(20 10- 1 1-25 13:52:09)
Reprinted ▼
Label:
Casual conversation
See how the clothing "Godfather of Tail Goods" sells for 2 billion.
From an artist to a planner, from an ordinary planner to an outstanding manager, the man of the hour today. What kind of business wisdom does Liang, a new commercial real estate figure in China who has created a sales myth of 2 billion yuan in three months and is known as the "godfather of tail goods"? It must be a hot topic that everyone is most concerned about.
notice the time
Liang, who lives in Taian, Shandong Province, has a persistent dream since he was a child, that is, to create his own life value through his own hands. It is this dream that supports him to overcome one hardship after another that ordinary people can't imagine and overcome.
"I still remember 1999. When I was studying computer design in Central Technical School, I started to do several jobs, such as lettering and writing advertising slogans for the bosses of clothing stores and shoe stores. I often stay up all night and feel sore all over, but I feel very fulfilled. " Recalling his initial learning experience, Teacher Liang smiled.
With sincere enthusiasm and good technology, Liang has accumulated many customers. After a long time, these people became his good friends, which also provided him with the opportunity to go to sea for the first time. Through a friend's introduction, Liang rented a counter in Tianlantian Jiezhuang Building Materials Market, 1200 yuan/month. This experience laid the foundation for his later success.
Liang was in the building materials business, earning 2000 yuan in the first month, but it was too hard, so he worked for two months. Liang feels that this is not the industry he wants to engage in. He can't find his own position and intends to leave this industry. Liang has a bigger ideal, and his ambition is not here. The place where he lives is a small shop.
This building materials business made Liang taste the ups and downs of life. Cruel competition in business and indifferent interpersonal relationships completely broke his heart. At this point, Liang felt a little lost. He feels that he has not found his position after changing so many jobs, or that no career can succeed.
In March 2000, with infinite disappointment and frustration, Liang returned to Jinan after a long absence. He stayed in Jinan for more than ten days. During these ten days, he locked himself in his room every day without eating or sleeping. Liang made a thorough reflection on his experience in Beijing in the past two years. His mind replayed all kinds of study and work experiences and details during his stay in Beijing over and over again.
He remembered a sentence often said in the book: where you fell, get up from there. He shouted this sentence and wrote these words on the paper crazily, over and over again, until the pen could not write another word.
Thankfully, I finally realized the power of Liang. This time, he returned to Beijing to find his dream again.
After returning to Beijing, Liang took his resume to attend job fairs everywhere. In May 2000, by chance, Liang entered a Taiwan-funded enterprise and began to engage in planning work-this was the beginning of Liang's planning practice. After working for more than ten days, Liang was appreciated by the company's senior leaders for his outstanding work performance, and was sent to Dalian to be responsible for the planning and publicity of the clothing exhibition named "Luoqiao Bear" by Huashang Clothing Company. After Liang's careful planning and whimsy, "Bear" brand children's wear was successfully listed in the north. In the same year, the brand won the title of "Top Ten Brand Children's Wear in China".
"From then on, Liang gradually fell in love with planning this industry and felt that he was very suitable for this industry. Engaged in planning can fully demonstrate his imagination and let his thoughts fully integrate into his own creativity and ideas. " Mr. Liang said.
After working in Taiwan Province Huashang Clothing Company for nearly a year, Liang felt that his planning ability could not be improved here, and he wanted to do more advanced and cutting-edge planning. This company has no room for development in China. Although the Chinese company offered a high salary, he left without hesitation.
In April of 20001year, Liang went to Jiutouniao to apply for the position of marketing director. During his two years working here, Liang gave full play to the integration of Chu culture and Jiutouniao brand. Since then, the nine-headed bird has had a number of franchise stores in Beijing in just one year, and its business is booming. Every day, the guests are full and endless. The boss trusts him and has been entrusted with important tasks many times. "I really didn't expect that just one of my own ideas could bring such a big change." Mr. Liang said with a smile.
During his stay at the Nine-headed Bird, Liang personally worked out a series of planning schemes. His planning strength has been greatly improved, and his own planning theory has been formed through various practices and studies. After forming his own planning theory system, where will Liang go this time?
seek business opportunities
On February 26th, 2002, at 65438, Liang registered and established his own "Aries Pavilion" Planning Co., Ltd. in Beijing. On the day the company was founded, only 6 yuan money was left on Liang.
