The Growth Story Of A Cowboy Brand

When we talk about milk, we think of Mengniu Group.

When we talk about search engines, we think of Baidu.

When it comes to e-commerce, we will think of Alibaba.

Similarly, when it comes to cowboys, consumers who love online shopping, they must have heard of a brand:

。

Even many consumers support this brand, no less than Lee and Levi 's.

Mengniu is China's largest dairy manufacturer. Baidu is the largest Chinese search engine in the world, and Alibaba is the largest e-commerce website in the world.

According to what is cool wolf going to the public life with other industry leaders? How does it become a famous brand like Lee and Levi s?

Perhaps people who do not have online shopping experience will wonder, according to cool wolf, never heard of it.

But this does not hinder the brand influence of cool wolf.

In 2011, "cool wolf is cowboy."

This brand new slogan has quickly entered the hearts of thousands of online shoppers, becoming one of the first cowboys of countless online shoppers.

In fact, according to the birth time of the cool wolf brand, how can it sell the market so fast? Understand the cool wolf, from its founder, Mr. Peng Xianjun.

Temper wolf spirit in hardship

In 1993, 18 years old.

He left his hometown in Sichuan and followed his old tailor to a small town in Yunnan to become an apprentice.

When apprenticeship is very hard, whenever Peng Xianjun is tired and tired, he is lying in bed with his exhausted body. He is very confused about his future.

He always thought of the family far away in Sichuan, the cramped and warm home. The burden of several people in the family always kept their parents out of breath, and their parents' hair had turned white.

He felt that as a brother, he had the responsibility to stir up the burden on his family, help his parents to share pressure, change their family's predicament, and lead their younger brothers and sisters out of their hometown to lead a better life.

So Peng Xianjun kept on going.

After a period of apprenticeship, he learned how to make clothes by studying hard. The first pair of trousers was born during that period.

So far, Peng Xianjun still remembered the excitement and joy of the birth of the first pair of trousers.

Of course, the first pair of trousers does not have a brand name, not even a brand, and even to whom a fellow townsman in Yunnan has sold it.

The experience of apprenticeship not only made Peng Xianjun learn the skill of making clothes, but also laid a solid foundation for his future career development.

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One year before the year, there were so many people who made clothes. On that day, Peng Xianjun walked thirty kilometers to another town to get cloth. On the same day, he walked more than 4 hours to his destination and spent hours buying materials.

When I was ready to go home, the snowflakes of goose feather were floating on the sky, and the snow was getting bigger and bigger, without stopping.

In those days, there was no inn in the big town, and there was no place to lodge it. Moreover, the clothes of the villagers were waiting for the cloth to be made overnight. What should I do? Peng Xianjun, a young boy, was biting his teeth and carrying the fabric of a hundred Jin Jin.

The mountains of Yunnan are far away from the past. The peaks are overlapping and endless. Peng Xianjun, who has driven the mountain road for two hours, is hungry, tired and cold. Looking at the vast white world, far from the mountain road, his consciousness begins to blur.

At this point, the mountain road is inhuman, even birds do not see any trace, only the sound of snowflakes falling off the ears.

Peng Xianjun, who was hungry and thirsty, seemed to have hallucinations at the moment, as if he would faint at any time.

At this very moment, he found a white radish on the roadside. Without saying a word, he pulled up and wiped it with snow, and gulped it in his mouth.

Later, Peng Xianjun recalls that this is the best thing he has ever eaten in his life, and has never eaten anything more delicious than that.

After eating radish, Peng Xianjun was carrying the cold with the help of snow, and a man slowly returned to the town. When he got to the town, it was quiet. Only the master stood in front of the store waiting for him to come back.

In his future career, whenever he met with setbacks, he would always remember the situation when he was alone, and even the desperate difficulties could be overcome. What else could be overcome?

This is the most important spirit of wolves. No matter how dangerous the environment is, we must survive, face the challenge bravely, persist in the end and never give up.

Down south, to the pformation of wolf king.

In 1998, Peng Xianjun came to Dongguan. This is a new starting point for his life.

Here, Peng Xianjun started his own factory career as a garment driver. He also met a noble man in his life. When he was doing the train management, he had no experience and confidence was not enough, but the boss trusted him and recognized him.

