Chen Feng, The Two Generation Leader In The Fabric Industry

Character card: born in 1978,

He is one of the samples of the "two generation" entrepreneurs in Jinjiang. It is also the object of many "two generation" entrepreneurs who have already taken over or will take over. In response to the global financial crisis in 2008, he "turned danger into opportunity" and achieved a continuous increase of net profit by more than 200% through technological innovation.

The two generation leader in fabric industry

In October 31, 2010, the results of the "China's top ten outstanding CEO" activities sponsored by the China Times CEO Club jointly announced that Chen Feng won the title of "the ten most growing CEO in China". From the end of 2007, Chen Feng took over the post of general manager, and led Feng Zhu to play many beautiful "turning wars". Before and after, from the Phoenix Bamboo listing to the ERP project and the first national innovation enterprise in Quanzhou, the whole process had Chen Feng's "shadow". It is hard to imagine that an enterprise close to the "post-80s" youth has such a rich experience.

"For enterprise operation, now can be said to be very familiar with it."

Chen Feng said, because his father said, "companies need talents", he returned to Feng Zhu after graduating from Fuzhou University in 2001.

At that time, Feng Zhu was on the market, lacking accountants, and Chen Feng's major was accounting, so the first candidate was him.

Since that year, Chen Feng, an accountant, financial manager, assistant chief financial officer, audit manager, purchasing manager, supply department minister, deputy general manager, executive vice president and general manager, has been on the way for just 7 years. He has done jobs and things that others may need to do for a lifetime.

Listing is a major event for any company. Feng Zhu is no exception. "In the process, I really learned a lot."

Chen Feng said.

Before the listing, the important work is to restructure. There are many jobs and complicated contents. From the reorganization of companies to the contact agencies and then to the selection of securities dealers, although Chen Feng has the foundation of accounting, they are all theoretical knowledge after all. In a large-scale practical battle, four years of undergraduate knowledge is not enough.

"Therefore, experience is more important than theory."

Chen Feng realized this point, and more importantly, a group of people had no relevant experience. Only he knew a little. From the dealer to the lawyer and then to the accountant, Chen Feng met all kinds of people, and everyone was very professional. Some of the questions raised were sometimes difficult for him to answer.

"One thing before the listing made me almost disappear."

Chen Feng introduced that in 2004, the SFC intends to postpone the listing time for a month, but many media have disclosed the time of listing in advance. For him and his team, it is like a thunderbolt, which makes him feel a little unbearable.

With the participation of Chen Feng, Feng Zhu has become the first Jinjiang enterprise listed on the main board in China. Now, Chen Feng has also become the "two generation leader" without controversy in the fabric industry.

Transformation as brand operator

The global financial crisis in 2008 is a nightmare for many textile and garment enterprises, especially those engaged in the intermediate links of the textile and garment industry chain. However, Feng Zhu has "turned danger into machine" and realized profit growth for 200% consecutive years in three years. "Or the old saying," there is no crisis market, only a sense of crisis. "

Chen Feng said.

Four years ago, the impact of the international financial crisis continued to "ferment", the domestic market "homogenization" and "cottage wind" intensified, affected by this, many domestic textile enterprises fell down, for the Phoenix Feng who just held the Phoenix, there is no fear, only calm, "look at the growth history of those 500 strong enterprises, every time they leap across the development in the crisis."

The more the crisis, the more we need to take the unusual road, introduce high-end equipment, hire experts, specialize in high-end fabrics and implement differentiated operation. Chen Feng has made a series of moves in this year of crisis. What is most noteworthy is that the "2008 wins and win the world" Joint Promotion Association of Feng Bamboo textile spring and summer fabrics will push Chen Feng and phoenix bamboo to a new height. In the industry, this promotion will be defined as "the first brand marketing mode of fabrics".

"Now is the era of brand telling, and the wine that is fragrant is also afraid of the alley."

Chen Feng laughed and said, "if the depth of the alley can not float the wine to the alley, who will go in to buy drinks? For fabric, the same is true."

In the fabric world, "no need for brand promotion" is a consensus. We all think that this is not necessary, and it is more used to set up offices everywhere.

Chen Feng wants to change "going out" as "please come in" so that everyone can see the fabric at home. This is not only the needs of the industry, but also the necessary demand of the brand enterprise.

In addition to attracting representatives from many downstream industries such as Lining and XTEP, the three big international giants such as Huntsman, ITS and enwin have also come to help. The brand concept of "high quality, environmental protection and professional" has also been interpreted in a comprehensive, three-dimensional and systematic way.

Since then, the era of fabric marketing has been opened, similar to the "functional fabric exhibition" conference, and Shishi fabric enterprises are also upgrading and innovating on this basis. Through the fashion T platform, static fabrics are vividly displayed through dynamic models.

After the listing, Chen Feng made a comprehensive construction of brand positioning, brand development strategy and VI (identification system), and set up a few department in the fabric business of the brand promotion department.

In 2005, Chen Feng once again served as the "master plan", and vigorously promoted the ERP system of phoenix bamboo, which cost tens of millions of yuan to jointly build SAP and Hewlett-Packard Co. However, what Chen Feng did not expect was that the on-line system would bring trouble to them.

One side is the system on-line, this needs the machine to stop, simultaneously is the production order, Chen Feng thought that the primary task is not the informationization, but is the production, must guarantee the delivery first, however, once the system before returning, not only tens of millions of yuan investment all plays the role of water, but also will have the huge impact to the Phoenix Bamboo not to come the informationization confidence.

