In 30 Years, China'S ZARA

Han style clothing Zhang Nengtian: a solid foundation for 30 years to make China's ZARA

The development of Adu has made many online merchants jealous, and has also baffled many traditional clothing enterprises.

Why do many old Chinese clothing enterprises fail to enter the mainstream of e-commerce?

From the empty hands of college students to the annual sales of over 100 million brand women's clothing manufacturers, Zhang Nengtian's 13 entrepreneurial experience has three "big background":

One is Zhang Nengtian's graduation in 1998, which is the first year of University's total distribution. The first job started from pushing technology, and then it was pferred to the wholesale clothing market of Sichuan people, the wholesale clothing market of Guangzhou people, and the clothing factories of Taiwanese.

Two is the agency in 1999.

Three, in 2006, Taobao launched the old mall to offer a free recommendation to the seller, so Zhang Nengtian touched on e-commerce.

Opportunities are always reserved for those who are prepared.

Zhang Nengtian said: "all the people who study the clothing industry want to make their own brands. Half of the one hundred people will do it, but in the end they insist on only one. This person is stupid."

Five years to complete social studies

Zhang Nengtian was born in a Hubei public security tailoring family. In 1995, she was admitted to the Wuhan Textile Institute of Technology (now Hubei Textile University) with fashion design.

The graduation of 1998 was just the first year when the University was totally not allocated. When the complacent Zhang Nengtian came to Guangzhou, he realized that "graduation is equal to unemployment". "You don't think this is a good business, but only he wants you."

Zhang Nengtian sighed with emotion.

Zhang Nengtian did push plate technology in the only company that wanted him. He worked hard for two months and got only 300 yuan salary.

In the next six months, Zhang Nengtian was pferred to the wholesale clothing market of Sichuan people, the wholesale clothing market of Guangzhou people, and the clothing factories of the Taiwanese.

In 1999, Disney, Snoopy and other well-known children's clothing brands Zhongwei company first recruited fashion designers in the mainland.

Zhang Nengtian came to the flood of applicants with a try.

At that time, the main question was to draw different designs in an hour.

One or two paintings were made by others, but Zhang Nengtian painted a lot of them, not only with bold colors but also with different styles.

"At that time, there was a big background. The designers of Hongkong and Taiwan had tens of thousands of salaries per month, but they thought that the mainland did not make the concept of product design.

The first recruitment of Zhongwei company gave us an opportunity to design.

Zhang Nengtian is glad to know how much pressure it will bring. "The company also gives you the" lifeline "part of the brand in the second half of the year.

Zhang Nengtian started the second line product from Snoopy and Mickey, carrying two big box like clothes, explaining products to offices throughout the day, and working at night by train became the norm. The highest record was 6 offices in a week.

Starting from 1500 yuan to 4000 yuan in two years, Zhang can become the fastest wage person in Taiwan funded enterprises.

But at this time, Zhang Nengtian submitted his resignation letter.

"I am embarrassed to do children's clothing, read children's magazines, do children's show guests, but I have no feeling from my heart."

Zhang Nengtian is best dressed for adults.

After coming out of Zhongwei, he entered Baleno as the design director.

"When I was shopping, it was all work.

Four times a day, the shopping mall is opened from ten a.m. to eight at night. It is from the clothing to read the information and draw inspiration from the design. After this practice, I can get a general understanding of all aspects of the garment factory by looking at a row of goods.

In 2003, Zhang Nengtian, who was not comfortable, decided to go back to Wuhan to create his own brand.

Three years to live and maintain the brand of "anding"

According to the original idea of starting a business: renting office buildings, registered products, and branding in Zhongnan mansion, Zhang soon discovered that he had underestimated the difficulty of starting a business, and everything had to start from the foundation.

Riding a friend's motorbike, Zhang Nengtian ran into Hanzheng Street to enter the fabric and board, and asked the workers to make the sample clothes.

"What I didn't experience before was all that time, and I felt like I was bumping around everywhere, bumping into a bag, and losing my performance."

Zhang Nengtian said to himself, "the most frustrating thing is that you just got home. The shop assistant said that the bulb was broken, and then I had to go back and change the bulb.

It's a small thing, but it's very stressful.

To enter the shopping mall, open the street shop at the front gate and the public park, in order to make his brand grow fast, Zhang Nengtian established 8 stores and shopping malls in Wuhan in three.

According to the operation experience of traditional industries, the development of Anding capital has reached a critical point. Once the franchise system is developed, the brand will enter the expansion stage.

In fact, Zhang Nengtian also took pains to "raise" the brand.

"The first store opened at the door of the division, selling clothes designed by oneself, obscurity, half a year burned 200 thousand.

In the past three years, making brand is basically a loss. In order to support the brand of "an Du", we have to work on it: to make the earliest work clothes for the liquor group, to make school uniforms for more than 10 schools, to make the back cushion of the bus, as long as the cloth business is done.

In this way, Zhang Nengtian relied on relatively stable "private living" funds to ensure the livelihood of nearly 80 employees.