After the interview, Peng Xianjun felt too heavy and heavy responsibility. He was afraid of messing up things and later said goodbye to the boss.

With the encouragement of his boss, he took the burden seriously.

So Peng Xianjun started the management of the first vehicle tube. In order to thoroughly understand the production line and convince his people, he hardly ever slept in the first week. When the workers were off duty, he stayed in the factory and fumbled for all kinds of skills until he stayed up all night and did not rest for second days.

Nevertheless, the first batch of clothes was out of order.

At this time, colleagues see the joke, disdain it, hot air is also ironic.

Peng Xianjun thought this time was over.

I didn't expect his boss to stand up to him and encourage him to continue to learn.

Because of the boss's support.

Peng Xianjun persevered and finally standardized the production process. At that time, he got second achievements in the 5 production lines of the factory, and the first vehicle management already had more than 5 years of experience. At the end of the year, he felt a heavy joy when he took the 5 thousand yuan red envelope awarded by the boss.

Soon Peng Xianjun became the first place in the company. The group he brought was the highest in the company, both in terms of shipping speed, shipping volume and quality.

Later, the company was short of charge, and he volunteered to become a supervisor. He quickly took the initiative to bring up the capabilities of the 5 groups.

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In those days, there was an innovative garment factory in Sha PU. The boss was from Hongkong. There was a problem in the production process of the plant, and many experts and old skilled workers were unable to solve it.

By chance, the boss met Peng Xianjun and Peng Xianjun in less than a day. He found out the problem of the process and helped him solve the problem smoothly and tide over the difficulty.

Later, he was hired by the Hongkong people as director of the factory. He was in charge of hundreds of people.

Taking a look at Peng Xianjun's cowboy career, we can see a small person refusing to fight for ordinary, competitive and unremitting efforts. We can feel his determination and toughness to change his fate.

In fact, wolves are not the animals with such quality. They can live better and live longer for the team, and also become the king of the wolves in order to get ahead of themselves.

Start a business, count several times.

stay

Over the years, Peng Xianjun's consciousness and connections have accumulated to a certain degree. He believes that where there is a will, there is a way.

In a cowboy town in Xintang, Guangzhou, Peng Xianjun opened a garment factory with a friend.

After months of hard work, when the company finally got on the right track and began to make profits, the partners not only sat on their feet, but the partners' wives kept on cynicism and innuendo, trying to drive Peng Xianjun away.

A big man was so upset that he was so upset all day. Finally, one day, Peng Xianjun couldn't resist the beat of the table.

However, only more than 50 thousand of the debt was allocated to Peng Xianjun. After several days of entanglement, he only recovered more than 30 thousand, and the remaining 20 thousand was detained by the family factory.

At the beginning of the cooperation, the factory borrowed about one hundred thousand yuan, and Peng Xianjun held the thirty thousand yuan in his hand. He shed tears for the first time. The man had tears to play, because he did not go to the sad place.

He thought it was over, and owed about one hundred thousand of the people. When he did not know when to pay off, he remembered the experience of snow mountain in Yunnan.

After hiding money from his wife, he went to another company as director of the factory. After more than a year, he finally paid off the money he owed.

His heart began to become restless again. He raised money to open up a stall to help some factories deal with inventory.

Later, more and more orders, he opened a factory.

In 2008, the economic crisis swept across the world, and countless manufacturing enterprises collapsed in this disaster, and the survivors only lived in the cracks.

At that time, Xintang, known as "the world cowboy clothing town", a large number of jeans production enterprises have also stopped production.

As time goes on, the impact of the economic crisis on China's manufacturing industry has not diminished.

Guangzhou flat top textile and Garment Co., Ltd. was founded under such difficult circumstances.

Although the external environment is sluggish, the development of flat textile is fairly smooth. At one time, the factory's annual business is about thirty million.

At this time, a great event happened.

Peng Xianjun, a company that OEM, owes him about 6000000.

The second day of the month was about to pay wages. Peng Xianjun went to look for the boss of a company.

Who knows that the boss heard the end of the meeting, sneered, and some disdained to say, "no money, do not open factories, not only your employees want to pay wages."

