Wen Shang Wu Zhensheng: Turn Roccaff Into Another Good Bird.

Wu Zhen Sheng

Wu Zhen Sheng

Date of birth: October 1965

Company name: Zhejiang Roccaff Home Textile Co., Ltd.

Social duties: President of Jiaxing Wenzhou chamber of Commerce

Jiaxing Wenshang group

Total Wenzhou population: more than 10 thousand

Industry distribution: hardware and electrical, packaging and printing, footwear, home textiles, food processing, etc.

He participated in the establishment of the earliest clothing group in Wenzhou.

Jiaxing's Wenshang assets have reached tens of billions of yuan.

Reporter: how many people in Jiaxing are there in Wenzhou? What industries do they mainly enter?

Wu Zhensheng: Wenzhou and Jiaxing are two brothers cities in the same province. In the 70s and 80s of last century, Wenzhou people went to Jiaxing to do small businesses.

In recent years, many Wenzhou enterprises have shifted their manufacturing to Jiaxing due to the shortage of land.

Now Wenzhou people in Jiaxing are involved in a wide range of industries, such as hardware and electrical, packaging and printing, shoes and clothing, home textiles, food processing and other fields can see Wenzhou figure.

According to the local industry and Commerce Department, there are more than 6500 registered enterprises in Wenzhou area of Jiaxing.

Reporter: it has been nearly a year since last year's president of the Jiaxing Wenzhou chamber of Commerce. Now, what experience do you have and what are you going to do?

Wu Zhensheng: Jiaxing Wenzhou chamber of Commerce was established in 1999, and has gone through 12 years. With the joint efforts of the previous presidents, the Wenzhou chamber of Commerce has become an influential social organization in Jiaxing's industrial and commercial circles.

According to incomplete statistics, the assets of the chamber of Commerce of the chamber of Commerce have reached hundreds of billions of yuan, and a large number of members have entered the ranks of hundreds of millions of enterprises.

In the next few years, the leading team of the chamber of Commerce will make efforts to improve the network of the chamber of Commerce and create a "home" of the Jiaxing Wenzhou chamber of Commerce.

Reporter: in reality, how does the Wenzhou chamber of Commerce "family" position reflect?

Wu Zhensheng: I think the chamber of commerce must have its own chamber of Commerce.

It should be a villa type multi-functional guild with independent property rights.

Let members have a place to exchange feelings with each other, so that people in Jiaxing can gather, drink tea and talk and sing, so that they can feel "home" in Wenzhou.

Today, the Wenzhou chamber of commerce is spreading all over the world, contacting every outside Wenzhou.

As the president of the new Wenzhou chamber of Commerce in Jiaxing, my original intention is to create a place with Jiaxing's Wenzhou businessmen to have an integrated function of entertainment, fitness, business negotiation and so on.

Recreate a "good bird"

Reporter: originally you have been in the clothing industry, now your career focus on the home textile industry, why do we make such a choice?

Wu Zhensheng: after the listing of Limited by Share Ltd, I gradually fade away from management, and the company has been handed over to professional managers to manage.

But I feel very young and have energy to do business.

In 2002, I went to France to attend a home show in Paris. I saw the popularity of this industry, and I think there will be huge room for this industry.

In the past, people felt that they could sleep well and cover up. They did not pay attention to beauty and good-looking, but did not mention any brand.

After a thorough investigation of Shanghai, Jiangsu and other markets, I decided to create a "good bird" in this industry.

Reporter: how do you locate the "rokoff" home textile brand that you are building now?

Wu Zhensheng: the first brand of domestic high-end home textile industry is the target of rokraft.

In 2005, our company was formally established to produce bedding.

The decoration of Roccaff's home textile outlets is originated from the exquisite style of Italy.

We have set up two production bases in Pudong, Shanghai and Jiaxing in Zhejiang. At the same time, we have set up a Roccaff home textile research and development center in Shanghai. From the very beginning, we have positioned the products at a high level. Our main designers are from Italy.

Reporter: what is the development of rokoff brand in China?

Wu Zhensheng: after more than five years of development, Roccaff has established its position in the domestic textile industry. We take the way of direct operation and franchisees. Now the main high-end shopping malls in the country have been stationed in more than 160.

