From The Cobbler To The Owner Of The Golden Rabbit In Shanghai

It is the chairman of Shanghai golden rabbit Enterprise Development Co., Ltd., who can speak a standard Shanghai dialect. At first glance, she thinks Shanghai people. Actually, he is a genuine new Huangyan predecessor.

In 1983, Zhou Renzhong, 18, started a journey of life with a shoe repair box on his back.

In the past 25 years, there were many roads at the foot of the road. The whole of China has changed all over the world, and all kinds of tribulations have never been interrupted.

In an interview, he could not help but sigh: "the greatest wealth in life is experience."

Now, he has many positions. Besides the chairman of golden rabbit, he is also the executive director of Shanghai Huangpu District Federation of industry and commerce, vice president of Dong Jia Du branch of the Federation of industry and commerce, secretary general, vice president of Huangyan Shanghai chamber of Commerce and Shanghai.

The fourth executive director of trade association.

Why can a peasant child who has ever been poor and white occupy a foothold in the international metropolis of Shanghai? Why did a layman who asked three questions about woolen sweaters and made a brilliant "golden rabbit"?

Little shoemaker goes to business.

Through the confused childhood, at the age of 17, Zhou Renzhong felt that he should find something to do.

So he asked someone to help find a temporary job, but when he spoke, he was turned down.

Zhou Renzhong, who was very aggressive, was hit hard. Just when his neighbor mentioned how to make up shoes, he agreed without saying anything: "well, learning!" after his graduation, his father deliberately borrowed money to buy a shoe repair box for him.

In the second year, Zhou Renzhong decided to go to Jianou, Fujian, to make a living with shoes.

The shoes were very hard, and the wind and rain went on, and they earned very little, usually just odd.

2 months later, the companion could not endure the hardship of his hometown and went home.

But Zhou Renzhong was bitten by his teeth with a stubborn and arrogant spirit.

Now sitting in the bright and comfortable product exhibition hall, Zhou Renzhong said in a rather relaxed tone: "if it hadn't been there, it would have been another result."

Since I was 18 years old, I haven't had any shoes since I went out, until now.

Once, when a shoe was being repaired, a guest asked Zhou Renzhong that he could not earn enough money to make up shoes. Why not try to do business?

Zhou Renzhong asked, what is business? "Doing business is buying things from one place and selling them to another place."

Such a simple answer from the guests gave Zhou Renzhong great inspiration and made him embark on the road of business.

Small traders bought big flat knitting machines.

Zhou Renzhong bought a notebook and wrote down the price of straw hat, rattan basket and other daily necessities in the local store.

Then he went back to the wholesale market in Luqiao to compare the prices of similar goods.

He found that in Fujian, he sold 2.5 yuan a straw hat, which sold only 5 cents in Luqiao.

This is business opportunity. He decided to do the business.

But business needs capital. Zhou Renzhong himself is poor and has no money at home, and no one wants to lend him money.

Finally, he secured 500 yuan by his father's guarantee.

With all this money, he bought a straw hat and sold it all the way to Jianou.

When the neighbors saw money and money, they worked together with Zhou Renzhong and checked a straw hat worth three thousand or four thousand yuan to Fujian.

At that time, the market in the old place was already saturated, so he had to sell straw hat to Fuzhou and other places, and pferred to more than half of Fujian.

In 1985, Zhou Renzhong heard that the supply of fresh litchi in Huangyan was in short supply, selling very expensive, while Fujian was cheap and the price was a big difference.

He made a major decision to sell the five thousand or six thousand yuan made by straw hat to buy fresh litchi and return to Huangyan.

But when he arrived in Huangyan, he found that there were many lychees sold here, and there was enough market supply.

In desperation, he had to bake all dried lychees and dry them into dried branches and sell them to local supply and marketing cooperatives.

In 1986, Zhou Renzhong sold 16 tons of jujube from Shandong to Huangyan.

"Due to the lack of market research in advance, coupled with tight time, the quality of the red jujube itself is rotten, losing nearly 10 thousand yuan, which means I have done business in Fujian for several years."

Zhou Renzhong shook his head as he spoke.

The remainder of the rotten jujube dried the red jujube and dried it for two years.

However, persistent Zhou Renzhong was not defeated by failure.

Before long, he returned to his feet and bought several second-hand knitting machines with the help of his relatives and friends.

At that time, he pulled the big machine into the village with his hand, and he still remembered vividly: "the whole village has been sensational, and all of them are running out to watch the bustle!"

But Zhou Renzhong knew nothing about the operation of these big machines, and his father did not understand them.

So they invited a teacher to start knitting the sweater business.

Although Zhou Renzhong has a heart, but no skilled technology, no matter how hard it is, it is useless.

The business of knitted sweater is not good.

He said, "I went to Dongyang and Yiwu to sell the stalls, and then gradually extended to Guiyang, Chongqing, Kunming, Shenyang and other places. In the two or three years, I sold them on the same side while I was doing them at home.

In the past 35 years, we should say that we are losing money and earning less because we are too blind.

Really let Zhou Renzhong stay in Shanghai, or Chengdu's return event.

At that time, the Chengdu sales company returned the backlog of goods to Zhou Renzhong's friend's warehouse in Shanghai.

