Winners Clothing: From Raw Materials Processing To Self Created Brands

In this age of "being famous as early as possible," is it not too late to start a business at the age of 46? Create Company, a first-rate Create Company, has rapidly developed into a Chen Lingmei who has 4 sub brands and annual turnover of 1 billion yuan.

Chen Lingmei's idea of starting a business is just a chance to travel.

In November 1989, Chen Lingmei and his group went to Shenzhen for the first time to negotiate business. This business trip made her see business opportunities: "if you can go to Shenzhen to do foreign trade directly, and not through the intermediate links of foreign trade companies, it will be more promising."

In 1992, Chen Lingmei, 46, came to Shenzhen to start a business and bought a garment factory to do the processing.

"A lot of people think that I am too late to start a business, but I think it is because of being a mother that I have the preparation and resilience to deal with difficulties."

Like most of the materials processing enterprises, Chen Lingmei's initial entrepreneurial process is full of passivity and hardship.

"Factories are very small, not bad accessories, they are spare parts. They rush orders day and night. They will be fined if they fail to deliver the goods."

How many days and nights, Chen Lingmei chose to sleep in the workshop with the workers in the factory, but in the end the factory went bankrupt.

middle age

The opportunity has finally come. With the years of sensitive perception of the market, Chen Lingmei has "sniffed" business opportunities on her own -- making clothes for women who have their own clothes in distress.

So, in 1995, she officially established the brand of "nice".

Because the gap in the domestic market was filled, the advertisement of "big code professional women" was successfully launched.

In 2001, Chen Lingmei's clothing company began to enter the "fast lane" of development.

After studying the market, Chen Lingmei realized that leisure and comfort will become the direction of clothing development in the future.

She and designers began to incorporate leisure elements into their business attire.

Sales of this style of products doubled rapidly once they were put on the market.

In 2005, Chen Lingmei's clothing company sold more than 300 million yuan a year, but she did not stop.

In a trip abroad, Chen Lingmei found new inspiration and decided to position the product as "the prime of life".

"In the prime of life, women refer to women over the age of 35. At this time, women's emotional, mental and social status gradually improve, and they also want to have more style in dressing."

Chen Lingmei's concept of "prime of life" meets the needs of the target consumer group. The large consumer group, a middle-aged woman who has been ignored by the market for a long time, is locked up.

After seeing the potential market, the winners dress decided to diversify the brand strategy, and chose to cooperate with the famous fashion Brand Company and designers in Europe, and launched 4 brands of women's clothing.

From Nals and Cartier to simple intellectual Nago.

The newly founded high-end product, the Neill Ling brand, is a bold discovery of the high-end demand of women in the prime of life.

The market price of a set of clothing was 6000 yuan, which quickly occupied the high-end market of domestic women's clothing.

From the initial 80 people, the company earning less than 1 million yuan to the development of the clothing group with more than 3000 employees, four brands, 482 stores, and annual sales of over 1 billion yuan, Chen Lingmei, the steward, enjoyed the taste of success.

From local enterprises to international development

After completing the primitive accumulation, Chen Lingmei cast his sights farther and hoped that the enterprises could get further development in time and space.

The latest move is to go overseas.

A group of top designers of international fashion consultant group will guide the international development direction of winning brands.

The first stop for overseas entry is Italy.

"Italy has formed a very perfect industrial chain."

Chen Lingmei told the Beijing Morning Post reporter that setting up shop in this fashion creative city not only can receive the latest information of the popular front, but also more importantly, touch the international market closely and copy the successful experience of foreign brands.

"What foreigners can do, we can do the same.

We have such a large market and there is no reason why we can't do it well. It's only a matter of time. "

At present, the Chen Lingmei plan, which focuses on clothing, extends its main field to luggage and leather products in ten years.

Chen Lingmei has repeatedly stressed the two goals of "one distance and one nearer" recently. The short-term goal is to strive to achieve sales of 2 billion 700 million yuan in 2013, and the long-term goal is to create a hundred years brand and strive to become a hundred years old clothing brand.

"I hope my son and grandson will pass on this idea."

Chen Lingmei, 63, said.