Self Portrait Of General Manager Liu Lvzhou

Life mentor: he told me that business people must be diligent and have to work hard to help customers solve problems. Tell me that the best business is not just a lot of achievements, but also a high price of goods sold. That's the way to sell.

　　 Sales: from health products to Underwear industry Transformation

My surname is "Liu" - Liu Bei's "Liu"; the name "oasis" -- the oasis of the desert oasis, the full name of Liu oasis, Henan Luoyang people, was born in the birthplace of the ILO culture, "Laozi" has become a place of immortality, the main peak of Funiu Mountain, and the "boring hill" on the Laojun Mountain.

When I was young, my family was poor. I remember when I was in primary school, I paid tuition fees for my 3.50 year's tuition. Perhaps it was the deep impression of the original hardship. So far, I do not like climbing mountains, and I seldom wish to go to famous mountain scenic spots.

Because I only went to college in my studies. Economy and trade Professional, when graduating in 1995 to find a job in the community, there was no background at home, and I consulted with my parents to go to the south to develop with my classmates. But mom told me that my father's business was completely lost. She could only give me 10 yuan in all my family's savings, but I chose to find a job in Zhengzhou when I was most familiar with university. Because I had classmates in Zhengzhou, I really could not stay in their money when they had no money.

The first job is the most popular and easy to find job in the market in 95 years. After a period of time, it turned into food sales. At that time, the main task was to sell 28 wholesale food markets in Zhengzhou, one large and small, each week. Because at that time, I was considered a manufacturer's business, and the agent was not able to deliver enough goods for the sake of cost saving. I remember a time when a customer wanted to rush the goods, I used my bicycle to tie 15 boxes of goods to myself, and the result was that the road was windy, and even the car was overturned and seen by passers-by. So I was moved by a Taiwanese who drove past to help me deliver the goods to my client's stalls, which was the first "foreign" friend I knew in my life. He told him that he came to mainland China as "regional director of Wangwang" and later started his own business in Zhengzhou. He told me that business people must be diligent and have to work hard to help customers solve problems. Tell me that the best business is not just a lot of achievements, but also a high price of goods sold. That's the way to sell.

After several years of fast food products, a casual chance met some friends who made underwear sales. At that time, they saw that it was a sunrise industry and brought new situation to their career. Therefore, with the help of their friends, they entered the underwear industry.

The first job of the underwear industry is to do the terminal business in Ttiumph Zhengzhou branch, because the foreign language can not reach four levels, and it only took six months to turn it around. After becoming Ttiumph's business, it felt what the real sense of corporate management is. For example, when reporting or meeting for discussion, the company will listen to "objective" analysis and "rational" advice. Never accept the words "I think" or "I think". Weekend weekend, overtime to apply for, and explain the reasons, otherwise not only no overtime pay, but regarded as limited capacity. Ttiumph has a code of conduct for business people: during the non conference period, customers are not allowed to eat meals, and customers can not be invited to dinner, otherwise they are bribing. To this day, I am proud to think that being able to become a standardized large company in Ttiumph has exercised his sales ability and learned advanced management mode, which is also a great asset for my career. Because Ttiumph gave me a keen interest in underwear, because Ttiumph gave me a different understanding of underwear.

Professional feeling: for butterfly, I have deep feelings for chairman Zhu, and I hope I can work with Zhu Dong again. Because I believe that a philosopher has said that if you want to succeed, you must find the right thing and be right!

　　 Development: from the Central Plains to the forefront of reform and opening up

Although Zhengzhou is the center for economic development of the Central Plains transportation hub, compared with Guangdong, which is the frontier of reform and opening up, the scene is more attractive. Therefore, in Zhengzhou, laying the foundation of its sales and management capabilities, I decided to go outside to rush to make a dream of life.

So, my second stop chose Zhongshan and began to do underwear in 2003, which was done by Die Anfen, the "brand underwear company" and "underwear Military Academy of Whampoa", respectively. They built factories and created "C+2" brand. For some other reason, he withdrew from the "C+2" brand.

After all these years, I really grew up. Although I didn't get much from an economic point of view, I gained a lot from my qualifications and experience. I became a sales director from a sales manager who only sold underwear, and I became a designer of underwear products from a sales director who only serves customers. In the course of my work, I have accumulated and contacted the underwear manufacturing process, production cost assessment, raw material procurement and development, and even the design originality of briefs, props and picture albums; underwear brand publicity and promotion; from sales, research and development, procurement, production, finance, administrative team and manufacturing process construction; finally, together with the creation and construction of underwear brand culture, the transformation of underwear channel mode, and the innovation of underpants production technology, a whole set of unique insights has been developed.

