Wage Earners 10 Years "Change" Big Boss

Luo Zhizhong's goal is to make "Ying Zi Fang" one of the ten largest baby brands in China. Times reporter Yu Qingfeng reports Luo Zhi Zhong, the boss of the Jiahe garment factory in the industrial area of Ge Sha.

Talking about his history of entrepreneurship, Luo said he was very cold and embarrassed.

But after repeated questioning by reporters, he slowly revealed the hardships of starting an undertaking and the growth history of the brand.

Luo Zhizhong is a native of Zhaoqing. He came to Foshan to work in a garment factory in 1986.

At that time, he had only one idea: learning skills and learning the technology of making clothes.

Soon, he won the trust of his boss and got a firm foothold in the factory.

A few years later, he learned many things and made all-round development in cutting, sewing, design, machine repair and so on.

He started his business from 2500 yuan. In 1992, with 2500 yuan in savings, he prepared to run his own factory as a boss.

He first hired a 48 square meter factory, hired seven or eight workers, and started a children's clothing factory.

Six months later, Jiahe made a leap. In the next three or four years, Jiahe garment factory was developing rapidly.

In 1996, Luo Zhizhong's business took a detour.

At that time, Luo realized the importance of brand building.

The brand registered at Jiahe factory was "Xintiandi". Its products were aimed at children and adolescents aged 0 and ~16 years old.

Two years later, Luo Zhizhong felt that the direction was wrong. The product was too complicated and too chaotic to be refined.

So the product is positioned as 0~5 year old baby clothes.

Since the name of Xintiandi has no infant characteristics, Luo Zhizhong has changed the name of "Xintiandi" to "Ying Zi Fang" since 2001, and officially launched the brand strategy.

At present, there are more than 50 kinds of baby products, including baby bottles, diapers, cosmetics, shoes and hats, bedding and toys.

In the "three style" management of 2001, Luo Zhizhong set up the "three way" management mode that is in line with modern enterprise management, namely, walking, meeting and visual management.

Good management system constantly promotes the brand quality of "Ying Zi Fang".

In 2003, "Ying Zi Fang" was awarded the designated brand of the national quality trustworthy products and the Chinese famous women and children's products.

Luo Zhizhong told reporters that his goal is to make "Ying Zi Fang" one of the top ten baby brands in China.