Do you remember Emil Wakin Chau's advertisement for Zhuang Ji?
? It used to be the "king of clothing" in Wenzhou, the city card that Wenzhou people are proud of, and the leader of Wenzhou clothing industry.
However, its founder became a wanted man because of the "Eight Heavenly Kings" incident in Wenzhou. After rehabilitation, he started his second business and once again became a famous clothing crocodile and billionaire in Wenzhou.
However, due to the failure of cross-border investment, he fell into a bankrupt who could never run away. His ups and downs in business experience are regrettable!
As the representative of the first generation of self-employed individuals in China, the entrepreneurial story of founder Zheng, from the "king of electrical appliances" to the "fugitive from the world" to the group boss with an annual output value of 3 billion, is full of hardships, lofty sentiments, heroism and changes with the times.
Then, why did the former star entrepreneurs and star enterprises come to this step?
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Zheng, 1952, was born in August in the rural area of Liushi, Yueqing, Wenzhou. There are seven brothers and sisters in his family, and the age of eating by the ground does not give Zheng enough room for growth.
The outstanding characteristics of Zheng's character are daring and content with the status quo.
? After graduating from junior high school, he began to support himself. Zheng went out to work with the villagers in the same village.
Follow the construction team to build tunnels, gates and railways, and then contract the third-line projects in Jiangxi and Hubei.
After a long journey, he decided to go home to start a business and do the exchange business.
However, at the beginning, I encountered a big problem, because the contacts of the switch needed silver, and at that time, silver and other metals were all purchased and sold by the state. What should he do without channels?
No way, he can only buy from the people, or even buy silver privately through special channels as a contactor on the switch.
It can be seen that Zheng is a person who pursues the ultimate and dares to take risks;
But in any case, the quality of the switch made by Zheng is better than that of other factories.
Through low price and high quality, Zheng, who first entered the business world, quickly accumulated the first bucket of gold in his life.
Since 1973, Zheng has successively established several township enterprises, such as Liushi Hardware Products Factory, Yueqing Bakelite Electric Appliance Factory and Yueqing Radio Component Factory, and led the people of Liushi to the road of producing and operating low-voltage electrical appliances.
As the first batch of individual industrial and commercial households in Wenzhou, Zheng quickly became a typical representative of Wenzhou's early hard work and wealth, and can also be said to be the first generation of entrepreneurs since the reform and opening up.
In just a few years, with nearly 10 million assets, he became the second richest man in Liushi Town and was called "the king of electrical appliances".
While gaining great wealth, Zheng also attracted criticism.
At that time, Zheng, one of the "Eight Heavenly Kings", was wanted by the whole country and spent 186 days in prison.
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Heaven will send a great mission to Sri Lanka, and it must first suffer its will and work hard for its bones and muscles. ...
Zheng was not knocked down, thinking that it was just a little joke played by fate, and one day he would make a comeback.
Finally, Eight Kings were rehabilitated on 1984, and Zheng was acquitted.
Since ancient times, those who have achieved great things have done everything, and those who have talents cannot do it.
When others dared not cross the line and rest, Zheng chose to go out again and return to his old job, and soon he rose again.
A year later, Le 'an Kai Guanchang, the first standardized joint-stock cooperative enterprise in Yueqing City, was established, and later became one of the first enterprises in Liushi to obtain the production license of the Ministry of Mechanical and Electrical Engineering.
Surprisingly, Zheng made an incomprehensible decision when his career was in full swing.
1992 Zheng, who was in his prime, suddenly fell into confusion about the meaning and value of life. Then he discussed with his family that he would go to school.
So, he spent 500 thousand annual salary to hire the general manager to manage lean, and he went to Wenzhou University to study hard!
Zheng, who returned to school, has zero mentality, but his thinking is more active and his mind is broader. It was also here that he met Zhou Dewen, director of the Department of International Trade at Wenda University.
From 65438 to 0993, Zheng aimed at the clothing market with strong domestic demand but few high-quality products, and persuaded teachers and several friends at that time to jointly raise about 20 million yuan to set up the clothing brand "Willis" (later renamed "Zhuang Ji").
? Zhuang Ji specializes in high-end suits, and the advertisement "A solemn suit, an auspicious life" by Emil Wakin Chau, a famous singer in Taiwan Province Province, China, was once a household name and was popular all over the country.
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/kloc-The clothing market in the 1990s was mostly wholesale, and the profit of each set was only around 5 yuan. However, Zhuang Ji, whose sword is biased, is rapidly spreading in the field of customization and high-end segmentation.
The price of Zhuang Ji Group's suits is generally 3000 ~ 4000 yuan, and the highest-priced suits are comparable to European and American brands, reaching 8000- 1 10,000 yuan, which is an extremely rare high-end brand in domestic suits.
? You know, this price is equivalent to the salary of many working-class people for half a year or even a year.
Since then, the development of Zhuang Ji has been riding the east wind. The sales of Zhuang Ji's suits in Dalian Shopping Mall reached 187 sets a day, which was "quite amazing at that time".
In just a few years, Zhuang Ji has established terminal channels for 400 stores in various provinces and cities across the country. High-end positioning, expensive price, trendy design and exquisite craftsmanship have also brought Zhuang Ji a rolling financial source.
By 2007, the after-tax profit of Zhuang Ji Group reached 654.38+0.2 billion yuan, a record high.
