Zhou Shaoxiong'S Success Process

Start: lose the golden rice bowl and start small business.

The start is not legendary.

In 1985, a small town called Jinjing, a seaside town in Southern Fujian, appeared in Jinjiang, Jinjiang. It was also a small enterprise with the clothing factory of Jinjing labor and overseas Chinese hometown. Like other private enterprises at that time, it also hung the name of collective enterprise, which is the rudiment of seven wolves.

In Zhou Shaoxiong's own words, "at the very beginning, we only did some small business, bought cloth, and then gradually accumulated. After two or three years, we started the idea of making clothes and set up a garment factory."

Such stories can be described as numerous in Quanzhou in the 80s of last century.

Many Minnan people who have been working hard for many years in poverty have worked hard to get rid of poverty by the most primitive idea.

The difference is that Zhou's three brothers have a good job before doing business. Zhou Yongwei, a boss, works in a bank. Zhou Shaoxiong, who works in Xinhua Bookstore, can be regarded as a golden rice bowl at that time. At that time, there were few people who had the courage to throw away the golden rice bowl to go to business.

Both parents strongly opposed it, but Zhou Shaoxiong still walked out of the house with the idea of "going out and running, never starving to death."

At first, he made fabric trade because he had no experience, and looked too young to convince others that he would do business, so he didn't make any money.

But Zhou Shaoxiong did not lose heart. Instead, he kept on waiting for the opportunity. After several years of business experience, Zhou Shaoxiong ran through more than half of China and suffered enough hardships and finally saved up a sum of money.

More importantly, suffering has created his tenacity, patience and sensitivity to the market.

In business, Zhou Shaoxiong was surprised to find that the local

The price contrasts with those of overseas chest embroidered brands.

Why can't we create a domestic brand on its own? Strong entrepreneurial desire has sprouted in the hearts of Zhou Shaoxiong and his partners.

So, the 7 young people sat together and thought about the brands of all kinds of graphic designs overseas.

After a heated debate, the wolf was chosen because wolves are very team spirit animals. They are smart, agile and courageous. They are indispensable qualities for the success of business.

"Since we are seven people who start a business together, we call it" seven wolves ". According to the customs of Southern Fujian," seven "represents" many ". It is an auspicious number that implies life, vitality and victory. It symbolizes a group composed of striving people, and embodies the entrepreneurial spirit of young people working together.

The "wolf" is homophonic in the Minnan dialect, so it is very coincidental.

Speaking of this, Zhou Shaoxiong laughed heartily.

Seeing that many of the newly developed enterprises have led to the eventual failure because of the lack of people's hearts, Zhou Shaoxiong and his partners swear that for the common future, we must be like wolves and be united and create a first-class brand.

Planning: counterfeiting the brand

Zhou Shaoxiong told reporters that in fact, Chinese clothing enterprises at that time had almost no brand awareness. "Brand is just a beautiful little pattern stuck to the clothes. Besides, there is no need for him to use it."

In 1990, the seven wolves jacket entered Shanghai's "Hualian", "one hundred" and other front-line department stores, not only a hit, but also achieved very good sales results.

But soon, a lot of counterfeiters appeared on the market, which was a very common phenomenon in the clothing market at that time. Besides, the seven wolves were not big names, but Zhou Shaoxiong took this opportunity as a chance to plan a modern marketing case: seven wolves were fighting against counterfeiting in a big way, and several counterfeiters were brought to court. For a while, the "true and false wolf war" became the front page news of the media in Shanghai, Beijing, Guangzhou and other places, so the seven wolves were so famous!

Facts have proved that Zhou Shaoxiong's practice not only did not affect the reputation of the seven wolves, but successfully promoted the popularity of his brand.

After analyzing the marketing experts, it is true that the anti fake incident shows Zhou Shaoxiong's superiority in marketing concept.

Just this year, Zhou Shaoxiong and his seven wolves began to emerge.

Zhou Shaoxiong frankly said that the fake incident made him aware of the importance of the brand. At last, they turned bad things into good deeds.

Transition: the first to adopt marketing agency system

However, in 90s of last century, the seven wolves had invested a lot of money in real estate projects, and at the time they met the national macroeconomic regulation and control.

Zhou Shaoxiong said that in those years, he was worried about money all day. The seven wolves were basically in the adjustment stage in those years, and they were struggling to support it.

What's worse is the years of stagnation. The garment industry in other parts of China is developing very fast, and the entire southern Fujian garment industry is lagging behind.

Poverty changes.

In 1995, most of the domestic clothing enterprises followed the marketing or wholesale mode of shopping malls. At that time, Zhou Shaoxiong made a resolute decision to let seven wolves take the lead in adopting the agent system in China. This change immediately brought the vitality to the rise of the seven wolves, and became the marketing mode followed by most brand enterprises.

Casting brand: find Chyi Chin as spokesperson

In 2001, after years of strength, Zhou Shaoxiong finally broke out of his energy.

In this year, the seven wolves swept the country again.

According to the data of the national commercial information and the Bureau of statistics of the former Ministry of internal trade, the market share of the seven wolves is ranked first in the country. That is, from this year, the media began to mention Zhou Shaoxiong, the seven wolves and the leading enterprises in China's clothing industry, such as Shanshan and YOUNGOR.

At this point, the seven wolves finally established their leading position in the field of casual wear.

However, Zhou Shaoxiong, who has achieved fame and fortune, has not ceased his struggle.

In 2002, he again showed his ambition to the industry, and invited Chyi Chin to be the spokesman for the image, thereby promoting the popularity of celebrity endorsement this year to a new starting point.

Zhou Shaoxiong said that the seven wolves display the wolf's personality and convey the beauty of wolf sex. Chyi Chin and seven wolves have the same brand cultural connotations, and the seven wolves also have the most matching image spokesmen.

The teamwork spirit of wolves and the tacit cooperation between wolves and wolves are the decisive factors for the success of wolves.

The wolf world is full of all the noble qualities that human being admired -- cooperation, loyalty, communication, concentration, patience, perseverance, strategy and so on.

These characteristics are essential qualities for all successful and eager to succeed.

Zhou Shaoxiong condensed and sublimated the spirit of the seven wolves into a "wolf culture".

In his opinion, as a man, a striving person is the most wolf personality: the loneliness of the wolf, the victory and defeat of the wolf, the courage of the wolf, the perseverance of the wolf, and the solidarity of the wolf.

These are the spiritual processes of "pursuing successful people" and are very easy to arouse the resonance of men in struggle.

Listing: not for money, but for brand.

In 2004, Fujian seven wolves industrial Limited by Share Ltd became the ninth listed stocks of Shenzhen SME board, which is also the first Fujian listed company in Shenzhen SME board.

"We started restructuring in 2000, and we have successfully listed today, and the cost of investment has been up to tens of millions of yuan."

Zhou Shaoxiong said many locals laughed at him and didn't understand that he was "not short of money and why he wanted to go public."

"Everything we do is for the" seven wolves "brand.

Zhou Shaoxiong said that at the beginning of the establishment of the seven wolves, it was based on the domestic market, instead of being an export oriented enterprise for other famous brands.

However, the idea of independent listing began to cause some controversy at the beginning of the enterprise.

After all, capital is a double-edged sword.

After two to three years of discussion, Zhou Shaoxiong persuaded his brothers and partners to successfully board the small and medium sized boards and become the first brand of men's casual wear brands in Shanghai and Shenzhen two cities. The total issue of A shares is 25 million shares. According to the issue price of 7.45 yuan, the market value of the seven wolves will reach 633 million yuan, and the Zhou family will also become a new wealth force that controls wealth to 318 million.