Zhou Jianping: Backdoor Listing As The Largest A Clothing Company

　　 Invest 300 thousand yuan to contract Township Enterprises

From Xinqiao third woolen mill to the largest clothing company in A shares, Zhou Jianping has been walking for 26 years.

In December 1988, in the new town of Jiangyin, Taihu, a town in the south of the Yangtze River and in the south of the Yangtze River, Zhou Jianping took out the 300 thousand yuan contract town owned by the photo studio, which belonged to the Xinqiao third woolen mill which belonged to the collective nature. He set down a military order in the town: money, I came out; at risk, I took it; the enterprise was completed, it was a collectives; it was destroyed, even if I paid the tuition fee. At that time, there were 18 workers in the wool mill.

In 1991, Zhou Jianping once ordered his fir suit with the rise just once to his friends, and found that the demand for worsted fabrics was very large. But then all wool textile enterprises in the country were running a particularly flourishing woolen business. Zhou Jianping decided to abandon the worsted spinning and make worsted - to invest 10 million yuan in spinning technology, equipment and talents, so that almost everyone in the factory was able to spin. It's impossible to understand. In 1994, sales of Hai Lan exceeded 100 million yuan, which seemed to prove Zhou Jianping's decision is correct.

Focus on " famous brand Zhou Jianping, the three major strategy of "scale and talent", made the wool mill rapidly become the rising star of the domestic wool textile industry, and founded the Jiangsu San Mao Group Company in June 1994. In 1996, the total assets of San Mao Group reached 5 billion 500 million yuan, 5000 employees, production and sales of 1 billion yuan, and the scale of production and economic strength in the forefront of domestic counterparts.

In 1997, the group began to try to use the advantages of its own fabric to enter the professional market of the financial system. "There are no receivables and triangle debts in the sales of professional wear." Zhou Jianping is very smart in his business. At that time, he began to consider the issue of brand, which is the field where wool textile has not been deeply involved.

In his eyes, the creation of clothing brand is very simple, it is nothing more than "good image spokesperson + a large number of advertising inputs". In 2001, Zhou Jianping asked Tony Leung to be the spokesman of the image. Tony Leung became the "7 million yuan worth" of Liang Tian Wang, who was envied by the people of Jiangyin and Zhangjiagang. Zhou Jianping took the opportunity to shoot commercials, ignoring the strong opposition of the patriarchs, and turning Sanmao into "San Keno". "There are imported foreign styles and feel more upscale." Zhou said.

When the image ads were launched, Hai Lan gradually received telephone calls from distributors all over the country and asked for the brand. But Zhou Jianping did not change the location of Saint Keno's professional wear, and only faced with the orders of professional users. On the surface, a large number of scattered customers are lost, but the cash flow of Hai Lan group has a stable guarantee.

　　 Zhou Jianping In the form of things, they are fully conscious, but in the bottom of their hearts, they are very conscious, which are for others to see and which are to be firmly grasped by themselves.

In 2001, San Mao Group was renamed Hai Lan group.

　　 Backdoor listing is the largest of A shares. Clothing enterprise

The establishment of Hai Lan's home dates back to 2002.

In early 2002, Zhou Jianping went abroad to conduct market research in accordance with usual practice. This time he went to Japan. During his stay in Japan, he was deeply impressed by two varieties of Japanese clothing brands, popular prices and self purchase options.

After returning home, Zhou Jianping immediately followed this pattern and set up Jiangyin Hai Lan Home Fashion Co., Ltd.

After intense market research and brand planning, in September 2002, the first store of "Hai Lan Jia" - Nanjing Zhongshan North Road store was officially opened. This brand new, self purchase mode has opened up a new page for the history of Chinese clothing marketing.

Positioning "men's Wardrobe" let people remember Hai Lan's home. In every store, the four seasons of clothing for adult men from top to bottom, from inside to outside, from formal dress to leisure are displayed one by one. The traditional "man to man" shopping guide mode is completely abandoned, and all products are sorted out according to varieties, sizes and specifications, and consumers choose clothes according to the shopping guide.

Then, "Hai Lan home" opened 25 Direct stores in 15 cities across the country, and then gradually absorbed 25 strong and experienced franchisees. By the end of 2003, Hai Lan's home had 50 stores, with a sales income of 200 million yuan.

In the industrial park of Hai Lan's home, the research and development building and logistics park which Zhou Jianping called "headquarters brain" and "nerve center" are facing each other. In the entire production and marketing process, Hai Lan's home has mastered the upstream product planning and brand management, and suppliers from all over the country have concentrated their products on the logistics park and then sent them to the stores nationwide, and the "garment production" links in the middle have been outsourced.

Subsequently, Hai Lan's family developed rapidly. By 2013, Hai Lan's family business income was 7 billion 150 million yuan, net profit was 1 billion 470 million yuan, and the number of stores increased to 3210.

The growing scale of enterprises has inspired Hai Lan's desire for capital. In May 2012, Hai Lan's family tried to sprint IPO, but failed. However, this did not stop Zhou Jianping's pace. In April 3, 2014, keno technology announced the announcement of the change of securities. The company's name "keno Polytron Technologies Inc" was changed to "Hai Lan's home Limited by Share Ltd". Since April 11th, keno technology stock has been changed to "Hai LAN's home" for short. At this point, Hai Lan's home has been listed by Keno technology and its market capitalization is more than 40 billion yuan, becoming the largest clothing company of A shares.