After nearly a year's efforts, the company's development was basically on the right track by 2003. During this period, Liang specialized in all kinds of marketing planning, served as the planning consultant for more than 80 Chinese food chain enterprises in Beijing, and planned and guided famous catering enterprises such as Baiyeju, a century-old shop, Pangxielaosong, a Chinese food model, and Chu, a flavor restaurant. In addition, he also dabbled in the marketing planning of liquor, clothing, electronics, fast-moving consumer goods and other industries. Liang's career has reached a new level.
In 2006, commercial real estate was in the ascendant in China, and a large number of commercial real estate projects mushroomed, but the success rate was less than 15%. Is commercial real estate really the Red Sea?
At that time, Liang's lover was engaged in investment promotion in Tianlantian Commodity Wholesale Market in Lize Bridge. In a very accidental opportunity, when chatting with my lover, I learned that the investment promotion work was not smooth because of the small number of merchants and the partial location, and the boss was anxious.
Liang knows something about the "blue sky" market where his lover works. When he used to do propaganda planning for the famous Chu catering company in Beijing, he had to go through Tianlantian market every day, and he also saw the brochures and publicity strategies in the early stage of Tianlantian market.
Liang believes that it is unlikely that Tianlantian market will successfully locate the small commodity market. First, the Lizeqiao business district where it is located is not a prosperous business district in the traditional sense, and the small commodity market focuses on popularity and passenger flow, which obviously does not have such conditions; Second, the business circle around Lizeqiao is a traditional building materials business circle, with many foreigners around, relatively low consumption purchasing power and mature commodity markets nearby, so the competition is fierce. If you want to locate accurately, you have to find another way.
As a result, an affair between Liang and his wife inadvertently led to the birth of a new concept, which Liang did not think of at that time. Business opportunities are everywhere, and it only favors those who have the will. Through the introduction of his wife, Liang officially accepted the entrustment of Hou Xujiang, the boss of Tianlantian, as the marketing planning director of Tianlantian on June 5438+February 1 2006.
See how the clothing "Godfather of Tail Goods" sells for 2 billion.
As the saying goes, everything is difficult at the beginning. Before Liang became the planning director, Tianlantian market encountered a financial crisis. Due to market positioning and planning mistakes, we can't recruit merchants, and we can't start business within three months. More than 5 million yuan invested in the early stage has already reached Shui Piao. Not only that, but also more than one month's salary is in arrears, and many employees are ready to find another job.
Liang felt that he had received a very difficult case. He thought that before he denied Lantian's positioning as a small commodity market, he had to have something unique and novel of his own. Now is the time to find a way.
He learned that in recent years, the anti-dumping problem of textile and garment exports in China has become increasingly prominent, and some garment processing enterprises can't successfully clear customs, so they have to switch to domestic sales. Some domestic businesses engaged in the wholesale of clothing in stock range from 30,000 to 50,000 pieces to more than 100,000 pieces. These enterprises are eager to solve the inventory problem in order to withdraw funds and invest in the next stage of production.
Liang also found that many clothing enterprises' inventory sales channels are to squeeze out goods far beyond their normal sales to the market and channels at all levels, especially the first-class commercial channels, that is, pressing warehouses or stuffing goods, which is often a helpless sales behavior and the lowest-level marketing activities. The quickest shortcut for manufacturers or distributors to deal with pressure goods should be to sell them in the professional inventory market. Judging from the present situation of Beijing clothing wholesale market, most clothing wholesale merchants have not found their own professional market, which constitutes a market blank-professional clothing inventory wholesale market.
"There are more than 3,000 dealers in Beijing engaged in warehousing and warehouse pressing. Distributed in every corner of Beijing, mainly distributed, underground and small-scale operation. An important missing point of these dealers is the source information. Their survival depends on the supply of goods, so people generally expect to establish a professional market that can concentrate the supply of goods. " Mr. Liang said.
The keen market vision made Liang aim at the clothing inventory industry. However, everything in stock is old-fashioned, and it seems that it should be given a brand-new concept. What's your name? Liang thought hard, and finally, the word "tail goods" jumped into his mind. Liang used his intelligence to name the inventory goods as "tail goods" and extended them to form his own theory of "tail goods", which is of epoch-making significance.
