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King Mu Has Become An Opportunity For Retail Operators To Find Acquisitions And Reorganizations.

2013/7/30 22:47:00 26

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Nine Herding King Nine Mu Wang Brand Brand

there are two large characters in Lin Congying's office, though not very expensive, but they are regarded as the true portrayal of him and the king of nine.

One of them hung on the wall opposite the desk of the forest. "The day of the birth of the enterprise began to compete with death for the time".

"J0001, Lin Congying".

with his work card on his chest and his own suit, Lin Congying, founder and chairman of the nine Mu Wang, received an exclusive interview with our reporter in Xiamen in July 5th.

Since he was engaged in the production of < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > in 1989, he has basically worn his own underwear.

Lin Congying is a typical businessman in Southern Fujian.

Although he was later called "king of trousers in China", he realized his second dream, but Lin Congying paid more attention to the simplest motive in the early stage of Entrepreneurship: earning more money to support his family.

However, this simple dream has led him to embark on an extreme adventure: borrowing all his family and starting his own business.

May 2011, nine Mu Wang was listed on the Shanghai Stock Exchange. The issue price was 22 yuan / share. Lin Congying indirectly held 337 million 500 thousand shares through the investment of King Mu, and the corresponding market value was 7 billion 425 million.

In July 12, 2013, the company's stock price closed at 12.15 yuan. Lin Congying is still in the lockup period, and the stock market value has shrunk by nearly half.

In 2012, Forbes ranked 7 billion 60 million in the list of mainland China's richest, and Lin Congying ranked ninety-first in the list.

debt starting business

he told his friend that he wanted to go home and run a western trousers factory. If he could not do it, he would kill himself.

there are two large characters in Lin Congying's office, though not very expensive, but they are regarded as the true portrayal of him and the king of nine.

One of them hung on the wall opposite the desk of the forest. "The day of the birth of the enterprise began to compete with death for the time".

Lin Congying P went to sea in 1985. At first everything went wrong. Not only did he lose 30 thousand yuan, but he owed 47 thousand of his debts.

According to the custom of Minnan, early January and early ninth are special days.

Lin Congying was driven to a dead end.

After the Spring Festival of 1986, he took his father's 200 lucky money to his son, zipped up to Jiujiang and Qingdao, and then expanded to clothing sales.

Lin Congying once raised 3 points of interest (30% per annum) to raise money for business, and the radical practice of borrowing and starting a business made him taste bitter fruit.

After returning from Qingdao, he gave himself one last chance.

He told his friends that he wanted to go home and run a western trousers factory. If he could not do it, he would commit suicide. "There is no way out, and failure will fail again. You must set the idea of success for yourself."

, so in the late 80s of last century, Lin Congying and his partner built a clothing factory to start up capital 72 thousand.

This is the first garment factory in Jinjiang, Fujian, the predecessor of nine Mu Wang.

Lin Congying had never been to a production line before he went to the factory until he was p. He even did not know where to buy Fabrics. He had no money to hire people. He burned the boiler on his own to do research, and constantly dismantled other people's pants to imitate.

P until 1992, Lin Congying really paid off all debts, but still kept on thin ice.

In 1993, he made an attempt. In view of the fact that men's trousers were basically bought by his wife, they matched the production and sale of women's trousers, and corresponded with "nine herding kings" and named them "Jomoo imperial concubine".

The "Jomoo Concubine" failed to "seal up" because of market reasons. It has been sealed in the trademark Library of nine herd kings.

1996, Lin Congying had second dreams to make the nine shepherd's first pair of trousers in China, but business capital remained tight.

At this point, the king of nine began to expand the route of cost expansion.

Bankrupt enterprises, abandoned hotels, and even ceramic tile factories, where to rent less, for factories and warehouses.

Since then, we have begun to get on the right track.

