22 Qiao Shi wants to build an aircraft carrier for the garment industry

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24 Source: "People's Daily. South China News" 2008-11-3

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26 A few days ago, Peng Yongquan, general manager of Guangdong Qiaoshi Group Company, officially announced at the celebration meeting for the 10th anniversary of the establishment of the group and the 15th anniversary of the founding of the "Qiaoshi" brand: Qiaoshi Group will make a contribution to "Qiaoshi" next year. Say goodbye to family-owned enterprises and officially realize the transition to a joint-stock company. This move by "Qiao Shi", the "time-honored brand" that once served as the first clothing brand in Guangdong, undoubtedly sends a strong signal to the industry that "Qiao Shi" is using self-innovation to realize the brand's second revolution. Innovation and second entrepreneurial ventures. 10 years ago, when Chairman Peng Chong founded Guangdong Qiao Shi Group, he realized the importance of brand first and innovated the clothing marketing model. With the popular brand "Qiao Shi, the sweet choice", The advertising slogan created the unique clothing brand culture of "Qiao Shi", making "Qiao Shi" clothing a "dark horse" in the clothing industry. It quickly became popular in the clothing market that was beginning to have brand awareness at that time, and became a domestically recognized brand at that time. One of the domestic brands that competes with overseas brand clothing, Qiao Shi Clothing has won the titles of "Provincial Excellence", "Ministry Excellence", "China's Top Ten Famous Brand Clothing", "China's Top Ten Star Enterprises", and "Guangdong Province Famous Trademark". "And other honors. In 1999, the "Qiao Shi" brand value reached RMB 330 million as assessed by an authoritative organization.

27 After five years of rapid development, after Qiao Shi Group achieved large-scale expansion of corporate operations and market sales, the "Qiao Shi" brand encountered a serious crisis.

28 In the face of difficulties, Qiao Shi people, who once dared to be the pioneers of reform, have been exploring new reform directions. The introduction of the franchise chain business model is the first step of reform taken by "Qiao Shi". In 2000, "Qiao Shi" invested heavily in "foreign brain" and entrusted a senior consulting company to perform "major surgery" on its overall management and marketing model. On the basis of initially realizing institutionalized management, it purchased a franchise chain business model. , replacing the previous direct sales model. Introducing "foreign capital and external forces" for sales, allocating sales costs to dealers, eliminating the management loopholes of "eating enterprises" in each marketing area in the past; at the same time, leaving most of the product profits to dealers also promotes the sales network The effective installation has smoothed the terminal sales channels of products. The headquarters of Qiaoshi Company has freed up its hands to re-employ brand culture, build brands with quality, and drive the market with brands. After getting rid of the heavy cost and management burden, "Qiao Shi" quickly developed more than 130 brand franchise stores across the country in two years. The brand influence has been re-enhanced, and it has regained the leading position in the two traditional markets of Guangdong and Guangxi. large market share. In the words of general manager Peng Yongquan, Qiao Shi has now reached the last year of getting out of trouble. In order to celebrate the 10th anniversary of the establishment of the group and the 15th anniversary of the establishment of the "Qiao Shi" brand, the Qiao Shi Group has launched a series of activities such as "Sincere Return of Qiao Shi Shirts for Fifteen Years of Glory".

29 “Qiao Shi is now actively carrying out joint-stock restructuring, integrating social funds to strengthen the company’s strength, jointly operating brands, and making the brand bigger.” General Manager Peng Yongquan said that investing in “brands” and in Obtaining maximum profits from the management of different brands has become an important investment orientation of domestic social funds. "Qiao Shi" has a high-quality product brand and a considerable brand market, which itself has great investment value; on the other hand, "Qiao Shi" is facing the opportunity of turning from a trough to a second entrepreneurial opportunity, and also needs external investment. In order to use the funds to strengthen its own strength and re-operate its own brand, Qiao Shi Group is intensively preparing for the joint-stock reform of the enterprise, and it is expected that the transformation will be fully realized in the first half of next year.

30 “Always look for new people on new roads”, as the famous economist Li Yining said in his inscription encouraging Guangdong Qiaoshi Group, under new challenges, Qiaoshi Group is taking a pragmatic pace of reform and innovative ideas. The self-transcendence spirit of action and second entrepreneurship creates a brand culture with new connotations and realizes the second take-off of "Qiao Shi".

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