Zheng Yonggang Of Shan Shan: To Change The Dimension So As To Surpass Business Competition

According to the world clothing shoes and hat net, when the late 80s and early 90s of last century, Zheng Yonggang turned a factory -- Ningbo Yong Gang.

And become a

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He was called the "general Barton of China's clothing industry" because of his first brand strategy in the industry and his daring and daring personality.

Zheng Yonggang is indeed a soldier. In 1976, he joined the army when he was 18 years old after graduating from high school. Although it was only three or four years later, the signs of the army were long carved in his future journey.

Chinese entrepreneurs have a "military tribe", such as Liu Chuanzhi of Lenovo, Ren Zhengfei of HUAWEI, Wang Shi of Vanke, Wang Hai of double star, and Guo Fansheng of Huicong, all served as military personnel or military academies.

Zheng Yonggang said, "Barton once said," war is hell, but I like war ", hell is suffering, why do I like it, because there is something that makes people happy.

I think "strategizing and winning the battle" is the source of happiness.

Recently, he interviewed Zheng Yonggang at Lujiazui Shanshan headquarters. He hardly mentioned how to dress, and he was full of new materials, high technology and consumption upgrading.

In November 2016, Shanshan stock issued a notice that the subsidiary company's Shanshan clothing business was approved by the China Securities Regulatory Commission and could be split into Hongkong alone.

In the future, 600884.SH will spin off its clothing business and pform it into a new energy technology enterprise, which is mainly composed of lithium battery materials, electric vehicle industry chain and lithium battery energy storage.

Pinch the finger, from the earliest when the director of state-owned enterprises, Zheng Yonggang has entered the business sea for 31 years, as an evergreen tree in the forest of enterprises.

In his view, the key to evergreen trees is not "constant" but "green".

If you walk on a regular road and make a suit there, there will be no fir today.

Only by continuous innovation and continuous pformation can enterprises have vitality and youth.

A real entrepreneur should consider not only the management and operation of an enterprise, but also the pformation and upgrading of an enterprise as a form of value, not only within the enterprise, but also with the object of "enterprise".

In this regard, Zheng Yonggang's 31 years in many real economy fields can bring people too much enlightenment.

Changing the dimension can pcend business competition.

Ants lie on the ground and see a grain of rice. This is a two-dimensional plane world.

When people use chopsticks to clip rice, they become a highly three-dimensional world.

Zheng Yonggang said that entrepreneurs are the ones who move chopsticks. By adjusting the way of resource allocation, he sees new space and brings them to a new height.

Entrepreneurs should take part in competition and surpass competition, that is, jumping out of the homogeneous Red Sea and going their own unique way.

In 1985, Zheng Yonggang, 27 years old, was sent from the county's foreign trade department to the director of the cotton mill in Yin county. The factory was very difficult.

Zheng Yonggang worked for three years and became an advanced industry in textile industry.

"Really speaking, what I do is one thing, the original factory is a production type, I turn it into a business type, and use the" business "concept to do business.

At that time, the so-called "operation" was to boldly purchase cotton in Xinjiang and other places.

The price of cotton in Xinjiang and Ningbo in the production area is very different.

The ability to purchase cheap raw materials immediately won competitive advantage.

Zheng Yonggang, whose outstanding performance was pferred to the more difficult Yong Gang garment factory, was also a difficult enterprise. It was on the verge of insolvency. In three years, he was replaced by three factory directors.

Zheng Yonggang found that the problem is not the quality of the production equipment and staff, but the introduction of the most advanced German equipment in the world. The technology is strong, specializing in suits and 100% exported to Italy and France.

The problem is that the processing fee of export products is limited, one year for eight or nine months, and the rest of the equipment is empty.

The equipment cost is high, and the financial cost is high.

He chose to make a new way to make brand and to sell domestically.

"We want to do domestic sales, but without money, we make use of the windows outside the department stores and make use of foam plastics to make the layout, publicize the" Shan Shan suit ", strive for the first brand in China, and create the atmosphere of the market.

We didn't have any fabric, so we went to talk with Shanghai San Mao. They had processed fabrics from Italy and France, but due to the Western sanctions against us after the 1989 political turmoil, the fabric was stored in the warehouse.

Our joint development is equivalent to using their fabrics first.

Then it was processed in accordance with the law and jointly developed with accessories enterprises.

Production, trial marketing, the effect came out at once.

Shanshan store in early 90s

"By March 1990, when we were going to be listed in Shanghai new world fashion company, we borrowed 30 thousand yuan to advertise for CCTV.

