Simple And Not Easy, Lang Lang Men'S Costume Jedi Counterattack As The Leading Clothing Industry

Even if the "tide" is stained, people who have seen Wang Liangxing, the founder of the real estate, will still find the true character of "grass roots". What is the legendary entrepreneurial history of the "Chao" uncle who is originally a grass root?

When it comes to Mr. Lang's men's clothing, he will inevitably think of Chen Daoming, a simple and simple gentleman.

Why did Mr. Li invite Chen Daoming? Founder Wang Liangxing later said that when he decided to choose who to be the image spokesman, he was faced with severe problems. market Situation. When Chen Daoming's gentlemanly elegance and his simplicity were perfectly presented on the TV screen, in the short 3 years, the sale of his men's clothes was 10 times. Since then, Li Lang Men's wear Brand has also become the "old man" favorite, but also created a myth of Chinese men's clothing.

Even if the "tide" is stained, people who have seen Wang Liangxing, the founder of the real estate, will still find the true character of "grass roots". What is the legendary entrepreneurial history of the "Chao" uncle who is originally a grass root?

Evolution, the legend of Wang Liangxing family Entrepreneurship

Wang Liangxing, President of Li Lang

In March 3rd this year, the "autumn 2018 new product conference" was held at the creative garden of Jinjiang headquarters, with the theme of "evolution". In fact, "evolution" is the two word to explain the 31 year old legend of the Wang Liangxing family.

Wang Liangxing was born in 1962 and his ancestral home is Jinjiang, Fujian. In Jinjiang, the "lon Lang three brothers" entrepreneurship is a widely circulated legend. Actually, Wang Liangxing is a four brother, and there is a big brother on the top. The three brothers of the "lelan" are Wang Dongxing, Wang Liangxing, Wang Congxing and Wang Congxing, who are two years older than Wang Liang.

For years, Wang Liangxing brothers have often done charity in the name of father Wang Xiaopei and mother Lin Shue. For example, in 2011, on the occasion of his parents' 80 birthday, brothers and three under the name of "two generations" set up "Mr. Wang Xiaopei and Lin Shue's charity fund" under the Jinjiang Charity Federation. Later, when Wang Liangxing was married, he added money to the foundation.

The vast Southern Fujian region, including Jinjiang, attaches great importance to the rituals of family ancestor worship, pays attention to filial piety culture, and occupies an important position in Jinjiang merchant groups. We should be good at filial piety, be good at filial piety, and be grateful to others. In fact, not only is the family of Wang Liangxing, Xu Lianjie, Anta Ding Shizhong, PEAK Xu Jing Nan and other families all set up charity funds in the name of their parents, but also a large amount of money has been added to the happy days of their parents' birthdays, children's marriages, and so on, which has become a pretty good custom of local charity. 　　

In 1987, Mr. Li made sewing needles.

Wang Liangxing's highest academic background is junior high school culture, and middle school dropouts come out to run the society. At first, he sold building materials, made electric welding and repaired tractors. In the "three brothers", Wang Dongxing was the first to invest in a factory. When he was in the college entrance examination, he was only 4 points away from the university admission line. He came home to learn tailoring, and later started a small garment factory. Wang Liangxing, who runs in the East and runs West, finds that making clothes can make money. Many Jinjiang townships have made their homes. So he took out more than 10 thousand yuan of savings and invested in the clothing factory of second brother. So, the predecessor of Li Lang was founded in 1987.

The sewing machine, Minnan called "needle car", Wang Liangxing brothers clothing factory, initially very simple, relying on the ordinary family used several "needle car", hire 7 or 8 lathe workers, production of suit men's clothing. Compared with other local clothing enterprises, Wang Liangxing brothers entered this industry a few years later. At that time, Jinjiang, including neighboring Quanzhou and Shishi, had already had more mature clothing wholesale market, which undoubtedly brought some marketing convenience to them. When the garments are ready, they will be sold in the wholesale market or sold to the wholesale stall owners for sale.

