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Fang Jianhua: A History Of Cotton And Linen Artists

2014/1/6 10:27:00 50

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Internet Industry Low-Priced Selling Network Original Brand Traditional Brand

arrive at the office in early time and catch up with the early meeting. After the staff share, the business executives report the day before.

On the walls of different cultures, a monthly sales schedule is highlighted.

related to the rise in monthly sales, the founder of the company is astute, trustworthy, unyielding and pragmatic.

In the heart of the Jiujiang born in 1976, there has always been a benchmarking figure, Ma Yun. A year ago, he even hung a portrait in his office, the face on the portrait, Ma Yun on the side, and Fang Jianhua himself on the side.

He said, "Ma Yun's heart is very strong. Despite many twists and turns in his life, he still has passion and a strong heart."

and all this is what he longs for.

> leaving home for business road /p >

no matter from which point of view, Fang Jianhua can be called a hardworking man. His success today is inseparable from the many hardships that he has eaten before.

Unlike P, which is different from the beautiful academic background and excellent origin conditions of most Internet practitioners, Fang Jianhua's success is much more difficult. What he relies more on is his ability to accumulate from grass roots with pragmatic character and keen judgement.

Fang Jianhua, who came from < a href= "http://www.91se91.com/pioneer/" > poor peasant family < /a >, had a dream of driving in the field with tractors. The direct motivation of his dream came from his pursuit of fame. He said, because it seemed "cool and handsome, only the talented people can open" P.

A little bigger, he was troubled by eye diseases, and he wanted to be a doctor with great skill.

But these dreams are far fetched for a poor family.

Fang Jianhua's elder brother lost his job in the college entrance examination for two consecutive years. In the third years, his family planned to make a final effort. Because of the limited economic conditions at home, Fang Jianhua, who had finished junior high school, dropped out of school. He went to town for two months in the clothing training class. He then went to the clothing factory in Fujian to work as a laborer with the village's fighting force.

in the age of lack of opportunity, a rural kid wants to get ahead of his way, only by going to college.

In September of second, Fang Jianhua's brother went to Nanchang University and became the focus of the surrounding villages for a time.

The father who saw the hope decided to let Fang Jianhua return to school.

however, the burden of tuition for two children is very heavy for the rural families such as Fang family. Fang Jianhua still has a deep impression on that year: after dropping out of school, the small boxes with food and vegetables on the way to school were shelved. When he returned to school, he would go to pick up the suitcase. His mother, who had not had much education, stopped him and hoped that he would continue to earn money.

After many arguments, Fang Jianhua regained his chance to go to high school.

P, a family setback, made Fang Jianhua once think that mother would look at herself very lightly.

Since then, he has repeatedly hoped that the motive force for success through hard work may come from the initial disloyalty.

in fact, before that, Fang Fang was a famous local farming expert. Fang Jianhua's father also asked for his son and even his distant relatives to be strict in his work. In order to do well in his work, Fang Jianhua once swollen his shoulders and refused to tell his family.

After graduating from P, Fang Jianhua went down to Guangzhou to join his brother.

In order to save money, director Fang Jianhua took a student card in Guangdong and bought a half price train ticket.

But in Guangzhou, the ticket inspector asked him if he could speak Cantonese. Fang Jianhua, who was not in the world, had been punished for only 200 yuan.

Holding the remaining 6 yuan, Fang Jianhua, the first time he came to a big city, was foolish. His brother gave him only a village address and a call number.

And that bad morning, he repeatedly called his brother's call machine did not respond.

helplessly, Fang Jianhua spent 4 yuan on the bus and found the village in the city.

In the era of P, the village in the city, though not lively and complicated today, has already had the basic characteristics of being crowded and messy. In order to find a brother, Fang Jianhua lived in the village of Xian village in the village of tens of thousands of people.

Less than P, the days of tighten up and tighten the belts also began. They used English dictionaries as the chopping blocks, and some of the ten old denominations of Renminbi that were intended to be collected at university were also spent in financial difficulties.

Less than P, the life of that wandering life, though hard, eventually laid the first conviction of Fang Jianhua's life.

Up to now, nearly forty of Fang Jianhua is still very afraid of people who talk about ostentation and extravagance.

"People who are ostentatious are not sure what to do, and ten of them are nine cheaters," he concluded with almost extreme enthusiasm.

< a > href= > http://www.91se91.com/pioneer/ > strong > good faith > /strong > /a > > strong > turn round defeat > > /strong > < > > > > > > > > > > > > > > strong >

Many years later, Fang Jianhua took his own position. He believed that the relationship between clothes and clothing was due to family background. Similarly, business brain also came from such an environment. In order to help families reduce their burdens, he and his brother sold ice cream for sale at primary school, selling New Year pictures and selling vegetables in summer holidays during the new year.

