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Fashion Fast Broadcast: Your Entrepreneurial Dream Is The Future Of Boyang Group

2024/6/21 13:56:00 45

　　 This is Ningbo. A place with a hard core of cultural and economic development.

　　 Benefiting from the solid industrial foundation, export-oriented economic advantages, unique port conditions and profound supply chain deposits in this hot land, Ningbo has attracted numerous technical forces and industrial elites, thus spawning a number of excellent large-scale garment enterprises. Ningbo Boyang Clothing Group, a subsidiary of Ningbo Boyang Holding Group, is one of the best.

　　 Today, Boyang Garment Group has developed into a comprehensive fashion industry giant with many brands and multiple industries. Its brands, such as Tangshi, Demana, Fruit Shell, Boyang Professional Wear, cover four sub markets, namely casual wear, women's wear, home wear, and professional wear, and form a unique brand matrix, It enjoys a wide popularity and reputation in the market. Boyang Garment Group has also won many honors such as "China's 500 Most Valuable Brands", "China's Top 500 Private Enterprises", "China's Most Socially Responsible Enterprise" and "Zhejiang Province's Top 100 Manufacturing Enterprises".

　　 Bo Yang's Past

　　 Looking back, in 1958, Yongfeng Fabric Factory, the predecessor of Boyang Holding Group, was founded; In 1982, Rong Juchuan was assigned to work in the factory after graduating from University; In 1986, the factory was on the verge of bankruptcy. Rong Juchuan, 24, was appointed as the new factory director and started his first business.

Rong Juchuan

　　 When talking about how the cloth factory came back from the dead at that time, Rong Juchuan, the current chairman of Ningbo Boyang Holding Group, said frankly that his trip to Europe after taking over as the factory director changed his perception of the enterprise and the future destiny of Yongfeng cloth factory. He was deeply affected by the vigorous trend of European brands and realized the great potential of China's brand development in the future.

　　 In 1992, he prospectively registered the names of Boyang, Tangshi and other enterprises, reflecting his grand vision of enterprise brand development. "Boyang was originally a 'fight for foreign'." Rong Juchuan explained with a smile that the two characters implied the spirit of struggle and the ambition to catch up with European and American enterprises; The English registered name is "Beyond". Ultimately, it is determined to be "Boyang", which reflects the broad mind of the enterprise. This change is really to the point, suggesting the way of future Boyang platform based group operation.

Wu Huijun

　　 In 1994, Rong Juchuan, 32 years old, and Wu Huijun, 23 years old (currently the chairman of Ningbo Boyang Clothing Group) jointly embarked on the road of creating a brand of Boyang Home Textile and Boyang Clothing. Since then, Wu Huijun, as the leader of Boyang Clothing Group, has promoted the rapid development of Boyang Clothing with his keen insight and decisive decision-making power.

　　 In 1995, Boyang Garment Group established the "Tangshi" leisure clothing brand. With the continuous expansion of the domestic clothing market and the increasing diversification of consumer demand at that time, Tangshi brand quickly stood out in the market and became a popular fashion brand among young consumers with its unique design style and high-quality fabric selection.

　　 Build a platform group

　　 However, the development of Boyang Clothing Group is not always smooth. Around 2000, Boyang Clothing Group encountered a bottleneck in introducing design and marketing talents. In the face of this challenge, Rong Juchuan and Wu Huijun worked together to make important changes, which promoted the platform transformation of Boyang Group from single brand operation to multi brand operation. This change has also created a lot of development opportunities for talents, not only breaking through the bottleneck of the Group's development at one stroke, but also laying a platform based development framework for Boyang Group in the future.

　　 In Zhejiang, the Boyang brand is widely known. As the "leader" of the group, Rong Juchuan maintains a low-key and pragmatic style. "The business philosophy I always adhere to is to 'magnify each other'. I am convinced that both employees and the means of production have greater ability and value." Rong Juchuan said, "Many people are eager to 'squeeze' to maximize benefits once they have mastered resources, but I prefer the 'oil injection' mode of operation. For example, I have constantly promoted the division and fission of the organizational structure of Boyang Group, forming numerous independent units, giving employees in each unit more space and opportunities to expand their careers, so that every Boyang person can transform a job into a career. When the employee develops to a certain stage, he will continue to split out more high-quality job opportunities for more people to participate. In this process, I always play the role of a behind the scenes pusher, committed to pushing others to a broader stage. "

Tangshi brand

　　 Today, Boyang adheres to the corporate development culture with the general manager as the core. "We believe that the future development of Boyang will depend on our deep understanding and effective implementation of this system. We will be committed to training the management to be leaders with entrepreneurial spirit, and when their own business grows, we will promote others to work together to create greater value." In Rong Juchuan's view, the difficulties faced by enterprises often stem from the rigidity of entrepreneurs' way of thinking and the drawbacks of the system. "I know that in order to achieve the rapid development of the enterprise, I must learn to control myself and reduce command and intervention."

　　 Under this group structure, Wu Huijun was able to exert his strength and take full charge of the operation of Boyang Clothing Group. "Boyang Holding Group is a relatively open and diversified eco cultural enterprise, and the clothing group has also inherited this corporate culture," said Wu Huijun. Under the influence of this culture, Boyang Garment Group constantly pursues innovation and development, embraces changes with an open mind, and seeks to respond to market challenges with diversified strategies.

　　 Brand fission of Boyang Clothing

Demana brand

　　 In the 21st century, Boyang Garment Group began to implement the brand "fission" strategy and explore a new model of multi brand management. In 2004, Boyang Garments established the Demana women's wear brand, further consolidating its position in the women's wear market; In 2014, Boyang Garments launched the shell brand to enter the home clothes market; Since then, it has also expanded the field of Boyang professional wear, forming an industrial pattern in which leisure wear, women's wear, home wear and professional wear go hand in hand. Since then, Boyang Garment Group has continued to introduce new clothing brands and product lines.

