Wu Zhize: The Creator Of His Own Kingdom

Founded in March 1996, it was jointly established by Wu Zhize Zhejiang Clothing Co., Ltd., which was owned by the Zhejiang family, jointly with Zhejiang wedding bird Clothing Co., Ltd. and osteel Garments Co., Ltd.

This is the first joint-stock clothing group in Wenzhou to break the traditional family management mode and jointly operate voluntarily.

Behind the leap of the birds, Wu Zhize has implemented a series of innovation measures on property right structure, system construction, brand design, product research and development, and marketing network.

Preface to happy birds: go to family life

The history of Wu Zhize's "self revolution" is the history of the wedding bird.

In 1984, the Wu Zhize family founded the Zhejiang nice clothing Limited company. By 1996, its total assets had reached more than 2000 yuan. Although the benefits were good, the whole garment industry had already faced the situation of oversupply.

Wu Zhize realized that without brand, he could not develop. He decided to abandon his family mode and move towards joint operation.

In March 1996, the company and

Zhejiang oester Garment Co., Ltd. merged to set up a good news bird group.

This is also the first Wenzhou fashion group to break the traditional family business model and jointly organize it voluntarily.

After several adjustments, the 5 founders actually held the shares of the group 37.3% (Wu Zhize), 21.2% (Wu Zhen Sheng), 17.9% (Chen Zhangyin), 17.9% (Wu Wenzhong) and 5.7% (Ye Qinglai).

It is the nature of Wenzhou people to "rather be a chicken head than a cow."

So how did Wu Zhize successfully break through this traditional custom? "I told four shareholders that if they worked alone, the funds were not enough and the technology could not work, so it would be very difficult to make bigger ones. Finally, even" chicken heads "did not have to be done.

We unite and do not make the "chicken head" to be the "faucet"!

While share ownership is dispersed, the good news birds are far away from family management, trying to establish a corporate governance structure that meets the needs of development.

Nowadays, 50% of the senior managers and technicians are introduced from abroad, and the executives of the company, including the chairman and general manager, are all professional managers.

Even in order to prevent "wife from doing politics", Wu Zhize asked the 5 shareholders not only to join the wedding bird but also not to do business.

Moreover, the immediate family members of shareholders can not work in the company's main positions, and can not engage in related pactions with the company.

After being familiar with the Analects of Confucius, Wu Zhize advocated the idea of "Prospering poetry, standing at ceremony, becoming happy" ("Analects of Confucius Qin Bo"), trying to find the source of the strength of the development of the brand of the good bird.

In poetry, this refers to the creation of authority and classical status through poetry.

Wu Zhize's understanding is that when selecting partners, we should value the personal ambition and learning ability of the other side.

Standing in ceremony, this refers to the realization of an ethical construction through etiquette.

Wu Zhize believed that we should set up a system in the enterprise to realize the separation of ownership, decision-making power and management power from the three powers.

In music, it refers to the dissemination of poetry and etiquette in the form of music, so as to achieve the purpose of moral education.

Wu Zhize believes that enterprises are like bands, and all departments should coordinate and harmonize each other so as to achieve rapid and efficient balanced development.

There are three groups of relationships that are similar to "poetry, ritual and music" in many relationships within enterprises.

The first is the contradictory relationship between the manager and the manager.

Whether it is "enterprise work law" or option incentive, corporate culture is trying to solve the contradiction of unity of opposites, but it is impossible to eliminate this basic relationship once and for all.

The two is the relationship between the internal rules and regulations and the shaping of corporate culture.

How can we ensure that the decree is smooth and enable employees to discover the value and mission from the rules, thereby stimulating their creativity? Confucius said: "to govern with justice, we should be disciplined and free from shame."

Laozi said, "virtue and morality are not virtuous.

There are many thieves in laws.

Wu Zhize believes that the relationship between the construction of enterprise system and cultural construction is similar to that of a great philosopher.

The three is the relationship between employees and means of production.

All kinds of means of production are products of human creative activities. To make people less slaves to machines, it is a choice to plan their vision.

Core competitiveness: never discount

In the newspaper bird, Wu Zhize also manipulated brand design, product development and marketing network and other innovative initiatives.

From early 1996 to the end of 2000, the wedding bird was in the stage of challenge from Chinese clothing brands to other brands.

