Xu Taofang: Successor Gives Me Success.

From desperately wanting his father's approval and enjoying his client's approval, Xu Taofang really fell in love with the succession.

The first time I saw Xu Taofang was a commercial banquet in Beijing. What attracted the attention of reporters was her appearance. She was tall and tall, with sharp features. She painted delicate and light makeup. She wore beautiful suits and fashion accessories. It was difficult for her to connect her with CEO, China's largest radiation protection manufacturer, Shanghai Tianxiang Industrial Company.

Later, reporters found that in the "rich two generation" small circle, Xu Taofang has become famous. She is always said to be an outstanding person. Her succession process is also marked by trees.

Before formally introducing her, friends introduced her: "after 80, the same is the two generation of entrepreneurs. She not only walked out of her father's aura, but also successfully led the pformation of enterprises."

The second time he saw Xu Taofang was in the fragrant building in Zhabei District, Shanghai.

On that day, the cold wave struck Shanghai, and there was some chill in the fragrant building, and some goods were stacked in the aisle.

Xu Taofang's office is in a glass house in the office area. The room is not big. There are piles of papers and goods on the table and on the floor.

"Everything I like is within my reach."

She explained with some embarrassment.

She didn't make up in office, wearing ordinary clothes.

A suit, a tight leg jeans and a pair of snow boots.

Such an office environment is familiar to me. There are many similar office buildings in the Yangtze River Delta. Most of them are the headquarters of small and medium-sized manufacturing enterprises. Some of them seem very plain, but every building may have an industry champion, or it may be the heart of a huge sales network.

As the first brand in the domestic market share for 5 consecutive years, "Tianxiang" is normal.

Choose to do business

Xu Taofang was able to enter his father's Shanghai Hon son clothing group, from helping to open up new fields and starting businesses, which originated from a conversation with her father in 2002.

In 1998, Xu Taofang, 16, was sent to Singapore to study by his father. "He sent me to bear hardships," she studied in Singapore as an undergraduate in business administration. But at that time, she did not think of coming back to take over. "My father never restricted us. At that time, I did not say that I should take over."

Xu Taofang's work experience in Singapore has been exaggerated by many media.

Before studying abroad, her father gave her enough living expenses and tuition fees, but also said to her, "if you can save the money I give you, I will give you double the money."

Perhaps in order to bet with his father, in Singapore, Xu Taofang studied while working, and when he returned to China in 2002, he even saved a small amount of "private money".

After studying abroad, Xu had a day of "depravity" of chatting with his classmates on MSN and ICQ every day.

One day, my father talked to her and asked her, "what do you want to plan for your future life? What do you choose on the two roads of family and career?" at that time, my father was biased toward her family because she was not sure she could pick up a beam in the business at that time, but she said to her father, "the life of a full-time wife is not what I want!"

After this talk, Xu Taofang said that he had a clear goal: "I must bet on one thing and show it to my father."

She accepted her father's arrangement and went into the company and worked as a salesman.

Her father specifically told the new business manager: "do not treat her as a special person, take her as a general graduating student."

Xu Taofang said it was very hard to be a salesperson. At that time, there was no express delivery company. At 38 degree C high temperature, she took the bus to send the contract and run the business.

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In less than 1 years as a salesperson, Xu Taofang discovered

In China, it is a blank market, so she advised her father to make radiation protection clothing.

Xu Rugen did not have much hope for this, but she did not want to hurt her enthusiasm. She said to her, "you must do it anyway."

Half of the country

From the beginning to make radiation protection clothing, Xu Taofang is like holding his strength, hoping to get his father's approval.

However, the business was as easy as expected at first.

At that time, the domestic anti radiation fabrics were imported from Japan, and a finished garment was sold for 1500 yuan, the price was high and the style was single, so there were very few customers. Only a few professionals would take a cheque to buy it.

Although the mouth of the daughter's attempt to make no comment, but Xu root root "inadvertently" to give her daughter some business tips.

In 1979, Xu root founded the clothing factory which later became the Hon.

