Semir Chief Executive Qiu Guang He

Qiu Guang, the head of Semir, is not easy to be a leader.

Before the "2011 Hurun rich list" came out, people guess who is the richest guy in the domestic clothing circle? If you think it's still Metersbonwe Zhou Jiancheng, it's OUT.

Benefiting from the doubling of wealth brought about by the listing of the company, the head of Semir group Qiu Guang and his family have become the new richest and richest 33 billion yuan in the clothing industry.

This data comes from the "2011 Hurun rich list" which has been released for the first time in three years. Zhou Chengjian, who ranked 30 billion 500 million in the apparel industry, is second, but its total wealth is still up 41% from last year.

However, it is not easy to be a leader. Qiu Guang, a casual sportswear, and behind the richest man in the clothing circle, entrepreneurs always have wisdom beyond ordinary people.

Strong cooperation is a strong driving force for Semir's sustained development.

For Qiu Guang and for example, cultivating a brand that calls the whole country and running a franchise chain system that covers the whole country is a test of an enterprise's strength and a test for its managers.

Semir and other well-known leisure wear enterprises in Wenzhou and even the whole country are using virtual production and virtual operation to build this strength.

Under the circumstances of "outsourcing at the two ends" (i.e. outsourcing and franchising), the product development and brand operation management are carried out wholeheartedly.

In the process of virtual operation and brand cultivation, it has gone through three stages:

In the first stage, the growth of quantity is to promote the scale by brand.

On the one hand, in the absence of direct investment, the rapid replication development will be carried out with low risk and low cost expansion, so as to base itself on the market. On the other hand, franchisees can also share their advantages in brand, service and information while maintaining their independent operation, so as to reduce their operational risks.

The second stage is qualitative upgrading.

One is to improve the quality of core products, the specific is performance, technology, standards, measurement and other indicators, to strictly select materials, elaborate production, tough checks (acceptance), focus on monitoring; two is to improve the quality of additional products, that is, products and added value, that is, quality services, focus on pre-sale, sale and after-sales service quality; three is to improve the management level of franchisees, so as to promote the rapid promotion of monopoly outlets single store sales.

The third stage is brand management guided by image.

This is the highlight of Semir's virtual enterprise.

Practical experience has proved that the famous brand is the foundation for the development of virtual operation.

To meet the needs of brand development, Semir has invested capital from VI image, store image, advertising image, public image and so on to raise public awareness and social reputation.

On the premise of completing the pformation of brand image, put forward the fashion idea of "what to wear." signing the Twins of Nicholas Tse, the best girl in Hongkong and the best young girl combination, made Semir's brand image flourishing, and its brand management advantages quickly emerged, so as to push the brand onto the fast track of scale operation and rapid development.