Clothing industry rushes out of a "dark horse" —— A record of Qiu Guanghe, chairman of Wenzhou Mason Enterprise Co., Ltd.

I think selling is selling word of mouth first, and then selling products. Therefore, brand-name products without brand-name services are incomplete. Only by providing sincere brand-name services to consumers from time to time can we win the permanent favor of consumers. ?

-Qiu Guanghe

"Dapeng winds up every day." In just a few years, more than 2,500 garment enterprises have emerged in Wenzhou, with an annual sales of 30 million sets and an output value of more than 20 billion yuan, accounting for about one tenth of the country. In this regard, People's Daily, CCTV, Zhejiang Daily and other news media said: "Wenzhou, full of courage and innovation, while interpreting the heyday of' China Shoes Capital', has issued a new business card-'Wear it in Wenzhou'." ?

On the road of "Dressing in Wenzhou" and building a famous clothing city in Wenzhou, there is a casual clothing enterprise, such as Dark Horse Yang Mao, which has left a magnificent and beautiful impression on people. This enterprise is Wenzhou Mason Enterprise Co., Ltd.?

From 1999 to 200 1, "Mason" brand clothing has won the first-class leisure clothing standard (the highest level in China) for three consecutive years; ?

199965438+On February 7th, at the most authoritative [BF]' 99 [BFQ] China Fashion Festival and the 3rd Fashion Design Expo, "Mason" won the honor of "China's most fashionable men's wear brand" and "China's excellent men's wear design award", and in recent years, "Mason" clothing was also awarded as "China". ?

In the first year of the new century, in the "First Online Exhibition and Selection of Famous Enterprises Favored by China Public" organized by 60 large websites including China Enterprise Management Network, Sina.com and Tianji.com, "Mason" and brands such as Youngor, Shanshan and Meierya were among the top 33.

At present, Mason has set up more than 380 chain stores all over the country, and "Mason" has entered the lives of more and more consumers.

Seeing this, readers may be anxious to ask: "Who is the helm of this famous enterprise?" ?

Let's walk into Mason and approach Qiu Guanghe, the helmsman of Mason. ?

An ambitious poor man?

Since ancient times, many people with lofty ideals, like celestial bodies, have been constantly running, striving for self-improvement and unremitting struggle. ?

No one in this world is willing to suffer hardship, just as no one likes taking medicine. However, only those who have suffered can truly understand the value of suffering and regard it as a fortune in life. ?

Like many Wenzhou executives, Qiu Guang was born in a poor peasant family. However, Qiu Guanghe's family is somewhat special. When he graduated from primary school, his father lost his ability to work due to illness, and the burden of the whole family fell on his mother and his sister who was four years older than him. There is a golden house hidden in the book. In the eyes of his family, he finally finished junior high school and high school as an supernumerary student in agricultural school and night school. When he graduated, he didn't even have a diploma. ?

Qiu Guanghe returned to the village. Facing the poor family, he looked at his father who had been ill in bed for a long time, his thin mother and his hard-working sister. Qiu Guanghe's eyes are moist. He knows the truth that "a man should strive for self-improvement", but staying in the village as a farmer can't change the dilemma at home, and it doesn't meet Qiu Guanghe's ambition. He doesn't have the capital to go to college. 18 years old, finally signed up to join the army and entered the "revolutionary melting pot". To tell the truth, at a young age, he not only hopes to realize his desire to defend his country in Nanjing military camp, but also hopes to find a new way of life and do something for his family through training in military camp. ?

As an engineer, Qiu Guanghe worked very hard in the army, shaping his iron will and cultivating his sense of being a soldier in team combat. In the army, he also gloriously joined the China * * * production party. ?

However, during his stay in the army, Qiu Guanghe was on pins and needles when he heard that his mother was ill and his younger brother was herding cattle for the production team because he had no money to continue studying. ?

Four years later, Qiu Guanghe returned to his hometown from the army and became a part-time cadre of the people's commune. He was responsible for propaganda, militia and youth league work, and was also appointed by the commune as the director and secretary of the Shedui enterprise. ?

But in that era of "cutting the tail of capitalism", the political atmosphere was very strong and the relationship between people was unprecedentedly tense. Qiu Guanghe, who is honest and kind, sometimes cannot avoid it. More importantly, Qiu Guanghe's salary is only 40 yuan, which can't change the family's predicament. ?

