Good News Bird: International Brand With National Characteristics

As a listed company, the news birds completed the pmutation from family business to public company.

This is undoubtedly a breakthrough for Wenzhou enterprises who value family businesses.

But what are the developmental strategies of the birds in international operations?

Global finance reporter interviewed Wu Zhize, chairman of Limited by Share Ltd.

Global Finance: the significance of changing from family businesses to public companies?

Post marketing development strategy?

Wu Zhize: Generally speaking, the family business is suitable for the early development of the enterprise, with high management efficiency and low cost of communication and trust.

With the expansion of company scale, the drawbacks of family businesses are gradually emerging. For example, imperfect governance structure, imperfect organizational mechanism, and difficult internal management can not attract talents to join.

To turn into a public company, we can introduce external supervision force, improve the corporate governance structure, straighten out the organizational mechanism and strict internal management.

After the listing, the company's development strategy is to continue to improve the governance structure, strengthen internal control, promote professional management, and create a century old brand.

Global Finance: May I ask you about the overseas market development of the wedding bird?

What are the major overseas markets?

Wu Zhize: at present, the company has not yet opened up business in overseas markets.

In recent years, with the rapid development of China's economy, more and more international leading apparel brands have entered China, and the company will face increasingly fierce competition in the clothing market.

The company is committed to building an international brand with national characteristics and realizing the integration of national culture and international fashion.

In order to realize the international brand strategy, the company will implement an international business plan, operate the network layout from the periphery to the center, strengthen cooperation with famous foreign companies, introduce new technologies, new processes, and new standards, and share international resources.

The company has planned to expand its overseas market in the next five years.

Although our main market is at home, the clothing market has been showing the trend of internationalization of the domestic market. Therefore, we have adopted an international approach and convention to operate, such as adhering to the operation of high-end brands, introducing an internationally popular chain marketing monopoly system, introducing the ISO international quality management system, selecting outstanding R & D personnel to go abroad regularly, and introducing Italy famous craftsman nellias as the chief craftsman of the company and introducing the international advanced human resource management system.

Our feeling is that the era of global competition has arrived. We must carry out internationalized operation in a global perspective. At the same time, we must adhere to the principle of "the world is the world" and make foreign use serve China, and form a model that fits its own development.

Global Finance: has news bird ever considered listing abroad? Why did it finally choose to be in China or in Shenzhen?

Wu Zhize: any enterprise in the formulation of capital operation plan, will consider from all aspects and various aspects.

But our company's main brand is "good news birds". We insist on building national brands, and the main consumer market is at home. The popularity of domestic listing can be greatly improved, and the promotion of product sales is conducive to the long-term development of the company.

Therefore, the company chose to be listed on the domestic SME board in Shenzhen.

Global finance and Economics: what are your suggestions for Chinese garment enterprises going out?

Wu Zhize: for a long time, the status of China's clothing power is beyond doubt, but it is not painful to be big but not strong.

Italy, the United States, France and other countries in a number of big international brand with strong brand advantage has been firmly occupy the high-end apparel market in the world, get high added value.

On the other hand, the export volume of China's textile and clothing is very impressive every year, but most of the enterprises still remain in the stage of processing international famous brands, and their own brands can hardly go out.

We believe that in the long run, China's garment enterprises must take the high-end route and step forward step by step in the way of their own brands. Though they may not be recognized at the beginning, they will eventually create internationally famous brands if they are persistent.

Global Finance: what do you think of the vicious competition in the industry?

Wu Zhize: the competition in the clothing industry is fierce. Due to the serious homogeneity of products, many brands are trying to attract consumers by discounting.

But with the development of China's economy and the continuous improvement of people's income, consumers' consumption psychology is gradually maturing. The purchase orientation presents two major trends: consumers' enthusiasm for clothing discount is decreasing, the main body of consumption is shifting from middle to low grade, the proportion of middle and high-end demand is increasing, while the demand for low-end products is decreasing. The pursuit of fashion is becoming more and more intense, and the style, quality and popularity of products are higher. Clothing consumption is closely following international fashion and purchasing power goes to famous brands.

The company is mainly engaged in the production and sales of medium and high class men's clothing. It firmly grasped the trend of consumption upgrading, insisted on brand management, insisted that the national unified price was not discounted, and it was unique in the industry and was fully recognized by consumers.

Global Finance: please introduce the status of the birds in the industry.

Brand building?

Future directions?

Wu Zhize: the company implements the brand development goal of building "international brand with national characteristics". It always adheres to the brand operation concept of "quality is the foundation of the brand, the vitality of the brand, the soul of design, the brand of innovation, the source of brand", the target consumers are positioned in the middle and high income groups, the brand of "good news birds" is effectively promoted, their own brand culture advocates are propagandize, their own popular culture is conveyed, and the brand style of "East sentiment, Western rhyme and new rules of the old wind" is formed.

The specific strategies of brand building include: image spokesperson strategy, product concept promotion strategy, targeted advertising strategy, "national unified price not discount" price strategy, VIP Club strategy and so on.

Through a series of careful marketing promotion and operation, "good bird" has become a well-known clothing brand in the country, and has a high reputation, reputation and loyalty in the market.

"Good bird" has won the honor and title of "China clothing association recommendation brand", "China Consumer Association recommendation brand", "China well-known trademark", "China famous brand product", "China exemption inspection product" and so on.

According to the statistics of the China National Business Information Center, the overall occupancy rate of 2003 to 2005 is 2.59% and 2.70% respectively, ranking fourth.

The long term development goal of the company is to become a famous clothing brand operator with famous brand, scientific management, strong innovation ability, obvious core competitiveness, intensive and large scale.

The company adheres to men's formal dress products, and develops the suit products steadily. It further promotes brand extension, suits the development trend of casual dress, improves the proportion of leisure products appropriately, and changes to the comprehensive clothing brand.