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Zhou Chengjian, The Richest Tailor, "Started Again": Brilliant Achievements By "Flickering"

2011/6/2 10:45:00 170

Metersbonwe's latest MTEE ads show two Jay Chou. One is Jay Chou, who is known as Taiwan heavenly king as long as the earth knows, and the other is Jay Chou, Zhou Chengjian, the chairman of the Metersbonwe and the standard standard.

Shanghai Metersbonwe Dress Limited by Share Ltd Chairman Concurrent CEO Zhou Chengjian

Zhou Chengjian, who is the richest person in China's clothing industry, has reached 20 billion of his personal worth. Why did he become a spokesperson in person? In a recent interview with Shanghai newspaper, Zhou Chengjian responded humorously to this question: "business is not good this year, it's both selling skills and selling!"

Origin

After studying carpenter, the Mason finally chose to be a tailor.

Unlike some businessmen who have avoided fame and fortune after their success, Zhou Chengjian always categorized himself as "tailoring". "When I was young, I learned carpenters, masons and tailors for my living. If I had worked as a carpenter or a mason, I might have made real estate and earned a lot of money. But I chose to be a tailor, and I am still a tailor.

Speaking of past events, Zhou Chengjian habitually played a joke, but then he said very seriously: "but making a living depends on yourself." I think the cloth feels much more comfortable than mud and wood. Therefore, I do not regret it until now.

At the age of 16, Zhou Chengjian graduated from junior high school in Qingtian, Zhejiang, where he began to become a tailoring apprenticeship. A few years before he was sent to school, he could follow the master to make clothes for a month.

In 1982, at the age of 17, he founded the Qingtian garment button factory, which resulted in poor management and owed 300 thousand yuan in debt. Other people thought he was completely over, but he came to Wenzhou with 9000 yuan. Not only did he pay off debts from the tailor's small workshop, but he also created Metersbonwe, the largest leisure clothing enterprise in China.

Grow up

Rely on "flicker" to integrate resources to create supernormal development

Zhou Chengjian summed up his own business history: before 1995, he completed the original accumulation, and began to make professional brand in 1995. In 2000, Metersbonwe became a company that made money. But it was not until 2005 that Metersbonwe became an enterprise that contributed and influenced the society. "2000 is a turning point, when clothes were still OK, but visibility was not enough. So I hit tens of millions and asked Aaron Kwok to be the spokesman. As a result, gamble wins, we earn money, and we all know that there is a clothing brand called Metersbonwe.

In terms of management, Zhou Chengjian pioneered the strategy of "virtual operation" in China. The company does not have factories to outsource clothing and sales to other enterprises, leaving only the core part of itself, including product design, brand promotion and a small number of Direct stores, fully mobilizing the enthusiasm of other enterprises and franchisees, and taking "win-win" as the biggest selling point. {page_break}

Metersbonwe's latest MTEE ad

As for this pioneering work that peers seem to be "not taking the unusual path", Zhou Chengjian is almost self mockery: "because I find myself more fickle, but I am not very good at doing specific work, so I will play my own strengths to integrate." Because of this, the $4 million Metersbonwe has been able to replicate new stores across the country at an ultra normal rate. By the end of last year, it had 3800 stores in 2000 cities across the country. Such a huge sales network is the bottom line of Metersbonwe's listing in Shenzhen's small and medium sized boards in 2008.

Target

Build new products and be proud of foreign brands.

Zhou Chengjian said that when he first named MADS clothing company, he thought it sounds very foreign and no farmer's taste. But when faced with the real foreign brands, it suddenly discovered that they are weak. "15 years ago, the mainstream business circle recognized Giordano, later recognized Esprit, then ONLY, now it is Zara and H&M. We want to occupy a good position in the mainstream business circle. We must try our best to make a breakthrough. Speaking of this, Zhou Chengjian's tone increased by several decibels, as if he were back to study because he was the age when the son of a farmer was bullied.

Some people believe that local brands can not compete with international brands. Since Metersbonwe occupies an absolute share of the three or four tier cities in the country, it is better to enlarge the cake. But Zhou Chengjian did not admit defeat: "Chinese brands are not on the basis of the mainstream business circle, they are marginalized. A good enterprise must have a foothold in the first tier cities. "

It was based on the goal of being proud of foreign brands that Metersbonwe launched the slogan of "new Chinese goods" in 2011. The company's fashion T-shirt MTEE works with the Shanghai art film studio to introduce the well-known cartoon characters of black cat sergeant, Na Zha, Shu Ke and beta into the tidal T-shirt.

A brand that reminds us of a foreign name when it was founded, now it has a high profile to declare itself a "new national product". What does this spanformation mean? Zhou Chengjian said frankly: "at that time it was survival, and now the goal is to become a national brand. Before competing with domestic brands, the price war was fought. Nowadays, competition with foreign brands needs to be done in terms of product personalization and brand enhancement.

Facing the future, Zhou Chengjian is full of confidence in front of the media: "we need to use 3-5 years to become today's Zara and H&M."

In the United States Industrial Park, which is open to the outside world, a lot of land is covered with vegetables and rape flowers. It is hard to believe that it is in Shanghai. The staff explained that growing vegetables is a unique way of leisure for Zhou. The man who tried to get rid of the peasant identity has now built his own pastoral dream in the city.

Zhou Chengjian's new doctrine of the state of the goods and his pastoral dreams obviously come from the same origin.