There are only a few days left before the curtain. At the first investment promotion meeting, 26 merchants came. For a10.5 million square meter, more than 900 stalls in Tianlantian tail goods market, these 26 merchants are just a drop in the ocean.
On February 28th, 65438, Tianlantian opened as scheduled. Of course, the scene can only be described as horrible: bad weather and heavy snow. Because the shopping mall is close to Lize coach station, there are a large number of migrant workers waiting for the bus to go home for the New Year near the entrance of the shopping mall.
Liang thought, anyway, there is no one in such a big shopping mall, so let them go to the shopping mall to avoid the cold. Moreover, it is not easy for migrant workers' brothers, so it is unintentional for managers to invite these migrant workers into shopping malls to avoid the cold. When the migrant workers' brothers saw that a down jacket in the shopping mall was only sold in 30 yuan, they all felt incredible, so they snapped it up, and most of the goods were snapped up instantly. On the same day, individual businesses sold more than 6,000 yuan of goods in one day.
The news spread from one merchant to another, and after 26 merchants tasted the sweetness brought by "tail goods", they quickly spread this exciting news to other merchants. On the afternoon of the investment promotion meeting, 328 booths on the first floor were rented out in an hour and a half. There are three floors in the market, and the investment promotion work of each floor has not exceeded three hours from the beginning to the end. This is a myth in the history of investment promotion today when there is a serious surplus of shopping malls and commercial places have changed from seller's market to buyer's market.
Create amazing wealth
Tianlantian Tail Goods Market has been in trial operation for three months, and the market shipment has exceeded 65.438+0.2 billion pieces, with sales of nearly 2 billion yuan. By the end of 2007, Tianlantian's popularity and dominance in the tail goods market have been initially established. After development and expansion, Tianlantian Tail Market has become a wonderful flower in the field of commodity circulation and commercial real estate development, and achieved a commercial miracle with the real speed of China.
During the Golden Week in 2009, Tianlantian Tail Market received a total of 6,543,800 passengers. With the opportunity of "May Day" Golden Week, tourists from all over the world flocked to visit Tianlantian Tail Goods Market and feel the excitement of snapping up ultra-low-priced brands.
The huge tail cargo throughput of Tianlantian tail cargo market has become a barometer of China tail cargo market. The sudden economic crisis in 2009 cast a shadow on garment production enterprises. This financial crisis has not only hit the world economy hard, but also China's economy is inevitable, and clothing export and clothing retail have fallen into a survival dilemma. On the other hand, the clothing tail market is another scene. Due to the economic crisis, people's income has generally decreased, and people have tightened their wallets. The previous luxury style has been restrained, and the fine tradition of advocating frugality and eliminating extravagance and waste of the Chinese nation has been picked up again and joined the Taobao army one after another.
I have to admit that Liang's concept of "tail goods" not only created considerable wealth, but also eased the difficulties of a large number of clothing tail goods wholesale merchants. The inventory of large clothing manufacturers has been solved, and the inventory has been converted into funds, which is conducive to market sales and investment. At the same time, it also played a great role in promoting taxation. And put forward a new concept of clothing market, focusing on protecting the intellectual property rights of clothing brands.
The two-hour interview ended, and the wisdom and courage of Liang, a senior planner and self-made successful businessman, convinced people.
Where is the concentrated origin of foreign trade clothing in China?
Domestic foreign trade garment factories are mainly concentrated in Guangdong, Zhejiang, Jiangsu, Shandong and other provinces. Most of the tail goods of our garment factories are sent to Beijing through several wholesalers in the middle, but also to Hebei, Tianjin, Shanxi, Shaanxi and other places. So it's not that some people think so little, and it won't be as much as there are foreign trade receipts everywhere now. We should discuss with clothing manufacturers or friends who know about foreign trade clothing, so that they can distinguish which ones are foreign trade receipts, which ones are follow-up orders and which ones are imitation orders in the actual process of making clothing.
Second, how did foreign trade tail goods come into being?
