Miao Hongbing, Chairman Of Beijing White Collar Fashion Co., Ltd.: Reform Is Endless. Entrepreneurship Is Endless.

Chairman of Beijing white collar Fashion Co., Ltd.

Miao Hong bin

He was a member of the "92 faction" entrepreneurs in the sea. He gave up the oil ministry's cadre status and walked alone.

The first line of retail.

Since its start up, the white collar WHITE COLLAR brand he founded has been respected by consumers and respected by the industry.

In the 40th anniversary period of reform and opening up, Miao Hongbing, chairman of Beijing white collar fashion company, tells us about the entrepreneurial mentality and looks forward to the expectations and determination of the second half of reform and opening up.

Be full of excitement

A decision that affects life and industry.

"Courage and courage in reform and opening up, we must boldly try and daring to rush ahead."

In 1992, Deng Xiaoping's southern tour speech was deeply embedded in the hearts of young people. Miao Hongbing is one of them.

In that year, a large number of intellectuals in government institutions and research institutes were influenced by the speech of the South inspection. They launched their own business in the sea and formed a group of enterprisers represented by Chen Dongsheng, Guo Fansheng, Feng Lun and Pan Shiyi. They are an important group in the process of China's reform, the 92 faction.

A famous book "92 faction" records the ideals and business of this generation of entrepreneurs, while Miao Hongbing is the only representative representative of the clothing industry.

That year, Miao Hongbing, who is only 30 years old, is a deputy bureau level cadre of the Ministry of petroleum. Under the encouragement of the South inspection speech, Miao Hong Bing Xin surged and made a decision that affected his life and influenced the Chinese garment industry today.

"Feel a force pushing you, you must come out and create greater value for this society."

Miao Hongbing was ignited. He felt that opportunities and responsibilities forced himself and forced himself to start looking for entrepreneurial opportunities.

In the end, Miao Hongbing locked his eyes on the "fashion industry".

This is carefully considered in China at that time.

It is still a blank, lack of good quality and fashionable fashion, and no famous brand with style. At the same time, people who are gradually getting richer and seeing more and more have great desire for fashion and brand.

In addition, it is undeniable that entrepreneurship has a great relationship with a person's talent, and Miao Hongbing has strong sensitivity to color, fashion trends, perception of beauty and the capture of people's inner needs.

At the same time, "salesman" has always been the ideal of Miao Hongbing since childhood, and he has never been able to speak out.

Zhang Binggui's "catch up" deeds, let him see a kind of behavior art, a kind of spirit representative, the story of Japanese Axin let him understand what business mode, and this also made him pay attention to the retail service, more than 20 years of continuous shop service insistence, for him, into the retail terminal will be full of excitement.

Such original intention not only established Miao Hongbing in

Entrepreneurship, more white collar women's clothing has identified the direction of development - to provide elegant women with "good" products and services.

"Go early, take the initiative early, take the initiative late, do not take the initiative."

More than 20 years ago, Miao Hongbing's old leader's words at that time made him engraved on his mind. He always believed that the reform and opening up made China come to the present day and achieved good results. If it had stagnated there, China might not be the way it is now.

For China

What kind of "reform" did Miao Hongbing bring to the industry?

Looking back

A brand of brands that can see the ups and downs of the industry

In the past more than 20 years, Miao Hongbing established the Beijing white-collar Fashion Co., Ltd. to build China

The "white collar" brand, which no one knows, has created China.

Many of the "records" - the first to introduce the concept of display in the industry, the first to decorate the storefront with flowers, the first to enable male shopping guide to provide the ultimate service experience for female consumers; the first to sell the "car price 480 thousand yuan" and the first marketing miracle to create a single store selling a million yuan per day; first to launch the "big store" mode of the future store, to create scene consumption; creatively put forward the happiness marketing for the industry; and cultivate 6 top ten fashion designers in China.

Looking back on the past, Miao Hongbing has no regrets to divide the development of white collar women's clothing into four stages: entrepreneurship, promotion, development and adjustment.

From this, we can also get a glimpse of the development path of China's clothing brand in the course of reform and opening up.

The first is the first three years of entrepreneurship.

In this industry, there are countless hardships behind every entrepreneurial story.

It is not enough for Miao Hong - Bai, a non - professional boy, but courage and hobbies are not enough. Of course, in those days, people who really knew fashion design and knew fashion operation were few and far between.

He infiltrated the front line to do market research. He stared at the storefront and had close contact with his customers. He also saw the strange eyes thrown by his former colleagues. After a series of firm and continuous exploration and thinking, he got great inspiration, not only to understand the customer's product demand, but also to know what way to meet customer needs.

In three years, Miao Hongbing successfully completed the original accumulation of entrepreneurship. After only one year of entrepreneurship, he paid off the borrowed principal with a 100% rate of return, accounting for a net profit of 310 thousand yuan.

Like many textile and apparel entrepreneurs, Miao Hongbing relied on diligence and love for the industry at the beginning of his career. In the second stages of the development of white collar from 1997 to 2000, he relied on a unique vision to enhance the brand image and shape the industry status of the white-collar brand.

