Cai Zongmei: To Do Well In The Enterprise Is The Best Contribution To The Society.

As a rookie of the industry, Gifted scholar Since its strategic transformation in 2000, the market performance of the group has attracted the attention of the entire Chinese garment industry. The strategic slogan of "entering the first phalanx of Chinese men's clothing" was no longer a dream. This fact has been realized in the 2006 "talent flying year". People have been used to "talented men" in the first square of Chinese men's wear, including Guo Zhenxi, director of CCTV advertising department, and the media's appellation for gifted men's men's clothing. In recent years, the unique development mode of talented men has been gradually studied by many experts as a marketing case in recent years to form a "gifted men's clothing marketing mode". What kind of reflection is there on the emergence of this phenomenon and the talent people? How do they adapt themselves to and continue to develop in such a public opinion? A few days ago, the reporter flew from Beijing to Xinghua Bay in Southeast Fujian, hoping to further understand the gifted scholar and his core team, and how the leader of this team used its unique core strategy.

Just after the beginning of spring, the southern sky is bright and bright, which gives people a lazy feeling of bathing in the southern warm sunshine. Entering the Xinghua Bay East China Sea talent group group Park, the author is attracted by the present scene. Here is the "recognition of the old staff of the gifted group". It has been over 20 years old, and indeed, the recognition ceremony is rewarded by 502 employees who have made outstanding contributions to the talent group for more than 5 years. Among them, 97 years old employees aged 10 to 14, and 63 old employees over 15 years old, it is understood that many of these old staff members are the veteran statesmen who fought with Cai Zongmei, chairman of the gifted group group, and are now relegated to the second tier. Imagine 20 years of business, and now that talented people take off, these old employees are still sticking to their posts. What kind of corporate charm makes them so dedicated to their work? There seems to be a feeling that makes me need to have a deeper understanding.

The 2 hour commendation conference ended. I saw Mr. Cai Zongmei, the chairman of the talented group, who had been busy making speeches and giving awards at the stage. The brave warrior who gallops over the sea for more than 20 years is still vigorous and energetic. He has just known that he is more than 40 years old and has such a strong foundation. It is not easy for a man who is under the age of 50.

From the beginning of the business, from the early hardware business to the production of the Tiantan shirt with the Dahua shirt factory in Beijing and the completion of the original accumulation, and from the beginning of the 90s to the trademark registration of the talented person, Mr. Cai Zongmei described it very lightly. In the eyes of outsiders, such a heavy history is so easy for him. Therefore, the author inevitably wants to excavate the little-known talent story more concretely.

　　 Gifted trademark and enterprise strategy Transformation

Consciousness, only foreign things are popular. The influence of foreign culture on Chinese people is too great. At that time, foreign brands or foreign cultural flavors in the market were sold well. Considering this, only registered English was registered, and Chinese was later registered. The earliest registered Chinese is not the 'genius' that we see now, but the wealth of the rich. Because at that time, reform and opening up, everyone liked the concept of wealth and wealth, and the concept of "10000 yuan household" was at that time, so we took the name of' money '. After the name came out, there were many counterfeit money clothes in Guangdong, the frontier city of reform and opening up, indicating that there was still some influence on the money. When asked why the early gifted scholars only registered the English "tries", Mr. Cai Zongmei spoke frankly: "at that time, foreign brands and foreign cultures entered China in the early days of reform and opening up, and formed in the minds of the Chinese at that time. Later, however, Beijing experts believe that the "limitations of finance" are too strong. The concept of "10000 yuan households" by economic experts will not become a hot topic for long.

After a period of research, Mr. Cai Zongmei consulted highly respected predecessors, literati and economists. After a period of research, he decided that "talent" was more productive and decided to register "talent". However, the Chinese "talent" had been registered in a Hongkong clothing company. After considering maturity, Cai Zongmei organized a group of people to form a negotiation group and persuaded him for several days. Fortunately, the "talent" trademark was registered, but it was not formally used in the brand operation, finally succeeded, and successfully acquired 100 thousand yuan. Talking about the value of the 100 thousand yuan trademark transfer fee is not worth it, Cai Zongmei smiled, in the early 90s, 100 thousand yuan is a very high price, but from now on, it is very high value!

