Wisman: Creating a national apparel brand

Weisman Garment Co., Ltd., which is branded with “youth, fashion, and splendid” style, has grown from a small workshop with only 6 employees into a leader in the garment industry in Zhuhai and even Guangdong Province in 19 years, with annual sales exceeding 300 million yuan. , In 2002 won the "national best-selling clothing brand" title, in 2005 among the "China's most influential 500 brands." In the past 19 years, Wissmann has succeeded in winning the brand and winning the market with its brand in the highly-smoked and highly competitive commodity market.

The choice of "smart people"

In 1987, Mr. Xie Qiuhe recruited 6 employees to start a business with 3000 yuan. No one would have thought that 19 years later, there was "China's most influential Top 500 brand" - Zhuhai Wisman. Today, Zhenwei Group already owns 9 subsidiaries and 7 factories, including Wessman Garment Co., Ltd., and owns an area of ​​nearly 70,000 square meters and a building area of ​​45,000 square meters in Nanping Technology Industrial Park. The modern industrial park has more than 100 million yuan in fixed assets, more than 3,000 employees, annual production of more than 4 million sweaters, more than 300 clothing stores in the country, and a marketing network covering more than 100 large and medium-sized cities, with annual retail sales exceeding 3%. Billion yuan, a total of 10 million yuan tax.

In 1987, at the beginning of China's reform and opening up, Zhuhai took the lead as the special zone, and a large number of private processing companies emerged like mushrooms. “At that time, a few dollars processed and made a piece of clothing, and then put on the brand of a foreign clothing company. Many people earned a pot of gold by this mode of production at that time.” In 1997, Xie Qiuhe, who is under the age of 30, already has three subsidiaries, two factories, and more than 900 employees in larger garment processing companies. If you only want to enjoy the pleasure of making money and accumulating wealth, Xie Qiuhe can always be used in such “OEM processing” to make an ordinary and prosperous life. However, ten years of shopping expeditions made Xie Qiuhe realize that the processing of materials is always on the order of people, and that OEM processing can make money, but it is also for foreign companies to make money. To have a foothold in a shopping mall in the long run, one must have its own brand and make its own decisions.

In 1998, Xie Qiuhe officially established Zhuhai Wessman (WSM) Garments Co., Ltd. and embarked on the difficult road of creating his own corporate brand. The company’s name “wiseman” was originally intended to be “smart person”, which seemed to herald the forward-looking nature of Xie Qiuhe’s and his Zhenwei Group’s decision of the year.

There is no smoke "eyeball wars"

In 2000, two 250-square-meter giant outdoor advertisements in Zhuhai Gongbei Yingbin Square and Fenghuang North Dantian Square each impacted the eyes of all spectators. It was the famous domestic show host Li Xiang wearing a stylish and pretty Wei Siman sweater. Looking at the coming and coming of beings. From that moment onwards, Wissman's name quickly entered thousands of households like a tide, capturing the hearts of thousands of young women who chase fashion and beauty. Speaking of the year's generous, Xie Qiuhe still has some complacency. He said that he was the first to hire a celebrity star in Zhuhai as a corporate image spokesperson. It was also the largest two outdoor advertisements at the time.

According to Xie Qiuhe, the establishment of corporate branding must first establish the company's reputation and reputation. Effective advertising investment is one of the important strategies of brand wars. Since 2000, Wissmann has invested a large amount of advertising expenses in various department stores and entertainment venues where women are mainly women’s magazines and large and medium-sized cities. In 2003, Weissman adhered to the marketing principles needed for the brand's core culture: Carefully selected song and film amphibious international superstar Gigi Leung, who perfectly matched the “Weismann” brand style, became the brand image spokesperson and further sublimated Wiss Mann Young's brand image of youthfulness, vitality, and self-confidence further enriches and profoundly explains the unique brand connotation of Wisdom. In 2005, Wissmann’s Beijing SOGO store opened and Liang Qiqi went to the scene to conduct a charity bazaar. Beijing consumers immediately remembered the “Weisman” clothing brand. In this "eyeball wars" without gunpowder, Wissmann, with its accurate grasp of the market, sensitive sense of fashion elements, and skilled use of marketing methods, has won great rewards in popularity and reputation. . In 2002, Wissman won the title of “Best-selling Clothing Brand in the National Market” and won the title of “Top Ten Enterprises in Guangdong” in 2003. In 2004, Weisman was awarded as “Famous Brand in Guangdong Province”. In 2005, Wissman was selected as the world brand experiment. Room selection of "China's most influential 500 brands."

Self-operating chain and federal system to seize the market share

In the past when competition was not sufficient, corporate products could seek price, service, and quality differences. However, with the fierce competition and the maturation of the market industry, for apparel companies experiencing channel wars and price wars, relying on brands to break through , Seeking brand differences has become the basis for companies to be able to stand tomorrow!

In Xie Qiuhe's brand strategy, increasing the visibility and seizing market share are the two big wheels of the company's development. In October 1998, the first Wissman store was established in Shenyang. Since then, Wissman has rapidly expanded its marketing network throughout the country with a growth rate of over 80% for five consecutive years. In 2006, Wissmann’s marketing network has spread across more than 100 large and medium-sized cities across the country and has developed more than 300 franchised stores (offices, cabinets), of which 150 are self-operated chains and 160 are franchisees. Xie Qiuhe has always insisted on developing self-operated chain stores that the company directly invests and directly manages. He thinks self-operated chains are more competitive than franchising chains. In 2004, due to the impact of SARS, 69 of the Wisdom franchisees closed down, and none of the more than 50 self-operated stores Wissmann invested in closed. It is these more than 50 self-supported stores that have held positions that Wissman has maintained an impressive sales growth of over 30% during the SARS period.

In 2005, Xie Qiuhe carried out the "federalism" reform for enterprise groups, which was "unified brand, decentralized management". He delegated the group's various powers to five sub-factories. The general managers of each factory were transformed into "bosses". The independent accounting and independent management of the plant have gained more free space for development, and they have issued higher work enthusiasm and energy. In less than a year, four of the five plants have completed three months ahead of schedule to complete the task indicators issued by the group.

Speaking of his own group's "federalism", Xie Qiuhe has a metaphor: a highly intensive industrial group is like an aircraft carrier. Its carrier is huge and it has strong resistance, but it has poor resilience. The "federalism" is to split the carrier into several light warships. The ever-changing market needs flexible response. Small battleships are small and fast. They can take the initiative and respond flexibly. Once there are big risks, they can immediately unite and resist each other. The "federalism" of "demolition and separation" once again activated the wisdom of all employees of Zhenwei Group. Under this new management model, Weissman broke through the annual sales of 300 million yuan.

Talking about the future development, Xie Qiuhe is still ambitious. He said that Wissmann plans to invest 10 million yuan this year to open 20-30 new self-operated stores in a province in Fujian, and at the same time strives to achieve Wisdom's overseas listing at the end of the year. Although the Zhenwei Group is mainly engaged in women's wear, the Group has already registered the Wissmann brand in all commercial areas such as real estate, tourism, industry, education, and medical care. He welcomes people of insight and talented people to join Wissmann and work together to build "China's top ten women's wear brands" and create outstanding private enterprises in Zhuhai.