Xie Hailiang, The Leader Of "Old Man'S Head"

Xie Hailiang was born in Chaoshan, Puning.

The reputation of the city, as a real and diligent Chaoshan people, has always had a tradition of doing business, and he has helped small businesses in his family since he was a child.

He has cultivated his keen business sense of smell and steady business habits.

Perhaps it was the pioneering spirit of Chaoshan's men. After becoming an adult, Xie Hailiang was no longer satisfied with the management of family business. He came to Guangzhou alone and worked in a clothing company opened by a fellow townsman, starting from an ordinary sale. The clothing company was later known as "the first Chinese women's dress" - Kaiser.

According to his recollection, every day rushing to the forefront of sales, West Lake road night market, Kangle clothing city, Binbin square, front street railway shed, almost every market left behind his footprints.

That is the "golden age" of clothing. Every day, from morning till night, people are spinning like a top. They can barely solve their meals.

It is false to say that it is not bitter. However, in such a hard work, Xie Hailiang accumulated valuable first-line experience, and had a deep understanding of clothing sourcing, selling skills, customer classification and so on.

Another valuable resource is to get acquainted with his later right-hand man and solid backing among his sales colleagues, Mrs. Xie.

Xie Hailiang knows well that he has no future in his work, and only if he manages independently can he create his own business.

1993, the third year when he came to Guangzhou, coincided with the opening of the white horse clothing market, which was rapidly booming in less than six months. This miracle caused Xie Hai Liang to attach great importance to it. After a period of investigation and analysis, he left his Kaiser with his fiancee and began his indissoluble bond with the white horse.

Though not a professional fashion designer, Xie Hailiang has a keen sense of touch and unique insight into fashion.

He said that when making a single product, the competition was mainly fabric and plate type. At that time, foreigners often sold with a small piece of cloth. He would pick out the piece that he thought the most potential of the market from many similar sample cloth, and then the whole category would be wrapped up to work.

This is a risk that needs to be taken. If the product is unmarketable, even if the choice is unsuitable, even if the capital chain breaks down, he will see the case of a poor exit due to the failure of one season's goods.

Luckily, Xie Hailiang's choice is always smooth and sometimes he even feels that the whole street market is getting goods from his home.

In this way, from a stall to multiple stalls, from a single product to a series, he gradually completed the initial accumulation stage of the enterprise, and began to develop serialization and branding.

Steady and steady step by step

He is not a playful person. Besides working, he seldom has entertainment entertainment activities. Most of the time he will go home to accompany his family and make plans for the next step.

"If I make a plan, I will achieve it step by step.

"He is very firm about this.

After several years of development, Xie Hailiang already has the ability to make a series of products, so he bought the Chinese agency right of the old man brand in one fell swoop, and became the only lawful business old man in China.

Officially started in 2002.

Since the brand, Xie Hailiang has positioned his brand as "old man's head is not expensive, and old people's head is not old."

He further explained that no matter what the name of the brand was, he hoped that the old man he ran was young and fashionable, and it was a famous man's clothing that the public could afford.

In the case of brand expansion, he has his own unique approach. In brief, it is a bit like "city encircling the countryside". He explains that every year, the company will choose a target market for a city or a region. After selecting, the colleagues in the marketing department will go to the place to conduct an investigation, including consumption level, shopping malls and operation grades, etc., and evaluate the fit of the market and the brand in many aspects.

And so on, the sales department's colleagues will enter the market to expand and publicize, and then gradually promote the development of local area counters and franchisees.

"Now that customers can not come to Guangzhou, we can directly inspect our outlets and know our products, positioning and image."

Xie Hailiang explains that direct stores can be described as "barometers" in the local clothing market. Only by fully grasping the information of "Yin and Qing" changes will we get a better understanding of the market, so that we can adjust the proportion of goods and business strategies in a timely manner through these information.

In the aspect of publicity and promotion, Xie Hailiang did not pursue more and more extensive, but focused and targeted placement. When a certain city was identified as the target market this year, he would focus on advertising in the local TV media, newspapers, road signs and so on, until the market had a certain degree of awareness of the products, and then moved to the next goal, so that the effect was achieved, and the overall cost was also controlled.

Through years of careful management, the veteran brand has two or three hundred brand stores in various provinces and cities in China, because each sub market has its own direct store. Xie Hailiang knows the market demand and consumption trends well, so as to ensure the steady growth of sales in each season.

As a representative of the middle and high-end men's clothing brand, Xie Hailiang also attached great importance to the display and decoration of the shop. He said: "the most important thing in product sales is service. Customers buy our products are valued by the salesmen's services. Franchisees, agents, our brands value the same services that our manufacturers can provide.

"Thanks to the high demand for image and decoration, Xie Hai Liang has invested in a decoration company with his friends, making special customization from wallpaper to light boxes, shelves, etc. to ensure the uniqueness of the image, and constantly adjust the decoration style according to the market trend. At present, the decoration style of the veteran brand has been updated to the fourth generation.

At present, Xie Hailiang also runs a relatively young brand, lah Shi Weil, which has only temporary outlets and monopolization for the purpose of entering the high-end market. At present, there are dozens of distribution centers in the country, all of which are located in the best locations or department stores in the country. The product design is not only fashionable but also popular among consumers.

For this, he was very proud to say, "now we only wear this brand of clothes."

In the future, he is also planning to launch a new brand in the field of e-commerce. At present, the company is planning to design a brand new to meet the demand of "fast fashion" in the Internet.

But Xie Hailiang, who has a steady nature, thinks that he should first do well in internal skills, and make the physical store well.

Cherish the love of the white horse

He had deep feelings for the white horse and Xie Hai Liang. He thought: "white horse has always been China's best clothing market since its opening up. No matter where we go, we will not give up this position."

In addition to starting in the white horse, Xie Hailiang was most grateful for the importance and support of the white horse managers. When he developed to a certain stage, when the white horse had 3 or 4 berths and operated at the same time, the white horse just faced with the upgrading and pformation. The management of the company offered to let him turn the zero fee into the first hand business and upgrade to the high quality brand area, which really promoted the brand pformation of his later brand.

Today, Xie Hai Liang's brands and related industries have been on the right track, and fully have the strength to get out of the white horse. But he still decides to keep the window. Finally, he said with deep emotion, "the world economy is watching China. Chinese clothing looks at the white horse. I always believe that there is something to do in the white horse business."