A Clothing Store To A Brand Company.

Curly hair, baby face, cute dimple when smiling, Chen Ming first met, many people would sigh: really a young and promising girl.

After listening to this, she smiled lightly: "it's all slowly accumulating. I went into business at the age of 20, and now I have been doing the clothing business for 17 years."

This answer is often frightening.

Chen Ming's company is on the first floor of Wan Song Yuan commercial street.

From employees of state-owned enterprises to small owners of clothing stores, and then to set up their own company as a professional agent.

Chen Ming's entrepreneurial experience is always in the clothing industry, and it seems that he will not leave this line later.

In 1988, Chen Ming, 20, made a decision that surprised his family: he left the factory for two years and went to sea to open a clothing store.

He spent all his money and borrowed some money from his friends. Chen Ming opened a more than 20 square meter clothing store on the road which was not very prosperous on Jianghan Road, and became a small boss.

There was no shop opening experience and lack of turnover funds, but fortunately, the clothing business at that time was still relatively good. However, Chen Ming had a keen market sense of smell and a good eye for clothes, and was willing to endure hardships. She was hopeful about the future.

At that time, the owners of many small clothing stores in Wuhan were buying goods from Hanzheng Street for convenience and cheap.

In this regard, Chen Ming, who loves beauty, has different ideas: customers buy clothes to buy special, different styles.

So she went to Guangzhou, Wenzhou and Shantou by train and bought goods in a wholesale market.

The style of clothes picked out is different from that of other families. Soon, her boutique boutique has won a number of fashionable customers.

The shop has been operating steadily for over a year. Chen Ming has grasped the trend of fashion and grasped the psychology of customers.

By the end of 1990, the two clothing stores next door were closed because of poor management. Chen Ming took the opportunity to put down the two storefronts, and the business area expanded to more than 80 square meters at once.

She redecorated the shop, asked the clerk, and began to aim at it.

Chen Ming's clothing business gradually cooled down in 1993.

Since the night market on the pedestrian street opened at 4 p.m. every day, hawkers in the night market began camping at the entrance of Chen Ming's shop.

Affected by this, Chen Ming's clothing store almost had no business after nightfall, and barely supported for a few months. She decided to give up the clothing store and find the way again.

At that time, several shopping malls in Wuhan began to become more and more active. Some of Chen Ming's colleagues went to the mall to open their clothing counters.

Chen Ming, who traveled south and North, gradually realized the unlimited potential of the sales channel of the shopping mall.

Holding the store's savings, she registered a clothing trade company and decided to become a brand agent to do business in the mall.

In September 1993, Chen Ming successfully introduced his own brand of woolen sweater to Wu Shang.

At that time, the concept of woolen sweater didn't rise in China for a long time. Chen Ming represented a sweater brand from Shanghai, mainly for middle-level consumers, taking the parity route and winning by volume, and the business quickly began.

That year, she finished the sales task of the factory very easily.

In the second year, four shopping malls in Zhongnan shopping center and central department store had Chen Ming's brand of sweater.

Referring to the level of business, Chen Ming said, "at that time, two days were busy buying."

At that time, the financial flow was far from being so convenient. Therefore, every time we go to Shanghai to purchase goods, we need to bring hundreds of thousands of yuan in cash, and the RMB denomination of 10 yuan should be packed in a large bag.

Young Chen Ming was careful to wear unremarkable clothes. He got off the plane and entered the taxi. He flew all the way to his destination, put the money away and got the goods.

The hardships are self-evident.

Before 1996, shopping malls in Wuhan often introduced clothing brands in season.

In 1998, Chen Ming has successfully represented two sweater brands. Although the annual sales performance is very good, but because of the low popularity of the brand, they are always squeezed out by the big brands when they enter the market, and they can only live in remote places, and the business area is limited.

This made her agonizing and began to think of acting as a proxy for a well-known brand.

In 1999, Chen Ming saw an opportunity.

Because of the poor management of Wuhan agents, Shanghai Heng Mao Yuan, the old sweater brand, withdrew its agency right and withdrew from the Wuhan market.

Why not seize the opportunity to win the brand's agency?

After a friend's introduction, Chen Ming finally took over the company and Heng Yuan Xiang, but because the former two Wuhan market agents did not make achievements, the other side was very picky about the new agent, and claimed that they would rather give up the Wuhan market than do the brand.

Although she had a closed door, Chen Ming was very happy, at least she knew the other side's request for agents.

After returning to the Han Dynasty, she began to strive for the support of the shopping mall, hoping that the shopping mall could provide a better location when arranging the counters, then began to do market research, analyze the market prospect, and draw up a detailed sales plan.

On the second visit, Chen Ming didn't say anything. He first presented his plan.

Look at the person in charge and read the plan carefully. Chen Ming knows "play".

Then she passed the investigation of the factory smoothly.

Finally, she won the agency agreement for a year, and the other side asked her to expand the sales network to 30 in one year, otherwise the agency qualification would be revoked.

In August 2000, Chen Ming successfully sent the brand sweater to the shopping malls.

While doing the exhibition hall, Chen Mingyi changed her previous practice and invested a lot of decoration expenses, and watched her busy and happy. Some friends "raised" her: "why do you want to spend so much money on decorating? Why not?" Chen Ming ignored it.

But after the opening of the business, all of this soon came to be intuitionistic. The wide space of the counter, the beautiful decoration, plus the brand effect, the continuous flow of customers, the sales situation is very good.

Chen Mingxiao said, "we should pay attention to the number of ways to do things.

This is a collective effect. "

A year later, Chen Ming successfully completed the sales task.

Now, she has won the agency of the brand cashmere sweater and other products, and the sales outlets in the province have developed to more than 50.

Referring to the future, Chen Ming said she hopes to win more agency power, open a comprehensive flagship store, display all kinds of commodities in the brand, and maximize the brand effect.