Liu Xianhong, Chairman Of Wuhan Huayi Brothers Clothing Group: About The Development And Fission Of The Brand

Liu Xianhong never dreamed that his younger brothers and sisters, who came out of his poor hometown of Honghu 18 years ago to make a living, like him, have become creators of fashion life and trendsetters in China's women's wear market.

In the office of the chairman of Wuhan Huayi Brothers Group Co., Ltd., Liu Xianhong recalled that he learned carpentry from his uncle At the age of, he went out to repair furniture, do catering and do printing. As the eldest son, he hoped to take some responsibility for the poor family, but he still seemed a little emotional.

　 　 Thinking about change in the process of rushing

In 1994, Liu Xianhong heard that the clothing business in Loudi, Hunan, was easy to do, so he came to Loudi to learn how to do clothing business with the money from rice sales and borrowed money.

In a strange market in a strange region, people often see a tall, thin Hubei man who asks about the market and looks at the goods with a Honghu accent. Liu Xianhong soon discovered that there were many people selling clothes in Loudi, but few people selling shoes. Therefore, Liu Xianhong rented a shop and started selling shoes. Every day, he got up early to buy and place goods in the dark, learned the knowledge of shoe quality identification and brand, observed the way of communication between others and customers. With his hard-working spirit and differentiated business thinking trained in the countryside, Liu Xianhong earned twice as much as his capital in just six months.

If we find out the business opportunities in the clothing market, we will have the confidence to operate. Liu Xianhong brought his younger brother Liu Xianxin, who was studying as a tailor, his younger brother Liu Meilin, and his younger sister Liu Zhenjiao, who were farming in Honghu's hometown, to Loudi to expand the area of the shop and increase the business content. Although the brothers and sisters are all crowded in the narrow rental house, standing in front of the more than 10 square meters of rented shops, Liu Xianhong is very excited: as long as we bear hardships and stand hard, study hard and work hard, we will not worry about food. In his eyes, the huge market potential of Hunan, which has a large population and strong demand, is the job of the Liu brothers and sisters.

In five years of hard work, there were 77 Most of the Honghu fellow townsmen engaged in clothing business left Loudi due to poor business, and the few left were Liu's brothers and sisters. Liu Xianhong led his younger brother and sister to successively open 8 Home shop, make the business prosperous. The Liu brothers and sisters also accumulated the first bucket of gold in their lives.

Seeing the younger brothers and sisters who have secured their lives, Liu Xianhong is happy but does not show any color. He thinks, since he has chosen the business of clothing, how can he continue to do it as a career for a long time? How to improve the quality of our clothing business and increase the added value of our products? Liu Xianhong told the younger brothers and sisters that if we stop to sell clothes from others and covet the present wealth and stability, our world will always be 10 Square meters of shops. Under the encouragement of the elder brother, the Liu brothers and sisters discussed that they would not go the same way and go to Wuhan to explore a larger world.

Innovation fusion

Decline the retention of Loudi government and put down the flourishing clothing business in Loudi, 2000 In, Liu Xianhong, together with his younger siblings, resolutely came to Wuhan from Hunan to set up a clothing factory and a clothing store. Liu Xianhong, who is thinking more and more in the world, is like a mirror in his heart: the small business of overturning clothing can no longer meet the needs of development. He wants to establish a clothing processing factory for Liu's brothers and sisters, and build the clothing operated by Liu's brothers and sisters into a self owned clothing brand like foreign famous brands!

The first clothing factory of Liu's brothers and sisters was completed in Shuishui Road, the most concentrated clothing enterprise in Hankou at that time. Although it only covers an area of 800 square meters More than workers, but it is the hope of the four families of Liu's brother and sister. The eldest is in charge of production management, the second is in charge of market operation, the third is in charge of store sales, and the fourth is dedicated to process technology. Many days and nights, the Liu brothers and sisters did not dare to get sick without rest. They only got together at dinner to exchange information, and then threw themselves into the endless work

Soon, the first clothing brand of the Liu brothers and sisters, "Shiliu", was born, and then the "Yage" brand clothing, also started to sell from Hanzheng Street to all parts of the country.

Liu Xianhong had countless sleepless nights when she started the road of brand building. Do you want to continue to surround brothers and sisters in small factories, or help them go out and expand their development space? After three years of practice, Liu Xianhong, who is confident, let her sister Liu Zhenjiao take the lead to fly alone, go out and set up her own clothing enterprise, which opened the great cause of the Liu brothers and sisters' clothing business expansion.

