Beyond Group Chairman Zhang Quanxi: Fashion Helmsman

He developed a foreign trade company with only 3 employees into a group company with a fixed assets of about 1000000000 yuan, an annual output value of nearly 8 hundred million, and more than 4000 employees.

Last month, he took the "fashion movement" banner on the Beijing China International Fashion Week, and made an effort to create the first brand in the Chinese fashion movement brand reputation and market share.

To win the Olympic opportunity, we will quickly upgrade our brand value and achieve listing in 2008.

He is Zhang Quanxi. He is walking on the right side of the sword to avoid the "professional sports" and "leisure sports" edge.

A personage, entrepreneurial story, foreign trade strongman wants to create Chinese clothing brand, Zhang Quan Xi has worked as a soldier, worked as a cement worker, and has worked in a state-run shoe factory. Fortunately, he was admitted to university at the age of 24.

After digging the "first pot of gold" in the foreign trade field, he fought around and began to pform himself into a big brand.

Entrepreneurship: rent more than 30 square meters office in 1964, Zhang Quanxi was born in Licheng, Quanzhou.

Out of yearning for green military uniform, he joined the army at the age of 16 and served as a soldier for three years in Xiamen.

After he left the army, he was assigned to work at the lake head cement plant in Anxi, which was then a calcium carbonate plant.

In 1987, he returned to the two factory of rubber shoes in Quanzhou.

The next year, 24 years old, he took part in the college entrance examination and was accepted by Fujian Institute of Economics and Management.

In 1991, he completed his college education and returned to work in charge of quality management and standardization.

At that time, there were many contradictions which were difficult to mediate in the management of enterprises. The scale of state owned enterprises was relatively large and the efficiency was declining.

He soon chose to "go to sea". He started his own business in second years with his rich experience in shoe management.

At the beginning of his business, he did not have any savings and everything started from scratch.

Due to lack of funds, he rented a more than 30 square meter office in commercial building in Quanzhou, employing two people to help.

Then, relying on some friends who were acquainted with the Canton Fair, he shook off his arms and started to work.

Start: the first year trade volume is more than 2000 in case of beginning, he does the clothing foreign trade business, that is, from the exhibition, the order is taken back, pferred to others to do, from which to earn the difference.

More than ten years later, when Zhang Quanxi recalled the situation of his first foreign trade when he was doing foreign trade, he still felt fresh in his memory.

At that time, he met a South African client through his friend's introduction. Because of the language barrier, Zhang Quanxi did not catch a few words with the other side, but he did not give up hope. After hearing about this South African customer staying at a hotel near the exhibition hall, he immediately found a friend who knew English and contacted the negotiation time successfully.

Perhaps it was Zhang Chun's simple and honest nature that touched the South African foreigner. He took the first big order of $500 thousand that night.

This brought a lot of benefits to Zhang Quanxi in the early stage.

Over the years, the two sides have maintained a deep personal friendship.

He remembers that foreign trade profits were very high and often reached 30%.

At the end of the first year, he was a bit dumb: relying on an office with an area of only more than 30 square meters, he rushed the volume of trade to a high figure of about 20000000 yuan in a short span of a year, and only about 1000000 of the tax was paid.

This can be said to be the first barrel of gold he got from his independent venture.

Next, he went all the way and achieved more than 50 million of turnover by the end of 1993.

Taxes are also rising steadily.

At that time, the local government will set up a "Dragon Tiger list" to publicize the tax payers. The tiger will reach 50 million output value and the dragon will reach 1 hundred million.

At that time, there were no more than ten enterprises, including Zhang Quan Xi's enterprises.

Integration: after the initial completion of capital accumulation in 120 acres of Industrial Park, he began to consider building factories, from foreign trade to industrial production.

In 1994, Longquan Garment Co., Ltd., located in Quanzhou City, Quan Xiu Road, started.

The new factory occupies 8000 square meters and has more than 500 workers.

Thanks to its well managed management and rapid development, the company has won the title of "the top 100 clothing enterprises in China" for three consecutive years, and has become a large foreign exchange earning enterprise in Quanzhou.

In 1996, its export volume exceeded 100 million yuan and tens of millions of taxes were paid.

In 2000, in order to adapt to the development direction of collectivization, he founded Quanzhou Longji Garments Co., Ltd. and Quanzhou Longxing Weaving Co., Ltd.

In this year, with the trend and opportunities, he turned his attention to the provinces, and developed real estate business in Fuzhou, Jiangxi and Xiaogan, Hubei, and extended the industrial chain to hotels and dairy industries.

The management mode of private enterprises in early Quanzhou showed family characteristics, and he was no exception.

When the factory was first built, it was mainly a few relatives who helped.

With the continuous development and expansion of enterprises, family management has gradually exposed many disadvantages.

He realized this problem earlier and began to solve it.

In the late 90s of last century, he offered millions of dollars to some relatives who had helped him to start his own business, so that they could create their own businesses.

