Zhang Congbin: Crazy Tailor

After the first "Crazy Stone" and the second "Crazy Racing", the third "Crazy Tailor" is about to "debut". However, this shiny "Crazy Tailor" is not a film that everyone is looking forward to, but a "@ Crazy Tailor" with 10000 fans on Weibo - Zhang Congbin, June 27, He took his story into the CCTV "Struggle" studio. At the age of 37, he was not surprising in appearance but amazing in speech. He did not take a tape measure or mention scissors, which was cut by such a halfway novice tailor Clothing industry A new world.

　　 From a soldier to a farmer, and finally to a tailor

Before telling about his "tailor's life", Zhang Congbin told a story about his past experience. He said that his life was very complicated, because he had worked in no less than 10 industries: he joined the army in his early years, worked as a bank clerk, planted vegetables, and opened stores, Digging coal... "Once he was rich, then he had no money, and later he was rich. Knowing that money is a bottomless pit, it would be good to have enough money, but there is no more meaning." For many years, his mind has been unable to put down the idea of making clothes, but he has not thought about how to do it before.

He said that up to now, he felt incomprehensible about the disparity between the cost and the price of a dress in the mall. "The cost of a piece of clothing may be one or two hundred yuan, but the price is usually one or two thousand yuan in the mall, even the wholesale price, the lowest is two or three times the cost. When I first knew this, I was very surprised." He also revealed on the scene that his wish is to make the people he likes can wear beautiful clothes! So Zhang Congbin began to spend a lot of time to investigate the clothing industry, met hundreds of clothing industry bosses, learned the knowledge of the industry bit by bit, and became an expert from a layman. Although all the bosses told him that the clothing industry had its own rules, which everyone did, he was always thinking: "Can we make good clothes less expensive, so that more girls can afford to wear good clothes?" Finally, he thought he had found a solution: to become a person who challenges the rules of the industry. He invented a new clothing marketing model, and gave it a puzzling name "wet customization".

　　 New clothing marketing mode: "wet customization"

When Zhang Congbin said the word "wet customization", the host and audience friends looked at him in doubt. What does "wet customization" mean? Zhang Congbin explained that because 95% of the body is water, it is wet. This is just a metaphor. It refers to a clothing customization mode that respects personal needs and relies solely on word of mouth and emotion. "Why is the price of the traditional clothing industry so high? In addition to the cost, a large part of it is advertising, rent, inventory and other operating expenses. Customers have to pay up to ten times or even dozens of times the cost to buy the so-called purchase environment, brand premium and social marketing costs that they do not need. What I do is to skip all intermediate links. Just like ordering At the goods meeting, I made some samples, and then suppliers from all over the country came to place orders. When they liked them, they placed orders‘ Wet customization is to open the order meeting directly to customers and cut off all the intermediate links. "

　　 Microblog opens the market

However, the reality does not always develop according to people's wishes. As "wet customization" is the first model, and there is a lack of objects to emulate and learn from, Zhang Congbin also encountered a series of problems in the initial stage of entrepreneurship. Until microblog became popular, Zhang Congbin also registered an account and called himself "crazy tailor". Perhaps it was Fu Zhixin who suddenly realized that microblog could also be used as a business platform one day.

He began to try to publish some clothing samples online and accept orders from netizens on Weibo. As a result, there was a message from a fan immediately, saying they wanted to make it. "Crazy Tailor" has quickly become popular on the Internet. Up to now, it has nearly 60000 fans and can receive nearly 500 orders every day. When the turnover is the highest, it will reach more than one million yuan in three days.

Without Weibo, Zhang Congbin's life experience would probably have to be rewritten. He said: "The microblog has put me too much at once, and I didn't expect that I would receive so many people's attention in such a short time." In reality, Zhang Congbin is a somewhat introverted person who is not good at talking, but microblog shows his rich heart and unique charm, fresh words, gentle personality, and slightly sentimental, Perfectionistic work attitude... More than 60000 loyal "fans" have been gathered on Weibo. As for his microblog, he said, "It's not marketing, it's sincerity, it's all true feelings." It's this kind of truth that moves people most.

