Yang Tao: The "Past And Present" Of Women'S Dress In "All The Way"

Medium height, cool feeling "oblique punk" hairstyle, a black picture frame, a black tight middle sleeve sweater, plus a black crotch pants, a variety of accessories in one.

This is it.

When he met him at a cafe in deep blue square in Hangzhou in October 2010, he said to himself, "I am a businessman."

Yang Tao started his clothing wholesale business and began to invest in securities in the "old eight stock" era. Now in the PE circle, he is also an activist. He has invested in animation and other fields. He is also an investor in KTV.

But he put all his energy into the clothing business.

For one reason, Yang Tao believes that the most important thing is not "money" but "like".

In addition, over the past decade, it has grown larger and more "very emotional".

In his view, the most important point is "responsibility". "This enterprise is built on my hands, and can not decline on my hands."

He said.

Hatchery of Hangzhou women's wear Academy

In 1994, "all in all" was born in Hangzhou. It was originally the name of a foreign trade women's wear shop. Jiao Xue, the owner, was Yang Tao's classmate and playmate.

At that time, it was mainly from the wholesale market of Guangdong to purchase some foreign trade garments, and to mix and sell them in the store.

In the era of commodity shortage, the business of "all over the world" became prosperous. "Because it is a brand shop, and its quality can be guaranteed."

A chance to do wholesale clothing Yang Tao, met with Xue Liang.

Yang feels that the name of "all alone" is easy to remember and can be done more easily.

So he quickly worked with Xue Liang.

Up to now, the two shareholders of Xue and Yang have lost their share of interest. They share their shareholdings, Xue gradually faded from their daily management, and Yang Tao is in charge of their specific operations.

Today's "all in all" has pformed into a brand name dress with 600 chain stores in China.

During this period, Yang Tao had an obvious personal impression.

After the cooperation between Yang Tao and Xue Liang, the first problem is how to make the business bigger.

Feng Gensheng, founder of the youth treasure group, was very optimistic about Xue and Yang. He rented a site to them as a clothing store.

The pavement is bigger, but the source of the goods has become a problem. It is no longer feasible to rely solely on the wholesale market in Guangzhou.

Hangzhou has a long history in the training of fashion designers.

Statistics show that in 1983, the Zhejiang Engineering College of Hangzhou set up a fashion design major, and other colleges and universities in Hangzhou also set up fashion design major.

After graduating from these majors, many people chose to start their own business, and the "school" gene of Hangzhou women's wear came from here.

But these "academics" were initially lacking in capital and channels.

With this in mind, "go all in one's own" takes the initiative to introduce them into their own shopping malls, providing them with sales venues, and earning a deduction according to their sales volume, similar to today's department store mode.

Yang Tao said that in today's Hangzhou women's wear, many famous brands hatched in the "shopping mall".

But as these brands grew stronger, they gradually chose to leave and build their own channels. At that time, some shopping malls in Hangzhou also began to pform their business ideas and introduce young clothing brands, which also had an advantage in scale.

The fast fashion of "50 meters ahead of consumers"

In 1997, Yang and Xue began to plan Transformation: to make their own brand of women's clothing, the name is still "going all the way".

Yang Tao and Xue Liang, who are not professional, learn to design while forming their own design team.

What they should think about is how to locate the style of "all alone".

To this end, they went abroad to investigate.

In the end, they decided to imitate the European style of Austria brand, which was mainly composed of cotton and linen. They were mainly decorated with cotton and linen, and often decorated with various kinds of flowers, highlighting the "Ladies" personality.

This style has been welcomed by the market as soon as it is released.

In 1999, at the international fashion festival in Dalian, the European style of "free flowing" became popular. The chain stores began to expand from Zhejiang to the whole country.

In the university campus, "all over the world" was once popular.

After 2000, Yang Tao has to make a choice. "Which way to go?"

In Yang Tao's view, brands can be divided into two categories: one is the brand of enterprise, the other is the personalized brand of designer.

Yang Tao asked himself, what kind of company can make the "big wave" bigger?

"We may not be able to take the road of designer brand," Yang Tao said. For a designer brand, the general boss is definitely the main designer. If not, once the designer leaves, it will cause risks to the enterprise.

Yang Tao, the businessman, instinctively believes that the function of making money in a free way should be greater than the artistic function.

After this point is clear, Yang Tao unexpectedly put forward that "all walks of life" should have no style.

The reason is simple.

Like some products, southerners like northern people who don't like it. Yang Tao said, "going all the way" wants to pursue a "greatest common divisor", that is, finding products that the southerners and northerners enjoy.

Under such a way of thinking, today's "all over the body" is no longer the pronoun of the pastoral and "Ladies".

What Yang Tao wants to do is fast fashion products.

The designer team of "more than 30 men" is going to launch about 1200 styles each year, "spring and summer 600, autumn and winter 600."

To Yang Tao's relief, the success of Zara and UNIQLO confirms that the direction of self adjustment is "right away".

Take Zara as an example, "more than 10 thousand of the year's style and 1-3 week supply chain speed" make it a synonym for fast fashion. Ortega's success also pushed founder Ortega to the richest place in Spain, while the boss of UNIQLO, Liu Jing, became the richest person in Japan in 2009.

