Xu Taofang'S Record Of Wealth Creation Starting From Fabric

Xu Taofang is a typical "post-80s" with pigtails and fashionable clothing in Japan and Korea.

When many of the same age talents took the first step in life's struggle, she was sitting in the CEO Office of Shanghai Tianxiang Industrial Co., Ltd. (hereinafter referred to as "Tian Xiang").

In fact, I am under a lot of pressure now. Many people feel that the second generation of entrepreneurs is born with a golden spoon. They inherit their father's career. Everyone feels it is right to do well. If they are bad, they will be told.

Xu Taofang confessed.

The second generations of entrepreneurs, such as Yang Huiyan and Zong Fuli, differ in their practice of inheriting their fathers. At that time, Xu Taofang, who was only 21 years old, refused to set up a good career platform for her father, set up a new way to open up new markets, and set up a brand of incense in the radiation protection clothing industry.

6 years ago, Xu Taofang opened the domestic anti radiation clothing market with the brand of incense. As of last year, the sales of Xiang Xiang radiation products reached 320 million yuan.

In the first half of this year, sales targets of 370 million yuan have been completed for the whole year, and 40%~50% growth will continue in the second half of this year.

Xu Rugen, Xu Taofang's father, seldom comes to the company and seldom asks about the company's affairs.

He told reporters: "how did I say before, daughter how to do.

I have doubts about her new ideas, but now I have given her all the decisions.

In 1998, Xu Taofang was sent to Singapore to study by his father.

With a hard-working attitude, Xu Tao Fang studied and worked at the same time. He was a Chinese tutor with several primary and middle school students. He almost filled up the whole week.

"At that time, I was most proud of being able to support myself, the cost of living that my father gave me, and I hardly ever used it."

Xu Taofang said.

In 2002, Xu Taofang completed his undergraduate studies and returned home.

At that time, the Shanghai Hanson Clothing Co., Ltd. was founded by his father.

Father threw Xu Taofang to one of his business managers. The salesman became Xu Taofang's first job.

During her study abroad, Xu Taofang found that pregnant women in Singapore would buy specialized anti radiation maternity clothes, but the brands were imported entirely from Japan, but only by Singapore agents.

In China, the radiation protection clothing market has not really "bubbled".

Xu Taofang thought it was an opportunity to start with the market of maternity clothes.

He advised his father to develop from traditional clothing to high-tech radiation protection clothing, but his father did not support it at the time and thought the market was too small.

But persistent Xu Taofang finally persuaded his father to agree.

Because of the lack of production of radiation protection fabrics in China, Xu Taofang found Japanese manufacturers, imported fabrics directly, and was responsible for the production and design of radiation protection clothing. Due to the high cost of imports, the finished products were sold for 1500~1600 yuan / pieces, most of them were ordered by group organizations, and the progress of personal market development was very slow.

At the same time, Xu Taofang also found that the style of the garments is very ugly. The fabric is not only hard, but also has weaknesses. After three months, the effect of radiation coating on the imported fabric coating will drop, and the garments can not be washed with water.

The sale of incense was once a bottleneck. In the face of difficulties, Xu Taofang changed his strategy and decided to focus on R & D fabrics.

Tian Xiang has set up a 30 thousand square meter production base for radiation protection fiber production and products in Shandong. Through repeated comparative experiments on various fabrics, it has independently developed metal fiber fabric and nano silver fiber radiation protection fabric, which has reduced the production cost from the source.

At the same time, she persuaded Japanese fabric suppliers to move part of their manufacturing to China, breaking through the bottleneck of equipment and fabrics imported from Japan or South Korea, and successfully opening up the international and domestic markets.

Xu Taofang said: "now the cost of our fabric is only 1/3 imported from abroad, and it also solves the problem that the imported fabrics can not be washed.

At present, more than 60% of the manufacturers of radiation protection clothing in China directly enter the fabric from fragrance.

In the sales terminal, Xu Taofang feels that the incense needs to be opened as soon as possible.

Because of the limited start-up capital, she abandoned the traditional way of entering the shopping mall and setting up a direct store, aiming at the beginning of e-commerce.

"At that time, I found that there was a lot of material replacement in the website like eBay, and the turnover was very large. I think if the incense can be spread through the Internet, it will be the fastest and save a lot of marketing costs."

Xu Taofang happily talked about her "abacus" at that time.

Therefore, she collate the product information, with pictures, contact a large number of buyers on the Internet, let the incense products first enter the online store, and open the market situation through the way of word of mouth marketing.

At present, there are 41327 e-commerce terminal affiliate networks.

On the other hand, Xu Tao Fang embarked on a market survey and went to the mall counter with his colleagues to understand customer needs.

They found that the style of radiation protection clothing was relatively simple, so she invited the European women's clothing design team to improve the style according to the market feedback and fashion trend of fashion. At the same time, it tried to change from a single color to a colorful one on the color adjustment, and won the recognition of the market at one stroke.

When Xu Taofang opened up a certain market situation, he began to think about finding dealers under the line, and set up direct stores in shopping malls. At the same time, he also found Mcglaughlin and TVSN, who were engaged in mail order business 2 years ago, and expanded marketing channels through the form of network direct selling.

Now it has 5017 terminal networks in the whole country, and has become the supplier of more than 10 direct selling catalogues.

In the first half of this year, the production cost of garment enterprises increased by 15%, the average labor cost increased by 30%, and the average cost of raw materials increased by 9%.

Although spinning, weaving, dyeing, clothing, and incense have been able to achieve one-stop production, Xu Taofang admitted that the cost of raw materials used for shielding nonferrous metal in the past year has increased by more than 10%.

In addition, due to fierce competition in the industry, the profits of products are getting lower and lower. At present, marketing expenses and production costs occupy 2/3 of total sales.

In order to avoid the price rise of raw materials, the company has adopted the function upgrading to replace the increase in the price of products, such as increasing the zipper size that can be constracted, and designing other small details. The product is priced at 550 yuan.

In addition, according to Xu Taofang, recently, the company is preparing to buy a metal wire supplier and further control its production cost from upstream.

In the view of Xu Taofang, the radiation proof maternity dress market is already the Red Sea.

She believes that it is necessary to adjust the product strategy at the first time, find another new blue ocean, and relocate the potential needs of competitors, so as to seize the opportunity.

At present, Tian Xiang has extended the product line, launched radiation protection underwear, electromagnetic wave protective suits, "quasi dad" anti radiation underpants, and radiation proof children's clothing.

It is reported that the monthly sales of the radiation proof underwear are now increasing by 20%~30%, which is another profit growth point for the company.

Next, Xiang Xiang will be the main participant in formulating national standards for radiation protection clothing, and further standardize the development order of the industry.