Lai Xiaojun: Control Is Greater Than Profit.

From the appearance of Lai Xiaojun, he did not know that he was strong enough. control force People. Not high, not strong, wearing a pair of glasses, a dark hair, though some curly, but 37 points softly attached to the head, some long, many hair on the side almost covered one eye and half face. When taking photos, someone should remind him to put his hand up to his hair from time to time, because it seems to be a little more spiritual.

He himself did not realize that he was a strong man, or realized that he did not admit it. Until one day, one of his colleagues said to him, "the impression of Peter is a strong executive power, and the boss is a" tyrant ".

Lai Xiaojun is the boss here. Bani Rabbit The boss of a company. Japan has Kitty cats, South Korea has Pucca, "China has Bunny Rabbit", Lai Xiaojun said. Benny rabbit is the brand and the only brand of Bill's company. It is like Kitty cat. It specializes in animation derivatives. Now it has nearly 300 chain stores nationwide.

This year, Lai Xiaojun is 34 years old. He said that today, many times we are forced to come out.

Lai Xiaojun was looking for a shirt to take pictures of graduation when he was graduating from junior high school. By the time he was 16 years old, he had to go out to work, and his family could not afford to pay for him. "Everything depends on ourselves, including destiny." From then on, Lai Xiaojun, who has a strong sense of pride, vowed in his heart that he must rise to the top.

Lai Xiaojun's right-hand index finger is shorter than his left index finger, which is a painful Memorial he left when he first worked in Xiamen and worked in a hardware factory on the night shift. Later, he arrived in Dongguan, a magical but controversial land. For an ordinary wage earner, this is just a "world factory" with no difference between day and night, but for Lai Xiaojun, who dreams of dreams, it is a sacred hall of wealth. After six years in an animation factory, Lai Xiao Jun started his own business and set up a company which is more distinctive than others. It was 1999. Lai Bo Xiao Rui Jun Guan: the system of control is bigger than profit.

Everything was started by ten thousand yuan. In the most difficult times, few entrepreneurial partners even had no money to buy vegetables. Lai Xiao would rather walk for more than an hour, and would not spend a penny to fight. Later, some of the orders introduced by old customers who worked in the factory were able to earn their living. At that time, they only did some trade to earn the difference between them. With more orders, he opened a factory for producing bags and started running all the stores to find wholesalers to buy their own products.

Since then, every step of Peter and Lai Xiaojun has been dragged tightly in his hands like the reins of fate. {page_break}

　 take advantage of brand Last bus

Before 2006, Lai Xiaojun's life was actually good. At the age of 30, the factory has two thousand people, has a stable and harmonious relationship between upstream and downstream, and accounts for hundreds of millions of dollars a year. During peak season, seven hundred or eight hundred workers do not do enough in the morning to do evening work. The number of customers who grew up with Peter and Peter got rich. Everyone had rooms and cars.

However, after a better life, Lai Xiao Jun's heart began to be unrealistic. In 2005, when he looked at the increasing market share of other brands in the market, he realized that he could not do wholesale for a long time.

In the Spring Festival of 2006, he told his elder brother, who works in the same place as Peter Rand, that we must transform, and it will be too late to turn around. After making the decision, he began to carry out his brand plan quickly. Before that, Lai Xiaojun registered four brands. In the year of transformation, Lai Xiaojun cut off all the other three brands besides Benny rabbit. At that time, Lai Xiaojun put forward the concept of single brand. A new factory that had just opened in 2005 was also closed by Lai Xiaojun.

Many people asked Lai Xiaojun why he did not transition from wholesale to brand. He said, "risk is equal to profit. If you do everything, you disperse a lot of talent and resources, so I do not want to spend a minute here because I feel that I have reached a critical juncture."

However, what Lai Xiaojun most did not think of was the boycott of the clients. This is a group of people who followed the growth of Peter, and it was Peter and it made everyone of them earn a full pot and take them on the road to becoming rich. "Wholesale is very good to do, you can not do the brand." Unanimous opposition to the original brand of Lai Xiaojun is full of vision into the helpless.

