Casey Ron Martin'S Myth Of "Starting From Scratch"

Failing to start a business

In 1984, the 14 year old Ding Yang dropped out of school because of family financial difficulties.

After dropping out of school, Ding Canyang chose to work in a shoe factory and learn to make shoes in the front line of the factory, which is four and a half years. Due to skilled skills, wages rose from more than 100 yuan per month to four yuan and five hundred yuan a month.

Although monthly wages of four yuan or five hundred yuan have been regarded as "high income" at that time.

But this is not what Ding Canyang wants.

In 1989, Ding Canyang, 19, left his job in spite of his family's opposition.

"After the purchase of shoe making tools, the rest of the money was bought."

In the morning, the materials were put in, and then the materials were distributed to the villagers' homes around the shoemaking factories, and the temporary workers were processed at home.

After four months, the small workshops of Ding can produce 8000 pairs of travel shoes. After these shoes were sold out, Ding can earn the first 20 thousand yuan of life.

After tasting the sweetness, Ding decided to expand production in 1990, and invested 20 thousand yuan in the production of a popular square shoe at that time.

"Because it is imitation of other manufacturers, did not learn the essence, after shoes produced, wear on the foot is very uncomfortable, simply can not sell, 20 thousand yuan also lost."

Choose direction and start business again

In the second half of 1990, Ding Canyang, once empty handed, once again returned to work in factories, first selling shoes for relatives and shoe factories, and then entering the production line.

"According to the present situation, we have experienced two important links: Sales and production."

This time, Ding Canyang was no longer just a part-time worker and began to learn from others' experience.

A year and a half later, Ding Canyang borrowed 20 thousand yuan to start his own business again.

"In 1992, it was a small workshop and began its own standard workshop and official assembly line in 1996.

The output also increased from 20 thousand pairs in the first year to 800 thousand pairs in one year.

Early work in shoe factories

"It should be said that the competition in the adult shoe market at that time was relatively small, so long as the boss had the energy to manage the internal production and had the energy to design new styles, it would be able to develop."

However, this situation did not last long. "By the year 1996, the whole adult shoe system has basically taken shape.

So I moved to a new market - children's shoes.

Although profits are relatively thin, industry development is relatively blank, and competition is much smaller. "

Success after several setbacks

Ding Canyang entered a golden age of development when he first entered the industry of children's shoes.

From 1997 to 2004, Ding Chan's beach shoes designed to keep her lead in the same industry for several years.

However, enterprises can not always be smooth sailing.

From 2004 to 2007, Ding tried to improve sales through cartoon images, but he had to give up the unilateral increase in the price of the Licensor. The cost of the three years was much greater than that of the proceeds.

Finally, the return to the independent brand helped Ding Canyang get a more stable development.

From wholesale to trial own monopoly system, Ding Canyang now owns nearly 1000 counters and stores in the country.

"The era of enclosure for children's shoes has arrived. Whoever occupies the terminal will occupy the market."

For Ding Canyang, twenty years of entrepreneurial life is now facing a turning point, "industry shuffle has begun, and whether enterprises can grow big, the key lies in these two or three years."

"The road to success can only be found by trial and error."

Ding Canyang believes that his greatest strength is to dare to try and dare to fight.

In Ding Canyang's office, a row of management books on the cupboard and a diploma from President of Tsinghua University are particularly eye-catching.

Ding Canyang said frankly that he is making himself more steady through constant learning.

Entrepreneurial experience

Understand what you want, and then work towards your goal.

Hard work, hard work and hard work will succeed one day.