One Of Our Questions Is How To Extend The Achievements Of Our Elders.

In 2002, he went to England to study abroad, major in business and international trade. In 2008, he returned home and joined a company founded by his father and partners to help enterprises successfully launch their sales in foreign markets.

In 1999, he went to Canada to study abroad, and graduated from communication specialty.

In 2002, he returned home and entered the company founded by his parents. Now he has taken over the business and is expanding the domestic outdoor brand clothing market.

Jin Haiguang, who graduated from Dalian Maritime University and major in communications, never thought of returning to his parents' business when he was in university or after studying in Canada.

But in a wrong way, he came back and took over the whole business.

When we interviewed the articles, we visited many Dalian.

No compulsion is the best communication.

Han Wen, deputy general manager of Dalian Dongsheng Garments Co., Ltd.

Mention of Dalian Dongsheng, perhaps not many people know, but mention the golden bar.

Han Wen, a 80 year old girl with a healthy Brown glow, is destined to merge with the brand.

Father Han Shuguang and his best friend Zhu Xiaogang founded the Dongsheng dress in Dalian in 1993. In 1997, they launched the golden rod and cashmere trousers in the market.

At that time, it was the first country to make cashmere trousers.

At that time, Han Wen was full of reverence for his father and uncle Zhu, because at that time, the process of winding and sewing of cashmere was considered impossible to make trousers. It was his father who conquered this difficulty and achieved the brand of the golden bar. Now, the brand has more than 600 houses in the whole country.

My father is 56 years old. According to the enterprise system established by his father and uncle Zhu, no matter who is, he will withdraw from the enterprise management at the age of 55.

How old is my father? He retired last year.

In 2002, he went to England to study abroad, mainly in business and international trade. After graduating from graduate school in 2008, Han Wen returned to China to enter Dongsheng. After his father retired, Han Wen naturally became an important successor and began to learn management enterprises.

Zhu Xiaogang's son is introverted and does not like to enter the enterprise. Therefore, whether it is Han Wen's father or Zhu Zhu, Han Wen is the next generation manager of the enterprise.

When an opportunity arises, a good manager will be good at grasping.

In his father's words and deeds, Han Wen happened to seize such an opportunity.

At the beginning of last year, a Holland customer went directly to Dalian through the online e-commerce platform, and found the excellent Dongsheng clothing in the field of cashmere pants, hoping to cooperate in developing the export business of cashmere pants.

Over the years, Dongsheng has been committed to domestic sales, and has never done any export. Moreover, the domestic market has been growing rapidly and there is no more power to deal with exports.

Moreover, the export trade at that time was at a very depressed stage, and it was not optimistic for a long time.

Han Wen sent the Holland customer a cashmere underwear and declined his request.

But I did not expect to see that the Holland customer with very high quality cashmere underwear was flying to Dalian several days later, and expressed his desire for cooperation very urgently.

"I discuss with my father and Zhu that if we can open up a new European market, we may enrich the future market of enterprises," Han Wen said. It is unexpected that both the father and Zhu agreed with each other to discuss a cooperation plan. They should not simply provide products for export, but cooperate with each other to invest in foreign markets.

And this decision is readily agreed with the Holland customers.

Now, using his experience in Europe for many years and his understanding of the products of the company, Han Wen can provide very good advice for customers in the European market, which often let the other party know what to do.

In the spring and summer this year, the cashmere dress of the first season of cooperation between the two sides has received very good feedback in the European market.

"Of course, we also have different opinions."

Han Wen said, for example, when he came back, he felt that his cashmere trousers were too earthy and wanted to re create a new brand product.

Father and Zhu did not stop, but told her to conduct a detailed market research.

After walking around the national market, Han Wen found that at that time, it was an idea that was not in line with market demand.

So she shelved the idea, but now that the market is ripe, she is leading the company to create a brand new brand, and it is expected that there will be new market initiatives in the near future.

Han Wen said, in fact, father is not only for himself, but for all employees, like family members.

This gives the enterprise a completely different style.

"Many of our business veterans are now facing retirement age. Among the dozen regional managers, five are children who have inherited their father's business," Han Wen said. This is very rare in other enterprises, which has also formed the unique competitiveness of enterprises.

Because of this, he will continue his father's principle of running an enterprise like running a family.

Time is the best communication.

Jin Haiguang, chairman of Dalian Lijia Garments Co., Ltd.

Jin Haiguang has just entered Dalian Lijia Garments Co., Ltd., and personally experiences every production line and process of the company.

About a year or so later, in retrospect, it was this experience that gave Jin Haiguang an in-depth understanding of every process of clothing production.

"At the beginning, parents paid 800 yuan a month." in retrospect, Han Shuguang could not help laughing. His brilliant smile was permeated with his face, like a happy child.

Dalian Lijia has always been an export processing enterprise.

Since 2007, Jin Haiguang has been able to smell different odours in international trade when he is on the right track.

His father hoped that he could make use of the language superiority of overseas study to win more overseas retailers' customers for the enterprises and get rid of the profits of the middle traders.

Jin Haiguang did that. He communicated directly with KOLON, an outdoor clothing brand in Korea, and got the opportunity to supply it directly.

In this regard, the profits of enterprises increased by more than 20%.

This pattern made the next 2008 financial crisis almost unhurt to Dalian Lijia. However, in order to increase the high additional capacity, Jin Haiguang has decided to abandon the relatively low profit American market.

Jin Haiguang, who has a strong mind and is willing to think about everything, hopes to make new packaging and upgrading from all levels of the enterprise.

Parents are accustomed to spending every penny of their savings. Their different ways of thinking make him and his parents have a lot of differences.

He advocated that enterprises should spend some money to purchase some business vehicles and set up professional offices. "It is hard to imagine that a company with tens of millions of dollars worth of annual output is actually a commercial, residential and dual-use shop. The business of this interview is constantly coming from the tinkling of the dishes."

These, in the eyes of their parents, are all extra expenses, "eating their own profits".

But when many international customers are attracted by Jin Haiguang's advanced office software and excellent office environment, the concept of parents is slowly changing.

The differences between the two generations began to fade away in this subtle change.

Later, the father completely let go, so that Jin Haiguang became Lida's legal person, and Jin Haiguang did not take the heavy hope, to make this enterprise bigger and stronger.

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Jin Haiguang also had the experience of failure. In 2008, he made a domestic brand of children's clothing. Because of its erroneous positioning of the store sales, it was difficult to find a reasonable cost performance export between the high quality fabric and the high cost of entering the store, so Jin Haiguang decided to withdraw.

It was this experience that made him turn his eyes to the online sale of outdoor brands.

He saw it as the second start of his career.

What Jin Haiguang is going to do this time is a brand that is located in the domestic outdoor clothing market.

In his view, for many years for foreign high-end brand processing experience, the mature fabric procurement channels are its strong competitiveness, and the use of online sales can achieve a higher price ratio for the brand.

"In the near future, we will make a larger scale on the domestic e-commerce platform," Jin Haiguang said. At present, it has cooperated with Taobao mall and many online marketing agencies.