Metersbonwe Zhou Chengjian's Marketing Management Tips

　 Speculation and stability

　　 Zhou Chengjian He is a very good at hype. He really discovered his potential of "hype" in the market of Miao fruit temple, the largest clothing market in Wenzhou, where his business began to start.

In 1986, Zhou Chengjian came to Wenzhou from her hometown, Qingtian, Zhejiang. At the age of 20, he not only wanted nothing, but also had to pay a debt of about 200000 yuan for failing to do business. The only skill he can make is tailor. But the tailor is too hard. On one occasion, he was really sleepy. When he operated the machine, he cut a sleeve of his suit suit a short cut. On the second day, the boss asked him to lose money. Where can Zhou Chengjian afford it? But soon, a thought flashed through his mind. Finally, he changed the sleeves of his suit into jacket sleeves and made some changes elsewhere. After such a change, the shipment turned out to be a best seller. This gave Zhou Chengjian strong confidence. From then on, he plunged into the market of Miao fruit temple and started the business of the former shop.

Trading at that time clothing All of them had to bargain. He took out 800 yuan to make a small advertisement in the local media. He said, "I give the cost price, you can just take some money and take the clothes away," which caused a great stir in Wenzhou.

Later, Zhou Chengjian opened the first. Metersbonwe At the time of the store, all aspects of preparation were not enough, but he launched a launching ceremony of "thousand shops project", which covered the red carpet at the then famous commercial street in Wenzhou. Although Zhou Chengjian himself has no bottom, he is familiar with media preferences. A clothing company in Wenzhou has set up thousands of brand chain stores across the country, which has aroused heated discussion among the media. He once again "hyped" success.

In the early 90s of the commercial enlightenment, Wenzhou always came up with some commercial "amazing moves". Zhou Chengjian was one of the best. He can always achieve the desired result at a low cost. When the windy cloak sold out to Wenzhou, he made up the world's largest snowsuit and created the Guinness world record. When Wenzhou had the double decker bus for the first time, he immediately painted his advertisement full of body.

On the Advertising Spokesperson, he first invited Aaron Kwok in Hongkong with heavy gold, which was rare at that time, but Aaron Kwok's endorsement played a decisive role in Metersbonwe's early growth, making the brand grow rapidly into a first-line brand.

Of course, this does not mean that he only knows how to hype. In the process of Metersbonwe's development, he embodies the smart and pragmatic side of Wenzhou businessmen everywhere. At the beginning of business, three days and three nights after a train station, a night's sleep often happened under the bridge. Without money, the spokesperson, Zhou Chengjian himself was the spokesman of the enterprise, and he called himself "self-confidence is strength".

In an interview with reporters, Zhou Chengjian said that "grand hype" is always in a few words, and he repeatedly reminded that "fit is good". After the company became bigger, Zhou Chengjian did not have a fever of mind and blind expansion. He insisted on the leisure clothing industry while others were diversifying. When he was going abroad, he still worked hard in the domestic market.

He likened it to "better to be a turtle in the right direction than a rabbit in the wrong direction."

From 1995 to 2003, when Metersbonwe's stores jumped from dozens to more than 1100, Zhou Chengjian told his men to "slow down". Until now, Metersbonwe has a rare cash flow situation in the business world. Cash transactions have not yet been borrowed from banks and no accounts receivable have been found.

　　 Innovation and following

Zhou Chengjian's innovation is mostly focused on the early stage of enterprise development, and the driving force comes from its impulse to become bigger and stronger and keen to the market. In the years when he worked hard at the market of Miao fruit temple in Wenzhou, Zhou Chengjian gradually realized the importance of the brand. He realized that "clothing has no core competitiveness in technology, and the core competitiveness is brand", which made him determined to move away from the biggest clothing wholesale market in the country and create his own brand.

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But how hard it is to create a brand, in Zhou Chengjian's own words, "at that time was backward management and limited capital."

