Xie Bingzheng: Dress As Culture

"Making clothes is actually a culture. For golf apparel brands, only by doing the first thing can we make money."

A few days ago, Xie Bingzheng, chairman of the company in China, outlined the blueprint for the company.

In fact, in the eyes of the Chinese clothing industry, it is a well deserved "dark horse".

In 2003, the company's official landing from China to China has built more than 200 sales outlets in the second tier cities of the whole country, basically completed the strategic layout of the Chinese market, and quickly grew into the most large-scale and most powerful high-end clothing brand in China.

How to get rid of the reality fog of China's garment industry and see a clearer future can be said to be the most urgent aspiration of every garment man.

Xie Bingzheng, who has just won the nomination of CEO, the ten growth enterprise of the 2008 China CEO annual meeting sponsored by the China times, has experienced more than 10 years of rich experience in the clothing industry, which undoubtedly aggravated his right to speak on the topic of "future".

If the Chinese clothing industry has a dark horse, it is a well deserved "dark horse".

In 2003, with the successful operation of many countries in Asia, the Republic of China was officially launched by South Korea.

In the past 5 years, we have been in a state of supernormal and leaping development.

Xie Bingzheng said that as a high-end clothing brand, in fact, running a brand is spreading a culture. Only when the industry is first, can there be room for survival.

If you often travel to Beijing, Shanghai and other big cities, you will be attracted by the colorful Golf stores in the airport terminal, with bright costumes, exquisite balls and international brands, attracting many tourists to stop and browse.

In the short span of 5 years, Xie Bingzheng led her to the fast track of development, and sales doubled in 2007. The total sales volume in 2007 exceeded 220 million yuan. The company grew from the initial more than 40 team to more than 160 people. In 2008, it completed a new sales department with nearly twenty thousand square meters and became the leading high-end clothing brand in China.

"We first started in Jiangsu and Zhejiang, and then formed a radiation to the whole country, especially in economically developed cities such as Beijing, Nanjing and Hangzhou.

Xie Bingzheng excitedly described his blueprint. He has been very proud that he broke the barriers of domestic business casual clothing brand, took the lead in building the banner of "Golf costume culture" and headed for the blue ocean of China's clothing brand, and successfully introduced the mature brand management mode of South Korea, and made complementary advantages with the local consumer market in China.

In the complex and changeable clothing market, the company has climbed one after another in a complex and changeable fashion market.

According to Xie, the company plans to achieve the first market share of similar brands in the next 5 years.

And in 2013, men's wear network will break through 300, women's wear network breakthrough 200, truly "the first brand of Chinese Golf costumes".

If you meet Xie Bingzheng for the first time, you will never be able to combine him with a businessman, because he has a curly book with long hair and a bit of an artist's taste.

Unexpectedly, such a person with a scholar temperament has quietly combined his life with his costume, and has successfully created a myth of high-end clothing brand in China.

"I just had my own understanding and interest in clothes, and I never thought I would do that today."

Xie Bingzheng said humbly.

As early as 13 years ago, he was a little guy in Guangxi. He was obsessed with costume design because friends bought clothes and always liked him to be a "staff officer". I did not expect to be a "staff officer" for more than 10 years.

He recalled to reporters that in 1995, Nanning, Guangxi, although the economy was developing very fast, it was the "virgin land" of the clothing market. At that time, she was fascinated by the fashion design, and learned to set up a high-end clothing store by her neighbors.

In the short span of a few years, there were only more than 30 high-end clothing stores in Nanning in a short span of more than 10 shops, and the owners of these shops were Xie Bingzheng, who made millions of profits in their own pockets. He began to successfully dig up the first pot of gold in his life.

The market in Nanning can no longer be bigger. Thanks to some friends' encouragement, Xie Bing Zheng moved his family to Guangzhou in 2000.

"At that time, I was actually going to burn the boat and not go back."

Because he shipped from Nanning to Guangzhou every time, every time he went to Guangzhou, he felt that the market of Guangzhou was large and it could radiate the whole country.

With the help of some friends, Xie Bingzheng made a detailed investigation of the market and determined to do his own brand in order to make it bigger.

In fact, in Xie Bingzheng's mind, the choice is very difficult.

If we go on in Nanning, we will earn enough money and be very stable. If we are to develop in Guangzhou, though we may succeed, we still face great risks.

"Adventure often brings risks."

Thanks to his judgement of the market and his personal visit to Korea, he found that there were only a few sporadic golf clothes in the Korean market.

So he made decisive decisions and creatively put forward the core values of "original achievement culture, service achievement and creating value", determined to kill a blood route in the high-end clothing brand market.

The Chinese golf apparel market has been growing steadily for several years, but the speed of this kind of water is not satisfactory.

What is the way out for the future development of golf apparel industry?

Who will become the main force to promote the development of this industry?

Is it a golf casual suit, or a golf style senior casual wear, or even a more popular kind of casual wear?

After strict market research and research, Xie Bingzheng naturally had some thoughts on him.

In his view, the Chinese garment industry will no longer win by quantity competition. This era will be completely "frozen" and turn into the "system competition era" with "quality" as the best.

He said that since 2005, the number of processing and export of China's garment industry has no longer increased, and the stage of total quality competition has arrived.

"I hired a designer from South Korea and set up my R & D department in South Korea to let local designers design very advanced and fashion oriented products. Combined with their understanding of the domestic market, the company successfully introduced the specialized brand operation track in three years."

In the second years after the establishment of his company, Xie Bingzheng took the staff of the company to Beijing's clothing and Fashion Fair. At the same time, she opened her first store in Nanjing Golden Eagle mall, which was very popular, and soon opened outlets in Hangzhou, Beijing, Tianjin and Harbin.

"At that time, there were 5 golf apparel brands in Jinying mall in Nanjing. Fortunately, I left only one family last year."

The success of the business is not achieved overnight, but it has much to do with Xie Bingzheng's thinking of business management.

He told reporters that he could only make his brand the most powerful and high-end high-end clothing brand in China with the three hardware of "advanced product development, strong terminal management, and fashionable shop image and fast logistics response system".

"To make clothes is actually to make culture. Fashion, concepts and trends are part of culture. Only by grasping these, can you create different places from other brands."

Xie Bingzheng thinks.

What he has always advocated is to pform the positioning of golf apparel brand into leisure orientation and expand the sales network so that the brand can have a broader development path.

This year, the company has officially launched the independent terminal sale channel of golf women's clothing, which is another pioneering work of the traditional golf terminal sales mode by Bi Yin Ling, and also shows the strategic vision and higher requirements of brin for her own brand building.

Leisure life, golf costume culture is no longer limited to the greens. In February 2008, it completed the brand culture connotation and positioning upgrading of "life Golf" to "fashionable Golf", and integrated more diversified fashion personality elements in the product design to meet the ever-changing market demand. At the same time, it led bryin to the top position of the trend of golf costume and culture. In May 2008, the sales channel and network of golf men's and women's wear were divided into two parts, opening up an independent sales channel for golf women's clothing, actively catering to differentiated and specialized market demand, further improving the marketing structure and channel construction, and taking a solid and steady step towards the strategic goal of "the first brand of Chinese golf apparel". At the beginning of 2003, Xie Bingzheng was set up in the early part of the year, and was determined to dress the Chinese people in the habit of golf.