Lai Xiaojun, like the long march of the Red Army, united with all those who could unite. "As long as I have a little bit of interested clients, I will strive to come down and develop their alliance with them, and then talk to them about my plan to seek support." He had been thinking about the problem that if he conceded, he might not even be able to sell wholesale roads, because this concession meant that the next time he would not have the dominant power, "how did he lose his dominance?"

Later, he counted out an account, cutting down a profit making brand quite 2 million, cutting three out of about 6000000, and closing a factory that had just started for one year, losing about 5000000 directly. The game lost about ten million of the game. Coupled with the boycott of customers, the sales of Peter and special fell sharply from one hundred million yuan in 2005 to about 20000000 yuan in 2006. "The product is not sold, and it still has to pay the cost of operation every day." at that time, many people could not contain it, including Lai Xiaojun himself. "We haven't paid the supplier for more than three months."

The whole company began to enveloped in a depressed atmosphere. "At that time, I adjusted my emotions at home because I didn't want to be seen as a boss." Later, Lai Xiao Jun's elder brother asked him what to do. He said that as long as the Spring Festival passed in 2007, it would be saved. No way, the company may be finished. {page_break}

That year, the Spring Festival came to the end. Based on trust, the supplier did not rush to pay such a tight sum, and the money was finally able to turn around. In the lobby of Lai Xiaojun, some customers joined the bunny rabbit in a piecemeal way. In order to enhance the confidence of franchisees in Beniwa, in 2007, Peter opened the first direct store in Guangzhou Lite department store and opened a new situation.

"When I went to a store in the past, I thought my brand could be sold here. For this ideal, I worked hard for 7 years. Many people didn't understand it at first, but now they can understand it. " Lai Xiaojun said.

What is more fortunate to him is that because of the timely transformation, the financial crisis that followed did not only affect the company, but because the industry reshuffle highlighted its brand superiority. "Otherwise, not only will there be no office buildings in Guangzhou, but Dongguan will not be able to stay any longer. Everything has to go back to business." Lai Xiaojun pointed to his office.

In 2009, the tenth years of growth were compared to that of Peter. "Although there is a big gap between the market share and the total sales volume and those big brands, these ten years have been a qualitative change for ten years, from trade to production, from wholesale to brand, which are all qualitative leaps. In the past ten years, at least laid the foundation for a hundred years of business. "

　 Control is more important than anything.

Mr Lai Xiaojun's transformation is also the right time to grasp corporate control.

In the existing Chinese market, foreign animation derivatives brands such as Snoopy, Kitty, Mickey and so on are all agency businesses, which are authorized by brand owners to do business in a certain field to Chinese companies.

The industry has made a metaphor for this kind of business: "this child is not well fed, we have nothing to say, but no one has ever been born; once the child is raised, then the mother will come out, and the child is raised so well, thanks to the mammy for so many years, but I am sorry, I have to take away the child, this is my own life." Therefore, the agent brand is doing well, and it is also a bridal dress for others. "

Only by building our own brand can we grasp the "control power", control the market business in the long run and grasp our destiny in our own hands.

Lai Xiaojun said that in recent years, because of the rising production costs of the major brands, the purchasing power of consumers has been declining. Snoopy's international brands are shrinking in the domestic market, while bunny rabbit is on the rise, and its brand control advantage is increasingly prominent. The reason is that when a foreign brand authorizes a company to act as agent, it usually does not represent the whole process, but subdivides the business. For example, the authorized bag making can only be done in bags, and can not be crossed from this field to other fields.

