Cai Erchao, The Leader Of The Garment Accessories Industry In China

For many people, his name is strange, but in China's clothing accessories industry, he is an awe inspiring "85 after". He has been appreciated by Wang Anbang, chairman of the plum blossom umbrella industry. He takes two steps to seize the middle and low end umbrella Market, and all the way to the high-end fashion accessories industry with the core of the umbrella industry. He uses his enthusiasm and dedication to create the kingdom of fashion accessories. He loves fashion and life, watches T shows, reads books and listens to music.

In this issue, "Min Shang Rui" comes to Cai Erchao, general manager of Xiamen Suzhou Nuo Garments Industry Co., Ltd. and director of plum blossom umbrella industry.

Fashion conscious young people

On the evening of November 1, 2011, Cai Erchao appeared in the 798 art factory of Beijing's famous creative industry park. Instead of buying creative products or "petty bourgeois", he sat down for a cup of Lanshan and cappuccino, but for Liu Yiqun. "I want to see the performance of Wolf Road in China Fashion week."

Cai Erchao from Anhai admitted that he and Liu Yiqun were not long acquainted friends, but on the Wolf Road, he saw a spirit, "forward, forward, forward, our team to the sun..."

The "Rock Edition" of this well-known song has uncovered the preface of the "tannin forward" press conference. Although it is the first show, Liu Yiqun and Wolf Road have not failed to meet expectations. They are stunning the whole audience, including Cai Erchao. "This should be my first time to see the fashion show and feel great."

Cai Erchao knows that although he is engaged in the umbrella industry, it is closely related to the fashion industry.

For many people, Cai Erchao is very strange because he hardly accepts media interviews. What really interested everyone in Jinjiang is the announcement of the plum blossom umbrella industry of Listed Companies in Xiamen on the evening of November 16, 2011: the company intends to sign a "share pfer agreement" with Mr. Cai Erchao, a non related natural person, to pfer the 45% stake of Xiamen Suzhou garments Industrial Development Co., Ltd., which is wholly owned by our company.

Prior to this, Cai Erchao was the legal representative of Xiamen Rui Zi Trading Co., Ltd., which is a limited liability company which sells fur products, scarves, shawls, gloves, umbrellas, scarves, hats and sunglasses.

At the same time, Cai Erchao has another "killer" on hand. The Hongkong RICCINI dress brand China distinguishes the company, "in domestic, RICCINI's popularity is not too high, but in Hongkong, this brand is" the king of accessories ".

Cai Erchao said that RICCINI has been developing in Hongkong for more than 10 years. It is Hongkong.

Since its inception, RICCINI has passed an attitude of "free and beautiful" brand, through creative commodity design, function development and material selection. It only needs 15 square meters of space, and the sales volume of RICCINI is more than one million yuan. "The first time I saw this brand, I was deeply attracted."

Cai Erchao introduced that in October 2009, he brought the RICCINI brand to China, and now he has been stationed in the gold trading areas of several cities in China, such as Paris spring in Xiamen, Qingdao outlets in Shandong, and Jiu Guang Department Store in Jiangsu Suzhou. "I not only introduce the RICCINI to China, but more importantly, the product of this brand can meet the continuous consumption demand of the domestic people."

Cai Erchao said he hopes to bring the best quality products to consumers.

Just because of RICCINI, Cai Erchao had the chance to get married with Wang Anbang, chairman of the plum blossom umbrella industry.

Not the "two generation" entrepreneurs.

Many people misunderstand Cai Erchao and think he is "rich two generation". Actually, it is not!

"I am more fortunate than many of my classmates."

Cai Erchao, a finance major in Tianjin University of Finance Economics, is probably born with a sense of business in Southern Fujian. He was interested in trade as early as college.

After graduation, he went to the Baolong Group as an accountant and later worked as an copywriter in an advertising agency in Beijing until his fate changed in 2009.

That year, he went to visit relatives in Hongkong and found that his aunt ran RICCINI brand in Hongkong. "Although positioning and pricing are high-end, it is very popular among women in Hongkong."

The unique positioning and marketing mode of the product deeply attracted Cai Erchao, so after many efforts, Cai Erchao decided to introduce RICCINI brand in the mainland.

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The so-called "two different days" are selling well in Hongkong, and entering the inland cities is not always the case. "Everything is difficult at the beginning," and Cai Erchao is no exception.

"I can imagine such challenges and sufferings, but I did not expect it to be so difficult."

Cai Erchao said inland.

The popularity is even negligible.

