Awakening Dragon, Whistling Sound Earthquake - Interview With Wang Yaomin, Founder Of Ibaby Children'S Wear

Three question group chairman Wang Yaomin

Career & Life: ideas determine the way out

Buffett said, "life is like a snowball. The most important thing is to find very wet snow and a long slope."

Cleverness is tactics, and great wisdom is strategy. Therefore, in Wang Yaomin, the word "consistency" has gained the deepest understanding.

When you were in college, you chose English as a major. Why did you choose to enter the textile and garment industry and then enter the baby industry?

Wang Yaomin: in 1993, when he graduated from University, he wanted to go out of his hometown to find new orientation for himself. After some investigation and trade-offs, he finally chose to enter Anhui garments import and Export Co., Ltd. to engage in his favorite foreign trade.

At that time, the company mainly engaged in three major businesses: woven garments, knitted apparel and home textiles.

I was assigned to the home textile department, mainly towels and towels, but I didn't like the company's mechanism at that time, for example, I could not make clothes for home textiles, and my domain was very clear.

But one coincidence is that at that time, I was exhibiting a tapestry at the Canton Fair. As a result, an American importer told me that you could make a tapestry and make a scarf and scarf.

At that time, its size was basically 130 centimeters wide and 170 centimeters long. If it was magnified 50%, it would be a blanket. If it was shrunk half, it would become a shawl. If the shawl was shrunk half, it would become a scarf. If the shawl was reduced to 80 centimeters wide and 1 meters long, it would be equivalent to the babyblanket commonly used by European Americans.

You must have accumulated a lot of "business Sutra" since you have been in business over the years. What do you think is the most important one?

Wang Yaomin: I use fishing to make a metaphor.

First, we must learn to fish outside the net, and not compete with others in a network. It is very difficult to have a future. The final result is price war and investment competition.

Second, we should be good at catching fish from others.

Why can we stop others from missing the net? Let's sum up two sentences: play smart, lose profits, play smart and lose the fundamentals.

If you play smart, the customer will deal with you for the first time, he may be calculated by you, but the client is not stupid. Next time he will calculate against you. You will find that if both sides are calculating, they will lose all in the end.

Third, learn to put long lines into big fish.

It's easy for you to do a good job for the customer, but the difficulty is that you can do things well for the customer.

Consistency is very important. On the one hand, from our point of view, the most troublesome thing is personnel changes. Once changes occur, they must be pferred, and products, development and production can be handed over, but you can't hand over "history".

In the past, customers' interactions with the company were done by this salesman. If a new salesperson was changed, the consistency would be interrupted. He did not understand the past history, and there would be many misunderstandings in the middle. Customers would feel that the company had changed.

On the other hand, from the point of view of customers, customers often change places. New people's understanding of the company's business also takes time. If our side is consistent, it can help the new business employees of the customer's company become familiar with the company's business as soon as possible, and he will be excited and beneficial to us.

Therefore, consistency is very important. Being a person, doing things and doing business must be considered from a long line. Just like marriage, it is not easy to let go without holding hands.

{page_break}

I-baby& baby industry: positioning determines status

A marketing expert said, "a great brand has never been built on the fierce competition. Instead, it is precisely because it is deeply aware of the new round of consumer demand and trends, and is satisfied with it and easily" get ".

Relying on China's huge market, the success of i-baby will be expected.

Do you feel differently about being a very caring business in the baby industry?

Wang Yaomin: now we are in the pition period from product output to brand export. We have formulated the three step strategy: the first step is to set up a cross cultural design team to develop the latest and most practical products to meet the needs of the world's customers. The second step is to turn to China's first global market and enter the world's first brand, and the third step is the overall output of brand and brand stores.

Today, many Chinese go to the United States to seek brand agents, because they are the largest market in the world, and the brand they do is the world's first brand.

This opportunity is coming to China, because when China becomes the largest market in the world, the brand we do is the world's first brand. When foreigners come to China to find brands, we will have the opportunity.

So there must be a long line of thinking, i-baby is to fight this front stop.

Lining enters electronic commerce, and fan Ke Kai pin wants to open a physical store. What is the development plan of i-baby store and shop?

Wang Yaomin: physical stores and online stores complement each other.

I-baby has two goals. The first one is to open up 50 benchmarking high-end shops in the first half of the next half year, such as Cui Wei, Yansha in Beijing, Jiu Guang, Shanghai Baimai, Dongfang commercial building and so on.

In the first tier cities, we mainly open up boutiques, open more stores, and open the two or three line cities, because high-end consumption has the characteristic of "high-end eating".

By 2013, we will have 500 stores.

In the end, i-baby will open 1000 stores in China, and also have our stores in Korea, Japan, Singapore, Hongkong, the United States and the Middle East. This is our big goal.

