Hong Zhongxin CEO: A Temperature Organization For The Rich.

In the year of 2015, "China's 500 most valuable brand list", Hong Zhongxin's leader's men's wear ranked sixty-seventh in the total list of 34 billion 869 million yuan, once again winning the first value brand of Chinese business casual menswear. And the "world jacket first brand" is Hong Zhongxin's goal for himself.

The core concept of hammers and nails

In 2010, the company published a book called "the thirty years of power drive". Hong Zhaoming, the old chairman, wrote this sentence on the title page of this book: "it is impossible for a man to do well in one life." His father's words are now carved in hongzhongxin's heart and become the core idea of the brand.

If you concentrate on one thing well, you will be rewarded. Over the years, the company has always focused on the men's clothing business dominated by jackets, concentrating all resources, concentrating on the research and development of business and leisure, and not blindly entering other fields that are not related to the business leisure product chain. The constantly innovating style design and the accumulated experience of the editions have made the brand of the strong brand, which focuses on jackets, full of vitality.

Hong Zhongxin, a 24 year old general manager of RBA, is now a brand marketing expert. In the practice of more than 30 years, he has accumulated a mature brand concept. In his eyes, every jacket has its own character. Only by focusing can we carefully Polish every work.

"Positioning is like a nail, it is the focus of attention, brand is to focus on this point unwavering; strategy is like a hammer, is an invisible force to control the positioning of this point." Hong Zhongxin believes that positioning and guiding strategy, a person or an organization's strength and resources are limited, focusing on one thing is good, just like the strong fighter focuses on the jacket, focusing on deciding the direction, in this direction, often your supporting resources will gradually form.

"When consumers want to buy a category, the first brand that they think of is often the representative of this category, which can account for 20%~30% of the market share." Hong Zhongxin said, a brand should let consumers know who you are, what kind of goods you are and what your value is. When your brand is presented in this category, it will move towards a more professional direction.

"The right way is the vicissitudes of life," which is Hong Zhongxin's lips. In his view, whether the traditional industries such as textiles and clothing, or the surging mobile Internet emerging industries, all need to be down-to-earth, they must "sell the goods to the right people, sell their products to the right people". In short, we always study the market positioning of products.

Hong Zhongxin began to believe in the chain store when he started in 2000. K-boxing To become an excellent brand, to become a representative of the category. For this reason, Hong Zhongxin was very careful.

Since then, every time the world cup and Olympic Games, the strong will carefully plan brand marketing. Hong Zhongxin believes that the world cup and the Olympic Games are the most attractive Party in the world. They can attract the most male attention in the shortest time and have a very strong support for communication. Through the world cup, Olympic Games and other major events, the strong fighter has established a high reputation. And the advertising campaign of "the only Chinese men's clothing brand selected in Le Louvre Museum" will enhance the brand's height, taste and culture.

stay brand On the road of construction, there was continuous applause from the powerful leader, and honor came one after another. Over the years, the company has won the brand honor of "Chinese jacket national standard reviser", "China jacket fashion trend publisher", "China garment industry innovation incubator" and other brand names. The first brand of the world jacket, the first brand of Chinese men's wear, is the vision of Hong Zhongxin's brand.

Organizations that create wealth for the rich

"Entrepreneurs in the process of creating wealth, do not focus on the temptation of material, always have a concept that enterprises earn every day is not equal to your personal wealth." At the beginning of this year, it was co sponsored by men's clothing and entrepreneurs. China's powerful monopoly At the annual meeting, Hong Zhongxin shared his personal experience of building a dream of creating wealth and persevering in his efforts to achieve it.

The powerful tyrant, the fortune rich exchange, is the first Chinese organization founded by the famous commercial financial media "entrepreneur". It aims to bring together the rich group with common values and sense of social responsibility, build a circle of rich energy and dreams, and strive to build a platform for mutual exchange, common learning and resource sharing.

As a typical Chinese wealth maker, Hong Zhongxin also went through many hardships in his early business process, so he was able to understand the rich people.