With the support of her brother, Liu Zhenjiao and her husband Ni Banghong went around looking for famous brands to seek agency. From wholesale of Wuhan women's clothing to joining excellent overseas brands, we learned the rules, processes and details of scientific clothing ordering, and learned marketing skills such as goods display and store management eagerly. Liu Zhenjiao and his wife have operated more than ten brands as agents before and after, keeping excellent brand management strategies and marketing concepts in mind and putting them into practice. Liu Zhenjiao 2005, who has accumulated a certain amount of capital and never forgets his original intention In, he founded his own enterprise, Wuhan Pavia Garments Co., Ltd., and founded two independent brands, "Pavia" and "Jikou".

The success of the younger sister has strengthened the confidence of the Liu brothers and sisters in expanding their business. Liu Xianxin, the second child of the Liu family, who wants to be a brand and innovate, with the support of his elder brother In, he founded Wuhan Linruige Clothing Co., Ltd., and merged the old women's clothing company Leitz Clothing Co., Ltd., which is the most important clothing model of Han style clothing and has a large number of dealers and consumers in the market. With the original influence of the Leitz brand, he promoted his new company, which soon entered the normal operation track. Liu Xianxin's "Linruige" and " The two brands of women's clothing "Letzgreen" soon spread in the market, and the sales revenue of the company in the year when it was founded exceeded 100 million yuan.

　　2009 In, Liu Xianhong handed over the first clothing enterprise founded by the Liu brothers and sisters to his younger brother Liu Meilin for management. He also founded Wuhan Zhuomashi Clothing Co., Ltd. and created his own brand "Zhuomashi" During the year, the Liu brothers and sisters successively established four clothing enterprises with annual sales of more than 100 million yuan and 12 women's clothing brands, with an annual development of nearly 1000 new products and a market sales of 500 The scale of ten thousand pieces of fashion shows its elegance in the Han style clothing, which accounts for half of the Chinese women's clothing market, and has begun to attract social attention.

　 Fission in alliance

Although brothers and sisters have gained a firm foothold in the storm of market competition, the living environment of Han style clothing, which relies on price war to go to the low-end market, continues to deteriorate, making Liu Xianhong, who is good at thinking, often fall into meditation. Looking at the younger brothers and sisters who are busy doing business in their respective companies at ordinary times and only get together to exchange business ideas and market information on holidays, Liu Xianhong said the idea that he had been brewing for many years: to gather the strength of his brothers and sisters to start a second venture Each brand has made a fist to expand the market and explore a new way to transform and upgrade Han style clothing!

A stone stirs a thousand waves. When it comes to the second venture, Liu's brothers and sisters are enthusiastic. Liu Xianxin, who has the most ideas, proposed that we should be the first brother sister enterprise group in China from the beginning. How about using "Huayi Brothers" as the name of our group? The idea with a good vision was immediately responded by brothers and sisters.

In 2011, the Liu brothers and sisters jointly invested 400 million yuan to build the Huayi Brothers Clothing Creative Park in Huangpi District, Wuhan. With an area of 110 mu and a building area of 13 The completion of Huayi Brothers Clothing Creative Park covering an area of 10000 square meters, and the largest Huayi Brothers Clothing Creative Park in Wuhan integrating design, research and development, production and manufacturing, logistics marketing, brand display, and leisure shopping, opened the prelude to exploring the transformation and upgrading of Han style clothing.

The bound sampans are not aircraft carriers. Liu brothers and sisters who know this well, in order to build a joint fleet capable of resisting market storms, 2013 In, four garment companies with annual sales revenue of more than 100 million yuan were jointly established as Wuhan Huayi Brothers Clothing Co., Ltd. in the form of shares. Four women's wear enterprises gather in Huayi Brothers Clothes & Accessories The creative park, through the sharing of design and development information, production and processing resources, advanced technology, logistics and distribution resources, dealers resources, and business management experience, has brought the Liu brothers and sisters closer. Huayi Brothers Group takes the brand as the leader, the design, development and processing capability as the support, and the brand operation capability of the distribution network throughout the country as the wings. It soon grew into a number of independent brands to jointly expand the market, with an annual clothing output of 500 It is a well-known women's wear enterprise group with more than 10000 pieces, more than 100 provincial branches, more than 500 proprietary brand stores, and more than 2000 sales outlets all over the country.

Facing the ever-changing market Liu Xianhong led a brother of Linghua to make efforts to change, focusing on manufacturers, creating demand with the supply of commercial resources, and using the industry 4.0 linked with manufacturing and shopping Business model, the exploration of transformation and upgrading of garment enterprises has achieved remarkable results. Humble Liu Xianhong confidently told reporters that after 18 As long as the Liu brothers and sisters have thought out something, they will certainly succeed. Please believe us!