Zhang Rui: Nan Men'S Men'S Clothing Brand "Breakthrough War"

brand

"Dark horse" in China

The leading actor in this show is Zhang Rui, who is a fashionable "head man". He hopes to trace back the wisdom of the past with the spirit of deep thinking, illuminating today's fashion road and reshape the aesthetic concept of the forefront of the trend.

Entrepreneurship: many wars

Like many entrepreneurs, Zhang Ruibiao's involvement in the clothing industry is a matter of course.

Before that, when he was in secondary school, Zhang Rui studied radio, and he opened an electrical repair shop after graduation. At that time, it was considered a technical activity. In particular, he could change the television's internal settings and receive some overseas TV programs, which made his maintenance business better than others.

With the skills of home appliances maintenance, he first tasted the taste of making money.

Later, influenced by the local industry, Zhang Ruibiao also started a shoe factory.

"After the production of manual workshop, we get the wholesale market for sale."

He said: "because the market was in the initial stage and the competition was relatively small, even the slippers would be sold to the market very quickly."

Now it seems that no matter what industry he was engaged in, he laid the foreshadowing for Zhang Ruibiao's future success.

In Zhang Ruibiao's view, he has no touching story and plot in the clothing industry.

As the saying goes, "get married before you start a career."

The first thing that Zhang Rui, who just got married, is to start his career.

In 1989, after he got married, he signed a contract with his father-in-law.

In the early days of the business, because of lack of market experience, everything was done by studying at the same time. "At that time, my father-in-law had a great influence on me because young people did not understand anything and often made some mistakes, and his brand management philosophy and professionalism deeply influenced me."

When it comes to this, Zhang Rui still shows his boundless gratitude to his old father-in-law.

"At the beginning, there were only 20 people in the factory, each carrying a sewing machine on their own, and producing it in a rented house."

After hard work, the small factory has begun to take shape in 1992 and has sixty or seventy workers.

At this time, most garment factories in Quanzhou went through the wholesale market route and lacked the brand awareness. But the jacket produced by Zhang Rui table had a very foreign name on the market. It was called "Qiao Xi Qi".

It was a very popular name at that time.

"At that time, we had about 40 counters in shopping malls throughout the country, and the products became popular.

Enterprises in this brand strategy has achieved good returns.

Zhang Ruibiao was different from the beginning. "Josi" started the shopping mall from the birth of the department store.

For private enterprises, this is quite difficult at the beginning.

When the market has not yet fully opened up and still has the characteristics of planned economy, most department stores belong to state-owned enterprises, and there is a unified channel for distribution. Therefore, it is necessary to master this channel when entering department stores.

At the beginning of the business, Zhang Rui seems to be doing everything smoothly. The terminal store is not very developed. The department store is the first place for Chinese people to shop.

Interlude: involvement in leather industry

In 1994, after China's macroeconomic regulation and control in 1993, the economic system also faced major changes.

The old framework of the planned economy era was gradually broken.

At this point, the supply and demand relationship of the society is also pformed from seller's market to buyer's market. The change of supply and demand relationship marks the end of an economic era.

"The whole economic structure has changed.

The department stores began to implement the consignment system, and the settlement became a huge problem. The larger the network, the greater the pressure of funds. Under the pressure of this, we began to adjust the direction of development.

The change of market also means the end of brand for "Qiao Xi Qi" depending on channel relationship.

"Considering the financial pressure of consignment mode, there was no good way at that time, so the company had to choose all the recycling."

Faced with this market pformation, Zhang Ruibiao began a new journey.

In the same year, Zhang Ruibiao turned his attention to the leather market, relying on Chen Dai's sports shoes industry cluster, he began to intervene in leather industry.

Leather industry is the upstream industry of shoe industry. At that time, the shoe material market of Jinjiang Chen Dai had just formed and leather trade was flourishing.

He opened a small leather store with people in partnership with Hongkong, Taiwan and other places. The products are novel and fashionable, and the sales situation is good.