In the first year, they made 180 thousand or second years, and they made 880 thousand yuan. In 1990, Wang brothers registered the "Li Lang" brand. At that time, the size of the garment factory was also expanding. It was no longer confined to the surrounding area, and began to expand to the market of Xiamen and other cities. In 1995, the Fujian Fashion Co., Ltd. was established. 　　

Early office in the early years

A very important link is the division of labor. Shortly after the founding of Li Lang, Wang Congxing, a four brother, joined in. Thus, the family made a preliminary division of labor, brother Wang Dongxing as chairman of the company, just like everyone else, Wang Liangxing is the general manager, mainly responsible for management and marketing, while brother Wang Congxing is in charge of Finance and production.

Xiamen is an important external window for the development of the market. At that time, large scale modern shopping malls such as "Hualian", "one hundred" and "friendship" were gathered in Xiamen, attracting large numbers of tourists from home and abroad. The establishment of "Le Lang" counters in these shopping malls has greatly enhanced the quality and popularity of the brand. At that time, Wang Dongxing was riding his imported YAMAHA motorbike. He was busy buying model clothes hangers, arranging counters and arranging delivery shelves all day. Like many Jinjiang bosses, Wang Dongxing, who started from scratch, was also "grass roots". He wore "flip flops" in summer and rode around on motorcycles.

In most of the 90s of last century, the main concern of Lai Lang clothing was young people. Many people in Fujian and Minnan get married. Many people will choose "Li Lang" as their groom's wedding dress. At that time, the advertisement of Li Lang was "to the affection of his husband.

More than 20 years ago, the purchase of clothes began to split up, and the image was divided into expensive stores and cheap stalls. Under the influence of the international fashion trend, brand stores began to get popular and attracted more and more young people's attention. At the same time, this is also the fastest changing fashion trend. A trend has not yet formed and another trend is coming. If we do not adapt to the trend of the times, we may be outdated and replaced at any time. 　　

In 2009, Hongkong listed on the list.

Looking back at the course of the development, Wang Liangxing said: "as the homogenization competition in the clothing market is increasingly fierce, in 1995 to 2000, Li Lang began to stop from the initial success, and went to the recession, even to the brink of bankruptcy." Wang Liangxing said that it is not too difficult to be on the verge of bankruptcy. At that time, the local people in Jinjiang were crazy: Li Lang was going to go bankrupt! At that time, Shishi cloth shop was the main channel for importing cloth, and it was also the main channel for the purchase.

Many competitors in the clothing industry is a problem, but it is not the main reason. It is fundamentally that the three brothers of the Wangs have been "doing nothing" and losing their focus. Wang Liangxing himself made a furniture factory, and his second brother ran to Anhui to run a clothing machinery factory, while the old four started office supplies business. There is a big taboo in starting a business, that is, "everything is going on and on."

In 2009, when Li Lang listed on the HKEx, Wang Liangxing "three brothers" did not forget the pain and bitterness of 1997. At that time, they set up "concentration, professionalism, concentration and specificity" and vowed to concentrate on making costumes. The two word "evolution" was soaked in the bitter sea and was forced out. 　　

In 2002, Chen Daoming acted as a spokesman for Lee Lang brand spokesperson.

In 2004, Li Lang decided to guide the enterprise by "simplicity and simplicity" as a business philosophy, and the first to put forward the "simple and not simple" brand slogan was in 2002, that is, to invite Mr. Chen Daoming as the brand spokesman.

After the crisis, the "three brothers" hired a professional body to investigate and found that "Le Lang" is only a trademark. Although it has a certain reputation in Fujian and other places, it is not a brand, but also lacks a lack of reputation and trust. As a result, they began to hire many experts to help formulate the enterprise strategy, and finally decided that the two way should be parallel, that is, to start the brand operation and chain monopoly.

