Wang Liangxing: Everything In The Past Is Going To Be Zero.

I hope clothing can deliver life style.

Going to Europe and America is a fashion.

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, "how did you wear your shoes?" then he threw my shoes off the 15 floor.

Now, we are the most artistic and fashionable brand, and I have been studying all day.

"Soil" has always been a big problem, because Chinese clothing has always been copied seriously.

Ordinary consumers generally do not ask where the styles and shapes of clothing are coming from.

It is a common practice for Jinjiang enterprises to buy a pile of designer clothes from Hongkong and then change it 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 all the streets are copycat and copycat.

"I hope to pass.

Wang Liangxing's understanding of clothing culture is not just about clothing itself, but also needs to pass a lifestyle through clothing. "It's not just designing several clothes, doing a few shows, or buying some works of art, and attending several art festivals.

We must inculcate a spirit of culture and art to every employee, agent and dealer.

Over the past two years, the problem of rising raw materials and rising labor costs has deeply troubled the garment enterprises in Jinjiang, Fujian. "The only way to deal with this situation is to raise the brand premium. If our brand can really achieve the level of Armani or D&G, then the cost is not a problem."

Wang Liangxing said that the ultimate goal of fashion and creativity is to make him a truly leading company. "Clothing is a fashion industry. Innovation and change are everyday considerations.

If you are not fashionable, you will lag behind and die.

I want to do what will be released in the future and what will be in the market.

Dreams revolve around "fashion group"

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."

When asked by reporters about money, he pointed to the hollow picture frame.

But anyway, the company he is leading is already a large company with a market value of nearly HK $15 billion.

At the beginning of the Hong Kong Stock Exchange listing, the three brothers (Wang Liangxing and brother Wang Dongxing, brother Wang Congxing) had a fortune of HK $3 billion 500 million, but after more than a year of listing, the price of Lee's shares soared from less than HK $4 to nearly HK $12, and Wang's brotherhood had exceeded 10 billion Hong Kong dollars.

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, in the past, the billboards on both sides of the road were all advertisements for clothing or sports shoes.

Nowadays, dozens of financing Guarantee Corporation advertisements are replaced.

To this, Wang Liangxing can not interest: "I do not play this, I do not think much."

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.

"Seven wolves group has two lines of investment and industry, in addition to clothing, as well as finance and real estate, this is not suitable for us, all the energy of the company will be placed 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 China's largest fashion group with clothing as the main business.

Taking 10 billion yuan to make other investments may soon become 12 billion yuan or more, but this is just a figure for me. "

Despite his distracting thoughts, Wang Liang Xing is approaching his dream of "fashion group" step by step.

In November 2009, the second brand of the company started in Shanghai.

Compared with the brand, the brand that is oriented to the 20-30 year old customer base is more fashionable and fashionable.

As a result, the company has greatly expanded its customer base.

Since 2002, the company has been the 28-45 year old business consumer.

This brand is a good start. "We expect that by the end of this year, second brands will open 100 stores and achieve 60 million yuan in sales revenue."

Second, the start of the brand is the first step. Wang Liangxing's next move has come to an end. "In Guangzhou, we are building third brands."

In the prospectus of 2009, Wang Liangxing put forward the slogan of making the company's brand "China's Armani", while for the new brand L2 and the third brand that was not yet released, Wang Liangxing's reference brand was D&G.

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 company's multi brand strategy is to extend the clothing 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. "

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Diversification has led to corporate crisis.

Wang Liangxing showed special vigilance against diversified investments, because they had learned lessons in their grass-roots era.

Li Lang started in the middle and late 1980s.

In 1987, the three brothers of the king got together to take 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 1980s, the opportunity cost was very low. With such a small workshop, Wang brothers developed rapidly.

In the first year, they made 180 thousand yuan; in the second year, they made 880 thousand yuan.

In the next few years, their clothing gradually became popular in Fujian province.

Since 1993, Wang brothers have found that they no longer need to send their clothing to the wholesale market of Shishi, because clothing wholesalers from Fujian province 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.

Besides clothes, Wang brothers did a lot of work, 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 situation in 1997 made Wang's brothers panic. Not only did the newly opened stationery factories and machinery factories fail, but the garment factories that had always been proud of them were also faced with the danger of overturning.

"The capital chain is broken.

Shishi's cloth shop, we heard that we purchase, even ten thousand or twenty thousand yuan of cloth will not credit.

All the people in Jinjiang say we are going to go bankrupt. "

In 1997, Wang's brothers were unforgettable.

If it weren't for 1998, Wang's brothers had learned from the pain and played the banner of "brand management" and brought the company back from the precipice. I'm afraid there is no such figure as Wang Liangxing.

"Wisdom is revealed between choices."

This was the slogan of the company.

Wang Liangxing now realizes that concentration is wisdom.

"A person's energy is limited. I just want to make one thing and one big thing in my life.