After the success of the trademark acquisition, Cai Zongmei began to plan the overall operation of the brand. In 90s, he launched the talent film advertising film "talent wave hero movie". The picture is an ancient talented scholar dressed in smart clothes. He waved powerfully in his hands and wrote "talent" in a powerful and forceful way. At that time, China was a rare advertising advertisement.

Cai Zongmei disclosed that with the launch of the advertising film and the booming market, experts in the industry have different opinions. Some experts have suggested that the name "genius" can not be accepted as the name of genius, and that genius can not adapt to the market environment in the initial stage of reform and opening up. At that time, the whole market advocated foreign brands, and thought that the name of "genius" would hinder the development of the market. However, more experts believe that the name "genius" will have great effect after market transformation. According to the analysis of economists, the psychology of Chinese people will change gradually after a period of time, and people will return to worship traditional Chinese culture.

As a result, Cai Zongmei paid more attention to the potential market development potential of talented people, and quickly organized people to accumulate funds again. Wholesale business mode was adopted. The market access of Fujian province was quickly opened by the single line of shirt. As of the mid 90s, the market share of gifted shirt in Fujian was the first and the invincible.

From then on to the late 90s, Cai Zongmei drew more opinions and suggestions, and planned the ability of talents to develop in the longer term market. "Creating a more powerful private brand based on production" was the strong strategy of Cai Zongmei at that time. In 1997, he spent tens of millions of yuan to create talent clothing city, which made a turning point and expanded production capacity, laying a very valuable strategic foundation for the next step. After nearly 5 years of two accumulations and strategic preparations, in 2000, the talent group officially announced its transformation. {page_break}

From the wholesale mode to the franchise mode, Cai Zongmei has been courageous and bold in this major strategic transformation. Turning to the problems before the transformation, Cai Zongmei recalls that there was a sense of historical pride in the past. "At that time, there was a lot of contradictions. We must consider many problems: the existing inventory problems, the problems of the existing distributors, the problems that need to be solved, and the difference between wholesale and monopoly. When almost all the wholesalers could not accept the transformation, they had great opinions. They thought that the wholesale of business talents was very good at that time, and that they were rich. One was reluctant to give up. On the other hand, they were worried that the market was not mature after the transformation, the future was uncertain and the risks were great. So we organized an expert group to train each other for more than a year to persuade the transformation. On the other hand, the adoption of coercion required the transformation, otherwise, the right of distribution would be withdrawn, and finally, all of them would be transformed. Now these old wholesalers have been developing tens of millions of fortune through these years' development, and their businesses are becoming stronger and stronger. Some of them are already billionaires. Cai Zongmei's face was permeated with a happy smile.

Turning to the operation strategy at the beginning of the transformation, Cai Zongmei recalls that in the early stage of the transformation, it made a very detailed market survey. According to the estimated market capacity at that time, the low end was about 10%, the middle end accounted for 85%, the high-end 5%, and finally the talent chose the middle end. market positioning Cai Zongmei thinks: the high-end market has considerable benefits, but foreign brands occupy the market, the low market entry threshold is too low, the competition is fierce and the elimination is too fast, though the middle end market has great competition, but there is a breakthrough. So talent chose the middle and high-end market, which is between the middle end and the high end.

In addition to market positioning and ingenuity, it is also unique in brand promotion. Considering that the market economy was just beginning, the market was bold and daring, and the market would be bold and daring. Then the first generation of talent advertising slogans "talented people hit the world" came into being. At the same time, Fengyi Zhang was hired as an image spokesperson. With the maturity of the market economy, Cai Zongmei found that "play too hard" and "no affinity", so the slogan changed from "beating the world" to "winning the world". Cai Zongmei's answer to the question is why "market competition is more dependent on the market and harder to win the market." as the market matures, the market relies on wisdom, including the same transformation of enterprises that year, and the spiritual needs of people from clothing warmth demand to beauty and consumption environment. This is a strategic change that should be made according to the needs of consumers.

