Visit GXG Yang Herong

As at the beginning of the interview, Yang Herong erased his aura and stressed: "our GXG innovation is not a single person, but a team."

In a baseball game, the "field coach" is known as the "catcher", and the most important thing is the ability to prepare, match the ball and command the team.

Yang Herong has been playing the role of "catcher" successfully in GXG, using his ability to discern market opportunities and the wisdom of overall operation of enterprises.

In Yang Herong's business philosophy, the key is whether you are smart enough to shift the resources of superiority to where you need them most.

Yang Herong's business rule is to always try to understand the objects you serve before selling products, and more importantly, to attract their natural interests.

Yang Herong could have lived a quiet and comfortable life because he had an enviable job of public banking before he started his business.

He seems to be more keen on the business world. He has more and more contacts with business people as he works, and he is increasingly yearning for that unknown area.

But it is not easy to accomplish this pformation, but he still decides to try.

The first enterprise Yang Herong founded was working with others, mainly to make OEM for some foreign brands.

And in this process, he knows more clearly than anyone that the price of the "low end" position of China's apparel industry chain has to be paid. "Creating a brand" has become the most pressing thing he wants to do at that time.

Home textiles, children's wear, men's wear,

Yang Herong has all kinds of considerations about the choice of brand types. He once stood at the door of the home textile store, observing the situation of a day's passenger flow, but in the end, he chose menswear.

Of course, such a choice is determined by careful consideration and careful consideration by him and his team.

"Why did we make men's clothing? The market positioning at that time was based on the market background of the whole nation's clothing market.

Clothing categories can now be divided into four categories: one is children's clothing, the other is sportswear, and women's clothing and men's clothing are the top second.

With the end of the Olympic Games, the total sales volume of the sportswear is declining, including several large sportswear brands, which are facing the bottleneck of development.

The growth rate of women's clothing is slowing down in recent years. The annual growth rate of men's clothing is going up. According to our analysis, there is a market growth rate of about 15%, while women's wear is only 7%.

So we chose men's clothing.

Yang Herong mentioned that the original choice is still well founded. "After choosing men's wear, the market will be broken down in men's wear."

YOUNGOR, Shan Shan, Luo Meng, and Luo Luo Cheng are all men's wear. There are also seven wolves, Li Lang, and they are all men's wear, but we classify them as traditional men's clothing, more emphasis on occupations, such as suits and shirts, and they later added a noun called business men's clothing.

"According to the analysis of the market, GXG lock-in 18~35 years old group of people, their fashion sense is very strong, and there is no good brand on the market to be suitable for their multi angle choice. Therefore, we put forward the" elegant youth break "style positioning, that is, the office can wear, leisure time can also wear, this market point has not been covered, so we launched.

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Yang Herong is always very precise about market opportunities. Of course, he can not do without the efforts he has made before. Opportunities are really reserved for those who are prepared, but those who are prepared are more likely to find opportunities.

"There are different ways to create brand in every period, and we can not copy it in the old mode.

Integrating resources is the key to our GXG creation. "

Yang Herong had a clear strategy at the beginning.

From a traditional foreign trade enterprise to a brand enterprise, there is a fundamental change in the middle.

First of all, team building is very important. The way of thinking of OEM is different from that of making a brand.

To pform, the first element is to set up a team.

GXG can have such a success today. I think our team structure plays a key role.

Our team consists of four parts, one is responsible for products, including product positioning, product design, product quality, two is responsible for brand image, three is responsible for product sales, four is the management and financing of enterprises.

We have all four talents. "

Yang Herong is proud of that.

In addition, it is understood that the age of GXG brand designers coincides with the age of the main target customers of the brand itself.

"They know what kind of image the age group needs.

I will give them great play and respect their opinions to ensure that our costumes are always at the forefront of fashion. "

Yang Herong said.

In GXG, every employee has a strong sense of belonging and honor. Their efforts are also very moving to Yang Herong. He also clearly remembered such a thing: "when GXG opened its first store in Cixi in April 2008, our goal was to start business at 9 o'clock a.m.

At that time, my general manager and I arrived in Cixi at 9 o'clock pm the first night. We saw that our staff and the construction team were still working together to brush the walls. We installed our props until 4 a.m., and when the decoration was almost over, the staff were very hungry, but the shops were closed, and there was no place to buy a bowl of instant noodles.

