Red Dragonfly: Revelation From Quanzhou Shoe Enterprises

"Organizing textile shoes and clothing enterprises to visit and learn from Zhejiang is to explore how to promote the" two speed up ". A few days ago, the Quanzhou economic and Trade Commission, the head of the 15 textile and footwear enterprises, executives and trade associations in Wenzhou, went to Wenzhou and Ningbo to enter the famous clothing and leather shoes enterprises such as red dragonfly, AOKANG, wedding bird, Zhuang Ji and YOUNGOR.

"Go out for business in different sectors"

Learning needs tolerance.

"In the second half of this year, we will also organize the two or three batch of enterprises to go out" in different industries, and learn from advanced enterprises in the Pearl River Delta, Yangtze River Delta and other developed areas. " Gu Jingfeng, director of the Quanzhou Municipal Economic Commission, told reporters that in accordance with the requirements of "150 days' work," five campaigns "and the implementation of the" two speed up "to promote leapfrog development, the Municipal Economic Commission will identify the starting point of work and take the initiative to promote the leaping development of Quanzhou's industry, accelerate the upgrading and optimization of the industrial structure, and build an advanced manufacturing base in Haixi.

Go deep into the enterprise to see the workshop and learn from the experience of positive interaction. The inspection is meticulously prepared, without going through the motions, and entering into an enterprise without a glance. It is half a day. From the exhibition hall, enterprise Museum, workshop, canteen, to discuss with the head of the local economic and trade department and the senior management of the enterprise, the Quanzhou delegation has been impressed by the open-minded, studious and positive thinking of the delegation. While studying and drawing lessons from it, the mission pays attention to internal communication and continuous summing up. On the afternoon of arriving at the first station in Wenzhou, the delegation immediately held a meeting to seriously arrange the inspection tasks. "20 years ago, they came to Quanzhou to study. Today we learn from them. This also requires a kind of tolerance." Su Huanghui, deputy head of the Municipal Economic Commission, said.

On the four day's inspection and visit, the members of the delegation said that YOUNGOR, AOKANG, red dragonfly, wedding bird, Zhuang Ji and so on were all men's clothing and leather shoes giants. They had great experience in promoting technological innovation and management innovation, grabbing high-end links in R & D, design, sales and other value chains, and implementing the strategy of large enterprises and big groups. It is of great significance for our enterprises to become bigger and stronger and achieve over 15 targets in 5 years. {page_break}

"Five year strategic plan"

Highlighting station height

To make a five year plan, it costs 5 million yuan, and the delegation has heard an astonishing number when dining with YOUNGOR executives. Just as the delegation visited YOUNGOR, Li Rucheng, the head of the group, was receiving 4 members of the think tank invited from Renmin University of China to discuss the compilation of the "four or five plan". According to a deputy general of the reception delegation, YOUNGOR will carry out the work of transformation, transfer, transfer and innovation in the next five years, focusing on "three changes and one new". In order to carry out a comprehensive transformation, the garment sector should be transformed from production management to brand operation. Production enterprises should complete regional transfer and transfer within five years, straighten out the control system and division of labor between listed companies and holding companies, improve personnel training and incentive mechanism, and explore the development mechanism and inheritance mechanism of YOUNGOR mode.

In AOKANG, there is also a "Five Year Plan" for internationalization strategy. In the Red Dragonfly Group, "green grass project", "sunshine project" and "blue sky system", a series of words spun out by Fang Xuanping, deputy general manager, explained the sales model of red dragonfly. As early as 1998, the "green grass project" was launched, and the franchised and proprietary chain monopolization project was implemented. Up to now, it has developed to more than 4000 monopoly terminals, including more than 600 self operated stores. "But there are many problems, especially in the management of agents." Fang Xuanping said that since 2000, the implementation of "sunshine project" to carry out the maintenance and upgrading of the market terminal image. In 2004, the "blue sky system" was introduced to focus on resources development.

"Matching of main and auxiliary industries"

Expand profit margins

In the first half of this year, YOUNGOR's clothing and textile sales profits increased by 61.09% and 161% respectively. "Clothing is our basic industry, real estate is our future growth enterprise, equity investment is our exploratory industry, the three industries are interdependent at different levels." The Vice General of YOUNGOR. In fact, YOUNGOR's "vertical industry chain" has long been known. Apart from the construction of Textile City, YOUNGOR's Cotton Corp, washing plant, textile printing and dyeing company, excipient industrial city, wool weaving and dyeing company were established. YOUNGOR continued to extend to all aspects of upstream and downstream, basically completed the vertical integration of upstream business. YOUNGOR people explained that the purpose of upstream is not to make money, but to save money.

