The Brand Sells Around The World On A $79 Shirt, Making Billions Of Dollars Annually.

Who can imagine that a 53 year old Japanese man can earn 100 billion dollars annually for a shirt of only 79 dollars and has a place in the most expensive place in the United States? He is Lei Jun's idol Zhensue Ryu.

As we all know, Japanese products are very particular about quality, and Zhensue Ryu just keeps improving the quality of shirts by improving the quality of products and paying attention to customer experience. It is said that if there are 5 shirts in a man's wardrobe in Japan, three of them are made by him. Kamakura shirts are cheap and cheap, once sold out in Japan.

1, the first half of the hardships, smell the true meaning of entrepreneurship.

But Zhensue Ryuichi's entrepreneurial path was not so smooth. Before he was 53 years old, he had been in at least five garment enterprises. Unfortunately, all the businesses he stayed in went bankrupt. At the age of 33, he served as inventory director of VAN JACKET. And VAN JACKET, an enterprise that once led the trend of Japanese youth clothing, has set the alarm bell for his future business. At that time, the performance of VAN JACKET continued to rise, and the whole company was in joy. Only 33 year old Zhensue Ryu sniffed the crisis. His experience in the company for five years has made him find out that the annual turnover of the company is even more than three times that expected. That is to say, the production department does not have a budget according to headquarters. In pursuit of sales performance, the company is always overproducing, and if there is a problem, the capital will not work well. At that time, the turnover of the enterprise was estimated to be only 10 billion yen, but finally it reached 30 billion yen. Unfortunately, the warning given by Zhensue Ryu at the conference was not taken seriously. Four years later, the company went bankrupt. Zhensue Ryu is unemployed again.

2. Start your own business and decide to be the best shirt.

In 1993, young Zhensue Ryu decided to start his own business. Perhaps it was the bumpy employment experience of the first half that made him more determined to be an enterprise with good reputation, good market and never fail.

That year, he took his wife with only 7000 yuan to sell clothes in Kamakura. There was no money left. He could not afford anyone.

At the very beginning, we only need to sell three clothes a day, and we can continue to run the business. But when we really manage, selling one item a day is a problem. Zhensue Ryu realized that only shirts are clothes that people need all the year round, regardless of sex, regardless of age. As long as he completes the shirt, there is no need for tourists. From then on, he adjusted his business strategy from the needs of his customers.

The shirt he made is of good quality and the price is only 4900 yen, which is not inferior to the 10000 yen shirt. But because Zhensue Ryu's shop is remote, the popularity is not high, and his products are not sold.

Finally, Zhensue Ryu's wife began to write articles in all kinds of popular women's magazines in order to publicize her husband's shirt. The Kamakura shirt has attracted more and more attention. Good quality and good reputation have become the biggest feature of their family products.

Zhensue Ryu opened the second shops of the third shop, and his shirt became more and more popular in many people's hearts. He had a random fire in Tokyo.

　　 3, craftsman spirit becomes a selling point. Kamakura shirt is hot in the world.

Over the past decade, Kamakura shirts have been steadfast and pragmatic in their efforts to save money for customers from the perspective of customers. He never outsourced the production line. He only made some famous craftsmen in Japan, so the Kamakura shirts, which could not be produced in quantity, were in short supply due to the limited number of styles.

Wearing a unique and good quality Kamakura shirt to negotiate will only make people more confident and proud, so the volume of customer turnover is also increasing.

In business mode, Kamakura shirts only focus on how to make the right shirts. This craftsman spirit is from the user's point of view, intentions of products.

Until 2012, Zhensue Ryucai decided to develop outwards.

Despite the opposition of many people in the country, he firmly believes that Americans will love the Kamakura shirts with high quality and low price. But the problem at that time was that Madison and Brook street in Manhattan, the United States were not allowed to open shops. The first thing he thought of was to write to a British critic named Graham marsh, hoping that he could recommend their products. Then he wrote a letter of recommendation for Zhensue Ryu.

Finally, Kamakura shirt received offer from Brook street, and was the only Japanese clothing brand to take the initiative to receive offer.

In this way, the $79 Kamakura shirt sold in the Manhattan Brooke field square in Hermes, Chanel and Burberry has won a place.

Until now, Zhensue Ryu's products are still not outdated. Lei Jun and Rebs of millet regard him as an idol, saying that he has done what he wants to do in his life. It is precisely because he has been doing the product from the user's perspective from the beginning that he can sell 100 billion yen every year and become a real craftsman.