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The Mystery Of Qian Feng's "Not Doing The Right Thing"

2010/4/27 17:08:00 28

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In the eyes of outsiders, Qian Feng, chairman of the blue and White Fashion Co., seems to be a little bit "out of business" these days. He buried himself in the granary of the Qing Dynasty on the edge of the canal.

As Hangzhou fashion clothing Another identity of the head of the enterprise is Hangzhou. clothing The two presidents of the designers association seem to be out of tune with where Qian Feng is staying.

Yesterday, Qian Feng, who spent 17 years in the commercial sea, was still alive with a pair of jeans.

"It used to be a granary, and it will be a repository of wisdom and creativity in the future." Qian Feng has opened the meridian between ancient granaries and creativity.

Blue color Fashion Co., Ltd. is a large independent design and development, processing and manufacturing, internal and external trade as one of the large. clothing Company. At present, its group uniforms and other export products have been exported to China's Hongkong, Macao and other Southeast Asian, European and American markets.

stay clothing The industry has made a vivid and colorful Qian Feng. Now it has captured the more than 8000 square century Qing Dynasty architecture. It will build a high-end creative park here, and become a distribution center for cultural creative industries such as costume design, animation, cultural planning, painting art and so on.

From small workshops to well-known clothing brands

In 1993, Qian Feng, a design major, founded the Hangzhou blue fashion dress Co., Ltd., then led the "blue sentiment" into Hangzhou Tower. In 1994, Qian Feng, who had a certain industry experience, began attacking the most profitable production sectors. He bought several sewing machines and rented a two hundred square factory workshop on the way to Shaoxing to start a garment manufacturing tour.

"At that time, it was like a small workshop, designed by ourselves, and then hired by several skilled workers to start sewing." From that point on, Qian Feng grasps the production, design and sales chain of blue color. Since then, the company's performance has increased by more than 30% per year. By the end of last year, he had opened more than 200 stores and stores in China.

Today's blue sentiment is a strange name for Hangzhou people.

Survived the financial crisis and usher in a new "crisis".

However, in the 17 year history of Qian Feng, the history of entrepreneurship is not smooth sailing.

This includes the financial crisis that broke out two years ago. At that time, Qian Feng clearly felt that the pace of enterprise development began to slow down. "The performance is only about 10% growth rate."

Qian Feng took the initiative to deconstruct his company in accordance with the three functions of production, design and sale, and put every company to professional manager to operate independently to resist risks. He only manages the strategic direction of the enterprise as a whole.

Deconstruction makes many problems clear. A report from Qian Feng on the production line found that bottlenecks in multiple processes of production lines directly reduced the overall production efficiency. For this reason, Qian Feng is right for the remedy to the case, which makes the blue sentiment go through in the financial crisis.

Now Qian Feng is somewhat confused. Although the company has a fashion design team, it has to design dozens or hundreds of clothing styles every month, and then the top design team is also at a loss.

"The style of clothes is easy to imitate. Only by constantly introducing new ideas, can we be invincible." How to maintain the unlimited creativity and vitality of enterprises has become a major proposition Before Qian Feng.

The transformation from "made in China" to "made in China"

If enterprises are deconstructed as a technological activity for managing enterprises, what Qian Feng does now is a long-term and long-term mental work.

As a real Hangzhou citizen, Qian Feng often wandered around the canal beside his work. The smell of the canal can not only relax Qian Feng's mind and body, but also bring design inspiration to him.

"The simple rich warehouse is on the edge of the canal. There are many people in it. Canal group has always wanted to find a master to make use of it. For a long time, Qian Feng pays more and more attention to Fu Yi warehouse.

On the other hand, when Qian Feng traveled around the world, he saw creative industries and creative economy developing vigorously in western countries such as the United States, Britain and other countries, and burst out huge energy and influence. This trend of creativity spread rapidly to China. Beijing, Shanghai and other cities all listed creative industries as an important item of urban development.

"Many industries in China are trying to transform from" made in China "to" made in China ". Qian Feng also feels that he is in urgent need of such a change.

Until 2008, an ancient creative park gradually formed in the minds of Qian Feng. He communicated with the canal group several times, and the canal group finally handed over the treasure to him. Today, through the approval of the relevant departments, the Fu Yi Cang creative park will be presented to the world in May this year.

Building a warehouse for creative talents

In the rich blueprint of Qian Feng, many high-end creative enterprises integrating commercial design studio and pure art design studio have also become a high-end tourism complex in the process of canal inscription.

Who will become a member of the creative garden? In fact, Qian Feng began to prepare three years ago. He relies on the China International held by the municipal Party committee and the municipal government. Women's wear The designer Grand Prix selects a group of outstanding designers every year to send them to Europe's first class Design Institute for one to two years of study to cultivate mature designers.

Qian Feng said that at present, 12 young fashion designers selected in the 2008 and 2009 Grand Prix have returned home after studying in Europe. The municipal Party committee and the municipal government attach great importance to them and hope that they will become Hangzhou. Women's wear The development of new strength, and actively create conditions for them. Now, Fu Yi warehouse will provide them with a good creative space, where they can create a design studio and become a reserve talent in the industry.

"As long as the industry that accords with the orientation of creative culture can enter the rich warehouse, then it will become a repository for creative talents." In the eyes of Qian Feng, all industries need the reserves of creative talents.

Expert comment

Renowned service economist, Dean, professor and doctoral tutor of Zhejiang Shuren University Modern Service College, Zheng Jichang

The transformation and upgrading of the economy has become the theme we must face in the period when the global financial crisis is about to enter the "12th Five-Year" period. How to transform? How to upgrade? The "blue sentiment" made the granary of the Qing Dynasty on the edge of the canal become a gathering area of cultural creative industries such as costume design, animation and cultural planning, and the path of industrial transformation was deduced.

From the perspective of the global industrial chain, there are 6 main links in the industrial chain of any industry, including product design, product design, and manufacturing. raw material Procurement, logistics and transportation, order processing, wholesale Business, terminal retail. This is called the "6+1 industry chain". These 6 links are the most valuable and value-added part of the industrial chain, but sadly, under the global competition pattern, these 6 links are hardly controlled by our country. There is a classic case, that is, the export of Bobbi dolls, manufacturing link earned 1 dollars, while in the United States, the price of the product is 10 dollars, 9 US dollars we created for the United States. The United States can earn US $9 of Bobbi dolls processed, and the key is 6 strong links.

Thus, to save manufacturing, if the industrial chain does not extend to "6", it will not strengthen product design. raw material Procurement, logistics and transportation, order processing, wholesale Business, and continue to stay on investment theory, manufacturing theory manufacturing, in order to promote industrial transformation and upgrading, that is useless talk. For garment enterprises, design is the key to improve the profitability of enterprises. Design is the precursor for enterprises to develop the market. Design is the means to mold the brand of an enterprise, and design is an important way to innovate business models.

From an industry perspective, transformation and upgrading also need to be postponed to "6". As a large local garment company in Hangzhou, blue color Clothing Co., Ltd., in the practice of breaking through the financial crisis, shifted from a garment manufacturing enterprise to a high-end cultural and creative industry dominated by clothing design. This is not only necessary for the transformation and upgrading of blue, but also for Hangzhou. Women's wear The future path of capital.