Sheng Bai Jiao: "Indigenous Faction" That Convinced Investors

In May 23, 2007, Belle International Holdings Ltd successfully listed on the Hongkong stock exchange. At the investor promotion conference, there is another core figure, CEO Sheng Bai Jiao, who has attracted much attention besides being the founder and chairman of BELLE group. "I've been in the company for more than 10 years. I never saw Sheng pepper smile." An old BELLE employee recalled. But on the day of listing, Deng Yao and Sheng Bai pepper laughed happily.

In the media, we can hardly see the shadow of Sheng Bai Jiao, but a senior investor of BELLE investor praised him for his "active thinking and a business wizards".

Sheng Bai Jiao, a native of Ningbo, grew up in Shanghai, and was born with a shrewd mind of business people in Zhejiang and Zhejiang. He was good at seizing opportunities, and the experience of a later college teacher made Sheng Bai Jiao be good at summing up theoretical knowledge from the phenomenon and upgrading a set of systems. Sheng Bai Jiao thinks: "people are not gods, they may make mistakes. The key is how to correct them after making mistakes."

In November 1991, Shenzhen BELLE Shoes Co., Ltd. was established. Sheng Bai Jiao joined the general manager of Shenzhen BELLE and worked hard with Deng Yao. Later, Deng Yao gradually gave the power to Sheng Bai Jiao, until today, Sheng Bai Jiao and a group of professional managers team manage the operation of the entire BELLE group. Based on the idea that "the key lies in correcting after making a mistake", he focuses on the design of error proofing mechanisms in various aspects such as planning, development, production and sales. Each new product is put into the market 50% first. Then, according to the market reaction, the designer constantly returns to the designer's office to modify the unsalable style, so as to avoid the risk in the form of continuous supplement and continuous improvement.

According to familiar people, Ren Zhengfei, President of HUAWEI, is the most adoring person of Sheng Bai Jiao. His reasons are very simple: first, the tax paid by HUAWEI in 2005 is 3 billion 700 million yuan a year; the two is that it has many independent patents and technologies, which are not comparable to any Chinese enterprise. Sheng Bai Jiao believes that the younger generation has a great generation gap with the generation born in the 50s of the last century. "If we want to go beyond it, we must get more brains and pay more!" he almost shouted out this sentence.

In 1995, BELLE started to build a brand retail network, but at that time, the retail industry in the mainland was limited to foreign capital and the limited capital of Hong Kong, Macao and Taiwan. It was difficult for BELLE to reach the threshold of retail business in the mainland. BELLE group has adopted ingenious adaptations, "choosing individual dealers with common management concept to become the sole retail agents in the region. Sales brand Shang's products. In 1997, BELLE Exclusive distribution agreement with 16 individual distributors.

By the end of 2004, the retail sales of BELLE in the mainland had reached 1681. Through the setting up of "16 individual distributors", BELLE has won 7 years valuable time and huge market space, and laid a solid foundation for listing.

When BELLE was listed internationally, its stock co underwriter, Su Qi, managing director of Credit Suisse China investment bank, Sheng Bai Jiao People highly appraised: "in the capital market, we will see more and more local entrepreneurs like BELLE management. They have no background of returnees, but they are convinced by the profound understanding of the local business environment and their proficiency in the operation of enterprises."

In fact, for many years in BELLE, Sheng Bai Jiao was already not only a professional manager. Before listing, Deng Yao and his family directly and indirectly controlled BELLE international 43% shares, while Sheng Bai pepper's direct and indirect control shares were about 8.4%.

After seven years of listing, BELLE International's performance is still quite bright though not at its peak. By the end of 2014, BELLE international disclosed its 2014 year performance in fiscal year 2014, its net profit increased by 7.6% compared to the same period last year, reaching 2 billion 80 million yuan. But in the era of mobile Internet, all clothing and retail brands are facing deep adjustment. Sheng Bai Jiao also said frankly, "the biggest test now is how to adapt and develop new channels".

In fact, BELLE has been exploring the new channel of e-commerce for many years. In 2013, its e-commerce website "excellent purchase" sales amounted to 1 billion 100 million yuan, becoming the largest footwear online shopping platform in China. In the same year, the excellent purchase was renamed the excellent purchase fashion mall, expanded to the clothing clothing category, introduced DKNY, Tommy, CK, Guess and other international brands, and became one of the largest fashion suppliers in China. In the future, how to develop BELLE's online and offline businesses still needs to be prepared by Bai Chai and others.