Fashion "Fabric Giant" Li Chengxin's Clothing Dream

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Li Chengxin, 52, entered Xiaoshan in 1984.

The company celebrated its birthday with a delicate brochure.

The brochure outlined the group.

"In 10 years, we hope that garments will become the main business of the company."

Li Chengxin told reporters, "this is my dream for many years, but also the requirements of industrial laws."

Xiaoshan, which is located in "three yuan", is one of the largest chemical fiber textile bases in China.

In China, PTA made in Xiaoshan accounts for 22% and chemical fiber accounts for 15%.

Here, the extension of the industrial chain to clothing has just begun.

Li Chengxin made a special trip to Italy last year, and impressed some of the world's most famous enterprises from the fabric business and then developed into the global first-line clothing brand experience.

At the age of 30, the man who took over the predecessor of the three yuan holdings, the three printing and dyeing factory in Xiaoshan, had unusual perseverance and stamina.

Over the past 20 years, he has made this small factory which is on the verge of collapse become a "fabric giant" with annual sales volume of 2 billion 500 million yuan. It has become a national textile product development base and is considered to be one of the most complete production fabrics in the industry.

Now, "fabric giant" is quietly starting to layout for the clothing industry.

At the end of May, DE FARRO, the French clothing brand of the three yuan holding group, opened its doors in the store of Ningbo golden light commercial building.

This is the sixty-second Difano franchise store opened after the establishment of "three yuan" clothing company.

These stores are located in the leading shopping malls of major cities in Hangzhou, Shanghai, Nanjing, Xi'an, Fuzhou and Chengdu.

"We are ready to develop to 100 this year, and we expect sales revenue to reach 150 million yuan."

"Deputy director of the clothing of Di FA Nuo Huang said.

It is only one way for Li Chengxin to realize the clothing dream that he creates the high-end brand image of fashion business men's clothing, supplemented by international brand operation.

He is still working on a bigger plan to make Chinese men buy high quality shirts at medium price with the most popular online shopping nowadays.

"I wonder if you have noticed the men around us. They do not like shopping, nor are they used to changing their shirts every day.

Some shirts may be expensive brands, but you will find that they often wear their collar until they are whitish.

Li Chengxin said humorously that he wanted Chinese men to be used to buying shirts and changing them every day, just like foreigners.

"One hundred or two hundred yuan can buy 1000 yuan from traditional shopping malls online, do you buy it?"

Selling the brand shirts on the Internet is no longer a new model.

At present, the most successful is "fan Ke Cheng pin", founded by a group of e-commerce professionals. There are no factories, workshops, and workers. They only outsource the products that they have designed to manufacturing enterprises, and sell their own brands to their own websites. It is said that they can sell twenty thousand or thirty thousand pieces a day.

In the face of such a "forerunner", what is the bottom line for three yuan?

The key to the success of clothing e-commerce enterprises is to respond quickly to market demands through differentiated products.

Li Cheng said, "at the same time," backstage "must be strong.

"We only invest 6 hundred million in the development of shirting cloth, and we have 40 million meters per year.

Product supply chain and product development capability will become our core strengths.

Besides, we know better about clothes. "

Before joining the "three yuan", Huang Chao, who had been in the clothing field for more than 10 years, said.

Over the past 4 months, he and his colleagues have been visiting factories, Internet companies, and even buying shirts online, comparing and analyzing network services and product quality.

"We may need to hire a professional team to promote the network, but the control of product quality will be in our own hands."

Huang said.

"This is a channel mode innovation, the key is to do well in service."

Li Chengxin revealed that they have discussed in the research that they may build their own logistics teams in the future. These people are set up by express delivery and sales to make the service deeper and finer.

"Making clothes, especially making clothes, requires patience and courage in e-commerce.

Vic is supported by venture capital, which is said to be a loss now.

This is a job of burning money. "

Li Cheng said, "we don't need to invest more equipment and factories. We will invest more money in the future.

Li Chengxin, who emphasizes service, has a "Li's experience".

The huge holding group, 16 subsidiaries under the jurisdiction of staff more than 5500, you are not able to manage your feet from the head to the foot.

"Let professional people do professional things". Once setting the general direction, Li Chengxin will delegate power to the general manager of each subsidiary, and the group will never interfere in the specific work of product development, staffing, financial management, labor distribution and so on.

"I only need to make up 51% of the shares.

The task of headquarters is to guarantee funds, do well in service, set up a good platform, do well in culture, and become the "rear area" of subsidiaries.

Li Chengxin's thinking is very clear, he led the three yuan holdings to gradually shift from processing to brand service.

With this "Li's experience", Li Chengxin firmly believes that his dream of clothing will be wonderful.