In the past 10 years in the underpants industry, if I think of money as a measure of a person's wealth standard, I really can't compare with some people. However, if I think of this as years of experience and skill understanding as wealth, I think I have a very big harvest.

I remember very clearly that in August of 2008, 15, I asked my friends to play, so they all sent their mid autumn rites to their elders and their superiors. They also told me that this is the unique culture of Guangdong. They paid special attention to the Mid Autumn Festival and suggested that I should study too. It was just teachers' day, and I felt that I should be invited to take the lead in "going to school".

At the time of dinner, Zhu Dongliao came to my life plan. I said, "my wish in the future is to wait for my own professional skills to arrive and make my own brand".

Zhu always told me, "starting a business and making your own brand is a good thing. Starting a business requires money. Do you have any reserves?"

I said, "I don't have money, but I personally feel that I have identified the project, so long as I find the right thing, I have the skills to do it, and I can find money like Zhu Dong to raise money. To be honest, the "C+2" created at that time was small, but the future is still unknown due to the influence of funds and partners. So, for butterfly, I have deep feelings for chairman Zhu, and I hope I can work with Zhu Dong again. Because I believe that a philosopher has said that if you want to succeed, you must find the right thing and be right!

Since then, two months later, when he was on a business trip, he received an unexpected call from Zhu Dong. After returning to the project 7 days later, I immediately adjusted the scheduled itinerary, signed a ticket, and flew back in three days. A few days later, when I was invited to meet with Zhu Dong in his office in Guangzhou, I heard that it meant I wanted to be a lady. I heard so much about it. After that, I went back to Siu Lam to see if my friend should take it. A friend can stand by me. Two reasons for a friend are: first, Zhu Dong is worth following. Two, this is worth doing. My friend also advised me to consider carefully:

　　 Who are you most impressed by your boss?

You and your boss, who do you trust most?

Who is the most worthy of learning from your boss? Who is best suited to be your business mentor?

I remember Chu Dong said at that time: he did not aim to make money for money. If he made money, he could sell a few hundred million dollars a year. The profits he had made over the years were enough for him and his next generation. The reason why we continue to establish the team of the group is to prove our strategic vision. It is to fulfill the mission of "wearing more dignity" for the Chinese people! It is to realize the desire of "creating China"! Later, after Zhu Dong's eyes, trust and thoughtful consideration, I decided to take office in Guangzhou's company.

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The first job after taking over is Bath Europe In the spring and summer of 2009, new products were set up to discuss risk prevention. During the period, I arranged for the guests to go to the company to read the proposal. I remember what the business said to me at the time, and I was very surprised. "Business suggestion, Liu, let's cancel this idea. You'd better not think about it." I asked why, they told me not to look at the edition, that is, orders may not be able to invite customers. Seeing that it was already the twelfth day of the twelfth lunar month, it was time to put in an annual leave. But for nearly 3-4 years, I did not have much contact with women's underwear. The last time I saw the report, it was precisely the time when the largest customer in the world was in Shenyang. When I was Angela, I had a few meals with him. As a matter of fact, I ordered second days' eleven tickets and prepared to carry the model to him.

Before the business trip, there were also some episodes. I remember very clearly that at 8:30 on the second day, when I was about to leave, the driver told me that Liu had to open our annual meeting before we could start. It is said that all the staff have been organized well, waiting for you to attend the meeting in the conference room.

I said I didn't arrange it. What meeting would be held? Not Liu Chang, Finance said that the company had been losing money, and we were afraid that the year-end bonus would be wasted. So your colleagues want you to give a satisfactory answer to the year-end bonus. At that moment, I realized that it was my meeting. It was the first time that I had been held by my subordinates in my life.

Marketing strategy: if we want to get out of the line, we must be "innovative". We must innovate like apple. We must innovate in technology, promote innovation in marketing, and innovate in marketing mode. The best brand culture is "creation", "innovation" and "innovation".

　　 Transformation: repositioning the brand, rebirth of "Phoenix Nirvana"

2009 after the production of the product of the summer spring, the fruit is not expected. In addition to the Shenyang customers' delivery schedule, other customers only sent the first order, no one to make up the bill, the rest of the first one was stored on the whole line. In the next 3, 4 and 5 months, I almost visited all the agents and part of the terminals of the whole group. After learning, I learned that she was walking on the second line bra channel, and the 30--70 retail price trousers were not good enough to sell at these terminals, or even hard to sell. I remember that the manager of a store in Tianmen, Hubei, spoke very well. In their shop, 20-30 of the women's trousers should be matched with the bra as long as they are of good style, color and bra. She recommends that women's trousers with a price equal to more than 50, such as pat TiO, should be specially attractive, lace feel should be particularly soft, and fabrics should be particularly good, preferably with display props. Even if these are available, do not expect to take the quantity, or sell a few at best.