"I have met many people who are struggling and fighting hard to create wealth. Most of them have dreams, start from scratch, and work diligently. They are simple, simple and energetic. Perhaps it is because of the same experience that I am very aware of their anger and sadness, and feel better about their pressure, loneliness, hesitation and helplessness in Chuang Fu Road. They are very progressive, not satisfied, want to communicate, want to learn, want to get greater development and success, but lack of valuable and temperature organization and platform. So for a long time, I have been thinking, what can we provide for them in addition to providing them with comfortable and decent clothing and accessories? "Hong Zhongxin decided to do something for China's rich people.

Since the founding of the March 25, 2014, "the powerful reunion", many salons have been launched in Beijing, Guangzhou, Sanya, Hefei and Xi'an.

What is worth mentioning is that in July 11th, the big hall of the "powerful reunion" will join hands with experts from the State Council Counselor's office, Yao Jingyuan, entrepreneur Niu Wenwen and Trout, general manager Deng Delong of strategic positioning consultancy company in Jinjiang. New Silk Road " Internet plus "Brand upgrade, industry 4 and other topics to discuss, to create wealth for entrepreneurs to create a wonderful share of dry goods.

It is very important to create a rich exchange. I've seen a lot of small and medium-sized bosses, who want to share, but after sharing, they are taken to the ditch. Many people just want to use them. Hong Zhongxin believes that as long as these rich people get together, trust each other, share sincerity and express themselves and express themselves bravely, then this is a temperature organization. Such an organization will surely help the rich to build confidence and take the road of breakthrough growth.

Today, the powerful League creates the rich association, often organizes the member enterprise visits, the exchange Sharon, the region and the industry resources docking conference and so on, brings the real service and the help for the member.

Entrepreneurs should have a sense of responsibility to take the initiative.

As a representative of wealth creation, Hong Zhongxin has his own thoughts on the successors of private enterprises. He told reporters.

10 years ago, the words of DuPont, the founder of the DuPont family, impressed him so far. The main idea is that "every member of the family who lives with me every day, even if he treats him as a grass-roots employee, the whole team will regard him as a natural born executive."

"An enterprise is constantly growing. First of all, the family is endless. Behind a great family business, there will be a great family support, but the so-called successor does not have to look for it from the family." Hong Zhongxin believes that the failure of a family member has caused great harm to the whole organization's capacity building.

It is also true that the strong men's suit put forward two requirements for the third generation successors: first, he must complete the University's elite course; second, he has to work in an excellent company for 5 years or start his own business with little achievements.

Whether or not the next generation should accept the parents' business? This is a problem that many private enterprises are pondering. Hong Zhongxin believes that if children are not interested in their parents' industry, they might as well let go and give them a broader space for development.

"Many private enterprises in Jinjiang are not differentiated enterprises. We must first solve their own development problems and talk about succession problems. For those enterprises with good foundation, we should think clearly about the future development direction of the enterprise as soon as possible, because such an enterprise succession is not a matter of one person, but a succession of a team, a succession of cultural inheritance, and a succession of operation management system. In Hong Zhongxin's view, "the two generation" is the most important thing to inherit the entrepreneurial spirit of our fathers, and to form the "handle" of being a human being. It simply means that entrepreneurs should have the sense of responsibility to take the initiative. They should always think about how to make profits for employees, distributors and suppliers, so that they can be more simple and behave in a more dignified way.

Impression of people: a century dream

During his dialogue with Hong Zhongxin, the reporter saw a handwritten sentence in his notebook home page, "only when you understand and explain your existence, can you really exist." Hong Zhongxin said he wanted to build up a brand of "real power" for hundreds of years. He found a position for power boss, and understood the existence of "power fighter", which also made him understand and explain his existence.

Highly rational thinking, rich personal thoughts, infectious and humorous words, people can not help but be impressed by the charm of Hong Zhongxin's emanation. He has seen the king's demeanor and his unique style of hegemony. A lot of people who knew Hong Zhongxin had such an impression of him, which was extreme, and found that he had too many different opinions and ideas from him. He seemed to be somewhat out of tune. However, this became the charm of Hong Zhongxin.

Hong Zhongxin jumped out of the habit of thinking. He focused his attention on strategic issues and looked ahead to the next five years, ten years or even longer. He took the whole situation into account and foresees the future. If we say that those who take the whole situation as real entrepreneurs, Hong Zhongxin has been an excellent entrepreneur many years ago. Today, Hong Zhongxin stands at the height that ordinary people fail to reach, planning the future of "power fighter" and sprinting the brand's "century dream".