Lin Congying: Build Up A Costume Empire From A Pair Of Trousers.

Since its production in 1989, Lin Congying, chairman of Limited by Share Ltd, basically wears his own underwear. The core product of the company has been ranked first in the men's pants Market for more than 10 consecutive years. He is also known as the "king of Chinese trousers".

Lin Congying is a typical entrepreneur in Southern Fujian. He started from scratch, diligently, steadfastly and daring to fight.

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Lin Congying did not give himself any reason to be satisfied with the status quo of enterprises to men's clothing enterprises and clothing companies.

The change of external environment forced the garment industry to enter the adjustment period.

Also thinking, in a recent interview, he said: "our electricity supplier accounted for 8% now, in the future we hope to occupy 50%."

"Men's pants change and go in four or five pockets, so we believe that choosing pants as a category will be relatively less risky."

Resign to sea

Several times to choose the business of trousers.

Lin Congying was born in Jinjiang, Fujian in 1960. When he was 24 years old, he resigned from the rice bowl of the Food Bureau and started his business in his wife's tears.

From his childhood, he had three inspirational industries to do, one was food, because everyone had to eat.

The two is clothing, because people have to wear clothes, and the three is haircut, for the same reason.

After his resignation, Lin Congying became interested in the grain business, but failed. Because of his partner's reasons, he not only lost his savings but also owed more than 40 thousand yuan debt.

In 1985, during the Spring Festival, he spent 200 yuan in pushing debts to sell zippers to Jiujiang, Jiangxi.

In the process of dealing with local clothing companies, Lin Congying discovered a business opportunity -- clothing retailing has a large market and lucrative. He found a batch of sources through his father and opened a clothing retail store in Qingdao.

In 1989, after making a small amount of clothing retail business, he returned to his home town, Jinjiang, to prepare for the operation.

However, they were unanimously opposed by their families. One of them is "you have only done clothing retail, how much do you know about the clothing technology?"

Lin Congying insisted stubbornly.

On the basis of savings and relatives borrowed 18 thousand yuan, the original capital of the venture was 72 thousand yuan, and then he rented 500 square meters of space to the town of Zao Town, bought several second-hand machine and bed cutting machine, sewing machine, and then invited the old tailor to the nearby town. After training for more than a month, the predecessor of the king was born. The clothing factory was built up, but it was not plain sailing. Lin Congying spent 4 years to make up for the deficit.

Why would pants be used as an introductory product? Lin Congying revealed in a recent interview: because the entry threshold of trousers is relatively low, and the change is also small.

"Men's pants change and go in four or five pockets, so we believe that choosing pants as a category will be relatively less risky."

"At the very beginning, we spent very limited resources on channel construction, so we had no money to build factories."

Key to development

Low cost expansion strategy grabs the market

Because at the beginning of the business, all kinds of resources were very limited, so the king of nine took the strategy of low cost expansion.

"At the very beginning, we built very limited resources and funds to build resource terminals. We set up our own offices and distribution organizations in every provincial capital. Because money is spent on channel construction, we have no money to build factories," Lin Congying said. Before 2000, factories used the form of leasing.

"For example, a garment factory we rented, because it basically stopped production, so it cost a lot of money to rent it. There are ready-made workers, ready-made equipment and ready-made factories, which only put in hundreds of thousands of people to build a garment factory. In addition, they also offered leasing to some garment factories that failed."

Lin Congying said that through this low-cost expansion strategy to complete the expansion of the king of nine.

1995 is a very important node in the history of the expansion of King nine.

At a party in that year, Lin Congying found a friend's trousers had a distinctive fabric. It was a fabric that he had never seen before.

This kind of fabric not only looks extremely good, but also feels very delicate. Lin Congying judges that this material is likely to become a new material to guide the market trend.

After investigation, he found that this kind of fabric called "heavy yarns" was developed by a Taiwanese textile enterprise and had only sporadic sales in the market.

Opportunity! Lin Cai Ying's heart is ecstatic: the trousers made of it will cause a sensation in the market.

As soon as it was clear, King Mu took the sole agent right of the mainland in the mainland.

Taking this as an opportunity, nine Mu Wang began a new round of pformation and renovation of the production technology at that time.

However, it is beyond Lin Congying's expectation that the production department disagrees. The first person to stand up against it is none other than his father.