"Our business license number is the top 100 in Shanghai. In one year, our tax amount was ranked seventh in Shanghai."

After many years of shopping in the shopping mall and Xu's experience in business, Xu Taofang has benefited greatly from his tips.

When Xu Taofang was doing radiation protection clothing, her father told her to be a consumer goods. She should have a sense of "brand" and pass it on to her for years.

"Xiang Xiang" used to be a thermal underwear brand under the company of Xu Taofang. It was already well-known in Shanghai, which provided a good platform for entrepreneurship.

Xu Rugen also urged his daughter to send fragrance and radiation suits to Shanghai's famous brand products. He told her daughter: "the brand will be differentiated."

When the incense was first launched, in order to open up its sales, Xu Taofang ran away with some two salesmen to some small shops beside the hospital, and sold the products to them for sale on a monthly basis.

At that time, the dealer said to her, "your clothes are so ugly!" at that time, there was no designer, Xu Tao Fang himself designed, but the product still could not sell.

She went to a small shop near the hospital to work as a shop assistant, approached the terminal customers, asked the pregnant women's advice, and came back to improve the design.

After the "SARS" of 2003, the "lonely spring year" of folklore was encountered again and again.

The turning point of incense appeared in 2005.

That year, Xu Taofang finally used China's cost advantage to persuade Japan.

The price of anti radiation fabric produced in the factory is only 1/3 of the import price.

The cost has been greatly reduced, which not only makes the products sell well, but also leads the domestic manufacturers to order fabrics with fragrance. Finally, even Japanese manufacturers are abandoning their production fabrics and buying them.

In fact, Xu Tao Fang has been planning the pfer of technology at the beginning of the radiation protection clothing industry.

Father's cost control theory has great influence on her. She said: "entrepreneurs in manufacturing industry are all masters of cost control, and our profits are saved from every mold and fabric."

Xu Rugen's experience in garment manufacturing for more than 20 years has told her that this line must control costs well, and the best way to control costs is to become the "source".

In 2006, more than 60% of China's producers of radiation protection clothing purchased materials from incense, and incense firmly grasped the initiative of the industry.

At this point, Xiang Xiang made an important decision: sell fabrics to all ordinary pregnant women's enterprises in China, and make them make radiation proof maternity wear.

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Why do I attract competitors? "I think radiation protection clothing is not available to our family and needs more participants."

For this reason, Xu Taofang actively communicates with some famous pregnant women's clothing manufacturers, expressing willingness to provide anti radiation fabrics, and even allows them to sell their garments before clearing the raw materials.

Slowly, more and more clothing enterprises begin to produce radiation protection clothing, the market is gradually expanding, and the performance of incense is also rising.

In 2007, the sales volume of Xiang Xiang was nearly 300 million yuan. In 2008, the performance of Xiang Xiang anti radiation clothing exceeded the half of the whole group.

It is said that Xu Tao Fang has successfully led the pformation of enterprises.

"Father is my partner."

The handsome figures on the performance list did not make Xu Taofang get any praise from his father Xu Rugen.

"Maybe he has understood my character and feels that I want to get his approval, so every time he raises the standard of acceptance again, I think he seems to be fighting psychological warfare with me."

Over the years, Xu Taofang has not complained to the media about his father: "he has never praised me."

But she also knows that it is impossible to rely on her to be the master of the present scale.

"In many aspects of running an enterprise, doing things and so on, my father let me take a lot of detours to help me shorten the time for success."

"Now, I don't care much about my father's praise, because the client has given me a great deal of sympathy."

Xu Taofang felt that his relationship with his father was no longer a mere father daughter relationship, but more like a partner.

In the company, employees used to call Xu Rugen "Xu Dong" and called Xu Taofang "Miss Xu".

"Xu Dong mainly focuses on products, quality and factories. Miss Xu mainly focuses on external sales and formulating new ones."

Xu Taofang's assistant Mao Yunli said.

In the description of Mao's assistant, Xu Rugen is always very busy. "You want to talk with Xu Dong, and you need to take steps to make things happen, because his phone is constantly on the line.