Unwilling to be poor and pursuing success were Qiu Guang's internal motivation at that time. It was at this time that Wenzhou's private economy began to rise and fall, and he could no longer hold back his passion for making a living in the business world. 1984 and two friends founded Ouhai Louqiao Industry and Trade Company. Although good business depends on "talents", the decision-making opinions are sometimes complementary. Qiu Guang and his partners think that the enterprise will go into a dead end if this continues. ?

"Wet shoes on the road take off early",1In July, 988, several friends began to separate, and Qiu Guanghe founded Ouhai Household Appliances Company. ?

A persevering person who never gives up?

With his excellent marketing ability and the business philosophy of "being a good person first, then doing business well", Qiu Guanghe has opened five retail outlets in Wenzhou city and 80 sales outlets in related major towns in Wenzhou, and his business is very prosperous. Qiu Guanghe's long-term tight face showed a sweet smile at this time. Later, sales increased steadily. By 1993, the annual sales had reached 1 more than 100 million yuan, which made the state-owned hardware, electrics and chemicals appliance feel "jealous". ?

The market is ever changing. By the time of 1994, the competition in Wenzhou's home appliance sales market had reached a "white-hot" level, and various businesses tried their best. The profit of a washing machine is only about 15 yuan, and the profit of a refrigerator and color TV is only 50 yuan. This Qiu Guanghe is not afraid. With his strength, reputation and "ability to adapt to change", although the profit has gone down, the business is still very prosperous. ?

However, an unprecedented disaster gave Qiu Guanghe a heavy blow. 1August 2, 9941day, the once-in-a-century typhoon 17, like an angry and roaring monster, attacked Wenzhou and rushed to Qiu Guanghe's retail department and warehouse with tens of millions of stocks! ? Facing the salesroom and warehouse full of deep-water mud, Qiu Guanghe's heart is tightening in waves. This is a great blow to him. ?

Qiu Guanghe began to organize personnel to clean up. After cleaning up, the typhoon caused him more than 6,543,800 yuan. Then, he disposed of the inventory and lost more than 6,543,800 yuan. After the treatment, Qiu Guanghe came to Zhengzhou, Henan Province. He wants to set foot in real estate with his accumulated capital and experience for many years. After investigation and consultation, Qiu Guanghe was disorderly. Later, a real estate company was established, and Qiu Guanghe provoked the role of general manager and vice chairman. However, Qiu Guanghe's investment failed because the partners concealed some facts that outsiders did not know. In two years, he not only lost time and expenses, but also lost millions of yuan! ?

When the real estate company is powerless, Qiu Guanghe does some rescue and remedy work within his power on the one hand, and pays attention to the clothing market on the other. Seeing the booming clothing sales in the Central Plains, he came up with the idea of devoting himself to clothing production. The experience of failure made Qiu Guanghe wiser, calmer and more cautious. After several months of in-depth market research and consumer interviews, especially when a foreign businessman charged 6.5438+0.2 million yuan for a regional agent of a certain brand of clothing for two years, Qiu Guanghe was greatly shocked. He believes that clothing must create famous brands, and creating brands means creating China people's own brands. As long as the brand is created, business will flourish. ?

At the beginning of 1996, Qiu Guanghe studied, analyzed and captured the fashion trend of clothing on the basis of mastering a large number of first-hand materials in the clothing market, concentrated funds, and accurately positioned his upcoming clothing category in casual wear with the careful consideration of a strategist. He believes that foreign casual wear has become a popular fashion, which is a signal. With the deepening of reform and opening-up, and the improvement of people's quality of life and aesthetic concept in China, this fashion is bound to come. After some deliberation and consulting experts, Qiu Guanghe started to establish Mason Enterprise Co., Ltd.?

There is a saying: everything is difficult at the beginning. As a founder, everything can not be separated from him: purchasing equipment, introducing talents, formulating rules and regulations and so on. He is as busy as a bee. In particular, there were no design talents at first, and most of the styles were obtained through Hong Kong and Guangzhou, and then transformed. Can this be popularized and meet the aesthetic requirements of consumers? How should the regional differences between the north and the south be reflected in the clothing style? Qiu Guanghe thought a lot. He is a decision maker, a designer and a worker. He is too busy day and night to breathe. ?

At this point, his bitter experience, military career and years of fighting the market have given him great support. Thinking of fighting in the wild for months in a row in the army, thinking of sitting in the train station for dozens of hours in the process of starting a business, traveling by car for four days and three nights, and running for a long time, my feet are swollen and my shoes can't be taken off, Qiu Guanghe thought, what are the difficulties and busyness now? ?