On the spot, Peng Xianjun burst out and felt cold inside. This was the second time he had shed tears in front of another man.

Later, he thought deeply about the pain and felt the importance of his own brand. He made up his mind to build his own brand.

Seventeen years of accumulation, according to the birth of cool wolf

At that time, exports were shrinking, but there was huge room for development in China's domestic market. Enterprises without independent brands could hardly occupy a place in the market.

Enterprises that rely on OEM can expand rapidly in the economic boom, but once the crisis comes, they will be in trouble because of passivity.

Only by creating our own brand can we avoid this risk.

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According to the birth of cool wolf, all hope of Peng Xianjun is placed.

According to the cool wolf, "Yi" is taken from Akimizu Ito, symbolizing the feminine graceful and graceful. "Cool" is another representative of the male. It distinguishes the public with individuality and uniqueness. "Wolf" is also a spirit of perseverance, courage and struggle, solidarity and mutual help.

There are three kinds of different meanings in a brand.

According to the initial development of cool wolf, it was not smooth. At that time, the foreign trade was difficult, and the domestic market was divided by several big brands. How to grab shares and occupy a place in the competition like forest shopping mall became a headache for Peng Xianjun.

By chance, Peng Xianjun made a deal with Alipay, a shopkeeper who did Taobao. He especially asked the shopkeeper about his success.

Also began to contact online shopping, at the beginning, no one to help, just to open Alipay ran 6 times.

In this new field, for him, everything started from scratch, and later he worked with another friend, who was in charge of Taobao. He was responsible for production and physical sales.

According to the original agreement of the two people, Peng Xianjun could not give the partners a penny, but in the principle of being a man for many years, Peng Xianjun paid the income in that period and gave him the money he earned.

Next, Peng Xianjun started everything from scratch, learning from Taobao video tutorials, and gradually expanding her team. According to cool wolf, he gradually got on the right track. In less than 2 years, cool wolf became one of Taobao's ten hot denim brands.

Hundreds of distributors do not say that the Taobao store's flagship store, which is based on cool wolf, has more than a thousand pactions a day.

In 2011, Peng Xianjun set up Guangzhou flat head Trading Co., Ltd. and Guangzhou flat headed Agel Ecommerce Ltd. The three steps of production, foreign trade and electronic commerce opened up a new development road for manufacturing enterprises.

Relying on the three platforms, the cool wolf will go to the world famous clothing brand.

Brand positioning:

According to cool wolf, the core of the creative core is to pursue self-confidence and uniqueness, freedom and comfort cowboy enthusiasts to create their own charismatic cowboy.

According to cool wolf suitable office, friends gathering, shopping and other occasions.

Unlike their peers, the cool wolf has abandoned the practice of high priced international brands, reduced costs through e-commerce sales channels, and offered more concessions to consumers at reasonable prices.

Brand concept:

Based on the popular elements of various countries in the world, under the careful planning of senior designers and the needs of modern people in pursuit of fashion trends, the cool wolf has introduced a series of jeans with different themes and easy matching.

Its fresh and bright colors, simple and fluent style make you self confident and free.

Synchronize to appreciate the fashion of every country and feel the charming style of cool wolf.

Brand image:

Efforts to highlight the unique self-confidence of modern people.

It is simple and not simple. It is rich in level but not messy and complex. It reveals the strong personality of modern life and art and fashion.

Free and straightforward clothes, comfortable and pleasant mood become a bright color that embellish the beauty of the city.

Brand quality:

Firmly uphold the dignity of the cool wolf according to its quality.

In terms of fabric, it pays attention not only to environmental protection but also to comfort.

Through the use of cotton, linen, wool and other natural comfort fabrics and high strength fiber, spandex, Lycra and other high-tech fabrics, coupled with imported high-grade chiffon, silk, mulberry silk and other lightweight and elegant fabrics, to ensure comfort and easy to wash, and better long-term maintenance of good shape.

According to the cowboy cowboy, every step is strictly controlled in the production process, and the products to the customers are carefully inspected by the cool wolf.

In order to let people enjoy the attractive clothes, enjoy the good mood at the same time.