The pace of expansion is accelerating, and the factories of Zhang Quan - Xi are more and more scattered, but the management is very inconvenient.

He decided to spend 20 million yuan to buy the 120 acres of Jiangnan hi tech park to build the industrial park and integrate all the factories scattered around the city at the end of next year.

Leaping: the best designers and couples in the process of establishing a modern enterprise system are very important to attract professional managers into the management team.

To this end, he spent a lot of money to recruit talented people from all over the country.

At present, its group is full of talents, and there are many postgraduates and university professors.

Liu Lin and Kim Hui, the only "top ten Chinese fashion designers" in the industry, joined at the end of last year.

Speaking of Liu Lin, there is another good story.

He and Zhang Quanxi met by chance in Guangzhou. During the process of interaction, Liu Lin was gradually attracted by the charm of Zhang Quan Xi. He appreciated the simplicity, modesty and responsibility of Zhang Quan Xi, and was confident of Zhang Quanxi's unique style in business management.

It is said that before going beyond, a Guangzhou company matched Liu Lin with BMW cars and annual salaries of up to several million yuan, but Liu Lin chose to go to Quanzhou without hesitation.

Zhang Quanxi gave Liu Lin and his wife the position of "President" and "design director" respectively.

Objective: to enter the "five major sports brands of China" in 2004, Longquan output value exceeded 5 hundred million, profits and taxes reached nearly 1 hundred million.

Under such circumstances, the company began to prepare for listing.

But after careful research and careful market analysis, experts believe that if the market is to be rushed in 2004, the market value will not be high, because the company lacks brand support at that time and is hard to become a potential stock after the listing.

After hearing the advice of experts, he decided to pform and create a famous brand on the basis of foreign trade.

Although the company used to have many brands, none of them satisfied him.

Through a friend's introduction, he quickly decided to buy the brand of a shoe material enterprise in Luojiang, Quanzhou - "surpass". He integrated the clothing, shoes, real estate and other subordinate companies under the banner of "Fujian surpass group".

He feels that "pcendence" has a sense of dynamism, vitality and fashion, which makes people feel a kind of vitality. A kind of B character dialogue and sports consumption will increase substantially. About the release of sports industry 08 Olympic Games enthusiasm Morning Post reporter (hereinafter referred to as the record): Quanzhou sports brand is very many, how do you understand this market?

Zhang Quanxi (hereinafter referred to as Zhang): China has a large consumer group, sports brand has maintained a 50% growth rate in recent years.

Experts predict that until 2010, the trend of large increase will not stop.

With the continuous improvement of people's living standard, the per capita GDP reached US $3000, which made up a brand name. Consumers began to have brand awareness on this line.

In addition, the 2008 Beijing Olympic Games will release great enthusiasm for sports.

At this point, we will switch to domestic sales and start the brand strategy. It is not too late. There are still many areas waiting for enterprises to dig, such as our choice of "fashion sports".

Reporter: what is the specific concept of fashion movement?

Zhang: as far as I know, the concept of fashion movement was raised a few years ago, but no one really invested a lot of money in it.

We are the first to prepare hundreds of millions of dollars to carry out this field. We can fully tap the potential of the market.

This concept means that sports become a fashion sport equipment designed with fashion elements.

Our concept of fashion sports is able to be worn at home, on formal occasions, and can be worn on sports grounds with wide market space.

The capital operation readiness is listed in 2008: at present, you have the operational strength of nearly 800 million yuan annual output value. How to consider the issue of listing?

Zhang: we are ready to go public in about 2008.

The reasons are based on the following two points. First, through a variety of sports marketing means, the brand will be taken shape after 2008; two, by leveraging the 2008 Olympic Games, the visibility of enterprises in the industry will be greatly improved.

In my opinion, the concept of listing is that the denominator is large and the market value of the listing will be high.

This means not only to make the overall strength of the enterprise bigger and stronger, but also to shape the brand's reputation.

As for diversification, we should focus on the brand: you have once been involved in the real estate field. How do you view the diversification strategy in the process of enterprise development?

Zhang: I think enterprises should enter the stage of brand operation when they develop to a certain scale, have abundant capital accumulation and precipitate their corporate culture.

If possible, multi brand operation can also be carried out.

Making brand is more advanced than manufacturing. At the same time, the real estate and listing are also based on brand strategy.

Diversification does not mean not being specialized.

In short, all steps and projects should focus on brands.

Reporter: what do you think is the criterion of a successful entrepreneur?

Zhang: first of all, entrepreneurs should be accountable to enterprises and responsible to all employees, so that they can have enough to eat, eat good meals, and Gu Haojia. Secondly, they should be responsible for the society, make more contributions to the society, pay more taxes, do more public welfare undertakings, and do more for the country's prosperity and strength.

What is the most important thing about promoting product quality? In marketing mode, what do you think of early endorsement and sports marketing in Quanzhou?

Zhang: enterprises must use a set of methods.