Interview With Jia Zhuxi, Chairman Of Zhejiang Ming Sha Garments Co., Ltd.

Before 1999, Zhejiang

Clothing Company Limited has not yet been established. At that time, as a factory, it was merely a workshop of dozens of people.

But even in the workshop, as the company's helmsman, Jia Zhuxi, chairman of the name Sha group and Zhejiang's famous Clothing Co., Ltd., has built a more long-term strategic plan. In the second half of 1999, in the second half of 1999, he bought over 20 mu of land to build the current office headquarters.

At that time, the development of women's clothing was still in bud in Hangzhou.

In 2007, Jia made great efforts to reform and pform the marketing channel in an all-round way.

By 2011, MISAVOGUE brand sales reached 500 million yuan, and direct sales outlets had reached more than 200.

What kind of leadership traits and stories do we have as the leader of this legendary brand?

Handsome scholar

After each meeting, I had to use "hurried" to describe this figure at parting.

My interview with him is always fragmented, and most of the conversations are hurriedly ended.

Despite the fragmented interviews, it is a surprise to see a spiritual leader with a firm attitude and dream.

He led the young team and made great progress through all of them.

Persistent in the initial choice

In such an atmosphere of everyone's business in Jiangsu and Zhejiang provinces, Jia Dong experienced his military life and then joined in the tide of business travel.

Starting from the wholesale business of small businesses, this seems to be a small business that everyone will do and everyone is doing, but this business has been read out by Jia Dong.

His small business in the clothing market is getting more and more prosperous, but he soon realized that such a simple production chain began to be restricted by the rapidly developing market.

It was a natural sense of business sense of smell and careful thinking. Jia Dong began to think about how this little business went on.

He said, "I am a simple man and a dream maker."

The decision of clothing has been maintained until today.

It is when many garment enterprises have switched to real estate and other industries and have done their best. When the reporter asked Zhu Xi about the direction of the development of enterprises in the future, he still firmly said, "I will persist in making clothes and make the clothing industry bigger and stronger." this firm decision was to let Jia Dong start the idea of making a company from a small retailer who made clothes wholesale and retail.

The establishment of a company has more responsibilities, wisdom and responsibility than choosing a company's address to choose a company's location and development direction compared with a small clothing store.

Jia Zhuxi said, "making classic brands is just like the army's military training. It needs forging and condensed process.

As a fashion industry, I have always thought that we should not blindly follow the fashion but dominate the fashion lifeline.

The design is innovative, and the operation management of the company is more innovative. "

Under the guidance of such a concept, Zhejiang famous dress limited company came into being in 1999.

The great adventure of positive energy

In Jia Dong's words, "from 2007 to the present, the company is an important strategic turning point for the company."

From the establishment of Zhejiang's famous dress limited company in 1999 to 2007, the market development of the name Sha is still extensive operation. The brand operation still takes the traditional route: the development strategy based on agent joining. However, since 2007, it has adjusted the operation strategy of the name Sha, and has gone straight into the camp development route. After that, it has become a leading brand in the country.

That decision is proud of him. He said: "with the development of the society and the improvement of the market, the unprecedented prosperity of business to the unprecedented rationality of the customers, the speed of the brand's survival of the fittest becomes faster and faster, the competition between the enterprises has become an inevitable trend for the brand competition. The key point of the brand competition is that who can quickly lead the development of the industry in the high end of the market. The main idea of our brand pformation from 2007 is to see the inevitable trend of the future development of the brand. Therefore, it is precisely to adapt to the changes of the times, accurately and timely grasp the market changes and the psychology of consumers, actively change the business mode, and take the initiative to change the business mode, so as to win the initiative in the competition and get the success of the brand pformation." when many famous clothing brands in China are still on the way to join the agency, you decided to run the road directly in 2007, and how to make such a firm decision in terms of strategy and tactics, "Jia Dong is now doing.

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From the bottleneck period before pformation to the success of pformation, Jia Dong realized that enterprise pformation requires simultaneous upgrading of all aspects of design, management and marketing.

As a helmsman of the name Sha, when he talked about the problems of enterprise management, he said: "business management must be communication between people, cooperation between people, there are conflicts and contradictions in the actual management of enterprises. This is inevitable, but how to solve these contradictions, I emphasize three principles: responsibility, integration and thinking."

