Home >

She Xujin'S Clothing Retail Godfather Entrepreneurship

2014/3/17 14:33:00 27

??? 日本語 Fran?ais English 中文

During the Spring Festival in 2014, She Xujin began to rush to the store from the beginning of the year. He ran more than 60 stores in 5 days. She Xujin said that this is the culture of Bao Bao. Every year, the Spring Festival must go to the front of the shop personally to pay New Year's greetings to the P.

She Xujin read "a href=" http://www.91se91.com/ "target=" _blank "dress" /a "design in Hongkong, and Ryui Masa, founder of UNIQLO, is his idol.

Since 1995, it has received the agency rights of LAWMAN, Baleno, BALENO, Giordano, GIORDANO, BOSSINI, Aspe Litt and G2000, and operates 16 brands at most.

In 2004, he introduced Benbo, a fashionable leisure brand, to bring a new trend to Chinese public leisure clothing.

he is the chief "a href=" http://www.91se91.com/ "target=" _blank "designer" /a ", is also the trader of many brand agents, and is the leader of nearly more than 500 boutique stores. What secret does the clothing retail Godfather hide?

the first agent to make an advertisement for the brand

in the early 90s of last century, the clothing market in China changed obviously. The young clothing was singing the main melody. The leisure clothes represented by Giordano occupied half of the market. The original business suit brand that made the orthodox suit also began to turn to commercial leisure and jacket, such as seven wolves, strong fighter, dancing with wolves and so on.

In 1995, She Xujin also seized the market opportunity to enter the mainland of China, set up a company and embarked on the way of P.

This year, he took a Chinese brand of jeans brand, but only 3 years.

How to make achievements in 3 years, She Xujin found the pop star Aaron Kwok to shoot an advertising film, which is Aaron Kwok's first advertisement in the mainland of China.

"it's very rare for agents to find spokesmen for brands," She Xujin said with a loud laugh.

In 3 years, he handed over a report card that surprised the brand, but he was also repossessed by the national agency. As a reward for the battle, she XXX chose the three place in Sichuan, Hubei and Guangdong (except Guangzhou).

After P, he repositioned the company from single brand operation to multi brand operation.

In the next 3 years, his company has represented 16 brands, such as Giordano, Baleno, burshlung, G200, U2, Dunhill leather goods and so on, and entered a fast track.

After the millennium, he valued the resources of the internal channels and began to think about where the Future Ltd should go.

At this point, the conflicts and contradictions between agents and brands are becoming increasingly prominent. Agents are developing the market in the front-line. With the maturity of the mainland market, brand dealers are gradually recovering some of the high-quality market and channels.

2002, when She Xujin went to Europe to investigate, he wanted to find a second tier brand agent.

"Europe has no confidence in the Chinese market. They are arrogant and do not see you."

Under the circumstances, She Xujin visited a design company in Toure Saif, Germany, and found a brand named Benbo in many brands.

This is a brand created by design master Ben Largerfeld (Ben laffield) in early 1980s and its right-hand assistant Kenbo, a famous German stylist.

"my English name is BEN, isn't this my brand?" this deep echo echoed She Xujin's enthusiasm, and the designer wanted to get the agency right, but he was rejected by the other party.

Nevertheless, when She Xujin returned to China, he immediately registered the Chinese and Pinyin trademarks of Bao Bao. He received an agent's telephone call unexpectedly after six months, and told him that the agency rights had been negotiated.

"Bin Bao, my treasure, this brand belongs to me."

She Xujin resolutely bought out BENBO's agency rights in the Asia Pacific region.

bringing retail management into shopping malls /p >

bin Bao's positioning is "men's third trousers", that is, trousers, jeans and casual pants, the main fashion, leisure, target customers locked in 25-35 year old fashion elite men, at that time business clothes and jeans full of Chinese men's wear market, the emergence of BB just caught the market vacancy.

when She Xujin first launched the bin Bao brand to the market, he personally designed every pair of trousers, using the best material and the fashionable version to find the best manufacturer.

In the autumn of 2004, in the absence of a boutique store, he boldly introduced 100 thousand pairs of trousers to the market, which were sold only in eastern Guangdong and Chengdu, and only 100 left in March 2005.

"the company has been doing other people's brand, making wedding clothes for others, but bin Bao is their own children, so the cohesion of colleagues has come up at once, all resources preferentially tilt to bin Bao."

She Xujin wins confidence in the first battle of bin Bao.

