1, brand innovation
"Blue Ocean House" is a "leader" in the brand family of Blue Ocean Group, and it is also a successful example of the group's transformation from making products to brand innovation. Innovate business model and enhance market competitiveness. Since the establishment of the independent brand "Blue Ocean House" in 2002, it has joined the unified image of the chain with the positioning of "high quality and medium price".
The supermarket's optional marketing model detonated the domestic men's wear market, and the annual sales increased by 50%. In 2006 and 2007 China Fashion Brand Annual Awards, "Blue Ocean House" won "Marketing Award" and "Potential Award" respectively. Won the title of China famous brand product, national inspection-free product and China well-known trademark.
This has also established a "monument" of integrity for the Blue Ocean House in the hearts of consumers. Does the brand of "Blue Ocean House" rely on the business model of "brand+platform"? Through the construction of industrial chain strategic alliance and high-quality marketing network, consumers can enjoy brand products and services. 20 17, 17 In June, Blue Ocean House won the "Top Ten Influential Clothing Brands of 20 16" at the China Clothing Network Festival.
In March, Blue Ocean House was selected into the list of Brand Z "Top100 Most Valuable China Brand Z" 2017 with a brand value of 868 million US dollars, ranking first in the clothing industry; On May 26th, the company was selected as "Top 20 17 China Brands 100" in the "Praise for China Brands" activity hosted by Xinhuanet.
On June 26th, Blue Ocean House was selected into the "20 16 Trademark Brand Value Ranking of Listed Companies in Shanghai and Shenzhen Stock Exchanges" issued by China Trademark Brand Research Institute of Renmin University of China, ranking first in the textile and garment industry. In 65438+February, Blue Ocean House was selected into the "20 17 Top 500 Listed Companies in China" list of 2 1 Data News Lab, ranking first in the A-share textile and garment industry. ?
2. Enterprise construction
"Planted buttonwood, attracted golden phoenix". Blue Ocean Group, with its strong corporate culture, good development platform and facilities, has become a place that young people yearn for for many years, working here and being happy. From the "flying pigeon brand" that just entered the company to the "permanent brand" that has trained adult talents, and now to the "Phoenix brand" with high academic qualifications and compound talents.
The employee proportion and talent structure of Blue Ocean are undergoing profound changes, and the annual increase of white-collar workers is also the embodiment of enterprise transformation and upgrading. Blue Ocean Group has continuously introduced white-collar talents, and the ratio of white-collar and blue-collar workers has increased from the original 15:85 to 30: 70. In the next five years, the number of blue-ocean white-collar workers will increase to 1 10,000, and the ratio with blue-collar workers will reach 50:50.
Since 20 10, Blue Ocean has launched the "Phoenix Plan" to attract talents: every year, it recruits a group of outstanding masters and undergraduates from universities all over the country, laying a solid talent foundation for the Group to achieve the grand goal of net assets exceeding 100 billion by 20 15.
3. Foreign investment
Starting from 1999, Blue Ocean Group actively strives for equity participation and investment in commercial banks, and has successively invested in Guangfa Bank, Jiangsu Commercial Bank and Jiangyin Rural Commercial Bank. In 2000, Kai Nuo Science and Technology, a subsidiary of the Group, went public successfully. In 2002, the company invested more than 6,543.8 billion yuan in Jiangsu Huatai Securities.
It accounts for 3% of the registered capital of Huatai Securities. After several years of capital increase and share expansion, the company has owned 85.5 million shares of Huatai Securities. According to the average deposit of 800,000 yuan for each store joining Blue Ocean House, assuming that there are more than 1 000 blue ocean franchise stores in China, Blue Ocean Group can raise 800,000 yuan * 1 000 yuan/store for other investments.
Investing in modern sports, enhancing the effect of "horse culture" and strengthening the "horse culture" industry are new measures for the strategic transformation of Blue Ocean Group. The Blue Ocean International Equestrian Club invested by the Group is the first standardized, international and comprehensive equestrian performance sports base in China, which integrates equestrian training, performance, competition, fitness and leisure.
"Horse culture" has once again expanded the connotation of blue ocean industrial tourism. I believe that in the near future, Blue Ocean International Equestrian Club will become the highlight of Jiangyin, the hot spot of Wuxi, the focus of the whole province and the national tourist spot.
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Blue Ocean Group: Phoenix Wuqi Gorgeous Turn
"The first person to produce, do the second production and earn the money for the third production." According to the latest data, up to now, "Blue Ocean House" has opened 2,700 specialty stores nationwide, and other related chain brands have also grown to nearly 300. From woolen spinning, worsted spinning and clothing to today's industrialized and diversified development; Blue Ocean Industrial Park with strong European flavor.
Go to the "Blue Ocean House" all over the country and perform gorgeous equestrian performances ... Every step of the transformation and development of Blue Ocean Group shines with innovation and transcendence. Zhou Jianping, chairman of Blue Ocean Group, said that the first-class talent team has propped up the brilliant career of Blue Ocean.
Enterprise transformation, talent "redemption" first.