In 1997, the Asian financial turmoil had a great impact on the development of white-collar brands, but it also brought opportunities.

Miao Hongbing recalled, "at that time, because of youth, courage was also great, thinking has been adjusted."

The white-collar workers have begun to import large quantities of excipients on a large scale, accounting for more than 90%.

At that time, few clothing companies could import fabrics, and such white-collar workers had formed a unique landscape in the market.

"Because you are different from others, you have a better position in the eyes of customers and a better position in the market."

In Miao Hongbing's view, this has become an important brand promotion stage for white collar brands.

When China joined the WTO in 2000, the white-collar brands began competing with the top international brands.

Faced with competition, Miao Hongbing believes that white-collar workers have more opportunities to learn and think.

He defined 2000 to 2008 as the third stage of the white-collar brand, the stage of great development.

Over the past eight years, China's national economy and Chinese enterprises have achieved rapid development.

In 2004, white-collar workers stationed in Yizhuang, Beijing, with strong financial strength, set up a company headquarters. "One needle and one line" sculpture and garden style landscape is still a "local scene".

Miao Hongbing can not help feeling, "we have caught the fast development of reform and opening up. In recent years, we have given us a great opportunity. We have caught it."

Then, in the ten years since 2008, with the Chinese economy entering the "new normal", the white collar brand has entered the ten years of adjustment, reflection and pformation.

In the past ten years, like most fashion brands, white-collar workers have not been easy.

Internet, capitalization, youth, personalization and other key words are full of people's minds. Miao Hongbing has never stopped thinking and exploring. He has become more calm when he knows his destiny.

It is easy to see the change in the product composition of the white-collar brand. The younger T-shirt, the dynamic striped sweater and the simple line dress show a more minimalist attitude and a less luxurious style. It is not unusual for the mother and daughter to go to the white collar to pick their own fashion scenes.

It can be said that the adjustment and pformation of white-collar brands have been successful.

Second half

A thing that must be done conscientiously.

For a brand like white collar, reviewing its course of development is like reappearing the history of Chinese fashion consumption.

In the early days of reform and opening up, people began to fashion enlightenment, brand awareness gradually sprouting, imitation style and wave style consumption prevailed; when entering WTO, Chinese people advocate foreign brands and are keen to catch up with the international trend of "foreign flavor"; now, the rise of the middle class, consumption upgrading, personalization and diversified consumption become the mainstream. People are more willing to wear personality and wear out culture.

The development of Chinese clothing brands, especially women's clothing brands, has undergone ups and downs. From manufacturing, trade to branding, and from large-scale opening up of stores to more attention to the essence of products and the source of consumption, along with the logic of "technology, time and green", every brand and every entrepreneur has to explore their own development DNA in the process of adjustment and innovation.

In fact, the pattern of an enterprise or a brand is often the pattern of founders and entrepreneurs.

In recent years, Miao Hongbing has been interested in photography and has been active in social media such as WeChat and micro-blog. With his exploration of art and beauty and the study of new ways of communication, the brand planning, brand relations and brand image of white-collar brands are changing quietly.

Inside the company, Miao Hongbing suggested that white-collar workers are designers, everyone is marketing, everyone is a photographer, and everyone is a senior editor.

From the more than 20 years since its establishment, there have been many changes and changes in the white-collar brand.

White collar guests are changing, whether they are younger or older consumers, the same is their elegance; the design methods of white collar brands are changing and more compact, but the original intention of presenting "good products" for consumers is unchanged. The service of white collar brands is changing from "caring for a glass of water" to providing a pleasant experience that can be shared, but it is always the care and ultimate service for consumers.

Some economists say that the reform and opening up has entered the second half, and for many entrepreneurs, it has entered the two stage of entrepreneurship.

So, how does Miao Hongbing, an entrepreneur and entrepreneur, look at the second half? He puts forward three expectations from his heart.

"We must persist in reform and opening up. We must not waver. If we shake this point, China will have no future."

In the heart of Miao Hongbing, we first look forward to the further deepening of China's reform and opening up, and persist in taking economic construction as the center, because the good development of China's economy affects the happiness index of the whole Chinese people.

The second expectation is: "really look forward to the Chinese people, calm down, do not impetuous, in order to face the current society and the second half of reform and opening up.

Faced with difficulties, risks and pressures, we must calm down and think seriously and find new breakthroughs.

The third expectation is that "after forty years of reform and opening up, our industry must make great progress in this way, so that Chinese people can enjoy the most artistic, valuable and quality fashion products, which requires the joint efforts of the industry."

"Our generation is very happy, so long as we make up our minds, we can start a business."

What Miao Hongbing regrets is that, from ancient times to now, the world has attached great importance to the Chinese market. Why should Chinese enterprises not attach importance to it? "Our market is bound to have opportunities and hopes."

So what will white-collar workers take to face the market?

Miao Hongbing firmly said, "good creativity, good design, good products, good quality, good service, in the second half of reform and opening up, is a matter for white collar brands to do very seriously."

With no break in development, Miao Hongbing and thousands of Chinese costumes have already entered the second half of reform and opening up.

Just as fashion never stops, their path of entrepreneurship and innovation will not end.