No clothing companies ever advertise before we get the business license to the TV station before they believe it is true.

A shot.

We also put two roller washing machines in Huaihailu Road and Nanjing Road shops, washed the suits, washed them and dried them.

The chemical fiber fabrics, plus the new technology, the people feel this is really God! Suddenly became the "first brand."

In the same market, others do production, Zheng Yonggang does business, others do foundry, and Zheng Yonggang builds brand.

The dimensions are different, and the results are different.

When the clothing industry became the hottest in 1997, Zheng Yonggang saw a crisis.

China will enter the "Customs", foreign brands will gradually come in, and the brand power of Chinese enterprises is far from enough. It needs a long process to upgrade.

So, he left Ningbo to Shanghai and found "second curves" - lithium battery material outside the clothing.

Shan Shan negative pole CMS project phase 1 commencement ceremony: first factory of Shanshan material

When making lithium battery, many people say Zheng Yonggang is crazy.

But "paranoia is the only way to survive", and entrepreneurs want to see farther and higher places.

Innovation is also a revolution, changing the normal thinking and inertia thinking.

Zheng Yonggang was lucky to be exposed to the production technology of lithium battery anode materials. At that time, it was only a scientific research topic, and there was still a long way from industrialization.

He is not a scientist, but he sniffed the wonderful smell of industrial frontiers, and began to promote the industrialization of negative materials and expand the business of cathode materials and electrolytes.

In 2007, the first generation of Apple mobile phones were released, and the lithium battery industry entered an outbreak period.

In 2014, the emergence of electric vehicles entered the second outbreak period.

According to the national plan, by 2020, China will reach the scale of the annual production of 2 million new energy vehicles, and the number of new energy vehicles will reach 5 million units. The market potential is enormous.

By changing the dimension, enterprises can jump out, go out and go up.

Innovation system can create aggregation platform.

When Shanshan suits became popular in the market, other enterprises followed the way of "operation", "brand" and "marketing" of Shanshan. The focus of Zheng Yonggang's attention shifted to the system and mechanism.

He promoted the restructuring of Chinese fir, formed a joint-stock company in 1992, gained the listing quota in 1994, and listed on the Shanghai Stock Exchange in January 8, 1996. The issue price of 10.88 yuan has risen to more than 30 yuan.

Zheng Yonggang believed in the power of the system.

He said: "if we did not rush to change the system, we would still lower the head and pull the car, and the more difficult it would be to change it later.

In the competitive field, one of the keys to success or failure is to respond quickly to market changes. However, the decision making mode of state-owned enterprises is reporting upwards, and this decision is not so fast.

We are thinking about restructuring when the enterprise is losing money. If it becomes the first industry and the profit goes up, you will not be the original one, and restructuring will be difficult.

There is also a listing. When I proposed to go public, no member of the team agreed.

I said, we feel that there is no shortage of money to deposit, not listed, this is a small peasant economy, only looking at one mu three points.

If we do not make good use of the capital market, there will be no development in the future.

Today's Shan Shan, in addition to new energy and new materials and clothing, has also made a strong layout in the field of consumption upgrading.

One is the brand discount shop associated with clothing (Oteri J). Zheng Yonggang regards it as a new suburban lifestyle. At present, it has opened three, and three are preparing for it. The second sector is the health industry, and the rehabilitation hospital in Pudong is about to start. Prevention, rehabilitation and pension support will be an industrial chain. The third sector is cultural tourism.

Starting from Xinjiang, it has signed the right to operate many scenic spots such as Turpan, Guilin and Yao Shan, and will jointly develop local cultural towns with local governments.

In terms of culture, Zheng Yonggang has invested in a group of cutting-edge film and entertainment companies.

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Harbin Shanshan orlet

Sugisugi Kimiko hospital

Shanshan Tourism -- Jiaohe Gucheng

I asked Zheng Yonggang how he managed to keep up with so many projects. He said the secret lies in the "equity federalism", that is to say, as a shared platform, a variety of growth patterns can be grafted on this platform. "For example, if you were a former investment bank, the whole team would continue to do so.

From the restructuring and listing of the clothing era to today's multi industry, multi sector, and sharing industrial aggregation platform through the "equity federalism", the connotation and denotation of the Chinese fir have changed a lot.

This process vividly illustrates the truth that "the system is the largest productive force".

Why can Zheng Yonggang always "jump out of the enterprise to do business" and make a different state? He said, "because I am not in the workshop, I am trapped in the office, and I am making lots of papers every day.

