The Founder Of The Wedding Bird Died: He Witnessed Ten Years Of Gold In Wenzhou's Clothing Industry.

The clothing brand has sprouted and developed rapidly in China, and has been in the history of nearly thirty years.

As one of the sources of China's modern clothing brand, Wenzhou has formed a unique regional clothing brand posture.

In the history of Chinese clothing, Wenzhou people are a special group. When it comes to Wenzhou clothing, people will think of several brands, such as birds of prey, Semir, Metersbonwe, etc., which operate in the capital market.

In the past for a long time, these brands represent the development process of Wenzhou's clothing, and also witnessed the golden years of Wenzhou's clothing.

On the evening of April 9th, a giant in Wenzhou's clothing industry died.

According to the Wenzhou Metropolis Daily, Wu Zhensheng, founder of the good news bird, was hit by a traffic accident in Shanghai. After several rescues, he was still invalid and died on the night at the age of 54.

According to people familiar with the matter, after the accident, Wu Zhensheng was conscious for a while, and the injury seemed not serious.

Wu Zhensheng insisted that the ambulance officer send the injured employee to the hospital first. When he arrived at the hospital, Wu Zhensheng asked the doctor to operate on the other wounded first.

However, surprisingly, after several hours from the accident, Wu Zhensheng suddenly felt unwell and eventually died of injury at the age of 54.

According to Wu Zhensheng's family members, Wu Zhensheng was killed due to internal organs rupture.

It is regrettable that it has passed away.

Wu Zhensheng was born in a poor family in Yongjia, Wenzhou. His childhood was accompanied by the memory of not enough to eat.

After graduating from junior high school, Wu Zhensheng studied machinery, running business, and even selling water heaters, only to survive.

Go to Ningxia to make a break, sell air conditioning in Beijing, and do not know where to sign the train.

In 1990, he and Wu Zhize and others in Wenzhou Yongjia County, founded the newspaper bird bird clothing company, began to shop in Sijiqing, Hangzhou to sell clothing.

In March 1996, Zhejiang wedding bird Clothing Co., Ltd., Zhejiang Ostre Garments Co., Ltd. and Zhejiang nice Clothing Co., Ltd. merged to form the establishment of the newspaper bird group, until the A shares listed.

Wu Zhensheng is a low-key man. He is not only a leader in business, but also an entrepreneur who is enthusiastic about public welfare.

He founded the Wenshang philanthropic foundation of Jiaxing in his lifetime, dedicated to contributing to and assisting the areas where natural calamities occur, and carrying out a series of public welfare activities such as "student assistance, helping doctors, helping the elderly, helping orphans, helping the disabled and helping the poor".

Wu Zhensheng has a low-key personality. His latest public appearance was in 2016, and he was also unknown.

The news bird has broken the general of Wu Zhensheng, which has attracted people's attention.

What is more remarkable is that Wu Zhensheng's life reflected ten years of Wenzhou's clothing development.

Pingyang beggars, Wencheng people sell, Yongjia escape, Dongtou relies on loans to eat.

Before the reform and opening up, Wenzhou did not see any signs that it was going to lead China's economy.

In 1985, the Wenzhou municipal government formulated the Interim Measures for the management of tax revenue from household businesses, so that the registered self-employed households in the city reached 1304 households.

The rural economic development model, which is based on family management, market-oriented, relying on towns, and capable of rural talents, has soon been formed.

At this stage, the clothing professional market began to grow and grow rapidly in Wenzhou, and since 1985, it has successively established Wenzhou Miao Guo Si wholesale clothing market and iron well fence clothing wholesale market.

In 1986, the founder of Zhou Chengjian, a founder of American bond, failed in the opening of his hometown, and he had 300 thousand debts on his back. There was no way to find a good opportunity in Wenzhou.

Zhou Chengjian also joined the army of making clothes. He found more than a dozen tailors from his hometown, engaged in tailoring, layout, sewing machine repair and so on.

More than ten people live and work in the workshop, working overtime day and night.

Be a boss during the day and sleep on the floor at night.

He managed the clothing business in the form of "shop front shop", paid off debts, and won the first pot of gold in his life.

In 1986, there were nearly 11 rural workshops and workshops in Wenzhou, and more than 30 employees.

At that time, the private clothing enterprises in Wenzhou were just starting up, and their brand awareness was weak.

They generally believe that the cost of brand clothing is high and the risk of short-term business is high. For this reason, merchants in the clothing wholesale market mainly operate low quality, low-grade and non brand clothing.

