Chen Fei: Innovation And Making Cotton Clothes To Achieve The National Sales Crown

Chen Fei, general manager of he Rong dress

In 2006, Chen Fei gave up his position as a multinational executive and returned to the Han Dynasty with his wife to take the honor of his father-in-law.

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In the past 10 years, Chen Fei focused on the cause of beauty and urged her sales to increase at 30% speed in recent 3 years.

In front of reporters, Chen Fei, embroidered printed sweater and velvet jacket, leisure and elegant.

"Engaging in the clothing industry will pay more attention to the beauty club, dress up appropriately, make yourself happy and respect others."

When he took the photo, he changed it.

"It will be more formal in this way."

With the deepening of the interview, an enterpriser image focusing on product details, implementing standardization and focusing on business for 10 years is becoming clearer.

Father-in-law operation enterprise urgent need successor

Before taking over the costumes, Shanghai boy Chen Fei had Zhang Jinguang's shining resume.

Born in 1977, graduated from Shanghai International Studies University in 1999. He was admitted to the Department of international business management of Saar University in Germany in the same year. He obtained a master's degree in total excellence. In 2004, he entered the world's top 500 enterprise, BASF chemical group, Germany, and served as global marketing manager, and became a member of the training program for Chinese executives.

When he was studying at Saar University, Chen Fei met his wife, Zhao Jing. "Two people have good feelings and plan to make their homes abroad".

In 2006, Chen Fei's father-in-law, Zhao Herong, underwent heart surgery. The doctor suggested a long term rest. The Han style clothing brand, founded by father-in-law, was in urgent need of the successor.

After careful consideration, Chen Fei resigned from his work in BASF chemical industry and returned to his wife's home. "At that time, the thought was very simple, and his wife loved each other very much. The fate of the two people should not be so broken."

After taking the dress of Rong Rong, Chen Fei innovating and innovating from the orientation of product positioning and enterprise management, and gradually boosts the company to become the leading enterprise in the field of cotton clothing production in the whole country.

Innovation makes cotton wear and achieves the national sales crown.

During the interview, the reporter found that unlike other clothing enterprises, he Rong clothing sales department was inserted in the production workshop.

The rows of shelves are lined with newly made samples of clothing, which are next to the small offices of the workshop and full of computers. The salesmen are making plans.

"Most clothing enterprises, sales personnel sitting in the office, facing the pictures of clothing, patting their brains to marketing activities, sales plan.

I think this will reduce efficiency and is not conducive to sales, "Chen Fei said." a piece of clothing is made, and the design highlights are often hidden in the details. Only when the salesmen come to the workshop and contact the product closely, can they have a good marketing idea. "

This move is one of the series of reforms that Chen Fei took over after he took over. In his words, "I am a person who has obsession with products, and all the operations of enterprises are centered around products".

Before 2006, he Rong's main costume was four seasons women's wear, which was mainly wholesale and small profits but quick turnover in Hanzheng Street.

After taking over, Chen Fei positioned the direction of enterprise development in cotton clothes and cotton clothes.

"Isdney".

On the material selection, he innovated camel's hair and cashmere as cotton clothes.

In the year before last, the sales of the cotton clothing of Rong Rong's clothing has become the national champion. Only in a city in Chongqing, can sell tens of thousands of "clothes" cotton clothes in one season.

Chen Fei believes that clothing is a very low access threshold industry, spend 200 thousand yuan, enter the fabric rental plant to buy machines, everyone can make clothes.

But it is not easy to do well, but it is necessary to dwell on fashion aesthetics, design, management and even architecture.

The experience of studying abroad and foreign companies has enabled Chen Fei to bring standardized management to the company.

Every year, the company formulating the annual plan for the apparel industry market. Every month, all departments will submit the data analysis report. Every day, each person will score according to his post, such as sales, refund, production and so on.

"Only through information management can we ensure that every detail of the enterprise will not go wrong."

Product positioning, monthly plan, sales control...

Every step of the way, Chen Fei did everything personally.

He listed the daily work flow to reporters: from 8 o'clock to the morning meeting of the company, each department reported the work tasks on that day, followed by the brand direct meeting, and made clear what stores would be sold on that day; wholesale cooperation arrangements, and agents to communicate with them, to formulate purchase and sales targets; warehouse inventory, look at the day's warehousing situation, "the process is finished, usually at 9 o'clock, over the years, every day."

"Enterprises are not perfect but perfect."

At present, Chen Fei is the general manager of the company, and his wife is the design director, focusing on product design innovation.

Chen Fei said that the longer you contact the clothing industry, the more you love. Making clothes is the most interesting thing for you, and there are many other problems that need to be faced with.

Chen Fei introduced, at present, the marketing mode of self marketing is 25%, and the rest is agent sales.

In his view, the proportion of the current economic environment must be adjusted.

Wholesalers will only enter the goods they sell well, and the rest will take some of them, but they will not sell them or return them.

Only a self-employed team can make corresponding marketing plans based on different product attributes, so that all goods can be sold well.

He plans to increase the proportion of self run enterprises to more than 60% this year, and expand from 50 to 70 or more in Hubei, Hunan and Anhui provinces.

"The deepest feeling on this road is that the enterprise is not perfect but perfect, and there is always something to be improved."

Chen Fei said, "for a long time in the future, I will still open this husband and wife store with my wife, step by step, so that the company can walk steadily and forcefully."