Chen Rongcong: Building China's Most IN Spun Clothing Brand

Character card: Rong Chung Chen He was born in 1981, vice president of Shishi textile and garment business association and vice president of Shishi Youth Chamber of Commerce.

From scratch, he realized the dream of making rich from zero to output value and became the leader of the national brand "Liang Zi Zhuang" brand. He "dares to dream and climb the heights", hoping to add a fashion brand like CABBEEN (Cabbeen) to stone lions, and renamed the founder of the "post-80s" entrepreneur. He looks forward to creating a listed company with his own hands, thereby expanding the territory and wealth of the enterprise and truly becoming a fresh example of turning from "grass roots" to "entrepreneur". Next, let's approach Chen Rongcong, chairman of Fujian Backstreet textile and Garments Co., Ltd.

　　 Be a popular " Tide brand "

"The world is packed with thousands of clothes, and there is no business anywhere in the street." This is the most realistic evaluation of stone lions in the country. On the one hand, it shows that there are many kinds of clothing and large quantities of stone lions. On the other hand, it also points out that the Shishi people have a "preemptive" consciousness in doing business. When casual clothes are on the March, Chen Rongcong has turned his attention to "pretty fashion" similar to "fast fashion". The so-called "pretty boy" is not just a handsome guy to wear, it is suitable for all pursuit of personality, fashion and trend of the consumer crowd. Shishi once again walked on the forefront of the fashion trend and became the most concentrated industrial base in China. "The back street area can probably deliver about 3000000 pieces a year." Chen Rongcong said that if we didn't take the brand franchise of JIM, S and Sida, the wholesale market has been sticking to the Backstreet area of the market, and the "summit" of this area has become an indisputable leader.

Orders, it seems that only like the seven wolves, Jin Ba, Li Lang these order brands will be opened, the early spring, summer, autumn and winter, the two quarter, now has become four quarters have to open, many people will not think, the back street zone will also open orders, and a year also opened four times, "only in this way, I can understand the first-hand market information through distributors." In fact, as early as 2004, Chen Rongcong had taken the lead in setting up an order meeting. In the wholesale clothing camp, he counted the first person to open the order meeting. "In fact, wholesale and brand have one thing in common, namely, if we want to be bigger and stronger, we must innovate the mode and guide the whole industry." In the eyes of Chen Rongcong, CABBEEN is such a leading fashion brand. Over the years, it has always adhered to and constantly innovating to win the favor of people inside and outside the industry and consumers. "I also want to make the back street zone a big brand with national influence such as CABBEEN and GXG."

There are a lot of differences between the Backstreet area and the wholesale enterprises. One of them is Chen Rongcong's way of "light assets and heavy brand". Although he is a wholesaler, no matter whether it is the company's management system or future development strategy, he takes the big brands at home and abroad as the goal, such as production, Backstreet District ordering and purchasing together, and there is a standard process similar to the brand enterprise. "We own output is less than 5% of the total shipment volume." Chen Rongcong said that during the record period, 3000 to 4000 workers helped him make clothes. In many industry circles, this figure is a bit unthinkable, but that's the fact.

"I must walk at the same time with both feet. One foot will go too long and it will be tired." In addition to continuing to consolidate the wholesale market, Chen Rongcong has focused on the development of brand terminals in the Backstreet area. On the highway passing through Jinjiang and Shishi, you can often see a billboard in the middle green belt. The characters on the card are TVB, Ng Cheuk Hai, and the brand name is the back street area. After years of accumulation and channel construction, the Backstreet has already had a large customer base in some provinces of China, including Chongqing, Chengdu and the northern market, with more than a hundred stores. "We have adopted the mode of cooperation with customers in many areas." Chen Rongcong said frankly, there are still some short boards in the product line of the Backstreet area, so his partner can introduce some short board products, but the door, product container and main image must be all in the back street area.

These are enough to lay a solid foundation for the back street zone to become a popular "tide brand".

　　 Stick to the dream of being a boss

Although it is "post-80s", Chen Rongcong is definitely not "rich two generation". Many people may not think that in 2001, he was still an ordinary shop assistant who wanted to open shop and sell clothes. "I always have the idea of being a boss." Chen Rongcong made no bones about it.

Before 2001, Chen Rongcong was in a family. clothing In the wholesale shop, he is good at observing and studying. He finds that he has made a lot of money in making wholesales, so he resolutely resigned from the work of ordinary clerks, and sought relatives and friends to borrow money to find a shop in Qun Ying Road to start a clothing business. "There is another story." At that time, the storefront rent of Qun Ying Road was close to 100 thousand yuan a year. Chen Rongcong didn't have so much money. So he found the landlord, a grandfather who was more than 60 years old, told his thoughts and difficulties. Finally, the landlord felt that Chen Rongcong was in good faith and asked him to rent two.

