Chen Chengcai Created A Gentleman To Stitch Men's Clothing.

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< p > Chen Chengcai is a typical self-made and pro Guangdong entrepreneur. He is used to directly facing all department heads in his rich kingdom. Chen Chengcai often jokes that he is an untiring sewing bird. In terms of cost control and quality control, he strives to make every piece of clothing a "top-quality" product. < /p >
< p > stitching classic "/p >"
< p > gentry is undoubtedly a brand that focuses on men's wear. There is a popular saying in the bookstore that many women have bought the gentry shirts to send their husbands, or bought gentry to send their father...... At the lunch table, Chen Chengcai showed reporters a popular legend that lasted 15 years. The speaker is as calm as water, and does not feel like a shock, as if he were a homely man; but the listener, in his speech, deeply realized that the family's sharp edges and sharp edges were exposed. < /p >
Chen Chengcai, who finished middle school in Humen, Dongguan in late 60s, experienced many hardships. It was this bumpy temper that hardened his willpower. At the end of 70s, he opened the first private store in Baoan County, and later entered a garment factory in Dongguan to do management work. Years of personal practice, he not only knows all aspects of clothing production, and has accumulated a wealth of expertise, and gradually, the idea of starting a garment factory inside is becoming clearer. Later, he moved his family to Huizhou and began to work hard. < /p >
In 1989, P was founded. At the very beginning, the gentry was determined to make a brand, which was unique in the "three to one" environment in the Pearl River Delta. The origin of "gentry" is very simple. At that time, the mainstream mode of discourse in the society was to grasp material civilization and grasp spiritual civilization. Chen Chengcai thought plainly: "two hands" is reflected in clothing, which is to make clothes on people, not only to show affluence, but also to have gentry. < /p >
< p > in China's men's clothing world, this simple idea has created the "gentry" side, which is a banner of high mountains and high mountains. In the first 5 years, the "gentry" experienced unexpected development. At that time, Chen Chengcai invited the director of the Hongkong's Michael ton shirt factory to be the manager, invited the Secretary General of the Shanghai clothing association to be the chief engineer, and invited the director of a famous clothing factory in Shanghai to be the head of the technology section. < /p >
< p > because of the advantages of being adjacent to Hongkong, Chen Chengcai bought all the shirts of all the international brands that he could buy at that time and returned to his home. This collar has its own characteristics, and the sleeves of that one can be used for reference, repeated consideration and contrast, and finally form the unique product and brand style of the rich gentleman. < /p >
< p > Chen Chengcai's shrewdness is also reflected in his pricing strategy for rich gentlemen. At that time, the lowest brand of foreign brands was 130 yuan, while the highest domestic brand was only 30 yuan, such as the earth, heaven and so on. The price of the gentry is 78.8 yuan / piece, two 8 take the meaning of "hair", the middle price market is still blank at that time. The first shirt of "gentry" has been put on the market. From 1990 to 1995, during the golden age of five years, the gentry achieved double growth every year. Sales in the first year were 20 million, second in 70 million, and third in 1 hundred million. < /p >
In the whole industry, when it comes to "cost" and "saving", Chen Chengcai insists on "making the best of everything," as a distinct product slogan, emphasizing "buying the best raw materials, introducing the best equipment, learning the best technology, hiring the best people, and making the most competitive and valuable brand in the industry". There are thousands of threads in the clothing, and the gentry emphasize quality and quality, and emphasize the practice of internal strength in the aspects of fabric, color, style, workmanship and packaging. < /p >
< p > the feeling of cutting meat is very painful. < /p >
In 2001, Chen Chengcai began to reconsider the brand trend. He bought new equipment from Japan, West Germany, Italy and other countries and carried out CAD design. In one fell swoop, she bought 160 thousand square meters of land, of which 40 thousand square meters were used to build a new factory building, and developed a series of products in a bold way. They not only made shirts, but also made T-shirts, trousers and so on. < /p >
