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Source: People's Daily. Southern News 2008- 1 1-3.

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Twenty-six days ago, Peng Yongquan, the general manager of Guangdong Qiaoshi Group Company, officially announced at the celebration meeting of the group's 10 anniversary and the "Qiao's" brand creation 15 anniversary: Qiaoshi Group will bid farewell to "family-owned" enterprises next year and formally realize the transformation of joint-stock companies. This move of Qiao's, once the first brand of Guangdong clothing, undoubtedly sent a strong signal to the industry, that is, Qiao's is realizing the second innovation of the brand and the second venture of the enterprise through self-innovation. 10 years ago, when Chairman Peng Chong founded Guangdong Qiaoshi Group, he realized the importance of brand first and innovated the clothing marketing model. He used the popular advertising word "Qiao's, sweet choice" to create Qiao's unique clothing brand culture, which made Qiao's clothing a "dark horse" in the clothing industry at that time and began to take shape. At that time, it became one of the domestic brands that could compete with overseas brands. Qiao's clothing has successively won the honors of "Excellent in Province", "Excellent in Department", "Top Ten Famous Brand Clothing in China", "Top Ten Star Enterprises in China" and "Famous Trademark in Guangdong Province". From 65438 to 0999, the brand value of "Qiao's" reached 330 million yuan through the evaluation of authoritative organizations.

After five years of rapid development and large-scale expansion of enterprise management and marketing of Qiao's Group, "Qiao's" brand has encountered a serious crisis.

In the face of difficulties, Qiao's, who once dared to be the first, has been exploring new reform directions and introducing franchise chain management mode, which is the first step of Qiao's reform. In 2000, "Qiao's" invested heavily in the introduction of "external brain" and entrusted a senior consulting company to carry out "major surgery" on its overall management and marketing model. On the basis of the initial realization of institutionalized management, we bought a franchise chain business model to replace the previous direct sales model. Introduce "foreign capital and external force" for sales, allocate the sales cost to dealers, and eliminate the management loopholes of "eating enterprises" in various marketing fields in the past; At the same time, leaving most of the product profits to dealers also promotes the effective establishment of sales network and smoothes the terminal sales channels of products. Josh's headquarters strives to re-operate brand culture, build brands with quality and drive the market with brands. After throwing away the heavy cost and management burden, "Qiao's" has rapidly developed more than 130 brands in China in two years, and its brand influence has been upgraded again, regaining a large market share in two traditional markets, Guangdong and Guangxi. In the words of Peng Yongquan, the general manager, Qiao Shi has now reached the last year of extricating itself from difficulties. To celebrate the 10th anniversary of the establishment of the Group and 15th anniversary of the establishment of the "Qiao's" brand, Qiao's Group launched a series of activities such as "Sincerely Giving Back to the Glorious Years of Qiao's Shirts".

29 "Qiao Shi is now actively carrying out the shareholding system reform, integrating social funds to strengthen the strength of enterprises, and running brands together with * * * to become a big brand." Peng Yongquan, general manager, said that investing in "brands" and maximizing the profits of brand management with the same brand have become an important investment orientation of domestic social funds. "Qiao's" has a high-quality product brand and a considerable brand market, which itself has great investment value; On the other hand, "Qiao's" is faced with the opportunity to turn from a trough to a second venture, and it also needs foreign funds to strengthen its own strength and re-run its own brand. As a result, Qiao's group is in full swing to carry out the shareholding system reform of raising enterprises, and it is expected that the transition will be fully realized in the first half of next year.

As Li Yining, a famous economist, said in his inscription, Qiao's Group is creating a brand-new corporate culture and realizing Qiao's second take-off with innovative actions and the spirit of self-transcendence in the second venture.

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