Children'S Wear, Luo Jiefan, President Of Paramount.

We say that a person who does well in a certain field often says that he is a master in this field.

We often say this: a person is an artist, or a scholar. This "see" is not because people are more than ordinary people, but because each one of us will be able to reveal his or her identity secret or more or less with the characteristics of an industry or a certain field.

However, such words can not be applied to him.

He has done quite well in this field, but he is not a household member but a real layman.

He looks very gentle. He can chat with anyone at random. The topics are often interesting and sensations in tourism, life, and even talk about cartoons, talking about Garfield's philosophy of life. His indifferent peace will make you think of the distant mountains and the distant water, and think of the deep lane quadrangles, and think of the lights and night reading.

But how come you can't imagine that he is an entrepreneur.

He graduated from Beijing Institute of Civil Engineering and Architecture and his first job is an engineer of China Shipbuilding Industry Corporation.

He is now forty years old, not very tall and a little fat. An ordinary young man.

No one can imagine that such a man of architecture comes into contact with children's clothing every day. The tiny sleeves of the flowers are all floral sleeves, the green little trousers with lace edged gold, the little pink princess dress, the exquisite straps. He is in the world of children's clothes every day. Over the past decade, we have created the first Chinese children's wear brand, Parker lane. He is. Parker blue The company's president, Luo Jie fan.

Everyone graduated from the school of architecture engineering to become an engineer. And it is hard to understand from the resignation of a stable job with high wages to selling children's clothing in a small shop. However, this turn to the ordinary people is difficult to understand. In the narration of Luo Jie fan, it is also usual: my daughter was born that year, with joy, I thought I must buy the prettiest clothes for my daughter, and ran around the capital to discover that there was no clothes for children at all. So I wanted to open a clothing store to sell beautiful children's clothes.

Walk away from the areas you know well and step into the world of fashionable children's clothing. Luo Jie fan From then on, he became a real layman and groped along the way as a layman.

Stores must be stocking up. The production base of clothing in 90s is basically in the south, and the purchase is in Zhejiang, Jiangsu and Guangzhou. At that time Children's wear That's the smaller version of adult clothes, jacket, jeans and bell bottoms. Even so, the shops that are shipped to Beijing are also selling well, and they are swept away as long as they can get in.

The problem is that at that time, his layman knew he needed a lot of stock, but he didn't know where to get in. In the south, he goes to a wholesale market in a wholesale market. Whether he can get in or not depends on luck. He wanted to ask wholesalers for information about the supplier's supply, but no one was willing to provide such information to him.

Later, he met a taxi driver who was willing to help his northern accent, and the driver took him. clothing Factory run a garment factory. So far, Luo Jie fan still can not forget the long journey of the Southern Rural Road, a van, two northern men, countless or flat or muddy country roads, I do not know how many days of bumpy...... At that time, all the fancy styles could take the goods at that time, and they could not take the goods, and then placed orders. It can be said that it is a worthwhile trip. At the same time, let Luo Jiefan feel that it is worthwhile to do this: through this large-scale "search", it is tantamount to a detailed inspection of the production of children's clothing, he found that the children's clothing market is basically a blank. Not only does a children's clothing brand do not exist, even people do not realize that children's clothes need brands. Everywhere, they ask: do children wear clothes? And the children's clothes they have searched for are just the shrink copies of adult clothes, and there are no styles and styles at all.

The long journey in the southern countryside, in addition to the harvest of a number of children's clothing, Luo Jiefan also gained a firm idea: create a brand of children's wear.

In 1994, Luo Jie fan's own company was born. He has his own brand of children's clothing, Parker lane.

At that time, there was no idea and no idea about the design of children's clothing. At first, the company adopted the way of "hitchhiking" with the manufacturer: the manufacturer made the Arabia style garments for foreign countries, the company referred to the improvement, and then produced a batch of children's clothes with quite a Arabia style. The manufacturer made some Mediterranean style garments for foreign countries, and the company also changed a little, followed by the production of a group of children's clothes in Mediterranean style. It seems now that there was no theme in dress design at that time, much less systematic. However, at that time, the children's uniform was monotonous and monotonous. At that time, the batch of children's clothes that were a little "designed" still had the lead and sold well.

Even Luo Jie fan himself, the engineer of learning architecture has designed a children's clothing by himself. Just wait for the sample to produce a look, everyone is silly: how can the sleeves be so short? What is the reason why the sleeves are so short? What is the loss of the tons of cloth that has been cut by the machine? No matter how it is produced, who will sell the clothes to the short sleeves? It is also a matter of great urgency.

Although he has become an enterprise president from an engineer, even though his children's clothing that is designed wrongly can sell well, Luo Jiefan knows very well that an amateur is an amateur. He always reminds himself: never pretend to be an expert. Always do what you can do.

To set up a company and create a brand, Luo Jie fan is to create a colorful world of children's clothing called "Paramount". However, throughout the design, production and marketing of this series of links, Luo Jiefan knows that his "short board" is production. If we choose the form of production, supply and marketing, all of which depend on our own factories, then it will not be completed in ten or eight years. The investment of manpower and material resources is not something a small business can do. It can be imagined that the factory buildings are all built up. Different factories, equipment and various production personnel, as well as related management and coordination, are also very involved in energy and financial work. But if we give up some products and choose only a few of them, it will not reflect the modernized and internationalized style of parclair, nor the influence and domination power of the market. How can it become a colorful empire of children's clothing with a small quantity and a single variety?

Do bad things, do nothing but do what you can do. Therefore, Luo Jie fan chose to pay attention to both ends, weaken the middle management method. That is, the main energy used in product design, development and marketing network building, the huge and complex production links left to the community's factories to do.

In terms of information management, Luo Jie fan is an expert; he is also an expert in the establishment of marketing network, so he spends most of his money on product design and development, making his long board work long, and giving his short board - production - by his good partners to do likewise. To foster strengths and circumvent weaknesses, Parker lane has no reason to fail.

Since 1999, Parker lane has always been the number one in Beijing. By 2000, it has entered sixth or third places in the country, 2003 to ~2010. For eight consecutive years, the market share of the same kind of products is the first in China.

I remember Mr. Carnegie Mellon, a professor at University, who has a view on success: thinking like an amateur, practicing like an expert.

In view of this, "layman" is not only a stumbling block to success, but also a cheap sight.

In fact, I don't think his success is much related to whether he is a layman or a professional man. What matters is that he knows where he is "professional" and where he is "amateur". We have created the brand of children's clothing for more than ten years, but for the clothing product itself, he admits that he is still a layman. Every time the company's top executives go out to investigate, others or observe the brand style, or pay attention to workmanship, or study fabric materials, they can see with relish. But he never insists that he should be good at everything, but strive to do his best. It is precisely because of the best development and marketing of information management that the success of today is achieved.

Logo is a free swimming little fish. Luo Jie Fan said: it implies that children's clothing is a colorful sea, every child is a lovely little fish, can confidently and freely swim.

Looking at his confidence and leisurely manner and listening to his conversation, I feel that he is also a fish. He is not afraid of wind and waves, nor does he deliberately challenge Longmen.