And Benny rabbit, the brand is more specific than its own, there are no restrictions on derivatives category development, such as bags, pull boxes, alarm clocks, umbrellas, watches, jewelry and so on. Every Bunny Rabbit store is like a boutique boutique kingdom with pink as its keynote. There are many choices for consumers and even one-stop shopping. {page_break}

"Control power" also plays an important role in capital operation. If there are two enterprises, the profit is different, the annual profit is 30 million and the annual profit is 50 million. The former has strong control and the latter has no control. From the perspective of capital market, investors prefer to choose the former because "control" is often more important than profit. Control and no control are quite different. Capital market investment is the future. It is to consider whether the business can go up to a higher level after 5 years, rather than facing major business risks or unexpected.

Lai Xiaojun is a Virgo. He said that this constellation crisis consciousness is strong, pursue perfect, like oneself toss oneself, many thoughts inside. Sometimes he drives from a factory in Dongguan to a Guangzhou company. When he drives a car, he wants to have ideas and plans. The more he wants to be in his heart, the more he feels he is driving.

In the whole development of the company, he is a more conservative person, unwilling to opportunistic, especially in control. "It's not about how many times we should compete with our competitors, but how many mistakes we should make." He said.

This kind of control power is embodied in brand management. It also shows that terminal construction, shareholder introduction and talent training are directly related to the success or failure of an enterprise.

In the first two years of being a brand, the company opened ten stores in one breath. "When customers first turned to brand, the boycott of customers made me feel a strong sense of crisis. So don't rely entirely on agents to build terminals for you, and you have to go in." Even on the road of expansion later, bill and Peter still maintain a certain proportion of Direct stores, while authorized agents do not directly set up provincial agents, but only municipal agents.

In the most difficult year of transformation, Lai Xiaojun could completely dilute certain equity and introduce capital to solve the urgent problem, but he did not do so. The reason is that shareholders are too many, if the concept is not compatible, it will lead to confusion in strategic direction. In the early days of the development of the company, without a relatively stable and healthy operation mode and a unified culture and system, it must be centralised. Otherwise, the employees of the company will be very difficult to do and the internal friction will be great. He said. It was not until 2009 that a new capital development phase was introduced into the capital.

In terms of talents, Lai Xiaojun attached great importance to training employees who are really suited to the soil of the system of Peter and special, because in his view, only by deeply understanding and integrating them into the concept of Peter, can we execute it faster, better and stronger. {page_break}

　　 Fast! Fashion!

In the case of Peter, a person with no quick execution and quick execution is hard to stay. In other words, the whole fast running chain of enterprises drives each individual to move forward quickly.

At the end of March, some shopkeepers told Lai Xiaojun that if a small wallet with a certain color could be sold well in the shop, Lai Xiao said with a smile, a month later, he promised to make such a wallet appear in the shop of bunny rabbit. This will take at least 6 months for other brands in the industry.

The fundamental difference lies in the different marketing modes. The traditional brand business usually adopts the order system, that is, a stock management mode that the dealer chooses the order interval to order the brand. This is actually a marketing way for brands to divide risks into terminal distributors. For the animation trend derivatives industry, the risk is even greater. With the advent of globalization and networking, fashion information is changing rapidly. Prediction of consumer demand is becoming more and more difficult for brands. More customers say that the things that are now designed and sold until next year are really hard to keep up with the fashion rhythm, and these styles can't stay in the shop for too long. It's easy to cause consumers' aesthetic fatigue and put it off for too long.

"Few varieties and large batches" are the sky of traditional manufacturing industry. In the "long tail market", "small quantity" is a popular business mode. By reading the experience of Spain's famous clothing brand ZARA, Peter built a new model of the long tail market of Chinese anime derivatives fast fashion mode.

In the past, Lai Xiaojun often thought that in the competitive market of animated derivatives in the first tier cities, what did Bunny win? In terms of popularity, it was not as good as Mickey Mouse, born in 1928, or Kitty in 1974. We can only rely on the timely development, timely production and timely sales mode.