Some people say that 90% of foreign trade goods on the Internet are nonsense. They can only say that their view is that there are problems with foreign trade receipts, and even if there are no problems, there will not be so many now. So do they really know how the receipt was generated? In fact, they have no idea. As a manufacturer, let me tell you how the tail list came into being, so that everyone can understand how the tail list came about. Of course, I'm not saying that all foreign trade clothing manufacturers on the Internet are real foreign trade tails, because many people really fish in troubled waters when they see foreign trade tails making money. We still need to know more about foreign trade products and don't be cheated. Why do foreign trade garment factories that export abroad inevitably have tail goods?
First of all, we need to know the workflow of foreign trade garment factory:
1. Fax mail of foreign customers.
2. Make samples and quote according to the fax mail of foreign customers.
3. Modify the sample price and wait for the confirmation of foreign customers.
4. Buy cotton yarn (different fabrics) as required.
5. Dyeing (be sure to dye enough at one time, otherwise it is easy to have color difference)
cut
7. Printing, dyeing or embroidery
8. Make it on the computer
9. Cut the thread \ \ Select \ \ Ironing \ \ Packaging.
10. Packaging and delivery
The above is the general process, and there may be problems in every link, such as holes in weaving, mistakes in printing and dyeing, dirty stitches in machine openings and unequal stitches, so you should reserve some spare parts in advance at the beginning, for example, the order is 654.38+100000 pieces, and the calculation needs 654.38+100000 square meters of cloth. So when you are weaving, you have to weave 654.38+100000 square meters, and if you control it well or are lucky, then 12000 square meters of cloth will eventually come out as 1 10000 (even the best control can't come out 12000). ), and foreign countries receive goods strictly according to the order, so the extra 1000 is. But most of them are good, because if there are defects, they will be thrown out directly in the last process, and we can't wait until the last process. A few defects were found in the final packaging stage. This is how the foreign trade tail list is produced. The more foreign trade clothes manufacturers produce, the more tail orders they produce. There are as many as 10,000 tail orders a year in large garment factories.
Third, how to identify the real foreign trade tail goods
1 Look at the stitches.
Real foreign trade clothing has high requirements on stitches, and there are strict requirements on the number of stitches per inch, so intuitively, real foreign trade clothing has uniform and fine stitches, while fakes often don't care so much.
2 Look at the accessories.
Sometimes, it is difficult to distinguish between true and false foreign trade clothing and fake fabrics, so we should look at accessories from a small angle. Most of the accessories of real foreign trade clothing are "supplied by customers", with exquisite workmanship and brand characteristics, such as zippers, buttons and small marks on clothes. Some even have brand logo. If the workmanship is rough, or a large number of clothes use the same buttons and other accessories, it may be fake.
3 see if it is washed.
Many real foreign trade clothes are washed in advance, so they are not easy to shrink, feel good, and some substances harmful to human body are removed, while many fakes have not gone through this process, and there are obvious differences in the feel and impression of fabrics.
How to purchase goods to get the maximum profit?
Doing business, to put it bluntly, is the process of buying and selling goods and earning the difference, but it also involves a lot of knowledge. Taking commodity procurement as an example, how to determine the quantity, quality and type of procurement, how to determine the proportion of procurement funds and working capital, when to replenish goods, and how to determine the quantity of replenishment are all things that operators should know. Below, we will introduce the basic knowledge commonly used in these businesses to everyone, hoping to inspire some small business operators who have just started.
1, profit model of wholesale and retail
The biggest difference between wholesale and retail is that wholesalers have low profits in selling a single commodity and can only make money by shipping in large quantities, while retailers have high profits in selling a single commodity, but the shipments are less than wholesalers.
At the beginning of the store, most operators don't want to press too many commodities, so they will choose only a small part of each commodity as a sample, and gradually understand the market demand of consumers through the sample. If you find that this commodity is in great demand, decide to replenish it, because it is relatively safe and less risky. But this method also has a disadvantage, that is, when you ask the wholesaler to buy a single product, or no one is willing to give you the goods, even if the price is much higher than the wholesale price. In this way, your higher purchase price and profit will inevitably lead to your uncompetitive price, and many customers will give up buying, which will inevitably interfere with your judgment on the market prospect of this product.
So before you do it, you need to know the customer's needs deeply and have absolute confidence in your choice of goods (if you have no confidence in your choice of goods, what goods will you buy? ), in the process of purchasing goods, give wholesalers enough sincerity and confidence, and strive for a good wholesale price for themselves with quantity.
