Ten years diversified road Shanshan suits wear industry investment run

"Winter is coming." One day in 2006, Zheng Yonggang, the de facto controller of Shanshan, met a multinational executive at Mission Hills Stadium, and mentioned this topic. At that time, it was the most crazy moment in the Chinese stock market. This fanaticism has blinded the eyes of most people. People laugh at him unfounded. Zheng Yonggang then long time to say five points. The presence of people began to fall silent. Slightly, people admit that his words are indeed groundless. And at the moment, it is also Shanshan adhere to the main clothing industry 10 years later, re-enter the seventh year of diversification. 7 years, Shanshan's identity quietly changed. Shanshan no longer just "wearing a suit," Shanshan. August 2004, Shanshan Investment Holding Company was established, under the name of dozens of companies, including wholly owned, holding, shares and intangible assets (brand), such as the management of the existence of many ways. From the operation of a single brand to the field of industrial investment, this has allowed Zheng Yonggang to master a skill that can often be readjusted in a complex external environment with keen awareness of temperature changes. This is exactly one of the important reasons why he can keenly predict that "winter is coming." Ten years focused 1989, 31-year-old Zheng Yonggang Ningbo Yongkang garment factory accepted. This yard planted with three cedar trees, is the prototype of the later Shanshan. At that time, not only did consumers not understand what a brand is, even business operators do not know what a brand is. Zheng Yonggang took office, soon registered a "Shanshan" brand. Subsequently, there have been ads across the country Shanshan. Behind the move ahead is the experience Shanshan has long been doing processing for European and American enterprises. Coupled with the subsequent establishment of the marketing system, corporate image recognition system, Shanshan brand began to be known. In 1996, Shanshan became the first listed company in China apparel industry. Shawn not short of money, why should the market? Zheng Yonggang's explanation is that he found that the listing of the business management and management to a higher level is good. "Arbitrary", Zheng Yonggang commented at the time of their own. But although one did not fully understand him, once his decision was finally successful, the suspicion vanished. In 1997, Shanshan launched the "Three Projects", namely, "Famous Brand, Famous Teacher and Famous Brand", which closely integrated the brand of designers and enterprises with the enterprises. By designing special service consumers, Shanshan became the earliest "Design brand" began to replace "industrial brand" one of China's garment enterprises. In 1999, Shanshan lost its first place in China market share for seven consecutive years after a series of channel reforms. Zheng Yonggang did not feel heartache, on the contrary, he has never had a relaxed. Was transformed, Shanshan has long been proud of the "production and marketing one-stop" system. Design, production and sales are all run by themselves, producing fast, wide promotion, selling more. The actual situation may be, serious internal inventory backlog, the actual sales are not optimistic. Marketing channel reform started. Reduce marketing staff, remove branch offices, to establish a network franchise, and no longer will most of the energy in the field of garment production and processing. The logic behind it is that Shanshan is not responsible for the production and sales, but only responsible for the brand's core operations, promotion and fashion design. This is almost at the same time the beginning of the multi-brand management strategy Shanshan. Zheng Yonggang found that China is not also not likely to be born an international brand, "international brand who should do?" He decided to "Pong" big. Shanshan's path is, with international brands of joint ventures, international brands to brand shares, Shanshan is the market network as an asset stake, under normal circumstances, Shanshan Holdings more than 50%. Shanshan currently operates more than 20 brands. "China's apparel has become an international first-line brand, and this route can not be achieved." According to Zheng Yonggang, Europe, the United States and the United States have the soil, atmosphere and culture of producing luxuries. However, China does not yet have the strength to borrow European and American brands and even acquire European and American brands. Clothing business in the future to go the path. Years of diversification In 1999, Shanshan decided to change. This year, Shanshan suit is the seventh consecutive year to maintain market share in China. In Ningbo, Zheng Yonggang was surrounded by a praise sound. When he was still, he was a little scared. Zhengyong Gang is very clear, as a clothing brand, Shanshan has done the ultimate, it is impossible for them to be a more successful brand out of Shanshan. Shanshan where to go? Zheng Yonggang has been looking for answers. At this moment, he and his wife miss the son who has been studying in Shanghai. The couple commutes between Shanghai and Ningbo every week. Later, Zheng Yonggang Shanshan headquarters moved to Shanghai's move, "ease of effort," attributed to the above reasons. In any case, this year, Zheng Yonggang and Shanshan headquarters in the panic of everyone, leaving Ningbo. As early as before the start of the migration, Shanshan already started a series of machete changes in Ningbo. During this three-year reform, Zheng Yonggang gradually found a clear path. Apart from clothing, one of the major paths of Shanshan's future will be a high-tech industry. Zheng Yonggang P & G in 1996 with Hu Haiping, former general manager of marketing in Asia Pacific, he hopes the latter can bring a different concept of Shanshan, find and implement a new path. An accidental opportunity, Hu Haiping learned that Anshan Institute of Thermal Research developed a 863 project, the development of lithium battery carbon anode material technology has matured, hoping to find an industrial partner. At that time, only two Japanese companies had the capacity to produce