The transformation of talent strategy also includes the transformation of the spokesperson, the first image spokesperson Fengyi Zhang is more tough, the silver screen image is also the role of the ancient war, the choice of Tony Leung is due to the acceptance of the consumer. It is said that the talent of the performing arts talent Tony Leung has both talent and artistic talent, and is introverted, temperament and image represent the image of most people in the talent group. Therefore, in 2005, the "brilliant talent and fashionable ink and wash page" was recognized by the high-end consumers. Therefore, since the opening of Tony Leung, the talented people have attracted a large number of brand followers, which is the successful transformation of spokesmen.

From 2002 to 2004, the new talent of talent set off the rise of talent brand marketing. From 2005 to 2006, gifted scholars did not spare any effort to study the double promotion of brand culture and product culture. "Splendid fashion" came into being to achieve double sales performance in 2005 and 2006 for 2 consecutive years. Especially, the phenomenon of selling "zero inventory" was realized. Cai Zongmei revealed that this is due to adhering to the path of Chinese traditional culture and the construction of suitable talents.

　　 "Splendid fashion" and employing Philosophy

Since the strategic transformation in 2000 to 2007, gifted scholars have gone through the initial stages of brand transformation, the rise of marketing in the mid-term of transformation, and now the maturity of market operation. From the shock of "new formal dress" to the popularity of "splendid fashion", Mr. Cai Zongmei said frankly, "it can not be separated from a super strong combat team".

After the transformation of talents, the product line has been continuously enriched and expanded. In the past, the product was a single shirt, and gradually formed a series of enterprises after the transformation. Now the product line involves jacket, suit, sweater, casual pants, jeans and so on. The product line is complete, and has been exploring the location of products in the market. In 2004, it looked for location, found new ideas in 2005, and introduced new design forces, and is now the top ten designer in China, Yang Zi. {page_break}

When asked about introducing product development bottlenecks at that time, Yang Zi was introduced. Cai Zongmei did not think so. "At that time, many brands in the market were taking the leisure route. If so, the homogenization of the market was too serious, so Yang Zi was introduced, asking him to put forward product differentiation, and to seek originality, so Yang Zi constantly entered the market, collude with experts, and put forward the application of plum blossom to products. As for the degree of differentiation, at that time, the idea was very simple. Unlike others, others did not have us. However, for the difference of product requirements to what extent, Cai Zongmei was not at the bottom of his mind. He gave Yang Zi the full power. When Yang Zi's new proposal came up, unexpected things happened. Cai Zongmei was not satisfied with the plan. Cai Zongmei could not accept it. He thought it would be inappropriate to use plum blossom in men's clothing. But considering the diversified reality of the market, Cai Zongmei did an in-depth market research and listened to many opinions. Many experts predicted that the market prospect was good. At the same time, Yang Zi also persuaded the products to be brought to the market in an all-round way. So Cai Zongmei decisively ordered the sample to be made. Cai Zongmei was confident when he saw the sample clothes. The market of talent products with plum blossom as the theme was surprisingly good.

The first batch of plum blossom products from design to output took 3 months, and the initial investment was very large. The first order volume reached 1 million pieces, which was quite large. As we can see, Cai Zongmei's employment philosophy, he believes that as long as talented people have entered the talent, they have developed their own space. Talents have developed many talents for more than 20 years, and many of them have become very famous in the industry. Apart from the top ten designers, Yang Zi, as well as marketing, logistics experts, human resources experts, financial experts and so on, he said that professional talents do professional things, so called "doubtful people do not need to employ people." we need to trust him. We need to trust him. We need to be recognized, need sense of accomplishment, and need value realization. As the top leader of the enterprise, Mr. Cai Zongmei plays the main role of his own, focusing on the general direction strategy of enterprises, focusing on talents and capital operation. At present, the differentiation of talent products has been quite obvious. The talent brands have successfully entered the ranks of the first men's dress square of China, and the market position is more stable.

