Zheng Yonggang, Chairman Of Shanshan Group, Barton, A Strategist.

Zheng Yonggang, the chairman of the Shanshan Group, known as "Barton of the clothing industry", has always been somewhat arrogant. But under this arrogance, it is his unique style.

Praised by the world as "

Don't change military uniform.

Zheng Yonggang was born in Ningbo, Zhejiang in 1958. He joined the army when he was 18 years old after graduating from high school, and was demobilized in 1979.

In May 1989, it took over a about 10000000 yuan loss garment factory and renamed it "Shan Shan".

"My childhood was very simple.

Our generation has caught up with the "ten year turmoil" and the cultural background is not deep.

I was born in 1958, I went to school in 1965, I spent five years in primary school, two years in junior high school, two years in high school, much shorter than now.

High school graduation is in early 1976, and has not yet resumed the college entrance examination, all boys have only one way to go, that is, to serve as soldiers.

"The first time to leave home is to be a soldier.

At that time, our 120 recruits boarded the boat at the Ningbo dock, ready to go to Shanghai, and then ship to Dalian.

The instructor talked with the company commander about the assignment. I first raised my hand to say that I would like to be the monitor, and I was willing to take responsibility.

So I began to be the monitor and manage them well.

"I seem to have a sense of leadership since I was a child.

In the four grade of primary school, the girl was the monitor, and I was the vice squad leader.

I must be a boss, as a child.

I am cohesive and unreservedly, unlike some people who pick and choose.

I am so cattle, I am a calm cow, what is what, I am such a person.

Zheng Yonggang did not evade any questions. The more he had problems, the more spiritual he was. He would not talk about his success in shame. It was due to his confidence and courage: "I went to the clothing factory."

Zheng Yonggang has a brave personality, for example, more than ten years ago, he proposed "striving for success".

He said, "I never do specific work. My job is to use the good guys to make the most professional people do the most professional things.

Why would my company go from a small insolvent small business to today's top 500 in China and the three fastest growth enterprise in the world economic forum?

The key is the core competitiveness.

My contribution to the enterprise is ahead of schedule. Every time we go up the steps, we rely on innovation.

In 1990, we established the risk foundation of Shanshan workers, bought part of the shares of the original country, and made Shanshan a standardized stock company with various economic components, which was the only one in the textile industry at that time.

Why do we do this first?

Because even if you have a good brand and good business philosophy, if there is no good mechanism, your business will still collapse; what is the guarantee for the development of enterprises and the development of talent?

It's the mechanism. "

On his own achievements, Zheng Yonggang said, "there is a saying in the Chinese clothing industry that Zheng Yonggang has not only saved an enterprise, but has done a good job in Shanshan Group. His greatest contribution is to promote the famous brand strategy in the entire garment industry."

His brand strategy is not blind. He believes that the size of a single clothing brand will not be too large, so he is constantly buying brands, including foreign brands.

"For me, there are not many 100 brands.

Every brand has 1 hundred million sales, and I have 10 billion. "

So how did he operate it?

He said, "I invest in brands.

For example, what kind of dress you are most suitable for, give you a designer, an accountant, and then you do it, I will give you 50 million yuan to start.

But one thing, you must be the best in this field.

"What do I do?

One is capital, the other is team concept, and the other is shared resources.

You can do it with me immediately, because I have a big network, so people are willing to do it with me.

Of course, you have to consider their interests, not just give him a salary, otherwise he will run. "

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"General Barton" in China's clothing industry

Zheng Yonggang was recognized as the forerunner of China's clothing industry in the late 1980s at the end of the 1980s.

In addition to Zheng Yonggang's bold and resolute and resolute and resolute personality, people in the industry sent him a title: "general Barton" in China's clothing industry.

Barton said, "war is hell, but I like war."

Zheng Yonggang said, "hell is suffering, but Barton likes it. Since it likes it, there must be some joy in it. This joy seems to me to be" running between the tent and winning the battle ".

"If I were born in the war years, I would be a general or a marshal."

Zheng Yonggang, who plays the most important strategic role in Shanshan Group, is a straightforward explanation for "strategist", that is, "general". "I basically do not do specific work, mainly research enterprise development strategy".

Zheng Yonggang often goes abroad. Almost every year he has 1/3 abroad.

In an interview organized by the network guests, Zheng Yonggang said more frankly that his working hours were only about 6 hours a day, other times were reading some professional books, and playing golf, swimming and chatting with friends.

Zheng Yonggang said that he was "idle" because of his "no matter".

All of the companies in Shanshan are independent legal persons, and Zheng Yonggang let them go.

