Build a costume empire from a pair of trousers

Since Lin Zhiying, chairman of Jiumuwang Co., Ltd., has been engaged in apparel production since 1989, his company's core products have been the first in the men's trousers market for more than ten consecutive years. He is therefore also known as "China." Pants king."

Lin Congying is a typical southern Anhui entrepreneur, starting from scratch, diligent, practical, dare to dare to fight. From trousers enterprises to menswear companies, to clothing listed companies, Lin Congying did not give himself any reason to be satisfied with the status quo.

Changes in the external environment forced the garment industry to enter the adjustment period. Now, Lin Congying is also thinking. In an interview recently, he said: “Our e-commerce accounted for 8% now, and we hope to occupy 50% in the future.”

"The men's trousers have only changed in four or five pockets, so we think that choosing a pair of pants as a category will be relatively low risk."

Resigned from the sea

Repeatedly tossing selected trousers venture

Lin Congying was born in Jinjiang, Fujian Province in 1960. At the age of 24, he resigned from the Iron Bureau of the Food Bureau to start a business in the tears of his wife.

Since childhood, he has had three industries that are inspirational to do. One is food, because everyone needs to eat. The second is clothing, because people need to dress, and the third is cutting their hair for the same reasons as above.

After resigning, Lin Cong Ying started a grain business he was interested in, but he was disadvantaged. Because of his partners, Lin Cong Ying not only lost money but also owed more than 40,000 yuan in debt. In the Spring Festival of 1985, in the forced bondage, he took 200 yuan to sell zippers in Jiujiang, Jiangxi Province.

In the process of dealing with local apparel companies, Lin Cong-ying found a business opportunity - clothing retail is very market, and profitable, he found a supply of goods through his father, opened a clothing retail store in Qingdao.

In 1989, after making a small savings in the clothing retail business, he returned to his hometown Cizao Town in Jinjiang City to prepare a garment factory. However, his family members unanimously opposed it. One of them was "You have only done clothing retail and you can understand the clothing technology. How many?"

Lin Congying stubbornly persisted. Relying on savings and borrowing 18,000 yuan from relatives, the original capital of the venture was a total of 72,000 yuan. Then he rented a 500-square-meter site to the Cizao town government and bought several used sewing machines and cutting beds and sewing machines. Then, to the nearby towns and old tailors, after training the workers for more than a month, the predecessor of Jiumuwang was born. The garment factory was established but it was not easy. Lin spent 4 years to make up for the business. Deficit.

Why do you choose pants as an entry product? Lin Congying revealed the secret in an interview recently: Because the entry threshold for trousers is relatively low, and the change is relatively small. "Men's trousers have only changed in four or five pockets, so we think that choosing pants as a category will be relatively low risk."

“We used very limited resources for channel construction from the outset, so the money we have to build factories is gone.”

Development key

Low-cost expansion strategy to grab the market

Since the beginning of the venture, all kinds of resources are very limited, so the king of the nine animal husbandry took a low-cost expansion strategy. "We started with very limited resources and funds to build resource terminals. We set up our own offices and distribution agencies in each provincial capital. Because money is spent on channel construction, then we don't have money to build factories. "" Lin Congying said that the factory had adopted the lease form before 2000. “For example, a garment factory that we had rented because it basically stopped production, so it took a very small amount of money to rent it. There were ready-made workers, ready-made equipment, ready-made factories, and only a few hundred thousand invested in the establishment of a Garment factory, in addition, also proposed leasing to some closed garment factories." Lin Cong Ying said that it is through this low-cost expansion strategy to complete the expansion of the king of the nine animal husbandry.

In the history of the expansion of King Jiumu, 1995 was a very important node. At a party that year, Lin Cong-ying found that the fabric of a friend's trousers was a feature that he had never seen before. This fabric not only looks good in a drape, but also feels very delicate. Lin Congying's judgment is that this is likely to become a new fabric that will guide the market trend. After investigation, he discovered that this kind of fabric called "Heavy Yarn King" was a new breed that Taiwanese textile companies had just developed. There were only sporadic sales on the market.

opportunity! Lin Congying had an ecstasy inside: The trousers made of it must have caused a sensation in the market.

After spotting it, the king of the nine animal husbandry won the exclusive right of King Ma Shawang on the mainland. With this as an opportunity, the king of the animal husbandry began a new round of transformation and innovation of the production process at that time.

