Cen Runhong Creates The Rich Life Of The Cowboy Empire

For a successful entrepreneur, he did not want to mention the story of those growing up, but Cen Runhong, the Guangdong man, known as "China jeans king", and the brand of Wei Peng, founded by himself in 24 years, is indeed worthy of our consideration. In the plain lines, restore the real and commonplace behind a successful man's aura, and use a common heart to interpret Cen Runhong's calmness and calmness in the face of the golden years of 24 years.

On the global scale, Levi's, Strauss is definitely a name that can not be bypassed. The Empire of Levi 's jeans that he created has not been available so far.

Levi's's bold phrase "changing the world with jeans" has long been an indisputable fact.

When we set our sights on today's China Guangdong, we will suddenly find a familiar sight. Run Hong leads a group of colleagues who are also looking forward to him. He is creating a new "jeans Empire" in an orderly way. He is writing another brand legend of China's clothing industry with the same original intention as Levi's.

Cen Runhong said: "I hope to make Chinese cowboy clothes, change China with the Wei Peng cowboy, and use our products to give all Chinese people a new look and feel. I hope our products can create the clothing character of our Chinese people, and wear the flavor and connotation of Chinese people with Wei Peng jeans."

In 1985, Cen Runhong joined the huge army of garment processing with 6 sewing machines and 12 workers, and began his own pioneering career.

In the late 80s and early 90s, a large number of jeans manufacturers were born under the cowboy craze. When it comes to the surging trend of the years, the hot sales and the fierce competition, Cen Runhong, who had already taken a heel in the Pearl River Delta area, is still fresh in his memory: "hundreds of competitors are just like the ones who came out of the ground overnight."

It was after that big rush that Cen Runhong began to ponder over the direction of enterprise development.

The word "brand" was scarce at that time, but this consciousness gradually formed in his mind.

Having registered their own clothing brands, they have earlier had the right to speak; in the days when competitors still remain in the wholesale market, they have opened the first special counter in the Shanghai Hua Lian shopping center, thus rapidly spreading the national sales network; while others are still in their own affairs and occupy the throne, Wei Peng has made an in-depth cooperation with the US DuPont Co to build a strong Cowboy brand, complementary advantages and strong links. In the whole industry is still copying each other, competing for price and vicious competition stage, Cen Runhong has begun to improve the design level of the enterprise, set up a professional designer team, and put forward a brand new positioning of "business travel Cowboy". When Cen Runhong and his colleagues were still engaged in "dressing for others", they took the lead.

Cen Runhong, who led the Wei Peng jeans all the way, can not help but say some foresight.

People can do the same. Thousands of factories around one or two brands make me uncomfortable. Besides, I can't always be a wage earner. Registering the brand of Wei Peng is deeply felt the role of trademark.

At that time, it never occurred to me that there would be such a scale today. If we live a little better, we do not have to look at people's face as the primary goal.

After several opportunities, such as shopping malls, shop terminals, design, etc., we are more accurate, and the bigger the business, the more and more ideas.

Now think of it, it can be regarded as "inadvertently inserting willows and willows into a shade".

Cen Runhong said.

Today, Wei Peng products sell well in China and Southeast Asia. For more than 10 years, China has been awarded the first place in the market share of similar products in China by the relevant departments of the state. The marketing network is spread all over the country, and there are more than 800 franchised stores (cabinets).

Wei Peng denim enjoys the reputation of "Chinese cowboy king". Its market value and sales volume have exceeded 400 million yuan.

Cen Runhong has been thinking about finding out the most suitable brand positioning, brand value and brand connotation for Wei Peng. After all, the goal of "changing China with Wei Peng" is not to stir up its mouth.

After a year of investigation, precipitation and discussion with professional research companies, in early 2009, Wei Peng targeted the young middle-aged people at the age of 30~45, and identified the brand new positioning of "business travel Cowboy". It opened the first place for the domestic business cowboy route. In order to take into account the needs of many occasions, the business, leisure, sports and fashion styles were integrated according to the proportion and characteristics of the Chinese people. The brand culture and connotation of "live wonderful and free from me" were fully advocated, and a "wardrobe revolution" triggered by cowboys in the "young middle aged" group was launched.

When the vast majority of enterprises are still looking for profits only, and the brand is only a slogan in TV advertisements, Cen Runhong led his team to creatively put forward the concept of "commercial Cowboy", which undoubtedly opened up a "blue sea" without controversy for the success of Chinese jeans industry.

Unlike the other brands' empty concepts, Heng Wei proposes that "business Cowboy" is looking for new profit points.

In fact, Cen Runhong has been focusing on design and research for many years, not only employing many excellent domestic fashion designers, but also ensuring that the style and quality of the products are always changing. At the same time, through the holding of the "cowboy design competition" in China, we constantly excavate, cultivate and foster new people in the industry to provide the best growth platform for the new and talented designers.

In 2003, Cen Runhong made the first report to the then Ministry of textile industry for the first time as a private enterprise. He established the Heng Wei Group as "China cowboy clothing research and development center base", and was strongly supported by the China clothing association, the China Fashion Designers Association and the relevant state departments.

For the purpose of building the base, Cen Runhong expressed the need to innovate the global resources integration capability.

He believes that the real internationalization capability depends on two aspects: one is the ability to recognize the brand internationally, the other is the integration ability of international resources.

In the present stage of development, the quality of products is the biggest problem. The obsession with production and self indulge in products will lose our market opportunities.

Cen Runhong said: "innovative products need rapid design capabilities.

In recent years, domestic designers and international markets have frequent exchanges, and there have been many talented young talents. But we must never blindly close doors, but to carry forward Chinese fashion and absorb international ideas. This is a perfect combination.

Cen Runhong, frankly speaking, said that in the clothing industry which is closely related to the international and fashion fields, China's clothing enterprises can only enhance their own brand's core competitiveness through independent innovation, brand innovation and mode innovation, so as to find a way out in the era of market integration.

Even if it is innovation in a very small field, it can only be achieved in a very small category that no one can replace.

Undoubtedly, Cen Runhong has done it.

He said: "20 years ago," Wei Peng "was done to survive and realize the value of life.

Today, to do well, "Wei Peng" is more for the strong sense of mission of China's garment industry.

In the recent press conference at Wei Peng, the legendary "undead bird" from Indian is seen as "phoenix". It is a phoenix that is only born in a bath. It is stubborn and resolute.

Perhaps, in Cen Runhong's subconscious mind, this hard work is his own nirvana.

Xu Qiyun: editor in charge