Wu Zhize positioned the wedding bird as "the earliest high quality men's suit in China". This traditional and national brand has strong Chinese culture since its birth.

When the culture has a considerable refraction in the birds, Wu Zhize's thinking begins to shuttle between reason and sensibility. It is not only for finding good tempered birds, but also for consuming good cultural groups.

Early bird promotion is the most important handwriting. At the end of 1998, Hongkong movie star Simon Yam was invited to be the image spokesman.

The character actor's endorsement made the "good news bird" brand quickly become the focus of public attention.

In 1999, the CS customer satisfaction project of "good news service" was dispersed inside and outside the national market.

The core content of the CS project is that the birds are unified and never discounted.

Wu Zhize's reverse thinking once again made good news birds, and also accelerated the development of the garment industry into a healthy development.

"Doing business is like playing cards. When to play cards is very important," Wu Zhize said.

Early notification birds pass the Charter.

With the help of the financial strength of the local clothing operators in Wenzhou and the sales channels all over the country, the "good bird" brand clothing is quickly sold to the national market.

Over the past few years, the birds have developed rapidly.

By the end of 2000, its stores had grown to 380.

Since July 2006, the news bird has started to charge franchisees to join the franchise.

At the end of the year, a total of 15 million 200 thousand yuan was collected.

Nowadays, the western-style clothes men's clothing enterprise, which ranks fourth in the Chinese market, has not only a Western-style clothing factory with an annual output of 300 thousand sets in Wenzhou, but also has built up a huge sales network, and only 551 stores have been sold exclusively.

After having strong brand advantages, network advantages and design advantages, Wu Zhize is determined to further highlight the core competitiveness: using this national brand "telling stories": flying on the elbow of the suit, embroidering dragon buttons on the shirt, and designing buttons into knots; and setting up the Chinese classical style cloisonne, Chinese knots and so on in the shop.

It is Wu Zhize's belief that the nation is the world.

He believes that the connotation of Chinese clothing brand must combine with five thousand years of excellent culture and artistic design elements with national characteristics. This is the foundation of the growing birds, and the "Chinese totem" of the wedding birds.

In October 2005, the birds chose the ancient civilization of China.

As a breakthrough point, we held a news conference on "2005 days" in Dunhuang.

On the basis of international expression, this large-scale conference has highlighted the charm of Oriental culture.

In July 2007, the news bird announced again that it would launch a large-scale brand promotion campaign to explore mother river.

By exploring the source of the Yellow River, we can feel the folk art, the cultural relics and the masterpiece of nature's thousand hammers and hundred carvings that have been brilliant on the coast of the Yellow River.

The wedding bird intends to invest about 2000000 yuan to build the Yellow River coastal hope primary school, providing daily schooling support for schoolchildren.

It seems that the wedding bird is only one step away from the top of Pyramid. Can it become the world's top suit?

Capital operation is a process, not a result.

As early as 2000, Wu Zhize was faced with the urgency of pformation: at that time, 5.6 thousand garment manufacturers in the country competed fiercely, and the structure of the group company was hard to support the rapid development.

YOUNGOR (11.90,0.13,1.10%), Chinese fir, red beans and 11.42,0.06,0.53% have begun to seek new breakthroughs through the way of listing, increasing by an average of about 2.5 times.

After witnessing the sale of the brand image and market sales of the peer companies, Wu Zhi Ze Tan was "somewhat stimulated", "the scale of the birds is relatively small, the development capacity is limited, and the ability to resist risks is weak".

In order to seek listing, in 2001, the company set up a stock company with a registered capital of 72 million yuan, of which the group held 65%, and Wu Shizawa and other 5 founders held the remaining 35% shares.

The wedding bird originally planned to be in Shenzhen.

28 million shares were issued, but in 2006, the SFC thirty-eighth considered the IPO scheme (initial public offering) failed to pass.

In July 16, 2007, the news bird company successfully passed the meeting.

It is reported that the fund-raising birds will raise funds for the chain marketing network construction project, the annual production of 100 thousand sets of medium and high grade suit production line technical pformation projects, annual output of 600 thousand high-end shirts production line technology pformation project, brand design and R & D center technical pformation project.

The total investment of the four projects is 221 million 930 thousand yuan, and the bird has invested 5 million 640 thousand yuan with its own funds.