Liang Rihui, Chairman Of The Board Of Directors, Three Years Of Listing
Reporter: Hello, Liang! Thank you for your interview with reporters. Let's greet the netizens first. How did you get in?
footwear industry
In this line? I see that there are many brands on your business card. What is the relationship with buddy?
Liang Rihui: Hello, everyone! I entered mainland China in 1992. I remember July of that year, I followed Hongkong.
Trade
The Development Bureau came to Guangzhou to make the brand. Then we created the brand of Bardi, the English name is patty, is my mother's English name.
We have just taken the opportunity of reform and opening up, and we have developed our own.
brand
It can be said that the brand just came from Dongfeng and followed the rapid development of the economy.
Reporter:
NIKE
Did you start acting at that time?
Liang Rihui: No, we have been doing business for about 10 years, and have gained some experience in retailing and enjoyed a good reputation.
At this time, some foreign brands want to enter the Chinese market and need to find some partners. They take the initiative to come to the door and ask if we are willing to cooperate with them.
At the beginning, we worked with the British music to represent their leather shoes. After that, NIKE invited us to join their team. Now we have not only private women's shoes, but also British Leather Men's leather shoes, sports brand NIKE, other Italy leisure brands FIORUCCI, and Holland's FLY FLOT and so on.
Reporter: is there a private brand now, and also a distributor of NIKE and other brands?
Liang Rihui: Yes, because we found that we only had our own brands and didn't see the trend of the development of the world. Therefore, we also want to represent some brands in the world, so that they can manage their brand management and other aspects. We hope that organic will learn from them, so we also represent the brands in the world, hoping to learn from them.
The 150 existing stores are mainly distributed in Southern China.
Reporter: what is the development of buddy now? How many stores are there in China? Where are the main areas?
Liang Rihui: buddy was born in Guangzhou, so we have relatively strong strength in the south. There are more than 150 chain stores nationwide, mainly distributed in big cities such as Beijing, Shanghai, Shenzhen and Chengdu.
We have been pursuing steady development with an annual growth rate of about 25% to 28%.
Reporter: is this growth in the number of stores or sales?
Liang Rihui: sales, of course, sales increase, your own stores will also increase, plus new stores will also increase.
Reporter: what is the main competitive advantage of buddy in the South and in Guangdong? What is the expansion plan for the future northern region?
Liang Rihui: Yes, we have been working on the expansion of the northern market, such as Beijing, but we have not yet developed to the northeast area. We also hope to find some good provincial agents to work together.
Reporter: outside the province of Guangdong, the shops are mainly concentrated in the first tier cities.
Liang Rihui: Yes.
Reporter: next is the hope that we can develop more to the second tier cities, right?
Liang Rihui: Yes, the provincial capitals such as Changsha and Nanning are also the target areas for development.
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Born in shoemaking family, pay attention to the quality and comfort of shoes.
Reporter: buddy is a very feminine brand. There are quite a lot of similar brands in the market. What do you think is the competitive advantage of buddy and other brands?
Liang Rihui: when it comes to advantages, I have to talk about myself. I was born in a family of leather shoes. I began to make leather shoes from my grandfather. I have been the third generation, and I have decades of experience in shoe making. We value quality and comfort very much. We hope to reflect the value of buddy in these two aspects, so that our customers can feel that our brand is reliable and usable.
Reporter: you just mentioned value for money, does this mean that buddy did not take the high-end and luxurious route?
Liang Rihui: Yes, buddy's style is to provide consumers with fashionable, generous, quality and super quality products. We hope to provide our customers with comfortable, generous and quality leather shoes when they work.
Reporter: Guangzhou is also quite good at developing leather shoes. What do you think of this industry? How do you think of homogenization in the industry?
Liang Rihui: indeed, there is a sense of homogenization, but we do not only look at the brand of the product, but the idea is to provide value for money to the white-collar women. So the value of our brand is not only reflected in the products, but also the product concept. We hope to distinguish from other brands in this respect.
Buddy 2011 spring and summer new products
Foreign brands lag behind local brands in the commercial chain.
Reporter: now many foreign brands have entered China. Do you think they will form a positive competition with buddy?
Liang Rihui: now China makes leather shoes account for about 80% of our country. Foreign brands also come to China. For example, our factory has more than 5000 people, and also helps Italy, Europe, the United States and other brands processing, so if foreign brands really want to enter China, it will be difficult to compete with its offline supply chain chain. This is quite difficult. In terms of price, logistics is not the same starting line with us in the whole business chain.
