Xie Bingzheng, Chairman Of The Company: The Clothing Industry Must Be "Stable And Ruthless".

The so-called stealth champion is that in their respective market areas, enterprises occupy a high market share, but they are not concerned about the outside world. They have unique competitive strategies. They often concentrate on farming in a niche market.

In the sports apparel industry, there is such an enterprise -- "B". Deep ploughing golf apparel subdivision area for 15 years, since listing has maintained 9 consecutive quarters of high-speed growth, compared to the sound of LFL as a leading brand of golf casual wear.

In the first quarter of 2019, the company achieved a profit of 472 million yuan, up 27.37% compared to the same period last year, and realized a net profit of 130 million yuan attributable to shareholders of listed companies, an increase of 52.91% over the same period last year. In the continuous downturn of the clothing market, BL.

What makes such a small and medium-sized enterprise obtain a long term profitability? What made it possible for the company to ride in the doldrums? Reporters entered today's headquarters in Guangzhou, exploring the key to high-speed growth and upside down.

"I am one of the one hundred thousand Wenzhou buying and selling forces."

In Beijing, Chengdu, Nanjing and other high grade shopping malls all over the country, there is a picture of the store of the voice of Bi Yin Le, the price of a single coat or trousers is about 1000 yuan. What many people don't know is that this brand is a domestic brand. Xie Bingzheng, the chairman of the Guangzhou, Panyu District, told reporters that bryin was positioned in the middle and high-end crowd. The target group had a certain income and a certain level of knowledge and culture, which was obviously different from other popular sports brands.

Positioning is light and luxurious, and it is also the main field of golf. Xie Bingzheng, founder, seems to have an innate ability to judge and capture the market. Why do we create a golf leisure brand? Xie Bingzheng talked about his entrepreneurial experience.

Xie Bingzheng is from Wenzhou. Dating back to the late 70s of last century, under the influence of the reform and opening up economic tide, Wenzhou people "pioneered the world", took the lead in going out, from the remote areas to the big cities, and ran the market and promoted sales all over the country, forming a marketing network all over the world. At that time, there were ten famous professional markets and one hundred thousand armies for sale and purchase in Wenzhou, and Xie Bingzheng was one of them.

When it comes to household appliances and buttons on clothes, Wenzhou people's business practices are all inclusive. Xie Bingzheng is engaged in the printing industry, mainly selling badges, seals, manuals, exercise books and other office stationery. In Tien County, Guangxi, Wenzhou, less than twenty years old, began to run a school in a school, and the order amount was often around 200 yuan. "Starting to run out of the market without experience, first went to some factories in Nanning, and stayed for 20 days, but the factory simply refused to enter, and then slowly went to Guangxi county and township to promote sales. From Hechi to Tien County, about more than 200 kilometers, are mountain roads, trains, cars, and then tricycles and tractors. Xie Bingzheng said.

Xie Bingzheng remembered that he earned more than 1000 yuan for the first time in the Guangxi market. Second, third, fourth times... Orders from hundreds of dollars, thousands of dollars to hundreds of thousands of dollars, products from stationery to self license plates and other small commodities, the market expanded from the county to the whole province of Guangxi, business grew bigger and bigger, slowly accumulated to earn the first pot of gold.

But Xie Bingzheng also admitted that the conditions at that time were indeed hard. "At that time, from Jinhua to Nanning by train, I couldn't get a ticket. There were too many people to squeeze in, so I had to climb through the window and get tickets again. At that time, the environment of the green train hard seat was rather poor, and sleeping under the aisle or under the seat was all the same, so all the way to Nanning.

Most of the entrepreneurs who grow up in the tide of reform and opening up have a kind of indomitable tenacity, which is particularly prominent among Zhejiang businessmen. Economist Zhong Pengrong once summed up the spirit of Wenzhou people as four sentences: starting from scratch, the pioneering spirit of hard struggle, not relying on and relying on one's own spirit, breaking through the world and developing the spirit of being a home for all, and creating spirit of innovation and innovation.

Xie Bingzheng's "Wenzhou spirit" is continuing.