He is basically a "shopkeeper".

It is difficult to get back to the workshop a few times a year, so it is not clear about some important details. For example, it is impossible to tell whether the British and Chinese companies in the XR controlled by Shanshan Group are listed in Shenzhen Stock Exchange or Shanghai Stock Exchange. For example, 13 of them have always been mistaken.

Zheng Yonggang said, next workshop, that is the director of the workshop, where is listed, that is Zhonghua Yinghua (600110), and what he wants to do is to invest in strategists: introduction of experts, decision making personnel, innovation mechanism, control of capital, integration of corporate culture, strategic positioning of enterprises, to explain the direction of development of enterprises.

Zheng Yonggang was never involved in business.

In his words: "you can only be an investor, not only can not participate, and even can not see."

From shouting "the first name brand of Chinese suit" to move the Shanshan headquarters from Ningbo to Shanghai and swim with sharks.

Zheng Yonggang has always regarded himself as the headquarters of strategic decision rather than the direct combat department, and the success of "Shanshan" from "thousands of miles away" has made the general "diligently" in the "tent".

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"Pagoda style" management wins the market

A total of more than 42000 enterprises in China's clothing industry have entered the clothing enterprises of 520 State Key Enterprises promulgated by the State Council, only those of Shan Shan.

One of the reasons is the implementation of "pagoda type" management.

The general moved on the occasion, and the marshal decided for some reason.

"Shopping malls are like battlefields. My role is marshal."

Zheng Yonggang said.

To tell the truth, Zheng Yonggang, who was born in the army, did not understand the clothing industry. But he knew the market, knew how to manage, and knew how to organize all kinds of professional talents needed to make clothes and win the market.

Zheng Yonggang's greatest management skill is to stand on the top of the pagoda to examine the market and enterprises. The greatest ability is to organize talents.

Zheng Yonggang looked cool, dressed in a suit, and free to talk and laugh.

The reason for "cool" is that he cleverly used the "pagoda style management" to free up the time of the pagoda, to formulate strategic framework, to think about the direction of enterprise development, to grasp the pulse of sudden changes in the market, and to command and organize talents, respecting the foundation of Shanshan Enterprise Building.

From the practical case of "pagoda type management" of Shanshan Group, we can easily find that as long as we have the management art that is in line with the characteristics of our own enterprises, it is not a difficult thing for an enterprise to be free and easy to compete in the smoky market competition.

In fact, Zheng Yonggang does not have a big company manager in his life. He always works late. It seems that work is the whole phenomenon of life.

He doesn't work for more than 8 hours a day. He often has time to walk with his wife, chat with friends, and play golf two times every Monday. He is really too handsome.

Later, someone asked Zheng Yonggang to talk about the mystery, and Zheng Yonggang said without covering up: in fact, everyone assigns a job, that is, everyone eats a bowl of rice in front of him. If you eat someone else's food and others are hungry, you also support it.

Just like that, work is the same.

So we must master management skills.

Can you manage all 52 companies and so many people?

You can't manage.

If you use pagoda type management, you will manage the people of your team. They are going to manage the middle level people. They are management of one level. The management of pagoda is scientific management and the best.

If you stick to the end, you will suffer too much and end up doing nothing.

Through pagoda type management, you will have more time to think and make decisions.

At the same time, as a company's decision-makers need a healthy mentality and healthy body, this is the biggest guarantee for the cause, a person lives in a free and relaxed environment, can freely contact, strategic planning for the future.

All this takes time, and perhaps the source of time for an entrepreneur is "pagoda type management".

In fact,

In the early stage of entrepreneurship, Zheng Yonggang stepped ahead and began to "rob" talent.

Wang Xinyuan, the design master, was the target of many competitors. In 1996, in the domestic clothing industry, Sugi Sugi took the lead in hiring him as the chief designer. The old generation of "red gang", the sixth generation successor Zhang Bridge, was also "grabbed" by Zheng Yonggang. He was commissioned as the master craftsman and promoted his salary. He asked him to design the best suit.

The designer, who saw Zheng Yonggang reusing himself in such earnest way, took all his skills and carefully designed one after another suit.

One of the styles was awarded the first prize of the national suit design. Ye Yingwei was the authority of suit in Italy and Hongkong, and was originally a technical adviser of Montagut company. It was hard to recruit Zheng Yonggang. He organized a fashion company with him through the form of Sino foreign joint venture. He was in charge of the development of Shan Shan and gave guidance to his fir. His arrival not only brought his own technology and business, but also introduced a group of western suit gifted scholars around him and learned with him, so that the brand of Shanshan was greatly improved.