How to take the brand strategy? First, start with the design. In 2001, Ji Wenbo, the top prize winner of the internationally renowned fashion designer and Chinese designer, won the Golden Summit Award, and served as the design consultant of the company. In 2007, he joined the lead designer as a full-time chief designer. The effect is obvious. In 2007, Li Lang represented China and even Asia's first fashion week in Milan. In the second year, it became the "Tokyo Fashion Week" stage in 2010. In 2010, it won the title of "the best seller brand in the Chinese market".

The second is celebrity endorsement. In March 28, 2002, when Chen Daoming's blockbuster hit the Beijing fashion show, the most real absurd scene appeared in the history of the development of the company: Leon franchisee jumped from more than 80 to more than 120. But people do not know that at that time, Li Lang was almost "full of food and clothing". The luxurious booth cost nearly 2 million. Li Lang himself owed more than 30 million yuan. Many of the funds were borrowed by Wang Liangxing from his friends, including the "loan sharks" of underground banks. At that time, Chen Daoming signed the spokesman for the hundreds of thousands of yuan of funds, vice president Itori Ro Hu Chengchu ran to Shanghai borrowed. 　　

Fashion designer Ji Wenbo

Competing to hire celebrity endorsements is a major strategy for Jinjiang enterprises to create brands. It is also an advertising marketing mode. It is highlighted in the two major industries of clothing and footwear, and even a scene of competition for Red Star looting. Generally speaking, there are many successful cases. In cooperation with Chen Daoming for more than 10 years, Li Lang has also interpreted the commercial legend of Chinese men's wear. It is precisely for this reason that he has changed his position towards consumers as a "male business person", mainly a relatively mature crowd. Also, another shoe giant in Jinjiang, Anta, took the lead in 1999 to invite table tennis world champion Kong Linghui to be the spokesperson. The brand effect became obvious and fired the first shot into the domestic market.

How can a partnership family business last long?

Wang Liangxing brothers take part in corporate health running activities

Hong Kong stock "China" is a brotherhood partnership family enterprise, family traces are obvious; in its shareholding structure, the direct shareholding ratio of Wang Dongxing, Wang Liangxing and Wang Congxing three brothers are 1.92%, 2.17%, 1.92%, respectively. However, the first, second largest shareholders in China, such as Xiao Sheng International and Ming Lang, accounted for 55.25% and 6.25% of the shares respectively, while the "three brothers" and their family members were the ultimate controllers of the two companies.

Before the listing of the company in Hong Kong, a series of restructuring and shareholding reform actions were carried out. At first, in April 1995, Li Lang (Hongkong) and Li Lang "Fujian" were founded. Wang Dongxing, Wang Liangxing and Wang Gang Xing SA brothers (shareholding ratios were 34%, 33% and 33% respectively) were replaced by "Lin Jiale" (trust form), and two companies were formed (100% holding). By February 2003, the "three brothers" were 23.5% of the total shareholding to management. In addition, the company has made many changes in its restructuring, capital raising and equity changes.

Xiao Sheng International was founded in December 2007 and was registered in the BVI islands. Initially, the "three brothers" accounted for 76.5% of the shares, the remaining 23.5% of the shares held by management; Ming Lang investment is also similar, the three brothers and management shareholding share the same. 　　

Wang Liangxing, President of Li Lang (China)

For example, Cai Ronghua and Chen Weijin, executive directors of China's Le Lang, are brothers in laws of Wang Liangxing, while Cai ronghua is one of the shareholders of China's leading shareholder of the company.

In addition, from the perspective of the structure of the shares, we can see that Jinjiang's family businesses attach great importance to geopolitical relations. When the 30th anniversary grand ceremony was held in Lon Lang, there were many local businesses such as Anta Ting Shi Zhong, seven wolf wolf Zhou Yongwei, XTEP Ding Shuibo, Shu Hua Zhang Weijian and LAN LAN Ding Zongyin.