In his view, the spirit of Wenzhou is first dare to venture, dare to try, dare to eat the first crab. Where there are markets, there are people from Wenzhou. Next is hard work, never say die. "Being a boss during the day and sleeping on the floor at night" is a true portrayal of Wenzhou's hard work and never satisfied. All Wenzhou people depend on themselves, earn their living by themselves, raise funds by themselves, operate independently, take risks at their own risk, and shoulder their own profits and losses.

Xie Bingzheng said, "the spirit of Wenzhou" is constantly encouraging itself, not complacent, not complacent. At the same time, it is also the epoch and opportunity that has created itself and created the voice of Bi.

"The clothing industry must be" stable or ruthless "or die soon.

Dressing is a kind of self expression, representing its own taste and lifestyle.

From entering the clothing industry, Xie Bingzheng aimed at the high-end market. In 1997, Xie Bingzheng invested millions of his entire family in more than a dozen shops in Seven Star Road in Nanning, mainly importing high-end men's clothing, and acting as foreign brands such as Valentino and Saint Laurent. "We must have a certain vision in doing business, and we must go with the flow." This shows Xie Bingzheng's courage and courage as a Wenzhou people. However, it's not easy to make high-end brands, and stores can't sell 50% items for the first time. Is it too high-end? Or is it a question of choosing clothes? Since then, Xie Bingzheng has begun to study the market and consumers.

"Once a single consumption is not done, I ask the customer what is the reason?" What kind of evaluation do customers have on clothing? Where does he think he can't? Watch the shop every day, studying every day. Consumers are influenced by their identities, occupations, preferences, and aesthetics. We have different choices. After half a month's study, we have the bottom of our hearts. To do the garment industry, we must have a quick eye and two quick response. You can't be "stable and ruthless" and soon die. Xie Bingzheng said.

In addition, Xie Bingzheng also strengthened the training and assessment of salesmen. After more than half a year, business gradually improved. In his view, the success of that time could be attributed to careful management, or perhaps it was all in one basket and no retreat.

In 2000, Xie Bingzheng bought a whole family of the voice of Belgium, and founded the Limited by Share Ltd in 2003. Through the inspection of the clothing market in Japan and Korea, Xie Bingzheng positioned the original business leisure brand in the field of life Golf subdivision. The target consumer group is golf enthusiasts and the middle class income consumers who agree with golf culture and dress tend to golf style.

Only by being different can it be irreplaceable.

Clearly differentiated positioning, precise targeting of target groups, so that the voice of Brad fin has become a dark horse in the sports brand. In the first year, 20 stores were opened in the country, and more than 30 in second years. The speed of expansion is swift and violent. At that time, he directly set up the company design department in Seoul, Korea (at that time for Seoul), and invited Korean designers to capture the Chinese consumers quickly by controlling the R & D creativity, stereoscopic cutting and color changing styles.

In the impression of Xie Bing Zheng, Bi Yin Le Fei crossed the two ridge. The first time was in 2005, when he had not yet made profits, he added 10 million of his investment. "At that time, it was very stressful and I couldn't sleep at night." The second time was in 2008, under the influence of the national fitness campaign led by the Beijing Olympic Games, the domestic sports brand opened a new round of rapid expansion. It also opened more than 300 square meters of shops in Beijing and Anshan respectively, but the sales volume of passenger flow and single store sales were not satisfactory, and the industry was halted after six months. "A shop lost five or six million, and I began to sum up my experience. Why? I think, at that time, our brand awareness and commodity structure did not have the conditions to open stores, and we could not quickly copy and scale the road. " Xie Bingzheng said.

In spite of its hard work in the garment industry, Xie is enjoying himself. "This industry can't rest all the year round, finish the spring, do the summer version immediately, and then come back in autumn and winter. Fashion trends are also changing rapidly. The enterprise is the continuous layout, adjustment, layout, readjustment, development strategy in the changing process. Xie Bingzheng said.

"There is no weak market, only weak products".

Fashion is perishable and style is eternal.