However, contrary to Lin Congying's anticipation, the production department did not agree with this. The first one stood up against no one else. It was his father, who was in charge of the vice president of production. He believes that Jiuniu Wang’s trousers process is already in a leading position among its peers. If reforms are carried out now, it will increase financial investment once and second, it will also be time-consuming.

In the end, Lin Cong Ying persuaded her father to advance reforms and improved more than 20 crafts. As Lin Chunying expected, the listing of the heavy linen king trousers on the market caused a sensation. From June 1995 to the end of 1996, the king of linen trousers accumulated more than 4 million pieces, and sales exceeded 100 million yuan, setting a record. Single product sales miracle.

“What I want is to dig a well 10 meters wide and 100 meters deep, instead of hoping that he will dig 100 meters wide and then only 3 meters deep”

Dare to dare to fight

Persist in making big in the fashion field

As one of the representative entrepreneurs of merchants, Lin Congying has the common characteristics of diligence and solidarity. "Being a boss must do two kinds of choices. One is to lose money into the court. One is to get into the body and not ready to enter the two houses. You can't be a good boss." This is Lin's famous quote. From the very beginning, I only wanted to change my life. To the first in trousers, Lin Congying could not stop. After completing its own original accumulation, it becomes a mission to make the company bigger and stronger. He even thinks about the company’s strategy and future even in his dreams, and he classifies “sleeping” as one of the common features of the merchants. .

By 2000, Jiu Mu Wang Xi Kui already had a market share of more than 20%, leading the trousers industry. Going further, space is limited. In order to achieve the strategic breakthrough of the king of animal husbandry, Lin Congying dared not take it lightly.

Beyond, take the most proud of the operation. Soon, the king of the nine animal husbandry reposition themselves: to trousers as the core, men's suits, men's casual clothing for the two wings. Formally involved in the men's field in 2000, but just 7 years, Lin Cong Ying will bring the company to have the scale of listing. In 2007, Jiumu Wang began preparations for listing. On May 30, 2011, Jiu Mu Wang was listed on the Shanghai Stock Exchange.

From trousers enterprises to menswear companies, to clothing listed companies, Lin Congying did not give himself any reason to be satisfied with the status quo. His long-term goal for Jiu Mu Wang Ding is to become an internationally renowned clothing brand operator. In addition to continuing to strengthen the market position of the Jiumuwang brand, he also plans to enhance the operational capabilities of multi-brands, extend it to high-end and designer brands, and extend to young fashion brands.

Dare to fight is a common characteristic of merchants. With one dollar in hand, continuing to invest in one dollar is considered to be the thinking characteristic of the dealer. “Now dare to fight, still fight, one to do business, even try wrong. There is no courage, and the chance of success is very small." Lin Cong Ying said. However, he admits that after he used to seeing the ups and downs of private entrepreneurs for thirty years, he would think about how the King of Pastors should learn lessons and be relatively cautious when making decisions. “I hope to dig a well ten meters wide and one hundred meters deep, instead of hoping that he digs a hundred meters wide, and then only three meters deep, focusing on the Bank, not too greedy.” In the Chinese men's brand The development of the nine animal husbandry Wang insisted on the fashion field is also known.

Latest News

The future should be pocketed in the store

Lin Cong Ying revealed that in the second half of this year, Jiumu Wang will launch an online and offline integration pilot area in several cities and try to pocket the stores.

He believes that the future of shoes and apparel companies must use Internet thinking to operate management, can open some of the stores in the city center in the customer's pocket, and then carry out an organic integration of online and offline, so that consumers shopping More convenient. “For example, we have more than 3,000 stores in Jiumuwang. These stores are all open in hypermarkets. If you shop through mobile platforms, strengthening the combination of virtual and real shops will not only reduce costs but also bring in more business opportunities.”

Successful experience

Competing with death

Lin Cong Ying's office has two large characters. Although it is not expensive, it is regarded as a true portrayal of him and the king of the nine animal husbandry.

One of them hangs on the wall opposite the desk of the forest. "On the day of the company's birth, it begins to struggle with death," and it can be seen by looking up. Lin Congying, who is now worth millions, does not like to recall the past, but the initial entrepreneurial failure has brought him a profound sense of crisis.

On the back wall of his office, there are six characters inscribed in the book: “Hepherd's Mind, Shepherding the World”.

Lin Congying believes that the success of King Jiumu has benefited from this philosophy: “The animal husbandry of the pastoralist animal husbandry in the world” is reflected in the brand and product strategy is to use good products to conquer people's minds, in terms of human resources is to use a good mechanism to manage people, use well The treatment retains talent.