The Ups And Downs Of Ye Zhiqiang, A Brand Woman Dress Agent

Monument for Liberation's popularity is determined to come to Chongqing.

In 1996, just before the Chongqing municipality was directly under the jurisdiction of the central government, the development of Chongqing was expected at home and abroad.

At this time, Ye Zhiqiang, who was doing the fabric business in Beijing, decided to take a trip to Chongqing.

Once in Chongqing, they live in a hotel in Monument for Liberation. They go to Monument for Liberation and Chaotianmen every day to visit the market and visit the market for a month. Ye Zhiqiang is most satisfied with the popularity of Monument for Liberation. Compared with Nanjing, Wuhan, Kunming and other urban central business districts, the flow of people is five or six times higher than that of Beijing, Shanghai and Tianjin.

Ye Zhiqiang thinks that if people are prosperous, they can make money.

Ye Zhiqiang also liked the warm and tolerant character of Chongqing people.

He said that after the first visit to Chongqing, it was the villagers in Wenzhou, but the villagers brought a bunch of Chongqing friends.

Ye Zhiqiang then contacted forty or fifty Chongqing people, leaving him with such a warm and upright impression.

Chongqing business opportunities, Monument for Liberation popularity, coupled with enthusiastic people in Chongqing, Ye Zhiqiang determined to stay in Chongqing to start their own business.

Aiming at market blank

At first, Ye Zhiqiang did not want to do what kind of business he came to Chongqing.

After more than a month's inspection, he decided to make a brand.

Agent.

Ye Zhiqiang said, at that time, there was no Pacific department store in Monument for Liberation, and the hypermarket was only 100 million and new century. Every day the two big shopping malls had to build a hall, but almost all women's clothes were mixed brands, without a first-class brand in China.

At this time, Beijing and Shanghai brand women's clothing has begun to lead the fashion trend.

Ye Zhiqiang's brand of women's clothing will lead the fashion trend in Chongqing, and he has the resources advantage in the brand women's clothing.

At that time, Ye Zhiqiang had a relative in Beijing who made branded women's clothing and had more than 10 domestic first-class brands.

So Ye Zhiqiang found the head of women's clothing department in the new century, hoping that the mall could set up a special counter.

After months of preparation, in September 1996, Ye Zhiqiang put the two brands of Wan Le Jia and Seth on the counter of the new century.

Losing the first battle and losing 600 thousand old books

Wan Le Jia and Seth were the best in the domestic women's clothing brands at that time. At that time, CCTV hostesses also wore one of the brands to host the program.

However, sales were not as good as expected.

In the first month, the two brands only sold 100 thousand yuan in the new century.

According to Ye Zhiqiang's prediction, sales in this month should exceed 500 thousand yuan.

Defeat in the first battle did not upset Ye Zhiqiang's plan.

In November of that year, two brands appeared again.

However, Ye Zhiqiang's persistence can not change the merciless of the market.

Ye Zhiqiang's two brand sales have never been improved.

In March 1997, Ye Zhiqiang, who had lost about 500000 yuan, had to withdraw from the new century.

After finishing the inventory of more than ten million yuan, Ye Zhiqiang lost about 600000 yuan in six months.

Back water fight again profit 800 thousand yuan

Ye Zhiqiang failed to give up in the first battle. He pferred from his hometown to 800 thousand yuan to prepare for a fight against water. At the same time, he summed up his experiences and lessons and reworked his business plan.

After re examining Monument for Liberation and Chaotianmen, Ye Zhiqiang believes that no matter whether the women's clothing brand structure or passenger flow is on the market, they should not lose money in making brand women's clothes, and the problem is the improper introduction of brand names.

He analyzed that the two brands of Wan Le Jia and Seth were incapable of selling, one was from the north, the southern style was not the same as the southern version, and the two was that the price was on the high side, and the set was 2000 yuan, which was ahead of the prevailing economic conditions.

In April and May 1997, accompanied by the head of the ladies' wear Department of the new century, Ye Zhiqiang came to Beijing, Tianjin and Shanghai to find women's clothing brands suitable for the Chongqing market. They inspected more than 100 brands successively.

After repeated comparisons, Ye Zhiqiang finally chose to represent Beijing's "morning Xiang" coat.

The brand owner is a southerner, the key is the price is moderate, a medium long coat only needs about 2000 yuan.

In July of that year, Ye Zhiqiang signed an order of 1 million 500 thousand yuan for the brand.

In September of that year, the brand of Ye Zhiqiang's agent returned to the new century and was immediately sought after. A 3360 yuan coat sold 6 pieces a day.

In October, Ye Zhiqiang put the brand coat into the heavy counter.

Throughout the winter, the brand coat sold about 3000000 yuan, making a profit of about 800000 yuan.

Next, Ye Zhiqiang lived a few years and earned a lot of money.

However, in Ye Zhiqiang's view, the brand of his agent is either a winter suit or a summer suit, and it is not a long line brand that can be made all the year round.

In 2001, the Iraqi capital was opened in Monument for Liberation, and Ye Zhiqiang was invited to join us.

To this end, he terminated all the profit brands of his previous agency. Instead, he spent 100 thousand yuan each year to get the Chongqing and Chengdu regional agency powers of the two long line brands of Japan's Bran and Longzi, and embarked on the road of pformation.

According to the introduction, Zi bri and LAN Zi are two high-end brands. Among them, the price of the women's clothing is about 4000-5000 yuan, and the most expensive is the 30 thousand yuan.

Such a high price of women's clothing, the Chongqing market can accept?

Ye Zhiqiang analysis, with the development of Chongqing's economy, the consumption level of the citizens is also improving, so the brand positioning should also be promoted.

To this end, he invested about 200000 yuan in decorating the fifty or sixty square meters of the Iraqi capital.

In July of that year, the two brands came on stage, but in the same month, they sold only 30 thousand yuan and sold 50 thousand yuan.

According to the estimate, the sales of two brands should be close to one million yuan.

This situation lasted until September of next year.

In the meantime, although Ye Zhiqiang lost millions of dollars, but he was confident of the market and successfully passed the market incubation period.

Sales of hot single products annual sales of 30 million

In September 2002, the two brands of IRI's Brit and its brand were on fire, and only one brand of the brand was sold for about 300000 yuan, and the customers were mostly business owners or civil servants.

In this regard, Ye Zhiqiang believes that this is the result of persisting in market cultivation.

Subsequently, Ye Zhiqiang moved the two brands to Pacific department stores, and sales continued to rise.

In September 2003, the two brands entered the new century and sold about 800000 yuan in one month.

Now, the two big brands in the posture has become Ye Zhiqiang's shake Qian Shu, a year's sales can reach about 30000000 yuan, accounting for the company's total sales of 3/4.

However, Ye Zhiqiang did not want to hang on a tree. He began to cultivate the next rocking Qian Shu. By the end of 2003, Ye Zhiqiang had introduced the brand of rooster, Italy and Rhine.

At present, Ye Zhiqiang has 17 brands of women's clothing stores in Chongqing, with an annual sales volume of about 40000000 yuan, ranking among the top brands in Chongqing.