Chen Chengcai: Innovation Makes The "Gentry" Stand Upright For 20 Years.

　 Introduction

As an ancient industry that belongs to "clothing, food and shelter", clothing is always regarded as the representative of fashion.

In Huizhou, Guangdong, there is a men's clothing company called "gentry". In the past 20 years, it has always been the leader of the times.

It is the long term vision that helps the "gentry" to take the lead. Fu Shen group Chairman of limited company Chen Cheng Cai This has summed up the successful experience: "the older the industry, the faster the change, and only by continuous innovation can we take a long-term view, which is the golden rule of the brand."

　 [story]

The best brand style of "rich gentry" is achieved by collecting hundred essences.

With the rapid change of consumer habits, a single brand has been unable to effectively and effectively cover the market. In order to better cope with the pressure of market competition and bring the brand effect into full play, the "gentry" began to carry out the planning of multi brand strategy, and set up the only Engineering Research Center for men's clothing in Guangdong province.

　　 At the beginning of the establishment of a company, a brand must be established.

In the late 70s of last century, Chen Chengcai set up his first private store in Baoan County, and later entered a garment factory in Dongguan to do management work. This is a process of understanding the industry, and it is Chen Chengcai's process of discovering himself. Years of accumulation have enabled him not only to know all aspects of clothing production, but also to make his vision long.

In 1989, the Chen Chengcai family moved to Huizhou to create "gentry". At that time, the "three to one subsidy" trend prevailed in the Pearl River Delta, but Chen Chengcai, who had just founded a wealthy and gentry enterprise, made a visionary decision to make a brand. When he was named, Chen Chengcai recalled the idea of "grasping the material civilization and grasping the spiritual civilization at the same time". When he pondered, "two hands" was reflected in the clothing, only to let the clothes wear on the human body, not only manifests the rich, but also has the gentleman manner, then has the "gentry" brand.

In order to compete with the numerous brands at that time, Chen Chengcai made full use of the advantages of neighboring Hongkong, bought all the shirts made of international brands that could be bought at the time, and unfolded them one by one, one by one. This collar has its own characteristics, and the sleeves of that one can be used for reference, repeated consideration and contrast, and finally formed the unique product and brand style of "gentry". From 1990 to 1995, the "gentry" doubled its growth every year, with sales of 20 million yuan in the first year, 70 million yuan in second years, and over 1 hundred million in third years.

After the 20 years of tidal wave, the Chinese clothing market can still be proud of its brand. The strong vitality of the "gentry" has attracted the attention of many people. It is the vision of innovation that leads the gentry to success.

In 2001, Chen Chengcai upgraded the brand of "gentry". We should buy factories, the latest equipment, build modern production workshops, and vigorously improve the quality of products. At the same time, we should not only make shirts, but also make men's clothing products such as suits, T-Shirts, trousers and so on. In order to ensure market development, he took all sides and boldly launched a new sales model. At that time, the "gentry" had 56 offices throughout the country. In that year, he changed all of them into a combination of regional general agency and franchising.

After 20 years of hard work and development, "gentry" has become a famous clothing manufacturer in China. The main men's clothing produced by the company has won honors and titles such as "Golden Bridge Award" of the best selling domestic products, "ten famous brand shirts of China", "famous brand products of Guangdong province", "the five top selling brands of the whole country", "China famous brand" and "state inspection free".

In 2007, the "gentry" was appraised by the Ministry of Commerce as the first "most competitive brand in the market". In 2009, the "gentry" suit was named "the famous brand of Guangdong province". In January this year, the "gentry" trademark was identified by the SAIC as "China's well-known trademark". Fu Shen Group Co., Ltd. has also been named "Shou contract heavy credit enterprise" and "the top 100 private enterprises in Guangdong province" for many years.

　 　 Three innovations Create brand evergreen tree

Chen Chengcai said that he was determined to build the brand of "gentry" into China's clothing brand at the beginning of the establishment of the "rich gentleman". Therefore, "innovation" has become the top priority for him to think all the time.

In 2005, the degree of homogenization of the products in the garment industry is becoming more and more serious. The changing market is enough to make the temporarily dominant enterprises get out instantly. In the face of fierce competition, Chen Chengcai put forward the brand must "create brilliant" initiatives, and take this as the center, to implement the three innovations: brand innovation, management innovation, product innovation.

For example, in terms of brand innovation, Chen Chengcai set up a special quality assurance department according to the new demand of clothing brand for consumers, and pursued a strict, strict and strict quality management assurance system, strengthened the quality inspection and product inspection from all aspects of surface accessories purchase and inspection to the production process.

The excellent quality and service have interpreted the connotation of the "gentry" brand, and made its products recognized by the vast number of consumers. In 2004, "gentry" was named "China famous brand" product, and it also registered several independent brands, which has rewritten the history of Guangdong's clothing industry without Chinese brand names. After 20 years of hard work, Fu Shen group has been recognized by the SAIC as the fourth well-known Chinese trademark enterprises in Huizhou after TCL, DESAY and Rex optoelectronics.