In August 1987, more than 5000 pairs of inferior shoes produced in Wenzhou were ignited by a fire in Wulin Square, Hangzhou.

The fire incident of Wulin gate has made "counterfeit and inferior products" synonymous with Wenzhou products. Wenzhou manufacturing has been faced with unprecedented trust crisis in the whole country.

At this time, the profitable business owners began to name their products and label their products in order to make their products easier to identify and avoid disorder in the market. Brand awareness gradually began to germinate in Wenzhou clothing industry.

In 1991, Wang Ming card, a clothing merchant in Wenzhou, took the ingenious idea and took one word from herself and Mrs. Zheng Jianqiu and her little daughter Wang Shasha. The Wenzhou kakussa Fashion Co., Ltd. was registered and the Wenzhou garment industry ushered in the first industrial and commercial registered Garment Co., Ltd.

This is the landmark event of Wenzhou's clothing industry from no brand to brand crossing, and also becomes the time node to judge Wenzhou's clothing industry from the brand sprouting period to the licensing period.

From 1991 to 1995, nearly two thousand garment enterprises were set up in Wenzhou. As Wang Ming card said, Wenzhou people's brand awareness was a step late, but they woke up very thoroughly.

Subsequently, more and more Wenzhou clothing enterprises began to register clothing companies, such as "wedding birds," "Chuang Ji", "Zegna", "Metersbonwe", "Semir", and all brands started the road of brand pioneering in Wenzhou clothing industry.

In April 1995, the newly founded Metersbonwe, the first store in Wenzhou, was about to open in the five Horse Street. Zhou Chengjian suddenly whimsy, recruiting 30 attendants to make a candidate, so that consumers can choose the right waiter, and consumers can get 30 percent off of the selling price.

In addition, on the same day, Wenzhou's five Horse Street was paved with a red carpet through the stores of "Muse and bang Wei".

Metersbonwe's reputation was strong, and agents who joined the sale of Metersbonwe brand products also came to visit.

Later, with the help of "production outsourcing", the "light up" mode of "join + direct camp" rose rapidly.

Similarly, there are good birds. When Zhou Chengjian gets the first barrel of gold, Wu Zhize and Wu Zhensheng take the opportunity to join the fashion army. The two brothers accumulate wealth and recruit workers, and the small workshop gradually becomes a factory.

Wu Zhize is not limited to the simple clothing production, but also the brand strength of clothing.

Wu Zhize and Wu Zhensheng went to Beijing, and registered thousands of trademarks for the birds of good luck, in order to make their brands unique.

By the year 1996, this is an important time node for the development of Wenzhou's clothing history. It has been unable to satisfy most Wenzhou clothing companies.

This year, Wenzhou's ten garment enterprises jointly formed the oupai clothing company, opened up the road of Wenzhou clothing group, and opened the 96 phenomenon in Wenzhou's clothing history.

Subsequently, we established the wedding bird group, Zhuang Ji group and Gao Bang Group, and became the backbone of Wenzhou's clothing industry.

A kind of

There are Zhuang Ji in the formal dress, the bird in the wedding, the Zegna, the French school, the leisure department, the United States and the Semir, and the women's clothing has the snow song, Xia Meng.

It is worth mentioning that in December 1996, Qiu Guang founded Semir and became an important opponent of the United States.

In early 1998, the newspaper bird group hired Simon Yam, the famous movie star of Hongkong, as the image ambassador. It opened the first place in the domestic clothing industry to invite celebrities to be the spokesmen of the image.

In 1999, the number of advertising birds invested by CCTV was nearly 10 million yuan, and the brand image of the company increased rapidly.

At that time, Semir also began to copy the process of the United States.

In the past, Qiu Guang and Semir copied American state light assets and franchisee models. He followed the strategy, and what the US government did, he learned later because he thought it was a market test.

From style to consumption positioning, and then to find a person to work, to open stores, Qiu Guang and all live learning.

In 1997, Semir made about 20000000 yuan, and Smith Barney lost nearly 20% of its market share in Wenzhou.

But a bright slogan "not taking the unusual path" was raised by the United States.

The United States also invited Aaron Kwok, one of the four heavenly kings with strong psychological identification among young people.

More consumers know Aaron Kwok through the United States.

The sales volume of Smith Barney suddenly dropped from 500 million yuan to tens of millions of yuan, and sales increased by 600%.

Star endorsement can be regarded as the first step to start the marketing of domestic leisure enterprises, and the blowout of Smith Barney's sales has shocked the market again.