In Fujian dialect, "losing people without losing the battle array" has the meaning of competition, and from the form of entrepreneurship, it also has the intention of flying wild goose. Lai Shixian, now chief operating officer, executive director and vice president of Anta sporting goods, has just been Anta's chief financial officer in June 1st. Lai Shixian is the brother-in-law of Anta boss Ding Shizhong and Ding Shijia brothers, and he is also an independent non-executive director of "China". This shows that the relationship between the royal family and the Anta Ding Shizhong family is thick. 　　

Wang Dongxing, chairman of Li Lang (China)

As long as there is a vision of shared goals, brothers must be the best partners in business. Entrepreneurship is a painful and arduous task. If you want to succeed, you must optimize and integrate the resources you own or the resources you can have through your efforts, and create the greatest value. A person can start to optimize and integrate resources. The most convenient and unobstructed channel must be the members of the family, and the brothers and sisters are the primary objects.

As the saying goes, "brothers are concentric and their profits break gold". The key to brothers' entrepreneurship is to work together, and the key lies in "one mind". There are two main points: first, the sharing and inheritance of entrepreneurial achievements. If you don't make money, you may not care about it, but the fruit is plentiful. Who will pick fruit is a big problem. In addition, it is how to continue to deliver the common fruits to the next generation, to achieve intergenerational alternation and inherit Hengyuan. The two is division of labor, which is also a difficult aspect to do well. In the early stage of a business, a hero is the three person to help others. It is easier for people to gather firewood and to go on the same journey. But which one can succeed, which one does not want to show themselves and display their personal values?

In Jinjiang, there are many brothers and family businesses, and many of them are successful. Many of them have gone through thirty or forty years' spring and Autumn period. "Three brothers" is a typical sample of success. One advantage of listed companies is that property rights are clearer and clearer, and are conducive to the distribution of entrepreneurial brotherhood and facilitate corporate governance. That is to say, when the three rights of ownership, control and management are separated and clarified, it is possible to avoid disputes between family struggle and disputes.

At present, Wang Dongxing, the chairman of the "three brothers", is the elder brother, and is also the "big parent" of the company. Wang Liangxing is the president and the "big manager" of the enterprise management. He is responsible for the overall business development, strategic planning and business management of the group, and is responsible for formulating the direction of operation, making annual plans and budgets. The 49 year old brother, Wang Congxing, is mainly responsible for the group's financial and information technology services. The brothers divide their responsibilities and cooperate with each other and share their responsibilities together. 　　

Wang Congxing, vice chairman of Li Lang (China)

How can brothers grow longer?

The word "he" is a pictographic character. The traditional character is "harmony". "Outside" is the "door". A brother must start a partnership for a long time and give each other a chance to understand each other and build trust.

So, how to enhance mutual trust? Family business governance, system first. To reduce gray areas and avoid disputes, relevant systems should be standardized and sound, especially in terms of wealth management. The dispute between "real kung fu" brother-in-law and brother-in-law is from the system level. The boundary of rights and interests is not clear and the gray area is too wide. Therefore, the brothers (including brothers and sisters) have a pioneering partnership. Besides the core partners, they must have the vision and the spirit of taking responsibility, and be good at establishing trust. They must also be good at making rules.

The two generation of the "three brothers" is growing up. Some of them have joined the family business. There are still many ways to make the last generation partnership form continue and complete the intergenerational alternation. For example, to build a family business into a long lasting career, we must train the two generation successors. After graduating from Wuhan University, Wang Liang Xing's father was assigned to practice at the grassroots level, attend the board of directors, and start from the salesman of the shop.

In order to inherit and inherit the offspring, the partnership enterprise should attach importance to the construction of the governance mechanism. Family business never lacks affection and righteousness, but it lacks the sense of rule. After passing the two generation, apart from dividing power and dividing profits, once there are differences and disputes, there must be a harmonious governance mechanism, for example, how to make decisions when things are different, what rules are and how to execute them.