In the journey from self-employed entrepreneurs to modern business leaders, Wang Rongze has demonstrated a clear vision for the garment industry. His understanding of localization and the modern enterprise system aligns with the evolving trends of society, where companies are the core units, economic relationships define social structures, and cultural values form essential bonds. Such forward-thinking entrepreneurs and enterprises will increasingly shape the future of social development.
In late autumn 2009, in Xi’an, a university professor attended a BONI VIP salon event. Dressed in T-shirts, jackets, and jeans, he was curious about how a scholar might fit into this fashion-driven space. After trying out four different outfits for work, speeches, parties, and holidays, he remarked with a touch of excitement: “I feel young again, like I’m 15.†This moment became one of Wang Rongze’s most cherished memories over the past five years.
BONI, an Italian men's brand introduced by Wang Rongze in 1997 in Shanghai, has evolved under his leadership. Initially, it helped him transition from a self-employed individual to a regional clothing trader. Over the past five years, however, his deep engagement with consumers transformed him into a visionary entrepreneur, turning BONI into a refined, long-lasting brand that resonates with Chinese men. It is not just a clothing brand but a lifestyle and a way of dressing that people embrace both professionally and casually.
“Over the past five years, the most important thing we’ve done is understand our customers and provide the best service possible,†Wang Rongze told reporters. The culture of sophistication in Shanghai, where BONI was born, has been the foundation for its continuous improvement in customer experience. As a city that blends traditional Chinese heritage with global influences, Shanghai has always had a unique sense of style. From Shikumen lanes to Qipao and old records, every era in Shanghai carries a distinct memory of life, and today’s residents still value the pursuit of a refined existence.
Wang Rongze noticed that in Shanghai, people have more nuanced views on fashion and lifestyle compared to other cities. In bars, you can see diverse groups based on profession, hobbies, and even attitudes toward life. This inspired him to realize that a clothing brand isn’t just about selling products—it’s about creating a lifestyle and a ritual of dressing. That insight led BONI to adopt a strategy of direct access to consumers, redefining their target audience through lifestyle rather than age.
To support this shift, BONI launched its own magazine, “NEWGENTLEMAN,†aiming to spread a modern lifestyle and values among the mainstream. “While fashion magazines often focus on women, men face greater social pressures and need a broader range of lifestyle considerations,†Wang explained. Alongside the magazine, BONI organizes VIP salons and collaborates with image consultants to help customers better understand themselves.
The first VIP salon in Xi’an left a deep impression on Wang Rongze, reinforcing his belief that the brand’s direction was correct and successful. Another pivotal moment came during the 2008 financial crisis, which forced him to rethink the future of BONI. He described it as waking up in the middle of the night, unsure of the time or when the dawn would come. But instead of despair, it sparked deep reflection.
Wang realized that many businesses focused only on short-term profits, leading to a “bubble†economy. He decided to build a stronger management system and corporate culture, aiming to transform BONI into a national brand with a solid foundation. This aligned with his vision of passing on lifestyle and cultural values to consumers.
Today, BONI has expanded from the east and southwest regions to all major cities except Hainan. Its outlets have grown from 20 to 500 in five years, and its VIP membership has surged from 1,000 to 150,000. As a Chinese entrepreneur, Wang believes in national responsibility and aims to create a brand that reflects the taste of the new generation of “gentlemenâ€â€”men who embody culture, confidence, and a sense of duty. Through BONI, he hopes to contribute to society and inspire a deeper connection between fashion, culture, and identity.
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