Reporter: maybe their advantage lies in the popularity of the brand. For consumers, they will have a strong psychological hint, because I am an international brand, so my product will be better.
Liang Rihui: unless it is an international brand, it is not only famous in foreign countries, but also very famous in China. As if we are happy, they want to enter the Chinese market, and they want to cooperate with us. So they are our competitors on the one hand, but you can also see that they are also our partners.
So in this competitive and cooperative relationship, we maintain our advantages in the industry.
Reporter: just now you said that your family is a shoemaking family. Is this a big advantage for you in the process of starting a business?
Liang Rihui: absolutely.
I mostly sleep in our factory since I was little, and our former factory is home, and home is factory.
When I used to play the game, I used it as a bigger building block. I knew a lot about leather, so I think this is a great advantage.
When I was studying in Canada, my father did some American orders. When I was on holiday, I went to my father's American shop to practice, help him make shoes, sell shoes, and help manage the warehouse.
So I was born in the leather shoes industry.
When I read EMBA, my last paper was about how to make leather shoes chain business well.
Reporter: you grow up in a shoemaker's house, and you are engaged in this business. You will be more extensive in experience or construction.
Liang Rihui: go deeper!
Reporter: is buddy founded by your father, or was it founded after you took over?
Liang Rihui: I was born in Hongkong, and I was educated in Hongkong. After graduating from Canada University in 1992, I returned to Hongkong. When I came back, many of my overseas students told me why they came to mainland China. They seemed puzzled and could not figure out the problem, because at that time there were plenty of opportunities for development in Hongkong, but when I came back, I found that the market in mainland China was so large.
At that time, Hongkong had already had a lot of competition, but in the mainland of China, Hongkong compatriots were more popular at that time.
At that time, I felt that the Chinese economy began to develop rapidly, so I immediately invested in mainland China and founded a brand. I came to Guangzhou by myself. Fortunately, the citizens of Guangzhou are closer to Hongkong dialect. I do not need to speak a lot of Putonghua. Everyone is communicating well and happily. Guangzhou also welcomes the compatriots from Hongkong to invest. So I feel very friendly when I come back. It was not only the size of Canada, but also our country was very large.
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Buddy 2011 spring and summer new products
Not aggressive and pursue steady development.
Reporter: in the course of your creation of buddy, I believe you will encounter many difficulties and setbacks besides feeling the hospitality of the Guangzhou people. What is the biggest difficulty you have ever encountered? How did you solve it?
Liang Rihui: to tell you the truth, there is no big difficulty.
I came to mainland China to start a business when I was 23 years old. Everyone looked at me as a young man and a young man. In many ways, I was given a lot of room for me to play. I did wrong and I wouldn't say it. I feel lucky in the past ten years. I haven't had a lot of unhappy things in China for so long.
Reporter: buddy has not suffered a great deal of crisis for you since its establishment, because many enterprises have encountered in their founding, and even have no money for their employees' salaries.
Liang Rihui: No, I've never tried the experience of paying no money.
Maybe my own attitude is more optimistic. Everything looks on the bright side.
Of course, in the past dozen years, I have been expanding and contracting, but shrinkage is an opportunity and opportunity for our company to optimize our internal system.
For example, if I want to jump further, I have to squat down and jump forward.
I think the problem is that I should prepare for the next step and how to leap. I have to be ready for further development. Of course, there are certain difficulties in this process, but it depends on how your mentality is balanced.
Reporter: you are a very steady person.
Liang Rihui: it can be said that in other investments in Hongkong, for example, stocks, I buy shares in banks. They are relatively stable stocks. I have never bought two or three lines of stock. Most of my investment is real estate.
Reporter: from the perspective of business management, which entrepreneur is your idol? Which part of him are you most appreciative of?
Liang Rihui: I am a Christian. If I really want to pick an idol, I will pick Jesus. Many people say that doing business first has to be a good person before they can do business well. So when it comes to the truth of being a man, I believe in Christianity and believe in Jesus. This is the most respected person in my life and my idol.
Reporter: the inflation rate is very severe in mainland China. Many prices and manpower are going up very much. This will lead to lower profit margins or higher costs. What do you think of this problem?
Liang Rihui: indeed, this is a big problem for our enterprises. But on the other hand, it can also look back at what part of our industry or our own enterprises. What links have we wasted before? For example, what part of our resources are wasted? Can we shorten this link and not waste those wasteful assets?
To put it simply, for example, we used to deliver the goods in the square, and it took about 2 weeks to go to the shops, but now we have to shorten the whole process and send goods directly from the factory to the shops, which will shorten the time of at least half.