"Fast, small, diverse, guaranteed to keep pace with the fashion, continue to develop new styles, new categories, so that bunny rabbit attracts many consumers to buy. At the beginning, our salesmen did not agree with our brand. Although we gave the clerk salary, Beniwa as a new brand, they had no feelings and loyalty to it, but later the consumer's enthusiasm for buying in turn infected the shop assistants. When students are in the summer vacation, there will be queues in the store of bunny rabbit from time to time.

Lai Xiaojun also said that 90% of the products of bunny rabbit are limited. Even if some products sell well, they will no longer design the same things. Even if a little change is made, they are going to make consumers different.

The fast fashion marketing mode is not completed overnight. It took three years to compare with the special one, which is the three year that it has been transformed into a brand in the past three years.

And the supporting marketing mode is flat management system. Lai Xiaojun took Korean Samsung's success as an example. "Originally Samsung was just a processing enterprise. They looked up to SONY, but it took only ten years. Later, SONY turned to look at Samsung. This success is based on flat autocratic management.

It is not difficult to see that Lai Xiaojun is a strong learner. In his own words, he has the ability to transform, that is to say, learning something can be used quickly. "For me, I must know where I am at the stage, not blindly copy the mature stage of others, but return to see the development stage when it is like you." In his eyes, at the beginning of the transformation, Peter's was like a blank sheet of paper, but it was easier to absorb and learn from others' successful mode, and then carried out without any distraction.

"Everyone else's development team is in an independent office, drinking coffee, looking for inspiration, as long as the product development is good, and our R & D, procurement, production, sales, and even logistics personnel are concentrated together office, enterprise organization structure vertical and flat, improve management efficiency, at the same time, make information transmission faster and more complete, better serve the company" fast, accurate, ruthless "marketing mode.

Lai Xiaojun's next plan is to create a more complete and efficient supply chain integration system, and control the lead time (from design to the time of selling clothes on the counter) to 10 days. The Chinese clothing industry usually takes 6~9 months, and international brand names can usually reach 120 days. Even the most powerful ZARA in this area will take 12 days. {page_break}

　 Creating the kingdom of the universe

Lai Xiaojun's ambition is far more than that. His goal is to build the national Gome of animation and derivatives.

With the increasing popularity of animation, the animation industry has begun to show tremendous business opportunities. A survey shows that China's animation industry market has a gap of 80 billion yuan. In animation, 70% of the profits come from derivatives, not from animated cartoons. Experts predict that in terms of derivatives, the annual output value will increase to more than 100 billion yuan in a few years.

"Sooner or later, the industry will develop the imaging appliance industry." Lai Xiaojun said. "But at the moment, the Chinese animation derivatives are in a state of stragglers. There is no strong resource platform to bring these brands together."

Not only that, the brand of bunny rabbit will also be built into a huge carrier of cartoon cartoon fashion.

At present, Bunny Rabbit's product consumer group is positioned as a 16-22 year old girl. This is a group that has faded and childish. Why is it located here? Lai Xiaojun has her own consideration: "choosing this group is for the extension of the brand follow-up. If you start making children's clothing, then you want to make a girl's clothes again. It's very difficult, because it will feel childish, and the biggest difficulty of the derivatives is to make the product design immature. On the contrary, it is relatively easy for us to do a good job in the production of girls' derivatives and make children. This is Beniwa's long-term brand strategy. This not only takes into account the core business of R & D, design and manufacture of products, but also considers that if the brand is bigger, it can also involve multiple authorized businesses. At that time, the product category will be much larger than it is now. Who knows if Bunny Rabbit will become the next Kitty cat?

"Brand is to be slowly raised. You have lived in the market for 5 years. You will say that it may be a brand. You have lived for ten years. You will say that it should be a brand. You have lived for 15 years, and you will say it is a brand. So anyway, be sure to stay in the market and stick to it. If you want to disappear, you can't play hide and seek with consumers. " Lai Xiaojun still has 26 years to cultivate his brand and product brand carefully, if he retires at the age of 60.