After going to university, selling school supplies and daily necessities at school, I was caught by the school security department and pferred to another school to sell. When I was in University, I thought I could go to the coast to make a rush and have my own career.

the beginning of the cotton and linen business began in the first place thanks to Fang Jianhua's wife Lin.

At that time, Lin's Taiwan business had a good big client, but the boss was always in debt and seldom appeared in the company.

The customer was dragged out of debt and encouraged Lin to work alone.

At the time of P, Fang and Lin graduated for only a year. All two people's families combined less than 20 thousand. They moved around and borrowed 30 thousand. In 1998, Fang Jianhua and Lin Qi left their respective companies and started their own businesses.

unexpectedly, the first single business for the Taiwan client was smashed.

This order requires the production of a number of lace knitwear. Fang Jianhua bought fabric on the market and found a large factory in Hubei.

Because of the trust of this skilled factory, Fang Jianhua did not keep the order of the goods. Until the time of delivery, he found that the neckline was an inch and a half larger than the original style.

After the sample is sent to the customer, it is difficult for the customer to accept it.

in order to minimize losses, the business eventually turned into a low-priced sale by Fang Jianhua, which sold only fifty or sixty yuan of clothing for ten yuan. Not only 50 thousand of the total cost was invested, but also the sales income was hard to recover in the short term.

there is no money to do second single businesses. This is the biggest problem Fang Jianhua faced at that time.

In order to save customers, Fang Jianhua decided to use sincerity to reverse the unfavorable situation.

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because Fang Jianhua knew in advance that the Taiwan customer would go to the mainland to pick a model every half a month, he consulted with Lin Qi and tried to continue developing the product for this client.

But there are as many as more than 20 of his competitors, and the model selection takes place from seven o'clock in the evening to three in the morning, and Fang Jianhua is the last one.

Because Fang Jianhua did not do well in the first place, he was more frank in his attitude, and designed and played twenty or thirty models. The client was moved by this seriousness and agreed to continue to cooperate.

At the same time, the client also promised to pay Fang Jianhua 50% deposit, enough for him to buy fabric.

"If I do not have a sincere and positive attitude to face, I basically do not have this opportunity."

Afterwards recalled the thrilling process at that time, Fang Jianhua summed up.

from 1998 to 2009, this client became Fang Jianhua's most important customer. One cooperation was ten years, and the area where the customer was good at was cotton and linen.

Ten years of cooperation made Fang Jianhua very familiar with the cotton and hemp market.

Fang Jianhua has begun to think differently about P.

Once, when I went to a suburb farm to eat and watched a hot business, Fang Jianhua thought that today's consumers love the original things. If we create a clothing brand to make people feel natural and comfortable, the brand meaning of his ideal will be achieved.

This was followed by emann.

> crabs are not afraid of a href= "http://www.91se91.com/pioneer/" > strong > pformation /a > /p >

2005, Alibaba held the first online business conference of Guangdong in Guangzhou Orient Guest House.

Fang Jianhua, who already owns hundreds of factories, sits in the audience to listen to Ma Yun's e-commerce in the United States, Korea and Japan, and talks about China's business environment.

After the meeting, Fang Jianhua joined Alibaba in honesty and communication and made initial contacts with e-commerce.

through the Internet, Fang Jianhua found many agents of foreign trade clients in China. The situation of foreign trade business soon opened, and the factory also reached the scale of thousands of people.

in addition to developing foreign trade through B2B, Fang Jianhua also made some other attempts: to make wholesale and open Taobao stores under the domestic trade line.

from these multiple layouts, we can see Fang Jianhua's sensitivity to macro trends. The year before the financial crisis, Fang Jianhua found that the monthly dollar exchange rate began to change and the growth rate of revenue was also shrinking. He immediately made a judgement that the foreign trade market was no longer viable.

When he made the judgement, he registered the brand of Yin man and began to test the domestic market.

Fang Jianhua has been complacent about his own foresight for P.

He likes to read books, and spends time doing some case studies. He is willing to try both the Internet and the mobile Internet.

on-line Taobao shop is a good example.

A member of the factory, when chatting with Fang Jianhua, mentioned that she was very fond of online shopping. Many of the clothes shops on Taobao sold well. There were many stocks in the factory warehouse. Why not sell them online? Fang Jianhua let her open a shop on Taobao, and she could sell 20 pieces by herself.

