Success Stories Of Wenzhou Businessmen

Rise: pition and take-off

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People have a strong sense of business and dare to work hard, and they can always accept new things and new ideas.

Introduction of Gao Bang's real take-off resulted from the second and third pition of the enterprise. In the early 1990s, it changed from gentleman suit to casual suit and in the middle of 1990s.

Turn to casual wear business.

In the early 1990s, the brand of western style clothes was in place in China. The styles of products were identical, and the market competition was fierce.

Where is the way? Zhu Aiwu went abroad in October 1993 with questions.

Once in line at the entrance of Disneyland Park, Zhu Aiwu found that only two people in a long team wore neat suits, and the two were their compatriots.

Because of occupational sensitivity, Zhu Aiwu quickly captured the trend of casual trend in Western-style clothes.

After returning home, she made decisive decisions: switching to leisure suits.

When the leisure wind is blowing in Shenzhou, the production line of European and American garment companies has been flowing out of leisure suits.

Practice has proved that this opportunity to seize the opportunity to open up a larger market space for enterprises, successfully achieved the second leap.

In the middle of 1990s, the market demand structure of clothing showed polarization, that is, the development of the market to the gentleman's top suit and complete leisure clothing, while the leisure suit between the suit and leisure was showing signs of recession.

Due to the driving of consumption fashion, returning to nature has become the pursuit of people's fashion, and relaxation and leisure become the most important theme of clothing.

She learned from 3000 people from all walks of life that 82.3% of them like casual wear.

The company immediately embarked on the third pition of product strategy and entered the field of casual wear.

Success: virtualization and integration

"Gao Bang has built up a new business model with high quality and brand building."

In just a few years, Gao Bang quickly became a well-known brand, and its products became popular in the north and south of the river.

On the one hand, the success of the Gao Bang brand owes to the operation of the licensed brand, and on the other hand, the successful operation of the "virtual operation".

She was shocked when she learned that the world famous chain giant WAL-MART's sales amounted to 1/3 of the retail sales in China.

Since then, she has been fascinated by chain monopolization and franchising, and has analyzed the operation characteristics and management methods.

From the WAL-MART giant to Nike's factory free marketing, she gained insight, decided to introduce virtual operation and chain monopoly, sold the factory buildings, machines, and seized product design, brand operation and market expansion, and gave production to trusted cooperative factories.

Zhu Aiwu began to concentrate on developing casual clothes and taking the road of chain operation.

She said at the time: "now is not a step in a year, but a month to a step."

It is her work style to act vigorously.

In 1996, Gao Bang rapidly developed a chain store in the country with a unified image, almost every 8 days.

At present, the group has four major regional companies in the East, the south, the West and the north, two production companies and a design center. The chain stores have reached nearly 600, and most of them are located in the commercial golden section of Nanjing road and Huaihailu Road in Shanghai.

Momentum: unlimited future

"Yesterday's splendor is not the reason why Wenzhou people are proud of themselves. The higher level of the future is the pursuit of Gao Bang."

From the survey, she felt that the past Wenzhou mode family business, professional market and risk taking were not enough to support the company's further leap. It needed more scientific management mode, updated business philosophy and stronger brand awareness to replace it.

To this end, she studied political economics at the Graduate School of Xiamen University, and studied for a master's degree in business administration at Macao University of science and technology, and applied for the EMBA fall class in Tongji University.

For Zhu AI Wu, the thirst for knowledge is no less than the pursuit of career.

Zhu Aiwu promoted the development of "learning oriented" enterprise activities by Gao Bang Group.

"After reading EMBA, I feel that I have learned how to manage my company in a scientific and reasonable way, rather than just relying on my own wisdom and experience," she said.

Over the past two years, Gao Bang has built up a learning oriented enterprise as one of the objectives of modern enterprise construction. It has been written into the development plan of the enterprise and has been planned quarterly and concluded with a special conclusion to ensure that learning activities are continuously deepened.

The group is closely linked to the creation of "learning oriented" enterprises and the upgrading of the business level of Gao Bang employees and the building of a century high state.

Some middle and high level cadres are recommended to participate in professional training such as professional managers and fashion designers.

Headquarters has set up a personnel training base, and constantly improve the staff education system. The human resources department will make a series of training plans every year, and regularly train employees, franchisees and guide buyers.