After coming back, the development of autumn and winter products, I personally communicate with designers frequently, and pay attention to every version of the craft, version and materials. When the product came out, it also redecorated the exhibition hall, creating the middle island with the highest cost and the most beautiful style in the underpants industry. Zhu Dong, the editor in chief of the "underwear show" with the famous agent of the national agents and underwear industry and Liu Jianliang, opened the first seminar on the interaction between high end underwear and R & D agents. At that time, I thought that the product supplement of this season must be no problem. When the quantity of the product is shipped, it is evil. In addition to the fact that the customers in Shenyang have selected several editions, they have ordered some goods, and other customers do not place orders with them.

After a painful decision, we have no choice but to go to the market again and visit the terminal again. After two months' investigation and conclusion, it was found that in some two shops with only 150 or so of the second line brassiere, 50 yuan of men's underwear is very good. If the fashionable underwear and men's underwear, which is fashionable and material, can be sold at some local influential terminals even if the price is 60-70. Even in the two class of terminals, they can be sold as long as they are introduced briefly. This has made me confused for a long time, and the original "high-end positioning of the women's trousers in bate" deviate from the coincidence of the terminals sold.

After careful consideration, after my research with the board of directors and senior executives of ptio, we have decided that we must enter the boutique men's underwear. If men's underwear is made, some brands of men's fine products have been on the market for 4-5 years. The agent network of the national market has been completed, and even become the preferred brand of regional terminals. A monograph female trousers will give out the men's underwear, and what kind of attitude will they enter the market to be accepted by the customers?

Is it true that only a few good styles, good quality materials, exquisite workmanship, a beautiful package, and a set of exhibition frames that are more expensive than others can really get out of the line? These series of questions are just like the movie shot, which flickers in my mind, and I dare not jump to conclusions.

But intuition told me that only these should be far from enough. All this is just a ticket to the entry underwear. Customers also said, "as long as the product is good, the price is high is not a problem". The key is "good product". What kind of product is "good product"?

After analyzing and studying the successful ways and methods of domestic and foreign brands that we can refer to in all walks of life, we finally found a rule that can be used for reference in the "Jobs" of apple. We have a new understanding and understanding of customers' so-called "good products". The so-called "good products" of customers are "selling products", "differentiated products" and "products that can not be duplicated by peers". That is to say, if you want to go out, you must be "innovative". You will have to innovate like apple, technology should be "innovative", publicity and promotion should be "innovative", marketing mode is also "innovative", and the best brand culture will also be "created" and "innovative". "Innovation" is the only way out for her.

Then, with the direction, he began to build a team of research and development teams with the German "Bai Mei tie" company and the US "ultrasonic" hot press equipment company. After making unremitting efforts, he finally created the world's first "men's seamless underwear". With the "innovative products", we have reached a strategic alliance with professional underwear brand planning agency, Orlando (International) planning company, in terms of visual identity in Hongkong. The first introduction of the "love" culture brand in the underwear industry was born, with the rose as the totem of "BD" LOGO, and the characteristic differentiation product of the "mark free expert - the father of UT" as the core of "care and comfort". The "love" culture is implanted into the whole range of product development. Every pane "flower edition" embodies the brand elements as far as possible, striving for no duplication, and integrates the "caring and comfortable" culture into the manufacturing process and cutting version, striving to create the comfort of each pair of trousers. Every series of products of the group has a series of LOGO, and every series of advertising pictures strive for originality. Every session of the propaganda "short film", all carefully conceived.

In terms of publicity and promotion, it signed a 5 year strategic promotion plan with Guangzhou vertical and horizontal joint planning agency. In the same period, the media in every major industry: paper show: underwear show, underwear wind, underwear world newspaper, UW underwear dealer, underwear channel, Orlando underwear special issue, net medium: China underwear net, Baidu, China clothing net, SOSO, underwear network, through the hard broad, soft language whole line promotion.

After the introduction of the strategy of repositioning, differentiated operation and comprehensive promotion, it gradually gained the recognition of the market. In the 10 year Batio, ushered in the first down payment 600 thousand landmark strategic cooperation agent, the Zhejiang warm clothing giant, "Hangzhou famous Dragon Trade" company. In December 28th of the same year, in cooperation with the "famous Dragon Trade", another newly launched underwear industry's first "fine underwear special order meeting" was held at the Tianma hotel in Hangzhou. Batio's virgin order would receive 12 million orders and 3 million 600 thousand deposit in one fell swoop. After the order meeting, he finally fought the battle, from the solid foundation to the comprehensive development of the great leap forward, and the strategic layout of the major provinces in the country was completed. One

Looking forward to the future, I make up my mind: I am determined to be the last stop in my industry. I am confident that I must be successful!