature industries. The first power diplomacy of the wealthy can be said to be another major progress of this industry!