Jia Dong believes that people who do business need to be clear about what your responsibilities are, what you are responsible for yourself, what you are responsible for the team, what your role is, how you accomplish your task, and how the integration, conceptual integration, spiritual integration, and how to constantly improve yourself and surpass yourself; the reason for putting thinking in the end is that thinking is the prerequisite for ascension, because thinking is the only way to improve yourself. Everyone has his own way of thinking, but if there are no second points ahead, it is just a fantasy.

"If everyone is responsible, integrated and thought in the enterprise, then you must be a good employee and a good supervisor in this team. I must be a good chairman."

Jia Dong believes that doing a good job and doing things perfectly is an important reason for the rapid development of the name Sha.

The rapid rise of the name Sha brand is inseparable from Jia Dong's three principles of management in the company. He always advocates the goal of terminal consumer recognition in terminal sales.

He said, "with the development of the society and the improvement of the market, the unprecedented prosperity of business to the unprecedented rationality of customers and the survival of the fittest in the shopping malls, the evolution of competition among enterprises into brand competition is an inevitable trend. It has a positive effect on the promotion of clothing brands." the name of Sha "is precisely in keeping with the changes of the times, accurately and timely grasp the psychology of consumers, constantly seek novelty and seek difference, and win by surprise, so as to win the initiative in the competition and seek the pformation of the brand.

"Today, consumers will choose their own brand based on their needs, values and lifestyles.

Therefore, the name of the company launched a comprehensive brand promotion systematic project.

This is a gradual process in which the strength of the name is pformed from ideological consciousness to the traction of action, and the brand culture can function in the shortest time.

Effective integration of internal and external resources, brand upgrading to promote enterprise upgrading.

Under the leadership of Jia Zhuxi, the name Sha gradually changed and grew.

Others are watching him doing it.

Change is a constant challenge in our life and one of the themes of life.

The most difficult change is to surpass yourself.

How to make breakthroughs in existing achievements is often a bottleneck for many entrepreneurs in their development.

While making great progress, Jia Zhuxi feels the pressure and responsibility. In the face of the rush of foreign brands, he is soberly aware that with the rapid development of the brand, the structural contradictions faced by the enterprises are becoming increasingly prominent. With the continuous improvement of product quality, R & D and marketing innovation, the structural contradiction centered on marketing is becoming increasingly prominent.

"In the past year, with the gradual deepening of market construction, the development of the name Sha brand has carried out a comprehensive marketing reengineering, and the company has also made great achievements in opening up its territory to the intensive cultivation."

Jia Dong always believed that "brand strategy planning is the driving force of brand development. At the end of last year, I carried out a new perspective of the famous brand, and made the development strategy more clear: let strategy guide our business behavior.

From 2009 onwards, we will carry out the brand enhancement project, vigorously enhance the brand level, and promote the terminal upgrade. We will focus on accelerating the development of the market above the prefecture level, promoting the upgrading of A-class stores, speeding up the construction of flagship stores, and seizing the opportunities brought by history and market.

Resource integration is a high-end business behavior. For Chinese clothing enterprises, Jia Dong thinks it is particularly important.

He said, "with the change of market competition pattern and the gradual integration of world economic integration, the brand development and marketing integration of enterprises will face a great challenge.

How to speed up brand building and steady operation require us to broaden our horizons, enhance our learning and reorganize our business mechanism with the concept of development.

In fact, in 2010, it started structural adjustment and strengthened the core competitiveness of enterprises.

We are fully introducing talents and building a strong marketing team, updating our concepts, establishing and improving the incentive mechanism and supervision mechanism to ensure the sustainable operation of enterprises and brands.

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From the brand building of enterprises, the building of culture and the importance of terminal marketing, Jia Dong said, "we have carried out large-scale reorganization and reorganization of marketing centers.

In brand promotion, we have established a brand promotion department to integrate brand communication and maintain corporate public relations.

In addition, we will introduce excellent business consultants, promote the upgrading of enterprise terminal network management by introducing ERP system, realize process reengineering, and speed up the construction of information flow.

We should strengthen the resilience of enterprises in the future competition, optimize the integration of resources, and promote the upgrading of enterprises in an orderly way.

No accumulation of thousands of miles, no accumulation of small streams without a river.

