The Founder Of Lin Congying, Founder Of Nine Mu Wang

Editor's note: Nine Mu Wang, "Western-style clothes expert" and "men's all-around king", now produce nearly 4 million pairs of trousers, and have 1000 stores in the whole country, with annual sales of over 700 million yuan.

The number of these titles and the number of group leaders are enough to make people feel strong.

But this is known as the western trousers leading enterprise by the industry, but it was born in a small clothing factory full of smoke and dust. How does it achieve the current scale?

What kind of magic weapon did its founder, Lin Congying, use those business intelligence?

The "king of trousers" is the golden signboard of the Chinese clothing industry.

After going through the ups and downs of entrepreneurship, Lin Congying, the founder of the king of nine herd, has made the "real experience" of entrepreneurship.

The king of nine herd is very successful now, but there will surely be a failure. The leaders of the enterprise must have a clear understanding of the status quo and future of the enterprise before they can achieve strategic pfer and break through before the failure comes.

When others do not think of it, you should think of it; when others think of it, you should do it; when others do it, you should do well; when others do as well as you, you should change the runway.

In the early 80s of last century, Lin Congying started a grain business, not making money, and still owed more than 14000 yuan of debt.

In 1985, on the first day of the Lunar New Year and the ninth day of the lunar new year, Lin Congying sent away the door-to-door collectors.

Before the Spring Festival was over, Lin Congying went to Jiujiang to sell zippers with only 200 yuan.

In Lin Congying's view, the amount of zipper is large and the cost of investment is low.

When Lin Congying arrived in Jiujiang, he began to sell around the door.

On the eighth day, Lin Congying had no money to eat. Finally, a manufacturer ordered 240 yuan for Lin Congying.

Since then, Lin Congying has more and more customers, but he dared not continue to do the business. The zippers he sells are produced by some small factories, but their quality is hard, and they often complain, and the profits of zippers are too low.

In the process of dealing with local clothing companies, Lin Congying discovered a business opportunity -- clothing retailing has a large market and huge profits.

Lin Congying's father opened a clothing company, mainly for export business, just a group of clothing size is too small, can not export, Lin Congying took the goods and opened a clothing retail store in Qingdao.

In, Lin Congying made a little money in the clothing retail business in Qingdao, and returned to his hometown, Jinjiang, to prepare a clothing factory.

The magnetic kitchen has never been a garment manufacturer. Who will buy a garment made everywhere with dirt and dust?

Besides, he has only done clothing retailing. How much can he know about clothing technology?

Lin Congying insisted stubbornly.

Lin Congying accumulated some funds in the past and borrowed 18000 yuan from his relatives. The original capital of the venture was 72000 yuan.

Lin Congying rented 500 square meters of ground to the government of the town of Zao Town, bought several second-hand machine and bed, sewing machines, scissors and stools were all carried by the workers themselves.

Lin Congying came to the nearby town for an old tailor. After training for more than a month, the predecessor of the king was born.

The clothes factory was built up, but it was not plain sailing. It took Lin Congying 4 years to make up for the deficit.

In October 1989, the trousers produced by Lin Congying's factories in Qingdao and Dalian were in the market. Shopping malls demanded one after another of the replenishment.

At the end of the year, Lin Congying was shocked: in just four or five months, the sales volume was about 200000 yuan.

In order to strengthen the quality consciousness, Lin Congying gathered all the staff members to hold a spot meeting and burned hundreds of defective pants in public.

This fire brought the golden signboard of the king of trousers to the king of nine.

When the opportunity came to seize 1995, Lin Congying met an opportunity to rewrite the history of the king of nine.

At a party, Lin Congying discovered that a friend's trousers had a very distinctive fabric, a good sense of pendant and a delicate touch.

This kind of fabric called "heavy yarns" is a new breed just developed by a Taiwanese funded enterprise.

Opportunity!

