Capital Rounds the Dream of International Brand of "Jihoufeng"

The troika moves in and out of the market into the market

Recently, the reporter learned from Shenzhen Hao Anqi Garments Co., Ltd. that the company's newly launched “Scarlett” (VSV) romantic casual fashion dress will be officially launched in spring and summer next year. It will be invested and controlled by Shenzhen Season Fashion Co., Ltd.

In Shenzhen, every quarter there are dozens of clothing brands, especially women's wear brands came into being. At the same time there will be some old brands abandoned by the market ruthlessly. Regardless of the festivities of new students or the tragic circumstances that have disappeared, it is normal for Shenzhen Garment Industry, which is growing up, to be special. However, the special thing about “SVW” is that it is not a brand. The derivatives or sub-licensing, but a strong women's clothing company in the market, Monsoon Company to the capital hand, the use of the acquisition of control to further make up for their market blindness, which will lay the monsoon company's big brand dream solid foundation.

How to Create "Siwei Siwei"

According to Wu Xingguo, general manager of Shenzhen Hao Anqi Garments Co., Ltd., Hao An Qi Company is controlled by Shenzhen Jifeng Fashion Co., Ltd., while Mon Wind Company is listed by Singapore-based Bright Orient (Holding) Ltd. Its subsidiary company, Shenzhen Fengdan Industry Co., Ltd., directly controls the company. As a result, Hao An Qi Company is actually a professional company that is indirectly involved in investment holding by a listed company. Its “Hua Siwei” women's brand is the same as “Waifeng”, “Chen Feng” and other women's brands. Orient(Holding)Ltd. The company’s brand, Good Angel, has also become part of the company’s global brand strategy.

During the interview, the reporter learned that Bright Orient (Holding) Ltd. It is a Singapore listed company engaged in clothing and apparel business. The “Chen Feng” and “Monsoon” brands under the management of Shenzhen Xingtai Qi Hou Feng Garments Co., Ltd. have developed into a well-known first-line Chinese women's clothing brand. As the cutting-edge strength of the company's global brand development strategy, Shenzhen Hao Anqi Garment Co., Ltd. has established a foothold in the emerging fashion capital of the East and has been relying on strong overseas resources since its establishment in September this year. With a highly targeted target perspective, the structure is full of colorful international fashion, forming the most market-oriented and competitive professional management ideas and management models.

Wu Xingguo said that compared with the "seasonal wind" and "Chen Feng," "Hua Siwei" is more prominent in women's leisure, romance, and fashion. In order to become a hit, the company on the one hand to BOH and Shenzhen Xingtai Jifeng Clothing Co., Ltd. as a strong backing, in the development process of the introduction of first-class design and research and development concepts, advanced management models and scientific market operation mechanism; on the other hand The company relies on international design alliances to represent the French new generation of fashion forces and Hong Kong senior designers as the core, together with domestic outstanding design talents, to form the backbone of its brand development, and continue to be the "Hua Siwei" target market positioning The right design concept and provide the most fashionable and perfect products, and strive to lead the trend and fashion of the new era. Bright Orient(Holding)Ltd. Brand Strategy Framework

How to drive three carriages together

Those who are familiar with the "monsoon" know that although the brand has only entered the market for two or three years, its market reputation and operating performance have made its peers admiration. Some people in the industry believe that the "seasonal wind" in the market's strong performance thanks to the prevailing "Korean wave." If one day, the Korean wind to the east, then the brand will be affected. In this regard, Chen Bin, general manager of Shenzhen Jifeng Clothing Co., Ltd. believes that although the “Monthly Wind” brand has just been listed in the age positioning, product design style has been integrated into some Korean clothing elements, but the “monsoon” in the true sense of the The style is elegant and confident, with the wind. On the one hand, it is necessary to clearly distinguish the brand from "Korean Wave" and establish its own brand position in the market. On the other hand, it also gives the "Monsoon" an accurate position, letting it reach the age of 25 or so. Urban taste women fully enjoy the fun brought about by their clothing.

Chen Bin said that the future development trend of clothing brands is certainly more and more delicate services, positioning more and more detailed. In order to further meet the consumer demand of urban successful female consumers. Earlier this year, the Monsoon Company launched the "Chen Feng" brand with a higher positioning than the "seasonal wind" and more mature age positioning. After half a year, the sales performance of “Chen Feng” has been on a linear upward trend in the first-tier shopping malls in the domestic first-tier cities, showing strong momentum. For the newly launched brand "Hua Siwei," the company has positioned itself as a fashionable, romantic, laid-back and unique personality, sports and leisure fashion women without age boundaries. The person in charge of the design of the brand told reporters: “Every woman’s inner heart hides a fickle witch. She may be well-behaved and quiet, or she may be innocent, fond of fantasy, or he may be self-willed, fickle, or insensitive. Taming the 'Siwei Wei' is to awaken the little witches in the depths of women's hearts and let them seduce them anywhere, anytime." "Differing from men's wear, women's clothes are characterized by their speed of replacement and a small number of operations. How to get three brands to work together in a large market environment and complement each other, the company relied on scientific planning and effective implementation. Compared with the original one, now 'Chen Feng' and 'Xiao Siwei' respectively The two levels of high-end and fashionable leisure supplement the 'seasonal wind' market blindness. Through unified thinking, rational division of labor, and effective implementation, we have full confidence and ability to achieve win-win situations for the three brands and troika.” Chen Bin That is to say.

Family "bottleneck" facing icebreaking

Due to the industry's particularity, most of China's modern apparel companies carry the word “private”. Most of these companies use family management. From the actual situation, the closeness and non-standardization of the family-owned enterprises make the enterprises have certain exclusivity in the introduction of human resources. Although some private enterprises spend money to hire professional managers, the key departments are still under the control of "self-owned family members." Family members based on blood and kinship become the main managers of these companies. According to a survey data, nearly one-quarter of the private enterprises currently have the same chairman and general manager. The arbitrariness of this decision and the short-term behavior management mode have seriously affected the long-term development of the company.

In this regard, Chen Bin and Wu Xingguo share the same feeling. Since both men and women are heads of professional companies growing up under the banner of the listed company and have a deeper understanding of the management mode of the garment companies, they also have their own views on the development of garment enterprises. Wu Xingguo, who has held important positions in a number of clothing companies, believes that if the “property bottleneck” problem of the garment family business is not solved, the company will never be able to get rid of the change from a small workshop to a big workshop, and then the big workshop will replicate the development of another big workshop. mode. The result of this kind of development model is often that the corporate property rights structure and talent structure cannot be more socialized, and thus it can not promote the enterprises to take a rational, scientific and sustainable track. Now, in their own corporate team, regardless of the monsoon style, or Hao Anqi, they are following the modern company's ownership structure and management system to standardize management.

“Now in our company, the development direction of the company is decided by the board of directors, and I’m in accordance with the established direction of the company’s development and effective implementation according to its own authority. The original management model is that the final decision is made by the owner. People make, but the open-minded boss will listen more to everyone's opinions, and the self-owner will feel more self-confident.But from the rapid growth of the monsoon years and the results of the team building, we can easily see that the real establishment of a modern enterprise system Garment companies will do more and more successfully in a stable and fast manner.” Wu Xingguo commented on his own management model.

Regarding the direction of the family-owned management of garment enterprises, Jiang Tiezhu, a researcher at the Institute of Economics of the Shanghai Academy of Social Sciences, analyzed that if there are only family-owned companies, the accumulation of money capital can only be achieved through less distribution, which is a very slow process. If mergers and acquisitions and restructuring are used to allow external capital to enter the company and form a complex property rights structure, the company will have to make great progress.