Fruit shell brand

Boyang professional clothes

　　 Wu Huijun said that based on this, the Group has created a unique entrepreneurial system. For example, if designers and entrepreneurial teams have new ideas and ideas, they just need to submit them to the management, and after passing, they can get venture capital support, thus stimulating more entrepreneurial and innovative vitality within the enterprise. The company will bear the corresponding costs in its early loss stage, and the profits will be shared with each team member later.

　　 Throughout Boyang Garment Group, the outstanding performance of the enterprise in top-level design and distribution mechanism is the fundamental reason for its continuous growth.

　　 Of course, this unitary and diversified cultivation mechanism, like seedling cultivation, has both success and failure. "We have many brands, and we have paid a lot of tuition in the years of development. But it is these precious experiences that make us deeply realize that the vitality of brands comes from their original genes and core values." Wu Huijun said, "This urges us to work harder to stimulate the enthusiasm and persistence of the founding team. We should not only regard the brand as a business, but also as a career. This is the inexhaustible power for the long-term development of the brand."

　　 With the in-depth implementation of the unitary development strategy, Boyang Garment Group has undergone significant changes in production control, brand building, company management and market development. "In terms of production management, we pay more attention to the refined management and quality control of diversified product lines; in terms of brand building, we focus on the differentiated development strategy of brands, and launch distinctive brands and product lines for different markets and consumer groups; in terms of company management, we focus on resource integration and coordinated development to achieve resource sharing and complementary advantages; In terms of market development, we focus on the development and management of diversified channels, including online e-commerce platforms and offline physical stores, to reach consumers in an all-round way. " Wu Huijun said so.

　　 Play well in the battle of e-commerce

　　 At the same time, with the vigorous development of e-commerce, Boyang Garment Group resolutely seized the opportunity in 2009, began to vigorously promote the development of e-commerce business, and incorporated it into the long-term development strategy of the Group.

　　 "In addition to the diversified development strategy, another major measure that has far-reaching impact on the Group is the vigorous development of e-commerce after 2009. Many of the emerging brands we cultivate in the later stage have achieved efficient and rapid market expansion by virtue of e-commerce channels. Brands such as Shell are successful teams established by relying on e-commerce models. In addition, we also split and reorganized the original brand online and offline to form two independent operating companies. Today, the proportion of e-commerce sales has reached 50% of the total sales of Boyang Clothing Group. The multi brand strategy and e-commerce development together constitute the two core pillars of the group's development. " Wu Huijun said.

　　 Through the establishment of close cooperation with major e-commerce platforms, Boyang Garment Group's products can reach a wider range of consumer groups, and brand awareness and market share can be significantly improved. In the process of seizing these critical opportunities, the Group has demonstrated keen market insight and forward-looking strategic vision.

　　 In the process of constantly trying and exploring new e-commerce operation modes, Boyang Garment Group also deeply integrates advanced technologies such as big data into product development, making the Group gradually become one of the most influential e-commerce retailers in China's clothing industry.

　　 people oriented

Tangshi brand

　　 Another deep feeling of the reporter in the interview is that, after 30 years of ups and downs, Boyang Clothing Group has developed steadily and rapidly, benefiting from the people-oriented corporate culture of the Group. Both Rong Juchuan and Wu Huijun are frank and sincere in their talks.

　　 When asked what concerns he has about the enterprise, Wu Huijun said frankly that preventing the aging of the brand, management culture and internal team is a subject for Boyang Garment Group. Then, Wu Huijun also said: "In order to break through these bottlenecks, we need to carry out a second entrepreneurship, constantly innovate and iterate, inject new vitality, to meet the changing market demand. And how to activate innovation awareness and keep the brand young? The answer is to maximize the subjective initiative of people."

　　 "For example, during the epidemic, our sales suffered a great impact. But we actively responded by splitting customers through the private domain platform to fully mobilize the enthusiasm of every employee and let them take the initiative to serve customers. Take Tangshi as an example, we have 3000 stores, and each store has an average of 5 employees. In the past, the shop assistants waited in the shop for customers to come, but now they are all online services to promote our clothing and products. The initiative of employees combined with the full coverage of online and offline has enabled us to achieve explosive growth. " Wu Huijun said so.

　　 If you use good people, you should also raise good people. In terms of talent cultivation, Boyang Garment Group will also devote a lot of manpower and material resources to maintain close cooperation with universities every year to select and cultivate excellent talents and inject new vitality into the sustainable development of the enterprise. As the designated social practice base of Beijing Institute of Fashion Technology, Boyang Garment Group will accept outstanding fresh graduates of the college every summer vacation and provide them with a two month all-round talent training plan. In addition, the Group also signed a contract with Zhejiang Textile Institute to jointly build Boyang Industrial College, which is not only conducive to achieving mutual benefit and win-win results among enterprises, universities and students, but also can effectively promote the construction of a healthy talent ecology and become a strong driving force for the steady development of the industry.

　　 "At present, we have 8000 employees. Our goal is to turn these 8000 jobs into 8000 good jobs, and then turn these 8000 good jobs into 8000 undertakings, and finally turn these 8000 undertakings into 8000 big undertakings. Only in this way can our enterprise and our industry continue to develop." Rong Juchuan's words told the bright future of the whole group.

　　 Use innovation to ignite the fire of fashion, and use focus to draw a beautiful blueprint! We believe that in the future, Boyang Garment Group will continue to adhere to the corporate mission of "building an expert in fashion professional image", adhere to the principle of "building a brand with quality", constantly promote the rapid development of the brand, and work together with consumers to enjoy a better "clothing" life!