2. Quantity purchased
Purchase quantity includes purchase amount, type of purchased goods, type and quantity of individual goods, etc. There is a simple way to determine the purchase amount, that is, add up the monthly operating costs of your entire store (including store rent, artificial water and electricity, taxes and fees, management fees, etc.). ), and then divided by the profit rate, the data you get is the monthly purchase you want. For example, your total operating cost is 5000 yuan, and the average profit from selling products is 200%, so you need to buy at least 2500 yuan of goods, because 5000/200% = 2500. In that case, you can make ends meet. If you only buy 2000 yuan. Then even if you sell all these goods within a month, your profit will only be 4000. Not enough for your expenses.
Try to have as many kinds of goods as possible for the first time, because you need to give customers a variety of product choices. When you have a certain understanding of customers, you can lock in certain types of products because funds are always limited. Only by concentrating funds on a limited variety can we purchase a large number of single items and ask wholesalers to give lower wholesale prices.
When locking a certain commodity, the quantity of a single commodity category can be subdivided into display quantity, inventory quantity and turnover quantity. The display quantity is the quantity you put on the shelves, the inventory quantity is the quantity stocked in your warehouse, and the turnover quantity is the actual shipment quantity in two purchase periods. From the conclusion drawn by operators with many years of operating experience, at least three pieces of each commodity can maintain a relatively benign commodity turnover. When you buy a commodity and it sells well, you will soon need to replenish it separately. At this time, no matter from the time and money spent, it is not worth the loss. If you don't replenish the goods, you have to watch the customers leave disappointed. However, if you buy three identical products, other products are likely to need replenishment during the period of selling these three products, so that you can replenish them at one time, improve the efficiency of replenishment, and thus save replenishment costs.
3. How to get the support of wholesalers?
There are two factors that can affect the wholesaler's support for you: the first is your initial purchase. If your initial purchase is too small, the wholesaler will think that you have no strength, or that you have insufficient confidence in his products; The second is the frequency of replenishment. If you often go to the wholesaler to replenish goods, even if the quantity is small, the wholesaler still thinks that your goods can turn around quickly and bring him long-term benefits. The wholesaler's support for you is that you will be informed as soon as there is a new product, and the price may be adjusted automatically next time. In addition, if the wholesaler thinks you are an important customer, it will generally disclose the recent hot sale of that kind of goods to you. Knowing these prices will make you judge the market and customers more accurately.
4, the rules of the wholesale market
A, don't check your products slowly in the wholesale store.
When you mention the goods, you only need to calculate the quantity. Generally, when you find that there is something wrong with the product, you will ask for a replacement (of course, don't be too far away from the purchase time). If you order in a wholesale store after picking up the goods, it will make the wholesaler think that you are a troublesome customer, so you are unwilling to deal with you for a long time.
B, don't expect to reduce the risk by exchanging goods through wholesalers.
When buying goods, don't ask the wholesaler if the products are not easy to sell, but ask if they can be replaced with goods that are easy to sell. If you ask this question, the wholesaler will think that you have never done business before and are a novice in business (if the business risk can be controlled to this extent, everyone may make a fortune). Needless to say, you will guess what kind of quotation the wholesaler will give you. Wholesalers are not obliged to take the risk of buying goods for you. It is good support that he can replace the defective products for you.
C. the price adjustment in the wholesale market is very small.
As mentioned earlier, the profit of a single commodity of wholesalers is very low, and the price reduction of commodities cannot be the same as that of retailers. Generally, the adjustment is between 2% and 3%, and a reduction of 5% is already very powerful. If you pester the wholesaler to make another 20% discount on the wholesale price, it will let the wholesaler know that you seldom wander around the wholesale market. On the other hand, in the wholesale market, the general goods are transported by car or railway (because the transportation cost is much lower than that of express delivery), and the buyer is responsible for it. If you meet a good wholesaler, he is most willing to help you with the consignment, but the buyer has to pay for the cost and freight of moving the freight yard himself.
Manufacturers are divided into: one is self-produced and self-sold, dedicated to their own direct stores and authorized stores, like some big brands. There is also a kind of self-production and self-marketing, that is, small family-owned factories produce their own products, open their own wholesale stores or do one-stop industrial chain of production and marketing with relatives and friends. It's harder for outsiders to get in This kind of factory is small in batch and scale, but its structure is stable. These two, one big and one small, are the envy of many small factories and even large factories. Each has his own internal strength.