Lin Congying's heart burst into ecstasy: if the king of nine herd can monopolize the fabric, the trousers made of it will create a sensation in the market.

Do as you see fit.

King Mu took the exclusive agency right of the "heavy wool yarn king" in the mainland, and began a new round of innovation in the production process.

Unexpectedly, the production department disagrees.

Lin Congying knows that if we only cling to the original advantages and consolidate our leading position with new technologies, it will not be long before enterprises will be able to face competition.

He persuaded everyone to push ahead with reform.

The blockbuster series of trousers made a sensation, and from June 1995 to the end of 1996, the total sales volume was about 4000000, with sales exceeding 100 million yuan.

The "burning pants" dare to burn the hard-earned products for the apparel industry.

Who has the courage to ask?

It is believed that few entrepreneurs dare to do this, especially when the supply of products is in short supply, and no one wants to do so.

However, Lin Congying did.

In the course of the growth of King Lin Congying, the heroic act of "burning Western clothes" shows the courage of an entrepreneur to declare war on disqualified products.

Since then, the legend of "seven consecutive champions" has been made.

In the interview, he mentioned this matter, and the elders of the king of nine herders are still fresh in his memory. He also shows admiration for general manager Lin Congying.

According to his recollection, in the early days of Jiwang Wang's business, because the price of nine trousers was high, it became a hot commodity quickly.

In 1999, nine Mu Wang faced a shortage of capacity.

To meet the market demand, the company has been working overtime to increase production.

Once, Lin Congying, who went to the workshop in person, found that there were some flaws in his trousers. Lin Congying immediately fired hundreds of defective pants at the staff meeting.

Recalling the scene, this nine year old king of business is still very shocked.

In fact, at that time also shocked the presence of every nine Mu Wang staff.

You know, in the prevailing market environment, some small problems in clothing did not affect the sale of products.

Even today, there will still be many products that are out of character.

Therefore, it can be imagined how much impact it will cause at that time.

As a result, since the "burning inferior products trousers", every worker in the nine Mu Wang has become a quality inspector, and the concept of total staff quality management has been established since then.

"Quality first", Lin Congying explained so at that time.

As the founder of the king of Kowloon, Lin Congying said with emotion: "to compare favorably with the world's first class trousers, the king of Kowloon must first achieve high quality and good quality. Only in this way can we meet the needs of consumers in pursuit of quality of life."

This is supported by the market achievements of the nine Mu Wang.

According to the survey, in the western trousers industry, nine Mu Wang has occupied the first place in the market for seven consecutive years, occupying almost two times of the second.

In the apparel industry of both Chinese and foreign brands, the market performance of King Mu is a miracle.

It is understood that at present, a qualified western trousers must be passed through 98 streamlined cuts, 23 thousand stitches, 30 times ironing and 108 sewing processes.

A string of data is almost harsh.

In the production workshop of "nine Mu Wang" company, apart from running hundreds of full-time quality supervisors in the production line of more than 80 world-class trousers and casual pants, the employees of the next process are the conscious inspectors of the previous process.

Only on the thread that many companies do not care about, the quality standard of the king of nine herd is up to the requirement that the trousers must be thread less.

The era of counterfeiting and shoddy Chinese market can not be recalled. Even today, many enterprises are still blindly pursuing fame, but neglect basic quality construction.

"High quality products are the foundation of success in sales," Lin Congying, a nine year herd owner, is ultimately thinking about the strategy of brand legend.

In the 2000 years, the nine trousers have already had more than 20% market share.

In 2001, Lin Congying realized that for a long time, King Mu had been working hard in the field of western trousers and neglected related fields.

The best way to get the best is to do it!

Lin Congying repositioned the king of nine: the western-style trousers as the core, men's suits and men's casual clothes as two wings.

Lin Congying worked hard to push the products to the overseas market, and he also formed strategic alliances with the international clothing enterprise, Italy.

Lin Congying said that the rapidly developing enterprises will face a recession period, which is as inevitable as human life, illness and death.

