Exclusive Interview With Wang Liangxing, President Of China Li Lang: Jinjiang Boss'S Fashion Creation Dream

"Let's take a look at our first. fashion Creative garden. " 1234.HK, China CEO Wang Liangxing put down his cigar and led the reporter to his desk.

There is a large park model on the desk, which comes from an Australian designer office. "This park needs at least 1 billion yuan. I intended to put the park in Xiamen, but the Jinjiang municipal government has tried every means to keep us here, but it has not been decided yet.

Wang Liangxing has just returned from Europe and is running a company management conference. He proposed this meeting. lilanz In the future, "I said it would be very exciting to have a creative and creative group."

"Jumping out of clothes and making clothes" is Wang Liangxing's new strategy for Leon. "The focus of the new strategy is cultural upgrading of the brand. We can't just do things that deal with cloth all day. We should put the connotation of artistic creativity, history and culture into clothing and make costumes as artworks. Can you imagine how much space our products and brands will appreciate in the future?

The trip to Europe, known as the "Fashion Art Tour" by the organizers, has touched Wang Liangxing deeply. In Italy, he bought two small sculptures from the old artists for 78 thousand euros. "When a piece of clay is injected into the artist's creativity, it can sell hundreds of thousands of millions, millions of millions of dollars, and make clothes, too, not selling fiber and selling cloth."

The word "creativity" made Wang Liangxing think about it. "Ten years ago, others thought I was very earthy. A friend made fun of me and said, "Why are you wearing so much shoes?" then he threw my shoes off the 15 floor. But now, we are the most stylish and fashionable brand, and I have been studying fashion and creative industries all day.

"Soil" has always been a big problem, because Chinese clothing has always been copied seriously. Ordinary consumers usually do not ask where the styles and patterns of clothing are coming from. It is a common practice for Jinjiang enterprises to buy a pile of name brand clothes from Hongkong and change them and paste their own LOGO. Some of the bosses who go far may also buy clothes from Europe, Japan or the United States. In this way, it is not surprising that the streets are all copycat and copycat. Wang Liangxing realized that he was actually doing a systematic project and needed a top-down concept revolution.

"Our slogan is" to carry out fashion ideas to the end. " Wang Liangxing did not like shouting slogans at ordinary times. When he shouted so, he had already realized some kind of crisis.

"Do a great thing all one's life"

The most dramatic place in Wang Liangxing's office is the huge picture frame behind his desk. The heart of the picture has been mounted, but it is blank, without words or paintings. "Everything in the past is going to be zero." He pointed to the hollow picture frame.

But in any case, the company is now a company with a market value of nearly HK $15 billion. At the beginning of the HKEx listing, Wang's three brothers (Wang Liangxing and brother Wang Dongxing, brother Wang Congxing) had a fortune of HK $3 billion 500 million, and in the past year, the price of its shares has risen from less than 4 Hong Kong dollars to nearly 12 Hong Kong dollars, and Wang's Brotherhood has exceeded HK $10 billion. It was time for Wang Liangxing to think about how the money was spent.

Recently, some new landscapes have appeared in Southern Fujian. On the highway from Jinjiang to Xiamen, advertisements on sports clothes or sneakers on both sides of the road used to be on both sides of the road were advertised, and dozens of financing Guarantee Corporation advertisements have been replaced this year.

In addition, a "headquarters center" planned by Xiamen on the island road has attracted a large number of Jinjiang enterprises. Some enterprises in Jinjiang build a building there, or sell or rent for their own use. A project allegedly can earn two or three billion or more. But none of them can raise Wang Liangxing's interest. "I don't feel like playing it."

10 years ago, Zhou Shaoxiong, the head of Jinjiang's seven wolves, was once listed as one of the few "admirable" figures by Wang Liangxing. But now Wang Liangxing clearly says she will not follow the next seven wolves. "The seven wolf group has two lines of investment and industry. Besides clothing, finance and real estate, this is not suitable for Li Lang. All of our energy will be put on the clothing industry." He said, "my original goal is to be the richest person in the village, and now the goal is to become the largest fashion group in China. Taking 10 billion to make other investments may soon become 12 billion or more, but this is just a figure for me. "

In November 2009, the second brand of L2 was launched in Shanghai. Compared with the brand, the brand that is oriented to 20~30 young customer group is more fashionable and fashionable. In this way, Lee Lang greatly widened his customer base. Since 2002, Le Lang has been the main business consumer for 28~45 years old. This brand is a good start. "We expect that by the end of this year, L2 will open 100 stores and achieve 60 million sales revenue."

The start of L2 is the first step. Wang Liangxing's next move has come to an end. "In Guangzhou, we are setting up the third brand."

In the prospectus of 2009, Wang Liangxing put forward the slogan of making the brand of "Leo" into "China's Armani", while Wang Liangxing's reference brand is D&G for the new brand L2 and the third brand that has not yet come out. Unlike a century old shop like Prada, Armani and D&G are only twenty or thirty years old brands, and Wang Liangxing believes that comparison with them is of practical significance.

The multi brand strategy of Li Lang is to extend the garment horizontally and vertically. "Armani extends at least five or six brands. Besides clothing, you can also make perfume, glasses and leather shoes. We will also consider buying foreign brands or making other financial investments in related industries in the future, but our focus will not be on clothing. "

Wang Liangxing showed special vigilance against diversified investments because he had learned lessons in his grassroots era.

