Cai Zongmei: There Is A Way To Break The Board.

Character card:

In the 80s of last century, when many people were complacent about being a "ten thousand yuan household", he was already a "millionaire". Plum blossom, embroidery and other elements that only women's clothes had had. He was embedded in men's clothing, and the market reaction was very good. Idols were Pierre Cardin, he hoped to push his men's clothing brand to the whole world, and let "Chinese style" men's wear become a world trend.

The "millionaire" who failed in the two college entrance examination

Seven wolves, Jin Ba, nine Mu Wang, Qipai, Li Lang, and AI Deng Bao...

Speaking of today has become the mainstream force of Chinese men's clothing.

In 1977, the 10 year old college entrance examination was resumed.

The next year, Cai Zongmei confidently participated in the examination.

At the age of 18, Cai Zongmei and many 30, more than 40 year old "Uncle" and "Abe" competed in the same field, and finally defeated. Cai Zongmei felt for the first time that he failed in the final examination.

In 1979, Cai Zongmei once again took part in the college entrance examination, but he failed to pass the college entrance examination scores.

Reexamination?

The family's economic conditions are not allowed;

Cai Zongmei did not think of any good way out.

By chance, he went to Beijing to sell buttons for his relatives.

Salesmen rely on their achievements to speak. Cai Zongmei seems to be a natural material for business. As a salesman for two years, his performance has reached 200 thousand yuan.

The ability to be excellent is often envious, and Cai Zongmei's relatives no longer supply him. Beijing and the surrounding market also do not allow its activities. "Rural encircling the city", Cai Zongmei believes that a spark can start a prairie fire. So he went to Inner Mongolia, which nobody cares about, and became the biggest button seller in Baotou in a year.

Before long, Cai Zongmei returned to the Beijing market and quickly became the main seller of the Beijing button market.

The experience of 10 years of sales has made Cai Zongmei realize that as more and more people enter the button market, profits will gradually become thinner. So he chose to run a garment factory. "10 years of sales experience has given me a lot of experience, and the most important point is that products must have brands."

In an interview with our reporter, Cai Zongmei recalled that at that time, as the "imported" shirt sold well, he thought the shirt Market could still enter.

So he spent money on buying the "Tiantan" production agent in Fujian, which has been more than 50 years old and was one of the two major brands of Chinese shirts, and fought for the independent brand, and the talent brand was born.

In 2010, Li Yugang's song "the new imperial concubine drunkenness" was refreshing with bold combination of Peking Opera tunes and pop music. "In this era of creative economy, only" differentiated "things can attract consumers.

Cai Zongmei said that judging from the sales performance in recent years, it was correct to decide that the female elements such as "plum blossom" and "embroidery" should be integrated into men's clothing.

"At the very beginning, many people at the company opposed it and thought that it would not work. How could a male consumer buy such a feminine garment, including myself?"

Cai Zongmei said he was surprised when he saw the designer's product.

"This style of clothing is my first time to see, personal feeling, only for designers to wear themselves, if I dare not wear."

For the talented and Cai Zongmei who are developing and having the general strength, they can not afford to take too much trouble. Rather than innovation, they are gambling.

However, the designer's insistence made Cai Zongmei gradually enjoy the feminine element of embroidery. "Embroidery reflects a special Chinese craft, not only on women's clothing, but also on men's clothing."

Gradually, Cai Zongmei accepted the designer's advanced idea. After many exchanges and discussions, he felt that this element of plum blossom really accords with the brand and culture of the gifted scholar.

How to locate, designers and bosses say nothing, consumers have the right to speak! "Really, I am afraid that because of a mistake, the talent back to liberation."

Executive general manager Zhou Jun's support, let Cai Zongmei have confidence, "no matter what, we must try, do not try to never know the way to go next."

Finally, plum blossom and embroidery were put into the body of gifted men's men's clothing. From design to output, it took 3 months. The first batch of orders reached 1 million. Many dealers were enthusiastic about orders. Not long after, the market sales doubled, and the gifted scholars entered the first camp of Chinese men's clothing.

Plum blossom and embroidery on men's clothing

In 2010, Li Yugang's song "the new imperial concubine drunkenness" was refreshing with bold combination of Peking Opera tunes and pop music. "In this era of creative economy, only" differentiated "things can attract consumers.

Cai Zongmei said that judging from the sales performance in recent years, it was correct to decide that the female elements such as "plum blossom" and "embroidery" should be integrated into men's clothing.

"At the very beginning, many people at the company opposed it and thought that it would not work. How could a male consumer buy such a feminine garment, including myself?"

Cai Zongmei said he was surprised when he saw the designer's product.

"This style of clothing is my first time to see, personal feeling, only for designers to wear themselves, if I dare not wear."

For the talented and Cai Zongmei who are developing and having the general strength, they can not afford to take too much trouble. Rather than innovation, they are gambling.

However, the designer's insistence made Cai Zongmei gradually enjoy the feminine element of embroidery. "Embroidery reflects a special Chinese craft, not only on women's clothing, but also on men's clothing."

Gradually, Cai Zongmei accepted the designer's advanced idea. After many exchanges and discussions, he felt that this element of plum blossom really accords with the brand and culture of the gifted scholar.

How to locate, designers and bosses say nothing, consumers have the right to speak! "Really, I am afraid that because of a mistake, the talent back to liberation."

