Wu Zhize: A Renegade Of The Wenzhou Model

In order to get through the crisis, men's clothing enterprises show great powers.

Among them, Wenzhou flew out of the "birds of prey" performance striking: the original ready to expand the store's good news birds smell the market's dangerous smell, in 2013 to sell 6 stores ready to build stores, get 190 million yuan income; in 2014, the good news birds continue to plan will not more than 20 purchased shops (the original purchase cost total not more than 300 million yuan) to sell.

In the middle of September, the good news bird launched the C2B personalized customization business, that is, the customers placed the order in Tmall, the more than 900 bird shops in the country joined the business linkage, and the 300 quantity division teachers were on standby. They promised to come to the volume within 72 hours and deliver the goods within 360 hours.

This is a disruptive innovation by Wu Zhize, chairman of the wedding bird, to create a business model without clothing inventory.

After more than 30 years of entrepreneurship, this loving Wenzhou man turned a small family workshop with 500 yuan into a listed company.

It is Wu Zhize's unswerving idea that the nation is the world.

He believes that if we do not pform China's manufacturing industry into a complete production chain, but only satisfy with manufacturing itself, the future of China's garment industry can only rely on "made in China" to make some hard work.

To make the Chinese garment industry go global is the goal Wu Zhize has never changed.

Pioneer

10 years of entrepreneurship 500 yuan to 20 million yuan

The history of Wu Zhize's "self revolution" is the history of the wedding bird.

Wu Zhize has never been a conservative in his original mode. He likes to do things that others seem to be rebellious.

In 1977, Wu Zhize graduated from high school. In order to survive, like most people in Wenzhou, he embarked on the road of business by selling small commodities such as hairpins, watchcase, buttons and so on.

After the reform and opening up, Wenzhou has formed a climate of the clothing market, and all the garment traders in the whole country are heading for Wenzhou.

For a time, there were tens of thousands of clothing self-employed households in Wenzhou, each of which was basically a small workshop.

Looking at this opportunity, Wu Zhize took 500 yuan in 1980 and his younger brother joined the army of Wenzhou clothing.

But what's different is that Wu Zhize didn't put his eyes on simple clothes making, but rather looked at the brand power of clothing.

At that time, the concept of Chinese trademark was weak, all garment enterprises produced by themselves, and trademarks were made by foreigners.

Because they do not have their own trademarks, we all produce "Montagut", "woodpecker" and "crocodile".

Of course, their understanding of Montagut is only a matter of knowing that it is just a flower.

In 1987, the state set up the Bureau of industry and commerce, and began to regulate the intellectual property market.

Local industry and Commerce Bureau began to investigate counterfeit clothing.

Wu Zhize felt that he should also have a trademark. "Foreigners can do what we can't do, and I have registered one." so he registered a trademark in Wenzhou industrial and commercial bureau - Carrie, becoming the first trademark of Wenzhou to register clothes.

At that time in Wuhan, the whole market was sold by Carrie, "now it seems quite common, but it was very advanced at that time, so that it became someone else's job for you, and your brand is doing it."

Wu Zhize was still proud of his memory.

Since then, there has been a boom in the registration of trademarks in Wenzhou's clothing industry. As a pioneer in this trend, Wu Zhi Ze earned more than 2000 yuan in 10 years.

Pioneer brand

Never discount "open"

In the 90s of last century, the clothing market entered the buyer's market from the seller's market, and the entire clothing market was saturated.

How to make the product enter the brand stage has become a top priority for the development of the enterprise.

Occasionally, I went abroad for an inspection tour, and suddenly discovered that the same texture of clothing, people's brand name can sell 3000 yuan, and the 300 yuan of clothing produced in China is not necessarily bought. This incident deeply stimulated him.

After returning home, he pondered carefully that the added value of the original brand was so important that he had to build a brand himself.

At that time, Wu Zhize's clothing company had only 2000 yuan of assets, so it was too hard to create a brand.

But creating a brand is to seek death, and not to create a brand is to wait for death. What should we do?

