Tang Yi Jin'S Legendary "Black Horse" Legend

< p align= "center" > < img border= "0" alt= "" align= "center" src= "/uploadimages/201301/11/2013011117342512671.jpg" / "< /p >

< p align= "center > > strong > General Manager of Beijing Qi Rui clothing and Garments Co., Ltd. Tang Jin" /strong > /p ".

< p > in home furnishing industry, "a href=" http://sjfzxm.com/news/index_c.asp ">" /a "is a well-known brand.

Hundreds of millions of dollars of sales can hardly imagine that this is a brand that has grown up from the wholesale market. Today, let's talk about its legendary development story.

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< p > < strong > how is the brand made? < /strong > < /p >

< p > by the end of 1994, Tang Yijin, who first arrived in Beijing, sold video tapes and tapes. Later, he rented a counter in the original Tiancheng market and began selling everything. After six months in 1995, he began to specialize in home furnishing clothes when he met with market adjustment.

At the beginning of his business, Tang recalled his memory: "at that time, people did not know when the household clothes were worn, but many people began to try them on."

At that time, his counter location was very good, no matter whether the consumer entered the market or the market had to go through, so the sales volume was very good at that time. "The best time can sell more than 10 thousand yuan a day."

In this way, Tang Yijin earned his first pot of gold and laid the foundation for future development.

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< p > > "to be a man first and do things again" is the criterion of Tang's Yi Jin. It is precisely this guideline that follows. Tang Yijin has ushered in a very important turning point in his career in business.

By the time of 2000, the market in which he was located was being attacked by hardware and equipment, and at the same time influenced by several new clothing wholesale markets.

Tang Yi Jin's sales dropped from 10 thousand yuan to 1000 yuan a day, and he could not see the future of development.

At this time, one of his major clients left Beijing, and because of his appreciation of his behavior, he pferred his two berths in Beijing's heavens market to Tang Yi Jin.

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< p > the market has been improved and the berth is very good.

Tang Hua Jin Hua 160 thousand yuan, the next two days after the day, the sales volume of products has greatly improved.

However, there was an unexpected situation. In 2003, a sudden heavy rain in Beijing pushed him to the cusp of the storm. Tang Yijin lost a lot of money when the weather was flooded.

But there are always opportunities for prepared people. In 2002, Tang Yijin saw the development prospect of the Beijing Tianyi clothing market and opened a sales point in Providence.

When the heavens were flooded, the sales focus of Tang Yi Jin shifted from heavens to Providence and continued until he abandoned the terminal sale and began to operate branding.

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< p > brand operation is the goal of Tang Yi Jin.

As early as 1997, Tang Yijin registered his brand "Tian Xue".

Because he had no company at that time, he registered with his client and friends, which also laid a "land mine" for the future brand ownership.

According to him, "Tian Xue" has entered many supermarkets in the era of the brand of home furnishing clothes, and sales are also very good.

Around 2000, the customer no longer bought goods from Tang Yijin, began to print his own tag, packaging, and produce and sell himself, which was a great blow to Tang Yijin.

Because he used other companies and names to register, he could only eat the Coptis chinensis dumb.

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< p > after this brand robbery, Tang Yijin began to consider registering a real brand of his own. He threw out about 10000000 yuan of stock and ran the "Qi Rui" brand in 2003.

Since 2004, "Qi Rui" began to expand the national market, products to Fujian, Xinjiang, Shandong, Heilongjiang, Hainan, Henan and other places, and began to take the mode of agency and joining.

Qi Rui has been well developed in a short time. Many agents still follow him on the basis of Tang Yi Jin's brand change, which is inseparable from Tang's personality charm and product quality.

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< p > < strong > How was the whole line produced? < /strong > < /p >

< p > from the moment of the birth of "Qi Rui" brand, "a href=" http://sjfzxm.com/news/index_c.asp "Tang Jin Jin < /a" decided to abandon the low-end market, "less than 30 yuan" a href= "http://sjfzxm.com/news/index_f.asp" > clothes < /a > do not do, because less than 30 yuan of household clothing fabric will play ball.

