Wang Liangxing: Li Lang's Simple Way To Success

In desperation, Wang can still prove himself again. Since 2001, the concept of business casual men's wear has brought the company back to life and has taken on a new look. According to Frost & Sullivan, a consultancy, now, ll has taken the lead in China's second and third tier cities. In terms of temperament, it has been quite different from those traditional conservative menswear brands. It is trying to become a Chinese brand with more international taste. In September 25th, Li Lang was successfully listed in Hongkong, and its large advertising by L2, the son of Daniel Wu, was all over Hongkong's busy streets. Wang Liang Xing, 49 years old, loves to gamble and knows the way to attack. He has the wild and unruly characteristic of Jinjiang businessmen. What kind of learning curve does he have?

I will never forget the 16 days of the 2004 Athens Olympic Games. I didn't go out, others watched the game, I saw advertisements. At that time, the company's turnover was less than one hundred million yuan, but it lost all its lives and invested tens of millions of advertising. In case of sales failure, I could only choose to run. My good friend Ding Shizhong, chairman of Anta's board of directors, joked with me that if he could not, he could give me a little money to get a Anta store in a place where no one knew me, so that a family would not starve to death. My wife cried and told me not to do this. I had to say that I couldn't find another man. I can't remember how much I borrowed. I didn't look at the financial statements. If I saw them, I wouldn't gamble.

Luckily, business investment is very hot. There are hundreds of phone calls from a province that I want to join in a day. I asked the franchisee to pay the deposit, which made a lot of money. That year, the company's performance grew by 400%.

I never thought that I would lose, even if I lost. When I was studying, it was Zhang's date, so there was no culture. But I soon caught up with the good times. At that time, Fujian Shishi was a wholesale and distributing center of clothing in China. I made wholesale and made tailoring at home. In 1988, I had a hunch that the fabric jacket would sell well, and that year earned about 800000. I was so heroic that I could feel free to make a success.

Later, homogenization competition became more and more intense. The rise of new clothing power also led to the formation of wholesale markets in various places, and the wholesale business of Shishi also declined. At that time, I was still working on my suits and selling badly. By the end of the year, I had to sell the goods and watched a pile of money finally become a sum of money. From 2000 to now, I have been "realizing". My experience is that a business model that allows you to succeed may have a cycle, that is, five to eight years. If you do not keep pace with the times, the scenery will be eliminated for a while.

I began to think of positioning as a niche market. Chatting with all kinds of people, to collide and comprehend. I haven't read many books. The only way to do that is to bend down and learn from others. Past experience tells me that I must be grandson before I can learn anything.

I noticed in Hongkong that Hongkong people rarely wear suits. tie a necktie All of them are relatively casual, while the domestic market is too fettered, so I want to relax a little, but not indulge. At that time, Fujian and Guangdong mainly made casual wear, and Zhejiang and Jiangsu were doing formal clothes. Formal wear Rely on, take the positive dress to leisure, take a new concept called business casual men's clothing, no one has done so, many people feel this formulation is neither fish nor fowl. But the "simple but not simple" is so famous.

Most businessmen just want to make money. I began to study how to decentralization in 2002 - how to divide money and power. I gave my shares to executives without charge. The purpose of decentralization is to keep the following people out of sleep. Your employees and distributors can't sleep well, so you can have a good sleep - I work only two or three hours a day. I totally let go of everything and only care about brand building.

　　 lilanz It broke out when there was nothing. We should grow fast and achieve the scale of more than ten billion. If you can't share the cost without scale, you can't afford top brand designers like Armani and Zegna, and you won't be top brands. The secret of the clothing industry is to maintain a distinctive personality and maintain standardized management of operations. Decades of experience have taught me that the most effective way to increase gross margin is brand originality. A shirt can be sold for eighty or eight thousand, and 100 times the difference. A good brand should be unique to me. The style is unique, and the story is unique to me.