At that time, there was a leather like imitation leather that was the mainstream product in Hongkong and other places. The market potential was very large. Only because of lack of financial support, it could only do piecemeal business, unable to fully pry the market.

The leather store business failed at last.

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Transformation: intervention in foreign trade export

In 1996, Zhang Rui, who runs leather and leather goods, met a Hungary overseas Chinese who asked him if he was interested in doing business in Hungary.

Zhang Ruibiao, who was in short supply and confused in direction, accepted the invitation without hesitation and began to do business in foreign trade.

Zhang Ruibiao has benefited from foreign trade and at the same time, because of the Europeans' demanding, his company is improving in technology level.

The biggest problem in China is the quality problem. Zhang Rui table breaks through the difficulties of quality, making his products in the European market more and more orders, and business is getting more and more prosperous.

However, something unexpected happened, and the sudden collapse of Xiamen's foreign trade agency brought him great losses.

"We did export business at that time, all of which came from this company. Its sudden collapse is a great blow to us."

Zhang Ruibiao told reporters that he couldn't easily relax and he was in trouble again. "Millions of dollars can't be paid back."

At that time, during the Spring Festival, we needed to pay wages and suppliers' raw materials.

He ran everywhere to find people to borrow money, to pay wages to workers, and to negotiate with suppliers to postpone payment.

This incident made him realize that only when he grasps the outlet channels can he fundamentally prevent such incidents from happening.

When he first made foreign trade export, he and his wife began to practice English hard, learning a series of foreign trade export processes, such as export tax rebate, documents, bank verification and so on.

Therefore, after the failure of the foreign trade company, he began to establish business relations directly with European customers.

The pformation of foreign trade companies not only did not affect his business, but forced him to directly connect with European guests.

In 1998, Zhang Rui finally won the European market and had direct business contacts with European countries, especially the German market.

Innovation: German licensing terminal

Orders and orders, foreign trade exports seem to be very mechanical, and this "mechanical movement" is behind the refinement.

In the export work, integrity is not only on time delivery, but quality is the key.

After breaking through the language barrier, Zhang Rui is always aware of customer needs and foreign market trends, and actively communicates with customers on product quality and style.

In 2000, his company began to develop smoothly, and by 2001, the company's performance began to grow exponentially.

"Enterprises are constantly innovating, enjoying the fruits and added value in the process of innovation, and also learning the risk of self control."

After getting second tons of gold, Zhang Rui watches are more cautious, focusing on the change and demand of the target market. On the other hand, they are also studying how to further develop.

HOPERISE fashion men's wear brand store

After self export, he completed the pformation from OEM (original equipment manufacturer) to ODM (original design manufacturer).

In 2001, international registration was launched, and the "HOPERISE" brand was launched.

He said that at present, its own R & D products accounted for over 60% of exports, and private brand exports reached 30% - 40%, and sales channels were spread to European countries.

Breakthrough: from Europe to home

In July 13, 2007, after he won the first "national export exemption" gold medal of Fujian Menswear, he began planning to bring the "HOPERISE" brand back to the domestic market.

China's urban elite are becoming the main force of men's clothing consumption.

Nowadays, elite men are elegant in conversation and fashionable in fashion. They are at the forefront of fashion, and dress and fashion trends more than women.

"In modern life, people are under too much pressure to start to feel free. People need to let the impetuous mood tend to be peaceful, so we call for simplicity.

Therefore, simplicity will be an irreplaceable fashion trend, and it is a fashion of self-confidence, taste and individuality.

In Zhang Ruibiao's view, economic development will bring new changes in dressing again.

In the footsteps of returning home from Europe, Zhang Rui's watch is also swiftly like a whirlwind.

Instead of evade competition, he opened shop in major domestic cities and injected a fashion whirlwind for men's clothing market across the country.

Zhang Ruibiao seemed very confident.

In his opinion, the strength of your opponent often determines how strong you are.

