A Big Man With Big Gold And Big Belly Economy

To put a big man with

The combination of industries is a bit strange at first.

And the chairman of Shanghai happy industry and Trade Co., Ltd. (hereinafter referred to as "happy industry and trade").

But has been in this industry for more than 10 years.

Zhao Pu has a 1 meter 80 stature, forehead hair, and a pair of exquisite coffee glasses, with casual casual clothes.

Zhao Pu said with a smile that every time he went abroad, he would come back with big bags and his friends around him said he looked more like a rich family.

More than 10 years ago, by accident, he discovered that the maternity dress was a blank market and divided the maternity industry from the baby industry.

There are more than 130 Direct stores and more than 200 franchised stores in China. "October mommy" has become the first brand in China to sell over 100 million maternity dress brands.

Last year, the company's annual sales volume was 160 million yuan, and this year it is expected to reach 250 million yuan.

"Many people have misconceptions about the industry of maternity dress, and feel that a company like this can achieve millions of dollars or even tens of millions of dollars.

What I'm doing now is to change their wrong views. "

Zhao Pu stressed.

It is coincidental to become pregnant with maternity wear.

In the early 90s of last century, Zhao Pu graduated from the environmental impact assessment specialty of Nanjing University, and was lucky to be assigned to a Design Institute of a ministry in Hangzhou.

But after a year's work, Zhao Pu unexpectedly chose to resign and enter the foreign trade industry.

In his words, at that time, he was very restless. Influenced by the commercial atmosphere at that time, he felt that he should go out for a rush.

"At that time, I saw many people engaged in the mass industry, busy all day, but not earning much.

My strategy is to focus on subdivision of industries, so as to avoid competition with conventional industries.

Zhao Pu said.

Facts have proved that such a sword to take advantage of the practice did bring him the first pot of gold.

When peers are working hard to earn tens of dollars and hundreds of dollars, Zhao Pu's foreign trade business has been able to scale 15 million to 20 million dollars.

It is a coincidence to find the maternity dress industry.

On one occasion, Zhao Pu met a friend from Guangzhou who wanted to export some maternity clothes to Japan in Shanghai.

Zhao Pu brought seven or eight maternity clothes to the wives of his friends.

At that time, pregnant women were very scarce in the market. Pregnant women felt very good after they were dressed. More pregnant women began to find Zhao Pu, hoping to buy such goods.

Zhao Pu realized that this could be a good business.

He immediately conducted a series of market surveys and found that the threshold for entering the maternity industry was very low. The market share at that time was very small, and the products could only be seen in the pregnant and infant products store near the maternity and infant health care center. All the maternity clothes were sold in the baby products area, and the pregnant women's dealers were disguised as distributors of baby products in disguise.

In addition, Zhao Pu found that from the perspective of women's clothing, China has a population of 1% pregnant women, and girls' clothing and ladies' clothing may have 20% to 30% consumer groups.

Teenage clothes and ladies' clothing have spawned tens of thousands of brands, but at that time there were only one or two brands in the country.

Zhao Pu thinks the opportunity is coming.

Holding the water test mentality, in 1997, he opened the first only 15 square meter maternity dress store in West Lake, Hangzhou, and exported it to Japan and Southeast Asia as the "future mommy".

The strong reaction of the market is that Zhao Pu did not anticipate that "at that time, because of the small shop, the weekend could only be queued up."

After the success of the small test knife, Zhao Pu opened a branch store in Hangzhou and Nanjing.

But because of the brand confusion of foreign trade products, he had the idea of building his own brand.

But at the beginning, Zhao Pu didn't do well. He tried to find some women's designers in Hangzhou, but they all thought the industry was too narrow and unwilling to pform.

After several rounds, Zhao Pu found several Taiwan designers.

From the perspective of women's clothing design, combined with the design concept of the first and second tier brands in foreign countries, we began to build the independent brand of domestic maternity dress.

"

Zhao Pu is the first private brand. He runs the maternity dress with the development mode of women's clothing brand, and adopts a combination of serialization, fashion and easy matching.

At the same time, positioning in fashion, young, with 300 yuan to 600 yuan products as a flagship, target consumer group directly refers to the 80s born people.

At present, there are more than 1500 square meters of marketing centers and design R & D centers in Shanghai. In Hangzhou, 5000 square meters of production and warehousing and logistics bases have been built in China, and 20% of them are produced on their own. The rest are outsourcing and ensure that 20% of the inventory products are produced every quarter.

Market to be excavated

Zhao Pu said: "although the whole industry is beginning to mature, from" warlord separation "to" great unification ", it is not enough from a standpoint of standardization.

Zhao Pu pointed out that it is the inherent rule of the industry to get goods first and pay later.

At the same time, because there is no contract constraint before, cooperation and friction and disputes can easily arise.

So, in 2001, Zhao Pu made a major change. At the order meeting, he proposed that he must sign contracts with all the dealers and pay the security deposit instead of the credit dealer.

The move left more than 300 dealers on the spot, leaving less than 30 dealers signing their contracts.

"Now, many dealers who left at the same time have re worked with us. It turns out that I have done the right thing."

"The largest US maternity dress manufacturer, Mothers Work, has US $600 million in sales, occupying more than 50% of the US market," Zhao Pu said. "We are also referring to the foreign business philosophy."

Zhao Pu compared his company to a dumbbell enterprise.

In his view, processing and production are not their strengths. The core of the company should be placed at the two ends, namely, channels and R & D design.

So he invested a lot of money in the design process and made great efforts in the sales channel.

In September last year, "October mommy" signed Taiwan's popular host, Xiao Shi, who became the first Chinese maternity dress company in the mainland.

At the same time, it's a unique marketing tool to "get away from it!"

Zhao Pu admitted that the net profit of the maternity dress industry is now about 15%, but the marketing cost is very high, occupying over 50% of the total sales.

"Maternity dress is the most front-end product of the whole pregnant infant chain, and the most valuable ones are always the most important.

The industry is definitely not a small market, and there is a lot of room for future. "

Zhao Pu said

According to statistics, the Chinese maternity dress market is moving towards the market scale of 2 billion yuan in the next 3~5 years from the 1 billion yuan market in 2006, and the capital market has been firmly monitoring this "fat meat".

According to Zhao Pu, since last year, more than 40 venture capitalists such as Lenovo Hirotake, IDG and Softbank have been in touch with the company, hoping to intervene in the way of equity investment.

In this regard, Zhao Pu said that the intervention of capital can indeed promote the rapid development of enterprises to a certain extent, but the brand needs to be accumulated. "I hope to make the industry below the line a solid point, and will not rush to spoil the growth, and will not consider listing in 3 years."