One Of Ortega's Best Moves Is To Use A Knife.

Bill Gate's position has been replaced by Forbes for the first time in recent days. The man is called the president without a business card. He is extremely low-key and rarely gets shot and media coverage. He is the founder of ZARA and the biggest shareholder of Inditex, Oman Theo Ortega (AmancioOrtega), is 79 years old. On the 23 day, Ortega's personal wealth reached US $79 billion 900 million, becoming the richest man in the world of Forbes's real time rich list. On the same day, due to the depreciation of the euro, Microsoft shares rose, Gates finally returned to the top of the list with $79 billion 300 million, and Ortega's net worth shrank to $78 billion 500 million.

One day's experience of the world's richest man does not prevent the world from getting to know him and paying attention to him, because Ortega's wealth far exceeds all the big men in the fashion world. Ortega The latest is Louis Weedon's boss, BernardArnault, who ranks thirteenth in the world's richest list. His net worth of personal wealth is less than half of that of Ortega. But how many people know how the old man who had already lived for years built the world's fashion retail kingdom with his whole life? Yes, from a poor childhood to a rare year in the rich world.

The wealth of many of the great wealth in Europe comes from family succession. The three richest countries in the EU are George Schaeffler in Germany, LilianeBettencourt in France and Gerald Grosvenor in the United Kingdom. Their wealth comes from inheritance.

Ortega is a real poor man who comes from scratch. His father, a railroad worker, earned 300 of the monthly income of the competition tower (Spanish currency), which costs about 1/10 of 12 eggs. Poverty is the source of Ortega's hard work.

Ortega dropped out of school and worked as a deliverer for a high-end tailoring shop until he was 14 years old. Later, he began to work as an assistant for the tailoring and gradually came to the core of dress design. In the process of working, he discovered the "hidden rules" in the fashion industry: a garment from design to production, and then put on shelves, this process contains huge profits. So he began to focus on how to skip middlemen and sell products directly to consumers.

In 1963, Ortega The establishment of ConfeccionesGoa garment factory is a popular way to produce cheap and elegant nightgowns. In the ten years, ConfeccionesGoa expanded from three small family workshops to more than 500 large garment factories and its own design team.

In the 1975 year of the oil crisis, businesses collapsed and orders fell sharply. Ortega, which was on the verge of bankruptcy, decided to save itself, temporarily established ZARA brand and opened its first store in the most prosperous streets of his hometown. The style is fashionable, the price is close to the people, ZARA quickly won the consumer's pursuit.

Inditex is the parent company. ZARA 10 years after its establishment, it was established to meet the needs of the rapid expansion of ZARA business. 10 years after its establishment, Inditex broke into Paris and London.

For decades, Ortega rarely interviewed, and the pictures were poor. Some people say that Ortega is too modest. He doesn't want to take all the core prestige of ZARA and Inditex to himself, because her achievements are the result of the joint efforts of the whole company.

In June 2011, Ortega, 75, resigned as chairman of the Inditex group, but he remained the soul of the company. Ortega is sitting in a public office with ordinary employees. Anyone can discuss with him the issues related to fabric, color, design trends and so on, without appointments. Using Inditex's incumbent CEO, we conclude that Inditex's "enterprise spirit, self-criticism and corporate culture are completely flat".

What seems to be unknown Ortega did not know, because in the 40 years since the establishment of ZARA, the real rise of Inditex began in 2003, which became Spain's best brand that year, ranking first in Spain and third in global sales. In 2008, it surpassed the American fashion retail brand GAP, which was called the industry benchmark. Shortly after that, it surpassed the H&M group founded in 1947. From 2007 to 2011, Inditex expanded rapidly for 5 consecutive years, and its performance continued to rise.

ZARA has a history of 40 years since its establishment, but the wealth of Ortega has been built in the past 10 years. In the past 10 years, even though Spain was in the great depression during the financial crisis, the share price of Inditex was rising by 570%.

Ortega's success today is mainly based on two principles: giving customers what they want and getting them as fast as possible. Inditex actually does more to optimize the supply chain, rather than traditional retailing. The so-called "Inditex follow suit fashion" is actually not follow suit, but quickly catch customers' needs through various channels, such as social media, luxury brand fashion show, etc., and then realizes product design, production, store distribution and sales in a very short time, and continues to repeat the process.

Without any favorable conditions, Ortega stands at the top of the industry by pure business model innovation. He finds a delicate balance between quality and price. By simplifying and speeding up the design process, shortening shelf life of goods, opening shops in gold areas and extending business hours, he has done all this, so he has achieved the purpose of attracting customers.