Under the insistence of Chen Feng, under the premise of ensuring that production is not delayed, Feng Zhu's information technology continues to advance.

Today, Feng Bamboo has become the only number of enterprises in the fabric industry full coverage of information technology, "ready to deploy data."

Chen Feng said that the smooth implementation of informatization ensured the brand operation of Feng Zhu to a large extent.

No duplicable "core template"

In order to remain invincible in the future market competition, there must be a "core template" that others do not have.

Chen Feng cited the case of Jobs and apple, for textile and garment enterprises, the reason is still.

"National innovation enterprise", which is the dream and honor of many enterprises, is the first and only national innovation enterprise in Quanzhou. It is the first and the only national innovation enterprise in the region of the third batch of innovative enterprises listed by the Ministry of science and technology, the SASAC and the National Federation of trade unions.

To become a "national innovation enterprise", we must have a number of indicators such as the key technologies of enterprise development and independent intellectual property rights, continuous innovation capability, industry driven and independent brands, and strong profitability and management level.

Moreover, with the approval of the State Council, the chief engineer of Feng Zhu often enjoys the special allowance granted by the State Council in 2010, including Jinjiang, and only 4 people enjoy the special allowance of the State Council.

Feng Bamboo has always taken the core technology and independent intellectual property rights as an important lifeline for the development of enterprises.

Chen Feng said that in the real life, we can see the importance of Feng Zhu to technological innovation.

As the saying goes, "three streams of enterprises make products, second class enterprises make brands, first-class enterprises do standards."

How to measure the status of an enterprise in the industry depends on whether it is a product, a brand or a standard.

"Mainly due to the great environment of Quanzhou."

Chen Feng said that seven wolves participated in the drafting of the jacket international standards. Malt and Anta participated in the drafting of the cotton clothing industry standards. Anta, XTEP and lightning speed were involved in the drafting of professional sportswear and general technical specifications for protective supplies. Feng led and participated in the establishment of 3 national standards and received government awards.

Chen Feng introduced that the domestic and international textile fabrics are not good and bad, the lack of standards not only makes the market discommodity overflow, but also misleads many customers, and enterprises set standards is a means to grasp the industry's "right to speak". "Continuous innovation is the biggest dynamic force that Feng Zhu continues to move forward."

In recent years, Feng Zhu has presided over the drafting of 7 textile national standards, involved in the formulation of 55 national standards, obtained 1 invention patents, and 2 utility model patents.

Embodied in the specific products, including "profiled fiber moisture absorption and sweat perspiration fabric", "moisture absorption and quick drying nylon fabric", "bamboo fiber bamboo charcoal double-sided knitted fabric", "antibacterial and anti odor fabric", "three anti pollution fabrics" and other functional fabrics belong to the "Portals" of Phoenix bamboo. In addition, Feng Bamboo has developed a "toner fabric" which has been well received by customers. On the basis of the function of absorbing sweat and moisture, a new high-tech material has been integrated into the fabric. The anti UV particles have been added to the fabric fibers, so that the original yarn has the function of anti ultraviolet and moisture absorption and perspiration. "Functional fabrics are the crystallization of our patents and innovative technologies."

Chen Feng said that Feng Zhu had to create "no core template" that could not be duplicated.

Overtones -- target directed at "China Zegna"

Many people know that Zegna is a world-famous men's wear brand. The tailoring of its suits is world class. But many people do not know that Zegna is made of fabric. "My idol is Zegna, and I will give Feng Zhu the future position to be" China Zegna ".

Chen Feng highly praised the development mode of Zegna, from the beginning of the fabric development to today's sweater, casual wear, underwear and other fields, and slowly entered the luxury platform, "Zegna's expertise for fabrics is worth learning."

Chen Feng said that Zegna has been taking the road of innovative fabric development. Armani and other world-famous men's wear brands have adopted Zegna's fabric, and the fabric industry has reached the forefront of the industry, and then gradually extended the industrial chain to the garment industry.

Now, the fabric only accounts for 10% of the sales revenue of Zegna. Chen Feng also hopes that through innovation, we can get through the entire industrial chain of the entire textile and garment industry.

"The development of enterprises is actually the process of continuous entrepreneurship, which requires continuous innovation."

After a period of development, a company will have its own accumulation and advantages, and will not give up easily. Only when the old road is blocked can we consider other ways.

For Feng Bamboo, "the two venture" is to make the original industry better, extend and expand from the depth and breadth. "What we need to do is to make the industrial chain of Phoenix Bamboo deeper and wider."

Chen Feng said, Feng Bamboo has launched the concept of "whole industry chain", and now the whole industry chain is quite complete except cotton.

At present, Feng Zhu has also made several international brands, including Nike, CONVERSE and other world famous brands.

Not only that, Chen Feng created a new clothing brand "clothing channel" in Hongkong, with a series of high-end jeans, T-Shirts, sweater and girls' favorite dresses, hot pants, accessories and so on. Every month they keep up with the trend. The main consumer group is young fashion designer of 16-26 years old.

"Every step we take now is based on Zegna template."

Chen Feng did not hesitate to say that Zegna spent 50 years in the forefront of the fabric industry, and spent 50 years to make the costumes the ultimate. Feng Bamboo textile used 30 years to make the fabric the top of the industry. Next, we must make efforts in the clothing brand.

"If you know where to go, the whole world will make way for you."

This sentence is from a bird of honor. It is also an advertisement that Chen Feng prefers. "We are ready to go in the future."

Chen Feng said that Feng Bamboo has accumulated enough experience in the fabric, and has established its own brand, extending from the brand fabric to the brand clothing, which has its inherent advantages.