Chen Shixin Talks About The Development Of Legendary Fir

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Under the leadership of Shanshan enterprise, a listed company of today seems to be an "incredible" pformation or strategic pformation.

This is a failed and successful reform. The reform of Shan Shan mainly includes two parts. One is to carry out diversified strategic investment development across the industry, and to enter the high-tech industry with the core of "lithium battery material"; secondly, the subversive pformation in the clothing industry.

According to "excellence" magazine, "we invest in lithium ion battery materials, investment in the first phase of 80 million, second to 150 million.

At that time, we had 5 hundred million of bank deposits and no one cent loan.

After I voted, I still have savings. "

The spokesman is Zheng Yonggang.

The high-tech project was handed over to a senior executive named Hu Haiping. In 1999, Shanshan and Anshan Thermal Energy Institute, which were subordinate to the Ministry of metallurgical industry, accounted for 75% and 25% respectively.

From now on, Shan Shan successfully relied on "lithium ion battery materials" to make a successful diversification. From another point of view, did the early market give more business opportunities to enterprises?

The most controversial change is the pformation of the garment industry, the hard sell of many years of sales network, the cutting of independent factories, the implementation of a thorough "virtual operation"; at the same time, the introduction of a number of so-called world brands and the creation of a number of independent brands, hoping to usher in a big leap in the apparel industry.

As one of the most successful consumer company in the world, Nike does not produce a pair of sneakers. It basically distributes and retails products through franchisees, takes the link of R & D and marketing value chain as the core, and creates a wonder of the world.

With the fact that Nike has been successful for many years, "virtual operation" has become a practice that Chinese enterprises are eager to learn from and learn from.

The result of learning is that some enterprises are successful, such as the United States, and some enterprises do not get the glories of hope, such as Shan Shan.

"Vertical integration" is a model relative to the "virtual management" mode, which is lighter than the latter. The former appears to be a lot of assets.

Enterprises that adopt this mode are involved in many or even all aspects of the industry value chain.

YOUNGOR is an enterprise that grows and grows in the same city with Shanshan. As the two big men in China's men's wear industry, the outside world compares them from time to time.

While carrying out the "virtual operation" reform in Shanshan, YOUNGOR has also made changes. With its accumulation in the apparel industry, YOUNGOR has invested heavily in the clothing industry, such as the completion of the YOUNGOR International Garment City covering 350 mu in 2003, and the commissioning of YOUNGOR Textile City covering 500 mu in 2003.

After years of careful layout, YOUNGOR group has finally constructed a chain of the most homogeneous chain of Chinese men's clothing industry from cotton planting, textile, printing and dyeing, R & D, and terminal retail, and YOUNGOR has established a strong competitive advantage in the industry.

One is enough to show that YOUNGOR's success in men's wear is the fact that since its beginning in 2000, the brand's suit has been firmly in the top 12 in the country for 17 years in a row.

At the same time, YOUNGOR group's

Business sector in 2011 nearly 6 billion 200 million yuan of revenue firmly occupy the leadership of China's men's clothing industry.

The loss of fir is not only in the field of clothing.

First, let's review the second most important brands of Shanshan enterprise, FLRS.

In 1997, the high profile of Shanshan enterprises launched a high-ranking clothing brand FLRS with high expectations. Zheng Yonggang made three ambitious goals for it: one is the best fashion women's brand in China, the two is the highest quality in the world, and three is the first Chinese local clothing brand to enter the international market.

FLRS hired two top designers, Zhang Zhaoqing and Wang Xinyuan, with millions of gold. In April 1997, they launched more than 200 sets of excellent design works at the "east walk" fashion show, which caused a great sensation.

Before and after 1998, FLRS opened 15 high-end fashion shops in Beijing, Shanghai and Shenyang.

FLRS's honor and reports are all over the world. The Chinese clothing industry, the design community and the media also send great and strong hope to it. It is recognized that it is a major move to develop garment industry and fashion in Shanshan, and is a symbol of the development of Chinese clothing to international garment.

Shan Shan launched the "FLRS" brand, which was named one of the ten major news of China's clothing industry.

From the review, we can see that Shanshan has made a strategic expansion in women's clothing, but unfortunately it has not been successful.

In November 2003, Shan Shan pferred the brand to a natural person named Chen Xingguo for 12 million yuan in a district.

The following are the main reasons for this brand failure: in the short 7 years from 1997 to 2003, 4 outstanding designers carved this brand. During the period, brand positioning suddenly became women's clothing, all of a sudden for men's wear.

How can such frequent changes create a designer brand to create a senior garment brand? The more designer level and the more advanced it is, the more time, history and a top designer will be involved in the deep precipitation.

Another reason is the quick success and instant benefit of investors.

According to relevant information, Beijing FLRS (women's wear) fashion company disappeared in 1999. In June of the same year, Shanghai FLRS men's clothing company was established.

In just three years, Zheng Yonggang, the "general Barton" of the Chinese clothing industry, gave up the vision he had designed for it. It can be said that the brand of "Shan Shan" brand has a certain chance in 3 years or so under the favorable conditions such as weather, geography, people, and so on. The brand that is built in the later stage needs more time and more investment to succeed. There is no shortcut to create a new brand.

The QQ signature of a friend of mine is: "miracle -- because you insist enough" (Chen Shixin's work). If Shan Shan makes the high-end women's dress "FLRS" do it now, it will probably become the representative brand of the local high-end women's clothing.

Shanshan has a bigger loss in the field of clothing.

According to the original plan, Shan Shan plans to have about 30 brands by 2010.

According to relevant information, at that time, the brand listed by Shan Shan Company on the official website included: Shan Shan, FLRS, Maschi, Ma Ke, AI Sany, Sha Xi, Ji North, France Si Di SA, Fei Ho, fan Zan, Yi Dan, Xia Shan Ge and so on 11 brands.

Today, apart from the memories left by Shan Shan, which brand is ringing in the Chinese market? In 2003, Shan Shan sold two fashionable brands of FLRS and von van, and Song Yonggao, a professor at Zhejiang Sci-Tech University, observed that "Shanshan company is determined to have a profound symbolic significance for the sale of the two brand enterprises that have certain influence in the industry, marking the major setbacks and adjustments in the development strategy of Shanshan company."

It also means that the strategic pformation of the brand development of Shanshan Group has failed.