For Cai Zongmei's set Employing Philosophy In the application of the second in command of talent group, the performance is very incisive and the process is legendary. Zhou Jun, the executive general manager of talent group, joined the talent brand in 2002 and opened a new page of his brilliant career from the three swordsmen of LIAN. As a professional manager, he took over the brand trust task of talented men's men in the early years, and accomplished the excellent transformation of the talented person's brand in a year. But due to various reasons, from three to three weeks, he was appointed as the executive general manager of the gifted group and exercised the responsibilities of executive general manager. After that, Zhou Jun increased the pace of the rectification of the talent enterprise system, and began to develop a series of talents and internal reforms from the establishment of his own strategic system, developing the hardware and software facilities, and then carrying out a series of talents' internal changes. For the three talents of three talents, Mr. Cai Zongmei said, "we do business people, we want to broaden our minds, we are good talents. We need to accumulate. The talent has been developed for more than 20 years. What we have accumulated is a strong team. There are three reasons for Zhou Jun's three entries and three enterprises. Every time we have different reasons, three talents and three talents are just showing the strong attractiveness of talented people and the charm of talented enterprises." At present, there are 8 top level talents in the gifted group. They are mostly around 35 years old, young and energetic, and have practical experience. For various fields of projects, most of Cai Zongmei's plenary powers, and strive to shape a good corporate environment to retain talent. Many of Cai Zongmei's relatives held important positions in the early days. In order to adapt to the modern market and management, Cai Zongmei decisively advised that these people should be placed in the right place to take charge of the proper work so as to attract outside high-level talents. At present, the development of the middle and top level leaders in the work of talented men is very good. Most of the top leaders have their own private cars during the gifted period, and they are all international brand cars. Cai Zongmei laughs, "over time, it is estimated that we have built a big shed."

There are more than 2000 standardized outlets, and there are not many townships in Putian. Why don't they take care of the townsman and choose more dealers who are not familiar with each other? Cai Zongmei answered the question seriously. "Everything is marketed as a rule. Whether the villagers are all equal, the talents are Putian and China. In the long run, they belong to the world. We hope to provide the same business opportunities for the society. In fact, the same way to manage the townsman and the outsiders, we have a complete set of complete dealer management regulations. There is a very strict reward and punishment system, so we can not talk about whether to take care of it or not." at present, gifted men's men's wear is all over the country.

　 National honor and social value realization

People who have seen Cai Zongmei's personal card know that he has many social and national appellations as the chief executive of the enterprise. So the writer is very curious about which one he most valued in so many honors. Cai Zongmei answered very seriously: "what I value most is the national labor model and the Fujian provincial people's Congress". He said, "the national labor model" is the highest honor granted by the state to the enterprise individuals. The Fujian Provincial People's Congress is also the highest affirmation of the workers. There are many items that need to be evaluated, including the business strength, the contribution to the society, and the employment and economy. "The state gives me such a high honor to encourage me, I am responsible for motivating me to make my business better and stronger, and to solve more employment problems. Next, we need to do more things, not only to continue to do public welfare undertakings, but also to strengthen brand building, and to continue to adhere to the path of China's original creation in the process of brand building, and push our traditional culture through the gifted brands and products. We hope that more people will understand Chinese culture through talent, and attract more people to join in the promotion of this culture. This is a solid consumer group of our talents, and we have such confidence and perseverance."

In the process of interview, I really feel that Cai Zongmei always tells the history and the present of the talented man with a grateful heart. He feels grateful for his gratitude and gratitude for the government and the society. As a chairman of the gifted group, Cai Zongmei is more special than not participating in politics. He thinks: "making the best of the enterprise is the best contribution to the society."