Li Zhiguang: From Chen Yang'S Apprentice To Men'S Underwear Master

Li Zhi Guang

Native place: Guangdong

Date of birth: August 12, 1976 zodiac: Dragon

Constellation: Leo

Mentor: Chen Yang

Aphorism: Heaven rewards diligent

Track: China's first professional man

The ten largest news personages in China's underwear industry, the ten outstanding figures of China's brand marketing, the ten biggest figures in China's apparel industry in 2010.

How many kinds of life can there be? Ten years ago, when Chen Yang, a famous television broadcaster in Guangdong, saw "himself", Li Zhiguang once wanted to be a "grassroots hero". But things were impermanent, and the word "Yong" in his heart encouraged him to test his potential. After a few years, he created LOOKSEE.

Chen Yang said, "I have a crush on you."

Speaking of it, Li Zhiguang and the media still have a difficult link.

Interest, Li Zhiguang said he had always liked the field of media.

In high school, he was a part-time Mandarin presenter in radio.

When I was a university student, Li Zhiguang's volunteer form was filled with legal profession, and the only one who was not law was journalism.

Li Zhiguang said with a smile, he himself was considered unprepared.

Li Zhiguang said that when he was in college, he did not do much homework and was very busy.

Radio, tutor, market research company's investigator, interviewer...

Li Zhiguang has nine part-time jobs at the same time.

The hard work of doing a part-time job still impressed Li Zhiguang deeply, but because of his part-time job, he often went out to do interviews independently, making him contact with the society early, and have some independent and mature peers.

When he was in college, he was still in the city's voice of the city.

"At that time, I didn't have a cell phone. Mr. Chen Yang called my house and said that the archway that had been standing at our doorstep was waiting for me.

I set Ma Ben up. He saw me and said, "I have a crush on you. I want you and me."

In those days Chen Yang came to pick up Li Zhiguang in a white car.

These details bury the ideal seeds in the hearts of young people, "to be a teacher!"

Li Zhiguang was very glad to have met Chen Yang.

He said that until now, Chen Yang was taught by his teacher.

"The most important thing for human beings to do things is to form a thinking mode first, that is, we must stand at a certain height to view the development of things, instead of simply solving one thing in order to solve one thing."

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Selling underwear, walking on different paths

It goes without saying that many people's life has stopped at this stage, but Li Zhiguang has overthrown such a smooth road.

Li Zhiguang said that the media people have a characteristic, have a keen sense of touch on new things, find new things easily, and it is precisely by virtue of this professional instinct that he discovers new market demands and prospects.

Because I am always dissatisfied with the status quo, I think my status can be better. After graduating from University, Li Zhiguang has worked in radio, advertising agencies and telecommunications companies, working in the daytime and starting business in the evening.

At that time, in addition to some colleagues who had worked on the radio before, I knew that later colleagues and even the family members did not know that those who had dressed in suits during the day were changing into tights at night to sell men's underwear in the shop of Zhonghua square.

This part-time venture originated from a very accidental opportunity.

Li Zhiguang was working at the radio station, and his colleagues belonged to the tide.

During a chat, a host of music said that when he was traveling abroad, he found that foreign men's underwear shops were everywhere and full of personality. Even in the supermarket, even an aunt came running to tell him how to wear those pants, making him very embarrassed.

Li Zhiguang thought to himself, "men's underwear is still a blank in China."

By chance, when a Taiwan relative came back during the Spring Festival, he realized that this relative was doing this in Taiwan.

So Li Zhiguang asked his relatives to bring some samples back to try on the radio's colleagues. The result was surprisingly good.

This gave him the idea of opening a men's underwear store.

The part time business slowly developed, from one family to three families, and the scale of operation began to expand. The characteristics of the products also attracted media attention. A reporter from Yangcheng Evening news made an exclusive interview. When the newspaper came out, someone called and asked, "the second day the phone began to ring.

Li Zhiguang recalled the grand occasion and couldn't help smiling.

In this way, men's underwear began to be concerned by people. The number of people coming to order and the number of people coming to pick up the goods increased.

Because of the continuous flow of people coming to talk about the goods, Li Zhiguang took a month's leave in the company, holding a large bottle of water every day to sit in the underwear shop and talk business with others.

"At that time, many people wanted to be men's underwear. Only 30 people came to Foshan."

Li Zhiguang said.

But due to the limited volume of goods at that time, the source of goods came from Taiwan through Hongkong, and at most can only be sold in their own stores. How can we talk about supplying goods to people?

This side received a deposit, and the supply of goods on the other side was in short supply, and Li Zhiguang, who was very active, began to search for a new way out.

He asked for a week's leave to go to the South China Sea to find a manufacturer.

But Li Zhiguang's demand for the goods is high, the second style is more demanding, and the manufacturer feels it is too trivial and trivial.

Poor Li Zhiguang had been in the South China Sea for a week, and shoes were worn out.