Since 2013, the brand of domestic sports has been deeply closed, and the number of brands such as Lining, Anta, XTEP and so on has been close to 5000 a year. In the wave of "wave shop", the number of stores has increased steadily. In 2015, there were 480, 550 in 2016, and 610 in 2017. In 2018, the number of terminal stores was 764, an increase of 17.1%. On the basis of constantly strengthening the first tier cities' old stores, the city has been sinking to three or four tier cities, and has continued to drive growth.

In 2018, the company achieved a profit of 1 billion 476 million yuan, up 39.96% compared to the same period last year, and realized a net profit of 290 million yuan, up 62.16% over the same period last year. Especially in the context of the overall pressure on retail sales of consumer goods, the fourth quarter operating income of 40.63% has increased by 100.85%, and net profit has increased by more than that of the same industry.

Success is a process of constantly accumulating and accumulating. Having experienced two rounds of shuffling of sports brand and business and leisure in garment industry, it has become more and more resilient. From the new army of the industry to the high-end clothing brand with a certain scale and strength, China can not do without continuous concentration.

In the field of golf casual wear, we have been working for 15 years, focusing on products and actively shaping brand culture. At present, the company has accumulated hundreds of thousands of member customers, and more than 60% of the company's annual sales revenue is created by its members.

"There is no weak market, only weak products." Xie Bingzheng said that the product is the core competitiveness of the brand, and quality is the foundation of the brand. Based on the concept of "life Golf", the company continuously innovating products, deeply understanding the needs of consumers, adhering to the "high quality, high quality and high technology content" of each product, forming its own brand characteristics, and satisfying the clothing needs of consumers from various aspects such as functionality and comfort.

Attaching importance to R & D is more than years of persevering. Xie Bingzheng not only led the team to design research at home and abroad, but also personally participated in the design and fabric development. At present, the company employs British designer Paul Chis and Korean designer Jin Liangji as creative design director, and sets up an international design team, striving to make the product design style more distinct. By the end of 2018, the company has invested nearly 100 million yuan in research and development over the past three years, with an annual growth rate of over 25%, with a total number of patents reaching over 40.

In terms of fabric, the company has worked steadily with international suppliers for many years, such as Japan Dongli group, Japan Itou Tada Commercial Corporation and Italy LEGGIUNO company. These suppliers also serve PUMA, LOUIS VUITTON, GUCCI, DIOR and other world famous brands.

Statistics from the China Federation of Commerce and the China National Business Information Center show that in 2018, products were ranked first in the overall market share of golf apparel and T-shirts.

As China's economy continues to grow, young middle class consumers are gradually becoming the main consumers. Xie Bingzheng said that in the development direction of "capital layout, industry synergy and intelligent technology", the strategy of horizontal expansion of category, vertical expansion channels and stretching brand potential energy is the strategic goal of building China's high-end fashion group.

In 2011, he became the designated costume of the China University Golf national team. In 2013, she became a partner of China's national golf team, helping the national team take part in the Rio Olympics in 2016. At present, he is developing a new generation of Chinese golf team's new race suit, and is actively preparing for the 2020 Tokyo Olympic Games.

While successfully seizing the subdivision of golf casual wear, biblfin has aimed at the holiday tourism apparel market in recent years, launched the Venice brand, and built high-end leisure Golf and holiday tourism costumes.

"The tourist holiday market is still a blue ocean. With the increasing demand for quality of life, the Venice series will activate the 10 billion garment market and become a new engine for the continuous growth of its revenue." Xie Bingzheng said.

For the future, Xie Bingzheng hopes that the revenue of the company can reach 40-50 billion yuan, and the number of stores nationwide will reach about 1500. The company will continue to focus on its main business, expand outlets in mainstream high-end shopping malls, airports and clubhouses, promote the optimization and upgrading of channels, create boutiques and large experience stores, enhance the performance of flat end and single store sales, and drive the overall performance of the company to grow rapidly.

"It has always been a steady way of development," based on the judgment of the market and itself. No matter how the external environment changes, the most important thing at present is to have a sense of crisis at all times, to stay awake, and to practice internal strength, to study the market and consumers with great care, and to create value for consumers continuously. Xie Bingzheng said.