By Selling Parity Clothing To Become The Richest Man, He Successfully Clapped His Hands.

In the year when new China was founded, Liu Jing was born.

He was born in a small place - Yamaguchi, Japan. Don't ask Xiaobian.

Although it is small, there is a famous person out there. You must know that it is Japanese Prime Minister Abe Shinzo.

If not recently, "

It seems that it is difficult for people to link parity UNIQLO with Japan's richest man.

Last year, Liu Qi, founder of UNIQLO, climbed to the top of Japan's riches in 21 billion 100 million dollars. Even Ma Yun made no secret: "I most admire two entrepreneurs, one who sells coffee and sells herself to Starbucks.

Another is Mr. Ryui Masa.

There are a lot of clothes selling around the world, but only he sold UNIQLO and became the richest man in Japan.

As a brand of cheap casual clothes, UNIQLO could make such a thing. When the world character WeChat Xiaobian was just aware, it was shocked. Later, when he went to Tokyo, he paid special attention to it. He found that even in the Ginza of Tokyo, such as Hermes, Chanel and other luxury brands, the elegant white building of the general office of UNIQLO is still very conspicuous, and its style is actually related to Liu Jing's personal character.

It is said that Ryui Masa never had any dealings with politicians or financial circles, nor did he give any personal speeches in the company.

It's quite an alternative.

As you can see, Ryui Masa looks rather ugly.

Of course, most of the successful boss seems to be the same.

After all, handsome and able to become the richest man can basically be heaven.

However, Liu Jing is not from scratch, he is also a small "rich two generation".

When he was young, his father, Liu well, founded a men's clothing store called "small county business", most of which were bankers or securities dealers.

Although everyone thought he was "rich two generation", he said he was not born with a golden spoon.

Ryui Masaari is an elder sister and two younger sisters. But as an only child in his family, his father was very strict with him from childhood. He wanted him to be first in everything. This concept has great influence on his future career expansion.

After graduating from the Department of political economics of Waseda University, Ryui Masa did not find a job, and entered the famous chain store group, Ji Ji Dao, under his father's arrangement.

9 months later, he resigned from Kyrgyzstan island and began to help his father manage his own company.

At this time, Ryui Masa found that the shop equivalents and the process equivalent rate were too poor, although it was profitable, it was hard to make big money.

Young and energetic, he began to manage the store in his own way.

Under his reform, almost all the clerks were resigned because they could not bear it. Ryui Masa had to carry all the work in the store and spend a hard time. It was the experience of this period that allowed him to learn how to manage and manage.

After the success, Liu Jing Zheng seldom talked about the hardships at first, but he mentioned more than once: "work is not done by one person, but by mobilizing all manpower and material resources to accomplish the goal together."

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In 1984, Ryui Masa succeeded his father in becoming a "small county business".

At this time, with the rise of the economy and the prevalence of social luxury, Ryui Masa took the opposite view and set eyes on ordinary people and decided to make cheap everyday.

As the company's flagship product, the brand name will be UNIQLO (UNIQLO).

"UNIQLO" is the abbreviation of the two words of Unique (unique) and Clothing (clothing), which is exactly what Liu is aiming at creating a unique clothing kingdom.

In June 2nd of this year, the township enterprise first went out of the country to open a shop in the city.

Worried about no one coming, UNIQLO before the opening of the business through television, radio, leaflets and other publicity, the results of the opening day at six o'clock in the morning, people began to wait in line......

Many people came to the roof, and even the local radio stations came to report. Ryui Masa unexpectedly said in an interview: "I'm very sorry, but now we may not be able to enter the shop, so please don't come."

Sure enough, there is a personality...

At first, UNIQLO made clothes for young men.

Later, Ryui Masa noticed that casual clothes were not age group, and there was no difference between men and women.

So he began to consider making casual clothes.

In 1985, in order to understand the price of clothing industry, Ryui Masa went to Hongkong, which collects global commodities, to investigate.

The trip to Hongkong made him feel that casual clothes had no boundaries in manufacturing and selling, regardless of national boundaries.

In this field, the US GAP is most famous.

Ryui Masa immediately put forward to make UNIQLO "become the first Japanese casual wear industry" and catch up with GAP and other international brands.

In 1991, Ryui Masa officially changed the name of the company to "fast selling", which means selling quickly and listing it 3 years later.

At the same time, the chain store mode was opened, and the number of shops was expanded rapidly.

At first, he chose to open a shop in the countryside with low rent due to the consideration of cost saving.

With the advance of Ryui Masa, he began to rent shop in department stores in the bustling area of big cities.

For a time, in order to help customers pull out their own brand advantage, they came to invite UNIQLO to rent their own department stores.

In addition to the expansion of chain stores, UNIQLO has been sparing no effort in the development of new products, correcting people's inherent impression of "cheap but not good goods".

In 1998, UNIQLO launched 2 million hot cakes in Japan, selling 8 million 500 thousand pieces in 1999 and 26 million in 2000.

In 2007, we introduced the HeatTech material of heating and warmth, so that people do not have to wear heavy and heavy clothes in the cold winter. Until now, they are still the bestsellers of UNIQLO.

The financial crisis in 2008 reduced the assets of Bill Gate, the richest man in the world, by 18 billion dollars, and Warren Buffett's fortune shrank by 25 billion dollars.

Ryui Masa's "blessing in disguise", the company's stock price in 2008 increased by 63%, the sales of UNIQLO also rose sharply, and new stores spread all over the world.

In 2010, Ryui Masa's figure was $7 billion 600 million, and by 2015 it had climbed to $21 billion 100 million.

Earlier this month, UNIQLO opened fourth flagship stores in Singapore after London, New York and Tokyo, and more than 1600 stores in the world.

For the current success, Ryui Masa said: "I just started thinking that this shop will only run two or three billion yen in this lifetime, and there are about thirty stores.

Of course, I have dreamed of becoming a retail business with hundreds of billions of yen in Europe and the United States. "

Constant change means constant attempts and constant attempts to fail. Liu well wrote in his book "one win, nine defeats": "the world regards me as a winner, but I don't think so.

My life is actually one or nine defeats.

The winning rate is only 10%. If you are a pitcher of a baseball team, you must be unqualified.

If some success is achieved, it is also the result of not afraid of failure and constant challenge.

My favorite saying is: shops exist for customers, and shop assistants and shops flourish.