So this year, our goal is just 25%-28%. There is no development of 100%. In fact, we look back at ourselves. Our goal this year is to optimize the links so that the supply chain can save money, save time, save manpower and material resources.
Reporter: under the same cost, you can take a look at how to improve the efficiency and efficiency of the process from the inside.
Liang Rihui: Yes, this year, 1 million of the bonus will be sent to the front-line colleagues. The 1 million bonus sounds like a lot of money. It feels good, but we have 1500 people, and the average number of them is 1500 people. Each of them can get very little money. But if I use the 1 million principle of leverage as bonus, which goal can you achieve, I will give you such a way to manage it.
Reporter: is that stability of the whole team of buddy?
Liang Rihui: it is not very stable. It depends on which region, and some areas like Changsha. It is more stable in the second tier cities. In Guangzhou, because the talent market is relatively developed, so every city is different and can not be generalized.
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Attaching importance to network sales this year's goal 15 million
Reporter: now the network media develops very fast, has changed many past sales pattern and the brand dissemination way, before everybody felt that the shopping can only go to the shop, now can buy in the network.
Before advertising, you can only find the city daily, China express and other newspaper promotion. Now many brands are willing to promote on the Internet. How do you view the development of this new media?
Liang Rihui: I think the network is very good brand communication channel, because like the traditional way of communication to calculate input ratio, how much advertising can promote 10 sales? But now on the Internet advertising, for example, in Taobao or other web pages after advertising, the horse can know how much click rate is, can immediately calculate conversion rate.
Now that friends around us have used the online shopping service, they really did a good job. So this year, our online shopping target is also very high, with a target of 15 million sales.
Last year's sales were only tens of thousands, and this year is 15 million.
Reporter: the rate of increase is too big, right?
Liang Rihui: Yes, but we feel that the achievement is very strong. It should not be a big problem.
Reporter: I would like to know what aspects and channels you are talking about online shopping.
Liang Rihui: not only Taobao, but also B2B, B2C and B2G.
Three years of listing and annual sales of 2 billion 500 million
Reporter: can you share with us the future vision of buddy? What kind of brand do you want to make buddy? What is your biggest idea?
Liang Rihui: our plan in the future is to let the buddy group come into the market within 3 years. Now we have a sales volume of about 5 hundred million a year. We hope to increase 30% this year. Next year it will be 100%, and next year it will be 100%.
Reporter: will you introduce some external capital?
Liang Rihui: now many foreign countries are in the limelight and capital. They have talked with us a lot. This is also our goal. We also feel that we can achieve very high results.
Interviewer: I would like to know if you mention the increase in the sales volume of 100%, will there be a large increase in the number of shops next?
Liang Rihui: This is affirmative. It may be carried out in the first quarter of 2012, because our shop is only in the south. There are already 60-70 stores in Guangdong. Besides Shanghai and Beijing, we have not developed much in big cities. We can say that the other provinces and regions are relatively blank, so there is still room for development.
Reporter: in order to attract distributors, many brands will find some famous celebrity endorsements. This is a very effective way. Will buddy adopt this way?
Liang Rihui: I think the celebrity spokesperson is out of date. On the one hand, we are not building a new brand.
And if consumers know more about leather shoes, he may know that we are buddy.
The advertisement we want to do is to bring out some new ideas.
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Fashion is a classic that goes through time.
Reporter: let's talk about some lighter topics in life.
You are a fashion and a fashion industry chain. How do you understand and define fashion?
Liang Rihui: I think fashion is a classic that can be experienced through time. It is not a short time behavior, but it is expressed in the classic way of modernization. I think this is fashion.
Interviewer: do you think you are a fashionable person?
Liang Rihui: absolutely.
Reporter: let's talk about your fashion! Do you pay much attention to your clothes or your personal appearance?
Liang Rihui: Yes.
Reporter: what is the brand that likes and touted?
Liang Rihui: clothing is nothing but watches, watches and clocks. I like Cartire. I give my wife jewelry, or Cartire, or Chopin.
Reporter: do you have your own watch?
Liang Rihui: Yes, but not much.
Reporter: will it be worn according to different places?
Liang Rihui: Yes, but I prefer some classic styles to the latest ones.
Reporter: you have just said that it is a gentleman's act to send your wife jewelry. When will you send her jewelry to her?
Liang Rihui: No, because I am a frequent visitor to buy a watch. My wife and I didn't pay much attention to Valentine's day and wedding anniversary.
If we go traveling together or see some good watches in the shops, we will buy them if we like them very much. We won't wait for any special days to buy them. It's not very expensive for us, nor is it expensive.