The employees didn't say anything else, they just drank some water, then sat down on the edge and fell asleep.

To this day, Yang Herong mentioned the success of GXG and attributed it to the excellence of his team, and he was more willing to let his team and his employees share the success of GXG in their joint efforts.

A person's decision determines the height of his career.

"Although many employees say that money is not the most important thing to do here, we need to be clear in mind that the boss is making money with money, and that employees are using money to support their families. Money is very important to their employees.

If a boss only cares about his own development and wealth growth, he just forgot that the employees who support them need money more, so the boss will not make great progress.

Yang Herong said.

"To be an enterprise, you can't be greedy. You just need to be honest and do well in your market positioning.

As for the rest, we need to wait until the right time and prepare for it.

As a leader, it is prudent and focused.

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For a long time, GXG has only focused on men's wear brands and has achieved remarkable results.

Yang Herong also said that next year children's clothing will be listed in the second half of 2012, "because people who buy children's clothes are all parents, and now the young generation after 80 get married and have children. They need to buy clothes for their babies, so we will create a kind of children's clothing that we like after 80's."

Yang Herong also said that the company is also planning to launch women's clothing.

"Of course, it is impossible for us to cultivate a brand. It is very popular at once. We do not expect this miracle to come to us every time. We will have 2~3 years of training for women's clothing and children's clothing."

In addition, the company plans to open stores in Hongkong, South Korea, Japan, Taiwan and Singapore in the next 3~5 years.

But he also stressed that in a short period of time, GXG would not consider Europe and the Americas.

Yang Herong's caution is also reflected in GXG's brand promotion.

For a long time, GXG did not advertise on TV, nor did it ask for spokesmen, and then carried out large-scale advertising bombing.

Yang Herong explained: "because we are a pformation enterprise, the cost control requirements are very strict.

This is what all pformation enterprises must bear in mind, and put the limited money in the best place to spend.

So we abandoned the most expensive TV advertisements, and chose the three way: one is our young people, many of them are online, and our customers are also very fond of surfing the Internet.

"We did a survey. People like our customers like the ratio of watching the Internet to watching TV, about 37, 70%, and Internet. 30% is watching TV.

So we will launch some GXG network images on the Internet, and we will also have our display on Taobao and other websites.

"There is another place where we put the limited amount of money in the business circle of every city. We put the store in, and in this block, we have outdoor advertisements, and some road flags and so on, to render the atmosphere.

This kind of advertising actually costs little, but the effect is very good.

Plus, our products are indeed worth the money, and when young people buy them, they are finally driven by their word of mouth to drive the whole consumer group.

Yang Herong always has a clear idea of brand development. He takes a cautious attitude and is recognized step by step.

He does not like to imitate other people's success, but rather caters to the preferences of his own consumer groups, relies on and integrates his own strengths team, seeks out and goes out a way that suits himself.

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In just a few years, the enviable commercial figures have laid the foundation for GXG in the field of Chinese men's clothing and even the entire Chinese garment industry. Despite the popularity, Yang Herong's quality as a leader is closely related to the whole economic situation of China or the whole world. So GXG2012 will slightly reduce the speed of some development.

"The opportunity to enter the market is very important."

Yang Herong explained, "if you are early in the market, you may become a martyr. You are late. You may have done it. You can only be a follower, not a leader of a fashion brand. We happen to have launched the products that they need when the young people just need it, so we succeeded."

Although GXG officially began operation in China in 2007, by the end of 2011, the terminal sales reached 2 billion 600 million yuan, and the repayment amount reached 1 billion 500 million yuan. In terms of a brand that has only been established for 4 years now, Yang Herong felt quite satisfied.

GXG after the clear market positioning, the design style is biased toward Baroque, generally black, white and ash three colors. "Our clothes are very strict with the people dressed. If too fat can not be worn and need a very good figure, plus our sense of design, when you put on our clothes, you will feel that the whole person will be very spiritual, very sunny, and very fashionable.

We have touched our consumer groups through these points, and have won recognition from all of us. Of course, this is also grateful to God for giving us a very good opportunity.

Yang Herong said excitedly.

It is reported that the sales volume of GXG in 2010 was only about 800 million yuan, and it has soared to 1 billion 280 million yuan in 2011.

Perhaps this is also related to the stage of the brand. GXG is still in its growth stage, so there is still much room for growth in 2012.

"GXG is now a store in the country, and the capacity of the market is far from being developed.