1March 997 12 is an unforgettable day in Qiu Guanghe's life, and it is also a day that "Sama" people will never forget. After everyone's efforts, the first batch of "Mason" brand casual clothes officially arrived in Wenzhou from Guangzhou production base. These products include coats, T-shirts, sweaters, jeans, underwear, socks, belts, purses, shirts and other seven series of 500 specifications and varieties, with an investment of more than 20 million yuan. Qiu Guanghe has long forgotten his fatigue, and together with the employees of Mason, he sent the first batch of casual clothes to chain outlets such as Wenzhou, Nanjing, Changsha and Xuzhou at the fastest speed. ?

Later, a group of outstanding talents introduced by Qiu Guanghe Company accurately grasped the market trend and rationally positioned the consumption level. The "Mason" clothing featuring freshness, fashion, elegance and nature quickly stood out in the clothing market where many experts gathered and quickly occupied the commanding heights of the market.

Perseverance, never giving in to failure, made Qiu Guanghe succeed. ?

A person who is ahead of the times and has a sense of urgency?

Facing the new trend of global economic integration, market internationalization, transnational enterprises and price disputes being gradually replaced by quality brand disputes, Qiu Guanghe began to "plan and design" his own enterprises at the early stage of his business. How can we survive in the domestic market and expand rapidly in a shorter time? Qiu Guanghe began to ponder. ?

He believes that although "Mason" had completed the initial capital accumulation at that time, compared with a series of basic elements such as equipment, venues and funds he needed to run a large enterprise, his original accumulation was far from enough. If we do it step by step and follow the traditional production and operation methods, it is not in line with Qiu Guanghe's idea of starting a business, because the speed of expansion will be very slow, and many development opportunities will be missed in the smoke-filled market, or even "the whole army will be wiped out." ?

By learning the advanced production methods and marketing methods of outstanding enterprises at home and abroad, combined with the development of Wenzhou clothing industry, Qiu Guanghe, like a decisive commander, pointed the direction of rapid expansion of enterprises to virtual management and began to skillfully use brand culture to promote marketing networking. This is actually an operation mode of strategic alliance, that is, the two sides of the alliance use tangible and intangible resources to optimize the combination through contractual relationship, form a unique advantage, and achieve the goal of quickly occupying the market and enjoying the benefits. ?

Under the framework of virtual management thought, Qiu Guanghe started real action. He personally went to Guangdong to study and look for alliance enterprises. Set up a "Mason" enterprise branch in Zhongshan City, Guangdong Province, and cooperate with a group of well-equipped enterprises to carry out entrusted processing and licensed production, so as to realize unified brand standards, unified brand identification, unified quality standards, unified inspection prices, unified after-sales service and unified advertising. The company sends personnel to be responsible for staff training and quality inspection and supervision, ensuring product quality and firmly holding brand ownership in the hands of the headquarters. This optimized combination avoids repeated construction, saves investment, and rapidly expands the production scale of the enterprise, so that "Mason" has reached the annual output of 3 million pieces (sets) of casual clothes. ?

Qiu Guanghe absorbed the franchise chain operation mode that appeared in the western virtualization wave while realizing the expansion of production scale. In the absence of direct investment from enterprises, he aimed at the franchise stores with the brand as the banner, developed rapidly by copying, and realized the low-risk and low-cost expansion of the marketing network. At the same time, franchisees can share the advantages of Mason's brand, service and information while basically maintaining independent operation, and reduce their own business risks. ?

With the rapid popularization of virtual marketing, Qiu Guanghe saw the hope of enterprise development. However, with a sense of urgency, he saw the advantages and disadvantages more clearly. He knows the benefits of "what is false is true". He believes that the establishment of the franchise system should be guaranteed by a good brand, and in the process of creating a brand, it is not "air-to-air" or "tinkering around the edges", but a lot of money should be invested. Therefore, "Samma" has adopted a "four-wheel drive" approach, namely: enhancing brand image, strengthening virtual mode, upgrading research and development, and improving marketing system. Ensuring this "four-wheel drive" is to improve virtual operation and ensure the rapid, healthy and orderly development of enterprises. ?

