Two Generation Of Self Built Clothing Brands After 80: Encounter Difficulties And Win Life

In 2007, the first store opened; in 2010, there were more than 300 stores nationwide.

From brands not known to dealers and queuing agents, Ding warned that it took less than three years.

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Character card:

Entrepreneurial experience:

Persistence: entrepreneurship requires a spirit, a spirit of perseverance, and a spirit of perseverance.

First, the person who reaches the finish line is not necessarily a fast runner. As long as there is a persistent heart, slow people can reach their goals.

Giving up the deputy general position and being a workshop worker.

In 2000, when he was 20 years old, Ding watched his father enter into his shoes factory. His father had already prepared a deputy general position for him, but he decided to start from the workshop.

After working for three months in the workshop, Ding watched and began to work as a salesman for 5 months.

After that, we upgraded the business manager to the R & D department for nearly two years.

After identifying the existing ability management company, Ding took the lead in taking the position of deputy general manager.

"Only when we are familiar with all positions can effective management be implemented."

With two years of experience accumulated, from 2002 to 2007, Ding watched the company that helped his father achieve a leap.

"At that time, I was only more than 20 years old, and I was responsible for the whole company's R & D, marketing and finance. I can say that the most important part of the company is controlled by me."

5 years of vice president career, let Ding watch the teenage dream expand rapidly: make a clothing brand of your own.

"At the beginning of the enterprise to enter the father, it is necessary to start at the grassroots level, in fact, it is also preparing for the future business."

When the time is ripe, Ding decides to leave his father's business and go on his own.

Looking for market vacancy and selecting direction of solo flight

After taking the German agent of mascassini clothing in Germany, in March 2007, he set up his own clothing company with his father's first start-up fund.

At the beginning of the company, there were only 4 people.

In the three months from March 2007 to June, Ding Jing and his team ran through the commercial streets of major cities every day for the purpose of finding market vacancy and positioning for their products.

"What impressed me most was on the Beijing road in Guangzhou. A company member and I sat on the street from morning till night. Only one thing was done, that is," counting "people, in fact, is to classify pedestrian's wear, so as to find potential style positioning.

Talking about this process, Ding Jing still feels deeply.

"At that time, we also visited many customers.

But no one paid any attention to us.

Sometimes, we can't enter the factory gate. "

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After market research, Ding warned the brand positioning.

In September 2007, the first franchised store opened in Quanzhou Jinhuai street, but because of the shortage of market investigation and lack of experience in the opening of the shop, the store was soon closed.

It was not long before the Chongqing store opened. This time, because the cost of investment was not large, and the business circle was more concentrated, the price was in line with the local consumption ability, and the franchised store was successful.

Immediately after that, the Hangzhou store opened. "Because of the site selection and the festival, the turnover on the first day reached about 300000 yuan. When the data was gathered at headquarters, the whole team was very excited."

Ding warned that he would always remember 2007, which he experienced from disappointment to hope.

Encounter difficulties and persist in winning

From the end of 2007 to the beginning of 2008, from southwest to East China, and then to northeast and North China, Ding observed that the layout of the company's brand in the whole country was basically determined, and the specialty stores also developed to more than 30.

Originally thought that such a smooth sailing down, but in March 2008 to October, the entire sales suffered a "Waterloo".

"Sudden sharp decline in performance, in the sales ranking of stores, are located in the countdown.

Many shops can't support them, but they also shut down a few. "

This sudden change made Ding Jing somewhat unprepared. "At that time, all of them were direct stores, and the decline in performance made the whole company in a very dangerous position".

Persist or give up?

He has set up a data feedback system between Direct stores and headquarters, and has set up a commodity analysis team to find out the problems one by one.

Then, change the shop decoration style, adjust the time and location of the goods.

"Hard work pays no attention to people". Sales began to pick up gradually from November 2008.

Now, there are more than 300 stores in the country, of which 80% are direct battalions.

According to Ding Jing, entrepreneurship is a very meaningful thing, and meaningful things are often very difficult and very tired.

But he firmly believes that no matter how difficult it is and how hard the process is, as long as we set goals and dreams, and stick to it all the time, we will one day get to the other side of success.