Men Who Know Best About Women Dream Of Nike In Underwear World.

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Xiaobian net to introduce the picture and text: dream of the underwear world of Nike.

At the age of 20, he was a security guard at the market. When he was 39 years old, his company listed in Hongkong. On this year's Hurun rich list, he appeared on the list with a 3 billion 900 million figure.

He is Zheng Yaonan, chairman of Guangdong city beauty Industrial Co., Ltd.

This young Fujian born in 1975 started from selling socks and selling bras and eventually became a "king of underwear".

In an interview last month, he said he liked the title of "the most well known woman in China".

Guys start business on women's business

"I have faced bankruptcy pressure several times. Fortunately, I finally came over."

Zheng Yaonan's sturdy figure and direct conversation were closer to people's impression of the northern man. His shirt could not see a single wrinkle. Every hair of his shirt was neat enough to make people agree with him: This is a southerner who pays attention to details. Only in this way can men who concentrate on details have the chance to thrive on "women's business".

Zheng Yaonan did not have such elegance when he took 500 yuan to work in Shenzhen 19 years ago. The first job he found was only a security guard at WAL-MART headquarters in China.

However, this is not the starting point of the work, let young Zheng Yaonan an eye opener, "to the store, I found that the world has another different place: that is, many consumers come in, why buy these things, and then how can these salesmen use the simplest skills to sell goods to consumers, and how to manage these commodities......"

It fascinates me. "

When wondering why a bottle of cosmetics can sell for 300 yuan, the salesperson told Zheng Yaonan: "selling cosmetics is a dream."

This sentence really shocked him, and also promoted the idea of not doing security and changing sales.

So Zheng Yaonan pferred to the post and started selling until he became the director.

In most successful stories, dreams are never absent.

In Zheng Yaonan's mind, he also had the idea of starting his own business.

Two years later, Zheng Yaonan used his savings and his father's support to open the first cosmetics shop with more than 20 thousand yuan.

With his meticulous care, it took only a year to complete 10 cosmetics stores.

Business is doing well, but the agent's brand can't be bigger. One chance, he found a small stall selling bras at the east gate of the most prosperous commercial street in Shenzhen. Every 10 yuan of underwear sold 100 pieces in an hour.

The women's underwear market was polarised, a high-end brand, and the other was a cheap product.

Zheng Yaonan discovered the blue sea in the Red Sea, and began to think about how to develop the underwear market in the middle end.

In 1998, the city beauty underwear company, which belongs to his own brand, was on the market.

"One-stop shopping" and counter hunting

In the ten year, more than 6000 stores were opened in the whole country.

Dare to set foot in sexy underwear industry, earn women's money, Zheng Yaonan naturally has an extraordinary judgement.

"Traditional underwear stores only make bra, but consumers need not only bra but also socks, underwear, pajamas, warm clothes and so on."

Therefore, Zheng Yaonan put forward the "one-stop shopping shop", that is, the integration of clothing products into a store, according to the price and style distinction, this one-stop fast fashion experience service, to maximize meet the needs of consumers for underwear, which is the underwear industry's famous "integrated marketing" mode, known as the "new underwear consumption mode".

The effect is immediate.

When the high and low grade brands are still killing the market, this integrated marketing mode makes the urban beauty quickly draw the gap from their competitors.

In the next few years, its opening speed almost doubled every year.

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Zheng Yaonan has his own unique views on the speed of expansion.

Buffett, a stock god, once said, "be fearful when others are greedy, and be greedy when others are afraid."

Zheng Yaonan also believes that when the opponent is shrinking the front line, it is the best time to expand himself, and his expansion strategy is to counter the potential.

During the financial crisis of 2008, most enterprises were scaling down or even closing down. Zheng Yaonan accelerated the pace of catching up with the city. The store's territory expanded rapidly from the south of the Yangtze River to the main cities of the country, and the company entered a period of rapid growth.

Zheng Yaonan's view is that at this time the market entry costs will be relatively low, "I only bought half of the price of the factory and bought several production companies, and this year is my biggest investment."

In the past ten years, the number of urban beauty stores has also increased rapidly, from nearly 50 in 2003 to 6272 in 2014, spreading to 330 prefecture level cities, expanding at a speed of more than 100 times.

In June 26, 2014, the Guangdong city beauty Industrial Co., Ltd., headquartered in Fenggang, Dongguan and distributing all over the country, struck the sound of the listing on the Hong Kong Stock Exchange and became the "first strand of mainland underwear" in the Hongkong market.

27 million membership constitutes a huge database.

Calm and confident to build Nike in underwear industry

At present, the company has changed its previous production and sale mode to the external processing mode, and now only keeps 3% of its capacity in Dongguan headquarters, which is specially used for proofing and manufacturing process improvement tests.

In Zheng Yaonan's view, good design and good brands can only sell money.

His goal is to turn the urban beauty into the underwear world Nike, and become a brand operator and a Chinese retail business leader.

"From nothing to work, to slowly develop into the more than 6000 shop now, every process gives me a lot of challenges and strength.

You never know how big your energy is if you don't try. "

Talking about past events, Zheng Yaonan was very impressed by the past.

He has also made mistakes.

Around 2005, due to the blind overestimation of market expectations, the urban beauty was still expanding at a high speed. All the funds were taken to open shops, build factories and make long-term investments, but resulted in problems in the capital chain.

"At that time, the wages of employees were barely able to send the first month's wages, and the second months had disappeared."

Zheng Yaonan, who once thought that the lack of knowledge of products was the biggest difficulty in starting a business, would now like the title of "China's most understanding woman".

This confidence comes from the large female database owned by urban beauty.

"I have 27 million members, and we have very direct information about consumers.

This is the most important reason why we can grow fast in competition.

In his view, urban beauty does not sell single products, but sells brands and even sells a way of life.

Lin Chiling and Huang Xiaoming are popular celebrities in the best places to sell civilian underwear stores, and sell products of high cost performance like UNIQLO.

According to CICC, the market share of urban beauty in 2013 was around 2.8%, about 3 times that of the second largest companies.

Perhaps from scratch, the concealed self-confidence in Zheng Yaonan's bone is behind the strength of learning and perseverance.

He always carries a small book with him, from time to time he pulls out useful ideas; he keeps the habit of reading at least 40 days a year, and has to read a book every month; in his schedule, he visits 80-100 days a year for a line of research.

Secrets of success

Shop strategy: four key points

Opening a shop is not easy at all. It's even harder to succeed.

Zheng Yaonan summed up the four key points of opening a shop: one is site selection, two is goods management, three is manager and staff management, and four is effective shop guide.

Site selection, Zheng Yaonan's secret is to open to the community, commercial street, University City and other crowded places.

He seldom advertises, and every shop itself is an advertisement.

In terms of goods management, he will formulate corresponding supply plan and marketing plan for different regions.

This also stems from his failure experience. When he copied Guangdong's experience directly to Hunan, he found that local consumers did not buy it. The original two places were very different in choosing and buying goods.

Now, through the networking system, he has been able to grasp the sales situation of each store in the country, thus judging the preferences of consumers in different places.

Zheng Yaonan also has a whole set of refinement.

Experience, such as a shop with several employees, can maximize profits.