Online sale of men's clothing is the same as traditional mode. To complete the flexible interaction between "online" and "offline", the news birds' wading through e-commerce also gave the delegation a brand new feeling. With good production technology, fabric production base, design team and real shop, the news bird launched BONO, an e-commerce direct selling brand. Entering the twenty-first Century, the news birds began to implement the strategy of multi brand management and cross industry development. "The additional funds raised at the end of last year will mainly be used for the opening of new sales outlets." In the interactive exchange with the inspection group, Fang Xiaobo, deputy general manager and Secretary of the board of directors, stressed that the enterprise strategy is to use the capital platform to carry out mergers and acquisitions in the same industry and strengthen the main business. Without exception, several enterprises visited by the inspection group earlier involved in diversified operations such as mineral resources, real estate, investment and financing. "Chuang Ji is not only a clothing brand, but also shipbuilding, mining and PE investment." The head of Pingyang Industrial Park of Chuang Ji group said that the profit of Zhuang Ji clothing project accounted for 1/4 of the group. In the future, Chuang Ji should be the two main industries, one is clothing, the other is shipbuilding. However, he said that Chuang Ji had designed some systems to avoid this risk: the main industry's funds could not move, and the main business personnel could not flow to the shipbuilding industry. {page_break}

"Long distance management of money"

Contains management accuracy

From AOKANG's more than 20 thousand people to YOUNGOR's more than 50 thousand employees, several companies visited by the inspection team have a huge team. How to recruit workers? How to manage a huge team? It has also become a topic of interest to the delegation.

"More than 50% of senior and senior managerial and technical personnel are imported from abroad, and executives of the company, including the chairman and general manager, are all professional managers." Fang Xiaobo used "shareholding family management and professionalization" to describe today's news bird group. During the exchange with the delegation, he also revealed that the new project was busy at the recent day of the chairman's reception day, and all the grass-roots employees were allowed to participate. In addition, he explained the new area beyond the costumes of the wedding birds to another meaning: to expand the new business can open up a new career path and give the management a psychological and career satisfaction. What surprised the delegation was that they had withdrawn from the initial shareholders, and even at the beginning of this year, these shareholders even withdrew from the decision-making power, and provided the stage to the professionalized management team.

"Long distance management of money, close distance management." In the Red Dragonfly enterprise culture exhibition hall, these ten words let the inspection group stop and observe for a long time. "Only three years after the establishment of the enterprise, the boss has delegated a" financial pen ", and if the money is too much, the people will run away. On the side of the Red Dragonfly deputy general Fang Ping Ping actively explained the philosophy of "long distance management of money". He said that the boss and money are still far away. If you deal with money everyday, you will see more and more money. And when money is handed over to others, responsibility is created. Therefore, Qian Jinbo, chairman of the board of directors, unified the idea of 16 shareholders, and handed the "financial pen" to the deputy general manager with rich financial management experience, neither shareholder nor relative. "It also stimulated shareholders to delve into how to regulate the management by the system."

"Step spirit"

Build cultural thickness

Whether it is a first-line injection worker or a female worker in the molding workshop, the delegation visited the red dragonfly group workshop and learned that the wages of front-line workers in Quanzhou's textile and footwear enterprises are more competitive. "Why can Zhejiang's big enterprises be more cohesive?" Lin Shengchuan, chairman of Wai Pai dress and President of Shishi casual trousers guild, discussed with his colleagues. Soon, they found the answer in the Red Dragonfly's brand culture hall, which is a team spirit of "walking spirit".

According to reports, the Red Dragonfly Group came out of Nanxi River. In the stream of Nanxi River, there are different sizes, three sides of different angles, but the stones are smooth and orderly. These stones are high above the surface of the water and are specially designed for pedestrians. "Only by abstracting the concept of enterprise value can we point out the direction for further shaping the corporate culture and form a unique corporate culture." The Red Dragonfly Group Deputy General Fang Ping Ping explained that "Bu Bu spirit" implied: on the one hand is the inclusiveness of the corporate culture; the red dragonfly has a broad mind that can accommodate all kinds of personalities and expertise; on the other hand, it is a strong team spirit, "step by step" because of a smooth and effective unity, and the red dragonfly is united with the Red Dragonfly attribute.