I believe that the success of Jia Dong's brand development has been achieved. At the same time, he is also following his own path to develop his career. The two development trajectories are gathered in the name of Sha.

After years of hard work and development, Jia Dong has enjoyed a high reputation among many entrepreneurs in Jiangsu and Zhejiang provinces.

Perhaps, in the eyes of many people, there is still something strange about the "leader" of the women's clothing enterprises in Hangzhou.

Perhaps, when you accidentally walk through its simple and elegant counter, you are also attracted to it. You have hung it in your own wardrobe.

It is in the unawareness of all this that it begins to expand the international layout of Chinese women's clothing with the elegant temperament and fashion of Hangzhou.

"I rarely do propaganda. I always think that if you want to do a good job and make a solid foundation, you have the right to speak."

Jia Dong's choice was not an obscure career at the beginning, but he insisted on forging the development of the name Sha group and the famous women's dress before forging the firm's internal strength. But behind this low-key boss, a famous Chinese women's wear brand is growing rapidly throughout the country.

Bai Ge contends

"In the face of the ecological, social and economic crisis of 2011, none of this has blocked the bright and lightness of the 2012 season.

People gradually learn to be calm. Since they are unavoidable, they may choose to face them directly.

In the spring and summer of 2012, it is the desire of mankind to release new vitality and way of life.

In the 2012 spring and summer, it will return to nature, simplicity, tranquility and freshness, explaining the main style of this season.

Take off complexity, bid farewell to bondage, emphasize pure health, and embody humane care and social reflection in an environmentally friendly and sustainable way.

This is the design concept of the new season. It is not only the brand and culture of an enterprise that conquers audiences, but also the design concept for women's clothing.

The fashion environment of the name Sha brand style is open, inclusive, Zen, rambling and line, independence and sociality, and communication, opportunity and self selection ability coexist.

The name Sha group has a complete set of scientific and complete brand operation system in the design and development, marketing mode, brand image, clothing production, warehousing and logistics. Especially in terminal retail management, it has constructed a set of standardized, unified and scientific brand operation and brand image system, and has established a sound and mature mechanism for building a sustainable development, efficient and win-win market platform.

The name Sha brand has such honorary titles as "Chinese famous brand", "Hangzhou famous trademark", "Hangzhou famous brand", "Hangzhou's most growing small and medium-sized enterprises", "AAA grade credit enterprise" and so on.

In the next 3~5 years, the name Sha will be based on an international perspective, refining different regional cultures from different parts of the world, taking an open design concept, assessing the situation, taking the development route of differentiated brands, showing unique female charm and leading a new life style.

The crisis is coming from the future.

Since 2011, it has been called "cold winter" by the textile industry.

This winter is extremely cold, and in March, spring is still far from coming.

But in the name of Sha, we see spring is full of vitality.

Economic slowdown, labor shortage, shortage of raw materials, European debt crisis...

In the name of Sha, you are completely unconscious.

All this, in such a bloody economic environment, more highlights the internal strength and strength of enterprises.

"I have worked here for 8 years. I seldom go out after class. There are gym and playroom, where life is colorful.

Many of our employees are longer than me, and many of them are home in the company.

In the name of Sha Sha's company, an ordinary employee of the name Sha talked with reporters about the life of the name Sha, and he felt very practical and comfortable.

In Jia Dong's management of the name Sha, he always put the "people" in the first place.

As the scale of the company continues to grow and further provide a good working environment for employees, the company carries out a completely new design adjustment for the office building to meet the needs of brand culture and brand development.

In order to enrich the amateur cultural life of the employees of the name Sha, and enable employees to relax and improve themselves after work, the staff clubs on the first floor have redecorated and added libraries, billiards, table tennis, fitness equipment and other items, which fully demonstrates the concept of "people-oriented" development of the company.

At the same time, the original 12 regions of the country are adjusted to 25 regions. The subdivision of the region makes the management of the company more professional and efficient. At the same time, the evaluation mechanism is introduced to stimulate the maximum potential of every employee, enhance the spirit of the staff and further improve their performance.

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In order to cope with the sustainable development of talents in the future, the company has responded effectively: in June 2010, an internal business school was set up to train and train the talent echelon. In December, it invested 20 million yuan to carry out strategic cooperation with the clothing Institute of Zhejiang Sci-Tech University, and solved the bottleneck problem restricting the development of talents from the root, enhancing the market competitiveness and sustainable development ability of enterprises, and promoting the healthy growth of enterprises.

