Ding Warned: "The Rich Two Generation" Built Their Own Clothing Brands After 1980S.

In 2007, the first store opened; in 2010, there were more than 300 stores nationwide. From brands not known to dealers and queuing agents, Ding warned that it took less than three years. A young man after 80, with his perseverance and efforts, refreshed people's views on the "two generation rich".

Character card:

Ding Jing, chief executive of Mar Cassini, executive director of Fujian Yu Chen Garments Co., Ltd.

Entrepreneurial experience:

Persistence: entrepreneurship requires a spirit, a spirit of perseverance, and a spirit of perseverance. First, the person who reaches the finish line is not necessarily a fast runner. As long as there is a persistent heart, slow people can reach their goals.

Giving up the deputy general position and being a workshop worker.

In 2000, Ding, the 20 year old, entered his father's office. shoes At the time of the enterprise, his father had prepared a deputy general position for him, but he decided to start from the workshop. After working for three months in the workshop, Ding watched and began to work as a salesman for 5 months. After that, we upgraded the business manager to the R & D department for nearly two years.

After identifying the existing ability management company, Ding took the lead in taking the position of deputy general manager. "Only when we are familiar with all positions can effective management be implemented." With two years of experience accumulated, from 2002 to 2007, Ding watched the company that helped his father achieve a leap. "At that time, I was only more than 20 years old, and I was responsible for the whole company's R & D, marketing and finance. I can say that the most important part of the company is controlled by me."

5 years of vice president career, let Ding watch the teenage dream expand rapidly: be a self. clothing Brand. "At the beginning of the enterprise to enter the father, it is necessary to start at the grassroots level, in fact, it is also preparing for the future business." When the time is ripe, Ding decides to leave his father's business and go on his own.

Looking for market vacancy and selecting direction of solo flight

After taking the German agent of mascassini clothing in Germany, in March 2007, he set up his own clothing company with his father's first start-up fund. At the beginning of the company, there were only 4 people.

In the three months from March 2007 to June, Ding Jing and his team ran through the commercial streets of major cities every day for the purpose of finding market vacancy and positioning for their products. "What impressed me most was on the Beijing road in Guangzhou. A company member and I sat on the street from morning till night. Only one thing was done, that is," counting "people, in fact, is to classify pedestrian's wear, so as to find potential style positioning. Talking about this process, Ding Jing still feels deeply. "At that time, we also visited many customers. But no one paid any attention to us. Sometimes, we can't enter the factory gate. "

In the wake of market research, Ding warned clearly. brand Location. In September 2007, the first franchised store opened in Jinhuai street, Quanzhou. But due to the lack of market research in the previous stage, the experience of opening shop was not enough, and the site selection and sales method were wrong. It was not long before the Chongqing store opened. This time, because the cost of investment was not large, and the business circle was more concentrated, the price was in line with the local consumption ability, and the franchised store was successful.