In desperation, Li Zhiguang turned to the relative in Taiwan. Please send a designer over to Guangzhou to help.

So, in 2002, Li Zhiguang prepared his own factory.

Make underwear, and walk firmly for the sake of our customers.

Li Zhiguang often said that he was the first designer of Lu Ke Lei and the first model of Lu Ke.

"The first pair of underwear is specially cooked.

The designers who sent them were not personalized enough to meet their needs.

Fortunately, Li Zhiguang had studied design before, so he went to battle in person, and only drew more than 200 pictures.

"I draw pictures myself, designers help tailoring.

When I was doing the first edition, I wanted to do it every day, totally immersed in my own design world.

A few days later, I could hardly recognize my bearded beard in the mirror.

Li Zhiguang is regarded as fortune in his pioneering career.

After the product was made, it began to produce products in the whole country in 2003.

At this point, Li Zhiguang also began to rethink the previous wholesale mode.

By the end of 2002, at the beginning of 2003, he began to have his own legal adviser, and began to draw up a rare franchise mode in the clothing industry, and set up a national franchise chain system.

From the initial side of the company as a white-collar, part time entrepreneurship, and now full time to do business, this way, Li Zhi Guang admitted that when bitter, tired, hesitant.

I remember one day in 2002, Li Zhiguang took the two big bag products to the China Plaza with his big bags. When he got off the bus, he was carelessly knocked down by others. The two bags of products were all splash out all of a sudden. They were all made of pparent packaging and colorful underwear.

But seeing a group of customers trust and love their products, Li Zhiguang persisted.

Li Zhiguang also remembered that once a leaflet was publicizing fashion underwear, he rushed to the store and opened the shop at 11. At that time, a more than 60 year old Abe was sitting at the door.

Once the door opened, ARB almost rushed in, bought two T-shirts without any introduction, and continued to buy them on the second day.

In 2004, Li Zhiguang had been full-time in men's underwear.

Once, I met a customer in the shop. The customer said, "Li, yesterday, we decorated the house. I counted a pair of briefs in the cabinet. There were more than 160 of them.

There are so many examples that some familiar customers often write to give some suggestions to the company's products.

"The customer let me go further."

Up to now, although the men's underwear industry is also a new industry, but he has created many industries, including the first fashion show, the first photo album and so on.

After holding several men's underwear shows, the clothing industry began to pay attention to the existence of men's underwear and the existence of Lu Ke Lei.

After a year of planning in 2008, in 2009, the Shenzhen international brand lingerie exhibition, Lu Ke Li joined hands with the industry to develop the men's underwear industry standard.

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Journalist observation

If life turns

I am a media person. Before I met Li Zhiguang, I never wanted to leave. I loved this career and felt that words were my lifelong companion.

However, after the interview, I began to imagine that if I had to open another door of my life and open different experiences, which line would I choose, clothing or food, or travel?

But there is one thing that lies ahead of me. I am willing to give up the present years of struggle, or can I choose an arduous road like Li Zhiguang?

This is obviously not a word that can be handled by the word "bravery". The "responsibility", "responsibility", "love" and "insistence" that follow are enough to consume my patience and let me gradually become timid.

This is the difference. We can not start with "laziness" instead of "fear".

Well, let me live and write roots, let me record Li Zhiguang's successful life day after day, year after year, and I hope you are stronger than me in reading this article.

Way to success

Devoted to entrepreneurship

Recalling the whole journey, Li Zhiguang said he was "a person who thought he would do it right away". He ran from the market to the "shoes to run away", to do the first edition of Lu Ke Lei's beard, and even he did not recognize himself. It was the work of selflessness that made Li Zhiguang open one shop after another.

He said he had a dream that China's men's underwear brand would go abroad.

Way of management

Create a sense of belonging for employees

"My colleague came to work to do this business with me. I welcome it."

Before the Spring Festival every year, Li Zhiguang will find employees to talk to each other. "When a year goes by, there will always be a time when I feel trapped. I hope they can tell me, and I will pay attention next year."

Building a sense of belonging is Li Zhiguang's way of managing enterprises.

He has never fired an employee for 12 years.

View of wealth

The right person does the right thing.

Li Zhiguang claims to be a very sensitive person to numbers. He is also very emotional. Money is what he buys when he thinks of something.

Family view

Mutual trust between husband and wife

Like all family harmony people, Li Zhiguang insisted that husband and wife should trust each other, understand each other, do not guess, and do not beat around the bush.

"I understand Mrs. wife's work. Sometimes she works late, and I work very hard, but sometimes she will go home when she gets off work."

Li Zhiguang liked this warm feeling very much.

Education view

Not planning children's lives

Li Zhiguang and his wife agreed that what children would like to do in the future would not plan their lives.

In fact, from small to large families, Li Zhiguang also pursued an independent non-interference policy. Fortunately, Li Zhiguang used the double-edged sword of "independence".