Garment Enterprises Enhance Their Image From Outside And Inside

Cao Renyu sends a message to young entrepreneurs

Courage -- in the course of starting a business, there will be setbacks like this, but don't be afraid to do it because you are afraid of these troubles. You must have courage.

Be prepared to be prepared after starting a business. Although there is still a gap between what you are prepared for now and what will happen in the future, you must learn to adjust and update in real time.

Stick to it - don't give up easily. You will encounter unexpected things on your way to start a business. But remember, how can you see a rainbow without going through the wind and rain?

Fifteen years ago, a polytechnic man who graduated from port and waterway engineering gave up his profession in a colorful and competitive way.

Industry, just because they like beautiful things from childhood.

With a man's unique perspective and sharp vision, plus his resolute decision and action, he quickly swims out his own blue ocean in the red sea of clothing, and becomes a cooperative partner of many high-end apparel abroad.

He is Cao Renyu, chairman of Shanghai Chuang Qiao Business Co., Ltd.

Now, he has begun a new journey, from the original European and American markets.

The export business has turned to the domestic market and has seen the "image clothing" industry, and has created its own image clothing brand.

He said that his dream is to do his best to improve the image of Chinese employees and Chinese enterprises, and to build a strong image of China's national image on the international stage.

Shen Mengxue, photographer He Jiaying, author of this edition

Turning interest to science and engineering men to dress industry

During the period of University, Cao Jen Yu studied port and waterway engineering, majoring in engineering mechanics, coastal dynamics and building structure. According to conventional thinking, after graduation, he should share with other students with the school, and enter the various departments such as the Waterway Bureau, the Transport Bureau and the port authority under the Ministry of communications, and live a regular and steady life.

It may be doomed to be different from others. When Cao Renyu was in college, he was the monitor and student union chairman. During the whole university, he was not confined to professional study, but he paid more attention to comprehensive exercise and study and improved his quality.

After graduation, he did not play cards according to his cards. He chose the clothing industry which was totally irrelevant to his profession and entered Jiangyin foreign trade group of Jiangsu province.

Clothing department.

This decision made the people around them exclaim "incredible", but Cao Renyu simply summed up the word "interest".

In his view, although the University port and waterway engineering specialty itself also likes, but compared with the clothing industry, and its accompanying life attractiveness is far from enough, so he chose his favorite clothing industry.

In this way, Cao Renyu, a professional misleader, entered the Jiangyin foreign trade group as a "white paper".

From the beginning, he learned business, products and other knowledge. But with his interest and sensitivity to clothes, he quickly got on the job and made the business manager's work very popular.

In this way, he worked in Jiangyin foreign trade group for four or five years.

For the stage, to resign and create his own business.

If it hadn't been for the visit to the United States, Cao Renyu might have been enjoying himself in his small post, but that time he changed his life in America.

In 1997, Cao Renyu got a chance to go to the United States to participate in the exhibition. Many days of inspection not only made him see the difference between China and Europe and the United States in the clothing industry, but also saw the difference between people's living and working conditions.

The existing work can no longer satisfy him. He needs a bigger and more flexible stage. At that moment, he made a decision: "I want to serve my chosen industry in my own way!"

After returning home, Cao Renyu submitted his resignation to the company, because he already had a very clear train of thought: "first, the company is a collective ownership system, such a system is not necessarily long-term reliable; second, I have been unable to accept the traditional management system, continue to work there, I will only become a mediocre person, this is not what I want to live; third, he has the ability to lead a team to develop business."

So Cao Renyu ran around and raised a total of 680 thousand yuan of initial funds, which was a huge sum of money 15 years ago.

Then, in January 1, 1998, we established the rudiment of Chuang Qiao, Jiangyin garment import and Export Co., Ltd., which is the main garment import and export trade.

At that time, the venture capital was mainly composed of three parts: 1/3 came from family, 1/3 came to two shareholders, and 1/3 came to a third party enterprise.

In addition to family members, Cao Renyu pledged to other two party shareholders to complete share repurchase within three years.

In this way, he embarked on the road of self employment.

For the market, single handedly rushing to Europe and America

However, half a year after Cao Renyu's establishment, the Asian financial crisis broke out, which made him unprepared for his ambition.

Because of the company's

Business is oriented towards Southeast Asia, and the financial crisis is the first to start in Southeast Asia. Cao Renyu's customers in those hands were all gone, and there was no income in half a year. The 680 thousand venture capital that was originally raised soon ran out.