"Whoever has talents will have a future," said Jiangnan, vice president of Blue Ocean Group. Enterprises are transforming and talents come first. Blue Ocean Group implemented the "Redemption Plan" according to the needs of transformation and development. The ratio of white-collar workers to blue-collar workers in enterprises has changed from 15:85 in the original manufacturing stage to 30:70 in the chain brand management stage.
In the next five years, with the acceleration of the transformation and upgrading of the Blue Ocean, the number of white-collar workers will increase to 1 000, with a ratio of 50:50 to blue-collar workers. As a large clothing brand enterprise focusing on the development of men's wear, Blue Ocean has been exploring the internationalization of China clothing brands. Through close cooperation with international brands, Blue Ocean has obtained the most advanced information on the development of international brands.
It has laid a solid foundation for the research and development of independent brands. In the past ten years, Lanhai has successfully established several independent brands, such as "Lanhai House", "Eichitoo" and "Baishishun". Among them, "Blue Ocean House" clothing brand, relying on the domestic first "non-interference, independent choice" supermarket shopping model, as well as fashionable and rich products, has risen rapidly in China.
Annual sales increase at a rate of 30-50%. A "post-70 s" foreign college student of the group company was responsible for the operation of a large shopping mall in Wuxi before joining Blue Ocean. Now he has become the general manager of high-end brand operation in Blue Ocean, and he is a cutting-edge player who grows synchronously with the construction of Blue Ocean brand.
In order to retain high-end talents, Blue Ocean Group selects talents through the "horse racing mechanism" and implements the equity incentive plan. 20 10 at the beginning of the new year, Blue Ocean Group announced the addition of two "post-70 s" professional managers, and two college students from the marketing front and management front stood out as shareholders of the company.
The Group has also set up a working committee on talent strategy and planning to independently audit the development of talent resources, issue a special annual report on department personnel training, and link it with the salary of department heads to ensure the systematic introduction and training of talents. "Talent exchange" makes innovation the soul of blue ocean development and permeates all fields of enterprise development.
Nowadays, Blue Ocean clothing chain management has made great strides, brand management has achieved fruitful results, industrial tourism and capital management are vivid, and it has also entered the fields of commercial enterprise chain and equestrian industry. Blue Ocean International Equestrian Club has become a tourist hotspot in Jiangyin, Wuxi and even Jiangsu since it was opened to the outside world on 20 10. It has also been listed as a national sports tourism recommendation project by the State Sports General Administration and the National Tourism Administration.
"Phoenix Plan", recruiting talents and cultivating stamina.
"Blue Ocean doesn't grow vegetables, but trees." Zhou Jianping vividly demonstrated the "Phoenix Plan" initiated by enterprises to attract and reserve all kinds of strategic talents. Being located in towns and villages, belonging to the traditional textile and garment industry and other factors, Blue Ocean Group has repeatedly been troubled by the difficulty in attracting and retaining talents.
To this end, as early as 2000, Blue Ocean Group established "Blue Ocean University", jointly organized MBA classes with Tongji University and Fudan University, and trained 100 graduate students for the group company every year as a talent pool for the group to realize industrial transformation. After entering the "Twelfth Five-Year Plan", Blue Ocean Group launched the "Phoenix Plan" for talent introduction, named "Phoenix", which symbolizes the transformation and rebirth of enterprises.
The Group has established strategic cooperative relations with many "985" and "2 1 1" universities in China, and has carried out four sessions of "Phoenix Plan" recruitment for 28 well-known domestic universities such as Wuhan University, Sichuan University, Jilin University, Xiamen University, Nankai University and Southeast University, as well as foreign universities such as Glasgow University and Chiba University in Japan.
In the past four years alone, the Group has recruited more than 540 graduates from key universities through the Phoenix Plan, including nearly 200 masters and nearly 20 returned overseas talents, and their majors cover more than 30 fields, including clothing technology, financial investment, economic management and marketing. After two years of on-the-job theoretical knowledge training and study, the students of "Phoenix Project" will become the leading talents in the forefront of new industries of enterprises.
Promote enterprises to achieve a higher level of breakthrough and development. At present, a considerable number of outstanding students have stood out and become middle-level cadres such as department heads and regional managers. They have played an active role in adjusting enterprise marketing concept, improving brand operation efficiency and improving management service level.
"In the future competition, the level of talents owned by enterprises determines the strategic level of enterprises." Jiangnan said that the high-level talents reserved and cultivated by Blue Ocean Group for the future will promote the deeper transformation and upgrading of Blue Ocean in the future. Through exploration and practice, Phoenix Plan has gradually evolved from the initial staged talent introduction plan to the long-term talent strategy of the Group-Phoenix Business School was formally established.
Phoenix Business School has incorporated the talent management system of group selection, employment, training and use, and is committed to becoming the most distinctive enterprise university in China, providing strong intellectual support for the future industrial development of enterprises. Next, Phoenix Business School will step out of the blue ocean and cultivate its own talents.
In order to cultivate senior management talents for the society, Phoenix Business School is actively declared as a private non-academic education institution and a model enterprise university in Jiangsu Province.
Baidu Encyclopedia-Blue Ocean Group
People's Network-Blue Ocean Group: Phoenix Wuqi Gorgeous Turn