Building National Costume Brand

With "youth, fashion, beauty" as the

A

Clothing Co., Ltd., from 19 to 6 employees in a small workshop developed into today's leading clothing industry in Zhuhai and even Guangdong province. Its annual sales exceeded 300 million yuan. In 2002, it won the title of "the best selling clothing brand in the country" and became one of the 500 most influential brands in China in 2005.

Over the past 19 years, in a smoky and competitive commodity market, Wiseman has come out of a successful way to win the brand and build the market with the brand.

The choice of "smart people"

In 1987, Mr. Xie Qiuhe recruited 6 employees with 3000 yuan to start his own business.

No one would have thought that 19 years later, Zhuhai's "most influential 500 strong brand in China" came out.

Today, Zhenwei group has 9 branches and 7 factories, including Westman apparel limited, and has a modern industrial park covering 70 thousand square meters and 45 thousand square meters of construction area in Nanping Science and Technology Industrial Park, with a fixed assets of 100 million yuan, more than 3000 employees, about 4000000 production of sweaters per year, more than 300 nationwide clothing stores, and marketing networks in more than 100 large and medium-sized cities, with annual retail sales exceeding 300 million yuan and a total of tens of millions of dollars in taxes.

In 1987, at the beginning of China's reform and opening up, Zhuhai as a special administrative region took the lead, and a large number of private processing enterprises sprang up like mushrooms.

"At that time, a few dollars processed and manufactured a piece of clothing, and then attached to the brand of foreign clothing enterprises.

At that time, many people made the first pot of gold with this mode of production.

In 1997, under the age of 30, Xie river had already owned 3 subsidiary companies, 2 factories and 900 garment workers.

If only he wants to enjoy the pleasure of making money and accumulating wealth, Xie River can always spin around in this "OEM" process and live an ordinary and rich life.

But in the ten years of shopping malls, Xie Xie River realized that the processing of raw materials is always obedient to human beings. OEM processing can make money, but it also makes money for foreign enterprises.

In 1998,

The formal establishment of WSM Garment Co., Ltd. in Zhuhai has embarked on a difficult road to create its own brand.

The name of the enterprise "Wiseman" is meant to be "smart people", which seems to indicate the foresight of Xie and he Zhenwei group.

No eyeball war

In 2000, the 250 outdoor outdoor advertisements with two square meters in each of the 250 square meters of Yingbin square and Phoenix North Danchi square in Zhuhai, Gongbei, hit the eyes of all the spectators. It was the famous domestic program host Li Xiang, who was wearing fashionable, beautiful Wiseman sweater, and looked up and down at the top of the world.

From that moment on, the name of Wiseman came swiftly into thousands of households and captured the hearts of thousands of young women who pursued fashion and beauty.

Talking about the big hand of the year, Xie River still has some pride. He said he was the first person to hire a star as the spokesman of the corporate image in Zhuhai. It was also the two largest outdoor advertisement at that time.

In Xie Qiuhe's opinion, the establishment of enterprise brand must first establish the popularity and reputation of the enterprise, and effective advertising investment is one of the important strategies of brand war.

Since 2000, Wiseman has invested a lot of advertising expenses in various female department stores and entertainment places in various female magazines and large and medium-sized cities throughout the country.

In 2003, "Wiseman" insisted on the marketing principles surrounding the core culture of the brand: carefully selected Gigi Leung, a great international star of film and television, who fully fits the "brand" style of "Wiseman" as the spokesman of the brand image, further sublimated the brand image of "Wiseman" youthful, dynamic and confident, and explained the brand connotation of "Wiseman" more richely and profoundly.

In 2005, Gigi Leung opened the SOGO store in Beijing, and in the presence of a charity sale, Beijing consumers remembered the clothing brand of "Wiseman" at once.

In the "eyeball war" without smoke, Wiseman gained a handsome return on popularity and reputation by accurately grasping the market, the sensitive smell of fashion elements and the skillful use of marketing methods.

In 2002, Wiseman won the title of "the best selling clothing brand in the national market", was awarded the title of "Guangdong ten big sweater advantage enterprise" in 2003, and was named "the famous trademark of Guangdong province" in 2004. In 2005, it was selected as "the most influential 500 brand in China" by the world brand laboratory.

Self run chain and federated market share

In the past, when the competition was not enough, the products of the enterprises could seek the differences in price, service and quality. But with the fierce competition and the maturity of the market industry, the clothing enterprises that had experienced the channel war and the price war had to rely on the brand to break through and seek the brand difference.

In Xie Qiuhe's brand strategy, increasing fame and grabbing market share is the two wheel of enterprise development.

In October 1998, the first Wiseman store was established in Shenyang. Since then, Wiseman has spread its marketing network across the country for 5 consecutive years with a growth rate of more than 80%.

In 2006, the marketing network of Wiseman has already spread to more than 100 large and medium-sized cities throughout the country, and has developed more than 300 franchised stores (offices and cabinets), of which 150 belong to self operated chain stores and 160 are franchisees.

Xie Qiuhe has always insisted on developing direct investment and direct management of self operated chain stores. He thinks self run chain stores are more competitive than franchising chains.

In 2004, under the influence of SARS, the 69 franchisees in Wiseman closed down, and none of the more than 50 self-employed shops invested by Wiseman himself closed.

It is these more than 50 self holding stores that hold the positions that keep Wiseman in the SARS period for more than 30% of the sales growth.

In 2005, Xie Qiuhe carried out the "federalism" reform of the enterprise group, that is, "brand unification, operation and decentralization". The powers of the group were put down to 5 sub factories. The general managers of each factory were pformed into "bosses". Each factory gained more free development space with independent accounting and independent operation, and burst out higher enthusiasm and energy for work.

In less than a year, 4 of the 5 branch offices fulfilled the task targets issued by the group 3 months ahead of schedule.

Speaking of his own group "federalism", Xie river has such a metaphor: highly intensive industrial groups are like an aircraft carrier, with large aircraft carriers and strong resistance, but poor adaptability.

The federalism is to split the carrier into several light warships.

The ever-changing market needs flexible response. Small warships are small and fast. They can take the initiative and be flexible and flexible. Once there are big risks, they can unite and resist each other immediately.

The "federated" system has once again activated the wisdom of all the staff of Zhenwei group. Under this new management mode, Wiseman has broken through the annual sales of 300 million yuan.

Speaking of future development, Xie river is still ambitious. He said that Wiseman will invest tens of millions of yuan this year to open 20-30 self run stores in a province of Fujian, and strive to realize the listing of Wiseman brand overseas at the end of the year.

Although Zhenwei group is mainly women's clothing, the group has registered the brand in real estate, tourism, industry, education, medical treatment and so on.

He welcomes people of insight and talents to join the ranks of Wiseman to work together to create "China's ten largest brand of women's clothing" and create excellent private enterprises in Zhuhai.