Zhou Haijiang's Brand Culture

Zhou Haijiang, 46 years old, is spinning in China. clothing The industry is second of the red bean group's "handsome young man". He still has the elegant taste of Su Shang, and he is sincere and friendly to others.

In 1988, Zhou Haijiang, who had already served as a university teacher, resigned and returned to the knitting and garment factory of Taihu town under the town of Wuxi county. He started from ordinary work for 17 years, and his father was the director of the enterprise.

When asked whether it was considered "rich two generation", Zhou Haijiang said that he was definitely not a wealthy two generation. At that time, the choice was guessed whether he had made a mistake in the city. As the first college student introduced by his father, Zhou Haijiang, who was put into the workshop, was a good man. "I join the class to pay for the cake for myself. When I left the workshop, some old workers did not want me to leave."

Zhou Haijiang, who took over as president, devoted himself to the development of the modern enterprise system of red bean. The chief, manager, director and general manager of the red bean were all competing for posts. He was very proud of his own party building system. "Let the enterprise construction be consistent with national interests, social interests and national interests. This is the new mode of red bean exploration, called the modern enterprise system with Chinese characteristics." Zhou Haijiang said.

In addition to these theories, the growth of red beans nearly 4 times more can explain the strength of the "young commander".

The first thing Zhou Haijiang did was through global bidding. Red bean The logo is renamed HODO to make it more international. In addition, the red bean underwear seen in the wholesale market is going to be a history. Red beans will open 7000 stores in the next 5 years, and completely withdraw from the wholesale market and enter the stores and shopping malls in an all-round way.

Zhou Haijiang emphasized that red beans are not "Dad wear". In order to inject more fashion elements into red beans, Zhou Haijiang invited Korean designers as design director, Kitayama Yoshiko of Japan as a commodity planner, and created a brand like the "Yi Di Fei" according to the young people's liking. In the era of rapid development of the electricity supplier, red beans also started the strategy of linking online and offline, even though it was only the beginning, and saw his leader's efforts to keep up with the trend.

This can not change the overall situation of China's textile and garment industry. The full entry of foreign brands has made the famous brands of China hit by a big margin. Even though they still have a certain market influence, they still can not occupy an advantageous position in terms of price. There is still a 10 fold difference between Chinese made and foreign brands. Zhou Haijiang believes that introducing cultural concepts is an inevitable means of increasing value.

The concept of culture is no stranger to red beans. Perhaps we can also recall this very popular advertising poem: "red beans are born in the south, and there are several branches in spring." I hope you will gather more.