An investigation in Guangdong gave him the inspiration: Guangdong's enterprises have long been doing OEM for foreign countries, and have good equipment and skilled workers, but they often leave their machines idle due to insufficient orders. In some other coastal areas, too. Looking back at his experience of processing clothes for others in his early days, Zhou Chengjian thought, "why can't Metersbonwe take the way of other people's processing?" he immediately decided to adopt the method of commission processing and establish long-term cooperative relationship with large garment processing plants with first-class production facilities in Guangdong and Jiangsu, and form their own "production base".

Today, although the factory in Guangdong, Zhongshan, which had returned to Metersbonwe, had already gone bankrupt, Metersbonwe's cooperative manufacturers had developed to more than 250. These enterprises had annual production capacity of about 20000000 units, and if they were totally dependent on their own investment, they would need at least 1 billion yuan.

After finding the foundries, Zhou Chengjian found the wholesalers who were familiar with them and sold them to the "Metersbonwe" brand. These people were the earliest Metersbonwe franchisees. Now Metersbonwe has more than 1500 stores in the country, except a few direct outlets, and the rest are franchised chain stores. If so many shops are invested and operated by themselves, they will cost at least more than 500 million yuan.

This is Metersbonwe's famous "virtual operation" mode in the clothing industry. Metersbonwe is relying on virtual operation for the expansion of enterprises to save money, a large number of business management, clothing design, brand promotion and other businesses.

However, Zhou Chengjian's approach is not original, and Nike is a typical representative of this aspect.

If we say that when we first started, Zhou Chengjian consciously used the "OEM" and "franchise chain" methods that conform to the times. Now, he is actively following and learning the experience of the industry and other enterprises. He often cited the "turnover rate of goods", which is 50 days abroad, while China needs 180 days, and Metersbonwe is 80 days.

This is due to the IT system he started investing in 1996, and the production and sale of social collaboration. Metersbonwe spent 100 million yuan on the logistics information platform. It consists of management, production and sales. It is composed of manufacturer resource management system, group internal resource management system and agent resource management system. Through it, we can grasp the status of each store in real time, and we can change production orders according to these figures.

This is Metersbonwe's "supply chain management". I wonder if it was inspired by Zhou Chengjian's EMBA at Zhejiang University and the Yangtze River Business School. Zhou Chengjian said that students from the Yangtze River business school have Niu Gensheng, chairman of Mengniu, and Jiang Nan Chun, chairman of the sub chairman, who have learned a lot from them. In particular, the performance of these "classmates" in the capital market has made Zhou Chengjian determined to go abroad in 5 years.

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　　 Local and international

In Zhou Chengjian's large office, a Chairman Mao waved at the head, while the other advanced acoustic equipment slowly flowed out of Beethoven's symphony; the computer was the real-time sales data and analysis of the local franchisees, looking through the window, the opposite was the Metersbonwe costume museum he built by himself.

Zhou Chengjian is good at the set of "soil" and actively learning the thing of "Westernized". It combines the two skillfully and applies them to enterprises. When the enterprise was still a small workshop, he named the brand of the company as "Metersbonwe" which was full of westernized spirit.

The Museum of Metersbonwe costumes cost tens of millions of yuan, including more than 5000 items of clothing, embroidery, silver ornaments and looms, sewing machines, irons and other items of the Han nationality and more than 30 ethnic minorities. What is particularly valuable is the collection of manuscripts of the late famous literary writer, Shen Congwen, who is the research leader of Chinese costume history. Luc, the company's design director hired by Zhou Chengjian, often finds inspiration here.

In order to always lead the fashion of Metersbonwe, Zhou Chengjian attached great importance to the designers. He not only took the domestic talents but also invited the famous designers internationally. For this reason, he specifically set the company headquarters in Nanhui Cambridge, near Shanghai airport in Pudong, which is convenient for designers to travel around the world.