Zhang Rongming Chuang Road Underwear Brand Empire

　　 From steel to development Underwear

Yu Dan, the cultural celebrity Rong Ming Chang Once there was such an appraisal, "he is a man who has a heroic dream in his heart, but he will never make a show. He is a man who can make a great deal of business, but you can still see that kind of humility and sincerity towards him in his body. This is the merchant of Suzhou. There is the warmth of a small bridge, and there are no rails around it.

"I started doing business in primary schools. I spent the evening catching Monopterus albus, sold it on the second day to the market, earned a few cents, and then went home with a bowl of noodles." Doing business seems to be the most natural choice for Zhang Rongming.

This consciousness has always been accompanied by his graduation from university. In the 80s of last century, most students' ideals were to find a good job, while Zhang Rongming's ideal was always "doing business" and began to put it into practice.

"When I was a graduate student, the project was a coating project. The first contact business was coated blade. At that time, project research and small-scale production were all in the steel yard." Zhang Rongming is grateful to his alma mater University of Science and Technology Beijing (formerly Beijing iron and Steel Institute).

For such a small project, Zhang Rongming walked around with all his strength. From material supply credit to checking product quality, to running orders... He managed to do business in several cities in Beijing, Changchun and Shenyang in 2 years, and became the supplier of most of the rolling stock factories in the north. "Often send over 80 kilograms of goods on their backs."

This project let Zhang Rongming get the "first pot of gold" in life. But three years later, Zhang Rongming felt that the market could not be bigger again. So he decided to abandon his project and develop the market with one hand, and put it all into the development of "memory alloy Bra". At that time, there was no factory in China to join the steel ring in bra, only Japan had this technology. Zhang Rongming feels that this is a blank market.

"The first thing I want to do is not to make a steel ring. In 1991, I sold the first batch of products to a lingerie factory in Beijing, and they warmly received me, but no products. I was very sorry at that time. I didn't know the concept of bra. Although I was married, I never noticed what kind of underwear my wife wore.

A strange industry, an unexpected blow, people usually choose to give up this kind of thing, but Zhang Rongming's choice is to swim upstream. He asked acquaintances to buy two bra samples from the garment factory, and began to make the first product of the unwanted steel ring -- super elastic memory alloy bra.

"The first counter was on the edge of Friendship Hotel, and the packaging bag was almost the same as the instant noodle now."

　　 20 years to build underwear Empire

In 1991, memory alloy was invented; in 1992, Beijing's Huamei fashion factory, which was in a difficult position, took over the production of underwear. Love brand In 1994, Adam began the shareholding system reform; in 1999, AI and Beijing Institute Of Fashion Technology established the Institute for the study of human body, and completed the research of women's physique data and body shape by measuring the body measurements of thousands of women.

Recalling the experience of 20 years of entrepreneurship, it sounds more like a story, but the story of the bitterness and bitterness, only the protagonist can understand.

A small underwear, now in Beijing Jin Yuan new Lufthansa MALL underwear underwear counters, the price can be sold to 500~3000 yuan one. A small underwear made an industry champion. This is also a small underwear, so that Beijing Wangjing business district has more than a love building.

Nowadays, four brands of different styles have come into being. In the interview with the first Financial Daily reporter in the Beijing Wangjing business district, Zhang Rongming told the first Financial Daily reporter that the key to success is to have a comprehensive ability. From admiration, it can be summed up as business opportunities, research and development, brand management and management.

"Now has entered the era of brand consumption, crisis era is the test of brand charm, it is also a good opportunity to expand brand influence." Zhang Rongming is planning admiration to take advantage of this opportunity to expand the international market. The first step is Singapore and Japan and other Asian countries, followed by Europe and the United States.

Zhang Rongming's life motto is "honesty is not greedy and a little bosom". He interpreted it as "hundreds of people, thousands of people and tens of thousands of people in a business. And for many Chinese businessmen who want to go to the capital Road, Zhang Rongming said: "do not consider listing, I pursue is small and beautiful, small and fine, small and specialized."