The same confusion is also plaguing two other private clothing companies, such as the newspaper bird clothing company and the oester garment company, which are comparable to the strength of the company.

In March 18, 1996, 3 garment enterprises reached a consensus that it was quite successful after that. The establishment of the Zhejiang wedding bird clothing group was the first fashion group jointly established by Wenzhou.

Wenzhou businessmen have a traditional concept: rather than the phoenix tail, Wu Zhize succeeded in persuading four shareholders of the other two private enterprises to take the road of merger. "At that time, the clothing enterprises in Wenzhou had reached more than 2000, but the scale was not large, and there were no famous brand products.

I advise them that if they work alone, they will not be able to make big money if they lack enough funds and technology.

It is better to join forces rather than to make the "chicken head" as the "faucet". The merger of the three companies means that the three brands have come together.

In the end, Wu Zhize chose the brand of a new company with a good bird. "From the perspective of brand theory, the brand behind the brand is culture, and the native bird of Wenzhou is the national brand.

I use this national brand to tell stories, and the bottom is enough.

From 1996 to 2000, Chinese clothing brands are in the stage of challenge to brands. As the first tier Chinese brand operators, creativity is accompanied by risks, but it is more likely to be a blockbuster.

And Wu Zhize's creativity has made the birds become a symbol - the earliest high quality men's suit in China.

Subsequently, Wu Zhize invited the "tough guy" Simon Yam to be the spokesman.

At the beginning, it was a novelty to ask celebrities to be spokesmen for the image, so their brand awareness expanded rapidly.

But in 1999, Wu Zhize came up with another unexpected rule: good news birds have a unified national price and never discount.

"At that time, there was a trend of discount, and the news birds actually went against the wind. Basically, there was no business in the first three months. The agents thought I was crazy."

Wu Zhize was "bent on his own way".

But gradually, the discount birds became the pronoun of the local clothing brand, and successfully entered the high-end clothing market.

De familial

Birds of welcome fly in

Wu Zhize is finding another hidden danger: family businesses.

Almost all of the original businesses were family businesses, spouses.

Such a business model is obviously outdated.

Wu Zhize is determined to reform, and first of all, his own people.

He dismissed his relatives and made the "iron rule" of the wedding birds. The first is that the ladies of the shareholders must first leave the new business, and the family members associated with the five major shareholders must leave.

Wu Zhize, who is chairman of the company and owns a large share of the company, does not want his children to pick up their classes.

He said, "my two daughters are professors and lawyers, and I support them very much."

Wu Zhize has never ceased to "toss". In 2001, he set up a joint stock company and completed the shareholding system reform in the same year.

In August 2007, the news birds were publicly traded in Shenzhen's small and medium sized boards.

Wu Zhize became a billionaire.

In recent years, the consumption of shoes and clothing market is low, and the capacity of industry is relatively surplus. Enterprises are generally under the pressure of inventory.

How should we break the situation?

At the moment, Wu Zhize also began to play the C2B personalized customization business with the times, aiming at creating a business model without clothing inventory, reconstructing the value chain of the Internet by personalized service under one line.

In September 2014, the most popular business platform in China, the "Tmall mall", launched the C2B personalized customization business. "No matter you are in the remotest corners of the globe, we can come to service within 72 hours."

Wu Zhize introduced, the bird in the business has set up a 3 level response mechanism (shop level, provincial level, headquarters level), to ensure that the volume of personal business development can cover every corner of the country.

It is clear that Wu Zhize has made a good step: "good luck birds" will promote the C2B group of all categories of customized sales promotion group, positioning in the post-80s and post-90s young consumers, "young people are accustomed to electricity consumption, so we aim at this target group first, launched the wedding groom package, family package, friends and family package, the potential consumers to the groom's grandparents."

Young consumers are the main customers in the future.

The news bird hopes to build a database with large user groups through the C2B mode of the electricity supplier. With the trend of digital marketing, the new era of business mode will be opened.