< p > "good steel is on the knife edge". In order to ensure the best combination of market breakthroughs and operational capabilities of distributors, he takes all sides and boldly sells in the sales mode. At that time, the gentry had 56 offices throughout the country. During this year, Chen Chengcai turned it into a model of regional general agency and franchising. < /p >
< p > "the transformation at that time was very painful. It felt like a piece of meat had been cut off from life." now Chen Chengcai is still sob in retrospect. The assets of some offices are dealt with to the agents after the transformation at a price as low as half off. At that time, the office mode played a great role in the rapid expansion of enterprises and brands. However, it was followed by the fact that some branches and offices often controlled and monopolized the sales volume of a place. The lords who had been "big" had repeatedly threatened the company with low agency prices and preferential policies. These troubles quickly disappeared after the transformation. The asset structure is clear. The responsibilities, rights and interests of agents are clear at a glance. In the process of transformation, Chen Chengcai firmly grasped the three points: first, formulating various policies for transformation is conducive to strong and experienced agents; secondly, adjusting the prices of products, giving profits to the agents; thirdly, we must pay close attention to product quality. < /p >
< p > there is great risk in the operation of unclear property rights and unclear responsibilities. Chen Chengcai has always believed that if this step did not turn well, it would be troublesome. After the introduction of the agent system, Chen Chengcai began to establish wealthy stores in all parts of the country, and the development of series products provided the possibility for the display of the products of the exclusive stores. According to Chen Chengcai, there are hundreds of stores in the country, and at the sales level, the gentry are basically cash spot transactions, which are earnest orders, cash pick-up, and very few customers' debts. < /p >
< p > three viewpoints win the world < /p >.
< p > with the intensification of competition, especially in recent years, the EU and other trade restrictions on China's clothing exports and anti-dumping resistance, the whole industry has fallen into the trough of development. Clothing has once again highlighted the phenomenon of "oversupply", and the profits of garment manufacturers have shrunk considerably. Under the pressure of survival, many enterprises have resorted to the "cost control" magic weapon, even at the expense of Jerry building and shoddy to seek as much profit as possible. < /p >
The pressure of "P" is still in front of Chen Chengcai, making fine products and making classics, which means more expensive raw materials, more complicated processes and more testing standards. In harsh reality, the increase in production costs does not necessarily achieve a better premium in transactions. Many voices are laughing at Chen Chengcai's move that he is lifting a rock to hit his own feet. He is looking for bitterness to eat and finding a crime. < /p >
< p > facing these ridicule, Chen Chengcai always laughed away. He put forward three points at the staff meeting as a powerful counterattack to those ridicule: < /p >
< p > talent view employees are the most valuable asset of enterprises. Talents are the first driving force to ensure the sustainable development of enterprises. If we want to further strengthen the gentry, we must take the road of "professional entrepreneurship" based on "expert management and expert marketing". For this reason, Chen Chengcai invited Zhang Hailiang, a group of experts who had experience and achievements in marketing, brand management, and other senior managers as general manager of the company to realize the first "power diplomacy" of Chinese clothing family enterprises. < /p >
< p > Quality Concept - Jerry building and inferior quality rework are the biggest waste. The gentry should be able to meet the trust and choice of consumers and be worthy of the "golden signboard" which has been laborious over the past 15 years. Negligence, meanness and neglect in the details of raw materials, crafts, sales and services will lead to a great loss of customer loyalty and brand reputation. No consumer will sympathize with fake and inferior products. < /p >
< p > brand view brand is the ultimate weapon for industry competition. With the maturity of consumers' psychology, viewpoints and habits, brand has become the only amulet for enterprises to remain invincible in fierce market competition. Many successful enterprises' experience shows that only when the "implicit value" of brand equals or even surpasses the "dominant value" of enterprises and products, can the industry get the absolute right to speak, and the loyalty and reputation of consumers can become the unyielding weapon in the market of enterprises. < /p >