Li Lang started in the middle and late 1980s. In 1987, the three brothers of the king took out more than 10 thousand yuan that they had accumulated hard, bought several sewing machines, and hired 7 helpers to start a family garment factory. In 80s, the opportunity cost was very low. Relying on such a small workshop, Wang brothers quickly developed. In the first year, they made 180 thousand yuan; in the second year, they made 880 thousand yuan. Since 1993, Wang brothers have found that they no longer need to send their clothing to the wholesale market of Shishi, because clothing wholesalers in Fujian have rushed to the factory. "The wholesalers who came to the factory were waiting in line. The clothes that had just been rolled out of the workshop were packed before they had time to pack them." Wang Liangxing recalls.

However, because the money came too fast, Wang brothers began to imagine the future. Wang Liangxing made a furniture factory, Wang Dongxing went to Anhui to build a machinery factory, and the third Wang Congxing set up office supplies business. But soon, when the money was not covered, it was diverted.

"The capital chain is broken. As for the Shishi's cloth shop, it was heard that the people of Lai Lang came, not even ten thousand or twenty thousand of the cloth. All the people in Jinjiang say that Li Lang is going to go bankrupt. " In 1997, Wang's brothers were unforgettable.

The plight of the enterprise forced the three brothers to sit down together to find the way. Wang Liangxing, who first stood up, said to his brothers, "we have earned a little money, we have been satisfied, distracted, and killed ourselves. We need to engage in brand management! "At that time, Wang Liangxing actually did not know what brand management was, but he saw that Jinjiang's" seven wolves "had already become the leader of the local industry by opening up the" brand store ".

But at that time, the problem was, without money, what to open shop? Obviously, it is a good way to raise funds through chain stores, so the next thing is investment.

"Wealth and danger"

Investment is not without strength. In 1998, Wang Liang Xing Hua, 580 thousand, bought a cruiser car. "In this way, people say that Wang Liangxing is rich again." Hu Chengchu, vice president of Li Lang, couldn't help laughing when he talked about these past events.

The explosion of Wang Liangxing's creativity was in 2001.

One day in September of that year, Wang Liangxing and Hu Chengchu sat in the office drinking tea together. Hu Chengchu took a "business connection" in his hands, and Wang Liangxing looked at it and said, "Hu, what is this?" Hu Chengchu said carelessly, "business is connected." Unexpectedly, this touched Wang Liangxing, he suddenly said: "Hu, our clothes will later be called" business men's clothing. "

"I thought it was ridiculous at that time. Clothes and" business connections "were nothing but wind and horses. But Wang Liangxing simply felt that I had to do it as a professional manager. Hu Chengchu said.

With the concept of product coming, the next thing is to find a spokesperson. There are many celebrities nominated by advertising companies on behalf of spokesmen, such as Milu, An Zaixu, Kaneshiro Takeshi and so on. But at the end, Wang Liangxing chose Chen Daoming on the basis of his feelings. Chen Daoming is good at what, Wang Liangxing also can not tell, only know that this person's image is good, in the TV play "Kangxi the great" in Kangxi, fame is very big.

To advertise for Chen Daoming, Wang Liangxing has no money in hand. Chen Daoming's brokerage firm opened a price of two million yuan for two years, and this money was borrowed by Hu Chengchu when he ran to Shanghai to find friends. Hu Chengchu introduced: "we went to Beijing to find Chen Daoming, and I said," all the money we asked you to advertise was borrowed, and suddenly moved Chen Daoming. " At the Beijing International Fashion Fair in March 2002, Chen Daoming, Wang Liangxing, once again showed "strength" to the agents. After the end of the Expo, their stores in the country became 150.

In 2002, Li Lang's sales revenue was no more than about 40000000 yuan. But no one could have imagined that he invested nearly 20 million yuan in the advertising of CCTV and local satellite TV. "There was a company that spent tens of millions on a big star, and the ad spent only 2 million." Wang Liangxing has a blood book on advertising.

In the 2004 Olympic Games in Athens, Li Lang voted 10 million yuan in 16 days. "At the central stage, our advertisement was broadcast more than 40 times a day, and the effect was immediate. The store of Li Lang doubled, to more than 400, and sales to 120 million."

The "black horse" is running out of danger. "Since the opening of the first board of directors in 1998, every year, Wang has appease everyone: after this year, it will be fine next year. Over the years, we've been making a lot of trouble outside, but in fact we have no money in hand, that is, we only got some cash in 2004. Hu Chengchu revealed to reporters the secret for years.

Between 2004 and 2008, Li Lang continued to maintain the growth rate over the past 6 years, and by 2008, sales revenue was 1 billion 136 million yuan and net profit was 154 million yuan. The huge market network plus the concept of "business men's clothing", plus profit support, laid the foundation for the listing of the company.

As a matter of fact, Li Lang launched the concept of "business men's clothing" or did not throw away his colleagues in Jinjiang. For example, nine Mu Wang proposed to be an expert in western trousers, and seven cards were used as "Chinese collar". These enterprises are also non generic. They are all companies with annual sales exceeding 2 billion, and they are also preparing for listing. In terms of scale, they are comparable to Li Lang.