He believes that the technology of nine trousers of the king's trousers has already been in the leading position among its peers. If the reform is carried out now, it will increase the financial input, and the time will also be very tight.

In the end, Lin Congying persuaded his father to push ahead with reform and improved over 20 processes.

As Lin Congying expected, the blockbuster series of western trousers launched a blockbuster. From June 1995 to the end of 1996, the total sales of the trousers made of the series of trousers were over about 4000000 yuan, and the sales volume exceeded 100 million yuan, creating a miracle of single variety sales.

"What I want is to dig a well ten meters wide and one hundred meters deep, instead of hoping that he can dig one hundred meters wide, and then only three meters deep."

Dare to think and dare to fight

Insist on becoming bigger in fashion field

As one of the representatives of Fujian businessmen, Lin Congying has the common character of diligence and solidarity.

"To be a boss, we must make two choices. One is to lose money into the court. One is to fall into the hospital and fail to be a good boss without getting ready to enter the two chambers."

This is Lin Congying's famous saying.

From the very beginning, I just wanted to change my life. To Lin Congying, the first thing in western trousers, I couldn't stop.

After completing its original accumulation, it is a mission to make the enterprise bigger and stronger. He even thinks about the strategy and future of the enterprise even in his dream. He also "sleeps" and is also one of the common characteristics of Fujian businessmen.

By 2000, the nine trousers had already had a market share of more than 20%, leading a lot in the western trousers industry.

Further up, the space is limited.

In order to achieve the strategic breakthrough of King nine, Lin Congying dare not take it lightly.

Transcend, take the best place to operate.

Soon, the king of nine herd repositioned himself: with trousers as the core, men's suits and men's casual wear as two wings.

From 2000 formally involved in the field of men's wear, but in just 7 years, Lin Congying brought the company to the scale of listing.

In 2007, nine Mu Wang began to prepare for listing, and in May 30, 2011, the king of nine was listed on the Shanghai Stock Exchange.

From trousers enterprises to men's clothing companies to clothing listed companies, Lin Congying did not give himself any reason to be satisfied with the status quo.

He gave Jomoo Wang's long-term goal to become an internationally renowned clothing brand operator.

In the future, he plans to strengthen the market position of the brand, and enhance the operation ability of many brands, extending to high-end and designer brands, and extending to young fashion brands.

To fight bravery is a common trait of Fujian businessmen. They have one yuan in their hands and continue to invest in one yuan. They have been regarded as the thinking characteristics of Fujian businessmen. "Now they dare to fight, they are still fighting, and one enterprise does not even have the courage to trial and error, and there is little chance of success."

Lin Congying said.

But he admits that after watching the ups and downs of private entrepreneurs in the past thirty years, he will think about how the nine shepherd should learn from his lessons and be more cautious in making decisions.

"What I want is to dig a well ten meters wide and one hundred meters deep, rather than hope that he can dig one hundred meters wide, and then only three meters deep, focus on the bank, not too greedy."

In the Chinese men's wear brand, the development of the king's insisting in fashion is also known.

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In the future, we should make the shop pocket.

Lin Congying revealed that in the second half of this year, nine herd king will launch an online and offline integration test area in several cities, and try to shop pocket.

He believes that shoes and clothing enterprises in the future will have to manage and manage by Internet thinking. They can move away from some stores in the city center and put them in the pockets of customers, and then integrate online and offline, so that consumers can shop more conveniently.

"For example, we have more than 3000 stores, which are sold in hypermarkets. If we go shopping through mobile phone platforms, we can strengthen the combination of virtual and real stores, which will not only reduce costs, but also bring more business opportunities," he said.

Success experience

Time for death

Lin Congying's office has two large characters, which are not expensive but are regarded as the true portrayal of him and the king of nine.

One of them hung on the wall opposite the desk of the forest. "The day of the birth of the enterprise began to compete with death for the time".

Today, hundreds of millions of Lin Congying do not like to recall the past, but the failure of his first venture gave him a deep sense of crisis.

On the wall behind his office, there are also six characters, "the herd's heart and the herd".

Lin Congying believed that the success of King Mu was benefited from this idea: "the herd's heart and animal husbandry" is manifested in the strategy of brand and product, which is to conquer people's hearts with good products. In the aspect of human resources, it is to manage people with good mechanisms and retain talents with good treatment.