Chen Jintang's Success Story

In Dongguan, in Humen town of Dongguan, the brand of "Brocade brother" is not unusual.

As one of the first seven brands of clothing in Humen, "Brocade brother" has completed the pformation from clothing wholesalers to brand dealers long ago, and those who have made fun of Chen Jintang are now pformed into brands. The development of "Brocade brother" has become a microcosm of the development of brand clothing in Humen.

Wholesalers with goods not to worry about

Chen Jintang is the boss of Dongguan broccollion Clothing Co. Ltd., according to his information to the billion power network, eight years ago, Humen was a very backward town.

92 years ago, he came here to do wholesale clothing business. He only rent a tin shed with no more than 4 square meters in the morning market. But in this shabby shed, Chen Jintang can send out more than 1000 or even 2000 counterfeit clothes out of the market everyday.

"At that time, the whole street was making counterfeit clothing wholesale, and the money was really good."

As Chen Jintang recalled, he described the scene at that time. "As long as these wholesalers are carrying goods from the morning market, they will immediately take the goods around, and the goods in their hands will soon be sold out."

Many wholesalers live like this in the days of nourishing, so long as goods are available, everyone will not worry about it.

But Chen Jintang was different. He began to realize that he was doing something.

In 1996, Chen Jintang registered the denim clothing brand "Brocade brother". His pformation was not an example. At the same time, some wholesalers began to make brand costumes. At that time, the brands including YISHION, Song Ying and Xia Xueer were the first batch of garment enterprises founded by Humen Town, and also the first batch of enterprises to rise.

Good days for wholesalers soon.

The pformation of wholesalers just coincided with the intentions of the Humen town government and was bent on making Humen a success.

The government's push is a very clear signal, brand will be the next stage of development of enterprises.

But many businessmen who are accustomed to wholesale do not plan to pform.

"It's great to think that we can make money from the source of goods, no one wants to work hard to create a brand."

They did not see that wholesalers' good days were long.

By 1998, the changing environment of clothing trade in Humen has changed. The establishment of the rich people's clothing market has attracted clothing wholesalers from all over the country, and their demand for brands is getting higher and higher.

The wholesalers who saw this trend imitated "Brocade brother" to make the brand, and the other part abandoned the counterfeit goods to other wholesalers, leaving some wholesalers to rent their shops to the later generations, and the same batch of enterprises had different fates.

Suffering from the pformation of brands

After the pformation, the most leisurely days were the owners of the sublet counters. The unpopular counter has now been sold to a high rent of 400 thousand a year, and a lot of profits can be gained by sitting at home and collecting rents.

Those who are still in the middle are the wholesalers. Their operation process has hardly changed, and the only change is merchandise.

And the most painful ones are those who make brands. They feel the labor pains shortly after the pformation.

"Making a brand involves a lot of contents such as R & D, marketing, channels and so on. This is the fact that we do not have any contact with wholesale when we do wholesale business. Compared with the wholesale strategy, it is really too simple."

Chen Jintang told the billion power network that in the early days of pformation, he had to force himself to accept new challenges, recruit workers, build structures, open up monopolization and manage channels, and Chen Jintang was busy all the year round.

Even so, something unexpected happened to him.

"I was surprised that a small worker in the factory went on strike and clamored for no pay increase."

Chen Jintang felt that he had been lost in the drum. He did not know why these employees suddenly wanted to raise their salaries.

"Later, I talked with them personally, and I realized that the strike was actually related to the company's opening of a special store."

Dating back to 1996, when Chen Jintang founded the Cowboy brand "Brocade brothers", he began to recruit agents nationwide. In more than two years, Jinzhi brother's franchise reached hundreds.

At the same time, the sales way of exclusive stores also requires higher quality of products.

Chen Jintang didn't even think of giving up in his mind, because he knew too much about the truth. "Making a brand is difficult, but it can make the enterprise go far."

Since then, similarly, the brand clothing enterprises have gone through a "competition". In this game, it is well deserved to win the "YISHION" which currently has more than 3000 stores in the country.

Kam's brother and several other brands are falling far behind.

"YISHION's development is too fast. It can be regarded as a miracle of the entire garment industry."

Chen Jintang believes that there are many reasons for the rapid development of YISHION. Among them, the eyes of employers and the accumulation of talents are lacking in many enterprises. Therefore, the success of YISHION can not be imitated by all enterprises.

Chen Jintang said to the billion power network. "Along the way, I see that many companies are doing well today, and they will be closed tomorrow. The failure case gives us an inspiration," the higher the fly, the worse it will fall, "so I want to make the company slow and steady.

In Humen, there are many enterprises that are developing at a constant speed, like the brocade brothers. Most of them were founded in the late 90s. They have 400 to 500 stores nationwide, but compared with the first line leisure brands such as YISHION and America, their stores are far from enough.

"Re development" is the common demand of these enterprises. Under such demand, some foresight enterprises have made changes.

The adjustment of product lines and the application of Internet is a hot topic of pformation during this period. The once imitated "Brocade brothers" launched a new brand "MOLYDA" last year. This brand aims at the domestic small dress market, and the promotion of new brands by means of network means is the focus of recent work of Chen Jin hall. Although the work of network promotion has just begun, Chen Jintang is confident that "this time we are ready to be the leader of this market segment."