In December 2010, the name Sha and Zhejiang Sci-Tech University signed the agreement on "strategic cooperation between the name Sha and Zhejiang Sci-Tech University". After that, the two sides will jointly promote the strategic cooperation of University and enterprise, and combine production with learning to develop at a higher level in accordance with the principle of "sharing resources, complementing each other's strengths, highlighting key points and seeking practical results".

At the same time, it also set up a leadership mechanism for school enterprise strategic cooperation, create a good working environment for "school enterprise cooperation, production and learning integration", strengthen organization and leadership, cooperate energetically, cooperate closely, take effective measures to ensure the smooth development of strategic cooperation between schools and enterprises, and achieve substantial results.

Making the first five years brand planning

If we do not build a clear strategy, it will become chaotic. The development of the country and the development of the industry will be progressively step-by-step under the goal of each five year goal, and achieve the goal and promote development.

For an enterprise, such a plan is not only a guarantee for the orderly development of an enterprise, but also an excellent enterprise led by a clear headed and excellent thinking leader, and a new manifestation of competitiveness.

"At the end of last year, I made a new perspective of the famous brand and made the first five year development plan for the first time, making the development strategy more clear: let the strategy guide our business behavior.

In the first five year plan, the company has constructed a specific strategy to highlight the main brand, to develop multiple brands simultaneously, and to diversify.

According to the company's first five year planning strategy, we will complete 5 brands in the first five year plan of 2015: girls' wear, ladies' wear, high-end women's wear, men's wear and silk series multi brand development strategy, forming the advantage of multi brand collaborative development.

In introducing the first five year plan of the famous Shah, Jia Dong's eyes once again showed an exciting light. This may be another new milestone in the name of "all the thousand peaks of color, and the name of the Shah is just Fang Hua".

"The first five year plan, we put the core of the strategy on the multi brand operation, and the multi brand operation is actually a kind of resource integration behavior. With the change of market competition pattern, the integration of the world economic integration, the brand development and the marketing integration of the enterprise will face a great challenge.

How to speed up the development and construction and operate steadily requires us to broaden our minds and strengthen our study and reorganize our business mechanism with the concept of development.

"The first five year plan has a very good strategic vision, but so many brand development needs more office space. How do you plan to solve this problem?" Jia Dong said, "in fact, in the second half of 2010, the name of Sha began to prepare for the group headquarters Art Center project. The basic position of the project is to create a truly internationalized, art organization, conference, exhibition, business, office, education and training center without borders and multi-ethnic groups. It is a gathering office for the decision-making and execution system, as well as a comprehensive supporting center, which will make the project a model project for" promoting innovation and development and promoting design communication ".

He took out the plan on his desk and pointed out the plot plan on the map.

"The Art Center project of the name Sha group headquarters is outside of the enterprise garment development industry, and is also a major design strategy.

Therefore, the planning and design of the Art Center project of the Sha Sha group headquarters will uphold and give consideration to the inclusiveness and coexistence of different value orientations and different aesthetic values, and achieve a harmonious coexistence and common development and communication platform in the same space.

In the future, the team building of the name Sha will always adhere to the core spirit of people-oriented and vigor, as an important strategic resource for enterprise development.

The average age of the management team is around 30 years old. They not only have a deep understanding of the vision of the company, but also the spirit of dedication and selflessness.

Talent is a valuable resource for enterprises, and first-class talents create first-class enterprises.

As a team oriented company, the most valuable asset of a company is a group of highly motivated and creative high-quality employees.

"People-oriented" is the core concept of the name Sha. Apart from good work, study and living environment, the "Sha Sha business school" set up by the name of Sha at the end of 2010, to create a platform and learning environment for high-quality employees to participate in the more intense competition in the future.

There is a future.

The aim of the name group is to integrate garment design marketing, build industrial design communication, improve service industry and build it into a modern metropolis group of international metropolis.

According to the plan, in 2015, the name Sha group will build a modern group headquarters with the core functions of clothing R & D marketing, industrial design, exhibition training and experiential Art Center, attracting urban industrial agglomeration, and having ecological characteristics and cultural landscape.