The second goal is to make our brand official website well and open after May 1, 2011.

In 2011, our internet marketing activities were mainly focused on activities, and through various activities to increase popularity and recruit members.

Childishness and love: love is more "i-baby".

Do you think childlike innocence is only children? In the process of developing i-baby products, do you think about children from the perspective of children?

Wang Yaomin: everyone has a childlike innocence, and no matter how much you will never forget.

Childlike innocence can keep you curious about the world and keep you young.

In fact, aside from childlike innocence, we also need a little fun.

Children's fun is the most direct. When he is good, he laughs. If he is not good, he will not laugh.

But our adults' thoughts and actions are often indifferent.

Children are naive, want to sit and sit down, lie down, so you must ensure that the clothes loose, soft and casual, according to the requirements of the children to do.

Now my second children (son) four and a half months, I will according to his growth state, I gradually give him a trial of i-baby things, if it looks very good, I think this product will be popular (popular), because wearing your child looks good, wear other children's body is also the same.

National brand & international route: layout determines outcome

"I have a client, because I do i-baby, he is afraid that I will compete with him later, and cut off my relationship with me.

But two years later, he came back to find me and become my partner. This is my most accomplishment.

I heard that you have recently visited Germany and the United States. What new discoveries and new understandings have you made abroad this time?

Wang Yaomin: I feel more proud when I go there, because some of the best brands in Europe and America are not big, but the market is too small, but they can grow bigger in China because the market conditions and scale are different.

So after I went there, I told them that I had already opened more than 60 stores. How about this year? How about next year? And ten years later, they are very excited.

Because in many European countries, to 5 stores, you can get a national agent of a brand, but in China it is nothing at all.

So when they heard China, they were all in a state of excitement.

We will integrate more and more external resources into the i-baby brand.

At present, children's wear is very competitive. NIKE, GAP, ZARA and so on all have children's wear areas. Metersbonwe, Semir and so on have entered the field of children's wear. In the high-end shopping malls of large and medium-sized cities such as Shanghai, Beijing and Guangzhou, the local brands of children's wear sales area are less than 30%.

What do you think of this situation?

Wang Yaomin: there are still many foreigners who are more attractive than others. Young people are keen on "Disney", but in fact, "Disney" is not a very high-end brand abroad.

Because our children were surrounded by the film culture of Mickey Mouse and Donald Duck, which is a cultural occupation.

There is a brand in the United States called NoJo, which is popular in the world. Do you know why this brand is hot? Because the mother who bought NoJo products used NoJo as a child. When they grow up, they buy their brand for their children. This is inheritance.

So, today, I am a national brand i-baby, standing at the height of the world to see China's growth.

Management & Management: the brain decides the pocket.

Only by giving up a new talent can it be filled with water.

I-baby is preparing to implement the equity incentive plan to be launched in 2013.

This means returning zero to zero, emptying and emptying, precipitating and settling again.

On the day of the summit, Guo Fansheng talked about "Chinese style management". What do you think of it?

Wang Yaomin: Chinese people all have a kind of psychology, that is, they are rather chicken heads, not phoenix tail.

Everyone can be a boss, but how many of them can really become bigger and stronger? From the perspective of building a century brand, we must retain and use excellent talents for talents. Second, we must choose the best and follow the good advice. We must listen to the good ideas and suggestions and not face the problem of face.

We have been doing international trade, and our foreign trade team is very mature, but our domestic team is newly established.

I once made a strategic mistake and hired a professional manager to make a complete operation system.

In fact, this requirement is unreasonable.

It is normal for a boss to set up a stage and a professional manager to sing a play. It is impossible for a professional manager to set up a stage and sing a play.

So, starting in June 1st this year, we spent 80% of our energy on building i-baby's basic positioning and operation system, because the boss is the foundation, and professional managers play their strong points on this basis.

I believe that many domestic enterprises that sell foreign trade to domestic markets will encounter such problems.

Micro business has led the economic trend in the history of Chinese business, and is known as the "Hui camel".

I wonder if you have summed up the unique features of Huizhou merchants in terms of business philosophy.

Wang Yaomin: the origin of the "Hui camel" is because most of the merchants are born in the mountains. It is not easy to go to the great world from the hills. They have to go through a lot of hardships on the way. Therefore, Hui merchants are "Hui camels" with a sense of humiliation and indomitable struggle.

In addition, there is a tradition of Huizhou merchants, that is, after the success, they emphasize learning very much, emphasize their own accomplishment, emphasize the education for future generations, and do good deeds, so they have the temperament of Confucian businessmen.

Always want to know, "three questions" refers to which three questions?

Wang Yaomin: Zeng Zi said, "I have three provinces and my own body, but I am not loyal to others, but I do not believe in my friends?"

C