Max Chase: Virtual Management, You Help Me.

Zhou Chengjian, a native of Wenzhou, Zhejiang, was born in 1965. She was a tailor from primary school, and founded in 1994.

So far, it has opened more than 1000 stores in 535 cities across the country, with sales increasing at an average annual rate of more than 80%, breaking 2 billion yuan in 2003.

No ordinary road

Fictitious economy is a word rising in the Internet age. Zhou Chengjian began to explore the way of virtual economy in China.

Zhou Chengjian liked to explain the meaning of "Muse Bong Wei": "bang Wei Bang Wei, someone helped me, and you helped me, and helped more."

In 1995, the Chinese casual wear market began to "explosive" expansion. At that time, at the time, it was only a small brand in Wenzhou. Limited capital became the biggest obstacle to the development of the company.

Zhou Chengjian decided to throw all his eggs in one basket and abandon the traditional front shop post factory mode, outsourcing all the most expensive production and marketing links, all of which focus on brand building and product design with additional value.

In the Chinese clothing industry at that time, Zhou Chengjian's practice was unheard of by most people.

Some people say that it is a leather bag company. Some people say it is an innovation, and controversial word-of-mouth has helped spread the popularity of the United States.

Sales in 1995 amounted to about 5000000 yuan, up ten times in 1996 and over 100 million yuan in 1997. After 8 years, the United States has integrated more than 200 upstream OEM manufacturers, more than 1000 downstream agents and more than 1000 franchised stores.

Everything is difficult at the beginning. How did Zhou Chengjian persuade so many people to become his virtual link at the beginning?

That is to ensure that the interests of franchisees are maximized.

On the one hand, the profits will be 40% for the producers and sellers, and only 20% for them. On the other hand, in the 90s, when the integrity system of the domestic market was very incomplete in the last century, we should take the order, pay 30% deposit and cash pick up method to get the goods with the best quality and quantity and the best price.

To strengthen control power in Wenzhou where Zhou Chengjian is located, the annual scale of business development of family run private enterprises usually develops to about 500 million yuan.

But in 2000, only a few American scholars put forward the concept of "virtual enterprise" for only 9 years. Zhou Chengjian successfully broke the "Wenzhou fate" by using the way of "virtual operation".

Although before him, Nike, a famous multinational company, had already used the same pattern to win the leading position in the global sports shoes industry, but at that time, all kinds of controversies had been accompanied by Zhou Chengjian and his founder of the United States.

Under pressure, mates Bang Wei built a factory of 500 people himself, and two years later, he managed to turn off the factory under pressure. Zhou Chengjian insisted on concentrating on only three aspects of logistics platform, business channel management and R & D, and outsourced all others.

In the view of Zhou Chengjian, a tailor, there is almost no core technology in clothing. Its biggest added value is brand, good brand management and costume design, so that it can become a management enterprise at the core position in the virtual chain.

But such enterprises need to walk on two legs, one of which is to maintain strong control over upstream and downstream cooperative groups.

Production and supply, a quality problem, has also occurred in the wholesale production of the same style of clothing manufacturers to sell clothing to the wholesale market, although not to beat the United States, but has a great negative impact.

The United States has set up a professional anti-counterfeiting team.

In terms of sales channels, the unified image and unified service standard of the whole country are the biggest differences from Zhou Chengjian's requirements.

The national unified price is controlled by computer system.

Zhou Chengjian did not hide his dependence on the computer ERP system. Every store owner can always understand the new costumes launched by the United States by means of the Internet, timely ordering, and paying the money online.

The information will be pmitted to the OEM manufacturers at headquarters and the whole country, and the new products can be put on shelves on average for only 4 days.

Improve reaction power

Once the factory was shut down, Zhou Chengjian now has a new strategic vision and plans to build a core factory in five years.

One of his aims is to improve the reaction speed, and the two is to reduce costs.

If in the fast market reaction this piece, 10% to 20% of the production capacity under their own control, may provide consumers with faster and more fashionable products.

Zhou Chengjian believes that an enterprise will always face risks and face challenges.

No matter what the mode is, the risk lies in the management. "Your management can not adapt to the development of the enterprise, and can not constantly innovate to adapt to the progress of the whole society. Then you will face another challenge."

...

Mus Bon is a fashion brand full of foreign flavour. Its owner, Zhou Chengjian, had to explain to such a strange brand when he accepted almost every media interview. Of course, with his explanation becoming more and more satisfactory, the explanation is far away from its earliest cause.

Zhou Chengjian is a person who has a hobby in clothing design and clothing design and sales. According to him, tinkering with new clothes every day is not only his business, but also his pleasure.

He told me that he wanted to create a clothing brand with Chinese cultural flavor and oriental characteristics, and watched his store full of products that are very young and fashionable in the West. I don't know how far away his ideal is except how to talk about it.

It's an anomaly in the clothing industry, which is mainly outsourced. It is a fact that if you just read the interview with YOUNGOR boss Li Chengru two weeks ago, you will conclude that doing business in China is really full of possibilities of success.

Outsourced, business and brand design can sell goods to more than 20 billion, and only do what they are best at, the ones with the highest added value. Others outsource to others. Instead of leaving the ocean, Zhou Chengjian gradually tries to kill them from the front line of operation.