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

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26 A few days ago, the general manager of Guangdong Qiaoshi Group Peng Yongquan in the tenth anniversary of the establishment of the group and the "Qiaoshi" brand to celebrate the fifteenth anniversary of the founding of the General Assembly formally announced that: Qiaoshi Group next year, will be to the "family-style" business farewell. "Farewell to the family-owned enterprises, the formal realization of the shareholding system of the company's transition. Once as the first brand of clothing in Guangdong, "old" --- "Qiaoshi" of this move, undoubtedly to the industry to express a strong signal. "Qiaoshi" is a self-innovative way to realize the second innovation of the brand and the enterprise's second venture. 10 years ago, at the beginning of the chairman of the board Peng Chong founded the Guangdong Qiaoshi Group, was a step ahead of others to realize the importance of the brand, and innovative clothing marketing model, "Qiaoshi, sweet choice! "This popular advertisement, creating a unique clothing brand culture of "Qiaoshi", making "Qiaoshi" clothing a "dark horse" in the clothing industry. "At that time, the beginning of brand awareness of the clothing market quickly took root in people's hearts, and became one of the domestic brands that could compete with overseas brands of clothing, Qiaoshi clothing has been awarded, including the "Provincial Excellence", "Ministry of Excellence", "China's top ten brand-name clothing", "China's top ten star enterprises", "Guangdong Province" and other honors. 1999, assessed by the authority, "Qiaoshi" is one of the domestic brands that can compete with overseas brand-name clothing in China. In 1999, assessed by the authoritative institutions, "Qiaoshi" brand value of 330 million yuan.

27 After five years of rapid development, Qiaoshi Group in the realization of business operations and market sales of large-scale expansion, "Qiaoshi" brand has encountered a serious crisis.

28 In the face of adversity, the Qiaoshi people have dared to be the pioneer of reform has been exploring a new direction of reform, the introduction of the franchise chain business model, is the "Qiaoshi" across the reform of the first step. 2000, "Qiaoshi" heavy introduction of the "foreign brains". "Foreign brain", commissioned senior consultants on its overall management, marketing model for the "major surgery", in the initial realization of the institutionalized management based on the purchase of a franchise chain business model to replace the past direct sales model. The introduction of "foreign capital, foreign power" to do sales, the cost of goods sold apportioned to the dealers, to put an end to the previous marketing area "to eat the enterprise" management loophole; at the same time, most of the product profits left to the dealers, but also to promote the effective establishment of the sales network, and smooth the Terminal sales channels of the product. Qiaoshi company headquarters is freed up to re-energize the management of the brand culture, to create a brand of quality, brand-driven market. Throw off the heavy cost and management baggage, "Qiaoshi" in two years quickly developed in the country more than 130 brands to join the chain stores, brand influence has been re-improved, and in Guangdong, Guangxi, the two traditional markets to regain a larger share of the market. In the words of General Manager Peng Yongquan, Qiaoshi has now come to the last year out of the dilemma. In order to celebrate the tenth anniversary of the establishment of the group and the "Qiaoshi" brand was founded fifteen years, Qiaoshi Group has launched a "Qiaoshi shirt brilliant fifteen years sincere return" and other series of activities.

29 "Qiaoshi is now actively engaged in shareholding restructuring, integration of social capital to grow the strength of the enterprise, *** with the management of the brand, bigger brand." Peng Yongquan, general manager, said that investment in "brand", and in the *** with the brand management to obtain the maximum profit, has been an important investment orientation of the current domestic social capital. "Qiaoshi" has a high-quality product brand, but also has a considerable brand market, which itself has great investment value; on the other hand, "Qiaoshi" is facing the opportunity to shift from the trough to the second venture, but also need foreign capital to grow their own strength, and re-manage their own brand, thus, we need to invest in "brand", and get the maximum profit in the *** same brand operation. Re-operate its own brand, thus, the Qiaoshi Group is closely financing the enterprise's shareholding system reform, is expected to be fully realized in the first half of next year to turn the track.

30 "From the new road new people looking for", as the famous economist Li Yining encouragement of the Guangdong Qiaoshi Group inscription said, in the new challenges, Qiaoshi Group is a pragmatic pace of reform, innovative action and the spirit of self-transcendence of the second venture, to create a brand-new connotation of the brand culture, the realization of the "Qiaoshi". The "Qiaoshi" second takeoff.

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