　　 "Crazy Tailor" and his more than 100 proprietresses

Business began to have a basic quantitative, Zhang Congbin had time, he began to focus more on microblog, communicate with girls, understand their needs, and build stronger trust.

More and more girls are beginning to become friends with Zhang Congbin. Their families are short and their feelings are in crisis. Once a girl said to him, "Tailor, why don't I marry you?" "Why?"

This joke made Zhang Congbin have a whim and held a small activity on Weibo by taking out a small round neck suit, which showed that the design cost was 1000 yuan, divided into 100 shares, and the subscription price per share was 10 yuan. Each shareholder could receive a dividend of 0.2 yuan for every additional order, and when the dividend reached 100 yuan per person, I will use the 100 yuan to customize a silk scarf for each shareholder with a cost of 100 yuan (the market price of such scarves is about 600 yuan). {page_break}

Once the event was launched, the shares were subscribed for within two days. Soon the order reached the amount that each shareholder could get a scarf, and the girls also got the scarf as promised.

Zhang Congbin's creativity attracted the attention of China Central Radio's Voice of Economy, and the other party called to interview him. After the broadcast of this telephone interview, Zhang Congbin's microblog exploded to 50000 fans.

In Zhang Congbin's model, girls have to pay time (only one month after placing an order can they get the finished product) to get 100% quality clothes at 25% of the price; Zhang Congbin, on the other hand, gains more stable customers and lower costs with less profits and more services.

Zhang Congbin thought again, can we play bigger? The goal is not a dress, but a shop!

Zhang Congbin opened a store with his fans in Shanghai. He himself invested 51%, and 49% of his fans in Shanghai invested 1000 yuan per share, up to 10 shares. As soon as this message was sent through Weibo, he received millions of investment intentions in just three days, which far exceeded the investment quota. He still needs to persuade girls not to invest so much, just a little. In this way, it only took 9 days for the Shanghai store to open, and at the same time, he added more than 100 proprietresses. The advantage of this operation is that the girls have low investment but strong enthusiasm. After all, it is your own shop. Each person brings a few friends to buy it, and the performance of the shop will soon increase. Zhang Congbin also provided them with a complete set of store management models, so that the girls did not have to worry about store management.

Zhang Congbin also had a sudden idea to open some "satellite stores" around the Shanghai store. He searched for a small semi street store with an area of about 10 square meters near the transportation hub, and made a whole piece of fully enclosed glass window with the sample clothes of the next season hanging inside, which is equivalent to a huge physical advertisement. If you see a girl with a favorite style, you can see it on the shop window: Please try it on at a physical store on XX Street!

This "satellite store" is completely closed, without the need for staff to stay in the store, and the operating costs can be well controlled; Because it is not completely frontage, and the area is small, the rental cost will not be very high; Because it is near the traffic hub, there is a lot of people, and the beautiful glass window has a high rate of return; Long term store renting has lower cost and better effect than short-term advertising

At first, most of the "fans" were attracted by the surprisingly cheap price of his clothes. After knowing him, they got more attention from a friend. Many of his microblog messages are impressive. On Mother's Day, he wrote this paragraph: "I make clothes for girls every day. I woke up in tears and dreamed of my mother who was long ill in my hometown. I got up and found some buttons and fabrics that I didn't want to use, so I can make two clothes. One is for my mother, and the other is for people who are destined in microblog. I will leave a precious button for you to sew for my mother..." Hundreds of messages followed, Everyone strives to be "predestined person".

At the end of the program, Zhang Congbin recalled that he was moved by a female customer who touched him very much when he first entered the tailoring business. The female customer took a fancy to a dress of a certain brand in the mall and went there three times, but she was not determined to buy it. When she finally made up her mind to buy it, the dress had already been taken off the shelves in the mall, and she cried at that time. "Our customers are young women who want to be beautiful. They need good clothes to decorate their lives, but those inflated prices turn their basic wishes into extravagance, which is a cruel thing." In order to meet the needs of such customers, Zhang Congbin and his team are working harder and harder, He said, "I have realized my dream and more" girls "