"animal husbandry and animal husbandry",

"P >" Lin Congying said that the enterprise named "nine shepherd king" is to commemorate the ancestor, more effective imitation of the ancestor achievement of the meaning of the cause.

Lin Congying's second characters hang high on the back wall of the desk.

"nine herding king" originates from Fujian's Lin's nickname "Jomoo Chuan Fang".

Lin's reputation in the Han Dynasty was very prominent in Fujian. He once worked in the nine official posts of State animal husbandry.

Lin Congying said that the name "nine herding king" is the moral meaning of remembrance of ancestors and more effective imitation of the achievements of ancestors.

2000 is an important node of Lin Congying and nine Mu Wang.

This year, according to the statistics from the China National Business Information Center on the major retail enterprises and business groups in the country, the first time the nine men took the first market share of men's trousers. In the same year, they began to build their own manufacturing base in Quanzhou.

this leap began in Lin's three years ago.

In 1997, more than 30 middle and high levels of nine Mu Wang received a "devil training", three days and two nights. Many people first came to "meticulous management" and "target management".

This is quite different from the extensive production concept of the nine kings.

finally, the trainer and Lin Congying said separately: "you can bring this enterprise to 1 billion scale."

At that time, the sales amount was less than 100 million.

Even today, even if the 2 billion 600 million business income and 670 million net profit (all data at the end of 2012) are realized, Lin Congying is still very excited.

"when I heard this, my 1 billion dream began."

Lin Congying said he began to study and consult with others since then, and he thought, "where is the one billion consumer market? Where is the production base? What is the most important thing is to bring the enterprise to 1 billion and what kind of person should I become?"

2000, nine Mu Wang expanded its production from trousers to men's clothing, including suits and Chinese tunic suits, and began laying up its own sales channels. At the same time, the target management was launched.

Lin Congying gradually changed from an entrepreneur to a manager.

At the same time, Lin Congying started to improve work efficiency and enterprise efficiency through process management, and reduce the role of P.

Including himself, he must obey the company's system, such as wearing the number card.

he believes that a good manager must have three elements: one is to identify the corporate culture, the two is to lead the staff identification with company culture, the three is to become the patron saint of the enterprise, and to contribute to the interests of the enterprise.

contracting winter > /p >

"P" and the strategy of internationalization began in 2012. Lin Congying believes that it is still very difficult now.

"nowadays, the clothing industry is enveloped in a low gloomy atmosphere. There are many negative emotions in the industry that are stronger than people."

Lin Congying said in a speech by shareholders in the 2012 annual report.

Nevertheless, Lin Congying still believes that clothing is a sunrise industry, "because it is a necessity for people".

he also acknowledged that there were some problems in the garment industry over the past two years, mainly due to the deterioration of the external macroeconomic environment and the decline in growth rate, while the clothing industry itself had greater pressure on store rents and labor costs, and was also impacted by e-commerce.

After the expansion of production capacity and clothing types in 2000, P began contracting strategy.

"we will return to the line of formal dress, a little more business."

Lin Congying said.

At the same time, the king of nine stores improve the efficiency of stores through the management of stores and VIP customers, and improve the profitability of agents through auxiliary management and credit support.

2008, Lin Congying made two "five year plans" for the king of nine herd: in 2012, he became the first brand of business casual men's wear in China, and began to go to the world in 2012.

And because of the economic crisis, nine Mu Wang completed only 90% of the sales target set at the beginning of the year.

"we have just revised the strategy."

Lin Congying said that the future strategy is to make a real brand, provide high performance price ratio, Seiko products, and make strong and smart men's trousers.

In the expansion of stores, the profitability of the original "extended stores" is increased, and channel expansion is measured by efficiency instead of quantity.

"P" and the strategy of internationalization began in 2012. Lin Congying believes that the difficulty is still very large. The main reason is that Chinese clothing brands and big brands are still weak.

He hoped that King Mu would become a multi brand retailer and the company was also looking for opportunities to merge and restructure.