Executive general manager Zhou Jun's support, let Cai Zongmei have confidence, "no matter what, we must try, do not try to never know the way to go next."

Finally, plum blossom and embroidery were put into the body of gifted men's men's clothing. From design to output, it took 3 months. The first batch of orders reached 1 million. Many dealers were enthusiastic about orders. Not long after, the market sales doubled, and the gifted scholars entered the first camp of Chinese men's clothing.

Marketing orientation and brand connotation interpenetration

Star endorsement of enterprise products, many successful cases, many years of cooperation has always been a lot of cooperation, for example, Chen Daoming and Li Lang, Jay Chou and del Hui; there are many cases of unsuccessful.

The cooperation between gifted scholars and Tony Leung belongs to the former.

"It is undeniable that Tony Leung contributed to the intangible value of the gifted group."

Cai Zongmei was quite satisfied with the talent signing of the movie king. He could not even imagine what he would be like if he changed his voice to others.

If Zhou Runfa and Fengyi Zhang are "overbearing", then Tony Leung is "introverted and deep" and inadvertently reveals the spirit of the king. "At that time, there were many first-line stars, but I took a fancy to Tony Leung. On the one hand, we were close to each other, and more importantly, the" Chinese style "positioning of the gifted scholar needs his distinctive face.

For Tony Leung, Cai Zongmei, who has been talking with him for many times, has his own evaluation. "Introverted and without tension, there is no lack of romance in the calm".

In 2005, gifted scholars signed Tony Leung with great money. This year, the talent and the movie emperor have three consecutive reasons.

In 6 years, the gifted scholar "flew up to the sky"; in the 6 spring and Autumn period, Tony Leung became more refined and restrained.

If you pay attention to talent advertisements, you will have some impression on their advertising words and classic lenses.

6 years ago, Tony Leung filmed the talent's "wiper", but with the passing of time, the artistic conception of the brand has been no longer the same. Simple but not simple "seeing the heart and knowing the world", let the audience see more mature talents and Tony Leung. The advertisement of "talented person wins the world" highlights the ambition and desire of CAI Zong Mei and the talented person's dress. Now, "no show and sharp edge" pushed the talent to another level. "Advertising words should not only combine with products and spokesmen, but also integrate with the brand connotation, and every advertisement is an omnidirectional interpretation of the brand."

Cai Zongmei did not conceal his appreciation and satisfaction of his 6 years of advertising figures, slogans and spokesmen.

It is hard to imagine that the talent from "fashion quintessence" to "embroidery culture" will be combined with sports events, like "choosing embroidery in the same year", which is also a bold marketing attempt and innovation of gifted scholars.

Cai Zongmei said that the goal of gifted scholars is to bring the Chinese elements such as plum blossom and embroidery into the world through clothing.

The Italy super bowl, which was held in 2011 at the bird's nest, is a turning point.

"For us, this is not only a competition, but also a platform to show to the whole world."

Cai Zongmei said, sponsoring the new brand idea of Italy Super Cup and talented person in 2011 is consistent with "Cai Zhi Hui global". Next, the talents will fully start the layout of the eighth generation international demeanor terminal image store, and deepen the concept of "business fashion" into every shop.

Overtones: like the life of ordinary people

As an entrepreneur of hundreds of millions of dollars, Cai Zongmei's greatest wish is to live an ordinary life.

He said, like a few decades ago, his eating habits basically did not change, the main meal is mainly green vegetables, "this is more beneficial to the body."

Three meals a day, in addition to breakfast with the family to eat, if there is no entertainment, he will go to the two floor of the dining hall to eat, usually two vegetables, an egg plus a soup, "the stomach is so big, good food, eat the same effect, full."

So it doesn't matter what you eat.

People who have been to Cai Zongmei's office know that Chinese elements are splashed ink all over the room, which makes people feel a strong cultural atmosphere. What concerns him most is the cushion on his boss's chair.

In 1997, Cai Zongmei was in the office of the headquarters for decoration, because it was summer, he bought a bamboo cushion, who knows, this sitting for more than ten years, now the bamboo mattress has become very old, many companies senior and dealers have advised Cai Zongmei to change a cushion, so as not to damage the image of the boss and talent group.

In this regard, Cai Zongmei said, whether guests or franchisees, they will not choose to cooperate with the CEO because they sit on a broken cushion. If they hold such a view, such friends and franchisees are not worthy of deep friendship.

Cai Zongmei said that this is a kind of intuition and emotion, and more importantly, the cushion can still sit. "We used to eat bitterness too. Although the conditions are good now, we can not forget the past."

Cai Zongmei said that the family condition is not good. When he made money, he bought a semiconductor radio for his family and built a more than 500 square meter building to allow his family to live better. This is the biggest handwriting at that time, and nothing else spent.

For personal wealth, Cai Zongmei thinks that enough is enough, and the extra money should be used for career and charity.

Like many "60 - year" entrepreneurs, Cai Zongmei does not have many favorite leisure events. Swimming is probably his most frequent sport. "Nothing special, I swim in the pool every day."

Cai Zongmei said that swimming can exercise on the one hand, and on the other hand, it can make people completely relaxed and calm. "I like the feeling of not being disturbed by any external factors in the water."

Many of Cai Zongmei's good ideas and ideas come from swimming pools. He thinks that thinking in water is often more calmer and more rational.