To some extent, modern science and technology emphasize the materiality of the world, and the combination of science and art is not just consumer products, but also a new way of thinking.

With the continuous evolution of society, the relationship between the three Sciences, art and people is becoming more and more closely. From the initial form of mutual infiltration to the deep structure of the process of blending, the way of existence and perception of people become more and more important contents of art and artists. "Mingsha group headquarters base" aims to effectively integrate the fashion design, marketing, industrial design, entrepreneurial industry and business mode through exhibition exhibition, information exchange and marketing, creating a large design environment around the audience, creating a sense of aesthetic perception beyond mere costume design.

In addition to the R & D design of clothing, the "Sha Sha group headquarters base" also absorbs, exchanges and integrates industrial design, media design and imaging technology.

The concept of humanity and technological concepts work together with new creative art. The meaning of new creative art is not only to produce several new creative works, but to create a new medium within the arts.

There is a certain degree of interaction between the costume design works, and the interactive way of blending makes the design works more contemporary. Therefore, the mission of the "Sha Sha Art Center" is to greatly develop the limits of all kinds of artistic functions and promote the establishment of the innovative economy.

"As an enterprise, we need to see new opportunities in the complex economic environment, and to pform the mode of economic development by means of various means, and to promote economic growth, we must rely mainly on the enhancement of the quality of employees and the pformation of management innovation."

Jia Dong said.

In the future competition, the development of the name Sha is not only a significant improvement in the profitability of the enterprises in the short term, but also a long-term foothold. It encourages enterprises to accelerate technological pformation and product innovation, speed up the strategic adjustment of the industrial structure, and emphasize technological upgrading, structural adjustment and Industry consolidation.

At the same time, it is necessary to strengthen and perfect the policy of supporting innovation in enterprises, focusing on R & D, brand upgrading, structural adjustment and technological upgrading.

"In 2012, the aim of the company was to complete the certification of enterprise environment, because the development of enterprises needs to be responsible to the society, and vigorously publicize the brand and increase the brand.

Influence and reputation; on the basis of last year, the number of counters in 2012 increased by 30%, that is, the number of direct shops in the name of Sha reached more than 200, and there were more than 50 outlets in ICCI, and the annual sales growth doubled.

Jia Dong put forward a clear management objective for 2012.

He said that the name Sha will increase the application of new fibers and fabrics in clothing products, develop better and better products, guide consumption and create demand, and strengthen the channel construction, expand the market and improve the market share.

In addition to physical channels, the name Sha will also actively expand the development of e-commerce, online and offline linkage; use scientific and rigorous performance appraisal to fully mobilize and use the enthusiasm of regional managers to strengthen terminal sales and enhance brand competitiveness; combined with the promotion of the construction of cultural enterprise, further strengthen team building and attach importance to and increase staff training and training to further enhance the comprehensive ability of middle and senior managers and the overall quality of employees.

At present, we are striving to build an environment-friendly, resource-saving and marketing oriented enterprise. We should grasp the principles of "innovation, quality and rapid response". Products should not only be fashionable, but also pay attention to health. We should actively advocate green fiber and extend the concept of quality to health and comfort so as to form the unique brand culture and corporate culture of the name.

Reporter's notes:

For Chinese clothing enterprises, especially women's clothing brands, in recent years, they have suffered from multiple pressures from the upstream industry chain, international brand competition, and more and more picky consumers.

Many garment enterprises have gone bankrupt and bankruptcy. Many garment enterprises have made new progress through successful pformation, and many of them are breathing in the cracks.

Such as the name of Sha in the economic crisis in the enterprise to make the wind and water is few, of course, the hardships and hardships can not be so easily erased, but in the eyes of chairman Jia Zhuxi, all this is the experience of harvest.

What impressed me most was Jia Dong's smile, which was always confident and modest, and he was still busy without the boasting of his success.

For this cause from the initial choice to follow so far and go all out.

In the team behind him, he poured trust and enthusiasm to every employee.

He combined himself with the team of the name Sha to advance and retreat together.

He used his own attitude to infect every person around him, he led this brand of women's clothing, from scratch to more...

We have high hopes for the famous brand, ICCI, and the brand of the famous brand that will soon appear in our vision.

Perhaps one day, they quietly replace the LV and GUCCI in our wardrobe.