Garment Industry: No Need For Blind Entrepreneurs.

From Mei Bang dress, vice president to vice president of Bosideng group, and then to director and executive general manager of Yalu holdings, Cheng Wei hung has gone around in the domestic clothing circle, but has always appeared as a professional manager. The real role change was in September of this year, he took off the identity of senior professional manager, gave up millions of annual salary, became a new person in the tide of entrepreneurship, and founded friends of Shanghai Liang Qi brand management company with several friends in circles.

"As a professional manager in the clothing industry, my career has reached the ceiling, and I am not going to be a boss myself," Cheng Weixiong said to the China Economic Times reporter. When he used to be a professional manager, his monthly income was guaranteed. Now he is the boss of transformation. income There is the temptation of "not to top the ceiling", but it also faces the risk of "not protecting the bottom". "This is the price of dreams."

Cheng Weixiong's dream is to help the domestic garment industry to raise the threshold, and really appear some brands that do not rely on selling clothes, but rely on selling lifestyle.

As we all know, because of the long-standing extension and expansion of the domestic garment industry and the barbarous growth mode of light connotation development, Chinese clothing has appeared problems such as massive inventory, large area closing shops and declining profits since 2012. Now it is still sinking in the mire and has produced a subsequent locking reaction.

In the context of the constant crisis of the whole industry, entrepreneurship is also more challenging. However, unlike many entrepreneurs in the clothing industry, Cheng Weixiong, who has been struggling for many years in the circle, has not gone through an ordinary way to start his own business. Observer And trader.

"Many garment enterprises start in township enterprises, and the bosses are farmers in the fields. Although they have a business mentality, they lack the fashion genes needed in the clothing industry." Cheng Weixiong admitted that many bosses of garment enterprises only need professional managers to be obedient and do not need professional managers to have ideas, which makes many professional managers feel handicapped.

"For professional managers, it is very desirable to find companies that match their values. On the other hand, there is currently a lack of a third party platform in the industry to enable clothing companies to understand their own problems and help enterprises grow." Cheng Weixiong explains his original intention of starting a business.

According to his career planning, consulting service for clothing enterprises is only the first step, the aim is to understand the subdivision industry and brand names, and find the enterprises that really want to do well in the brand. Next, he hopes to have room for practice in the enterprise. "My partners all come from well-known clothing brands at home and abroad, including many kinds of professionals, such as retail operation, human resources, commodity management, terminal brand image and so on. Everyone is a real person. If it's just a lecture training, it will not be effective for an enterprise. "

　　 However This does not mean that Cheng Weixiong does not want to "brand". "If possible, we can also try brand management, such as around the market, store needs, and cooperate with the product development and promotion of life situations. Instead of saying that we must create a brand ourselves.

In fact, for the entire garment industry, most of the brand entrepreneurs appeared before the 2012 crisis, and the industry which was not optimistic in the past two years made many capital take a wait-and-see attitude towards the industry. At the end of 2013, customers were exposed to the "arrears" door. The outside world learned that the Internet clothing brand that was founded in 2007, and its block began to make profits in 2012. In August of this year, Liu Shuang, the former president of Jingdong mall, also admitted in his personal micro-blog that the online fashion brand "NOP", which was founded in 2011, has since come to an end. According to media reports, the annual sales of NOP on Tmall platform in 2013 are only 2 million 500 thousand yuan.

"There is no need for blind entrepreneurs in the clothing industry now." Cheng Weixiong told the China Economic Times reporter that even creating a new clothing brand on Taobao, which looks like a low threshold, is not so easy. "In the past few years, 5 million yuan can do things, now there is no 20 million yuan can not do, all kinds of costs are increasing, this does not allow the operator to make a mistake."

He said an example, a friend in the circle started business two years ago, has invested 60 million yuan, and has only opened 30 stores in the country, while maintaining the business still need to continue to throw money into it.

"Now the domestic garment industry, taking the road of traditional entrepreneurship, must be prepared for long-term investment. Sometimes you throw a lot of money in, and even the water will not rise. Cheng Weixiong said.