Reporter: so what kind of art or cultural products do you like yourself, such as antiques?
Liang Rihui: to tell you the truth, this is relatively small. I prefer to go before. I prefer electronic goods, such as IPHONE4.
Interviewer: where do you think IPHONE is good? Where does it attract you?
Liang Rihui: it looks like a treasure chest. It has everything in it. When it is in office, it can help me record many things. My telephone number has already exceeded 1000 friends' phone numbers in it, and mail and text messages are very convenient, while I can play games and watch movies when I am in leisure time, so I think it is very good!
A woman's taste is content. Men's taste lies in their attitude toward doing things.
Reporter: then what do you think the taste of a man or a woman should be reflected in? What is your wife's favorite attraction?
Liang Rihui: of course, it is her connotation, because my wife was born in a small family. My father-in-law also knows how to train her. She is a performance class in art, such as dancing in Paris, or playing the piano.
Her connotation is also very good, not surface beauty, because beauty can not compare with 18-20 year old girl, everyone passes 18, 20 years old, will be beautiful time.
But after 10 or 20 years, of course, it is also beautiful, but the connotation is not necessarily, meaning is every day can add more beautiful, more attractive that connotation.
Accumulated over a long period of time.
Reporter: so what do you think a man's taste should be reflected in? What kind of watch do you think of a man, for example, what kind of watch he should wear? What kind of car he drives? Or is he holding the latest IPHONE4? Is this a symbol of taste?
Liang Rihui: I don't think so. Appearance is not a standard for assessing men's style. I think the most important thing is whether he is very dedicated when he is doing things, whether he is very dedicated, whether his attitude is very correct, whether he is a very principled person, which is the most attractive aspect of men's appearance.
Reporter: do you like reading books? Do you have any good books recently recommended to us?
Liang Rihui: usually, there are not many opportunities to study on the workbench, because there are usually too many reports to read. I read two magazines, one is "Asia Weekly", every week I talk about some economic and political matters in Southeast Asia.
I also read the reader's digest in America. There will be some good articles in it.
During the holiday, I bought a Book during the Spring Festival. Its Chinese name is "justice". Its next topic is "what's the right thing to do". Justice is not always the right thing to do.
That book is Michael Sander. He is a professor at Harvard University. After I saw it, I felt very deep, and the content in it was thought-provoking.
Reporter: you mentioned just now that when you travel with your wife, where do you prefer to travel? Where is the destination of the next planned trip?
Liang Rihui: I want to go in many places, but there are several places I do not want to go to. One is Philippines. As we all know, the tragedy of the tourist bus has made a great psychological obstacle to our Hongkong people. There is also a place where Indonesia is a place where China is excluded.
Because I feel that since we travel, we just want to relax, we also need to protect our personal safety, because not only me, but also my relatives and colleagues.
Two countries know better: one is Italy and the other is Thailand.
Because of the reason of work, Italy has gone to 3-4 times every year for more than 20 years, and I have to go back to public places, travel and friends' banquet.
But it was interesting to go to Italy more than ten years ago. English is not practicable in the locality. After that, I learned Italian when I couldn't communicate with each other. Now I can communicate with them in Italy's tourism, hotels and eating places, and gradually form my deep understanding of Italy's culture and its country.
In learning his language, he also grasped the logic of his ideas, angles, or ideas.
Many of them are divided into men and women. The sex of the chair is female. The sex of the table is male. If you use their thoughts, you will understand why they are very different.
I like their food very much.
A woman who wants her to be a wife
Reporter: you just said you have two daughters. Are you a strict father or a loving father?
Liang Rihui: tough!
Interviewer: I don't think so. I think you should be very fond of your daughter's father.
Liang Rihui: I reasoned with them and tried to reason, because my wife would love them very much. Since she made a white face, I would be black faced.
Reporter: have you educated them to become what kind of people do you want them to be?
Liang Rihui: of course I want them to be women like my wife. They have meaningful and seen girls. So we take them out to travel every year, so that they can try some new things, let them feel the local customs, and take them to the poor places to see the orphans, so that they can feel how happy they are.
If I ask what kind of person I want them to do in the future, I never thought of it, but I hope that when I am doing their father, I will try to give them a lot of advice, create more conditions for them, and let them decide for themselves how to go in the future, rather than how I arrange them.
Apart from sports, because I like tennis very much, I hope to have a common language with my daughter, and will not have a great generation gap with me. At least I have a common hobby with them, so I will cultivate their love for tennis.
Reporter: you said before your daughter, "do I want you to be a mother like this later?"
Liang Rihui: No, I let them develop themselves.
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