After the store opened, Chen Rongcong could work for 14 hours a day without feeling any fatigue. Because of his good service attitude and many repeat customers, Chen Rongcong earned the first pot of gold in his life. If you change someone else, you can earn about one hundred thousand yuan a year, which has been a pretty good achievement in that era, but Chen Rongcong did not stop there. Instead, he made a decision that many people could not understand, turning the store around, "at that time, my mom said that I had a problem with my brain and I didn't make money." Chen Rongcong laughs. He stayed at home for two months, and so on. He waited for the wholesale capital. After many ways of raising money, Chen Rongcong, who was holding the necessary funds, opened a stall in big Lun Street. He used to sell socks, and the number was 100. The so-called "fragrance is also afraid of alley deep". When the customer wants to go to No. 100, there are almost 200 wholesale businesses on the way. What do you do? Chen Rongcong printed 1000 business cards, and often handed out to the original Shishi bus station, so long as they saw the passengers carrying big bags and small bags, they had one hand, "even if only 10%, there were 100 customers coming to the door." Chen Rongcong said that as long as the service is good, these customers will slowly accumulate lots of repeat customers. Later, he became the most successful young man in the stalls of Da Lun Street.

"I want to produce and open factories." In the course of the purchase, Chen Rongcong, who discovered the difference in profits, suddenly came up with this sentence. One of his relatives said frankly that it was so easy to open a factory and opened it. But at that time, no one could stop Chen Rongcong, a few workers, several flat cars and knitting machines. So he started to master the "production and marketing" channel, and he was no doubt ahead of the other wholesalers. At that time, round neck T-shirts could sell 500 to 600 pieces a day, and this sales achievement gave Chen Rongcong a broader prospect in the wholesale market. So, he decided to go to Guangzhou to open the stalls, and make the wholesale business "acceleration" to the whole country. "Everyone else calls us" boy scouts ". Chen Rongcong said that he was only 22 years old, and the employees of the company were only 20 years old. But such a group of young people made the back street a well deserved leading brand in the wholesale market.

In 2006, Chen Rongcong returned to Shishi to upgrade the production base of the back street area at Shishi. "After all, it is a stone lion, and the center of gravity should be placed in stone lions." Before and after the Spring Festival in 2013, they will move into the new factory area of 35 thousand square meters, which means that the new strategy of the Backstreet area will start.

　　 Become a member of a listed company.

If a stranger sees Chen Rongcong in the Backstreet area, he may think he is a senior, because he is too low-key. As employees say, Chen Rongcong never puts on airs. "This may be related to my" grass roots ". Chen Rongcong often said that there is not much difference between human beings, IQ or eq. Successful people sometimes do the right thing at the right time. In short, they are lucky enough to be honest with everyone.

If we say "boss" is Chen Rongcong's junior dream, then becoming the "head of a listed company" is the stage goal of his life. "The Backstreet area can be listed, though it is the best, but my vision is broader." Chen Rongcong said that he wanted to "jump out of clothes and make clothes", or could be the upper and lower reaches of the textile and garment industry. The Chinese textile and garment industry "12th Five-Year plan" put forward a strategy to transform China from "big clothing country" to "strong clothing country", and also mentioned the high-tech field in the textile and garment industry. This piece, Chen Rongcong also has many concerns. "After all, it is a system, we must see the wind direction." Chen Rongcong said he was a good learner. He could even give up his existing career and go to a company worth his company to learn something he could not learn when he was his own boss. "This life is related to two" bosses ". One is to be a good boss and one is to have a better choice with a good boss.

In Chen Rongcong's brain, there are a list of entrepreneurs, such as Li Jiacheng, Yang Ziming and Zhou Shaoxiong, who are all the subjects they want to learn.

"The platform is too important." Having gone through the transformation from ordinary shop assistants to entrepreneurs, Chen Rongcong has always firmly believed that the platform needs continuous improvement. Only with a better platform can we achieve greater dreams. "Only when I become a listed company, can I have more capital and broader platform to realize my dream." As a "post-80s" entrepreneurial entrepreneur, Chen Rongcong is thinking about some new patterns and new patterns every day while doing his job well. Unlike some investors who believe in one word and enter a certain field, Chen Rongcong often has an in-depth understanding and study of an industry. He firmly believes that only if we know ourselves, we can win victories.

Chen Rongcong doesn't like luxury cars, no famous products, and no golf at the moment. He likes to walk around and see her. She just went to Japan and Korea last month. "I go abroad several times every year." Chen Rongcong said that he is engaged in a fashion industry, not to the world's top fashion capital, how to subvert his inherent thinking patterns and ideas, create all impossible things. If Apple is not unique, if Jobs is not creative, how can apple become the most valuable company in the world?

"I like innovation. Only innovation can excite people." Chen Rongcong said that when he joined the Shishi chamber of Commerce, he could exchange ideas and experiences with some young and promising "two generations". "The butt decides the head. It obviously doesn't work." Chen Rongcong said, next month, he will go out to study.

Chen Rongcong has his own ideas about the development of the next two years. First, make the brand bigger and stronger. China's clothing market is huge and can accommodate many brands. Although there are now CABBEEN, GXG, Mei bang, Taiping bird and so on, but the market is still unprecedented. Since 2013, the Backstreet area will enhance its brand, really enter the road of brand, close to the top brands in China, become the brand that consumers can truly remember, and the two is the layout of the electricity supplier. "The electricity supplier market has been developing very fast in recent years. We must pay attention to it. We are now doing e-commerce." Because the Backstreet area is made of "pretty clothes", age is between 15 and 30 years old, and most of the consumers in this age group are "senior netizens".

Perhaps listing is not far from Chen Rongcong.