The enterprise is the enterprise of tens of millions of people, everyone has his position, everyone has to eat a bowl of rice, if you eat other people's food, others are hungry, you will be too much to bear. "

Zheng Yonggang insisted that every level should be done on every level. "Some people like to stick to a stick. I like pagoda management, only the top and the most important things, so that you can have more time to think, read, interact and make decisions.

When I was making clothes, I went to France and Italy at least 6 times a year, and I had cooperation with ITOI and Mitsui.

Seeing much and thinking a lot, I realized very early that although Shan Shan solved the problem of suit in the economic shortage period of the product shortage, behind the brand was design, culture, art, inspiration, individuality, life style and so on. This is not a comparative advantage of China for a long time.

Our manufacturing is world class, but the world brand can not yet be crossed for a while. This is not a problem that any enterprise can solve.

So in 1998, I took a few people to Shanghai to find new directions.

In May 1999, Shanshan and Anshan Thermal Energy Research Institute signed a cooperation agreement.

Shanshan funded by the Anshan thermal energy research institute to "mesophase carbon microsphere" project technology, jointly invested in Shanghai Shanshan Technology Co., Ltd.

Mesophase carbon microsphere is the 863 project of the state. It was officially put into operation in 2001, ending the monopoly of Japanese enterprises on the anode materials of lithium ion batteries.

For Shanshan science and technology, Zheng Yonggang's role is not a specific manager, but an investment decision maker and system designer.

When scientists and engineers and technicians joined in Shanshan science and technology, in addition to strategic planning and capital supply, he gave himself another task, that is, to be a good secretary of logistics.

"For the scientific research team, we must let them live in peace, and have a stake in music industry.

Do not belittle any element. Many factors determine the result of a thing.

If you don't buy a house for him, you may not succeed. If you don't ask his family for a job, the child will have nowhere to go to school, nor will he succeed.

The first more than 30 people to buy a house, then Pudong housing price only three thousand or four thousand yuan, and then help families find jobs, children find schools.

Zheng Yonggang solved the system problem, solved the logistical problem, and fundamentally solved the human problem.

Only by raising value can we create unlimited future.

Looking back at the 31 years of business life, Zheng Yonggang said that what has been done in recent years is actually very simple and pure, that is to make every enterprise bigger, stronger and longer. "When the enterprise just arrived in your hands, it was like a look. It has changed in your hands for a period of time, and the value has been promoted and appreciated. This is the joy of being an entrepreneur."

Zheng Yonggang's view is very similar to that of French economist Say (J.B.Say) in nineteenth Century.

Say said: "entrepreneurs can pfer economic resources from areas with low productivity and small production to higher productivity and larger production areas."

Whether in cotton spinning or clothing, or in the field of new materials, Zheng Yonggang has made the industry leader, some through business innovation, some through technological innovation, and some through organizational innovation. The purpose is to enhance the value of enterprises and enhance the value of enterprises for the society.

New energy material production base

In terms of new materials, Shanshan science and technology is not as fast as the success of the fir garment. Instead, it continued to invest in the whole industry for eight years, continued research and development, continued M & A, and continued to surpass it. Today it has become the world's largest producer of cathode materials, anode materials and electrolyte for lithium ion batteries.

Apple, Mercedes Benz, LG and so on are all customers of Shanshan, and even in the industry there is a saying, "it doesn't matter if they don't ship a day. It doesn't matter if they don't ship in a week.

This is the function of value.

Once truly created, there is an irreplaceable nature.

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Reviewing the course of the war in the field of new energy and new materials, Zheng Yonggang said: "the lithium battery market is very large and the competition is fierce.

To achieve maximum value, the whole industry chain layout must be carried out. For example, the upper part of positive materials is lithium carbonate. The upper reaches of the electrolyte are six fluorolithium phosphate, and they have layout in lithium carbonate and six fluorolithium phosphate. Therefore, the risk of raw materials can be controlled.

For example, starting in 2015, Shanshan will extend the industrial chain to the downstream, from power battery PACK to powertrain, new energy vehicle, energy storage and new energy vehicle operation.

Through efforts, the closed loop of value chain has been formed.

"There are two locomotives here.

The operation of the new energy vehicle is a locomotive, which drives the upstream vehicle, power assembly, charging pile and other businesses. The energy storage terminal is another locomotive, which stimulates the development of the industrial chain, especially the battery pack.

The two route has a common line, which is the upstream battery material and power battery PACK system.