"Direct competition with big international brands is nothing to be afraid of. Now international brands are not yet established in many cities and have not yet formed a monopoly position. We still have space. The most important thing is to pay attention to strategy. Now we are moving forward step by step, step by step, and no hurry.

Now the strategic framework of our brand has been set up. Germany is a headquarters, design center and a marketing center for Europe. Shanghai is the marketing center of the Asia Pacific region, while Guangzhou is a domestic R & D center that is docking with foreign countries. This layout is the result of resource integration after fully integrating all the advantages, and integrates the resources and information advantages of all sides.

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[business card]

Chairman of Germany HOPERISE International Co., Ltd.

Managing director of Hong Rui Hing International Co., Ltd.

Managing director of Quanzhou Rui Xing Textile Co., Ltd.

Head of Taiwan's leading nanotechnology research and Development Center

Impression of people

New gentleman

For gentlemen, it is difficult to define, it is difficult to understand from the spiritual level.

But in general, it can not be separated from these points: elegant dressing, elegant manners, respect for personality, inheritance and development of traditional culture, pursuit and creation of quality of life.

Beyond that, men must be strong, tough, reserved and generous.

Zhang Ruibiao is a "new gentleman", advocating the values of traditional culture and self existence, and pursuing the life style of taste and humanity.

He is also an easy-going person. In private, his employees call him "cousin", seemingly unrespectful, but honest, revealing employees' recognition and love for this entrepreneur.

Perhaps it has something to do with dealing with the Germans for a long time. Zhang Ruibiao's office is very simple and doesn't have too many furnishings, just like the simple and elegant style of the Germans.

He did not set up a set of delicate and expensive tea sets like other people. He could make a pot of Kung Fu tea when he was free.

When the guests were crowded, he made coffee with European coffee.

Zhang Ruibiao's office is unique, always sunny, spacious and bright.

And his clothes are always on the bright side.

Long term fitness, he is slender, tall and upright, Toyoka Toshiro, coupled with pure white shirt and black vest, a pair of "new gentleman" casual dress, let people feel "fashion wind" face to face.

Under the elegant appearance of Zhang Ruibiao, he hides a resolute character.

Inheriting the ocean culture, this Minnan man is low-key but determined and tough.

More than 20 years of business, many frustrations, he did not have too much passion in his speech, perhaps he was agitated, but his words and deeds were very dull.

He is more focused on the distance, and believes that the cause of his struggle has a bright future.

[thought sparks]

About brand:

Making brand is like cultivating children.

As for developing a brand, it has accumulated since the early stage, and no matter what brand needs to break through the bottleneck in a certain period, it is necessary to take measures and measures.

Brand should have a kind of enthusiasm, do not only have ambition to do brand, more need is the pursuit, but do not start the brand is not the pursuit of how big, not scale and quantity can be measured, brand is the expression of product connotation, to build.

My goal is to make brand not only an international clothing brand, but also to create a global fashion technology industry, which can promote the health and happiness of every family in the world, which is my brand vision.

About management:

Let employees have room for improvement

Constantly sum up, there is no best but better. The corporate culture I advocate is: School + family = business.

That is to say, we should create a learning team and let employees have a sense of "home" in the enterprise, so that we can have a sense of belonging for our excellent talents, so that we can continuously train all kinds of talents echelons in the enterprise.

In terms of management, we initiated the concept of internationalization from the very beginning and learned from the management experience of some European enterprises and introduced various international management systems.

We emphasize details, continue to summarize, improve various deficiencies, so that each employee can have room for improvement at every stage.

About Talents:

People must match and promises must be fulfilled.

The flow of talents is a natural law, because some talents have no room for development in the original enterprises, and if they change their environment, he will probably play a better role.

However, if frequent flow is not good, this will increase the cost of employing enterprises.

The key to retaining talents is to have vision for everyone.

The employer should consider the matching problem, and the promise must be fulfilled.

Ordinary employees, as long as they can do their job well, I think they are all talents.

At present, the turnover rate of our ordinary employees is relatively small. The idea of employment is "platform + culture". With good platform and good corporate culture, we can retain talents.