In order to quickly open up the situation and expand popularity in a short time, Cai Erchao decided to follow the brand's marketing mode in Hongkong, specially set up counters in the front-line shopping malls. "I never thought that it would be a store for my hometown to refuse me."

At that time, Cai Erchao's first choice was spring in Paris, Xiamen. But before that, RICCINI had not yet been stationed in any shopping malls in the mainland, and was not well-known in the mainland business circle. Therefore, it was rightly refused. Later, Cai Erchao also found a number of commercial venues such as Lai Ya department store, Xinhua and so on. The reason for rejection was the same. "At that time, there was no overall consideration and no careful planning."

Cai Erchao invited several people and made several brochures to run in the national market, but none of them accepted the brand of RICCINI, but this is not enough to stop Cai Erchao. All the turning point is from Qingdao.

There is a special store in a Korean resident area in Qingdao. At that time, there was only one female accessory accessory. Cai Er Chao told the mall that only a 15 square meter counter was needed. "The size is so small that even if it is done, it will not have any negative impact on the shopping mall."

The shop side accepted Cai Erchao's statement, and RICCINI opened the first special counter in China.

"Gold will shine at the end". It won't take long. RICCINI's unique brand and product positioning advantages will be highlighted. Its daily sales volume is more than 5000 yuan. If the sales generated by single square, RICCINI even surpasses the famous women's clothing brands such as the European forces such as Europe, "this is still beneficial to the huge local Korean consumers."

Cai Erchao said that since the red shop in Qingdao, RICCINI has been stationed in department stores in Shanghai, Nanjing and other places, and achieved good results.

The fame of the peripheral brands is waiting for Cai Erchao. He is waiting for the famous chain store that he once refused, such as Lai ya, Paris spring, and so on, and opened the door to him.

In just half a year, RICCINI opened 10 counters in the famous department stores in the mainland, followed by the rapid development of one shop a month.

An advertisement is well said, "outstanding performance, naturally attention."

Cai Erchao's "newborn calf" has attracted the attention of the industry, including Wang Anbang, chairman of plum blossom umbrella industry.

"The counter we entered is basically playing with the" plum blossom umbrella industry ".

In Cai Erchao's eyes, the plum blossom umbrella industry is a great enterprise. It is a great honor for him to compete with such an enterprise.

One day, Wang Anbang found Cai Erchao. On the desk of the founder of the plum blossom umbrella industry, Cai Erchao saw the publicity materials of RICCINI. At this moment, he understood that plum blossom regarded him as a real competitor.

At the same time, Wang Anbang said frankly that he was optimistic about Cai Erchao's business philosophy. After a friendly negotiation between the two sides, both of them hit the nail on the head. Cai Erchao shares 45% stake in Suzhou Nuo company, while the plum umbrella industry still holds a 55% stake.

After the cooperation, Cai Er was appointed general manager of Suzhou Nuo company, and he was solely responsible for the promotion of plum blossom umbrella domestic market.

"Wang Dong's strategic thinking is very clear, and his confidence and determination moved me."

Cai Erchao said that in the next 5 to 10 years, the plum blossom umbrella industry should open 2000 plum blossom umbrella stores in China.

Cai Erchao disclosed that taking into account the plum blossom umbrella industry is a listed company, the RICCINI brand of its own agent can get more solid backing, and the capacity is also more secure. Cooperation is a win-win move.

As we all know, the umbrella in the domestic market has laid the status of the boss, and the market share is much higher than other umbrella brands.

In addition, several brands of Sun City and Hongda in Jinjiang's eastern stone are also ahead of the plum blossom market, accumulating more domestic sales experience and having a certain market position.

Therefore, it is very important to find out the difference between them and make a reasonable orientation.

Cai Erchao introduced that at present, the company has three brands: one is the brand "RICCINI" which he brought with himself, and the other two are the original "SUSINO" and "PLUM BLOSSOM" brand of plum blossom.

After joining susio, Cai Erchao made a clear positioning of the three brands: RICCINI continues to adhere to the high-end line, and the customer base is about 35 year old female consumers with taste and pursuit of high quality life. SUSINO is positioned in the middle end, mainly for 25 year old fashion women, and the plum blossom brand is for all the public.

RICCINI and SUSINO mainly go through shopping malls, department stores and other channels in a second tier city, and sell them in the form of counters or specialty stores.

The three brands with clear positioning built a strong domestic sales system for the plum blossom umbrella industry.

Cai Erchao revealed that sales of SUSINO and RICCINI increased by several times over the same period last year.