He likes everything in control and everything must be done personally.

He has been doing business for many years, and will feel that he has more experience, his own decisions are correct, and he is more assertive, and Miss Xu is different.

"Because young," she said, "she is more likely to listen to other people's opinions and give them some rights.

However, she also has a pro parent side.

Like all the entrepreneurs and the two generation, the father and daughter will inevitably be contradictory and sometimes intense at work.

Mao gave an example: "they quarrel with each other in the promotion of products. Miss Xu wants to take a more acceptable route for young people, diversify their forms, ask celebrities to speak for themselves, and Xu Dong wants to be more solid, such as carriages and print advertisements."

The way of thinking is different. It depends on who can convince anyone.

In the form of advertising, initially, the father pressed his daughter. But with the increase of age and experience, the daughter would slowly convince her father.

"Enterprises will continue to follow the old mindset, and there will be no progress."

Xu Taofang said.

In Xu Taofang's opinion, it is not a big problem to disagree with our father. "The way we dissolve is to give each other a step. Our father is very open-minded and can accept new things. I feel that he is more capable of accepting new things than I am."

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Now, incense has accounted for 85% of the market share of the domestic radiation protection clothing market. Xu Dong will not praise her daughter, "I am numb."

I feel more and more that the topic between me and him is company and investment...... "

Nevertheless, Xu Taofang, who has not yet married, said, "I have children in the future. I don't want to say too much sorry to them because of work or other problems, and I don't want to miss many of their growth links. I don't want my children to complain to reporters later that I didn't play the role of a good mother."

Behind this remark is Xu Tao Fang's regretful hour. Although her living environment is superior, her father's love is obviously less than that of other children because her father is always busy.

In her memory, her father could not stop even in the new year.

Future

In the Xiang Xiang mansion, Xu Taofang is the same as many smart and successful businessmen who rely on hard work and cost savings.

Here, she was somewhat interested in the story about the incense when she started her business. She said that she had changed a lot over the past two years, and even wanted to talk about future planning. "The next 3 years, the development direction of Xiang Xiang is not to pursue profits, only to pursue market share".

Xu Taofang's position in the past is the middle and high end. In the past two years, her idea has changed.

She wants to reduce the profit margin of each garment under the premise of guaranteeing quality so that more people can afford it.

The business model of Xu Tao's heart is Zong Qinghou, because Zong Qinghou's Wahaha mineral water is sold in the first tier cities and remote mountainous areas. "Let the whole Chinese people can afford to spend, and the market penetration rate takes up a certain amount, that is the real name brand".

"But your market share has reached 85%?" the reporter asked.

"Many people feel that fragrance is a maternity dress enterprise. I always say that maternity clothes are only a small part of our product line. We are a radiation protection clothing enterprise. This market will become bigger and bigger in the future.

There is a saying in the stock market that "we can not lose the market". Now the market of radiation protection clothing is constantly expanding, adding fragrance can not lose the big market.

Incense has not only entered the military and aerospace market, but also is developing in underwear, bra and other clothing categories.

Xu Taofang admits that her biggest trouble now is that she doesn't know how to make the fragrance better. "We have always been the first in the market, and every move will become a weathervane of the industry, but we have no reference, and it is very difficult to surmount ourselves."

Today, she still runs to a small shop next to a maternity hospital. She just looks at it as a salesperson. She now pays more attention to how to make products better, make customers more receptive and upgrade products.

Unlike two generations of entrepreneurs who avoid succession or just take responsibility, Xu Taofang really loves to take over.

"My father has made enough money to spend many lives, but I can not easily add the incense to the present scale. If I do not make it good or quit, it is a pity.

Just like a child you are born with is very good in every aspect. You must cultivate him as a world champion.

If the incense can become a real leading brand, I think it gives me a much greater degree of recognition than money.

Before the question of "what is your ideal?", Xu Taofang's answer is still work. "I really didn't want anything else except to continue to enjoy the market share in 3 years."