Chen Xiaochong, The Leader Of The Great Wright: Crisis Is A Business Opportunity.

Now the financial crisis sweeping the globe is Chen Xiaochong's eyes, but it is the two growth opportunity for enterprises. The crisis is business opportunities. Now many garment enterprises are stepping up because of the financial crisis. Everyone knows why they do not advance and retreat. Now that everyone is not in, I will take the opportunity to run ahead of others. Chen Xiaochong said that in 2008, when the financial crisis hit, the company set up a hundred City store promotion project. It plans to open 1000 chain stores in mainland China in the next 5 years and become the first brand of Chinese trousers.

Abandoning teacher's learning skills

Chen Xiaochong was born in rural Wenzhou. He was young and bitter. He failed to continue his studies until he finished grade two in junior high school. However, because of her excellent character and lack of teachers in the village, she became a substitute teacher in primary school under the highly recommended class adviser. Her tuition fee is 60 yuan per month, which can only maintain the simplest personal expenses and can not help the family.

She is not reconciled. She came up with the idea of a better life, because she had her own dream.

So, when the substitute teacher did not last long, she chose to give up.

She was born with love and beauty, and was born with a good figure, a good figure and a beautiful body. clothes How comfortable it should be. But in that time when eating was a problem, it was no doubt that a girl wanted to wear beautiful clothes. If we are going to do the clothing business, we can not only provide ourselves with more beautiful clothes, but also provide us with the enjoyment of the same beautiful women, and we can also earn money from it and change the fate of our lives. Why not?

She told her parents what she thought. Although parents feel that their daughter's ideas are childish, they still respect her choice. Parents feel that even if their daughter can't earn money, learning a craft is good.

So her father sent her to a training institution in Wenzhou to learn tailoring techniques. Learning for only one month, she did not really master the overall production of a single garment except for a simple cut.

She told her father that it took at least 1 years for someone to formally study tailoring, and I was only 1 months too short.

Her father told her that after 1 years of study, he worked for the master Bai, and could not get a cent. In addition to your own cost of living, he also had to pay tuition fees to his master. If you really want to learn, I will find a local master for you, study for 3 months, and do not learn in 3 months.

She readily agreed.

After setting up a military order, she began to study very seriously, and spent 3 months in bed and food, and finally finished her job successfully.

The first pot of gold in life

In 1989, Chen Xiaochong was at home trying to figure out how to open a shop. Uncle who was working in Ningxia went to Wenzhou to procuring goods.

Chen Xiaochong thought, Ningxia's economy is backward and its consumption level is not high. People's demand for clothing style is not as new as that of the mainland. For her little tailor, it may be easier for her to go to Ningxia. At the same time, she can also exercise her independent living ability.

Her idea was supported by her parents and uncle. So, with an old sewing machine and some cheaper cloth, she sat on a big truck that her father had driven, and bumped for 14 days on the road and finally arrived in Yinchuan. {page_break}

Everything was hard to get to Ningxia. First of all, it is difficult to not afford a good window without funds. Her uncle is a state-owned repair factory worker, living in public housing, under the public house there is a small yard, there is a small house in the yard. Chen Xiaochong put a bed in the small room. Two ends of the bed had two pieces of wood. She put a wide plank on it as her cutting board. Put the boards up in the daytime and put down the boards at night. In order to simplify it, we have arranged our own bedroom and studio. Secondly, it is difficult to understand the market and not to know customs. China has a vast territory, different climate in the north and south, and different customs. The style she just started was not suitable for the local people's taste. cloth Also because of the old and not accepted by the local people, they had to use the cloth of sewing pocket.

Difficulties did not stop her.

In Rome as the Romans do, she tries to adapt herself to local conditions and customs, carefully studies the characteristics of the local people, and tries to meet the needs of locals.

She has some customers, and her business is on the way. In her 2 years in Ningxia, she had more than 4000 yuan of savings.

This is the first barrel of gold she gets from her entrepreneurial life.

Go home and start an undertaking

Every time we celebrate a festival, we think of relatives and people as strangers in a strange land. Although money was made in Ningxia, her heart missed home in Wenzhou. I wanted to go home, and her heart cried out. She planned to go back to her hometown in Wenzhou.

After coming back from Ningxia, she went to pagqiao Town, Wenzhou, and rented a small storefront, selling cloth and tailoring clothes. According to her idea, she put in some cloth to sell, the customer bought cloth and made clothes in her, so that she could make two times of money. As she wished, she earned sixty thousand yuan this year.

The average business is satisfied, but she is not satisfied. She is not an ordinary woman.

After investigation, it is found that there is a large clothing wholesale market in Wenzhou called power head, where there are many tourists and prosperous business, which is more conducive to growth and development. So she resolutely turned the stable tailoring shop, fought the power and started the wholesale road of clothing.

After more than half a year's operation, she discovered the clothing market at that time. Jacket The number of trousers made is less, and pants are better done. The inherent foresight allowed her to capture the new market potential, so she decided to make trousers and specialize in women's trousers.