Semir also hired Nicholas Tse, Hongkong's little heavenly king, as the spokesperson for Semir, who was "unruly" and "what to wear," so that Semir immediately became popular among young people.

Beginning in 2002, relying on demographic and market dividends, local clothing brands are in the outbreak stage.

Metersbonwe has quickly become one of the most famous clothing brands in China by virtue of its ubiquitous large stores and the star effect of Jay Chou.

According to Euromonitor statistics, in 2006, Metersbonwe accounted for 0.95% of the domestic casual wear retailing industry, ranking the top 12 major casual wear brands in the domestic market.

Market reputation and brand appeal are second to none.

In 2008, the United States and costumes realized the coverage rate of 33% of the 100% and second tier cities in the 66% and three tier cities, so that many clothing brands could not catch up.

This year, the United States bells were listed on the bell in Shenzhen.

This is the highlight time of Zhou Chengjian and Mei Bang dress.

Just listed, the two most prestigious entrepreneurs at that time, Wang Shi, the steering director of Vanke and founder Niu Gensheng of Mengniu, were both independent directors of American Apparel.

At the end of this year, the market value of American Apparel climbed to 18 billion 500 million yuan and became the largest clothing company in the market.

Zhou Chengjian, who is also the richest man in the Hurun clothing rich list with 17 billion yuan, has become a real clothing magnate.

Semir also went public in 2011. With the help of flying capital and the opportunity that the United States had no time to take care of, it expanded the site. In the field of children's wear, it overtook the curve, and the Semir terminal store surpassed nearly more than 2000 American States.

With the absolute dominance of the scale of possession, Semir adult wear sales of about 5000000000 yuan, children's clothing sales of more than 2 billion yuan, revenue growth of nearly 40%, has become the boss of casual children's clothing.

Some want to dominate the country, others want to get involved in the international arena.

In 1997, Peng Xing, chairman of the French school, after he learned that Clinton had left office, might have been engaged in the film and television industry, and sent a letter to the White House to show his intention of cooperation.

But the white house contacts are just a simple reply. Thank you for your kindness.

Clinton was president of the United States at that time.

Later, the French sent a letter to Clinton, who was outgoing, and offered to invest $two million to hire the spokesman of his school.

Until November 11, 2003, when Clinton was invited to visit China, Peng Xing had lunch with him in Beijing.

Peng Xing presented Clinton with a set of "French" suits, shirts, leather shoes and ties, which made the US President wear "made in China" for the first time.

For a while, the French school had a reputation for fame. After being exposed by the media, Peng Xing and his French school came into view of the whole world.

Unlike brand marketing costs, CCTV advertising revenue in 2001 only exceeded 100 million yuan in CCTV advertising revenue.

A kind of

Some succeed, some fail.

The costume that once used to make big suit of Zhuang suit is a typical example.

The clothing of Zhuang Ji, founded in 2004, has always been dominated by clothing as its core.

However, since ten years ago, Chuang Ji's ambition to expand outwardly has become increasingly strong, and it has diversified operations in non related fields, and has been involved in many areas such as shipping, mining and real estate.

In 2004, Zhuang Ji funded the establishment of Chuang Ji shipping industry. The company registered capital of 300 million yuan, with a total investment of 1 billion 272 million yuan (total liabilities accounted for 1 billion yuan).

In the early days of the founding of the people's Republic of China, the shipbuilding business brought Zhuang Ji a short glory. The order of two 82 thousand ton bulk carriers settled in Zhuang Ji, which is also the largest tonnage ship in the history of shipbuilding in Wenzhou.

However, the shipbuilding industry with huge capital demand is far from the investment and stable clothing industry. In 2008, when the economic crisis hit Wenzhou, Chuang Ji was in an unprecedented predicament.

Under the heavy pressure of shipowners abandoning ships and bank loans, the main garment industry simply can not rescue the new shipbuilding industry. By the end of 2012, Zhuang Ji clothing was on the verge of collapse and was exposed to 30 billion guarantee circles.

In 2015, Bosideng, Li Lang, BELLE, Giordano, Aige, and nine Mu Wang and other domestic brands also closed a lot of stores, shrinking the front line.

Nowadays, the clothing industry in Wenzhou has no glory in the past. The ten years of the golden age have passed. The cost of employment caused by the disappearance of the demographic dividend has made Wenzhou's clothing industry a rather small profit.

Mass elimination is imperative. Quality enterprises still account for the majority. Wenzhou's clothing industry will continue to move forward.