This industry is like this. If you grasp the fashion pulse of the world every day, you will never be old. "

"I am not as anxious as I used to be.

Busy is related to future strategy, other things I do not care.

Wang Liangxing said.

However, unlike the current sense of peace, Wang Liangxing was a radical "adventure king" in the years leading up to the resurrection of the company.

Time goes back to 1998.

At that time, 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 want to engage in brand management as well as the seven wolves. "At that time, Wang Liangxing did not really know what brand management was, but he saw that Jinjiang's" seven wolves "had become a leader in the local industry by opening up the" brand store ".

Fortunately, the threshold for imitation is not high.

The Wangs decided to open a "brand store", so they gathered all their relatives and friends and set up shop outside.

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.

Wang Liangxing knew that if you want to invest, you must have a "big company" posture.

In 1998, Wang Liang Xing, a shy girl, bought a cruiser car for 580 thousand yuan.

"In this way, people say that Wang Liangxing is rich again."

Hu Chengchu, vice president of the company, couldn't help laughing when he talked about these past events.

"Boss culture can not be duplicated".

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 to do with 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 and advertise.

This is the same old story in Jinjiang, but Wang Liangxing relies on the same old stuff to complete the company's jump.

There are many celebrities nominated by advertising agencies on behalf of spokesmen, such as Milu, An Zaixu and Kaneshiro Takeshi, but pick up the last, Wang Liangxing chose Chen Daoming on the basis of their 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 company made a price of two years 2 million 500 thousand yuan, which was borrowed by Hu Chengchu when he ran to Shanghai to find friends.

Besides, Chen Daoming, who has never done any advertising, is still hesitating.

Hu Chengchu said, "we went to Beijing to look for 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.

When the exposition is over, our stores in the whole country become 150.

However, by 2002, the company'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.

"When a company asked Zhou Runfa to be a spokesperson, it cost 10 million yuan, and only 2 million yuan was spent in advertising."

Wang Liangxing can not hesitate to invest in advertising.

By the 2004 Olympic Games in Athens, Li Lang invested 10 million yuan in advertising in 16 days.

"At the central stage, their advertisements were broadcast more than 40 times a day, the effect was immediate, the company's stores doubled, and there were more than 400 stores, with sales to 120 million yuan."

The so-called "dark horse" runs out of danger.

From 1998 to 2004, the cash flow of the company has been very intense for 6 years.

"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.

In the past few years, we have been making a lot of trouble outside, but in fact we have no money in hand, and we really had some cash in 2004. "

Hu Chengchu revealed to reporters the secret for years.

From 2004 to 2008, the company continued to maintain its growth rate over the past 6 years.

By 2008, sales revenue was 1 billion 136 million yuan and net profit was 154 million yuan.

As a result, the huge market network plus the concept of "business men's clothing" differentiation, plus profit support, laid the foundation for the listing of the company.

It can be said that to a great extent, the adventurer spirit has made Wang Liangxing's today.

But this is not all Wang Liangxing's, "what kind of boss, what kind of corporate culture.

The competition among enterprises is actually the competition between the owners.

What kind of style and personality does the boss have, what kind of style and personality it will bring to the enterprise, "Hu Chengchu commented.

"For private enterprises, there is also a very important point, that is, bosom, bosom bosom, how big enterprises can do.

For the company's agents and distribution, in 2004, Wang put forward to let employees get rich first, the company wants to build one hundred multimillionaire, thousands of millionaires, and now, all of these have been realized.

Sharing is also one of the most important corporate culture of the company.

Hu Chengchu said.

As a matter of fact, the concept of "business men's clothing" or the listing of companies did not throw away their counterparts in Jinjiang. After they came out, their colleagues, like awakening, set off a "conceptual wind".

For example, nine Mu Wang proposed to be an expert in western trousers, and seven cards were used as "Chinese collar".

At the same time, these enterprises are also non generic. They are all companies with annual sales exceeding 2 billion yuan, and they are also preparing for listing.

But Wang Liangxing is convinced that the homogenization of competition between these Jinjiang counterparts will not continue. "Our success will not be duplicated because the boss culture can not be duplicated".

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Character impression

Brand helmsman

"Let me show you our fashion garden first."

Wang Liangxing put down his cigar and led the reporter to his desk.

There is a huge 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 Jinjiang was very sincere and hoped that we would stay.

Therefore, the specific location has not yet been determined.

When reporters went to see Wang Liangxing, he just returned from Europe and was holding a management meeting of the company.

At this meeting, he put forward the company's future plan: "I said that the company will become a fashion creative group in the future, and everyone will be heartened by it."

"Jumping out of clothes and making clothes" is Wang Liangxing's new strategy for the company.

"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 art, history and culture into clothing and make costumes as works of art.

Can you imagine how big the space for our products and brands to sublimate later?

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. "