The most important thing is to achieve strategic pfer and breakout before the recession comes.

The outstanding clothing brand of Minfu dress culture is a fashion culture, which has been recognized by the clothing industry.

In the face of the fact that most Chinese enterprises still remain in the simple processing situation, excellent clothing enterprises everywhere try to build their own clothing culture.

In recent years, Fujian style clothing is very popular, creating a brand from inside to outside with its unique Minnan style.

The industry believes that the connotation of Fujian clothing brand has really formed.

Under the leadership of Lin Congying, the king of nine herdmen became a master of the costume culture of Fujian style.

Experts pointed out that clothing companies should focus on cultural characteristics and have their own personality in the process of building brands.

It is no doubt that the nine herd King's "pastoral herd" is a powerful annotation for this.

Lin Congying led all the nine herdsmen to create an unimitated value creation system: "five hearts come to one" -- leisurely heart, broad mind, service heart, love heart and cultural heart, from which the nine herdsmen represented by Lin Congying, "the sea and the sea are crossed, and the heroic spirit of the hero" is conveyed effectively.

As many people know, Minnan has its own unique personality and cultural background. It is characterized by openness, inclusiveness, eclectic diversity and masculine and rugged style.

"The legacy of the Jin and Tang Dynasties", "Haisi breath" and "love to fight and win" are recognized by the society.

First of all, because most of the ancestors of Minnan people came from the Central Plains, Fujian culture retained strong "legacy of Jin and Tang culture". Lin Congying's clothing entrepreneurs, represented by Lin Congying, have this cultural trait.

Secondly, because Quanzhou is the starting point of the ancient Chinese Maritime Silk Road and the famous hometown of overseas Chinese, long-term foreign trade and foreign cultural exchange activities have formed an obvious "haze culture".

In addition, Quanzhou's clothing entrepreneurs are based on the excellent culture of the Jin and Tang Dynasties and the marine culture, forming a unique spirit of "fighting hard to win" in the process of suffering and hard work.

Compared with other clothing brands in Southern Fujian, the "animal husbandry and animal husbandry" of the nine Mu Wang can be seen as the best of the three.

This is suitable for Lin Congying, who has experienced the experience of hard work and hard work, and has a deep understanding of Southern Fujian culture. People who have been to Lin Congying's office know that the first thing that comes to mind is the calligraphy of a "pastoral herd" who is hanging on the wall. Lin Congying is very clear about this: "in ancient times, those who governed the country by Confucius and Mencius were well aware of the principle of" gaining the hearts of the people. "

It is to attack the enemy, to attack the city.

In today's business, integrity is the foundation of our business.

Honesty is believed and faith is not two, and herdsman is guided by circumstances.

Those who are able to breed a heart can also be pastoral.

This is the fundamental meaning of "the herd's heart is the herd of the world".

A scholar who studies a century old enterprise will find a common phenomenon: the founder's thought and style play a foundation role in the formation of corporate culture. The personality charisma of entrepreneurs is often a cultural icon.

As an expert of Fujian clothing and apparel industry association said, Fujian style clothing brand needs more like Lin Congying to play its leading role. Fujian style clothing can walk well in the domestic and even the world clothing stage.

In fact, not only in Southern Fujian, but also in other parts of the clothing industry, it is necessary to fully excavate its cultural connotation so as to create a unique dress culture like the king of nine herdmen.

In the wake of the brand awareness of more and more clothing companies, a massive brand building action has begun to open up in the domestic apparel industry.

In this process, almost all enterprises inevitably move towards homogenization.

At this time, Lin Congying once again showed extraordinary wisdom and led the nine shepherds to create a "alternative" brand.

He invited famous pop stars and movie stars to endorse, and invested huge amounts of money in making commercials.

In recent years, "advertising + stars" has become a killer tool for countless garment enterprises to establish brand image and expand the market, especially many Fujian clothing enterprises are better at this way.

Even many