In terms of management innovation, since 2000, in consolidating and stabilizing the original agents and developing powerful new customers, Chen Chengcai resolutely reformed the marketing mode formed by the start-up stage of the enterprise, abolished the 56 direct offices in the country, and launched a marketing mode that combines regional general agent and franchising in line with the new trend of market development.

This new mode changed factory production to order production, changed the direct sale of the office into agent system, implemented the way of placing orders and cash in cash, effectively reduced the accounts receivable, improved the scientificity, effectiveness and safety of the market operation, and reduced the market risk. The rapid decline of inventory also greatly enhanced the efficiency of the company's capital operation, greatly shortening the delivery cycle and improving the quality of service to a new level.

With the establishment and implementation of marketing agencies such as general agent, franchising and company direct operation, the "gentry" has formed a marketing system with clear organizational structure, clear responsibilities, clear profits and fast market response. Product sales covering more than 30 provinces, municipalities and autonomous regions, exported to Europe and Australia, and the establishment of a number of world clothing brand cooperation relationship. Today, two orders per year can attract more than 100 government agents from all over the country to attend. {page_break}

　　 "Clothing station" mode again stands the tide of the times.

The three innovations helped the "gentry" win the initiative again in the competition, and the product series was greatly enriched. Western-style clothes, trousers and T-shirts have become the main products after shirts. The brand image has also been greatly improved, and has won numerous honors including "China famous trademark".

But Chen Chengcai has not been complacent. With the new market situation and consumption trend, he always keeps the sensitivity and momentum of innovation. Since 2007, Chen Chengcai has planned and operated the "clothing station" which is a unique and comprehensive fashion marketing mode on the basis of traditional marketing mode.

"Clothing station" is the innovative clothing retail monopoly mode imported by Fu Shen group based on its own industrial advantages after studying the sales pattern of domestic men's clothing, especially the shirts market. This sales mode aims at men's preference for convenient and fast consumption habits, and draws on the mature visual and experiential marketing operation methods and management concepts of non garment industries such as supermarkets and fast food industries.

"Clothing station" has a notable feature, that is, the products supplied are marked with "clothing station" exclusive product, which is different from other brands of rich gentleman. After the launch of the Beijing International Clothing Fair, the market repercussions are very strong, and the "clothing station" is booming. Businessmen from all over the country also went to the company to conduct on-the-spot investigation and negotiation, and asked to join.

Since 2008, the "clothing station" has been opened in many provinces and cities nationwide, and the promotion of investment has been progressing smoothly.

At present, the high-quality products of "gentry" have been exported to more than 20 countries and regions in the world, and there are 106 general agents in China. There are counters in 2000 large and medium-sized shopping malls in large and medium-sized cities throughout the country, and the market share has ranked the top 10 in the country for many years. For today's booming e-commerce, the "gentry" also continues to move forward with the times, and has set up a network of gentry websites on the Internet and launched an online shopping mode.

　 [quick comment]

Innovation is the way to brand evergreen.

Clothing is the vanguard of fashion culture. If operators can not accurately grasp the trend of the clothing market, they can not stand at the forefront of the clothing market to catch up with the latest trend of fashion, and will be overwhelmed by the merciless market tide. Many brilliant brands have been swept away by fashion and culture.

The "gentry", with its constantly innovative ideas, innovative culture, innovative products and innovative marketing, has gone through dangerous shoals one after another in the clothing market. With its own unique business model and cultural concept, "gentry" has made the classic brand that represents the Chinese fashion culture today, and has become a model of South men's fashion brand innovation.

"Innovation" is the constant theme of this era, and the only way for enterprises to rebuild and take off. In the process of innovation and development, it is precisely this concept that makes the "gentry" win the honor by virtue of its own strength, making the "gentry" move from glory to glory on the way of using science and technology to improve productivity and revitalize the enterprise.

　 [business card]

Cai Minqiang (Chairman of Guangdong Ming Rui (Group) Limited by Share Ltd)

"Godfather" in the Chinese wedding circle

Most American brides do not know that they enter the marriage hall by wearing wedding gauze from China. More than 80% of the world's wedding dresses are from China. When it comes to Chinese wedding dresses, we can not fail to mention Chaozhou, Guangdong. We must not fail to mention the efforts of Cai Minqiang, vice president of the China Fashion Association and chairman of Limited by Share Ltd Guangdong group.

From a designer to an entrepreneur, Cai Minqiang did this beautiful career. In 1984, he went to the former embroidery factory of the Ming Rui group as director of the factory. The design and development of the evening dresses were popular in Europe and America, and the annual production and sales reached 600 thousand. In 1992, the European style wedding dress developed by him now has more than 150 thousand pieces per year, helping "Ming Rui" become one of the largest wedding dress manufacturers at home and abroad. In 1995, Cai Minqiang also introduced the Swiss Sura lace production line, producing more than 10 million yards of lace in the year, and secured the chair of Southeast Asia's largest lace production and export base.