At this time, Zhuang Ji has become a city card that Wenzhou people are proud of. Zheng, who started his career as a clothing producer, once had the title of "King of Clothing" in Wenzhou, and his "Zhuang Ji" was also the leader of Wenzhou's clothing industry.
Zhuang Ji Group has become one of the top 500 private enterprises in China, and Zhuang Ji brand has also become the "Top Ten Influential Brands of China Clothing" and is known as the "King of Wenzhou Clothing".
? "Top Ten People in Wenzhou's Reform and Opening-up", "Top Ten Zhejiang Merchants", "Top Ten Entrepreneurs in China's Most Influential Industries", Provincial Model Workers, etc ... Zheng also has countless auras on his head.
20 1 1, suits have become well-known brands in China garment industry, and Zheng's group has also become an important benchmark private enterprise in Wenzhou, with an annual output value of 3 billion yuan.
From "the king of electrical appliances" to "the king of clothing", Zheng performed the most wonderful first half of his life.
spend freely
Zheng is an entrepreneurial expert. He likes to challenge new goals and new fields, and he likes to constantly innovate, explore and forge ahead, but it is also a double-edged sword!
After that, Zhuang Ji did not continue to deepen the clothing industry. However, under the background of the rise of many domestic brands, fierce competition and narrow profits, he, like many enterprises, "crossed the border" and "changed careers", pursued the so-called diversification strategy and jumped into one more profitable industry after another.
? The first thing I set foot in was real estate.
In 2003, Zhuang Ji Group cooperated with Hyundai Group to invest in Zhuang Ji Shopping Center with a building area of 654.38 million square meters, and transferred it in 2005.
Then I contacted the mining industry.
At the end of 2006, Zhuang Ji Group invested in the non-ferrous metal industry in Yunnan and obtained the mining right of more than 2,000 square kilometers of non-ferrous metal mines in Pu 'er City, Yunnan Province.
In addition, there are logistics, hydropower and wind power generation, financial investment and so on. Some of these projects did once become a cash cow for Zhuang Ji.
The logic of making money-expansion, expansion-making money drives Zhuang Ji like a red-eye bullfight. On the track of making quick money and big money, running all the way broke into one hot industry after another. According to statistics, Zhuang Ji once owned 18 subsidiaries.
Finally, the lucrative shipbuilding industry and its subsequent prosperity attracted the attention of Zhuang Ji.
He calculated an account: a boat can be built in nine months, and the money earned is equivalent to all the profits and taxes of a clothing park in Zhuang Ji for one year.
In September 2006, Zhuang Ji successively acquired three shipping companies, namely Yueqing Caesar Shipping Company, Xinhuang Shipping Company and Far East Shipping Company, and established Zhejiang Zhuang Ji Shipping Co., Ltd. in Yueqing, Wenzhou with a registered capital of 300 million yuan.
? At this time, Zheng was in high spirits, and the shipbuilding industry received a large number of orders, including two 82,000-ton bulk carriers from Balago Group in Hong Kong, which also made it the largest order for the private shipbuilding industry.
In order to deliver the ship smoothly, Zheng mortgaged his order to the bank in exchange for a loan to build the ship in advance.
What Zheng didn't expect was that the financial crisis swept the world in 2008. For a time, the shipbuilding industry entered the cold winter, and a large number of orders were cancelled, which also made many shipbuilding enterprises go bankrupt at that time.
The most fatal thing is that the bank claimed 336 million yuan from Zhuang Ji shipbuilding industry with refund guarantee, which directly affected Zhuang Ji Group and caused the company's capital chain to be tense. Subsequently, many banks that lent money withdrew their funds one after another, causing Zheng to fall into a business crisis.
Since then, although Zhuang Ji tried to save himself, due to the long winter, this large factory with a debt of 30 billion and 5,000 employees was forced to close.
From 2065438 to September 2005, Zhuang Ji Group, which mainly focuses on clothing, went bankrupt due to diversified expansion and other factors.
The entrepreneur who has experienced many difficulties may not have thought that people will encounter disasters again in their twilight years.
Facing the media, 63-year-old Zheng said frankly: Don't commit suicide, don't run, and pay back the money slowly. If you live, you have to fight, so that your career can start again, and people can't fall.
? Sima Qian said in Records of the Historian Biography of Huo Zhi: "Rich without business, goods are impermanent, capable people converge, and unscrupulous people collapse."
In other words, not only one or two hot businesses can make a fortune, 360 lines, each line earns a rich man; Wealth has no permanent owner.
"capable people" who are good at management and can handle affairs according to law will gather wealth from all directions; Those who are not good at management and refuse to obey the rules may fall apart in an instant and return to zero overnight, even if they are sitting on a golden mountain.
Doing business is like sailing against the current, and every entrepreneur will have endless troubles.
Diversification is sometimes a trap, which may drag down the main business. If it is a microcosm, then Zheng is a fate.
For enterprises, not all enterprises need transformation and diversification. If you have confidence in your main business, don't make random transformation and don't engage in diversification, you may be more successful!
References:
Chu Tianjin reported that "clothing giant Zheng ups and downs",
China civil and commercial "Lonely Zheng: Although in debt, he will never run away",
A wave said that Zhuang Ji's death is a living specimen of the failure of the family business "Butterfly Change"