Zhou Chengjian, founder of the United States, has also made it clear that the United States should take the fast fashion clothing line that is rapidly expanding and learn and compete for the speed of Zara.

But the fashion that Yang Tao defines as "all over the world" is to "lead the consumer 50 meters" and guide consumption, but not too far ahead.

How to grasp the "50 meters" degree? Actually, it is to test the market smell and judgement of the team.

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Franchise chain of deep plough two or three line Market

In the past more than 10 years, the number of chain stores has expanded to 600 in the whole country, and nearly 2211 of the stores in the United States started in the same period in March 31, 2008.

In contrast, "all in one place" is absolute moderates in the speed of shop opening, because Yang Tao always thinks that safety is the first priority.

Once he was almost bankrupt in the capital market, he often took the warning that "10 dollars of things up 100%, that is 20, but if the 20 blocks fall by 50%, it will become 10."

Although there are 600 stores, but in Beijing, Shanghai, Guangzhou and other first tier cities, you can not see the "wave of the whole body", because they are all distributed in the two or three line market.

As a matter of fact, "all in all" has been laid out in the first tier cities, including Beijing and Shanghai.

From 2002 to 2003, when the "wave of the whole body" began to establish brand, it gradually withdrew from these places.

"The cost of first tier cities is too high. For a brand, the main function is to create a strong appeal."

Yang Tao said that based on this idea, the whole channel will be located in the two or three line market.

Evacuating the first tier cities, Yang Tao said, also related to franchisees, "they first get profit."

"All in one" in the shop strategy, choose to join the main.

At present, only about 2 stores in Hangzhou are located in about 600 stores, and the rest are all franchisees.

The reason why all of them choose to join in Hangzhou is mainly for "borrowing power".

"For example, if you want to open a shop in a city in Jiangxi, if you can find someone with a certain background and resources in the area, it will be a lot easier," Yang Tao said.

The management of the "join the shop" is described by Yang Tao as "spider web mode".

At present, there are basically regional agents in every province of the country, and regional agents directly manage their downline.

In the retail price, national unity is achieved, and franchisees only earn the price difference, that is, buying a product directly from the "disarray" according to a certain discount, and taking inventory on their own.

Yang Tao, who seems to be a simple "Party A Party B relationship", is more willing to believe that it is a solid "friend relationship".

More than 10 years since the 90s of last century, it is also the more than 10 year that the franchisee and the "casual" have been growing together. Among them, there are teachers and laid-off workers. "At the beginning, they were very small. These years, they have become very good businessmen, and many of them are millions of rich and billionaires."

Even in the two or three tier cities, the "casual" is also more "Street shop" form.

In Yang Tao's view, street shops have more advantages than department stores. For example, street shops are more suitable for "scouring goods", consumers are more focused, and department stores are more likely to be "caught up in sight"; if, again, within a certain period of time, sales are not good, brands are likely to be regulated and even expelled by department stores, and street shops are more independent.

However, Yang Tao now has a plan for the layout of department stores, "because the most consumptive people are too busy to shop now," and "touting net" is also an impulse he has always had, but it is only a supplement to the physical store.

"IKEA like" lifestyle

Although in the "China International Women's Wear Exhibition" famous brand survey, ranked the first place in the famous brand of women's clothing, "the whole body has been in the world" for more than 10 years.

Yang Tao did not hesitate to say, "this is the biggest mistake of many years of" all over the world ".

This has something to do with his personality.

Both the education from childhood and the consensus reached by some business leaders made him abide by the creed of "low profile".

But today, he still decides to change. "Society needs communication now, especially in the Internet age."

Yang said that today, he has begun to consciously contact the media.

This is not the only thing that has changed.

Naming "let alone the whole body", let Yang Tao consider himself "lucky".

"Because its extension will be very broad, not only for clothing, but also for beauty salons, coffee houses, barber shops and so on."

Yang Tao said he hoped that "going all the way" ultimately meant a way of life.

This is also an idea that has sprouted in his heart at present.

Yang Tao said he was planning to create a "wave of freedom".

Yang Tao has always had concerns about listing.

"If it is a listed company, the pressure of the whole business will be very large, and everything must be exposed."

Yang Tao said, "all in the world" has never received a penny loan in the bank, and he advocates "happy life and happy work". He does not want to "change all his life", which makes him hesitate to make up his mind.

In May 2007, BELLE international listed on the main board of Hongkong, financing nearly HK $8 billion 700 million, and its total market value climbed to HK $about 60000000000.

In August 2008, the US state clothing entered the Shenzhen Stock Exchange, raising nearly 1 billion 400 million yuan, and its total market value is now about 30000000000 yuan.

The post market effect of BELLE and Smith Barney apparel has greatly stimulated Yang Tao. He also felt that "if the brand with the size of us is first listed, there will be more magic weapons. If I strike at that time, I will be more passive."

In 2009, the "turnover" amounted to hundreds of millions of yuan.

Yang Tao said that "going all the way" needs to enlarge the brand effect through listing, create greater value, and bring employees and agents into a new stage.