What is even more amazing is that Cai Minqiang had registered the English name "FAMORY" of the name "Rui" early in the United States, and began to cultivate the brand. Today, more than 30% of the products exported to the United States are "FAMORY" trademarks, and "FAMORY" has become a popular weathervane for international wedding design. {page_break}

　　 Chen Hongcheng, chairman of Guangdong Lei (Group) Limited by Share Ltd

Do not do OEM, brave brand.

"We can no longer do the OEM!" Chen Hongcheng did so in 2002. Since that year, the Guangdong REI (Group) Limited by Share Ltd has begun to re plan and formulate the company's development strategy, aiming at further improving the company's profitability and risk tolerance ability through the combination of clothing production and brand marketing.

Guangdong Rey owns a number of garment enterprises in China, such as SANTA BARBARA POLO & RACQUET CLUB and MISSK, through a series of capital operations such as mergers and acquisitions. Quickly set up its own marketing network, sales team, access to customer resources, completely changed the single main business mode.

This is not easy for Guangdong's Rey's carrier. Guangdong Rey, located in Shenzhen, occupies more than 70000 square meters in the large-scale production base of the Mei Xin Industrial Park in Puning, Guangdong, with a floor area of more than 60000 square meters. It has many production lines including fashion, suit, T-shirt, sportswear, uniform and so on. Now its production capacity reaches 10 million sets of annual garments, and is one of the leading clothing production bases in Guangdong province.

But as Chen Hongcheng said, the driving force for the growth of Rey lies in innovation. As early as in 1997, the clothing enterprise sniffed the opportunity of the capital market, and overall restructuring. In 2000 10, the China Securities Regulatory Commission approved the issuance of 69000000 shares of domestic listed foreign shares (B shares) to overseas investors and listed on the Shenzhen stock exchange.

The experience of the capital market has made Guangdong reaI's courage to think and dare to do more. Only in this way can he hold the banner of the brand in the wave of Chinese clothing industry's branding.

　 [character dialogue] to build a century old shop in China

Nanfang Daily: would you like to talk about the main areas covered by the strategy of "innovation and enterprise development" and the results achieved?

Chen Chengcai: in the past 20 years, the "gentry" has been striving for the development goal of "centenary enterprises". The company takes "striving to be the first in the country and the first in the world" as its business objective, and strengthens the core competitiveness of enterprises by introducing advanced professional talents, increasing product research and development, strictly controlling product quality standards, innovating marketing mode, establishing modern enterprise system, adjusting management structure and so on. As a result, the entry of rich and gentry products into the market has been favored by consumers, breaking the monopoly of foreign brands on China's high-end clothing market, and gradually establishing the advantages of national brands in the market competition.

Nanfang Daily: why should the "gentry" innovate and reform the traditional marketing mode?

Chen Chengcai: with the development of the market and the change of people's consumption concept, we deeply realize that although the company has its own brand and relatively fixed marketing channels and consumer groups, it is far from enough. To adapt to the constantly changing market, we must constantly innovate. The traditional marketing mode has not been able to adapt well to the changes in the market. How to seize the market, thus effectively expanding sales and improving economic efficiency, has become the focus of marketing work, and the innovation of sales mode has become imperative.

Nanfang Daily: facing the pressure of the overall decline of the clothing industry level, what measures have been taken by Fu Shen group?

Chen Chengcai: with the continuous development of the clothing market and the rapid change of consumer habits, a single brand has been unable to effectively and effectively cover the market. In order to better cope with the pressure of market competition and bring the brand effect into full play, Fu Shen group began to carry out the planning of multi brand strategy, and set up the only engineering research center of men's clothing in Guangdong Province, focusing on product development and innovation.

With the transformation of the gentry sales mode, the requirements for the garment production cycle and garment manufacturing process are getting higher and higher. The upgrading of the factory's hardware and software facilities matched with the new model is also on the agenda soon. In 2006, we spent a lot of money to optimize and transform the production environment, production equipment and production process. From Germany, Italy and other countries, nearly 200 sets of advanced suit production equipment were introduced, and the French CAD computer operation system was introduced.

In addition, we have introduced the production technology and technology of Italy advanced (semi) hemp linings, and set up a set of advanced and standardized process flow.

Nanfang Daily: as a private enterprise that pioneered the national brand of clothing, what kind of development ideas will the "gentry" take next?

Chen Chengcai: the future development of the "gentry" is to unswervingly transform the brand of "rich and gentry" into a century old shop in China, and develop diversified ways to seek greater development at the same time.

At present, the modern gentry Industrial Park, which integrates office, production, research and development, sales, display, training, life and entertainment, is becoming more and more mature. The park has completed 3 phases of plant area of nearly 200 thousand square meters, in addition to its own use, but also for external cooperation, timely development of industrial real estate leasing business. At the same time, the company took the opportunity to set foot in the financial industry. In 2009, Fu Shen group set up a small loan company in Fuyuan, Huicheng District, and participated in the Huizhou Credit Guarantee Corporation and Huicheng District Chen Jiang Village bank.