Not long ago, we also acquired a 16 year old home textile brand in Shanghai, Hui Yi, which has more than 200 outlets nationwide and is located in medium grade home textiles. In the future, we will establish a dual brand development strategy.

Reporter: what stage is the development of domestic textile industry now? What competitions exist?

Wu Zhensheng: in recent two years, Luo Lai home textiles, fuanna and Meng Jie home textiles have landed in the capital market and are very optimistic about investors.

At present, the home textile industry has a large domestic market space, and its annual consumption growth is nearly 30%.

But from the point of view of scale strength or brand internationalization, there has not yet been a real "Home Textile Group" in China. There is still room for further development of China's home textile brand.

Reporter: from clothing to home textiles, after so many years of brand, how do you view "brand"?

Wu Zhensheng: brand is the key to the future development of enterprises.

Many enterprises in Wenzhou have accumulated a lot in the past few years. They can create brand and develop in the direction of brand.

Brand is worthless, always your own, you can have several lives.

The key to making a brand is the idea. We must have a good idea. At the same time, we must insist that what we fear most is halfway and cost, and then we need to build a good team. These are all available, so that we can have a chance to build a good brand.

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Urban development should not be based solely on economic indicators.

Reporter: Why did you let rokoff company in Jiaxing in 2005?

Wu Zhensheng: in 2004, when I visited Jiaxing, I felt that this is a very suitable place for enterprise development, located in the Yangtze River Delta economic circle, next to the economic center of Shanghai, and has the backing of Zhejiang's policies and resources. At the same time, Jiaxing's local policies are also very good, and the government's sense of service is strong, and the development space for investors is relatively large.

What impressed me most was that when I chose to study in Jiaxing, I could only look at it. But the thoughtful arrangements and services of the local government made me feel warm. Jiaxing also made a very good impression on me.

So when I started running an enterprise, I first thought of Jiaxing.

Reporter: what have you left behind after so many years of development in Jiaxing? What is Jiaxing worth learning from in Wenzhou?

Wu Zhensheng: the water is green and the air is fresh. This is the greatest feeling I live in Jiaxing.

Over the years, the overall planning of Jiaxing has been very good, and economic development and infrastructure construction have been developing rapidly. Meanwhile, environmental protection and greening are keeping pace with each other.

In my opinion, the development of a city should not be judged solely by economic indicators.

Wenzhou's private capital should be guided.

Reporter: after the listing of the good news bird, as a big shareholder, your business is multiplying. How do you view wealth?

Wu Zhensheng: money is not the most important thing for a person.

Even if you have billions of people, you can only say that you are a rich man and that money is just a figure.

When wealth accumulates to a certain level, we need more repay society, so that wealth is really meaningful.

Even if a person has hundreds of millions of deposits, he can only represent his wealth, not necessarily expensive. How to share wealth from the rich to the ordinary people, especially the disadvantaged groups, should have a deep understanding of entrepreneurs.

Reporter: "Wenzhou fried coal group, Wenzhou speculation group, Wenzhou fried cotton regiment", the outside media often to Wenzhou's private capital by "stir", as a member of the Wenzhou has a lot of wealth, as a Wenzhou chamber of Commerce President, in your opinion, how should we guide the Wenzhou's private capital?

Wu Zhensheng: according to incomplete statistics, the floating capital in Wenzhou has reached 600 billion yuan, increasing by 14% to 20% per year.

It can be said that Wenzhou has definitely become the fastest growing and most attractive area of domestic public funding.

But on the other hand, in recent years, the growth rate of Wenzhou GDP has dropped to several places in the province, and Wenzhou's industry has become more and more hollow, and its capital is hot money.

In my view, the key is that the channels for Wenzhou's private capital to enter the social system are narrow, so that it can only flow underground.

How to solve this problem can not be clearly stated in one or two sentences.

I think that the relevant departments in Wenzhou should strengthen the guidance of private capital so as to legalize, sunlight and standardize them, so that they can not only give play to the real advantages of Wenzhou's finance, but also guide private finance rationally.