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Yesterday, he was thinking about going to sea, but today he was empty handed. Cao Renyu's heart was like an ant on a hot pot. But despite such tremendous pressure, he never thought of giving up, but kept looking for solutions.

After a struggle, he decided to force himself to go directly to Europe and America to find business.

So he carried a leather bag. Cao Renyu went to the United States and Germany alone, and he recommended himself for knocking on the street.

Perhaps his tenacity moved the lucky goddess. With sincerity and sincerity, he found new customers and orders for the company in the second half of the year.

Now, in retrospect, Cao Renyu is still full of emotion: "to tell you the truth, at that time, there was no real truth in my mind, and my English was not good enough. I was lucky to get the order."

After stepping out of this first step, Cao Renyu became more committed to the company's business and led his team to work overtime day and night.

By the end of the year, the company had made a profit of about three million yuan and earned the first barrel of gold.

When the financial man told him the number, Cao Renyu was too excited to say: "in the first half of the year, I was a poor millionaire, and now I am a millionaire. I am going to go crazy!"

So this financial crisis turned out to be a bad thing for Cao Renyu, and laid a defensive foundation for the subsequent subprime crisis in 2008.

After opening the European and American markets, Cao Renyu's company has been running smoothly for the next two years, and finally successfully completed the promise in three years, giving the two party shareholders a better return than originally expected.

In this way, after completing the share repurchase and business expansion, in order to find a bigger stage, Cao Renyu locked the trade capital of Shanghai in one fell swoop, moved the company to Shanghai in 2001, and officially changed its name to Shanghai Chuang Qiao import and Export Co., Ltd., and in the same period, he set up the first overseas branch in the United States.

Create a brand of image clothing for dream and entrepreneurship.

Along the way, Cao Renyu's company has not only become famous in the international market, but also has made a good reputation in China.

However, Cao Renyu is not satisfied with the foreign trade that has already done the wind and water. He is acutely aware that the traditional mode of foreign trade is outdated and must be "pferred from inside to outside, and both inside and outside."

As Shanghai Chuang Qiao has accumulated a lot of experience in the development of market segmentation in the first ten years, facing the grim situation of the globalized economy, he has identified the direction and led Chuang Chiu to actively seek more professional pformation, and is committed to becoming the leading provider of "one-stop" solution to the image of clothing, and to realize the re creation of enterprises.

In recent years, Shanghai Chuang Qiao has joined hands with NIKE and PUMA to become a distributor of NIKE and other famous brands in East China. It has opened more than 80 NIKE and 10 PUMA retail stores.

This is not only a successful pformation, but also a leap from overseas alone to the cooperation with domestic industry giants.

To Cao Renyu's excitement, Shanghai Chuang Qiao also officially signed the Allen Edmonds, the exclusive high-end franchisee in the Greater China region.

However, after many years of development, he is no longer satisfied with the agency of foreign brands. He takes a fancy to the market of "image dress", and tries to create the independent brand of TC imagewear collections, and sets up three trademarks for senior cadres, middle-level cadres and grass-roots workers, namely TC Elite collection, TC signature collection and TC classic collection.

It has created three unique business service modes, namely personalized customization, standardized products and personalized extension services.

Cao Renyu has always had a dream that through his own corporate image dress system, he will provide one-stop service to all levels of government departments, enterprise groups and many advanced service units concerned about the corporate image and employee development, helping them improve their image and even enhance the image of China.

He worked hard on this road. In 2010, in World Expo, Shanghai, Shanghai Chuang Qiao defeated all the competitors and became the exclusive supplier of the World Expo security and women's flag band uniforms, showing the image of China before the whole world.

Reporter's notes

Gentle as jade and crafted

On the day of the interview, a bright blue silk tie, a pair of blue and purple striped socks, and a respectful smiling face made up Cao Renyu. In my heart, I thought it was worthy of being dressed and refined.

And when the interview ended, there were four other words in my mind: people are their names.

Unlike other veteran veterans in shopping malls, Cao Renyu's feeling is gentle and gentle.

But behind the warm is hard and meticulous, just like his entrepreneurial road.

From graduation to entrepreneurship

Under the warm appearance, Cao Renyu made a few decisions to change his life by not being able to satisfy the tenacity of the present situation, and grinding his jade more and more brilliant again and again.

In fact, each of us is a piece of jade. Although it is not surprising at the beginning, we believe that one day it will emit its own brilliance as long as we persist in carving.