Now, GXG's two series can be worn at work time or in leisure time, and the other is the brand that is completely worn during leisure.

By subdividing the brand in this way, the coverage of the brand market has increased. This will ensure the long-term growth of the brand and ensure our growth rate.

Yang Herong explained.

Now, GXG occupies the first place in similar clothing market in Jiangsu, Zhejiang and other southeast coastal areas for several years. Its momentum is rising rapidly. It also won the "fashion award of China fashion brand 2010" in 2010.

The GXG phenomenon is also known as the "new China's new gentleman fashion brand" by the Korean famous clothing special newspaper, which has aroused great concern and popularity from the Korean clothing industry.

In addition, GXG was invited to attend the "Busan clothing week" in Asia.

In recent years, the domestic demand market of garment industry has been larger than that of export market, and has become the biggest driving force for the development of China's garment industry.

At present, the biggest opportunity for garment enterprises is the expansion of domestic demand, and enterprises must firmly grasp it. "

Yang Herong said.

GXG can stand out from many domestic clothing brands in the shortest time. The key is to keep up with the trend, identify the location and innovate.

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In August 6, 2010, GXG's official flagship store opened in Taobao, and ended in the end of December 2010. In just over 4 months, a total of more than 56 thousand orders for sales, more than 77 thousand sales and more than 3 thousand yuan sales were sold.

In 2011, Taobao's "double eleven" activities, GXG also accounted for 41 million 950 thousand of the single day performance, ranking the first in Taobao apparel sales.

Yang Herong said: "e-commerce is a very important channel for us to sell."

"Double eleven" activities are indeed like a stimulant, making Yang Herong and his GXG excited.

"Double eleven that evening, I just attended the annual meeting of IDG capital.

That day just discussed the development of electric business, how can make China's electricity supplier in the forefront of the times.

I have been concerned about our sales progress. The seminar was also very late that day. By the evening of 12, the results of online sales came out, and Taobao's three brands in the country were over forty million.

One is GXG, one is camel, and the other is Bo Yang.

Clothing category forty million is one of us.

"Camel brand is for shoes, and Bo Yang is more than forty million for home textiles and clothing."

As far as clothing category is concerned, we should be the only brand operator in the country who is more than forty million, that is to say, we win the first place and 41 million 950 thousand of Taobao in clothing.

Yang Herong is still fresh in his memory of that day.

There was an interlude, the first eight hours of singles day, because the traffic flow was too large, resulting in Taobao's backstage black screen.

If these eight hours can run smoothly, perhaps GXG's sales will exceed fifty million.

"Of course, in order to achieve the about forty million sales, the whole team of GXG has made a lot of efforts behind the scenes.

On the one hand, two months ago, we began to stock up a lot, and with the support of Taobao, we signed four logistics companies to serve us.

After the about forty million sales came out, we promised to deliver the goods within five days.

Yang Herong said,

"In this way, things are sold out. How to make users get things in the time we say is very heavy.

When I returned to Ningbo, I immediately went to the warehouse. I saw a lot of employees and a logistics company.

In fact, they had been working all day and night, but they seemed to be very motivated.

The general manager of our electricity supplier company also embraces each group one by one.

I asked her what she was doing. She said, they hadn't slept for more than 30 hours. They were very sleepy. I was afraid they might be wrong and give them a little stimulation.

Maybe this "about forty million" looks like a jealous figure, but behind the scenes the whole team of GXG has paid too much.

"When we finished sending out the parcel, the whole people collapsed and fell asleep directly on the ground."

A staff member who was involved in the delivery said so.

Yang Herong also talked about the future planning of e-commerce.

"In the next five years, the annual growth rate of e-commerce platform pactions may reach 40%.

Therefore, e-commerce is an important sales mode that modern retail enterprises must pay close attention to.

As a modern fashion brand, GXG will surely keep up with the trend of the times and strengthen investment in e-commerce.

On the basis of making good use of the existing e-commerce platform, we may consider building B2C platform ourselves, so that fashion brands can enter fashion sales channels.

In the past three years, the GXG front-line workers' wage increase has increased by more than fifty percent.

In the current economic downturn, when many companies are busy coping with layoffs and salary cuts, GXG still raises staff salaries by more than fifteen percent per year.

In recent years, many enterprises have to make a labor shortage during the Spring Festival every year, and GXG does not exist at all.