The new strategy of "Fir Shan" suit: clothing "slimming" brand "gaining fat"

— The bigger the company is, the more strategic it is to consider

—— Shanshan brand has my own charm in addition to the clothing itself

--- Ningbo Yaocheng "fashion capital" breakthrough lies in innovation

--- Life goal: To be a new generation of "Bao Yugang"

Reporter impression

Ten years ago, the "Fushan" suit was a blood-heating and proud economic miracle for many Ningbo people. Today's "Fir Shan" clothing seems to have changed past glory. At least, in the workshop, some people are arguing: “The fame of Shanshan's clothing is not as good as before, and it is unusually low-key, and the company seems to be in transition.” However, Zheng Yonggang, the leading figure of Shanshan, knows what to call. Innovation and sticking, what is accumulation and precipitation.

Zheng Yonggang, with distinctive personality and rather leaping ideas, uses simple words to interpret the experience of Shanshan, who started with clothing, in his “transformation”: to get rid of the old industrialized production model and to “scale down” the production scale of the clothing sector. "Fattening."

"I don't care about how the outside world will comment. I insist that the best thing is for me." Zheng Yonggang said, "My biggest advantage is that I am good at innovation and constantly deny myself."

dialogue

"You must learn the complex thinking in the international fashion industry"

———About the “slimming” of the production plate

Reporter: She has been engaged in the apparel industry for 16 years. In recent years, the garment production sector has been “downsizing”. What considerations are based on this?

Zheng Yonggang: 10 years ago, we could rely on the “production, supply and sales” model to dominate the 37.4% market share of China's suits. But today, we must learn the complex thinking in the international fashion industry.

At that time, it was in the era of commodity shortage economy. All of them were operating on their own, producing fast and pushing widely, and selling much more. But nowadays, the clothing market has entered the buyer's market. If you continue to use the original model, it will bring the problem of large inventory and high risk. Production should be “stripped” out and the core brands and design links should be held in their hands. According to the new market demand, they should infiltrate the fashion design elements and increase the gold content of the brand. Set production with sales, zero inventory operation. This is a more professional division of labor in the industry chain.

I think that what Shanshan does is what the garment industry will do in the future. Shanshan provides forward-looking practices for the industry.

"In the apparel industry, only a single brand can't be made big."

———About the brand's “fattening”

Reporter: 10 years ago, Shanshan suits had the largest market share in the domestic market. Today, this "chair" has been replaced by peers. Is this the price paid by Shanshan for his own advancement?

Zheng Yonggang: The market share of Shanshan suits once was the "champion." It was because Shanshan was the first brand to do, and it was almost uncompetitive. With the increase in the number of brands, the decrease in market share is inevitable. Branding should not pursue quantity. For example, LV, Armani and other top brands, only supply a small number of people. If the number is not a brand, it is time to enter the farm wholesale market (laughs).

The garment industry pays attention to “economy scale”—the most economical and most suitable scale. Only one brand in the apparel industry can't be big unless it's multi-branded. In the future of personalized consumption, there will be more and more brands, and the market share will become smaller and smaller.

Shanshan clothing production in the "thin". At present, Shanshan has 13 original brands and 9 international cooperation brands. Only half of them are produced in their own factories, while 30% are produced in other factories in the country, and another 20% are processed abroad in Japan, South Korea and Italy. We have partially achieved global procurement and global orders. Where to do well, where to do it.

"One-handedly grasping the original brand and grasping international brand cooperation"

———About how to increase fat

Reporter: From industrial manufacturing to brand management, it is a way for the international garment industry to go through. So, how can a brand “fat”?

Zheng Yonggang: For the Shanshan brand, the traditional manufacturing mission has been completed. We can't stay in the era of clothing. We don't have to show off our glory once again. We should have new starting points and do innovative things.

In this regard, my idea is to grasp the original brand on the one hand and international brand cooperation on the other. We will gradually promote more original designer brands. The Shanshan brand has my own charm in addition to the clothing itself. Our ultimate goal is to upgrade the traditional apparel industry to a fashion industry and achieve internationalization of the brand.

At present, if Chinese apparel companies do not cooperate with foreign brands, it is impossible to produce truly international brands. Localized operation of foreign brands should be carried out to learn advanced management and design concepts of Others so as to improve their ability to operate international brands.

"Since I can promote the apparel industry, why can't I promote high technology?"

———About Diversified Investment

Reporter: In recent years, Shanshan has invested in lithium batteries, photovoltaic solar energy, acquired mining groups, and built a science and technology park in Langfang, Hebei, but many people in Ningbo do not understand it. What is the development situation of Shanshan's high-tech sector? Will diversification of investment weaken the status of the garment industry?

Zheng Yonggang: The public's assessment of Shanshan is often only a small part of the Shanshan clothing sector. Last year, Shanshan had more than 8 billion yuan in sales, and its total profit was close to 800 million yuan. The high-tech segment is profitable.

When I first entered the apparel industry, I put forward two core values ​​of clothing: the brand and the network, and the clothes are only the carrier. Since I can promote the apparel industry, why can't I promote high technology?

In my mind, clothing is the core industry, and technology and investment are two wings. I have the deepest feelings about clothing. I am an investment decision maker in other industries.

"The bigger the company is, the more it must consider the strategic direction."

———About own positioning

Reporter: What are you currently in urgent need of doing?

Zheng Yonggang: I like to do some forward-looking things. For example, I am planning to set up the China International Fashion Federation and plan creative centers and creative industries. Ningbo's strategic positioning for future development is an innovative city. To become a “city of fashion”, the breakthrough lies in innovation and improvement of urban fashion taste.

I have no concept of a factory. The bigger the company is, the more strategic it needs to be. It is like riding a bicycle to see 10 meters, driving a car to see 200 meters, open the plane to see the direction. I'm flying. I need to see the direction.

In the future, can Ningbo emerge a new generation of Bao Yugang and Shao Yifu? Must rely on ideas to innovate. My goal in life is to become a new generation of "Bao Yugang."