How long can the "154 Strategy" Announcement be published?

Announcement Bird Men Brand

How to establish brand value is the difficult problem that Wu Zhize always hopes to crack!

The most prosperous Huaihai Road commercial street in Shanghai is undergoing an unprecedented store renovation.

The world's top men's wear, led by LV and Ermenegildo-Zegna, and GAP, the US fast fashion brand killer, are becoming new owners of the road. Local menswear, once fashionable, was forced to withdraw. The Annuncioli Menswear brand is perhaps the only dignity defender here.

How long can a good news bird?

Anniversary Bird Chairman Wu Zhize

“In the next 10 years, the competition between Chinese apparel and international brands will be comprehensive and full, and the process will inevitably be very tragic.” Wu Zhize, chairman of Baoxi, did not want to cover up the plight of Chinese garment companies. He tried to find a way out for the Annunciation.

Like Wu Zhize’s problems, Shanshan, Youngor, and Red Bean are also actively exploring, but their path is to reduce the proportion of apparel in the company’s main business and shift to real estate, finance, or emerging industries. The three companies accounted for the main revenue of last year. The total income ratio was reduced to 53.79%, 41.61%, and 17.99% respectively. In contrast, 93.46% of the newspaper's happiness represents Wu Zhize's determination to stick to its main business.

Wu Zhize believes that the current Chinese men's clothing companies are facing the problem of “second-time entrepreneurship”. However, whether it is through industrial transfer methods or based on the main business method is an enterprise’s own strategic choice.

154 Strategy

The predecessor of the Annunciation Bird is the Zhejiang Naxi Garment Co., Ltd. founded in 1984 by the Wu Zhize family. In 1996, Wu Zhize abandoned his family model and moved to joint operations. He merged with Baoxi Bird Clothing Co., Ltd. and Aoster Clothing Co., Ltd., and formed the Xinxiu Group. Wu Zhize holds a 37.3% stake and is a controlling shareholder. In 2007, the Annals Group was listed.

It is in 2007 that the node of high-speed development of Annunciation. The listing not only significantly increased the company’s brand awareness, but also significantly increased the company’s sales revenue and net profit. Following the 300 million yuan raised by the stock issuance, in 2009, Announcement refinanced 800 million yuan, which greatly enhanced the company's competitiveness and improved its ability to resist risks.

In spite of this, like many outstanding entrepreneurs in China, the sense of crisis in the mind of Wu Zhize has never been reduced. Competing with international brands is a real blow. This is the reality of local men's clothing. How to establish its own brand value is a difficult problem that Wu Zhize always hopes to solve. Wu Zhize tries to make secondary changes in strategy, channel, and culture.

Strategically, Wu Zhize put forward two ideas: First, a multi-brand strategy; Second, re-combine business ideas.

In terms of multi-brand operations, the idea of ​​the Annunciation is concurrent with mergers and acquisitions. After the listing, Baoxi Bird made five major acquisitions, such as the acquisition of Shanghai Bao Bird, 15.3 million capital increase in Shanghai Biluot Fashion, 15.3 million investment in the establishment of Shanghai Yale Fashion, 1.36 million equity participation in Shanghai, involvement in the "FRANISTION" brand, etc. . In addition, Baoxi Bird also acquired a 65% stake in Shanghai Oujue, involved in the "MAURIZIOBALDASSARI" brand agency business. These actions all occurred in Shanghai. Wu Zhize's intentions are very clear, and a number of brands and foreign brands are fully fighting in Shanghai, the fashion capital of China.

Combing business philosophy involves the transformation of internal corporate mechanisms. Wu Zhize proposed the concept of "154 strategies," namely, "one adherence, five transitions, and four major strategies." Wu Zhize explained to “Manager” that he insists on the business philosophy of “market-oriented and customer-centric”, realizes “change from management to service”, “transform from centralized management to decentralized management,” and “excessive "Transformation of Management into Refined Management", "Transformation from Planned Distribution to Market Terminal Ordering as Main Changes," and "Transformation from Administrative Management to Performance Management" are five major changes. Implementation of the "Priority Market as Image, Secondary Market as Performance" “The first-tier market is operating directly, the secondary market is acting as the agent,” “the first-tier market has more shops, the second- and third-tier markets have opened big stores,” and “the big shops have become stronger, and the small shops have specialized”. Expansion efforts to speed up the pace of development.