Based on this consideration, "Mason" constantly innovates and determines the innovation of business ideas and concepts centered on "three benefits" (that is, the promotion of market share, corporate image and the interests of franchisees). At the same time, it also implements the innovation of management technology and marketing service, and introduces MIS (Management Information System), ERP (Enterprise Resource Planning System) and CRM (Customer Relationship Management System). In addition, Mason has also established a POS system management platform to form an information processing center and a logistics distribution center at the headquarters, so that franchisees can receive instructions and information such as goods distribution, promotion plans and market analysis from the headquarters in time, thus achieving the purpose of standardizing marketing management and improving the quality of stores. While constantly implementing marketing innovation and paying close attention to brand building, Qiu Guanghe also loudly proposed brand-name services. In his words, selling is first selling word of mouth, and then selling products. A brand-name product without brand-name service is incomplete. Only by providing sincere brand-name services to consumers from time to time can we win the permanent favor of consumers. Qiu Guanghe said: "Mason's brand-name services are divided into tangible services and intangible services. Tangible service refers to our hardware, that is, the shopping environment and service facilities of the store; The intangible service is' software', which refers to the company's service rules, service attitude and service art. Although the service is a trivial matter, it is a big topic. Any nuance contains a big article to establish the image of Mason. " In Mason's interview, the reporter saw a warning sign, one of which is related to brand-name services:

Smile, speak sweetly and speak softly.

A little temper, a little discretion, a little brains.

Do things faster, more efficiently and for fewer reasons?

Advocating brand-name services has injected vitality into Mason, making the sales of the company's headquarters and major regions rise steadily. Relevant departments of Hunan, Jiangsu and other provinces and cities also rated Mason as "Top Ten Best-selling Brands". By the end of 2000, Mason's franchisees had increased to 320, and the total annual sales of the system reached 654.38+73 billion yuan. ?

An honest and caring person?

As early as more than 2,000 years ago, Confucius in China said, "If you don't believe, you will stand." Honesty and trustworthiness are the traditional virtues of the Chinese nation. However, in the market economy society, there has been a serious "credit crisis", and the business community is cheating and cheating, and patterns emerge one after another. In this regard, Qiu Guanghe is deeply saddened. He said: "People who don't pay attention to honesty are actually shooting themselves, but paying attention to honesty will not only bring good reputation to people and enterprises, but also' intangible' become' tangible' and bring new business and rolling financial resources." ?

As early as when Qiu Guanghe was doing home appliance business, a teacher from Yongjia Qiaotou came to buy a color TV. She chose Huangshan color TV and began to bargain. Qiu Guanghe said that when the profit of a color TV set was less than 50 yuan, the teacher accepted it, but she added by the way, "We are both teachers, and the economy is relatively difficult. It is better to lower the price." Qiu Guanghe saw that she was very practical and decided to sell it to her at the cost price on the spot, and was responsible for transportation, which deeply touched the teacher. But soon the teacher said that the color TV could not see the image. When Qiu Guanghe learned about it, he sent someone to repair the picture tube and found that the picture tube had burned out. To this end, Qiu Guanghe wrote a report to the factory, asking the factory to be responsible for solving it. After the factory came, Qiu Guanghe accompanied him to Yongjia Qiaotou teacher's house. As a result, the factory found out that it was caused by improper use and refused to pay compensation. Qiu Guanghe cooperated with the factory to make sure that the kinescope was provided by the factory at the cost price of 560 yuan, and Qiu Guanghe's people in the company were responsible for free maintenance. However, due to family constraints, teachers can't afford to pay the 560 yuan money. He felt that as a teacher's consumer and a hard worker, he should realize his desire to watch TV, so he gave 560 yuan money. ?

In the past, Qiu Guanghe never took it to heart again, but unexpectedly, after sending a thank-you letter to the Municipal Consumer Council to praise Qiu Guanghe, the teacher and his wife made a special trip to Qiu Guanghe's home appliance store and brought him local products. Then, Qiu Guanghe was surprised to find that the color TV sets in Qiaotou salesroom were particularly popular, and hundreds of them were sold in a short time! It is understood that this teacher and his wife used to be "voluntary propagandists" who expressed Qiu Guanghe's gratitude and made contributions to the sales of color TVs! ?

As early as 1992, Qiu Guanghe borrowed180,000 yuan from Wenzhou Agricultural Bank with "personal credit" as the guarantee, which is a much-told story in Wenzhou's financial history. ?

1997 In the summer, Mason headquarters designed a new type of popular pants, with a quantitative production of 50,000 pairs. After the products were shipped from Guangdong to Wenzhou headquarters, they were quickly distributed to franchisees. But I didn't expect that just after selling a few pairs of pants, I found that the fabric shrank. Many franchisees said to Qiu Guanghe, "Qiu Dong, these pants are new in style, good in color and moderate in price. They seem to sell well. Even if they shrink slightly, it is estimated that there will not be too many customers complaining. " ?

