Fashion "Fabric Magnate" Li Chengxin'S Clothing Dream

　　 Li Chengxin He was 52 years old. In 1984, he entered the third Xiaoshan printing and dyeing factory, and successively served as deputy director of finance, director of the factory Sanyuan holding Chairman of the group. Li Chengxin loves sports. He runs every day and golf every week. In his spare time, he likes reading books and newspapers. He pursues the health of life and enterprise between the activity and the stillness.

　　 Sanyuan holding group is just 30 years old this year

The company had a low-key birthday with the production of an exquisite brochure. The brochures outline the group's four industrial sectors of fabrics, clothing, new materials and real estate Imagination Between the lines, Li Chengxin, chairman of the board, thought about the future.

"In 10 years, I hope clothing can become the main business of the company." Li Chengxin's dream for many years is also the law of the industry

Xiaoshan, where Sanyuan is located, is one of the largest chemical fiber textile bases in China. In China, PTA of "made in Xiaoshan" accounts for 22% and chemical fiber accounts for 15%. ad locum, Industrial chain The extension to clothing is just beginning.

Li Chengxin made a special trip to Italy last year. He was deeply impressed by the industrial experience of some world-famous enterprises starting from fabric business and then developing into global first-line clothing brands.

At the age of 30, the man who took over the predecessor of Sanyuan holding, Xiaoshan printing and dyeing factory, has extraordinary perseverance and endurance. For more than 20 years, he has made this small factory, which is on the verge of closing down, into an annual sales volume of 2.5 billion yuan“ Fabric boss ”It has become the national textile product development base and is considered to be one of the enterprises with the most complete fabric production.

　　 Now, "fabric big man" is quietly starting to layout for the clothing industry

At the end of May, the French exclusive clothing store of Reno group opened in Ningbo. This is "Sanyuan" clothing company after the establishment of the 62nd difano stores. These stores are located in the top shopping malls in Hangzhou, Shanghai, Nanjing, Xi'an, Fuzhou, Chengdu and other major cities. "This year, we plan to develop to 100, and the sales revenue is expected to reach 150 million yuan." Difano clothing executive vice president Huang Jing said. {page_ break}

To create a high-end brand image of fashionable business men's wear, supplemented by international brand operation, is only one way for Li Chengxin to realize his clothing dream. He is also planning a bigger plan, which is to use the most popular online shopping nowadays to let Chinese men buy high-quality shirts at medium prices.

"I don't know if you've noticed the men around you. They don't like shopping and are not used to changing their shirts every day. Some shirts may be expensive brands, but you'll find that they often wear them until the collar turns white Li Chengxin jokingly said that he wanted to make Chinese men, like foreigners, accustomed to buying dozens of shirts and changing them every day. "One or two hundred yuan can buy 1000 yuan goods from traditional shopping malls online. Do you want to buy them?"

Selling their own brand shirts online is not new. At present, the most successful one is "VANCL", which is founded by a group of e-commerce professionals. There are no factories, workshops and workers. It only outsources its designed products to manufacturing enterprises. After affixing its own brand, it is sold on its own website. It is said that it can sell 23000 pieces a day.

　　 Facing such "pioneers", what is the foundation of Sanyuan

"The key to the success of apparel e-commerce enterprises lies in rapid response to market demand through differentiated products." Li Chengxin said, "at the same time, the backstage must be strong." "We have invested 600 million yuan in the development of shirt fabrics alone, with an annual production capacity of 40 million meters. Product supply chain and product development capability will become our core advantages. Besides, we know more about clothing. " Huang Jing, who has been immersed in the field of clothing for more than 10 years before joining Sanyuan, said. Over the past four months, he and his colleagues have been visiting manufacturers, network companies, and even buying shirts on the Internet, comparing and analyzing network services and product quality.

"We may need to hire a professional team to promote the network, but the control of product quality must be in our hands." Huang Jing said.

"This is an innovation of channel mode, and the key is to provide good services." Li once revealed that they could build a new logistics team in the future by integrating them into a new logistics team.

"It takes patience and courage to make clothes, especially clothing e-commerce. It is said that VANCL, supported by venture capital, is still in deficit. It's a money burning job. " "We don't need to make a lot of investment in equipment and factory buildings. In the future, more money will be invested in people," Li said

Li Chengxin, who emphasizes service, has a "Li experience". Such a large holding group has 16 subsidiaries and more than 5500 employees. It is impossible for you to manage from head to toe. "Let professional people do professional things". Once the general direction is set, Li Chengxin will delegate power to the general manager of each subsidiary company. The group never interferes in the company's product development, staffing, financial management, labor distribution and other specific work.

"As long as I have 51% of the shares, we can make money together. The task of the headquarters is to guarantee funds, provide good services, set up a good platform, do a good job in culture, and be the "rear area" of subsidiaries. " Li Chengxin's thinking is very clear, he led Sanyuan holdings to gradually shift from manufacturing to brand service.

With this "Li's experience", Li Chengxin firmly believes that his clothing dream will be wonderful.