Second, self-produced and self-sold, do more OEM, and also have their own brands, which can create any brand for others. Many such factories along the coast of China are like this. Dozens to hundreds of people, on the basis of ensuring their stable supply, take orders to find someone to start work at any time, and immediately lay off employees to save money without orders. Typical landlady type. This is also the reason why our poor migrant workers' brothers and sisters changed factories for several months. It's not that they want to change, it's that the factory is out of stock and only has a basic salary. They withdraw money piece by piece, so they can't spend it all. There are still many orders from abroad, which is also the reason why so many factories in the Pearl River Delta and Yangtze River Delta closed down during the financial crisis last year. Because these OEM factories don't have their own brands, only machines and workers. What foreign countries want can be done according to the drawings. Get a processing fee, as long as there is an order, everyone is fine. Even some factories only give those big overseas customers one year. Everyone was happy that there was no financial crisis, but the financial crisis broke out. Foreign investment is shrinking and demand is declining. Unfortunately, thousands of factories depend on foreign orders to survive. Without a factory, of course, we can't afford to support so many workers, so we have to lay off employees. Therefore, when we see the impact of the financial crisis on big industries, it is not multinational companies or big bosses who suffer. The biggest victims are our brothers and sisters who work as recorders in the factory. Actually, I can't blame the factory owner. They all want to live, and everyone must save themselves first. Hehe, sorry to digress. In fact, a lot of this part is now turning. This is a good thing.
Third, we should make clothes suitable for China, not externally, directly internally, facing the domestic market and following the changes of international fashion. This is the main supplier we got, but you may not know that you have never been to the factory. The time in the factory is calculated in minutes, and one more process will increase the cost. So, it's best to calculate it in the factory. They seldom do sales directly, but directly find big sellers and agents, and the factory is only responsible for production. Every order is a big one, usually in the tens of thousands, so few people, especially small buyers, can eat the goods. Even if they can, the price is not necessarily much lower than that of other people's big agents, so if you are not a small shop predator, you'd better keep your mouth shut and stop clamoring all day to get the goods from the factory. Hehe, because people calculate by tonnage, we calculate by half a catty.
The fourth type is a professional chemical factory that copies editions, that is, guerrillas in the clothing industry. I can do anything you want. You can give me samples in the evening. As long as you are willing to pay, you can get the goods the next day. These are the goods that many manufacturers say their manufacturers take. This kind of factory has great autonomy, is the most cutting-edge innovator and can do anything. This is our China market, the hometown of A.B. products. It is also the contribution of these people that all of us are happy to say that we bought the famous brands of the past, with low price and good quality. There is also one of the biggest open secrets. All ex-factory goods have no tag, only when the guests need them, just as the advertisement says. Hehe, this is also the birthplace of China brand road, and many domestic brands are like this. I'm not rejecting it, I just hope more independent brands can stand out. Isn't there a saying that heroes don't ask about their origins? I support any brand in China. Because it is our own brand in China after all.
Manufacturer's goods: divided into genuine products, defective products and defective products. I don't need to say these terms, everyone can understand them. It can be said that 90% of the goods you take are genuine. Why is there a big difference between quality and price? It's because you haven't paid enough money. You get what you pay for. Don't ask too much for the goods with high cost performance, or those wholesalers who say the real price will kill you. Unlucky gay friends are greedy for petty gain, and will encounter defective products, even defective products.
To sum up, we mainly want our shopkeeper friends to get rid of the misleading wrong view of looking for manufacturers. Of course, there are exceptions to doors. Don't pat the brick. I was just telling the truth. However, most shopkeepers still have to find their own selling points. Cheap goods are not good, and good goods are not cheap. Only by going to the next level can you earn more. If you keep staring at the low price, your shop will be settled. It's not that we can't find a manufacturer, it's just a matter of time and ability. Doing things in a down-to-earth manner will naturally lead to by going up one flight of stairs. Don't be ungrateful and delay business.
Will it be popular for supermarkets to do such clothing business? Yes! ! ! Low price, high quality and guarantee! ! Good market prospect, high profit and high popularity! ! Who can win the first prize, wait and see! !