Hangzhou Incense Xu Xiangdong Talks About Starting An Undertaking

10 million in 1 years.

It seems that many entrepreneurs have the experience of giving up some enviable things, and Xu Xiangdong is no exception.

In 1998, he graduated from industrial automation and jumped off the sea from a very good state-owned enterprise.

Business.

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Consider carefully the options.

The clothing industry started to flourishing at that time, with relatively little start-up capital, less than 200 thousand yuan to start, and more importantly, his partner Zhang Yichao, now general manager and chief designer, knows fashion design.

So they set out with 160 thousand yuan starting money to dream.

The original factory was located in a 200 square meter house near Hu Xueyan's former residence, with 8 sewing machines and 16 workers.

This humble little workshop is where Xu Xiangdong wants to start.

He went to Shaoxing to buy Fabrics himself, and then he borrowed other people's brands to sell them in the market.

Of course it was very hard, but when it came to the first day of opening in April 20, 1998, the first batch of 50 dresses went to the market, and Xu Xiangdong was still excited about it.

However, it is not Xu Xiangdong's personality and ideal to make a bridal dress for others: to be bigger, one must have its own brand and positioning.

In September of that year, the brand woman's "incense", located in the mature women of 30 years old, appeared quietly in the four sub field of Hangzhou Xinsheng Road market.

Xu Xiangdong said that the name "incense incense" is a creative idea of Zhang Yichao. There are always such plots in ancient books: incense and bathing should be solemn before doing major events or participating in important activities.

This word sounds elegant and dignified, and is consistent with its product positioning.

Along with this style, from shop decoration to store layout is also antique.

Sure enough, many customers came to smell it.

"Incense" floated out of Hangzhou and drifted out of Zhejiang to Jiangsu, Shandong and Sichuan.

By the end of 1999, "

Sales exceeded 10 million yuan.

Business is getting more and more prosperous, and the scale is one step ahead.

Over the next two years, the workshop of incense has expanded and small pavements have been upgraded to stores and showrooms. The incense costumes in the market corner have now become medium-sized clothing companies with more than 200 outlets throughout the country.

In 2001, incense was also named "the ten largest women's clothing brand in Hangzhou". Zhang Yichao was also named "top ten designer".

Behind the "short flat speed"

With more than 3 years to complete asset expansion, enterprise scale and brand building.

Compared with many enterprises, Xu Xiangdong's entrepreneurial process is a "short and fast".

Behind this "short and fast", there is Xu Xiangdong's business.

In Hangzhou brand women's clothing, "incense" was the first to enter Sichuan.

Because of the design of the road, the market was suddenly bombed up, and the supply of products was in short supply.

At this time, Xu Xiangdong took his mind: his own fabric sold locally. If you run a factory in the local area, you can send several managers to the real estate market.

Although the fabric price is higher, the local labor cost is cheaper than that, and it saves a lot of pportation cost.

This way of selling real estate is quite cost-effective.

So in 1999, he opened a branch factory in Chengdu.

"Selling real estate" has led to business and can sell 400 thousand yuan in 1 months.

"Women's clothing is a small batch of industries, when a brand reaches a certain amount, it is very difficult to break through."

Xu Xiangdong said.

Therefore, as a garment company on a large scale, only one brand is not enough.

In August 1999, incense wear launched second brands, "powder powder grid", located in the more than 20 year old woman.

In last November's China Women's wear exhibition, they showed third brands "99 degrees". Its avant-garde and elegant style attracted people's attention. Soon after, a store opened on Wulin Road.

In the face of success, Xu Xiangdong was very low-key. He said that his luck was in keeping up with all good things: when he went out to sea, the Hangzhou women's clothing rose and the new market was the best. Most importantly, he had a very good partner.

In the Hangzhou women's clothing industry, the Xu Xiangdong business model is somewhat different.

In the clothing industry, partners are divided by different opinions.

But Xu Xiangdong and design director Zhang Yichao have maintained good cooperation. Seeking common ground while reserving differences is a magic weapon for them to live in harmony.

Design incense incense business

Today, there are 3 designs.

The number of incense is not the biggest, because this season it will launch more than 600 new models.

The situation is different now than it was 3 years ago.

According to statistics, there are more than 1000 women's clothing enterprises in Hangzhou, and the competition is fierce.

Xu Xiangdong thought that design was the first fire to incense incense.

"Incense", "fragrant powder grid", "99 degrees", no matter which brand of the three brands, there is no good design, everything is empty.

He attached great importance to the training and development of designers.

At present, there are 6 designers who are in the incense wear.

Every year, design director Zhang Yichao will take them to Hongkong and other places to see costumes, look for inspiration, or take part in some training.

Incense and clothing sales are generally concentrated in small and medium-sized cities, and the promotion of brand awareness is not as big as big cities. Therefore, another fire of Xu Xiangdong is to push the sales network to large and medium-sized cities.

Yesterday evening, while he was eating, he telephones with the designer of the counter: "the other shelves are 1.35 meters high and can be made higher by the locker room."

Around 20 this month, incense costumes should be opened at Ningbo Yintai department store.

Xu Xiangdong wants to bring the incense to another beginning.