“Winter is coming.†One day in 2006, Zheng Yonggang, the actual controller of Shanshan Enterprise, married a multinational executive at the Mission Hills Stadium. He mentioned this topic.
At that time, it was the most crazy moment in the Chinese stock market. This fanaticism blinded most people's eyes. People laugh at him. Zheng Yonggang then lengthened five points. The people present began to fall into silence. For a short while, people admitted that what he said was indeed not groundless.
At the moment, it is also the seventh year that Shanshan has entered diversification after insisting on its main business for 10 years. In the past seven years, the identity of Shanshan quietly changed.
Shanshan is no longer just a "suit" fir. In August 2004, Shanshan Investment Holdings Co., Ltd. was established. Its name includes dozens of companies, and there are many ways of existence such as wholly-owned, controlling, equity participation, and intangible assets (brand) trusteeship management.
From the operation of a single brand to the entry into industrial investment, Zheng Yonggang has developed a skill that can often be sensitively aware of changes in temperature in a complex external environment and thus make adjustments.
This is one of the important reasons why he can sharply predict "winter is coming."
Ten years of concentration
In 1989, 31-year-old Zheng Yonggang accepted the Ningbo Hong Kong Garment Factory. In this yard, there are three factories of fir trees, which are the prototypes of later Shanshan.
At that time, not only did consumers not understand what a brand was and even the company’s managers did not know what a brand was. After Zheng Yonggang took office, he soon registered the "Fir Tree" brand. Subsequently, advertisements for Shanshan appeared throughout the country.
Behind the advancement is the long-term accumulation of experience for processing by European and American companies. Coupled with the market sales system that was subsequently established, the company’s image recognition system and Shanshan brand began to be known.
In 1996, Shanshan became the first listed company in China's garment industry. Why don't you need to go public if you don’t have money? Zheng Yonggang's explanation is that he found that listing is beneficial to the operation and management of the company to a new level. "Arbitrarily", Zheng Yonggang commented on himself at the time.
However, although people can not fully understand him, once their decision is finally successful, suspicion disappears.
In 1997, Shanshan launched "Three Projects", namely "Brand Names, Famous Teachers, and Famous Enterprises". It closely integrated designers and corporate brands and enterprises, and served consumers through design features. Shanshan became the earliest "Designed Brand" began to replace one of the "industrial brands" of Chinese garment companies.
In 1999, after a series of channel reforms, Shanshan lost its place in the Chinese market for the seventh consecutive year. However, Zheng Yonggang did not feel sad. On the contrary, he had a relaxed experience.
What has been transformed is the "produce, supply and sell one-stop" system that Shanshan has long been proud of. All of the design, production, and sales are managed by oneself, and they are produced quickly, pushed widely, and sold much more.
The actual situation may be that the internal backlog of the branch company is severe, and actual sales are not optimistic. This is where marketing channel changes begin. Cut down the marketing staff, remove the branch company, establish a network with franchising, and no longer devote most of their energy to the production and processing of garments. The logic behind this is that Shanshan is not responsible for production and sales, but is only responsible for the brand's core operations, promotion and costume design.
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