In order to enhance strength and expand the scale, especially in order to form a production, supply and sale, she mobilized eldest sister and brother-in-law to come out, and helped them open a small factory, specially processing women's trousers for her. She herself took the two sisters of Lao San and Lao Si, and seized design and wholesale. They became the leader of the trousers industry wholesale market. In order to march to the national market, she set up Wenzhou Wan Ou Clothing Co., Ltd. and Dongou water washing plant. In addition, in order to expand the production capacity, they also invested in Guangzhou's two processing factories specially designed for her. The sales volume in the wholesale market in Hangzhou, Changshu, Shenyang, Zhuzhou, Guangzhou, Beijing, Zhengzhou and other places also ranked the top in the local market. The total shipping volume in the selling season can reach 20 thousand, which has accumulated a good economic foundation for her future international brand. {page_break}

Brand vision

There is no such thing as immutable in the world.

The best mode will come to an end.

By the beginning of the twenty-first Century, the shipments of her stalls began to decline and their operating profits had dropped noticeably. She soon realized that the number of anonymous and unlicensed clothes was significantly reduced, and that the local brands of Metersbonwe, Wenzhou, Zhuang Ji and so on were very popular. If we want to break through the current predicament, we must keep abreast of the trend of market development and establish brand awareness. Is it a good brand, or a well-known brand? The well-known brand is relatively stable, but every year it has to pay a high agency fee to the brand. Finally, she chose the agent, took the big wings, and escorted the giant by herself. After all, she had never run a brand.

In August 2005, Wenzhou Wan Ou Garments Co., Ltd. and Hongkong song Wright International Group Co., Ltd. hand in hand cooperation, from the Colette headquarters in Hongkong to provide the latest international fashion styles in Europe, America and Hong Kong, and Wenzhou to provide production; Hongkong company provides advanced international marketing mode, and Wenzhou company provides a perfect combination of advantages and disadvantages of sales channels. In October of the same year, the first brand store in the mainland was opened in the first bridge of women's street in Wenzhou, creating the first place for domestic women's trousers to separate from women's own stores.

Business opportunities under crisis

Now the financial crisis sweeping the globe is Chen Xiaochong's eyes, but it is the two growth opportunity for enterprises. The crisis is business opportunities. Now many garment enterprises are stepping up because of the financial crisis. Everyone knows why they do not advance and retreat. Now that everyone is not in, I will take the opportunity to run ahead of others. Chen Xiaochong said that in 2008, when the financial crisis hit, the company set up a hundred City store promotion project, and planned to open 1000 chain stores in mainland China in the next 5 years. Women's trousers The first brand.

In 2009, it was the first step to promote the development of the "hundred cities and thousands of stores" in the city. But at the moment, the development momentum is very good. Chen Xiaochong said that by the end of March, the first month of the month started, only more than 20 new chain stores have been opened in just two months. The sales performance of single stores in the old stores has increased by 20% over the same period last year. As we all know, for the first half of the clothing industry, whether the new stores or retail terminals belong to the off-season, but according to our current trend this year, the number of franchisees and the sales volume of the company will exceed expectations. Here, Chen Xiaochong smiles with satisfaction, because she knows that she fought the battle correctly. {page_break}

What makes the Wright brand favored by franchisees? What makes Chen Xiaochong's brand performance go ahead in the financial crisis? As described by reporter, the core tenet of the company is to join a successful company and join it successfully. So in the period of 2005--2007 brand agency, we take the way of direct camp to develop the brand, because we can not let go of others when the brand is not yet mature, and a single store can not make full profits. Although the risk of joining the agent will be greatly reduced, we should be responsible to the franchisee and ourselves. Through three years of patience and cultivation, it has made some achievements. By the beginning of 2008, more than 80 outlets in the city had achieved full profits. This marked the first step in the success of the mainland market.

Chen Xiaochong told reporters that at present, there is a lack of professional women's trousers brand. Although there are several brands in the market that have done a good job, but after investigation, they found that their product structure is not scientific, or they are going to the weaving route, the whole stock is fashion pants, the middle is just mixed with a few cowboys, or is to take the cowboy route, the bulk goods are mainly denim, and the knickers are rarely seen; and their market positioning is not specifically aimed at South market, but is aimed at the northern region alone. Such a commodity organization and market positioning brand development is very limited, it is unlikely that there is a particularly big surpass and performance. But if there is one brand Products, like Metersbonwe, are suitable for all parts of the country to build thousands of market networks across the river. Their value is believed to be unknown. We are going to do the ZARA.2009 version of the women's trousers version. We plan to add 80 stores and 200 in 2010. By the beginning of 2015, the total number of chain stores in China will reach more than 1000, the retail sales of single stores will reach 3 million yuan, the average net shipment volume of single stores will be 1 million 200 thousand yuan, and the total annual sales volume will exceed 1 billion yuan.

The vision of a successful woman

At the end of the interview, the reporter asked Chen Xiaochong if he was so successful as a woman career, and the family was happy, and there was no hope. It was hoped that the enterprise could do more, provide more jobs for the society, solve more employment problems, and make more fashionable and beautiful clothes to make the world more beautiful because of us. Chen Xiaochong described it with smile.