Qiu Guanghe didn't answer. He grabbed the shrunk pants and said seriously, "Ladies and gentlemen, if you are customers and come here with good wishes to buy Sama's clothes, what kind of mood will you feel if you encounter this situation?" Quality is our lifeblood, and we can't damage the image of the' Samma' brand in the eyes of consumers for a little immediate benefit! " Then, Qiu Guanghe decisively decided that all these casual pants were returned to the manufacturer as unqualified products. This retreat cost Mason a huge profit of 300,000 yuan. Later, Qiu Guanghe took this incident as a typical example, strengthened product quality work, invested a lot of money to buy advanced testing equipment, and strengthened quality monitoring. 1998, and opened the only consumer complaint hotline in Wenzhou at that time. ?

Qiu Guanghe attaches great importance to humanized management and insists on people-oriented. He put forward the slogan of keeping people in business, keeping people in system, keeping people in treatment and keeping people in feelings, and put it into practice in the production management of enterprises and the daily life of employees, and interpreted a touching story. ?

1in the summer of 999, a fire destroyed all the houses of Chen Jinxiang, the receiver of the company. Just when Jinxiang was sad, Qiu Guanghe mobilized the company's cadres and employees to take the lead in donating money and solved the difficulties of Jinxiang's family. ?

In February, 20001year, a female employee in Shaoxing, Zhejiang suffered from liver disease. Qiu Guanghe immediately sent someone to arrange for her to be hospitalized and take good care of her. But the female employee is under great mental pressure, and she is worried that the company will fire her. What she didn't expect was that Qiu Guanghe and other company leaders also made a special trip to the hospital to express their condolences and ask about the situation, hoping that she would recover soon and return to work. The employees were moved to tears for a moment when they saw the boss's attention and sincerity. ?

From 65438 to 0999, Qiu Guanghe went to Anzhao with the leaders of Wenzhou Municipal Government to attract talents. Through understanding, Qiu Guanghe selected a group of high flyers. However, some ambitious people and their parents are worried about working in private enterprises. So, Qiu Guanghe invited these high flyers and their parents to the company and had a heart-to-heart talk and exchange with them. Soon, Ling Ying and a group of ambitious people attracted by Sama received an invitation from Qiu Guanghe before graduation, inviting them to attend a clothing fair in Beijing. ?

Faced with this love and trust, these high flying men were deeply moved. After graduation, they became a member of Mason. In the company, Qiu Guanghe is like parents, brothers and friends. He communicates with them regularly and takes good care of their food, clothing, housing and transportation. Every holiday, the company will also send condolences to employees' homes; Every employee's birthday, the company always gives people cakes and flowers, and does not hesitate to invest heavily in all-round training for employees, so that everyone can feel the warmth of the "big family" and constantly improve their own quality. In this regard, Liu Xiaoping, who was once rated as an outstanding female worker in Wenzhou, proudly said, "Nowadays, enterprises, especially the clothing industry, have fierce competition for talents and many job-hopping. But I dare say that no enterprise is as stable as our team in Mason. Others lured me to jump ship with high salary. I told them clearly that I gave myself to Sama! " ?

Mason's development is successful, setting an example for Wenzhou private enterprises. Thinking about the source of wealth, Mason has not forgotten his social responsibility. He has donated more than 2.5 million yuan to various social welfare undertakings. For many years, Mason has been subsidizing 10 out-of-school children in Taishun County, an old revolutionary base area, so that they can grow up healthily. During 1998, floods occurred all over the country, and Mason donated money and materials to the hardest hit areas for three times, totaling 500,000 yuan. When Mason received the letter "Love the earth, Mother's puddle" jointly issued by the All-China Women's Federation, Beijing Municipal Government and CCTV, which was forwarded by China Enterprise Association and China Entrepreneur Association, the company's system-wide donation activity of "Love the West and Support the Construction of Water Storage Project in Western Water-deficient Mountainous Areas" received a positive response from all employees. When Samma learned that the unfortunate bisexual A Ping in Wenzhou Children's Welfare Institute had qualitative surgery and was short of money, he decided to fully support A Ping for qualitative surgery and let her return to normal life ...?

Entrepreneurship is endless. Today, Qiu Guanghe is leading his "Mason Team" to forge ahead courageously and achieve the "Tenth Five-Year Plan" goal of Mason's 500 outlets and 654.38+0.2 billion sales. Let's wish Sama: tomorrow will be better!

Source: People's Daily, 2002, 1 1.05.