He Created The Local Version Of "UNIQLO" And Gave His Son A 10 Billion Loss In One Year.

Since the development of e-commerce over the past 10 years, many of the original entity chain stores have fallen down, and they can stick to and continue to expand very few. In particular, the clothing industry, JEANSWEST, Metersbonwe, Semir, Tonlion and so on have been reducing stores in the electronic business platform opened the flagship store. Today, we want to talk about the development of men's wear chain store in the face of adversity. The success of a brand chain store must be inseparable from the unique business philosophy of his founder. How did Zhou Jianping learn to make a textile factory into a man's empire?

Zhou Jianping was born in Jiangyin, Jiangsu Province in 1960, and graduated from college. He chose the latter in the two way of life: iron rice bowl and entrepreneurship, and opened a photography store to make him earn 300 thousand yuan. 300 thousand of that era is enough for the Zhou Jianping family to live a well-off life. Zhou Jianping was not a comfort seeking man. In 1988, he was 28 years old, and he invested in a collectively owned factory called third woollen mill. At the beginning of the business, 18 workers formed a collective and began the road of industrial production.

At that time almost all wool mills chose to make woollen cloth, and Zhou Jianping's factory also produced this kind of cloth. Once we went to other upstream companies to make an order, we found that worsted is the trend of the future, and demand is also increasing. So in 1991, he invested in 10 million yuan production line to produce worsted. It was not until 1994 that worsted became the main process that Zhou Jianping's foresight consciousness emerged. That year, their sales exceeded 100 million yuan for the first time. His prestige in the factory has already been established. Several years later, the company went backdoor listing. This has accelerated Sanmao's development.

People who know Zhou Jianping say that he has a strong personality and often talks about things in the company. In 2001, he went to Japan to investigate and noticed that UNIQLO's minimalist style clothing sales model was very successful in Japan. Decided to return home to become China's "UNIQLO".

When most people think that women's clothing is the mainstream business of the clothing industry, Zhou Jianping set the goal on men's wear. It cost 7 million yuan to invite Tony Leung to be an Advertising Spokesperson, and changed the name of the company to "Hai Lan group", though it was opposed by all the old employees of the company. This shows the strength of Zhou Jianping, and "Sanmao" changed to "Hai Lan's home" on schedule. The name sounds new and high-end. It has also become the leading brand in the famous men's wear brand.

Unlike other chain operations, Hai Lan's home uses clothing production and processing provided by the upstream suppliers. The sea Lan's family is responsible for product planning and brand management, while the downstream stores are franchisees who provide rents and salaries for the stores. Hai Lan's home is responsible for the store's image design, operation management and distribution of goods. This way let Hai Lan's home escape the risk of funds, all of which are borne by the upstream and downstream. Of course, cooperation with Hai Lan's home is no fool. There must be some kind of interest in it.

It is not difficult to understand Zhou Jianping's confidence in his own business model. This is a Menswear group made by many companies and operators. Hai Lan's home now has more than 6000 stores in the country. By the end of 2018, the total assets of Hai Lan's home had reached 50 billion yuan. The staff also changed from 18 people to more than 6 million. And once entered the top 500 enterprises in the country. This allowed Zhou Jianping to become a fortune list several times. In 2018, it was worth 43 billion on the Hurun fortune list.

Since 2016, the clothing industry has suffered a decline in the collated performance, and Hai Lan's home has also been affected. In early 2017, Zhou Jianping, who had some ill health, announced that his son Zhou Lichen would take over as president of the Hai Lan home and retain the position of the chairman himself. The 29 year old successor is no mediocrity. They all say that the tiger father has no dog. When he was in school, Zhou Lichen had a reputation for learning tyrants. He graduated from Tsinghua University and majored in finance. 4 years of work experience at Hai Lan's home has been well versed in and familiar with most of the business of Hai Lan's home with diligence and effort. What follows is the change of product style.

Hai Lan's home, formerly known as the "man's Wardrobe", can no longer cater for the new generation of young people. In terms of advertising, Zhou Lichen began to select the precise crowd and chose the younger generation's idol Lin to update, hoping to change the image of the middle-aged man's clothing in Hai Lan's home. During the two years since he took office, he invested a lot of money in developing new products. Despite the numerous reforms, there are still reports of excessive inventory of Hai Lan's home this year. Financial data show that about 9000000000 of stocks will become unsalable goods. The annual revenue of Hai Lan's home is still growing steadily, but with the increase of inventory, the profit margin will become very low. This may be the first major test faced by the new leader, and Zhou Jianping, who is the founder, is still the most solid backing of Zhou Li Chen. I believe this will help the father and son to tide over danger and tide over difficulties. Let's wait and see.