this material, and none of China's enterprises were able to produce it. At that time, the mobile phone was just emerging. Although the entire industrial chain has not yet been formed in China, Hu Haiping and Zheng Yonggang are full of longing for the lithium battery industry prospect. They believe this investment will be very rewarding. Three months later, Shanshan signed a cooperation agreement with the Institute of Thermal Energy. In 2001, a project put into operation. The first year created 300 million yuan output value. Subsequently, Shanshan Science and Technology gradually involved in lithium battery materials research and development and production, soon became the largest, the world's top three high-end lithium-ion battery materials supplier. And enter the high-tech industry simultaneously, is Shanshan on state-owned enterprise restructuring concerns. In 2000, Shanshan acquired Zhongke Yinghua. In 2007, Zhongke Yinghua started cooperation with western mining industry to start the project of 10,000 tons of copper foil in Xining and purchased Zhengzhou Cable in September of the same year. At this point, the British Branch of China formed a copper upstream and downstream industry chain. In addition, rather proud acquisition of Zheng Yonggang also includes the acquisition of Ningbo Arts & Crafts Import and Export Company, as well as with a number of shipbuilding joint venture shipbuilding. In the financial sector, Shanshan also gains considerable. As early as 1993, Shanshan approved the establishment of Ningbo Shanshan City Credit Cooperatives, which was later incorporated into Ningbo City Commercial Bank, the later Bank of Ningbo. Shanshan was not only one of the earliest founders, but also later One of the shareholders. In the Shanghai Pudong Development Bank, Huishang Bank strategic investor list, there are Shanshan figure. In 2003, Zheng Yonggang took out 24 million yuan, investing in Jiuyou Wang. After some twists and turns, Jiuyou Wang Although there is no scheduled listing, the outside world even questioned, but Zheng Yonggang still think it is a fairly cost-effective investment, first the introduction of investors, equity dilution, and later Shanshan once again become a major shareholder. Outsiders are afraid to speculate on long-listed listing stampede to combat the morale of Zheng Yonggang, but Zheng Yonggang seems more and more calm. He disclosed that Jiuyouwang has a good profit record, "with a net profit of more than 300 million yuan in 2007." The above investment brought real gold and silver to Shanshang Holdings. Zheng Yonggang one of the most proud of handwriting is the investment in Harbin Songjiang Copper. In 2004, Shanshan acquired Harbin Songjiang Copper, the company's annual profit of 34 million yuan, a substantial increase in profits. This series of seemingly dazzling investment, whether there is a rule to follow? In the face of "First Financial Daily" reporter's questioning, Zheng Yonggang said that the main investment in three directions, one is renewable energy materials, and the other is the financial sector, including equity investment, the third is to enter the foreign PE is very Difficult to enter the field of restructuring of state-owned enterprises. A Diversified Future For many years, Zheng Yonggang has always deliberately kept a low profile. In public, he talked less about Shanshan and diversified. Compare Guo Guangchang to Fosun overall listing, "If you are young and 10 years old, I will consider the overall market issues." Zheng Yonggang said with a smile. "Take people's hands short." Zheng Yonggang said he actually does not need a lot of money, but to do industrial investment, so that he was "addicted." Last year, Shanshan Holdings main income 11.2 billion yuan, profit 7.67 billion yuan. He always paid attention to Guo Guangchang and Li Ka-shing, especially to the latter. Not long ago, as a third-year student at Cheung Kong Graduate School of Business, Zheng Yonggang had the opportunity to meet Li Ka-shing face-to-face. As soon as he came up, he uttered two questions very straightforward to Li Ka-shing. The first is how entrepreneurs make investment decisions in today's global economy. The second is how entrepreneurs balance their families and careers. Li Ka-shing turned to answer these two questions. Answer Bi, Zheng Yonggang again and again said that the odd is not the answer, but the height of Li Ka-shing to answer the question. Zheng Yonggang knows that whether they are Guo Guangchang or Li Ka-shing, although they have diversified investment paths, they are ultimately out of their core business. Such as Guo Guangchang biomedical, Li Ka Shing's real estate, and Zheng Yonggang, though benefited from their investment smart, he still have to ensure that their main industry of the textile industry. Therefore, in addition to continuing to operate "Shanshan" brand, as well as more than 20 cooperation brands, Shanshan will enter the field of clothing circulation. First start from Ningbo, the operation Outlets (brand outlet mall). Zhengyong Gang's point of view is that the code and seasonal seasons will be concentrated away from cities, the integration of markets and resources can not rely on the commercial terminals outside the apparel industry, but to rely on the apparel industry itself. In addition, Shanshan's new dream is to invest in science and technology park. Earlier in Ningbo has established the first private technology park. After going to Silicon Valley 12 times, Zheng Yonggang more and more hope to build a science and technology park. "Students are the mainstay of entrepreneurship and Stanford and Berkeley, CA, are the driving forces behind Silicon Valley." Soon, Shanshan established Langfang Science and Technology Valley in Langfang, Hebei Province. "Beijing is the most concentrated place for Chinese universities and research institutes, and Langfang can create a city concept that meets the geographic advantages of Silicon Valley." Two years ago, Zheng Yonggang no longer served as chairman of Shanshangufen, and recently he Consider taking a step back. "Every year to do 1 or 2 large projects, mainly to existing projects." Zheng Yonggang said, "There are several major events to be done."