Tang Yijin said, at that time, the cost of 30 yuan of home clothes quality has been very good.

As consumers' demand for quality of products is getting higher and higher, the cost of products is rising, which makes many southern brands of home clothes afraid to come back to Beijing. But Tang Yijin persevered.

"At that time, though the style of Qi Rui was not necessarily outstanding, the quality of Qi Rui was definitely the best, so it was always welcomed by customers."

Tang Yijin said.

Quality improvement is Tang Yijin's persistent pursuit of goals over the past 10 years.

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< p > with the development of brand, Qi Rui began to take the road of serialization. The categories of products began to increase, and more and more factories were making OEM for Qi Rui.

In order to effectively control the quality of products, Tang Yijin integrated the cream of the industry, allowing different manufacturers to produce different materials of household clothes, and give the right products to the best people.

Tang Yijin and these factories have established long-term cooperation, so long as these processing quality is guaranteed, he will not change his choice because of the cheaper processing fees of other factories.

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< p > brand continues to grow and grow. The demand for product production is higher and higher, and the number of production is increasing.

First, many processing factories are reluctant to accept such a high quality list, because the high quality requirements will inevitably lead to a reduction in processing quantity in the same time, but the unit price of processing is very difficult to upgrade.

The two is that some of the enterprises that do the processing for Qi Rui also make their own home clothes, and also do the national market.

Moreover, the production can be placed in others, and the quantity and channel of its sales can be seen through the delivery of the factory.

Whoever first comes to market will seize the market opportunity, so enterprises will usually produce their own clothes first.

They will drag on when production fails.

"They can't do my product, but I can't sell it."

Tang Yijin said.

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Tang Yijin, who originally wanted to concentrate on the advantages of every factory, gave him an ultimatum in 2004 when the two factories that had worked for him for nearly 10 years. He said that he could not process P for another year at the most.

"It's no longer a question of processing fees. People will not do it for you."

Tang Yijin said that the construction of factories was already in the firing line and had to be done.

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At the same time, with the increase of the cost of processing enterprises, the processing enterprises no longer allow the existence of "triangle debts", and their own factories can appropriately extend the turnover time of enterprises, and can guarantee the quality on the basis of cost reduction. P

"There will also be processing enterprises with good quality control outside, but the cost will increase by 10% to 20%. It will be difficult for enterprises to accept the current profit situation.

I also want to do virtual business and pack the process, but it's not yet. "

Tang Yijin said.

In desperation, in 2005, Tang Yijin set up his own factory in Guangdong. Most of the products were processed by themselves, which effectively controlled the supply of high quality goods.

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< p > now, Tang Yi Jin began to buy Yarn, weaving, < a href= "http://sjfzxm.com/news/index_h.asp" > printing and dyeing < /a > processing and selling one-stop operation.

On the one hand, we can control the cost, and on the other hand, we can better guarantee the quality of our products.

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< p > < strong > what kind of hero does it cost? 10. < /strong > < /p >

Less than P, the overall sales volume is declining, whether in fashion, home clothes or underwear.

This phenomenon was predicted by Tang Yijin in 2010.

In view of the current situation of "a href=" http://sjfzxm.com/news/index_h.asp "/a", the market environment is not mature and the market competition is not clear, the company based on its own current situation and future development plan, with the 10th anniversary celebration of the brand in 2013, has organized a strategic brand marketing campaign spanning 3 years and 6 seasons, which is trying to tell the team how to deal with the current market situation and how to develop.

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< p > the whole activity took 3 years, beginning in May 2011 and ending at the end of 2013.

In the planning of Tang Yi Jin, the hero's closing battle was exactly 10th anniversary.

The activity is mainly for the training of mental improvement based on experience, perception and perception. It is through the coaching mode of interoperability experiential discipline, stimulating the internal energy of employees, agents and franchisees, thereby enhancing their inner discipline. It is the selection and training of Qi Rui brand for a brave, intelligent and thoughtful group of heroes.

