Look At How The Poor Old Man, Who Is Still 53 Years Old, Has Become A Legend Of The SHIRT World.

In Japan, there are at least 5 men's wardrobe.

And at least 3 of every 5 pieces were made by him.

Each shirt is 79 dollars, not only sold in Japan, but also sold to the world's highest level.

Next to Madison Ave Chanel store in New York.

The first Japanese shop on the street sold hundreds of millions of dollars a year and earned hundreds of billions of dollars! He is Zhensue Ryu, a poor old man who still starts from scratch at the age of 53, but has made the legendary brand of the shirt industry.

There was nothing we could do to see the company go bankrupt.

Zhensue Ryu was born in Kamakura, Japan in 1940. When he was young, his family was poor. He was very bitter and hardworking. He was always laughed at by his classmates.

From childhood Zhensue Ryu vowed that in the future, we must be a successful businessman.

However, the reality is just the opposite. After graduating from college, his career was gloomy. 5 of the garment enterprises he worked in went bankrupt, and at the age of 35 he was still poor and embarrassed.

At the age of 33, he worked in Van Jacket for nearly 5 years and served as Van Jacket inventory director.

This brand is popular among young Japanese people. People in the street carrying Van bags are considered to be very tasty people.

The sale is particularly hot, as the rest of the company are immersed in the performance of the table, and when the revelry celebrates, he is keen to find out.

The annual turnover of the company is actually three times higher than expected.

That is to say, the production department does not follow the budget of headquarters. In order to pursue sales performance, it is always overproduction. Once the economy is in recession, capital turnover is easy to happen.

So every time he meets, he reminds the bosses of the board:

"The budget is 10 billion, and the turnover is 30 billion. It seems to be a good thing. But if the Ministry of production unauthorized production, if there is no restraint, there will be big problems in the future."

Just such a statement, not only did not attract the attention of the boss, but was thrown down.

The final result is that when the Japanese economy slipped, Van Jacket went bankrupt because of too much inventory and broken capital chain.

Later, he went to a lot of clothing companies, and could not get reused. In a fit of anger, he went to the company himself.

7000 yuan, and start a business with a wife.

In 1991, Zhensue Ryu, 53, took his wife for 7000 yuan to rent a 16 square meter shop in Kamakura.

You need to sell three clothes a day to survive.

But the bleak reality is that it's hard to sell one every day.

Zhensue Ryu is keen to perceive that this pattern is not correct. It must be in what direction it has gone wrong and needs to be changed.

He began to reflect on what clothes are most needed by the users!! shirts appear in his mind, shirts are not affected by the seasons, and men and women are sold regardless of age.

The shirt he made is of good quality, but he can't sell it all the time, because the store is remote and its brand is not well-known.

In order to publicize her husband's shirt, Zhensue Ryu's wife began to write articles to various women's magazines. After a number of magazines released Kamakura shirts, more and more people began to pay attention to it. With the continuous spread of good word-of-mouth, Kamakura shirts were rising in many people's hearts.

But the biggest reason for the success of Kamakura shirt is Maizhen Ryu's unique business logic and real user thinking.

Successful business logic: really starting from users.

Zhensue Ryu sold his shirt and struck a little bit, thinking everything from the user's point of view.

Consumers only pay attention to how much he pays.

The moment consumers decide to sell goods, they really start to contact consumers. Consumers do not pay much attention to your cost. They only focus on how much they have paid.

Kamakura shirts enter the market at a price of 4900 yen (300 yuan), which is acceptable to the Japanese public, but the quality is no worse than that of a department store priced at 10000 yen.

He believes that consumers can get far more than they can pay.

Cut down channels to save money for users.

Kamakura shirts never spend money on advertising. There is no propaganda to save middlemen. Anywhere in the world, Kamakura shirts can be bought. But they only opened three stores in Japan, the United States and Taiwan. Orders from more than 60 countries every day are from the English international official website. The global price is 79 dollars a piece, 138 dollars for the post.

Without the support of channels, we can reduce the rate of increase and save money for users.

The craftsman spirit makes shirts, and users feel proud to wear them.

Whether it is ordinary shirts or custom made items, Kamakura will first measure the guests and recommend shirts.

All the production processes of Kamakura shirts are carried out in Japan and will not be outsourced.

All the shirts were made by Japanese artisans. Only a few good handcraftsmen could make mass production by hand. They had only one piece of one number and sold out.

To wear the Kamakura shirt to negotiate, not only will not feel cheap and poor, but feel proud and having face, because the style is limited, and the workmanship is exquisite.

Graham Marsh, a British fashion critic who has never met Zhensue Ryu, thinks that Kamakura shirts are more aware of the clothing culture and quality of their products than Americans do.

China's most famous fashion magazines praise it:

This is the best shirt shop I've ever seen in America.

A kind of

Let suppliers make money in order to give users the best things.

70% of Zhensue Ryu's cloth was supplied by Yu Li Da, the founder of domestic products.

Yu Li Da said, do you know how he talks with Zhen Mei? He will say, Zhen Mei, you appreciate the Japanese currency, your cost pressure is high, I will reduce your price by 10%.

But Jung will say, "no, No. your labor costs in China are rising and your pressure is great. I can't afford to put you under such great pressure that you can't reduce prices and not reduce prices!"

He felt that we should not let suppliers suffer losses, we must let suppliers make money, suppliers will give good things to you, products that are processed on good things can give users the best experience.

After more than 20 years of development, Kamakura shirts are now located in Tokyo, with 26 branches in Japan, hundreds of sales per minute and 1 billion sales per year.

Even Madison, Manhattan, sent offer to Kamakura shirt, which is the most competitive shopping center of the world's top luxury brands, such as Hermes, Burberry, Chanel, Gucci and so on.

In 2015, the Kamakura shirt not only conquered the New Yorkers of quality, but also opened a branch in the new landmark of Brookfield, becoming the first Japanese to open shop on this luxury street.

From 16 square meters of shops to the world's highest shopping center, Chuang Ge believes that Zhensue Ryu is a real God who is really proficient in user thinking. Everything is built around users.