So a large number of freight back is not a wise choice. Zhou Renzhong sold the knitted shirts locally. I didn't expect the clothes to sell well and the market to sell well.

He stayed in Shanghai. He kept selling all the time in the daytime. He slept in the basement and bathhouse for 4 years.

In 1992, Zhou Ren Zhong rented the factory and set up Shanghai Pei Si special knitting fashion factory.

However, due to the low visibility of products, it is impossible to enter the Shanghai market, so we have to do OEM production.

To this end, the company has to pay a large number of brand royalties every year.

In November 2001, Shanghai Mau Textile Co., Ltd., which has a history of several decades, was converted from state to private and pferred to the "golden rabbit" trademark.

Zhou Renzhong realized that the opportunity had come. After so many years, he deeply realized the importance of brand to an enterprise.

The "golden rabbit" trademark was registered in 1979. It is a famous brand in Shanghai knitting industry. It is also a well-known brand in China's clothing industry. It has a strong market in Shanghai and other provinces and cities.

Since the 80s of last century, the golden rabbit products have won the title of all excellent products in Shanghai. In 1991, they won the first well-known trademark nomination award in China. In 1992, they were awarded the "Shanghai famous trademark". In 1994, they were awarded the "best selling brand in China" by the Ministry of internal trade and Quality Supervision Bureau.

Therefore, Zhou Renzhong did not hesitate to spend about 7000000 yuan, resolutely filmed the "golden rabbit" trademark.

Spending so much money on a thing that could not be seen and touched was a great shock in the Shanghai business community at that time.

Many people feel that Zhou Renzhong bought "risk" rather than "opportunity".

But it turned out that Zhou Renzhong's decision was right.

The woolen sweater industry is a traditional industry. It is relatively fixed, and it is not easy to be bigger. But if there is a strong and deep brand, coupled with profound technical experience, the risk of the industry will drop to a very low level.

Zhou Renzhong said, "I have been a sweater for many years. After all these years, I paid the money and posted it to others.

This intangible asset is bought forever, and this idea encourages me to buy it. "

Revitalize "golden rabbit" and create brilliance

Beginning in 2002, Zhou Renzhong inspects the market, adjusts the enterprise mentality, plans the future.

He led the team, based on Shanghai, took market consolidation as a breakthrough, visited various agents, and promoted the continuous optimization of franchise teams all over the country, laying a good foundation for "golden rabbit" to take off again.

With fashionable style, exquisite workmanship and excellent quality, golden rabbit products are popular with customers. Its sales outlets are located in all large and medium-sized cities in Shanghai, Beijing, Hangzhou, Wuhan, Harbin, Changchun and Shenyang.

Zhou Renzhong is particularly careful and careful to protect the hard won brand, and resolutely put an end to the counterfeit products from time to time to eliminate hidden dangers.

In 2003, an operator in Jinhua adulterated the genuine golden rabbit sweater, adulterated other counterfeit products, and could not see the clue without careful investigation.

After receiving the technical request from the local industry and Commerce Department, Zhou Renzhong sent the best technical personnel to identify it without saying anything.

After identification, only 79 of the 567 woollen sweaters seized were authentic "golden rabbits". Zhou Renzhong cooperated with local authorities to stop this behavior in time.

Protection of brand is to protect consumers' rights and interests and protect the right of speech and life of enterprises.

The brand can bring strong market effect, especially the old brand such as "golden rabbit", has already sprouted a bud in the heart of one generation.

But in order to keep the brand alive, it must be continuously innovating, and the most important one is product development.

Beginning in 2002, Zhou Renzhong began producing high value-added and high cost cashmere sweaters, which are light, soft and warm.

At the same time, taking into account the inconvenience of cashmere sweater washing, he launched the "one year free cleaning three times" service.

Zhou Renzhong jokes that his old staff is the last batch of woolen sweater personnel.

It is true that in this traditional industry, skilled, experienced staff occupy a major position, but he will recruit people from the industry every year, and constantly introduce fresh blood.

In addition, all the sales in Shanghai are computerized, whether they are nearly 20 local stores or regional agents in the field.

Since Zhou Renzhong became the leader of "rabbit", "golden rabbit" has been appraised as "Shanghai famous brand product" for 7 years in a row. In 2005 and 2008, it has been identified as "Shanghai famous trademark" and has won the honor of famous trademarks in China.

At present, "golden rabbit" has leaped to the top 5 sales ranking of 10 clothing stores in Shanghai, and its annual sales value exceeds 100 billion yuan. It is making great strides towards the top brands of national costume.

Zhou Renzhong would laugh at all this.

Because it makes him feel rich not the assets he owns, the numbers in his bank account, but the unique experience he once had.

"Therefore, the heavens will be reduced to the great minds of the sage. They must first work hard and work hard, and their body and skin will be empty.

This sentence is appropriate for Zhou Renzhong.

"Every little setback is a turning point."

He said, "I felt incredible all the way. Now if I go again, I dare not."

At that time, the young man's goal was to earn money to go home to build a big house and to marry his wife. Now, it is to let more people live a warmer and happier life because of his hard work, and constantly repay the society and return home.