With the expansion of franchised stores, bin Bao went out of eastern Guangdong in 2006 and entered Shenzhen shopping malls.

Bin Bao group, a retail management company, is better at running street shops. There is no experience in shopping malls. The team of Bao Bao manages the counters in the street shop mode, opens the morning meeting and opens the evening party after work. This mode has made the new brand of bin Bao rush into the first sales volume in a short span of 3 months.

With its popularity in Shenzhen, Bi Bao has won a very good reputation among consumers.

Jinggangshan, cut off women's wear > /strong > /p >

the success of the market makes She Xujin realize that he must spend more energy in marketing.

But at that time, China was short of fashion designers, and designers in Hongkong were inclined to public leisure. Chinese designers tended to make OEM and find it difficult to find suitable fashion designers.

At the end of 2006, bin Bao, who had no sales of more than 30 million yuan, hired a famous designer Francesco Scianni of Italy for an annual salary of 1 million 800 thousand yuan to design a series of products to promote the upgrading and pformation of the brand.

"Francesco Scianni to bin Bao is the first thing not to design, but to promote products and pick fabrics. He attaches great importance to the feeling of human body. His choice standard is hand feeling first, market and style second."

She Xujin had a hope in his heart. He hoped that the arrival of Francesco Scianni could bring up the team, so many designers came to cooperate with the fashion designer, but the result was just the opposite. Most of the designers left, and their ability simply could not afford this advanced fashion and culture.

In the end, because of the lack of supply chain, the clothes designed by Francesco Scianni could not land.

In the first 3 years of the first successful start of the first second years, bin Bao stumbled heavily on R & D in the second and 3 years.

"I was so impatient that I did not consider the endurance of the team, and suddenly I came to a heavyweight master to come over.

She Xujin's impatience also led to another strategic mistake of bin Bao, women's clothing.

{page_break}

According to the Italy designer team, P launched the women's wear series in 2007. In order to have production capacity, bin Bao opened more than 80 women's wear stores in one year.

Although the product linewidth, but the same team operates two brands, men's clothing was gradually shocked, and a lot of consumers were lost. In the second half of 2008, the management and cash turnover of the company were very tight.

As a boss, She Xujin did not have the confidence to speak out of his heart, the loneliness, loneliness and helplessness of decision making. He chose to be a deserter.

One night in April 2009, he carried his backpack and went to Jinggangshan by car alone.

"very depressed. What will the company do next?" She Xujin climbed the mountain alone, and in the hillside, he suddenly began to fill the roof.

She Xujin recalled that there was a force in her mind telling him to stop the women's clothing.

He immediately turned and ran down the hill and drove back to Guangzhou overnight. On the morning of the second day, she went straight to the company and told her colleagues, "stop the women's clothing at once, and we must deal with it today."

"why?" my colleagues were baffled. Why did the boss throw his backpack down the sentence?

"no matter why, we must stop."

At 6 o'clock that evening, She Xujin summoned all department managers to meet and decided to concentrate all his strength on men's clothing.

At that time, bin Bao had bought hundreds of window models and tens of thousands of women's fabrics, until the year before last.

deep tillage consumer > /strong > /p >

In the second half of 2009, She Xujin has moved the company to Guangzhou. In 2010, he felt the pain. He rebuilt his momentum and made every effort to create the brand of bin Bao.

"In the past, the mentality of a retailer was not to regard bin Bao as his brand."

Summing up the mistakes of the past few years, She Xujin believes that this step will not go wrong.

the pace of bin Bao has really stabilized.

Find Ku Kui Kei as the image spokesperson, promote the brand of the whole channel, upgrade the terminal image, launch the 4S experience mode, and introduce the 4S service system of the automobile industry into the clothing industry. With sell (< a href= "http://www.91se91.com/" target= "_blank" > dress > /a > Sales), sight experience (360 degree sensory experience), sight (personalized service), and the chai (Fashion salon) to improve the consumption experience, create the unique flavor of the treasure and stick the consumers from the senses of vision, hearing, smell and touch.

now She Xujin is most concerned about consumers.

For men who have just stepped out of school to enter the society, the 10 years from 25 to 35 are the most important foundation. Studying the personality and consumption behavior of this group, linking their personality and product personality to establish the resonance point between them is an imminent matter for bin Bao.

In order to study the consumer group in depth, in the past two years, She Xujin has driven the designer out of the design room. No matter what position he is in, the designer has to shop at the shop every day for a day to observe consumer behavior and psychology.