The relationship between the two paths and the upstream power output is also related to the cascade utilization and recovery of batteries: the power batteries used in new energy vehicles can be used in energy storage business after being scrapped, and a large number of batteries decommissioned after energy storage business can be returned to the upstream battery materials factory by recycling battery raw materials.

In terms of technology, Shan Shan has 1 state-level technology centers (Zheng Ji), 2 provincial-level enterprise technology centers (negative electrodes and electrolytes) and 2 doctoral workstations (Zheng Ji and negative electrodes), many times participating in the formulation of national standards, with 200 patents.

Shanshan and HUAWEI, LG and so on are also conducting cross-border technology cooperation. The fast charging technology released by Shanshan and HUAWEI is currently the world's fastest charging technology, charging 5 minutes to talk for 10 hours.

Based on the whole industry chain layout and leading technology, Shanshan recently proposed the strategy of "becoming the leader of new global energy", and a new round of investment has started on a large scale.

Taking the industry as the foundation and taking the path of professional entrepreneurs

In the latter half of the 80s and early 90s, China once regarded "continuing to enhance the vitality of enterprises, especially large and medium-sized state-owned enterprises" as the "central link of deepening economic restructuring", calling for the emergence of "professional entrepreneurs".

At that time, professional entrepreneurs were regarded as "professional talents with the ability to manage and engage in creative labor". They "created, operated and developed enterprises as a lifelong career, a goal and a lifelong career".

Zheng Yonggang was deeply influenced by that era. He said he also regarded "professional entrepreneurs" as a duty and a goal of struggle. "In a popular analogy, professional entrepreneurs are like old Chinese medicine practitioners. The longer they do, the more clearly they see the business problems, the more they see and hear, the more confident they are."

Zheng Yonggang is an expert in enterprise strategy, but he believes that enterprises without strategy are foolish and strategic enterprises are frivolous.

The roots of the fir are still in industry, in technology, in the insight and quick response to the market.

If the foundation is not strong, the ability to resist risk is poor, and it can't afford the economic fluctuation.

Similar to "professional entrepreneurs" in China, "the father of Japanese strategy" Kenichi Ohmae put forward the concept of "professional entrepreneur" in the book "professionalism".

He proposed that the profession should be based on the premise of "industry", that is, customer value, rather than "expertise".

There are four kinds of abilities that are indispensable to "professional entrepreneurs". They are the "foresight abilities" that take the initiative to enjoy changes and persist in exploration. With the fastest speed and the best way, we can conceive new businesses and put them into action on the basis of the foresight blueprint.

In the sense of professional knowledge, Zheng Yonggang is not an expert.

But in the sense of insight into the market, the opportunity to find opportunities, the integration of resources, the creation of mechanisms and platforms, Zheng Yonggang is a professional entrepreneur and professional entrepreneur.

When others are in the form of production, Zheng Yonggang explores the management form and brand form. When others are concentrating on the enterprise form, Zheng Yonggang explores the mechanism form, the value form and the platform form.

Shanshan is a successful enterprise. It also breeds a lot of jungle of successful enterprises in different industries.

The significance of Zheng Yonggang's specimen is not that he is an evergreen tree that has stood for more than thirty years, but also that he is a gardener who creates the environment.

Next year, Zheng Yonggang will be 60 years old.

He has planned a new curve for the second half of his life, that is charity.

"We have done a lot in this respect, and we are still laying out more.

I am from Ningbo, Bao Yu Gang, Run Run Shaw, and Ningbo entrepreneurs basically go this way.

What is left to the children is the small head.

Actually, spending money is harder than making money. Every penny needs to be spent.

Zheng Yonggang believes that social stability is the most important capital of economic development. No stability, no one wants to become rich.

"China has a stable environment for decades. It is equivalent to every businessman and entrepreneur getting a capital. This kind of capital is not money, but more important than money.

Why return to society, because society has given you capital.

Many people think that I have the ability to make money, in fact, to a certain level, he will begin to think about social problems, and human problems will return to the natural state.

There are many bodyguards around.

It's your nature to get your shoes thrown and your feet on the sofa.

I hope that one day, when I wear a hat and a raincoat, I will go fishing along the Qian Tang River and become a "great man outside the world".

"General Barton", professional entrepreneur, "outside world man", evergreen tree...

For Zheng Yonggang, these labels are not important. The important thing is that in this era, he did his best to pay and created. In the vast sea of business, he did not rush through the traveller, leaving a clear and inspiring mark.

Chinese business circles are different from him and without him.

More interesting reports, please pay attention to the world clothing shoes and hats net.