After P, Fang Jianhua divided the company's business into two parts: foreign trade and offline wholesale business.

in fact, although the "a href=" http://www.91se91.com/pioneer/ "foreign trade < /a" shows a weakening trend from the trend, it still maintains very bright results. The company's earnings in 2008 is the best year to watch, which is due to the good income generated by foreign trade and wholesale business.

Most of the people in the company did not understand Fang Jianhua's sudden release and switch to another unfamiliar field.

In the early days of 2009, when the existing office was renovated as an e-commerce business office, some of the top executives of the company did not see it once in P.

Even if faced with all kinds of resistance, Fang Jianhua still intends to stick to it. The alternative is not to use other resources of the company to do the job, but to borrow a lot of three million of the goods from the offline warehouse and put it in the special office space of the electricity supplier, and put the account clearly in the book of financial affairs.

In P, 2009 and 2010, it lost more than two million dollars a year in the electricity business, but only two people, Fang Jianhua and financial manager, knew it.

"He said I am not doing my job, but I understand the situation of foreign trade and believe in the future of e-commerce." I told my staff that the electricity supplier is doing well, at least at a level. "

Fang Jianhua said that until 2011, when the sales reached tens of millions of people, the rest of the company began to believe it and felt worth expanding.

At P, the idea of "doing one thing at a time" appeared again. Fang Jianhua decided to cut down the company's foreign trade for more than ten years.

this decision is very painful, and let Fang Jianhua tangled for half a year.

In half a year, he sold the inventory of the brand under the line to the Internet and sold it quickly, and showed the necessity of cutting off this piece with practical results. In foreign trade business, the whole year of 2011 was expected to be net profit of $5 million, but we all worked very hard and finally decided that we must cut it down.

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to win the original brand of the network .

Less than P, the character that even grew up and suffered from hardship is also reflected in Fang Jianhua's business logic. But this is not just for the sake of contention, but also for Tmall's limited resource distribution, compared with the traditional brand.

And "double eleven" the first World War, make the network original brand which is represented by meman to emit up.

In 2012, zero point one of the "double eleven" in 2012, the number and volume of consumers' visits and traffic volume increased. However, an hour later, it was only ninth.

at two o'clock in the night, Fang Jianhua telephoned Zhao Yingguang, the founder of Korea's clothes house, and communicated with him. I didn't think Zhao Yingguang felt that the unit price was too low, and it was not worth the expectation.

Fang Jianhua was very excited when he heard such news. He urged Zhao Yingguang to get up again and hold on.

Because "the honor and status of the original brand must be preserved".

On the night of P, emann made an emergency plan for the new scheme in the late stage, and made adjustments in the promotion method to buy the key words in the early hours. "Two to five o'clock, many people went to bed, but we directed the traffic of Taobao network to that time," Fang Jianhua called it "never give up a second."

On the morning of the second day of P, the first coke of Tmall's flagship store was changed to the pictures and links of Han Du Yi house, leading the flow of Yin man to the shop of Han Du clothes shop.

By constantly adjusting the structure of goods and marketing methods, in the end, Yin man rushed to the second position of women's clothing, the first to split the silk, and third to the Korean clothing house.

The first three are the original brand of the Internet.

Fang Jianhua talked about it, and said excitedly, "how nice!" then, he explained that in many people's opinions, the "a href=" http://www.91se91.com/pioneer/ "net original brand" /a "is naturally weaker than the traditional brand. Once such a concept is formed and consolidated, there will also be many good resources on the Internet more inclined to traditional brands, which is very unfavorable to the original brand of the network, and the strategic importance of keeping it is important.

in the first quarter of this year, the top five of Tmall's women's wear were original brands of the Internet. Last year, there were two or three traditional brands in the first five.

Fang Jianhua regards this as a signal that the traditional brand of women's clothing is not acclimatized. The original brand of the network that goes ahead is far behind the traditional brand.

"P" is unique. After the release of the first quarter data, Xiao 2 Jin Guang wrote on micro-blog: "therefore, in the next 35 years, the original women's costume will inevitably subvert traditional women's clothing.

related to the rising trading volume is Fang Jianhua's attention to detail. Even today, he still maintains a craze of over 12 hours of work a day, and personally shows his employees how to grasp every detail in every detail by washing the floor with detergent and water.

in the Tmall store of Yin man, there is a magazine of Shi Yin, which is designed by the company itself. When the customer orders the shopping, he will send an extremely exquisite exclusive packaging. The design of the tag adopts light paper with hand feel and literature, and is equally meticulous in color matching.

All this goes without saying that today's cheek cheek, narrow and long, middle-aged man who is slightly bald, has been far away from the former village boy.