Tang Shi Clothing: Using Dialectics to Create a Myth of Ningbo Garment Industry

Tang Shi clothing store has already achieved thousands of chain stores in China, with a single brand annual retail sales of more than 16 million pieces. It has become the largest number of garment enterprises in Ningbo, and is also one of the largest casual apparel companies in China. It has been selling for five consecutive years. 100% speed increase.

According to the “People’s Daily” fourth edition of headline news, among the top 100 garment companies in the country, Ningbo has 11 seats, and the number ranks first in the country. Moreover, among the top 10, Ningbo has three.

Even in this strong handful of Ningbo, Tang Lion’s costumes have suddenly emerged between the cracks: Starting from 800,000 yuan, it has become a clothing brand “big wrist” for 10 years, with a single brand sold for 1 billion yuan during the year and a profitability of over 80 million yuan. And for five consecutive years at a rate of 100%, single-brand retail sales of 16 million, creating a record high in Ningbo garment industry.

How did this story happen? Bo Ju Group Chairman Ju Juchuan said that the success of Tang Lion's brand management is because Bo Yang successfully performed a dialectical law of “retreat” and “advancement”.

"Retreat" to "leisure", "into" hit "mind card"

Ju Juchuan said that Ningbo’s garment industry is strong and strong in two aspects. One is profound cultural accumulation. Tailoring has long been famous in the world, and the generation has been flourishing. The second is that Ningbo garment industry has occupied an important position in the Chinese garment industry, especially Suits and shirts of the two types of clothing to the domestic counterparts admiration. The clothing industry in Ningbo is relatively weak, and Ju Juchuan said "weak in casual wear." It is precisely based on such precise judgment that Bo Yang decided to let the Tang Lion brand out of the narrow space of the development of the two traditional clothes of suits and shirts, and open up new frontiers for the further development of Ningbo garment industry.

There must be a return, where does the Tang Lion brand go? This is one of the things that most tortured the head of Tang Lion.

“Correctly positioning is a strategic issue that concerns the survival and development of enterprises, and it must be unwavering, and it must withstand all kinds of temptations. This is a painful process of understanding for a company's managers and brand builders,” said Wu Huijun. .

After a difficult comparison and election, "Tang Lion" made an attack on "the people's card" and strived to be the own name brand of the Chinese garment industry. Tang Lion has always insisted on being the “Coca-Cola” in the Chinese fashion industry. The popular brand “Coca-Cola” can meet the needs of all people, not because it is low in price, it gives people a feeling of parity. On the contrary, because it represents American culture, it incorporates the spirit of the United States and becomes a brand that is also enjoyed by the rich and the poor. Tang Lion is also trying to make the most popular simple, stylish brand.

Looking back on 10 years, Wu Huijun is often very pleased to say that the greatest success of Tang Lion is to find the right market position and to build a popular market brand. "The more economic development, the more popular the brand." This is Wu Huijun's deep understanding.

For 10 years, "Tang Lion" has been attacking the most popular simple and fashionable brands.

Hard work pays off. In the business districts of major cities such as Ningbo, Hangzhou, Suzhou and Nanjing, “Tang Lion” has opened more than ten stores (fields) in each city, and the business is very good. The annual sales revenue of these cities is above 50 million yuan, and some of them have broken 100 million. “According to this calculation, in the next five years, “Tang Shi” will become an international brand with an annual sales of more than 100 million pieces, which is not an overly high goal,” said an industry veteran.

Now, “Tang Shi” spends 5% of its sales revenue each year on R&D, amounting to as much as 560 million yuan. It is said that there will be more in the future. They hope to use this huge investment to ensure that "Tang Lion" will better guide fashion and make Tang Lion's products more cost-effective.

"retreat" from the traditional model, "into" hit the virtual business

The new business model is another reason for the success of Tang Shi.

The innovation brought by “Tang Shi” to Ningbo garment industry is revolutionary: the virtualized operation it has completely freed itself from the old ways of high investment, high risk, and low efficiency of traditional garment enterprises; its full franchise form maximizes Play the role of social management, but also allow franchisees to obtain the best benefits ...

The garment industry is a high-input, high-risk industry. A garment company that sells one billion to two billion yuan often needs a fixed-asset investment of over one billion yuan and tens of thousands of employees, which often causes some clothing companies to bear their clothes. Huge burden. "Tang Lion" after careful consideration of this traditional clothing business model, voluntarily gave up production investment, focused on design and sales, made a fuss, put production into social bidding, and today's "Tang Lion", Annual sales of 1 billion yuan, but no more than 200 employees.

At the same time, after establishing the advantages of clothing production resources, “Tang Lion” utilized the advantage of local professional clothing in sales, fully implemented the franchise system, and used social forces to expand market coverage as soon as possible. The company implemented unified resources, unified prices, and unified Image, other owners operate independently. Due to the huge market potential of Tang Shi clothing, Tang Lion has established more than 1,000 stores (points) in major cities in China.

After integrating its resource advantages, “Tang Lion” vigorously strengthened its work in the design department and sales service department, introduced various kinds of high-precision professionals, implemented strict standardized management of order processing and franchisees, and learned to master international brands such as Nike, Adidas and other brands. Advanced marketing concept.

Ju Juchuan once "retreats" and "retreats", and young people "enter" and then "enter."

"Tang Shi" has a young team. More than 90% of the people are about 25 years old and they are mainly graduates from colleges and technical secondary schools.

In deciphering the cause of the successful rise of the “Tang Lion”, Miao Juchuan was particularly proud of the fact that young people are constantly growing and they are constantly “retiring” backstage.

In the 10 years of Tang Shi, Bo Yang only appeared as an investor. The establishment, development and rise of Tang Lion are all run by Wu Huijun as the center's entrepreneurial team, giving full play to the huge potential of young professionals. . Today, “Tang Lion” is like Bo Yang’s investment in “Tang Shi”, and it has begun investing in new brands, such as ITISF4 (Ives), Demana, and other related interests. It continues to build a good entrepreneurial stage for young people and give full play to them. Young professionals have great imagination and creative ability. Some people commented on this, now Bo Yang Fashion Group is active in the current apparel industry, which has the largest, most energetic and youngest professional brand entrepreneurs.

Yu Juchuan said that in the development and expansion of the enterprise, he has demonstrated the role of a deserter. In recent years, he has retired from the positions of chairman and general manager of the clothing company, allowing young people who are more suitable than him. Ju Juchuan, while forcing himself to be a "runaway soldier", also actively encourages his family members who have taken over several years to abdicate from their posts in due course so that they will be able to be more creative and breakthrough.

"You can't play or sing a bad show. You should let the others perform as soon as possible. Be a 'director,' or a 'producer' or simply become an audience." Kou Juchuan humorously put this The initiative to make concessions compared to letting go. “Sometimes thinking of the truth is very simple. If an apparel brand targeting young people aged 18 or older should be allowed to head my 40-year-old 'old man', it would be unthinkable. That is, people in their thirties are not Appropriate, 20-year-old talent is more suitable."

Yu Juchuan also said that with the development and expansion of enterprises, the strategy for the creation of corporate creators is not only to make the stage, to create a good entrepreneurial atmosphere for young people, but more importantly to change the previously extensive corporate management methods and establish a The entire system manages people and business practices.

The rise of “Tang Lion” has “incubated” a clothing brand army and injected fresh blood into Ningbo clothing and even the Chinese clothing industry.