Zheng Yonggang's "pagoda style management" has a remarkable feature, not only to "grab" talents, but also to manage talents.

On the one hand, Shan Shan attracts people with heavy gold and first-class environment. On the other hand, it sets up a modern employment mechanism to give full play to talents and talents.

When the century crossed, Shanshan invested tens of millions of yuan to set up a design headquarters. At the same time, Zheng Yonggang netted many people with genuine talents through various channels, and moved headquarters to Shanghai at the same time.

In the first year, Shan Shan attracted more than 60 senior professionals at home and abroad, and not only a large number of senior talents in the Chinese fir team, such as professors, senior engineers, and directors, but also a group of Italians, French and Japanese.

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Strategic innovation is higher than cultural innovation.

Twenty-first Century is the era of knowledge economy. In the face of the challenge of knowledge economy, in addition to realizing institutionalized management, a more important thing is to build a learning organization.

After seven or eight years of rapid development, Shanshan enterprise has made an important move that is training, through training to achieve enterprise innovation.

However, the main force of training is to train all middle and upper level personnel.

In the first half of 2001, Shan Shan spent about 5000000 yuan on training, including Singapore FDS company, Taiwan Ai Ke company imported fir to franchise and integrated enterprise culture training.

As a matter of fact, Zheng Yonggang, vice chairman of the China clothing association and vice president of the China Fashion Designers Association, and professor of Nanjing University of Science and Technology, are also outsiders in fashion design. But he doesn't feel any difficulty in investing in the Shanshan Group. Whether he is feasible or worth investing in the project, Zheng Yonggang has a group of think tanks, which are made up of economic experts, science and technology experts and investment experts. We will fully inspect the project and reinvest the decision, and Zheng Yonggang will implement the one vote veto system to ensure the minimum risk.

This is the beauty of "pagoda type management".

In this regard, Zheng Yonggang once made an interesting metaphor: 10 meters by bike, 200 meters by car, and by airplane.

Now there are 52 companies and more than 11000 people in the group. How can I manage it alone?

Entrepreneurs are scarce resources, do not be old cattle, but to make good use of factory directors, managers and technological personnel.

Now I only do 5 things, the first is the group's development strategy; the second is the investment decision, which requires strong expert support; the third is the introduction of general manager, financial controller and other senior management personnel or business team; fourth is the introduction of the group.

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Profile

Zheng Yonggang, born in 1958, graduated from Nanjing University of Science and Technology with a master's degree.

He has served as director of Ningbo Yong Gang garment factory and chairman and general manager of Ningbo Shanshan stock (600884) Co., Ltd.

In 1994, he was chairman and chief executive of China Shanshan Group Co. Ltd. and he was also vice chairman of China Fashion Association and executive vice president of Shanghai International Fashion Federation.

In 1999, he was appointed as a decision consultation expert of the Shanghai Municipal People's government.

In 1989, Zheng Yonggang took the lead in putting forward and successfully implementing the brand development strategy in the clothing industry, and promoted the awakening of the brand awareness in the whole industry.

In 1997, Zheng Yonggang put forward the three combination of "famous brand, famous enterprise and famous teacher" in the industry, which effectively promoted the combination of designers and enterprises, and promoted the prosperity of Chinese dress culture.

In 1999, Zheng Yonggang's international multi brand strategy implemented in the enterprise once again promoted the pformation of China's clothing brand strategy from production and marketing to design innovation.

According to Zheng Yonggang's achievements in enterprise development and contribution to the development of the industry, he was awarded the title of Chinese business master by the State Council Development Research Center. The Textile Association awarded the title of outstanding entrepreneur in China's textile industry; in 1997, he won the international outstanding entrepreneur's Award; in 1999, he was awarded the title of "national special contribution to young and middle-aged experts" by the Chinese government; he participated in the "World Economic Forum" and delivered keynote speeches for 6 consecutive years from 1997 to 2002; he was invited to participate in the global fortune forum in 1999, 2001 and 1999.

In September 2001, he was invited to attend the APEC business forum and delivered a speech.

In August 2002, the China clothing association and the China Fashion Designers Association jointly awarded Zheng Yonggang's "China clothing outstanding contribution award", which is the first time in the history of Chinese clothing development. In December 2002, Zheng Yonggang was elected as one of the ten most important entrepreneurs in China in 2002.

Zheng Yonggang was also employed as a visiting professor at Zhejiang Polytechnic, Nanjing University of Science and Technology, Central Conservatory of Music and an associate professor at Soochow University.

He is a member of the Pudong New Area CPPCC and a deputy to the Zhejiang Provincial People's Congress.