Last year, bin Bao cooperated with the school of management of Zhongshan University to carry out the consumer investigation project.

"I hope that the costumes will enable this group to show their value no matter what occasions they are going to take."

Because of the focus on consumers, the commodity strength of bin Bao has improved rapidly in recent two years.

Now, there are nearly more than 500 stores under the bin Bao line, 1/3 self run and 2/3 franchised teams, and the Guangzhou team of bin Bao has gradually matured.

In 2013, in the grim situation of slowing domestic demand, declining profits and the impact of electricity suppliers, bingbao stores grew by 136, sales increased 33% in 2012 compared with 2012, and double standards were achieved in the fourth quarter.

After several twists and turns, bin Bao stepped into the fast lane of development.

time returned to February 2010.

Bin Baogang moved to Guangzhou to hold the first annual meeting. She Xu Jin stood on the stage and said, "my position is the three generation boss of the clothing industry in Guangzhou. You are the employees of the three tier company. We work together to make a first-class garment company and first-class employees in 5 years."

She Xujin counted off his fingers. Next year is fifth years.

{page_break}

P is a long way to go. Looking back at the growth process of Bao Bao, the starting stage is excellent, and then there are setbacks. But the most important thing is that team spirit can not be dispersed. This is guaranteed.

In recent years, there has been progress in Bin Bao, but there is still a distance from the target. "

She Xujin said.

difficult times when the heart is not scattered.

reporter: what is your retail management philosophy?

She Xujin: I started out as a retail salesperson. Even if I go to a store now, I will naturally become a salesperson without a shelf.

A few years ago, when I arrived at the store, I stood at the door with the clerk, and met an old colleague. He saw me very nervous. "How did you get to the store?" he was surprised.

This is the DNA of retail companies management, with a strong retail atmosphere.

We also rarely criticize the colleagues at the terminal, see them as young people, they need more training and encouragement.

for retail enterprises, the key is team.

Before the Spring Festival, I visited a fellow townsman. His company cut off 2/3 people because he had no business and waited for business to find someone else.

This may be the difference of entity. In Bin Bao, the team is particularly important, and it needs to be more and more tacit understanding.

Now, what I am most proud of is the team. They can afford to do retail management. No matter how difficult it is, they need to carry out the terminal.

reporter: what aspects of the strategy will be emphasized this year?

She Xujin: it will revolve around three aspects: first, commodity power.

To truly become a brand, first of all, there must be commodity strength. Now, our R & D team has twenty designers, and a large number of edition teachers. This is R & D power, and the final product of R & D is commodity competitiveness.

two is sales force.

This year, we are still pushing forward the development in accordance with the proportion of 1/3 self and 2/3.

We will intensify our efforts to expand the channel of e-commerce, which is the core product of bin Bao, which is the single core product -- casual pants. In the past 3 years, we have made the first brand of Bao Bao casual trousers, while the next line is a series of products, so that we won't fight online or offline.

three is brand power.

This is reflected in the image and promotion channel, and we will repackage the terminal image.

In addition, some of the resources were put into the university to occupy the mind of college students. They first thought of bin Bao when they chose leisure clothes after graduation; the mini advertising exhibition in the container was designed, and the new media publicity was increased, especially the new media, WeChat and APP development.

reporter: now the clothing industry is very much affected by the electricity supplier. How do you see the development of the electricity supplier?

She Xujin: from 2008 to 2011, the main success in the field of electronic commerce is the Amoy brand. But after 2011, great changes have taken place in the Chinese electricity supplier industry. What the electricity supplier does well is the offline brand, because it has strong offline strength and brand awareness, and has the inherent advantages of doing online business, but the traditional enterprise has no experience yet.

Next, as brands, we must make new channels for e-commerce providers. This is the first step, and then expand from the perspective of electric providers to mobile terminals. We should use mobile to pull the business under the line and stick the users. I believe that the mobile economy will greatly change our life in the future.

reporter: will bin Bao try mobile Internet channels?

She Xujin: next, bin Bao will develop a software.

In the fitting part, < a href= "http://www.91se91.com/news/index_s.asp > > consumer < /a > try on the first and second key points. We hope that the software can measure the fitting rate and the turnover rate. If the explosion is made, it will immediately replenish all the stores, and if the consumers do not buy it after trying it on, the software will be able to measure the reasons for the non sale.

If we can constantly optimize the data and grasp the trend of consumption, we will be able to sell 80% of the commodities with 20% of the commodities.