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< p > Tang Yijin recalled that before the implementation of the hero's plan, someone persuaded him: "it is a thankless job to invest in 30 million yuan and not get a direct return."

Tang Yijin does not think so. He firmly believes that products and talents should be developed at the same time, and that the cultivation of qualified personnel is conducive to the unification of ideological level. The unity of this ideological level can be pformed into various forces and resources to serve the development of the whole brand.

At present, the heroic association has successfully held the 4 season. He not only closely integrates his own staff team with distributors and terminal operators, but more importantly, these people have reached a consensus with Tang Yi Jin.

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< p > from the fourth quarter of last month's "hero" performance, Tang Yijin felt that the results he wanted had been revealed gradually: in the short and a half year, they also saw some achievements. No matter from the individual's mental outlook or professional level, the growth of "Qi Rui" was manifold and obvious. What's more, their grasp of service is more accurate and the future development and positioning are clearer.

This makes the company's executives very pleased.

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< p > < strong > how does the future of the enterprise go? < /strong > /p >

< p > "only when the industry grows, can enterprises grow bigger. Single enterprises are too small. You can hardly go beyond yourself.

Let's talk about the industry first, then the individual, and then the brand. The environment is very important. You will spend a lot of money to promote yourself. The result is not good.

Tang Yijin said.

In his view, in most areas of China, consumers are still relatively unfamiliar with household clothes, and the home furnishing industry is far from reaching the so-called "cake sharing".

"In fact, the real competition in the domestic clothing industry stems from the industry. The biggest competitor is not the brand, but the consumer's identity.

In some ways, the factors restricting the development of the industry also determine the way to guide the development of the industry.

Tang Yijin said that people should first make new changes from the consumption concept, and the sales of household clothing products can be logical.

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< p > relevant data show that the annual consumption of Chinese household clothing has exceeded 10 billion yuan, with an annual growth rate of over 30%, becoming the fastest growing variety in the clothing industry.

Although there are 15 sets of home clothes per capita in the European and American countries, and there are not 1 sets of market prospects in China at present, the good opportunities for the market are all seen in the eyes of the home clothing enterprises, but the market disputes are not ready, and the enterprises are mostly in the way of trying, how to quickly master the difficulties of their own talents, environment, design and other links, and be in the forefront of the market, which is the problem that the enterprise surviving and must consider.

In Tang Yijin's view, the current chaotic and disordered competition in the home clothing industry will eventually be broken in the near future.

At that time, the brand that can survive in the market depends on the strategic grasp of the future market structure.

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< p > for the future development plan of Tang Yijin's own brand, we believe that at the present stage, the enterprise should build from image, and work hard from brand culture, marketing and terminal construction.

There are 10 links in brand building.

He said that the slogan was good enough to be done and implemented.

"If you walk too slowly, you will be eliminated by the market. If you go too fast, you will become a martyr."

Enterprises should develop according to their own actual conditions.

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< p > 2013, "Qi Rui" will usher in its 10th anniversary commemoration.

Looking back on the road that has taken place in the past 10 years, Qi Rui has grown from the wholesale market to the four hundred or five hundred stores and sales volume of hundreds of millions of yuan in the whole country. In Tang Yijin's view, these are just stepping stones for enterprises to survive and develop. "In the next 10 years, we will show clearer strategies and objectives to agents, terminals and employees."

For Qi Rui, 2013 is a new starting point.

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< p > "only when you are calm, can you really dig your heart out in a very harmonious and atmosphere environment when you are very calm, so that you can truly unify the ideas and strategies for future development and move towards the same goal and direction."

Now, Qi Rui has completed the basic layout of the whole country. Obviously, blind expansion is not the pursuit of Chi Rui.

Tang Yijin is very clear that what Ji Rui wants to do is a hundred years brand. At this time, we should calmly think about the next line, strategy and plan.

In order to avoid bottlenecks in future development, there is another important step to improve the quality of agents and terminals and expand the reserves for the next hundred years. < /p >

< p > in Tang Yijin's view, "the prospect of home furnishing industry is very optimistic, but we should do it together."

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